As a creator or business owner, it’s easy to get caught up in the final product or service and forget about the process that goes into creating it. However, sharing this process with your audience can be incredibly valuable. By showing your audience how you create and make things happen, you allow them to see the hard work and dedication that goes into your craft and gives them insider insight that feels private and valuable. All this builds a stronger sense of connection between you and your audience. We call this “The Backstage Pass Strategy”.

A ticket to a show is valuable but a backstage pass is priceless.

It’s coveted because very few people get to see behind the curtain. If you don’t want to be a fake and flashy, smooth sales operator, then don’t just show up in the spotlight. Let your audience behind the scenes into your creative process. Show yourself creating and making it all up. Let them in. It doesn’t hurt your image. It helps build trust between a connected community.

Before we dive into the 5 perks of your backstage pass strategy for your behind-the-scenes content creation, here’s some insight into why this strategy is so effective for every business.

Why Watching Creatives at Work is Fascinating

As Stephen King has noted, audiences love to watch people at work. That’s why his most famous characters are driven by their vocation. We love to watch them at work, doing what they love, even if it drives them mad!

By showing your creative process, you provide an inside look at what goes on behind the scenes, which is fascinating for your audience.

Under Construction

If you’ve ever worked in a shop, you’ll know that when there’s cleaning, a restocking or construction going on, the shop suddenly fills with more people. It’s like they’re drawn to the chaos and change. There’s a sense of being where the action is, of witnessing the behind-the-scenes workings of a business or creative process.

This is the same sense of intrigue that you’re harnessing when you create your behind-the-scenes content, which allows audiences to see the real work and effort that goes into a product or service.

The Backstage Pass Strategy

Here are 5 key takeaways of why the Backstage Pass Strategy works wonders every time and how to effectively put it into action with your behind-the-scenes content.

#1 Key Takeaway: Show the Process

Your audience will feel more invested in your work if they feel like they are part of the process.

By showing the process behind the final result, (like watching someone at work or entering a shop under construction) you’ll engage your audiences in the action and build a sense of community and connection.


Breaking the fourth wall is a theatre term.

It’s when the performers defy the conventions of theatre. They leave the stage and go into the audience or address the audience, breaking the illusion created on stage. Break the fourth wall of your business.

#2 Key Takeaway: Break the Fourth Wall

Defy conventions and connect with your audience on a personal level. This can be done by addressing your audience directly, asking for feedback, or simply showing them what goes on behind the scenes.


Your not knowing, still figuring it out, making it up as you go along – all your “mess” is your magic. Show yourself working it out. Show to sell. Here’s how it works. When you share what you do, you’re selling without selling.

You don’t have to be the all-knowing expert who has it all figured out. Share your process and your audience will be lining up to buy before it’s even ready for sale. Don’t be afraid to share the ups and downs, the mistakes and the victories, and let them in on your journey. They’re invested because they’ve been part of your process of getting it ready and creating it.

#3 Key Takeaway: Share Your “Mess”

Your mistakes and failures are part of the creative process. By showing your audience the messy parts, you demonstrate authenticity and build trust. It’s part of your pre-sales strategy. You’re warming up your audience and building anticipation.


Your not-so-subtle figuring it out is sales genius.

Asking, “which book cover should I choose?” tells your audience you’re writing a book without telling them you’re writing a book. Show them ten covers and you’ve just told them ten times without annoyingly telling them ten times.

#4 Key Takeaway: Ask for Input

Let your audience in on it, instead of keeping your process hidden behind closed doors.

Rather than announcing the finished product like a circus ring leader, you treat your audience as your co-creators who are equal to you. It’s about interpersonal relationships instead of putting yourself on a pedestal of perfection

When you share your ideas as you make them up you’ll get direct feedback through conversations. “I’m making candles, what do you prefer? Do you like this label or this one? How about a coffee candle?”

Asking for feedback or input from your audience can help to create engagement and build a sense of community. This can be done through polls, surveys, or direct conversations.



Think of your behind-the-scenes content as giving your audience the highly coveted backstage pass ticket and share how you work not just what you do.

Key Takeaways

#1 Key Takeaway: Show the Process

#2 Key Takeaway: Break the Fourth Wall

#3 Key Takeaway: Share Your “Mess”

#4 Key Takeaway: Ask for Input

Recommended Reading

Posts from Content Strategy

A Guide to Creating Engaging Behind-the-Scenes Content

Love, Lauren




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