Posts Tagged ‘business’

Don’t reveal too much in your promo material

July 17, 2017

Hey Dave – I took your workshop about a year ago. When you did the session about business you talked about not putting your home address on your promotional material. Another comic told me I should put my address on my website, promo material and DVD’s if I’m serious about doing this. He said to give bookers every way possible to find me to hire me. What do you think?- E.H.

Hey E.H. – I think you need to hang out with different comics. Of course it’s good business sense to give talent bookers the best and easiest ways to contact you, but let’s not get too personal. When you’re promoting your business – which is you when you’re a comedian or humorous speaker – you have to network and let buyers (in our case meaning the people hiring you) know how to find you.

Never know who’s paying attention…

But it’s also important to realize it’s pretty much impossible to pick and choose who will end up viewing your promo material.

Everything you post online or even post through the Postal Service (sometimes I embarrass myself with this word play) is fair game for just about anyone to see. So not only will talent bookers have a way to find you – so will everyone else.

As usual, I have a story about this. And I’ll share it with you – in a moment…

First of all, business methods have changed a LOT over the past few years for both comedians and humorous speakers. It wasn’t that long ago during my comedy workshops that I’d bring in a stack of promotional packages developed by big-name public relations firms for big-name comedians such as Ray Romano, George Carlin, Ellen DeGeneres, Dave Chappelle and others. These were great examples of how professional promotional packages should look, but you really don’t see these much anymore because just about everything today is done online.

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Comedy Workshop at The Cleveland Improv

Starting Saturday July 22, 2017 – SOLD OUT!

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Workshop performance at The Improv

Wednesday – August 16 at 7:30 pm

Fall 2017 Chicago and Cleveland dates TBA

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In the “old days” these were hard copies (paper and photos) displayed in designer folders or even plain two-pocket versions (like you “old timers” probably used in school) that agents, managers and talent bookers could actually hold in their hands or spread out on their desks to read. Just the memory of sorting through stacks of folders and photos is making me feel ancient…

BUT now with this information online, I haven’t received a hard copy promo package in… well, since everyone realized it was cheaper, faster and easier to have all this information on a website or attached to an email. It’s all online, easy to view, and the modern way of doing business.

BUT just like in the old days, you never know who will find this information. If you include a home address or home phone number, any wacko can find you. That’s why I suggest never sharing too much personal information on your promotional material.

Don’t worry, I’m getting to the story…

Posting a letter

BUT first, think about this. The only time someone in this business really needs your address is when they’re sending you a contract or payment. Yes, the more convenient way is to also do this online – but many of us are still working with event planners and talent bookers who keep the Postal Service in business with snail mail. If they want to know where you’re located to see if a specific booking is do-able for both of you – give them the nearest city. Could be New York, Cleveland, Chicago, Los Angeles, etc… That’s all they need to know. When they’re sending contracts or a check, then give them an address.

BUT since you’re a business (correct?) I suggest having a business address. And if you need to, think about this. If you work with an agent, they have your contracts and payments sent to their business and not their home address. You need to think the same way. And unless you have a separate business office, use a Post Office Box instead of your home address.

I know with cell phones it’s always convenient to give out that number for important contacts and potential bookings. That’s why answering services for performers are going out of business because no one is far from their phone anymore. But think twice before you share that number online. Unless its a phone dedicated strictly for business, anyone can find your personal number online and make a call. And I’m not just talking about past annoying ex-friends, employers or relationships, but also the wacko looking online for someone to talk to – and annoy.

Besides, it’s much easier for someone to contact you (for bookings and not always annoyances) by clicking an email link through your website. Websites and other online marketing tools should all include your email. And since it’s easy to have separate business and personal email addresses, keep your business and personal emails separate.

For instance, mine is dave@thecomedybook.com. I can tell you that because it’s for business. You don’t really think my family uses that address to contact me – do you? They have my personal email address – and you don’t.

And now to wrap this all up, here’s the story I promised. It will give you a good reason why this all makes good business sense. And as some comedians and humorous speakers like to say, this is a true story…

I received a call from the owner of a well known comedy club who suggested I look at a young, up-and-coming female comedian who needed a manager. I met with her, watched her set at the club that night and knew she was really talented and had potential to make it big.

In the years since, that prediction came true. You would know her as a national headliner and from television and movies if I mentioned her name. But even if she said it was okay, I wouldn’t. She went through enough grief from being too personal on her promo material during the early stages of her career and I don’t want to focus attention on her again in that light.

As I said, you never know what wackos are reading…

Anyway, she wanted to make sure every booker in North America could easily find her, so her home address and home (pre-cell) phone number were plastered all over her (hard copy) promotional material. It worked and she was booked for a week at a great comedy club only a few hours drive from where she lived. It was a big career break and she was psyched. But she was about to learn how much she really didn’t know about this crazy business.

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Oh, and I need to mention one other thing. She is very attractive and her promotional pictures (head shots) proved that. The club had her photo on display with the headliner’s outside the club – and you don’t usually see that happen for an opening act.

When she finished her week’s booking on Sunday night, the club owner took her into the office and paid her. Then he threw her promo material in the garbage can. When she asked why he said it had nothing to do with her performances. She was funny and he planned to bring her back. But he also knew it’s important for performers to keep their promo updated and next time she was booked she should send him a new resume, bio and head shot. Most bookers did this because they just didn’t have the file, desk or floor space to keep everything they received.

A few days later the comedian received a call from another “booker” who said he had her promo material. You know where I’m going with this… right?

Turns out it wasn’t really a booker, but a wacko comedian who had been hanging around the club. He had seen her photo on display and then in the garbage – with her home phone and address on it – and taken it. After a few more calls it started to get weird and then scary when he became a full-blown stalker.

Hello it’s me!

Our female comedian was learning a tough lesson the hard way and not only had to destroy all her promotional material (back in the days when copying head shots was expensive), but had to order everything printed again with a separate business phone and email as the only contact information.

Today it would mean changing the contact info on all your websites and online marketing which doesn’t always work the way you think it will. Web pages seem to have an everlasting life. I can Google and find pages about myself and my business that were posted years ago and extremely outdated. In fact I just did and found a newspaper review I wrote about a Paul McCartney concert back in 2003. I don’t even remember writing it – and it was like reading for the first time. Since I don’t write for that newspaper anymore, the contact email no longer works. But if they’d had used my home address with the article…

Now back to the story, because we’re not done yet…

The worst part was that she actually had to move. Imagine how you’d feel when someone wacko and scary can honestly say, “I know where you live.” If it’s not said on a Hollywood movie set, it’s no way to live every single day. She found a new apartment and had some BIG guys not only help her move, but also make sure a certain wacko wasn’t hanging around when they did it.

The lesson is an old one. You have a business, so treat it that way. Keep your personal life and contact information out of it. You never know who’s going to find it.

Have a comment? Please use the form below.

Thanks for reading and as always – keep laughing!

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Dave Schwensen is the author of How To Be A Working Comic: An Insider’s Business Guide To A Career In Stand-Up ComedyComedy FAQs And Answers: How The Stand-Up Biz Really Works, and Comedy Workshop: Creating & Writing Comedy Material for Comedians & Humorous Speakers.

For details about upcoming comedy workshops at the Cleveland and Chicago Improv Comedy Clubsprivate coaching by Skype or phone, and to receive our bi-weekly newsletter visit www.TheComedyBook.com

Copyright 2017 – North Shore Publishing.

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Money – how much should you ask for?

July 4, 2017

Hi Dave – The talent booker for a comedy club sent me the following: “How long is your routine and how much would you want to come to (city) to do a show?” I do 45 minutes to an hour, but on the money question I have no idea how to answer them. Obviously, I’d want enough to cover airfare. Between you and me, I’d stay with my grandmother who lives near the city. Any ideas? Thanks! – B.K.

Hey B.K. – I know the club you’re referring to. They’ve been in business for a long time and have a good reputation. And since you didn’t mention this being an offer for a one-time gig – like a holiday party, private or corporate show – I’ll assume it’s for a weekend worth of shows at the club.

Let’s negotiate…

It’s really a tough call for me because I don’t know what the club manager / owner pays his acts. It’s not an “A” room like The Improv and too many others to mention (think of the top clubs in your area), so a good guess is his price will be lower than what comics are paid in those clubs. But honestly, I don’t know that for a fact.

The bottom line is the talent booker asked you a wide open question – putting you on the spot. Between us (and readers) the guy asking you is playing his strength off your weakness. He books a club that operates every single weekend – and has for years. He knows the going rate for openers, features and headliners.

He has to because he’s been paying them.

So for him to ask YOU this question means he’s hoping you’ll come in lower than someone else just because you want to “get in” with the club.

And the fact of the matter is he’s probably right. Comedians that have yet to really establish themselves will hesitate to quote a high price. They want to work at the club, but don’t want to ruin their chances by asking for too much. The thought is that later they can negotiate a higher price when they’re a proven audience attraction.

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Comedy Workshop at The Cleveland Improv

Starts Saturday – July 22, 2017

Workshop Marquee 150

Includes a performance at The Cleveland Improv

Wednesday – August 16 at 7:30 pm

Space limited to 10 people

For details, reviews, photos and to register visit…

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This is part of the continual game played between bookers and newer talent. Entertainers – in our case comedians and speakers – riding high on popularity with solid credits and drawing large audiences can pretty much name their price as long as the club can still make a profit.

For example, years ago when I was booking talent for The Great Lakes Comedy Festival I contacted talent reps for two HUGE television stars (think top-rated sitcoms) for two theater shows. Hey – sometimes it’s “think BIG or go home,” right? I’ve known both comedians personally, but when it comes to business you always deal with agents and managers.

The fee I was quoted for each was even HUGER than expected and completely out of the price range for a small, start-up comedy festival. And one of the requests included use of a private jet to fly in before the gig and leave immediately after. It was part of “the fee” and not negotiable.

When your career reaches the stratosphere – that’s how you can do business.

In the case of a newer comedian or speaker, you need to have the business sense (no fear!) to ask for more information. The first question:

“How many shows do you want me to do?”

If it’s a series of shows – for instance, five shows over a weekend – ask what they pay per show. Headliners at small local clubs (think Holiday Inn on a weekend) can get anywhere from $100 and up per show. Even the major clubs have different pay rates depending on the night. For instance, they might bring in a cost-cutting headliner for a Thursday night and pay HUGE bucks for the star headliner on Friday and Saturday. It depends on the club reputation and size of audiences.

The next question:

“What do you usually pay your first-time headliners or first-time features, (or openers if that’s what you’re going for)?”

Also, do you know anyone who has played this club? Are you on good enough terms that you can contact the comedian and ask what he or she was paid? If so – do it. Comedians don’t have a union, so at least in my opinion you need to find a way to work together. Otherwise the club bookers will always have the upper hand.

* But don’t “push” this last question. Many business people (and that’s what you are as a paid performer) are very private about their earnings. Basically, it’s nobody else’s business. So please note the stipulation above: “Are you on good enough terms?” If you are and it won’t damage a friendship, then ask.

Instead of throwing an open question at you – again, hoping you play low ball – the booker should make an offer. He should come right out and say, “This is what we pay our headliners and/or features and/or openers.” And then ask if you want to work the club. Of course that’s in a perfect world and we don’t happen to live in one…

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But as far as asking, “How much would you want?” That’s what they say in the corporate and college booking worlds. And when you’re working in those markets, you should already have a price. You throw that back at them and leave room to negotiate travel, accommodations, food, merchandise and other $$$ stuff.

There are also other factors, especially in doing club gigs.

Comedians, speakers and any type of performer will need to consider his/her own track record. For instance, if a comedian consistently gets $1,000 per weekend – that’s his price. Options are plus airfare, hotel and food. The comedian tries to get his price up – and bookers try to get it down. It depends on the performer’s current popularity. If you were on TV starring in a Comedy Central special last week, you can ask for more than if your face hasn’t been seen on TV in over a decade.

In the case of a newer comedian or humorous speaker there are different considerations. Would you want to do this club as a chance to visit your grandmother? Would this club be a great credit on your resume? Are you going to make new contacts that will lead to more work?

All things you need to think about.

Your best bet is to be up front about it. Send back a message asking what they are offering. Mention you’ll most likely be happy to work within their budget, but let the booker make an offer. Then you can negotiate if necessary.

Hitchin’ a ride

For instance, he might pay you more if you don’t use a hotel room that the club would normally provide. You can stay with grandma. You might also use grandma’s car, so there’s a few more bucks you’re saving the booker that (maybe) can be passed along to you.

You also mentioned airfare. A lot of clubs today are not paying airfare – and they used to. So yes, the bottom line is that you need to cover your expenses. When you’re working a club for the first time, come up with a total you need for expenses. Then see what they offer you and if your expenses are covered. The amount of profit on top of that… well, since you’re a first-timer and weren’t on Comedy Central last week, your negotiation power might be limited.

In the end – if the club booker makes an offer – the decision is all yours. Is it worth it? Only you know for sure.

Have a comment? Please use the form below.

Thanks for reading and as always – keep laughing!

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Dave Schwensen is the author of How To Be A Working Comic: An Insider’s Business Guide To A Career In Stand-Up ComedyComedy FAQs And Answers: How The Stand-Up Biz Really Works, and Comedy Workshop: Creating & Writing Comedy Material for Comedians & Humorous Speakers.

For details about upcoming comedy workshops at the Cleveland and Chicago Improv Comedy Clubsprivate coaching by Skype or phone, and to receive our bi-weekly newsletter visit www.TheComedyBook.com

Copyright 2017 – North Shore Publishing.