Still sending promotional postcards?

Hi Dave – You’ve talked about using postcards as a way to follow up with clubs and agents that you were trying to get work from. How would you suggest staying in touch when you already work for them (on the standard circuit, roughly once a year)? Thanks! – J.N.

Still funny and still works!

Hey J.N. – Good question and good timing. I’ve been reviewing my postcard etiquette recently and have come up with this conclusion. The old way may not be the best way – but it’s still a good way.

Let me explain this better…

In the old days before technology made our promotional efforts easier with websites, emails, twitter, YouTube, Facebook, LinkedIn, Instagram and… well, whatever else I’ve missed (it’s hard to keep track of them all) comedians, speakers and performers in general were sending out hand-written postcards to stay in touch with talent bookers. I remember these old days, because that’s how they stayed in touch with us if they wanted a showcase for the TV show A&E’s An Evening at the Improv. Our office was at The Improv on Melrose Avenue in Los Angeles and the comics that lived too far away to drop off a video or do a live showcase had to rely on the U.S. Mail to let us know they were out there and should be seen.

Not everyone needed to use this promotional tool.

I don’t remember seeing postcards from the comedians I worked with locally in Los Angeles or when I was at The New York Improv. They could always stop by the club(s) to do a set or just network in person. But if you were in Chicago, Cleveland, Atlanta, Toronto or… Okay, I’ll stop with the city listings. I trust you get my drift. If you weren’t in LA or NYC you had to rely on your reputation, networking, recommendations, an agent or manager, and a relic from the old days:

A professionally printed and neatly tucked into a two pocket folder promotional (promo) package.

The Pre-Modern Era

In the modern era (these days) everything is online. For immediate examples, do an online search for your favorite comedians. On the websites I’m sure you’ll see a headshot, bio, resume, reviews, schedule and most importantly, a video. Basically, everything that was once included in hard-copy promo packages.

The usual way to stay in touch after making first contact and after you’ve already worked with a talent booker is by email. You should already have the booker’s email address because they’ve offered it or you’ve asked for it (after working for them) and your messages won’t be blocked or relegated to a spam folder.

But another (secondary) option is to send postcards.

Are postcards outdated?

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Only if the talent booker tells you they’re not necessary. Personally, I would prefer everyone use email (I’m into saving trees) but in this competitive business you need to follow all different promotional methods to be noticed and hired.

Postcards are dispensable.

In other words, they’re only a method to keep your name and face (your headshot) in front of a talent booker. It’s a simple reminder that you’re available for work. The booker will usually look at it, maybe read the message on the back (keep it short and simple) and then toss it in the trash. That’s not a bad thing; it’s just the way it works. If they saved every postcard it wouldn’t be too long before their offices were filled with boxes of them.

In hindsight, I wish I’d kept some of the postcards sent to me while I was at the LA Improv. Quite a few of those comedians have gone on to mega-stardom and would be great examples to show when I talk about postcards in my workshops.

Anyway, you get the point.

Postcards are still a great way to stay in touch and even in this advanced era of 2019 I receive postcards from comics, speakers and variety acts looking for work. And this is after technology has made our lives (supposedly) way easier.

I’m a major proponent of using technology to promote whatever it is you’re doing. You know that already, which is why you’re reading this online. I also have a large email list of subscribers that is used to remind them I’m still here and easy to find. The talent bookers – “the self-booked clubs, comedy clubs that use an agency and the talent agency itself” – that you’ve already worked with should be on your email list.

You need to stay in touch on a regular basis to remind talent bookers you’re available for work. Clubs and agents have large rosters of performers and unless you’re a personal favorite or have a track record for drawing big (paying) audiences, it’s easy to get lost in the pack.

What’s a regular basis? Ask them.

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Some bookers will want your avails (when your schedule is open and you’re available for work) once a month, every few weeks, an exact date (ex: the 1st of every month) – or whenever. Know when they expect it – and then do it. Send an email with your open dates and (always) your contact info.

In the old days, that’s what postcards and faxes were for. To be honest, I threw away my fax machine years ago. I seldom used it since most everything now is via email. If I need to fax something, I’ll just go to the library to use theirs.

But postcards are a different story.

I written about the importance of comedians and speakers using postcards when they’re trying to connect – especially for the first time– with clubs, talent bookers and event planners. These performers are still unknowns to the people doing the hiring and may not have the proper inside email addresses. Their messages could end up going to the box office, telemarketers (pushing tickets for a show you should be on), assistant managers, or other departments inside the club.

Easy to hit!

In most of these cases, they’re going to hit “delete” because it’s not their job to hire you.

Your messages could also wind up in spam folders since the booker’s email program has no way to separate you from unsolicited advertisements (especially the ones comedians joke about). It may also be set up with a filter not to accept attachments (for your website and video) from senders they don’t know.

To play it safe, postcards are a great backup marketing plan. They’re not a pain in the you-know-what like an unsolicited cold call or “dropping by because I was in the neighborhood” personal visit. Even if you’re a working comic and not getting any response from bookers you’ve worked with in the past, it won’t hurt to send them an occasional postcard with a career update or open dates. They may still not hire you again, but at least you’ve made a good effort to contact them.

I’ve made a few calls to talent bookers asking for opinions about postcards vs. emails. Yeah, they were unsolicited cold calls, but I’m known for being a pain in the you-know-what anyway, so I went for it. I’ve been surprised at the results.

And I’m also surprised at what markets gave me these results:

  • College programmers and…
  • Corporate event planners.

 Almost all told me they prefer postcards.

Mainly because the emails sent by performers won’t make it through the school or business spam filters. Put a few links in your email such as “Click here to visit my website” and there’s a chance your message will be rerouted to the “undeliverable” folder and returned to you “unopened.”

When you put the effort in to design and send a decent promotional email, it’s wasted time and energy if potential talent bookers never even see it. That’s not good business strategy.

So I’ll say it once again:

The old way may not be the best way – but it’s still a good way.

If you’re an unknown to a talent booker you want to work for, send an email one month and a postcard the next. It’s not overdoing it – you won’t be considered a pain in the you-know-what– and chances are they’ll receive one of them. If they receive both, that’s even better. It’s a good marketing plan.

Have a comment? Please use the form below.

Thanks for reading and as always – keep laughing!

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