Yesterday I posted a Facebook event for a show run, despite my stated reservations about posting such things. Around that time, Shithole‘s Zach Bartz made a great FB post echoing the sentiment of my hollow but somewhat compulsory move.
If that advice sounds familiar, that’s because people like Dan Goldstein have been giving that advice for two decades.
MAKE IT PERSONAL
Make as many invitations personal as you can. I don’t mean use mail merge. I mean let people know, in indiviudal emails, about the show.
Yet we don’t take that advice… definitely not on Facebook, where sending invites and making posts feels productive even when it isn’t.
The Facebook invite is something most of us (myself included) feel we need to do, that no one will notice or care if there’s not some sort of Facebook datum about it. Even the Shithole themselves at least post an image on Facebook and other social media advertising their shows the day of (though as Zach attests they message people if they wish to send out invites; I’ve received many of their invites via PM myself).
What would have happened had I not posted a Facebook invite? What would have happened had I just PM’d everyone I wanted to see the show?
The likely result: With two weeks notice, chances are people would have quickly forgotten by the nights of the show, unless I became obnoxious and sent unsolicited follow up messages. And the law of diminishing returns kicks in quickly with unsolicited PM/email invites: One is great, two comes across as borderline harassment.
The Shithole (who I feel does this just right) sends one message for special shows to known interested parties, the day of. And keep in mind the common argument against doing this: People make plans and often if you give them a morning’s notice they’ll already be booked.
But Shithole’s vast community is the same community as yours and mine. All these people have plans and busy schedules. And the guys still fill up their secret venues with spectactors. A morning’s notice has always been more than enough to bring in more than enough friends and peers.
Granted, there are other factors that separate most shows’ situations from theirs. Shithole is free (donations welcome). Shows typically charge admission. Even as little as a $5 ticket price can deter someone who would have otherwise attended had it not cost anything to enter.
Also, admittedly there’s a huge cool-factor in attending Shithole. It’s an underground show in a secret location. A free underground show run by notoriously awesome people who care about the community is a lot cooler than a $10 not so underground show hosted by people who, nice or not as nice, don’t share that same rep.
Had I waited until the day of to invite people, it’s more likely people would have not have been able to attend, or wouldn’t have wanted to… especially with it costing $10 to walk in the door.
So, there are totally contextual differences that make the approach more challenging for shows. At the same time, Zach is still completely right. Facebook invites ARE annoying and we have demonstrated history that they AREN’T effective. And messaging people directly to extend an invite has always been more effective than using a social media interface to send blanket invites to everyone you have a connection with in that social media platform.