Less is more: building the best audience, not the biggest

Guest post by Clair Wellsbury-Nye


We travel now to a time beyond pandemics and lockdowns, when a busy town centre was normal, not a nightmare…


You’re in a busy shopping centre, handing out flyers for a show your band is playing at a nearby bar that evening. To encourage people to come along, the flyers offer free beer. Showtime arrives, and the house is packed – awesome, the flyers worked! You start playing, and people at the front are dancing, clapping, singing along. Fab.

But that’s the people at the front. What about the people in the middle, at the back? Oh. They’re chatting, drinking beer. Your free beer.

Your flyers got them in the bar, yeah. But they were there for the beer, not the band. They’re not going to come to your next show, or buy your CD.

Those people singing and dancing at the front, they always come to your shows. But even though they’re buying your tickets and CDs, there’s not enough of them to keep the lead singer in throat sweets. So you need to get new people to buy your CDs and come to your shows.

Well, that’s what the flyers were for. And they kinda worked, right? They got people to the show!


Yeah, for free beer…


What if you’d handed out your flyers outside the alternative clothes shop that all the cool kids go to? Or the record store, or the comic book shop?

OK, so those places are nowhere near as busy as the shopping centre. But that’s not a problem, a smaller group of people can be an advantage. You could actually start up a conversation with those people, rather than vaguely waving a flyer as they walk past.

Those people are much more likely to be genuinely interested in coming to the show, rather than just getting a free beer.


Well, now you all know where to find me on a Saturday afternoon.


But I’m not here to tell you where to hand out flyers. Except I kind of am…

Think about Facebook, Twitter, Instagram, etc as areas of town. The shopping centre, the independent quarter, the entertainment complex, etc.

Facebook groups, hashtags and Clubhouse rooms* are like shops and venues in those areas.

Where will your perfect people be? Where do they spend their time, and (more importantly) where do they spend their money? That’s where you want to hand out your flyers.

Remember, this isn’t about the biggest audience, it’s about the best. Your perfect people – the ones who will come to your shows and buy your CDs.

To know where to find your perfect people, you need to really understand who they are. Think beyond their gender, age, family set-up, education level, career situation. How do they feel about things? What do they need? What keeps them up at night?

The better you understand your perfect people, the easier it is to know where to find them. Even better, this level of understanding will help you figure out the right things to say on your flyers. Pro tip: ‘free beer’ is not it.




So you find your perfect people in the right places and have conversations with them. Great. They take your flyer and come to the show. Double-great.

But the lead singer still needs more throat sweets, so how do you get them to get tickets for the next show, and buy your CDs?


Translation for those who don’t speak fluent Clair:

You find your perfect people in Facebook groups and have conversations with them. Great. They like what you say and follow you on social media. Double-great.

But you need more than followers, you need supporters/clients. So how do you deepen the relationship and get them to take action?




People won’t always be in town to get your flyers, and you can’t be stood outside the record store 24/7. You’re not going to be playing a show every night of the week or releasing a new CD every month.

Even your perfect people won’t see every social media post you publish. You won’t always have something to promote.

But you need to stay in people’s minds, so they do come to your shows and buy your CDs when they’re available.

So keep their interest by talking about other things (not just ‘buy our CDs). Find a more ‘guaranteed’ way for them to hear from you.

As I said – email.

Email marketing and social media aren’t either/or, they’re companions.


1) Get the right people into the show by handing out flyers outside the record store.

Social media.


2) Make the people dancing at the front feel special, so they come to other shows.



See you at the show!




* Clubhouse is the latest social media app that all the cool kids are using. It’s audio-only, kinda like a neverending stream of phone-in radio shows, and at the time of writing is Apple-only and invite-only. It will probably be replaced by the next must-have thing next week.



Clair Wellsbury-Nye is a business development and marketing consultant without the stupid jargon and too-expensive courses.

She’d love to help you work out where to hand out flyers or what to say in emails – give her a shout. See more articles like this on Clair’s website and join her email list to get new ones every week.


Posted in Fundraising.