How to sell show tickets
The Secret Way To Sell Tickets For A Local Show
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what's going on guys welcome back to
another musician mastery podcast
how does an independent artist make it
in today's music industry without a big
fancy record contract or any kind of
college degree the answer
welcome to the musician mastery podcast
so in today's podcast i wanted to tell
you guys about a little process that i'm
going through so for instance uh tonight
we have a show in our local town of
oklahoma city we're playing with a band
called locust grove a bunch of really
great guys we're really excited to be
playing with them but one of the lessons
that i wanted to give
is make sure
that whenever you go to put together a
show if you can all help it
please don't do a situation where the
bands have to sell tickets
because there's a couple things that we
need to realize here
when the bands are selling tickets to
their own shows
there is an incentive because
really selling that like having the only
medium that fans can achieve getting
tickets from is through the bands is
actually an inconvenience to the fans
and that actually makes it harder to
sell tickets when it's more of an
inconvenience to sell them right it
makes a lot of sense so
what you need to figure out
is if you let's say you get put in the
situation where dax i'm already part of
this gig and i'm going to have to sell
tickets to it here's what you can do
you can create
a landing page on your mailchimp on your
click funnels whatever you have right
and you can go out there and start
promoting
the show
and have people purchase
or get delivery
through your landing page so i know this
sounds kind of complicated and kind of
weird but let me like let me break it
down for you guys so here's what the
process would look like if i'm a fan and
i'm scrolling through i'm scrolling i'm
scrolling i'm scrolling and i see an ad
for the show
and the the link says hey you can get
your tickets here you don't specify that
hey we're only selling tickets through
the band because when you say that right
there when someone's just scrolling and
stops they may just go oh well i don't
want to have to go reach out to the band
and plan a time for them to come and
pick it up and deliver it to me that's
just the whole inconvenience so what you
do is just say like get your tickets
here or find tickets or whatever and so
when they click there they go to your
landing page and your landing page is
hosting either another video or maybe
it's like i don't know you could put a
lot of different stuff there to make it
entertaining for your fans i like to
personally have another video that's
personalized about the show all the
details
make it kind of fun things like that
right
well what you want them to do is
purchase their ticket even if you have
to deliver it
to them so what you have to do is like
get them to fill out a form where they
fill out their address
so that you can mail them the tickets to
them you don't have to actually go and
deliver the tickets to them so it says
hey the tickets are only available
through the band okay so what you do for
instance if you're using let's say
stripe stripe is one of those credit
card processors that you can use to get
orders done you know so what you can do
hold on one second
someone's uh texting me about the show
tonight so
what you can do is you can make it to
where if you subtract the fee that
something like stripe or shopify would
take
from a given transaction
then you can add that
to the original ticket price so for
instance i was selling tickets locally
for like 15
so you're like okay i'm selling this
ticket for 15
if stripe was to take its you know uh
fee out how much would that leave me
with and how much would i have to
actually charge so that if they took out
their fee i just made 15 because that's
how much we were selling the tickets for
it ended up being like
15.76 or something like that something
kind of like really menial like that but
we didn't charge any additional fees we
didn't charge any additional whatever
right it was just the 15.76
and that was a way that we were able
to sell the tickets
to the fans directly from the band but
it's still all digital all done online
all automated because once you have
their address you can just get some
stamps stamps are really cheap and you
can just mail the tickets to them heck
you can even include like a tiny little
poster or picture or sign thing just to
kind of like boost up like they open it
up they get their tickets and i have
this it's like yeah wear this to the
show rep the band it's like oh cool you
know you can do all these different
kinds of things that's something you can
do whether it's in person or not but
it's always cool for the fan when they
get to like open up a package and
there's like oh there's a surprise i
wasn't expecting in there so i want to
walk you through the process again
because it's actually really simple and
it's an effective way to help maybe sell
some more instead of getting put in this
position where oh the only way i can
sell my ticket is if somebody meets up
with me or something like that and i
want to talk about this for just one
moment
the reason this sucks and i mentioned
this in the beginning the reason this
strategy sucks
is because
you're going to be incentivized to go to
your friends and family because they're
easy sells and you know you can sell the
ticket right if i really
was like okay um i'm not selling as many
tickets as i want to where am i gonna go
to i'm gonna go to my friends i'm gonna
go to my parents i'm gonna go to my like
relatives i'm gonna go to my cousins i'm
gonna go whoever i know has been to a
show before all of a sudden i'm
incentivized to go to them because then
it can just like okay i guarantee sold
these tickets right now i can start
focusing on getting tickets from fans
who may you know be interested in the
show but have never heard of us see it's
way more difficult in that situation if
i just discovered both of your bands and
i'm thinking about coming to the show
i'm not so hot on the idea of like you
coming to my house or you
meeting me up somewhere i don't really
know you i just kind of was interested
in the show can i just buy them online
right if you can give them an option to
buy online even though technically it
was set up through the venue that you
know you have to get your tickets
through the band right well that doesn't
mean the band can't create a landing
page to sell their tickets you know that
that they're supposed to be selling
right that doesn't mean you have to only
do it the old school you know hand out
your tickets way you could figure out a
way for people to pay for them online so
you've got the money so that whenever
you you know you go to the venue and you
have to turn in the money you can
actually like go pull that money out of
the bank go give it to the owner or the
vigne owner or the promoter whoever's
collecting and you're in a situation
where you didn't have to really go out
and deliver every single one of those
tickets and you made it easier for
people to buy so you had more ticket
purchases because you're not sitting
there worrying about like okay what time
am i supposed to meet you up before we
go and do this ticket oh no you need
another one oh crap you know it's like
these weird situations where i've had
that happen where you know someone buys
a couple tickets and then you go deliver
more tickets and then another day goes
by and they're like hey i need another
ticket but you're busy and you can't
really deliver them it's like what could
they do well one of the things they
could do is go buy it through a link and
if you know oh crap we have to sell
these tickets we don't have a link to
give to them you can just give them your
specific band link that you've created
for your mailchimp or your click funnels
or group funnel whatever landing page
that sells the tickets and when you sell
the tickets you collect their address
you collect their phone number just in
case there's any kind of problem and if
you can collect their email you can add
them into your email list and so there's
all kinds of different things that you
can do that are advantageous when
selling your tickets through a link now
i know most people if they're a part of
a show that already has a ticket link
like let's say you're a part of a ticket
master a ticket storm or whatever it
happens to be right you have a link that
your show is on
that people can go buy tickets from
that's actually the best scenario
because you don't have to do as much
work you know you can just drive traffic
to that one link and that's okay there's
nothing wrong with that i don't
to me i know there's like little
processing fees and stuff like that but
i think all in all the best strategy to
sell tickets is through a link it's the
most convenient for the fans and it's
the least amount of work on your part so
it works for both parties the only thing
i would say that sucks is for fans they
get a lot of you know fees processing
fees holding fees or whatever if you can
figure out a way to start selling
tickets without that kind of stuff i
think that is where artists can really
take back
their ticket sales this is something i
talked about recently on a podcast
called mad defy where we started talking
about how things like nfts
would help prevent scalpers
from you know scalping
the tickets and raising the prices on
fans you know you could have a situation
where the only people that can purchase
a ticket have to own some kind of nft
and if you have their you know
verification that you own the nft then
you can purchase the ticket you know
there's things like that
um that again those are way out in the
future you know we were talking about
stuff way out in the future but i do
think this technology is
increasingly putting it in the artist's
favor we're increasingly being put in
the position
where we can control the outcome of our
business and ticket sales have been one
of the ones that have been the most
frustrating because you have scalpers
that come in and buy them or you're just
in a situation where you're trying to
compete and it sucks right what you can
do
is create these individualized landing
pages that artists can sell their
tickets from and i think if we can
figure out a way to bypass
the i know these companies like ticket
storm and ticketmaster may hate it but
if we can figure out a way to bypass
those companies so ultimately we're the
one taking in the ticket sell money
because you would always rather have it
this is kind of a lesson i learned from
steve i'm listening to him
what you should always have is leverage
and what i mean by that is you want the
money to go to your bank account and
from your bank account it can go to the
parties it needs to pay right if you've
got a manager that's taken 20 or
something
it goes to your bank account first
then you distribute it to the manager
right well what if we start getting in a
situation where we start taking in all
the ticket sell money ourselves
and then we pay the venue their share
that it's agreed upon or something like
that because i'm sure the venue wants to
get paid obviously from the door sells
as well so you're gonna have to have
some kind of agreement but i would
rather have it to where the money goes
to you first and be an ethical person
and obviously keep good records and
understand like okay if the split was
ten percent of the door twenty percent
of the door i gotta factor up all the
money we made here and getting you know
take twenty percent out don't try to
skim people because you want to pay
people what they're owed because now
you're building good relationships
you're building relationships that'll
last and they'll want you to do that
process with them again it's like wow
the band kind of took on the burden of
this so i didn't have to worry about it
i just collected a percentage and so
you're thinking maybe like dax why would
the bands want to take on more work if
somebody else can do it and that's a
fair point but what i want to point out
is when you can have control over a
situation and you have a system to
automate it so it really isn't that much
work why wouldn't you want to get paid
first why wouldn't you want to get the
money from the tickets directly so that
you could then pay the venue if you need
to or pay the promoter whatever they
were owed so the whole point of this is
we got to start being more creative and
when people start giving you limitations
so you're in your local area and
someone's like hey we've got a show we
don't have a link or anything just go
sell these tickets
that should not be for you like oh no
charlie brown moment
you know we don't need to do that what
we need to do is go okay well if there's
no link from the venue
i'm going to create my own link so that
way the only way people can buy tickets
online is through me and so i'm going to
end up selling
more tickets and because i'm going to
sell more tickets through my landing
page and my ad
i'm going to make more money just makes
sense right so i hope you guys enjoyed
this little podcast of me
basically giving you some tips on if
you're in the situation where you have
to sell the tickets right oh no i've
just been handed a whole bunch of
tickets i'm just gonna go to my you know
my family and my friends no
don't do that yet i mean heck maybe as a
last resort if the show's not filling up
give them a discounted rate and go get
your friends and family on you know but
i would recommend that you try to go
find existing fans
that are actual fans outside of your
circle
and new fans and make it easy for them
and if you're the only person with a
link because you're in some local show
where they're just selling them
physically you have all the leverage you
have all the advantage because any fan
that wants convenience and just wants to
buy their ticket online is gonna go
through you because you're the only
option
okay so i hope you guys enjoyed this if
you uh if you're listening go ahead and
give it a five star review it would
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for more content just like this we're
also gonna be posting more just regular
videos i know i've been posting a lot of
podcasts recently you're going to
probably expect to see a little bit more
of those but i'm still going to post my
normal educational content as i did in
the previous format so
check it out on youtube if you haven't
already and thank you guys so much i'll
see you on another episode take care
you
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