I am delighted to be invited to present my show, ‘Streets in the City’ at the Edinburgh Fringe Funny Women showcase on 4th August this year. It has been five years since I last performed at Edinburgh – but busy since – and booking my flights has resurrected some memories.
By day, I have a job (which apparently I’m very good at because I’m told I shouldn’t give it up). I run my own business development, marketing and communications business and in my spare time I’m a comic and compere. Frequently the two lives collide with commissions for corporate gigs, perfect given my material is drawn from observations of corporate life from 20 plus years earning my pinstripes.
‘Streets in the City’ is rather obviously a derivation of ‘Sex in the City’. In truth I was going to call it ‘Sex in the Streets in the City’, but I don’t want to encourage that kind of thing and as a family name it does evoke mental images of my Auntie Flo I’d rather suppress.
When advising clients about their sales and marketing strategies, I often explain that to truly understand how sales works and the importance of understanding and adapting your style, try flyering on the Royal Mile to convince punters to choose your show.
So, given I share this information with my clients, by rights I thought I should offer it back. If you are taking a show to the Fringe and – like me – you aren’t fortunate to have the name which fills your venue, for what they’re worth here are my ten top tips:
1. There is a direct correlation between energy in and the volumes of bums on seats (all sizes should be welcome and never charge 2 for 1 if there’s risk of overhang).
2. Sticking a flyer in the hand is not enough – it needs more. Flavour, personality and fresh breath (not least if you fall foul of a boozy night).
3. Try the sidling sell. Stroll up from the side, offer a pithy (but not cheesy) pitch and focus: this is not an opportunity to pull, but if you do, don’t gloat.
4. Find couples/pairs if you can. Convince one and you’ll have sold two.
5. Tell everyone about your show. Everyone knows someone.
6. Flyer outside other shows. The Amazon approach: if you liked that, you’ll like this.
7. Be charming, but remember no-one likes a smart arse. Test your pitch.
8. Don’t be fooled that the same pitch will charm everyone. Adapt.
9. If they don’t want your flyer it is not a kick in the teeth. Suck it up and move on. If you get negative response, move 5-10 steps so you’re away from anyone who might have overheard.
10. To a punter you’re probably a bit odd. Staple your good reviews to the flyer. Stars speak louder than weirds.
Happy selling and have a great festival – remember, The Apprentice has nothing on you.
Julia Streets
You can find out more about 'Streets in the City' presented by Funny Women, including how to book tickets HERE.
More dates in London are being planned for September so if you can’t make the show on the 4th at Assembly George Square, visit www.streetsinthecity.com for more information.
