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laurafaritos · 21 days ago

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HDMS018. Not Just Funny—Profitable: How I'm Learning To Apply the Marketing Funnel to Comedy Shows

Listen, I am not a marketing expert. I’m a comedian who, until recently, thought “marketing” meant slapping a show flyer on Instagram, posting it on my story a couple of times, and hoping for the best. And if that didn’t work? Well… guess my friends didn’t love me enough!

For years, I ran shows that were objectively great—strong concepts, talented comedians, fun lineups. And yet, my audience was usually just other comedians, my friends, and whatever couple accidentally walked into the venue that night. I tried word of mouth, organic social media, and sheer blind optimism. But nothing worked consistently. Sometimes I broke even. More often, I lost money. And I had no idea why.

Then I started a Harvard Digital Marketing Strategy course, and I felt my brain rewiring. Marketing is a system, not a shot in the dark. There’s a structure to it. And more importantly, most comedians struggle to sell out shows because we are skipping steps. We promote, but we don’t market. We assume "putting it out there" is enough. And when people don’t show up, we blame everything except the fact that we never actually gave them a reason to care.

Nobody teaches us this. Not comedy schools. Not media programs. Not even “the industry.” But if comedians actually understood how audiences decide to buy tickets, we wouldn’t have to rely on clubs, bookers, or external gatekeepers. We could take control of our own careers.

So let’s break down the three stages every audience member goes through before they buy a ticket—Awareness, Consideration, and Conversion. If you’re only focusing on “getting the word out” (like I did for years), that’s exactly why you’re struggling to fill seats.

I. HARVARD RECAP: THE MARKETING FUNNEL & WHY IT MATTERS

Alright, let’s break this down like I just smuggled Harvard Business School notes straight to you. (Because, in a way, I did.)

A marketing funnel is a three-stage roadmap that explains how people go from “Oh, what’s this?” to “Take my money.�� Every single person who buys something—whether it’s a pair of shoes or a ticket to your comedy show—goes through these psychological steps: Awareness, Consideration, and Conversion.

Most comedians (my past self included) completely ignore this. We assume that if we post a show flyer, people will magically buy tickets. The reality? Audiences move through these stages, and if you skip one, you’re just throwing spaghetti at the wall, hoping it sticks.

Stage 1: Awareness (Getting on Their Radar)

The first hurdle is simple: people can’t buy from you if they don’t know you exist. For brands, this means investing in ads, press coverage, influencer marketing, and viral content. For comedians, this means making sure people actually see your promo material before the day of the show.

Harvard explains that there are two types of brand awareness:

Unaided Awareness – When people can name your brand without being prompted. (Example: If I ask you to name a sneaker brand and you immediately say “Nike.”)

Aided Awareness – When someone recognizes your brand only after being reminded. (Example: If I show you a list and you go, “Oh yeah, I’ve heard of OOFOS.”)

Big brands like Nike don’t have to worry about Awareness. Small brands—and comedians—do. This means investing in the right places so more people hear about your show before it happens.

Stage 2: Consideration (Why Should They Care?)

Here’s where most of us screw up.

Just because someone knows about your show doesn’t mean they care about it. Consideration is where audiences weigh their options. They’re asking, “Do I really want to go to this? Why should I pick this over other plans?”

In the Harvard case study, OOFOS struggled because runners didn’t immediately see why they needed "recovery footwear." Just knowing OOFOS existed wasn’t enough—they had to be convinced it was worth their money. Similarly, comedians need to give people a reason to care.

If you post a flyer that just says “Comedy Show – 8 PM”, that’s weak Consideration strategy because it doesn’t tell anyone why your show is different. But if you post, “You love dark humor? My show mixes stand-up with paranormal stories. Here’s a clip of the last one where the audience lost their minds.”—that’s strong Consideration strategy because it taps into your audience’s specific interests.

At this stage, you need to sell the experience and differentiate yourself. Why should people come to your show instead of watching Netflix at home?

Stage 3: Conversion (Closing the Sale)

This is where money is made—or lost.

By the time someone gets to Conversion, they already know about you (Awareness) and they’ve considered their options (Consideration). Now, they’re standing at the door of your comedy show wondering if they should actually buy the ticket.

At this stage, your job is to remove friction and give them a final nudge. This is why businesses use one-click checkout, discount codes, and “only X tickets left” tactics. People hesitate before spending money, so the easier and more urgent you make it, the more likely they are to buy.

For OOFOS, their problem was that people interested in their shoes weren’t always buying. The fix?

Stronger messaging on why their product was unique

Targeted search ads to hit people right when they were actively looking to buy

Email marketing to re-engage people who visited their site but didn’t purchase

For comedians, conversion problems look like this:

People liking your promo posts but not actually buying tickets.

People saying they’re coming but bailing last minute.

People watching your stand-up clips but never showing up IRL.

The solutions?

A direct ticket link in every promo post (remove friction).

Limited-time discounts for early buyers.

Personal DMs to past attendees (retention marketing).

The more you make it easy and urgent to buy, the higher your ticket sales will be.

Why Most Comedians Fail at This

Most comedians don’t sell out shows not because they aren’t funny, but because they skip steps.

They assume Awareness = ticket sales. (Just because someone saw your flyer doesn’t mean they’re coming.)

They don’t nurture Consideration. (You need to convince them why your show is worth their time & money.)

They don’t optimize Conversion. (If you’re not making it EASY & URGENT to buy, you’re losing potential ticket buyers.)

Big companies have entire teams for this. As self-employed comedians, we are the marketing team, production team, and talent. That means we have to work smarter, not harder.

TL;DR Recap:

The Marketing Funnel is Awareness → Consideration → Conversion.

Skipping steps = struggling to sell.

If you want to sell out, you need strategies for all three stages.

If you think, “but I’m just a comedian, not a businessperson”—guess what? If you’re self-employed, you’re running a business.

Now, let me show you how I failed at every single one of these before finally getting my first (almost) sold-out show.

II. MY COMEDY SHOW GRAVEYARD: HOW I FAILED AT EVERY STAGE OF THE FUNNEL

If I had known about the marketing funnel earlier, I could have saved myself from years of failed shows. But hey—what is comedy if not turning your own disasters into something useful? I want to walk you through three key failures that showcase exactly how I ignored Awareness, Consideration, and Conversion in my early comedy shows. Spoiler: I was out here learning the hard way.

FAILURE #1: The Disaster Show (2017) – No Awareness, No Money, No Plan

The Disaster Show was my first attempt at running a comedy production, and I went into it with all the confidence of someone who had never heard the term "marketing strategy" in her life. I relied entirely on my classmates and comedian friends to fill the room, assuming that word-of-mouth and personal invitations would be enough. I put up a couple of posts on Facebook, told a few people, and hoped for the best.

What I did not do was create awareness beyond my immediate circle. There was no social media campaign, no email outreach, no strategic partnerships with other communities—just me assuming people would show up because the show existed. The result? A half-empty room, no new audience members, and no revenue.

It was a pay-what-you-can show, and the most I made in two editions was enough to give each comic $10. I made nothing for myself. Worse, I had no way to keep in touch with the few audience members who did come. No email list. No retention strategy. Just me, starting from scratch every single time.

FAILURE #2: Good Vampire Morning (2019) – Great Idea, No Consideration Strategy

By 2019, I had leveled up—I now had a unique and exciting show concept: Good Vampire Morning, a variety show where comedians had to perform in a vampiric accent. I thought the concept alone would carry me to success. I was wrong.

I made the classic mistake of assuming a cool idea was enough. I assumed people would see the show flyer, think it was fun, and automatically want to come. I did not think about my target audience, the competitive landscape, or the fact that people need a reason to buy beyond just "this looks cool."

The result? Two shows with nearly no audience. The lineup was killer. The performances were hilarious. And yet? I was performing to four of my friends, two comedians who weren’t booked, the bar DJ, and a confused walk-in couple. I failed to give people a reason to choose this show over any other way they could spend their evening.

I didn't build engagement. I didn’t offer any exclusivity, discounts, or compelling reasons to attend now instead of later (spoiler: there was no later). I didn't even reach out to niche communities—no horror fans, no goth groups, no vampire-loving weirdos like myself. I skipped the Consideration stage entirely, and the result was a completely empty room.

FAILURE #3: Haunted Comedians (2021) – The Conversion Catastrophe

At this point, I should have learned my lesson. Instead, I made a whole new set of mistakes.

The first time I tried to run Haunted Comedians, I intended for it to be a live show—but when I struggled to sell tickets, I panicked and pivoted. Instead of focusing on ticket sales, I reframed the event as a recording day, assuming that if I just got comedians together to film, I could at least create some content.

This was a huge mistake. Instead of doubling down on my marketing and actually driving conversions, I gave up on selling tickets altogether. I assumed that I could salvage the event by recording it. What I didn’t consider was that recordings only work if the production is solid.

The venue had originally agreed to let me use the space under the assumption that I could bring in at least 15-25 audience members. When I showed up with five, it was humiliating. They never wanted to work with me again. Worse? Our recording equipment failed halfway through the interviews, and we didn’t even notice. Half the footage was unusable. I walked away with no audience, no content, and another financial loss because I had to pay the comedians out of pocket.

I failed at the conversion stage. Even the people who had expressed interest never made it to actually purchasing a ticket because I never followed up, never created urgency, and never made buying tickets as easy and frictionless as possible.

THE TURNAROUND: HAUNTED COMEDIANS 2025

Fast forward to January 31, 2025—my first real success.

Was it perfect? No. Did it sell out? Not quite—80% sold. But compared to my track record, this was a HUGE win.

What changed? I used actual marketing strategies—consistent promotion, a clear value proposition, and targeted outreach. I made sure to capture audience emails for future retention. I created an experience, not just a comedy show, but a unique event that was worth talking about.

This show proved to me that marketing isn’t about luck—it’s about strategy. Now, my next step is making sure I build on this momentum and retain my audience. Because a one-time success isn’t enough—I need to turn first-time attendees into repeat customers.

III. WHAT I’M DOING DIFFERENTLY NOW: APPLYING THE FUNNEL TO MY COMEDY BUSINESS

So, what’s changed? Why did Haunted Comedians 2025 succeed when all my other shows flopped? The answer is simple: I finally started treating my comedy like a business.

This means I’m no longer relying on hope, good vibes, and a cool concept to sell tickets. I’m actually applying the marketing funnel to make sure my audience moves through each stage—from Awareness to Consideration to Conversion.

Here’s how:

1. Awareness: Making Sure People Actually Know My Show Exists

Before, I relied on posting a flyer and hoping for the best. Now, I take an intentional, multi-platform approach to brand awareness:

Consistent social media presence: Not just “promo posts,” but engaging content—clips, behind-the-scenes footage, audience testimonials, and memes related to my show’s themes.

Collaborations & cross-promotions: Partnering with other comedians, podcasters, and local businesses to tap into their audiences.

Press & niche communities: Reaching out to bloggers, newsletters, and community groups that align with my show’s themes (horror fans for Haunted Comedians, relationship bloggers for Failed By Sex Ed).

SEO & searchability: Making sure my show’s event page is optimized with keywords so it actually shows up when people search for comedy in Toronto.

2. Consideration: Giving People a Reason to Choose MY Show

People don’t just buy comedy tickets—they buy experiences. Instead of assuming that people will just “get” what makes my shows special, I’m actively showing them why my events are worth attending.

Clear branding & messaging: Every post, email, and promo reinforces what my show is about and why it’s different from generic stand-up nights.

Building anticipation: Instead of just announcing the lineup, I introduce the comics one by one, tease special moments, and create a sense of exclusivity.

Testimonials & social proof: Sharing audience reactions, post-show highlights, and feedback to build credibility and FOMO.

Storytelling: I don’t just say “Come to my show!”—I tell stories about the chaos, the comedians, the wild moments, making people feel like they’d be missing out if they don’t attend.

3. Conversion: Making It EASY for People to Buy Tickets

This is where I failed the hardest before—I’d get people interested, but they’d never actually make it to the purchase. Now, I’m making ticket sales frictionless:

Clear, frequent calls-to-action (CTAs): Every piece of content has a next step—“Get your ticket now,” “DM me for the link,” “Join the email list for early access.”

Urgency & scarcity: I highlight when tickets are selling fast and create limited-time offers. (Example: “Only 10 tickets left at early-bird pricing!”)

Email marketing & retargeting: Instead of relying on Instagram’s algorithm, I’m actually collecting emails so I can remind people to buy tickets.

Partnerships for added incentives: Offering free drinks, discounts, or giveaways through venue partnerships to make ticket purchases more attractive.

WHAT’S NEXT? KEEPING THE MOMENTUM GOING

I finally have proof that marketing works, but this is just the beginning. My next priority? Retention. Keeping track of my audience, building relationships, and turning one-time ticket buyers into repeat attendees and superfans.

I’ll be setting up a real email list, creating more content between shows, and making sure my marketing doesn’t just start two weeks before the event—it’s ongoing. Because at the end of the day, a sold-out show isn’t luck. It’s strategy.

V. THE AUDHD ANGLE: HOW I’M BUILDING A SYSTEM THAT WORKS FOR MY BRAIN, NOT AGAINST IT

Let’s be real—I didn’t struggle with marketing my shows just because I didn’t know the strategy. I struggled because traditional marketing approaches are built for neurotypical brains that can handle structure, discipline, and long-term consistency without a meltdown. That’s not me.

For years, I thought my inability to stick to a long-term marketing plan was a personal failing. That I just needed to “try harder” or “be more organized.” But newsflash: I have AuDHD. My brain doesn’t function the way business books tell me it should. And instead of fighting against it, I’m finally building a system that works with my brain.

1. Making Marketing Work for My Dopamine-Seeking Brain

Reframing marketing as content creation: Instead of treating promo as a chore, I frame it as “making funny or interesting content” because that is something I actually enjoy doing.

Batching & automation: If I try to post daily, I’ll fail. If I dedicate one hyperfocus day to scheduling a month’s worth of posts? That works.

Gamifying the process: I track ticket sales like a video game, celebrate every small win, and make it fun instead of overwhelming.

Micro-wins instead of massive tasks: “Write one social post” is manageable. “Build a 3-month marketing plan” is instant executive dysfunction. So I break it down into dopamine-friendly steps.

2. Beating Executive Dysfunction by Using My Strengths

Interest-based motivation over discipline: If I don’t find a way to make it interesting, I won’t do it. So I inject humor, storytelling, and creativity into everything.

Body-doubling & external accountability: Instead of struggling alone, I set deadlines with friends, co-work on marketing with other comedians, or even use public accountability like “If I don’t post about my show by 3 PM, roast me.”

Templates & structured flexibility: I use marketing templates so I don’t have to reinvent the wheel every time—but I also leave room for last-minute impulsive creativity because I know that’s how I work best.

3. Preventing Burnout by Pacing Myself (Instead of Going All-In and Then Crashing)

Building in rest & recovery: I no longer overextend myself with unrealistic expectations. I plan around my energy levels.

Working with my hyperfocus, not against it: If I feel a sudden surge of productivity, I lean in and create as much as I can. If I’m in a slump, I don’t force it—I work with what I already prepared.

Prepping for future-me: I leave breadcrumbs for my future self—easy-to-edit templates, clear next steps, reminders that make it easier to pick up where I left off when my motivation inevitably fluctuates.

VI. BUILDING A SYSTEM THAT SUSTAINS ME LONG-TERM

For the longest time, I thought my inability to “just be consistent” with marketing was a personal failure. I saw comedians around me grinding, posting non-stop, and selling out rooms, while I struggled to even remember to promote my shows until the week before. I assumed the answer was discipline. Structure. Forcing myself to stick to a rigid, long-term marketing plan like a real businessperson.

But that’s not how my brain works.

Now, after spending over 60+ hours studying this Harvard course and applying what I’ve learned, I see marketing differently. It’s not about willpower—it’s about building a system that works with my neurodivergence instead of against it.

What does that mean in practice?

Marketing = Content Creation. I’m reframing show promotion as a creative process, not a boring task I “have” to do.

Batching & Automation = My Lifeline. I build my promo in hyperfocus bursts, so I don’t have to rely on daily motivation.

Templates & Systems = Future-Me’s Best Friend. I create reusable marketing materials that make it easier every time.

Momentum > Perfection. I’d rather be consistently imperfect than perfectly inconsistent.

This shift in thinking is the reason Haunted Comedians (Jan 31) was 80% sold out, while past shows barely broke even. It’s the reason I’m finally tracking my audience, building a real marketing funnel, and making decisions like a business owner, not just an artist.

And the best part? This is just the beginning.

I can’t wait to see what happens when I apply this system to all my comedy shows in 2025. If this is what I’m learning from just two modules of this course, I can’t imagine how much my strategy—and my career—will evolve by the end of it.

So if you’re a comedian reading this, wondering if you’ll ever figure out how to market yourself, just know that I’m figuring it out in real-time too. And if you stick around, I’ll share everything I learn along the way.

VII. FINAL THOUGHTS

Aaaaaaaaaaaand that was the post! You made it to the end!

If you’ve made it this far, congrats—you now know more about marketing than 90% of comedians running shows right now. (Seriously. Most of us are out here hoping for the best and praying our friends show up.)

I’m documenting everything I learn from this Harvard course in real time and applying it to my own comedy career. If you want to:

Follow the full journey of me trying to crack the code on selling out shows,

Steal my marketing strategies without having to take a Harvard class,

See if I actually succeed or fail spectacularly,

Then stick around.

Tchau, tchau!!!

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