Marketing Mistakes


Sunday April 18th, 2010 – Kenosha, WI

I’m still riding high from the shows this weekend, especially last night in Michigan. I’m very thankful for Jim McHugh including me on these shows, but I’m also angry at myself for being such a poor marketer for so long. I don’t know why that bothers me so much all of a sudden, but it totally does. I’ve screwed myself out of thousands of legitimate dollars.

There’s nothing illegal about selling merchandise after shows, and I have never tried to hide a penny of it from the IRS or anything like that. I report everything, and that way I’m able to sleep at night with a clear conscience. What’s keeping me awake is that I’ve been such a slacker in getting products made for sale. I can do a lot better and I intend to do it.

A CD or t-shirt is not necessarily the best product, but people expect it at the very least. What can I do to make either one of those stand out from everyone else’s? First off, I can package the CD to look like I have a record deal. My last one stood out and this new one does too, even though it’s not as colorful as the first. It looks like a professional product.

Having several available is also a good plan. One CD is hard enough to produce but two or three push it over the top. I’ll have at least two by this fall, and that will be a huge plus in establishing credibility. I also want to get some in stores and on websites that sell other comedy products. CDs are dying out, but something will replace them and I‘ll be ready.

A book of some sort would be great too. I remember Jeff Foxworthy’s first book about rednecks, and it was jokes with cartoons illustrating some of them. That’s simple enough to do, and I’ve got a nice “You Know You’ve Got Bad Luck When…” book ready to go.

This is the way I need to start thinking, and should have been doing it twenty years ago. I guess I thought about it a lot, I just never executed most of those thoughts. Now, it’s the perfect time to do it as everyone else seems to be scattering in every direction. I’m ready to do what I should have already been doing, and that’s making the most of what I’ve got.

‘Mr. Lucky’ is a hell of a comedy persona. Lots of people think they have bad luck and can totally relate to it. If I can capture the ‘something-est’ title of being THE one with the worst luck, I can start marketing that a lot better than I have been. It might not just be in a standup comedy arena either. There might be a comic strip in there to make it even better.

Whatever the case, I’m responsible for creating something to sell. I put together my act and have been selling that all over North America for over 25 years. That’s ok, but I made the mistake of thinking that was the only way to do it. I missed out on adding t-shirts, CD and DVDs, books and who knows what else I could have thought of to the mix. I blew it.

Most other comedians I know lost out as well. VERY few have the foresight and vision to create products beyond the actual act itself, but those that did have done very well on a financial basis. Jeff Foxworthy is one of them and I respect him totally, as I do others like James Gregory and even Larry The Cable Guy. They put the business into show business.

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