Nuts & Bolts: Comedian: Email Pulls in Crowds, Social Is Ephemeral
So, sometimes I'm serious. But for the most part, people follow me because I'm funny. So if I stop being funny, then I've given them a really good reason to stop following me.
TM: How do you try to convert your fans? For instance, do you try to get them to go to your shows, to buy your album and so forth?
SH: For a comedian, the best way is to get someone to go to a live show. Because not only can they see what I do with no filter, they also now have a shared experience. I just got invited to a wedding of two people who met at one of my shows.
SH: Yes. And maybe I'll go. I don't know. That might be fun.
TM: Cool. And you would bring your plus one?
SH: Oh, sure. Yeah. I mean, I'm married, too. I would say, 'Yeah, free food.' But it's in Michigan and we live in LA. So not exactly free.
TM: No. Yeah, that'd be a very expensive piece of chicken.
TM: … What channel works best for interaction?
SH: The thing that I've gotten into a lot lately is Reddit. And Reddit is not as much a direct marketing tool as it's an indirect marketing tool, because if you can be engaging and you can be funny and you can be interesting, then people are going to be interested in you and then it becomes marketing later on. I think that's actually the best. My philosophy on viral marketing—and bear in mind, I'm the guy who set the record for Facebook friends. … When MySpace Comedy launched, I had different profiles in different cities for each local tour. And I was 73 of the top 100 comedy profiles. But one thing I never do. I never hard sell, because I believe the perfect sale is one where the buyer and the seller both get a great deal. And it's a lot easier to sell something once you have a rapport with somebody, once someone trusts you. And so what bothers me is the tendency of this shouting that goes on on the Internet. You know, virtual shouting. It turns people off to good messages that could actually reach them.