YOUR TOUR ADMATS ARE NICE, BUT YOUR STORIES ARE BETTER

If you give your fans a link, they’ll click it.

Well, hopefully 5% of your fans will click it, but hey, that’s how this stuff works.

That 5% is pretty valuable so make it count.

Like Toby Morse says, “one click, one chance.” No, wait…

See what Tegan & Sara did here in their recent newsletter? A nice personal message from Tegan to their fans about covering a song:

“I love the song ‘Sweet But Psycho’ by Ava Max. I somehow missed out on the moment this song was massive when it was released in 2018, but came across it recently when I was building a new running playlist. The song is a great, classic pop song. Easy to write off. Some of us are inherently suspicious when something is so catchy. But recently, Spotify suggested the acoustic version.”

All that, then a sweet note about learning the song as a warm-up while rehearsing for tour. Ahem, tour. WINK WINK. Tegan & Sara are going on tour.

You click the link, and you can see the dates and buy tickets.

My point is – if you’re an artist that’s maybe not as big as Slipknot, why not tell a story?

• First time on the road? Tell a story about the farthest you’ve ever drive for a show (I drove eight hours into a blizzard because my friend wanted to see Abnegation in Erie, PA. We saw Brothers Keeper in a big warehouse that weekend, too).
• First time selling at a market? Write about your experience of other markets you’ve been to, the people you met, why you started your creative project in the first place.
• Are you a grizzled road dog? Come on – you’ve got stories; TELL THEM. Write them out, make it a video, make an audio clip with your bandmates.

Sure, you could just drop the tour admat on socials and your email campaign, but everyone does that. An unpaid intern can do that.

But, no one can tell your stories.