This is part three of an ongoing series on how to build an audience for your improv show. Last week I talked about how to spread the message. This week, we’re crafting a message that will resonate with people. Winning those hearts and minds like good propagandists.

PART 3 — Having a hook

People market a lot of stupid products. They also manage to sell a lot of stupid products. I own a board game that’s like Battleship, but you have to do a shot when you get hit. Something convinced me it was a good idea. It was not. Within the package are all the ingredients necessary to excuse excessive drinking for two to six players. Don’t like the eye-opening feeling of agency you get when you take a shot of your own accord? Don’t worry, we’ve got a sleep aid for personal responsibility.

As producers, we need something that interests people. This is your show’s hook — a grisly metaphor referring to an implement that catches fish. The hook inspires potential viewers to pay attention when they hear about your show. At Endgames, Your Fucked Up Relationship offers the voyeuristic thrill of secrets and shocking stories. Space Trip promises the grisly death of a starship captain. Thunderdome trades on competition and struggle.

Before we discuss making a pitch, let’s think about your competition. You want eyeballs and earballs in your audience. But so does everyone else. On any given night, I have a lot of options in front of me.

It’s tempting to think that your improv show competes with other improv shows, or maybe comedy in general, music and film. But that’s assuming any individual already likes to go out. The real four riders of the empty theater apocalypse are Binge Watching, Craft Cocktails, Falling Asleep on the Couch, and Reading About Pokémon on Wikipedia. What makes your show more interesting than those?

Some folks already frequent stand up comedy, theater, and live music. If they do, you just need them to believe your show looks fun. These are the people who read the “things to do section” of their favorite blog or news site. But let’s be honest. A lot of people don’t go out. They go to bed. It’s easier than improv, and we’ve all got beds. It’s hard to blame them. You’re going to need a good hook.

First thing’s first. When crafting a message, know that “Come see my team’s improv show!” is only a hook to your family and friends. You’re the draw for people you already know. Strangers don’t see you that way. Messages like “anything can happen” and “a completely unplanned comedy show” are a weak draw at best. You’re putting a ton of work into making your show exciting, funny, and polished. Giving off the message that it’s a slapdash festival of gods-know-what can really put a damper on people’s interest.

You may have a hard time figuring out what your hook is. That might require you to develop a show concept, but you may be able to just ask some questions about what you have. What are your themes? Do you improvise within a genre? What will an audience leave the theater thinking about? How do you want them to feel? Does your team have a special format that’s interesting and makes sense to non-improvisers? Will there be special guests? Got any gimmicks like music, monologists, or maybe you all do improv blindfolded? Mention that.

By way of example, here’s a hypothetical show exploring our dying capitalist system and the excesses of the one percent. Why do I care? “Fall of the Dollar gives you a front row seat to the dying days of greed, corruption, and non collateralized credit default swaps. Join us for an hour long bull market of comedy as we tear down the system and forgive your laugh debts.” Now this show might not be for everyone, but it paints a picture of what a viewer might expect to see.

Really, if you’re an improviser you’re familiar with this already. We’re being specific. The reasons for specifics in a show’s hook are no different here than they are in scenes. An improv show is a risky bet. A lot of people go to their first few improv shows being worried that the performers will fail. Paint a picture of what they can expect, rather than what they can’t.

Parting thoughts

Here at Endgames Improv we’re in the business of spreading the word about our company specifically, and improv in general. It’s our goal to get attention for everything we do. That means putting on the best shows, training the strongest improvisers, keeping prices low, teaching the best classes, and making everyone feel welcome. We want your show to be a part of that. The better you do, the better we all do.

Even if you don’t produce shows here, we still want you to succeed. I meant what I said about who the competition is. It’s not your improv show, or even your open mic, low budget musical, or clown show. We’re all doing our part to spread awareness, and create demand for live entertainment. Let’s make people hungry for improv the same way they’re hungry for brunch.

If we can ever help, or you want to talk about it, feel free to get in touch. As I said before, it’s witchcraft. We’re figuring it out all the time, and something that works once might not work a second time.