Blog
Plain guides on turning followers you rent into fans you own. New pieces as we publish them.
We concede the unit and argue the bundle. Along the way we correct a claim we had made about them ourselves, because the measurement said we were wrong.
Nobody needs help filling the good night. The economics of a venue are decided by the five nights that are not it.
We are not going to argue that the product is weak. It is excellent. We are going to argue about the address the contact ends up at.
Every festival team is judged on a handful of days. The work that decides them happens in the rest of the year, which nobody photographs.
Klaviyo is the best tool there is for a shop. Its meter counts everyone you could write to, which is fair for weekly senders and expensive for a calendar of dates.
Every visitor to that page raised their hand. Most of them leave without buying, and almost every event page is built so that you never learn who they were.
The question this raises for every organiser is short: who owns the company that holds your audience, and do they also sell your tickets?
Email hides a bad list. It costs you deliverability, quietly, over months. SMS puts the same list on your invoice the first time you press send.
We lose on price and we lose on drop mechanics. Here is where, and here is the one question that reorders the comparison anyway.
Nobody who put their name down to get in agreed to hear from you in March. The gap between those two things is one checkbox wide, and it is the whole article.
Conceding an axis in public is cheaper than defending it badly. Here is the one we concede, why we are not chasing it, and what we ask to be judged on instead.
Google answers this query with five capabilities, and every one of them ends the night the event does. The sixth thing you needed sits in another category.
Everyone evaluates this category on show day, when the tool is busy and impressive. The real test runs on a Tuesday in February, when there is no event at all.
Every list of Linktree alternatives ranks them on themes, blocks and click charts. None of that survives a platform change. One column does.
Most tools charge for holding your list, not for using it. If you send a few times a month, you are paying rent on people you barely message.
A sales CRM follows a deal towards a close. A fan CRM follows a person across events. Same word, different object, and the difference decides what you can do next.
The cheapest audience for your next event is the one that came to the last one. Most organisers let it walk out of the door.
Everyone agrees you should own your audience. Far fewer own the part that makes an audience worth anything, which is what each person actually bought.
Followers live on someone else's platform. A list lives on yours. Here is how to move people from one to the other without asking them to leave the app.
It routes clicks. It does not tell you who clicked. That gap is the whole difference between renting an audience and owning one.