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Step 1
Post flyers and give out handbills. Some clubs do this themselves, but you need to be doing it too. Everyone you meet at a party or on the street should walk away with a handbill about where your next show is.
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Step 2
Pump-up your online social networking skills. Chances are, if you live in a population center, you live in an area that has many online opportunities for promoting local music. Go find them.
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Step 3
Call or email local press and radio people. You might just be requesting a song, or praising an article someone wrote, but you can say, "oh, by the way, my band is playing this really cool show next month and I can put you on the list if you'd like."
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Step 4
Don't expect the venue to put people in the seats. That's your job. Even if they take a cut of the door, that because they are in business serving things besides music and they have production costs to meet. The sound guy needs to get paid, the door guy needs to get paid, you need to get paid, so bring some people out on your own and the club will love you and ask you back.
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Step 5
Always have an email sign-up list, both online and at the show. Send out show announcements no later than one week before a show and as far out as a month in advance. Always have a polite "unsubscribe" option for the recipients of your emails.
