The curse of the "prophet in his own land!"
I headline at festivals, concerts and shows all across the country, but the local thinking where I live is, "he's local, he doesn't have to travel, everybody knows him round here, so we don't have to pay him."
Which is why I don't work locally very much any more.
Back to the thread - publicity, publicity, publicity!
Even if it's a local community gig, advertise it outside your own community.
Flyers, radio or TV PSA spots, ads in the local free papers, radio or newspaper interviews with the performer most of whom are only too glad to promote an upcoming gig.
Give a few pairs of tickets away.

Seamus