This was actually part of a post I made in another forum on the subject of dealing with hecklers but I thought it worth reposting here.
Most of my paid work has been in pubs and clubs (mostly in the East Ennd of London) Usually I will do my best to find out all the local info before I start, who's the local loudmouth, has anything funny or unusual happened to any of the regulars etc. To give you an example in a recent show I found out the local loud mouth was Johnny Hammer, one of the regulars brand new Ford Escort had been stolen from the high street a few days before, and one of the regular girls had just got engaged and was shoving her ring in everyones face to show off the huge stone. There was plenty more like the rival establishment was run by a guy called Michael Turtle and he was hated by all the regulars and other little snippets.
Armed with this info within a few moments of arriving on the floor a heckler shouted out something unintelligable, I immediately looked over in his direction and proclaimed "bu**er me, I bet that's Johnny Hammer". This went down a real storm, the personal touch is priceless for a performer. I then said that I nearly didn't make it because I went to the wrong place, I went to "name of rival club". I asked the audience "Who's the guy that runs that place?" Someone called out Michael Turtle, I responded "Which one is he? The one with the nunchucks or the one with the swords? Funny enough I expected the ninja turtles reference to raise no more than a smile but it got a real big laugh. I then used a few other jokes at the rival establishments expense (much to the enjoyment of my audience but I doubt Mr Turtle will be in a hurry to book me

This was one of those times that everything fell into place, it isn't always so easy and quite often there is very little usefull local info forthcoming and sometimes you are just destined to die (if it hasn't happened to you yet, be ready for it, it will, we all die on stage sooner or later). But the more you can personalise your performance to your audience the more they see you as one of them. Show you are not intimidated by them but only give back what you receive, take the mick but as I said always with your tongue planted firmly in your cheek. Whatever happens show no fear, an audience can smell fear a mile away and they will respond to it like a pack of dogs. Personalise your performance as much as you can it makes a world of difference and will warm the audience to you. Make them like you and they will take any abuse with a smile, give them a chance to hate you and the cleverest material is worthless.
Mark