“You should never risk your integrity or your soul for any amount of money.”
~ Charles Jackson
“To sell your soul is the easiest thing in the world. That’s what everybody does every hour of his life. If I asked you to keep your soul – would you understand why that’s much harder?”
― Ayn Rand, The Fountainhead
“Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars to change the world.”
~ Harriet Tubman
“Hey Sailor, new in town?” ~Anonymous
Marketing!
Ugly, ugly word for a Performing/Teaching Artist. We are a small bushiness owner, as our small business is ourselves. We are the product, the merchandise, the goods…and it is about time we realize it, and it really is the time that our venue bookers realize the same thing. It’s a business, and it is time for people to stop and realize that.
What does marketing do for us nowadays? It still remains a crap shoot, for the most part. Things have changed in a sense. Overall, the game stays the same.
In the past, I would do a mailing, maybe close to 1,000 pieces. If you got 3% return, you were lucky. Most of the mailings went into the trash filing cabinet. The more well known acts might go slightly higher, but that fluctuated. Repeat bookings was where you made your money; new venues were often hard sells unless (1) someone saw you perform or (2) you came highly recommended. I mean highly. Not just a “oh, I saw so and so, and they were pretty good.”
Email happened, and it opened up a way to save money. The problem: many look at email advertising as spam, and they delete it. So, more trash. Mailings are expensive, but now are looked at a little more closely; still, most of it gets “filed.”
Right now, the landscape is changing, and it’s tough to figure out exactly what will work best for you. It’s been a topic of conversation for a lot of us for awhile now.
What to do? What to do????
What to do:
- Persistence: Be persistent. It is key, but not to the point of obnoxiousness.
- Follow through: don’t assume.
- Know the name and title of the person who does the hiring.
- Make an appointment and go meet them. Putting a face to it and having a short sit down goes a lot further than a cold call (most still won’t want to meet up: see #1 and make it happen).
- Put money and effort into your Website: no guarantee at all, but bookers in our field like bells and whistles. (ps: they don’t like to read, so keep the copy light and the videos and mp3′s nice and current and clear).
- Don’t just trust one site, like Monster (which S**Ks). Use ‘em all.
- Pay for advertisement if you can. PROFESSIONAL ADS ONLY. (yes, shouting, but make it look like you have money and don’t need their work. That calls out much louder than mediocre work).
- Continue to do snail mailings, but do it on professional printed papers (Idea Art; Paper Direct; etc). Make it look “nice” and unforgettable. See 5.1 above.
- Offer some freebies; something that will
bribeentice them. You know what you have to offer. Demos are a good idea. - Make what you offer “sexy.” I’m not talking sexual (head out of the gutter, please): make it so someone goes “ooooooo!”
- Be a presence on the internet.
- Do NOT be afraid of the Social Networks and Social Posting Tools. I use Twitter, LinkedIn, Facebook, Digg, Reddit, Stumbleupon, Yahoo! Updates, Google+, Triberrr, and a few others…and I’m always looking for new ways to get my name out…and although I hate the SEO term: we are our own BRAND.
- NETWORK: it really is who you know, so many times. Too many times, but…
Care to add to this list? I have more, but I want to know what you, my dear, helpful, friendly, sharing to the point of hurting, beautiful/handsome readers have to add. Really…sharing IS caring!!
What do you do?
Oct 14, 2011 @ 18:11:56
The marketing for my snall business mostly consists of mass mailouts of post cards, focused mailings with professional literature, trade association publications, and lots and lots of networking. I don’t know how many times I have gotten an account through a friend of a friend of my cousin’s barber (or something like that).
I am also thinking about standing on the side of the road with our web address crudely written on a piece of cardboard.
Oct 14, 2011 @ 19:14:46
If you do that, two suggestions: Wear a big gaudy costume, and play some music (per-recorded or not) really, really loud. That will help get you the attention. This is an age of big, splashy and the razzle-dazzle. Good luck Doug..and thanks.
Oct 14, 2011 @ 19:14:56
Interesting and sounds like hard work… What do I do… nothing as I am heading that directions… For those who are … hats off to you guys…for all the hard work you put into getting your work recognized…
Oct 14, 2011 @ 19:16:43
Thank you Savy. Yes, it is hard work…it IS work. sigh..it should be just fun, y’know?
Oct 14, 2011 @ 20:42:54
Network, network, network. Make friends…real friends on social sites and don’t try to push the commercial message at every opportunity. Let it slide in every now and then after you help promote others and have some fun conversations. You’ll be amazed at your results
Oct 14, 2011 @ 21:09:22
Good Advice Zen. Thanks
Oct 15, 2011 @ 03:44:38
Just don’t sell your friends.
Oct 15, 2011 @ 06:33:54
Not sure if I’d get much for some of them.
Thanks.
Oct 15, 2011 @ 08:14:36
Great tips in your post and in the comments. I’m sure the goal of the marketing you do is different in some respects from mine in that you are looking for more immediate results. But with regard to selling oneself as a writer, I would add “be patient” to your tip of being persistent. The small inroads you make will begin to add up and create momentum.
Oct 15, 2011 @ 09:38:57
Patience goes hand in hand with Persistence, here. Not everything is immediate, and it sometimes takes awhile for things to just happen. BUT…when the wolf is at the door wanting his pound of flesh, patience doesn’t always work.
Thanks Adriene.
Oct 16, 2011 @ 13:57:57
Thanks for all the good advice. Agree about persistence and also that networking is key. That said, as an old-fashioned former marketing/advertising professional, I’m still a bit lost in this new technological world. I see boundless opportunities but it’s also a bit of a toss-up as to what to do and what is more effective. The only thing for sure is that you have to get the word out using whatever means at your disposal. I also think that your biggest advantage and unique selling point is your product – in this case, yourself. What is unique and different about you that will draw more people to you?
Oct 16, 2011 @ 16:21:23
Penelope: it is this “new technological world” that is causing the “throwing things up in the air and see what lands upright” consternation. What one person thinks is great is a dead end for another, and visa versa.
What will draw people to Me that they can’t get elsewhere? THAT is the question I am trying to answer myself.
Good luck, too, and thanks.
Oct 19, 2011 @ 10:25:08
I haven’t a clue; I was glad that you wrote the list that you did. I’m some steps behind you and thank you for helping me get going on the marketing merry go round!
Oct 19, 2011 @ 10:28:59
Hey Ricky…really, join the club. The whole thing of marketing “properly” has changed so much. I keep looking for new angles, ideas and connections. Use the internet and network. It’s important.
Oct 22, 2011 @ 10:02:16
Good point on freebies. Keep them interested.
But carefully balanced. If your gold is a give-away, they won’t buy your silver…
Oct 23, 2011 @ 01:23:41
i will offer only a half class demo to get them interested unless there is the potential for a lot of work. Then, one full demo. Too much, and you are right.
Thanks Per