A Picture Post Card Says A Thousand Words About Your Business
In my last post, I quoted a line from Dave Schwensen’s book “How To Be A Working Comic.” That line (and I hope you will always remember it) is, “It’s called Show Business, not Show Art”. What does this have to do with marketing? Whether you’re a stand-up comedian, a sketch comic, a ventriloquist, a comedy magician, or other performing artist, precious few people will ever pay you to perform unless you treat your art like a serious business. And that starts with promoting yourself.
During my last post, I also spoke of the importance of having and using business cards. Today, I will talk about another card that is of equal or even greater importance, the picture post card. While you can get them for as little as a nickel (less than three cents if you order 5,000 or more) each, these versatile,4 by 6 cards can help you acquire and maintain clients and earn thousands of dollars. They’re a great way to introduce your entertainment business to prospective clients. Then, a few days later, you can follow-up with a phone call to a prospect who already has your picture and a description of your entertainment services on his or her desk to refer to while speaking with you. Another way is to call first, then, send a post card to thank your prospect for taking time to speak with you.
Picture post cards are also an excellent way to announce your upcoming appearances/performances at various events and venues. You can even use them to invite agents and event planners to come and see you perform. Another use for post cards is to confirm dates and times of performances with clients. A quick note will put your client’s mind to rest and you will look like a true professional. Last, and certainly not least, utilize post cards as “thank you” notes after each performance or engagement.
Now, let’s address the appearance of your post card. The look should be professional, yet, reflect your personal style. I recommend a full photo on the front with text (advertising content and contact information) in contrasting color over the photo. The back should have a small photo in the upper left-hand corner with ad content and contact info strategically placed to leave room for the address and a brief message.
Simply put, picture post cards are a cheap, but effective way to communicate with prospects and clients and promote your business. Good luck in putting a new twist on the term “Going Postal” and growing your business.
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Business Cards – - A low cost, but effective marketing tool
I apologize that it’s been so long since my last post. Special thanks to Dave Schwensen, of the Cleveland Improv Comedy Club, for the opportunity to be a part of the showcase on January 25th. I really enjoyed performing and watching the other comedians.
This will be the first of several posts on the subject of marketing your entertainment services. As Dave says in his book, “How To be A Working Comic” It’s not called “Show Art” – - It’s called “Show Business”. You’re in the entertainment business – - and marketing is an important part of any business.
Today, I will address the importance of business cards. If you don’t have them, you’re missing out on many opportunities – When you tell people what you do (and you should be telling everyone), they will ask for if you have a card – - Not having a business card will cost you an opportunity and cause you to look unprofessional.
You can get 1,000 cards for a fraction of what you will make at one gig – - Never, ever go anywhere without them! – - And, don’t horde them – - They don’t belong to you. They belong to your business – - Give them to friends, relatives, co-workers (if you have a day job), strangers (in line at grocery store, restaurants, post office) – - At restaurants, leave them on the table with your tip or give them to the cashier when you pay for your meal (Or, do both). – - Every person you meet is a potential client – - Give each person two cards – - One to keep and one to give away – - The more cards you give away, the busier you will be – -
Set a goal to run (but order more before you do) out of business cards in two months or less – - What’s that I hear you say? – - Buying new business cards every couple of months can get expensive – - Think about this – - The more people out there with your business card, the more business you will get – - You can also purchase your business cards in bulk – - I just ordered 5,000 with my picture on both sides (so people don’t confuse my card with that of their accountant or their insurance agent) online from a company called “Gotprint” for $130.00 including shipping – - Sounds expensive, I hear you gasp – - Actually, it works out to just over 2-1/2 cents per card. Which would you prefer: A nice, full box of business cards or a calendar full of gigs? By the time you give out 5,000 business cards, your phone should be ringing on a regular basis. Good luck. And, good gigs.
Read MoreThe Many Challenges of Being a Stage Entertainer
In my next few blog posts, I will be dealing with the many challenges of pursuing a career in the live entertainment business. During my twenty-five years as a stage performer (clown, comedy magician, comedy sketch writer, comedy balloon twister, physical comedian, sketch comedian, physical and verbal improvisation artist, stand-up comedian, comedy song lyricist, prop comedian, vaudeville style variety comedian, and comedic storyteller), I have faced numerous challenges. From faulty sound systems and bad acoustics to double dipping, slow paying agents to clients who write bad checks or cancel your performance at the last minute (or try to get out of paying all together, I have seen it all (or at least, most of it).
The most annoying challenge (and the one which occurs most often and seems to be getting worse every year) is the rude audience or the inconsiderate audience member. I’m not talking about hecklers. While I have been blessed to encounter very few of them over the years, I have been able to deal with them very quickly and effectively. I am referring to people who, apparently, have never been taught the consideration required to simply sit quietly and allow the entertainer to complete his or her presentation. This problem predates cell phone and even pagers. The main culprit, along with a few rude, entitled people, appears to the DVD player and it’s predecessor, the VCR (video cassette recorder). The convenience of these devices – - – The fact that one can stop and re-start the pre-recorded entertainment at will – - has left some people with the impression that they are now in charge of every performance, even the live ones, which they attend or view. And therefore, they can interrupt a live an actor or presenter whenever they feel like doing so.
Whether you’re a musician, a comic, a singer, a magician, an actor, or a storyteller, I’m sure you can appreciate the fact that any noise or disruption can play havoc with your timing and make your performance much more difficult. From kibitzing women to good old boys carrying on conversations to parents who bring crying babies to shows to people using cell phones there appears to be no end to those who will unwittingly or, even intentionally disrupt your performance.
Once while my son, Brian and I were performing a comedy sketch at an Eagles Lodge, a woman walked up to the microphone and announced, “There’s about twenty-five hot dogs left if anybody wants one.” In the middle of the very next sketch, another woman approached the microphone and declared, “I lost an elephant lapel pin. If you find it, please bring it to me.” You can understand why I now use a lapel mic or and headset. A microphone attached to a the traditional, free-standing mic stand is, apparently, too much temptation for certain audience members.
Recently, while performing his one-man show on Broadway, Billy Crystal had to deal with an audience member talking on a cell phone in the middle of a critical scene. It’s bad enough that we actually have to remind people to turn off their cell phones (I would include “pagers” but I honestly can’t remember the last time I saw one) before we begin a performance. I recently attended a comedy concert where the opening act had to ask several audience members to curtail their conversations so the rest of the audience could hear her presentation.
My plea to audience members is this: Stage entertainers spend literally hundreds of hours writing and rehearsing material which may take only a few minutes to present on stage. Please respect their efforts and the right of the audience to hear them.
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Entertainers: You Can Accept the Comedy Club/Booking Agent Status Quo – - – Or Create Your Own Destiny
Attention: comedians, musicians, ventriloquists, comedy magicians, variety performers, mimes, stage hypnotists, singers, jugglers, pantomime artists, and all other stage entertainers! Are you tired of submitting you promo package (demo, pictures, one sheet, references, etc.) to countless entertainment bookers and never hearing back. And when you call to follow up, are they always “in a meeting? Have you had enough of the “open mic” (stand-up comedy, poetry, music, sketch comedy, etc.) scene? Are you sick and tired of paying five to ten dollars for every three to five minutes of stage time the club owners/managers see fit to dole out to you? Have you worn out or alienated all of your friends because the “open mic” clubs won’t let you onstage unless you bring at least five paying customers every time you pay to perform? If any of all of this sounds familiar, then, perhaps you would be willing to consider an alternative.
No, I am not selling anything. I’m not plugging any book, CD, DVD, or other source of wisdom guaranteed to make you rich and famous. What I would like to do is offer some free (my favorite four letter word) advice to anyone out there who is as fed up with the status quo re: booking agents, club owners, etc. Take a look back in history. What did our great grand parents do when they were finally fed up with the working conditions in the sweat shop factories, coal mines, and other work places of their time period? First, they organized. Then they seized control of the means of production. You can do the same. Please understand, I am not advocating strikes and boycotts (although they, too can be effective). What I am suggesting (and will also be doing) is that you take control of your means of production (your collective talents) and offer them to those who would appreciate and respect your abilities. Start by assembling enough entertainers of differing skills to put on your own variety shows. Stop thinking of other stage performers as competitors whom you should avoid at all costs. They are your colleagues in the entertainment business. You can help each other succeed.
Once you and your fellow entertainers are organized, start approaching local restaurants, bars, etc. and offering to present a comedy showcase or variety show on a night that is usually slow for that particular restaurants or bar. Why not try and negotiate a small fee or free (there’s that word, again) food and drinks for you and your talented colleagues? It doesn’t cost anything to ask, and you’d be surprised what some restaurant/bar owners or managers will give if you can attract a crowd on a slow night. You can all take turns be the opening act, the master of ceremonies, the feature act, etc. This will enhance each person’s performing experience and you just might make some good friends along the way. Some of you may even decide to perform onstage as a team. Successful comic actor Fred Willard (Everybody Loves Raymond, Back to You, Fernwood Tonight, America Tonight, Rosanne) started out as part of a four person sketch comedy troupe which was known as the Ace Trucking Company.
Tomorrow, I will offer yet another alternative to the so-called “tried and true” methods of booking performances.
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Pay to Perform – - Bringer Shows – - What’s the Next Change on the Club Scene?
I belong to several Linkedin groups (Comedy Depreciation Society, Stand-up Comedy group, LinkedEnEntertainers, Night Club/concert Entertainers, Crusie Ship Entertainment, Entertainment Recruiters, etc.) which are specific to comedians/entertainers. I also host a page called Entertainers at Large on Meetup.org. I find these groups helpful in keeping my ear to the ground and staying up to speed with the latest information and topics of interest with the comedy and overall entertainment communities.
The most recent buzz seems to be the fact that clubs (whether music, poetry, comedy, or whatever) are charging “budding artists” (anyone who isn’t famous) for stage time. Five dollars for five minutes onstage is what I’m seeing, hearing a lot. If 12 people each pay $5 for five minutes of stage time, the club makes $60.00 for an hour, plus whatever they make on food and drinks. That’s all well and good, but some clubs have taken things a step further. They are now requiring performers to “bring guests” (usually 4 to 6) as an additional condition to get stage time. For example, my local(Columbus, Ohio) ”Funny Bone” expects you to pay a $5 cover charge and bring five friends who also pay a $5 cover charge plus order drinks and food (if you want to call it food). That usually amounts to about $100 for each comic who gets five minutes of stage time ($20 per minute or $1,200 per hour per open mic performer). And that’s if you actually get a full five minutes. If a lot of comics (say, twenty) show up, pay the $5 cover, and bring their five friends, the club makes a lot more money than usual. But, each performer only gets three minutes of stage time.
I usually tell my friends when and where I am performing, but I don’t expect them to come to every performance (they have jobs, families, and lives). I resent being expected to use my friends in order to help “pack the house” just to save some club owner the cost of advertising. And, if you think about it, there are alternatives. As an example, retirement communities everywhere are always looking for people to come and entertain their residents. You may have to contact them unless you are well known in your area, or you advertise), but they offer some advantages which make them an attractive alternative to the clubs. 1) You can negotiate a date and time that meets your schedule. 2) You get more time to perform – - usually at least 30 minutes. 3) You don’t have to pay to perform or pimp out your friends to fill the seats. 4) They might even pay you $50 or $75. That’s not a fortune, but, it’s better than paying a dollar per minute to a club and having to bring five or six friends just to get five minutes onstage. Most semi-urban area have at least 100 retirement communities within a 50 mile radius. Theoretically, you could perform at two communities per week for and year and then go back to the top of your list and start over. That’s 52 hours of stage time. At five minutes a pop, you would need to do 624 “open mics” per year to get the same amount of stage time. And how many friends would you have left by the end of the year?
Tomorrow, I will share another alternative.
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