Answering YOUR Questions: Getting a Rep the SMART Way

My ray of sunshine friend Cara Saunders asks:

What is the best, authentic way to go about getting representation - agent & manager?

Cara, awesome question! Cara studies with Dallas Travers, too, and Dallas has some AMAZING resources--the most urgent of which is this free phone seminar, The Agent Equation. Click and sign up toute suite for her career-changing tips! 

Otherwise, what would MY action plan be?

1. Work backwards from your goal. With a subscription to IMDBPro, look at your target projects and the people who are getting cast in YOUR roles (guest star, recurring, supporting, etc.). Who are they and who's representing them? Which office's clients are getting the roles that YOU want? Great--put these offices on your short list (limit yourself to 10).

2. Look at their client lists. You want to go somewhere where you'd be a valuable commodity, right? Most talent rosters are visible on IMDBPro or on the office's home site. Are you seeing a LOT of you or none of you? Focus your energies on the ones who could use you most.

3. Look at their clients' chops. Click on the IMDB pages of their clients. Are these people WAY far ahead of you? Are they close to your level? This will help you judge if you need some credits under your belt, or if you may be ready for their roster. If you need more credits, maybe you want to focus on a lower-tier of agency--OR you want to oomph up your resume first

4. Go the whole hog. Time to focus on your target list--which means workshopping with/meeting them when possible, shipping to them regularly, and being ready to make phone calls to ask for meetings. Be consistent, be bold!

5. Be prepared for when you get in the room. Go in with a plan! Helenna Santos has this AWESOME agent kit that she created for agent meetings--it shows all her ships, how she sells and markets herself, and what people have to say about her, leaving reps confident that she's a solid person to represent. It's this beautiful, tidy folder with everything you could possibly imagine--basically, a Helenna press kit. [Crap, I really wanted to find it, but her videos are now archived here. I recommend all of them!]

6. Don't lose heart! I know that finding an agent can be a PAINFULLY trying experience; that it can be frustrating and seem endless. However, know that your time will come--and until then, all you can do is plant your seeds and trust that they will grow when they're ready.

7. Remember...you're your best agent! My manager is AMAZING. We have a stellar relationship and I honestly couldn't ask for anyone better. He's phenomenal, and I'm pretty sure he knows I think so. But there are honestly some times that I wish I could just call casting and pitch myself--and with him as my signed representative, I can't step on his toes like that. It's disrespectful and just doesn't work. HOWEVER! If you're representing yourself, you can do just about anything that you want to pitch yourself, making bold moves on your own behalf without having to worry about overstepping bounds. Appreciate the freedom of this position while you can!

Cara-Sunshine, you're phenomenal, and you are right on time, all of the time. Your perfect rep will be there for you in good time! In the meantime, I think these are pretty killer steps, don't you?

What do you other readers think? Please give me your feedback! :) Blog comments, FB, Twitter!

Ahoy, Mateys!
Jen 

Answering YOUR Questions: Help! My Branding Lacks Consistency!

A question from the lovely Jamison Daniels:

"I'm working on locking in on my brand and finding my online voice! Any suggestions? #ifeellikeilackconsistency Your thoughts?"

Awesome, Jamison! We're gonna dive deep here, so wear your swimmies! 

Friends, I did a Branding 101 article, but it was more about how to create your branded zinger line (those of you familiar with Sam Christensen have PLENTY of these to choose from, and all are wonderfully compelling!) than about first getting your overall marketing feel.

So locking in your brand is exactly how you explained it, Jamison--it's creating a unified voice that echoes across your online presence, your headshot, your work, and your hard-copy ships. Like the biggest brands out there, there's no question WHO is speaking when you read a tweet/blog/see a clip/etc. And it's just darn hard for us to do that, as spirits, as souls, as human animals; as people with a zillion different moods at any given time. And--to add to this!--as actors who INSIST, "BUT I AM AN ACTOR AND CAN PLAY ANYTHING!" So we keep trying to pull back and be malleable, but what we REALLY do is muddy up others' perception of our brand and send them packing.

As I'm sure it will not surprise you, Dallas Travers has an incredible tool for this. :D One that FLIPPED my idea of marketing into a totally understandable, fun territory! In her article she calls it her Target Audience; she's also referred to it as her Marketing Magnet. It is most favorite tool I've ever learned from her, and it's totally illuminating. Let's go through it!

1. You don't have to market to everyone. Just. One. Person. You want as authentic and unfiltered a version of YOU as you can possibly offer. To keep this pure, you must imagine you're marketing to a single, perfect person; your very biggest fan in the world. Who would love you most? Someone you know? A fictional character? A celebrity? Your mom? Whoever it is--whoever resonates with you SO MUCH that they can't not be your biggest fan--they're your 'marketing magnet.'

2. Spoiler Alert: This might be VERY frustrating. I've seen a LOT of actors have difficulty with this exercise; sometimes it nearly stagnates them! Or for some it's clear immediately, the way it was for me. Either way, accept and welcome however you deal with it--you will come through with clarity!

3. Got that Magnet? COOL. (Yeah, it's okay if there's a huge time lapse here.) Now it's time to figure out HOW to market to your magnet!

4. Flesh out your Magnet's daily life. Consider every possible thing about this person. Likes, dislikes, favorites; the way their home looks, the car they drive, the magazines they read and the music they listen to; the foods they eat. Write it all down and get really specific. The way that we know Bart Simpson reads MAD magazine and how we might assume Julia Roberts listens to Norah Jones. The way we imagine Johnny Depp's bedroom looks. The way you imagine Tom Hanks' office looks. Your mom's new recipes she can't wait to try out! Yeah, get it ALL out.

5. Use these clues to tap you into HOW to market to your magnet. So, if someone's magnet was Donald Trump, what would draw him? I'll guess rich colors (dark reds, navys, hunter greens), heavy card stocks, gold leaf, anything financially-based (a one-sheet based on Money magazine? Or Fortune?); designs that felt aristocratic and Ivy League. Right? Wouldn't he LOVE to open something like that? Or if Julia Roberts were to look at your website, wouldn't she ADORE all those warm, feminine autumnal colors and that sort of whimsical-but-practical-woman font that you've chosen? ;) And for both examples, you'd also use verbiage that would appeal to each. Use these clues to figure out how to best design both your ships AND your online presence. 

6. Get creative! MAKE some ships; design your website; make a Twitter background! ALL using colors, themes, fonts, blurbs and verbiage that resonates with your magnet. Share articles and videos on FB or Twitter that your magnet would love! Get postcards of places your magnet would like to go; buy stickers that your magnet would love. EVERYTHING you create is to please them, got me?

7. Stay consistent! (Are you surprised?) As the theme here seems to be, consistency is king. :D  STICK TO IT! We all know and respect a brand that stays consistent and strong, even if it's not 'for us.' I don't drink Mountain Dew, but I can sure as hell describe everything about it and point out people who DO love it. That's the power of their marketing. Be consistent with your message! 

And the biggest part here is the spoiler. So you'd better not read it until you've done 1-7.

Okay?

8. Notice anything strange about your magnet? Yeah, me too. I don't think I need to tell you that your magnet is pretty much you, in a super-marketable nutshell. It's hard to look at ourselves objectively and see what a pure brand we are; it's much easier to do that through the mental re-routing of your magnet. And as you get more and more comfortable marketing under the safety umbrella of your magnet, you'll realize that it's a beautiful, unfiltered and totally authentic sharing of YOU. Exactly like your marketing should be. ;)

How'd you like them apples, Jamison? How about y'all, readers? Comments, questions, successes, difficulties? Share with me--I'd love to celebrate you or help you out! Here, FB or Twitter! :D

Oh, and BT-dubbs? My magnet is the Muppets. As I'm sure you won't be surprised. ;)

Ahoy, Mateys!

Jen

Answering YOUR Questions: Marketing for the Beginner Actor

Robert Montgomery asks: "My question is, as an actor just starting out, where do you begin with marketing?" 

An excellent question, since most of the information I distribute here is for the established actor! But in a way, you're in a great position--you have the opportunity to start off on the right foot, versus doing years of crappo marketing the way that most of us do before we get it right. ;)

(And Robert, you may have done a number of these steps already, but I'm just gonna start from square 1!)

1. Get clear on what you want to do. It might seem like you're limiting your options. Actors, especially new ones, love being open to whatever is brought their way! We love theatre! We love film! We love commercials! We love voice-overs! But the downfall here is that we master none of these things; we so widely disperse our seeds of focus that nothing can be sown. So imagine your IDEAL career--mine is to be a series regular on a sitcom--and make that your focus. 

2. Get some killer headshots, with your focus in mind. Do headshot research--specifically, who's really good at photographing your type. Then book them. Then take shots that (1) reflect your brand well, and (2) target your dream jobs. I'm not going to use this headshot to reflect my career goals, know what I mean? Read this before the shutter clicks!

3. Choose your target list. If you're starting out, you're likely unrepresented--and that's totally cool. Being your own agent can be quite freeing and exciting! You chose WHERE you'd direct your energy; now it's time to decide to WHOM. If you chose off-Broadway theatre, who's casting those shows? Write down all the CDs, then pick a maximum of 12 (and pick the ones who cast the most, of course!). This is your target list. Cozy up, you're going to work on getting very intimate with them! (Ack! You know what I mean.)

4. Keep practicality in check. Yeah, if you're BRAND new, you're probably going to need to get your feet wet before you get some good traction in your career. That's okay! While your target list gets familiar with you, now is the time to take classes and do (likely) unpaid work--webisodes, non-union jobs, maybe community theatre; student films, too. 

5. Start sending those ships. If you're brand-spankin'-new, order some simple headshot postcards and send updates like, "Charming, Effervescent Character Dumpling is new in town and taking sketch comedy classes over at PIT! I'll invite you to our next industry night!" Don't get discouraged by your lack of experience; you're laying important groundwork for when you DO have a killer resume! Without credits you can also send one-sheets, castability sheets, press releases...you can do all kinds of ships without a packed resume!

6. Get face-time as much as possible. Again, you may not be able to get into big TV auditions, but if you're getting really good, it would be great to get in front of your targets and show them your chops. These are workshops, and they can be either very beneficial or a giant waste of dough. You're much more likely to reap their rewards if you, again--STAY FOCUSED. Don't workshop with anyone who's not on your list! Even if you have no resume, if they like your work and you're appropriate for a role, they may call you in. 

7. You've got the flow, now stay consistent. Don't add or subtract from your target list, yet. Stay steady and mail to them every month. Need help with creating compelling ships? Just ask me! But you can absolutely find something relevent to send or say on a monthly basis, even as a newbie.

8. In the meantime, build your empire. Create a web presence. Contact a great web designer (ask your actor friends who they love; I adore Erin at The Actors' Enterprise) to design a simple site for you. Open social media accounts--Twitter, Facebook Fan Pages, YouTube. Film yourself doing sides and put it on your channel! Start a blog! Create a presence and find your peers. :)

Hope this was helpful, Robert! :) What questions do YOU have, readers? Did you love this? Need more guidance? Let me know in the comments, FB or Twitter! 

Ahoy, Mateys!

Jen

PhotoStamps

How can you add some jazz, pizzazz to your ships?

How about a stamp with your adorbs little face on it?

Get yourself over to PhotoStamps.com and order some custom stamps! You can make them headshot stamps, OR you can have fun and do show-specific stamps!

A heads-up--Photostamps ARE indeed expensive; they cost about double what a normal stamp does. But if you want a little extra POW in your marketing, I find they're a great addition!

Ahoy, Mateys!

Jen