Your Daily Dozen

Here is a great question for storytellers and other performers:

How many marketing contacts will you make today?  ONE?  FIVE?

Let me make a recommendation and suggest you start your marketing each day by planning a "DAILY DOZEN".

Though doing a dozen pushups, pullups, squats or running a dozen blocks is great for your health, if you want to increase the number of gigs you get, try my Daily Dozen.

What is the world is My Daily Dozen?

Simple. A Daily Dozen is a dozen contacts each day to find paying gigs.

What kind of contacts?

Whatever you want them to be!  Send out a dozen postcards, letters or brochures. Make a dozen first contact or follow up phone calls, hand out a dozen business cards, or better yet, a dozen post cards. My preference is 12 postcards each day (followups are not a part of this count for me and are separate).

Mix it up. Send our six post cards and do follow up call to six places you sent post cards to. Just do something each day on a regular basis and be consistent about your marketing every day.

I know it doesn't sound like much, but 12 contacts each day means 60 each week, 240+ contacts each month.

That is 3,120 contacts in the next year.

Sure, you won't get 3,000 gigs, but what if ONE PERCENT of those contacts turned into paying gigs? 

Would your calendar look better with 31 additional gigs? 

How about your pocketbook?

Know Your Customer

The last blog was pretty much a rehash of my post in early December so I could introduce the next piece of the planning puzzle.  It is an important part and needs to be well thought out if you want to have your calendar filled with gigs year round.  What is the next piece of the puzzle?

Knowledge!

As I mentioned in the last blog, when libraries plan for their Summer Reading Program they often set their programs in the fall for the next summer.  Some of their planning is probably in response to their receiving the Collaborative Summer Library Program guide in the fall.  They need to plan and submit budgets for the next year.  If your program is not part of that budget your marketing won't do much good.

So, how much lead time is needed?  Who makes the decisions? Some of that depends on the venue, but there is more to this part of your planning.  Rather than a shotgun approach, why not fine tune your prospects?  Talk to them and get an idea as to when they plan programs and events!  

In the business world this is called, "KNOW YOUR CUSTOMER". Know what types of programs a segment of the market plans, how much they pay for programs, when most of their programs take place.  Talk to other performers, to those who plan programs in that type of venue.

Build a prospect list!  Gather info on the venues and keep it handy. I'm talking about contact info including contact names, addresses, phone numbers AND the above information.  

Develop a spread sheet with this info.  Add to it dates you contacted the venue and what your did.  If you get a gig... make a note of it.

Better yet, why not use a CRM program- Customer Relationship Management program to keep the info!  You will be amazed at how efficient - and productive you can be.

Your 2013 Calendar

My first question for this morning: DO YOU HAVE A 2013 CALENDAR YET?

My second: IF NOT - WHY NOT?

I personally use 18 month calendars (I do not like online, computer or phone apps. I want to see the months laid out so I can plan) and buy them in the summer so I can begin to plan for the next year early.  I often schedule a year in advance, so I do need the calendar for next year for that reason.

The other reason is that we need to be blocking your calendar and planning your marketing ahead of time.  If you haven't started yet... GET ONE AND START NOW!!!

What do I mean by that?  Take a look at your calendar, at holidays and seasons and begin to think of programming for those dates and seasons.  October is a good example.  Many storytellers have a full calendar of scary stories, right?  Well, maybe weekends, but what about weekdays?  Are there opportunities you might be missing?  I try to actually promote scary stories for a 6 week period from September 15th through all of October.

How about stories of love and romance for February, Celtic/Irish stories for March or patriotic stories for June/July and Veteran's Day?  

Summer Reading Program is June and July mostly.  However, many libraries book programs in the fall for the next year!  Yep, I am already booking for June and July for Summer Reading Programs

In my particular case I block November 15th through Christmas Eve for Storytelling Santa (and I also know I need to start bleaching my mustache no later than November 1st so I will be ready for gigs by November 15th)

So you do see that your calendar is one of your most important marketing tools?  By looking at a few dates, holidays and seasons with me you have already started your marketing plan for 2013!

Now finish up with your calendar and get busy!

Branded by Who?

In my last post I ended by the question that I will divide into two parts:  

WHO ARE YOU?        

                                    WHAT DO YOU DO?

I am not talking about an elevator speech here, though those questions are the ones always asked when you learn to put together an elevator speech.  Oh, an elevator speech is how you would answer those questions in a short period and in just a few concise sentences as your ride a couple floors up or down in an elevator.

I know, that happens so many times on elevators these days.  It is good to know how to answer those questions without making it obvious you are a storyteller who tells only epic stories and needs 15 minutes just for the intro to the story.

An important part of marketing is simply being able to define those questions.  They will help you gain focus on what you want to do as a storyteller or performer.  They help you define who you are in the storytelling world.  They are, in a sense your back story - that part of any story that the author knows but does not necessarily write into the story.  Your back story also sets boundaries for your storytelling. 

Take the "Who are you?" question;

In my case, I will answer that I am Appalachian, unashamedly Christian and a mountain boy at heart.  For those reasons I do not tell creation stories from other religions, sometimes include hunting and fishing in my stories because I grew up doing those things and they are a part of who I am.

I will not play the dumb hillbilly, as you might have heard me say at some point, "I am not Jethro or Lil Abner.  I come from a proud people.  They were not ignorant, stupid, lazy or dirty.  I will not dress as such and will not poke fun at my roots.  I will also be pretty offended if you do."

That begins to define who I am and helps me determine the types of stories that I will write or tell.  As I have mentioned before, I stopped calling myself an Appalachian Storyteller because it limited the types of stories others PERCEIVED that I told.

Asking "Who Am I?" can also help you to define your mission statement and begin to build your business and marketing plan.  How?  Simple actually because it can help you to identify groups and audiences that you have things in common with!

Define who you are and then start looking within a 30 mile radius around your home base for audiences!

Sort of makes sense, doesn't it?

Branded!

Branding is an interesting and important part of marketing for a storyteller.  Branding means many things and you need to understand what it is and is not in order to use it to your advantage.

The American Marketing Association defines a brand as:  a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

Some examples you will be familiar with are the Nike "swoosh", McDonald's golden arches or believe it or not - Coke's vision of Santa that has actually influenced the way children and adults envision Santa Claus... which really is not at all like historical drawings and descriptions of Santa or St. Nicholas!

I hear many folks that have a little experience with marketing talk about the importance of using the same colors, fonts and pictures in marketing as if those things alone are the key to getting business.  While it is important to have a consistent image, using Times New Roman instead of Arial in the body of a brochure really is not such a big deal.

For a storyteller, branding can start when you walk into your closet or have a photograph taken.

Take costuming, for example.  I don't mean wearing some sort of outlandish costume, I mean what you wear when you perform... your costume.  

Think about Donald Davis, Baba Jamal Koram, Bil Lepp or Doc McConnell and you might think of Davis' dapper appearance and bow tie, Baba Jamal Koram's amazing African clothing, Lepp's ball cap. jeans and tee shirt or Doc's checkered vest and old hat.  Those are all part of their individual branding. 

Mark Twain is identified with a white three piece suit, even though he wore a white suit for the last years of his life.  Captain Kangaroo wore that coat with huge pockets (in which he always had carrots for Bunny Rabbit). Mr. Rogers always changed into tennis shoes and a sweater.  I can still see Ray Hicks in a pair of overalls on stage.

However, that is not all branding is about.  For you it may not be about clothing at all.  There are plenty of amazing storytellers that come to my mind and I have no idea of what they wear on stage.  It is just not important - OR PART OF THEIR BRANDING!  

It may be the types of stories you tell, like the ghost stories that Kathryn Windham told, or Ray Hicks telling Jack Tales, Brer Rabbit Stories by Lynn Ford.

You may be identified as an ethnic or cultural teller, telling Appalachian, Asian, African American, Native American, Jewish or Hawaiian stories.  You may tell stories about your religious heritage or even stories based on your geographic location.  All these can identify you, separate your from the crowd, create a niche for you.

It is all the start of your personal branding.  

Yep, there is more, but it all should start with two simple questions:

Who are you and What do you do?

Freebies Anyone?

How many times have you received a call asking you to perform for a group... for free?

How many times have you accepted?

There sometimes seem to be a stream of folks who call and tell you how wonderful their group is, how important their mission is.

How they have no money.  And then their ask: "We were wondering if you would consider doing a program for us for free?"  They might say it a little differently, but the bottom line is the same.  WILL YOU GIVE AWAY A PROGRAM?

 Now, you might end up thinking I am a scrooge, but I don't often do free events.  The ones I do I choose and offer.  I do not respond to low cost or no cost requests.  There are several reasons:

First of all, it may be free to them, but it cost me!  Just in gas alone it cost.  For example,  say the venue is 30 miles away or 60 miles total.  At 20 miles a gallon gas mileage you would use 3 gallons of gas.  right now gas is close to $4.00 a gallon - that is $12 it cost YOU!  If you figure the allowable mileage rate it comes to $33.30.

Include your time with 30 minutes drive time each way, perhaps an hour before and after the performance and one hour performance...  That is 4 hours total.

That does not include wear and tear on your vehicle

Minimum Wage is $7.25 X 4 hours = $29 if you were paid minimum wage!

Their free program actually cost you at least $41 if you made minimum wage.

KNOW YOUR NET

What?  You'll do the program for a $50 honorarium?  Cool, You net $38.  $100 nets you $88, $150 nets $138.  Know what you will net when you quote a price.

KNOW YOUR CUSTOMER

Take your time to know who you are talking to.  Find out if they pay other performers.  Find out what they do and if they are REALLY a poor group.  One day you will agree to do a freebie and will walk into a group and see diamonds glittering on every hand, expensive handbags, Italian suits and expensive cars in the parking lot.

Then you'll know they just weren't that poor.

Check Your Baggage!

I had an interesting conversation with a gentleman at one of the venues I performed at this summer.  He had been on my website and realized we were both graduates of the same college.  We had a great conversation before and after the gig about our alma mater, professors we both had and the beauty of the Bluegrass Region of Kentucky.

He then thanked me for my professionalism and shared an situation he experienced recently with a performer who unloaded their woes and personal problems on anyone who would listen when they arrived.  He spoke frankly and said he would never invite that performer back again.

The take away from that conversation?  

CHECK YOUR BAGGAGE AT THE DOOR!

Even if you consider the person who hires you for a performance a friend, it is really inappropriate and unprofessional to do a data dump of problems and issues when at a performance or even when on the phone confirming a gig.

When I was a sales manager in the pharmaceutical industry I traveled often doing sales training around the nation.  As we did training for dozens and sometimes hundreds of pharmaceutical sales reps we always included the same advice.  

You would be amazed at the number of times a doctor or nurse would call a sales manager and complain about reps who share too much of their private lives and personal issues.

Our advice to them and mine to you was simple:

Show up with a positive, upbeat attitude.  Smile, be polite and engaging.  If asked, do share about your family, hobbies, interests.  Don't unload the baggage!

Remember you are not only a guest... they HIRED you to perform.  Respect that relationship.

Mad Marketing Rush Begins Today

Saturday was the Hard Times Marketing Workshop.  It was a great day and lots for all who participated to think about and do!  I have one more week of Summer Tour and will be in Erie, Pennsylvania, Westlake, Ohio and along the coastline of Lake Erie in a few days.

Today I begin another Mad Marketing Rush and am inviting them... and you to join me and see what happens.  ARE YOU IN?

Here is how I plan to begin and how you can do your own Mad Marketing Rush:

• Select one or two PROGRAMS to market heavily for the next 30, 60 or 90 days.  If you need time to prepare, that is fine.  Just start now getting things ready.
• If you have postcards for those programs great!  If not, go to Vistaprint.com to design and order program specific postcards.  Be sure to have a CALL TO ACTION like "Call Now To Book" or perhaps, "Ask about special Early Bird Booking Rates".
• Take his week to select venues within a 30, 60, 90 minute circle around your home base.  Begin with the venues within the 30 minute circle.  Get specific names, if possible.
• Plan on mailing 10-20 postcards weekly.
• Follow up either by e-mail or phone to each contact.

Last - Let others know about your successes!

Let me know... ARE YOU IN?

Keeping Up Appearances

On Saturday, August 4th 2012 a select group of performers and storytellers spent the day with me for the Hard Times Marketing Workshop.  It was a great day and each participant had much to offer.

Sherry, one of the participants who is a librarian and a brand new storyteller made an interesting observation about appearance and dress.  Some time ago she hired a performer to visit her library based on a brochure they had sent.  When the performer showed up she had to ask twice if they were the performer she had hired.



Why?  Because they had multiple photos in the brochure of them in a particular costume that appeared to be part of the program.  When the performer arrived they were dressed in plain clothes, not the costume.  Not only was she disappointed, but all her promotional materials she had printed had the performer in costume.

Several folks including our librarian friend offered another observation about some performers, including storytellers when they mentioned that performers AND storytellers often come to gigs dressed  poorly or inappropriately.  When I asked privately for more details several things were mentioned often...

• Dirty jeans or pants... or shirts
• Inappropriate blouses for women
• Slogans on tee shirts that were not appropriate... even political tees at an event that is not political in nature.
• Shorts when not appropriate
• See through clothing
• Pants worn WAAAYYYY to low on men or women
• Sloppy clothes

Don't forget you are a professional!  As we talked three names were mentioned more than once.  Donald Davis was the choice for a great professional appearance.  Doc McConnell was mentioned because everyone remembers Doc in that plaid vest.  Ray Hicks always stepped onto stage in his overalls, but you knew they looked new and clean.  "They were his Sunday overalls" was the comment.


Think about how you look when you go onstage.  You may not think it matters... but those who hire you do!

Bartering as Pay

Earlier in the year I was working on a tour of Pennsylvania and the northernmost part of Ohio along Lake Erie.  I had a good gig midweek and wanted to use that as an anchor gig to build around.  As part of my regular marketing process for a short tour I sent out postcards to possible venues in the area.  As the weeks went by I scheduled several other gigs for that tour.

They I received a call from an activity director at one of the venues I had sent a postcard to.  We had a pleasant discussion and I offered her a decent discount since I would already be in the area.  She thanked me and told me the amount was still too high for her budget.  What she could offer was just not enough to tie up a date I still had plenty of opportunity to fill.

A day later she called back with an offer I couldn't refuse!

She reminded me of our conversation and how much she had to offer... and then mentioned they had a guest suite.  She asked of I would consider the initial amount plus two nights accommodations in the guest suite plus all meals for three days in exchange for a gig?

DUH!  Of course I would.  I was able to save the cost of two nights lodging in a motel at a range in that area of $75 - $125 per night (At the lower end that would be $150 plus taxes - probably another $15).  Food for three days would cost anywhere from $60 to $100 (I usually budget $25, so my budget would be $75 for three days)  Her offer didn't cost them anything extra but saved me at least $225.  That added to the fee she could afford made it a decent opportunity!

As I have traveled in the past I have often had evening gigs scheduled but nothing during the day.  More than once I have traded lunch with a civic group for a program.  The added benefit is that I can give the attendees my information and get gigs from that presentation.

Other barter opportunities have presented themselves over the years also.  Lodging, meals services and even goods have been bartered for a program.  It takes some creative thinking and going out of the box, but it can work and provide things you need, services AND additional gigs along the way.

Image and Presentation

Ten or twelve years ago all my storytelling promotional materials said, "Stephen Hollen, Appalachian Storyteller".  That is who I was and (I thought) what I did.  I was and still am proud to be an Appalachian.  I am a mountain boy through and through.

I thought it odd that no one ever contacted me to tell other types of stories.  I had a great program of Cinderella stories from around the world.  I even dressed in an evening coat with vest and cravat to tell the stories.  Audiences loved the program.  I seldom did that program.  The same was true for my Celtic and patriotic programs.

Then I had a revelation!  I was promoting myself as an Appalachian Storyteller.  As venues looked for a program they would pass over me because they weren't looking for an Appalachian program that day.  When I changed my marketing materials to "Stephen Hollen, Storyteller" I started getting more contacts for other types of programs.  I still told my Appalachian stories, Jack Tales and my Cousin Peanut stories.

What had changed was what others saw when they were looking at my materials.  I was no longer perceived as only telling one sort of stories.  Don't think that I stopped marketing and let the gigs roll in with that simple change.  It still took work to get gigs.

Occasionally I was and still am asked to tell mountain stories and appear in "hillbilly" clothes... ragged shirt or long john shirt, worn out overalls and work boots.  I always decline.  There are several reasons I decline:

• I will not foster the image of a "Lil Abner" or "Jethro Bodine".  I am educated, successful and Appalachian.
• I do not wear that type of get up in real life, so why would I wear it as a storyteller?
• That image is a stereotype that does implies Appalachians are dirty, lazy and ignorant.
• That image insults a heritage I am proud of.

All that being said, the question for you is this:
Do you box yourself into a certain type of stories with the image you promote either unintentionally or on purpose?

I used to laugh when Chuck Larkin and I would talk about his title, "The Bluegrass Storyteller"  I had lived in the "Bluegrass" area of Kentucky and knew Chuck didn't.  He told me he just liked the sound of it.  I think there were other reasons I just don't remember.  The point is, it sounded good, homey and fit Chuck without boxing him into a specific "perception" of what he did.

Road Warrior

Being a road warrior - a "Touring Storyteller" is not for everyone.  Many storytellers just do not want to hit the road and travel for weeks.  Some of us enjoy the travel and love to see new places.  Here is a warning!

If you don't purposefully schedule some down time in your tour you will never see the amazing sights where you travel.  I try to have one day set aside so I can explore, take photos and find that great off the beaten path restaurant.  I also plan ahead for that day so I can use it wisely.

• Google is a great place to start your "day off planning".  Try searching "things to do in..."  or "attractions in..." and add the town you will be in.  I always find great things to see and do this way.
•  Check for a Chamber of Commerce and see if there is a listing of local points of interest.
• Check to see if there is a local tourism office and give them a call.  They will be happy to send you information about the area.  Don't limit it to just the town you will be in.  Look for other nearby towns also.
• Look through a travel guide - if there is one for the area.
• Ask someone (in advance, of course) at the  local venue/venues about attractions, parks, great restaurants in the local area.  The locals always know more than the travel guides do.
• When you do decide where you will visit ask someone in the town about the place.  "The largest fuzzball in America" might sound like fun, but it may just be a ball of fuzz under glass on someone's porch!
• Most of all, plan time for yourself to rest, relax and enjoy some time to yourself!

Shut Up And LISTEN!

OK, I know this is hard for a storyteller or any performer.  You are going to read this and say that you already do this.  Yes, I know, you are a marketing genius.

So, why are you not getting the gigs you want?

It may be because you TALK TOO MUCH!

I taught Professional Selling Skills in many venues all around the U.S. and even once in Canada.  The hardest part of the training was to get sales people to shut up and wait for answers.  In a situation where you are nervous your mouth goes into overdrive.  Here is my simple advice as you are asking for business.

Ask simple questions:  There are two kinds of questions, the closed ended question and the open ended question:  Closed ended - "May I confirm the date for you?"  It requires a simple answer.  Too many times we use this type of question trying to get information.  This is the question you ASK AND SHUT UP! Let the other person think and answer.

Open ended questions are to get information.  "Tell me how my program fits your need."  Open ended and  looking for information.  Again, ASK AND SHUT UP.  Let them think and answer.

Ask for business:  When I am getting to the "close" I try to say something like, "I have my calendar in front of me now.  Would you like to look at dates?"  This is a soft close.  I am asking for the business by looking at their calendar.  This is a simple closed ended question.  THEN SHUT UP!!!

Answer objections:  Often you might hear a question that can close you down.  "I am not sure scary stories are appropriate for cardiac patients."  Your reply is to clarify and keep the dialogue open.  "I understand.  Scary stories for cardiac patients may be an issue.  I also have a lovely healing stories program that is encouraging, empowering and more appropriate.  Does that fit your need better?"  Again, ask and SHUT UP!



Side note:  if you are in the mood, here is a little something I wrote a few years back to take you down to the hills:  http://www.mountainstories.net/2008/12/sunrise.html




 Stephen Hollen is an award winning storyteller, humorist and Mark Twain Impersonator living in Beavercreek, Ohio.  He performs and tells stories in Ohio, Kentucky, Indiana, Tennessee, West Virginia, Michigan and throughout the USA. 

Your Best Sales Tool

If I could only have one sales tool in my tool kit it would have to be my business card.  Why?

• First, I can carry business cards in my pocket or wallet - AND I do!
• It is easy to pass along to others and small enough for them to put in their pocket or wallet.
• Business cards can define who you are and what you do in a small space.
• They are cheap.  I am a fan of Vistaprint.com and there are ALWAYS deals for business cards.

How often are you asked for your phone number?  I never just blurt out my number.  I get out a card and give it to the person asking for my number.  You wouldn't believe the times folks have said, "Wow, you're a storyteller!".  If I have something I need to write down for someone... you guessed it.  I write it on the back of my card.


As I am talking with someone and they ask what I do I simply reach for my card.  They read it immediately and usually comment.


Business cards are easy to place in a letter or card.  Anytime I send a "Thank You" I enclose a business card.


When I perform I always have a stack of cards I pass out to those who ask.  It is a lot cheaper than handing out brochures.  I DO keep a few brochures or postcards with me and pass them along to folks who have a serious inquiry at a gig.


IMPORTANT TIP: Always give someone who asks about scheduling more than one business card.  At the end of a gig give the person who invited you several cards and ask them to pass the cards along.





 Stephen Hollen is an award winning storyteller, humorist and Mark Twain Impersonator living in Beavercreek, Ohio.  He performs and tells stories in Ohio, Kentucky, Indiana, Tennessee, West Virginia, Michigan and throughout the USA. 

No one around here ever hires me!

No One Around Here Hires Me!!

Do you ever voice that lament?  Do you hear it from other storytellers or performers?


Your question to start the week:  WHAT ARE YOU DOING ABOUT IT?


The last blog entry dealt with Top of the Mind Awareness.  Lets build on that idea and think about what you are doing to change that.  Here are a few questions to get your planning on the right track.

  

• First of all, have you done an inventory of all the possible venues within 30, 60 and 90 minutes of your home base?
• Have you identified the decision maker at each venue, including phone number, e-mail and address of the venue?
• Sure, it sounds redundant, but do you have this information in a user friendly database?  Can you do letters, e-mails, labels with your database?
• Can you track the contacts you make with each venue as well as noting when you do gigs for that venue?
• Have you ever called just to introduce yourself?
• Do you make some sort of contact on a regular basis?  Frequency is the key here.  Why not develop a plan to mail postcards 4 or 6 times a year, send e-mails quarterly, send invitations to events you are doing locally?

Don't be a pest!  This is not suggesting you call monthly and hassle them. The idea is to put information in front of the decision maker with enough frequency that they will think of you when they think of storytellers.

The Bottom Line:  If they don't know you 

they won't hire you!



 Stephen Hollen is an award winning storyteller, humorist and Mark Twain Impersonator living in Beavercreek, Ohio.  He performs and tells stories in Ohio, Kentucky, Indiana, Tennessee, West Virginia, Michigan and throughout the USA.