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?

Best of 2012

I was thrilled when I received the e-mail telling me Storytelling Santa had been chosen as "Best of 2012"!

They also gave permission to use the artwork on this page in my blogs, Facebook and promotional material!

That was the most important part of receiving the award - using it for marketing purposes!  For me it will be a great help for the 2013 season.

Honestly, my schedule for this Christmas season is pretty much set and I  doubt that I will add many more gigs between now and Christmas Eve.  I did immediately place it on my Storytelling Santa blog in a prominent position:
 www.storytellingsanta.com

Other than tooting my own horn, I want to make a point.  If you receive recognition, awards, newspaper articles you can link to...

Show them off!  Link to them, list them, do a press release, put the logo on your blog!!!  It helps your marketing! 



 

Do You Have a Business Card?

For the past several days I have been telling stories and doing Doc Hollen's Traveling Medicine Show at a festival.  The weather has been great and the crowds receptive.  More than once over the weekend as I left the stage someone stopped me and asked for a business card.

Of course I had cards each time.  I had on a vest and kept dozens in the vest pockets.  When someone commented on the performance I also stopped and spoke with them.  I offered them a card also and several dozen folks took cards.  (How many times have you seen a teller move away from the crowd and not spend time with fans?)

For many storytellers things end there.  They walk away feeling pretty dad-gum good about giving out a bunch of business cards.  However, the conversation didn't have to end there.

I often ask - with a bit of jest in my voice, "Now did you like the performance so much you want a souvenir or a card to pass along to someone else?"  The question varies but is always an opportunity to open a dialogue and get new gigs.  

Yesterday is a good example.  A Mom and her 8 year old son helped Doc Hollen and afterward she told me she enjoyed being a part of the show.  She asked for a card and after a similar question we had great discussion about program ideas for the school that she teaches at.  The same type of conversation happened often during the day.

On Friday and Saturday I gave away maybe 25 cards or so.  At Vistaprint.com 2,000 business cards are $49.99.  Over two days I spent 50 cents on faces to face marketing. 

The probing questions and time spent with interested folks who enjoyed the program makes that investment priceless!

The Intro Upsale

What is an "UPSALE" you ask?  Great question.  Have you ever gone into a restaurant, ordered a burger and Coke and had the waitress ask, "You want fries with that?"?  That is an upsale.  You might have been buying a new car and the salesman asks if you want pin striping or undercoating.  That too is an upsale. 

Today I want to mention a great way to use your INTRO to open opportunities for other gigs.  In selling this is called an "UPSALE".

The salesperson asks you to add additional items to your purchase or even suggests a more expensive item.

I know, you are thinking, "What does this have to do with storytelling?"  Lots!

Most of us have (or should have) an intro already written up that we provide to the person that will introduce us to the audience.  It usually tells just a bit about you, your experience and what you will be doing for that performance.

An easy addition to that introduction you provide can be a quick listing of a few programs suitable for the audience.

An example, "Mary's other programs include an anti-bullying program, Celtic Tales for St. Patrick's Day and "Mom to Mom" a fun filled look at raising a family in today's hectic world."

The quick mention of several of your best programs can them be coupled with your thanks as the end of your program.  "If you liked what you saw, don't forget the other programs mentioned earlier.  Stop by, say hello and ask about scheduling for your group or event!"

Those simple mentions can often lead to folks asking for information, cards and phone numbers.  I always ask if they would like for ME to call Them to discuss a program.  I have a card and a pen for them to give me a name and number.  They give me the card back and I tell them to keep the pen (with my name and info on it!)

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. 

Top of the Mind Awareness

Wouldn't it be great if every gig you scheduled was just a short drive from your home?  Even better, wouldn't it be awesome if everyone who ever hires storytellers thought of you first when they thought of storytellers?

That is "TOP OF MIND AWARENESS".  In other words, when a customer is ready to schedule/buy - they think of you first.  You have been stamped into their memory and when they think of "storyteller" your name AND face comes up.  That is an enviable position to have.  A position that the marketing giants are careful to promote for themselves.  Think APPLE, COKE, MCDONALDS.  When I was a kid there was a Texaco commercial with a jingle that said, "You can trust your car to the man who wears the star, the big, bright Texaco star!"  Still today that is top of mind awareness.

Are you asking yourself, "But how can I do that?  I don't have a thousand person marketing department.  It is just little ol' me."

Here is how you start:  First, get a map of your area and draw a circle around where you live.  I draw three circles - 30 miles, 60 miles and 90 miles.  Lets start with the 30 mile circle and identify EVERY potential venue in that circle.  Yes, it takes some work, but it will pay off. Some potential venues might be libraries, elementary schools, day camps and  civic organizations.  Check for seasonal festivals and special events also.

As you identify the venue, determine who the decision maker might be.  If it is a library, for example, there might be several including the head librarian/director, the teen or youth librarian and the children's librarian. If you can compile additional info about a contact MAKE A NOTE!  I have known sales reps that had awesome notes about each client.  AND their clients LOVED them because they remembered and cared about who they were.  They also made good notes about when and how they contacted the client.  An example:

Jonathan Apple Memorial Library
1953 Main Street
Apple Tree, KY 40000

Director: Lizzie Borden - collects chopping tools.  Might be interested in a Father's Day program
Teen Librarian - Charles Wolfe - loves werewolf and vampire stories, ask about Halloween programs
Children's Librarian - Bonnie Buttercup - president of local garden club. loves environmental storytelling

2012 contacts: March postcard mailing, e-mails about Mother's Day programs, stopped in to see Bonnie and leave info about my "Think Green!" storytelling program.

Ask yourself, "How often have I contacted the venues closest to me?  Once, twice in the past year?  Do they even remember me or that there is a storyteller in their neighborhood?"  How much is reasonable?  How much can I afford?  This is not suggesting that you become a pest or constantly call and hassle a contact.  Much of what you do can be subtle and passive.  Vary the programs you promote with each venue.  they might not be interested in one program and will be excited about another program.

Top of the Mind Awareness helps in another way also.  As others speak with your potential venues about storytellers, your name will come up EVEN if a venue has no money to hire you themselves.

Want more local gigs?  Identify all potential venues, develop good info about each venue, develop a systematic contact/marketing plan, make contact regularly and vary the programs you offer.





 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. 

I Love Anchor Gigs

I love anchor gigs!

So, what in the world am I talking about and what does it have to do with marketing and storytelling/performing?  Great question, if I do say so myself.


As I look at my calendar, I often find that I get requests for programs outside of my local area.  You get them too.  They are gigs that you cannot do without some travel and at least one overnight away from home.  Many storytellers and other performers turn these down immediately for several reasons; too far from home, the venue can't afford to pay your gig fee plus motel plus mileage, perhaps you just don't know the area.


If you don't want to travel those are all good reasons not to take a gig.  If, like me, you enjoy the travel and seeing new sites, these gigs become Anchor Gigs and an opportunity for other gigs and more income! 


An Anchor Gig is a gig I schedule and begin to build around.  As I build a tour I do not like to bounce down the highway from one town to the next for gigs.  I would rather find a good area to market in and a decent motel, a welcoming friend or a neat Bed and Breakfast and begin to look for opportunities.


For example, if you have a gig opportunity in Atlanta, Georgia make that your Anchor Gig and draw a 60 mile circle around Atlanta.  That is approximately an hour drive any direction which is very reasonable travel time to a gig for me.  I personally love to use an Atlas and a compass for this task.  It makes it easier than trying to do this on Google Maps or Mapquest.  The map has a mileage scale that I use to adjust my compass as I draw a circle IN PENCIL! 


Try it on Google Maps - do an imaginary circle and see all the towns and cities within an hour drive!  There is Roswell, Smyrna, Lawrenceville, Marietta... and Athens is just 9 miles outside that circle, so I would include it too!

The next step is Google "mining for venues".  I search the surrounding towns, villages and cities for opportunities; Libraries, Festivals, Civic Clubs, Churches, Day Camps, Senior Centers, Museums all are great opportunities.  

I personally like to start with a postcard (can you imagine me starting with a postcard) or e-mail if I can find a contact person at each possible venue.  Having a date creates a sense of urgency for the contact.  In an e-mail you would suggest "I will be in your area the week of November 5th and have dates still available" .  For a postcard I like to use a gold foil label on the front of the postcard with "Stephen will be in the Smyrna area the week of November 5th, call for scheduling info".

I do my homework and determine which of my programs would best fit each venue and send the appropriate e-mail or postcard.  I do NOT send a generic e-mail or postcard.  I try my best to suggest a specific program.


Follow up with a polite phone call, confirm they received the e-mail or phone call and ask if they would like to schedule a program.  It might take 5 or even 10 contacts to get another gig, but persistence pays off.  Does it work?  Yes, it works very well for me.  

For the second week in August I started with a gig about 4 hours away from home.  A decent paying gig, but in the middle of the week.  I mailed about 50 postcards (my cost was about 42 cents each so a cost of $21) and made 30 or 40 e-mail contacts.  As a result of mining around that Anchor Gig I now have 4 gigs instead of one.  I will need to stay for three nights in that area, but one of the venues offered lodging in a lovely guest suite for two nights as part of my compensation!



 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.