1.) Have a good-looking business card and always have it on you.
Make sure you have a card that represents you creatively and professionally. Don't overdo the text by trying to list all the facets of what you do. List the central and marketable aspects of who you are and email, number, and hopefully web site. ALWAYS have at least a few cards on you. Carry them in your purse or bag in a nice business card holder, and stash a few in each of your jackets. (Having to borrow a pen to write your contact info on a slip of random paper is not the first impression you want to make.) You want to make an impressive impression, so consider investing in a good designer, special paper, or a double-sided card. But don't be overly eager to hand your card to just anyone. Wait till it becomes apparent that there is a real connection, crossover or potential future benefit with the person and then hand them your card. If they give you their card, write a note on the back about them and any follow up. Keep your cards organized and do be pro-active and follow up.
2.) Be accessible and gracious to new people.
This is the first step to being a good networker. Artists/musicians/performers can be intimidating to approach. Projecting an 'i'm cooler than you' rock star persona may feel good to your ego, (and protect an underlying sensitivity or insecurity) but it won't make you feel accessible to being approached by people who appreciate your work or have an opportunity to offer you. If you have a tendency to shrink in crowds or hide in a tight circle of close friends, then practice making yourself more available and receiving feedback with humble appreciation. Confidence and generosity are magnetic. Always try to come from a heartful place when interacting with people at social events. This habit will lead to more allies and opportunities coming to you, and to a good social reputation.
3.) Be clear about what you do and have a compelling, efficient way of explaining it.
For those of us who are multi-talented-multi-faceted artists, it can be tempting to rattle off a long list when asked what we do. (The benefit of this tactic is that by putting out more of our interests there is more likelihood that the other person will connect with one of them. But the downside is that you end up sounding like a dabbler who hasn't really chosen your path yet, and not like a professional.) This doesn't mean you shouldn't pursue multiple creative channels simultaneously, but choose the one or two pursuits that are priority and that you want to be associated with and lead with these. Assume people want the nutshell version and elaborate when they ask. In the business world, this is called your Elevator Pitch. It is a trimmed down yet juicy rendition of what you do that can be shared in about 30 seconds. To get your nutshell speech, write up various ways of explaining what you are up to, get feedback from others, edit, and polish it till it is shiny. Then practice it with strangers in elevators and with friends until it feels natural and uncontrived. Then go forth and network!
4.) Make sure your Email List keeps growing.
Every show or public appearance you make is an opportunity to build up your email list. The importance of this cannot be underestimated. Through your list you will be able to promote upcoming events, announce and sell products, book gigs, and keep in touch with those who appreciate what you do. This list can be sitting on the back table next to your products and free gift and you can mention them both on the microphone. If you don't have a table, you can have your clipboard in your hands as people approach you, and signing your list gives them an immediate action to take. Have a word document (or email marketing program) that you add the new names and emails into after each event. If you have a web site, make sure you have an opt-in box where people can input their contact info. You can offer incentive to sign up by offering to send everyone a free _______ if they sign up on your list. When you are ready to launch a new tour or product or anything that needs attention, you will be very glad you did due diligence in growing your list!
5.) Have a freebie gift and product(s).
You want to build up name recognition and create a buzz, and giving something away ensures that you (and your art or music) go home with many people. If you are a musician you can give away a card with a link to a site where you are giving a free song download. If you are a poet or author you can give a poem, a pen, or a bookmark with your book info on it. (to promote my poetry book I give out a pretty bookmark with a poem on one side and book info on the other) If you are an artist you can have a sticker or postcard made with your art and your web site (in small print) to give away. Or you can sell your sticker, CD, prints, chapbook, etc... and convert an impressed audience into happy customers and money in your pocket.
6.) Have a web presence that you are happy with.
If you have the budget or skill, of course the ideal is to have your own well-designed fabulous personal web site. Even having a well designed splash page up and a link to your email is better than nothing. But putting up a bad amateur web site can also hurt your image, so don't be in such a rush that you skimp on quality. If you are a musician, you should have more than a myspace page to show off your music. Make your myspace page stand out and look great, and also find other places to post your music and profile. Consider learning a simple web design software, such as Dreamweaver. There are many affordable web templates available to customize and that can save a lot of time. Perhaps you can do a trade with a web designer. You can find qualified web designers & programmers on elance.com and guru.com for very low rates. Get creative in visioning and sketching designs for your home page and menu. Bring your sketches to any meetings with a designer to avoid confusions and frustrations. If you have a site and it needs an upgrade or an overhaul- prioritize it. Web presence is very important these days and in many cases has taken the place of the brochure, agent, and promo kit.
7.) Diligently document your work. Keep good records, and use them as promotion arsenal.
Keep track of the gigs you do, the people you collaborate with, the clients you work for, the training you receive, etc... Always get photos or video and choose the best and most dynamic of them to represent yourself. When you have a customer or fan raving about you, make sure their gushing gets on paper and then use it as a testimonial. If you do get any press coverage, make sure you get multiple copies of it and scan it into your computer to be added to your press/promo kit. All of the above used strategically in moderation in your promotional materials can add credibility, breadth, and zest to your image and reputation.
8.) Social Media Y'all
Social media can be more than an addictive time burning distraction. If done smartly, your social networking profile(s) can be a major asset in your promotional strategy. They can get people interested in you, connected to you, and make them want to come to your shows or buy your products. It has never been easier to share yourself and your work with people all over the world than it is now with web 2.0. Take advantage of the many wonderful platforms available. If you have a video (and it doesn't suck), post it on youtube and be sure to include your name and web site in the text if not in the video. Post blogs and show dates and poems and creative offerings onto tribe, facebook, myspace, zaadz, linkedin, etc...If you have something to say and like to write- get a blog and keep it updated. Start a podcast or videocast or web radio show. Write articles and submit them to magazines and ezinearticles.com. Do a little research on the sites, publications and popular forum conversations in your field. Get in on the conversation, make your voice heard, and enjoy free online exposure.
9.) Be generous for exposure, and milk the exposure that you get.
When you are still getting established as an artist, you will want to say yes to most offers you get, even when they don't pay. You refine your craft and get experience, and document it. Even after you feel like you have 'done your dues' when you get asked to do something for free or lower than your asking rate, consider it. Will it give you promotional exposure? Is it for a good cause that you believe in? How much effort is involved? What can they offer you in place of money? Be generous for causes and for exposure, and make sure you get your promo plug or materials on their web site, your web site on the back of CD, brochure at front table at the event, etc...
10.) Stay so passionate about your art that none of the above feels like drudgery.
The truth is- promotion should feel easy or even effortless for something you have conviction and passion for. Do whatever you have to do to keep feeling that way about your art. Take breaks, polish or expand your skills, re-vision and re-vamp your image or your sound. Work really hard at something uncreative for a spell so you appreciate your art that much more. Find new frontiers or collaborations that excite you. Whatever you have to do to keep the passion alive in your creationship with your art... do it!
Audette Sophia is a multidisciplinary artist and certified coach specializing in helping creative entrepreneurs synthesize their offerings into dynamically successful career strategies. She is also an educator and branding/promotional consultant.
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