Networking and marketing. Two of the scariest words ever spoken to a singer! We are back to what I spoke about in my first blog, because I have gotten soooo many further questions and comments via email and on Facebook about what seems like such a confusing and scary subject to most of you. So…I am going to give you another dose of it and perhaps you will understand better and get some insight into how really simple this process is. It’s not easy because it requires your understanding, time, energy, focus and commitment.
The biggest commitment is to be consistent with your follow-through. It’s kind of like swinging a tennis racket or golf club, throwing a basketball, going to the gym, running – they all require you to follow through the initial action you have taken which has created a natural momentum.
How would it be if you gave yourself say, a 2-4 hour window each week, same time – same day, just like going to work or going to the gym, to devote to only taking care of the business aspects of your career, even if it means you have to give up something else, get up earlier, etc.? Make it part of your weekly routine. Make it a habit.
So here is the plan – with our access to the social network, your life has become more connected to people you don’t even know, right? So how do you use this to get your product, you, the singer out there into the market? Don’t start freaking out – just bear with me.
We talked about creating an A and B networking list, right? OK! So – how do you find people and organizations outside of those that you have already performed with or have created some other type of connection with to put on your list? (Remember the A list will consist of those that you have either already worked with as a singer, or any contacts that perhaps others have given you permission to put on your list. And we have already discussed how it works.) And this is the Networking list you need to be spending more time with right now; it’s the list that will be getting you jobs.
There are a plethora of words used in the business world to talk about the framework on which to hang these simple principles of networking tools. One of the beginning models had the initials AIDA, which I always loved. It stands for Attention – Interest – Desire – Action. This worked well before the virtual world became what it is today. Some of this still works.
- Attention – Interest – Appeal
The first step of this process is to spend the time and energy looking for those companies and programs that are seeking those at your entry level. You have to know specifically who would be interested in what you have to offer right this minute. What are they specifically looking for, what are their needs? Check out those that run the companies or make the decision when hiring or choosing singers for both companies and programs. This is that moment when you grab your laptop, mobile phone or some other device and start learning all you can about those companies and programs. Is there some mental or emotional trigger you can notice in how and why they hire or bring someone into their program?
- Convert – Influence – Persuade
Once you have identified a potential buyer, it’s now your job to raise their interest in what you have to sell, always focusing on your unique benefits and advantages. That means that you have to know exactly what those are and who else said so. What are your options when putting your materials together to gain the attention and outcome you want? What will convince them they need to hear you and who else said so? You have to inspire desire in them, inspire want, inspire need, and make it obvious that hiring you or getting into their program is the only course of action to take. Does this mean perhaps asking someone that you know of influence in our industry to write a short letter of recommendation? Or do you have a name that would be relevant and meaningful to that company or program who has given you permission to use it in the opening sentence of your letter of introduction? It’s your job to grow your contacts into clients that want your particular talents and services.
- Advocate – Promoter – Benefactor
Are there others out there that are so delighted with you, the product, service and brand that they have unsolicited, become an unpaid marketing force, sharing what you do with their friends and networks? Would they be willing to get together for a “brain storming” session on how to pick up the pace on getting your name and information out there to the right people?
- The Virtual World
The virtual world is a great place to advertise you wares. Facebook, YouTube, LinkedIn, Twitter, and Blogspot are all tools to help get your name and brand out there. I think most singers look at this only for connecting with friends and often put unworthy conversation out there that does not always represent your Personal Brand so well. Yes, you love these destinations, but hopefully for not only their raw popularity, and easy access. These tools give you a rough idea of who you’re talking to, as well as who you want to be talking to. It is a place to advertise you upcoming events and a way to drive to others to your website. Make sure your virtual connections are linked so you keep yourself well represented. It’s always about doing business and representing your Personal Brand.
So be consistent, represent your Personal Brand in all the many different roles you play within your relationships, create realistic and exceptional expectations of yourself. Know that email remains one of the most powerful networking and marketing tools you have at your disposal. So pick a framework, set out your goals, and then start networking/marketing! And remember that business is not personal or emotional; it’s just you doing your job well.
Ciao until next time. Carol
