If you don’t have time to do it right, when will you have time to do it over? John Wooden
How do you want to introduce yourself to your audience? Do you want to impress them by letting them know what and how many performances you have done, (i.e., the laundry list)? Or are you interested in letting them get hooked into the emotional value you, the product, have to offer. This second option, gives them a taste of who you are, where you came from, what you are doing now and what others have said about that. It creates an emotional hook that makes them want to cheer you on as you perform and keeps them coming back for more. They will what to know and follow what you have coming up in the future because they feel they know a bit about you as the person and might even want to follow your career both at venues in theaters as well as online. This is how you start building an audience for yourself so when you are asked back to perform those that feel that emotional attachment to you will want to come out and support you. They feel close to you because you have allowed them into a very small, very calculated part of your personal life. This is what PR is all about. It’s that “it” thing that the audience manages to grasp that touches and engages them at an emotional level.
As the latest Creston Limited “Brand Enrichment” research shows, the most important factor that drives peoples’ choices is not the monetary value or list of achievements; it’s actually the emotional value brands offer via their product. In this case you, the singer, are the product. The research clearly shows that it’s not only the products and services that you sell. You also offer emotions—confidence, status, the sense of belonging and, most importantly, PLEASURE that drive almost 25% of respondents’ buying decisions.
How inspired are you when you read through most bios you find in program notes for any performance? Do you receive much Face Book, Twitter, or email activity after your performance because your audience members want to share some similar connection they have with you because they read your bio and feel a kindred ship in some way? Or do you still believe that most people are truly interested in trying to weed through the long, tedious, and boring laundry list you have given them as your bio to digest that represents your Personal Brand as they wait for the curtain to go up? For the most part, this doesn’t mean much to most people. They want you to tell them why they should be as or even more interested in you as they might be in any of the other performers on stage. What will it take to grab their emotions?
Research suggests that women seem to be easier to approach and “seduce”. Anything that appeals to their sense of group identity, comfort and security has a chance of grasping their interest and enthusiasm. Men are in general more difficult to influence. Brands need to show more creativity and inventiveness to appeal to their emotions. It gets easier if you can push their status and pleasure buttons. Mix it with concrete examples or add a tint of challenge and you’re on the right track. Also remember to use the three inner language systems we all use all the time to make sure you have engaged each and every audience member – visual, auditory, and kinesthetic.
Here is the bio formula I have developed and had much success teaching.
Start with a powerful, theatrical assertion. From her beginnings as a young performer growing up in a small rural town in New Mexico, to winning audiences rave reviews, Ms. Smith has generated a loyal following with her persuasive acting and delicious voice. (Does any of this information grab you emotionally and if so figure out why?)
Now back it up with facts. At her most recent recital, Ms. Smith’s innovative program and beautiful singing was not only enthusiastically appreciated by the audience, but she received a glowing review from the San Jose Sun. Jack Place said, “A beautiful program, beautiful voice, beautiful young woman.” (This gives you a sense that others like this person and how she does what she does as it encourages you to jump on the band wagon.)
Lastly, let others know what’s coming up in the future. Having recently won the Pit Award, Ms. Smith will next perform at Towne Hall in New York. While there she will coach with Maestro Tullio in preparation for her debut of Inez in Trovatore at Albert Hall in March of this year. If you are interested in knowing more about Ms. Smith, you can follow her by going to www.anita.smith@gamil.com or Facebook (address) twitter, etc.
These short, concise and carefully thought out paragraphs cover all the bases we just talked about – a sense of group identity, comfort, security, creativity, inventiveness, status, pleasure. Plus you have created concrete examples and added a tint of challenge if you want your audience to become fans. So, start thinking about the Personal Brand that represents you, mind map it, and start creating emotional value for you with your bio.
Avanti! Ciao until next time.
