We’ve all done it or heard about it: the mass mailing. But something is essentially wrong with that statement. Why would you market yourself, your art, your career to the “masses”? That’s setting yourself up to be the needle in the haystack for someone to find.
So instead, you decide who you want to work with and ask them to collaborate by reaching out through creative marketing. Why wait for them to approach you? You can be strategic about the kind of work you want to do and with whom right now.
Move away from marketing to the masses and instead market to one person. One person you want to touch with your work. One person you know will become a fan. Sound insane? It’s not. It’s the smartest marketing move you’ll ever make.
When you move away from looking inward and focus on connecting to just one specific person, it will create a HUGE shift in how you market. It will take the burden off you and place it instead onto who you want to move with your work: your “Marketing Magnet”. You attract them… like a magnet. Get it?
So exactly how do you do that?
Here are 3 easy steps to creatively marketing to your target audience.
Step One: Narrow your focus to define your Marketing Magnet.
Think of one person, real or fictitious, you are most drawn to. This could be an actor, director, friend or even someone outside of the business you admire.
Who do you most want to work with, or even have dinner with? Whose books do you love or what movies do you watch just because of this one person? Maybe you want to create a hybrid person that combines facets of 3 or 4 different people to make your ideal Marketing Magnet. Go ahead. Be creative!
The key here is to quiet the chatter. Stop thinking of the industry and all its hundreds of gatekeepers as a whole and instead focus your marketing message on the one person you feel most drawn to – your Marketing Magnet. Doing so will make reaching out a piece of cake because you’re no longer talking to ‘the industry’. Instead you’re just connecting with one key person.
Step Two: Brainstorm the interests, passions and quirks of this person.
Create a clear vision in your mind of all the idiosyncrasies of your ideal target person. Play around with who they are, where they hang out, and what they really care about.
What do they eat, what do they wear, where do they live?
How old is this person?
How is their house decorated?
What music do they listen to?
What’s their favorite quote?
Favorite movie?
What TV shows do they watch?
Are they superstitious?
What’s their favorite holiday?
What car do they drive?
What’s their special talent?
Favorite joke?
What stations do they have on Pandora?
Favorite color?
Favorite magazine?
What kind of toothpaste do they use?
The possible questions are endless, so have fun brainstorming. And remember… the best answers come from your imagination. So, don’t worry about researching the ‘right’ answers. Instead, let your inspiration guide you.
Step Three: Model your materials after their likes.
After you’ve clarified your Marketing Magnet, round up all of your answers on a sheet of paper and take a look. Do you see any patterns? Do they invoke any images, colors, sounds or songs?
Determine the brands your Marketing Magnet uses, buys, frequents, where they “hang out”, and model your marketing ideas around those brands.
Here’s the fun part… now you can simply model the marketing ideas from the brands that your Marketing Magnet is already drawn to.
Go buy their favorite magazine and model your one-sheet after the cover. Use their favorite colors on your website. Infuse their favorite artists work into the design of your postcard.
Find the cover art for their favorite album and design your email template to match it.
——————
After these three easy steps, what you have is a clear, compelling message that everyone understands and that uniquely speaks to YOU, providing a platform for powerful marketing decisions.
Your Marketing Magnet allows you to demystify ‘the business’. You no longer have to guess how others see you or what ‘they’ want to see. You’re just connecting to one person. Also, it’s a fun, creative way for the artist in you to take care of business.
Now, go have fun attracting and connecting with your perfect audience!
Great and timely reminder
[Reply]
Davoud Rastgou Reply:
October 5th, 2012 at 9:30 pm
Great Dallasc. Once again another real bite. One that really makes the actor , comparing to many myths that insist actors are just the victiom of the industry, and their success purely relon luck and God knows ‘WHAT’ licking…:-)
[Reply]
Love how hearing this from you a second or third time around still invokes the same inspiration and feeling of excitement and confidence in my career and in myself. I thought of the same person each time and starting getting mental images in my head. If you can imagine it, it can be done!
[Reply]
Dallas Reply:
October 5th, 2012 at 5:03 pm
Now April, it’s time to create a ‘swipe’ file where you can store images, logos, colors, etc. that resonate with your magnet. Then, you can model these concepts in your own marketing.
[Reply]
This is good stuff!! Thanks Dallas
[Reply]
Sorry Dallas, this one I do not agree with you on. I think be uniquely who you are stand out as your Self and market to that one -ten CD’s in the market place who cast what you sell…..never cater to who you think someone is or what you think they like. You never win that way.
[Reply]
Dallas Reply:
October 5th, 2012 at 5:04 pm
AD, here’s a secret… once you do all of this work you will discover that the magnet you’ve defined is actually YOU. This process is designed to help you tap into the real you without judgment or fear. So, actually we agree.
Thanks for the great feedback.
[Reply]
i love this idea. it’s creating a relationship. being a Roman to the Romans, a Jew to the Jews, a Blue/Red to the Blue/Reds, an introvert to the introverts, etc… You can still be YOU, but you need to learn how to create relationship with others’ personalities. No, not everyone will like you, love you, audition you, but you will create something that will attract attention.
[Reply]
Dallas Reply:
October 5th, 2012 at 5:05 pm
Jackie, this is an interesting take!
[Reply]
I am confused. I market to my magnet, but was told you can’t market to Steven Spielberg, because he has to want you or have a project with your type coming up.
[Reply]
Dallas Reply:
October 5th, 2012 at 5:07 pm
If you wait until someone has a project you’re right for before reaching out, you won’t have enough trust built with them to actually get called in. Instead, you must focus on the people you want to work with and build a relationship BEFORE you ‘need’ anything from them.
Your Magnet is just a frame of reference you keep in mind when you’re reaching out so you lose your fear of gatekeepers and the judgment of yourself.
[Reply]
I love it! It makes marketing so much fun, refreshing and again it gives you the power and creativity to go out and put yourself in to your business without worrying about what’s right or wrong! Trust in yourself is the key to letting go of worry and to open new doors. Thanks Dallas!
[Reply]