Promote Yourself 4 of 4

brand_4_of_4_blog_newsletterHello ArtisticPreneurs.

• This is “Promote Yourself” 4 of 4 as the final entry in the “How to Build a Personal Brand” series. From where we left off last time, you want to become your audience’s trusted source for information. Write down a strategy for becoming a trusted source.
• You also want to become helpful to others. And ultimately win their business. Write down how you can be helpful to others.
• And lastly, when you give that “helpful” energy it will come back to you in amazing ways. So list all the opportunities you have available to you to solve other people’s problems.
• Share your story from a place that serves your creativity. Authenticity equals trust. How are you authentic in your creativity? What can you do with your creative project, regardless of what it is, to share a story about it? What is that story? Please write it down.
• Now test that story on someone you trust. Do they have any feedback? If so, write it down.
• Finally, integrate some of that story into some promotional item that you have access to and is used to market yourself to others.
• You want to be sure to differentiate yourself from others by your own voice and stories and style. You need to find a match of your voice to your perfect audience. So even though we have done a lot of work in past courses with identifying your audience, get even clearer about your audience as impacted by the story you have developed.
• Build a campaign around the story. Think of ways you can get help with developing that campaign as well as how you will use media to get that story seen by others. Possible help and ways of communicating could include creative coaching, fan-building website design, client-creating email systems, digital marketing, online education and more.
• Learn all you can and then get your campaign message out there.
• Fine tune your knowledge of your expertise and start sharing. How will you share today?
• Help people get from point A to point B. You also want to choose your platform which is like your soap box. It’s your stage where you have the freedom to share with your audience. Your platform can be by doing videos online or having a blog. Which one is for you? Write it down.
• Share your creativity with your audience in the form you have chosen.
• Keep creating your content. First think in terms of the problem you want to solve for your audience. Create a step by step system on how you are going to achieve that goal. To create your brand elements you need to have a workflow. It does not mean you have to schedule every last detail for every day of the week, but you need to know the steps you take to get your branding out. List steps.
• Consider delegating some of the branding to a freelancer, employee or intern. Write how you will work with that person.
• And finally, be sure to spell check and read over any content you create before releasing it.
• Is your entrepreneurial idea aligned with your brand? Do you remain clear on the words and concepts that best describe your brand? List them once more.
• Outline a blog post using your words.
• Write and upload a blog post with your brand words.
• When you are selling it is important to realize that people buy people. As we have explored if they grow to trust you they will buy what you are selling. Re-examine exactly what it is that your are selling. Write it down.
• What are the steps you have your client go through to reach the point of her or him purchasing your wares. Write the steps down.
• Do the steps.

Yianni Stamas presents 3 of 4 How to Build a Personal Brand – Content

brand_3_of_4_blog_newsletterBelow are highlights excerpted from part 3 of 4 of “How to Build a Personal Brand,” the Art Gush online education course.

• You are working toward becoming an artist who stands for something specific and who is starting a movement that makes people feel something. Think about the artists who you admire. Chances are they are doing this. So pick an artist and emulate her or him in your own style. Now connect your single word to the feeling. Remember we came up with a word last week. Write down the word and feeling connection.
• How are you similar to the artist? Write it down.
• How are you different? Write it down.
• Remember, you have an opportunity now to share your process. Explain your art. Tell us why you created it and what it represents to you. Of course there are those who want to keep interpretations to themselves. If this is the case with you, then this can be a part of how you represent yourself. And you can always talk about other people’s art – it is good to have people you admire and want to be like. You doing this is good for your fans too, they will like your humility and willingness to complement others. Therefore think of at least three different ways you could comment on another artist’s work who you admire.
• Now stich these ideas into a blog post.
• Post the post on your blog.
• Another thing you can do in your sharing is share other things that related to your brand, you word. For example if your art is meant to empower, then you can share books, passages, quotes, photos and so forth that also evoke that word. Pick a passage of an artist you admire and post it on your social media including blog.
• Do a post about why the passage you posted prior means a lot to you and then post.
• And finally pick a picture of person you admire and post that.
• The idea is that you are the head of this movement that you are creating. You want people to experience your art and feel the word you have selected. Everything you share on social media will now be about your word. Write an outline for a “How To” piece that involves your word and will help your audience somehow.
• Flesh out the outline into a full article.
• Find a picture that represents the point you are trying to make and post it along with article online.
• You can also juxtapose the art of others to show from where your inspiration comes. Of course, the art you share of others should relate to your word. Also, you can partner up with people who believe in the same thing. Do a search and make a list of several people you find who share your interest and email them about possible collaboration. It is a good idea to pick people who have a large audience.
• Do the collaboration with one (or more) of the people where you either write an article for their site or they post on yours. Either way be sure to each link to each other.
• Make sure your article is very relevant to your word.
• People are searching for a feeling. They want a feeling to come across. It is all about feeling and sharing emotions. It can be a challenging process and one that at first may not feel as though it is succeeding. But if you narrow your focus and are persistent it will happen for you. If you do not have a logo yet decide on how you want the logo of the name of your website to look. A good way to do this is to gather logos online of the style of logo you want.
• Consider also coming up with a very brief slogan which would go under your logo name.
• Either design the logo yourself or get someone else, such as a freelancer, to do it for you.
• Remember branding consists of amplifying your message and yourself so your audience will be attracted to you. Become an expert on a specific topic that the audience needs and wants.
• Outline an informative article on this topic.
• Write the article. Post the article on your social media including blog.

How to Build a Personal Brand 2 of 4

brand_2_of_4_blog_newsletterThe following is a continuation of where we left off last week in our special “How to Build a Personal Brand” series.

• Review deciding what feeling you want your brand to evoke and write it down.
• Write more about that feeling.
• Now connect your single word to the feeling. Remember we came up with a word last week. Write down the word and feeling connection.
• Write down the benefits of your brand.
• Write down how your brand will inspire others.
• Write down an image for your brand.
• Write why people might seek out your brand.
• What is the good you do with your brand?
• Imagine getting people writing you telling you how much what you do has changed their lives. That’s where you want to head. It is like starting a dialogue – an interaction with your fans. For example, starting a YouTube channel can help make this happen. Create a channel that helps people in some way that is related to your work.
• Consider starting a video channel. If you were to do this what kind of videos might you make?
• In other words a feeling of strength and empowerment for all those who dare to go down a different road? The possibilities are endless.
• Don’t worry about the haters who sometimes leave messages, if you are sincere in your approach, making a new video a week can help you build a fan base. And be sure to put keywords that relate to your work in the tags section as well as place a link back to your personal arts website.
• Make your first video and put it on your channel.
• Tell someone you trust to go to your video site and watch video.
• Get feedback regarding video from that person.
• Check to see if you have feedback on your video page.
• If you have a comment how might you respond to that comment?
• Respond to the comment. You have begun the process of interacting with your fans and engaging them with your brand.
• Once you are clear on what you stand for, you can then start some social media accounts including possibly Twitter, Facebook and a blog. Plus maybe a YouTube channel as mentioned earlier. These are all ways you can share your thoughts and feelings based on your word. Your art can come into play by drawing from it to illustrate points that you make.
• Start doing posts that relate to your word as seen by others.
• Build your social media platforms with content that relates to your word.

Building a Personal Brand 1 of 4

brand_1_of_4_blog_newsletterAs you’ve probably noticed our focus has changed lately to an exploration of how to “Market Creativity.” We believe that artists (musicians, writers, filmmakers etc.) deserve to learn the steps it takes to use promotional techniques to advance their creative careers as independent artists. To us the term “independent artist” means building your own audience so that you are not at the whim of your particular industry. The topic we are going to take a look at over the next four weeks is the building of a personal brand.

• The first step in succeeding with a personal brand is to stop trying to be everything to everyone.

• Ruminate over the fact that the more simple a brand is, the more powerful it is.

• Your audience is currently searching for a single word. What is that word? Once you know what that word is, you are on your way to building a personal brand.

• It is important to come to terms with the fact that a brand is more powerful the more simple it is.

• You are creating a community and a movement. What is your revolution all about?

• How will you share your passion in terms of the word with your audience? By what means are you going to take to reach them?

• You’ve got the word, so now you’ve got to figure out what you stand for. What do you stand for?

• Remember, art makes you feel something. What is the feeling you are trying to project? How do you project that feeling to your audience? What is that feeling? Anger? Calm? Powerful? Whatever it is you need to be able to write a sentence about it.

• How will you share your passion in terms of the word with your audience? What is the means you are going to use to reach them?

• Still on the topic of how you want to make people feel, how might you revise your sentence based on the core of what you are doing? For example are you making a statement for those feel “different?” How are you empowering them? How are you giving them confidence? And so forth.

• In other words a feeling of strength and empowerment for all those who dare to go down a different road? The possibilities are endless.

• What road are you taking people? To their success? Define success.

• You have the option while building an actual business to also build a persona. What is the persona you are trying to project?

• What is the reality of how others perceive your persona? What can you do to make your outward persona more of who you really are and want to be perceived as?

• You can have someone follow you around with a camera and then put it on YouTube as a way to track the evolution of your personal brand. Or maybe your brand is about introversion and being quiet. In which case you might have to figure out how to express this.

• How is your work/life balance? What is your personal life like? How does your personal life inform your outer brand?

• Can your outer brand affect your personal reality? Do you need to have a balance of the two? Or is it all the same thing?

• Do you have a hard time getting up the courage to be a brand? How might you change this?

• Artists of all kinds, regardless of your art form, sometimes have a hard time marketing themselves. But the fact is, to be successful, you’ve got to get out there and talk about yourself. How will you talk about yourself and in what setting?

• Talking about yourself can also be communicating about yourself through other means as in various marketing media types. What are your various marketing media types?

Artists: Get More Fans Using Mobile Marketing

mobile-marketing-emailHello Creatives of many different art forms. In our continuing quest to use digital media to promote your artistic work and broaden your audience, we bring you now mobile marketing.

• Technology has changed our attention span so that it is now very short. This means you must make your message clear in an instant, especially when reaching mobile users. Get your message down to one sentence.

• How will you craft your message so it is understood right away? As mentioned, a mobile message needs to be quick and simple. How can you condense your message even further so it can be conveyed in just a few words?

• You have created a “Heading” so now add more to your mobile message under the byline. Does the text you are adding match the short version of your message?

• Today over 80 percent of consumers are concerned with mobile marketing. Because of this we need to analyze what are the things that are important to customers?

• Research the best possible email marketing solutions and choose one, next writing it down.

• Set up your email marketing solution.

• Test your email marketing solution.

• Figure out first message that you will send to your audience.

• When thinking about mobile you want to make sure that your offer is in line with their interest. People are annoyed when your message is not aligned with their interest. Is your message aligned with their interest?

• If message is not aligned with their interest, change it.

• Make sure that the benefit is attractive to them, whether the benefit is out of fear or desire – fixing fear or giving a way to realize their desire. Decide on which tactic and rewrite accordingly.

• You have to realize that a certain percent of your audience is going to be marketing immune, not moved by your mobile messages. So make sure your message or series of messages build to something your prospect can get excited about.

• So you need to be relevant with the right message, for the right person at the right moment. Put yourself in their shoes – does the message truly appeal to your demographic?

• Finalize your message.

• In doing your mobile marketing, if you get customer to your landing page you want to make sure it converts. Work on copy (text) of “sales letter” you will use on landing page to get reader to sign up for your newsletter.

• Test text on audience member of your demographic if you can.

• Is your tactic clear? Is the “sales letter” coming from place of either desire or fear? If not one of these then strengthen message.

• Consider giving your demographic something in exchange for signing up for your newsletter. Decide on instantly downloadable eBook that you want customer to get in exchange for email.

• When writing eBook (or getting someone to write eBook), think of it as an info product based on desire or fear of your prospect.

• Finalize your eBook product

John Yianni Stamas Says Use Writing to Grow Your Audience

06_writing_is_rewriting_email• Our goal with this series is to provide you the artist, entertainer or creative business, with the best information possible so that you can grow your audience of fans and clients. Let’s say you are in the midst of planning a campaign that you intend to launch soon. Ask yourself the question “How am I going to get this message to my audience?” Write down the first things that come to mind.

• If you wrote “influencers” this is a good choice. Why? Because if you collaborate with a blogger who has influence in the area that is your market, you are extending the reach of your message.

• Figure out an influencer in your area of expertise and contact him or her. Offer to interview this person in your publication or propose a co-promotion where you both promote and link to each other. Plan on using writing you have developed thus far in this campaign. It will likely take some rewriting since “Writing IS rewriting.” Be sure to include mentions of your co-promoter. The ideal situation is that he or she writes about you and you about him or her, both of you providing links to each other.

• As we’ve mentioned, three very important aspects of a campaign are target, offer and copy. Rewrite your copy, making sure it’s offer is something that is going to resonate with your target.

• Test message on someone from your target demographic. What kind of feedback do they give you?

• Integrate the feedback.

• Retrace your steps thus far in this campaign development process and ask yourself if you fully understand what they want and why they want it.

• Decide if you are going to do a series of emails or other means of getting several messages out to your target.

• If you are going with the series of emails option, make sure that the content of each email gets better with each new correspondence.

• Fine tune your email sequence.

• Ask yourself the question “does this email series unfold logically?“

• Make any tweaks that you need to do in order to make the progression of emails make sense and tell a story.

• As you rewrite your email sequence, put yourself in the position of your target.

• Ask yourself, “would this series of emails convince me I need to get this product or service?“

• If the answer is “no” go back to the drawing board and figure out how to optimize your work.

• A good way to check your work in terms of your email sequence is to ask “does what I am offering fit into my audience member’s life?“

• Define in your series how your product or service not only solves a problem for him or her, but also fits into that person’s life.

• Fine tune your series integrating this idea.

• Look at what you are offering to your target as a tool he or she needs to solve a problem. Are you offering a desirable tool?

• Rewrite your copy to amplify the necessity of having this tool on the part of your prospect.

• Go over all your emails one at a time. Rewrite. Rewrite. You are soon to go on to the next level!

Hello Creative Businesses & Artists – Here is How to Craft Your Offer

05_craft_your_offer_email• Hello Artists and Creative Business Owners, whether you are promoting your career or business when crafting your offer think in terms of “results.” Results can include solving the problem of the client or fan or in the case of artists – entertaining or engaging. With this in mind, write down how your product/service/entertainment provides results for your clients/fans.

• Remember, when selling yourself or your business it’s not about the tools or features but has to do with the benefits. What are the benefits to others when looking at your art or using your product or service? Make note of your response.

• It’s also about problem solving. How does what you do solve a problem? Be sure to remember this for future activities.

• When crafting the offer you want to think about the value you are providing. Does the value of what you do match the price you charge?

• Hopefully you give more value than what you charge. How is this true for you specifically?
• What are the motivations of your consumer? Be sure to be clear on this.

• Exploring the motivation of your audience member or client can often be reduced to answering the question “why?” Why should they want to engage with you?

• Remember, they are putting down their hard earned cash so how is this exchange going to delight them?

• Is there a fun aspect to what you do? Explore this.

• Examine this from another perspective. Frame what you are doing through these questions “Who” comes first, “Where?” is the second, “What?” is the third, and “Why?” is the fourth. Can you answer all these questions as they relate to your offer?

• Keep going back to understanding whom your audience is as you fine tune the campaign for your offer.

• Revisit the motivation of your target. What are their needs and wants?

• Take a gander again at your “How?” What is the means of you getting your message to your audience? Does it involve more than one contact? What are the ways you build trust with your subject?

• Describe in detail the levels and media involved in reaching out to your prospect. Think of it as a plan. What are the steps in this plan?

• Put yourself in your audience’s shoes. If you were him or her would you follow the bread crumbs to your offer?

• Another way to think about getting your message out is understanding the fact that often your audience will determine the medium. Where do they hang out? How do they seek out what they want?

• Do they get to your offer through social media? Do they find what you are selling via a series of emails?

• Even though much of what we’ve gone over may sound repetitive, keep in mind that communication is an ever evolving concept. Make note of your communication style and ask yourself does it suit your message and is it the best possible way to contact and motivate others to take action on your offer?

• Now that you have crafted your offer, soon it will be time to launch it. Go over your offer for spelling and other mistakes.
• Read your offer out loud – does it convince you to buy?

• If you can, test your offer on members of your target demographic and revise from there.

Develop Your Content

02-creating-content-for-campaign_newsletterWhat’s the best way to develop your content for your website, newsletter or blog? The first step is to decide what is the big picture your wish to convey? Then, everything else follows from there.

In our case, at the moment, the big picture we are trying to convey is “Develop Your Content” which is also the title of this, our latest installment.

Therefore that’s another tip: give your article a title that summarizes what you are trying to get across.

Writing content for your website, newsletter or blog is important? Why? Because one of the top ways to achieve search engine optimization is to develop your own original content. The reason for this is that the longer readers stay on your web page reading, the higher your ranking becomes on search engines.

Why would you want a good ranking on search engines? Because that makes it more likely that you will be able to achieve your “call to action.”

What is a “call to action?” It is the thing that you want the reader of your content to do – for example click this link.

Don’t feel like clicking our link? That’s okay. Just remember that writing is your friend. And the more you do it online in the right places, the better you will be at broadcasting your message.

Currently we are covering content development in our latest course at the Art Gush online education website entitled “How to Do a Campaign.”

Would You Want to Make a Movie?

04-distribution-newsletterRegardless of the kind of artist you are (writer, actor, painter etc.) due to advances in technology it’s easier than ever to be able to make and distribute a motion picture.

But why would a creative who is not a filmmaker want to create a film? It could be for reasons of artistic exploration or even to promote the artist’s work.

For example a writer might write a screenplay and then make it into a film to display her/his writing, whereas an actor could create a movie to showcase her/his acting, while a painter would possibly produce a motion picture to present her or his paintings in a story context.

The promotional possibilities are endless for a variety of different kinds of artists. And it doesn’t mean that you’re selling out and not being artistic by doing something to promote yourself. The fact is most creations are a form of advertising in one way or another.

There’s a term used in PR which is “newsworthy” meaning of course that something is worthy of being in the news. Making a movie, especially if it’s connected to a topic that is very popular at the time, can be newsworthy.

And once your film is completed you can distribute it and maybe even make a profit. Digital distribution includes DIY video on demand transactional platforms – such as Amazon Video – as well as possibly subscription based platforms like Netflix and Hulu etc.

We go into more detail about digital distribution in our current Art Gush online course “Digital Distribution Methods” which is #4 in our “How to Sell a Movie” series.

Selling a Movie Marketing Before and After

01_how_to_sell_a_movie_newsletterThis article is going to cover how to begin marketing a film either before or after it has been made.

One of our websites is Art Gush which features online education to advance your creative career. On this site we recently spent an entire year creating a new installment every week, each of which taught three easy steps a day on the topic of how to make a digital feature film.

The goal of the course series is to make a motion picture in a virtually solo introvert-friendly manner. Ever since we completed this production process there has been an interest in “How to Sell a Movie.” This makes sense because once you make a film you need to sell it.

Therefore, the next several installments of this newsletter will be about an evolving seven part Art Gush course series known quite appropriately as – you guessed it – “How to Sell a Movie.”

Just as the process of creating a motion picture has changed greatly over the last decade due to technology, so also has the methodology of selling a film.

It used to be that you would make a movie and then get a distributor to distribute it. But we have now entered the age of DIY digital distribution and sales/marketing.

This means whether you have made a movie or are thinking about making one, you have a lot of great resources to help with doing the marketing yourself.

For the individual who hasn’t made her or his film yet, you actually have a terrific opportunity to start promoting your movie from day one. You can shape your creative project so it appeals to a very specific audience. This is important because once your picture has been completed you will have a film that has an audience.

On the other hand, if you have already completed a movie you may not have thought much about your motion picture’s audience. If so, it is critical to define who is going to watch your film.

Once you know who your audience is you can begin marketing to them. If you haven’t made your film yet this may include starting a blog so the behind-the-scenes of your project can be documented.

If you’ve already finished your movie, you could do a blog on the process of marketing your film.

More to come on the topic of “How to Sell a Movie!”