The Art of Publicity: Marketing Yourself with Confidence

What is the least expensive, most powerful tool you have to market your own product, you as performer? It's publicity. Publicity is the art of building positive and favorable interest in you (your Personal Brand, the easy going, positive and nice person you are), your product (your voice) and your service (performing). Every time you interact with someone else, whether it is in person, via email, text messaging, over the phone or sending out your materials, you are marketing yourself. Your job is to tell others who you are, what you do, and why that is important to them. You want to create a buzz by showing your unique and authentic identity (your Brand) and thus gaining Brand recognition in our industry. This requires one to be congruent on the inside so you can be consistent on the outside and assertive when stepping out into the world. Just like in any other business, you have to get your product's message out there. You need to figure out a way to tell your own personal story. Use metaphors; a story that appeals to all the senses - simple and honest, yet complex because that is us as humans. You need to create an underlying framework that can be replicated across the many categories of marketing - written, audio clips and verbal. And because one never knows, who could be or might know someone of influence within any social setting, you must always remain open to learning how to "toot" your own horn with confidence and panache without seeming egotistical.

What skills and tools do you need to get started building this PR foundation? How do you write your own story that will resonate with the associations and memories your audience? How do you strengthen and promote your Personal Brand?

“You can say the right thing about a product and nobody will listen. You've got to say it in a way that people will feel in their gut. Because if they don't feel it, nothing will happen.”
~ William Bernbach

Let's start by building the framework for you Personal Brand story. Don't worry about getting it correct and just right to begin with. Start by writing down all the reasons why you became a singer in the first place. They don't have to be in order. Don't worry about how long the story should be. Just get it down on paper, then you can edit. Here are a few guidelines to help you get started.

Setting: what is the time frame for your story? Tell us the differing backgrounds as to where your story takes place as it unfolds. This gives you an opportunity to create the framework for telling others about yourself.
Cast: who were the influential, mind changing or inspiring people in your life? What was their relationship to you and include something about their history or what helped change you. This could even be a singer of the past who is long dead but whose story and voice inspired you.
Narrative Arch: what drives the action and events that helped shape your life as they take place over time? How does the logic of the narrative unfold over time? What are the desired experiences and defining events that helped shape you?
Language: What metaphors, symbols, themes and leitmotifs helped shape your authentic self?
Defining Moment: What was the defining moment of your story, the climax, the big "ah ha" moment?
With all of these parts in place, it will be much easier to write your own Personal Brand story, a story that is unique, authentic, and consistent with who you are at your core level. You might feel a little vulnerable and scared in sharing this with others, but remember that this is your opportunity to define yourself. To paraphrase William Shakespeare, use the past as the prologue to the future. Your story must engage those reading or listening to it emotionally and intellectually. Because this kind of authentic story will resonate deeply with others, they will become fully engaged in feeling close to you. Your story becomes their story and they want to help you get to your goal. Sometimes people would rather live vicariously through others by helping to make their dreams come true. And that is enough of a reward for them.

The next part of the equation is to figure out how to use the story you have just written about yourself. You need to condense the long version into a short bio, a newspaper sized article and a 30 sec. Promo Spot to be used when you network.

“People don't want to be "marketed TO"; they want to be "communicated WITH."”
~ Flint McGlaughlin

30 sec. Promo Spot - This very short clip will allow me to know not just your intentions, but what kind of action I can expect from you. What you say to me needs to allow me to know where to file you in my memory banks. It needs to be short authentic, concise, memorable and interesting. This not only is a great "hook" for others to remember you by, but will help you feel confident, ready and empowered. It gets you unstuck from your comfort zone because you have something interesting to say. You won't be forgotten easily. Here's how to create a 30 PR spot you.

Who are you - People don't' know who you are and frankly don't care, unless you tell them why they should. Try coming up with a dramatic beginning. Think - outside box. "I am the Russian-speaking, military brat who just happens to sing opera" instead of "a singer" is much more interesting and makes others want to talk to you and ask questions. It helps make you multi-faceted and human.
Keep in mind the type of person and the target market you want to work with professionally. Don't over do, but on the other hand, don't be afraid to be a little dramatic.
Profession - It's not enough to say that you are a singer - artist - performer. There are millions of those, so distinguish yourself from the tribe. Tell us what you are specifically good at within your profession. Is it something that is in high demand? Which aspect of your work is most sought after? What are you best at? What do you enjoy doing most? Specialize in something. Instead of saying "professional opera singer," you get "specialist in moving you to tears or laughter at the drop of a hat." This is very specific and specialized.
What makes you unique - Create one idea that tells others how you can benefit them; fill their need and what makes you unique. This can be a quality like humor, speak 7 languages fluently, can replace another singer at a moments notice, specialize in bel canto phrasing, to teaching yoga, was chef of your own restaurant, spent time as a model, was in army. There could be a short, sweet, or humorous story of your ethnic background if it is interesting. Give them some information about something you are already known for, even if it doesn't have anything to do with music. Tell them of your passions or tell them a short story of why you received a particular accolade for something that perhaps wasn't related to music.
Try it out - Once you have a 30 sec. spot, try it out on friends, family and when you are out in public. It might take a few times of tweaking to get it just right. You will know by the responses you get when it works. Then use it. Fake it till you make it by acting "as if" you are as confident as you appear.
“Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.”
~ Jay Conrad Levinson

Other Publicity Ideas

• Donate your time and talent to a community raffle to give a concert at the winner's home. This will accomplish several things. Your name will be in the paper for the raffle, you can put your name in the paper again when it comes time to do the concert and perhaps have someone from the paper come to review it for after the concert. Also it is the perfect time for networking. You never know who you will meet and what they or their connections can do for you. Always have your business cards handy and collect them from others. Ask the host if he/she would be comfortable with getting the names and email addresses of the guests to put on your mailing list so that you can keep them informed of any upcoming performances. As you can see there were many opportunities for you from just one small event.
• Create a reason to have an article done about you for your hometown newspaper. You never know who will read it and might want to become a patron.
• Create a blog where you can tell your Brand story day by day like a journal. It can also become a tool for you to understand just how much or how little you do each and every day to move yourself forward on your career path. Also, remember that everyone loves a really good story that they can identify with.
• Volunteer at an organization whose cause you believe in. If an opportunity arises to share your Brand story, do it. You never know who you might meet who might be interested in helping you with your own career.
• Make your website alive and interesting, changing it and keeping it updated with your performance schedule, audio and video clips, stories, etc. Make it an appealing place to send those interested in knowing more about you to.
• If you live in a city outside of your hometown, be sure to send articles written by you about your upcoming performances with a photo to the newspaper. They usually look for this kind of news and will welcome your article. That is a great way to keep in touch with those that already know you as a performer and help create a larger audience when and if you come home to perform.
• Always have business cards handy to pass out. It's an easy way to put a piece you into someone else's hands and mind. You can suggest they check out your blog or website if you feel they are interested in knowing more about you.
• Make sure every piece of paper, your photo, CD in your PR Packet has your name and a way to get in touch with you on it, i.e. cell phone, email address. That way if any piece gets separated from the others and they need to get in touch, they will have the information. It helps make you a professional.

“If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think.”
~ David Ogilvy

Communication Skills - As I said in the beginning, having a career is all about communication, rapport and creating and maintaining relationships. To feel more comfortable with networking and understanding others requires getting some very simple skills. Here they are.

There are three primary inner systems of language we use to communicate - visual (seeing), auditory (hearing) and kinesthetic (feeling). We tend to have a preference for one over the others even through we use all three systems all the time to communicate. When you first understand what your primary choice for language is, it is easier to recognize what preferences or primary language systems others use as well. What's important about this? Have you ever come across someone with whom, no matter what they say, you can't seem to connect? We have all done this. It's as if they are speaking another language, and in fact they are. When you can break the code of their language system, speak their language, you are better able to communicate with them. It becomes a win - win situation. They feel understood and you can clearly explain what your needs are. There are two ways to figure out which inner language system you and/or others use. Here is how it works. People will use visual, hearing or feeling words in their communication with others when they speak or write. If you are interested in having great rapport or being understood yourself, you have to stay alert by listening to the words others are using when speaking or writing. Another way to know a persons inner language system preference, is to watch their eyes when they are asked a question. Their eyes will move to a distinct and particular area while their minds look to formulate the answer to the question. Understand that we use all three systems all the time, but do usually have a preference. Which inner language system resonates the most with you?

Inner Visual System - People using this inner language system prefer visual words like: "I see what you are saying", "My viewpoint is.", "It appears to me that.," "I noticed that." Enlighten me!" These are all very visual words. People with a visual preference use these words when they speak and write. If you ask a person with visual as their primary inner language system a question, their eyes will automatically go up and either to the right or left to find the answer. This is another way to identify their inner language system. Know that most people use this system.

Inner Auditory System - People using this inner language system prefer hearing words like: "I hear you!", "I'll give you a jingle", "Let me explain myself!", "Let me click into that.", "That's a harsh thing to say.", "Sorry, I just tuned that out." If you ask a person with hearing as their primary language system a question, their eyes will move over to either side of their heads to where their ears are, as if they were listening to find the answer to the question. People with this inner language system often have a hard time looking directly at the person with whom they are speaking; they prefer phone conversations, email or text messaging. It distracts them from being able to discern what the other person is communicating if they can't listen. This system is often the preference for singers.

Inner Kinesthetic System - People using this inner language system prefer feeling words like: "It feels right to me!", "This is an unbearable situation.", "I was crushed when I didn't get the job." "Get a grip!" "I'll catch you later." "Hang in there and you will get over this rough patch."
If you ask a person a question with feeling as their primary language system, their eyes will look down to either the right or left, as if they are looking at the ground for the information or answer.

As you figure out which inner language system you and others use, you will be amazed at how much more fun it is to communicate. (Watch interviewers on TV and see if you can figure out what inner language system their guests use as they are asked questions and do they follow that up with words that match that system.) Pretty interesting! This is also a wonderful way to be in rapport with others. All you have to do is to use their preferred inner language system, their words back to them when speaking or writing to gain rapport even if it feels foreign to you and it will. At first it will take some mindful practice to get good at this, but will be well worth the effort. Being a consummate communicator is worth its' weight in gold. It's what helps produce your powerful, confident Personal Brand which makes marketing your product a heck of a lot easier.

“I know you believe you understand what you think I said, but I am not sure you realize that what you heard is not what I meant.”
~ Richard M. Nixon

Listening Skills - Listening is truly an art. It takes a concerted effort to become a better listener. Most of the time, no matter with whom we are speaking, we tend to start preparing our answers, suggestions, facts, etc., before it is our turn to speak thus tuning out the other person. We don't take the time or effort to simply listen to what the other person is saying so we miss half of the conversation. Do you really hear what people are saying whey they talk to you, or do you leap to conclusions about what they mean based on what you are thinking?

Here are some ideas and suggestions to help you get better at listening.

• You don't need to agree or even like the person with whom you are talking, but you must be respectful and give them your full attention while practicing being present.
• Listen to others point of view, what they are feeling and pay attention to which inner language system they are using. Are they Visual-Auditory-Kinesthetic?
• Listen to what is being said, not how it is being said. In other words, listen to the message, not the messenger.
• Everyone has a right to their own perspective. Don't try swaying others to your own position. State own opinion and then listen to what they have to say. Have an open mind. When you feel especially passionate about a particular subject, try stating your position while allowing your emotions to stay way over there out of the picture, so you can be open, clear and present when others respond.
• Listen for key ideas. Most people repeat important items. Using their key words in your conversation lets them know you are interested in what they have to say. They will feel comfortable and most importantly, understood.
• Ask questions about their lives and then really take the time to listen to the information they give you. This will create more questions for you to ask of them. People love to talk about themselves.
• Don't be threatened by others. This might cause you to lose your ability to listen and respond appropriately.
• Don't rush to finish the other person's sentence. This can overwhelm the other person and end rapport.
• Withhold Judgment. Don't judge, criticize or become heated by trying to win your own point. It's just not worth the time and energy it takes to do so. Usually when we judge or criticize another it is about something they have just said or done. Remember that this is only a snapshot, one point in time that you are judging. You have no idea of what has happened in their life just before this conversation or is going to happen right after it is over that might be coloring their emotions, attitude and thoughts.

“The caterpillar does all the work but the butterfly gets all the publicity.”
~ George Carlin

The art of publicity and marketing ones self becomes less of a battle when you have a better idea of how to do it. You will get better at it the more you incorporate it into your every lifestyle. PR is something we do all day every day; we just don't call it that. Knowing how to successfully use these tools is one of the primary factors in building a solid foundation on which to build your career. Whether it's in publications, online, or one on one, it's always about communication and building relationships. It's part of the whole, big picture of having a successful career. It's learning how to sell the "sizzle'' so they will try the steak.

“Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders.”
~ Philip Kotler