Present Focused Communications - by Jeri Goldstein
How to present focused communications is something every performer, agent, publicist, manager and business owner needs to know.
With so many ways of reaching your various audiences, fans, bookers and media, you have to wonder whether each of your methods of communication has a focus. Is your website and social media expressing a unified message or are your communications scattered and haphazard?
Can one read your information and get a clear picture of who you are and what you do and how to work with you?
If not, then this is probably a great aspect of your business to examine more closely. Those who do not present focused communications may find that you are challenged when trying to book new gigs or get media attention.
It’s amazing how presenting a clearly defined and focused message can change everything. Here are four steps in this process.
Step 1: Know Your Audience
You can’t present focused communications until you know with whom you are communicating. Once you identify and then truly understand your unique audience, only then can you define what you have to offer them and create events appropriate for that audience. Yes, your audience includes people who attend your shows. It also includes those who buy and present your shows, those who market your shows and those who review your shows. Each of those audiences require specific pieces of information to do their job on your behalf effectively.
Step 2: Create Your Unique Programs
Now, you can design your offerings to fit your audience. Whether you perform for elementary age children or seniors, deliver master classes to university students or busk for commuters at rush hour, play for series ticket holders in performing art centers or standing room only crowds in bars and clubs, you need programs that fit your audience. The people booking the talent want to know how you are going to help them fulfill their programming goals and get butts in the seats. The people marketing your show, need to know how to sell it to their audience.
Step 3: Remove Assumptions or Guesswork
Sure you’ve got great videos or music samples. But, do you explain what you actually offer each potential buyer and how you present your offerings? Do buyers have to sift through a multitude of links sending them to YouTube pages to see how you present yourself onstage? Does a buyer have to spend more than 2 minutes searching for information giving them details of your technical needs, performance configuration, hospitality requirements and mostly the specific manner in which they can market you to their ticket buyers? If those bits of info are not immediately accessible, then you are leaving a great deal to chance and the potential for them moving on to another performer vying for the same performance slot.
Remove the necessity for a buyer to have to search for information. Tell them what they need to know. Don’t make them work for it, they won’t take the time to work through your stuff to figure you out. Do the work for them and for yourself to make it easy for all to understand and use.
Step 4: Share Your Message
Now it will be much easier to present focused communications that are clear and tell the world who you are and what you can do for them. Your audience needs clarity so they can decide whether you offer them what they are seeking to solve their problem. If your communications are scattered or unclear, they cannot decide how you can fit into their schedule or whether you are right for them.
Not only does this piece of the communications puzzle relate to your website copy, but also includes press releases, emails, tweets and other social media messages.
Ask yourself, “Are you presenting a clear and focused message?”
Will a member of your audience feel like you are speaking directly to them? If I went to your website, would I know exactly what you are all about and most importantly, what you offer to potential bookers?
This week, why not ask some friends or relatives to visit your website and social media pages. Ask them what they think. Ask them whether they can tell immediately what you offer to a prospective venue and if you are presenting focused communications throughout your copy.
Clarity and focus will make a difference in everything you do. How has working on this aspect of your career made a difference for you. Do you present focused communications in all of your interactions with your various audiences?
Leave me a comment below or on the Performingbiz Success Strategies Facebook page http://www.facebook.com/PerformingbizSuccessStrategies.
I can’t wait to hear about your success.
Now, Thanks to the Band Curfew from the UK for providing the Biz Booster Theme Music, Future Dance. Check them out at www.curfew.co.uk
And for more career boosting tips, articles, books, resources, tele-seminars and online courses, visit me at Performingbiz.com
