Part 2: The Virtual Storyteller - You Need A Cunning Plan

This post is about marketing. I just thought I'd get that out of the way.

I am sure some of you think I am jumping the gun here:

"How on earth can marketing be number two on this list???" You demand. 

"I thought this series was about doing virtual storytelling! Where is all the info about cameras and stuff! Why are you starting here?"

There is a good reason why we are starting here.

We are not actually talking about the marketing piece itself, we are talking about the plan for the marketing: These are two different things.

For the last however many years you have been a storyteller/performer, your job has been pretty straightforward...

1. I will show up at your event.

2. I will do a live show of a certain length

3. You will pay me for this experience

4. I will put the money in the bank

5. Lather rinse repeat

You probably have some idea how to market that.

Contact schools

Contact libraries

Contact venues

Contact senior centers 

Contact hospitals

Contact park services

etc, etc, etc

If you never got to the marketing, or you had issues with it, click here to read the long, in-depth series I did on marketing!

Traditionally, our marketing is like this, "Hey, I am a storyteller/puppeteer/singer/poet (you get the drift),  and I would like to come and tell/sing/perform for your clientele.

What they expect is some form of this:

  

Yes, lots of touching, gathering, shouting, laughing, moving about, and generally having a fabulous, loud, communal time.

There is no way on the Flat Earth that you could sell something like this to any venue in the world right now. 

So, what can you sell? What is going to be the new marketing strategy?

Well, in our current circumstances there are some options:

1. - You can do "live" virtual.

2. - You can go pre-recorded

3. - You can do a mix of both of the above

4. - You could offer in-person shows with some very strict guidelines to protect the health and well being of the audience, the venue, and yourself

Each of those things has its own challenges. So, you need to decide what you want to do.

Do I want to do all pre-recorded?

Am I more comfortable with Live virtual?

Do I want to mix the two?

Am I determined to do in-person gigs?

Will I do it all?

I'll wait while you answer those questions.

Okay, now you have the beginnings of a plan.

What are you going to offer?

Performances?

Residencies?

Workshops?

Q&A events?

Hour length performances?

New material?

Old material?

What are you going to do?

At each stage of this questioning phase, stop and imagine how that affects the market that you want to tap. Each and every decision you make will impact the changes you are about to make. It will also decide how you are going to make them.

For example:

I knew I wanted to do performances

I want most of them to be pre-recorded

I will do live zoom, but it is not my preference

I will not be doing any in person shows anywhere until at least May of 2021. I will reassess at that point

Having made those decisions, I had to decide what I was going to offer, and could I either tap a market or create one.

I committed to marketing to my traditional markets and offering them a version of the normalcy that we all crave.

That was my hook. See, we can still share stories just as we always have. It will look a little different, but we will get that warm, happy, fun experience that we have come to know and love.

If that is what we were going to offer, then I had to figure out how to make that happen.

Up Next:

The Learning Curve

The other posts in this series

Part 1: The Virtual Storyteller - The Philosophy of Plenty - Don't Let People Talk You Out Of It!

Part 2: The Virtual Storyteller - You Need A Cunning Plan

Part 3 - The Virtual Storyteller - Getting Equipped

Part 4: Lighting the Virtual Storyteller

Part 5: The Virtual Storyteller - Performing For The Camera

Part 6: The Virtual Storyteller - I'm a Teller Not a Film Editor!

Part 7: The Virtual Storyteller - How Do You Market This???

Part 8: The Virtual Storyteller - The Internet Gods Are Not Always Kind

Part 9: The Virtual Storyteller - We Are An Evolving Business

Gearing Up For A New Season: Fall Is Coming

Summer Days Are Dwindling!

Do you know what your marketing cycles are?

We have two big ones.
Summer for the fall and winter
Winter for the spring and summer

When do you start marketing for a season?
August and January are our big push months

How long does it take to reap that market?
After the cycle starts, most of the booking happens in the next three to four weeks for established markets.

How do you reach the people you'd like to contact you?

Email
Phone
Showcases
Most of it is word of mouth or familiarity


No, I am not going to write another long marketing series!

source

It is just that these questions come up with us every fall. No matter how long we've been at this, the amount of effort expended to make the season profitable doesn't get any less.

If anything, it gets more intense as people try to bargain for specific dates, parts of the year, or blocks of time.

My job in all of this is to design the workshops The David claims I can teach and put together presentations and key notes for organizations he swears I can address.



The leaves change. The world moves. Business waits for nobody. We just hired a firm to redesign our outdated website.

This year is going to be tricky because I have to edit a novel for a February deadline while I flit all over the country.

I tell myself that there are worse problems to have and then I take a deep breath and try not to freak myself out about how much is on the plate.

Meanwhile, I try to do all of the things that are difficult when I am traveling:

I sleep,

Relax,

Baking got way more interesting since I went Gluten Free

Eat healthy,

Write,

Cook,

Bake,

Play with the cats,

Not stress out over politics,

Deal with the Empty Nest,

and gear up for the year ahead.

Self Care is a huge part of this time of year. Be well and be safe.


In closing, I would like to say a sad farewell to a woman who had so much more to give us....


The Storytelling World lost Dianne de Las Casas. She was only forty-seven.  If you knew her and want to support the family, here is a way to do it.

Dianne was a bright light in the storytelling world as well as being a prolific writer. She taught workshops on marketing, storytelling, and writing, and she touched the lives of many hundreds of thousands of children and adults.

Dianne, you are missed.




All of us have so much to give.

Give all you can.

Have a happy and healthy Fall.

Marketing 101 Part 7: The Wrap Up!

Writing a series on marketing has taught me several things.

1. It would be possible to write about this stuff every week and still not cover everything...and I am quite through with this!

2. I never say as much as I mean to, but can fill up this space quite quickly with observations.

3. There are lots of people far more qualified than I to talk about this, and I am going to leave them to it!

This is my final entry in this series, and I mean to quickly wrap up my observations!

To Review:


1. The Questions I Consider About Marketing
2. Branding: Do You Have A Logo? Do You Need One?

3. Your Business Card: Is It Working Hard, or Hardly Working?

4.The Brochure: A Giant Multitasking Business Card!

5. The Press Kit: What On Earth Is This?

6. Cohesion: Why Does It Matter?

7. Marketing 101: The Wrap Up!

I will endeavor to go through the last few points I want to make about this subject in this series.

1. Ghosts Of Marketing Past!

1. When I was a wee, baby storyteller back in the olden days, we used carrier pigeons to get out our message. Yes, then came Western Union and ultimately the post office...the thing we now call snail mail. These days, The David rarely uses the snail mail for marketing; contracts, yes, but that is about it. 

This means we no longer send out postcards. I used to design these myself, and I enjoyed it. We used Modern Postcards back in the day because they were one of the few services that offered what we needed. Today there are lots of companies that offer services like this. 

UPS Store

Express Copy

Vista Print

Barely scratched the surface! The coolest thing about this is that they will print and mail the cards for you. All you have to do is send in the designs. It is a no muss no fuss type of thing. 

Personally, I love postcards, and we got an okay return. In other words, they paid for themselves plus a little extra. I, however, am not in charge of marketing in my company....The David is, and The David controls the budget. 

What do we do instead? We have a vigorous online marketing strategy. The David painstakingly creates comprehensive email lists of schools and libraries in every state in which we market. He also finds out exactly who is in charge of booking cultural arts events for each school. This targeted marketing is much more effective in terms of reaching our potential clients. It also allows him to include links the client can click and instantly see the product they might be buying. 

Not nearly as sexy as postcards, labor intensive, but the return is much better, and since he does it in-house it doesn't cost us a penny extra. 

2. Online or Hard Copy Directories

There are companies that ask you to pay a fee, join a directory, and let them do the marketing for you. They say their directories are distributed far and wide, and your work will end up in front of thousands upon thousands of potential clients. We have signed up for things like this in the past. We no longer use them.

Now, that does not mean these services are not worthwhile for some artists, but we were never able to track the efficacy of these services. When it comes to our marketing budget, if we are shelling out cash for something, we need to be able to track the return. If we cannot see a  return on our investment, we discontinue a service. We typically give such services like this two or three years. 

There may be artists who have found such services financially lucrative or at least a good brick in their marketing strategy, but they have never worked for us.

The reason for this is that most of our work is in schools. The contacts for schools change on a regular basis. They have lots of other ways to find artists and are not as likely to use these directories. Libraries don't seem to use them either. If you work in theaters or have some other type of venue, these might work excellently well.

3. We no longer create marketing pieces in-house. They are always outsourced.

4. Is there something you used to do that you no longer do, but someone else might want to try? Leave it in the comments section!

2. Other Marketing Resources - 

There are lots and lots of blogs that deal with marketing. Just type in what sort of advice you need into Google, and let the internet do its thing.

As for me, I have taken any number of workshops about marketing. There are, however, two that stand out as being exceptional.

Dianne De Las Casas offers an in-depth marketing workshop. You want to know how to reach people, get your name out there and shock the world? Find out where this woman is offering a workshop, and take it!

The other one that struck me as being a stand out in the world of marketing workshops was given by my blogging goddess mentor Karen Langford Chace, and the dashing Simon Brooks.

Karen Langford Chace

One of the coolest things about the workshop they designed is that it not only talks about marketing strategies, but offers a comprehensive look at what type of storyteller you are, what might be your strengths, and what you are most proud of as a performer. The questionnaires they created help you figure out not only how to market, but WHAT to market. It is a very clever approach, and highly effective if you are at the beginning of your marketing career, or thinking about taking it up a notch.

Simon Brooks

There is so much more that could be said about resources and books and people, but I will stop with these two. I did say that one could spend their entire life writing a blog about marketing, and that is not my intention! If you have a link to or a suggestion for who gives a bang up workshop, or a great book you read, feel free to offer that information in the comments section so we can all  benefit from it!

3. The Marketing budget

How much money should you be spending on marketing?

Well, here are some questions.

How much did you actually spend on marketing last year? Do you know? Do you track that? What counts as marketing

-Your website

-Hard and soft marketing

-Mailings

-Lunches

-Showcases

-Advertising in Publications

-Fees for arts councils

-Art Fairs

-Mailings

Can you make a good estimate as to which of your activities produces the most revenue?

Once you know what you spent and what you earned, you will be able to figure out what percentage of your gross was spent on marketing, and what sort of returns you got. This brings us to the burning question:

How much should you budget for marketing?

The simple answer is if you want to grow your business you have to invest in your marketing strategies. Not all marketing strategies are alike. It isn't a bad idea to sit down and evaluate your various marketing activities. 

The best way to track efficacy is to simply ask anyone who books you how they found out about you. In fact, as The David just reminded me, it is the ONLY way to track that!

Some marketing strategies require time to reach fruition, some need to be rolled out at once, some are ongoing. How are they serving you? If there is something you are doing that is a continuous drain on your resources with no clear reason to continue doing it, then it might be time to consider reinvesting that capital somewhere else.

In Conclusion:

The more I write about this the more I realize there are lots of things I never even touched upon...but that will have to be for another day and another time. 

There are lots and lots of ways to market yourself. I am sure you have come up with clever ways to get the word out about your work and the products you offer.

This series deals only with the paper products we produce, it does not touch on all of the other marketing that we do! 

In future blogs, if I say, "You've got to market like crazy every year just to keep your hand in the game", this is the sort of thing I mean. 

Producing and distributing marketing materials that are professional and effective can increase your bottom line, improve your market share, and let everybody know that we storytellers are not in this as a hobby. 

Storytelling is a profession, and it deserves to be treated as such.

Happy Marketing - 

Marketing 101: Cohesion - Why Does It Matter?

Welcome to the sixth, and almost last post in this marketing series!

1. The Questions I Consider About Marketing                                    

2. Branding: Do You Have A Logo? Do You Need One?

3. Your Business Card: Is It Working Hard or Hardly Working?       

4. The Brochure: A Giant Multitasking Business Card!

5. The Press Kit: What On Earth Is This?

6. Cohesion - Why Does It Matter?
7. In Conclusion

co·he·sion

kōˈhēZHən/

noun

1. the action or fact of forming a united whole.

Okay, lay out your marketing materials in front of you. What have you got? Do you have a business card? What about a brochure? Maybe some handouts with information about services you offer? Possibly you have a press packet, or maybe some clever gimmicks? (I know a juggler who gives out frisbees) 

Got them all laid out? Great! Now, look at them. Do they look like they've been produced by the same artist? Is there anything about them that ties them together? Could you pick up any piece of your marketing and hand it to someone and they could identify it as yours in a few seconds? 

If someone had more than one piece of your marketing, would they realize the two pieces belonged to the same artist? Would they associate the material with you and with each other?

Why you might wonder, does any of this matter? 

When you are trying to encourage people to invite you into their space, you need to keep your name, image, and offerings in the running. People don't tend to hire artists upon first viewing. You most probably will get sent to the back of the line, especially if there are budgets to consider. It often requires multiple encounters and good reviews before some venues will take a chance. 

Clients need to remember your name, image, and what you do. Every piece of your marketing should constantly be reinforcing those things.

Your marketing is the foundation on which you will build your outreach to customers. The more cohesive it is, the better your ability to reinforce the image you want to project. If your marketing pieces do not work together, then they are not providing reinforcement. They are like well meaning soldiers running in all directions with no plan of action.

Some basic thoughts:

1. I know that early on in this series I said you didn't need a logo. If you have one, it makes creating cohesive marketing much, much easier. So, while you don't need one. It is not a bad idea.

2. Color schemes aren't a bad idea either. Picking a color scheme for your marketing helps it jump out at people. They can identify you with the patterns or the color.

3. Your pieces are easily identifiable as being from the same place, and your client can see the thoughtfulness and professionalism of the work. People do think about you differently if your marketing is well put together and thoughtful. It makes them believe you will carry this over into your business.

4. How you present yourself is important. As I've said several times in this series, there will be a number of people who might not encounter you personally before they see your marketing materials. Consider the difference between getting some random items and getting some cohesive material. 

One of the things we face when we are dealing with our marketing materials is that they are not all created at the same time. We get our business card, and then four or five years later we get something else. We are constantly making sheets for clients because our offerings change, or we need to put something together for a client, and it works out so we keep it.

This is where your stationary can play a role.

Putting stationary together is pretty easy...especially if you have a logo. When you send out sheets, just use your stationary and it will automatically fit into all of your other marketing themes.

As for me, when we got our marketing redesigned, one of the things I told the group was that one of my signature stories was called The Exploding Frog. They thought that was pretty funny.

When I got the first drafts of the material, I noticed that they'd worked a frog into all of the marketing. Every single piece of marketing features that funny little guy. You can see him peeking onto the stationary.

He makes an appearance on the back of my brochure.

Here he is on the back and front of my press packet

On the front of my business card

If you head over to my website donnawashington.com, you'll see that my website has the same graphics and images as the rest of my marketing, and my logo is front and center. That little frog is there as well.

Recently, we realized that my website is not compatible with cell phones...when we got this thing designed you couldn't surf the net with a phone! So, that is on our list of things to fix. I am pretty sure if you get a website designed these days that is automatic. If your site was designed quite some time ago, you might want to check on that.

My little saying about stories also makes an appearance on my business materials. 

This is from my website

So, let's ask the question:  Does your marketing need to be cohesive? No, absolutely not. There is nothing that suggests that your marketing must all have the same look or anything like that. 

You are not required to rethink every piece of marketing, and if you are having great success with your current hard marketing, then keep doing what you are doing.

However, if you are in the process of designing new marketing, revising your marketing pieces, or just making new things, it isn't a bad idea to have them working together. It comes down to a professional look that reinforces who you are. 

Cohesion allows you to build on the foundation you've created, and reinforce the images you want your clients to have. Each individual piece should add another element to that image, and reinforce your professionalism, thoughtfulness, artistic merit, and desirability.

Cohesion, every element in the universe is doing it!

Happy Marketing!

The Press Kit: What On Earth Is This?

This is the outside of the folder

1. Part 1: Marketing 101: Questions
2. Part 2: Marketing 101: Logos 
3. Part 3: Marketing 101: The Business Card
4. Part 4: Marketing 101: The Brochure
5. Part 5: Marketing 101: The Press Kit
6. Cohesion: Why Does It Matter?
7. In Conclusion

When I first began in this business twenty-nine years ago, I attended my first Center East showcase. 




I knew I needed to offer the PTA reps something, and I was pretty sure my small business card would get lost as they picked up larger offerings from other artists.

Two days before the event I got an idea.

I went to Kinkos, rented some computer time, and created seven or eight documents with pithy quotes and what I felt were grabbing titles like "From the Front Lines". I also printed a price sheet and a short biography. (I didn't have much to put on that bio at that point!) Every single sheet had my contact info on it so that if the pages were passed around anybody could reach me if they had only one piece of paper from the packet.

Each sheet was printed on a different color of paper. I also printed a couple of recommendation letters.

I took one of each sheet, put them in large manilla envelopes, stapled my business card to the top left corner, and closed the packet with the metal clasp.

For years, that was what I handed to prospective clients. I always called it the Pr Packet. Turns out  there is an actual name for that thing. It is a press kit.

Press Kit - A package of promotional material about a product, candidate, or service 


There are some beautiful things about a great press kit.

1)  It does the talking for you
2)  It should give people a quote mine.
3)  It should link people to your online presence
4)  It should make you look uber professional
5)  It should give a feel for who you are and what you do - vibe, I think I'm saying it should have your vibe
6)  It should make people feel excited about what you offer
7)  It should be a visual feast
8)  It should have practical information about your services and products
9)  It should have biographical info
10) It should sell you well

When The David and I had all of our marketing materials overhauled, I sent that manilla envelope off to the group who designed our new look. They took my various marketing sheets and turned them into something pretty cool.

I now have an updated press kit. My little sheets of multi-colored paper have grown up!

Here is another one.

The various sheets are different sizes. They fit inside the folder which has my bio and other pertinent information. The sheets are all focused on the various services I offer.

The business card has its own little holder

 "From the Front Lines" is actually the smallest piece. It goes at the bottom. We were getting new ones printed when I took this pic!

Fully loaded! Brochure, card, and sheets

My biography is printed on the left inside panel, as well as some more info about me

What is in my press kit?

-Pricing for storytelling
-Info about my books
-Pricing for my CDs
-A sheet for Workshops
-A sheet with fun quotes for promotional use
-I always put three or four recommendation letters behind the last sheet
-A business card
-A Brochure
-The back and inside cover of the kit has information about who I am and what I do.
-I have a mix of quick pick information and more in-depth information to mine for introductions, or to introduce me to a panel of potential clients.

I keep a couple of these with me at all times. During the summer when I work in libraries, I give out a handful of them when teachers or other interested parties approach me after shows and ask how they could get me at their venue or event.


So, do you need one of these things?

It is very handy, but like everything beyond your business card, you don't have to have one...but it is very handy!

Having some kind of more in-depth kit you can give to potential buyers might not be a bad thing.

If the brochure is like a giant business card, then your press kit is like a really involved brochure!

Now, the truth is, lots of artists have virtual press kits. They are way cheaper as you have no printing costs. I have included some links to articles that have ideas about how to put a press kit together.


1. This article offers some creative ways to present a press kit.

2. A Press Kit idea for a band...this could also work for any artist who creates recordings.

3. You can actually design your own press kit on this site! 

4. Another online portfolio creator for a recording artist. Looked interesting.

5. This is a how-to for Indie films, but I thought it was interesting, so I threw it into the mix.



So, now you know what it is and how we use it. You can make one virtually, have one printed, or you could forgo the whole thing!

If you decide to create one, there are lots of options. Your press kit could be an elaborate affair, or it could be simple. Either way, it is another potential tool in the arsenal of getting your name out there and expanding your bottom line!


Happy Marketing!


Ahem, do you remember me asking you to keep your eye on that little frog? I hope you did! We'll be talking about him in the next post!

Marketing 101 Part 4 - The Brochure: A Giant, Musltitasking, Business Card

The fourth installment of the Marketing 101 concerns that odd piece of gear called 'The Brochure'!


1. Questions about marketing.
2. The Logo: Do you need one?
3. The Business Card: Is It Working Hard, or Hardly Working?
4. The Brochure: A Giant, Multitasking, Business Card
5. The Press Kit: What on earth is this?
6. Cohesion: Why Does It Matter?
7. In Conclusion


I've had brochures for many years. I think of them as more involved business cards. I hand them out to people at showcases, but I don't keep them on me on a daily basis. I probably should.

I sometimes hand these out to people instead of giving them my business card.

So, I went looking for advice about brochures. It turns out there is some controversy about these things. Who would have thought?

Marketing firms and those who design brochures keep assuring people that they need them. 'You must have them', they claim, 'as part of your marketing package'!

You Must!

5 Reasons You Must!

Of Course You Need A Brochure.

Indispensable!

Then, there was the other side...people who pay for them.

Nah, you don't need that thing!

Of Course You Don't Need It

You Don't Need One...You Need Five...Maybe None...


Then we get to the place I want to be....How do you know if you need one?

Well, let's get down to that.

1. What would you do with it?

If you don't ever have occasion to give something like this to anyone...don't get one.

If, however, you run into the odd person who doesn't know what you do, finds out about it, might be in a position to hire you, or would like more info, then you could always slip them a brochure.

Surely you've been somewhere when  someone told you about something interesting...I am not talking about the odd religious pamphlet you get...and you were intrigued. Surely you've picked up a brochure about something to get a little more information. The next time you pick one of these things up, imagine someone picking up your brochure and doing the same thing. Sound tempting? Then maybe you should have a brochure.


2. Who would you give this to?

I have friends...I'm looking at you Willa Brigham, who are really go-getters for marketing. She told me that occasionally she stops by schools she's never performed for, goes into the main office, introduces herself and drops off her marketing materials. If you do that sort of thing, you might need a brochure.

3. Do you do trade shows?

If you do trade shows, you can always give this to perspective clients. If they are going back through all of the stuff they got from Arts Market, you glossy brochure might be just the ticket.


4. Would you leave it with schools or venues who would keep it? 

After a show, if you do residencies, you could hand the brochure to the managing director or principal. You could use it to get the word out that you offer a wide variety of services.


5. I'm sure you could think of other reasons to distribute something like this...if you wanted one.



6. You can send it to people in the snail mail. There is always that!

7. Advocacy that you don't have to do out loud.

Ever tried to explain what you do to someone you meet if you are a performing artist? Well, the brochure is the best way to take the second step without you saying, 'Yes, I am a free lance performing artist. I've won blah de bah awards, I travel all over the world, I've got blah de blah recordings, I'm an author of blah de blah books and here is where you can find out more about wonderful me and all the wonderful things I do!'

You hand them the brochure, and the brochure does the talking for you. You can stand there and bask in their adoration as they read the carefully crafted words that say, 'You are standing in front of a damnably brilliant, talented person who does something you didn't even know could be a job!'

Then, they can ask about the items that most interest them instead of you reciting things and hoping you hit upon something they can understand.

So, maybe you need a brochure, maybe you don't, but if you did print one, what would you put in the thing?

Your logo or catch phrase can go on this thing

Highlights

Product offerings

product offering!

Quotes

Quick explanation of what you do

Pictures

Online info



Make sure you keep the text bite sized.

Most people are going to scan this thing, not read it like a novel, so make sure there are points that pop!

The best thing about a brochure is that you can use it as part of making all of your marketing hang together.

It is another chance for branding.

It is an expanded business card with more info, but just enough to whet someone's appetite.

It can link people to your virtual marketing.



So, that's what I have to offer on the brochure. Here are some other thoughts.

Do You Really Need a Brochure: six questions to ask

So, follow the link above, ask your questions, consider your answers, and get one made or don't. If you do, however, consider how it fits with the rest of your marketing pieces.

Cohesion is the name of the game as you add pieces to your marketing arsenal, so if you don't already have a brochure, decide how it can compliment the pieces you are already using.

If you already have something that doubles as a brochure....you probably don't need a brochure!


Happy Marketing!

Your Business Card - Is It Working Hard, or Hardly Working?

Marketing Materials: Installment - 3 Business Cards



1. The Questions
2. Do You Need a Logo?
3. Is Your Business Card Working?
4. The Brochure
5. The Press Kit
6. Cohesion: Why Does It Matter?
7. In Conclusion


Wow. I just learned a great deal about business cards. You think you know a thing, and then you sit down and try to write about it.


The history geek that hides in my soul went looking for the reason we even have these things. The fact that I actually guessed the correct answer makes me think I might spend too much time reading period literature.

So, if you care to read about it...Here is the history of business cards.

"How did a simple card, 3.370 x 2.125 inches come to play such a central role in the business cultural of the world? Depending on the sources consulted, the cards may actually have originated in China in the 15th century."

The number of links I found that gave advice about business cards was extensive. There are lots and lots of things that people suggest about business cards. Some of the advice is contradictory.


So, I've endeavored to collect up what seemed to me like some best practices.


The first thing you should do is go and get your business card. Got it? Great! Now, let's see if your card is working for you.



1.What does this card say about you?


  Look at your card. What is the first thing that draws your eye?

1. Is it obvious what you do at a quick glance?
2. if you have a logo, does it convey what you do?
3. Does anything on your card draw your eye?





If it is not clear what you do or what you offer, then your card may not be working for you. If someone has to hunt around your card for some idea of why they have it, that is a problem.



2. Does your card look professional?

There are so many services you could use to get your card printed. These services offer cards at great prices.

You could go to Staples!
You could try Vistaprint!
Go Eco Friendly!
You could even have Vegan Cards!
Do It Yourself All Over The Place!

There are tons of services, and you can get fifty of the things for ten bucks!

You could drop some bank and let someone else take care of designing it.


You have so many options!

Here is one recommendation I've seen all over the place!

Don't do them on your home computer.

If your business card does not look professional, then you won't be taken seriously as a professional.



3. Be creative, but beware
















I have seen some really cool business cards. People do what they can to stand out from the crowd. Well, it turns out if you are too creative, your business card might be remembered, but it won't be kept.

Most people have a system for keeping cards that assumes a standard size and shape. If your card doesn't fit into that standard, it will most likely be lost or tossed, according to the experts. Oversize cards are also a no go according to the people who claim to know such things. Better to find a creative way to stay in the standard size and shape...or so I've read. Several musicians I know have guitar pics as their business cards. Pretty cool. How many of you have ever seen a musician misplace a guitar pick during a set?



4. What size is your font?

Do you have teeny tiny writing on your business card? Would someone over fifty struggle to see what is in front of them?

Is your font in a really light color?

Don't miss out on a portion of your business because those who might purchase your services can't read your card.


5. Is your card too wordy? 

You need contact info, maybe something graphic, and something to identify what you are offering. If your font is big enough you won't have space to list the twelve things you do on the front of your card.

If your card is cluttered, then nothing draws your eye, and your customers have nothing on which to focus. (psst. this is where a logo would come in handy)


6. Are you using both sides of your card?

If there is nothing on the back of your card you are missing out on marketing space. This can be where you put your tag line, or a picture of yourself or something graphic and grabbing. You could also put info on the back. Again, make sure the font is good sized.

7. What kind of contact info is on your card?

Do you have your street address on the card? Apparently, giving yourself an address that isn't virtual makes you look more legit. Your virtual contact should be there as well. Some sources suggested putting the company blog or a link to a video about the company on the card instead of your website. I suppose that depends on what is on your site and how often it gets updated.

8. Is your card glossy?

This was a tidbit I found that had detractors. Some people like to write on business cards. They record information that helps them remember who they saw, and where. In some cultures, writing on a business card is considered taboo, rude beyond reckoning. Either way, if you get a glossy card or one that has an unusual surface, nobody will be able to take notes on it.


9. Is your card boring?

Your personality ought to be on this card. At least, that is what it is for in our trade, so if you are an artist and your card is boring...


10. Now, look at your card beside the rest of your marketing materials.

Does this card fit with the other bits of your marketing? Does the card reflect the brochure, reflect the marketing sheets, reflect the pictures, reflect the website, reflect the press material? If not, how different is it? Is there any cohesion in your marketing?

So, what do my marketing materials look like?

Stationary

Back of Card

Front of Card

Brochure

  When we run out of this batch, I'm going to change the font to black instead of the mustard yellow, despite the fact that it is in keeping with the color scheme!

Pocket folder for Press Packet

I have a brochure. I'll discuss what we do with this thing in the next blog post.















This is the front and back cover of my pocket press packet. I will unpack this thing in a future post and show the contents. This is a clever thing that looks really cool.

So, is your business card working for you? 

Here are some more links if you want EVEN MORE information about business cards.

21 Huge Business Card Mistakes You Must Avoid

8  Ways  to  Make  Your  Business  Cards  Stand  Out

Is it time for an upgrade?

Happy Marketing!