Telling Your Story

As artists we have to create significant buy in from audiences and from those who can hire us for our services–that’s how we get paid for our work. We do that through inviting them into our world - which we do through story…Every single person we run into can fall into one of these two categories:

1. Fan Club
2. Client

It is the telling of our story, which we do through our core values, that helps these people to understand who we are at a subconscious level.

Let me use an example to explain.

One of my friends from college is a series regular on one of the biggest shows on FOX right now and I was recently discussing branding with her. Here is a part of that discussion:

In publishing, the big publishers pay an author for the quality of their fan base, more than they pay for their talent. I work from the assumption that Hollywood is the same. The more people who are going to tune in to the TV just to watch you, or go to the movies just to see you, the higher you get paid for your work and then in turn the more you can invest in building your brand (which can eventually be far more than acting–it can include philanthropy and other businesses if you want it to).

Right now, because of your exposure, a large number of people are going to Google and typing in your name because they are curious about who you are. Of those who love the show, the majority (my assumption) see you as a hot new face that gives the show a fresh feel. You have piqued their interest. So when they look for you on the internet, you have an opportunity to invite them into your story.

Consider how audiences think. Audiences form an opinion on a brand over the course of time. The first time they see an actor they might say, “hmm..interesting. Hey honey, what’s for dinner?” The second time they see you they might say, “I like her, she’s good. I need a new pair of shoes.” The third time, they might say, “I remember liking her. What’s her name? Jonathan stop pulling your sister’s hair…” The fourth time might be when they say, “Hey, I like that actor.” And they still don;t even know your name!!!

Once we understand how people who view art think, we can then be strategic in how we help them to feel about our work.

This process begins with defining our core values and infusing them into our work and into how we communicate with the world about our work.

Related posts:

1. Tipping Points
2. The Joy of Telling Your Story
3. Let’s Be Real: Why Defining Core Values is Crucial to Effective Marketing
4. Core Values: a workshop for kids
5. Are pen names a bad idea?