by Tracy Johnson
You have the three most important things a personality needs to become great: Desire, work ethic and talent. Now all you need is a break. At some point, every personality needs to advance. And that’s why it’s a good idea to be constantly marketing.
Whether the goal is to land a better job or prepare for the future, it’s up to you to become the solution every PD or manager absolutely must have.
For every great new gig, there are hundreds of applicants. A great demo package helps. But how can an applicant stand out before a gig is even posted?
By constantly marketing a personality brand.
The first rule of thumb in marketing personalities is to never wait to promote. When a dream job opens up, the market is flooded for attention.
Start now to get attention from decision makers.
The more decision makers that know about you, the better your chances when that gig is open.
The #1 resource to fill an opening is the inventory of we already personalities. That is usually a very short list.
So how do you get on the list?
Start with Morning Show Boot Camp. It’s a great way to meet other shows, get new ideas and be exposed to opportunities.
But don’t just attend. Participate. There are many opportunities to establish relationships with managers, programmers, talent coaches, consultants and other shows. Take advantage of it.
Once new contacts are made, follow up. Don’t be afraid to ask questions, but don’t make it questions about a new gig. Opportunities will come when the time is right.
Start as many relationships with programmers, managers and industry executives as possible. Some won’t respond. Don’t be discouraged. Some (probably many) will become part of a personal industry network.
Start the conversation by showing you know something about them and their station. Ask for feedback, input and advice. Show your passion and interest in learning.
That means some investigative work is needed to start the process.
Part of the Constantly Marketing process is humility. That is against human nature, so fight it!
In the first contact, explain who you are and why you’re reaching out. Ask for help with a couple of specific questions. For example, something that can improve execution.
I really love how your morning show handles phone calls. It’s an area I’m trying to improve, and would like to ask a couple of questions. First, I have a hard time getting into the calls quickly without making it sound abrupt or rude. How do you coach your shows to do it? And second, I noticed that many callers on your station contribute, then the caller disappears and the show takes over. I love that. How do you know where to get out of a call?
This sends several messages:
Whatever you do, don’t send a demo in the first contact. That’s too presumptive, and it’s kind of transparent that the real objective is to get a gig. Chances are, they’ll respond with feedback and ask for audio.
Every decision maker is busy, so everything sent (including applications when going for a specific gig) should be easily accessible and efficient.
But make sure it stands out.
Include a short mp3 featuring examples relevant to the discussion. Use the opportunity to explain more about the show for context. Include a link to a video, if available. Also include links to social media pages for the show. But not personal pages.
Repeat this process as much as possible, and extend it to stations targeted for the future.
Make a connection with both the PD and GM, if possible. If there’s an Operations Manager and Consultant, contact them, too.
Then, try to get a meeting. Ask for a tour, buy them coffee or lunch and learn more about how they make radio magic.
Tell them you’ll be in their town on certain dates, and hope they can spare a few minutes. Once they agree to a meeting, schedule the visit to the market!
At the meeting, sell your personality and character, but don’t over-sell it. And don’t pitch them for a job in this meeting.
Follow up with a handwritten thank you note, highlighting specific things that stood out. And ask if it would be okay to stay in touch.
This is also a good time to ask follow up questions. The relationship is getting deeper!
Marketing a personality brand to new contacts takes time. Invest in the gigs you target.
In the meantime, start building tools and resources. Here are a few things to invest in.
A Website. It’s so easy to set up a simple website. Every personality should have one. For details on how to set up a site and what should be on it, watch the Get That Gig seminar on demand and click here for more info.
Get Professional Photos. Get a current headshot. This is one of the basic promotional tools every personality should have. It only costs a few dollars for a professional photo session.
Update Social Media. At the very least, you should have a Facebook page (not just a personal profile), a LinkedIn profile, and Twitter account. Twitter is an overlooked platform that could become an effective promo tool, but it’s tricky. Click here for tips on how to use it.
Also look into private groups on social media specializing in radio. Linkedin and Facebook have some excellent groups. Get involved, be active and work those contacts.
Getting a great gig is almost never because of luck. It has a lot to do with personal marketing and building relationships.
Get started now and be proactive in managing your future by constantly marketing to reach goals.
Seminar on Demand: The Get That Gig Seminar on Demand
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