Promotions

The mailing is an essential part of any professional artist's routine, and building the mailing list is nearly a full-time job.

I launched my Facebook account with an eye toward marketing myself as an artist. I'm rethinking that approach slightly. It's too intimate, too personal and I find that I'm a little annoyed by people who incessantly post invitations to their shows. Once is fine. Twice if it's a long run. But two or three times daily? Relax!

But it's just so easy. And it's free. There's no discussion when it comes to pointing out that most professional artists struggle to make ends meet. For the actor/singer/photographer/writer, free is good.

But the new electronic modes of communication and promotion do not in any way cancel out the value of a good, old-fashioned mailing. In fact, I think they enhance it. A postcard contains the same information, but is less intrusive than a blaring Facebook announcement or an e-mail blast. Because electronic announcements and promotions are so easy, they must be used sparingly. And because there's a cost involved with a postcard, they have a gravitas that an e-mail blast doesn't. True, your postcard or letter might have a shelf life of fifteen seconds -- the amount of time it takes to remove it from the stack of incoming mail and toss it into the trash. It may never be seen by the 'important' person, but it stands a better chance of generating a response than does an e-mail trapped in spam filter or a Facebook announcement that is so ubiquitous that it is rendered invisible.

Mailings are simply part of the cost of doing business in the arts. Just like headshots, paint, guitar picks, and paper. Factor it into your business budget. And remember the old marketing adage: Half of your marketing dollars are wasted. The problem is, you don't know which half.