Brand
Marketing anything can sap your energy and be an exercise in frustration and ego deflation. Focus on what’s important; that starts with a brand. A brand is much more than a name and logo. A good brand communicates a clear message about who you are, what you stand for, and how you stand out.
The more consistent your messaging is, the more consistent your branding is — whether that’s words, aesthetics, offerings, or perspective. Your brand should build awareness and develop trust and loyalty with the people you want to engage with. “Know, Like and Trust,” as they say.
Mission
Your mission is the objective of the marketing efforts. Be as precise as possible with your goals. Make sure they’re measurable: how will you determine success? Ask yourself: are you set up to make your goal happen? Is it doable in your timeline? Time-Specificity is crucial. Tasks without due dates don’t get done.
Audience
You’ve got to figure out who your audience is. Maybe it’s the literary manager at the theatre you’re submitting your script to, or the casting personnel at the opera company you’re auditioning for, or the patrons sitting in your crowded venue waiting for the curtain to rise.
It’s about making them the hero. Not you! Your audience has a problem. Be the solution (the collaborator they need, the event they should attend).
Context
You’re not telling your story in a vacuum, so you need to assess the context to see what’s working for you and what’s working against you. What are the risks? These are factors external to your efforts — and beyond your control — that impact your success. Don’t be in denial, plan accordingly! What external factors are potential sources of growth for you? Where can you honestly improve, and what can you delegate to others? What do you do well? What are you an expert at?
Strategy
What are your channels? Figure out what makes sense for you and your goals. Is it just social media? Is it a comprehensive strategy of digital, print, and on-the-ground efforts? Leave room for trial and error and testing, and give yourself enough time for these channels to pay off and reach critical mass.
What’s your budget? That’s another blog for another day, but simply put, you need a marketing budget if you want anyone to pay attention to what you’re doing.
Evaluation
It’s important to know how to measure your results. Do you want butts in seats? Then you should look at click-thru rates on your marketing pieces and ticket sales. If you're hoping to grow brand awareness or subscribers, then measure website visits, downloads, and email open rates. The results that matter must align directly with your mission. Pay attention and revise your strategy.
Story
Our attention spans have evolved, but we pay attention as long as the content is compelling enough to overcome all the constant stimuli. In Death of a Salesman, Linda Loman says at her husband Willy’s grave, “Attention must be paid.” How did Arthur Miller get us to pay attention? What makes his content so compelling? It’s story. Great story. Lead with that.
