Tag Archives: Marketing

Making Connections by Making Art and Making Art that Makes Connections

Most of the creatives I know instinctively want an audience. When they think about why, the immediate answers of “someone who likes my work” or “someone who buys my stuff” are natural. I mean, what’s not to like about emotional and financial validation? Bring forth the audience!

But building an audience is hard. In fact, it’s something of a slog — a seemingly Sisyphean slog (which I’m experiencing first-hand as I try and build an audience for my audio theater group). And the more one researches about how to best build an audience (and goes about the efforts to do so day in and day out), going to the gym every day seems easy by comparison (gym rats: ask your non-gym rat friends about what this means).

So, I took some solace in an article in Fast Company by Jeff Goins (whom some of you might know of from “Real Artists Don’t Starve”). The nominal title of the article is about why a creative needs an audience, but what I really got out of it was the importance of building connections, not only with an audience (e.g. readers, viewers, listeners, etc.), but with fellow creatives who might become potential collaborators (or just community support).

For me, this is crucial. Because as I’ve mentioned before, I’m not necessarily one who rushes to don the “marketing hat” — even though this website serves some of that purpose… and I’ll happily share articles about marketing. However, making connections with possible readers or viewers or listeners — that seems doable. Finding one more listener, getting a new enthusiastic reader, talking to another creative… all that sounds doable and manageable. It’s not as overwhelming as building “an audience” or “a peer community.” And yet, that’s what you’re doing, person by person. And, ideally, you can do it by trying to do what you should be doing anyway, making work that connects with people. That makes going to the metaphorical gym easier.

Russell Nohelty Wants to Help You Sell Your Soul

Last week, I pointed out an article about how to promote one’s film via social media. I like occasionally linking to pieces that are straightforward and give one practical tips for when you have to wear the marketing hat.

Because let’s be honest: I know I’m not the only creative who doesn’t love wearing that hat. Oftentimes, it seems to involve activities which are anything but creative and pushed by people who clearly want their photo as part of the dictionary definition of “unctuous.”

I worked for a while on search engine optimization (SEO) and related concerns in the early naughts as part of my job managing web projects. I decided to abandon getting better at it because of the prevalence of “black hat SEO” activities. In fact, many good practitioners of SEO appeared to be, at best, “Grey Hats” using purposely inscrutable, self-serving jargon to advocate strategies that would be outdated with the next tweak to Google’s search algorithm.

I do not consider myself a marketer.

However, I’m convinced that rejecting the marketing hat completely is going to damage my creative career in the long run. Since all of us have different comfort levels with selling ourselves and our work, I don’t want to be too prescriptive, but admitting you need to wear the marketing hat means several things to me.

It means I might not want to tune out everything a marketer has to say. Lord knows a disproportionate number of marketers talk at me, never asking about what my problems are because they’re so sure of the rehearsed solution they’re speechifying. But there are those marketers that listen and share the fruits of all their listening.

It means I might really want to harvest some emails. Yeah, I used ‘harvest’ on purpose. Does it make you feel like some insidious alien spreading sliminess into an unsuspecting populace? Me too. But the truth is that email marketing can be one of the best ways to engage your audience.

It means I need to Vulcan up and admit that my creative endeavors do constitute a business (assuming I want to make a living from my creative endeavors).

Storyteller Russell Nohelty is a lot less reluctant to wear the marketing hat, perhaps because he’s made the jump from writer to writer and publisher.

He’s created a Facebook group for fellow creatives to compare notes and note triumphs. He also does a podcast called The Business of Art that features some great interviews with creatives who are making it work. Finally, he has a forthcoming book called Sell Your Soul, which distills many of the insights he’s talked about via the Facebook group or the podcast (and, well, making his company a profitable concern).

It was reading the first part of his book (which you can do for free at the link above if you allow him to, yes, harvest your email address), that made me think about writing a post. Because, honestly, he shares a lot of great practical advice and resources — and a heck of a lot of it is free. So if you’re working on comics or writing or other creative endeavors, do yourself a favor and check some of it out.

You might find a marketing hat you’re comfortable wearing.