ACTOR'S TOOL KIT #2

ACTING LIKE YOU'RE A BUSINESS

by Bob Fraser

OUR REAL BUSINESS

Too often we actors get so caught up in the sub-atomic
details of our 'inner lives,' our insatiable desire to
perform, the lengths to which we will go - to satisfy
that itch, our financial distress, and our recent lousy
experiences with the business - that we tend to neglect
our REAL interests.

Take it from an old fish - who has traversed these
waters for 4 decades - in real life, it is an absolute
necessity to view your acting career as a business. A
small business to be sure, but one that has the real
potential to grow into a rather large small business.

And, as naturally as putting on weight follows Krispy
Kremes and Coca Cola, we must conclude that in order
to have a successful small business, we are probably
going to have to learn some skills that will help us
in ... 'Anyone? Anyone? - Bueller?' ... BUSINESS.

It is very important to really understand the concept
that your business is very much like any other small
business.  The first concern of business is to develop
a large group of satisfied customers.

Here's where some actors come a cropper. Other actors,
production companies, agents, managers, casting folks ...
they are the suppliers, sales people, distributors, co-
contractors, and marketing people.

My friends, they are OTHER businesses, with whom you
hope to do some joint ventures.

These other show biz folk are NOT your customers. The
actors' customers are called "the audience."

Forget this (or argue with it) at your own risk.



CUSTOMER BASE & PUBLIC RELATIONS

The bigger the customer-base we bring to the table,
the more our business is going to flourish.  Which
brings up the second rule of sustaining a "going
concern:"

Keep improving the product. You are the product ...
the rest is self-explanatory.

Public relations, sales, advertising and referral
business contacts are four fundamental areas that also
must be attended to. These things are what bring you
new business. They are all important to sales. You
will probably have to start out doing these things
on your own.

Public relations is mainly about being nice. Charming.
Memorable - in a good way.

SALES

When it comes to sales, here are a few important
concepts:

Be dependable. Why do you think you hear "It's
dependable" on so many commercials? Dependable (on
time, off book, in the zone) is a big part of the
sales pitch.

Deliver the goods. Delivery is another big advertising
pitch for good reason.

Be easy to work with. This is a good beginning, but the
key phrase you want attached to your efforts is: "A JOY
to work with."

ADVERTISING

Since advertising is a scientific enterprise, your
headshot and resume (and your online presence) can
be tested for effectiveness - so you should test.

For instance, direct mail advertisers (who mail
unsolicited sales pitches) consider 3% a minimum
effective return. It follows that we should consider
our unsolicited direct mail the same way. If you are
not getting called in 3 times for every 100 headshots
(or other mailings) you send - maybe it's time to try
another headshot or mailer.

Test.  Which means you have to keep accurate records.
Like sitting down and counting and listing and math and
stuff. I know - yuck. But if you don't do it, who is
going to do it for you?

Referral business contacts. This is the sole reason to
act without getting paid. Student films, equity-waiver,
and actor-collective productions are okay, IF you are
meeting and working with people who are better than
you are. If you are the best in the group, it's
probably time to move on.

The best way to make business contacts is to be
involved in your own life and your own business. Like
love, business contacts will come to you in the
strangest places. You will meet people at the gym -
the museum - the produce section - the Krispy Kreme
store...


THE RULES

Try very hard not to be anxious, or grasping, or needy -
or - just like with love - you can 'go too fast.'

In the final analysis, you will have to handle the
elemental business things of your acting career - or
they won't get done. All you have to do is be nice,
dependable and a joy to work with. You'll also want to
become an advertising number cruncher, a memorable
collaborator and paying attention to your customers -
all while still having an outside life.

If this is not how you naturally behave, and you can't
(or won't) develop these habits - well, there are other
businesses where being nice and a joy to work with
aren't that important - like ... morgue attendant.

Just kidding. I know you. I know you'll pay attention
to business.

NEXT INSTALLMENT: THE SEVEN ACTING MYTHS

Be looking for the next installment in your Actor's Tool-Kit
Series ... The Seven Acting Myths. You should see it in your
in-box in just 5 days.

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"Reprinted from ACTOR'S TOOL KIT, the email course just for
subscribers of Show Biz How-To -- The Free Actor's Monthly.
Get your own free subscription by going to: showbizhowto.com
Copyright © 2006 Bob Fraser Productions All Rights Reserved"

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