Archive for the ‘video’ Category

Don’t reveal too much in your promo material

July 17, 2017

Hey Dave – I took your workshop about a year ago. When you did the session about business you talked about not putting your home address on your promotional material. Another comic told me I should put my address on my website, promo material and DVD’s if I’m serious about doing this. He said to give bookers every way possible to find me to hire me. What do you think?- E.H.

Hey E.H. – I think you need to hang out with different comics. Of course it’s good business sense to give talent bookers the best and easiest ways to contact you, but let’s not get too personal. When you’re promoting your business – which is you when you’re a comedian or humorous speaker – you have to network and let buyers (in our case meaning the people hiring you) know how to find you.

Never know who’s paying attention…

But it’s also important to realize it’s pretty much impossible to pick and choose who will end up viewing your promo material.

Everything you post online or even post through the Postal Service (sometimes I embarrass myself with this word play) is fair game for just about anyone to see. So not only will talent bookers have a way to find you – so will everyone else.

As usual, I have a story about this. And I’ll share it with you – in a moment…

First of all, business methods have changed a LOT over the past few years for both comedians and humorous speakers. It wasn’t that long ago during my comedy workshops that I’d bring in a stack of promotional packages developed by big-name public relations firms for big-name comedians such as Ray Romano, George Carlin, Ellen DeGeneres, Dave Chappelle and others. These were great examples of how professional promotional packages should look, but you really don’t see these much anymore because just about everything today is done online.

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Comedy Workshop at The Cleveland Improv

Starting Saturday July 22, 2017 – SOLD OUT!

Workshop Marquee 150

Workshop performance at The Improv

Wednesday – August 16 at 7:30 pm

Fall 2017 Chicago and Cleveland dates TBA

For information, reviews, photos and advance registration visit…

TheComedyBook.com

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In the “old days” these were hard copies (paper and photos) displayed in designer folders or even plain two-pocket versions (like you “old timers” probably used in school) that agents, managers and talent bookers could actually hold in their hands or spread out on their desks to read. Just the memory of sorting through stacks of folders and photos is making me feel ancient…

BUT now with this information online, I haven’t received a hard copy promo package in… well, since everyone realized it was cheaper, faster and easier to have all this information on a website or attached to an email. It’s all online, easy to view, and the modern way of doing business.

BUT just like in the old days, you never know who will find this information. If you include a home address or home phone number, any wacko can find you. That’s why I suggest never sharing too much personal information on your promotional material.

Don’t worry, I’m getting to the story…

Posting a letter

BUT first, think about this. The only time someone in this business really needs your address is when they’re sending you a contract or payment. Yes, the more convenient way is to also do this online – but many of us are still working with event planners and talent bookers who keep the Postal Service in business with snail mail. If they want to know where you’re located to see if a specific booking is do-able for both of you – give them the nearest city. Could be New York, Cleveland, Chicago, Los Angeles, etc… That’s all they need to know. When they’re sending contracts or a check, then give them an address.

BUT since you’re a business (correct?) I suggest having a business address. And if you need to, think about this. If you work with an agent, they have your contracts and payments sent to their business and not their home address. You need to think the same way. And unless you have a separate business office, use a Post Office Box instead of your home address.

I know with cell phones it’s always convenient to give out that number for important contacts and potential bookings. That’s why answering services for performers are going out of business because no one is far from their phone anymore. But think twice before you share that number online. Unless its a phone dedicated strictly for business, anyone can find your personal number online and make a call. And I’m not just talking about past annoying ex-friends, employers or relationships, but also the wacko looking online for someone to talk to – and annoy.

Besides, it’s much easier for someone to contact you (for bookings and not always annoyances) by clicking an email link through your website. Websites and other online marketing tools should all include your email. And since it’s easy to have separate business and personal email addresses, keep your business and personal emails separate.

For instance, mine is dave@thecomedybook.com. I can tell you that because it’s for business. You don’t really think my family uses that address to contact me – do you? They have my personal email address – and you don’t.

And now to wrap this all up, here’s the story I promised. It will give you a good reason why this all makes good business sense. And as some comedians and humorous speakers like to say, this is a true story…

I received a call from the owner of a well known comedy club who suggested I look at a young, up-and-coming female comedian who needed a manager. I met with her, watched her set at the club that night and knew she was really talented and had potential to make it big.

In the years since, that prediction came true. You would know her as a national headliner and from television and movies if I mentioned her name. But even if she said it was okay, I wouldn’t. She went through enough grief from being too personal on her promo material during the early stages of her career and I don’t want to focus attention on her again in that light.

As I said, you never know what wackos are reading…

Anyway, she wanted to make sure every booker in North America could easily find her, so her home address and home (pre-cell) phone number were plastered all over her (hard copy) promotional material. It worked and she was booked for a week at a great comedy club only a few hours drive from where she lived. It was a big career break and she was psyched. But she was about to learn how much she really didn’t know about this crazy business.

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Oh, and I need to mention one other thing. She is very attractive and her promotional pictures (head shots) proved that. The club had her photo on display with the headliner’s outside the club – and you don’t usually see that happen for an opening act.

When she finished her week’s booking on Sunday night, the club owner took her into the office and paid her. Then he threw her promo material in the garbage can. When she asked why he said it had nothing to do with her performances. She was funny and he planned to bring her back. But he also knew it’s important for performers to keep their promo updated and next time she was booked she should send him a new resume, bio and head shot. Most bookers did this because they just didn’t have the file, desk or floor space to keep everything they received.

A few days later the comedian received a call from another “booker” who said he had her promo material. You know where I’m going with this… right?

Turns out it wasn’t really a booker, but a wacko comedian who had been hanging around the club. He had seen her photo on display and then in the garbage – with her home phone and address on it – and taken it. After a few more calls it started to get weird and then scary when he became a full-blown stalker.

Hello it’s me!

Our female comedian was learning a tough lesson the hard way and not only had to destroy all her promotional material (back in the days when copying head shots was expensive), but had to order everything printed again with a separate business phone and email as the only contact information.

Today it would mean changing the contact info on all your websites and online marketing which doesn’t always work the way you think it will. Web pages seem to have an everlasting life. I can Google and find pages about myself and my business that were posted years ago and extremely outdated. In fact I just did and found a newspaper review I wrote about a Paul McCartney concert back in 2003. I don’t even remember writing it – and it was like reading for the first time. Since I don’t write for that newspaper anymore, the contact email no longer works. But if they’d had used my home address with the article…

Now back to the story, because we’re not done yet…

The worst part was that she actually had to move. Imagine how you’d feel when someone wacko and scary can honestly say, “I know where you live.” If it’s not said on a Hollywood movie set, it’s no way to live every single day. She found a new apartment and had some BIG guys not only help her move, but also make sure a certain wacko wasn’t hanging around when they did it.

The lesson is an old one. You have a business, so treat it that way. Keep your personal life and contact information out of it. You never know who’s going to find it.

Have a comment? Please use the form below.

Thanks for reading and as always – keep laughing!

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Dave Schwensen is the author of How To Be A Working Comic: An Insider’s Business Guide To A Career In Stand-Up ComedyComedy FAQs And Answers: How The Stand-Up Biz Really Works, and Comedy Workshop: Creating & Writing Comedy Material for Comedians & Humorous Speakers.

For details about upcoming comedy workshops at the Cleveland and Chicago Improv Comedy Clubsprivate coaching by Skype or phone, and to receive our bi-weekly newsletter visit www.TheComedyBook.com

Copyright 2017 – North Shore Publishing.

Business card – got one?

March 12, 2017

Hi Dave – I’ve decided to order business cards. I was wondering exactly what information to include. I was thinking phone number, email, and website. I was wondering if there was anything else or if there was a reason not to include my address. – K.S.

Hey K.S. – Great decision. I’m always surprised at how many comedians or humorous speakers don’t have business cards. Maybe it seems like a relic from the past – like sending a videotape instead of a link to an online video – but it’s still an important promotional tool.

CoyoteHow is anyone going to know you’re out there and available for gigs if you don’t promote yourself? Unless you’re a known comedian, have a Comedy Central special or a big-time agent pushing for you, you need to be prepared to take care of business.

Of course the FIRST business step is to be such a great comic or speaker that people will want to see you. That comes through writing, performing, rinse and repeat. But once you’re ready to move forward in your career, promotion becomes a big part of the business plan. You need to be prepared to take advantage of opportunities that could lead to showcases or even paying gigs. Promotion can help get your foot in the door. Talent, hard work and dedication is what gets you hired.

Like I said in my book Comedy FAQs And Answers: They may call it amateur night, but nobody’s looking to hire an amateur.

Memorize that – because it’s true.

I’m not going to get into all the different methods and ways to promote yourself or even talk about showcases since that’s not what your question is about. Let’s talk business cards.

I write a lot about networking and being part of your area’s comedy scene. If you’re out there, you never know who you’re going to meet that could actually help your career. But are you always prepared to take advantage of it?

dave cardWhen I was at The Improv, comedians would talk with us about how to audition, or the best way to send in a promotional video. Then instead of leaving a business card, more than a few would say, “Let me give you my email address,” (or you can substitute “phone number” or “website” or “Facebook page“). They would expect one of the managers to write it down, or would ask for a bar napkin or scrap of paper to scribble out the info.

Were they nuts or what?? There’s no way we’d take someone like that seriously. Sorry but in the back of my head I was thinking, “Amateur…

Or worse yet, the comic would just give his name and say, “I’ll send you a link for my website” or “Keep me in mind when the club does a showcase.”

Sorry, but I suck at remembering names. In fact, right now I have this woman bugging me while I’m trying to write this. Oh man… what’s her name? I should remember since I’m married to her…

Get the idea?

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Comedy Workshop at The Cleveland Improv

Starts Saturday – March 25, 2017

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Meets 3 Saturdays from noon – 4 pm

Evening performance at The Improv – Wednesday, April 12

Chicago Spring 2017 Dates TBA – Stay Tuned!

For details, reviews, photos and to register visit…

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When someone like a talent booker, event planner or club manager deals with a LOT of comedians or speakers, give them the BEST and EASIEST way to remember who you are and how to get in touch with you. Business cards are not a relic from the past or uncool to hand out. In fact, it’s an important part of doing business – if you’re serious about it.

Another example…

A young comedian dropped off a DVD for possible work at the club. Instead of an unreadable name and phone number scribbled in marker on the DVD, he had a professional looking business card in the plastic cover. That didn’t mean he would get hired or even score a showcase – talent and experience will determine that – but it certainly gave the image of being serious about his career.

Remember – nobody wants to hire an amateur.

So to finally answer your question, a business card should include your name, what you do (comedian and/or speaker, etc…), the best way(s) to contact you, and where potential clients can see your video and promo material:

  • Phone
  • Email
  • Website
  • If you have a blog, newsletter or podcast that pertains to your career and is interesting, include the link

A smart idea is to design your business card to stand out from the competition.

template cardA photo of yourself or a logo will work. But if you (or a friend) have experience doing this, the idea is to have a business card that’s SO unique and interesting and basically SO cool – the people you give it to will actually keep it, rather than eventually tossing it away or losing it in a drawer.

I know that’s tough to do – and I’m always trying to come up with new designs that fit my definition of SO cool. But it’s always a goal.

If nothing else, go on a website that offers inexpensive business cards (there are plenty, but for a suggestion try VistaPrint), design one or two with different looks and never leave home without at least a few. You can always change or update the cards later since they’ve become very inexpensive (and sometimes free).

If you’re serious about this business you have to take promoting and networking seriously.

When you make a new contact or stumble into an opportunity, a business card makes it clear who you are and how they can get in touch with you. There’s nothing amateur about that.

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Word of warning (based on your above question):

Never put your home address on your business card or any promotional material. You don’t know who will wind up with this stuff and the last thing you need is some wacko stalking you. And yes, I’ve known this to happen with both male and female performers (so don’t be a sexist and think you’re immune).

Amateurish or a relic of the past?

Not when a business card can make it easy to find you and hire you. It’s called being a professional.

Have a comment? Please use the form below.

Thanks for reading and as always – keep laughing!

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Dave Schwensen is the author of How To Be A Working Comic: An Insider’s Business Guide To A Career In Stand-Up ComedyComedy FAQs And Answers: How The Stand-Up Biz Really Works, and Comedy Workshop: Creating & Writing Comedy Material for Comedians & Humorous Speakers.

For details about upcoming comedy workshops at the Chicago, Cleveland and Tampa Improv Comedy Clubsprivate coaching by Skype or phone, and to receive our bi-weekly newsletter visit www.TheComedyBook.com

Copyright 2017 – North Shore Publishing.

Does anyone send out DVDs anymore?

January 30, 2017

Hey Dave – Does anyone really send out DVD’s anymore? Do bookers even look at them? I think online is the way to go. – C.L.

Hey C.L. – The answer to your question was obvious to me when I was (pretend) shopping for a new computer. I wasn’t actually going to buy anything, but I wanted to see firsthand the new features I’m missing out on.

DVD hammer

Unloading a DVD

The techno-wizard I was soaking for information was in the middle of his sales pitch for a popular brand miniature laptop when I asked a question that stopped him cold:

“Where do you load in the DVD?”

To describe his response, imagine you just walked onstage. You’ve delivered your opening line and the audience responds with a silent stare. THAT’s what this guy did to me. On stage you start to sweat because no one laughed. One-on-one in a computer store I just hoped this guy DIDN’T laugh.

Mr. Wizard showed me a flash drive and said it takes the place of a DVD. If that gets too full or you start collecting too many, all your videos can be stored in a cloud.

The obvious joke right now is to say my head was in a cloud after this piece of information. According to him, DVD’s are old school – similar to how my kids describe my musical tastes.

No doubt there are talent bookers and event planners that are techno-savvy, but I also happen to know a few who make me seem like a computer genius. One even looks at his DVD player as an evil device that made his trusted VCR obsolete (really old school). I’m serious – no joke.

So that brings us back to your question. Does anyone send out DVD’s anymore?

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Winter 2017 Comedy Workshop

At The Cleveland Improv is SOLD OUT!

Workshop Marquee 150

Workshop showcase performance at The Improv

Wednesday, February 8th at 7:30 pm

For information and to register for future workshops visit…

TheComedyBook.com

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Not really – but sometimes…

From talking with comedians, bookers and personal experience, almost everything today is done online. You can really see a generation gap if someone requests a DVD (old school). It’s a lot easier to watch comedy sets online. I do it all the time – and you probably do also.

Of course nothing beats a live showcase. But if you can’t arrange that in person or through connections, a film of your set is the next best thing. And if you’re not online you’re not in the business.

I've got the time!

That was easy!

With comedy clubs, a great video can lead to a scheduled showcase or even a paid gig. And as I’m sure many of you know there are a lot of comedians hoping for one of those spots. With the amount of videos club bookers are asked to watch, it’s a good idea to make the process as easy as possible. And as you should also know, clicking an online link is a lot easier than loading and ejecting DVDs. It’s also faster which allows them to watch more comedian submissions.

When it comes to the corporate and college markets, I can’t remember the last time I had to make a DVD and send it to a client. Videos are now imbedded into websites or through links on YouTube or Vimeo. When an event planner or student activities booker is searching for entertainment they watch online videos. It’s immediate and they can also forward the link to any other decision makers. It really makes business practices from only few years ago seem like we were working in the Stone Age.

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But there will always be exceptions. I’ve heard of a few bookers who still require a hard copy promo package and DVD. I’m just mentioning that in case you run into any. If you have a good website it should be easy to burn a copy of your video onto a DVD, run off copies of your bio, resume and headshot, put it all in a two-pocket folder and send via snail mail.

Burning a DVD

A good argument for DVDs would come from comedians with television credits. Of course it’s impressive for bookers to see your set from an appearance on Comedy Central (or another network), but with copyrights and other legalities chances are they won’t let you post it online. The networks usually give comics a “personal copy” and they’re allowed to use it for “personal reasons.”

That would include burning it onto a DVD and sending to bookers for potential gigs. But don’t try selling it after your show unless you also want the credit of “bootlegger” on your resume.

So getting back to your question…

No – nobody sends out DVD’s anymore and…

YES – sometimes they do.

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Have a comment? Please use the form below.

Thanks for reading and as always – keep laughing!

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Dave Schwensen is the author of How To Be A Working Comic: An Insider’s Business Guide To A Career In Stand-Up ComedyComedy FAQs And Answers: How The Stand-Up Biz Really Works, and Comedy Workshop: Creating & Writing Comedy Material for Comedians & Humorous Speakers.

For details about upcoming comedy workshops at the Chicago, Cleveland and Tampa Improv Comedy Clubsprivate coaching by Skype or phone, and to receive our bi-weekly newsletter visit www.TheComedyBook.com

Copyright 2017 – North Shore Publishing.

How to get letters of recommendation

January 15, 2017

Hey Dave – You had an article a while back about using quotes from clients as promotion on websites. I’ve been doing sets for some local businesses and clubs and the people who hire me say they like what I do. Can I just take what they say and post it on my website or do I need it in writing? How do I get these quotes? I want to move into doing better paying corporate shows. Thanks – H.P.

Hey H.P. – You have a good memory. I ran an FAQ and Answer last June about using “Blurbs and Letters of Recommendation.” Since I only keep these ramblings posted for six months before hitting delete, it’s no longer online. BUT because I’m a good guy (play along if you don’t actually know me) I’ll paste it at the bottom of this one in case anyone wants to check it out.

So we’ll consider this week’s FAQ and Answer a two-parter. Two for the price of… well, nothing. Geez, maybe I should move into a better paying market.

duck-soup-1

“I’ve had a perfectly wonderful evening, but this wasn’t it.”

As a brief synopsis, the earlier article talked about what you’d want a client to say about you and your performance in a good letter (or email) of recommendation. I pointed out that at best it would be an advertisement for what you contributed to the event – and an enticement for potential clients to hire you for future gigs. Then you would pull out a line or two (a “blurb“) to post on your website, similar to a short positive review you’d see on a book cover.

But I won’t repeat all that. The article is posted below so we’ll just continue from here…

As a lot of comedians and speakers know, a letter of recommendation is never a slam dunk. In other words a client may promise to send you one, but that doesn’t make it a guarantee. It doesn’t (always) mean they didn’t like you or your performance, it’s just sometimes they find work, life and other important stuff takes up their time.

They might just forget.

What I suspect is that writing a letter of recommendation – at least for some people – is like doing homework. They may look at writing as “work” or they really don’t know how to put their thoughts into words. They’re not writers like most comedians and speakers, and will put it off the extra work until… like… forever.

We’ll deal with those procrastinators in a moment. But first…

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January 2017 Comedy Workshop

At The Cleveland Improv is SOLD OUT!

Workshop Marquee 150

Workshop showcase performance at The Improv

Wednesday, February 8th at 7:30 pm

For information and to register for future workshops visit…

TheComedyBook.com

*

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To help jolt the memory of clients who might not realize the importance of a letter of recommendation to your career, here’s a tip I learned a long time ago from successful speakers and comedians.

And believe me – it works a LOT more than it doesn’t…

Always take a self-addressed, stamped envelope to all your gigs. When you’re talking with the client after your performance and they’re telling you how great you were, the audience loved it, yadda-yadda-yadda, come right out and ask for the letter. They’re already giving you a positive review, so just make it part of the conversation. And when they say yes – and they will if they’re heaping praise on you – hand them the envelope. Tell them you’re making it easy for them.

Sign here please!

Sign here please!

Seriously. I’m not joking.

Before I started doing this, it was always hit or miss on getting a letter. But once they have the SASE it apparently makes it easier for them to remember. I also suspect they would feel a bit guilty having that envelope and not following through on their promise. So for that reason alone, let’s call it the guilt factor.

It works more than it doesn’t.

It also helps if you send a thank you email, letter or postcard – depending on how you’ve been communicating with the client before the gig. It’s the follow-up that you should be doing anyway. If you haven’t received one by that time, use that opportunity to remind them about a letter of recommendation.

BTW – an email of recommendation is also acceptable. Just like using quotes and photos in a book, I feel it’s important to have something in writing from the person recommending you as proof of their permission. A verbal quote is fine, but they may forget, see their name on your website and… well, like any good business deal having something in writing is always best.

If you still don’t get the letter AND especially for those clients who really aren’t writers and plan to put this off forever, here’s another option. And again – I don’t make this stuff up. I was given this advice by a highly paid and constantly working humorous speaker at a meeting of The National Speakers Association (NSA). And the reason I’m telling you that is because I found making that reference worthy of being a “blurb” to back up this technique…

phone call

Make the call

If you haven’t received a letter a week after your performance, call the client. Since you’ve already worked for them, you should at least have a one phone call relationship where you can again thank them for the gig. You can also ask for any advice or feedback about your performance.

If they have good things to say – and they should if they said it after your performance – ask again about a letter. If the client apologizes and has excuses about being busy, etc… Offer to make their life easier. Ask if you can write the letter (or email) yourself and send it to them.

Again – I don’t make this stuff up. I’ve used this advice and it worked for me – and obviously for the guy that gave me the tip in the first place.

Remind the client it’s important for future bookings or that talent agents and event planners really need recommendations to work with you. Say you’ll write something simple, will send it, (email or with a SASE), and they can edit or change it any way they’d like. Your request is that they email it back with their “okay” (endorsement) or copy it onto a page with company letterhead, sign and return (using your generously supplied SASE). You can usually hear them breathe a sigh of relief on the phone. They just got someone else – you – to do their homework for them.

Okay, most working comics and speakers are probably thinking this is elementary stuff. They know about this. So my excuse is that these tips are for the newbies that don’t. I’ve mentioned this to beginning comics in my workshops and can see eyes light up. Yeah, these are good ideas and they work.

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One generous reader also sent me an email about the importance today of having video letters of recommendation. Again – great idea!

Always consider filming your performance (ask client’s permission first). It could be for promotional purposes or just a way to review your set. If the client or audience members are giving you high praise after your program, ask if they would say it into the camera.

Seriously – again – I’m not joking. Along with a lot of other comics and speakers, I’ve done this and it works. Add their video endorsements to your promo reel. As I said in the earlier article pasted below, it’s always better when someone else is telling the world how great you are – rather than you having to talk yourself up.

And speaking of the earlier article, you can scroll down past all my shameless promotion and comments request below and start reading.

Have a comment? Please use the form below.

Thanks for reading and as always – keep laughing!

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Dave Schwensen is the author of How To Be A Working Comic: An Insider’s Business Guide To A Career In Stand-Up ComedyComedy FAQs And Answers: How The Stand-Up Biz Really Works, and Comedy Workshop: Creating & Writing Comedy Material for Comedians & Humorous Speakers.

For details about upcoming comedy workshops at the Chicago, Cleveland and Tampa Improv Comedy Clubsprivate coaching by Skype or phone, and to receive our bi-weekly newsletter visit www.TheComedyBook.com

Copyright 2017 – North Shore Publishing.

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Now as promised…

241

Blurbs and Letters of Recommendation

First published June 16, 2016

Hey Dave – I remember you had an article about what goes into a good recommendation letter. I have a few from doing corporate shows and fundraisers. Since you’ve also pointed out that promo is online I was wondering how to get these letters in front of talent bookers. It’s not like the old days when we could make paper copies to send in with a promo package. Thoughts? – J.W.

Hey J.W. – The article you’re talking about was on what would go into a good letter of recommendation. The idea is to share a client’s positive review about your performance and what you contributed to the event. The idea is to show potential clients, event planners and talent bookers you have a track record – experience – at helping to make other events successful. And as we know, they also want their events to be successful.

Here are a few examples of feedback that work in a good letter of recommendation:

  • Great performance
  • Lots of laughs
  • Engaged the audience
  • Easy to work with
  • Great audience feedback
  • Went out of your way to make the event a success.

All that type of good word is… well, good word for you.

You still want to collect letters – or emails – of recommendation. But yeah, the days of printing up paper copies are pretty much ancient history. That’s good for the trees – and also good for streamlining your promotional material. Not to mention saving postal costs from the days when we had to send everything via snail mail.

Today everything goes on your website. And like a modern 15- 20 second television commercial (in the “old days” they could last a minute or even 90 seconds) you need to promote yourself and your services with the best attention-grabbing statements.

What you are looking for is one great sentence or a few short ones together that you can pull out and use on the homepage of your website, LinkedIn, Facebook or other one-page promo.

Something like…

“J.W. was very funny and our audience loved him. We look forward to working with him again.” – name of client / company / event, etc…

The idea is to use this sentence as a blurb, which is a short and positive review similar to what you see on the back of book covers. Or now that so many books are eBooks, these blurbs – recommendations from reviewers – usually follow the book cover image. These are enticements, which is another word for advertisements that will keep potential buyers interested in buying the book.

I know I’m getting off track (my track record?) but for an example of how a good blurb should be written go online to the Amazon.com and look for Kindle books.

You don’t need a Kindle reader to do this. Find any book and click the Look Inside feature. The following will work with almost any eBook…

When you click Look Inside a separate window will open and you’ll get a free sample of the book to read. It’s just like the “old days” of going to your local bookstore where you could pull a book off the shelf, do a quick look and decide if you want to buy it or not.

Ebooks do this online for the same reason. You can read a sample before you buy.

Okay, like I said I’m going off track (you were warned) but follow me on this. It’ll make sense at the end…

Unlike physical books with real paper pages, eBooks only offer the beginning of each book you want to sample. It’s usually only the first 10 or 20 percent. To see the rest, you have to buy it.

So publishers and advertisers (enticers) need to grab a reader’s attention right from the first page and hold it for that first 10% or 20%. There should be no wasted space.

So instead of being similar to a paper book that starts out with title pages, copyright pages, dedication pages, thank you pages, blank pages and other traditional book beginnings, it’s important for eBooks to entice readers right from the very start into purchasing the book. There is also no back cover for an ebook to display descriptions (advertisements) about what’s inside.

So immediately after the cover image you’ll see a short overview (enticement) of the book and the best reviews (advertisements). Since the publishers want to display as many good reviews as possible to convince you to buy it and only have 10% to 20% of an ebook to do that, they’ll only use the best statement(s) from reviews that were probably longer.

These are blurbs.

Following the blurbs the same will jump right into a Table of Contents (more enticements) and the beginning of the book. This gives potential buyers an immediate feel for what they’re buying. The copyright pages and all the rest of the legal stuff and personal comments (“Thanks mom and dad for your support!”) will appear at the end of the eBook. The legal stuff is needed to keep the government and tax man off your back, while the personal stuff keeps family and friends happy. But none of it helps to make a sale.

Now, to get back on track. I detailed these standard publishing techniques because…

You need to start thinking the same way. You’re selling your service just like publishers sell their eBooks. These online books are great FREE examples of how advertising (blurbs of recommendation) should look and work for you. Take a look at the short and attention grabbing one or two sentence reviews at the beginning of an eBook and you’ll understand what you should be looking for in a letter of recommendation. You’ll know what to pull out and use on your website and in your promo material for a blurb.

Get great blurbs (advertising) and put them where potential clients (buyers) will be sure to see them – near the beginning of your promo. It will entice them to read more about you. And if they like what they read, they’ll continue to read. And once they know more about the positives you can bring to their show or event you’ll have a better chance of nailing the job.

You can also check out websites for other comedians and speakers. Any of them that have great letters of recommendation will have the best blurbs posted online for potential clients to read. It’s also common to have a “Reviews” page linked to the home page with a list of blurbs.

Websites for working comics and speakers are loaded with them.

The deal is that you can talk yourself up all you want and great salesmen are skilled at that. But nothing beats someone else talking you up. That’s what a great review – blurbs and letters of recommendation – will accomplish.

Copyright 2016 – North Shore Publishing.