With the advent of the Internet, and the ubiquity of email, websites and the creation of social and professional networks, it seems that many actors have forgotten the value of advertising through the mail. Yes, these new forms of marketing cost far less than using the mail and offer their own unique features, such as posting audio and video, to reach the director, agent, etc. But there is one crucial difference where snail mail beats the Internet hands down, and though it seems subtle, if used properly it can really grab someone’s attention and get your message across.
Please Mr. Postman Look and See…
At some point everyday, everyone collects their mail and sets aside some time to go through it in order to prioritize that day’s letters and packages. Bills, junk mail, catalogues, etc., are then set in their own little piles which will then either be thrown in the trash, put aside to be read later, added to that month’s bills and so on. This daily ritual is important for an advertiser because the person is setting aside a block of time to evaluate their mail based on its content, as well as whether the presentation of the advertising catches their eye.
The important thing to remember here is that by using the mail the advertiser has given the consumer the power to look over the flyer, catalogue or postcard when and where it’s convenient for them to do so; over a cup coffee, while reading in bed or eating lunch. This is critical because if the consumer is interested in looking over the promotional material, they will do it when they are in a receptive frame of mind. It’s their control over when and where they view this information that gives the mail an edge over the Internet.
Simplicity, Simplicity, Simplicity
But in order to get the casting director, agent or producer’s attention and have them put your advertisement in the “look at it later” pile, you’re going to have to get creative, which is really the fun part. First it must catch their eye with an interesting layout (and must ALWAYS include a picture of you on it) and second it must provide enough quality content for them to want to spend a few moments reviewing it.
Yet, you don’t want to overload them with too much information either. Each piece of advertising you create should have one central concept to it and one main piece of information. For example:
- Your photo-postcard should only inform them about one thing; the callback you had for a film; the sword fighting class you took; the industry event you went to.
- The flyer you create that advertises the upcoming show you’re in should have a picture of you, a poster of the show that either you or the theatre created, and the show times. Save the pitch to have them come and see you for the cover letter…which is a separate piece of advertising.
- Speaking of cover letters, they should also focus on one main pitch as well; being seen for a particular play; offering them tickets to your show; thanking them for calling you in for that audition.
One Last Thought
Many actors include in their advertising some derivation of an appeal for the casting director, agent, producer, etc., to remember them for their next project; “Please keep me in mind for any upcoming jobs.” If you think that this is stating the obvious, you’re right. It really doesn’t need to be said as it is inherent not only in the advertising but in the relationship between the actor and that industry person. This falls under the same example of when an actor advertising that they’ll work hard and always be on time for the job; as if this is somehow a bonus of working with that actor. Rather, this should be taken for granted, because a professional does these things as a matter of course.
"I get mail; therefore I am." - Scott Adams
If you liked this article, here's another one on the same general topic: Actor Marketing 101 - Understanding The Basic Ideas of Self Promotion.
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