The Show Biz

I am asked almost daily about the “getting” of an agent. Actors ask, writers ask, my dentist asks. So, in order to move on, lets get this landing an agent business cleared up.

I’m sure this will article will provoke many an argument, but here are the facts:

First, agents are salespeople who work for an employment agency. That’s what they do. They call people who have jobs to fill and they try to “sell” the contractors they represent (actors). They are like salespeople at a “temp” agency. Just because they sell actors doesn’t change the job.

Second and most important to understand, agents do it for money. Like many working people in many professions - no, like all working people in all professions – agents like to make money for their efforts.

Unlike lawyers, agents rarely do “pro-bono” work.

I’ve only had two agents during my 50 year career, but I know a lot of agents – including some of the biggest agents in the business. I’ve gone to parties with them, played poker with them, softball, chili-cook offs, awards ceremonies, charity functions, you name it.

I know these folks.

Read the following very carefully.

I’ve never heard an agent say anything like this:

“Yeah, I just took on a client who’s thinking about being an actor. She hasn’t done much on her own but I think I can teach her to work. I’ve got plenty of time to show her how to be a professional.

“And even though she’s got the wrong attitude, it probably won’t take too long to explain why her attitude is problematic. I know she hasn’t managed to get going on her own but I’ll just send her out for every part in her age range until she gets work. I know it’s risky, but she’s got a feeling she’s going to be a star, so I’m going to give it a shot.”

I’ve never heard an agent say anything like that.

This is what I hear agents say …

“Yeah, I just took on a real comer. This guy can do it all. He’s a good actor - wait’ll you see this little student film he did. He’s smart. He’s been making pretty good money … all non-union, but he’s ready. Hustle? The guy’s been in like a hundred plays, he teaches a class to kids, runs a little theatre over in Burbank … go go go.

“I’m going to make a fortune off this kid.”

See the difference? Of course you do.

In your heart of hearts you know that this is reality.

You know it.

So, how does this help you to get an agent?

In this crucial way: Now you know what agents are really looking for.

1. Actors who are acting for money. Because 10% of that amount is what the agent lives on. It is his income. There is no income from an actor cannot book work.
2. Actors who are getting cast. They’ve been in plays, student films, non-union work, it really doesn’t matter what level of work – as long as the actor has a history of getting cast. That is a good indication for most agents.
3. Actors who work hard at getting good enough to compete for jobs. Actors with the right attitude. In other words, actors who know they have to commit and work very hard.
4. Actors who hustle.

You also know what they are not looking for.

1. Actors who haven’t made the commitment to act for a living.
2. Actors who haven’t bothered to do much without anyone else’s help.
3. Actors who believe that an agent can “make it happen.”
4. Actors who take an attitude because of that belief.
5. Actors who think agents don’t know what they are doing.

Now, these ‘observable realities’ can lead us to only one conclusion with regards to your getting an agent problem.

It can be done. If you are the type of actor they are looking for.

How you can accomplish that seems self-evident.

Work.
Work for money.
Work at it.
Work to your strengths.
Hustle.

Which all comes down to: Work, work, work, work, and hustle.

These are the first steps.

As with most first steps, it’s important to do these steps FIRST.

Believe me, for this part of the process – you don’t need an agent.

Be looking for Part 2 on Monday, May 12

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“Success is the child of drudgery and perseverance. It cannot be coaxed or bribed. Pay the price and it is yours.” ~ Orison Swett Marden

The business part of show business is often given short shrift because many actors are convinced that what they want to do is “art.” Most actors spend several years in this frame of mind and that’s fine – however, in order to make money as an actor, you must knuckle down and learn business skills … or your “art” may never be seen.

Business skills have been pretty much the same for two millennia, but I will do my best to frame this discussion from the point of view of the performer.

Let me warn you ahead of time that some of what I will be pointing out will probably be ‘counter–intuitive’ to the creative part of your personality. This is entirely normal. But, keep in mind that the only way to get to the red carpet is by being good at the skills we’ll be talking about. You can start learning about them now, the easy way … or stumble across them, with a “school of hard knocks” approach.

I recommend the “easy way” – unreservedly.

Let’s start with the most important aspect of every business endeavor …

BUSINESS IS ALL ABOUT SELLING

Far too many actors consider selling is an onerous task that has very little to do with their “art” – and they do everything in their power to avoid it. (This is the idea behind the endless search for an agent who “will get me work.”)

Don’t avoid selling. Selling is the only reason for your business to exist. And if you don’t do it – on your own – your career will suffer.

Which means that if you can’t (or won’t) sell your services yourself –you will rarely get cast. If you don’t land contracts your services, you cannot pay yourself. If you can’t pay yourself, your business will fail … and you’ll have to get a job.

In other words, it’s a good idea to learn how to sell – because, it’s a mandatory skill set, if you expect to do well in show BUSINESS.

All successful business results are connected to sales systems. Please notice that word ‘system.’ In order to successful in business, you must build a system of sales. (This is a system that will be connected to all your marketing and promotional efforts.)

For the purposes of ‘nailing down’ this major component of your business – let’s call it the STAR Sales System. Your STAR Sales System is composed of four critical stages:

SUPPLY NEW BUSINESS – You must get the interest of casting directors, producers, directors and production companies.

TURN CONTACTS INTO BUYERS – You must win auditions

ATTRACT MORE BUYERS – Work leads to more work.

RETAIN YOUR BUYERS – You will need to behave – and deliver your services – in a way that encourages pros to remember you in a positive way and convinces them that working with you is the key to their success.

Your career success will always be a direct result of your sales and marketing systems. So, how do you build a system that produces excellent results in your acting career?

Here are some basic principles:

PERCEPTION – It is the way ‘the industry’ perceives you – that will determine all of your results.

Always keep in mind that show business (where you hope to earn your living) is all about making a product. People who are responsible for making a product – on time and on budget – know that their jobs are made quite a bit easier when they hire assured professional performers, who won’t cost them anything more in time, energy or money.

That’s why it is critical to constantly be in control of your attitude, behavior, reactions and appearance. If the buyers (or the buyer’s representatives) perceive you as a professional performer – you will get more opportunities. If they perceive you as a needy, struggling, crazy, or clueless non-pro – they will ‘go another way.’

PACKAGING – The way you ‘package’ your product (you) can be a deal maker or a deal breaker.

For instance, if your headshot communicates your professionalism and looks exactly like you, you will find yourself receiving more calls. If your postcard stands out from the crowd, if your website is “sticky,” if your reel is compelling – then you will grab more opportunities to show them what you’ve got. Don’t discount the way you present yourself to the industry in your marketing materials – it can have a huge impact on how many “chances” you get.

DIFFERENTIATION – You must know how you are different from all other actors – and you must convey that difference in all your sales materials (headshots, resume, postcards, website, etc.). It is important that your prospects (casting directors mostly) “get” your message.

You must always be selling, marketing and promoting your unique ‘brand.’ If you fail to convey your uniqueness … you will probably lose a lot of opportunities.

No actor can possibly succeed by marketing himself or herself as “an actor.” That generic label is so common (and actually carries so many negative connotations) that a sales message framed in those terms is usually ignored in the halls of professional show business. Almost no one buys “generic,” in our industry.

REPEAT BUSINESS

It takes ten times more work to gain the interest of a new buyer (or buyer’s representative) than it does to get repeat business from a satisfied buyer. That is why establishing a good business relationship with casting directors, producers, directors, and other actors – is your main objective.

A good marketing system sells to prior buyers often.

Which brings us to …

Have you ever heard someone say, “they only hire their friends?”

There is an underlying truth behind this common complaint.

Every time you work with someone, you have an opportunity to become a ‘friend.’ But it’s your responsibility to keep the ‘friendship’ alive. Don’t depend on buyers to keep the lines of communication open. Develop the habit of sending notes, keeping in touch,“being present” to the casting people you know – and who trust you. And don’t forget the directors, producers and other actors you’ve gotten to know on the job.

Everyone in the business has lots of ‘vendors’ to choose from – but they generally “go with” the one who comes to mind first.

And, no matter what anyone says, selling is not ‘selling out.’

Bottom line? Selling defines the word ‘business.’

As in, show business.

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