50 Ways To Promote Yourself Without Social Media

I deleted my social media accounts almost one year ago, to the horror of some of my agents, clients, and friends.

“How will you promote yourself?” they asked, as if there was no other marketing option except to be on every social media account.

The truth is, since deleting social media I have had more work than any previous year of the past decade, not to mention I’ve been happier, calmer, less anxious, and had far more spare time to be creative, write, read, and enjoy my life.

If you choose to delete your social media accounts, too, just know that there are plenty of other options. Not everything happens online and you don’t have to rely on those networks to keep busy. I’m living proof that there’s another way forward and, just in case you don’t believe me, here are 1010 Ways To Promote Yourself Without Social Media so you can follow in my footsteps.

1. Your Personal Website - Use Squarespace, Wix, Wordpress, etc. to design a stylish website. Search for design inspiration online so it will really stand out. Remember: everything matters.
2. Search Engine Optimization - Spend time to get your site to rank high for relevant search results. Or, hire an expert to do it for you.
3. Paid Search Advertising - Set a budget aside to run online search ads and drive people to your site.
4. Start A YouTube Channel - Create topical, engaging video content to educate and entertain potential fans and clients. (I don’t think of YouTube like other social media platforms and still need videos to help promote my services.)
5. Write A Blog - Some people say blogging is dead but you’re reading mine, aren’t you?
6. Networking Events - Try an in-person or virtual meet-up event to meet other professionals.
7. Direct Mail - It may seem old school, but try sending a well-designed postcard to potential clients. It’ll stand out from the usual barrage of tweets and facebook notifications.
8. Carry Business Cards - Design an eye-catching business card and carry them everywhere. You never know when you’ll need it. (I really like Moo.com’s designs.)
9. Personal Letters - I love this one. Send a handwritten (or typewritten) note to everyone you meet. If you traded business cards like I mentioned for #8 you’ll always have someone’s contact info. They’ll be blown away when a personal note arrives at their desk.
10. Word Of Mouth - This is the number 1 way I get booked for events. When people see my show they start to imagine me at their event, too. The same goes for virtual events — online attendees can imagine how great the entertainment would be for their event and often reach out to hire me for a future date.
11. Be Consistent - Share content on a regular schedule. Whether it’s a daily blog or weekly YouTube videos your followers will come to expect a certain schedule from you. If it seems like it’s not getting anywhere that’s not the time to let up. Double down and stay consistent, it will pay off in the long run.
12. Direct E-Mails - I try to stay out of people’s inboxes as much as possible, but often the best way to get booked for a show is to contact the promoter directly. Keep those e-mails short and simple and you’ll often get a positive response.
13. Attend Trade Shows - Consider attending an expo to promote your services. I go to booking conferences to demo my services for potential audiences, so these events exist for all disciplines. Display your art proudly and be prepared with your elevator pitch so people can sense your enthusiasm for what you do.
14. Build A Mailing List - Build a list of e-mail addresses from former projects, clients, expos, networking events, and more. Be sure you have permission to e-mail those people. When you have a big project coming up you can send out an announcement. Or, you can do it more regularly:
15. Send Out E-Mail Newsletters - If you have exciting monthly updates for your work, consider sending a newsletter out each month to all of the people on your list. Give the readers something of value (a discount code, special early access, bonus content, etc.) and they’ll be your fans for life.
16. Send Thank You Notes - Along the same lines as #9, remember to always send a thank you note to clients you work for. Not an e-mail, not a text — a handwritten or typewritten note to the client with your business card enclosed. This is a great way to get future work from someone who already knows how great you are.
17. Pre-Made Graphics - Just because you aren’t on social media doesn’t mean everyone else won’t be, too. Chances are many of the people you work for will still promote your work there. If so, great! Let them do it. If you have some graphics pre-made for them, it’ll make their life a whole lot easier. I have various promo images, posters, and videos correctly sized and ready to go for my clients. They can pick which ones they want to use to promote the event on their website or social media accounts. (For images I like to use Canva, a super easy way to quickly design beautiful graphics.)
18. Create an EPK - EPK stands for Electronic Press Kit. You can have a separate page on your website for it OR create a downloadable folder that clients can access when needed. Your EPK should include the best highlights from your work: press credits, media appearances, your best videos, photos, testimonials, etc. When a client contacts you, send them to your EPK so they can have all of your important information in one place.
19. Create A Demo Reel - Hire someone to film and edit a demo reel for your services. Or do it yourself, if that’s something you’re into. Remember: you only want to cry once.
20. Have Good Quality Photos - I’m married to a phenomenal photographer. Sounds like a great business decision, right? Not true! She taught herself photography to help with my branding, then turned it into a career. We’ve invested countless hours and dollars into good photos for my website and promo. Want to stand out in your field? Find a local photographer and pay them to help you updated your current portfolio.
21. Collect Testimonials - If people can’t see you in action (Demo, #19) or see an image of your work (Photo, #20), then they’ll want to hear what other people think about your work. When a project goes well ask that client for a testimonial. Create a page on your website for testimonials and update it often. (Don’t forget to add those to your EPK, too!)
22. Request References - Another idea is to ask some of your favorite clients to be a reference for future opportunities. When someone else requests your information give them a short list (3-4) of references so they can reach out to your former clients and get an idea of what to expect.
23. Produce Your Own Event - Every year since 2012 I’ve been producing my own events across the US, both in Chicago and at numerous Fringe Festivals. Consider doing the same for your work — an art exhibition, a weekly show, a virtual event, or more. It’ll give you something to mention in your newsletter (#15). Partnering with a venue that wants you to succeed will help to get the word out, too.
24. Online Listings - A great way to promote your own event (#23) is to add it to as many local directories as possible. Most newspapers have a calendar of upcoming events, so search for those and spend part of your day adding your event to the list. Most cities usually have other options, too, so search for “Things To Do In (insert your city here)” and see what pops up. The more listings you get added to, the better.
25. Press Releases - Write a press release to announce your event (#15). Send it to as many places as possible. (PRWeb is one of many places that can help with press release distribution.)
26. Get Interviewed On A Podcast - Being a guest on a podcast is a great way to improve your credibility within your field. (Join Matchmaker so you podcast creators can find you and invite you on their shows.)
27. Start Your Own Podcast - Starting your own podcast could be really useful if you have a unique point of view that people might be interested in. It’s easy to record interviews virtually now, so there’s no excuse not to have guests on your show anytime. (It can be a bit of an investment for gear and a bit of a learning curve for promotion but start here.)
28. Get On The Radio - I’ve been on the radio 20+ times in Chicago and something great always comes out of it. If nothing else, you get a great soundbite that you can add to a demo reel (#19) or type up for your testimonials page (21).
29. Get On TV - A spot on the local news can work wonders for you. It gives you credibility and visibility in ways that you might not be able to get on your own. And, it gives you a clip that you can use to promote your services for years to come.
30. Hire A Publicist - Getting on the radio or TV on your own is possible - I’ve done it multiple times! But, sometimes it’s easier to work with an expert. Find a publicist and tell them you want some media appearances. It’ll cost you, but the exposure is well worth it.
31. Write A Book - Some of my friends do motivational speaking and have written self-help books to promote their services. It gives you something to sell on your website (#1), something to give to clients as a thank you (16), and something to talk about during a TV appearance (29). You can self-publish books easily on Amazon or even just offer a free e-book to people who sign up for your mailing list (14).
32. Work With Agents - Agents have tons of connections and can save you the trouble of finding those clients on your own. If you’re good at what you do (#50) and keep their clients happy, they’ll want to work with you for years.
33. Giveaways - At your events (#23) consider having some sort of giveaway. I’ve experimented with posters, stickers, t-shirts, buttons, and more. Giving people a memento of the experience with you will serve as a reminder when they’re searching for what you offer in the future.
34. Posters - Speaking of posters, they can be incredibly handy when used correctly. I had massive success at Fringe Festivals after I hired a designer to create a stunning graphic for my tour. If you’re promoting an event (#10).
35. Find Your True Fans - All of the things in this list so far are ways to locate your 1,000 True Fans. If you can do that, then those people will sing your praises and promote you for free everywhere you go.
36. Partner With Other Entrepreneurs - Find other like-minded people to work with. You could split the cost of an expo booth (#13), have a join podcast (27), hold events together (23), or more.
37. Hold A Virtual Event - Online events are here to stay. Put together a virtual show, seminar, workshop, class, etc. and send it to your newsletter (#15).
38. Get Creative - Sometimes the best marketing ideas are really random ideas. Think viral videos, skywriters, pop-up shops, etc. Even if you’re on a small budget, you can still find ways to get the word out.
39. Hold A Contest - Entice your followers to spread the word by holding a giveaway. (A lot of creators seem to use Gleam for their giveaways, although I don’t have any personal experience.) Just make sure the prizes you’re giving away are worth it!
40. Do A Livestream - Go live on YouTube to show off a new product, host a trivia night, give a tour of your new studio, or more.
41. Publicity Stunts - Do something extreme or exciting to promote yourself. In the past I’ve predicted the outcome of March Madness, guessed the headlines of The Chicago Tribune, and even rode a bicycle through the streets of Chicago completely blindfolded. All of those stunts landed me multiple press appearances and gig requests. It’s all about getting creative.
42. Share Your Knowledge - Nothing bad ever comes out of helping others, so always be prepared to share what you’ve learned. You could do a free online workshop, write a helpful blog posts, or make video tutorials and post the to your YouTube Channel (#4).
43. Use Pinterest - Pinterest is more of a search engine than a social platform. If your audience uses Pinterest then it can be a great way for people to discover your content.
44. Donate Your Services - I don’t think you should work for free often, but if you find a cause you believe in or a large-scale event that you can be part of then it may be worth it. Always barter for inclusion in any promotional materials, the ability to promote yourself on-site, etc.
45. Online Reviews - Honestly, I’m not a fan of online reviews. I don’t like giving random people so much control over my business. But, sites like Yelp, Angie’s List, Google Places, and others can be an important way for some businesses to be found by potential customers, so it might be worth looking into for your specific work. Just be cautious because once you join those sites it’s often impossible to remove your listing.
46. Tell Everyone You Know - Practice talking about your brand by telling everyone you know. Your family and friends can often be the best promoters when it comes to spreading the word.
47. Join A Club - Find a local club or organization to join. It could be a speaker’s bureau, an entrepreneurial group, a small business association, or more. Attend meetings and contribute so other members will remember you and want to utilize your services when the moment arises.
48. Chamber of Commerce - Get involved with your local chamber of commerce so people can put a face to your brand.
49. Traditional Advertising - There are dozens of other ways to advertise your services than just social media: TV, Radio, podcasts, newspapers, magazines, etc. Don’t be annoying and don’t go crazy, just concentrate on your niche and give people a valuable product and/or service.
50. Be So Good They Can’t Ignore You - If your product is terrible, social media can’t do anything to save you. But, if you have a great product then people will notice. Work hard to stand out in your field and keep your clients happy. The referrals will start pouring in — I promise.

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About Mark Toland

Mark Toland is an award-winning mind reader and two-time TEDx Speaker. His mind blowing skills have been featured on NBC, ABC, FOX, CBS, NPR, WGN, Sirius XM, and more. Mark’s blog is a behind-the-scenes look at the life of a professional entertainer, full of creative thoughts for creative people. Sign up below so you’ll never miss a post.

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A Prediction

Here’s a prediction:

We aren’t going to learn anything from the pandemic. We aren’t going to rebuild our grocery stores and community spaces to prevent overcrowding. We aren’t going to maintain social distancing, but rather celebrate when we can pack into buses, trains, and planes all over again. In fact, I almost guarantee you that we’ll see some kind of advertisement that tells us to “Sit in the middle seat and celebrate the return of normal!”

For years I’ve dealt with miserable travel conditions, pedestrians bumping into me on the sidewalk, crowded businesses, and more. And now we’re seeing how awful those conditions were, but I’m guessing that not much is going to change.

I’m not trying to be cynical here. I just think it’s obvious. We’re in really weird, divided times and I don’t think we’ll come out of this any better than we were before. It’s a shame really because you’d think this could be a real opportunity for progress.

Since big changes seem really unrealistic, the real goal should be for us to come out of this better as individuals. I, for one, have already made changes in my life that I hope will last long after this is over.

For example, I’m not as rushed to tackle my work any more. Since I know people understand that times are weird and things take longer right now, I use it as an excuse to only check my e-mail once a day and limit any work to 2-3 hours. My bookings are still consistent, even though I’m limiting time spent in the office.

I’m trying not to be “on call” either. I used to drop everything at a moment’s notice to respond to an e-mail or call a new client. Now I refuse to give out my cell number and I only set up a call if absolutely necessary. It seems like social media, texting, and instant communication has trained us all to be readily available at a moment’s notice, but I’m not a fan.

Moving forward I also want my live shows to mirror my virtual ones. I don’t mean the material, I mean the feel of doing them. When I do a virtual show everything is set up and ready to go. I simply walk in to the other room, turn on the lights and camera, and do the show. It’s like having my own theater in Las Vegas. The props are in place, the audience is waiting, and I only focus on doing a good job. I’m still figuring out how to mimic that feeling for live shows but there has to be a way.

Also, the past six months of virtual gigs have really taught me a lot about connecting with an audience. I almost feel like my virtual shows have gotten better than my live ones. There’s a calmness to the virtual shows that a stage show doesn’t have. I’m meeting people on their level, talking to them casually like they’re a human being and not just an object onstage. I’m following a loose script but mostly I’m actively listening to them and genuinely trying to create a meaningful connection. Sometimes you get so caught up with the production of a live show that you forget to make an impact on a personal level. It’s a good reminder of what matters most.

I’m also trying to stop working so much. I saw a magazine at the store the other day that said “7 Ways To Be More Productive On Your Commute!” Society tells us to constantly be working, to maximize our time, and never waste a second. Why? 2020 has been a horrible year and the pandemic has brought misery into millions of lives, but if there’s any positive it’s that we’ve had to pause the rat race and focus on what’s really important. The last thing I care about is a new tip on how to maximize my output.

It’s been months since I made a to-do list. Once I settled into the flow of online work I decided to focus on my perfect day and nothing else. Turns out my perfect day doesn’t involve making cold calls, networking, creating a content calendar, or any of that other stuff I used to be doing. My perfect day is a cup of coffee with my wife, a writing project, and a good book or film to end the day. When things get back to normal — whatever that may mean — I’m going to remind myself that that’s all I really need.

These are just a few of the many ways I’m trying to improve myself during this strange time and I plan on making these changes permanent. BUT, my prediction still stands. So, a year from now when you’re standing shoulder-to-shoulder on a train just to sit in a packed, sold out theater to see my show, at least you’ll be seeing a new me, a better version of myself. MT 2.0.

And I’ll be sure to remind you that “I told you so” . . . in more ways than one.

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About Mark Toland

Mark Toland is an award-winning mind reader and two-time TEDx Speaker. His mind blowing skills have been featured on NBC, ABC, FOX, CBS, NPR, WGN, Sirius XM, and more. Mark’s blog is a behind-the-scenes look at the life of a professional entertainer, full of creative thoughts for creative people. Sign up below so you’ll never miss a post.

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The First Time

It took a while to get to me but I finally saw the clip of the twin brothers listening and reacting to Phil Collins’s “In The Air Tonight” for the first time. If you haven’t seen it yet I promise it’s worth it:

“I ain’t never seen nobody drop a beat 3 minutes into a song!”

What a great video. It’s so joyful and fun that it brought tears to my eyes, and I started thinking about all the times I’d experienced something for the first time, too.

I remember seeing the Pacific Ocean for the first time when I was a freshman in college. My friend Angela took me to Santa Monica and laughed while I stood spellbound as the water rushed over my bare feet. I was transfixed by the sheer enormity of the water meeting the sky at the horizon, something I hadn’t experienced before growing up in the midwest.

I remember seeing the 20th anniversary showing of “E.T. the Extra Terrestrial” for the first time back in 2002. It blew me away. I’d never seen anything like it. I put the poster on my wall and would stare at it every day, dreaming about the universe, movies, and everything in-between.

I remember the first time I came to Chicago. I was here for a few theater school auditions and spent a couple days exploring the city. I went shopping at Macy’s, walked along the river downtown, and went to a fancy steakhouse. It was the quintessential small-town-kid-visits-the-big-city story. I’d never seen buildings so tall or taxis drive so fast. Come to think of it - I hadn’t really seen a taxi before. It was fantastic.

The list goes on and on. The first time I went overseas, the first time I tried sushi, the first time I rode a bike. There’s something utterly magical about that initial experience with something brand new.

I’m always amazed at how often people will approach me after my shows to tell me that I’m the first magician or mind reader they’ve ever seen. My craft is so ubiquitous in my life that it’s easy to forget that many people in my audience are having a brand new experience.

It’s a constant reminder of the responsibility to elevate what I do in the minds of the audience, but it’s also a huge opportunity to gift those audience members with an unforgettable experience of the first time they experienced a live mind reading show.

Everyone has a list of things they remember seeing for “the first time”. The things that make that list are moments that lingered far after they occurred. They’re moments that rattle people to their core and stick with them for years.

As artists we have a choice every time we interact with a new audience: Are we going to be just another blip on the radar of their life experiences? Or, are we going to let them sink their toes into the sand and feel the ocean water rush over their feet for the first time?

I know my answer. What about you?

Dig Deeper

There’s a moment that keeps popping up during a lot of the programs I enjoy. It happens on NPR, it happens on talks shows, it happens on the news.

The interviewer will ask their guest a question, wait for an answer, and then…just move on. They don’t acknowledge the answer. They don’t expand on it or get into a deeper conversation. They just cross that question off their list and ask the next one. It drives me crazy.

I also see this moment happen in live shows (remember those?) that I go to. The performer asks a volunteer a personal question, the volunteer responds, and the performer plunges ahead with their script without even responding to the volunteer’s answer.

When you ignore someone’s response you’re missing on a huge opportunity to create a memorable moment. Chances are the first answer they give isn’t going to be all that exciting, but if you’re willing to dig deeper then you’ll likely encounter something unforgettable.

This is part of the reason why I love long form podcasts like “The Joe Rogan Experience”, “Under The Skin” with Russell Brand, or “WTF” with Marc Maron. Often the conversations on those shows can go on for several hours. They’re full of tangents and interruptions but they always cover interesting, uncharted territory. If I was going to diagram traditional media I would draw a straight line from point A to point B. But a marathon conversation on a podcast? That’s more like a meandering, squiggly line. It’s messy, but ultimately it covers more ground and is much more compelling.

Much of the intoxicating appeal of those podcasts (and others) is the host’s insatiable curiosity to learn as much as possible about their guests. They want to get into the weeds. For every interesting answer they receive, they have 2 or 3 follow up questions. They get philosophical. They get deep. They want to hash things out on the air, even if it isn’t quite as polished as a late night talk show. They don’t have talking points — they’re just talking. And I can’t stop listening.

As always, everything comes down to connection. Every encounter we have is an opportunity to leave a lasting impression on another person. But that’s never going to happen if you aren’t actively listening and acknowledging what other people have to say.

No one remembers the people who barely make an attempt to hold a conversation. But everyone remembers the person who asks thoughtful questions, listens to the answers, and responds accordingly.

The next time you have a chance encounter with someone, pay attention to what you’re doing and treat that exchange like one of those squiggly lines. Don’t be in a hurry to get onto your next question or your next task. Just listen to what they have to say and see where it leads you. Be interested and inquisitive. Dig deeper.

The Experience

I was watching a random YouTube video the other day and the creator said something I really appreciated.

“I’ve turned off all the mid-roll ads,” he said, speaking directly into the camera. “I feel like it ruins your experience and I don’t like that.”

If you aren’t familiar, mid-roll ads are those commercials that play halfway through a video, right when it's starting to get good. They’re incredibly annoying, but they’re also an important part of a YouTube Channel’s revenue.

Basically, this creator was saying that he was willing to sacrifice some of his income in order to improve the viewer’s experience. How refreshing!

Usually it seems that brands care more about my money than they care about my experience. It drives me crazy.

I’ve been watching the NBA Bubble games since they returned and they’ve started showing commercials between free throws! It’s insane. Here I am getting into the sports drama unfolding before me and suddenly the game goes silent on half the screen while I have to watch a promo for a video game on the other.

When I’m reading an article on The New York Times subscription I’M PAYING FOR, I still have to scroll past lingerie and real estate ads after every other paragraph. It’s infuriating.

Sometimes I do gigs alongside other performers and they insist on promoting their services during the show we’re already doing. It always makes me uncomfortable. The audience already paid for tickets, can’t we stop selling to them and give them a killer show?

Yes, I know I could use an ad blocker for the online content but sometimes they don’t work. Also, I try to keep ads turned on for creators I care about so they can continue to earn revenue. I don’t blame the creators for the annoying ads - they’re just working within a system that doesn’t give a shit prioritizes money over my enjoyment of the platform.

I also have turned off all of my ad preferences. That means I get served really random ads that aren’t specific to me in any way. As a result, I constantly notice them and get pulled out of what I’m doing. I think when you let the ads become tailored to you that you grow numb to them. You start seeing ads for things that you may enjoy, but grow numb to how miserable the experience around those ads has become.

(As for the NBA…well, they only care about the bag. But my fellow performers should know better…)

I was so grateful to that YouTuber for turning off his mid-roll ads. It made me so aware of how much better my experience was when I wasn’t being constantly inundated with advertisements and interruptions. As a result, he gained a new subscriber.

If you value my experience with your product you’ll get a fan for life. I’ll join your mailing list, subscribe to your channel, and buy tickets to your show. From start to finish, give me the best experience possible, then leave me alone. Don’t try to up-sell me, don’t solicit reviews, don’t spam me with future promos. Just blow me away and l promise I’ll be more than happy to spread the word for you for years to come.

Is It Still Worth It To Live In The City?

I moved to the city to chase my dreams. It was for access to performance venues, classes, other performers, and more opportunities.

I grew up in a small town and realized early on that if I wanted to be in show business I needed to move somewhere with proximity to what I wanted to be doing. So I went to school in Los Angeles and tried my best in SoCal for awhile. Then, after we got married, I moved to Chicago.

Naively, I thought that living in a big city would lead to massive opportunities and that eventually I might break through or “be discovered”. In truth, the biggest perk of living in a big city has been living close to good airports. That’s right - the main benefit of living here has been the ease with which I can travel to do my job in other locations.

Don’t get me wrong - I really enjoy Chicago. It’s easily one of the most beautiful cities in the entire world. I love the culture, the food, the museums, the community. I love my neighborhood and the lakefront trail. And up until the pandemic I was working events in the city like crazy, for a wide range of clients. New venues for magical performers have popped up in the city in recent years and I’ve created other opportunities on my own. But now there’s Covid-19 and no end in sight, and I’m really starting to wonder what the point of living here is.

I moved here to follow my dreams but no theaters are open right now and no one is hosting events. I’m paying a lot of rent and taxes so I can enjoy the zoo, museums, restaurants, sporting events, and other amenities that the city provides, but none of those are open right now either. I’m fortunate that thanks to my virtual shows, I’m still going to have a solid year of shows from the safety of my own apartment.

So, if I can do my job out of my apartment and still make a decent living, couldn’t I be doing that anywhere? Why stay in the city when it isn’t giving me what I need and I can do the exact same work I’ve been doing somewhere less expensive?

These are the thoughts I’ve been having for the past couple months. The pandemic has really forced me to consider my priorities. It’s a long list and none of it includes living in a box in the sky with nowhere else to go. I’m torn between the pull of city life and the idyllic lifestyle of a desolate cabin in the mountains. In a perfect world I could hole up in a cabin to write and read all day, leaving only to head out for a run of shows around the country for a few days before returning for some more peace and quiet in the woods.

I remember people saying “Oh, you’ll grow tired of the city and move to the suburbs someday…” But that’s not what this is. I don’t want to live on a cul-de-sac or hang out at the country club. I either want to be in the middle of everything or in the middle of nowhere.

Maybe I didn’t need the city after all. Or maybe things have changed and I don’t need it anymore. Maybe I’ll have a little slower internet speed or have to drive a little further to the airport, but it turns out that I can do my job from anywhere. So, if I can find a way to sustain online work, I may be living in that cabin sooner than you think.

Opt Out

Towards the end of March I noticed almost an instant change in the way businesses were advertising:

“We’re all in this together.”

“We can help you be safe.”

“Let us provide for you in this time of need.”

Did you notice it, too?

I think the constant barrage of hashtags and clickbait and soundbites has exponentially increased my level of cynicism in recent years, but in this case I think it’s wholly justified.

Don’t for a second think that these business have your best interests in mind. They don’t. It’s all about their bottom line, plain and simple. It’s all about the bag.

This is part of the reason I dropped social media last year. There’s a need for “influencers” and “brands” to weigh in on every single issue and event. It’s exhausting. They have to change their profile pictures and bios, release a statement, and go live on instagram so they can “be visible” - oh, wait, I mean “take a stand”. You saw brands do it with coronavirus and now they’re doing it all over again with Black Lives Matter.

Take HBO Max. Did you even know what HBO Max was when it came out? Of course not. It was confusing and no one was really talking about it. Then they remove “Gone With The Wind” to address some concerns for a while and suddenly everyone was saying “HBO Max Removes Gone With The Wind” From Their Platform.”

I could almost hear a corporate executive screaming, “Yes, we did! And that’s HBO MAX…M-A-X…sign up now!”

Companies finding ways to market themselves during a time of crisis make me sick. It’s a disgusting, awful way to do business and yet, many people seem to be celebrating corporations instead of seeing through the thin veneer of their opportunistic virtue signaling.

Recently we see this with the companies boycotting Facebook’s advertising platform. Russell Brand had some good thoughts on the matter and, as usual, said them in a much more intelligent way than I could:

The problem with all of this is that people are fed up with Facebook and are probably posting about their frustrations with them right now on THEIR FACEBOOK FEEDS. I’m not even on there but I guarantee you its true.

Everyone I know hates their social media. It makes them anxious and takes up too much of their time. They get in disagreements on it or find themselves getting more and more depressed. But, they’re convinced they can’t leave or even better, might be able to stay on and make some change.

But, if you really think any of these companies care about you then think again. They don’t. The social media companies don’t care and neither do the ones boycotting them. It’s all about the bag.

Whether they stay on the platform or not, the companies are all getting press out of it and we’re all forced to sit here and celebrating them for being “brave” and “supporting the cause”. And it seems hopeless, like there’s no escape.

But there is…

Don’t celebrate the brands. Don’t support the platforms that give them a message. Delete your social media. And don’t fall for shameless marketing that takes advantage of the current political climate.

Opt out.

You Only Cry Once

FADE IN

INT. EVENING - UNKNOWN ELECTRONICS STORE

A man lurks in the shadows, pacing back and forth.

STORE CLERK (O.S.)
Have you made a decision, Mr. Bond?

007 walks forward out of the shadows and stops next to an array of shiny, expensive looking gadgets.

JAMES BOND
I don’t have much of a choice, do I?
If I’m going to track them down I’ll
need the best machine that money can buy.

CUT TO: Thursday Thoughts

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As a solopreneur you will inevitably find yourself needing to invest in some specific gear or materials for your business. For me that’s been technical equipment, travel gear, props, wardrobe, marketing materials, and professional assistance from people who possess skills in areas that I do not.

Something I wish I’d learned early on is that anytime I needed to buy any of those things I should have bought the best equipment possible. I should have invested in the best computer or the best camera or the best…whatever.

Yes, it’s expensive to buy the best gear. But any time I purchase a cheaper model I end up having to replace it multiple times and spending even more than I would have on the nicest gear in the first place.

A good move I made many years ago was to invest in some quality sound gear. I was doing a New Year’s Eve event outside St. Louis and the technician for the event was phenomenal. We ended up chatting for a couple hours before I took the stage. I picked his brain on gear - specifically options that would be useful for my work as a traveling, one-person crew. A week after the event I bit the bullet and ordered the gear.

Oh, it hurt. I definitely couldn’t afford it at the time. We had just moved into our first house and I was freelancing all over the place to make ends meet. But, I had a vision for what I wanted to be doing and what sort of gear would benefit my shows long-term. So I pulled the trigger and ordered that microphone.

That was over 7 years ago and I’m still using it to this day.

The same goes for my luggage. For years I dragged a couple dingy suitcases around the world. I’d watch in horror as the flight crew would carelessly throw them onto the plane or they’d come tumbling down the baggage claim. They were always in need of being replaced.

I remember speaking with another performer who said “I buy new suitcases once a year.” The HORROR! I don’t consider myself a fortune teller but I could definitely NOT see myself buying suitcases every year for the rest of my life.

So, I did my research and found a better option. (Away for anyone who’s interested, and NOT a sponsor.) I’ve been doing more shows than ever the past few years and giving my Away bags a beating. They were a little expensive initially but they’ve saved me in the long run. And yes, I’m still using them.

Now before you run out and buy all those you things you want, there is a bit of a caveat to all of this. You need to ask yourself some questions first:

Can I afford it? Do I need this? Do I need this right now? Can I wait to order this?

I’m not telling you to buy everything you need this instant. I’m telling you to invest wisely. And part of investing wisely is knowing what will benefit you, both short-term and long-term.

If you quit your job to start a YouTube Channel, you probably don’t want to buy the best camera gear out there right away. But that doesn’t mean you should just buy whatever you can afford. Do some research and find the best option in your price range. Eventually, you can upgrade it to a better model when the time is right.

Also, don’t fall into the trap of thinking gear will make you better. I built my business early on with what I had: affordable props, tattered suitcases, an ill-fitting suit. I had to get by as best I could and not worry about what else was out there. When the time was right I started upgrading my gear piece by piece. I prioritized what mattered most: sound equipment, travel gear, etc.

There are entire Hollywood movies being filmed on iPhones. The nicest gear isn’t just going to magically make your problems go away. Double down on the gear you already own and make the most of it.

Another key to all of this is to be able to recognize your own strengths so that you can make smart investments in your business.

For instance, I really enjoy puzzles. I love jigsaw puzzles, logic problems, math, and more. Expertly packing a car for a long road trip brings me immense satisfaction. A puzzle that I really enjoy is video editing. I spend hours experimenting with little projects, just to see if I can make something that I dreamed up happen onscreen. Most of those projects go unshared. It’s really just a fun hobby for me. But, occasionally I edit something for my work like this new demo for Virtual Shows:

I taught myself video editing software because it interested me. And I’m willing to spend long hours working on a project. But that might not be true for you. So maybe instead of investing in the camera gear, software, computer, hard drive, and online courses, you would be better off hiring someone to do it for you.

You may not have the time to learn everything that goes along with your business. Or, it may not interest you whatsoever. Finding someone who can help you in those areas is always a wise decision. It will give you more time to devote to the things you are good at and the end product will meet your expectations because you hired a pro to do it.

This entire post was inspired by two quotes that my wife has heard through her work as a photographer. Obviously, photographers have to invest in expensive gear for their projects and this topic is something that comes up quite often.

The first quote is that when you are thinking about investing in something you should always ask yourself “Will this make my ship go faster?”

I like that sentiment because it forces you to ask the right question. You need to know what you’re investing in and if that investment will pay off over time. If what you’re buying will help you make more money (your ship going faster) then it’s probably worth it.

Which brings me to the other quote. It’s something that I wish I’d heard years ago. A photographer my wife follows says that she always tries to buy the best gear because that way “You only cry once.”

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SCENE CONT'D

Bond picks up a small computer and gazes at it with trepidation. He pulls a silver credit card from his breast pocket.

STORE CLERK
A wise decision, sir.

JAMES BOND
I'd like to think so.
(Beat.)
You know what they say...

STORE CLERK
What's that, Mr. Bond?

JAMES BOND
Buy the best now...and
you only cry once.

CUT TO: OPENING CREDITS - THEME MUSIC PLAYS

Removing Barriers

A couple months ago I wrote about the fulfillment I was getting from virtual shows. Online shows meant I had removed all of the mundane tasks that usually came with doing a performance.

Since then I’ve been trying to find other ways to remove barriers from other parts of my life.

I got our piano tuned and redesigned the area around it. There’s nothing blocking my path to it now and nothing sitting on top of it. I just sit down, lift the cover, and play.

While my feet are healing I’ve turned to cycling. Living in a high-rise makes it a bit of a process: usually my bike is way back in the corner of the apartment, so I’ve been having to lift it over my desk, through a doorway, maneuver it around a corner, and out the door. So, we put a stand right next to the front door to make it easier. Now, it’s not such a hassle. I see it every day and get excited to use it.

Having to do so many virtual shows has forced me to keep my desk clear, which means I’ve been able to get more work done. I’ve been writing even more than usual, playing my keyboard at the desk, and even editing some long-forgotten video projects.

The point is that there will always be things that stand between where you are now and what you hope to be doing. Those barriers may be few or many, but they’ll always exist. The goal is to eliminate as many of them as possible so that the distance between you and that thing, whatever it may be, gets shorter and shorter. Eventually, you barely even notice the barriers. You’ll just think to yourself “I want to do X” and then BAM! you’re doing it.

When I do live shows I’m my own director, producer, head of marketing, box office manager, graphic designer, travel agent, scriptwriter, and more. Not to mention that I also have to perform the show! It gets to be pretty exhausting and as a result, I get burnt out and start to dread doing it. Even the show itself.

So, the last time we did a show I bit the bullet and hired some people to do the things I didn’t want to do. Yes, it was more money (more on that next week) but it was worth it in the long run. It freed me up to focus on what I’m best at: writing and performing.

I know this sounds obvious, but how often do you find yourself facing a series of annoying tasks that you have to do first just to be able to do something you enjoy? It happens to me all the time.

Doing virtual shows forced me to rethink many aspects of my life. One second I’m clicking the play button, the next I’m live on the internet doing a show. Nothing else stands in my way between what I was just doing and what I’m meant to be doing.

So, what else could I simplify in my life? Turns out, just about everything.

We used to have a studio across town. In the beginning it was exciting. We’d go there all the time just to get creative. But over time, it became a bit of a hassle to drive over, find parking, and drag our gear inside. Then, they closed down the surrounding area for construction and we started only going over for appointments.

So, we set out to find a new studio with easier access and fewer barriers to success. Our new location is perfect. It’s within walking distance, so there’s no excuse to be there as often as possible. It’s smaller, which makes it easier to keep our sights focused on one project at a time. And, it’s cheaper, so we’re less worried about the financial risk and pushing ourselves creatively and artistically in ways we weren’t able to before.

What else?

I pay a little more for my gym membership. Not because it’s nicer (it is) but because of proximity. No need to take the bus or train to workout. I only have to walk a clock from home and then I can get to work.

Part of my foot rehab is to stretch every day, so I’ve made a yoga area at home. The gear used to be stored in a closet out of reach, but not any more. Now it’s there when I need it and is easy to utilize at a moment’s notice.

I could go on and on. This isn’t some huge revelation but it is something that’s been helping me in my life and might help you, too.

Basically, my goal is to make doing whatever I want in life as easy as spending money online. A maximum of two clicks, one if it’s Amazon prime. You know how it goes… “Hmm do I really need a bright pink spatula with a UFO on it? Well, it’s only 10 bucks…” Before you know it, you’ve added it to your cart and clicked “FINISH ORDER”. Then, twelve hours later, the spatula arrives in a box five sizes too big.

That’s how easy it should be to do the things you want to do. Although, fair warning, sometimes doing the things you want in life take a little bit longer than one day delivery…but that’s okay. I don’t need stuff INSTANTLY…I’m willing to be patient, as long as it’s for the things I enjoy.