This month's column is written by LES VOGT, a staff member of The Entertainment Network




So, you had big ideas about what you wanted to accomplish in 2005. What the hell happened? Don't waste your time worrying about it…just be aware that you have to make some changes and get after it! Gentlemen, start your engines…

You need to be completely honest when you analyze the results of your efforts over the previous 12 month period. It isn't enough to simply realize you need improvement…you have to do something about it. Setting attainable goals for the coming year will encourage you to improve, give you more confidence, and eventually help you develop a passion for higher standards.

I cannot overstate the fact that there isn't any magic wand for attaining success. There are no agents, managers or promoters that can magically take you where you want to go. It is true that you will likely need the help of others to reach your full potential, but the bulk of the work required to get there must be done on your own. I know you're tired of hearing it, but there is definitely no substitute for hard work, focus and commitment. A new year is a great time to make or adjust a plan for long-term success.

The biggest mistake most performers make is to believe they're ready for the next level or, at the very least, continue to think they deserve more than they're currently receiving. Oh, they can basically sing and play and dance or whatever. But, I cannot begin to understand what many are seeing in the re-play of their video work tapes that would suggest they are anything more than the "before" in a "before-and-after" comparison study? I'm seeing this stuff every day in the form of demo videos in promotion packages that lack pretty much everything. Yikes! What are they thinking?

Whether a performer is a world-class act or a weekend wedding singer, when you begin to raise your standards through accountability, you are giving yourself a chance to reach another level of success. The following tips will help you start the year in a positive direction…

1. Honestly Analyze Your Status—If you're not getting the money or the gigs you want…and you're not getting re-booked from your previous gigs, and/or your career has seemingly stalled or fallen short of your expectations, you might have an inflated opinion of your talent level. You can't keep making excuses for failure. If three different people tell you there's something in your teeth, it's time to look in the mirror. Analyze what's going wrong. Is there anything you can do to improve your performance or adjust your marketing strategies?
   
   Obviously, a successful show at the Eagles Club is not likely to get serious consideration from the main showrooms on the casino circuit. Any promotional materials sent to casinos or casino talent buyers from such performers will likely go directly to the waste basket. So, save yourself some time and money. Find your niche and stay there. It makes no sense for a bar band that plays cover tunes to expect to be booked for a concert tour. The important thing is to understand and accept your honest reality…don't try and elevate yourself to another level because you think you're ready. When you're ready, you'll know it…they'll come to YOU instead of the other way around.


2. Revamp Your Contact List—Eliminate all the contacts that you know are realistically unattainable. Then, point your promotional efforts in the direction of your proven success. Target other similar agents, buyers and venues and contact all of your previous year's buyers and make them all aware that you are still open for business. Always call ahead and identify who to direct your promotion materials to when sending them to an agency, venue or corporate entity. If you are sending materials to the same people who have received them in the past, be sure and make reference to something new or improved and/or include a different photo and/or a variation of printed materials.
   
   Dig out all the business cards and contacts you have collected over the last year and add them to your database or mailing list before sending out your new publicity. It is always a good idea to use regular mail as well as e-mail for any promotion campaigns.


3. Upgrade Your Promotion Materials—Don't send out the same old glossy photo, bio and video from last year. You have to re-invent yourself every now and then. The new year is a great time to prepare a whole new look (if possible) and give yourself a second chance with some of the potential clients that have not responded to your previous promotional efforts. A successful gig at a credible venue or special event will often get their attention. Collect reference letters from all your satisfied customers and add a few of the really special ones to your new promotion package.
   
   Pick out a motivating photo and design a high-impact postcard highlighting one of your most memorable success stories from the previous year and send it out to your customer list. It's a good reminder of your existence. Be sure to mention a few of the new additions or improvements to your show. No matter how popular you may be, never assume previous buyers know how to get a hold of you. They may have lost your contact information, or the person that hires the entertainment may have changed and the new person might not have a clue about you much less what you can do.
   
   It is not necessary to send out a DVD or VHS video unless requested. The first step is a bare-bones promotion package with a quality photo and a few pages that accurately describe you and your credentials. Make it known that a DVD or VHS video and more detailed materials can be forwarded to them upon request.


4. Set Goals For The Coming Year—Set your sights on getting more jobs in the area of your previous successes. Always go after a few of the bigger shows…special events, casino or corporate parties, etc. But, don't focus on these long-shot gigs, just test the water every now and then.
   
   You'll always increase revenues by making new and different merchandise items that can be sold at all your performances. Try underwear with a catchy printed slogan. Make plans to promote at least one special event (on your own) to showcase your talents to prospective agents, buyers, venues, etc. and raise your profile at the same time. A feature spot at the local Fair, or an appearance at a high-profile charity function are great ways to attract some valuable attention.