Mr. List Builder

Ms. Joy,

For the past four years I’ve been promoting my private fitness services in the Boston metro-area. I offer clients mobile services as well as access to my private studio. My team has gathered a mailing list of over 8,000 friends, family, and associates but, we’re not successfully growing our Facebook fan page.

We currently have 100 fans. Out of these 100 fans, we’re lucky to have 4 or 5 actually comment or even email us. Come to think of it, our open rate for our mailings is only 40% and the newsletter has never actually resulted in sales for us or potential client inquiries.

I’m starting to suspect that we’re not engaging our list. Do you have any tips for growing our fans and engaging them?

―List Builder in Boston

Mr. List Builder,

Suspicions can be good and, in your case, it seems your instincts are spot on. It’s difficult to imagine how you can have a mailing list of 8,000+ but struggle to get over 100 fans on Facebook. This may be able to be resolved by asking yourself Who? and What?

Sheer numbers are not the most important thing when it comes to growing a mailing list. You can have a million people but if these people aren’t interactive, what is your list really doing for you? A mailing list of only 10 people who are all spending money, interacting, and promoting your brand for you are worth more than 1,000 silent folks who never even open your mailings.

First, take a real look at who comprises your list. It's time to channel your inner CIA-operative and gather valuable intel. Categorize how many are friends, how many are family, and how many are associates. Out of these people, figure out who would make good brand ambassadors and help spread the word about your business. Figure out what your list spends money on and what kind of money they spend on services like yours. If you don’t have any of this info and are clueless about answering these questions, that’s your first sign that you don’t know enough about your list.

After you figure out who is on your list, you then need to figure out what your people want. If they’re not interacting, it is probably because they don’t understand how interacting with you will benefit them. Incentive is a great way to engage. Most business people think a sale is the best way to entice but, you may need to start with a contest. A contest is something they can win without having to spend money and everyone wants free stuff.

Invite your list to fan you on Facebook and offer them a chance to win something they want if and when they become a fan. Facebook fan pages are set up under your business name but they really belong to the fans.

These methods can get you started. To keep growing that fan base, you’ll have to keep communicating with and learning about your people. Knowing them is the only way to know what they want.

Keep rising!

Joy

Ms. Real Deal

Ms. Joy,

This is so crazy I don’t know where to begin. I have some crazy person online pretending to be me. I’m a singer/songwriter/dj with a lot of famous friends. I travel and gig internationally. I do photo shoots for magazines and TV interviews where I can. I’m working extremely hard for everything I’m accomplishing.

Like everyone else on the planet, I use Facebook and Twitter, but I have both pages protected. I didn’t want everyone to have access to me. I really just want both sites to be for my friends, family, and close supporters.

About 3 weeks ago, someone got a Facebook page under my name, well, sort of. They spelled my first name wrong but the profile picture they’re using is from my bio on my website. They’re sending Facebook friend requests and emails to my celebrity friends, claiming to be me and saying that I lost their cell number. Now this person is on Twitter, too!

I don’t know what they want. Is this an attempt to destroy my reputation? Are they trying to cipher off my career? I’ve heard about this sort of thing before and people stealing other people’s identities to get gigs overseas. How can I protect my name and my work from this craziness?

― The Real Deal

Ms. Real Deal,

Identity theft and cyber-impersonation really gets me riled up. In the south, we describe this level of anger as being .38 hot! The problem is neither legislature nor the law have caught up with this type of foolishness. Once you put something online, you lose a lot of control about what people do with that material. Photos, music, content, and everything else you can imagine is constantly stolen online. There are some steps you can take to protect your reputation, but control will always be an issue. A method you can implement is what I call the Triple A technique: Assess, Acquire, and Assert.

First, you need to examine the situation and figure out how insidious the impersonation is. Do a Google and Bing search and see if your name is popping up in weird places or attached to events you know nothing about. See if the liar has a website under your name or is strictly on social media. If they got a website, you could try to acquire their true contact information through it. If they are only on social media, you’ll have to alert the proper contacts at those sites about their false representation.

Once you’re done assessing the problem, you can start to acquire what you need to regain as much control as you can. One thing you might want to get is an attorney (another “A” word) but, meanwhile, you can start to acquire variations on your name or brands. Go to namechk.com, a free online resource that lets you get what usernames are available on all social media sites from stumbleupon to youtube. Get the various versions of your username that are still available so no one can easily name-jack you.

Since your predator has already gotten a fake and misspelled username on Twitter and Facebook, see if you can acquire the Google Adwords for that misspelled name. Google Adwords let you pay per click. You can have the Adwords come up every time someone searches that misspelled name and have the ad direct them to you instead. All of this acquisition- the usernames and adwords- can be done within an hour.

Lastly, you need to assert that you are the real deal and that the other person is a perpetrator. I advise you to acquire before you assert because you never want to forewarn an impostor that you’re coming for them. Those were the scenes that I always hated in Lifetime movies. Don’t show your hand before you assert.

Once you assert, go full steam ahead! Have your attorney send cease and desist letters to the culprit and contact the appropriate social media executives. Alert your friends and supporters through private communication such as email or by phone that an impostor is on the loose. Tell them exactly what usernames your impersonator is using so that they know not to communicate with the liar.

If the impostor has fraudulently attached you to events or placed your name in weird associations, contact the appropriate people concerned and clarify the situation.

You may never gain total control again, but these steps will help you diffuse some of the lies.

Keep rising!

Joy

Ms. Lost Angeleno

Hi Ms. Joy,

I have been acting for over 10 years in New Zealand and Australia. I’m really well known back home in New Zealand although I haven’t done any work there recently. I moved to LA ten months ago and haven’t been working much here, either.

I’m very experienced and smart but I don’t know the right people just yet. I’m slowly getting there. I need to get in front of top Casting Directors and Agents. I have US theatrical representation but I need better agents. I don’t have a Manager here so I don’t really have anyone making introductions for me in LA.

I’ve been handling my own publicity and put together a website, I listed myself on nowcasting.com and lacasting.com. I also have a Twitter and Facebook page. Nothing’s really happening from any of those sites, though.

There are lots of reasons for me to stay in the US career-wise. But me not working back in New Zealand and staying in front of the people who know me is killing my career. I feel like I’m drowning. I don’t know what to do to get things going here and keep things fired up back home. I don’t know how to meet the right people. I’m not sure how to get myself out there. What should I do?

- Lost Angeleno from New Zealand

Ms. Lost Angeleno,

It’s gutsy as hell to literally jump across the world for your career. Yet, that gumption means nothing without a plan of action. Your letter listed desires but, no game plan. You can dream about a better agent and want to meet top casting agents but there is no magic formula that forces the world to fulfill your wants.

So, you need to have backup strategies if your desires don’t materialize as is. PR is a great way to elevate and expand your connections and thereby your possibilities. Your PR plan should encompass networking in the states, staying connected to your New Zealand contacts and fans, and leveraging what you’ve already done.

The first thing that most actors stress out about is getting representation. Still, you may never get an agent or manager- at least, not the ones you want. Worst case scenario is that you never find someone to introduce you to casting directors. Perhaps you should shift your focus to networking with producers and directors. 9 times out of 10, they’re the ones making the final casting decisions anyway. Plus, they’re rarely pummeled by tons of emails from actors begging for work, unlike casting directors.

If you have acquired NZ-based contacts and a fan base, don’t lose those people due to silence. Communicate and stay connected. Create a newsletter. Find countrymen on Facebook or Twitter that have common interests and network with them directly. Reach out to other New Zealander actors who are now based in the states.

Social media isn’t just a way for you to keep talking to people you already know. It’s also an amazing way to be gregarious and establish new connections with strangers.

Since you acquired career momentum back in NZ, keep using it. Connect with the New Zealand consulate and New Zealand film groups with offices in LA. Reach out to New Zealand press outlets that have covered you in the past and pitch them a story about your move to the states. Involve yourself in New Zealand charity efforts and be one of their US-based ambassadors.

There are things that are in your immediate power to change and things that are out of your control. Take control of what you can, mainly, your personal game plan. Strategize, nurture the connections you already have, expand your network, and leverage your value.

Keep rising!

Joy

Ms. Say What?

Hi Ms. Joy,

My first interview went all wrong. I don’t know what happened. The reporter and I got along incredibly and we talked for hours about my life and my background. We also talked about funny, everyday life stuff and shared stories with each other. I was so relaxed and thought I did great but when I got the interview all my quotes were wrong and the things I thought were the most important got completely left out. What did I do?

– Ms. Say What? in San Francisco

Ms. Say What,

What happened to you can happen to anyone. It sounds like you said too much and got off subject. Often, we think that the most important thing to know for an interview is how to be verbose but, a lot of times the real knowledge is in knowing when to stop talking. While you’re being chatty and personable, you want to stick to the facts, drive your points home and not get misquoted.

It’s easy to get relaxed, distracted, and start giving the reporter too much background. By the time you finish, the article is about the time you wrecked the family car on prom night instead of your forthcoming project. It’s easier to stay on point if you give yourself a game plan in the form of a Fact Sheet.

Fact Sheets are simple. They are one page of bullet pointed facts (hence, fact sheet, ahem) that are concise and easy to read. Each fact should be one sentence in length. Keep it simple to memorize so you can recall these points quickly and effortlessly. This will help you stay on subject even if your interviewer wanders off.

Plus, you can always send the fact sheet to the journalist when you confirm your interview. This will help them know exactly what the key messages are and help them shape the story. They may even ask you questions straight off the fact sheet. That practically makes it a cheat sheet.

Outline the facts, memorize them and stick to them. Hopefully you won’t find yourself reading another article about YOU wondering, “Did I say that?”

Keep rising!

Joy

Mr. Dollar Short

We all love free money. Any time you can raise funds that don't have to be paid back, it feels like heaven. Today's ASK JOY column deals with running a successful crowdfunding campaign for any type of project or venture:

Hi Ms. Joy,

I’m really frustrated! I’m an Actor/Director and I’ve been trying crowdfunding to get seed money for a horror film I’d direct and star in. Nothing is happening it’s just failing. I’m trying to raise $5,000. I’ve emailed all my entire address book of over 600 people. I Facebooked, Twittered and all that for 60 days but only raised $200. What am I doing wrong? How many more ways can I get the word out?

- Dollar Short in Marina Del Ray

Mr. Dollar Short,

Crowdfunding can be a great way to announce a new project to your support network and gather monies that you don’t have to pay back. It can really work. Based on what you’ve told me, it’s possible that your problem falls into one of four categories: Contacts, Campaign Length, Return on Investment, or Method of Outreach.

Contacts are the first cornerstone of a crowdfunding campaign. You need to have enough friends, family, and associates to reach out to. Do the real math on your campaign. If you need $5,000, are your 600 contacts really enough to raise that kind of capital? Let’s say everyone you know gives a dollar, that’s only $600. Perhaps most of your contacts are having money woes from the recession and you don’t know 50 people who can each donate $100 or, even $10.

You have to know who comprises your contacts. If your network is only relatives, a few friends from college, other actors and filmmakers, you may be barking up the wrong trees. If your relatives or college buds aren’t in the biz, there’s a strong possibility they didn’t understand what your project is and how the crowdfunding works. On the flip side, your actor and filmmaking contacts may be too preoccupied with their own projects to care about yours. In LA, even your mailman has a screenplay. Know your contacts.

Your second issue could be campaign length. You let your campaign run for 60 days. Someone asking you for money for over a month can become annoying. Having 60 days to donate doesn’t create a real sense of urgency. Fundraising efforts have to light a fire under someone’s butt quick, fast and in a hurry. Shorter is better.

The ROI, or return on investment, has to entice your target audiences. You can’t just send “thank you” notes or offer a dvd. Be imaginative and fun so that your benefactor gifts stand out and strike a cord with most of your immediate contacts.

Now, if none of these are the problem, it could be your outreach methods. It’s great that you put your campaign on Twitter and Facebook but, if those groups aren’t that big, that can be a non-solution. A Twitter audience of 70 followers and a Facebook friend list of 134 folks isn’t cutting it. Just blasting people with generic emails won’t work either. Few people like to be “generally” asked for money even if they like you.

Don’t send Facebook email blasts that will only get lost amongst other Facebook email blasts. Take the time to personalize. Reach out personally by phone or letter to your aunt that sends you money for every holiday. Take time to directly contact your friend that made a bunch of money online. You know who your whales are. Cater to them in a way that would put Vegas to shame.

Make sure there’s more than one way to donate and that people understand this. Ask the people who love you to help spread the word. State all of this in your video (and you should create a video to complement your campaign).

Look at these categories and see if you can re-strategize to give your campaign some momentum. On a side note, don’t forget to actually ask for the money. People need to understand that you actually need cash and that even a dollar will make a different. Say it! Don’t assume they know it.

Keep rising!

Joy

Ms. Here To Stay

Hi Joy,

Once upon a time, I moved to NYC and got involved in the improv comedy scene as well as a major Off-Broadway theater. I then got pregnant via a fast and furious romance, got married, gave birth to a beautiful boy and became a full-time mom.

At 3.8 years old, our son was diagnosed with a rare, aggressive cancer in his nerve tissue. I had the rare gift of care taking 24/7 for the next two years while he was in treatment. He was almost six when he passed away.

My heart stopped beating. I literally lost a year of my life. I changed my career path for years and didn’t pursue acting. Yet, acting never left my soul- especially independent film. I’ve now found my way back and realize that my gift is artistry that enables others to identify their experiences. I’ve jumped across the country again and am in LA acting, writing, and creating.

This is all a part of me but, should I share my story? If so, how do I do it in a way that lets people know I’m here for the long haul and devoted to acting? And, since I’m not a spring chicken coming to this town, how do I package myself?

- Here To Stay in LA

Ms. Here To Stay,

What an amazing life! To answer your first question, Yes. If it would have helped you to hear a similar story then, you should share (if you want to). As a woman, a mother, an actress, a writer and all the other nouns that make you unique, it’s reasonable to think your experiences have informed your life and your work. They’re not shameful or embarrassing. If anything, moving forward after such loss affirms your commitment to living a passionate life.

You never have to bare your total soul and you have the power to stop talking about it whenever you choose. You never know what will happen. Your journey, strength and generosity might just change someone else’s life.

If you tap into the reasons why you are pursuing your artistry again, the truth of that will be what you need to express to others. The passionate reasons driving you are what you use to let people know you’re devoted to acting and here to stay. These passionate reasons will also help others see and feel your humanity.

Don’t worry about spring chickens or any other seasonal fowl. The fact that you know some real things about real life is your advantage. Look at sharing your story with women’s lifestyle media such as “Woman’s World” or “More” magazines and lifestyle TV formats such as CBS’ new show “The Talk” with Julie Chen and Holly Robinson Peete.

Also, if you get a moment, take a look at Benu Mabhena’s case study here. This is an actress whose past informed her work in Blood Diamond and her social outreach has been a complement to her work and life.

Keep rising!

Joy

Brains of Minerva: Helping Actors Promote Themselves

Screen legend Ethel Barrymore once said, "For an actress to be a success, she must have the face of Venus, the brains of Minerva, the grace of Terpsichore, the memory of a Macaulay, the figure of Juno, and the hide of a rhinoceros."

Enter Brains of Minerva, the ultimate actor's guide to the Hollywood hustle. I recently sat down with Sarah Sido to share my thoughts (in 2 parts) on publicity, why Clint Eastwood doesn't cry on camera, and what actors need to know to get themselves in the media spotlight.



[READ PART1] [READ PART2]

One Entrepreneur On Marketing

I recently did an interview with Upstart Smart magazine about marketing strategies entrepreneurs can use to promote their businesses. The mag is the brainchild of Amber Singleton Riviere, who runs one of the smoothest ships I've ever seen. She sent details on how to schedule my interview, pre-questions, and a reminder of the interview. R-E-S-P-E-C-T to Ms. Riviere!

Take a peak at the full interview here for an overview on brand, how personality effects building and promoting your business, and 3 tips on how to spread the word:

One Entrepreneur On Marketing: Joy Donnell of 720 PR

This is part of a series called "The Entrepreneurs on Marketing," where I'm talking with entrepreneurs about their strategies for marketing and promoting their businesses. In this interview, I caught up with Joy Donnell of 720 PR.

Ask A Reporter: Gina Roberts-Grey

Gina Roberts-Grey knows a good story when she sees one. She's contributed health, lifestyle, parenting and nutrition articles as well as celebrity profiles to over 200 magazines. These publications include GLAMOUR, ESSENCE, WOMAN'S DAY, SELF, and PREGNANCY, but that's only the tip of the iceberg.

Her work has been widely translated and Gina currently serves as co-chair for the American Society of Authors and Journalists' (ASJA) 39th annual writer's conference to be held in Spring 2010.

Gina took a few minutes to share her thoughts on fame, media exposure, and what makes a profile compelling:

When profiling a celebrity or celebrity expert, what are some of the attributes that make the individual fascinating and compelling (other than fame itself)?

GRG: There are a number of factors, that are usually based on what the outlet (I'm writing for) wants or needs. In many cases, it's not necessarily "new" news. It may be a life-long cause, a medical condition, etc. In other cases it's what projects they're working on, or have lined up. In the latter, interest is usually tied to doing something new.

Celebrities live very public lives yet it's impossible for the public to know everything about them. Have you found that the famous people you've profiled were fully aware of their own public perception?

GRG: Yes, in fact, the celebrities I've interviewed take that very seriously. They're advocates for health issues, the environment, etc. and they're using their voice to get very important messages out to as many as possible.

Does the current state and abilities of media (and social media) make it easier or harder to rectify a negative image? Does it make it easier or harder to cultivate and maintain a positive image?

GRG: I think it depends on the audience. If the target "image shaping" audience is using social media, I think it may be easier. But I don't think social media is the "end all be all". A lot of fans and those curious about celebs get their information and shape their opinions based on the print and TV media.

How has the public's fascination with famous people changed over the years? Is public demand becoming more voracious?

GRG: I think the public looks to celebrities for hints of "normalcy". They want to relate to the people the see on TV, read about, etc. And are fascinated with celebs to learn if a celeb is getting divorced, having a baby or has a rowdy teen, just like "everyone else".

What are some things from the subject's team you find frustrating or counterproductive when trying to complete a story (such as unresponsive, details that are difficult to fact check, and so on)?

GRG: The red tape to schedule an interview. I've found that once you can get access to a person, they're very graceful, charming and forthright with information. However, it can be tricky to navigate the handlers, agents, etc. surrounding the person. But, I've yet to encounter a celebrity who wasn't terrific to speak with.

Visit Gina Roberts-Grey online at GinaRoberts-Grey.com

In the Spotlight But Not Shining?

I recently got an email from a woman who got anointed "spokesperson" by her company and is utterly miserable. Secretly, she had always dreamed of a gig like "spokeswoman" or even "spokesmodel," but the reality has left her feeling boring, robotic, and dull. She's vibrant off camera and away from the crowd... there's some sort of disconnect.

Even though you're brilliant off camera, you may find yourself shell-shocked in front of the media or during an event. The culprit can simply be personal fear and self-consciousness. It's been my experience that fear is alleviated through preparation. Training yourself on the speaking points until they become second nature is crucial if you want them to flow and not seem robotic.

It's also helpful to concentrate on the aspects of the business that fascinate you and ignite your passion. For instance, if you're particularly passionate about the staff and have personal stories about certain workers, try to incorporate these stories into your speaking points. The media and onlookers will respond to your sincerity.

Another possibility is incorporating your outside interests into the campaign wherever you can. If you love golf, involve yourself in a golf fundraiser and then use the press from that activity to further your message and your image.

Being your authentic self during your public appearances will help the experience seem less alien and stressful while helping you be genuine and interesting.

The TIP Sheet: Bad Press Shouldn't Get Worse

Whether you're a small business owner, a rising actor, or a city councilperson, the thought of bad press can completely freak a person out. When individuals feel threatened by bad press, they want to defend themselves, even when they haven’t been accused of actual wrongdoing. Over-reacting and being overly defensive are the worst moves to make and prove an absence of control.

The closed mouth catches no feet. So when a media crisis happens, be as non-reactive as possible. Breathe, focus, assess, and take real control.

Ask three questions:
1. Has my reputation or career been misrepresented by a biased article?
2. Will this press threaten my business success and consumer base?
3. Is reaction, like an interview or public statement, truly necessary?

If the spotlight isn’t actually focused on you, keep it off. Don’t solicit interviews or issue a press release. Instead, prepare short concise responses to serve as statements to the media as needed. Share these responses with your employees (and I mean all your employees), family members, representatives and anyone else who could approached for a statement so that everyone knows what should and shouldn’t be said.

Respond to direct media inquiries as quickly and personally as possible. Keep the answers contained and don’t get too conversational or chatty. Maintain a cool head and strive to not let the situation go from bad to worse.

The TIP Sheet: Being Pitch Perfect

Anyone who’s ever received a letter or email addressed to “Dear valued customer,” or “Dear Sir/Madame” knows how uninspiring and deflating the experience is. If you can’t address a person individually, why do it at all?

Pitches are no exception. Tailoring pitch letters is fundamentally important for connecting to the media outlet being targeted. An editor at Glamour probably seeks completely different story content than an editor at BBC, so never address them the same or give them a generic pitch.

Know the media outlet being pitched, get as specific as possible with the details of your story ideas, explain why their audience will be interested in what you’re promoting, and get that particular editor excited!

Remember, everyone likes feeling special.

From the July/Aug 2009 issue of GOINGPUBLIC, a 720 PR newsletter

The TIP Sheet

You’ve devised a great business name. You’ve bought the URL. Now what?

If you’re brand-minded and intend for your brand to have a social media presence, you’d better keep that presence consistent. It’s imperative to maintain the same username across the social media networks that are vital to your business (you know, Facebook, Twitter, LinkedIn...).

Your username should be part of your brand’s definition. Staying consistent will 1) aid in searchability and make it easy to be found by consumers seeking you online, 2) assist memory recall since once a consumer knows one of your usernames, they know them all, and 3) hopefully protect you from being brand-jacked by some random person.

Visit Namechk.com to check availability for the username you want to have in cyberspace.