Career Advice

Over the last couple of years, and with his permission, I’ve been re-publishing many of the Actor’s Tool Kit columns by Bob Fraser. Today we come to number 22: The Power of No.

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When I first started writing and producing for TV, my agent was a very wise man and a straight-shooter named Leonard Hanzer.

Leonard was a smart and cultivated man, who understood the concept of Unique Selling Proposition before the geniuses of marketing figured it out.

(In fact, to my knowledge, Leonard actually invented the term “show-runner” while negotiating a contract for my partner and I. We wanted more money – they offered us a “better” credit. Leonard got us a lot more money and that unofficial credit.)

Anyway, Leonard represented some “heavy hitters” in those days: Henry Winkler, who needs no introduction, Susan Harris, one of the finest single writers in the TV business, Hal Cooper and Rod Parker, the guys who made Maude a huge hit – and when we first met with him, hoping to convince him that we were worthy of his skills, he said a brilliant thing:

“The only power that talent has in this town – is the power to deny services.”

I knew we were in good hands when he said that, because that is at the core of my own philosophy. In short, my philosophy is this: A career is built with an audience.

Period.

When “other people” attempt to move your career in a “different direction,” they are messing around with the primal force. This cannot be allowed – and your only recourse is in that little two-letter word … “no.”

Unfortunately, our craft (or art in some circles) is grounded in, based on, and dependent upon a very
different word – “yes.”

A critical ingredient of all forms of show business is the audience’s willing suspension of disbelief. The important word in this bedrock concept is “willing.”

Our main job is to convince the audience to suspend their natural skepticism – and to go along on our journey, willingly. In short, we need them to say “yes” to our show.

Thus from the beginning of writing (or developing in some circles) the story – “He is lost.” “Yes, and he is hungry.” “Yes, and the wolves are closing in.” “Yes, and the aliens are landing nearby.” “Yes, and because they save him, they all learn to live with each other … etc.” – all the way through the final production of the movie, play, tv show, or dvd-mp3-cd-playstation-gamepod-picture-phone-thingamabob – believe me, the word “yes,” will always be in constant use.

This is HOW we have learned to play. This is HOW it is done.

Viola Spolin, Stanislavsky, Sandy Miesner, David Mamet, and many many others, have catalogued and explained the absolute necessity of collaboration (saying “yes’) in doing what we do – and most of us understand that it’s fundamental to acting (or performing in some circles). It just cannot be done effectively in any other way.

We must create that willing suspension of disbelief. The trick (or method in some circles) we all finally learn – and always use, is: Get the audience to say “yes,” by saying “yes” ourselves.

But – and this is a biggie – this business (“this Broadway, this Hollywood, this West End, this Bollywood, this … Show Biz”) is another kettle of corn entirely.

In business, it is critical to use your power. And in our business, as Leonard Hanzer so aptly put it, the only power
you have is in denial of services. The ability to just say, “no.”

However, we are steeped in “yes” attitude and because of that – we often get in trouble when it comes to the business end of our careers.

That is why I advise all actors to start practicing to say “no” immediately. This is not a power that comes later – along with the limo and the red carpet, after you’ve started making good money – it’s something that you must start building now, from the ground up.

What to say “no” to – that is the question.

I don’t think anyone will dispute that one must have a serious commitment in order to achieve a career in show business (in any field, really) – and an explicit definition of what one is trying to accomplish is the first step on the road to serious commitment.

In other words, you must have standards.

Don’t worry, you can make up your own. (Please don’t take the route of some recent rock stars – “If the producer does not provide 3 gross of brown M&M’s in a Queen Anne broth tureen, the artist may refuse to appear” kind of bull – but do realize, that this part of getting your career off the ground is totally your responsibility.)

I think that a professional actor’s minimal standards should include, “I’m doing this for money.” Because, after all, remuneration lies at the very heart of the definition of ‘professional.’

All of which is to say; once you truly understand what it is that you want to do … to all other things, just say, “no.”

Do you want to make money? Say “no” to working for free. Do you want to stick by your principles? Say “no” to work that does not support what you believe in.

Do you want to do Union work? Say “no” to non-union work. Do you want to do drama? Then pass on that supporting role in National Lampoon’s “The Age of Reason.”

Do you want to do comedy? Okay, simply say “nej tack” to Swedish films.

I think you get the point.

Yes? No?

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PERMISSION TO REPRINT: You may reprint articles from Actor’s Tool-Kit, on your website or electronic newsletter. However, in order to comply with my copyright, you must also include the following paragraph with your reprint:

“Reprinted from ACTOR’S TOOL KIT, the email course just for subscribers of Show Biz How-To — The Free Actor’s Monthly.
Get your own free subscription by going to: showbizhowto.com Copyright © 2006 Bob Fraser Productions All Rights Reserved”

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PRIVACY STATEMENT: Bob Fraser Productions will NEVER share your personal information with anyone. Ever. Period.
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(updated to fix typos and unwanted line breaks)

Well, no not Glenn Miller actually. But the title of Seth’s blog post on the 12th of January does happen to be the name of the legendary band leader’s hit song. In the mood. Whatever your mood, if you’re serious about your business, you should take a couple of minutes to click through on that link and read.

My thanks to my manager, Stacey Stahl for sending the link to this post my way yesterday.

While the year is young, there are lots of folks posting thoughts, comments and wishes for the New Year. I hope you have a wonderfully prosperous 2009. If you have some time to spend today, spend at least a few of them reading Tom Asacker’s superb blog post for this morning.

My friend Blaine Parker is not only a superb voice actor, he’s a brilliant writer. I always enjoy his Hot Points emails that arrive each Monday morning. I’ve asked him for permission to reprint last weeks missive because it has so much of value for all of us.

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HAVE BUSINESS OWNERS HAD IT TOO EASY?

Indeed, there is a recession. That’s inarguable. But many business owners who are complaining about how slow business is—are they necessarily justified? Have they done everything they can to raise the level of their game? Or have they been coasting along on the coattails of an economic boom time? And now that things are slow, are they experiencing the critical flaws in their respective business models?

ADAPT & SURVIVE

There was a news story this morning about a landscaper who’s weathering the tough economic times by taking smaller jobs. The nickel & dime projects she wouldn’t have considered a year ago? Now she’s now happy to take them. While it’s easy to question the wisdom of turning down work when times are good, it’s applause-worthy to see this landscaper adapting to survive.

I’ve had clients who, a year or two ago, refused to take those nickel & dime jobs—despite my suggesting they advertise for them. Now, all of a sudden, guess who’s asking for nickel & dime jobs in their advertising.

ON THE FLIP SIDE, WE HAVE ONE CLIENT WHO NEVER REFUSES ANY WORK.

He has a long-established interiors business. He’s always made it clear that no job is too small—despite his reputation as an established, upscale provider who’s worked for important major clients. This man wears the stripes of his generation: a great-grandchild of Italian immigrants who came here in the late 1800s, he is thrifty, conservative, and doesn’t spend lavishly. He always has his nose to the grindstone and never considers himself above any work anyone has ever offered.

Guess which of our clients isn’t presently complaining about the status of his business with regard to the economy. He’s always understood commitment to his customers, and how each job, no matter how small, is an investment. It’s a seed being planted that can eventually grow into an enormous oak tree of a client.

One woman came to him with a broken caster on an ottoman. Because he gave 110% on that broken caster, she’s subsequently brought him a six-figure billing history.

HE GETS IT

The businesses who survive are going to be the ones who understand value added. Who understand customer service. Who understand they are in no way entitled to anything—they have to earn every bit of business they get.

So, what does this have to do with us?

Now more than ever is a time when a smart marketing consultant knows to be more valuable than simply taking an order. A smart marketing consultant is going to make suggestions beyond just a client’s advertising. You’ve captured a lead, what do you do with that lead to make him a customer? Once you have a customer, what do you do to keep the customer coming back? What do you do to make the customer an evangelist for the company?

Bottom line: what can the marketing consultant do to be more valuable to the advertising client—that in turn makes the advertising client more valuable to his prospects and customers?

VALUE ADDED IS A CUSTOMER KEPT

It’s all about giving as much as possible so that the customer would (a) be crazy to go anywhere else and (b) has no choice but to talk about the business to his friends.

Left-field example: ski instructors.

My wife and I just spent a week skiing at Park City. We took advantage of a program called Ski College, which is an insanely cheap week of all-day lessons. She and I split off into different groups.

My instructor was a 5-foot tall dynamo of a woman who is intense in her ability to enthusiastically convey her craft. She makes sure everyone in her class knows they can have free demo equipment from the ski shop because of their association with her.

On the first day, she asks about your goals for the week and takes notes. At the end of five days, she hands you a written evaluation of your performance, with advice and tips to progress further.

She includes her email address and phone number.

My wife’s instructor is a party-hearty dude who is enthusiastic in his ability to convey fun. His girlfriend is skiing with the group. She’s crying on the other female students about the rocky nature of her relationship with him. At the end of the week, the instructor drinks some beer with his students. He basically fits a cliché of ski instructors.

My instructor fits the model of an aggressive entrepreneur whose business is about making things happen through creating customer loyalty.

She is a cult brand of her own.

Guess which of these two instructors had double the amount of tips at the end of five days. Guess which of these two professionals has an intensely loyal customer base that thrives on subsequent expensive private lessons.

SHE UNDERSTANDS PLANTING SEEDS

There’s no reason the other guy couldn’t be equally aggressive and thorough in his approach. But he’s a different kind of businessman. He’s pleasant enough. He banks on a captive audience. He’s waiting for customers to come to him. She isn’t coasting. She’s propelling her business on greased rails.

And she’s using tools readily available to ANY business. They’re inexpensive (if not free), they’re valuable, and they’re exactly what hooks the customers and keeps them coming back.

These tools are also the kinds of things that you and I can use in our own businesses and recommend for our clients.

Businesses in motion remain in motion.

Businesses at rest…

Well, you know.

As always,
Blaine Parker
Your Short, Fat Creative Director in
Park City
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You all ready know that building relationships with clients who hire you again and again is one of the most important keys to your long-term success. I hope what Blaine and written above in the context of radio station advertising exectutives helps give you some fresh ideas about how to pursue that goal.

By the way, if you’d like Blaine to add you to his Hot Points email list, send him a note. Contact information is on his website.

Tom Asacker’s latest blog post highlights real value in the context of marketing communications. The application of what he has to say applies to pretty much ever business category and every size organization, but there is much of value for us small business types.

I especially like this point.

People are rapidly adopting technologies, routines and mindsets that remove commercial messages from their visual and cognitive views.

Just “getting your name out there” has become essentially meaningless. Read the whole piece for some thoughts about how to move forward in this new world.

Tom Asacker holds up the humble maggot for some praise in his latest blog post. But that’s not the specific reason you should read the post. You should read it because there’s a real risk you’re facing right now in your business, one that you may well not recognize. And it’s the connection between that risk and maggots that pushes me to link to Tom’s blog today.