A Little Polish Goes a Long Way

Ever see a beautifully decorated home in a magazine, hear a song on the radio that makes you bob your head or catch a photo on a social media platform that is so well-composed you think to yourself "I could do that!"?

I have. Then the understanding of the knowledge and skill that the person(s) who pulled it all together has sets in - along with the realization that although I probably could do SOMEthing, my finished product wouldn't be nearly as polished.

The issue isn't just doing it - but doing it WELL.

As writing is one of the very first things we learn in school, it's not a surprise that many, many people think they can do it well. There are lots of folks who have a way with words and can compose the heck out of a letter or company report - and that's great. The problem is this: composing a bio, putting together a press release, connecting with reporters, podcasters and radio hosts or answering emails from those who reach out to connect is much more than stringing words together coherently.

How hard could it be, right? It's just a quick summary or note. If it means saving a few ducats or avoiding the hassle of finding a person to assist, it might even seem like a great idea - until the understanding of the knowledge and skill of the people who pull things like these together all the time sets in.

Like any job, publicists don't spend time doing just one thing. Most are really strong writers, but they are also good conversationalists, great researchers and excellent relationship builders. The press contacts they've developed may have taken years cultivate. And those quick phone convos and emails sent are all about polishing those efforts to make the clients that employ them shine.

That polish is how they do what they do WELL.

More than a few people I come in contact with erroneously assume that polish isn't necessary and treat it as a thing they could just do without. The details in how a thing is said, they feel, aren't nearly as important as what is said.

They are also the same folks who never get their event specifics out on time, take forever to answer email queries and drop the ball on important dates. Seriously, if you handle your marketing and publicity yourself but keep people waiting for details, have even a few emails that you haven't answered or make people chase you down via social media inbox or instant message, you might not be as up on your "I can do that" game as you think.

Think about it this way: If you needed new windows for your home, you'd probably talk to an expert who knows the nuts and bolts of window glass, locks and installation costs, I'm sure. And if you hurt your foot or eye, you'd try to find professionals who specialized in treating injuries like yours because of their knowledge of the ins and outs, right? Why should your publicity needs be any different?

While the seeds for your next book, EP or event are still taking root, why not give a person who specializes in publicity, marketing or public relations or holler? They've probably been there and done that WELL already. Let them help you figure out how to do it WELL, too.

Me and My...Bio

Having worked with video production teams looking to interview people about their art, product, service or activity, we've discovered that one thing almost always holds true: In order to effectively help tell your story, some kind of background information on you, your company or your event will be needed.

The most preferred way of getting that info out is via a biography - or a bio for short.

A bio is a written history of a person's life. It doesn't necessarily have to contain everything that's happened since you drew your first breath, but it should contain the basic information of where you were born or grew up, how you began doing what you do, your influences and the like. Ideally, you want to write it in third person (SHE did such and such as opposed to I grew up...), and a quote from you that sort of encapsulates how you feel about your passion is a nice touch as well.

What your bio shouldn't do is create more questions than it answers - and if you start it by telling only when you created your business or when sold your first painting or theme song, it will do exactly that.

So begin at the beginning. Was it a parent, teacher, family friend or person on TV that first got you interested in your passion? Did you begin dancing, singing or performing in grade school or were you a late bloomer who started in high school or after? Did you have a dramatic career shift or was your path to where you are now a straight one? What was the turning point that made you decide that doing this was what you would do for the rest of your life?

In other words, tell the whole story. Sure, there will be nuances that will come out during your interview, but the person conducting the interview won't know the framework unless you give them an outline from which to draw. Inquiring minds want to know, they really do.

Don't forget to mention any collaborations, regular activities (like a weekly, monthly or annual event) and what is next on the horizon. Even if you don't, chances are that the last thing your interviewer will ask of you is exactly what's coming up next.

Artists who have had regular gallery appearances or performers who have been part of various productions might want to also list where their work has appeared or might have be seen. Rest assured: in a bio, you really can't give too much information about yourself.

And by all means, don't be afraid to toot your own horn. If your work appeared on the New York Times Best Seller list, you starred in a play or movie with a huge celebrity, an ensemble you danced in was choreographed by a big name in the business or your last EP was mentioned in Rolling Stone magazine, say so. It's hardly bragging if it's true, so...

Your bio is your time to polish your accomplishments and put them on display in all their spit-shined glory. Make sure it gleams by getting someone with strong writing skills to help you craft yours or by hiring a company like ours to put it together with you. Don't wait until you are asked to produce one to have it at the ready. Especially if you are a creative looking to show the world your stuff, your bio should be the one thing you always want to include with your work.

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