Who Do You Know?
There is an old saying about getting a job (especially in Los Angeles), that it’s not what you know, but who you know. Well, this is true not only in getting a job but also in getting and keeping customers. Success (rather than, guilt) by association. If you know or have met a “celebrity,” somehow your “status” goes up. And you don’t really need to “know” the celebrity. You just have to story or photo linking you to them.
I have literally physically bumped into Jay Leno, not once – but twice. Of course he apologized when it was clearly my fault (I can be a bit of a klutz). The first time was at Virgin Records on Sunset Strip. I was on my first date with my future husband. The second time was in front of a fast-food restaurant in Burbank. I lived in Burbank for many years, just down the street from the studio where they film his show. These incidents happened long before I realized the power of a photo; however, just telling this story – associating my name with Leno’s has raised my coolness factor. Think if I had a photo or even a testimonial about myself or my art. Would you think more of me?
When I learned that celebrities (of all kinds) were essential to my marketing, I started asking for pictures. Most are willing to have their photo taken with you, if not, don’t be a pest. You do not want an angry celebrity.
Share your story of meeting the celebrity with your customers. Where did you meet the celebrity? What was the celebrity doing? What did the celebrity say? Inquiring minds want to know.
My mother, Karen Campbell, owner of Campbell’s Scottish Terriers, met Joan Rivers this past Spring at a marketing conference. Joan Rivers (now with her own QVC jewelry line) commented on how much she liked my mother’s Scottie Glass Pendant. My mother thanked her and then shared the story with her eZine (email) list with the photo of Joan holding her hand. From this one eZine, she pre-sold 7 high end glass pendants. The designer was thrilled to have the order and my mother was thrilled to give her customers something that had been admired by a celebrity.
Celebrities come in all shapes and sizes. If it is someone you admire – even if they are not a “star”, get a photo and share with your list why you think they are a celebrity. Some celebrities you know, your list will not and that’s okay. Look for local celebrities as well as celebrities in your field. Start attending industry specific conferences or fundraising events that have celebrities you admire. Start collecting the photos and stories. You might not be able to use them right away and you also might be able to use them for many years to come.
As my marketing guru, Dan Kennedy, says, “hitch your wagon to a star.” Finding a way to link your name with a celebrity is good business. So, who do you know?
© 2010 Heather C. Morrow. All rights reserved
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Heather C. Morrow, owner of Pottery Daily, helps emerging artists express their true value and get paid what they are worth. Her products and services show you how to make more money, save more time while enjoying the freedom in your art. For your FREE audio go to www.marketandsellyourart.com.