IMPORTANT: Before you jump in on your marketing, be very clear on your GOALS and even moreso your TYPE & BRAND.

A WORD ABOUT TYPE. This word makes some cringe. Embrace it- you will only be benefiting yourself. Yes, we all can do it all, but what do you do best? What will get your foot in that door? Your singing and dancing? Shakespeare? Your simplicity on camera? What makes you stand out from somebody else? Deep down we all know this, be honest with yourself or ask others you trust for their opinion. Most important, who do you get compared to in the business? An image is worth a thousand words. If you can tell a casting director, I am a combination of Martin Short and Rick Moranis then they DEFINITELY get your type. You need a clear type in order to brand yourself properly. This is the foundation of your actor marketing.

MAILINGS: Every piece of mail that you send has to be a pure representation of exactly who you are, as an actor, as a business owner, and most importantly a human being. Agents and casting directors want to work with stable and friendly human beings who they know will be professional and make them look good to their clients…Producers and Directors.

Whenever we refer to mailings, we mean targeted mailings, NOT mass mailings. Yes, it is about the quantity, the more people you target the better your odds. However, in regards to marketing for actors, it has to be about the quality and specificity of your mailings. Know your target audience and provide them the necessary information for what they do. A legit agent does not need to know about the commercial you booked.

Think big, but take the steps necessary and that are smart for your business where it currently is, and what is true and authentic to you. If you want to do Broadway and have no film credits, then only target agents who deal with theatre-for now.

MEETINGS: It takes time to create relationships with agents and casting directors. Many actors do the same thing. They send one headshot and resume to an agent they read about in the Ross Reports and then wonder why they hear nothing back. Or worse expect to hear nothing back. They don't realize that one headshot is just the beginning of the actor's marketing process.

You need to seek out the people you want to know and meet them in person at one of the many places that offer seminars, workshops and classes. For a list, see Networking Facilities under our Resources section. Then follow up those meetings with thank you cards, postcards and invites to shows. Do the work and be proactive.

Remember, what you put out in the universe you receive. Be professional, be courteous, and realize your goal is not to land a job but to build and maintain relationships with all the people you are targeting.

Cover Letters-Some cover letters express desperation rather than professionalism. You are a business owner selling a product. A store would not send a postcard which read, "I need people to come in my store so I can make money. We have good products I promise. PLEASE be interested!" And neither should you. You are your own business and you are your own product. What makes your message different from the other 40 headshots that came across their desk that day? What will make you stand out? What will make them know you take your business seriously and are up to date on your knowledge of what is being cast? A cover letter should NOT be formal and written with business language. It should sound like you, owning who you are, your type and all your intelligence and energy.

Headshots-The average person on a typical day will be bombarded by 2,400 different message and advertisements. Only 50 we will actually process and hopefully recognize. Out of those 50, we will only act on 4. How can you be part of those 4 and not get lost in the hundreds of pictures they see in a week? Before any of your mailings get sent, make sure your picture is an authentic representation of who you are. It should be you on your best day, not you after $150 worth of make-up and hair styling. There is nothing that will aggravate a casting director more than someone who does not look like his or her picture. Think natural, open, and think about your type. If you are a leading man your photo will be much different than a character actor. When you get your proofs, narrow them down to 20 or less and ask casting directors, directors, agents, other actors whose opinions you respect, whic one best reflects you. Do the work behind the scenes; it will pay off and save you money in the long run.

Resumes- One thing to remember about your resume is it will be constantly changing. It should always be a representation of how you get cast, so no need to put every show you have ever done. Focus on what you have, not what you don't have. If you're just out of school, training is the most important thing. As you gain more professional experience, those college credits will slowly go away. Make sure your resume is clear, legible, and honest. It is best to have an industry professional or a coach help fine tune your resume.