Introduction of a 3 part series

Things to do in the Slow Season

I am big fan of using the slow season to work on my business, since I might not be working in my business. What I mean is, the dark, cold winter months are a great time to figure out goals, strategies, update marketing materials, get some training, and organize and plan for the coming warm weather months. Why? Because the cold, damp winter is not the best time to work on my tan! Plus: laying on the couch eating snacks and binge-watching Netflix is not good for my mental or physical health (“Put the Nacho DOWN!”)

Things are slower (December-February) on the booking part of the business, so I am not spending my days, answering calls, writing contracts, preparing invoices, or determining artist availability. I have some “thinking” time to determine what I want for my business, and my life, in the coming year. Reflecting on where the business has been and where it’s going is an important part of planning for the future growth of any company, but is often pushed to the back burner by entrepreneurs who are busy “doing the work.”

One of my “slow season” tactics is to get in touch with all of the agents that I work for and review my past year’s performance with them. I actually “interview” them about performances in the past and ways we could work together in the future. An agent is someone that hires me to entertain at their event, as if I was working as part of their team. I did not attract or book that client, but instead, agree to take the job for a fee, and impress the heck out of their customer, so they ask us both (agent and me) back for the next event. My goal is to make the agent look awesome, while doing my best to please the end client: the party host.

I function as an agent for my business in New Jersey. Since I don’t live there and I don’t own a supersonic jet (yet), all of the gigs are done by artists who I hire to represent me as a “subcontractor.” I know what I look for in hiring these artists and I have discussed that in previous newsletters. Check it out

Starting tomorrow, I am going to share the results of my interviews with hiring agents who book talent for their customers. These company representatives are responsible for me getting more (or less) work every year and can often fill in big holes in my calendar via a phone call or an email.

Here is your “slow season” assignment, if you choose to accept it.

If you are looking for more work in the slow months, or anytime of year, you want to connect with agents in your area and make sure they understand who you are and what you do. They need you to impress their clients, and will gladly pay you to show up and share your superpower. Best part: you don’t have to hustle to get that client on board…the client is usually booked by the time you get the call for availability.

Okay, so that is the ‘ecstasy’ part of the story (money for impressive artistry, without a lot of paperwork or marketing hustle). Sounds easy enough.

But what about the ‘agony’? What could go wrong? Well, if I ask 100 entertainers that question, I would get an earful! Artists complain about agents all the time. But let’s look at it from the agent’s side. If you want more work from agents, and they become YOUR IDEAL CLIENT, you need to know what makes them happy?

So I am going to tell you what I learned from my interviews with agents and party planners.

This series will present the answers to the following interview questions, presented in a weekly newsletter, starting tomorrow. One a week:

1. What do you look for in an entertainer to serve you and your “end” clients? I’ll answer this question tomorrow.
2. What could entertainers do to make your life as an agent or event planner easier? This answer will be in a newsletter on 12/13.
3. What is your biggest complaint about face and body artists, specifically? This question will be answered on 12/20.