People like us do things like this. Seth Godin focuses all of his marketing efforts here and it is the basis of permission marketing. Permission marketing requires empathy as to who the person is and what it is that they seek from you, the artist. Of course, you do not have to be your client, you just have to understand how it is that they see the world and believe in your belly that your art will serve their worldview as to bring them more joy (i.e., their return) than what they might have to invest to receive your work.
My focus is not on marketing, but rather on what happens once a (potential) client shows up at your door. However, I do need to understand who it is that is showing up and what they might be looking for. More specifically, I need to understand the depth of promises you and your creative business are making to the client to both bring them to your door and to elate them once you are hired to fulfill those promises. To that end, I am a perpetual student of what you, a creative business owner, do to draw in your clients.
Before we take the journey through time to get to where we are today, let us acknowledge that relationship matters more than anything else today. There are more than a handful of talented artists that can create for your clients. The end is clearly defined and noted for just about everything you as an artist will create. Such is the beauty of the digital age. What is left then is whether or not the experience of creation as much as the final creation is simpatico between client and creative business. People like us do things like this. Which then begs the question as to how any potential client can learn about whether you are the person (or persona) that will get them and what they most desire.
Back in time we go, let’s say twenty years. In 1997, the internet, of course, existed, as did email, but social media did not, nor did the ability to communicate any idea quickly. Without these tools, artists relied on referrals and/or gate-keepers to drive clients to their door. Magazines were dominant and garnered a ton of media attention. Consumers really could not discover on their own who they liked and why, they had to rely on the statements of others. No chance for the artist to define who they were and what mattered to them in any meaningful direct way.
Then came the growth of blogging and peer review. Wedding Bee and Apartment Therapy were two examples of peer review blogs that let consumers get closer to the actual experience of a designer even if not direct. Blogging and portfolios made the leap to direct communication with clients as to what any artist stood for. For the most part though, communication remained one way (comments excepted). Then, of course, came social media and the fourth wall of interaction was broken. Crafted dialogue happened and continues to happen. Crafted because the artist is still in control of the narrative.
All of which brings me to podcasting and why it is so important for creative business. If you believe that relationship is now the primary driver in why you will be hired, then the premium has to be on revealing who you are and what you stand for in a meaningful, engaging conversation where clients and/or potential partners can decide for themselves whether they can relate to your story, your world view. Podcasts done well force the artist to reveal themselves profoundly and become true dialogue where the artist is no longer able to craft the narrative and the premium for the podcaster is authentic dialogue to keep listeners engaged. The perfect storm.
Think of the implications for everyone then. For media players who need advertisers to keep going, adding a podcast which highlights the essence of the artist will become critical. Businesses that rely on vendor participation will actively support these podcasts to draw attention to the artists who use these business’ products. And validators who already highlight these artists will need the podcasts to show the human element.
The experience of creation. The divinity of art. The spirit of joy. The vision that brings creation, art and joy to life. It all begins with the ethos of those who are trusted with doing this work. We need to know who you really are. Authenticity is what podcasts make happen and their role is only beginning to emerge as a driver for both artists and clients alike. Make no mistake though, podcasts already matter to creative businesses. Podcasts offer a massive opportunity for everyone in creative business or related in some way to it. Carpe Diem.
