Claiming to be a classical singer is like putting a billboard in the driest part of the desert. Whether you specialize in singing recital music, operettas, or oratorios, the professional singing services you offer remain intangible until you give people something they can touch, see, move, and (most importantly) hear. Everyone knows that marketing is key. But it is not enough. What you need is professional singer marketing...with added zest!
Business cards. Keep business cards with you at all times no matter where you go. Enter the words "free business cards" into any search engine to find what you need. Then, improve the quality of your cards as you earn more money.
Add Zest: Spend your first $30 on double-sided business cards. All contact information goes on Side A, leaving whatever you want for Side B. Add copy that distinctly represents your voice. You can add a motto or saying, or feature some sort of performance discount for that special business card recipient.
Professional Photos. Prepare to spend at least $200 for one hour of studio time with unlimited snapshots and at least one touch-up. No matter what package you buy, opt for color photos. You can always change color photos to black-and-white.
Add Zest: Have duplicate 8.5" x 11" hard copies printed, and buy a small stapler little enough to tote around with you. That way, you can staple a business card onto the front of a sheet of paper, and a headshot onto the back of that same sheet of paper. What is the paper for? Your new resume!
Resume. Nothing compares to a flawless resume to get your foot in the door. Do not give anyone a reason to question your performance abilities--least of all a substandard resume. Use the tried and true sections of success, like Experience, Education, Awards & Achievements, etc.
Add Zest: Make your singing experience demand attention with high-quality resume paper. And don't just list what you sang. List each statement as an achievement! The PAR standard (problem, action, result) applies in the classical music industry as much as in any other industry. This approach will help to promote you as an experienced master singer. (Or the next up-and-comer to watch!)
Website. No one will take you seriously without a website. Enter the words "free website hosting" into any search engine to stake your claim on some virtual real estate. Then, improve the quality of your website as you land more paying gigs.
Add Zest: Grab some friends who are also singers, pool your funds and connections together, and create a network of individual websites that point to one another. This kind of cooperation creates the best synergy. Who knows? Four of you could end up singing in a solo quartet together!
Presence. Be seen online, like in classical music forums and blog post comments on other bloggers' websites. Also, be seen offline, like at contests, pay-to-sing events, etc. Finally, be seen in print, like in program notes and regional newsletters.
Add Zest: Be seen in locations and contexts where few dare to go. Upload a video of yourself on YouTube. Don't be afraid, don't be perfect. Be seen! Audition for that "impossible gig." Promote your services and talents--shamelessly.
For more outside-the-box self-promotion ideas, read George Sandow's blog. Much of what he discusses is written with symphony orchestras in mind, but most if not all of his suggestions apply to individual, professional vocalists as well. Do what you must in order to market yourself. You will find that little by little, each marketing activity harmonizes into a sonorous chord of success.
Joe Redd regularly performs as a tenor in a variety of classical singing projects in New York City. He wrote this article while discovering ways to make singing a fun, creative, and meaningful experience for all. You can find out more about him at http://www.joeredd.com/.
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