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Dear John

How can I get more work?

Question:
Another tight Christmas approaches and not a peep from my agent. I'm sick of struggling all the time, what can I do to get more work and make more money?

Answer:
Although this column - along with many other industry professionals and bodies - is doing all it can to expose and eradicate the upfront fee and all talk no action merchants who blight this business, I have never been one to hold the opinion that the vast majority of legitimate agents aren't out there slogging away diligently and usually thanklessly on behalf of their clients in what can be an increasingly narrow and difficult market. Some of those lucky clients may as a result be currently treading the boards as genies and fairy godmothers, but the rest of us who may not have made the panto cut may just have to accept that even the best agent in the business can't manufacture parts where none exist. Be proactive is the refrain of seasoned professionals and sensible agents alike, but how exactly does one go about that? Dear John has been proactive and buttonholed two experts who specialise in small business advancement for some practical suggestions.

Jasmine Birtles is a financial expert, TV presenter and founder of money-making website Moneymagpie.com She can often be found on TV and in the press making financial issues comprehensible and even (gasp) fun for those of us not born with a calculator in our brains. She has also presented BBC1's Homes Under the Hammer and financial series and reports for ITV Scotland and UK Style TV and BBC Radio. Her 36 books include her latest, The Money Book - Control Your Money, Control Your Life. She has also paid her dues as a comedian on the stand-up circuit.

"If you want to get more work and make more money, you need to remember you are first and foremost a business person. The point that your business is performing, doesn't alter the fact that you need to use business principles such as marketing, networking and creating work opportunities to make progress. How many other successful businesses simply wait around for work to come to them?

"Stand back from your career and think creatively about your product range (your performing or other skills) - how can you use them in alternative ways? Can you teach them, can you do a website or a blog on the subject (you can make money through advertising and affiliate schemes on these), can you create a programme for corporate events with them? Get together with other performers with complementary skills so you can then offer yourselves as a team for corporate events or for joint workshops.

"Also, you need to get out there. Don't ever wait at home for your agent to ring. Get networking - not just with industry people, but business people, people from all walks of life. Get business cards printed (you can get great ones through www.moo.com) and take them with you wherever you go, but don't offer them first when you meet a new person. Remember, the best performers take their cues from the audience, even if the audience is one person - ask them first for their card and only give yours when they ask back.''

David Thomas

David Thomas runs a training consultancy, David Thomas Media, which helps freelances and small businesses get their heads around basic business skills. He has helped hundreds of people to get organised and focus their money-making ideas. Clients include the broadcast union BECTU, the BBC and ITV.

"As Jasmine says, most freelances and self-employed people I meet see themselves in a passive role, at the beck and call of potential employers. Even for actors, nothing could be further from the truth.

"Viewing yourself as a business will encourage you to have a plan and professionalise your image. You can start by answering such questions as, what is the market for what I am doing? Who are the potential clients? Who is the competition?

"You may know this already, but have you ever written it down? Putting it on a piece of paper will force you to think through the answers a bit more. It will also give you a bit of perspective on your business. Most people just focus on the bit about potential clients.

Take time to research the other questions too. For example, try to write down what you do that makes you different. Everyone is unique, but until you know what it is that people like about you, it will be difficult to play to those strengths.

"You can find answers to this by asking previous employers why they gave you the job, or trusted friends what they think you do well. You may be surprised. You may think someone gives you a job because of your acting ability, when in fact the clincher was the fact that you turn up on time and are fun to have around.

"The other advantage of thinking of yourself as a business is that you can plan your diary more effectively. Give yourself days at work and days when you are enjoying your private life, even when you are not working for a client or employer. When you are at work, do all those boring things like meeting potential new clients and keeping track of your expenses. You don't get paid for those days, but they are still part of your working life. Thinking in this way should make your working life more productive, and your personal life more enjoyable.'''

John sums up

While agreeing with Jasmine and David that some business analysis is time well spent for any performer who wants to be in a better position this time next year, can I also encourage you not to fall into the common trap of thinking you'll get over Christmas and make a fresh start in the new year. Doing something small every day - be it writing a few lines of your one person show, sprucing up your promotional materials or even doing some volunteer work, is always going to get you further than mentally completing grand schemes and plans in the future. Jasmine and David will shortly be running a Business Brains course for freelances and people setting up a small business, which will be equally relevant to anyone in the business of performing. And I have used my own business brain to negotiate a discount for any Dear John readers. You can find out more at Jasmine's website.

* Jasmine Birtles' website is www.moneymagpie.com

* David Thomas' is www.davidthomasmedia.com

* Feedback/queries are welcome to dearjohn@thestage.co.uk
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