Hey Dave – You had an article a while back about using quotes from clients as promotion on websites. I’ve been doing sets for some local businesses and clubs and the people who hire me say they like what I do. Can I just take what they say and post it on my website or do I need it in writing? How do I get these quotes? I want to move into doing better paying corporate shows. Thanks – H.P.
Hey H.P. – You have a good memory. I ran an FAQ and Answer last June about using “Blurbs and Letters of Recommendation.” Since I only keep these ramblings posted for six months before hitting delete, it’s no longer online. BUT because I’m a good guy (play along if you don’t actually know me) I’ll paste it at the bottom of this one in case anyone wants to check it out.
So we’ll consider this FAQ and Answer a two-parter. Two for the price of… well, nothing. Geez, maybe I should move into a better paying market.
“I’ve had a perfectly wonderful evening, but this wasn’t it.”
As a brief synopsis, the earlier article talked about what you’d want a client to say about you and your performance in a good letter (or email) of recommendation. I pointed out that at best it would be an advertisement for what you contributed to the event – and an enticement for potential clients to hire you for future gigs. Then you would pull out a line or two (a “blurb”) to post on your website, similar to a short positive review you’d see on a book cover.
But I won’t repeat all that. The article is posted below so we’ll just continue from here…
As a lot of comedians and speakers know, a letter of recommendation is never a slam dunk. In other words a client may promise to send you one, but that doesn’t make it a guarantee. It doesn’t (always) mean they didn’t like you or your performance, it’s just sometimes they find work, life and other important stuff takes up their time.
They might just forget.
What I suspect is that writing a letter of recommendation – at least for some people – is like doing homework. They may look at writing as “work” or they really don’t know how to put their thoughts into words. They’re not writers like most comedians and speakers, and will put it off the extra work until… like… forever.
We’ll deal with those procrastinators in a moment. But first…
To help jolt the memory of clients who might not realize the importance of a letter of recommendation to your career, here’s a tip I learned a long time ago from successful speakers and comedians.
And believe me – it works a LOT more than it doesn’t…
Always take a self-addressed, stamped envelope to all your gigs. When you’re talking with the client after your performance and they’re telling you how great you were, the audience loved it, yadda-yadda-yadda, come right out and ask for the letter. They’re already giving you a positive review, so just make it part of the conversation. And when they say yes – and they will if they’re heaping praise on you – hand them the envelope. Tell them you’re making it easy for them.
Sign here please!
Seriously. I’m not joking.
Before I started doing this, it was always hit or miss on getting a letter. But once they have the SASE it apparently makes it easier for them to remember. I also suspect they would feel a bit guilty having that envelope and not following through on their promise. So for that reason alone, let’s call it the guilt factor.
It works more than it doesn’t.
It also helps if you send a thank you email, letter or postcard – depending on how you’ve been communicating with the client before the gig. It’s the follow-up that you should be doing anyway. If you haven’t received one by that time, use that opportunity to remind them about a letter of recommendation.
BTW – an email of recommendation is also acceptable. Just like using quotes and photos in a book, I feel it’s important to have something in writing from the person recommending you as proof of their permission. A verbal quote is fine, but they may forget, see their name on your website and… well, like any good business deal having something in writing is always best.
If you still don’t get the letter AND especially for those clients who really aren’t writers and plan to put this off forever, here’s another option. And again – I don’t make this stuff up. I was given this advice by a highly paid and constantly working humorous speaker at a meeting of The National Speakers Association (NSA). And the reason I’m telling you that is because I found making that reference worthy of being a “blurb” to back up this technique…
Make the call
If you haven’t received a letter a week after your performance, call the client. Since you’ve already worked for them, you should at least have a one phone call relationship where you can again thank them for the gig. You can also ask for any advice or feedback about your performance.
If they have good things to say – and they should if they said it after your performance – ask again about a letter. If the client apologizes and has excuses about being busy, etc… Offer to make their life easier. Ask if you can write the letter (or email) yourself and send it to them.
Again – I don’t make this stuff up. I’ve used this advice and it worked for me – and obviously for the guy that gave me the tip in the first place.
Remind the client it’s important for future bookings or that talent agents and event planners really need recommendations to work with you. Say you’ll write something simple, will send it, (email or with a SASE), and they can edit or change it any way they’d like. Your request is that they email it back with their “okay” (endorsement) or copy it onto a page with company letterhead, sign and return (using your generously supplied SASE). You can usually hear them breathe a sigh of relief on the phone. They just got someone else – you – to do their homework for them.
Okay, most working comics and speakers are probably thinking this is elementary stuff. They know about this. So my excuse is that these tips are for the newbies that don’t. I’ve mentioned this to beginning comics in my workshops and can see eyes light up. Yeah, these are good ideas and they work.
One generous reader also sent me an email about the importance today of having video letters of recommendation. Again – great idea!
Always consider filming your performance (ask client’s permission first). It could be for promotional purposes or just a way to review your set. If the client or audience members are giving you high praise after your program, ask if they would say it into the camera.
Seriously – again – I’m not joking. Along with a lot of other comics and speakers, I’ve done this and it works. Add their video endorsements to your promo reel. As I said in the earlier article pasted below, it’s always better when someone else is telling the world how great you are – rather than you having to talk yourself up.
And speaking of the earlier article, you can scroll down past all my shameless promotion and comments request below and start reading.
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And now as promised…
Blurbs and Letters of Recommendation
First published June 16, 2016
Hey Dave – I remember you had an article about what goes into a good recommendation letter. I have a few from doing corporate shows and fundraisers. Since you’ve also pointed out that promo is online I was wondering how to get these letters in front of talent bookers. It’s not like the old days when we could make paper copies to send in with a promo package. Thoughts? – J.W.
Hey J.W. – The article you’re talking about was on what would go into a good letter of recommendation. The idea is to share a client’s positive review about your performance and what you contributed to the event. The idea is to show potential clients, event planners and talent bookers you have a track record – experience – at helping to make other events successful. And as we know, they also want their events to be successful.
Here are a few examples of feedback that work in a good letter of recommendation:
- Great performance
- Lots of laughs
- Engaged the audience
- Easy to work with
- Great audience feedback
- Went out of your way to make the event a success
All that type of good word is… well, good word for you.
You still want to collect letters – or emails – of recommendation. But yeah, the days of printing up paper copies are pretty much ancient history. That’s good for the trees – and also good for streamlining your promotional material. Not to mention saving postal costs from the days when we had to send everything via snail mail.
Today everything goes on your website. And like a modern 15- 20 second television commercial (in the “old days” they could last a minute or even 90 seconds) you need to promote yourself and your services with the best attention-grabbing statements.
What you are looking for is one great sentence or a few short ones together that you can pull out and use on the homepage of your website, LinkedIn, Facebook or other one-page promo.
“J.W. was very funny and our audience loved him. We look forward to working with him again.” – name of client / company / event, etc…
The idea is to use this sentence as a blurb, which is a short and positive review similar to what you see on the back of book covers. Or now that so many books are eBooks, these blurbs – recommendations from reviewers – usually follow the book cover image. These are enticements, which is another word for advertisements that will keep potential buyers interested in buying the book.
I know I’m getting off track (my track record?) but for an example of how a good blurb should be written go online to the Amazon.com and look for Kindle books.
You don’t need a Kindle reader to do this. Find any book and click the Look Inside feature. The following will work with almost any eBook…
When you click Look Inside a separate window will open and you’ll get a free sample of the book to read. It’s just like the “old days” of going to your local bookstore where you could pull a book off the shelf, do a quick look and decide if you want to buy it or not.
Ebooks do this online for the same reason. You can read a sample before you buy.
Okay, like I said I’m going off track (you were warned) but follow me on this. It’ll make sense at the end…
Unlike physical books with real paper pages, eBooks only offer the beginning of each book you want to sample. It’s usually only the first 10 or 20 percent. To see the rest, you have to buy it.
So publishers and advertisers (enticers) need to grab a reader’s attention right from the first page and hold it for that first 10% or 20%. There should be no wasted space.
So instead of being similar to a paper book that starts out with title pages, copyright pages, dedication pages, thank you pages, blank pages and other traditional book beginnings, it’s important for eBooks to entice readers right from the very start into purchasing the book. There is also no back cover for an ebook to display descriptions (advertisements) about what’s inside.
So immediately after the cover image you’ll see a short overview (enticement) of the book and the best reviews (advertisements). Since the publishers want to display as many good reviews as possible to convince you to buy it and only have 10% to 20% of an ebook to do that, they’ll only use the best statement(s) from reviews that were probably longer.
These are blurbs.
Following the blurbs the same will jump right into a Table of Contents (more enticements) and the beginning of the book. This gives potential buyers an immediate feel for what they’re buying. The copyright pages and all the rest of the legal stuff and personal comments (“Thanks mom and dad for your support!”) will appear at the end of the eBook. The legal stuff is needed to keep the government and tax man off your back, while the personal stuff keeps family and friends happy. But none of it helps to make a sale.
Now, to get back on track. I detailed these standard publishing techniques because…
You need to start thinking the same way. You’re selling your service just like publishers sell their eBooks. These online books are great FREE examples of how advertising (blurbs of recommendation) should look and work for you. Take a look at the short and attention grabbing one or two sentence reviews at the beginning of an eBook and you’ll understand what you should be looking for in a letter of recommendation. You’ll know what to pull out and use on your website and in your promo material for a blurb.
Get great blurbs (advertising) and put them where potential clients (buyers) will be sure to see them – near the beginning of your promo. It will entice them to read more about you. And if they like what they read, they’ll continue to read. And once they know more about the positives you can bring to their show or event you’ll have a better chance of nailing the job.
You can also check out websites for other comedians and speakers. Any of them that have great letters of recommendation will have the best blurbs posted online for potential clients to read. It’s also common to have a “Reviews” page linked to the home page with a list of blurbs.
Websites for working comics and speakers are loaded with them.
The deal is that you can talk yourself up all you want and great salesmen are skilled at that. But nothing beats someone else talking you up. That’s what a great review – blurbs and letters of recommendation – will accomplish.
Copyright 2016 – North Shore Publishing.