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 now mostly online, I was wondering how to get these letters in front of talent bookers. It’s not like it was in 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 goal 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 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…
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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 promotional strategy 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.
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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 (for all of us) 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.
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