The Art of Promotion

By Dianne de Las Casas

In a world full of media blitzes and advertising spots, how does a storyteller avoid the pitfallsof the hype and hoopla associated with everything from soft drinks to tennis shoes? These days, it seems everyone has a story to sell. So how does a storyteller differentiate him/herself from the rest of the pack?

Though storytelling is a "word of mouth" business, as with any business, there is still the element of self-promotion. Many tellers struggle with the fact that they are involved in a personal art form, from creating the stories to fit their intended audience to involving their audience in the telling of the stories. And that in order to garner business, they have to involve themselves in the very impersonal business of advertising and mass mailouts. How does a storyteller reconcile these differences?

First, look at your storytelling business and your goals. What audience do you intend to market? How are you reaching your intended audience; how are you garnering new clients? After you have answered these questions, you need to decide if you are satisfied with your current results. If the answer is no, then perhaps a re-evaluation and a change of style is warranted. You can engage in a mass mailout, an ad in a trade magazine or a regional newsletter, a telemarketing strategy, personal visits to potential clients, or invitations to a free showcase. However you decide to promote your storytelling business, consider the fact that once you are in touch with your potential clientele, you can leave them with a very personal impression. And that will be the touch that differentiates you from the rest.

Storytelling is a very personal art form and marketing can be that way too. It depends on how you approach your potential clients and what you leave them with. You can still remain a storyteller without becoming a story seller. It also depends on your outlook. Don't look at it as the art of promotion; look at it as the promotion of art.