Getting a Gig is a marketing process that starts when you don’t need a gig. Hundreds (or maybe thousands) of personalities have learned that the hard way this year. So start marketing! And the product is you. One of the basic tools of branding is a robust online presence. That’s why every personality needs a website.
In my seminar Take Charge of Your Future, I encourage personalities to take responsibility and think outside the traditional radio “box”. And that starts with an individual, personal branding.
Creating a great website is easier and more affordable than ever. In fact, it’s free with tools like wix.com or WordPress. It’s easy, cheap, and should be a primary part of personal marketing. Now is the time to build it!
Every Radio Personality Needs a Website
Never rely on an employer or radio group to manage a career or build a brand. It’s not their job. Even personalities in a happy, stable gig shouldn’t take it for granted that this nirvana will last.
Don’t wait until it’s an emergency.
Actually building the site is fairly easy. The bigger challenge is figuring out what goes on the site.
- Think through the site architecture cleverly. What does your brand represent? A radio show may be part of that presence, but it could also promote a podcast and serve as a portal for listeners and fans to discover your personality.
- Start with a simple home page with a large photo and personal logo, if available. Unless the site is exclusively a marketing tool for career advancement, create a hidden page like www.yourname.com/about. That way, the home page can double as a landing page for listeners and fans. If looking for a gig, provide decision-makers with a direct link to the “About” page. More on that below.
- Once the Home and About pages are in place, start building the rest of the site. But take your time. It doesn’t have to be finished in a day.
The About Page
This is where the action is. Keep it simple and easy to find the most important content. Try to include:
Highlights: List primary strengths. Don’t go into detail about every skill, but list 3-5 things that make you special.
Goals: What do you want? Shawn Tempesta is an afternoon radio personality and television host in Las Vegas. His next gig will be a morning show and he is straightforward about it. Check out his site at www.shawntempesta.com.
Social Media Links: Provide links to personality (not personal) social media sites, but only include if there’s current activity. Either get traffic and conversations going or don’t tell anyone about it.
Video: A short welcome video makes a strong impact. Avoid details, keep it brief, and make sure the video is well-lit. For tips on producing a great video, go here.
Air Check: Put a demo aircheck on the About page that gets attention and makes the decision-maker want to hear more. It’s okay to make it downloadable, but I like offering it only in an embedded player. That way, a PD will send the link to the site to other decision-makers rather than an mp3. This introduces more personality.
Include These Pages
Bio: Add a bio or resume’ page with detail about work experience, awards, community involvement, and skills. Lead with strengths and don’t be shy about sharing personal information for a window into your personality. Include a link to download the resume or bio on this page. Check out Corey Dylan’s resume. This would also make a great About page.
Video: A sizzle reel in a large window at the top of a video page is a great way to condense longer clips and show versatility. For some stations, video content creation a priority, so it’s a good idea to showcase the greatest hits from videos you’ve created.
Air Checks: The About page includes the main demo. This page should include the greatest hits tracks in their entirety. But put them in individual files, not one large air check. This allows decision-makers to hear a full range of content. For some personalities, it’s a good idea to include a full show in one file. Just be sure it’s a recent show. Nobody wants to hear what it sounded like a year go.
Podcast: Every personality should have a podcast. It’s a great way to develop skills, whether or not the podcast is ever heard. Do you have one? Is it good? If so, include it. If that podcast hasn’t connected with an audience or is exclusively to develop new skills, leave it out.
Testimonials: Like any business to business site, specific testimonials are effective. Share a few from former and/or current bosses, colleagues, press outlets, consultants, and radio pros. They’re easy to get just by asking. Ideally, get a video testimonial from a respected source. If that’s not possible, get a photo and written testimonial.
Photos: Use them, but don’t go overboard with too many photos. Sprinkle in a few, but a library of pictures posing with celebrities isn’t necessary.
Blog: Are you a writer? Include a link to a blog, or at least the best content from it. If writing isn’t a strength, leave it out.
Krystina Ramey is one of the most effective personality marketers I’ve met. She explains her approach:
Check out Krystina’s website here.
Getting That Gig is a marketing process, and the competition for attention from decision-makers is intense. The good news is, programmers managers and VPs are anxious to find great talent that can make a difference in their company.
Every personality needs a website. Get started today and use it as a promotional tool for your personal brand.
Seminar on Demand: The Get That Gig Seminar on Demand
Get That Gig: Start With a Great Resume