Have you ever wanted to do interpretive dance?
But it is a common fantasy to “make a living as an artist.”
What this really boils down to is getting paid to do nothing but that’s another topic. (Hint: lifestyle entrepreneur.)
Well, I’ve got news for you. If you are in business, that means you are in marketing.
And marketing means being a performance artist.
You see, doing the thing, making the thing, is not how you get money.
You get money by telling people about your thing. By demonstrating how awesome your thing is, etc.
Marketing is a performance. You have to position your product a certain way. You have to explain it a certain way. You have to appear a certain way to the customer if you talk to them directly.
And since you are performing, might as well be an artist.
I will give you a concrete example.
I have written 2 books, MANIPULATION and How to Create Million Dollar Products. They are available in print and digital formats. They are awesome. I love them. And I want them to sell a million copies while people tell me how smart I am. That’s the fantasy.
Doesn’t work like that.
Since I want to sell these books I understand that I have to put on a performance. I can do that on YouTube and the website and email, etc.
But all that stuff is performance.
Now, since that level of performance doesn’t make money by itself (it encourages money but does not produce money), I decided to add this magazine to my stable of money-producing products.
The nature of a magazine or newsletter is that it is a performance. It has to happen on the schedule you have announced.
So because I know I have to perform in order to sell my books, I decided to add a structured, for-profit performance to my repertoire.
And in order to sell the performance that sells the books, I have to add even more performance, in terms of more YouTube, more website and more email.
Does that make sense?
No matter what you are selling, you have to add a performance to it.
Let’s take another example, the music school. The thing they sell is music instruction. The performance that sells the music instruction is the Instagram account, the sandwich board on the sidewalk, the new 4-color brochures, the email newsletter, the in-house contests and prizes, etc.
In the case of the music school, the performance is a pure cost. It encourages money but does not produce money by itself.
So you can get paid to be a performance artist.
(Because it’s the only way to get paid.)
And you have roughly two choices.
One, you can do a performance in order to sell your stuff, as in the case of the music school.
Or you can add a performance that sells the stuff and makes money in itself.
Bottom line: marketing is performance. Since you have to do it, make an art of it.
And yes, it is circular.