Acting Like A Business

By Bob Fraser

The punctuation of that headline can change things. For instance, you might read it as "Acting: Like, a business..." (the ‘dude’ would be optional).

Isn't punctuation fun? I hope you think so, because writers believe good actors see punctuation as the "notation" of the score. You know the score, right?

But the truth is that our headline needs only a period.

The point of the headline is simply this: Too often we actors get so caught up in the sub-atomic details of our 'inner lives,' our insatiable desire to perform, the lengths to which we will go to satisfy that itch, our financial distress, and our recent lousy experiences with the business – that we tend to neglect our real interests.

Take it from an old fish – who has traversed these waters for over 5 decades – in real life it is an absolute necessity to view your acting career as a business. A small business to be sure, but one that has the potential to grow into a rather large small business.

And, as naturally as putting on weight follows Krispy Kremes and Coca Cola, we must conclude that in order to have a successful small business, we are probably going to have to learn some skills that will help us in ... ("Anyone? Anyone? – Bueller?") BUSINESS.

It is very important to grok the concept that your business is very much like any other small business. The first concern of business is to develop a large group of satisfied customers. Here’s where some actors come a cropper. Other actors, production companies, agents, managers, casting folks – are the suppliers, sales people, distributors, co-contractors, and marketing people.

My friends, they are other businesses, with whom you hope to do some joint ventures. These other show biz folk are not your customers. An actor's customers are called “the audience.” The bigger the customer-base we bring to the table, the more our business is going to flourish.

Forget this (or argue with it) at your own risk.

Now let's have a look at the things we must do to keep going – and begin the process of sustaining a "going concern:"

Keep improving the product. You are the product ... the rest is self-explanatory.

Public relations, sales, advertising and referral business contacts are four fundamental areas of business that must be attended to. These things are what bring you new business. They are all important to sales. 

You will probably have to start out doing these things on your own.

Public relations is mainly about being nice. Charming. Memorable – in a good way.

When it comes to sales, here are a few important concepts:

Be dependable. Why do you think you hear "It's dependable" on so many commercials? Dependable (on time, off book, in the zone) is a big part of the sales pitch.

Deliver the goods. Delivery is another big advertising pitch – for good reason.

Be easy to work with. This is a good beginning, but the key phrase you want attached to your efforts is: "A JOY to work with."

Advertising: Since advertising is a scientific enterprise, your headshot and résumé (and your online presence) can be tested for effectiveness – so you should test.

For instance, direct mail advertisers (who mail unsolicited sales pitches) consider 3% a minimum effective return. It follows that we should consider our unsolicited direct mail the same way. If you are not getting called in 3 times for every 100 headshots (or other mailings) you send – maybe it's time to try another headshot or mailer.

Test.  Which means you have to keep accurate records. Like sitting down and counting and listing and math and stuff.

I know – yuck.

But if you don’t do it, who is going to do it for you?

Referral business contacts. This is the sole reason to act without getting paid. Student films, Equity-waiver, and actor-collective productions are okay – IF you are meeting and working with people who are better than you are.

If you are the best in the group, it’s probably time to move on.

The best way to make business contacts is to be involved in your own life and your own business. Like love, business contacts will come to you in the strangest places. You will meet people at the gym – the museum – the produce section – the Krispy Kreme store…

But there are rules. Try very hard not to be anxious, or grasping, or needy – or – just like with love, you can "go too fast."

In the final analysis, you will have to handle the elemental business things of your acting career – or they won’t get done.

All you have to do is be nice, dependable and a joy to work with. You’ll also want to become an advertising number cruncher, a memorable collaborator and paying attention to your customers – all while still having an outside life.

If this is not how you naturally behave and you can't (or won’t) develop these habits – well, there are other businesses where being nice and a joy to work with aren’t really that important ... like morgue attendant.

Just kidding. I know you. I know you'll pay attention to business.

Because – as we've already established – you know the score.