make sure you ’ re going to benefit from it in other ways that provide long-term value .
THE PLAN The one key with any kind of plan is that you have to be able to update it . That doesn ’ t mean lessening your goals , it just means changing the path to get to your goals because sometimes you ’ ll try things , and some things work and some don ’ t . Almost everything takes longer than you think it will , so you have to get started and put your plan in place .
Your goals have to be specific , measurable , and attainable . Sometimes it ’ s good to have goals that don ’ t seem attainable . They might be a bit above your head and that will cause you to stretch . And they have to be time bound . In other words , they have to have a timeframe attached to them and you have to be able to visualize them .
Another important thing is to balance personal and professional goals . If you have a family , obviously , that ’ s a consideration . But don ’ t put down your personal goals , because they are important . And they might include where you want to live – it might be the culture of where you want to work and the type of people you want to work with . You may want to travel , which is a part of a lot of careers .
THE FOUR PS
PRODUCT In the context of marketing , the first P is product . So even though you might be an artistic person , you have to think of yourself as a product . If you ’ re signed with a major label , the record company certainly thinks of what you do as a product . If you ’ re playing in clubs , at some point , they have to be able to make more than they ’ re paying you – selling beer or cover fees or somewhere else . And if you ’ re working in a company , they have to be able to resell your services and make a profit from it .
First off , you have to make sure you ’ ve actually got something to promote . We see a lot of artists and people in the industry and in many cases , they ’ re just not ready . If you pull the trigger too soon and you get out there and either you ’ re just bad or you ’ re just not ready , you ’ re doing yourself a disservice . After all , the only thing in music that is harder to get than the chance to make a first impression to a large audience , is the chance to make a second impression if the first wasn ’ t very good .
PRICE Determining your income in largely a case of trial and error . Build your value and over time you will become more valuable and increase your income .
PLACE Place refers to where you are located and where the market is for your products or services . Think globally and recognize that much of your career can be conducted online .
PROMOTION In the entertainment market , most opportunities are hidden . If you ’ re looking for a job , you are not going to find the best opportunities on LinkedIn or Indeed . So , you have to do a lot of research during your job search – you have to get out there and make phone calls and pursue the hidden opportunities in your chosen field . Sending out résumés , and doing it by mass email is just a waste of time .
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2
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FIVE STEPS
TO CAREER PLANNING
REFLECTION & SELF EVALUATION
EXPLORATION
DECISION MAKING & GOAL SETTING
GAINING EXPERIENCE
IMPLEMENTATION
You should have a bio and a résumé and great photos . Get somebody with a real camera to take your photo , instead of doing a selfie with an iPhone . References are important as well . You still need to have business cards and you should have a website . You may want to advertise and develop your sales skills . Develop a presence on Facebook , Twitter , LinkedIn , Instagram , and YouTube . If somebody does a Google search and you don ’ t show up , you don ’ t exist .
Networking is super important , so when it is again possible to attend to live events , get to where you can meet the people that are involved in what you want to do . Work on your social skills in person and online .
THE 5 TH P This is the most important skill to develop , and it ’ s where most people fail miserably . So never say die . You should not have a plan B . Just have one plan , and never give up until you ’ re dead . Pleasant persistence is the key . You can ’ t be a major pain , where people don ’ t even want to hear about you again . But again , you have to be pleasantly persistent . You have to consistently follow-up .
Make sure that you ’ re focused on their needs , not yours . If you do your research , and you know that a company needs a certain type of person , that should be the focus of your presentation .
CONCLUSION Even when you have a great plan , sometimes things don ’ t go as you expect and you will get frustrated . The most successful people get frustrated the most but have learned to deal with their frustration and pick themselves up every day and start again on the path that they have chosen .
So remember – planning , passion , and persistence . Go kick ass .
Jim Norris is the president of NWC and the publisher of Canadian Musician .
Ð CANADIAN MUSICIAN 11