April 25, 2012 - Protection

And so I made it. The last class, the final blog entry, the long goodbye.

Anyway, now that you're older and wiser, it's time to talk about why protection is such a good idea. . . (hold for laughs) and ok . . .

When getting into business, there's going to be a lot of people who are gonna try to push you around. Bullies.

If you let them, people will take advantage of you. When signing contracts, make sure to include a cost plus clause. This ensures that when your client decides to change their mind at the last second, you won't be stuck with the bill. Instead, they get charged an hourly rate for their incessant micromanaging.

On that same thought, if you let people bargain and negotiate with you, it will never work in your favor. They will expect that same discount every time, or they'll take their business elsewhere. Stick to your guns and don't let the customer determine the price. That's not how good businesses operate.

"I'll give ya a buck-fifty."

Affordability doesn't always mean more business. If you're too inexpensive (or cheap), people some assume there's a lack of quality. Find out what the market is charging. You can still charge less than everybody else, but find the right equilibrium between quality and price.

Even if it's free, it's not always worth getting.

Next, it's important to remember that business comes and goes. Like the tides, there are low points and high points, and during these low periods, you may need to diversify and find other ways to use your expertise. If you can't write, teach! If you can't teach, publish! If you can't publish, consult! Consultants makes tons of money and they really are no more qualified than you are.

Get an accountant and get a lawyer. Sometimes there are costs to doing business. Both of these jobs are definitely necessary costs. And sometimes, they don't cost anything. These people will help you out a ton. Conversely, small business owners are always in need of accountants and lawyers. It's always a decent job market.

Back up everything. There comes a time in every man's life, when he loses literally everything he was just working on. It is the most frustrating, annoying experience one can go through, and meager steps could have prevented it. It's like locking yourself out of your house. If you had just grabbed your keys. . . The actions required to saving yourself from peril are minimal, while the consequences for not doing so are major. Back up everything.

Legally protect yourself. If you do anything creatively, get a copyright. It doesn't cost much and you have legal precedent should you find that somebody has stolen also thought of your idea. You can also join the guilds or unions. There's the WGA, the DGA, the ASC, the ACE. It's all out there, and although, they are not binding legal entities, they can at least establish a precedent for your creative work.

It's a cold, cruel word out there, but there is no more knowledge I can put on this blog. Class is over, and I am finished. I've learned a lot in writing this blog, and I've actually found I enjoy it more than I thought it would. Perhaps, I'll start my own, who knows? But, until then and until next time . . .

April 23, 2012 - Odds and Ends

So, you've LLC'd yourself, made a website, and made business cards. What's next? It's time to start worrying about money, o'course! First, let's figure out how much it costs for you to wake up in the morning.

Here's an example: Fred has decided to quit his job at Amalgamated Boredom to open up a brand new venture selling paper shredders. Fred's Shedders, he'll call it. The question is . . . how much will Fred have to charge per hour to sustain his current lifestyle? It's going to require some calculation.

Fred plan on working 8 hours a day for five days, and 50 weeks out of the year. 40 hours * 50 weeks = 2000 hours of potential work. Since running your own business is tough, maybe half that will be actual billable hours. So, 1000 billable hours per year.

Fred also used to make $50k/year + $10k in benefits. However, Fred will also have many business expenses. Perhaps $12000 worth. And then, of course there's the taxes on his business (18% per year) adding an additional $11,000. Add it all up, and you've got $83,000 year. Subtract $5000 for profit (if you're lucky!) . . . and you're left with Fred needing $78,000 every year and having only 1000 billable hours to do it. Fred needs to charge or make $78/hr selling and repairing shredders. 

If Fred decides to sleep for an extra hour. It just cost him a potential 78 dollars.

Hitting the snooze button once costs Fred $11.70

That's why running your own business can be very stressful.

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Marketing Yourself.

How will clients and vendors believe in you, if you don't believe in yourself?

Another helpful tip is to reach out to others and network. I'm not talking the drunken debauchery of a so-called "networking party." Reach out to friends first. Friends that you trust will do competent, dependable, (and sometimes free) work for you. I, for example, asked my girlfriend to make the header image for this blog.

Thanks, again!

Vendors are people you need to be able to trust. Your friends are people you already trust, so it's a perfect match.

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Doing Work

Doing the work is as easy as just doing the work. Not much can be said about doing work, because if you don't know how to do work, you shouldn't be working for yourself. So when doing work, you should be able to do work, or it won't work and you'll be out of work. How does that explanation work for ya?

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Invoicing

Some common questions include: Do I need a contract? and How much should I charge?

If you're working with your friends, don't use a contract. Contracts indicate distrust, and you should be able to trust your friends.

Obviously, you should also be in a reputable business.

When working with strangers, if it's under $2000, you shouldn't necessarily need a contract. It's small potatoes. Anything above that, though, and it's time to get the paperwork out.

For any standard creative job, it's important that you break up the money they'll give you.

So, get 33% of the money upfront. This ensures that they are committed and invested in you. It also means you don't have to use your own money for any additional expenses for working on their project. 

Get another 33% when you've completed the first draft. Not only does this motivate you to keep going, you can buy any additional materials needed to complete the project. Warren Buffett once said "Never do business with your own money."

I'm sure he said it at some point, anyway.

Finally, before giving away your final project, get the remaining money. The client has to pay first. It would be like receiving your fast food at the first window of the drive-thru. What's to stop people from just driving away with what they need?

Other than this horrifying clown, of course.

In the final blog, we'll cover just a few more pieces and wrap this thing up. I hope anyone who reads this has learned just as much as I have throughout this class.

April 20, 2012 - Making Plans

Presumably by now, I've learned everything there is to know about the world. There is nothing left for college to teach me. I'm ready get out into "the real world" and make something for myself, right? The only problem is that that is a very scary and intimidating conceit. What do I know about anything? I'm only 20! A majority of my knowledge comes from pokemon, movie trivia, and the books I was forced to analyze in high school! Well, here are some tips, anyway.

1. What are you going to do?
This is the probably the question college students get asked more than anything else. The implication being, that your current status of student will not last and it is time to actually "do" in life. The better question to ask yourself is "what interests or hobbies can I turn a profit at?"

Hmmm, I do love carrying plates. . .

2. How are you going to do it?

Even more important is the how. Life requires planning, forethought, and preparation. Naturally, there's room for improvising, but why do it if you don't have to.

3. Where am I getting the money to finance my plans?

This is why secondary sources of income are invaluable. Use 60% of income on living and stow away 40% to use on doing what you really want to. Eventually, the balance will shift to doing everything you want to be doing.

Eventually though, I can save up and live my dream as clown-magician.

4. Get an LLC

Did you know LL Cool J loves small business?

Now for some practical tips. For a mere $60-70, you can buy a certificate from your state. That's essentially how easy it is. They send you some "Articles of Incorporation." You fill them out with your original company name and they send you a diploma-like document with a nice gold seal on it, suitable for framing. And the benefits of an LLC are huge. The "LL" stands for "limited-liability."

And "limited-liability" means that when people sue you, they can't take you for all your worth. Your personal assets are completely safe! This is important if you ever get into trouble. Without an LLC, you lose the protection of your business taking the hit. Another important thing is the way an LLC legitimizes both you and your company. There's a major difference between hiring "you" and "YouCo, LLC."

Most importantly, forming an LLC also means you can start making business deductions during tax season. And you can deduct almost anything.

Exotic dancer Chesty Love got a tax deduction for her breast implants.

Bodybuilder Corey Wheir deducted his bodybuilding oil.

Professional Gambler Robert Mayo deducted travel expenses to racetracks.

5. Get Business Cards

They're easy, they're free-ish and again, absolutely anyone can make themselves look legitimate. Here are two business cards that I've kept in my wallet ever since I got them.

Or at least as legitimate as possible.

You can just guarantee that should I ever actually need a clown (or Santa Claus), I'll be calling Carrot Top.

6. Get a website.

This should be obvious. Absolutely everyone has a website. Whether you're selling bees, beads, or beats, it's just more professional. Even if you just start by selling on Amazon or Etsy, you'll have somewhere to redirect people. However, a personalized website is usually the best way to go. Also make sure you keep it updated and working. Nobody likes a site with busted links or broken images.

You've got the tools, you've got the knowledge, you've got the resources, so get out there and take a risk!

April 18, 2012 - Selling Yourself (In a Good Way)

As we reach the conclusion of the class (and consequently, this blog), it is now time to tie everything together. This topic will set out to combine many aspects of previous blog posts while providing some excellent real world advice.

Today, it's all about crafting a cover letter or a sales letter, because what it really does is sell the most important asset you'll ever get in life-- YOU!

1. Find the Person and Research

Get their address, their phone number, their e-mail, and all that important information. Then, research them. Who have they worked for?What do they like? What can you connect with them about?

Then, start it off with Dear __________, 

Make sure you get their title correct. If they're a president of the company, don't call them the manager. If they are the King of Norway, don't call them the Maharaja.

In a way, this is like figuring out your target audience.

2. Hook them in.

This is where your research pays off. Give 2-3 sentences that will grab their attention, and make you interested in the rest of the cover letter. Try to make it a little more personal so it shows you've done your research.

Just don't go overboard on the research.

3. You Want?

These next steps are identical to the ones used when selling products. The "You Want?" portion is where you detail just exactly what you think they are looking for and exactly the job or internship that you are going for.

4. I got!

This is when you started selling the benefits of hiring you! What aspects of the job do you fulfill? In what ways are you better and unique than everybody else? This is not the time to be non-confrontational or wimpy. This is a time to really throw yourself out there and put out a confident atmosphere. So, don't say things like "I may not have experience, but I'm willing to learn," because everyone says that. Show 'em what you're made of.

Not literally, obviously.

5. Buy it Now

At this stage, your prospective employer should be hungry and wanting you. So, don't give them a reason not to call immediately. Include your name, address, e-mail, personal website, or however you can be reached (carrier pidgeon?). Make it important that hiring you post-haste will result in the best circumstances for everyone.

Also as a side note: facebook is not a website. No employer wants to go online and see your inane chatter, or your drunken escapades.At least make that stuff private!

Sometimes, it's tough to put ourselves out there, but in this job market, a well-crafted cover  sales letter might just make the difference. And if you can't get this job or the next, there are always plenty of opportunities waiting just around the corner.

April 16, 2012 - FEAR

The dark side of selling. We had to get to this eventually, as many things are sold using fear. From life insurance to LifeAlert. From pharmaceuticals to presidents. Fear is a potent tool.

However, you can't just the fear tactic willy-nilly. Oh no! You gotta have a game plan. So here are the 4 steps.

1. Introduce
First, you must tee up your threat. It's sort of the "Hey You," but not with something people are happy to hear.
Did you know there's a murderer on the loose?
Didja hear about the flesh-eating virus?
What do you think of when I say the phrase "swamped in debt?"


2. Demonstrate
Why should people be scared? And more importantly, is the audience that's being appealed to in any danger. You wouldn't run a TV spot on waning libido on a kid's network, because the message wouldn't frighten them. It's also important to keep the nature of the threat in mind. Car Accident = scary, realistic, could happen at any time, preventable, controllable. Asteroid = nothing we can do, unrealistic, unlikely
The car accident is much scarier than an asteroid.

3. Introduce (the solution)
The only thing that can save you is ______. Buy my_______ if you want to live. You, in fact, become the hero because you are throwing a life preserver to the audience.

Duck and cover!

It's got to be a simple and affordable solution you are presenting. But the most important thing to remember is to . . .

4. Show

You've got to see someone using the solution. You must see the relief on their face and the worry draining away.It's best if the person using the solution is frail, weak, or innocent, because not only are they highly relatable, but it proves that absolutely anyone can be saved by whatever it is you're promoting.

"I don't have to burn my hands!"

Some final tips for making fear a factor:

-Use vivid word pictures: Instead of sea monster, try tentacled bloodsucking creature from the abyss

-Convince the audience that the threat is likely to happen

-Make the threat relatable. Who is the audience going to care about getting hurt? What will cause more panic and worry. What's more relatable-- a Bactrian Camel? or a cute little puppy?

Quick! Save him!

Quick! Kill it!

-Personalize the message by saying "YOU." Make the audience feel as if you're really talking to them.

-Finally, use the negative. Which is more effective? 

Check your smoke detector regularly so you know when there's a fire.

If you don't check your smoke detector regularly, you will never know when your house is on fire.

Until it's too late

I rest my case.

April 11, 2012 - Evolution of McDonald's Advertising (Part 1)

What do we notice? Obviously we notice an extremely creepy looking clown with a cup on his nose. But we also notice the way he is marketed directly to children. This commercial came out in 1962 when kids were gaining more and more of the purchasing power, and watched a load of TV. Kids would then convince their parents to take them to McDonald's where a "hamburger-happy clown" lived. What more could kids want?

And now they've got Dad on board. This commercial shows that the only way dad can be a hero is by taking his kid and all his kid's friends. And really, McDonald's doesn't cost that much, so why not buy your child's love? "McDonald's loves people and people love McDonald's . . . especially little people." McDonald's already knows they've got the children. This commercial first aired in 1965, so it only took 3 years. Of course, what kids wouldn't be in love with this.

Then, McDonald's introduced new products, thus expanding the world of McDonald's. The Big Mac was the signature sandwich. Breakfast was introduced so McDonald's opened five hours earlier. Then, the McChicken and McNuggets The McRib. Then, salads and McDLT's so you could pretend to be healthy. McFlurries, coffees, and everything else. Is there anything McDonald's won't sell.

Next blog, we'll hit up part 2 of McDonald's advertising.

April 9 2012 - Visual Language Interlude

Taking a small break from advertising to bring up a subject that should have been mentioned long ago. There have been lots of posts on this blog about Language, yet we missed on the one that affects human more than any other-- the visual language.

In terms of telling a story, it was the ancient production of plays that cemented in our minds, how visual narrative works. You have the proscenium arch.

This is the frame that the audience views. If characters walk to the right or left, they exit the frame of the stage, and this motion registers to us, that they have left the scene. They are not involved in the story currently and they are doing something else within their own time and space. Additionally, when they move closer to us, we know that they are becoming more personal and intimate. Perhaps they are about to divulge a secret break the 4th wall. It all makes rational and logical sense to our brains.

However, this all fine and dandy for theatre. But, commercials, television, and movies do not take place on a stage. Their frame is the camera, and it is mobile. Rather than the characters moving, we move the camera. And this idea actually took Hollywood several years before realizing. If you look at some of the earlier films from cinema history, you'll notice the camera stays in one place, and the action looks just like it might on a stage.

Just look at the first scene. The frame is static.

It wasn't until D.W. Griffith in 1915, made a story where the camera moved to change the frame of the characters. Decades later, and it is still the dominant method of using cameras and film. Over that time period, however, we have determined the three fundamental shots of the visual narrative. They each have similar theatre counterparts.

The Wide (or Long) Shot

It serves to establish. It allows us to see the context of the characters, and their connection and relationships between each other. It sets the scene and is excellent tool for creating distance between the audience and the  story.

The Medium Shot

When you can see just the top half of a body, you know it's a medium shot. When we talk to people, this is how we usually see them in real life. That's why this is the shots you normally get when a news anchor is talking. They want to appear personal and honest, like they are in your own living room. In movies, its where most of the exposition and story will take place. It's great for dialogue scenes.

The Close-Up

This is when we zoom in real close on something. It serves as an exclamation point. It draws attention to the object or the character and it invades our personal space. It is often used to build tension or suspense, which is why it's frequently found in horror movies and spaghetti westerns.

And those are the three ways, we relay all visual narratives. A typical scene starts wide, goes medium, then close-up, then medium, and then back to wide. That's because we start by revealing the world before getting to the finer details. It's just that easy.