Comeback queen of the year

Everyone loves a comeback! A successful artist will make audiences fall in love with a particular performance or work of art. Deliver the same thing time and time again, and those love lorn audience members become your fans. Easy enough right? Channel your inner orphan Annie at every show and you’re on your way to stardom. Of course, if there’s anything tabloid rag-mags have taught us, it’s that even the “stars” don’t always get it right. So, what happens when performances become subpar (Britney), you unsuccessfully try something new (Mickey), life throws you a few curveballs (Michael), or you’re just too plain busy to keep up with the performances and the persona that gave you your loyal following (Spinal Tap)? Nobody’s perfect, and when the ticket sales get low, the publicist pulls goes for the secret weapon that’s guaranteed to get results. The Comeback.

It’s been used by the forgotten (New Kids on the Block) and  unforgetable (EnVogue)– the comeback can save a career (Whitney, we’re routing for you), and if all else fails it will at least score you some extra money until you find your true calling (Jessica Simpson, being a housewife can be very rewarding. Please go try it and stop singing songs you can’t remember the lyrics to).

So what can a struggling artist learn from the Comeback?

1. Deliver quality goods: whether you are an actor, dancer, singer or writer your audience must fall in love with whatever it is you are selling. Make every performance a Broadway caliber performance.

2. Do it for the people: your reason to perform, reason for breathing, and the reason why you will book another show is because of your audience. Let the audience know that they are loved, you couldn’t do it without them, and that you actually care that they care. Stop caring about your audience and watch how quickly they will abandon you.

3. Create a brand: be known for something. You don’t have to have a tagline, but you have to have an identity. Be the go to guy or girl for one thing, not for everything. Not sure what you are great at? Ask your friends who know your work. Ask your agent or manager. Take a look at the last few gigs you’ve had. Are you the go to guy for the “all American look”? Are you the go to girl for edgy standup comedy? Help your audience fall in love with what they can rely on.

4. Do something different: Now that you know what you’re great at, do something completely different. Whatever it is, it should be authentic. Aim for success and ask your audience to enjoy the ride with you. If doing something different for you, means taking a break from the business and starting a family, then do it. Use your website or blog to let fans know about how you are enjoying your different life.

5. Listen to your heart: was that something different a success? Were you more successful at your adventures in Step 4 then you were in Step 3? Do you have a new brand or an expanded brand? If Step 4 was wildly successful and it has become the new definition of you, then Step 6 is optional. If Step 4 was unsuccessful and you are dying to get back to the way things were then see Step 6.

6. Get Back to Basics: if you were crap at being a stay at home mom, a boxer, a recluse, or simply unable to get your fans to stop quoting lyrics from some album you made 20 years ago, then it’s time to get back to basics. That’s right. It’s time to stage a Comeback. Because it is a comeback you must do what you did in Step 4, but you must do it bigger and better. Record an album and book some gigs where you can sing your new hits and the old ones too. Shoot a movie and attend a bunch of parties (it’s called networking kids), so people can see you are still alive and ready to be noticed. Hold a press conference (or just blog it on your website) stating that you are returning to your old ways. Shout it from the mountain tops that you are getting back to basics, because that’s what your fans deserve and you live and breathe simply to bring joy to their lives.

Are you ready for a Comeback? If less than 50 people (friends, coworkers, and relatives do not count), actually know who you are and what you are great at, then you are not ready for a Comeback. Instead focus on ways to build your fan base. For more marketing tips visit: www.luvmarketing.com or visit www.cionataylor.com

Luvmarketing.com is a weekly marketing blog by Entertainment Specialist The Luvely Rae

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