Coherence

Consider this quote from Guy Debord:

The first duty of a revolutionary is to be coherent.

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Producing noncommerical art in an overly saturated, extremely commercial, world is a revolutionary art.

A tiny revolutionary act perhaps, but revolutionary all the same.

For any revolution to be successful you need followers . . . people willing to share your message with the world.

But people can't share your message if they don't know what it is.  That's why coherence is so vital.

And yes, talking what you do in a coherent manner is a marketing function.

As much as people need to know what your next artistic performance is, they also have a coherence message about why your organization exists, what your purpose is, etc.

In fact, many times they need that latter message more then the former.

Why?

Because sometimes the work we do isn't always that good.  It's ok, you can admit it.  Lord knows it's true where I work.

If all we ever talk about is our programming, then our programming is all we ever be judged by. 

So take ever opportunity you can to share the message behind your work.

Make sure it's prominent on your website.

Blog about it.

Do a direct mail campaign that reminds the world about why you are here.

The more coherent that message is and the more often you blast that message in the world, the better off you will be.

 

 

Comments

[Paul]

Have we reached a point where email is more effective than direct mail for outreach?

[Adam]

Depends on the audience, generally the older the audience the more effective direct mail is.

Also, audiences of all ages are sorting through a ton of email so I still think there is a role of direct mail. Where I work our direct mail (in the form of postcards) is still a really strong driver of ticket sales.

So I say use email and direct mail together, at least for now.