HOW TO STAR IN YOUR OWN MARKETING MATERIALS

FIT, FINISH & POLISH IN YOUR "SALES COLLATERAL" MATERIALS

At the Apple Store, the most expensive product on offer is arguably the Mac Pro, at about $10,000 USD.  A young (under-25 Caucasian, under 35 diverse) but relative newcomer to television and film, if competent and well-trained and effectively marketed with the right look, has within reach both entry level Series Regular roles on television and supporting roles in studio films.

An entry-level Series Regular role on prime time might average $25,000/episode on a 22 episode per season order.  The price to the customer (the production/studio) in this case is $550,000 / year.  The greatest pay that a relative newcomer could reasonably expect on a studio feature would likely be Schedule F, or a flat fee of $75,000 for the movie.

Therefore, the most expensive product that an actor has on offer is $550,000/year (in this example, as series regular rates vary from $15,000/episode to $50,000/episode and episode orders can be as low as 10 episodes per season).  Even your day rate is set at $1000/day: that's the cost of a brand new MacBook Air.  

Now I ask you to take a moment to consider your recent visit to the Apple Store and recall the fit, finish and polish of the sales collateral and marketing presentation of Apple products, including the brochures, web site, commercial product photography and the Apple Store itself.

Within the realm of acting, the actor's sales and marketing collateral materials take the form of acting headshots, reels and resumes.  These materials can be considered a kind of sales diorama exhibiting the product (the actor) to the customer (the casting offices and directors/producers/casting executives).

My thesis here is that actor's sales materials, given the price of the product on offer, must adhere to the fit, finish, production value and overall quality that is commensurate with a product priced at this level.

Your personal relationship with sophomoric and amateurish materials should have ended when you first read for a one-line role on a show that paid $1000/day.

Acting Up: Why Your Headshot Shouldn’t Look Like a Selfie at the DMV

Introduction: In the sleek world of Apple, where a Mac Pro gleams with the promise of unrivaled power and precision, there lies a lesson for actors everywhere. It’s not just about the product; it’s about the packaging. The presentation. The sizzle with the steak. And in the realm of acting, your headshot, reel, and resume are your packaging, your storefront window, your customer’s first bite of that proverbial apple.

1. The Art of First Impressions: Remember your first visit to an Apple Store? The pristine layout, the symphony of light and glass, the products showcased like artifacts in a modern museum. Now, think about your headshot. Is it the equivalent of a cluttered, dimly lit thrift store, or does it radiate the sophistication and professionalism of an Apple Store window? In an industry where you’re often judged in a split second, your headshot shouldn’t look like it was taken during your cousin’s backyard barbecue.

2. Quality Speaks Volumes: A Mac Pro doesn’t just scream luxury; it whispers it in a confident, assured tone that suggests, “I’m worth it.” Your acting materials should do the same. If your headshot looks like it was clicked on a flip phone, or your reel resembles a shaky home video, it’s time for an upgrade. You’re not selling a used couch on Craigslist; you’re selling a premium product – yourself.

3. Consistency is Key: Apple’s branding is seamless across platforms, from their website to their commercials. Similarly, your materials should tell a consistent story. If your headshot says “brooding ingenue” but your reel screams “quirky sidekick,” there’s a disconnect. Your branding should be as cohesive as Apple’s – minus the occasional controversial U2 album download.

4. Embracing Technology: Just as Apple innovates, so should you. Are you using the latest tools to enhance your presentation? Is your IG consistent with your overall marketing message and look? In a digital age, a bizarre selfie of you posing with a plate of Moons over My Hammy may not impress casting in the right way.  Unless you are Jake Regal, in which case, if you do pose with your Moons over My Hammy, be sure to hashtag me in the description.

5. The Price of Entry: Consider the investment in an Apple product. It's not just a purchase; it's a statement. Now, think about your acting materials. Are they a statement of your commitment and professionalism, or do they whisper, “I took these photos with my aunt’s old camera”? In an industry where your next role could range from a $75,000 studio feature to a $550,000/year series regular gig, penny-pinching on your marketing materials is like Apple deciding to sell their next iPhone in a brown paper bag.

6. The Evolution of the Actor’s Toolbox: Gone are the days of black and white headshots and VHS reels. Today, it’s about high-resolution images that capture your essence and reels that showcase your versatility and range. Just as Apple wouldn’t showcase the latest iPhone on a CRT TV from the 90s, your materials should reflect current industry standards – and then some.

7. Standing Out in the Crowd: In a sea of generic Chromebooks, the Mac Pro stands out. Similarly, in a sea of actors, your materials should make you stand out. They should scream, “I’m the Meryl Streep of headshots!” or “The Daniel Day-Lewis of demo reels!” Not literally, of course, unless you’re auditioning for a role in a very odd, very niche biopic.

8. The Sophistication of Simplicity: Apple’s design aesthetic is rooted in simplicity and elegance. Your materials should follow suit. A cluttered resume, a headshot with an overly busy background, or a reel that’s a montage of every single scene you’ve ever been in, including that one where you were a blurry figure in the background, doesn’t say “professional.” It says, “I couldn’t decide, so I chose everything.”

9. Investing in Your Brand: Just as Apple invests in research, design, and marketing, invest in your acting brand. This doesn’t mean breaking the bank, but it does mean recognizing the value of professional photography, quality reel editing, and a well-crafted resume. Consider it an investment in your future, much like Apple’s investment in that one-button mouse that seemed odd at first but now feels like second nature.

Conclusion: So, dear actors, let’s take a page out of Apple’s book. Your headshot should not be a passport photo reject. Your reel should not remind people of a horror movie because of its quality, not its content.  And when you show up at the audition your presentation should not evoke images of your debut in West Side Story back in the eighth grade.

Like Apple, you are not just selling a product; you are selling an experience, a dream, a promise of something extraordinary. Your materials are not just a means to an end; they are a declaration of your worth, your brand, and your professionalism.

In a world where your next role could either be on a hit series or in a blockbuster movie, isn’t it time your marketing materials reflect the star you are? After all, if Apple taught us anything, it’s that with the right packaging, even the simplest of products can become the apple of everyone’s eye.

Elevate your game. Polish your materials. And maybe, just maybe, your acting career will shine as brightly as the Apple logo on a new Mac Pro. Remember, in the words of a certain tech giant, “Think Different.” In your case, think bigger, better, and bolder. Your career deserves no less.