If you’re dealing with agencies and bureaus then you might need to send them a press kit and if your press kit sucks then you won’t get booked. Although you might want a press kit, keep in mind that event planners always prefer a video so they can see you in action so no matter how good your press kit is, if you don’t have good video footage then you need to slap yourself silly.
But what goes into a press kit? What makes a good one? Let’s break it down.
First, your press kit must be in PDF form so you can have it online. Nowadays, there is no reason to have printed versions of your press kit. People want information fast so learn to be Speedy Gonzales and make sure you can send your press kit in an email or make it downloadable on your website.
Online Press Kit Template:
4. Show Description (include only if you’re an entertainer)
5. Speaker Topics/Description (include only if you’re a speaker)
7. One Sheet (this can stand alone)
So those are the things I include in my press kit but lets get into more detail. Starting with
The Introduction Page:
This page should give a description of what it will be like working with you. Speak in terms of “whats in it for them.” Whenever you’re doing any type of marketing, always let people know what they get out of it because nobody cares what you get. Speak in their language even if they’re JarJar Binks from Star Wars.
You will notice in the picture, I make it easy to read. The benefits are highlighted in purple (my brand colors) and they’re in bullet points.
The reason for the bullet points and highlighting it is because I want the eyes to gravitate towards the benefits. The eyes should focus on “What’s in it for me.”
The next page in the press kit is the clients page. This page is really simple but it is the most important page out of all of them. Why?
Whatever you do, do not include this page if you only have a couple of clients because it will make you look worse. The power of social proof is only harnessed when a lot of people are gravitating towards one thing.
The client list comes second in the press kit because you want to start off with a good impression from the outset. You want to indirectly tell them, “Hey, I’ve performed for all these guys so if you don’t hire me then yo mama won’t be proud of you.”
You will also notice that I make the clients easy to “read at a glance.” Always keep in mind this simple concept from copywriting…People don’t read, they scan
That’s why you should make things easily “scanable” for your press kit. Your eyes gravitate towards the logos and then you finally look at the list of clients that are written below. These clients are neatly spread out and every other line is highlighted in purple.
This isn’t a normal biography. You don’t want to talk about yourself and keep telling people how you love cuddling with your care-bear.
What’s the number one rule when marketing yourself as a speaker and entertainer? Yup…social proof. Soooooo….if the about/biography page is one of the most read pages then use this to your advantage. Start dropping social proof bombs (I hope this doesn’t get flagged as a terrorist site since I used the word bomb).
It is much better to talk about how you’ve appeared on TV shows and the companies you’ve been hired by rather than how many cheeseburgers you can fit in your mouth. However, I do think it’s important to include maybe one tidbit about you as a person so people feel like they know something about you (and it makes you stand out because everyone is so serious in their biographies).
You will also notice that the pictures in my bio have changed. The pictures are of me performing on TV. This goes well with the bio page because it provides social proof and it centers around the product (aka you/me)
Some people have no idea what you do so this page just gives them a description. Keep in mind that your online promo kit will mainly go out to event planners rather than directly to clients. Why? Because clients would much rather see a video of you (same for event planners) but event planners are still used to the idea of a “press kit” so they ask for one. With that in mind, most event planners know what a magician can do at an event. They know what a speaker does. But you still have to give a brief description.
A good description should create an image in their mind of what you will do at their event. It should make them think, “Oh man, if he stole the watch from the VP then then everyone would love that.”
Your description must also indirectly tell them that they’re going to look good because they hired you.
At the top of the page, I list the type of events they can hire me for (ex: dinner banquets, sales meetings, conferences, etc) because I want to create a frame/context. I want them to envision me at one of their events. When they see “sales meetings,” they think “Ok perfect, our event is a sales meeting.”
But you have to be careful. Don’t be the Jack of All Trades because they’re chumps. Don’t say that you do kid birthday parties, corporate events, funerals, etc. If you’re a corporate speaker/entertainer then list the corporate events like: sales meetings, banquets, galas, conferences, etc.
What do you speak about? Even better….why should they care about what you speak about? If you’re a magician/mentalist/entertainer and speaker then you have a leg up on other speakers because lets face it….most speakers are boring. As an entertainer, at least you can do some stuff you learned at Hogwartz and leave the Muggles wondering how you did it.
Once again, look at how the page is laid out. It’s easy to read because the topics are highlighted in purple.
I have two topics: Motivation & Business. Below those topics are the titles of the speeches I give.
Also pay attention to the pictures in the press kit. The pictures are big corporate crowds which provide more social proof. Don’t just any type of pictures in your press kit, put in the ones that make you look good. Include pictures of the target market you want to perform for. Make them say, “That’s how our event is planned to look like. I see that he has done this before.”
The best way to get booked is by showing the videos of you in action. But since you can’t show videos in paper (yet), then the next best thing are pictures of you in action. Not just any picture, but pictures of great reactions, pictures of you in front of crowds, on TV, pictures that provide social proof.
Social proof isn’t there so you can brag (although if you feel like a pimp then go and brush your shoulders off). Social proof is there because you’re creating a suggestion inside the mind of the person viewing it. You’re relieving their fear of hiring someone they’ve never seen before. When they see that others are hiring you and they see the great reactions, they also see the future response of what will happen at their event.
You will also notice that I put “videos” instead of “pictures” on the page. Why? It’s a small pattern interrupt. When they’re glancing through (and yes, they will be glancing through), they see “videos” but they know it’s on a piece of paper (pdf) so they think “hmm, did he somehow include a video into this?”
After they read the top portion, they see that it really is just videos (yeah, I’m a slick little devil).
And finally, I include the “one sheet.” This is basically a resume of the speaker/entertainer. If the agency doesn’t feel like looking at your entire promo kit (because they’re really busy and get tons of kits sent to them every day) then they’ll ask for your “one sheet.” This sheet should give a basic rundown of your programs while providing as much social proof as possible.
In your One Sheet, you’re basically including your entire press kit into one pdf. You include the biography (which has social proof), you include pictures, testimonials, and the description.
Everything must look good or it will get thrown in the trash.
At the top, I have a picture of me on Fox News with a quote. Then a standing ovation picture in front of a corporate crowd with a quote. It immediately starts with a good first impression to give them a context of how to see me as a speaker/entertainer. So now when they read the program description, they can keep in mind that I’m not an amateur.
Always remember that your promo kit must looks good if you want to get more corporate gigs. To get booked, you have to look like a pro and the design of your kit can make you look like a scrub or a champ.
I always design my press kits to look like my website in a way. You will notice that the three pictures at the top are very similar to the three boxes on my corporate entertainment website.
Also remember that your press kit will be sent out to agencies and speaker bureaus but they’re much more interested in watching a video of you in action so you should invest in a demo video and video testimonials.
Look at the overall layout and pictures in my press kit. Everything has a purpose. The pictures are placed into the different sections for a reason…I didn’t just randomly choose pictures. Always remember one thing; if you change the way you’re perceived, you change how people respond to you.
One more thing…you can also include “takeaways” as another page in your press kit. Takeaways are the main points that the audience leaves with after your speech. If you’re just an entertainer then don’t worry about this.
If you like this information about creating a press kit then be sure to share it with other guys.
Keynote Speaker & Corporate Entertainer who has performed for companies like AAA, Remax, Hilton, Intel, and more. Benji has been featured on Fox News and currently travels the world doing speaking engagements and shows. Benji Bruce also coaches other speakers and entertainers on ways to build their business.
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