The Actor’s (Short) Guide to Personal Branding!

Through the Lens of Film’s Most Iconic Characters!

By Sayo Ogundiran-Martin
The Actor’s (Short) Guide to Personal Branding! Introduction

Through the Lens of Film’s Most Iconic Characters! What's Your

Story?

Say It Loud!
By Sayo Ogundiran-Martin!
Know Your
Landscape
© 2011 Alchemist in Training / Martin Media Company Publishing!
Identify the
Bullseye
This book was created in January 2011. Information contained in this book is
current as available up until this time. Alchemist in Training / Martin Media Follow the Yellow
Company, LLC owns the copyright to all content in this book with exception to Brick Road
respective quotes and images. You have permission to print, email, share this
book for free, (post it on your refrigerator). This book cannot be bound and sold Crossing the
Finish Line
by any circumstances. !
Words of
DOWNLOAD THIS! Encouragement
You can download this book in full form by visiting !
http://www.alchemistintraining.com/actorsbrandingguide!
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EMAIL THIS!
You can email this book!

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Learn more about updates to this book and other work by Alchemist in
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Table of Contents! Introduction

What's Your
Story?

Say It Loud!
  Introduction – so you’re an actor………………………………………………………………….…… 4! Know Your
Landscape
  What’s Your Story – defining your brand……………….…………………….……………….… 5!
Identify the
  Say it loud! – declaring your mission……………………………………………………………….. 11 ! Bullseye

Follow the Yellow

  Know your Landscape – knowing your audience, competition, network.……….. 17! Brick Road

  Identify the Bullseye – defining your goals and objectives…………………..………. 26! Crossing the
Finish Line

  Follow the Yellow Brick Road – Laying out your tactics and plan.......................... 32! Words of
Encouragement
  Crossing the Finish Line – measuring your efforts …………………………..…………… 38!

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3
 So you’re an Actor. !
So what? There are thousands upon thousands of
Introduction
Introduction! people who profess to be actors and even hundreds
more who are making a fair living out of it. Some ! What's Your
Story?
of these actors may even have a stronger resume than you. Others may be just
starting out, but have more ambition and drive than you. There are even those who Say It Loud!
know very little about the biz, but know somebody who knows somebody who…you
Know Your
get the point. While there are many artists who profess to be ACTORS, few truly Landscape
understand what it means to be a BRAND.!
Identify the
Bullseye
Actors often ask me how they should go about promoting themselves on and offline.
Although I believe there are quite a number of answers to this question, one thing Follow the Yellow
I am sure of is that joining every social network under the sun just because Brick Road
everyone else is doing it, is NOT the answer. ! Crossing the
Finish Line
Growing your brand requires a fundamental understanding of Words of
what your brand is, who your competitors and audience are, and Encouragement
ideally, what you are trying to achieve in the short-run and for
the long-haul.!

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This book is designed to guide you through developing your brand. Using examples
from some of the most memorable characters in film, my goal is to lay out a few
steps that can help you start on the right path to successfully branding yourself.
I’d be remiss not to say that there are many ways to branding and this is no way
an exhaustive guide. Still, I invite you to use this book as a jumpstart to your
personal branding process.!
4
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
Finish Line

Words of
Encouragement

SHARE THIS BOOK

WHAT’S YOUR STORY?!

5
 I have a name. It’s Dorothy. It’s not Tootsie or Toots or
Sweetie or Honey or Doll…I am proud, and lucky, and
strong enough to be the woman that was the best part of Introduction
my manhood. The best part of myself. – Dorothy Michaels What’s Your Story?! What's Your
in Tootsie!
Story?

Think back to some of your favorite cinematic characters who had to embark on a Say It Loud!
journey and complete a series of tasks in order to reach their destination (i.e. Harry
Know Your
Potter, Dorothy (The Wizard of Oz), Indiana Jones, Luke Skywalker, Frodo. One Landscape
common thread woven through each of these characters is that in order for them to
reach their destination, they first needed a firm understanding of who they are, what Identify the
Bullseye
skills they had or didn’t have that would be instrumental in completing the task at
hand (strengths and weaknesses), and the overall value that they bring to their team Follow the Yellow
and community. They needed to know their story. And so do you!! Brick Road

Crossing the
Before you showcase your brand to the world, you first need to ! Finish Line
define it. Defining your brand takes a great deal of self-examination!
Words of
and intelligence gathering. Although, as an actor, you’ll probably spend! Encouragement
most of your career playing someone else, any good acting coach will
" " "tell you that in every role you perform there is a bit of you in that
" " character. In the same regard, in order for you to make it past “hello”
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with any good industry pro, it’s probably best to have a firm understanding of who you
are (what drove you to your acting career), what qualities you bring to the table (what
do you have that others don’t) and your value (why should anyone invest in you).!

I know it’s difficult to conduct a deep assessment of yourself, so let’s do a short “brand
definition” Q&A exercise that will help you start to think and analyze YOU.!
6
 EXERCISE #1 ! Tools You’ll Need: !
What’s Your Story?! -  Notebook and Pen!
-  Audio Recording Device (optional) ! Introduction
-  Video Camera (optional) !
What's Your
In this exercise, you’ll begin a journal of your brand development process. In your Story?
journal, answer the questions below. Take your time with your answers and be as open
and honest as possible. You can use a notebook, audio recording device or video camera ! Say It Loud!

Know Your
Landscape
1)  a) What city are you from? b) What is unique about this place
physically, culturally and socially? c) How did it impact your becoming an Identify the
Bullseye
actor/actress? d) Did you face any hardships growing up?!
2)  a) What drove you to become an actor/actress? b) What year did you Follow the Yellow
make the decision to follow this profession?! Brick Road
3)  a) Name three of your biggest strengths/assets and b) three
Crossing the
weaknesses. ! Finish Line
4)  What three words would you use to describe yourself?!
Words of
5)  What traits set you apart from your competitors and/or traits that you
Encouragement
consider to be a game changer?!
6)  a) What/Who is your favorite cinematic brand? (i.e. Fox, Warner
Brothers, DeNiro, Pacino, etc.) b) Why? !
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7)  How do you define success?!
8)  a) What are some of your passions beyond acting? b) What social causes
concern you?!
9)  Where do you hope to be in your career, in the next 6-12 months? !
10)  When all is said and done, what do you want people to say about you?!

7
 Introduction

My Story! What's Your

(Fill in the blanks with corresponding answers from the previous exercise)! Story?

Say It Loud!
I grew up in the city of ___ (1a) that is unique for its ____ (1b). The city’s
_____(1c) and the hardships of ____(1d) impacted my career early on. In Know Your
the year _____(2a) I decided to become an actor because _______(2b).! Landscape

To move forward in my career, I can leverage my_____, _____, _____ Identify the
strengths (3a), although I still need to improve on my _____, _____, and Bullseye
_____ (3b) weaknesses. In essence, I would describe myself as ____, Follow the Yellow
_____, and _____ (4). What sets me apart from my competitors and/or Brick Road
what makes me a game changer in this industry is my ________ (5).!
Crossing the
I admire ______ (6a) as a brand because of ___________ (6b). For me, Finish Line
success means _____ (7).!
Words of
Encouragement
Outside of acting, I love ____ (8a). A few causes that I care about are
_____ (8b). !

In the next 6-12 months I hope to be ______(9) in my career. And when SHARE THIS BOOK
all is said and done, when people talk about me and my work I want them
to say _________ (10). !

8
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

AWARD FOR BEST BRAND DEFINITION IN FILM Crossing the

Finish Line

Words of
Encouragement

SHARE THIS BOOK

AND THE WINNER IS…

9
 Introduction

What's Your
YODA Story?

Say It Loud!

Know Your
AWARD FOR BEST BRAND DEFINITION IN FILM Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road
“Size matters not. Look at me. Judge me by my size, do you?” - YODA!
Crossing the
Grass green, winged-eared, robed in beaten cloth and undeniably short, Yoda was not Finish Line
only consistent with his style and a master of his personality, but he also understood Words of
his destiny and how external and internal forces shaped who he was. Although his Encouragement
appearance could have been seen as a limitation, he never saw it as such and
challenged others to do the same. As a master of his brand (self), Yoda knew what his
strengths were (i.e. THE FORCE) and understood how he could use it to overcome any
possible weaknesses (i.e. THE DARK SIDE). Although helping to bring balance to The SHARE THIS BOOK
Force was his destiny and his measure of success, helping others master themselves
was a lifelong cause that he thoroughly supported.!

Yoda was DISCIPLINED, WISE, and FAITHFUL (there is no wonder as to why everything
he said was quotable). When all is said and done, Yoda is simply one of the best
teachers, masters and well defined brands in film.!
10
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
Finish Line

Words of
Encouragement

SHARE THIS BOOK

Say It Loud!!
11
 What we found out is that each one of us is a brain…
and an athlete…and a basket case…a princess…and a Introduction
Say it Loud!! criminal… - The Breakfast Club! What's Your
Unlike the “deviant” kids in the breakfast club, it may take more than a long day of Story?
self-reflection and group therapy indoors to figure out who you are and your story,
Say It Loud!
but once you come to it, you need to practice saying it out LOUD!!
Know Your
Many actors, particularly those living in cinematic capitals (NYC, LA, etc.) find it a bit Landscape
taboo to declare themselves as Actors. Whenever someone tells me they’re an actor,
Identify the
they often do so with eyes averted, uncomfortable body-language, and a disclaimer Bullseye
about how tough it has been and/or the “small” gig they have going on (nothing is
small). I mean, the trite saying is that, “everyone in LA is an actor,” right? But not Follow the Yellow
Brick Road
everyone is You. In the last chapter, you discovered that you have a unique
background and driver propelling you to your career; you have special capabilities that Crossing the
no other actor has and those which industry pros would consider a must-have. Finish Line
Ultimately, you are the hot potato and then some– but maybe right now, only you and Words of
a select few know this.! Encouragement

To begin declaring who you are, you first need to get over the fear of telling people
who you are and what you do. Over it? Great. (If not, reread chapter one). Next step,
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you need to develop a clear description of yourself. This is your brand statement. This
description should be such that you can easily sprinkle it into conversations.!
I’m an actor mainly concentrating in (insert genre). I just worked /
BRAND !
right now I’m working on/ I’m about to work on (insert project)
STATEMENT!
example! where I play a (role). It’s really cool. <…and smile>!

12
 Your brand statement should be short and
express exactly who you are and the best work
Say it Loud!! you’ve done, work you’re currently doing, or Introduction
work that you have coming down the pipe.!
Think of your statement as a verbal business card that you can hand out during a What's Your
Story?
conversation; one that provides the key elements of who you are in terms of your
profession. But how does a brand statement make you memorable? Oftentimes, we Say It Loud!
remember people who strike a chord with us because they touch us emotionally
Know Your
and/or provide us with value (something that we need/desire). Although your brand Landscape
statement may clearly tell someone who you are, it may not resonate enough to
make you memorable. This is when you need to turn your statement into a pitch. ! Identify the
Bullseye
A pitch or “brand positioning” fills in your brand statement by detailing
Follow the Yellow
your EXPERTISE (what sets you apart from other actors - remember,! Brick Road
those unique strengths and traits we defined in the last chapter?) A !
pitch can also include CONNECTORS, unique ties that you and your ! Crossing the
Finish Line
audience share that encourages a deeper conversation.!
Words of
To position your brand in conversation, you want to sprinkle in your traits and draw Encouragement
upon connectors. But, be sure to do so strategically. Try to get a feel of who your
audience is, use a connector, then “name-drop” traits you think would be of most
interest. If you’re fluent in French and you’re speaking with a French producer who
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just came back from Cannes (voilà), you may want to mention that special trait –
say something in French if you dare. If you’re talking with an industry influencer
who happens to be from your hometown, ask s/he if s/he’s familiar with particular
town hangout. Ultimately, shape your business card to suit your audience so that
their memory of you is framed by who you are, your attributes and potential value
to them.!
13
 Defining your brand, declaring your statement EXERCISE #2 !
and refining it into a pitch may seem easy in Conversation Ice Breakers!
Below are a few conversation ice Introduction
comparison to starting a conversation with a
stranger cold; let alone a stranger who has the breakers. Your challenge is to select What's Your
power to potentially and positively impact your at least 2 starters and use them to Story?

career and get you closer to your goals
(remember what you would like to achieve in
6-12 months?)!
start conversations offline with
Say It Loud!
strangers. Feel free to share your
other starters with me at Know Your
sayo@martinmediacompany.com! Landscape

Identify the
  Ask a general question: " "“how’s it going?” “what brings you here?” ! Bullseye
  Discuss the weather: " "“beautiful day, isn’t it?” “do you know when
Follow the Yellow
" " " " " " this weather is expected to let up?”! Brick Road
 Discover mutual connections: “how’d you hear about (name of the event)?”!
Crossing the
  Look for visual connectors: " “I noticed your (connector), are you (see " Finish Line
" " " " " " (connection)?”!
Words of
  Compliment appearance: " "“that’s an awesome hat – did you buy it at a Encouragement
" " " " " " local shop?” “I love your dress”!
  Discuss event/environment: "“This song is great !
do you know who the artist is?” “Isn’t this event! SHARE THIS BOOK
awesome – I’m always looking for events like this, ! TIP: Be Strategic!!
but they’re kind of hard to find – know of any ! Use conversation starters that are
interrogative – this creates a
others?”! better opportunity for a discussion
  Listen for answers and ask more questions ! and increases the likelihood of
to those answers ! engaging in deeper conversations.!

14
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

AWARD FOR BEST BRAND DECLARATION IN FILM Crossing the

Finish Line

Words of
Encouragement

SHARE THIS BOOK

AND THE WINNER IS…

15
 Introduction

The What's Your

Story?
Breakfast
Club Say It Loud!

Know Your
AWARD FOR BEST BRAND DECLARATION IN FILM Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road
“You see us as you want to see us…” – THE BREAKFAST CLUB!
Crossing the
The Brain (Brian Johnson), Athlete (Andrew Clark), Princess (Claire Standish), Basket Finish Line
Case (Allison Reynolds), and Criminal (John Bender) also known as, The Breakfast Club,
Words of
wore their brands on their sleeves. Though their appearances, style of speech, and Encouragement
mannerisms may have categorized them into certain stereotypes, through the film, we
see each member undergo a verbal tug-of-war to dispel preconceived notions about
who they are and judgments that have been casted on them because of these notions.!
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Various brand statements are interspersed throughout the movie, as each character
tries to dispel myths about their stereotype, while confirming those about their peers.
Throughout, they find connectors that guide them into deeper discussions, and
ultimately new (previously unlikely) friendships. The true pitch comes at the end of the
film (spoiler alert), where The Breakfast Club fully defines, in writing, who they are as
individuals and what makes each of them unique.!
16
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
Finish Line

Words of
Encouragement

SHARE THIS BOOK

Know Your Landscape!

17
 I’ve a feeling we’re not in Kansas any more – !
Dorothy, The Wizard of Oz!
Introduction
It takes a great deal of bravery to stand up to our
enemies, but just as much to stand up to our friends– Know Your Landscape! What's Your
Albus Dumbledore, Harry Potter and the Sorcerer’s Stone! Story?

Like Dorothy (The Wizard of Oz) or Harry Potter, you will come to a point in your Say It Loud!
career where you’re feeling like you’ve been thrown into a situation and have no clue Know Your
how to handle it. Before you go into a tirade about how hard it is to make it as an Landscape
actor, take a deep breath and begin to assess your landscape: !
Identify the
Bullseye

  What is the market like for your demographic? ! Follow the Yellow
Brick Road
  Who is your audience?!
  Who are your competitors? ! Crossing the
  Who is in your network?! Finish Line

Words of
Encouragement
The film and television industry is as volatile as any other. Although
THE MARKET your “type” could be the hottest thing on the market today,
tomorrow, it could be the most rejected. This could be highly SHARE THIS BOOK
problematic for any actor. This is why it’s important that you!
study your market and understand trends and the factors that may be causing it to
shift. This is not to say that you must be able to predict the next trend, or that you
should try to shape your brand to fit into whatever that trend may be. Understanding
your landscape will help you identify where you fit in the market and what you can do
to best leverage your resources, skills and network.!

18
 A STEEPLE (social, technological, economical, EXERCISE #4A !
environmental, political, legal, ethical) analysis BUILDING THE S.T.E.E.P.L.E.!
will help you understand the impact of What are some of the social, Introduction
external factors that may or can shape the technological, economical, What's Your
film and television industry. In turn, these environmental, political and ethical Story?
factors can give you a wider view into where issues positively and negatively
Say It Loud!
the industry is going (or not) and help you impacting the film/TV industry? How
craft a strategy to leverage, combat or evade are these issues affecting you?! Know Your
Landscape
those factors.!
SOCIAL! TECHNOLOGICIAL! ECONOMICAL!
1)  In the boxes, list a minimum of 2 Identify the
issues related to each category.! Bullseye

Follow the Yellow

2)  Highlight each issue as a: ! Brick Road
  STRENGTH – an issue that you’re
POLITICAL! ENVIRONMENTAL! LEGAL! currently using to your career’s Crossing the
Finish Line
benefit (green)!
  WEAKNESS– an issue that is Words of
currently working against you (gray)! Encouragement
  OPPORTUNITY – an issue that you
ETHICAL! could leverage to your benefit (gold)!
  THREAT – an issue that could SHARE THIS BOOK
negatively impact you !

3) For each issue highlighted, list 1 – 2 things you can do to either: !

-  further leverage your STRENGTHS "- capitalize on your OPPORTUNITIES!
-  minimize your WEAKNESSES " "- eliminate or evade your THREATS!
19
Major companies spend millions each year trying to
understand the people who buy their products and
services and how those people are influenced to
Introduction
make their decisions. Although you may not have
millions of dollars to complete a complex study of
Know Your Landscape! What's Your
your audience, you can still begin to understand! Story?

how to present your brand to them by first identifying who Say It Loud!
YOUR AUDIENCE they are, their preferential tastes, what they need from
you, and how you can meet that need. Know Your
Landscape
While you may be trying to get the attention of a manager, agent,
publicist, director, producer, fans or all of the above, it’s important that Identify the
you first solidify your story and pitch (chapters 1 and 2), and be sure Bullseye
that your skills are up to snuff. Otherwise, you may want to spend a
Follow the Yellow
bit of time developing your brand before blasting it to the world. ! Brick Road

EXERCISE #4B ! AUDIENCE PROFILE – Answer the questions below to begin Crossing the
creating a profile of your audience(s). ! Finish Line

1)  a) what is the name of your audience? b) what is their age range/gender/ Words of
education and income levels? c) what is their primary ethnicity?! Encouragement
2)  what is their lifestyle like (conservative, trendy, new age, etc.)?!
3)  a) where do they hang out? b) what does their daily schedule look like?!
4)  a) are they active online? If yes, what communities/networks do they SHARE THIS BOOK
participate in (LinkedIn, Twitter, Facebook, blog, etc.)? !
5)  what media sources influence their decisions? Who do they !
"trust? Who do they follow? Are they leaders in the industry?!
6)  what do the like? What are their pet-peeves?!
7)  what is their background? !

20
In order to reach your audience, more than likely
you will need go where they are or at least be on
their radar. You need to get noticed. There isn’t one Introduction
hard and fast rule for increasing your brand’s Know Your Landscape! What's Your
visibility, but in order for you to reach your
audience, you may want to begin by laying out a Story?
few ideas and activities that can increase the Say It Loud!
likelihood of interaction between you and them.
These activities can become TACTICS and ultimately YOUR AUDIENCE Know Your
help you reach your objectives and goal. ! Landscape

GET NOTICED! – Create a table and list at least 5 ways you Identify the
EXERCISE #4C ! Bullseye
can get the attention of your audience. See example below.!
AUDIENCE ! IDEAS! SKILLS RESOURCES Follow the Yellow
Brick Road
REQUIRED! REQUIRED!
Casting Director! - Ask for referral ! -None! -Resume ! Crossing the
Finish Line
- Attend workshops ! -New headshots!
- Attend courses! -Reel! Words of
- Update Actor’s Access! -One sheet! Encouragement
- Update LAcasting profile! -EPK!
- Send postcard
showcasing upcoming role!
SHARE THIS BOOK
Media! - Comment on blog ! -Learn how - Time!
- Follow on Twitter & to use
actively retweet/respond! Twitter!
- Identify if they are
writing about competitors !

21
Connections! Connections! Connections! It’s what
most actors are told is one of the most
important ways to get ahead in the industry.!
Know Your Landscape! Introduction

I would argue that it’s not so much as making connections, but more so about What's Your
knowing how to leverage your network in order to help facilitate and foster new Story?
relationships. It helps to know someone with a strong reputation who can endorse
Say It Loud!
you and confirm why you’re so awesome and why you’re better than your
competitors. But first, you need to identify who your competitors are.! Know Your
Landscape
  You see them at your auditions, time and again!
Identify the
  They are always auditioning for the same role as you! Bullseye
YOUR
  They are your “type” and have your “look” !
COMPETITORS Follow the Yellow
  People always say, “hey…you remind me / you look so much
Brick Road
like [insert another actor’s name here]”!
Crossing the
COMPETITOR PROFILE – Identify the strengths and Finish Line
weaknesses of your competitor and compare them to your
EXERCISE #4D ! Words of
strengths and weaknesses. What do you need to do in order to Encouragement
equate to/surpass your competitor. See example below.!

COMPETITOR #1! YOUR NAME!

•  top level agent !
•  Feature film (major release)!
•  Mentioned in Hollywood
Reporter as rising star to watch !
•  Can do multiple accents!
•  has over 500 fans on Facebook !
SHARE THIS BOOK
•  top level agent!
•  worked on feature film last year
(support), need to secure another!
•  Can speak 2 languages and
multiple accents!
•  vlog with 1000+ subscribers!

22
You’re a star, but nobody knows it, YET. You’re
going on auditions, taking workshops, doing as
many mailings as you can, but are you leveraging! Know Your Landscape! Introduction
your network? Networking has become somewhat of a dirty word because it has
What's Your
begun to imply that you’re becoming friends with someone just for the sake of how Story?
they can help move your career forward. But yet, networking can be equally valuable
Say It Loud!
to you and the recipient if both parties see that there is something of benefit to
both. It’s even better if there is a Connector (your contact) that can bring both Know Your
parties to the table and show how this meeting can enhance both of your careers. ! Landscape

Orange – haven’t spoken with in a while, reconnect! EXERCISE #4E ! Identify the
Red – reached out, never heard back ! Bullseye
Green – good friends, talk to often ! CREATE A SOCIOGRAPH –
Blue – new contact! Oftentimes, the audiences that you Follow the Yellow
Yellow – don’t know, would like introduction ! Brick Road
want to target are already a number
My Notes! Audience/ of degrees away from you. The issue Crossing the
Contact Extended may be that you have yet to tap into Finish Line
(Connector)! Network! the right network of people who can
Words of
John Patton, Send John note about Marty Shaw, facilitate that relationship. !
director! my birthday party! Producer! Encouragement

Chris Dimples,
Talent Agent! A sociograph is a map of your
Lisa Jones, Host industry mixer Larry network. It shows the people who are SHARE THIS BOOK
producer! and invite her! Bobscott, connected to you by a varying
Talent agent!
number of degrees. Create a
Jeremiah Send link to reel; see if N/A! sociograph of your network. Use
Louis, talent he knows anyone in my
agent! network! online resources to discover who your
Lily Meyer, Attend her workshop N/A! immediate contacts know! See
executive! next month ! example.!
23
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

AWARD FOR BEST USE OF NETWORK IN FILM Crossing the

Finish Line

Words of
Encouragement

SHARE THIS BOOK

AND THE WINNER IS…

24
 Introduction

What's Your
Ocean’s Story?
Eleven
Say It Loud!

Know Your
AWARD FOR BEST USE OF NETWORK IN FILM Landscape

Identify the
Bullseye

Follow the Yellow

“Ten oughta do it…all right, we’ll get one more” – Danny Ocean! Brick Road

Eleven conmen, each with his own expertise in swindling, undertake a high-stakes and Crossing the
enormously complex heist of a casino in Vegas. Because of the casino’s tight security it’s Finish Line
evident that this event will fail without the coordination, resources, skills and
Words of
cooperation of each member of the group. Even though each conman expresses his own Encouragement
frustrations with the task at hand, they each contribute 100% of their skill, resources,
time and energy to make the heist successful. !

From the beginning, Danny Ocean has the master plan, but acknowledges his limitations. SHARE THIS BOOK
Although the heist is his idea, he knows that he will need to enlist additional support
and expertise to bring the idea to fruition. He knows exactly who he needs in his
network. What makes this network special is that each conman is his own expert, but
open to suggestions on how to make each component of the plan operate without a
hitch. Ocean’s Eleven is a TRUSTED network of friends that are tactical and strategic; a
bond of experts that never let each other down even when the going gets tough.!
25
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
Finish Line

Words of
Encouragement

SHARE THIS BOOK

Identify the Bullseye!

26
If it costs me everything I own, if I have to sell my soul to
the devil himself, I am going to get home to my son – Kate
Introduction
McCallister, Home Alone / This is my house, I have to defend
Identify the Bullseye!
it - Kevin McCallister, Home Alone! What's Your
Story?
The dire circumstances surrounding both Kevin and Kate McCallister in Home Alone
made it fairly easy for both of them to clearly define their goals and objectives. As a Say It Loud!
brand, you may have contending desires and complex feelings about what you would Know Your
like to achieve in your career, and the only thing that’s clear is that you want to Landscape
work as an actor FULL-TIME. That’s okay. But it’s important for you to define what IT
Identify the
is you would like to accomplish in the short-term and for the long-haul, and set IT in Bullseye
the center of your bullseye.!
GOAL SETTING FLOW CHART! Follow the Yellow
Brick Road
Your GOAL is what you want to accomplish in the
long-haul. Goals may be conceptual or concrete Crossing the
Goal: Become a well-known actor! Finish Line
(“Star in a feature film by the end of the year;”
“Eliminate one of my weaknesses”). Your goal is
Words of
Objective: Raise brand awareness and the prize at the end of your journey. !
Encouragement
visibility to industry influencers by 50% -
80% over next quarter! Your OBJECTIVES are what you want to achieve
in the short-term that will help you reach your
Strategy: Use social media to increase GOAL (“Obtain lead role in short”). Objectives SHARE THIS BOOK
awareness about past, current and
upcoming work! are achieved through a defined STRATEGY, (how
you plan to achieve your objectives) and
accomplished by completing TACTICS (concrete
Tactic #1: Start a video blog / web series
documenting “life as an actor” and post on
steps that you need to take in order to get to
online video sites! your goal or next objective). Let’s take a closer
look at how to create your goals and objectives.!

27
 The differences between GOALS and OBJECTIVES can be a tricky one. Think of goals
as the prize at the end of the tunnel (i.e. I want to be the best American actor in the
horror film genre) and objectives as targets within the tunnel that, once hit, can bring Introduction
you closer to your goal (i.e. I want to complete a feature film in 6-months). ! What's Your
GOALS! OBJECTIVES! Story?

  The Purpose!
  Completed in the Long-Term !
VS!   The Target !
  Completed in the Short-Term!
Say It Loud!

  Cannot be measured directly!   Can be measured! Know Your

  Intangible / Conceptual!   Tangible / Concrete ! Landscape
  No distinct activities directly associated!   Specific activities directly associated!
  Broad Plan!   Narrow plan! Identify the
Bullseye

Follow the Yellow

EXERCISE #5A Identify the Bullseye! Brick Road

Most burgeoning actors already have a
top goal in mind – “to become a working
and well-paid, always at the top of the
trade and top of my game actor.” If this
is you, then go ahead and proceed to
the next page (exercise #5B). However,
if you are having difficulty identifying
your goal or have quite a few goals at
the top of your list and aren’t sure
which one or two to focus on, your
challenge is to “define the prize.” Use the
neighboring prompts to help you identify
your bullseye. !
Crossing the
  Make a list of qualities or traits that Finish Line
you lack (for a refresher refer to
statement #3b from exercise #1); place Words of
them into categories; what do you need Encouragement
to do to turn those deficiencies into
strengths/surpluses?!
  Refer to statement #9 & #10 in SHARE THIS BOOK
exercise #1. Make a list of activities
that you need to do to ensure that these
statements come to fruition? !
  Make a list of 5 keywords that
symbolize your life fulfilled. Take those
words and craft your goal from them. !

28
 After defining your goal, you need to set objectives that can help you evaluate where
you are in the process of achieving your goal and ultimately help you to reach it.!
Introduction
EXERCISE #5B Set S.M.A.R.T.! Objectives!
Finish the following statements to craft 2 – 5 objectives (feel free to What's Your
create more objectives– just be sure that you have the time and Story?
resources to accomplish them).!
Say It Loud!
1.  I want/need to ___________ (list your objective - what you want or need to achieve in
the short-term in order to hit your goal). SPECIFIC! Know Your
2.  I know that I achieved my objective when _______ (indicate how you will know if you’ve Landscape
reached your objective). The success of my objective is (circle one) all or nothing – I
either complete it or I don’t / inconsequential - as long as I accomplish a few activities, Identify the
I’m good / irrelevant – not really sure if accomplishing this objective will stop me from Bullseye
getting to my goal anyway. MEASURABLE!
Follow the Yellow
3.  I can achieve this objective because I have the following skills ________ and resources
Brick Road
____ (list resources & skills that will help you complete this objective). ATTAINABLE /
RELEVANT (or REALISTIC)! Crossing the
4.  I will need to get the the following skills __________ and resources ________ in Finish Line
order to accomplish this objective (don’t worry if you lack any skills or resources – you
can make “acquiring a specific skill/resource” one of your TACTICS –we’ll get to defining Words of
tactics a bit later). ATTAINABLE / RELEVANT (or REALISTIC)! Encouragement
5.  I have accomplished a similar objective in the past, yes / no (circle one). ATTAINABLE /
RELEVANT (or REALISTIC)!
6.  I can achieve this objective in _________ (indicate how long it will take you to
accomplish your objective). TIME-BOUND! SHARE THIS BOOK

Are my objectives S.M.A.R.T.?!

Objective /! Measurable! Attainable! Relevant! Time- If my objective isn’t
SMART, what do I need to
Specific! Bound! make it SMART?!
INSERT #1 INSERT #2 INSERT #3 INSERT #4 & #5 INSERT #6

29
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
AWARD FOR BEST IDENTIFICATION OF A GOAL IN FILM Finish Line

Words of
Encouragement

SHARE THIS BOOK

AND THE WINNER IS…

30
 Introduction

What's Your
ROCKY Story?

Say It Loud!

Know Your
AWARD FOR BEST IDENTIFICATION OF A GOAL IN FILM Landscape

Identify the
Bullseye

“if I can go that distance, you see, and that bell rings and I'm still standin', I'm gonna Follow the Yellow
Brick Road
know for the first time in my life…that I weren't just another bum from the
neighborhood.” - ROCKY! Crossing the
Recognized as one of the greatest fighters in the history of film and with a legion of Finish Line
admirers in tow, Rocky Balboa is known for being an underdog fighter whose
Words of
perseverance and desire for self-respect allowed him to face taunts, ridicule and Encouragement
searing pain in order to contend and defeat opponents twice his size and reputation. !

Some may claim that Rocky’s ultimate goal was to win the various championship
matches that he faced; but throughout his life, Rocky’s journey funneled to one prize - SHARE THIS BOOK
to prove that he wasn’t “just another bum from the neighborhood.” The prize at the end
of Rocky’s journey was his ability to shed the stigma “of not being good enough,” as
well as his love and caretaking of his family. Rocky’s climb up the steps of the
Philadelphia Museum of Art has infamously become synonymous and a metaphor for
every individual’s rise to a challenge and persistency to reach their goals. It also
signifies Rocky’s perfect plot and follow through of his objectives to get there. !
31
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
Finish Line

Words of
Encouragement

SHARE THIS BOOK

Follow the Yellow Brick Road!

32
 Follow the Yellow “…there’s a difference between knowing the path and
Introduction
walking the path” – Morpheus, The Matrix!
Brick Road! What's Your
Story?
Like Neo (Thomas A. Anderson) in The Matrix, at some point in your artistic life (maybe
even now) you come to the realization that you must chose a course, a specific path Say It Loud!
that, in hopes, will bring you to something bigger and better – your goal. Yet, there
Know Your
are always a series of mind-bending and often, life-changing obstacles that you must Landscape
overcome in order to complete your objectives and hit your goal. You can maneuver
around (or through) those obstacle with TACTICS.! Identify the
Bullseye

Tactics are strategic actions or the tools that you can use to achieve your objectives. Follow the Yellow
Tactics can be small (or large) carefully planned activities that you engage in during a Brick Road
finite period of time. For example, if one of your objectives is to increase awareness Crossing the
about your brand online, one of your tactics can be to start a video blog documenting Finish Line
your life as an actor, or writing an industry news newsletter that you can send out to
Words of
a niche group of industry professionals and actors.! Encouragement

Because tactics are the steps that you take to achieve your objective and goal, they
should be carefully strategized. You want to avoid creating steps that will take you
SHARE THIS BOOK
longer to complete than the time that you have allowed yourself to reach your
objectives. Additionally, you want to ensure that you have the resources (remember
your network) and expertise to complete the tactics assigned. If you find that you’re
lacking a specific resource or skill, buffer in the time to gain that resource and
expertise – in other words, make the acquisition of those resources and skills one of
your tactics.!
33
 Follow the Yellow
Introduction
Brick Road!
What's Your
5 Fast Tips for Creating Your Key Tactics! Story?
1.  Brainstorm – without thinking about the
Say It Loud!
skills or resources that you have or lack,
take 20 minutes and jot down 10 things Know Your
Landscape
that you can do to reach your objective!
2. Borrow – remember that what you’re Identify the
trying to do has been done before many Bullseye
times over; borrow some ideas of tactics
Follow the Yellow
from your competitors, network and peers Brick Road
(if you know them personally, don’t be
Crossing the
afraid to just call and ask) !
Finish Line
3.  Knock out Your weaknesses – some of
your first tactics can be to eliminate your Words of
Encouragement
weaknesses (see “What’s Your Story”)! By Adam Sicinski!
Mindmapart.com!
4. Ask an online community – there are
many individuals online who would be
more than happy to give you their opinion SHARE THIS BOOK
about ways that you can reach your
objective (tip: ask anonymously)!
5. Create a Focus Group – invite your closest friends into a “what would you do…”
focus group around ideas of tactics for your journey (don’t forget to offer an
incentive for their hard work) !
34
EXERCISE #8 ! Tools You’ll Need: !
Pencil It In! -  Calendar!
- Excel Worksheet! Introduction
-  Audio Recording Device (optional) !
What's Your
-  Video Camera (optional) ! Story?
To complete any series of tactics you need a schedule with hard-deadlines and a status
log to check your progress. In this exercise, you’ll begin to create a calendar laying out Say It Loud!
activities that you need to complete in order to fulfill your objectives! Know Your
Landscape
GOAL: Insert your goal (become a well-known actor)!
Identify the
OBJECTIVE: Insert your objective (to increase my brand’s visibility online by 80%)!
Bullseye
Activity! Resources Needed! Start Date! Due Date! Status! Notes!
Insert activity! Include the resources Insert Start Insert Due Insert Status Insert ! Follow the Yellow
you will need to Date! Date! of progress Brick Road
fulfill activity ! (i.e. Completed,
In Progress, Crossing the
Not Started) ! Finish Line
Create a Video Blog and Video/web camera,1-2 01-11-11! ONGOING! NOT STARTED! Need to create
post at least weekly! hours, topics! list of topics! Words of
Create Facebook Fan Page! Bio, Videos, Photos! 01-05-11! 01-15-2011! IN PROGRESS! Upload b-day Encouragement
party pics!

CAVEAT: Depending on the type of person you are, you may

want to opt for a digital task management system. There are SHARE THIS BOOK
quite a few mobile, desktop and online applications that offer a TIP: A docu-series about you!!
host of features that can help you keep track of your TASKS Remember the journal that you
and TIMELINES. You may want to spend some time testing began in exercise #1? Continue to
different systems to see which one works best for you. ! use it to document your daily
If you are interested in a short list of what task management progress. After you’ve achieved an
systems are available, feel free to send me an email at objective, you can review it to see
sayo@martinmediacompany.com ! how far you’ve come!!

35
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

AWARD FOR BEST BRAND TACTICAL STRATEGY IN FILM Crossing the

Finish Line

Words of
Encouragement

SHARE THIS BOOK

AND THE WINNER IS…

36
 Introduction

What's Your
JAMES BOND Story?

Say It Loud!

AWARD FOR BEST BRAND TACTICAL STRATEGY Know Your

Landscape

Identify the
Bullseye

Follow the Yellow

“Take a deep breath, you only got one shot, make it count” – James Bond! Brick Road

Crossing the
With the spy name “007” synonymous with “license to kill,” James Bond’s ongoing and Finish Line
clear-cut duty is to accomplish his mission, even if he has to blatantly disobeys orders
to do so or unfortunately, harm someone that stands in his way. Although, he meets Words of
each of his missions with a strategic plan and uncanny precision, what makes Bond so Encouragement
remarkable is his ability to not allow his vices (“shaken, not stirred”) to get in the way
of what he needs to accomplish.!
SHARE THIS BOOK
Bond is never afraid to tell people who he is (“Bond, James Bond”), and despite what
part of the world he is in, he always seems to know the details of his landscape
(enemies – “Goldfinger”) and network (those who can aid him in accomplishing his
mission – “Q” and “Felix”). While Bond had the luxury of never having to define his
mission (British Secret Service gave them to him) and the bar was always set high
(“you got one shot, make it count”), his tactics were his own and he was a master at
leveraging his skills and resources to accomplish his missions time and time again. !
37
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
Finish Line

Words of
Encouragement

SHARE THIS BOOK

Crossing the Finish Line!

38
 You’re just getting started…!
Whether you’ve completed your first tactic,
Introduction
Crossing the Finish Line! achieved your second objective or reached your
third goal…you’re just getting started. ! What's Your
Story?
Crossing the finish line on any tactic, objective or goal is worth celebrating. Before
you begin to nitpick what you’ve done wrong or could’ve done better. Take a break Say It Loud!
and read through, listen or watch your journal. See how far you’ve come. !
Know Your
Landscape
Now that your break is over, it’s time to evaluate where you are in your progress,
what you need to do to move to the next step or create the next goal that you Identify the
Bullseye
want to reach. You already know the drill and if you’ve forgotten – reread chapters
1 through 5. Follow through. Keep creating and recreating the plan. Stick to your Follow the Yellow
schedule. Keep your eye on the prize. Remember who you’re competing against. Brick Road
Remember who your friends are. Both can help you grow in the short-run and long- Crossing the
haul. Keep telling yourself and others who you are and what you are doing/going to Finish Line
do/born to do. And when you get tired or when people get you tired and you feel
Words of
like giving up, take a break. Read through, listen or watch your journal. Call and/or Encouragement
email that person who knew you before you even knew you wanted to be an actor.
Tell them to remind you of your story and remind you that you were born to do
this. Tell them to tell you to get back on the path and get to work. !
SHARE THIS BOOK
I am an alchemist in training – My art is the base metal and my duty and gift is to refine and
refine my craft until it blazes gold. My goal is to make a substantial/beautiful/jaw-dropping/life-
changing contribution to the world of entertainment. With my gift, I am refining the ideas/
beliefs/perceptions/dreams of my audience by making them laugh/cry/shout/sneer. Ultimately, I
am giving my audience the very best of my gift and leaving them better off than when I met
them. I will continue to marvel, dream, think and act on my ideas, abilities and ways to turn my
craft into gold.!

39
Words of Encouragement!
Introduction
  Read what my medal says: Courage. Ain’t it the truth? – Cowardly Lion, The Wizard of OZ !
  You’re gonna eat lightnin’ and you’re gonna crap thunder – Mickey, Rocky! What's Your
  ….beat me, he’s going to have to kill me – Rocky, Rocky IV! Story?
  What are you waiting for? You’re faster than this. Don’t think you are, know you are. Come on. Stop
trying to hit me and hit me – Morpheus, The Matrix ! Say It Loud!
  You are here because you know something. What you know you can’t explain, but you feel it. You’ve
Know Your
felt it your entire life… - Morpheus, The Matrix! Landscape
  It’s a dangerous business, going out your door. You step onto the road, and if you don’t keep your
feet, there’s no knowing where you might be swept off to. – Bilbo, The Lord of the Rings: The Identify the
Fellowship of the Ring! Bullseye
  PUSH yourself – Ms. Rain, Precious!
Follow the Yellow
  It don’t matter what you tried to do, you couldn’t destroy me! I’m still standing! I’m still strong! And
Brick Road
I will always be. – Antwone Fisher, Antwone Fisher!
  At the end of the day, we can endure much more than we think we can – Frida Khalo, Frida! Crossing the
  Get busy living, or get busy dying – Andy Dufresne, The Shawshank Redemption ! Finish Line
  I’ll change. I’ve learned that I have the strength to change – Michael Corleone, The Godfather II!
Words of
  You mustn’t be afraid to dream a little bigger, darling – Eames, Inception!
Encouragement
  People do it everyday... they see themselves as they'd like to be, they don't have the courage you
have, to just run with it. – Tyler Durden, Fight Club!
 The only ass-kicking that's gonna be done around here is gonna be done by me. - Sal, Do The Right
Thing! SHARE THIS BOOK
  You don’t need proof when you have instinct – Joe, Reservoir Dogs!
  You're familiar with the phrase "man's reach exceeds his grasp"? It's a lie: man's grasp exceeds his
nerve. – Nikola Tesla, The Prestige!
  You don't have bones of glass. You can take life's knocks. If you let this chance pass, eventually,
your heart will become as dry and brittle as my skeleton. – Glass Man, Amélie!
  Tomorrow the birds will sing – The Tramp, City Lights!

40
 Introduction

What's Your
Story?

Say It Loud!

Know Your
Landscape

Identify the
Bullseye

Follow the Yellow

Brick Road

Crossing the
Finish Line
Acknowledgments
Words of
To all the photographers and artists whose work I have Encouragement
used in this book. To family, friends and colleagues who
continue to provide me with the ongoing inspiration to
dream bigger and shape the alchemist within. To all
actors (especially Kola Ogundiran and Dele Ogundiran) SHARE THIS BOOK
who use their sweat and tears to make us laugh, cry,
shout and sneer – thank you many times over. Here is my
gift to you.

41
 Introduction

What's Your
Story?

Say It Loud!
About the Author!
Know Your
Sayo Ogundiran-Martin’s fascination with technology and its impact on the way we Landscape
communicate and live has been a lifelong affair. She has been a professional writer for
Identify the
over 10 years and has also worked with global companies and individuals in the areas
Bullseye
of brand planning, public relations, online marketing and market research. She
currently works as a Media Consultant for Dow Jones & Company, Inc. and, with her Follow the Yellow
husband, is co-owner of Martin Media Company, LLC specializing in personal brand Brick Road
development and production sound for film, television and stage. !
Crossing the
Sayo earned a bachelors degree in Communications from New York University and a Finish Line
masters in Creative Writing from San Jose State University. She is also an active
screenwriter, poet and singer. Sayo is a native of Brooklyn, NY and currently resides in Words of
Los Angeles, CA. You can follow her at Alchemist in Training: Encouragement
www.alchemistintraining.com and on Twitter: @sayomartin.!

SHARE THIS BOOK

42