You're Not The Simpsons. Yet
One of the books I just picked up is a memoir written by a successful Hollywood agent. As immersed in this small section of the golf industry as I am, I naturally find myself looking for parallels in everything.
There was a section that caught my attention. The author was looking back at a pivotal point in his career. He had just left the sure thing to bet on himself.
One of the first projects in this new venture was risky, and the stakes were high. He had a few options in front of him, one of which was packaging a new show and bringing it to a network.
The problem was, the town was already starting to talk about the show’s chances of succeeding, and they weren’t saying good things. While everyone was speculating about the show’s chances of success, the agent doubled down because of one thing: the time slot. The deal he negotiated put the show in the time slot following The Simpsons. Hold that thought.
At the start, the challenges faced by a new brand are pretty similar to those of the new TV show.
It is not realistic to expect to become a rep’s #1 priority right away, and it shouldn’t even be your goal.
These expectations are what ultimately block brands from connecting with new reps. Some immediately rule out reps who have catalogs that they predetermine are too big. Others share expectations around time and attention upfront that don’t match where the brand currently sits, and good reps start to pull away.
If your goal is to be the top priority right away, then you need to structure the role as W2 and pay a salary. There really isn’t another option.
The goal should be to negotiate a deal with a rep who is already in the circles your brand wants to be in. Keyword - negotiate.
From there, you earn their attention.
Now your brand has the time slot following The Simpsons.
Even better, you have the opportunity to collaborate with and learn from the people driving its success. You’re benefiting from the audience they already built, and you’re almost guaranteed to have some of those viewers stick around long enough to see what your show is about.
Your established rep is the TV network, their core line is The Simpsons. Your brand just landed the time slot behind it. Support the rep, keep improving internally, and be patient.
Just like the show, you still have to perform.
That show was King of the Hill, I'd say it worked out.
If you’re trying to figure out how to attract the right reps to your brand, I can help. Meeting link below.