When I spoke to musician Jaime Gibson, I was intrigued by the way he used Adwords for his business. There are many stories about how bricks-and-mortar and online businesses use Adwords to get leads, but it can be hard to operate under the same model when you’re a creative business.
The reasons for this are two-fold. First, many creative types simply don’t like the “business” part of it. But if you want to paid – and gain a sustainable income – for your creativity, you have to apply a business framework to what you do. Second, there’s a myth that the same rules don’t apply. But why shouldn’t they? If you run a creative business, some of your parameters might be different but essentially it’s about marketing, lead generation and conversion.
Jaime’s story inspired this week’s Enterprise post.
When you run a creative business, it can be easy to get preoccupied with the “creative” part. After all, that’s typically more fun, stimulating and exciting – especially if you are transforming what was once a mere concept into a tangible piece of art, literature, music or performance.
However, if you want to earn money as a creative artist, you actually need to run it like a business. Yes, I can hear thousands of creative types out there collectively yelling at me: “But I don’t WANT to run it like a business. That would suck the soul out of my creativity.”
Well, unless you have an inheritance you can draw on or a generous patron, you’re not going to make money from your art unless you have a structure and some kind of business framework around what you are doing.
I know it can be romantic to be a creative artist starving in a garret and, if that’s what you want, then starve yourself silly. But if you do want to earn an income, read on.
You can read the full post here.