Pandemic Nonprofit Phoning

Used mostly in finance to express the relationship between debt and equity, the principle of leverage can be exploited in all spheres of life. Using a layman's language, I would say leverage is a tiny tweak you can exploit or a simple action you can embark upon wherever you are in your artistic endeavour to maximize your impact and result.

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For an example, let's say you're a musician, an author, or a craftsman, you can produce a one- minute video and upload to YouTube, and if properly optimized, your video could go viral. With that tiny tweak to your strategy or that simple action, you could attract thousands if not millions of viewers in one fell swoop. BAAM! You've moved from a virtual unknown to a celebrity.

So this is the question I want to ask you, "When last did you promote yourself and your work? The saddest mistake experts, authors, coaches, consultants, professionals, and indies (independent producers) of all hues make is to toil in the dark or total obscurity thinking that by a dint of their hard-work they'll somehow be known. Or put it another way, that what they produce, whether songs, paintings, books, and the like, will somehow magically make people to discover or find them.

Let me put it to you, as a producer, your chances of being discovered that way in today's noisy and clutter-filled world are one in a million. Gone are the days people will beat a path to your door if you made a better mousetrap. There are hundreds if not thousands of other producers making mousetraps that could outshine yours so your product alone is not enough. In a globalized and internet enabled world that's the reality. You must tell the world your story.

So as an artist, song writer, author, speaker, coach, consultant, craftsman or an indie of whatever hue, you must promote your good works for a sliver of chance to be heard or found out. Personal promotion is your simplest leverage. Big companies with deep pockets can afford adverts but it's very likely you're operating in a shoestring budget.