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If
You Can't Send the Script to the Agent, Bring the Agent to the Script As a
screenwriter, manager of information technology (my day job), Internet geek and
entrepreneur, I've witnessed the proliferation of websites where aspiring
screenwriters may post (and in some cases, register) their creative work. The
idea behind this new Internet phenomenon is simple: build a script warehouse
and they will come. And truly they have come, in the form of optioned
scripts and screenplay shorts, outright sales and the acquiring of agent
representation. But there is a more
personal level to this display of creative work that most script clearinghouses
and the writers who use them aren't addressing. That is: the marketing of the
writer and the writer's body of work. If a
writer decides to use a service such as writesafe.com to register his or her
work or inktip.com to post the work, they've done nothing but market the script.
Granted, this is a big part of the screenwriting world. Most writers would maim
someone just for the opportunity to have a significant Hollywood power-figure or
agent read their work. (So would I.) But isn’t the writer/buyer experience
bigger than a script? Isn't it more of a relationship? If so, how can a
relationship last if it is initiated under such a fragile thing as a spec
script? Instead,
perhaps writers would be better off it they took their cue from businesses like
WriteSafe.com and InkTip.com and created a personal script clearinghouse.
A personal website will allow writers to parade their personalities and
their scripts for all to see. This is integral to the spirit and character of a
writer because good writers transcend their most commercial script. What better
way is there to show one's depth, humor, profundity, conservatism or liberalism
than displaying an entire body of work; work that has been conceptualized,
burdened over and cried over for many, many years? Building
a personal website to display the writer’s body of work can be as simple or
complicated as the writer desires. A basic website, much like any of the free
websites offered by Geocities.com, is a good place to start. During the initial
construction of the website there is no need for the bells and whistles. A
simple text (HTML) website with links and a few pictures of the writer is all
this is needed. Of course the writer may opt for a prettier website, making the
decision to use Flash, video, sound or some other Internet plug-in. The danger
there is that agents are a frugal bunch. DSL and cable modems can be expensive
items in an agent's eyes. With only a 56K modem connection, no agent is going to
wait for a writer’s spiffy Flash intro or home video to download. Simple and
fast is best. What I
envision is a simple web site with a few links to pages containing the writer's
work. If web site creation isn't your thing you can always defer to local high
school students or your children, who seem to have more knowledge of this stuff
than most adults. Finding a web site creator on the Internet is easy and the
simple quality of your web site should make the pricing fairly reasonable. I
suggest not paying more than $100 to design a simple 5-10 page web site.
I create my own web sites and often do the work for colleagues for cheaper than
they imagined. The
writer may also opt to register his first and last name as a domain name. Cory
Rudl, Internet marketing guru, advises everyone to register his or her name as a
domain name. Names aren’t as individual as we are.
In time you may see your name on the Internet registered to someone else.
All the really creative and short domain names are gone. The last bastion of
domain name creativity lies within our parents’ sobriety level when they
decided to name us. Registering
your name as a domain name gives you a permanent, globally accessible, URL and
e-mail address where anyone can reach you. This includes family members too.
Imagine how many times a single person changes his or her address and telephone
number. With a domain name it doesn’t matter. When John Does moves, he posts
his new contact information on www.johndoe.com, sends an email from john@johndoe.com,
and everyone’s synchronized. From a
Hollywood writer’s standpoint, imagine posting a script on a website and
listing your AOL e-mail address as the preferred method of contact.
Unfortunately, your account gets hacked and you’re forced to change your
e-mail address. There’s no way for anyone to reach you to offer the six
figures they’re willing to pay for your script. Pretty scary, huh? If you
register your name as a domain name it is yours to keep. Your e-mail address is
as permanent a fixture as the crimson typewriter tattoo emblazoned over your
screenwriting heart. It doesn’t matter if you change Internet Service
Providers (ISP). Domain names are portable; that is, they can easily move from
one ISP to the next. The time
from domain name registration to when your ISP is ready for you to upload your
site can be a short as a 24 hours or as long as a week. In either case you
should begin to think about your website’s structure. Remember, an agent’s
attention span is as fleeting as that of a child with a case of A.D.D. The
simpler you make your site the easier it will be to navigate. However, there is
one process of the upload that requires serious consideration. What format do
you want your script to be placed? Basically you want your script to be easily
viewed but not easily stolen. Portable
Document Format (PDF) is the one of the best methods you can use to protect your
document. Adobe Acrobat converts virtually any document into the PDF format that
can be read across both PC and Mac platforms. Acrobat retains the integrity of
the formatting of your document. You won’t find spaces or page breaks where
they don’t belong. Acrobat is also widely used in Internet land. The only
obstacle is the cost. While Adobe Acrobat Reader is free, the version that
enables you to create PDFs costs $250. Not a small price for the struggling and
often starving screenwriter. However, there are some Internet websites that will
convert documents for you. If you register your creative work at WriteSafe you
have the option of having your file converted for an additional fee of $5.
MisterPDF (my site) at www.it-hustler.com/misterpdf/
will convert almost any document or image into a PDF for a nominal fee. Now that
your site is up and running, your scripts, essays, poetry and creative literary
works have been uploaded all you have to do is sit around and wait, right?
Wrong. Again I defer to Cory Rudl who has mastered the art of Internet
marketing. The only way to get agents, managers and producers to view your site
is to let them know that it is there. One caveat however is that you do
not tell anyone your site is there until it is ready to be seen. "Under
Construction" signs do not bode well for the aspiring screenwriter's
career. No one wants to take the time to turn on the computer, dial up to ISP,
connect to the web, and navigate through a gauntlet of annoying AOL popup ads,
then type your URL only to be notified by an ugly graphic that your site is not
quite ready. In a word: wait. In four words: wait until it's ready! What you
should be doing at this time is determining the best prospects (read: agents and
managers) to introduce your site to. You can use any tool you'd like, however,
since you are now an Internet marketing master you should invest some time in
using Internet tools for screenwriters. ScriptPimp.com has an amazing agents and
producers database. Paying $59.99 will give you access for a year, but if this
price seems too steep I suggest dividing it between a few screenwriting buddies.
There's also the Hollywood Creative Directory Online at HCDOnline.com, probably
the most well-known name in Hollywood databases. If possible, try the trial
memberships, which offer full use of the database for a limited time at lower
prices. I do not suggest using any web site or "screenwriting" site
that does not specifically produce agent databases. I've paid for a few services
that offered little more than dead links and outdated databases. Before
we journey further into the sleazy world of marketing, let's take a moment to
debrief.
Now
you're ready to advertise and market yourself. The cheapest and easiest way to
let your contacts know that your site is available is to use e-mail. It's fast,
efficient and it doesn't cost a dime. Best of all, you don't have to say much in
your e-mail. Mention your strongest work (no loglines) by genre with a small
paragraph inviting all to visit your web site at their leisure. Include the full
URL link in the email and you're done. How will
you know who visits your site? Chances are you won't know until someone sees
what they like and contacts you. However,
there are programs and services you can use that will tell you how many hits
your site gets and where they are coming from.
Most of these services cost around $30 per month. One such service is
WebTrends (www.netIQ.com).
If you'd rather spend that $30 to half-fill the tank of your SUV you can always
ask for statistical data from your Web Host. Another
way to announce your website is through regular mail. Postcards are the cheapest
method. You don't want to hand write each postcard so you'd better have access
to a label program such as Avery, which is available in Microsoft Word. Each
card will say the same thing; however, with postcards you can get a little
funkier with graphics and fonts. In this case, the more you spend the prettier
your postcard can be. At the very least you should try to produce the most
attention-grabbing headlines your creative little mind can muster. A good
program to use would be Microsoft Publisher. However, you can use any word
processing program, and, with a visit to your local Kinko's, come up with an
outstanding postcard. An easy to
use Internet printing service is iPrint.com, which allows you to configure and
view your postcard online. Now mail
those suckers to everyone you know. I recommend doing similar mailings every six
months if you can afford the costs. You should also continue e-mailing your list
every two months. Many people may opt to do either the snail mail or the e-mail.
I suggest you do both. The
Internet presents a wonderland of marketing opportunities for screenwriters. I
urge writers not to cheat themselves by only using the services of others. Your
character and personality is as much a part of what an agent is looking for as
your script is. A personal web site can bring limitless exposure for the writer.
With exposure comes opportunity. Any agent will tell you that getting work is as
much your responsibility as it is his or hers (once they've signed you). This
concept also applies to marketing your spec work as well. Take the time, spend
the money, and turn your screenwriting dreams into a reality.
Angelo Bell is a New York transplant who has endured seven long years as an unsold Los Angeles writer. Between writing action adventure scripts and romantic comedies, Angelo pays the bills by working as a manager of Information Technology for a PR agency, fixing computers and designing websites in his spare time. Angelo invokes the writing muse in everything he writes, including emails, and was once told by a co-worker, "You are way too cool to be an I.T. guy!" Angelo is affectionately known as the I.T. Hustler (no pimp references, please) and can be reached at angelo@it-hustler.com or visit his site at www.it-hustler.com/writer. |
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