{"id":3366,"date":"2022-07-04T11:57:06","date_gmt":"2022-07-04T18:57:06","guid":{"rendered":"https:\/\/www.scot.fun\/damentals\/?p=3366"},"modified":"2022-07-04T11:57:11","modified_gmt":"2022-07-04T18:57:11","slug":"a-brand-is-fertile-soil","status":"publish","type":"post","link":"https:\/\/www.scot.fun\/damentals\/a-brand-is-fertile-soil\/","title":{"rendered":"A Brand is Fertile Soil"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"590\" data-attachment-id=\"3369\" data-permalink=\"https:\/\/www.scot.fun\/damentals\/a-brand-is-fertile-soil\/seed\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=2000%2C1152&amp;ssl=1\" data-orig-size=\"2000,1152\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"seed\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=1024%2C590&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?resize=1024%2C590&#038;ssl=1\" alt=\"\" class=\"wp-image-3369\" srcset=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?resize=1024%2C590&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?resize=300%2C173&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?w=2000&amp;ssl=1 2000w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>&#8220;Please tell your friends about my show&#8221;<\/li><li>&#8220;Share this link&#8221;<\/li><li>&#8220;Let&#8217;s get the word out about my album&#8221;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These phrases almost don&#8217;t need to be uttered when we have a strong <a href=\"https:\/\/www.scot.fun\/damentals\/branding-simple-difficult\/\">brand<\/a>. If we don&#8217;t have a strong brand, they&#8217;re even more useless. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What we do is not for everyone. So many people tell me what they do is for everyone, or that they need everyone to know about what they do. This is wrong. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Having a weak brand and getting a new purchaser of a ticket to my show for example sucks.  They come to the show, most likely, it&#8217;s not for them. They&#8217;re not happy. I&#8217;m not happy. It&#8217;s not going to lead to them buying merch, becoming a fan or an evangelist and I have to go find a new ticket buyer again. It&#8217;s expensive and unfun at the same time! We&#8217;re throwing a seed at a rock. It&#8217;s not going to grow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead we want to know who we are, what we do, what the result of the experience of our service is. We want to know who our fans are gonna be and what their other options are. Then we get the right seeds in the right soil with the right moisture and PH balance and our stuff blossoms and grows! <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brand is how we make consistent impact and how we get really valuable people in our sphere. Not every ticket buyer or fan or whatever has the same value to us. Getting the right booker to know about us when we know who we are means big cash!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Please tell your friends about my show&#8221; &#8220;Share this link&#8221; &#8220;Let&#8217;s get the word out about my album&#8221; These phrases almost don&#8217;t need to be uttered when we have a strong brand. If we don&#8217;t have a strong brand, they&#8217;re even more useless. What we do is not for everyone. So many people tell me [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":3369,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"facebook_10158666434799935_26707174888":"","twitter_aToyMjM4MTQzMDs=_22381430":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-3366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=2000%2C1152&ssl=1","jetpack_shortlink":"https:\/\/wp.me\/pc33gc-Si","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":876,"url":"https:\/\/www.scot.fun\/damentals\/branding-simple-difficult\/","url_meta":{"origin":3366,"position":0},"title":"Branding : simple + difficult","author":"scot","date":"June 4, 2020","format":false,"excerpt":"The bold and the boring The brand of an entertainment company or an individual is the way the public identifies that company. What is the core personality of the company? If your brand is strong, most people will agree on the same brand description. If your brand is weak, each\u2026","rel":"","context":"With 1 comment","block_context":{"text":"With 1 comment","link":"https:\/\/www.scot.fun\/damentals\/branding-simple-difficult\/#comments"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/field-sport-competition-strength-37636.png?fit=1200%2C678&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/field-sport-competition-strength-37636.png?fit=1200%2C678&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/field-sport-competition-strength-37636.png?fit=1200%2C678&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/field-sport-competition-strength-37636.png?fit=1200%2C678&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/field-sport-competition-strength-37636.png?fit=1200%2C678&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3057,"url":"https:\/\/www.scot.fun\/damentals\/why-i-kept-my-lineups-secret\/","url_meta":{"origin":3366,"position":1},"title":"Why I Kept My Lineups Secret","author":"scot","date":"October 19, 2021","format":false,"excerpt":"We didn't publicize lineups or special appearances. We had a weekly show and we wanted to sell out every week. We succeeded. Brand The main reason to not promote the lineups was for building a brand. We wanted a show that people trusted. The message was, \"No matter what week\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/something.jpg?fit=1200%2C727&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/something.jpg?fit=1200%2C727&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/something.jpg?fit=1200%2C727&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/something.jpg?fit=1200%2C727&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/something.jpg?fit=1200%2C727&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":860,"url":"https:\/\/www.scot.fun\/damentals\/zero-showbiz-agents\/","url_meta":{"origin":3366,"position":2},"title":"Zero Showbiz Agents","author":"scot","date":"June 2, 2020","format":false,"excerpt":"Your best reps are working for free. Let's stop wasting time trying to sell ourselves So many entertainers burn a lot of calories trying to make the perfect promo, or regretting not having the perfect promo materials. You have two ice cream options for tonight. One company has a great\u2026","rel":"","context":"With 1 comment","block_context":{"text":"With 1 comment","link":"https:\/\/www.scot.fun\/damentals\/zero-showbiz-agents\/#comments"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/person-wearing-wrist-watch-using-mobile-phone-3774043-scaled.jpg?fit=1200%2C547&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/person-wearing-wrist-watch-using-mobile-phone-3774043-scaled.jpg?fit=1200%2C547&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/person-wearing-wrist-watch-using-mobile-phone-3774043-scaled.jpg?fit=1200%2C547&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/person-wearing-wrist-watch-using-mobile-phone-3774043-scaled.jpg?fit=1200%2C547&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/person-wearing-wrist-watch-using-mobile-phone-3774043-scaled.jpg?fit=1200%2C547&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4730,"url":"https:\/\/www.scot.fun\/damentals\/referrals-recommendations-the-sweet-way\/","url_meta":{"origin":3366,"position":3},"title":"Referrals \/ Recommendations the sweet way","author":"scot","date":"November 8, 2025","format":false,"excerpt":"We know people who are social duct tape. \"You HAVE to see this artist\" or \"I know exactly who you need to talk to.\" They see how things fit together and they get excited about making introductions. These people are gold. We can empower them and breed them. Most people\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2025\/11\/IMG_1998-copy-2-scaled.jpg?fit=1200%2C486&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2025\/11\/IMG_1998-copy-2-scaled.jpg?fit=1200%2C486&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2025\/11\/IMG_1998-copy-2-scaled.jpg?fit=1200%2C486&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2025\/11\/IMG_1998-copy-2-scaled.jpg?fit=1200%2C486&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2025\/11\/IMG_1998-copy-2-scaled.jpg?fit=1200%2C486&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":940,"url":"https:\/\/www.scot.fun\/damentals\/fun-has-no-value\/","url_meta":{"origin":3366,"position":4},"title":"Fun has no value","author":"scot","date":"June 14, 2020","format":false,"excerpt":"I wrote this blog thing in 2012 (was I even born then?) and most of it still holds up. It's about ways that the comedy industry loses value. I was pretty agressive in there. I was apocalyptic. I don't feel that way anymore. I feel like there's value in anything\u2026","rel":"","context":"With 2 comments","block_context":{"text":"With 2 comments","link":"https:\/\/www.scot.fun\/damentals\/fun-has-no-value\/#comments"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/blue-green-and-black-hot-air-balloon-1876584.jpg?fit=1200%2C535&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/blue-green-and-black-hot-air-balloon-1876584.jpg?fit=1200%2C535&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/blue-green-and-black-hot-air-balloon-1876584.jpg?fit=1200%2C535&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/blue-green-and-black-hot-air-balloon-1876584.jpg?fit=1200%2C535&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/06\/blue-green-and-black-hot-air-balloon-1876584.jpg?fit=1200%2C535&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":2252,"url":"https:\/\/www.scot.fun\/damentals\/entertainment-macrobrand-microbrand\/","url_meta":{"origin":3366,"position":5},"title":"Entertainment Macrobrand + Microbrand","author":"scot","date":"January 24, 2021","format":false,"excerpt":"We want our brands (or the message that we're consistently putting out into the world) to be as specific to our audience as possible. It's great if we need 50 fans to support our project and we have a message that speaks directly to only those 50 people. As our\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/01\/pexels-kaique-rocha-3135801.jpg?fit=1200%2C765&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/01\/pexels-kaique-rocha-3135801.jpg?fit=1200%2C765&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/01\/pexels-kaique-rocha-3135801.jpg?fit=1200%2C765&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/01\/pexels-kaique-rocha-3135801.jpg?fit=1200%2C765&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/01\/pexels-kaique-rocha-3135801.jpg?fit=1200%2C765&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/3366","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/comments?post=3366"}],"version-history":[{"count":1,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/3366\/revisions"}],"predecessor-version":[{"id":3372,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/3366\/revisions\/3372"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/media\/3369"}],"wp:attachment":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/media?parent=3366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/categories?post=3366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/tags?post=3366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}