Making Authentic Connections: Reachouts without the Yuck

Reaching out to casting directors, agents, or other industry professionals can be very intimidating, especially if it's unsolicited and you’ve had no prior interactions. While many actor business coaches encourage cold outreach, it's not for everyone. You don't have to do it if you're uncomfortable with it. But if you're curious or willing to give it a try, here are some tips that have helped me when I write an email.

Know Your Audience

Before you write anything, take a moment to research the person you're contacting. Understand their current projects and professional interests. Ask friends if they have interacted with them before and if they know their preferred method of communication. Some people may prefer emails, others might be more responsive on social media, and some might prefer not to be contacted directly at all. And during your research, you may find some common interests that will be a great icebreaker or even better, you might find a connection who can refer you.

Offer Value

When reaching out, focus on what you can offer rather than what you can get. Highlight a specific booking, skill, or recent training that makes you a perfect fit for an upcoming project. Or if it’s to get represented, highlight what makes you a good fit for their agency. Are they missing a demographic that you can fill? Maybe they’re lacking actors with a particular skill or look. By providing value, you create a win-win scenario and position yourself as a proactive and thoughtful professional. Another way to think about it is problem and solution. They have a casting or roster problem; they need someone specific to fill it. You are their solution, so show them how you can help. Your reader knows you’re looking for work, so don’t try to hide it or be clever. Be direct and tell them how you can be of service. 

Personalize It

Make a genuine connection. This is where your research can pay off. Did you listen to a podcast they were on and found their advice helpful? You heard they love to travel, and you can recommend a travel tip. Personalizing your message shows that you’re attentive and genuinely interested in them as individuals. As I mentioned above, this one little connection can be your icebreaker.

Keep It Simply Short

Time is money, as they say, especially for busy professionals. Be concise and to the point. Make sure your message is relevant to their interests or current projects, stands out, and resonates with them. You don’t have to put every bit of information about yourself in the email; that’s what websites and marketing materials like one-sheets and EPKs are for, so be sure to include those.

So, what do you think of these tips? Will you try them the next time you send an email?