“PIVOT!” or What Being an Actor Taught Me About Digital Advertising

It's on Netflix now: Wyatt Earp and the Cowboy War. I'm in a small, supporting role (and not onscreen for very long, tbh). But the opportunity to be behind the scenes of an incredibly complex production and watching the degree of collaboration required to create a television show like that got me thinking....

In that big Venn diagram of ‘jobs people do’ acting and digital advertising might seem like two circles that don’t intersect, but the two fields share more in common than you might think. My work as an actor has shaped my approach to digital advertising, teaching me invaluable lessons that I carry into every campaign.

Storytelling Is Key

As an actor, my primary job was to tell a story. And you do that by conveying the emotion and action that the script calls for. Screen acting has changed over the years (go watch an old movie, you’ll see what I mean.) HDTV means that the subtle emotions that show on your face are now highly visible (in 4K!) and sometimes you don’t even need to say to make your point.

In Stephen King’s book “On Writing” he stated that “Description starts in the writer's imgination, but should finish in the reader's.” Effective storytelling in digital ads uses the same tactic. Leave enough space so that the buying audience to become part of the narrative we’re sharing so they can see themselves using your product or service.

It’s called “Show Business”

One of the first things you learn in acting school (yes, I went to one) is that “Early is On-time. On-time is Late. And Late is Fired” In other words, you are one cog in a great big expensive machine. Show up when you are supposed to and do your job (not too many re-takes); that is how you contribute to being “on budget” and not wasting the money of the people who hired you. “Don’t waste the money of the people who hire you” should be the mantra for the entire digital marketing industry.

Understand Your Audience

Acting taught me the importance of knowing my audience; who you're speaking to and what resonates with them is crucial in both fields. In digital marketing, this means understanding your target market and what need or desire the clients product or service will fulfill.

It also means listen to your client and learn from them. They know their customers too.

Emotional Connection

In acting, evoking emotion is essential. Similarly, successful advertisements often tap into emotions, whether it's joy, nostalgia, or even urgency. Creating an emotional connection can make an ad memorable and drive consumer action.

If the product doesn’t fit an ‘emotion’ - dad jokes usually work too.

Adaptability and Creativity

 “Pivot!” (as Ross reminds us) is important in everything from business strategy to moving furniture. In the same way, acting requires adaptability and creativity, skills that are equally important in advertising. Each role required a fresh approach, just as each advertising campaign requires innovative thinking and flexibility to

(All I need is for you to just stop scrolling long enough to read/see/hear the copy…..yeah, just like that. And now…click.)

stand out in a crowded market.

Collaboration

Both acting and advertising are collaborative efforts. Working with directors, writers, and fellow actors taught me the importance of teamwork. In advertising, collaboration with designers, copywriters, and clients is crucial to create cohesive and effective campaigns.

Even a ‘one-person off-Broadway show’ will have a stage crew and front of house staff. 

Ultimately, it comes down to storytelling. Bringing the audience (or client) along for the ride as we take them on a journey from ‘meh’ to ‘wow’ simply because they bought what you’re selling.