Today I sent out 6 headshots and resumes, with cover letters, to Casting Directors I have yet to audition for. I also sent out postcards to 28 Casting Directors I have either met, been referred to, or have already sent my headshot and resume#–updating them on what I’ve been up to recently (specificially the role I just landed in an indie film shooting in October#–I’ll provide more details as I can).

As I was preparing everything, it occurred to me that most people probably have no idea how much work this actually entails. My dad didn’t until he observed my preparing a submission packet one day. So I thought I would make some scans of the materials I’m sending out today, and share.

Actor Mailings

First of all, I didn’t name this post "Mail Merge" for nothing. There are a lot of Casting Directors out there, and keeping track of all of them can prove to be daunting. Every actor has a different way of doing it, but since I’m a computer guy I use a database. Every time I meet a Casting Director, I create a listing in my database:

I save all of the normal info (address, phone number, etc) as well as notes on what he/she casts (TV, Film, Theatre) relevant projects (Law & Order, Little Black Book), the names of assistants or secretaries (if I know them), where and how I met them, and a list of every time I audition for them (for what, with what material/monologue/etc), every time I mail something to them, every time I call or contact them, and the results of each contact (audition, booked a job, etc). This information becomes very important at tax time (and when personalizing letters, phone calls, and meetings).

The Basic Mailing 

The next step comes when it’s time to mail something out. The basic actor mailing is a headshot/resume (affixed by either staples, glue, or by photocopy/printing) and a cover letter. Headshots are standard at 8 inches by 10 inches in size. But wait! That’s smaller than the size of paper, which is 8.5 x 11 inches! So a resume, before being attached to the photo, has to be cut down#–using scissors, a razor blade, or something else. To avoid this step, I use a laser printer and print directly on the back of my headshot#–with the added bonus that you can’t lose it when it’s printed on the back!

The cover letter is really the tricky part. In a cover letter, you want to accomplish three things: remind or introduce yourself to the Casting Director (CD), note a new or recent project/skill/class, and ask for a meeting. The best cover letters do this in a just a paragraph or two. Very short paragraphs. Like two or three sentences each. Again, cover letters vary, but professionalism, clarity, and simplicity are always appreciated. I use very nice linen paper with custom printing for stationary. Since I have a laser printer, I do this myself. The letter itself is written in a word processing program using "Mail Merge"#–that is it pulls the information (Name, Address, Etc) from my database so that I don’t have to create each letter individually. Some people stop there, but I go a bit further… I edit each letter individually, customizing it with the information from my database. I always sign each letter in blue ink#–proof that I did at least personally sign each letter with my flesh-and-blood hand.

Next comes the envelope and labels. CDs receive a mountain of mailings every day from hundreds upon hundreds of actors. Can you imagine the torture of opening all of them? That is why most appreciate the use of large (no folding of anything) manila envelopes closed with only the clasp#–no licking of the glue, no tape, no weird closures of any kind. This allows them to open the envelopes quickly and easily#–if yours is sealed like Fort Knox, it may never even be opened. I use a light blue custom envelope that I buy at a paper store#–it’s nice looking and shows I care about each submission I send out. As an actor, I am a brand#–and I want to show that I am a quality brand, even though I may not be well known. Since the envelopes contain a metal clasp, they can’t be sent through the printer for addressing. Instead, I use mailing labels that, again, I print from my database. I use the same font scheme that I used on my resume, my headshot, in my cover letter, and on every other promotional item in my toolbox. I am a brand, and I am a quality brand. I use a slightly smaller return address label for my own address in the upper left, so that it’s easier on the post office.

You might notice that I used two stamps on the envelope: I try to buy stamps in bulk, and when the price goes up for mailings, I am stuck with stamps that don’t cover the postage cost. I then use small amounts (2 or 3 cents) to make up the difference. The current cost for a headshot mailing is $0.60. That doesn’t include the cost of the headshot, paper, labels, envelope, etc. After all the expenses, it’s about $1.50 per headshot mailing. Today I sent out six, yesterday I sent out six… it adds up fast.

The Postcard Mailing

After you’ve sent a CD your headshot and resume, there’s little point in sending it again#–either they liked it and filed it (and hopefully called you in for an audition or meeting) or they threw it away. Either way, you don’t need to send it again unless there have been major updates. For the rest of your relationship, you’ll be sending them postcards. Not postcards from vacation, but custom postcards with your face on them. I know, it sounds vain, but I’ve got a stack of them in front of me right now. There are many places to order them, but they’re all basically the same. A small card with your photo, your contact info, and your union affiliations. All CDs state "make sure your phone number is on the front!"

You can’t tell from this image, but the size is around 4.5 inches on the long side. The real purpose of the postcard mailing is a reminder#–hey, I’m here, remember what I look like? Remember me? And a quick note about your current situation#–whether it’s a recent role you landed, a new class your taking, getting back from vacation. The point is that you only write when you have a reason… and you try to have lot’s of reasons so you can send them often. I use my laser printer to print my messages on the back (I don’t like my handwriting much) and sign them. I also use Mail Merge to include the information for each CD, and customize them as much as possible. Postcards cost $0.23 to mail right now, including the cost of the postcard itself, it’s a total of less than $0.50#–see how it saves money over time? $1.50 for a headshot mailing versus $0.50 for a postcard. And postcards always get read before mail that has to be opened. Don’t you do that at home?

Personal Letters

There will be times when you want to communicate to a CD (or an agent) in a more formal manner. I keep a separate database for agents, and use it in the same way as I do for CDs. And in both cases, when I send a formal letter, I want it to look nice. I am a brand#–and I am a quality brand. I use the same stationary as from mailing, with the same font, and I use custom linen envelopes that are the same color. I always sign in blue ink and, as always, keep the letter brief and only for its intended purpose. I trifold the letter, with the greeting line and address showing first when opened. And I always include my business card. Some actors do not use business cars, preferring to only use postcards. I think business cards are a good idea. I can carry them in my wallet, in my suit jacket pocket, or in luggage without worrying about bending them. And they are easier for the person you’re giving them to carry around.

Again, the main focus is the headshot or photo, as well as contact information and union affiliations. I use a different photo from my headshot, in color, just to be a little different. But I use the same fonts as always. I also put a little quote on there (the same as on my blog’s sidebar) to show my personality a bit.

So you can see that putting together a mailing takes planning, preparation, and a lot of time. It’s not an easy thing to do and it is probably the single most often repeated (and overlooked) aspect of working as an actor. In the beginning, sending out mailings is the most proactive step you can take towards reaching your goals as an actor#–and you may have to send for years before you have enough of a "name" to avoid them. So taking the time to prepare them correctly, and with thought, makes a lot of sense.

And when you hear me say I’ve been doing mailings… you’ll understand why I had to disappear all day.

Points to remember:

1. You must keep track of who you’ve met or mailed (database, notebook, etc)
   
2. Never mail unless you have a reason (class, show, etc)
   
3. Even your mail leaves an impression (make it professional)
   
4. You can’t book work if you don’t keep in touch (do your mailings!)
   

Who to contact:

1. Casting Directors
2. Agents
3. Directors and Producers with whom you have worked in the past
   
4. Theater or Film companies with whom you woud like to work in the future
   

Recommended reading:

• How to Sell Yourself As an Actor: From New York to Los Angeles and Everywhere in Between
  by K Callan
  ISBN: 1878355155
• Self-Management for Actors: Getting Down to (Show) Business
  by Bonnie Gillespie
  ISBN: 0972301976
• How To Be A Working Actor: The Insider’s Guide to Finding Jobs in Theater, Film, and Television
  by Mari Lyn Henry, Lynne Rogers
  ISBN: 0823088944