BY MARY JOHNSON

 

Whether you perform 10, 100 or 1,000 shows a year, its important to be as professional in your business dealings as you are in your act.

 

If you're new to the business end of juggling, or are looking to improve your business skills, here are a few books which will help you out.

 

Tax Savvy for the Small Business by Frederick W. Daily ($26.95 Nolo Press). Tax attorney Frederick Daily has a knack for making tax law simple and readable. Using simple examples, stories and plain language, Daily walks you through the basics of choosing the proper business entity (partnership, professional corporation, sole proprietorship), legally sheltering retirement investments from taxes, and appealing IRS audits. He offers specific advise on "micro businesses" which is particularly helpful to part-time jugglers. Buy this book. Even if you're only mildly interested in the "business" of juggling, you'll find this book entertaining because of Daily's writing skills. Refer to Tax Savvy for the Small Business often, and watch your tax bill drop (legally!) as you learn more about tax law. An excellent resource that should be on every juggler's bookshelf.

 

The Legal Guide for a Small Business by Fred S. Steingold (Nolo Press). This handy tome covers virtually every legal issue you're likely to encounter. (Well, it doesn't really say exactly what you should do if you drop the chain saw you're balancing onto a spectator, but it does cover liability in a more general fashion.) Everything from getting the proper licenses and hiring independent contractors to entering into enforceable contracts and chasing bad checks. Another excellent addition to the your library from Nolo Press, which has rightly earned a strong reputation for their readable business and law books. This book will help you make sound business decisions.

 

Small Time Operator by Bernard Kamoroff, CPA (Bell Springs Publishing). Another simple, readable book which outlines basic business procedure. This one is particularly useful for non-computer users, as it provides you with ledgers and worksheets you can adapt for your own accounting system. Kamoroff also includes an excellent section on inventory control - a necessity if you're selling videos, t-shirts or juggling equipment. This book is a Bible for many micro business owners.

 

Six Steps to Free Publicity by Marcia Yudkin (PlumeJPenguin Books). Most people think that publicity hounds are born, not made. "Not so," says Yudkin. There are techniques, such as writing and distributing tip sheets and magazine articles, which give you credibility and help promote sales, even if you're too shy to start calling reporters. No matter what your style, there is information in this book which will work for you. Yudkin uses examples from entertainers - includ­ing Providence folk singer Ron Bianco and Boston actor Norman George - a rarity in business books, but which brings the examples home in a more personal way.

 

Guerrilla Marketing by Jay Conrad Levinson (Plume). There are several other

books in this series, including Guerrilla Advertising, Guerrilla Sales, and Guerrilla Marketing Online and Guerrilla Marketing Weapons. These books are geared to small business people who have more brains and guts than money. Many of the ideas are applicable only to retail establishments, but there's still plenty left to help you, the juggler who performs shows. Especially helpful is the information on developing goals and creating a business plan. Levinson gives you a list of questions, the answers to which are a good place to begin goal-setting. The only drawback is that, with the exception of Guerrilla Marketing Online, these books are somewhat repetitive, with many of the tips appearing in each book. You don't need the whole set, just find the ones which are most helpful to you.

 

The Ultimate Sales Letter by Dan Kennedy (Bob Adams, Inc.). Kennedy can be bombastic, and brash. But he writes a mean sales pitch. I can hear you now,

"If they like my act, they'll book." Right? Wrong! How you present yourself in print, and in public, speaks volumes, and determines whether a potential client will pick up the phone to book your act. Kennedy walks you step-by-step through his process to increase response to your direct mail campaign. Kennedy's done the research - he's a consultant who has developed successful direct marketing campaigns for companies. He knows what makes some letters sell while others are a waste of postage. If you're sending brochures or fliers to potential clients, keep this book by your side. A handy guide to writing a pitch letter that sells.

 

Rewrite Right! How to Revise Your Way to Better Writing by Jan Venolia (Ten Speed Press) is a handbook to help you edit your own press releases, tip sheets and articles. Helpful if you tend to use jargon and clichés, or if those apostrophes, commands and capital letters get you confused.

 

The Elements of Style by William Strunk Jr. and E.B. White (Macmillian) is a must for any juggler who writes brochures and fliers. Yes, you probably owned this one in high school or college, but it's still the book on clear, concise writing.

 

These books will give you a leg up on the competition when it comes to marketing your act and making your business profitable. If you find that you want face­to-face help, call the local office of the Senior Core of Retired Executives (SCORE). These retirees will provide you with free advice on running a business, developing a marketing plan, and selling your wares. The Business School of your local university or college in your area may also offer classes, seminars and programs to help you develop your business and sharpen your skills.

As with juggling, practice brings polish. Tone up your business skills by reading, attending seminars, or talking with helpful business people. You'll admire the change in your bottom line!