November 12

AP14 – Artist Business Training With Patrick Ratchford


In this episode we take a deep dive into a business mindset for artists, with life coach Patrick Ratchford. We go into actionable tips for artists to run their business better and improve their mindset.

I encourage you to listen to more of Patrick – he’s a wise, wise man.

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This weeks showcased product is Fusebox, by Pat Flynn, a truly great tool for any podcasters out there. It’s what I use on my web site as a podcast player, and I truly love it.

If you haven’t already checked out last weeks episode, it’s full of great tips for 2021, and don’t forget the giveaway of amazing tools to crush next year in terms of art, creativity and business.

If you’re a podcaster, Fusebox will make your life a lot easier and better. Check them out.

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AP14 Artist Business Training With Patrick Ratchford

Thu, 10/29 3:35PM • 39:37


business, people, minutes, performance, procrastination, life, technique, book, listening, mindset, performing, goal, goal setting, artists, receptionist, check, world, industry, talk, reward


Patrick Ratchford, Intro, Eyvindur Karlsson



Art is a business. I'm sorry, but we need to approach our creativity, our craft our passion as a business, if this is what we want to do for a living, and it's hard, because we're artists, we're not usually very business savvy. That's why we are not running major corporations and stuff like that. We're creative types. So that's usually not our strongest suit, at least, for the people that I know. So, today, I've brought in a business coach, a life coach, a motivational speaker, a great guy. His name is Patrick Ratchford, and he's going to talk to us about goal setting, and about overcoming procrastination, he's going to give us some business tips. And it's going to be extremely valuable. So before we get into that, let's roll the intro.



This is the Artemist podcast, where we turn art into gold. Here's your host, Eyvindur Karlsson.



That's right, my name is Eyvindur Karlsson, you can call me Eyvi. And this is the Artemist podcast. If you're new to the podcast, this is the place to talk about art, and how to turn it into gold. How we can make money from our creativity, how we can create something from nothing, and turn it into a business. This is as much about me learning as anybody else. I don't consider myself an expert. Although I have been doing this for a long time. I sometimes talk about the stuff that I know how to do that I know well, but most of the time, I tried to bring on experts from outside who can teach me something as well as you. And today that is certainly the case. today's conversation with Patrick Ratchford is just amazing, it truly blew my mind. He has a lot of wisdom and insight. And in the show notes, there will be links to some of his talks, and his articles and social media and stuff. So you can seek him out. Because I think we can all learn a lot from what he has to teach, apart from just what he says On today's episode. Before we go any further, I want to talk about today's product showcase. So here we go. This week's product showcase. All right, so this is the part of the show where I talk about a product that I use in my creative life and or in my business. And today I want to talk about Fusebox, which is a great service for any podcasters out there. It certainly has made my podcasting life better and easier. So Fusebox, if you're listening to this on the Artemist website, you're probably listening on the fuse box player, miss the very nice looking, convenient podcast player that I use on my website. And it's, it just looks good. It's very customizable. And you can have a call to action on the player to sign up for a mailing list or go to a certain link or whatever. And of course, people can download the episode or subscribe on their selected podcast, service or whatever. So that's very convenient. And it's they also have a transcription plugin. That is great as well. And I highly recommend that for any podcasters out there. You know, the transcription thing is, of course important for SEO reasons. And the player just looks and functions very nicely. So that's fuse box. If you want to go through my affiliate link, you can go to or there will be a link in the show notes. And yeah, by all means, check it out. So without further ado, I think it's time we switch over to my conversation with Patrick Ratchford, enjoy.



All right, welcome Patrick Ratchford, welcome to the show.



Wow. Pleasure to be here. Hang in there. Thank you for having me. Well,



now Well, thanks for coming. Um, before we get started, I just wanted to get to know you a little bit. Where are you from?



I am from the United States. I grew up in New Mexico right next to Nevada. So I spent my younger years in Albuquerque, New Mexico, and then I've spent the last 30 years in Las Vegas, Nevada.



Alright, so that's where you are right now?






And how's the How's COVID treating you?



I I'm still optimistic. Eyvindur. I try not to to just focus on my own immediate world. You know, the optimism comes from, you know, we're the same species that put a man on the moon, right. We're the same species that have satellites circulating around the globe. So it gives me peace, that we have our best and brightest in every country, working on a solution. So that's how come I'm saying Yeah, yeah, I'm okay.



Great. I think that's an awesome attitude. And, you know, I think it's very easy to, to despair. These days. And so yeah, that's a great, great point of view. I find that asking about COVID is the new asking about the weather these days. Because we can't go outside really to enjoy the weather anyway. So...



No this is true, and I'm not sure if it's made it out there. where you're at even there. But out here. The the new cuss word is 2020. Oh, 2020.



Yeah. Oh, yeah. I hear Yeah. Well, I don't think anybody's happy with 2020. But it is what it is, you know. And I always say that, you know, setbacks are what? Help us to become what we become. And so, you know, we'll all be better off after this. Apart from people who don't make it, this is getting depressing. I'm sorry. Anyways, so, uh, can you tell me a little bit about your story, your journey where what you do? And?



Absolutely, I always been involved in self improvement, right? I've reading books and listening, when I got started and listening to tapes and, and audio programs and what have you. I was involved in in the business world and early, very early stage, even as a young child, right? selling items door to door for your school project, right? If you want a school trip, or what have you, they had you sell things to friends and family or go door to door. So that toughened me up as a little kid, you know, knocking on doors and getting them slammed and what have you. But when I entered the business world, I I parlayed that experience into becoming fairly successful in the top 2% of my industry. And so that success led to business owners approaching me saying, Hey, could you speak to my sales team? Could you speak to my staff on what has enabled you to become successful and to hit different marks of financial success. So at first, I was a bit opposed to it. But it grew on me. And so they had me speak. And I would just simply share what I did on a daily basis, hey, I set goals, short term, long term, tangible, intangible, I try not to procrastinate, if something needs to be done, I, I take a crack at it. If I'm delaying, then I try to trick myself and say, Hey, just do it for five minutes, you know, just just do it for three minutes. And then if I trick myself that way, that three minutes or five minutes, would magically turn into 20 minutes, 30 minutes, an hour or two. And I was able to get things done. So I'm going to share techniques that I had picked up in life along the way that worked for me personally. And so that just led to more and more speaking engagements. And at 1.1 of my mentors told me that hey Patrick, you're not going to be able to speak every day for the rest of your life. Or your your your desires may change your your pursuits may change. So you should put some of your thoughts in writing. You should record some of your your talks. So I took that to heart and wrote a few books. Books and put out a couple of spoken word programs. And so now, without having to attend one of my seminars or one of my speaking engagements, everyone has the ability to reach out to their favorite retail platform and pick up my material. And if they want to adjust their lives, on the personal side or business side, their social side, their financial side, regardless of the industry, whether it's the music industry, or if you want to be a better athlete, or, or a better dancer, or improve your relationship or a better business person, the principles, the principles remain the same. That's what's it's surprising to a lot of people they think that self improvement was specifically designed for entrepreneurs or, or for business people. No personal development, self improvement applies to every category of our lives.



Sure, yeah. And I want to get back to your business, your industry and all that. But I think what, what what you were just saying, not just for entrepreneurs. I was just see, you know, Michael Hyatt, you know, he is right. Sure. He says, everyone's an entrepreneur. You know, that's, that's how you get successful. But having an entrepreneurial mindset, no matter if you're actually starting a business or not. You should have an entrepreneurial mindset. Just always be looking for ways to solve problems, your own and other people's problems. That's an entrepreneurial mindset, right?



Yes, correct.



But you you said, What, just going back? What is the industry that you were talking about where you were so successful?



I was the youngest real estate broker and sales rep, for the state of New Mexico. And then I moved to Nevada. And so I've sold more condos, more real estate projects than anyone in my category across the United States.



Oh, that's, that's not too bad. Sounds okay. So, so now you've done all these, these speaking of this, you've done this, I guess, the speaking circuit, so to speak, and all that, like you were saying, and you've published some work, and, and I'm assuming, like you said that it at least started more business oriented. And my audience is more artists and creative business people, I guess.






So I'm going to try to put you on the spot a little bit and try to get you to speak to that, sir. Because, you know, in traditional marketing, especially online marketing, you're always looking for problems, right, you're looking for pain points. That's the sort of how you approach selling, and marketing largely. But of course, when it comes to artists, that's you that's taken away from you. You don't nobody has the problem of not having art. You know, there, you're always you're selling an experience, you're not selling a solution. And so it I guess it's a little bit, the mindset is a little bit different. So I wanted to see if I could get you to talk. Talk about that for a little bit how, you know, you're, maybe maybe it doesn't matter at all for what you teach. Or maybe it does, but can you? Can you comment on that?



No, absolutely. I would love to. In the personal development world, yes. I'm a motivational speaker. Yes, I'm a sales trainer, but I'm also a life coach. And so oftentimes, when I would give a talk, business owners would approach me or their spouses would oppose, approach me or their children would approach me and say, Hey, I'm not really a business person, their spouse would say, or their children would say, or an entrepreneur, but I'm a musician, or I'm a dancer, or I'm an athlete, or I'm a student. So could you enlighten me, if you will, on how I can apply the techniques that you share to my own life? So more specifically, I have had several clients in the music industry. And they would say the same thing as you had asked me. How do I apply the principles of personal development, self improvement to my own career, because I'm a creative type. And so I would stress that, regardless of the gig, right? I've had some clients that they have the ups and downs in their performances and I would consider insistently stressed that, whether you were performing on a Wednesday night, or Thursday night, or a Monday afternoon, that that performance act as if it's a Friday night, it's a Saturday night, that performance, whether you had 20 people in the audience, or 2000 people in the audience, the performance itself should be as if you were performing halftime during the Superbowl, regardless of whether there was 20 people there, or 40 people there, or no one there. So I stressed on a consistent basis for them to visualize every performance, as if they were the halftime key performer. At that show, whether it was a Tuesday, Thursday or a Saturday afternoon, whether people were talking in the audience, on their telephone going back and forth to the bathroom. Now, you're the key performer at the Superbowl, if you have that mindset, day in day out the ups and downs of the industry, that your time will come. So that when you do have that ideal audience, that ideal date, that ideal gig, your mind is already prepared, you don't have to flip the switch, because that switch was flipped. When the audience was to 1020 and 40. That switch was flipped, when it was a Tuesday performance a Thursday performance a Saturday afternoon performance. So I have found that having that attitude, that commitment, day in day out, rises to a level of what we call professionalism, regardless of the industry. So if your listeners would take that to heart, that that technique alone would propel them in such a way that even their peers, but notice a difference.



I think that's great advice. And I think it also applies to your listeners. Because the if you're playing for two people, and you treat them treat them like they're 20,000, you know, you you perform for them with the same amount, you give the same amount as you would if you were playing at the Superbowl, they're going to remember that. And those are going to be your fans for life, probably because you sat down even though they were just two of them. And you gave them the best show of their lives. Very true. So I think that it goes both ways. And oh, and yes, I think for your mindset as well. I was listening to a part of your talk earlier, and you were talking about goal setting, which I think is probably the most important thing for anybody. You know, if you want to advance your life in any way, I was wondering if you could talk about goal setting a little bit?



Sure. You're exactly right, regardless of who you are, where you're at in life, if you're a D or C student, and you would like to become a or b student. Goal setting is important. If you're in a relationship that's experiencing some ups and downs and some rough areas, goal setting is important. Right? Likewise, with business people and entrepreneurs and with performers. If your endurance during a performance is, Hey, I can get my best for 30 minutes, well, then you need to set a goal of let's see if you can give your best for 45 minutes, and then have another go and see if you can play your best senior best for an hour. And you have to set goals regardless of what area that you're in. So I simply stress on it on a consistent basis that develop short term goals and long term goals, tangible, as well as intangible goals. Now, here's the thing. It's not enough just to set the goal, right? If you have a goal of Okay, my endurance, I have the most dynamic ability to play my guitar or play the keyboards or play the drums and I'm on fire, I can touch the audience for 25 minutes. But what if they want several encores right? So you have to dig down deep to give that special something on a consistent basis. So you set back go as we had discussed earlier, that me perfect my skill. Let me maintain my enthusiasm that certain something when I am performing and let me increase it in increments, so that if I'm ever surprised during a performance that always said that you were going to play for 30 minutes, but someone's tour bus broke down so you're going to have to play for an hour or you Gonna have to play for 90 minutes. So this is where it begins of setting that goal. If you're thinking, well, I'll never have to play more than 30 minutes, that's not true. So if they if they adapt that mindset, during the process of setting goals for their short term goals, as well as their long term goals, and then we take it a step further, you must reward yourself. So that momentum is maintained. So if you set the goal of I want to perfect my skill, and playing this instrument, or in singing, or in performing and performance as a whole, from 25 minutes, 35 minutes from 35 minutes to an hour. Now I'm cranking it up to 90 minutes, and I have the ability to get my best for 90 minutes, regardless where I'm at that once you achieve that goal, have a reward system, that Okay, once I've achieved this goal, I'm going to buy a new attachment for this instrument, right? Or I'm going to buy a new outfit for my next performance. Or I'm going to take a loved one out to lunch, or I'm going to go to the theater and catch my favorite movie. But it's important a lot of times folks stop that, oh, I gotta set a goal, set a goal, set a goal, and it becomes like a job. So you have to have a reward system for each goal that you do achieve.



Yeah, I think that's very important. Because you know, yeah, so it doesn't become a chore. And you don't just get stuck in a in a loop. Yes. What do you reward yourself with?



I am, ironically, I am an avid movie fan. But now during this new normal, right, a lot of our theaters are closed. Now the flip side is that you're able to download some movies over the internet, they're double or triple the price. But yet you still have the convenience now, atmosphere, it's not quite the same of you know, some What is it 40 foot movie screen compared compared to a flat screen, but I tried to reward myself I go into the movies when I can. I'm still an avid reader, because you have to stay fresh, you have to stay sharp. and spending time with with with friends and family. I enjoy engaging conversations. I enjoy walks spending time with my dog. So simple, simple pleasures I use as a reward system.



Yeah, it's great. Any reading any good books right now? 



I'm going back to one of my classic originals. It's, it's called the greatest secret in the world. By augmon. Dino. He used to be the editor for Success Magazine. And it's the concept itself is so simple. That without having to read the entire book, it's stuck in the middle, right? It's in the middle of the book in the middle of a chapter that if you only have to be slightly better than mediocre to be successful in life. And that simplicity can be applied to everything that we do.



That's a great point. Yeah. So another thing that well, one of my biggest problems, and I think it's a human thing is procrastination. And I know you talk about overcoming procrastination. And I think for a lot of especially creative people, when you're working on something that's essentially just for you. You don't have a boss and you don't have a deadline. Procrastination is the easiest thing in the world. Do you have any advice for people who struggle with that?



Absolutely. And regardless of what levels of success that you achieve in life, again, in your listeners industry, whether it's giving free performances at the senior center, or a high school assembly, or performing at the Super Bowl, all artists encounter the same struggles of dealing with procrastination. Okay. So for myself, as I alluded to a little bit earlier, there, there is a technique, a tactic, if you will, that we called lift off here in the States, NASA, right? They have rockets going up every so often and it's 54321 and then all this power all this fuel, and it's the the energy propels this rocket into outer space right. So I have found The most popular technique that I've shared with the folks who attend seminars and one on one coaching and what have you is, regardless of the goal, if you find yourself putting it off every day, every week, every month, somebody tell yourself 54321, liftoff. And when you hit one, that is when you begin. It may be for 30 seconds, it might be for two minutes, it might be for three minutes, but just the animation of 54321. I'm going to drop down and do some push ups 54321, I'm going to have that uncomfortable conversation with my loved 154321. I'm going to call my agent and say, hey, how come you haven't gotten me a gig in the last couple of weeks 54321 whatever obstacle whatever go that you've been putting off, begin it. So I found that they simply use that brief, simplistic technique, a 54321 would overcome a lot of procrastination in their lives.



That's a great analogy. Especially because like you said, there's so much energy to get the rocket off the ground. Once it's outside the atmosphere, it keeps going keeps going forever.



Exactly right.



Yeah. So yeah, just get started. I have the same thing. I tried to write in the morning. I'm working on a novel.



Ah, congrats.



Well, thank you. Yeah. And it's going pretty well. And every morning, I just can't I just I don't really want to. But I just find it I'll just say, all right, just one sentence. Yes. And then you know, it snowballs, and you know, then I've written 1700 words, and I'm happy for the day. Beautiful. So. So I think that's a great, great example. And, you know, I always, I love setting challenges for myself as well, which I think can get you. If you just force yourself to do something, it can get your get you to step outside your comfort zone as well. It was a great challenge that I've never done, but I read about it somewhere where people will lock themselves in a room for 24 hours and write music, non stop without sleeping or doing anything, just write as many songs as you can write for 24 hours, which sounds like I'm too old. I can't stay awake for 24 hours, but but for people who can I think that's great, you know?



Yes, interesting. The similarities, whether you're writing music or writing the book that I went through the same process, I locked myself away for 30 days. And I played right 810 1214 hours a day, take a take a break to to get some sleep and, you know, grab up, grab a meal or two, and then go right back into it. And then surprisingly, 30 days later, your your body of work is completed very soon. Okay, every Saturday, I'm going to try to get in an hour. Well, all right, that works for some, but if you have a tighter timeframes, then sometimes you have to force yourself as you mentioned.



Yeah, I think that's what was it during the month of November that you were doing that writing?



Oh, surprisingly... No, I believe it was midsummer, that I started that. Alright.



Because they do that every a lot of people do it in November, I write for all this should go out in the in early November. So maybe there's somebody listening who's doing that right now. But yeah, is there anything else that you can sort of impart on us? You know, when it comes to just improving your career, I mean, especially like business wise, because a lot of artists are morons, when it comes to business. I know I am. Which is why I'm trying to learn from the people that I bring on, on the show. So you know, any sort of business advice that you can give artists?



Sure. Two concepts. I was at Starbucks a couple couple weeks ago, in Chicago, just at the airport, had some free time. And if this was at the virgin hotel, I believe, sending them to Starbucks was on my phone, checking some emails and what have you. And this young lady was sitting catty corner from me, and she had hers her surprise Recently she had her phone on speaker. So she dials a number and a voice comes across her phone. That it was such as such of office company, right? I don't remember the exact name. And she says, I'm just confirming, is this such a such office office company? And they said yes. She says, I would like to apply for the position of receptionist. They said, Well, we already have a receptionist, we're very happy with our prefect receptionist. And she goes, are you sure because I just graduated from from from business school, and I can type X amount of words per minute. And I know how to deal with the public. And my grades. Were at the top of my class. I think I'm better than your current receptionist. And they said, Well, we appreciate your enthusiasm. But we're quite happy with our receptionist. She says, Are you sure? They said yes. She says, Well, thank you. And she turns off the speaker on their phone. As she stood up, I looked and she had a name tag across her lapel. And it matched the name of the office that answered the phone. And I said, Excuse me, I couldn't help but over here your conversation. And I'm looking at your name tag. Do you work at that company you just called? She goes, Well, yeah. I said, Well, what are you doing, call them up looking for a job. She says, Well, I was just checking up on myself. She was the receptionist at the company that she had called. And she had the wherewithal to call them as an outsider to see if at they were speaking to someone they did not know if they would speak well about her, and was her job at risk. And she must have been, I don't know, maybe 20 to 23 years old. So when I heard that, I'm like, wow, if this young lady, fresh out of school has the ability to check up on herself. How could you apply that in your own life. So I would encourage your listeners to identify opportunities for them to check up on themselves. If you use that technique, not that specific technique, that mindset of you're auditioning for a show, a new band member, hey, I am a great keyboardist, I understand that you have an opening? No, we're happy with our keyboardist. Well, that's not what I heard. You gotta hear me and see what your fellow band members say what you're the band leader says the group leader, the agent says, so to to customize that mindset, that creativity in their lives, and their business pursuits in all their endeavors. And they would find that their level of commitment, their, their level of satisfaction, and their level of enlightenment, if you will, will improve significantly by demonstrating some type of creativity like that in their lives.



And I guess, just if I'm a solo artist, so I can't fire myself. But But I guess just examining yourself and your art and what you're offering critically. You know, looking at it, you know, what am I actually doing? And, you know, what would it look like if I was looking at it from the outside? Does that make sense? 



Absolutely. You know, some artists that I've, that I've been exposed to in the past, they'll say, everything's given I do this performance, or every Christmas, I do this performance. Some are solo artists, some are members of a group or band, that there's nothing wrong with whatever your your consistent gig is reaching out to the promoter and saying, hey, next year, I would like to provide the entertainment as a solo artist, for this particular gig. And when they tell you that, well, we already have that book. I understand you have that book, but you haven't heard me. You know, I do it in such a way that I think you would probably reconsider who you currently have. But no, no, those are very strong words. You know, we like the poor firmer that we currently have. We've been working with him for many, many months, or many, many years. getting that feedback, whether positive or negative, has an effect on you. So to be open minded enough that whether the feedback that you get is not always positive that in and of itself will affect change within you.



I think that's beautiful. That's a great idea. Well, thank you so much. This has been amazing. Tell us a little bit about where where people can find your talks and your material, whatever you want to tell us. 



It's just been a pleasure crossing paths. And I'm never out to pitch my wares. If folks want to reach out and just say, Hello, I have a fairly strong presence on social media, whether it's Facebook, or Instagram, or Twitter or LinkedIn, if they want to catch a few of my talks, if they simply type in my name into their favorite search engine, they can find a motivational talk that might be the fix that they're seeking. If there are readers Sure, you know, there are several books out there and spoken word programs. But there are also dozens of free articles that they can just simply do a search for and find articles on overcoming procrastination and maintaining a winning attitude, and improving their communication. So it's, it's all out there. Without cost for folks who think folks in our industry always want to be selling something that is not the case. So if they would like to pick up a book, wonderful, they want to watch a free talk on their favorite search engine, or they want to find an article that's free that within five or 10 minutes, they can assimilate the information and pick up techniques and strategies within minutes that they can apply real time.



Awesome, and, and Spotify as well. It's where I listen to part of your talk. I enjoyed very much.



Well, super.



So yeah, so thank you so much. and have a nice day.



I appreciate it. And I wish you and your listeners to stay healthy and stay safe. And as they say this too shall pass.



Yes. All right. Thanks again, so much to Patrick Ratchford. I thoroughly enjoyed that conversation and probably could have gone on for a lot longer. But it was, you know, that was just amazing. And again, there will be links to some of Patrick's social media and talks and things in the shownotes. I highly recommend that you check it out. He's, he knows this stuff. Now, if you enjoy this podcasts, please consider subscribing. And if you leave an honest review, wherever you listen to podcasts that really, really helps us to get the word out to more people. And I would highly, highly appreciate it. And don't forget to check out the Artemist website And that's also a portal to find me on social media and stuff like that. And if you give me a follow there, that would be great. I've started to post more on Instagram, I try to post sort of inspirational creative stuff and things like that every day. And hopefully that is motivation for some of you guys out there. So by all means, track me down on those platforms. Now, thank you so much for listening, and I will see you next time. Bye bye


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