Believe it or not, improv comedians and travel advisors actually have a lot in common, one expert explained.
In improvisational comedy, performers abide by the phrase “yes, and …,” which means the improviser should accept what their scene partner has suggested (the “yes”) then add to the story (the “and …”).
Travel advisors can learn from that concept, too, Martin Mussey said. And he would know: As a business development and education manager for Nexion Travel Group, Mussey brings a deep knowledge of human resources, consulting, coaching, theater and travel advising to his work.
“The ‘yes, and …’ is truly about saying, ‘yes, and what else?’ because if you don’t say the ‘and’ part, then you close off the scene,” Mussey said. “Professionally, that means you close off your access to growth to everything else. To me, those two worlds of improvisation and business absolutely blend.”
Given his expertise, we sat down with Mussey for some practical tips on how to embrace your business identity, how to get comfortable with self-promotion and how to live the “yes, and …” life. Here’s what he had to say.
1. Establish Trust and Credibility Through Confidence
Acknowledge your expertise and own it, Mussey encouraged. Be confident in your career and continue to fan that flame by learning as you go.
Mussey has a few hacks for building confidence: Before you’re about to get on a call or walk into a networking event, think about your body language. Are you standing tall? Pull your shoulders back, practice a smile and uncross your arms and legs. If you need an extra boost, stand in a superhero pose with a broad stance and your hands on your hips. Try it and you’ll feel more confident, he promised.
As for online, he advised that you use what you know to publish articles on LinkedIn. “You are putting yourself out there as a subject matter expert on topics you already know,” he said. “Never underestimate the power of the network you have been building on that platform.” As an extra bonus, if LinkedIn recognizes the value in the post, it may be promoted and garner increased engagement.
2. Practice the Art of Self-Promotion
If a travel advisor is looking for help with self-promotion, Mussey starts with one simple question: “Have you told anyone about your career? If the answer is ‘no,’ can you really expect bookings to take off?” he asked. “You have to step into the sun.”
When it comes to sharing their work, Mussey recommended a sales tactic called “Getting to know our friend FRANK.” That’s an acronym for friends, relatives, acquaintances, neighbors and kids/clubs. This device helps advisors work with their close contact network of 50 to 100 people.
Sometimes, people bristle at this concept, fearing that they’ll be seen as trying to push their business onto others. Mussey understands that fear but suggests reframing it.
“People say, ‘I don’t want to be seen pushing stuff all the time.’ You’re not: You’re educating people,” he explained. “Education is value; just educate people without an expectation that they’re going to buy anything.”
After that educational process, “A handful will take you up on wanting to use your expertise because you triggered something in them, or they may know somebody else they can refer to you,” he said.
The second component in Self-Promotion 101? Building a referral network. Your 50 to 100 people know an additional 50 to 100. When a satisfied aunt, cousin, friend or coworker recommends your business to someone else, Mussey likened it to a ripple effect on a pond — magnifying your impact over and over.
“By the time you hit your third ring, you’re starting to hear from people that you have no idea who they are or where they come from without asking,” he said. “The best business is that warm referral. We all like to do business with people we know, like and trust.”
3. Curate an Online Presence
When you’re working with personal friends or neighbors, the client already has some frame of reference or some personal history with you. But online, you’re often preaching to an audience of strangers. Even so, it all comes back to educating potential clients and sharing information to show value.
Mussey explained that it’s a long game. “Know that you’re truly getting into it not for quick sale, not for the quick thing,” he said, but to cultivate a group of followers who value the information you share. Especially online, he said, “where you can share education information and show value that will then lead to people seeing you as a subject-matter expert and reaching out to you when they’re ready.”
As for social media, Mussey recommended planning content in advance, knowing when you’re going to post it and being consistent. Always make sure your posts include a call to action, such as a website link or a phone number.
Whether you choose to focus on Instagram, TikTok, X (formerly known as Twitter), Threads, Facebook, LinkedIn or all of the above, use the platforms to remind people you’re still there as a trusted resource.
Choosing to use multiple platforms doesn’t necessarily mean needing to create different types of content. You can leverage the same messaging for each platform — just adapt it for each social media outlet. That might mean creating a video for TikTok and a series of text posts for Threads, but keeping the message consistent, nonetheless.
4. Live the ‘Perfershional’ Life
Some people balk at the idea of social media because they don’t want to share anything about their personal lives. Don’t worry, Mussey explained, using social media effectively for your business doesn’t have to mean sharing personal details.
One way to engage clients is to use video, which is key in today’s social media landscape. These online videos can help clients understand that an agent is authentic and real.
“If I say I’m a travel professional, not only am I selling travel, am I out there traveling? And can I showcase that to my clients?” he asked.
While some people already feel comfortable on camera or are actively learning how to be more present on screen, that’s certainly not a requirement. Instead, Mussey suggested that a camera-shy agent simply take videos of hotels and attractions while narrating behind the scenes.
“It’s deciding to live the ‘perfershional’ life — personal and professional,” he said, referencing a conference speech by HR pro Jennifer McClure.
5. Network Like a Pro
Networking means more than just sharing your business card with someone. Instead, Mussey said, there are two forms of networking travel advisors should practice: internal and external.
For him, internal networking consists of building relationships with peers within the industry, such as fellow advisors and supplier partners. To meet people in this realm, attend industry events and host events.
“The camaraderie and having that connection to others who are going through the same thing as you are is very helpful,” Mussey said. “Connecting with people, getting ideas, having accountability partners — we’ve seen that blossom and grow from people who connect at events and become lifelong friends.”
External networking means meeting people in your community and leveraging the “my friend FRANK” analogy.
“Getting to know and understand the small business community outside of travel is huge,” he said. “I call that getting out of the cabin.”
He emphasized the “get out” sentiment in particular. Simply taking educational courses online and sequestering yourself at your desk won’t cut it. Instead, advisors must “go talk to other people outside of your front door.”
Networking opportunities can help advisors connect with other small business owners as well. “Get connected to other business owners who have businesses that are not in the travel industry,” he recommended. “Successful businesses are run the same way — no matter the industry.”
6. Continue Personal Growth and Development
It’s never too late to learn something new! Think about non-traditional classes or groups you can take to up your game. For example, Toastmasters can help with extemporaneous speaking, and applied improvisation can help with speaking skills and confidence, too.
“People can go learn some things about themselves and have fun in the process,” Mussey said.
7. Celebrate Your Wins
Finally, remember to share your successes — whether that’s posting a photo from your improv class, telling fellow local business owners about a project you completed or updating your website with news about an industry recognition you received. It’s important for your business that you share these successes. But it’s also important for your own psyche.
Be sure to treat yourself, too. Buy a book you’ve been wanting or make time for a spa day. “You deserve a break from what it took to get you there,” Mussey said.
Originally appeared in the Winter 2023 issue of The Compass magazine.
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