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As part of my series on creative people from Starke County, Indiana, I interviewed my cousin, Jerry Foust. I wanted to first give some background for my readers. Jerry was born and raised in Starke County, IN. This county is a rural community whose major industry is, you guessed it, corn. It's not really what you would consider the most conducive area for those with the arts in mind as they pursue their career goals. Jerry happens to be one of the people who went against the grain and turned his interest in music into something more than a hobby. As a personal side note, I'd like to add that I may be a bit overly impressed by this due to the fact that I have no musical talent at all and have great admiration for those that do. But, I can type. That counts for something, right? And...on with the first part of the interview.

KF (Kathy Foust): Jerry, thanks so much for taking the time to do this interview. Let's start off by giving the readers some basics. What is your current position?
JF (Jerry Foust): "I am the Executive Director and Director of Education at Berkeley Playhouse, the resident company of the Julia Morgan Center for the Arts. I've also served as lead producer, and have directed shows and taught adult workshops in music, theatre, and audition skills at the same organization."

KF: What degrees do you hold?
JF: "Bachelor's in Music Education (all grades) from Butler University; Master's in Postsecondary Educational Leadership from San Diego State University. Currently finishing a second Master's in Music Education at Stephen F. Austin State University."

KF: I've heard that you'll be moving soon. What will your position be then and what do you hope to accomplish in this position?
JF: "I don't know yet!!! Unlike me, I decided I wanted to move, regardless of having a job in place. I'm moving back to Chicago to be closer to my family, and enjoy those frigid temps and piles of snow (ha). I'm a finalist in two fantastic jobs where I get to keep being creative and working to grow programs, but I don't want to jinx it, so I'll keep you in suspense for another week or two until I know for sure."

KF: Many families follow along a traditional career path and tend to keep in a similar trade. How hard was it for you to make the decision to break away and follow a completely different career path than those before you?
JF: "For me, there was never any doubt about 1 - going to college, and 2 - leaving the small town I grew up in. I knew from the days you and I were playing school together in elementary school that I wanted to be a teacher. In high school, I fell in love with band, and so I decided to pursue music teaching. That's after I had decided to be a funeral director and a corporate communications specialist. I was accepted at Butler as a communications major, then in July 1989, decided to audition for music school. 

I could never have followed in my dad's footsteps - to be honest, I don't have the nerve, strength, or stamina to do what he does. I respect it more and more all the time. Building houses - literally from the ground up - is his profession. I am grateful to both my parents for working hard to provide for us, and allowing me to do what I dreamed."

One of the lowest paying writing jobs I've had was also one of the most educational for one very important reason. It taught me about positive marketing. If you happen to read my Student of Motherhood blog, you'll see that I am on a perpetual journey to increase the positive elements in my life. As such, and since I have such a fascination with psychology and how the brain works, I did some reading on positive thinking.

One of the things I learned is that the brain processes negative expressions in kind of a backward way. For instance, if I tell myself that I don't want a cigarette, my brain first understand that as I do want a cigarette, then kind of has to loop around to understand that I was trying to talk myself out of it. By the time that happens, I've probably already lit up.

Marketing is all about psychology and this is where the low paying site I worked for comes in. One of their main rules was to avoid negative expressions in any way. That's actually pretty hard to do sometimes. For instance, notice that I said "avoid negative expressions" instead of "not write negative things". One statement guides you toward what to do which your brain can process easily. The other makes your brain backtrack. Get it?

When you're doing your marketing, think as if you are the one being marketed to. That means thinking about everything, from color, to text, to how the brain processes information. For instance, the color red is commonly known for danger. Yes, it gets attention, but is that the signal you want to send? Positive experiences lead to repeat experiences. Hence the site that wanted me to only use positive wording. Their logic was that the brain would interpret positive messages and the idea of coming back to the site would stimulate positive memories, even if they are subconscious ones.

This post was actually brought about by a Facebook question asking how people felt when they read an author's statement of "Buy my book". As a reader, when you read that, it tells you to buy your own book. You interpret it the way it was meant, but the original impression on your brain is that you should buy your own book, which completely takes away from the idea of buying anyone else's book. Now, if you read "Buy <title>", then you just put a message into your brain that gives you clear directions. If you extend this by relating the phrase to a positive experience, like "<title> is the best <genre> work this year!", you're reading (or writing) a very powerful statement that makes a correlation between a specific title and a interest you have. Below is a kind of formula you might use to create such a positive flow.

"<positive action message><title><positive experience>"

Used in a message to sell a book, this formula might translate into something like this:

Read "How Men Can Survive PMS" for relationship survival tips and good laughs!

Note how there are actually 2 positive experience phrases. It's also a tight sentence, with no fluff; exactly what Internet readers are looking for. (That particular article also happens to be one that I had a blast writing.)

Remember that you can create a positive experience for the reader from beginning to end. That's a key point to remember when you're trying to create a fan base and at the same time, avoid annoying your Facebook friends.

Poorly scanned copy of a drawing Scott did of my son from a wallet size photo.

The first in my series on creative people from Starke County Indiana is my tattoo artist brother, Scott Foust. On a personal level, Scott is my favorite sibling not only because he gets me and has the highest level of loyalty I've ever seen in a person, but because he's not afraid of work. The world has kicked him around and he just keeps getting right back up. He wasn't pampered through a college degree or congratulated on his every small achievement. Rather, he has made his own way on his own merit, something more people should take a lesson from.

Scott is a natural artist and some of his best work coincides with who he is as a person who places high value on family and children. My favorite work of his is what he does for families. See, there's been a trend for parents to have their children's face or name (sometimes in black light ink) tattooed on them somewhere --something not just anyone can do because first, you have to draw the picture. Then, you turn it into a tattoo. My father passed the skill of drawing down to my brother and I, but while I can only do things like portraits, Scott can literally draw anything at all. The tattoo pictured here was done based on a picture he received via Facebook.

Scott travels throughout the Chicagoland area to do tattoos. His prices are more than reasonable and he always throws some kind of bonus to the person hosting the tattoo party. In other words, he does great work and appreciates the people that he does the work for. You can contact him via his Facebook page or leave a comment here and I'll make sure he gets it.