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THE BUZZ FACTOR E-ZINEMusic marketing tips, promotion ideas and moreApril 9, 2002
In This Issue:
Read the previous issue here: Current number of subscribers: 6,659 See the end of this message for Subscribe and Unsubscribe instructions. ============ Buzz Factor Sponsor ============
Three reasons OASIS CD DUPLICATION should top
your list for CD manufacturing:
WELCOME! Thanks to everyone who sent me responses to the two hot topics of last week. The debate over digital file sharing rages on. Both pros and cons weighed in. I'll compile some of the messages and post them to a web page next week. I also received some nice feedback on the subject of hate- filled criticism. It's good to know most of you have a great attitude about not letting the opinions of others overly affect you. Instead of the normal format, I'm using most of this issue to give you a new article I just wrote. It's about finding a way to set yourself, your music and your identity apart from the mass of other similar-sounding artists and bands. Marketing is all about cutting through the clutter and reaching new fans with a hook they can hang their hats on. I hope this new article helps you do just that. Enjoy! -Bob =========== Recommended Resources ===========
GUERRILLA MUSIC MARKETING HANDBOOK
THE ONLINE MUSIC PR HOT LIST - 101 places to submit press releases, get reviewed, uncover PR connections and promote your music on the Internet. ============= Quotes of the Week =============
"You will become as small as your controlling desire;
as great as your dominant aspiration."
"Make yourself necessary to someone." ========== Bob's Buzz Tips of the Week ========== HOW TO CREATE AN EARTHSHAKING MUSIC MARKETING CAMPAIGN One of the best ways to promote your music is to direct the public's attention to the aspects of your identity and sound that make them unique. But what if your identity and sound are similar to dozens (and perhaps even hundreds and thousands) of other musical acts in your category? What can you do to set yourself apart? The answer may be to look at the tactics used by some of the masters of advertising. Let me explain ... During a trip to the public library last week, I picked up a copy of "Twenty Ads That Shook the World." In the book, author James Twitchell examines a century's worth of groundbreaking advertising, along with who created the ads and how they changed the way products are marketed. One of the trailblazers featured in the book is Claude Hopkins, an ad guy who did much of his most notable work in the 1920s. In that era, mass marketing was in full swing. Most of the clients that Hopkins worked with promoted products that were very similar to their competitors. Like your nondescript musical act, nothing seemed to set them apart. However, Hopkins believed the best way to market a product was to exploit a specific characteristic shared by all other products in the same category. Here are some of the products for which he created ad campaigns and their corresponding advertising "hooks":
He never compared his product with a competitor or mentioned price. What he did was use some aspect of the product that was not unique ... and then attempted to "own" that aspect. But, curiously, every aspect he exploited pertained to all the competitors. Every carpet sweeper could be given as a Christmas present, all beer bottles were washed with live steam, every pork and beans producer baked them for hours at 245 degrees, all tires could be used in all types of weather. What set these products apart was that they were the first to use these aspects as their primary marketing focus. (part two of this article continues after these messages ...) ========== Promote & Sell Your Music ==========
197 PROMOTION TIPS FOR INDIE MUSICIANS
SELL MORE CDs & MERCHANDISE ONLINE!
MAKE MONEY AS BUZZ FACTOR AFFILIATE ========== Bob's Buzz Tips of the Week ========== (Part two continued) Decades later, Tylenol did something similar when it proclaimed "You can't buy a more potent pain reliever without a prescription." It was true. You couldn't. But all of Tylenol's competitors had equally potent ingredients -- the most allowed by law. What Tylenol did was position its sameness in such a way that make it sound like it had an advantage. So ... how can you apply this strategy to promoting your live show, CD or band? First, grab a pen and paper and start writing down every aspect of your music you can think of. Brainstorm as you consider your live shows, your lyrics, style of music, the artwork on your CD and more. Think about the four senses. What do your fans see, hear, smell, taste and feel when they experience your music? Also, recall comments made by your biggest fans. What do they enjoy the most about your music and identity? Here are some possibilities: Does your band put on a big rock show? Consider "2,000 watts of power" (or however many watts a big sound and light show uses). Do your original lyrics cover common rock and roll subjects? Promote yourself with "Songs about sex and lost love" or "Music you make love to." Sure, almost every musician could claim these things -- but most aren't. Why not you? A St. Louis-based band called New World Spirits always filled their stage with burning candles. They could have used the tag line "Rock and roll by candlelight." Also, there's a store in St. Louis called Dirt Cheap Cigarettes and Beer. It advertises itself as "The last refuge of the persecuted smoker." If you're in a jam band, you might consider "The last refuge of the persecuted guitar solo." Or, along those lines, "Where the 10-minute song rules." If you play really heavy music, you could even try a new spin on that old Tylenol slogan: "You can't buy a more potent CD without a prescription." Bottom line: Consider every nook and cranny of what you do musically ... and see if there's a way to make one or two of those nooks a competitive advantage. ============= More Cool Resources =============
Guerrilla Music Marketing Power Course
Indie Music Contact Bible
How to Promote Your Music on the Internet
How to Make $100,000 a Year in the Music Business
MusicMarketingBooks.com
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