Bob Baker's THE BUZZ FACTORDelivering music marketing tips, self-promotion ideas and more since 1996 - www.TheBuzzFactor.comDecember 10, 2002 - Vol. 7, Issue 32
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You never know what surprise might await you when you open an e-mail. As I started reading a message from musician and Buzz Factor patron Steve Wickenton (www.wickenton.com) last week, I thought it was just another feel-good, complimenary note. That would have been fine (receiving praise is always welcome), but this e-mail also contained a priceless lesson that needs to be repeated. "Bob, I want to thank you once again for all of your tips and tricks on self-promoting," Steve wrote. "I released my debut CD last Saturday night and had an amazing response. I averaged one CD sale for every two heads that night. In addition, my web site is doubling in hits every week and my e-zine subscription list is increasing by about 25% every couple of weeks. "All of this because you have shown me some basic facts about promotion. Most importantly, I now realize that promotion is not about an upcoming gig or a new CD, but about the artist and what he or she stands for. This focused at the appropriate audience equals interest from the right people who you can bond with and form ongoing relationships with. I know it sounds obvious, but I spent many wasted years ignoring this." Read those words again. Absorb them, understand them and embrace them. The principle that Steve eventually realized is at the heart of what I've been preaching for several years. Marketing is all about understanding who you are as an artist. It's about being able to communicate who you are, what you do and why you do it to a defined group of music fans. And then nurturing relationships with the people who express an interest in your music and what you stand for. Another Case for Connecting with Fans Steve's e-mail came on the heels of a similar message I received recently from author Barbara Brabec (www.BarbaraBrabec.com). I first heard about Barbara many years ago when I purchased her book "Homemade Money," the classic "home business bible" that has been through several editions with 122,000 copies in print. In the spring of 2003, her book will be republished as two new "Homemade Money" guides. I'm flattered that she plans to include an excerpt from my book, "Branding Yourself Online," in one of them. After I sent Barbara a review copy of "Branding," she wrote, "I love the concept of branding. I learned the importance of it 25 years ago when a great salesman gave me advice as a new author and business owner: 'Don't sell your products,' he said. 'Sell yourself. If people like you, they'll buy anything you write.' He was so right, and I had to laugh the day one of my fans wrote to say he loved my latest book, and would read anything I wrote in the future." It's so important to grasp that concept. Fans connect not only with the individual product or service you deliver; they also connect with the person who created it. That's why you need to do everything you can to clearly project your identity in all of your marketing materials. Get permission to follow up with people via e-mail and direct mail. Through your communications, reveal who you are, why you do what you do and what inspires you. Also, thank your fans often and do special things for the people who buy your CDs, attend your shows and subscribe to your e-zine. The more your fans feel a connection with you, the more likely you'll enjoy the recognition and income you deserve. Go forth, identify yourself and connect with more fans this holiday season! -Bob P.S. Speaking of the "Branding" book, I'm extending a special discount offer -- 30% off -- for a short while longer. This thick, 350-page paperback book will show you how to create a rock-solid identity and attract thousands of fans on the Internet.
Find out more about the book and the discount at P.P.S. Remember, as an e-zine subscriber, you get free access to the new Buzz Factor Premium Content section, featuring special articles, e-zine back issues and more. Find it at www.bob-baker.com/buzz/zine/pc.html.
JOIN THE GUERRILLA REVOLUTION Thousands of smart musicians have profited from Bob Baker's "Guerrilla Music Marketing" philosophy and out-of-the-box tactics: "When you're ready for a Master Class on self-promotion, grab Bob Baker's 'Guerrilla Music Marketing Handbook.' There's a reason this has gone to multiple editions!" -Joe Taylor Jr., author of "Grow Your Band's Audience" "This book proves why Bob Baker remains THE authority on music marketing." -C.J. Chilvers, President, The Association of Music Writers and Photographers "Applying many of Bob's ideas, and without any wholesaling or distribution, I sold more than 20,000 CDs and cassettes of my music over the last five years." -Kris Lee-Scott, Hanai Music "I love the 'Guerilla Music Marketing Handbook' and recommend it to every musician I come across." -Cordy Lavery, singer-songwriter, Austin, Texas "A must-read resource for all aspiring musicians and songwriters." -Midwest Book Review
Do you have the recognition, fan base and sales you deserve? Do yourself a favor a pay a visit to
"I can teach anybody how to get what they want out of life. The problem is that I can't find anybody who can tell me what they want." -Mark Twain
"When I stand before God at the end of my life, I would hope that I would
not have a single bit of talent left, and could say: I used everything you
gave me."
BLAH, BLAH, BLAH ... HOW NOT TO DESCRIBE YOUR MUSIC Derek Sivers is not only the founder and owner of CD Baby (www.cdbaby.net), he's also a guy with a sharp and sensible mind for marketing. Derek is allowing me to share this short piece he wrote on the mistakes that artists make when describing their music: At CD Baby we ask musicians to give a one-sentence description of their style. You'd be surprised how many artists say, "A great four-piece band from North Carolina. A hot new artist for the new millennium. A band you're sure to enjoy!" Imagine if you ran into an old friend who now owned his own business, and you asked what his company does. Then he says, "We're a top-notch, nine-person company in New Jersey. We believe in service, quality and dependability." Yawn. Would you remember that one minute later or give a damn what that business did? Nope. They lost you. Think how many people you're losing when you describe your music in a boring or generic way. When asked for a little more info, musicians often say, "The members grew up in Boston and met in high school. After the bassist left to pursue another career, they found a replacement who has solidified the lineup as it stands today. They regularly play the local club scene." Imagine a computer store ad saying, "Our VP of finance graduated from Penn State. We found our office manager through an employment agency. After our first marketing director left ..." Yawn. When a fan is learning about an artist for the first time, the last thing they care about is uneventful band history. As a rule, it's safe to assume people don't care about your history until you've got a gold record. Don't bore them with it before then. (Unless it's buried deep in your web site for those few folks who are really curious.) Describe your music or history in a way that you would want a total stranger running a little shop somewhere to describe his business to you. Note from Bob: Derek is right on the money with this. What would you be most interested in knowing about that computer store? I assume it's what it can do for you and how it can satisfy your computer needs -- not the dry background details. So instead of dumping a resume on new fans, tell them how they'll benefit from your music. "If you like a little funk with your heavy metal, the XYZ band is for you. Massive grooves, slapping bass, pounding drums, urgent vocals ... these songs will pump you up and get your motor running!" Get the idea?
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REPRINT PERMISSION "Reprinted from Bob Baker's The Buzz Factor, featuring free marketing and self-promotion ideas for songwriters, musicians and bands on a budget. Visit www.TheBuzzFactor.com for free details." (c) 2002 by Bob Baker - All Rights Reserved
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