Bob Baker's Indie Music Promotion Blog

News, notes and ideas on music marketing, self-promotion, artist empowerment and more

December 22, 2004

Three Simple Words That Can Dramatically Improve Your Marketing Efforts

Here's a fresh idea that I think will give you a healthy perspective on your music career and marketing activities.

While reading an article a few weeks ago I came across a phrase that caused alarm bells to go off in my brain. I was so inspired, I wrote down these three simple words so I wouldn't forget them: "Recognize your uniqueness."

In the article (sorry, but I forgot where I originally read it), the phrase was meant to motivate people to take a look at their own talents and qualities. As I'm sure you're aware, people (perhaps you?) often don't give themselves the credit they deserve when it comes to their individual attributes and accomplishments.

But it also occurred to me that this is exactly what effective music marketing is all about, only you must shift the focus away from yourself. In other words, self-promotion is about inspiring other people to "recognize your uniqueness" as a musical artist. And it's the "uniqueness" aspect of that effort that makes all the difference.

Many musicians make the mistake of simply trying to get the general public to recognize them as musicians. That's a start, but it doesn't complete your ultimate mission, which is to connect with the music fans who are most likely to be blown away by the specific type of music you create.

So when you promote yourself, always ask if you are communicating who you are clearly enough that people will immediately "recognize your uniqueness."

However, there's another all-important side to this equation. For you to communicate your uniqueness, YOU must have a firm understanding of it yourself. If you are fuzzy about the kind of music you play, how can you ever convey the essence of who you are to others?

That's the problem with most of the shoddy music marketing campaigns that litter the promotional roadway. Artists are sometimes too close to their own creations. They assume people will just "get it" on their own. But that's not the case. Music fans need solid clues. More than clues, they need clear descriptions, obvious indications and specific details about what you play and how they'll benefit from it.

So from now on, make sure you help both yourself and others "recognize your uniqueness."

posted by Bob Baker @ 9:26 PM   1 comments


At Dec 28, 2004 2:38:00 PM, Blogger jacktorn said...

The "unique you" angle did inspire me Bob, but it ties in with something earlier I read by you which was on the order of "make your weakness your strength", examples being a certain Natl Geographic photographer among others. I decided to ride with this and try doing my vocals on my own stuff myself, as opposed to hiring a singer (not having a full band organized at the moment). My vocal technique is the most basic, and a single octave range. Nevertheless, I started laying stuff down. I recently sent some tracks around to some engineer/producers and didn't get one "better get a vocalist" comment, and actually got some "I like your singing" comments from a couple listeners (esp when I come up with harmonies). Also my vocs needed pretty much zero correction via the auto-correction software per on engineer, so I guess I can really sing on pitch. So you never know. Now all I have to do is complete the cd and start selling it....


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