Business owners substitute (product for album) and (customers for fans)
Feel like you're coming up short? Produced an album? Not enough sales? No money for expenses? Not enough income? Stay with me now or risk Failure
Describe of your ideal fan, how they dress, where they work, what TV shows they watch, what they do for fun (Some drink alcohol others would rather drink coffee), and who are their heroes. Can't describe your fans? Then start with yourself. If that doesn't work describe yourself as you would like to be. If that doesn't work then follow the trends. Where is the money being spent? Read the business section. Don't sell out but be aware of what is selling and advertised on TV. Learn about demographics. Who spends money on recorded music? What bands have sold out crowds. Go to your local College and or University and interview students. This is how you will learn to reach them. Reality: Ignore these insights and you lose. Don't know where your fans hang out, why they spend money? Then you can't influence them let alone sell them your product. Results: no sharing your music, no recognition, and no income increase. Do you perform live? Ask questions of the crowd before and after the show. Take notes. Observe these people for common traits. observe fans of similar artists. Describe who you want as your fans. It's not hard or tedious research. Who do you want to reach with your promotions. This will speed up the process.
Know who your fans are. Reach out and touch them. Understand their reality of spending time and money.A lot of marketers concentrate on themselves and the features of their product or service. Studios are known for listing equipment and credentials of engineers. Studio clients spend money to hear a major label quality (Pro Equipment & Engineered) demo of their music and get respect for association to the music industry (Engineer's resume). Studio literature and sales pitch should focus on the client accomplishment and respect instead of equipment features. This is the consumer's trigger - the reasons they spend time and money. Everyone wants to know "What's In It For Me?" to help make a decision. They need; ability to compete, to save money, time, effort, to look good, and peace of mind. Finish this sentence "If I were them....."
Does your music make them feel good? Does it provide escape? Will it make them feel young and sexy, or provide an outlet for their emotions and frustrations? Keep asking questions and making observations, use your head. Discover the motivations of your fans and you will discover success in your business.
Your efforts are like an arrow. Your fans are birds of a feather that flock together.You must aim your efforts at your chosen demographic groups. One might be teenaged hard rock fans while another is adult blues fans; others might include fans of folk, country, acid jazz, punk, R&B and so on. Key: When you market your music, aim at your ideal fans. Advertise in newspapers, magazines, radio stations, web sites and mailing lists used by potential fans. That's the point of research. To figure out you're ideal fans and what forms of media they see. Focus messages through those channels. Random and/or weak messages don't cut it.
Slogans and catch phrases (SCP's) should be 10 words or less. Describ your songs, image, band or record label. Boil down every feature and benefit of your music/business to their bare essence. Examples: Little Ceaser's "Hot pizza to go" (4 words) and Nexttel "Can You Hear Me Now? (5 words). possibilities: • "Rock for the next Millenium" • "The Future of Rock & Roll" • "We'll Rock Your World" •"Affordable Quality Demos." • "Bluesers for Boozers." • "Access to great unknown shows." Use your SCPs on all your ads, fliers, press releases, banners, posters, T-shirts, stickers etc. When people hear your name, they will remember your identity. • "The directory you can't afford to be without." • "The right design, the first time." • "A mail order for jazz lovers." • "Best in studio, sounds, and people," •--- Create your SCPs. Then use them every time on everything.
Connect with the music fans .Give them a reason to spend time and money on you. Use those details on: Press releases, brochures, letterheads and business cards, promo package, photos, ads, e-mails, web pages, fax messages, voice mail, posters, radio interviews, album cover artwork, and direct mail.
Create the materials listed above and keep the needs of your fans in mind! Don't talk about yourself, your needs and your qualifications. What's in it for your fans!. Motivate your fans. If your album is sixty minutes long. tell them A whole hour of instant gratification. If available on CD. tell them: Listen on your portable CD player anywhere anytime.. If you can order with MasterCard or Visa online. tell them: Why wait? Place your credit card order now. --- Make certain your words - whether in person or on the phone, by e-mail or on your web site, in ads or sales letters - focus on the benefits to your fans.
There's a long record of human self-indulgence. You can use this knowledge to your advantage.Give fans what they want. Make sure your marketing message hits them with what's in it for them.
Sell the results not the tool. ie: Want to get the job done quick? Then you need my tools. Do you like to rock? Do you want to dance? My music will help you!
Sink or Swim! Read the following out loud every day for the next two or three weeks until ingrained. Then read them once a week after that. -Say out loud: "I will focus, I will not blindly market. I will research, observe, write down and profile my perfect fans. I will find and appeal to my fans - I will impress them." -Say out loud: "I will focus. Identifying my fans is not enough. I will find the benefits that motivate fans to spend time and money on me. I will effectively market my music." -Say out loud: "I will craft a slogan/catch phrase about my music and use it to focus on my public image in the music business." -Say out loud: "I will take every feature related to myself and my music and transform them into benefits that my clearly defined audience of potential fans find irresistible." -Say out loud: "I will not talk about myself. I will focus on my fans and what's in it for them. I will get to work. observe, ask questions,. research my fans, create some all encompassing slogans, and focus on the benefits I offer." I know it seems corny, but just how serious are you about success?