How to Exploit the Music Media and get widespread exposure.

Most songwriters, musicians and bands never pursue media coverage. They want exposure through college, radio stations, music magazines, newspapers, web sites, and e-zines. So do managers of music-related products or services. They may want to garner exposure and attention from a media assault. But, they talk so much, they forget to put their words into action! Result-obscurity. Music fans never get the message. Music industry directories are available to gather names and addresses. You may want the Musician's Guide to Touring and Promotion (www.musiciansguide.com, 800-407-6874) or e-book. The Online Music PR Hot List www.thebuzzfactor.com). Of course, even if you buy them, you have to know how to use them.

The type of person getting your marketing materials will determine how you motivate him or her to act. Music fans are inspired by the music you play, the image you portray, and the people they'll hang out with at your gigs. Music industry pros (managers, A&R reps, entertainment lawyers), on the other hand, are persuaded to act by potential to make money and recognition.

Media people are a different breed. So what motivates them? What gets a music editor, freelance writer or radio station program director to contact you right away? How should you persuade the media to take action? What is the media's job

1) Amusing and entertaining their specific audiences. The media's job is to retain and increase his audience.

2) Being first one in their area to review a new, up and coming act to earn the reputation of being on the cutting edge.

3) To catch the happening scene. to turn their readers/listeners (and their paying advertisers) on to something that has already proven itself popular.

4) Something that is witty or creative enough will catch their attention. Many acts over the years have inspired the media with funny band name, unusual album title or other gimmick. Remember Dead Kennedy's and Jello Biafra running for mayor of San Francisco? Do you have a clever gimmick? Just make sure you create a reputation that you can live with for a while.

Don't send literature about yourself to the media and leave it up to them to decide what to do next. The only reason you invest time and money to correspond with someone in the music business is to motivate them. Spell out in your e-mail messages and cover letters, in certain terms, what you want them to do. Call, write, fax, come to your gig, listen to your tape, wait for your follow-up call... whatever it is, ask them politely, yet very specifically, to do it. Be patient, media people will not automatically do what you ask, more often than not, they won't.

When do I want media people to take action? A few years ago, I received a press kit from a band member who wanted me to write about his band. It was similar to hundreds of other packages I've received over the years. The accompanying pitch letter went on and on about what his band had done, how much the letter-writer thought of himself and that he wanted to appear on the cover of Spotlight, the music magazine I published.

Never ask for a "cover story" on your band. That's a decision the editor makes period When you send stuff to the media, do it for a reason, Request a CD review or a call back for an interview or request their attendence to a show and give them incentives to be there. Make sure they get in for free, buy them a drink make yourself available for an interview and give them some promo items like a t-shirt, coffe mug, or like the band Chigger Red they gave away shotglasses with Chigger Jiggers and their website emblazoned on them. They had a deal with one bar to sell $2.00 shots all night when you bought the shotglass for $5.00 hmmm...Spell out all the things you have to offer media people and then kindly give them specific marching orders on what they should do next (or expect from you next) and what they get from you when they do it! That's what effective music marketing is all about.

"How am I supposed to tell media people about my music?" By focusing on what's in it for the media person! Use the most important marketing word of all: "You!" When you communicate with others, it's important to resist the urge to focus on yourself. You must cater to other people's goals and aspirations. You must figure out how fulfill your needs by fulfilling their needs. What motivates media people is what they get.

Don't write something like: "I have a good band. We have gotten airplay in our region. I would love for you to give us some exposure in your state, too. We could really use it.-"So what? Who cares what you could use? Why should I add to my already busy schedule to help you?"

Instead try this : "Be the first one in your market to expose the "Screaming Walrus" Band! With college airplay on 15 stations in 7 states, now is the time for you to spread the word to your audience. Call 555-1234 right now to get your own copy of "Screaming Walrus" new CD and a FREE T-shirt. Call 24 hours a day, 7 days a week. The "Screaming Walrus" answering machine, is standing by."

Hopefully you can see how "you"-oriented it is and how much more effective it could be than the example before it. It's the same band and the same information, just a better way to present it to get results. The former piece of... er, copy ... is ego-driven and bland. The latter speaks directly to the media person and what's in it for her - it addresses her needs, not yours. Plus it offers "her a playful call to action to get the goodies the band has waiting for her ... if she only calls now!

Include your name, address and phone number on each seperate piece of material. Materials are always getting seperated from the main package. Not everyone is as organized as they should be. This should be obvious, but you'd be surprised how many music marketers overlook it. Along with inspiring a media person to action, you must include the methods by which to contact you. Do you want a media person to call you? Send an e-mail or return post card? Make sure your name, address, phone number, e-mail and web site are clearly noted everywhere within your message. Make it easy for them to connect with you.

Consider using a response coupon You've no doubt seen these used in ads and fliers for a variety of products and services. Typically, a response coupon is outlined by a broken border, implying that the reader should cut it out and use it. Inside the border are lines to write in a name, address and phone number. The most effective response coupons start with a place to put a check mark and a sentence or two at the top that reads ...

"[ ] Yes! I'm ready to take action (or get the benefit you're offering). Please send me free details right away." Why not use this technique yourself? Marketing research indicates that simply having a response coupon on a marketing document increases the rate of response. Response coupons act as visual stimulus that psychologically triggers the reader.Include your phone number and e-mail address near the response coupon section of your mailing piece. That way, the coupon alone will help inspire the person to contact you, but other contact options are there in case he or she wants your new release or media kit sooner. Include testimonials, sales charts, play lists, review comments, article reprints, etc. Telling a media person how wonderful you are will get you nowhere. There is a way to impress media people without using me-centered copy. Use third-party source positive quotes to reinforce the fact that you are worth writing about or being given radio airplay.

Starting right now, you should pursue all opportunities for free press and airplay, beginning with your local papers and radio stations. Whenever a review or article is written about your musical act, clip and copy the piece and include it in your press package. Also, when your indie release ends up on a station play list or regional sales chart, get a copy of it and do the same thing.It is an ongoing process of pursuing and compiling third-party endorsements, then using those comments to get what you want from the media. If they have heard your CD or seen you play live, you should approach local disc jockeys, program directors, editors, writers - even agents, nightclub owners and recording studio owners - and ask them for a comment you can use in your media kit. Before long, you'll have a whole collection of testimonials, other than your friends, family and yourself, on the success you've produced thus far, not to mention your potential for larger-scale success.

Offer something free if media people respond now Along with encouraging media bigwigs to contact you to get your CD or press kit, why not offer something else free to the first 25 callers. (Why not? It works for radio stations, why not your music marketing efforts?) Give away a T-shirt, poster, coffee mug, shotglass, stickers... whatever you can think of to help inspire a quick response! There you have it - a quick course on how to make any communication you have with the media a more productive one.

Now what? Will you get past talking about it? Will you be part of the top five percent of the music community - people who have a true passion for the art and craft of making music? People who also know that being successful means taking that burning desire and belief in yourself and combining it with a healthy, regular dose of action. Whether you're in a band, run a record label or publicity department, or have a music-related product or service to promote, put these media exposure techniques to work right away. The worst thing that could happen is that you'd move one step closer to achieving your musical goals.

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