Important Advice for you!
Printed From: Music Gorilla
Category: More Gorilla Opportunities!
Forum Name: Articles for Bands, Musicians and Songwriters
Forum Discription: Helpful advice
URL: http://www.musicgorilla.com/message board/forum_posts.asp?TID=1276
Printed Date: May 24 2013 at 8:54am
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Topic: Important Advice for you!
Posted By: headgorilla
Subject: Important Advice for you!
Date Posted: June 11 2009 at 5:20pm
Mika Schiller is a writer for the Indie music website MADE and he
writes about where the music industry’s headed and how it relates to
the Independent Music artist. He gives irreverent career and personal
development advice to the Indie music artist. For more great writing
and irresistible advice, along with a free report on effective MySpace
music marketing, please visit http://www.letsgetmade.com
The Silver Rule Of Music Marketing
I was approached by this guy the other day. He hollered at me from
across the street. It happened at night, so I couldn’t really make out
his face, but I could see that he had on a backwards baseball cap,
baggy jeans and a CD in his hand.
He said, “Yo man, can I talk to you real quick?…” I thought to myself,
“Oh sh*t. Not another numnuts trying to sell me a CD out of his car
By the way, if you approach your customers by saying, “Yo man…” I
suggest you stop it. Like, now. It’s kind of rude if you get my drift.
So anyway, this guy asked me if I wanted to buy his album. I said “No” and went home.
I’ve got to say though, I felt kind of sorry for him because he was
trying hard. I’ve got a soft spot for people who do their own thing and
who hustle. And I hate rejecting people
But this guy’s problem was that he broke one of the major rules of marketing anything. It’s this: Don’t appear weak.
You see, people basically buy for three different reasons. Think about
these reasons the next time you try to sell something to your fans. I
didn’t come up with these, by the way. They were laid out by the famous
marketer and copywriter Bob Bly. He said prospects pay premium prices
1) They want or need what you are selling
2) They perceive your product or service as exclusive and difficult to get.
3) They believe that if they do not act quickly, it will be snapped up by others and therefore not available.
By crawling up to me in the street and shoving his CD in my face
instead of me going to him because I like his music, the young man I
encountered in the street showed me that he’s got a surplus of what
he’s selling. So that makes me think to myself, hmm…how good could it
be? By not appearing scarce, he broke rules number two and three.
The golden rule of marketing is this: “Get people to come to you rather
than you going to them.” It’s the entire idea behind search that turned
Google into a multibillion dollar company.
Mass advertising is what most of us over the age of about 10 have grown
up on, but times are changing. Marketing must be personal now because
the Internet allows people to find an unlimited number of options other
than you. The way you compete now is by being more likeable.
I can easily walk away from you now because I’ll just get on Google to find what I need.
In 2009, my friends, there is no excuse for you to shove your message
or your product down people’s throats. Also be careful about some of
the advice being given out there about how you should promote yourself
at shows. There’s one website I read recently by a former indie music
artist, who should know better, which recommended that you stamp your
website address on people’s hands at the gate. That way when they get
home, they’ll log on to your site and love it and love you and send you
adoring letters and flowers until the end of time…
DO NOT even think about doing that! The crowd will chase you out with
pitchforks. And worse, you’ll wreck your brand. The way you make people
come to your shows and your website is by becoming an authority in
their minds. Authority is honey. It attracts all the hungry little bees.
You become an authority by producing great music and great content and
by being authentic. People like people, not salesmen. Talk to them.
Give them something first and then they’ll reward you.