STOP TALKING SO MUCH ABOUT YOURSELF
(Here's an excerpt from Chapter 2 of the "Guerrilla Music Marketing Handbook.")
I know it seems like we've beaten this premise to death, but just in case it hasn't sunk in, let's drive it home one more time: 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.
Time and time again I explained this essential concept to some of the business owners who advertised in my former music newspaper. And, sure enough, when they turned in the wording for their ads, they were filled with "I can do this, we've done that, I, me, mine ... blah, blah, blah!"
Reality: Human beings gravitate toward talking and thinking about themselves. And for a good reason. For millions of years, members of our species had to focus on their own needs to survive. In the caveman days, if you weren't consumed with self-preservation, you'd be consumed by any one of a number of wild predators, not to mention being done in by members of rival tribes. There's a long-standing tradition of human self-indulgence.
So you're not going to wipe out millions of years of conditioning in a couple days. But you can use your advanced, reasoning brain to decide to resist these primitive urges when it comes to marketing your music-related pursuits.
Also, realize that you can use this knowledge of human nature to your advantage. When you approach potential fans through your live shows, web site, business cards, mailing pieces and so on, who will they be focusing on? Don't kid yourself and think it's going to be you.
Knowing this, give fans what they want and make sure your marketing message hits them squarely on the head with what's in it for them. Lead off with the number one benefit fans get from you and your music, followed by the number two benefit and so on. Pile the motivating reasons they should care about you one on top of the other until even the most thickheaded of humans can figure it out.
A more specific example: Let's say you were put in charge of marketing a new electric drill for carpenters. How would you go about it? Most people would start listing features: the manufacturer, mechanical specs, materials the drill was made of ... all focusing on - you guessed it - the drill. But what do people really want when they buy a drill?
A hole.
They also want a hole that can be created quickly, easily and economically. It doesn't matter if the hole gets there because of a drill, a toaster, a pair of socks or a monk - as long as the appropriate hole is conveniently creating in the appropriate place.
In other words, sell the hole, not the drill. Then and only then, use your features to show how your drill can meet the fan's specific needs.
Are you a new artist who's praying for a record label deal to come your way? If so, you're not alone. The majority of aspiring musicians still cling to the dream of signing a recording contract. But why? Is it really the best goal to shoot for?
Later in this issue, I mention an Austin Chronicle article that spells out the ugly realities of standard music contracts. I encourage you to read it. Here's an excerpt that's noteworthy:
"Of course, you can always not sign with anybody. David Garza made nine records by himself before inking his deal with Atlantic and he's completely content with the Ani DiFranco-esque course he took.
"'Most bands sign too early in their career,' says Garza. 'I thank God every day I didn't sign in 1991. I was nowhere near ready. I would have been thinking, okay, here's our big record deal, so now I'm going to make a lot of money. That's not what happens when you get signed.'
"Because he had a career under his belt before negotiating with Atlantic, Garza brought a lot to the table and, as a result, got what he called 'an incredible deal' with the label."
The takeaway message: Don't be in such a hurry to get signed. Stay independent. Learn the craft of self-promotion. Do it yourself and grow from the experience.
It's a funny thing. NOT pursuing a label deal is sometimes the very thing that will lead to landing one. The more successful you are on your own, the less you need a record label. And the less you need them, the more they want you.
Do it yourself. Build up a solid fan base. Then you'll be able to negotiate from a position of strength.
Here's a cool marketing idea from Corey Palmer of the band Monday Conspiracy. Like most club-playing musicians, his band gets booked at venues that stamp the hands of every patron who enters. Most bands don't give this common ritual a second thought. But not Monday Conspiracy.
"We had a stamp made that spells out our web site address, www.mondayconspiracy.com," Corey says. "Before every show, we ask the manager if he or she would mind using our stamp at the door. Most managers say yes, which results in the entire crowd being temporarily branded with our web address."
And the results?
"We've seen our web traffic jump quite a bit since we started doing this. People are less likely to forget our address with it stamped on their hands."
A BAND BY ANY OTHER NAME ...
A Buzz Factor subscriber recently asked, "Do you know how I can register my band's name so that no one else can use the same name?"
Legal matters are not my area of expertise, but here are several articles and sites that should help:
How to Trademark Your Band Name
http://www.hitme.net/useful/tmfaq.html
How to Protect the Name of Your Band
http://www.music-law.com/bandname.html
Band Names: Can They Be Protected?
http://www.apra.com.au/Member/MemBndNm.htm
What's In a Name?
http://www.artslaw.com.au/reference/namesp99
Protecting Your Band Name
http://www.jmipub.com/trademark_info.htm
The Band Register Legal Pages
http://www.bandreg.com/legal/name.html
Band Names and Trademark Law
http://www.alankorn.com/articles/band_trademark.html
Bandname.com
http://www.bandname.com/index.asp
And if you're trying to come up with a cool, new band name, check out ...
The Band Name List
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.