What's the best way for me to get you to help me?
What if I were to make it so easy for you that it hardly felt like you were going out of your way at all? We'd both feel good about it, and I'd have a much better chance of getting what I want.
This has always been my philosophy. It started in my media relations career 20 years ago and continues now as I submit our CD for radio airplay, pitch venues and presenters for gigs and promote our concerts.
I've had this blog post pretty much written for more than a month. Today I got an email that prompted me to finish and get it posted. It was from CDBaby - if you're a CDBaby artist, you know the kind. It comes from founder Derek Sivers and is written like its from your best friend. And Derek HAS worked very hard to become every indie artist's best friend by creating a truly artist-friendly independent CD distribution site. The email included a link to download Derek's article How to Call Attention to Your Music. Although its worded a bit differently, he's essentially saying the same thing I am:
"Want to know the basic rule of marketing and promoting your music?
Constantly ask, "What do they really want?" (with "they" being anyone you are trying to reach).
Think hard, and don't take this one lightly.
Thinking of everything from the other person's point of view is one of the best things you can do in life. If done right, it will elevate you into the clouds along with a few select immortal beings. Every time you lift up the phone. Ever time you write an email. Every time you send out a presskit."
This is the credo that I live by. My job is to make your job easier. "You" being everyone from a DJ who I want to play our CD to the audience I want to come to our next live appearance. Which, by the way, is on June 1 at Roudon Smith Winery in Scott's Valley, Calif. as part of their Harvest Festival. Enjoy music all weekend as you sample great wines. Bring a picnic lunch or grab a sandwich at the winery, we're on 1-2 pm on Sunday.
So ... when I hear other musicians whining about how a house concert presenter, DJ, festival producer or music conference showcase committee wants them to provide their music for consideration in a specific way - using a specific format or procedure - I just shake my head.
- If a DJ wants me to submit my CD in a jewel case with a readable spine and the tracks numbered with the song length, that's exactly what I'm going to do.
- If a house concert host wants a link to where he can listen to my music online, I won't send him a CD in the mail instead.
- If a presenter who has booked me wants a ONE paragraph description of my music, I will not send a full page bio instead.
- If a music conference prefers its showcase applications be made through SonicBids, that's what I'll use.
- And I will communicate with my audience in a way that works for them, including concisely stating the details of the show and including a message about what they will enjoy about the event (the wine at Roudon Smith is very nice, btw). Also, I will not expect them to open an attachment and I will not send them large files to clog up their inboxes. And the links in my email will be helpful and will actually work.
The reasons are so obvious. I am asking each of these people to do something for me. To play my songs on the radio ... book me ... promote me ... recommend me to others ... spend their evening listening to my music and buy my CD.
This not only improves my chances for success, it also gives me more control. Here's one example. If a promoter needs one paragraph and I send him a full page, I not only make his job harder and potentially leave a bad taste in his mouth about working with me, but I also lose control over which paragraph he'll use from that full page I sent.
This is how I do my job, by making your job easier.
Doesn't that make sense? Or is it just me?