Want to know the basic rule or 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 a seeeerious Jedi mind trick. If done right, it
will elevate you into the clouds along with a few select
immortal beings.
Every time you lift up the phone...every time you write an
Email...every time you send out a press kit...
Think why people in the music industry are REALLY working
in this industry. Try to imagine them as just a well-
meaning human being who is probably overworked, looking for
a little happiness in the world, and likes music (or the
music world itself) enough to do what they do, even though
they could be doing something else.
Think what their Email "IN" box must look like, and how it
would be unwise for you to send them an email with the
subject of "hey" followed by a 7-page Email detailing your
wishes for success.
Think what people are REALLY looking for when they go out
to a club to hear music. For some people, it's just a way
to be able to increase their popularity. For others, it is
searching for some music that does something completely
original and mind-blowing. Yet, others are seeking total
visual entertainment.
Nobody owes you their attention...not your audience...not a
person you happened to call or Email...not even the music
industry. Let go of your ego entirely. Think of everything
from THEIR point of view. Be THEIR dream come true. Do
what THEY really want.
(This even reaches down to the smallest levels; the kind of
phone message you leave, the kind of cover letter you write
and include in a package, even the kind of subject header
you put in your email).
And maybe, just maybe, they'll be, or do, exactly what YOU
want.
Editor's Note: Derek Sivers is President/CEO of CD Baby.
Visit him and his organization at http://www.cdbaby.com.
