Here are some key points I get from Thing 14: Permission and personalisation from The 20 Things You Must Know About Music Online:
If you are going to target a market, it may as well be a market of people who have given you permission to market to them. Sending spam or unsolicited messages generally isn’t going to win you any friends, sales, or credibility. Here are some strategies you can use to improve your communication with your audience:
Firstly, let people opt-in. If you have a newsletter, allow people to put their names and email addresses in a form. Only send it to people who have requested that information. Furthermore, talk to people as though they are the only person reading what you have to say (personalization). I think I’ve stressed this point to death already, but your message should be relevant, useful, and interesting.
Secondly, personalize your content. Take some time to think about the person you’re talking to. Who is your audience? What do they want to know? What would prove useful for them? Long lists of dates of upcoming events – according to Dubber – should be avoided.
Thirdly, take advantage of the power of introduction. If you are trying to get in touch with someone you don’t know get someone who does know them to introduce you.
Fourthly, make sure to keep communication succinct. People have gotten good at skimming and scanning through text, but they do tend to pick up on certain key phrases. Break up your text into paragraphs instead of one big whole. Take advantage of subheadings as well. Additionally, tell one story at a time. Don’t try to cram dozens of things in a single mail-out.
Finally, keep it simple. Treat others as you would like to be treated. Put yourself in the audience’s shoes.
The 20 Things You Must Know About Music Online was written by Andrew Dubber, and all credit goes to him. I do not claim any ownership over the book, nor am I quoting any information verbatim. If you would like to download your free copy, please follow this link, and don’t forget to visit New Music Strategies as well.
Author: David Andrew Wiebe
David Andrew Wiebe has built an extensive career in songwriting, live performance, recording, session playing, production work, investing, and music instruction. In addition to helping musicians unlock their full potential, he also continues to maintain a touring schedule with multiple bands.