If you want to be a success with your music industry career,
you must master the arts of discharging effective publicity, promotion and
marketing for your business. You also need to be conversant with writing good
promotional materials. From simple e-mail promotions to fan newsletters, from
Web pages to full-blown advertisements, drafting persuasive and motivating
promotional material is crucial. Here are some tips to get you started.
Focus only on your clients or prospects
Talk directly to the people who would buy your music products and services.
Carefully and completely answer their questions and objections. Buyers are
skeptical. They want to know what's in it for them. Always focus on the buyer
and what he/she wants to achieve (not on what you sell). First, find out what
people want, need and desire. Second, show these people how your music products
and services give them what they want, need, and desire. Good promotional
writing convinces people to buy because it clearly shows that what you sell is
what they really want.
Turn every feature into a benefit
Provide clear benefits and the results of using your music products and
services. too. People don't care about features. They are only interested in
benefits and results: their benefits and their results, NOT yours! For example,
a feature is something such as "We have low prices." That is not
nearly as motivating as selling the low prices benefit: "You save
money." Everybody likes to save money.
People usually want only two things: to gain something or to remove some pain.
As you prepare your promotional material, frame your emotional and logical
appeals using both tactics.
Create action and urgency
Promotional writing has only one purpose: to sell more of your music products
and services right away. It's not about image building or being polite. It's
about telling people how they can benefit from what you sell only when they act
right away and buy it.. Write in the active voice and use action verbs. Push,
motivate, captivate, and ultimately, sell what you offer.
Create a compelling offer
It's essential to include an offer in your promotions. Offers include hard
offers of the "buy this now" variety, or they can include soft offers
such as "call for more information" or "visit our Web
site". Include a mix of hard and soft offers with every promotion you send
out.
Have a deadline with consequences
The best offers have deadlines such as "Hurry! This offer expires May 1, 2001". The
deadline motivates people to take action fast. You might remind them of what
happens when they don't act right away. They usually miss out on the deal:
"Order today and save N40. After that you pay full price for our CD."