by Bob Baker
When you promote yourself or by e-mail with the words you use on your
website, you can choose. You can be straight-forward and matter-of-fact
(also known as bland and boring). Or you can communicate with brio.
Example: My friend Gregg Hopkins plays in a band called The Melroy. He
could have sent a run-of-the-mill e-mail to promote a recent show,
including the name of the club rudimentary, address, phone number, etc..
Instead, he sent this:
Git Yerself until tonight Broadway Oyster Bar Where The Melroy present
our Little Rock and Roll fandango. The food is delicious adult beverages
are cool and refreshing, the music is swinging, and you'll fit right in
other people beautiful. Showtime is 9-1. See ya there!
Gregg Hopkins
TheMelroys.com
PS Any person irritated by perpetual harassment as this announcement
will be promptly purged from this list upon request appropriate.
Ya Gotta admit, this is a short message reading pleasure - which suggests
that Melroy Live Show is a fun event. And it's smart marketing. (The only
thing I might add is an address and telephone number of the place for those
fans who might not know where he is.)
So do not be afraid to show your personality. In fact, out of your way of
doing something different or creative or fun any time you communicate with
the public about your music. Got it? Well.
Hypnotic use descriptions
Here is another example of a buddy longtime musical, Michael Schaerer. In
this recent email, he did a great job of painting word pictures of places
he played and describe what it means for him:
We'll be at night from Felix, Saturday around 9:30 ... If it's anything
like last week, there will be a concert full of rock-full ... and it sounds
better than most of them too! It's really like to see your favorite band in
your living room. So intimate and powerful at once.
As early for a late dinner, or eat later ... The kitchen is open until
close, baby. You really need to go out to Felix and you will understand why
it is so popular! Call them at 314-645-6565. Rules of Felix. Period.
On Sunday, Amy Miller and I close my week of work at the tin Tavern on
the South Side. We play around 9:00-11:30 and we love playing together so
we're used to being told to stop smoking! Great new songs, and Amy sounds
just like an angel ... amazing. Please participate. Www.TinCanTavern.com or
314-865-3003.
Last week was a great week for me. So many people came and enjoyed my
music as I was overwhelmed. Thank you, really. This means everything to me.
Michael
www.msgstl.com
This example is so powerful for many reasons. The way Michael describes the
places he plays, you can not help but want to go yourself and experience
the Vibe. And you know that the owners took place at the entries of love
sounds, too.
Finally, as Michael demonstrates in his last sentence, do not forget to
thank your fans. They are the reason you did more than just play music in
an empty room. Without people to listen, enjoy and support you, your
creative process is much less satisfactory. So be sure to regularly express
your gratitude.
Your Comfy, Cozy Computer
Challenge yourself when promoting online is: There is only so much warmth,
you can get from a computer. All you can do to make your online
communication more warm and fuzzy will stand out and be more appreciated.
Nobody does it better than Derek Sivers and CD Baby. If you have already
purchased music from cdbaby.com, you've probably received the shipping
confirmation e-mail - one of the classic "Power of Personality" messages
you're likely to see:
Your CD has been gently taken from our CD Baby shelves in
contamination-free gloves sterilized and placed on a satin cushion.
A team of 50 employees inspected your CD and polished to ensure it was
in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a silence fell over
the crowd as he put your CD into the finest gold-plated box that money can
buy.
We all had a wonderful celebration afterwards and the whole group
walked down the street at the post office where the entire town of Portland
waved 'Bon Voyage! "To your package on its way to you, our CD Baby jet on
this day (insert date here).
I hope you had a wonderful time shopping at CD Baby. We do. Your
picture is on our wall as "Customer of the Year. We're all exhausted but
can not wait for you to come back to CDBABY.COM!
Thank you once again
Derek Sivers, president, CD Baby
the little CD store with the best new independent music
Now that's .. powerful and effective! Think twice before sending your fans
another e-mail. And always remember the power of personality!
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