Bobby Borg, author of Music Marketing for the DIY Musician, provides tips for creating persuasive music marketing content in his latest article from DiscMakers!
10 Tips for Creating Persuasive Music Marketing Content
Direct marketing is the process of bypassing intermediaries to communicate directly with fans, build awareness, and generate sales. Here are ten tips that can help you create music marketing content that sells.
Direct marketing is the process of bypassing intermediaries to communicate directly with fans, build awareness, and generate sales. Emailing tour dates, texting announcements about contests, and posting website links to your fund raisers are all direct marketing methods. Even phoning reminders about your show and mailing postcards about your record release are methods of direct marketing. In all cases, the most important ingredient needed to ensure success is persuasive content. As they say, “Content is king.” Here are ten tips that can help you create music marketing content that sells.
1. Say the most important things first
The first line of any correspondence is always the most important and establishes whether your intended audience will even pay attention. Begin your marketing messages by stating who you are, then announce the most compelling service/feature/event you are promoting. Finding an interesting hook or question that gets your target customers’ attention and draws them in is a good approach to sparking interest in your message.
2. Provide detailed information
You will hold your customers’ interest and help them decide to do business with you (i.e., donate to your campaign, come out to your show, buy your new CD, etc.) by highlighting your key selling points. It’s not enough to explain where you are playing and when: tell your audience “why” they should get in their car and come to your show. In other words, explain what’s in it for them.
3. Use attractive graphics
If the direct marketing method you’re using calls for it, use an attractive graphic that shows off your product or service, or that otherwise intrigues the viewer. Your album cover, your beautiful studio, a great live shot, or your fans beating each other up in the mosh pit are all possibilities. Whatever you use, just be sure your graphic matches your headline and promotion.
4. Include your logo and slogan
Whenever possible, include your band logo and slogan (sometimes called a “tagline”) at the bottom of end of your correspondence. Doing this can help build brand image and increase your brand recognition, which are known to lead to repeated sales.
5. Include a call to action
In any marketing communication, get your fans to act by including a polite command (aka “call to action). For instance: “To RSVP for the show and exclusive after-party, be sure to contact www.example.com/JulyParty while tickets last.” Remember the whole purpose of direct marketing is to get your fans to do something. Make it clear what it is you want them to do.
Click here to read the rest of the article!