There are literally thousands of strategies that successful songwriters, bands and record labels have used over the years to promote themselves more effectively. What follows are 20 techniques and ideas you can start using today to spread the word about your music. There are three key words in that last sentence. Two are start using; the third is today! Take those words to heart as you absorb these ideas and motivate yourself to put them into action.
At the very least, choose just one tactic from this chapter and get moving on it. Starting today!
1) Write a letter to the editor
Respond to a music-related topic in your local newspaper or a national magazine. Work in a mention of your band and website. As long as you have an insightful comment and are subtle about plugging yourself, chances are good it will end up in print or online.
2) Use strong headlines to promote yourself
Album cover graphics and other artwork are great, but research shows that bold, attention-getting headlines (with more details following in the smaller-size body copy) pull the most response from ads, fliers, posters and web pages.
3) Include complete contact info on everything
Bios and press releases get separated from CDs and photos. Don't leave anything to chance. Include your name, address, phone, fax, email and website address on every piece of marketing communication you send out or give away.
4) Commit to connecting with one fan at a time
Unlike the major labels, you don't have to market to millions of people and sell 250,000 copies of your CD to be successful. Commit to working at the grassroots level, connecting with one new fan at a time. At first, you'll have 10 followers. Then 100, then 500, and eventually 1,000 and more. Take the personal approach of slowly but surely building up your notoriety.
5) Use testimonials and positive review quotes
Don't just use your press clippings and fan mail to impress mom and dad. Positive quotes from third-party sources add lots of clout toward your efforts to get media exposure, airplay, gigs and more. And don't just wait for them to come to you. Ask radio, newspaper, nightclub and other industry people you know for a line you can use in your press kit. Make this an on-going activity.
6) Ask politely but firmly for action
Whether your goal is to get a CD review, radio airplay or a paid gig, always make sure to ask for what you want. Don't apologise. Don't beat around the bush. Don't wimp out. Just ask! And do it pleasantly and confidently.
7) Create and distribute take-one boxes
Keep an eye out for small cardboard boxes you can recycle into "take one" containers. Print small handout fliers that promote the availability of your new release or dates of your upcoming shows. Place these in the boxes, which should be covered with artwork and text that says: "Hey You! Take one of these." Then ask local record store and nightclub managers if you can place these unique boxes in their establishments. Chances are, you'll be the only artist in town doing this.
8) Offer a tongue-in-cheek report or survey
Take a poll of your fans, interview people on the streets, or just act as if you have… it doesn't matter. This isn't scientific research, but it is a fun way to hook the media into covering you.
Example: Let's say you come up with the results of a survey titled "The Top 10 Reasons Local Music Fans Hate the Jerry Springer Show" or "The Startling Reality of What Toledo Nightclub-Goers Think of Madonna as a Mother." If it's funny and timely enough, a lot of the newspapers, magazines and internet sources you contact will mention your survey. Some may even run all of your survey results – while plugging the source: you. Also include this survey in a newsletter to your fans.
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