This article is an excerpt from an e-book by Derek Sivers called “How to Call Attention to Your Music”. Derek founded CDBaby, and recently started a website & blog to help musicians at sivers.org. Do Not Miss It!
Touch as many of their senses as you can
The more senses you touch in someone, the more they’ll remember you.
BEST: a live show, with you sweating right on top of someone, the PA system pounding their chest, the smell of the smoky club, the flashing lights and live-in-person performance.
WORST: an email. a single web page. a review in a magazine with no photo.
(Let’s say that “emotions” are one of the senses.)
Whenever possible, try to reach as many senses as possible. Have an amazing photo of yourself or your band, and convince every reviewer to put that photo next to the review of your album.
Send videos with your presskit. Play live shows often. Understand the power of radio to make people hear your music instead of just hearing about it.
Get onto any TV shows you can. Scent your album with patchouli oil. Make your songs and productions truly emotional instead of merely catchy.
(Touching their emotions is like touching their body. If you do it, you’ll be remembered.)
Never use corporate-speak
Don’t try to sound pro or use industry catch phrases.
Would you do that to a friend?
Your fans are your friends. Speak to them like real people.
Write every letter or email as if it were to a good friend. From you to your best friend Beth.
Even if it’s going out to 10,000 people.
Leave ‘em wanting more
What’s more appealing?
Someone holding a carrot in front of your face, then pull it back towards them slowly?
Or someone shoving 50 carrots in your mouth?
Brian Eno (my favorite theorist) says the best thing you can do is to bring people to the point where they start searching.
Not so plain or obvious that there’s nothing left to the imagination. No so cryptic that they give up.
Give people just enough to pull them in, but make them want more. Make them go searching for clues, or details, or explanations, or “more of what you just gave me.”
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