I sought the advice of a marketing expert recently; because despite my attempts to enthuse and simplify the careers of musicians by offering advice and training in the online and/or marketing aspect of their career, nobody really appears to be taking me up on it.
It seems as if I’m catering for a very rare niche to say the least.
Let me say at this juncture that I know and respect the marketing expert that I consulted. – I consulted David Risley; former owner of PCMech dot com, and now business coach and owner of Blog Marketing Academy.
* I’d better address the fact that I’m trying out white text on a black background. I’m not too sure of how it will go down, and neither am I sure that I really like it. – ‘Thing is that I was experimenting with my css and noticed that I had created a black background, which I use for the Noticeboard section on the Home (Welcome) page of this site. I created an identical css entry with white as the text colour, and I’m going to apply it to the whole of this article only as a one-off for now. – I’m sorry if it bugs you; but I’m an experimenter. – Maybe you prefer it?
Let me also say that its true that a lot of musicians and entertainers already have their own music &/or entertainments business, and there are also a few simply don’t want to do any business: They prefer to play guitar and sing in their bedroom only; – But surely all the others want to make a living selling their product, right? – Then they are a business; whether or not they know it, and whether or not anybody else recognises it. The fact is that all musicians/entertainers are business people, unless they’re hobbyists.
Having said that; it appears that many – most even – musicians and entertainers, have an aversion to marketing online. The reason that I say that is that I’ve gone out of my way – literally – to give every musician and/or entertainer who reads my words the chance to learn how to market [their music & merch] online as well as offline; but
It’s like dangling a fishing hook with the wrong bait: People – the fish – just pass it by, and uninterestedly ignore it.
I had an online conversation with a marketing expert, as I indicated earlier, and we came to the conclusion that it looks like I’ll have to do a lot more work towards pre-qualifying traffic before sending them to any offer or to any affiliate page. It seems that is the only way to do it – without wasting a lot of time and money that is: Relationship marketing coupled with pre-qualified paid-traffic seems to be the requirement. In fact those last sentences hit the nail squarely on the head: It comes down to pre-qualifying.
I was told by this marketing expert;
David Risley from Florida USA – I’ve known him for well over 10 years and know that he has sound credentials
– that he GUARANTEES me that my sending cold traffic to [any offer or affiliate page] is NOT the right way to go, and the stats bear it out. He went on to state that I need pre-qualifying content to relate this stuff to musicians, because it isn’t going to strike them as related at all if they arrive [at an offer or affiliate page] cold turkey. – I tend to agree; and the stats from doing it the other way bear that out too.
To quote him: “You’re casting far too wide a net.”.
He then went on to say something that initially caused a little bit of consternation between us:
“I know my share of musicians (When I write “musicians” read “musicians/entertainers”. – It saves me writing too much text. 🙂 ) and they have day jobs (except for one… my dad). There is literally ZERO natural overlap between a person who is a musician and a person looking to start a blog-based online business. There MIGHT be overlap, but there’s no correlation.”
I wasn’t quite sure that I understood what he was saying here so I asked enquiringly into his meaning: –
“So let me get this right: You’re saying that there are NO musicians whatsoever who want to start a blog-based online business?”
I stated that, on further consideration, that may be a fair comment to a certain extent; inasmuch as few musicians know or care much about online business, building blogs/websites, and they have some notion that the more traveling and gigs they do the better their career will be.
I then went on to state that the notion that the more traveling and gigs they do the better their career will be is a crock of shite that’s been fed to them by certain people in the music industry, and it’s not true,
whether or not they think it’s true; it’s just not true. – In fact it makes it harder to build a career in terms of effort.
Of course some travelling and gigs is a good thing, balanced with promotion, online and offline… But promotion is far more important than performing. Obviously one cannot exist without the other; but time should ideally be devoted 35% to performing and 65% to promotion. Having an online blog-based part of your overall music career business can account for up to, sometimes over, 50% of promotional activities.
I know a number of musicians who will tell you same or similar too.
David replied by repeating that he said there’s overlap, but not correlation.
He also stated that he agrees with me about musicians needing to do online marketing.
– But that just because I know that fact, my knowing that alone isn’t going to set them up for openness to an offer from BMA (David’s Blog Marketing Academy.) or any other marketing training; free or otherwise.
He then went on to reiterate that the nature of product/market fit is that you have to speak to what the market is looking for, not what you know they need.
That means, basically, that even if drowning customers need a flotation device to stop them drowning; I won’t be able to sell them a flotation device, even if it’s to save their life, if they all ask me for a bottle of fresh water because all that swimming is making them thirsty and the water they’re in danger of drowning in is too salty to drink. If I have bottled water to sell then I’ll make money. If I have only flotation devices then I wont make any money, despite my customers ending up drowned.
OK that’s a rather extreme example but it still holds true.
In my position, I’d need to bridge that gap between needing something and wanting something for my customers.
‘You need a flotation device. Here’s why… AND, so that you don’t end up dead; I’ll throw in a free bottle of drinking water with every flotation device.’
That’s an offer that it’s hard to say no to if you ask me, lol.
So here’s what I have to do: I know that my fellow musicians and entertainers need to do online marketing. David Risley; an experienced marketing expert, agrees that my fellow musicians and entertainers need to do online marketing.
I have to convince my fellow musicians and entertainers that they really need to do online marketing.