19 Things You Should Be Doing Right Now to Promote Your Music Better (III)

15) Send thank-you notes

This is a simple act, but it really does make a difference. When a writer does a story on your band or when a disc jockey plays one of your songs during her show, send a quick note of thanks. These small acts of random kindness do make an impression on the people receiving them. And it just may cause your music connections to have a cozier attitude toward you the next time you approach them for a favour.

Sure, you could just shoot them an email. Or, you could make yourself stand out by sending a real card. Buy a box of 20 or so inexpensive thank-you cards and have them handy whenever someone does something to help you. Or have a template set up on your computer and personalise each card as you print it.

16) Practice unselfish communication

Success in the music business has as much to do with the quality of your relationships as it does the quality of your music. One of your goals should be to make friends and fans of people who are in a real position to help further your career.

But a friendship is a two-way transaction. If you only communicate with someone when you need something from him or her, the relationship is not on a balanced, solid ground. That’s why you should get in the habit of calling, mailing, faxing and emailing your music industry contacts occasionally when you want nothing from them at all. Call to ask how a recent holiday went, to wish them a happy birthday, to pass along helpful information you came across that might interest them, etc.

Key: You should always have a specific objective in mind any time you communicate with someone, but your objective doesn’t always have to be self-serving.

17) Describe your identity in 15 words or less

When you finally get a music editor or program director on the phone, he may very well ask, “So what kind of music do you play?” how will you respond? By hem-hawing around about how unique your sound is and how you “hate labels”? don’t get caught in this trap.

You should be able to define your music identity in 15 words or less. There are two primary reasons:

1) So you can quickly communicate your sound and identity to media sources, industry people and potential fans alike

2) So you can use it as a gauge by which to focus all of your songs, titles, artwork, photos, ads and more around a consistent theme

People (including you) shouldn’t be confused about what they get from you and your music.

18) Supply questions to radio and TV interviewers

When you get invited to do a radio or TV interview – whether it’s for the local college radio station, public access TV, or VH1 – you’re being handed a great chance to get your message out to the public and connect with thousands of new fans. Don’t blow the opportunity by sending a watered-down, ambiguous message.

Interviewers might have good intentions, but if they’re not given a road map, there’s no telling what tangent they might veer off on while speaking to you on the air. That’s why supplying them with a list of questions and topics can help keep your message on track.

Of course, even when you do offer suggested questions, the interviewer may ignore them. When this happens, find a sensible, non-threatening way to steer the conversation back to the specific ideas you want to get across regarding who you are and what you play.

19) Write down a plan of action

While you want to be flexible enough to take advantage of promotional opportunities that spring up unexpectedly, nothing beats having a solid plan of action. And writing down your plan gives it substance. To help craft the best plan, ask yourself the following questions:

1. What specific message do I want to get across to music fans and industry people?

2. What are the best ways to get that idea across?

3. What creative tactics should I pursue first in my effort to promote myself?

4. What should I do next?

Write down your answers to these questions and develop a more refined plan. Then take the first step and get busy. The plan is always subject to change, but simply having one in the first place gets you moving toward your goals. Action, energy and movement lead to new opportunities, open doors, and unexpected good fortune

Action step: As I mentioned at the beginning of this series, pick at least one of these 19 promotional ideas and start working on it today!