39 ways to sell a lot more of your CDs, DVDs and music merchandise (I)

You’ve put a lot of time and effort into writing good original songs, committing them to finished tracks in the studio, crafting the artwork and packaging, and arranging for your CD and DVD to finally be manufactured.

Many musicians describe the feeling of seeing their slickly packaged final creation for the first time: It’s a wonderful sensation of accomplishment. They feel like shouting at the top of their lungs to let the world know about this great thing they’ve got to offer. That’s why it’s difficult to figure out why so many music makers drop the ball at this point. Sure, they want to get recognition from hordes of people who have been touched by their music. And, let’s face it, they wouldn’t mind making some good money selling their product too. So why do artists continue to manufacture 1,000 units only to have 900 of them sit in a closet and gather dust?

The simple answer: These artists haven’t learned effective methods for marketing their recordings and merchandise. Also, they haven’t done their homework and haven’t discovered the many resources available to help them sell their CDs. Are you one of these people? If so, don’t worry. There’s help within the articles ahead.

What follows are 39 solid ideas and resources to expand your thinking and help you sell more of your independent releases and related products.

1) Get committed

Not to an insane asylum, but to becoming an independent music marketer – instead of just a music producer. Unless you’re simply making music for your immediate friends and family (which is worthy in itself), you’re going to have to extend your skills to include more than songwriting and recording techniques.

Far too many musically creative people feel that if they just come up with great music, the world will beat a path to their door. While this approach might seem to work for a select few, most songwriters and musicians have to work a little harder to get their music noticed and bought in bulk by enthusiastic fans.

Important: The first step in your efforts to sell more of your CDs, DVDs and music merchandise is to decide right now that you will spend as much time and energy marketing your musical pride and joy as you do creating it. This means you are eager to indulge in the art of researching your market, networking with people who can help you accomplish your sales goals and, ultimately, becoming as inspired by exposing your music as you are by playing it.

2) Know who your fans are and why they buy

Yes, this is covered in a different series, but let’s emphasize it again: How would you describe the ideal consumer of your music? And what inspires him or her to buy your CDs and merchandise? If you can’t answer these questions, you may have a tough battle (not to mention a closet full of CDs) ahead of you.

Acts that develop loyal followings usually have a specific musical focus and image that their fans identify with so strongly, they pack the group’s shows and buy tons of their releases. The magnet that draws these fans is the personality of the band, combined with a sound, look and vibe that supports it.

Get a handle on what attitude, sound and image you portray – and how those things positively affect the way your fans feel. Knowing this will help you position your act for maximum exposure… and sales!

Important note: Make sure the image you promote is a true part of who you are. Copping an identity only because you think it will sell will cause your career to fall apart quicker than you can say “Paris Hilton.”

3) Create new music sales categories

You can add real marketing muscle to your releases if you can develop a fresh approach to defining them. New Age music, for instance, is often marketed through spiritual “rock shops” as a sonic stimulus people can use to relax, meditate and unwind. Some labels have thematic releases that are packaged with books on the same subject, which opens up bookstore sales – a whole new method of distribution.

Another example: The Memphis, TN-based Hands On Inc. promotes Driving Music. It’s a self-created category of music specially recorded and mastered for car audio systems. The clever people behind this concept say the process, which they call “Precision Mastering,” makes the best use of the peculiar acoustic environment of the automobile – without needing extra equipment.

Added advantage: By creating this new category, Hands On Inc. also opened up a new retail distribution source: they market the releases through auto centers.

Can you think of a fresh distribution channel that would work for you?