How to use the telephone more effectively to get paying gigs, radio airplay and media coverage (I)

No doubt about it, the telephone is still one of the most powerful tools you can use to turbo-charge your career in the music business. Even with modern communication alternatives such as email, text messaging and video conferencing, the phone is still the workhorse of methods available to promote your music.

This leads to some good news and bad news concerning all this business of dialling for dollars (and exposure). First, the bad news: Virtually everyone has a telephone, which means that millions of people are already using the phone to compete with you in your quest to get media coverage, airplay, paying gigs, and CD sales.

Now the good news: While all of these people are cluttering the phone lines with their own messages, many of them are using weak and destructive tactics with Mr Bell’s fine invention. This sets the stage for people who know the tricks and nuances of telephone marketing to get ahead by using it effectively.

One commentator adds; I’ve lost track of the times I’ve received calls from poor, misdirected fools who open a conversation with, “Hello, is this Bob Baker?” My response: “No he’s the game show host, but I do encourage you to have your cats and dogs spayed and neutered.”

Then there was the caller who once asked my office manager, “What issue of the Riverfront Times will my CD review run in?” Her response: “Why don’t you call them to find out?”

Question: Can you see how this rampant and mindless abuse of the phone can work against so many people? And how easy it would be to stand out from the pack and get more of what you want by doing your homework and using a few simple telephone marketing tips?

Start putting the following suggestions to use in your music promotions efforts and you won’t have to worry about calling anyone a game show host again.

Go through a mini-rehearsal before the call

In the same way that your band sounds a lot less polished when you haven’t prepared beforehand.

Solution: Simply take a minute before each call and consider what your objective is and the approach you’ll use. When calling on a nightclub owner, stumbling around with vague phrases such as “Um, hey, you don’t know me but… uh, I play in a band… and I was wondering what it would take to get my band to play your club…” won’t get you closer to that gig.

What will help is identifying your objective: trying to get an opening slot for a specific band, wanting to establish a relationship with the owner, persuading the owner to set aside a night to hold a benefit concert, etc. Also, plan what approach you’ll take: mentioning mutual friends and the recommendations they’ve given, offering to drop by at a convenient time to meet with the owner for 10 minutes, having a list of bands who’ve agreed to play a benefit, and so on.

Choose one specific objective and one approach before you make each phone call.

Number your points for impact

Whether you’re calling a newspaper editor to get a story or a nightclub owner to get a paying gig, consider using a number to indicate how many important points you plan to touch on

Example: “Pat, I know you have a lot of bands that want press in your paper (or want to work at your club), but I’d like to mention three benefits you’d get from using us…” People will listen more attentively when they know how many points they will hear – plus, it helps you organise your thoughts.

Give two positive choices when making your pitch

The worst thing you can do when marketing your music by phone is ask the other person to make a choice between “yes” and “no.” In other words, if you were speaking with a radio station music director, it wouldn’t be wise to say, “So, will you play my new single or not?” A question like that makes it too easy for the other person to say, “No.”

Better: Instead, do a little research on the station’s shows and disc jockeys. Then ask a question along the lines of, “Do you think this song would work better for you on Sarah’s morning show or during Greg’s new music show on Sunday night?”

This way, you give the contact two choices – neither one of which is not playing your song. If you were speaking with a music business attorney seeking representation, you might ask, “Would you like me to overnight our CD and promo package to you today or email a link to our electronic press kit?”

Apply this method to conversations with club owners, retailers, and others media people too.

Keep plugging away when you’re on a roll

Let’s be honest. There are times when we’re “hot” and times we’re “not.” While we’d all like to be energetic and effective at all times (and there are ways to reach that productive state more often), sometimes it just doesn’t happen. Therefore, take advantage of those times when you’re on a roll by staying at it.

Example: Let’s say you just got off the phone with a club manager who finally booked your act into that long-awaited weekend headlining slot. You may be tempted to call your band mates and rejoice at the victory or sit for a while and dwell on your success.

Instead, pick up the phone and call another contact immediately. Strike while the music marketing iron is hot! Productivity has a funny way of multiplying when you’re on a roll..