Killer Press kits: the 29 key elements in creating sizzling music publicity materials (I)

Sometimes it’s called a press kit. Other times it’s referred to as a promo package or media kit. It can exist in the physical world or sit virtually on a website. Whatever you call it and whatever form it takes, this collection of music marketing tools will help you get more gigs, media exposure, radio airplay, industry attention, and more.

However, I should also remind you that over 95 per cent of the press kits sent out by bands and record labels end up in the trash can (both the real world and online versions).

Reality: Those aren’t very good odds. It’s not easy to get pumped up when you consider the rate of failure.

But there’s a good reason all those press kits are being ignored: Most of the promo packages clogging up the postal and email systems are lacklustre attempts at marketing. They are hastily thrown together without much thought or purpose behind them.

One music commentator attests to knowing this with certainty because for 10 years he published a music magazine in the Midwest. He says he has seen enough bad media kits to make anyone’s head spin.

But he also recalls the rare gems that caught his attention – the well-thought-out press kits that sold him on an act’s worthiness, inspired me to pop in a CD, and quickly motivated him to assign a feature story on the act.

Action step: To make sure a lot more of your press kits are actually read and acted upon, please consider the following tips – what I consider to be the 29 most important elements of a successful promo package.

Soak up this advice and put it to use right away!

Cover Letter

Any time you submit a press kit, it should be accompanied with a cover letter or introductory email written to a human being at a publication, radio station, booking agency, record label, etc. This first element of your kit serves the all-important purpose of intriguing the recipient and spelling out the reasons he or she should bother looking through the rest of the kit.

Here are the main points to keep in mind when crafting this introductory letter:

1) Address the letter to a specific person

“Dear editor” won’t cut it. Call, email or visit the publication’s website and find out the exact name of the person who handles the area in which you want to make an impact. And get the correct spelling of that person’s name!

2) It should be the first thing the person sees

When mailing a physical kit, place the cover letter on top. If the rest of the items in your press kit are neatly presented in a folder (which is a good idea), the cover letter should be paper-clipped to the outside of the front cover.

3) The cover letter should be no longer than one page

Make your letter relatively short and sweet. Lengthy, rambling cover letters and emails get set aside (or thrown away). Make your pitch quickly… and then get out of the way. After all, it’s the other elements of your kit that you really want the person to spend time reading and listening to.

4) It should speak directly to the person receiving it

Don’t use your cover letter to brag about yourself. Instead, use it to show the recipient that you understand his or her position and the problems he or she faces. Then briefly describe why your musical story provides a solution and helps meet his or her needs.

Of course, if you’ve already communicated with the person before, point that out in the letter. If he or she has requested your material, make that very clear. If it’s a cold submission, state your best case quickly and interestingly.

5) Write in a conversational tone

If I read one more “Per our telephone conversation…,” I’m going to strangle someone. Commit this tip to memory: write like you talk. If you wouldn’t say it that way to someone face to face, don’t phrase it that way in a cover letter.

Let me clarify: write like you talk as long as you don’t talk like an idiot. You must write your cover letter intelligently. Just don’t try to sound overly professional to the point that you sound pompous. People in the music business want to connect with other humans, not survey a document that reads like a college term paper.

6) Start with a sensible grabber

It helps when the opening sentence of your cover letter or email grabs the reader’s attention.

Examples:

“Hi, my name is Fred and I manage a band called…” – BAD

“I’m sure most of the 800 people at our recent CD release party are readers of your fine paper.” – BETTER (but it reeks of butt-kissing)

“When was the last time you heard a banjo player in a heavy metal band? – BEST (this opening sentence is truly newsworthy, as long as there really is a banjo player in your heavy metal band)

Note that the subject line of an email should also deliver a “grabber.” Including the person’s name and an indication of the email’s purpose works well. Example: “Nick – idea for your Audio File column.”

7) End with a P.S.

You should always have one or two major points, at most, to make in your cover letter. Take the most important point and repeat it in a P.S. along with a tempting call to action.

Example: “P.S. I know your readers appreciate being exposed to new trends in music. Heavy metal banjo players aren’t exactly a dime a dozen. Please call me at the number above for more details. I’ll even send you a free Banjomania T-shirt!”