Networking, Communicating and Marketing
Do you want a career in music? You might say yes, but how do I get started? Musicians, bands, singers, songwriters - all music artists must learn the "simple" art of communicating who they are and what they do beyond the music and lyrics. Indies have to be able to network and market themselves with other musicians, their fans and music business persons in this music career path. It's always best to start early and gain the knowledge to make the path easier.
If you are not blessed with natural charisma, are shy in public, and don't understand marketing basics, we offer the following two articles by Kevin Sinclair of http://www.musicianhome.com. They are Six Steps To Mastering The Art Of Great Conversation and Marketing - Back To The Basics with an occasion note in brackets [ ].
Six Steps To Mastering The Art Of Great Conversation
Becoming a great conversationalist takes proper planning and hard work. But, mastering the art of conversation is worth it. Outstanding conversation gets noticed and so does the person behind it.
Have you ever been to a social event and watched someone with an "Aw Shucks, I'm from a farm down home" look about them because they can't string two words together. They may be too shy or just have nothing to say. Either way, it's not pretty. In most cases it's not because a person can't hold a conversation, it's because they haven't prepared for conversation. As with everything in life, great conversationalists understand this simple but important tenet: proper planning prevents poor performance (P5).
The following six steps should help you be better prepared when you next enter a room full of people.
Say something
Readers are leaders and good conversationalists. Keep up to speed with the latest events happening in your world through newspapers, television and radio. There's always something topical happening ... make sure you know about it and that you have an opinion on it.
Ooze with confidence
Confidence is a massively attractive trait. People like talking to confident, authoritative and powerful people because it makes them feel safe. You'll attract more people to you than bees to a honey pot if you can appear confident.
Eye contact is critical
Make sure that you establish good eye contact when speaking to someone. Not the Charles Manson "thousand yard stare" kind of eye contact ... that's just scary. Never break eye contact when you're busy making an important point. If you start looking like a sneaky, edgy Coyote, it puts doubt on your integrity and on the validity of your words. So does touching your face, nose and ears whilst speaking. This just makes you look like a fibber. This normally happens when you're not sure of yourself or your subject. Sigmund Freud once said that the body oozes deceit.
Compliments help you make friends
We all love compliments don't we? Make the compliment sincere, brief and specific. Most important of all, the compliment must be based on fact otherwise it just becomes empty flattery. For instance, if you saw someone helping an old lady carry her groceries to her car, your compliment would go something like this: "When I saw you helping that old lady with her groceries the other day, I realized that you're a kind and thoughtful person." That compliment is based on evidence.
However, if you say, "That's a beautiful red tie you're wearing ... wow, you're a real go-getter and confident person." Well, that's just plain old flattery, isn't it? Wearing a red tie is certainly not evidence of any kind of personality trait, is it? Of course, if someone compliments you, you should react in an appropriate way. When you receive a compliment, simply smile and say "thank you". By doing this, you do wonders for your confidence and you acknowledge the thoughtfulness (and courage) of the person who complimented you.
Become a great listener
Any conversation should follow the 80/20 rule. You do 20 percent of the talking and the rest of the time you're listening. People like to talk, so let them talk. It makes them feel important and it turns you into a friend. And, the bonus is that they think you're a great conversationalist. Sometimes its hard to get someone to open up. You can get them talking by ...
Asking great questions
Ask elaborating questions that force a person to open up. Here are some examples: "Really?" "How did that make you feel?" "That must have been exciting. Tell me more."
Try some of these tips next time you're at a cocktail party or conference and become the person people want to listen to.
About Author:
Kevin Sinclair is the publisher and editor of besuccessfulnews.com, a site that provides information and articles on how to succeed in your own home or small business.
Marketing - Back To The Basics
Too many entrepreneurs and small businesses dive right into the thick of operations without following basic marketing principles. In business, as in most things, it pays to occasionally take a step back and evaluate the bigger picture. Drafting a very basic marketing plan can help you focus on the right activities, target the right customers and set the best prices.
The STP Process
STP is an acronym for Segmentation, Targeting and Positioning. It represents the highest level of your marketing plan. Ideally, you should start this process before your product or service is ever brought to market. It can still be a worthwhile exercise for and existing product though.
Segmentation [customer=fan base]
Segmentation is simply a fancy way of saying that you need to identify your customer. Think of every possible customer. Now, start slicing that population into smaller, more defined segments (thus the name segmentation). It's best to start big here - for example: split individuals from businesses. Now, go into each segment and divide it further. You could split individuals further by sex, age, socio-economic status, geographic location, interests and hobbies and so on. At this point, try not to pigeon-hole yourself by prematurely selecting segments. Remember, you're trying to find meaningful groups of potential buyers that will exhibit similar buying behavior.
Your goal is to identify opportunities. Once you feel that you have subdivided the market finely enough, then you need to evaluate those segments. Try to quantify how large those segments are, how reachable they are and how unique they are from one another (i.e. is there considerable overlap from one to the next?).
Targeting [fanbase and/or music industry]
The next step in the process is to look at the segments you've created and make some decisions about which segments of the market you are going to go after. One of the first decisions you will have to make is whether to target a "mass" market or instead whether your marketing efforts will be more focused. That is to say, are you going for a larger, less defined segment or a smaller more defined segment. The general trend over the last decade has been to go after more defined segments. The extreme here would be to go after a "niche" market which is just a fancy term for a highly defined, fairly small segment. The reasoning being that there will be less competition for those segments.
The segment you choose will have a profound effect on everything else you do. You need to carefully evaluate the most appropriate route for you business. When deciding between different market segments, you will want to try and identify the competition for that segment, the potential value of the segment (i.e. how large is it, how expensive will it be to reach it with advertising, etc.).
Positioning [placement of your music]
You've segmented the market and you've chosen the segment that you are going to go after. The last part of your marketing plan will help you define how you are going to "position" your product or service to your selected target market. This is where you will invoke another handy acronym called the 4P's - Product, Price, Promotion, and Place.
Product [you and your music]
You need to focus your product towards your selected target. What do the people/firms in your segment want or need? If you are working with an existing product, you need to make sure it fits your intended target market. If it doesn't, can it be altered so that it does? It's critical to match the right product with the right customer.
Price [gigs, CDs, merchandise]
Pricing your offering is an art. You must consider many factors, such as the stigma different price points carry - for example, being too inexpensive sends a message that your product may be junk. It's also critical to consider the competition here. It makes little sense to target the same market with a similar product at the same price as your competitors. Entire books have been written on the subject of pricing. The important thing to keep in mind is that you can't lock yourself into a cost plus profit margin way of thinking. Instead, consider the price independently at first in terms of your competition and the value your offering brings to the customer.
Promotion
This is what most people think of when they hear the word marketing. As you can see though, it takes a fair amount of work before you get to this point. Promotion is simply how you intend to get the message to your customers about your offering. Will you use commercials, magazine advertisements, radio, the internet, mass mailings?
Place
Lastly, you need to think about how you will bring your product to market. This is sometimes referred to as marketing channels. That is to say, will you sell directly to the customer or will you sell to distributors or retailers who will then sell it to customers? Where geographically will you sell your product? Will you sell entirely on-line or in a traditional brick-and-mortar location?
Bringing it all together
You probably already have some or most of your marketing plan in your head. However, following this tried-and-true process can help you formalize your marketing strategy and can help you to identify holes in your business and it sometimes can help you identify opportunities that you might not have thought to exploit.
About Author:
Kevin Sinclair is the owner of Personal and Business Success Resources, Be Successful News, Net-MLM-Profits.com, MusicianHome.com, and my-personal-growth.com - all web sites focused on providing you with relevant information to help you succeed in your business, or life.
Note: Do a simple Artistopia Blog search here for more great articles by Kevin Sinclair
If you are not blessed with natural charisma, are shy in public, and don't understand marketing basics, we offer the following two articles by Kevin Sinclair of http://www.musicianhome.com. They are Six Steps To Mastering The Art Of Great Conversation and Marketing - Back To The Basics with an occasion note in brackets [ ].
Six Steps To Mastering The Art Of Great Conversation
Becoming a great conversationalist takes proper planning and hard work. But, mastering the art of conversation is worth it. Outstanding conversation gets noticed and so does the person behind it.
Have you ever been to a social event and watched someone with an "Aw Shucks, I'm from a farm down home" look about them because they can't string two words together. They may be too shy or just have nothing to say. Either way, it's not pretty. In most cases it's not because a person can't hold a conversation, it's because they haven't prepared for conversation. As with everything in life, great conversationalists understand this simple but important tenet: proper planning prevents poor performance (P5).
The following six steps should help you be better prepared when you next enter a room full of people.
Say something
Readers are leaders and good conversationalists. Keep up to speed with the latest events happening in your world through newspapers, television and radio. There's always something topical happening ... make sure you know about it and that you have an opinion on it.
Ooze with confidence
Confidence is a massively attractive trait. People like talking to confident, authoritative and powerful people because it makes them feel safe. You'll attract more people to you than bees to a honey pot if you can appear confident.
Eye contact is critical
Make sure that you establish good eye contact when speaking to someone. Not the Charles Manson "thousand yard stare" kind of eye contact ... that's just scary. Never break eye contact when you're busy making an important point. If you start looking like a sneaky, edgy Coyote, it puts doubt on your integrity and on the validity of your words. So does touching your face, nose and ears whilst speaking. This just makes you look like a fibber. This normally happens when you're not sure of yourself or your subject. Sigmund Freud once said that the body oozes deceit.
Compliments help you make friends
We all love compliments don't we? Make the compliment sincere, brief and specific. Most important of all, the compliment must be based on fact otherwise it just becomes empty flattery. For instance, if you saw someone helping an old lady carry her groceries to her car, your compliment would go something like this: "When I saw you helping that old lady with her groceries the other day, I realized that you're a kind and thoughtful person." That compliment is based on evidence.
However, if you say, "That's a beautiful red tie you're wearing ... wow, you're a real go-getter and confident person." Well, that's just plain old flattery, isn't it? Wearing a red tie is certainly not evidence of any kind of personality trait, is it? Of course, if someone compliments you, you should react in an appropriate way. When you receive a compliment, simply smile and say "thank you". By doing this, you do wonders for your confidence and you acknowledge the thoughtfulness (and courage) of the person who complimented you.
Become a great listener
Any conversation should follow the 80/20 rule. You do 20 percent of the talking and the rest of the time you're listening. People like to talk, so let them talk. It makes them feel important and it turns you into a friend. And, the bonus is that they think you're a great conversationalist. Sometimes its hard to get someone to open up. You can get them talking by ...
Asking great questions
Ask elaborating questions that force a person to open up. Here are some examples: "Really?" "How did that make you feel?" "That must have been exciting. Tell me more."
Try some of these tips next time you're at a cocktail party or conference and become the person people want to listen to.
About Author:
Kevin Sinclair is the publisher and editor of besuccessfulnews.com, a site that provides information and articles on how to succeed in your own home or small business.
Marketing - Back To The Basics
Too many entrepreneurs and small businesses dive right into the thick of operations without following basic marketing principles. In business, as in most things, it pays to occasionally take a step back and evaluate the bigger picture. Drafting a very basic marketing plan can help you focus on the right activities, target the right customers and set the best prices.
The STP Process
STP is an acronym for Segmentation, Targeting and Positioning. It represents the highest level of your marketing plan. Ideally, you should start this process before your product or service is ever brought to market. It can still be a worthwhile exercise for and existing product though.
Segmentation [customer=fan base]
Segmentation is simply a fancy way of saying that you need to identify your customer. Think of every possible customer. Now, start slicing that population into smaller, more defined segments (thus the name segmentation). It's best to start big here - for example: split individuals from businesses. Now, go into each segment and divide it further. You could split individuals further by sex, age, socio-economic status, geographic location, interests and hobbies and so on. At this point, try not to pigeon-hole yourself by prematurely selecting segments. Remember, you're trying to find meaningful groups of potential buyers that will exhibit similar buying behavior.
Your goal is to identify opportunities. Once you feel that you have subdivided the market finely enough, then you need to evaluate those segments. Try to quantify how large those segments are, how reachable they are and how unique they are from one another (i.e. is there considerable overlap from one to the next?).
Targeting [fanbase and/or music industry]
The next step in the process is to look at the segments you've created and make some decisions about which segments of the market you are going to go after. One of the first decisions you will have to make is whether to target a "mass" market or instead whether your marketing efforts will be more focused. That is to say, are you going for a larger, less defined segment or a smaller more defined segment. The general trend over the last decade has been to go after more defined segments. The extreme here would be to go after a "niche" market which is just a fancy term for a highly defined, fairly small segment. The reasoning being that there will be less competition for those segments.
The segment you choose will have a profound effect on everything else you do. You need to carefully evaluate the most appropriate route for you business. When deciding between different market segments, you will want to try and identify the competition for that segment, the potential value of the segment (i.e. how large is it, how expensive will it be to reach it with advertising, etc.).
Positioning [placement of your music]
You've segmented the market and you've chosen the segment that you are going to go after. The last part of your marketing plan will help you define how you are going to "position" your product or service to your selected target market. This is where you will invoke another handy acronym called the 4P's - Product, Price, Promotion, and Place.
Product [you and your music]
You need to focus your product towards your selected target. What do the people/firms in your segment want or need? If you are working with an existing product, you need to make sure it fits your intended target market. If it doesn't, can it be altered so that it does? It's critical to match the right product with the right customer.
Price [gigs, CDs, merchandise]
Pricing your offering is an art. You must consider many factors, such as the stigma different price points carry - for example, being too inexpensive sends a message that your product may be junk. It's also critical to consider the competition here. It makes little sense to target the same market with a similar product at the same price as your competitors. Entire books have been written on the subject of pricing. The important thing to keep in mind is that you can't lock yourself into a cost plus profit margin way of thinking. Instead, consider the price independently at first in terms of your competition and the value your offering brings to the customer.
Promotion
This is what most people think of when they hear the word marketing. As you can see though, it takes a fair amount of work before you get to this point. Promotion is simply how you intend to get the message to your customers about your offering. Will you use commercials, magazine advertisements, radio, the internet, mass mailings?
Place
Lastly, you need to think about how you will bring your product to market. This is sometimes referred to as marketing channels. That is to say, will you sell directly to the customer or will you sell to distributors or retailers who will then sell it to customers? Where geographically will you sell your product? Will you sell entirely on-line or in a traditional brick-and-mortar location?
Bringing it all together
You probably already have some or most of your marketing plan in your head. However, following this tried-and-true process can help you formalize your marketing strategy and can help you to identify holes in your business and it sometimes can help you identify opportunities that you might not have thought to exploit.
About Author:
Kevin Sinclair is the owner of Personal and Business Success Resources, Be Successful News, Net-MLM-Profits.com, MusicianHome.com, and my-personal-growth.com - all web sites focused on providing you with relevant information to help you succeed in your business, or life.
Note: Do a simple Artistopia Blog search here for more great articles by Kevin Sinclair
Labels: Music Careers, Music Marketing and Promo, Presentation and Image
posted by Artistopia @ 8:55 AM
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