The Rule of 5 Marketing for Artists

The Rule of 5 Marketing for Artists

Jack Canfield of Chicken Soup for Your Soul fame is well-known for having created The Rule of 5.

The concept is simple – do five things per day that help you reach your goal.

Let’s say you were interested in losing weight and getting in shape. So, your five items for the day could look something like this:

  • Get eight hours of sleep
  • Go for a 30-minute walk
  • Make healthy meals for the day
  • Lift weights for 15 minutes
  • Drink apple cider vinegar

It works much the same way with marketing – identify five items you can do today to promote your visual art, music, poetry, or otherwise.

Here we’ll look at how you can apply The Rule of 5 to your promotional work as a creative.

How Does The Rule of 5 Marketing Work?

So, you’ve got a new painting, a piece of music, maybe a book, and you’re interested in promoting it. What next?

It’s amazing how, when an artist shifts from creative activity to marketing activity – even if they have previous experience promoting their works – they stall out and lose sight of the goal.

I’m speaking from personal experience, because this is essentially what happened to me as I went to work on promoting my best-selling book, The Music Entrepreneur Code in 2020.

I’m happy to report that the book became a small success for me despite my initial indecisiveness, but that’s only because of the connections I had built up to that point, and the momentum I’d created with my marketing efforts.

We should be so lucky, but most of the time, we won’t be. Marketing requires intentionality.

Marketing requires intentionality. Click To Tweet

So, we need a framework. Not necessarily a framework as rigid as a checklist (although that can also be helpful), but a starting point for our marketing efforts.

The Rule of 5 Marketing is a great framework to apply. It’s defined without being too rigid, intentional without being too constrained.

I have my five daily tasks stored inside Evernote:

The Rule of 5 to-do list

The act of coming up with five ideas daily focuses the mind on forward momentum. And executing these ideas leads to real results (also see next section).

The act of coming up with five ideas daily focuses the mind on forward momentum. Click To Tweet

Why The Rule of 5 Marketing?

Scope creep is a real thing (it applies to marketing as much as it does to our projects), and it doesn’t just show up in the work we do for others. It can easily creep into our own creative ventures as well.

And scope creep is the biggest enemy of consistency. It will see us executing 11 things one day, one the next day, three the day after. Before we know it, we’ve burned out and lost all momentum.

The Rule of 5 Marketing keeps us in check. It sets in stone what you’re going to be doing today, tomorrow, and the day after.

And the game is about as hard or as easy as you make it, so you may as well make it winnable.

Plus, it works.

While working my Rule of 5 Marketing plan, I recently shared a post on Facebook that got more engagement than anything I’ve recently shared.

Viral Facebook post

32 likes, eight comments, one share.

Now, there are plenty of people that get way more engagement on their posts. I’m not much of a Facebook guy, so for me, the above is the equivalent of going viral.

There’s obviously something to be said for the content (picture of me holding up a scribble) that contributed to the success of this piece (it paves the way for future content pieces too). But if all I got were a few likes on Facebook, it wouldn’t be worthwhile.

These efforts, however, are sending a steady flow of traffic to my new beginner guitar program, Chord King Course. My promotional efforts are producing results!

Create a plan, execute against it, have faith, and you will see results from your efforts.

Create a plan, execute against it, have faith, and you will see results from your efforts. Click To Tweet

I’m Still Having Trouble Coming up with Marketing Ideas – What Should I do?

The beauty of The Rule of 5 Marketing is that you make the commitment first and then follow through with relevant actions. So, that means once you’ve made the commitment, ideas are sure to follow.

That said, I know it’s easy to get stuck. So, here are some free and low-cost ideas you can implement NOW (they will require some elbow grease):

  • Write a blog post and share it on your WordPress blog, Blogger, Tumblr, Medium, Steemit, CloutPub, or anywhere lese you can think of
  • Guest post for sites in your niche
  • Record an audio and share it on Anchor
  • Make guest appearances on podcasts
  • Make a video and upload it to YouTube, Vimeo, Odysee, DTube, Rumble, BitChute, Brighteon, or elsewhere
  • Request to appear in other people’s videos to talk about your products
  • Share your works on social media
  • Write a press release and share it for free on PRLog
  • Run a contest or giveaway
  • Send a sample of your product to influencers or experts in your niche (e.g., send your book if you’re an author, CD if you’re a musician, a quick doodle if you’re a visual artist, etc.)
  • Pull a publicity stunt, engage in guerrilla marketing, go on Tweet storms, go live on Instagram, set up a community of independent artists interested in promoting each other’s works, and more

Wait, 5 Things Per Day? Can I Take Weekends off?

That’s up to you.

I’ll be honest in sharing that with my recent promotion of the Chord King Course beginner guitar program, I have been taking weekends off.

That said, there’s no rule saying you can’t promote seven days per week…

And there’s also no rule saying you can’t choose more than five items per day.

I blog daily, so that tends to form the foundation of the various types of content I need to fulfill on to distribute across various social networks – Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, TikTok, Medium, Tealfeed, BitClout, Wisdom, and elsewhere.

Although I don’t hesitate in sharing everywhere I possibly can, the biggest movers for me, historically, have been Facebook, Twitter, and LinkedIn, in that order.

And if I were to 80/20 that, Facebook is responsible for more traffic than anything you can name – Twitter, LinkedIn, YouTube, Instagram, Medium, Pinterest, or otherwise.

Additional Resources

You can also read about The Rule of 5 in Jack Canfield’s The Success Principles.

If you’re stumped for inspiration and real-life examples of marketing in action, my book, The New Music Industry details more options than most people are even aware of, and much of the content is applicable to entrepreneurship, freelancing, and just about any artistic endeavor you can name.

Final Thoughts

If you’d like to work with me to come up with your own The Rule of 5 Marketing plan, get in touch. I don’t come cheap, but I can help you quickly identify activity that’s going to lead to results in your marketing.

What are you taking away from this? How will you be implementing The Rule of 5 Marketing in your artistic career?

The Rule of 5

The Rule of 5

The Rule of 5 to-do list

As you’re probably aware, I’ve started sharing out my brand-new guitar course.

In thinking about promoting it, what immediately came to mind was Jack Canfield’s Rule of 5.

It’s not a complicated principle. The idea is to do five things daily that help you reach your goal.

And this is exactly what I’ve been doing the last couple of days.

This, combined with my new guerrilla marketing displays seem to be paying off.

Before long, you will be seeing me hold up yellow legal sheets everywhere. 😜

(I really wanted to make a video today – that’s a no go due to time constraints. Tomorrow is another big day.)

Your Music Marketing Hat Looks Good on You

Your Music Marketing Hat Looks Good on You

Never apologize for your marketing efforts.

See, here’s the thing about building a music career.

We have two hats to wear.

The creative hat is what we wear most of the time because it’s comfortable, it comes naturally, and it’s the most fun.

It’s the marketing hat that often gets neglected. We don’t want to put it on, forget to put it on, or only put it on long enough to post on Facebook so we can get back to wearing the creative hat.

“Get that dirty, gross marketing hat off me!”

The truth is your marketing hat looks good on you.

Because many musicians avoid it, tip toe around it, or only poke at it from a distance.

Marketers always notice musicians who are doing it right. Because sadly, so many are doing it wrong.

(Although that should tell you that there’s ample room to create successful marketing.)

Most musicians somehow forget that they are creative when it comes to marketing their music. So, they resort to limp, ineffectual call to actions like “check out our new release.”

Most musicians somehow forget that they are creative when it comes to marketing their music. Click To Tweet

That only works when you have an established, engaged fan base. If people haven’t heard of you, they will “check out” nothing.

Plus, “check out” is weak. You want to be bold. “I invite you to buy our latest release on Bandcamp” is at least direct and clear. Don’t beat around the bush – ask for what you want!

Just because we’re sales averse and price sensitive as musicians doesn’t mean that our fans are. Take those lenses off and start seeing the world as it is, not as you think it is.

Just because we’re sales averse and price sensitive as musicians doesn’t mean that our fans are. Click To Tweet

And more to the point, be intentional.

When you’re in creative mode, keep that creative hat on.

But once you have something to share with the world, hang up the creative hat for a while and put the marketing hat on. Engage only in marketing for a while.

Musicians generally understand this concept better than most marketers because they will keep touring the same album until demand completely runs out.

The truth is demand never runs out. You don’t go to see AC/DC to hear them play “The Furor,” though there’s nothing wrong with newer material. You go for the hits – “Back In Black,” “Thunderstruck,” “Highway To Hell,” and so on. There’s always a demand for the hits. If you’re an independent musician, trust me, you’re a long way off from over-saturating a market.

Your marketing hat looks good on you. Put it on when you have something to share and keep it on for a while. Otherwise, you will tend to get stuck in perpetual creative mode, and that doesn’t help you grow your career.

Beginner’s Guide to Affiliate Marketing for Musicians

Beginner’s Guide to Affiliate Marketing for Musicians

I recently got to thinking about how easily musicians miss opportunities to make money. Not that money’s everything, but it sure doesn’t hurt. Especially in times like these.

Live streaming is all well and good, but it might not cut it in terms of trying to make up for the giant hole gigging left for many (although live events should make a return soon).

So, I figured I would cover another powerful way to earn an income online.

If you’re smart about it, you could incorporate it into your current activity without too much friction or hassle.

Today, we’re going to look at affiliate marketing.

What is Affiliate Marketing?

Affiliate marketing is basically the act of promoting other people’s products for commissions.

If you were promoting a $100 product, for example, and you were promised a 25% commission, you should be earning roughly $25 on every sale.

I say “roughly” because fees can add up, whether it’s processor, PayPal or bank fees. But considering the potential upside, that’s not bad.

Here, we’ll get into:

  • The upsides and downsides of affiliate marketing
  • How to choose what products to promote
  • How to get started
  • How to promote products and earn commissions
  • Best practices
  • Whether affiliate marketing works

Upsides to Affiliate Marketing

The primary advantage of affiliate marketing is that you can earn money on products you didn’t have to create.

Having published two albums, two EPs, six singles, two eBooks, five books (and a great deal more,) I’m quite familiar with the man hours involved in developing a variety of products.

The Music Entrepreneur Code

While here, would you consider pre-ordering my new Kindle?

Even more work is involved if you’re thinking about making a sales funnel (i.e. lead magnet, tripwire offer, higher priced offers, etc.). The app you use to build your funnel could prolong the process even more.

Contrast that with affiliate marketing. You can promote a product you didn’t have to put any man hours into and start earning commissions as soon as your affiliate account is set up.

You can also use your existing marketing channels (website, email, social media, etc.) to promote products.

If you need a little inspiration, check out this quote via Bo Bennet:

Affiliate marketing has made businesses millions and ordinary people millionaires.

Downsides to Affiliate Marketing

As you can see, there are many upsides to affiliate marketing. But every rose has its thorn, right?

Every rose has its thorn

(I know, I know.)

Here’s the thing…

You’re not in control of the products you promote. The creator may discontinue the product or affiliate program. It may become irrelevant. Their product may get pulled from virtual store shelves. They might raise or lower the price, affecting your commissions in the process. Anything can happen.

If all your eggs are in one basket, you could lose all your earning at a moment’s notice (which is why it’s good to diversify).

And, should you encounter such a scenario, you may not get paid for units already sold. You may even get chargebacks (it sucks losing money you worked hard to earn).

Additionally, if you don’t abide by the terms of the provider, you could lose your account.

Finally, although you can earn commissions on the products you sell, you’re never going to earn 100% on something you didn’t create. Sorry.

How to Choose What Products to Promote

Basically, you can promote whatever you want. But just like The Beatles had haters, trying to appeal to everyone is a losing battle.

Just like The Beatles had haters, trying to appeal to everyone is a losing battle. Click To Tweet

I would recommend promoting products you understand, personally use and would happily recommend to others. That’s the best way.

Your seal of approval is worth more than you might think.

If you recommend good products and people love them, you’ll build a stronger reputation. If you recommend everything under the sun and your followers end up returning a bunch of products, they’re probably not going to come looking for recommendations again.

As for what products to choose, consider the things you already use every day. Musical gear is a good example.

Music gear

Whether it’s guitar strings, drumsticks, accordions or otherwise, there’s a good chance you can promote it and make money.

For most musicians, this should prove a good starting point.

How to Get Started

I feel the best way for beginners to get started is by joining Amazon Associates.

Amazon associates

You know Amazon, right? They’re only the #1 eCommerce behemoth in the world. You probably shop with them already and may even have a Prime account.

Amazon is home to a ton of products, not just books. They have thousands of products in these categories and many others – arts & crafts, automotive, electronics, home & kitchen, toys & games…

So, finding products to promote is easy.

For instance, one of my favorite guitar amp heads is the Peavey 6505 MH mini head, so once my Amazon Associates account is set up, I can simply search for that product, grab the link that Amazon gives me, and then share that link with my audience.

Peavey 6505 MH mini head

(And, by the way, I’ve already done this very thing.)

You can hear me using this amp in this demo:

And, just in case, here’s my affiliate link for the mini head (if you purchase anything through this link, I may earn a small commission at no additional charge to you).

Anyway, I know I made it sound easy, but sales are not guaranteed by any means. Generating revenue typically requires tons of traffic. But you also aren’t required to climb Mount Everest to start earning commissions.

Sadly, there was an article that recently said Amazon would be reducing their commissions on certain products. This is the bread and butter of an affiliate marketer, however, so get used to it. We’ve all got to roll with the punches.

The good news is that there are tons of companies with affiliate programs, so opportunities aren’t in short supply.

This is a beginner’s guide, however, so I won’t be getting into other affiliate programs here.

How to Promote Products & Earn Commissions

Now that we’ve got a solid working foundation, we’re ready to start promoting.

Here are five simple ways to start earning juicy affiliate commissions:

Share Your Link on Your Blog

It’s best if you mention products in the natural flow of content instead of forcing them in.

But when you’re writing about your latest stop on tour and mention your favorite multi-effects pedal, that’s the time to link it up.

Affiliate text links

We promote plenty of products on Music Entrepreneur HQ.

Just don’t share your link out of context. Don’t start talking about what you had for lunch and then sneak in your affiliate link promoting something entirely unrelated.

Share Your Link on Social Media

If it makes sense, you can share your affiliate links on social media.

Again, as with sharing on your blog, you don’t want to spam your followers or post deceptive links, as this isn’t going to help you earn a thing.

But if something naturally comes up in the flow of the post, share away.

Share Your Link in the Description of Your YouTube Videos

Know it or not, many YouTubers are affiliate marketers. These days, they depend on sponsorships more than anything, but that doesn’t mean they aren’t smart when it comes to creating multiple sources of revenue.

YouTube description link

Hmm… something fishy going on here.

Think of it this way:

You’ll be doing your viewers a solid by including links to products mentioned in your video in the description. It’ll make them easy to find.

Create a Resources Page

Many marketers and entrepreneurs, such as Chris Ducker and Pat Flynn have resource pages on their website.

You could just as easily call these “money pages” because they only feature links to products and services the business owners have the potential to make money on.

I like the sound of “money pages” myself.

You can do the same. While you might call your resources page something else, there’s nothing stopping you from making one.

Here’s an example of what a resource page might look like:

Resources page

Make Product Reviews

Making product reviews can take a lot of time, and if you ever wanted to become a full-time affiliate marketer, you’d need to produce a ton of reviews.

Either way, one of the main ways, affiliates earn money is by making reviews for their favorite products. It doesn’t matter whether it’s a blog post, podcast audio, video or otherwise. All forms of content are fair game.

Affiliate Marketing Best Practices

Search engines (like Google), email service providers (like MailChimp) and even some users don’t always look kindly on affiliate marketing (you can’t please everyone).

Here are a few things you can do to make sure you aren’t overdoing your affiliate promotions:

  • Abide by the terms and conditions. I know that no one reads this stuff, but if you start earning some serious money and get your account banned by the provider (because you ignored their terms), your life is going to suck. So, do things by the book.
  • Let your users know when you might earn money on a purchase. Say something like, “if you purchase through this link, we may earn a small commission at no additional cost to you” (you saw me do this earlier). But if you know you’re going to be adding links everywhere, you should have a notice in the sidebar, footer or somewhere visible.  I’m not an attorney, so if in doubt, please consult a qualified professional.
  • Use a link cloaker. I like to think of this as a link shortener rather than a cloaker. If you’re using WordPress, check out a plugin called Pretty Links. If not, there are plenty of great catch-all solutions like Bitly. You can turn your affiliate links into something short and easy to remember/type in.
  • Never spam. Just don’t do it.

Does it Work?

Hell yeah!

I don’t intend to show off all my earnings or affiliate relationships (not that they’re a big secret), but you can see I do okay (and I do mean okay, not amazing) with Amazon Associates:

Affiliate commissions

Final Thoughts on Affiliate Marketing for Musicians

What I’ve shared here is just the tip of the iceberg.

There’s so much more you’ll want to learn if you want to be great at affiliate marketing, such as content distribution and syndication, SEO, advanced marketing tactics and more.

So, if you enjoyed this guide and would like to learn more about affiliate marketing…

Please leave a comment below and let me know!

First Step to Building Excitement for Your Music Release – Issuing the Release

First Step to Building Excitement for Your Music Release – Issuing the Release

Have you ever felt overwhelmed by the release cycle?

It feels like there’s so much to do. Marketers keep telling us to tease our release well in advance of its launch date.

It all sounds good in theory, but in practice, it can be incredibly challenging and time-consuming to make the content, plan its distribution and schedule it out across various platforms. There are so many moving pieces.

And, it’s easy for this to become an overwrought process.

What we must do as musicians is separate the emotional from the practical and create some built-in accountability for ourselves. Commitment creates freedom, though most people tend to miss this in a world of endless options.

Here’s a solution to your promotion woes.

Issuing the Release – How the Process Works

Today, “issuing the release” kind of sounds old school, and yet those simple words do so much to build anticipation.

So, here’s a step by step process for issuing the release. I’ve broken it all down at a granular level.

Step #1 – Create a Simple Headline

Your headline should simply take the form of:

XYZ Records Issues ABC Artist’s DEF EP

Just so there’s no confusion, that translates to something along the lines of:

Arctic Sunburn Records Issues David Andrew Wiebe’s Nowhere Even Near EP

Now, if you haven’t started a record label and have no desire to, of course you could just say:

Atomik Penguins Issues Arctic Nuclear Warfare LP

This headline will be used in your publicly shared news piece.

By the way, news is awesome for getting views. People are perpetually hooked on news and always want to find out what’s happening in the world right now. So, positioning your content as news (which it is), is a powerful tactic.

Step #2 – Choose a Delivery Method

You’ve got your headline.

Before we go any further, though, we need to decide how the news is going to be shared.

Again, it’s entirely unnecessary to get paralyzed by analysis at this juncture. I recommend sharing your news in one of three ways:

  • Blog post
  • Podcast
  • Video

The news release should go somewhere it can remain in public record (preferably your website), so I don’t recommend using social media to issue the release.

This comes with the caveat that your release can be – and should be – shared on social media and even with your email list. More on that later.

Pro tip: If you want to, you can create all three content types. If this is the direction you choose to go in, start with video. The audio from your video can be stripped to create a podcast episode. The podcast audio can then be transcribed to create a blog post. This will take some time and effort, but it can be done inexpensively. This is an advanced technique deserving of its own space, so I won’t be covering it in detail here.

Anyway, all you need to do at this stage is choose how you’re going to relay the news.

Step #3 – Create Your Content

Your content should take the same basic form regardless of what delivery method you’ve chosen.

There are five key things to cover in your content:

  • Who (record label, artist)
  • What (single, EP, LP – use this terminology, where an EP is a collection of about three to six songs, and an LP is a standard album)
  • When (when will it be released?)
  • Where (where will listeners and fans be able to find it?)
  • Why (what’s interesting about this release?)

And, by the way, your content should be written in the third person. Word count doesn’t matter that much, but you shouldn’t drone on endlessly either.

Who and What are basically covered in the headline, but they bear repeating in the first paragraph.

e.g. Atomik Penguins have officially issued the release of their latest LP, Arctic Nuclear Warfare. This is their third studio album, featuring their fluid, aggressive metal stylings inspired by some of their favorite bands, including Sonata Arctica and the Arctic Monkeys…

Pro tip: It’s worth mentioning artists or bands you’ve been influenced by and potentially sound like. This is great for search engine optimization (SEO) as well as press and media, who will instantly gain a better understanding of who you are and what you’re about just by reading the first paragraph of your release.

The next core element is When. You must announce when the release will become available to the public. Issuing the release is rendered pointless if you don’t get this right, since you’re trying to create some built-in accountability for yourself.

e.g. Arctic Nuclear Warfare is slated for release on August 21, 2020…

Pro tip: I would suggest releasing on a Friday to coincide with Global Release Day, when new singles, EPs and albums are released worldwide. And, if there’s anything else special about that day, such as the fact that it’s one of your band member’s birthday, mention that too.

Now we need to announce Where. Will your LP be available on all the majors, like Spotify, Apple Music, Amazon and so on? Will you also be putting it up on Bandcamp, Nimbit or Gumroad? Is it a special release that will only be available through your website? Make this 100% clear in your news release.

e.g. Fans will be able to listen to and purchase the release on all major online stores and streaming platforms, including iTunes, Apple Music, Spotify, Amazon, Google Play, Pandora, YouTube, TikTok, Deezer, Shazam, TIDAL, Napster and more…

Pro tip: You can use a service like CD Baby, Ditto Music or DistroKid to easily get your music on all the biggies. I’m an affiliate of Ditto Music, and if you purchase anything on their site through my link, I may earn commissions at no additional cost to you.

Writing the first four Ws can be kind of a boring process, even though it’s the Rockstar way. Good news – Why is where we can have a little more fun.

e.g. Atomik Penguins, a power trio comprised of siblings Mike Atom (vocals and guitar), Jimmy Atom (bass, synth and vocals) and Tom Atom (drums and vocals) knew they wanted to fill a hole in their catalog with the launch of their latest LP, with music that leaves the listener feeling empowered. This lyric sums up Arctic Nuclear Warfare nicely – “Shout out from the south / The coldest place on earth / Airplanes don’t travel / We’ll conquer your turf.”

Pro tip: Cram all your keywords into this paragraph (you’re welcome to create up to three paragraphs describing Why). This includes the names of your band members, the instruments they play, the names of your songs, lyrical content, names of key people (producers, engineers, guest musicians, etc.), press quotes and so on. Of course, keep it readable. Write for humans, not for robots.

Again, it’s important that you keep this simple. Don’t over-complicate the process. Issuing the release should be one of the easiest things you do in building excitement for your release, assuming you’ve got the key details nailed down.

I know the five Ws can be kind of boring. You can add color to, and spice up your wording as inspiration strikes, but the primary function of the content is to make people aware of what’s to come, and to that extent, you don’t need to get fancy or lengthy at all.

Step #4 – Choose Your Channels

With your content written, it’s important to choose how you want to syndicate and distribute it.

But at the outset, I want to make it clear that the only place you’re obligated to publish it is on your own website.

Now, if you don’t already have a website set up, I suggest signing up with SiteGround and setting up your WordPress website. This should only take five to 10 minutes, even if you aren’t overly tech savvy. And, I can vouch for SiteGround’s customer service. It’s excellent.

But here are some additional channels you can take advantage of:

Social media: You can share your news release on all your favorite social networks – Facebook, Instagram, Twitter, Tumblr, TikTok, Snapchat, Pinterest and others.

If you’ve made a video release, remember that you can natively upload your video to YouTube, Facebook, Twitter, Instagram, LinkedIn and a variety of others for additional coverage.

You can also republish written content on sites like Medium and LinkedIn and even bookmark it using social bookmarking sites like Mix.

Once we start going down this track, there’s virtually no end to the number of channels we can utilize.

This is another advanced technique, so I won’t be covering it in any more depth here.

Email: I would recommend sending an email to your fan list letting them know about your forthcoming release.

Press release: Know it or not, the piece of content I helped you write effectively takes the form of a press release, so you could use it as such.

If you’ve got a bit of money, you could distribute your press release using a service like PRWeb (one of the best in the business). For music related news, Mi2N (Music Industry News Network) is not bad. There are plenty of other services out there in case you’re curious.

Note that some PR distribution services only want to publish unique content, so if you publish your news on your website, you may not want to use the same piece of content as a press release.

Pro tip: Again, keep it simple. There’s no need to put your release everywhere on the web. This is an advanced technique requiring quite a bit of time and effort. You could pay someone to do it for a relatively small amount of money though.

Step #5 – Publish the Release

The only thing left to do now is publish your release on your website.

Hitting that “Publish” button can be a tad nerve-wracking, but it’s also exhilarating.

Once that news release is out there, you can begin trickling out release related content on your website, social media and so on.

Pro tips:

  • Don’t set the release date more than 90 days out. Even if it keeps you accountable, your fans will probably lose interest or forget about your forthcoming single, EP or LP.
  • You can have all your content created in advance of issuing the release (including your music). This minimizes the stress of creating something you’ve already issued and trying to meet a deadline. And, it will give you the opportunity to focus on dripping out relevant content on your website and social media (handwritten lyrics, audio clips, artwork ideas or anything else that teases the release).

Benefits of Issuing the Release

I’m sure you’re starting to connect the dots, but just in case, I’d like to wrap up this guide with three key benefits to issuing the release.

You Build Excitement for the Release

When you issue a release (and make it public), it automatically builds anticipation for what’s to come.

And, while the impact of taking such an action might be minimal when you don’t have much of a following, it can also help you build your following, especially as the story of the release unfolds on your website and social media.

Of course, you still need to follow up your news item with additional content. In the case of social media, it’s a good idea to post three times per day, even if it’s just a photo from the studio or a lyric from a song. And, don’t assume your fans are seeing all your posts, as this is rarely the case.

It Kickstarts Your Tease Campaign

If you get into the habit of issuing the release, you’ll never be required to think about what your first piece of campaign content should be or needs to be. You can begin your tease campaign by issuing the release, and this can set the tone for the rest of the campaign – even guide your vision, content creation and distribution efforts.

As Greg Wilnau of Musician Monster explained so eloquently, your brand is your overall mission, the impact you want to make in the world. A release should be considered a sub-brand.

Why is this important? Because your brand guides your every marketing move. Knowing this makes it much easier to identify where to put your time and effort and how to connect with your fans.

Your brand guides your every marketing move. Knowing this makes it much easier to identify where to put your time and effort and how to connect with your fans. Click To Tweet

It Keeps You Accountable to Delivering on Your Promise

Lining up schedules can be a challenge. Production can be delayed. Session players may need to be hired. Last minute changes to arrangements may be necessary.

Sadly, it’s all too common for us to waste a lot of time and energy focusing on low-value activity that won’t do anything to advance our projects or help us reach our career goals.

The biggest issue, first and foremost, is that we don’t set deadlines. Second, we don’t have anyone keeping us accountable to our deadlines.

That’s not creative freedom. Creative freedom is knowing exactly how you’re going to spend your time, what you’re going to be working on, and when it needs to be done by.

Creative freedom is knowing exactly how you’re going to spend your time, what you’re going to be working on, and when it needs to be done by. Click To Tweet

Issuing the release keeps you accountable to delivering on what you’ve promised your fans.

Final Thoughts

As you can see, the process outlined here makes it easy for you to win.

Since you can wrap production before you ever issue a release, you can do all the work necessary to make your release a success, including marketing, without breaking a sweat.

By giving yourself a 60- to 90-day runway, you can tease your release without boring your prospects and fans.

And, if you follow this process, you’ll never need to think about how to start your tease campaign again. Issuing the release should always be your first step.

If you have any questions about how to make the most of the above process, please let me know. I look forward to answering your comments below.

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