It sounds like a silly question I know, but think about it… how would you eat an elephant?

One bite at a time!

I speak with far too many people who don’t have goals or plans that they are working to. Most people never bother for the simple reason that it scares them. Once they commit themselves to a target or goal then it all falls back on them whether they succeed or fail. For some people that’s too much to handle so they dodge the whole issue and wander aimlessly through life.

But then there’s the whole other side of the story. The folks that aim so damn high that they are doomed to failure from the start. Setting the “impossible goal” is like trying to stuff the whole elephant in your mouth at once. You are going to choke!

Goals should stretch you and make you work but they should be small enough to be achievable. The sense of “success” that you feel from ticking a number of small items off your list can be just the motivation you need to get you through some of the bigger items.

Check what Seth Godin had to say on the subject.

So what do you think? How do you manage to “reach for the stars” while keeeping your feet on the ground? Let us know in the comments section below.

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I had the pleasure last Saturday of doing sound for one of my favourite bands, Black Label. These guys are not only a great rock act, but they are really switched on when it comes to self promotion. They don’t have the backing of a big record company yet they’ve managed to successfully release a number of great albums and recently a very well put together DVD. The thing that impresses me most about this band is the loyal following they have built up over the years as well as the long term sponsorships they enjoy. You don’t do either of these things without putting in some effort, and they do.

When I arrived at the gig the first thing I noticed is the “same old faces”. What I mean by this is regular punters who go to lots of their gigs. This is priceless. These guys and gals appear regularly, which is great for crowd numbers, but they also buy CD’s, DVD’s and T-shirts which is great for the bands bottom line. In my opinion the reason these guys have built up such a loyal following is simply because of the amount of work they put in. They mention their CD’s & merchandise regulary during their show and after the show they take the time to sit at the merchandise table to chat with the fans and sign autographs. they are very approachable and it pays off. When plenty of other bands are keen to get of the stage and hit the dressing room, these guys are out with the fans. They really deserve the success they enjoy.

So what are you doing to build your relationships with your fans? Here’s a great new video that deals with that very topic.
(Please open the article to see the flash file or player.)

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This might seem like a strange title for an article but so many people lately seem so intent on failing that I really feel the need to help them. After all, that’s what I do, right?

If you have no ambition to have a music career then you don’t need to read this, you are already achieving what you want. If you are easily offended then I wouldn’t read this either because I’m going to give it to you straight! You see I’m not happy with the whole music business at the moment. Everywhere you look it seems like doom and gloom doesn’t it? We hear daily about people stealing music, how hard it’s become to earn a dollar and how no-one wants to help. It’s all true right? Frankly I don’t know why we all just don’t give up and forget the whole thing.

Well, if we are going to fail, let’s fail properly. Let’s get it done quickly so we can go back to flipping burgers or making buggy whips. Let’s set a goal to fail spectacularly then we can all sit around the pub tonight moaning and knowing we were right all along. The music business is dead anyway, so don’t hold back. Get out there and fail now! Here’s how to ensure that you fail and fail quickly.

1. Insist that the music business is not like any other business in the world.
When people talk to you about crazy concepts like “planning” and “working towards a goal” or the most evil one of all “Marketing”, simply tell them this:
“You don’t understand, the music business is different… it’s CREATIVE. We don’t need no stinkin’ marketing, we are musicians!”

I know that every other business needs marketing and promotion and planning and cash flow forecasts and time-wasting crap like that but not us. We are musicians, we play music! We know that all we need to do is just write that killer song and the world will beat a path to our door. All we need to do is one more killer gig and that mysterious millionaire promoter listening up the back of the venue will come forward and give us all the cash we need to hit the big time.

2. Insist that everything on the internet should be free… oh except for your music.
We all know that everything on the internet should be free, right? Of course it should, it’s the internet, it’s always been free. If we want some great piece of software, we’ll look for freeware. If we need information, it’s all there in Wikipedia. If we can’t find what we want for free then we can always download stuff from scum-sucking capitalist bastard corporations then find a handy crack or serial from some helpful Russian site. Why should they charge us anyway? It’s the internet and it should be free!

The same goes for other Artists music. Most of them have “sold out to the man” and are a symptom of the rise of the neo-con cabals anyway, so we aren’t “stealing” their music are we? We are just sharing in what should be a valuable artistic gift to the world.

The exception to this is YOUR music of course. YOU should get paid for YOUR music because you worked hard on it. You actually sweated blood over your music, not like everyone else.

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Content

• Be descriptive. The reader should have a fair idea of what you are about even without a demo
• Be imaginative and Honest.
• Tell a Story.
• Use Testimonials.
• Check your spelling and grammar.
• Sell benefits not features.
• Have a “call to action.”

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In the first two articles in this series we looked at the importance of good content in your press kit and how to increase your success rate by putting it into the right hands. In this article we will be looking at the “Format” of your press kit. Format covers a number of aspects including how it looks and its stying, as well as how it is presented, either as hard copy or electronically.

Styling is a very subjective topic. What looks good to me might look terrible to you. The best advice I can give you is that, whatever your styling preferences, your press kit needs to look professional. Let’s face it, the main purpose of the press kit is to get you work. In order to do that most times, you need to look like you are “worthy” of that work and that usually means “professional”. Again, the word professional can conjure up many different images in many different minds, there is no single formula to follow to achieve the look you are after. What I am going to do is to give you a set of criteria that I believe will make the job easier and give you a more professional result. I’ll cover this in more detail later in this article but the styling of your press kit is definitely one area you should consider outsourcing to a graphic artist or similar person to get some real help if your budget allows it. Either way, here are a few tips to get you started on the right track.

Basic Layout & Styling.

Colours.
You really need to be aware of using colours in correct combinations to have the maximum effect. There are websites that can help you with this such as www.colorblender.com You can pick a main colour or theme and it will show you which other colours are complimentary to it. Don’t be tempted to make your press kit into a “mess of colour” or like a clown has vomited on a page! Colour should be used to highlight various elements and to give your kit the right feel.

Also be aware of the “readability” of your colour selection. Black text on a white background is still the easiest combination to actually read which is why it’s the most commonly used scenario. It doesn’t mean the whole thing should be black and white but if you have large amounts of text it would be the best choice.

Fonts.

“Your styling and layout should compliment the content of your press kit, not tread all over it”

Like colour, you should be very selective about what fonts and the amount of fonts you use. Again, readability is the main factor followed by consistency . If your kit uses 27 different fonts in 12 different sizes then you are just going to confuse your reader. Stick to no more than 3 different fonts in 3 different sizes and you should achieve a consistent look. Personally I wouldn’t even use that many but that’s up to you. Try highlighting important parts with bolding rather than changing size or font.

If you are presenting your press kit electronically then you simply MUST use web-safe fonts. HTML documents, which are the mainstay of online communication, rely on the readers computer having the font you have chosen. If you buy some fancy-schmancy font to use on your EPK then the chances are that the readers computer will display it with a stock standard font if they don’t have yours. Most of your formatting effort will go out the window at that point and the displayed document may look nothing like how you intended it.
Wikipedia has more info on web safe fonts which I recommend you research further before making your EPK.

Headers and Footers.
Consistency is the key here once more. Consistent headers and footers on each of the documents in press kit will improve the overall “look” dramatically. Make sure you use the same font and font size across all your documents and make sure you have your contact details in the footer.

Logo’s.
This is definitely an area where you should seek professional help if you can possibly afford it. Nothing looks worse than a home-made job done on your cracked copy of photoshop. Just as bad is using cheesy clip-art. A logo should be absolutely unique to your band, not a standard piece of clip-art that comes with Microsoft Word.

Layout.
Always remember that your first goal in using a press kit is to get someone to read it! If the styling “treads all over” the actual content then it’s no good. The layout should always have the goal of “readability” or probably to be more accurate “scan-ability”. What I mean by that is most people don’t really read something thoroughly the first time through. They tend to “scan” the headlines and the bold bits then re-read it again if they found it interesting. Use this to your advantage and make sure any documents that have more than a few paragraphs also have headlines, sub-headlines and things like pull-quotes which I mentioned in the first article of this series.

Format – Hard Copy or Electronic?
The simple answer to this is that you really need both and they need to be consistent. It’s no-good having a beautifully styled hard copy if your downloadable version just has plain text. The simplest way to do this is to make your hard-copy version first then turn it into a PDF document that is identical and can be downloaded. This can be difficult when using services such as www.sonicbids.com but you need to do your best not to just give your reader a great big page of unformatted text. Take a look in any newspaper or magazine and you will get the idea very quickly. They all make it very easy for the reader to scan.

Photography.
This is another area where you should do everything you can to get a professional or at least a semi-professional to do the job for you. There aren’t too many things that will make you look like a dumb amateur than photo’s of your band that your Mum took in your backyard. Don’t do it!

My personal preference is for live action shots of you or your band in action. Don’t just show the band though. If you can come up with a shot or two that show an audience actively “having fun” at one of your shows even better. You can get all “arty” with your photography but remember that you are trying to SELL your band and what you can do for the reader. If that’s a Booking Agent for example, you want to plant the idea in their mind that you can pull a crowd and entertain them.

An action shot is always good

A shot with a crowd in it is even better

Getting Help.

Many people think that the most cost efficient way of putting together a press kit is to do the whole thing themselves and, if you have the specific skills need, that can be so. But let’s face it. How many of you are not only good musicians but good copywriters, photographers and graphic artists? Not many I’ll bet. So what do you do if you aren’t good at those things? You get help of course. The problem is that this can become very expensive very quickly and that puts most musicians off immediately so you need to be very careful in what you farm out and what you do yourself. Even if budget is no object to you, there are certain parts of this process you should still do yourself or at least contribute to.

What should you do yourself?
In my opinion you should make every effort to supply as much of the content of your bio yourself. No-one knows your band or your act as well as you do and it needs to be written by someone who knows a bit about you if possible. I know from experience that the hardest bio to write is for a band you’ve never seen or met. Now, you might not be much of a writer and that’s fine. If all you can do is put together a list of words and phrases that accurately describe your act then you stand a much better chance of getting an effective and honest bio written. Ideally you should write version 1 of your bio yourself then pass it on to a copywriter to work over if your budget permits.

What should you NOT do yourself?
Logos and other graphic work. Unless you actually have some genuine artistic skills then don’t even think about it. Same goes for photography! Get some help.

Where can I get some help?
Budget is your biggest factor here. If you have the cash then all you need to do is pick up the phone book or do a little googling and you are in business.

If your budget is tight then you need to be careful, press kits can easily cost many thousands of dollars! Start by writing as much of the copy as possible. Next start searching for friends, relatives, acquaintances, business associates or whoever you can approach on a personal level to help you out. You will be quite surprised when you start asking around. If you can find someone who is just starting out for themselves in business then they may even be willing to work on your press kit or photographs for a low cost in return for using you as a case-study or a part of their portfolio. I’ve done this for some of my clients. When I was just starting out doing websites I did some for free so I could build up a portfolio. You may be able to strike up the same arrangement for yourself if you ask!

Next you might want to consider contacting local photographic stores or clubs to find a semi-pro. Even community colleges or universities can be a source of enthusiastic semi-professionals who may be willing to work cheap. You don’t need to hire the best photographer or graphic artist in the world, sometimes a skilled semi-pro can do almost as good a job, certainly good enough for your needs.

The Big Contradiction.

This is the part where I get to contradict most of what I’ve written in the last three articles! We’ve talked about getting the best possible press kit and about getting help but the simple most important piece of advice I can give you is

“Don’t wait till you get it perfect, just get something passable done and get it out there!”

The simple fact is folks, that you probably don’t know what “perfect” means for you in terms of a press kit anyway. Most folks need to actually DO SOMETHING before they can get enough of a result to tell if it’s working. It’s really easy to get paralised by trying to aim for the perfect product and to simply never get it finished. You have to find a balance between the perfect kit and actually doing something.

Step 1 should always be to get something out there and test the results. Keep what works and ditch what doesn’t. If your first attempt at a press kit actually gets you some work, which is likely if you put it in the right hands, then that work can help pay for some professional help down the track. Perfection is good, but it takes time, effort and money. Just do the best you can in the beginning and work on it continuously until you can afford to pass it on to a pro.

I hope that this series, which was written in response to specific reader questions, has helped to get you to take some action and get a start. If it has then it’s been worth it. Last but not least in this series is a simple checklist which you can apply to your efforts to gauge your progress. You don’t have to check every item off but the more you can, the more effective you will be.

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Keith Jopling over at Music Think Tank has written a brilliant article about the perils of being a modern musician.

He suggests that “Live Performance” is going to be the way most new artists are “discovered” and he puts up a very good case. As they say in the classics, get over there and read the whole thing.

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Hi Folks,

This site will now feature an informal blog section where I can post about subjects and topics that don’t fit in to the existing subject categories.

It will include a wide variety of subjects will interest the online musician. Call in often!

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1. How do you eat an elephant?

As I said in the introduction to this series, this is one part that you need to get right. The simple reason that most folks have ineffective results from their marketing efforts are because they are not targeting their audience. You WILL increase the success rate of your press kit if you specifically target who gets it and you have their permission to send it. Before we get into that, let’s have a look at the two most common ways that people use press kits now and why they don’t work.

Hope Marketing

“Hope marketing” is just hanging out a website or press kit, with no promotion or marketing, and then HOPE that someone will eventually come across it and “make them famous”. Guess what folks… it’s probably not going to happen.
If “hope” is your only marketing technique then you are kidding yourself.

Honestly, what are the odds that some record producer is going to randomly surf into your site, read your press kit and sign you? I’d like to give you the odds but my head doesn’t cope with huge negative numbers very well!

Shotgun Marketing

The “Shotgun” approach where you get a nice press kit done, get 5000 of them printed and send them to everyone in the phone book. Every festival promoter gets one, every record company gets one, every magazine and blog gets one, the local press for 1000 miles around you gets one… you get the idea. This costs a fortune and to be honest the vast bulk of the kits you post out are never even going to get to the right person let alone get opened and read. Most will end up in the bin!

The modern version of this is to put together an Electronic Press Kit (EPK) on your website or on Sonicbids etc, then you troll through google for a month finding every promoter, producer, A&R executive, music blogger, internet radio station etc. You then email them all from your home account in bulk. While this method is a bit cheaper as you’ve not had to post hard copy, you still have completely wasted your time at best and been flagged by the filters as a spammer at worst! Almost no-one reads unsolicited letters OR emails folks, get it through your head now!

Targeted Marketing

Instead of using the Hope method or the Shotgun approach, what you need to do is use the Laser method. You highly target who gets your information and you get their permission to send it in advance whether it’s an EPK or a hard copy.

This is something you should be doing constantly. It takes actual effort and work but is always worth it. Let’s say your specific goal is to play at a particular music festival that features your style of music. The basic flow would go like this:

• Start with a little Detective work. Do some research on the festival itself. They more than likely have a website with contact info on it. You are looking for the name of the company who promotes the festival and their phone number.
• If there is a postal address listed take note of it.
• Do NOT be tempted to just dash off an email with your press kit attached!
• Ring the Festival Promoter and ask the person who answers the phone the name of the person that books the bands for that particular festival.
• Note the person’s name and ask to be put through to them. This is where you need to have your act together.
• If they are not available politely ask when might be a good time to ring back. Do NOT be tempted to address your press kit and send it at this point. You MUST get permission from the actual recipient first.

The Elevator Pitch…
“If you got in an elevator with the person who could help your career most in the world and you had 40 seconds to pitch your band to them, what would you say?”

• If they are available and you are put through, politely introduce yourself and go into your “elevator pitch”. Keep it brief and to the point.
• Make sure you include some sort of benefit in your pitch.
• Ask the specific question “May I send you our press kit which has much more information?”
• If they say no then don’t be frightened to ask why. If you can establish their real objection you may be able to deal with it. If not, thank them politely and get off the phone.
• If they say yes, confirm their postal address
• Explain that you will post it to them immediately and that you will follow them up in 7 days or 14 days or whatever is appropriate.
• Thank them and get off the phone.

So all up the conversation would be as simple as:

Practice makes perfect
“Cold calling someone to book your band is a hard thing to do at first. Get some practice in on your band members and friends. Be prepared!”

“Hi, could you please tell me the name of the person there that books the bands for the XYZ Festival?”
“That would be Margaret Smith, would you like to be put through?”
“Yes please”
“Margaret Smith speaking”
“Hi Margaret, thanks for taking my call, Billy Cachilly here.  I understand you are the person who books the bands for the XYZ Festival, is that correct?”
“Yes, why”
“My band the Examples are having a lot of local success playing exactly the sort of music you feature at your festival. We have a huge fan base and most of the folks on our mailing list say they’d make the effort to travel to your festival if we were on the bill. What I’d like to do though, is send you a copy of our press kit if that’s okay? You can get a much better idea of what The Examples is all about and hear our music for yourself. Do I address it to you?
“Yes, you can send it to me”
“Thanks Margaret, I’ll get one in the post to you today and call you in a week or ten days to see what you thought of it.”
“Thanks Billy, that’s fine”
“Great, goodbye”
“Goodbye”

What to do next – Your Covering Letter

Before you send your press kit off you need to personalise it and make sure it’s relevant to the task at hand.

• Personally address the covering letter. “Dear Margaret” or “Hi Margaret” as appropriate.
• Remind them of your phone conversation. “Here is our press kit as requested in our phone conversation of last Tuesday”
• Reiterate your benefit to the reader. “I have been to your festival before and I know that our music will fit right in with your existing fan base and ours. Word got out on our fan site that we might play this year and many of our hard-core fans have vowed to make the trip and buy a ticket.”
• Have a strong call to action. “I’d love to speak further with you to discuss the possibility of you booking our band to play at your festival this year. You can call me any time on 000-0000 to arrange a meeting at your convenience.”
• Thank them again. “Thanks again for your consideration, we really appreciate your support”

Follow Up

The next most important thing in this whole procedure is that you actually follow up when you said you would. Even though you told the person to ring you back in your call to action, don’t rely on that. If they haven’t called you back by the agreed follow up time, you call them.

Now I know that what I’ve asked you to do in this article is hard, very hard sometimes. It takes a little guts to cold call someone but be honest, reading through the process above, how much better do you think the odds will be of your press kit being read if you have permission? Don’t get me wrong, some will still throw it away but most won’t. Once they have given permission they almost have an obligation to read it.

One last thing, what if they don’t provide a phone number?

In certain circumstances the person you are trying to reach will not provide a phone number. If you were trying to get airplay on my Internet Radio Station for example. I don’t provide a phone number but I do provide specific information on how to contact me. If people provide that information, take the time to use it and ask their permission first. You will increase your success rate!

Because this is such an important topic it’s really important to ask questions or make comments if you have something to offer. Please leave them in the comments section below. I’d love to hear your opinion.

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We have looked at the content of a Press Kit previously in this article, but here we are going to go into much greater depth.  Let’s face it, you can spend all the money and time in the world on the styling and packaging of your Press kit but if it doesn’t contain good content it will fail. So what’s “Good Content” I hear you ask? Well before we get into that let’s look at one of the most common complaints I hear from musicians.

“How do I write about myself? It’s hard!”

Yes it is hard, but there are some simple things you can do to make the chore a bit easier.

1. Start small with bullet points, incomplete sentences or sometimes just words that need to be included. Build on this in small steps, polishing as you go.
2. Brainstorm with band members, family, friends etc. If you already have some sort of following then ask them what they like about you. Better still, get them to write a testimonial and use it.
3. Follow a roadmap or checklist like the one below. Just having a guideline sometimes is all the help you need to get moving.

The main thing with writing anything is to persevere. Start small, work to a plan and get some help if you need it.

Now let’s get to the meat of the subject…

What do I need to include to make
my content “Good Content”?

You don’t have to have everything perfect but try to cross as many items off this list as possible.

Be Descriptive. Use your words to paint a picture in your readers head.

Be Imaginative. Even though you are following a checklist and a formula, inject some of yourself into it.

Be Honest. This is critical to the online musician. Much of what they sell these days is access or an experience with the artist or band. Don’t put on a front for your fans. Be honest in all your communications.

Tell a Story. Have a point. Go somewhere. Don’t just aimlessly list facts and words.

Make Your Content “Scannable”. People are busy and they like to just scan the important bits so make sure you highlight those important bits. have a look down this page. See how I’ve used sub-headings and bold phrases that catch the readers eye.

“This is a pull-quote. You can use it like so. It floats here in its own little box.”

Use Testimonials and Pull-quotes. Pull-quotes are little boxes that highlight certain words or quotes like the one at the right of this sentence. Testimonials offer the reader “Proof” that you have satisfied customers. They are very powerful.

Check Your Spelling and Grammar. Nothing screams unprofessional like speeling miztakes.

Sell Benefits not Features. “Our band contains 100 years combined experience” is a feature, leave it out. “We have a loyal fan base in your local area” is a benefit. “We have a state of the art PA system” is a feature. “Every time we play at your venue we draw a bigger crowd” is a benefit. Do you see the difference? Sell what you can do for your reader. Give them a benefit.

Have a “Call to Action”. A call to action is simply giving the reader an instruction to follow to push them in the right direction. “Call me now to organise a face to face meeting at your convenience” is a call to action. “Visit our webpage to join our newsletter” is a call to action. You are telling the reader specifically what to do next. What is it that you want them to do next anyway? Have you thought about that? A call to action should ALWAYS be part of any covering letter you send out with a Press Kit.

Your Covering Letter.

I’ll be talking more in the next article about finding people to send your press kit to but for each one you send out, it needs to be very specific and very personal.

Your Covering Letter should always be addressed to a specific person. Never “Dear Sir/Madam” or “To Whom It May Concern”.

Your Covering Letter should sell hard! What I mean by that is simple. You already know a little about the reader through your research (see next article), and you should have a specific reason for the letter. Getting a booking, doing a record deal, getting radio airplay, whatever. Since you know who and why, you can write very tailored copy that sells your act well.

Always have a Call to Action. See the explanation above but I’ll say it one more time for effect… Always tell the reader what you want them to do next.

Your Demo CD

Most of what you need to know about Demo CD’s is here but I must add a couple of items:

Pick songs with short intro’s. Don’t send out songs that take a month to get started. Pick something that get’s straight to the point.

Put the “Killer Track” first. It may be all they listen to.

I hope this article has helped to clarify the process of putting together a Press Kit that will get noticed. I’ll put all of these items into a checklist which I will include in the last article of this series. Just like always, please leave your comments and questions below. They are most valuable.

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A little while back I did a small mailout to the readers of this site asking for their questions relating to Press Kits. The subject of “Press Kits” is by far the most popular topic on this site and the results of my mailout back that up.
I simply asked

“If you could sit down with me in the pub tonight, what are the one or two top questions you’d ask to get your press kit and bio in good shape?”

The response was amazing! It took me quite a while to get through them all and work out some answers but here is the first batch. The questions asked came in all shapes and sizes but they mostly centered around a few core themes. The absolute top question was along the lines of

“How do I make my press kit stand out from the crowd?”

and really, that’s a critical question. There is no point investing good time & money into the best press kit in the world if it’s just going to get lost in a sea of millions.

It seems like a very straightforward question but it has a very long answer so what I’ve done is to break this article up into four separate articles. This way I can do the topic justice and answer as many specific reader questions as I can. I know there is a lot of information to go through here but there are many, many things that have to fall into place to put the odds in your favour. You don’t have to do everything perfect but the more items you can cross off the checklist, the better your chance of standing out from the crowd.

** Spoiler alert **

If you are the sort of person that doesn’t like to know how a movie ends then cover your eyes now. I’m about to give away the ending!

The answer to “How do I make my press kit stand out from the crowd is quite simply…

“Put the right information into the right hands in the right format”.

That’s it!

If you do these three things “Put the right information into the right hands in the right format”, and you do those things reasonably well, you can’t help but have success!

I’m going to expand on those three elements in the next few articles but let’s start with a few definitions:

1. “The right information” = Content. Your press kit must contain good information. It must be Descriptive, Imaginative, Honest and most of all it must be relevant and beneficial to the reader.
2. “the right hands” = Permission. That’s a strange word to see here but it’s critical to the whole thing. If you get nothing else right, do this bit good.
   Permission means that the person reading it has given you their express permission to send it to them. You must never randomly spam people with your press kit. That’s the equivalent of standing on the street corner hoping that someone will book you. That’s a “shotgun” approach and it will put you exactly where you don’t want to be, in the crowd with the millions!
   Take a “laser beam” approach and focus in tightly on who you approach.
3. “in the right format” = Substance and Style. This means having professional styling and artwork, not using amateur photographs or home-burned cd’s, knowing when to send hard copy & when to use an electronic press kit (EPK).
4. Last but not least I’ll include a simple Checklist that you can use as a benchmark to measure your press kit or as a roadmap to follow in making one.

Thank you sincerely to all those who sent in questions, they were very much appreciated. Let me know if I’ve answered yours!

As always, please leave all the comments and questions you like. I can’t wait to hear your thoughts.

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