I like the way you put that. I always thought of marketing as a... well, something I wasn't too fond of. This puts it in a better light.

Thank you for putting that in words that reflect how I want to engage with my audience. I have been realising more and more that the usual tactics proliferating on the internet just leave a bad taste in my mouth and I do not want to come across in the same way. We are all strapped for time. Wasting people's time is a cardinal sin. Your post clarifies for me how not to do that. Thank you.

I will be sending this to my mother. She is a very talented poet, artist, educator, the list continues... She is well loved and great at keeping in touch with people. She is not one for self promoting though she is the kind of person people are curious about and would love to buy her sculptures, book of poetry, hire her for a class, etc. it’s almost like she has an aversion to getting paid for her artistic endeavors. She has gotten better by being less resistant but I want to help her realize that she can be proactive about it too, eg. Marketing.
I am of a similar nature being her daughter and also an artist. It really resonated with me when you wrote in another post “ marketing is the final extension of your art”. I’ll be sharing this with several people who need it.
Greatly appreciate the insight.

-Remy

I will be sending this to my mother. She is a very talented poet, artist, educator, the list continues... She is well loved and great at keeping in touch with people. She is not one for self promoting though she is the kind of person people are curious about and would love to buy her sculptures, book of poetry, hire her for a class, etc. it’s almost like she has an aversion to getting paid for her artistic endeavors. She has gotten better by being less resistant but I want to help her realize that she can be proactive about it too, eg. Marketing.
I am of a similar nature being her daughter and also an artist. It really resonated with me when you wrote in another post “ marketing is the final extension of your art”. I’ll be sharing this with several people who need it.
Greatly appreciate the insight.

-Remy

I once told my little class of leadership candidates that their job was not to order but to inspire. I'm sure most of them would mostly forget, but sometimes...

I would ask my fellow readers to try more often to get away from your instincts about marketing, and try to dwell on what Derek said... I would hope that you start to do this most of the time...

Derek, you are right, thank you for posting.

I like this new definition of marketing: "marketing" just means being considerate. I used to think that marketing is all about ads and don't like it so much. Thanks for this post, it makes me think about instincts. Maybe sometimes our instincts are total wrong.

I would modify this slightly: (good) marketing means being considerate. we've all been set upon by bad marketing...which is comprised of the images that make us shudder - spam, flyers, pointless schwag, free pens, etc.

Also a very insightful approach. I do think that the artist feels "put upon" at the outset, no matter how marketing is defined or approached, until we feel solid in the more internal aspects of our process, and our actual music. In other words, we don't want to "shift gears" and try to develop yet ANOTHER skill set that clearly there are dark magicians focusing on all the time, and manipulating people.

But, treating the "task" as an extension of creativity, as a natural B section to our music-making itself, as something not manipulative inherently, this can start to coat the pill with honey and eventually evolve as much as what you are suggesting here. The whole notion dissolves a burdensome feeling.

Wonderful...will re-read a few times

"Marketing means listening for what people need, and creating something surprisingly special for them." That's a great reframing of the definition. That, and the point about making a deeper connection.

This is SO true, Derek. I really haven't seen such a clear and straight-forward "what is marketing" than this. My new go-to when defining/explaining marketing (and this is relevant well beyond music and musicians) - just shared it with my tech product teammates. Thanks!

Derek, you have a way with words. "Just find creative ways to be considerate. That’s the best marketing." Beautiful, inspiring, and actionable! Thank you.

Hi Derek,
So happy to receive this email. Not only to have a glimpse of what you're working on but because you are tackling an important thing.

I grew up in the middle of 4 brothers. Our dad was a music fanatic and introduced us all to music. (He did not play an instrument but loved rock...took us to see "The Last Waltz" (if you haven't seen it, I promise, it might change your life), introduced us to Bruce (does he need a last name) and encouraged us to attend every live show possible. (Thankfully, expensive tickets were $30 back then and we could take a bus to any venue).

I have my memories but my brothers have taken up the torch. One, in particular is an art teacher in the Pittsburgh Public School District by trade and local music enthusiast/ evangelist in his free time. He has published a blog for almost 15 years where he photographs and writes about local and visiting bands.

One of my sources of frustration is that these incredibly talented artists struggle so much to benefit from their art, even in this age of technology and fewer gatekeepers!

I'm not even a musician and this drives me crazy.

Thanks for this series. I will read it with interest and share it with him.

All best!

Beth Phillips

Thanks for sharing. This is the way how marketing should be described to students and managers in this field.

This is true — if you're an artist, or if you're making something that actually benefits people.

The problem is when the behavioral loop-loving, remarketing-optimizing, attention-sucking marketers who make up the majority of ad spend on the internet seize on this rhetoric to justify their business model, which I think makes the internet (which is just the world at this point) a worse place.

I work in marketing (though not for long) and I'm disturbed by the rhetoric I hear from people whose job it is to suck attention through Facebook or some other channel talking about "doing right by the customer" and "helping people" — a lot of the kind of stuff you hear from Seth Godin (who I do like, and who I believe is well-intentioned).

I know this isn't the kind of marketing you're talking about, Derek, but I'm sad to say there are people working in the attention economy whose purpose is to optimize button colors to drive engagement that think this applies to them. I wish it weren't so.

Hey Derek, this is such an invaluable perspective and so relevant to a modern creative career. Love your nuggets of wisdom, thanks for sharing.

There’s so much noise - people have a hard time filtering and “marketing” has become a game of shouting louder. You’re right about finding creative ways to be considerate and connecting as a human being.

Amongst all the “new and improved”, I’m not sure anything beats an old-fashioned hand-written “thank you” note.

Thanks for everything Derek - looking forward to the book!

No words other than: I wish the whole world swallowed and absorbed this advice.

Now, this...this, is what sets you apart from the majority, both personally and professionally. Don't ever change. (you can grow of course, but don't change your essence - that's quality)

Excellent! I always say marketing is communication designed to build relationships. So yes! It's definitely being considerate.

Thanks for putting into words that make me feel not so bad about "tooting my own horn", "putting stuff up for criticism", "putting my views onto others". It will probably take another few months to internalize it. Cheers

Amen, and with dignity.

Well said, thank you : ]

Yeah! So good! This applies to any marketing.

Hey Derek,
Nice way of putting it.
I always like your angels.
Thanks,
Paul

Thanks Derek, I always enjoy your work😎

I consider myself a particularly kind and friendly marketer of my music, Derek. I put some songs on YouTube and always have a friendly reminder that, if the viewer so desires, he can contact me about buying the song.
OK - how's this: I have one song: 'Give Me Your Tired, Your Poor' that has over 80 THOUSAND hits on YouTube. Wanna guess how many people have actually bought the song?

Barb

Beautiful, Derek. Always ... sharing something of value (which you model so well). I love the way you write. The thinker behind the words.

Great points as always. I think being approachable/ available/ giving something to others is a great way to do "genuine" marketing. Keep up the great work!

Yes indeed. Maybe it really helps to envision exactly who it is you're wanting to share your work with, too. And that can help inform the care and more thoughtful/considerate approach... creating more personalised mesaages within the marketing.

I never thought I cared about "marketing." But now that you have reframed "marketing," I realise I care deeply. I care about listening for what people need. I care about getting to know people, going deep, and yes, I do care that they all value me. Above all I care that we create purpose and impact together.

Today as I connect with potential clients, I will think about your definition of marketing. As I do that, I will also think of my mother in Penang Malaysia who regularly goes to the "wet market" to buy fish, vegetables and food. She went marketing because she cared deeply for family. You've given me permission to care about marketing. Thank you.

I'm trying to make one of my apps to get known and I've been struggling thinking how to do so. This small paragraph opens my general view.
Easy to digest, I like it you keep it simple.

LOL...another one I have been working on. In a sort of "zen" way. Offering...sharing...out of kindness

pa

hey derek.... thanks for the note and links. i've been sailing my on life raft for a while now. One of the things i do in shows is ask the crowd if they have any requests. i don't play everything they ask for, but if i hear a title that vibrates, i'll play it. it sort of fits in with your "be considerate" idea. right now i'm looking for a booking agent to get my butt out of nyc and on the road. i'm hooked on the performance side of things at the moment mainly for the one on crowd, face to face, moment thing. communicating the old fashioned way. sort of a group therapy session without brenays or freud. i really get off on playing and singing to people. it's different every time and so far, no one's throwing tomatoes.

This is a fantastic perspective. I’ve spent this past year taking every marketing webinar imaginable, trying to figure out how to apply it to my CD. This just completely shifted my mindset to a way less stressful one. Thank you, and I’m looking forward to the book!

This is helpful to me. I tend to shy away from it. Thanks.

This one's my favorite. I hate marketing because I think of marketing as manipulation, but honestly, the best marketing is just staying positive, staying visible, and always remembering to express thanks.

You posted this at the perfect time. Thanks, Derek!

Beautifully put. As always!
Love.
Paul.

Good news you are writing another book, Derek. Mindset/Beliefs/Actions- I get it...show me the step by step strategic plan for creating money ( lots of it- of course with a great song, for the right people, and with great marketing) on digital sales...that would be very helpful. Great to see you here again, missed you!

Derek,
I was thinking of you today. I was feeling a little down. I was looking for inspiration from one of my “Virtual Memtors”.

Before I read your posts I felt better when I saw your email come into my inbox.

I read them I felt even better. I appreciate you.

Thanks for sharing!

Christopher

Wow, I must be the odd man out on this after looking at all the fawning, appreciative comments, which are sincerely heartfelt I am sure. BUT... I found very little in this too short article to be very useful. Let's not kid ourselves. Marketing is...well, advertising to people about a product you have to sell. It's all well and good to feel good about doing something most musicians find distasteful but the cold, hard fact is you need to reach a LOT of people to show them what you have. Nothing in this feel good article addresses that. Be considerate? Be creative to be considerate?Great advice...now I know what I need to do to sell music. Note the comment from the girl with 80,000 views on You Tube and implied how few if any have bought.

As a simple, light piece it stands ok
...but...
It's a bit Roger Redhat.

Half my lifetime ago I did do a fair bit of sales, marketing and customer service training.

"Sales" is basically matching skills. Every product or service has features and benefits. All you are doing is (smoothly) matching a consumer's needs with what your product offers.
"Customer Service" is basically workable compromise. Finding a point in the middle where vendor and consumer are both satisfied, and where hopefully the vendor slightly exceeds expectations.

But what would I know about keeping the punters happy?
I've been putting tickets on badly parked cars for ten years without getting my head kicked in.

So ...good marketing is a combination of an amazing product, sensitively and pleasantly presented; (by sensitively, I mean, using modern tools we didn't have in my day, you know your demographic, you know what price point people are going to go for, you know every possible reason they may say yes or no and you have a follow up offer for the no's).

So... the biggest thing anyone can do with an email audience is make the unsubscribe button bigger, so you know your audience are genuinely engaging and not just scrolling through their emails half asleep at 3am whilst feeding the cat.

Marketing precious words. It reminds me of the quote: "A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts."
~William Strunk, Jr.

I love it !
One more thought : why not go deeper and more updated with the micro-marketing concept ? Marketing nowadays is no longer working it macro. It’s about touching / learning / creating expefiences with/for individuals.

My two cents

I love what u r saying and like that kind of marketing..
However, I feel as though that alone may not be the most effective. I wonder if it needs to be coupled with the the other kind as well. The reason why so many big companies do the other BS is cause it works.
The truth is, even Placebos truly work in certain situations, so you shouldn’t stop dispensing it, if it’s workimg.
I am a small business growing slowly, and I feel like I need to get better at all the ‘flashy’ social media stuff for faster results. I concede that I need to get better at my craft and caring more as well.
Thanks for sharing your thoughts.

Hello and great evening to you Derek!
Awesome to see you create spaces where you're sharing your wisdom!
I always appreciate reading a couple of examples of people sharing what has worked for them. Do you have any you could include?

We all have some of the same drives. One that most people share is the desire to succeed. What makes a successful artist ? Is it the work ? It is measured in the perceived value of the pieces they produce ? Is it whether or not they are collected by the " right " people. Offering your art in exchange for a better world might be a good place to start.
Thanks
Being

I studied Marketing in an online course from Wharton. There was a lot about branding, colors, stealing share, not stealing share, online niche work, etc. Although all of these are good things to know and to think about in terms of campaigns etc, I find the greatest satisfaction for me lies in the personal connections that I make with clients, fans, potential sponsors, etc and maintaining those friendships. There is no reason at all for anyone to care about us if we offer people nothing of ourselves. And I have felt that, especially in classical field, we build our base one person at a time. I was very happy to be able to draw upon several old connections to fund my trip to NAMM to appear in Roomful Of Pianos multi piano events, from which I just returned, and I was able to do this quickly, and very surprisingly too. How long would it have taken trying to push out a record, etc. Only one person replied to my crowdfunding page for 25 dollars. Two years ago, some old friends saw my crowdfunding page for a new piano, and paid all but 600 dollars of that new piano for us. So if you need OPM to build your career, then NEVER look askance at a personal connection. Cultivate them. Just about every position I have now has come through personal connections. Stay on friendly terms with everyone, and then when the time comes, do not be afraid to ask. So yes, I agree with this stem...but you can go further with this. Good luck with it.

Interesting article, Derek. I have to admit marketing has always been a mystery to me . . whether it's spending money, networking, freebies for "exposure" . . tried most and, in the end, sometimes it worked and sometimes it didn't (no rhyme or reason that's obvious).

I've mentioned to you in years past that I have a little outfit called "the heymacs" and we don't play live. We only make videos ( 11 in the last three years ) and stick them out on YouTooby . . some get thousands of hits, some get a few hundred, even though they all go through the exact same release process. Not sure I buy into some producer-types who believe that somehow they can guarantee hits ( even the Beatles didn't always get to #1 with every single).

Cheers (and keep up the good work)
Shawn

This feels like a quality over quantity piece. I Find it hard to not try to go overboard with marketing managing my hip hop artist, because there is so much content out there. It seems like you have to put so much out there just to keep up.

"In order to ask for attentions, a baby needs to cry first."

Marketing is merely a way of speaking up, so why not?

Great perspective.

Wow. Very useful Derek. You demonstrate this well also...

Derek, as always you have made the concept simple but in doing so you have also maintained the depth and power that goes along with the concept. I find myself saying “AMEN” when I read your thoughts and I am truly inspired to take this simple message and maximize my opportunities by leveraging these thoughts!!! Thank you for modeling this very message through your considerate sharing to us!!

Great article!! I actually compose my own music, Here is a Love song i have composed for my wife.What do you think ? https://www.youtube.com/watch?v=QSCKMYM0Bbg Kind regards from Rune

Hello Derek good to hear from you very good article I can utilize the information that you put in this article. When you let people know how much you really care they will open up there heart and their resources to you. Thanks for all the help over the years.

Thanks for these brief, caring and professional messages.

My music is on Mixcloud and Bandcamp and CD Baby.

I don't have time to gig these days but concentrate on trying to keep some record out there of the quality of my music.

As a busy arts academic its very hard to find time and energy for the musi that I love so much. I even can't find time to register all my songs with PRS, so I may be missing out on some streaming royalties etc.

Today, as I couldn't sleep I got up earlier than usual. Hence, rare time to read and respond.

https://paulokane-songwriter.bandcamp.com/album/come-what-may

https://soundcloud.com/paul-okane-songwriter

That’s really this

I like your definition of Marketing.

In my view, marketing is making yourself (brand) memorable. It can be with a great product, a meaningful connection, or as you suggest, doing a considerate, kind deed.

At the end of the day, it has to provide some real value to your target audience/customers.
That would create demand and reputation for you and your offering.

All the Best,
Ziv.

If you have something that helps others, you owe it to them to use whatever persuasion you can to allow them to experience that improvement in their lives.

To not market would be a shame.

Sell to people who want what you can give me. Fortunately, there are now billions of people connected in a way that one need never push things to anyone who is not seeking it.

I think big data will be used for marketing and if smart enough not being annoying then it’s golden tool

Thanks

Hi Derek: I agree regards 'considerate'. Live in hope it may materialise into money creation, but long time ago realised that folks who are acquainted with the "artist" are reluctant to part with money, perhaps on basis that 'We know you; surely you'll let us have the material ex gratia?". More positively, a friend believes in my creativity and has recently been actively looking for opps to sell my albums. HTH. John E

I couldn't agree more. Marketing should never feel like marketing in my view, I think it's about genuinely enjoying meeting and interacting with people. I think you have to like people to do that, and that also means liking yourself. We all have foibles and faults, I guess it's how we are kind and care about ourselves and others that matters most.

This brings to mind a paragraph from my review of "Anything You Want."

Something like, "I found the number of one sentence paragraph to be maddening." something like that. I never told you this back in 2015 I saw a NYT review that used two sentences to say the same thing. and I thought, losers, i did it in one!
>>> In paragraph (sentence) # 6, I think it would sound better if it read, "All of these are just {BEING} considerate."
In other news, there would seemingly be a much larger market for a book titled, "Marketing Your Magic!" it can still be just about music but all people want magic in their lives. hugs,
jv- back to sleep...i wish!

Hmm, looks a little suspect... musicians comments?

This tidbit makes absolute sense. People can usually tell when you are sincere and when you are just pulling out all the tricks to get them to pull out their wallet. Genuine connections work best in marketing and also seem to make lasting impressions on people. Also, as an artist, I feel this type of marketing makes me feel good, because it's honest and true.

Hey Derek,

My two cents below:

I agree with all you've said above. The only itch i wish you had was this: This knowlege most people know about marketing. What makes you think this is different? To Put it in a nutshell, Marketing focuses on the needs of the Buyer whereas advertising, sales, focus on the needs of the seller. Those who say "I hate marketing" are looking at marketing as a painful effort from it being a function with a marketing department that focuses mostly on promoting their products or services to new and existing customer. If marketing is looked at as a mindset, from the perspective of unearthing the needs of existing and new customers then its always fun.

Hope i am making sense.

Best,
Harish

True. When I started being considerate in this way and automated every other task rather than just connecting with people and helping them where they were at, my business grew.

Well said. This applies to so many professions

Such a big thumbs up - why not abandon the 'M' word?!

My biggest client is currently ditching use of the word 'marketing' (and paid advertising and most of their social media too as part of their bold move) in favour of 'Engagement'(pre-fixed with 'personal'when possible). And they hold every engagement up to the light to ensure it delivers what and how they deliver i.e. giving gracious hospitality, a restorative experience and generous value in attentive, elegant ways with heart and passion. [Their Raison d'etre in a sentence].

Considerate is sublimely simple and apposite - as I'd expect from DS! Thanks. Will be sharing.

Having spent much of my former career involved in marketing (for a multinational company) and started a new career running a luxury B&B, I completely agree with your comments on marketing. Being considerate works in all market areas not just music.
I despair of the marketing I see on TV and online - its in your face and totally switches me off. My wife and I sometimes play a game watching TV ads and compare notes on which ads would make us interested in the product - very, very few do!

What a great approach! These are empowering words, as many creatives struggle with the broadcasting antennae of marketing. "Just find creative ways to be considerate." Lovely.

Love it Love it Love - so aligned with what we are craving.

Hey Derek ! I love to get e- mails from You. After I remember that there is a world outside my working place. Thank you for that. And about marketing. It has always been difficult for me, because I have grown up in middle of a forest and I have not understood why I have to market. In Finnish epoc book Kalevala marketing means steel hammering and it is very hard work and mostly Finns do not do that. And we are contended to be silently. It is our nature. Maybe in old ages some new ways to market my know-how. Best rergads Eila- Marjatta

Great lesson to share! Especially in this day and age, where young people feel like, it's DONE when I hit SEND.

As a busy professional myself, I have to say I love her system. Would NOT work for me, but...I will defin share with my teenagers as we embark on high school and then college applications.

Thanks again!

vk

It is a different prospective.

Totally agree. keep it short. Polite and to the point. Never send Media like mp3’s .. always a link. Don’t be a pest

Continuing on the marketing thread, I like it. I think I will post it (and your ‘art beyond the can as’) in my office. For constant contemplation. It is how I want to project, because my heart is wanting to reach and help people. A little harder to implement, but I will persevere...

Great point Derek - as always!! Marketing is making relationships! After a show and every comment anyone ever gives us for our music online I am so very appreciative and I spend sometimes hours after a show talking to as many people as I can and I always thank people online personally! I see this connection as part of our 'job' and 'marketing'- meeting new potential fans in this way is vital for what we are doing but I also actually love them and care about them, that they had a good time that I gave them something good, even for a moment. I WANT to meet them and connect with them.

I get more than a little miffed when an artist I've just seen in a tiny little venue, having seen me applaud loudly, walks right past me with no regard. At that very moment I like you less, you broke the spell, will I go see you again eh probably no, will I now buy your cd with the wonderful marketable photo on it nope, we no longer have a connection, you've shown me how unimportant I am in your quest for fame. Are you shy?, um you just played on stage. Really what else do you have to do at this point than talk to the people who have just sat through your set and thank them and make a relationship. Sure go talk to your friends you came with, the venue owner, the sound guy... while I walk out the door, your potential super fan who would have supported you, gone to all your shows, told all my friends and bought all your stuff. :)

Derek, may I suggest you remove the word "just" from the writing? I just wanted to say that = I wanted to say that. The "just" takes all the power away from the words.

Also: I'm not exactly sure what you are trying to say in this piece: Consideration - yes, we can all be polite, and aware of others' needs and wishes, but how does 'being considerate' translate into a marketing scheme?

Being creative in my consideration doesn't really get me where I need to go. If you provided some concrete examples of where being considerate translates into marketing, this piece might have more impact.

Thanks
Saskia

A new perspective. I like it.

"The book title I'm considering is "The Mindset of Marketing Your Music", but I'm open to suggestions on that too." I would suggest "Being Considerate About Your Music"

This reminds of the dodgy world of networking and getting to know strangers in a room. Someone who is comfortable with themselves and doesn't have a problem with approaching strangers will do well. I find that the artists I know for the most part are not a very warm bunch of people who all get along. Quite the opposite. So in regards to marketing maybe it's being ok with the person you are and what you have to offer to the world. I find that TEDtalks are good for inspiration in this regard sometimes. Check out Derek's TEDtalk I think you'd find it interesting.

Derek, you interacted with my son yesterday, Fred Block. I'm wondering if you could be of help with an issue I have. I am a psychologist and writer. DrBlock.com

I have also developed a relationship compatibility app, currently licensed (non-exclusive) to InstantChemistry.com I would like to license it to other dating sites but finding the right people to pitch has been a puzzle I haven't solved. Plus, I am not a marketer. Not sure I would be super-effective if I found the right people to pitch.

I know someone (honest and reliable) who will build an API site with the algorithm.This will allow me to license and monitor the app if I contracted with a licensee. My reason for contacting you: I am far from confident I could get the right eyes on a site if I proceeded.

That's why I am contacting you. Is this something you could help with? If you are interested enough to see more I could send you a link to the mock-up of the app.

Please let me know. Email is best.

Great advice, Derek. I enjoy perusing through Facebook to see what Bands and Artists are posting. Very few realize that it can be a lot of fun for them. One person, in particular, Cam Bird has it down pat. The other name for marketing is called fan engagement...very simply and inexpensively Artists can share a glimpse of the process and themselves...and let me tell you, it really works. A photo here and there, simply playing a touch of one of their songs even for 40 seconds and just saying hi. This is the newest and best form of marketing and it has never been easier to have the potential reach of the world.

Excellent, article, Derek, especially the line about looking at thinks from the other person's point of view. It's so difficult for some artists to keep that in mind, or for most people, actually. It's easy to get caught up in what you need, want or feel, and not realize that the other person is thinking the same thing. Being generous and caring about others is the surest way of ensure that people will care about you.

A little short but a good read with alot of truth in it.

I've made that mistake myself of thinking that marketing was some kind of hard core process

I love this vision of marketing, more human and design thinking in a way...
And it's working for all kind of people, not only musician's !
What I love about the fact that I'm working for myself now, is that I can really choose what kind of marketing I want to do.

I love it. Consideration for others is a beautiful thing, all things considered.
In considering the working title you're considering for your book, perhaps consider:
~ Music in the Marketplace
~ Mind your own Business
~ A Marketful of Music
Cheers, Brer.
Rock on.
~michael

Perfect....marketing is the extension of creativity! Makes so much sense and have been doing that just never thought about it that way!

I have no idea why but your use of the word Considerate makes me think of well dressed women from the 1950s with well tailored suits, sitting around a round table drinking tea out of bone china teacups & saucers with their little fingers lifted. Most bizarre especially as I keep trying not to see you sitting amongst them in your pretty floral dress & dare I say it a rather cheeky red lipstick.

Considerate has such a delicate feel about it & I get it I really do - but sometimes marketing is about daring to be different & providing an emotional reaction that has an element of saying - come on let's go take a walk on the wild side because it's time to lift you out of your rust zone & put you into the fast lane for a second or two. Go on let your hair down spread out your arms out throw back your head & dance between the rain drops without an umbrella just for the hell of it, in a field of purple cows.

Entirely agree with you Derek! Marketing can be amazingly creative because it's all limited to what you can come up with in your mind which is quite expansive possibly endless. Graphic design, video design, audio, physical material.....there's an endless sea of possibilities to market your music. What I like to do is think of what attracts me because I fall into a certain market and what I like is also what I aim to produce so my marketing techniques can be influenced from what I'm attracted by. Think about what catches your eye and what gets you hooked, then emulate and build on that. Marketing is awesome!

This is quite enlightening, I reckon I needed this.
Thanks Derek.

Very interesting concept Derek. Take care.

I've been a self-employed, full-time musician for over thirty years. It is the only "job" I've ever had. What you say could not be more true. Being considerate, professional, and co-operative is a lot more effective then giving away t-shirts or pens or refrigerator magnets with your phone number on them.

People confuse marketing with sales. That's why a company or group that has a title of "Sales & Marketing" is doomed. Marketing is determining the need for whatever you are developing, while "sales" is the transaction.

Derek,

Right on again -

Along with my music / composing business, I've started a media/video business in the small rural area of central coast CA. I begin this business business I love and have the technical skills to create, build and produce videos in all form. Being self employed and running my own business, I find that I must find and obtain clients and work. This all comes down to relationships and forming friendships and helping other businesses and people use video to aid them. In fact, as you start as 'marketing', it is the sales side of running your business and you can spend all your time doing it. It does come down to just people and treating and dealing with people the right way. Everyone needs help in their businesses in some form, but no-one wants to work with someone difficult or problematic - they want kind, caring and considerate consultants and staff that help them be successful in their business endeavors.

That's an interesting take. Being considerate is good; being committed is essential. Many think marketing is just what you said. But having worked in marketing (advertising) the opposite is what is called for. Because nobody likes that-you're right!

A whole new way of seeing (and understanding) marketing. You've really opened my eyes on the subject.

Thanks, Derek. ☺

I really liked the comment from Sabine (2018-02-01) #82. I, too, hate it when I get ignored by an artist I've just watched on stage in a small venue. I think it's part of their job to come and connect with their audience after a show ... and it's in their own interest too. Obviously, it's not so easy when the show is at a giant arena.

Weill said. Thanks! :)

Being considerate and understanding what might be needed is something I've been trying to do since getting back into music and writing a few songs. For example I wrote to Phil 'the collector' Swerne the producer at BBC Radio 2 as being 77yrs I find that the music playlist on this station is getting so out of touch with it's 'original' audience that a new show called, say, Senior Songs where song writers of a certain age submit their work for broadcast thereby feeding that older audience who are so fed up with the repartitious music that prevails today. Phil thought the idea was great and put it to the Commissioning Board but it was rejected. I bet if I had a fortune of money one little bonus for someone there and it would be a different story. So what does one do??

This is well said, and encouraging. If one is going to spend time on any endeavor, it ought be a healthy and constructive use of time. For an expanded view on this topic I suggest "The Book of Gossage." It's about a very clever advertising professional from San Francisco in the 1950s and 60s, who believed in the importance of respecting the audience's time and intelligence. In so doing he brought art and critical thinking to the field, and enjoyed an unprecedented variety of success.

Further to previous - I corresponded with Jeff Smith the Head of Music at BBC Radio 2 about my album Shallow and Deeper. He ask for a track and I sent him Katie Katie which has received so much feedback as a fun r'n'r song. He said that it 'sounded like a demo' but then so would Johnny B Good by today's over production techniques. I for one would turn up my radio if JB Good came on so why not play my track??

Yes! I do believe this, deep under my fear of doing it. Letting people have the opportunity to enjoy ones work, if they like. Thank you for the reminder.

I found this a most refreshing view on 'marketing'. I hope that it is true that you can market well and always be focused on the other instead of simply making noise for the sake of being noticed. Many Thanks

Derek,
This info was perfectly timed for my situation . I plan on releasing a novel by the end of the month, one I’ve been working on for two years now. Thanks, buddy. I’m going to ponder a bit on how I’m going to release it.
Keep the goods coming buddy. Btw, I’d like to donate two black and white illustrations to your cause. Send me a wishlist, whenever you need such services.
Best,
Nate

Thank you! This is the type of marketing talk I've been looking for. I've had all these people tell me about these different marketing techniques lately and I want to focus on providing value and connecting with my audience.

Sounds about right... I've tried several approaches... but I don't have a live act or a yuge social media presence... I got nada ... bad place ... bad time...but I'm nationwide on AMI... tuff to get plays...

Excellent post. I help a few musicians and they struggle with the concept of marketing. This is the best way to illustrate to them. Will definitely share this with them :)

Yes, those are very good examples of over-all marketing.....I never quite thought of it in that way, which, I guess, is why I use a publicity agent to do all of that stuff. She knows the people, knows what they are after from month to month, and puts my name out there. I'd really like to do all of that myself, but my mind simply isn't wired to do it......This bit of article will be very helpful to some people, I'm sure, Derek.

Well when you put it like that, marketing is a gift, one that I just became excited about giving. Thank you for changing my mind.

It makes perfect sense that marketing is being considerate because, at core, I believe that the stuff I create is good and should be shared with many more people than I dare to share it with. At the same time it's so damn hard to have this mindset. I hope the book sheds more light on what it looks like; and, even more importantly, how I can change my default thinking to something approaching the Captain T story.
But for today, I take the vignette and will mull it over, so thanks!

Enjoyed this one because of the clear connection it made of what marketing actually is. A possible title could be "Marketing Your Music: The Art and Science of Being Considerate".

Should the new definition of Marketing be: Lead by example?

Good description of Marketing, Derek! You are smarter than the average bear!
Love you!

I agree. I keep trying to tell my work this. (I work for a newspaper in customer service). I don’t feel a single one of my musician friends uses Facebook correctly.

I've been thinking about this exact sentiment as a marketer. I think when you try and strip marketing down to the core that it's essentially "communicating value." The really good marketers can communicate value well. It helps your day and makes life a little bit easier.

“Be kind, for everyone you meet is fighting a battle you know nothing about.” I feel that's the perspective I always want to keep in mind when I set up any marketing campaign.

This should be required reading for all who are in sales, advertising, marketing etc. Be considerate don’t just push your service, idea or product. Good stuff.

I'd add to this -- and it speaks to the "edge of the canvas" text -- is that marketing is a way to let your people into your creative process. successful marketing makes your audience part of how and why you created a thing -- it invites you in. I think of the BAM and then it hits you campaign from a few years back. it made me feel like part of BAM's creative team and I understood how and why the programmed because of it.

http://www.nytimes.com/2011/09/19/business/media/new-campaign-lets-bam-hit-you-all-over.html

Great way to look at and practice marketing! So simple a point and so often missed

Hi Derek,

This is the natural way and the authentic way and the way people respond most sincerely.

100 percent true.

Excellent

I love this, Derek! Placing others first, and thinking about them is the best way to market yourself and your business. It's so easy to tell when some is being fake and trying to over market themselves. When people are truthfully passionate and caring about their role in the world they they attract others to their cause.

I really dig this article and it helped me think about marketing in a new way so thank you!

I think this concept could be expanded to business overall. Great businesses solve a painful problem for users in a way that they're willing to pay for, which is considerate. Great UX design makes it easy for users to get their problem solved, which is considerate.

Cheers,
David

Wow! Great point! I just realized in my own law practice that this is what I do with numerous content videos. People searching for certain legal issues and lawyers don’t have time to read. They prefer to click a button and watch a video. This is being considerate because the viewer doesn’t have a lot of time. They could spend 5 minutes reading an article or 1 minute watching a video. The latter also allows the viewer to feel like he or she already knows you because it allows you to connect with your audience with more than printed words - your tone, voice, gestures, mannerisms, and look.

I just love that line, "find creative ways to be considerate." While I don't think every marketer or advertiser plays to our noblest instincts when vying for our attention, I wholeheartedly agree that traditional advertising fares worse and worse and making genuine connections matters more and more. If this is the direction of marketing as a whole, full speed ahead!

Yes... I think as a musician and writer, my job is to write something that is useful to somebody else. That's why I'm writing songs about atom bombs these days. I'm 70, grew up marching against the Viet Nam war, for civil rights laws and against the bomb.... the bomb is the one big human problem that is entirely under human control but songwriters and artists are not working on this problem.
My intuition is that not only is there opportunity but there is a chance to make some money too. Problem I'm having is the public is too scared to think and the anti nuclear organizations are too full of themselves to listen or pay attention. They are not focused on disarmament but are praying for peace and negotiating worthless treaties. They are artless and don't value art as a tool.

Thanks for writing such a good article on Facebook marketing concept. I am looking to try these techniques for my website birchi.in People always try direct method but most of time these trick don't works. Your tips are helpful for the person to make good blog marketing for their websites or blog. This content is so valuable and surely unique that people are happy and really helpful for them. there is no any other ways to get customers than email Marketing and no any pressure from your side, neither in the form of request nor hint or reminder in any ways.
Thanks

Thanks for writing such a good post for me.
Thanks

Thanks for this! Often I find myself eager to share and work on confidence and grace. Since my 'product' lives in human services that's even more important. Super well said and explained.

Lovely! As a business owner I so agree

I tell all my clients when they are on stage they are marketing as that is moment when each member of the audience decides if they like you or not

Your insights into marketing really helped me reconcile my career as an engineer. More than once I have been told stick to what I know best - science facts & figures - and stay away from marketing. That said I always enjoy getting my fingers into ‘the message’ in some manner or fashion. Connecting with others though has been one of the greatest rewards I’ve had in my role professionally as well as personally, of course. I read an excerpt of your interview with Tim Denning this morning and found that it really struck a chord with me. Thanks for sharing your thoughts In such a clear manner.

I'm so aligned with this vision, thanks for this post! 🙏