Let’s face it — with all the crazyness that goes along with being an artist, it is easy to forget the basics.
Or if you’re an artist just starting out, it is easy to not know anything at all.
I just got out of an entrepreneurship class at Penn State that reminded me of some really basic marketing principles that may seem pretty obvious, but can definitely be forgotten over time. And they shouldn’t be! These fundamentals are extremely important, especially to indie musicians. If you are one of these musicians out there trying to do it on your own, selling albums out of your car’s trunk (props to Johnny Cash) or going door-to-door like some kind of perverted Girl Scout, then you need to be aware of these!!!
Basic assumptions as to why somebody would pay for your indie music, merch, etc (AKA VALUE PROPOSITION):
1) They desire or absolutely need what your selling
2) They believe your product/service is exclusive in some way, or very difficult to find
3) They think there is a time constraint, and if they do not purchase your product soon they might miss the opportunity.
And far more important than the tips above: GET PEOPLE TO COME TO YOU, DO NOT FORCE THE PRODUCT ON THEM!
How many of you have ever bought a CD from some random guy/girl running up to you on the street yelling “Yo man! I got these CDs you want one?!” I don’t know, but I’d probably ignore the dude/dudette.
People like people, so be an authentic artist by creating quality music and offering your fans something FIRST. Eventually, if what you are providing your fans is something of quality, you will see them coming back for more.