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10 Signs You're Amazing in Bed

Not really.  This post is about getting attention, perverts.

One of the ways you get attention is by doing something different from what everybody else is doing.  When they zig, you zag.

Or, if you're already different, use that difference to your advantage.

Remember Cypress Hill?  I've always thought the main guy, B-Real, had an extremely annoying voice.  Figured he's always high or something.

Turns out this was on purpose...and he agrees with me!

He's described the nasal style of his voice by saying it's "high and annoying..."  But the biggest shock to me was,"It's something that I developed... My more natural style wasn't so pleasing to the other guys in the group."

WHAT?!!

He says, "You want to stand out from the others and just be distinct... And when you got something that can separate you from everybody else, you gotta use it to your advantage."

Good advice.

But can "being different" go too far?  Yes.

People need a framework that is comfortable.  You can bend the rules a bit, by emphasizing certain charateristics about your music that are different, but going too far and doing something totally different will likely isolate you from the people you're trying to reach, since few people will "get" what you're doing if they're not already used to it and you give it to them all at once.

This is why it's a bad ideas to tell people "we don't sound like anybody."

A better approach is to give people a foundation that is similar to the one they're used to.  If you've been compared to Rage Against the Machine or Garth Brooks, embrace that.  Then add what makes you different, just to make you stand out a bit.

Yes, something totally different from what is popular now will eventually become popular, but you don't want to wait that long.  Instead, take what's happening now and change it up just a bit.  And keep doing that...again and again.  Baby steps will get you where you want to go faster than one giant leap.

Be a Good Hooker

Being a musician is a lot like being a hooker...

For one, if you're good, you've got a lot of clients, but you have to act like you only have one.  Or, if it's obvious you've recently been with other people, you have to act like they were lame

The bottom line is that nobody wants to think that what you did last night is anywhere close to the awesomeness that you're unleashing tonight.  How could it have been, since your current audience was doing something else last night?  The only thing that matters is who you're with right now because everybody (in the audience) knows that your current audience is the best one you've ever had...ever.

But that's not really true, is it?  Your current audience is often the musician equivalent to a fat bald guy that smells like an highway rest stop.

So how can you be a "good hooker" and fake it?

STEP ONE: WARM THEM UP

The first step is to let your audience know how great they are and that you're going to do something a little extra, something you don't do for anybody else, just because they're so great...

And that, even though the audience might feel small, it's not the size that counts...

STEP TWO: KEEP THEM HOT

People forget things and this includes how awesome they are and how much you like them.  Once you get them warmed up, you've got to keep bringing up that this is first time you've ever done something like this, and you normally wouldn't do something like this, but you're making an exception for them because they're off-the-chart awesome...

And that's not lying!  "We haven't played this one in a long time," simply means, "We haven't played this one since last night. And you weren't there, so it doesn't count!"

Last night's show was pretty lame, actually.  Bands use totally different stage banter for shows like that...

Well, ok.  Maybe not.  But that was just to practice for the current show.  A couple of nights ago, I'm sure he said something different...

STEP THREE: THE GIRLFRIEND EXPERIENCE

Paul Stanley does the exact same thing you do in that he goes on stage for 90 minutes and plays music.  So how come he makes a bajillion dollars more than you do?

The difference isn't the music itself, but the "girlfriend experience" that comes with it.

How do you do this?  First ask for feedback from the audience, then remind them that this isn't a job for you and there is no way in hell you're watching the clock...all the time while running down the time you have left on the clock by getting everybody worked up a bit. 

Like this...

STEP FOUR: EXTRA CREDIT

When you get good at the above techniques, try putting some of them together...

Want to hear more from Paul Stanley? The bootleg "People, Let Me Get This Off My Chest!" has 70 stage rants that I know will inspire you!

How to Write a Hit Song (and Sell Anything)

As a marketing guy, I think it's really important to "keep tabs" on how the people I market to think and feel. If you want to sell something, you've got to understand the people you want to sell to and why they do what they do.

This is especially important for songwriters.  To write a song people will love and relate to, you've got to know your audience like you know yourself.  What are their biggest dreams?  What are their biggest fears?

This is why Taylor Swift is killing it right now.  She is her audience.

But what happens if you're not your audience?  For that, I suggest going where your audience goes, reading what they read, etc.

Hank Williams did this.  Merle Kilgore, perhaps best known as the writer of Johnny Cash's "Ring of Fire", once said this about him...

"He would read True Romance comic books. My sister had True Romance comic books, and I'd say, `What do you read those sissy comic books for, Hank?' And he said, `Sissy, hell! Where do you think I get my ideas from? Listen to this line, `Why I can't I free your doubtful mind and melt your cold, cold heart.'"

And what happens when you lose touch?

Like it or not, as evolving people, we all do...eventually.  And as musicians, one of the worst things that can happen career-wise is for us to forget what it's like to be a fan of music.

As a musician, it can be difficult to think back to a time when you didn't play music, but wanted to.  Or maybe just thinking back to a time when music was something more to you than a way to make a living is tough. 

Does this sound like you?  If so, I highly recommend that you check out The Vinyl Princess by Yvonne Prinz.

This book will take you into the mind of a "superfan" who has a life centered around music-- exactly the kind of fan you want and should be reaching out to!

By the way, Yvonne Prinz is the owner of Amoeba Music, the world's largest independent record store.  So the knows a little something about music buyers...

I found out about this book from my friend Wendy, who is in the publishing business and has a blog dedicated to young adult fiction.  She did an interview with Yvonne Prinz, which I've linked below.

Get The Vinyl Princess on Amazon.com

How do you stay in touch with the needs of your fans?  Post thoughts below...

$1800 Music Video = 1,295,266 YouTube Views

Most people are very proud of where they come from.  A few months ago, I wrote my feelings about how an anthem for your city is a great way to connect with fans. 

Below is a video of a song that follows that formula.  Cost of the video was only $1800. 

So far, it's had 1,295,266 views on YouTube. Coincidence?

If You Have a New Album (and It's Not Selling...)

This is a subject I've touched on before, but here's a friendly reminder...

If you have a new album and it's not selling, it may very well be that people don't know it exists.  Believe it or not, 84% of people don't know when their favorite artists release new albums.

Automated systems from music stores like Amazon and iTunes, which look at purchasing patterns and let people know about things that might be interested in, can help, but don't count on them to do all the work for you.  Nobody is going to care about letting people know you have a new album available more than you do, so if you want to make sure that happens, you need to either do it yourself or hire somebody to do it for you; it won't happen automatically...at least not in the way you want it to.

Don't be shy about promoting yourself or think "my fans are different."  Your fans are not different.

Let people know about your new release.  Do it now.

Welcome to the VIP...

A couple of weeks ago, I posted my thoughts on exclusivity and how it will help you to sell more music (or anything else).

Looks like Zappos is getting in on things.  Just got this in my email box...

 

Signed up and got this...

If you've ever ordered from Zappos, you'll know that everybody gets free overnight shipping, so this is a nice way to put a positive spin on something that is already happening and make customers feel even better about their experiences with the company.

You can do the same thing.

More thoughts on the subject of exclusivity...

Exclusivity and What the "Gay Softball League" Knows About Selling More Music

A couple of big ideas here... Do either one of these things with your music business and you will make money, but do both of them and you'll make 10x the money.

We're all creatures of habit and we like a good deal on things.  We like to know what we're getting into.

An example...

Normally, if I need shoes, I order them from Zappos.  Unfortunately, Zappos doesn't have Vibram Five Fingers, so I had to find another place that did.  And I'm way too lazy to actually get in the car and go to a shoe store...

Ended up going with REI.  $85 for the shoes and $10 to ship them.

But they gave me the option of becoming a "member" and getting free shipping.  Cost of a membership is $20 for life.

I know of REI.  I had bike tune-up there once.  Bought a water bottle there a few years ago.  I'm not exactly membership material though...

Still, I took the membership.  At $20, my order was $10 more than it would have been otherwise, so that's a good deal for REI's bottom line, since a "membership" costs them nothing.  That alone is a great reason to add something like this to your music business.  A deal like this goes way beyond an additional few bucks on a one-time sale though.

When you're a "member" of something, you're more likely to use it, even if the price is the same as the next place, it's a little farther to get there, or the service isn't as good.  And once the habit is built, it's very hard to break it.

But it goes way beyond this...

The concept of "membership" is extremely powerful because everybody likes feeling like an "insider" and getting something other people aren't getting.  We love the feeling of exclusivity and letting other people, especially those that aren't on the inside, know we're one of the chosen ones.  It doesn't matter if it's letting a friend use your Costco membership or getting them a guest pass to the country club you belong to, the feeling is the same.

You don't have to have the equivalent of an American Express Centurion Card to take advantage of the same psychology with your music business.  Right now, using "exclusive content" such as acoustic versions of your songs, rehearsal tapes, or a video of your last time in the recording studio to start giving benefits to fans for being "members" of your organization.  You can give discounts of shows and merch, free drink vouchers, guest passes, VIP seating, and any number of things that won't cost you much, but have a huge perceived value and will increase loyalty and "usage" of your products and services big time.

Even something like a simple email, like this one I just got from REI (click on it for a full-size version), builds relationships in a big way and encourages people to continue to use them.

This email is great, since it basically says, "Hey, you're on the inside now and you're one of us."  But also note how a lot of the exclusive stuff, such as the ability to connect with people that love the outdoors, photos, videos, reviews, and opinions, isn't even provided by REI.  Another idea for you to take and use in your music business...

If nothing else, you should have an exclusive community where fans can upload photos of shows, videos, cover versions of your songs, and other content.  It's easy and it builds connection, not only between you and the fans, but between the fans themselves.

And that's the final thought for the day...

Nobody really cares about your music.  People listen to what you have because of the way it makes them feel and how it connects them to other people.

Fans of Justin Bieber aren't just into him because of his music; they like him because all their friends like him also.  It has nothing to do with him and everything to do with them connecting to people that get them.

And it works the same way "outsider" relationships...

"YOU DON'T GET IT, DAD!!  JUSTIN BIEBER IS THE BEST SINGER EVER!!!"

Is a crazy relationship between a tween girl and her father really about Justin Bieber?  No.  This is just the outward expression of it.

It's the same feeling of class-consciousness that hold the gay softball league, the church, the swingers club, and the vegan meetup together.  We're different than you, only we get that, and the difference is how we're connecting. 

When you can associate yourself with this class-consciousness, you're in.  You''ll sell a lot of stuff, get a lot of people to your shows, and have a great career.

So what are you doing to create something "exclusive" for your fans and help foster the relationships between them?  Post comments below...

My "Man Purse" and Your Music Business

I'm in NYC right now, in the middle of a 10-day trip that also includes a few days in Toronto.  One of the things I've been trying to do this year is downsize everything and use only what I need, so I decided to take this opportunity to carry on my baggage rather than check it.

My goal of downsizing everything also included my briefcase. I have use for one, but not something that's too big.  The last thing you want when you walk on a plane is for people to roll their eyes at the "carry on champion" coming through...

Found some really nice stuff, but more or less, everything was the same as what I already have-- big ass bags designed for laptops.  Not what I was looking for.

So what's the solution?  The "man purse."

A MAN PURSE?!  Hell yes.  Makes sense, but won't it make me gay or something?  Those are the rumors, you know.  At the very least, you're a target for one of the many "I Hate Hipsters" websites that have popped up over the last few months.

This is the problem bag manufacturers have had...  A "man purse" makes sense, and with all the gadgets men are carrying around these days, it makes more sense every day.  But it's something new...and this can be a hard sell, especially when the only thing similar is traditionally a "women-only" product.

Avoiding a problem like this is one of the reasons why I suggest that you copy other musicians.  No reason to work any harder than you have to, right?

Sort of...

The truth is, while it may be a "low-hanging fruit" to sell what is already a proven product or service, and you can make plenty of money doing this, if you can introduce something brand new to the market successfully, you'll make 100x the money.  This is because you'll own the market.

What you do doesn't even have to be brand new; the best things are derivative works developed from something that already exists.  Like a "man purse."  This is just a bag made for women, that everybody knows about and sees the advantage of owning, but with a skull or something on it, so men won't question their sexuality when wearing one.

Apple didn't invent the mobile phone, they just made it better.  They didn't invent the laptop, they just made it better.  They're introducing something "similar but different" and it's paying off big...and fast.

The first iPhone model took 73 days to cross the million mark. The iPad did the same thing in just 28 days.

Why?  The iPad is "similar but different" to the iPhone.  People didn't have to be sold on the applications and uses this time.  And it's "similar but different" to a laptop, too, so that's bringing more people in.

Want a music business example?  CD Baby is one.  Derek Sivers wasn't the first guy to sell music online; he was the first guy to do it "similar but different" though.

Every business has a "man purse."  What is yours?

Tiger Woods - Part 1

To update those who have been under a rock... Tiger Woods has been cheating on his wife.

So what, right? This is a music marketing blog.

And that's why we're going to talk about marketing...specifically the marketing of dating site AshleyMadison.com.

Watch this...

You see, Ashley Madison is a site which caters who married people who want to have an affair.  And since Tiger has been cheating on his wife, he's the perfect guy to be its spokesperson.

That's why Ashley Madison has offered Tiger $5,000,000 to do the job.

Brilliant!

No way in hell is Tiger Woods going to do this job for $5,000,000.  For one, that's not that much money to him.  Plus, he'd likely lose much larger endorsements due to "ethics" clauses, which all endorsements carry these days to allow companies to get out of big payouts when situations just like this one happen.

The people at Ashley Madison know this, so they issue a press release making the offer and kick back, watching all the free publicity they're getting.

This isn't anything new and it happens all the time.  In 1984, Gillette reportedly offered Billy Gibbons and and Dusty Hill of ZZ Top $1,000,000 each to shave their beards for a television commercial.  Larry Flynt does similar offers for celebrities to appear nude in his magazine.

The point isn't to get the endorsement, the commercial, or the pictorial; the point is to get people talking...and that's exactly what it does.

Have you ever done something outrageous to get media attention?  Post it below...

Christmas Music (and How to Cash In)

Seems that the Christmas season is getting longer and longer each year...  It used to be that retailers waiting under after Thanksgiving to start playing holiday music.  These days, it can start within a few days of Halloween.

Coming out with a holiday album is a great way to cash in on the frenzy.  And not only that, these albums are "evergreen" and can be released year after year.

Everybody is doing this, with good reason.  Holiday albums make money.  A couple of weeks ago, I talked to Rob Halford of Judas Priest about his new holiday record.  If he can sell a holiday record, which is far from traditional, you can.

I'll have that interview up here soon.  Until then, check out what Geoff Smith is doing with the Impressions...

More info on Geoff Smith is here.

Purchase I'm Coming Home for Christmas from Amazon.