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24 Jun 2008, 3:49 pm / I Don't Wanna Miss A Thing
Editors Note: This article seriously applies to SonicJive. com as much as to all of the wonderful indie bands and performers
Is there any better feeling than the encore? You leave the stage or play your final song and the crowd is screaming for one more song. Why? You ended your set with a killer song that had the audience begging for more. Way-To-Go.
The principle is not unlike a professional poker player. Avoid the temptation to reveal all of your assets at once. If you opened your set with your three best songs the rest of the show would be nothing but filler. A set list builds to a crescendo finishing with your best efforts, the biggest crowd pleaser.
But you already knew that, right? What do the masters say? Don't give them everything you know - give them everything they know.
Same thing with your CD. Why kick off the CD with all of your best songs, your strongest performances, back-to-back-to-back-to-back? There is nothing wrong with letting the listener discover the strengths of your release.
The most powerful marketing tool was invented by the workforce that comprises the world's oldest profession - the art of the tease.
Show just enough of your assets to leave your audience in a frenzied state of wanting, no needing, more. Ah - mystery! By revealing bits and pieces about you or your band over time you will find the consumers who are "in" and will subsequently seek out more.
I know - it's a fast food, microwaveable world and we want our information immediately if not sooner. Don't believe the hype. There is still thrill in the chase, in the search and in the discovery. Advertising has become a push-pull venture, but consumers don't want to be pushed. Push, as they say, and you will push them away.
A big, bad beast of a brand, Nike, has perfected the art of the tease, learning to hold back in order to increase sex appeal. Put out a limited edition, collector's version of your CD. Make it available on line only, and give out discount coupons that could only be received via e-mail. Collect the e-mail addresses at your shows. Tease them with a song or two during your performance.
Now what have you done:
[1] You have succeeded in the art of the tease
[2] You have built a catalog of very valuable e-mail addresses
[3] You have offered a one-time-only offer and
[4] You have provided an incentive to attend your shows
[5] You are now building a fan base
See You Tomorrow For Article IX - Outhink Your Competition.
If you would like to read previous articles in this series, join SonicJive. com - it's FREE! - and go to the members articles section to catch up. No charge, and thank you for your time.
Mike
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