It happens about 2-3 times a week. I’ll get a phone call or an email from an artist with a message that goes something like one of these below:
“I have this new video, and I want it to go viral. I think it’s really hooky and timely, so what do I need to do to make sure it gets 45 million views?”
“I’ve written this book. It’s amazing, and I want it to get to #1 on Amazon the day it’s released. Can you help me do that?”
“My new single is going to be released next month and I want to sell a bunch of downloads. What do you suggest?”
“I have an art show at a cool gallery in San Francisco next week and I want to be sure the press comes to the reception. What can I do?”
My answer is usually, “Well, geewhiz, what have you already done?”
At which point the artist in question says something like:
“What do you mean? In terms of promotion?”
“No, in terms of building your business.”
Have you been steadily building an audience of responsive fans? Are you engaging with those fans on a regular basis, through social media, email, your blog, or maybe a podcast? Are they engaging with you? Or do you only contact them when you need something… like for them to come to your show or buy your CD or watch your video?
And what about the media? Have you been cultivating relationships with them as well? Do you comment on their blogs, or write or call to tell them how much you appreciated their last article or radio show? Or do you just show up when you want them to write or talk about you?
Here’s the deal.
You cannot expect the crowds to come raining down from the heavens to attend your show, buy your CD, come to your opening or promote your newest book if you haven’t been attracting, engaging, connecting with your fans and potential fans consistently, generously and in a way that builds loyalty, enthusiasm and trust in what you do.
The same goes for the media. Traditional and online media. If the only time you show any interest in them is when you want something, forget about it! They’ve got plenty of other artists to write about or feature.
Too many of you are approaching your marketing like you did your high school musical. Remember that? You 
made posters, sent out announcements, got it listed in your high school paper, maybe put an ad in the local paper and then made all your friends buy tickets and come. And they did. And it was great.
But now you’re trying to apply that same approach to your current marketing. Rather than investing in a consistent marketing strategy that expands your audience, builds ongoing relationships of trust and appreciation, cultivates media relations, and elevates your overall exposure, you try to promote each individual thing you do to the same small handful of friends and fans. And it’s not working. And you know it. So you come to me and ask me what you can do.
Here’s what you can do.
Instead of investing a ton of frantic energy, time, and money into promoting your next great idea, gig, show or product, take the time, energy and money to invest in marketing your business as a whole. Invest in an ongoing marketing strategy that will allow you to significantly and consistently build your fan-base and move those fans from being mildly interested to committed to raving mad for what you do and who you are. A strategy that treats your art as a serious business, not a series of high school musicals.
Then, the next time you have something coming up, like a new video, a new event, a new CD, you won’t have to bust your ass trying to promote it. Because you’ll already have a strong, enthusiastic fan-base who feels so connected to you, so much a part of your passion and success, that all you have to do is let them know what’s up, and they will transform themselves into your own international sales team.
High school is over! It’s time to start treating your art, your music, your career as a business. A real business. It’s time to take yourself and your talent and what you have to offer seriously. Or not. It’s up to you.
If you’re ready, I am here to help you in any way I can. I recommend we start with a strategy to build your fan-base and establish the systems you need to build a thriving, ongoing business. But I have some other ideas as well. You know where to find me.