Category: NewslettersCategory: Newsletters

Who would think college radio would pop a blackened death metal band? In 2023?! Watch the video for the full story.

Could there be a place right under your nose where you could promote your work?

Is there an “old school” way you could be getting the word out?

Approach your social media and email newsletters like a DJ.

A DJ doesn’t open the set with self-promotion; they give the audience a carefully chosen playlist of music, drawing from various sources, sounds, and eras.

Similarly, you can blend your influences and experiences into a cohesive online presence for your audience.

Plan ahead and schedule social media posts on specific days. Set a rhythm for your posts, and tastefully repeat announcing your new songs, tour dates, and upcoming events.

We do this because, “if your social media posts are seen by less than 3% of your followers, that means over 97% of your fans didn’t see it.”

Now, when a DJ is sourcing music for a mix, they draw from their own collection, along with new material. Random discoveries from other mixes.

In a way you’re probably already doing this.

You’re sending new music to your friends, and going to shows.
Dropping links to music videos in the group chat.
Talking about upcoming shows in Discord, on social media, in person.

You’re more of a DJ then you realize.

Your “online presence” is your existence in the digital space, so keep it authentic.

Use your good taste and share that with your audience. Tell them the new album you discovered, the old album that moves you to tears, a book that inspired your creative journey.

This makes “marketing ” feel less gross because you’re just being yourself, reshaping the conversation into whatever online container you happen to inhabit.

Do I want free donuts? Yes.

Do I want rewards? Well wait, what are the rewards? How do I get them?

I went out for a donut and iced coffee today.

The owner and I got talking about websites, social media, and email marketing of course – yes, I’m loads of fun at parties!

The owner told me the challenge of getting people into their reward program (buy enough donuts and coffee, get free donuts).

Her pitch is basically, “do you want to join our rewards program?”

And those go (usually) three ways:

1. Yeah, sure.
2. No, thanks.
3. Wait, what’s the rewards program?

For me, if you ask someone who’s buying donuts if they want free donuts, I think that changes the response a bit, to something like:

1. Uhh, yes.
2. Wait, what?

➡️ Think of this when writing subject lines.

Your “West Coast Tour Dates Announced” subject line is great for fans on the West Coast, but a horrible subject line for everyone else.

For someone like me in Pennsylvania, I have no incentive to open that email. Go have fun, West Coast!

But a subject line that says, “Do you remember when those cowboys got us back on the road when our van broke down?” – that’s for everyone! I want my van-repairing cowboys!

Then, of course (ahem), include your West Coast tour info later in the email, for your West Coast fans.

➡️ Think of this when asking your social media followers to subscribe to your newsletter.

When you say “sign up for updates,” people who’ve been on the internet for more than five seconds can already assume what they’re signing up for; deals, discounts, sales, bargains, big BUY NOW buttons.

Boring.

Make it easy for your fans to say “yes, I want that.”

Do you want free donuts? Yes.

Do you want more of my art? Yes.

Do you want more photos of my travels? Yes.

Do you want more writing? Yes.

Don’t tell me to sign up for updates, tell me what I’m getting.

Make your ask so good I have to say yes.