Carefully Choose Your Audience
Sounds counter-intuitive, right? How could the #1 marketing tip for musicians be to exclude people? Isn’t it all about getting your music out to the widest audience possible?
But that is kinda like hanging a strip of sticky tape from the kitchen ceiling in hopes of catching flies.
If you want to conquer the world, you can’t start by trying to conquer the WHOLE world at once.
One of the most important steps in hitting your target is to know precisely what you’re NOT aiming at.
How to establish a loyal base of fans
I believe it was Bob Dylan who was quoting Abe Lincoln who was probably quoting some ancient Greek philosopher when he said, “You can’t please everyone all the time!”
Or in the words of Derek Sivers, instead of throwing out as wide a net as possible, your band should:
Recklessly exclude people.
Almost like you’re the doorman at an exclusive club that plays only your music. Maybe you wouldn’t let in anyone wearing a suit. Maybe you wouldn’t let in anyone without a suit!
But know who you are, and have the confidence that somewhere out there, there’s a little niche of people that would like your kind of music. They may only be 1% of the population. But 1% of the world is 65 million people!
Loudly leave out 99% of the world. When someone in your target 1% hears you excluding the part of the population they already feel alienated from, they’ll be drawn to you.
Write down a list of artists who you don’t like, and whose fans probably wouldn’t like you. Use that.
How’ve you targeted your audience? How did you exclude people? Has it worked? Let us know in the comments section below.
[Target marketing image from Shutterstock.]