Table of contents for Ruthless self-promotion in the music industry / by Jeffrey P. Fisher.


Bibliographic record and links to related information available from the Library of Congress catalog
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CHAPTER 1     Cultivating the Ruthless Spirit. . . . ... . . . .... . . . . . ...
You  Are  In  Business.  . . .. . . . . .. . .. . .. . . . .. . . . . .. . . . . . .  .
Plan to Plan Well  ..           .  .  . . . .  .  . . . . . . . . . . . . . . . . . . ... . 2
Your Ruthless Personality  . . . .. .. . . . . ..... . .   . . . . . . . . . . . . . . .. 4
CHAPTER 2     Acquiring Necessary Ruthless Skills .................. .. 13
Read to Win  ............... . .... . . . . . .. .  . . . ............ .  13
Write Right .................... . . . ..          .   . . ... .. .. . . .  . 14
Say It Good, Better, Best .... . . . . . . ....... . . . . . . . . . . . . . . . . .. 18
W hat Is Your Body Saying? . . . . . . . . . . . . . . . . .. . . . . . . . . . . . .  .. .  .  19
Business Skills on. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Business Skills ..................................... ..... 20
Spend 15 Minutes a Day on Self-Improvement . . . . . . . . . . . . . . . . .. . . .. 21
CHAPTER 3     Crafting Your Ruthless Image and Message. ................ 23
Image + Credentials = Reputation. ....... . . . . . . . . . .  . . . . . . . . .  24
Ruthless Self-Promotional Images. .................. ..........            25
Develop  a Culture. . . . . . . . . . . . . . ... .  . . . . . . . . . . . . . . . .  . .. . . .  28
Image and Content . . . . .op . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Image and Contenta......... .............................. 30
Message and Tone .     . . . . . . . . ....... . . . . . . . . . . . . . . . . . . . . .  . 30
Name Thang .............. . . . . . . . . .   .  .  .  .  . . . . . . . . . . .. . . . ...  31
Representing Your Image and Message. ............. . . . . . . . . . . . . . .  33
Image Problems and Exploitation ............................... 39
CHAPTER 4     Ruthless Market Research. .......... .      .. . . . ........ 40
Raison  d'Ttre. ................... ................... ..... . . .        41
Judging a Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .  43
Doing the Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 44
Uncovering the Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Timing.   .  ... ........ . . . . . . . ...... . .......      .  .   .. . .  .  .  47
Creating Prospect and Client Lists . ... . . . . .... . . .. .  .... . . . . .  48
Research in the Real World ............. . . .. . ................ 48
CHAPTER 5 Understanding Ruthless Psychology and Philosophy. .......... 51
Terms Defined . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . ... 51
RSP  101  . . . . . . . ......... .  . . . . . . . . . . . . . . . .  . . .. .  . . . . . .  .  53
Promoting Real Benefits. . . . . . . . . . . . . . . . . . . . . . . .  . .  .  .  .  .  .   .  56
Compatible Products and Services Deliver Fundamental Benefits .......... 59
Giving It Away ...   . . . . .  ....... ... ................. . . .  .....  60
CHAPTER 6    Creating a Ruthless Self-Promotion Plan .................. 64
How Do You Define Success?.................................. 64
Planning 101 . . . . . . . . . . . . . . . .  .  . . . . . . . . . . . . . . . . . . .  . . . . .  .  65
Evaluating Your Success ........  .  .  .  .  .  .  .  .   . . .  . . . . . . . . . . . . . .  .  68
Wasting Time  .................. . .............  . . . ... .        70
Your Ruthless Self-Promotion Plan  .................. ......... .    70
Quick and Easy Promotional Planning...........................       72
CHAPTER 7 Producing Ruthless Promotional Material . . ..............   74
Real Promotional Writing.. ..... . . . . . .     .. . . ......... 75
Prepare to Write . . . . . . . . . . . . . .  . . . . . . . . . . . . . . . . . . . .... . .  78
Elements of Successful Promotional Writing . . . . . . . . ....... . . . ...  8
W hat, then  How . . . . . . . . . . . . . .... .  .  .  .  ............... .. .  83
Getting and Using Client Testimonials. . . . . . . . . . . . . . .  . . . . . . .  . 84
Offer a Guarantee Too . . . . . .. .  .  .  . .. . . . . .  .  .  .. .. .  .  .. 86
Your Best Promotion ....... . .. . ........ . . . .. ..  . . .  .  .  .   .  87
The Q&A/FAQ Promotion . . . . . . . . ..... . . . . . . . . . . . . . . . . . .  . . . .  90
Short, Powerful Promotion Examples ............................ 93
Basic Promotion Design .......... ..... .    ...... .. . . . ..... . . .  94
DIY Design .. . . . . . .  .  .  .  . . .... . . . . . . . . . . . . . . . . . . . . . . . . . .  94
Visual Presentations  . . . . ............ .  .  .... ...   . .  ... . .. . . .  .  96
Radio or TV Promotion ................... . . . ....       .....    97
CHAPTER 8    Using Ruthless Promotion Tactics. ........ .......... ...  98
Ads  .............................       .......   .. ..........     98
Apologies .. . . . .. .. . . . .  .. .. ..... .......... ...  .   . . . .   98
Biography ............. .    . . . ..... . .  .  .  .  .  .  .  .  .  .  . .  . . ....   99
Business Cards  .. . . ..... ........  .. . .............  . .. . a.  oo
Brochures . . . . . .  . . . . . . . . ............................  oo
Calendars ... .  .  ...... .....  . .  .  . .............. . . .  .  .. . .oo
Card Decks ... . . . . .. . ........ .  .....   .... ..... .  .  .  .  .  .   . .
Case Studies . . . . . . ........                     . . . . . .  ............  . lo .
Catalog/Web  Store  ..........................   ............    .  102
CDs..   ......  .  ....     ...  ......                 .....       103
Contests. . .                         .                        . . .  o103
Cooperative Deals.  . . . . .  . . .  . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Copies and Reprints   .  .  . . . . . . . . . . ......   . . . . . . . . . . .  . .  .  . 104
Coupon  . . ...  .  . .   .  . . . .. ..... .   . . . . .   . . . .  .  .  . .  ...  104
Cover Letter/E-Mail = Sales Letter  . . . .  ... .  .   ........ . ...  104
Credit and Debit Cards .... . . . . . . . . . . . .  .  .   . .  .  .  .  . .  105
Demo   ...... ..  ...............         . . .  .  .  . . . . . . . . . . . . .  .  .  .  5
Direct  Mail  ....  .   .  .  .  .  .  .  .  .  .  .   .   .  .  .   .   .   105
Discounts . ..................        ............... ......            lo610
DVD    . .  . . . .  . . . . . . . . . . . .  . . .  .  . .   .  . ... .... . . . .  107
E-Mail.  .  . ..   . .  .  . .   .  .  . ....  .  .   ....   .   .. .   . .   ...  . . .. .  .  107
E-Mail Signature  . . . . . . . .      .   . .   .   .  .     . . .  . . . .107
Envelopes and Mailing Labels  . .  . .  . . . . . . . . . . . . . . . . . . . . . . . . . .
Event Marketing. .*.    * * * * * * *        .                    . .   107
Fact Sheet, Background, History, and Philosophy . . . . . . . . . .     107
Fan  Letters  ...  .   .   . .. .  .  .   ... . . . .  . . .  . . . . . .. .  ..  107
Fax  Cover Sheet  ....... . ................................            108
FAQ  or Q&A  . ..   .  . . . . . . . . . . . ............... .  . .  .  .  .... . . .  9
Flyers ....................................              .........      log
Garage Sales .  . . .... . .... . . . .   . . . . .    . . . .          l .  . .  109
Gifts  .   .  .  . . . . . . ......  . .   . .  .  .  . . .  .  .  .   .  . . .  1
Giefgati..  .  .  . .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . .  .  .  .  .  .  .  .  . .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  115o
Gimmicks . . . .   .                                                    no
Goodwill  . . . . . . . . . . . . . .  . . . . . . . . . . . . . . ... .  . . . . . . . .   . . .  no
Hand  Stamp  . .  . . . . . . . . . . . . . . . . . . ............ ... .  ..  i11
Holiday  Promotions  . . . .  .  .  .  .  .  .  .  .  .  .  . . . . . . ..............  11
Humor.    .. .. ......  .  .  .   .  .   .  . .   . . . . . .  .  .  .  .  .  . . . .112
Incentives.............    .  . . . . . . . . . . . . . . ..  .. .  . . . . . .  .... .  11
In-Store/On-Street Appearances ................ ...............         113
Magnetic Signs. .  .  .   . . . . . . . . . . .  ................... .  113
Merchandise or Swag. . . ............ . .... .       ..  ........ .     113
MP3  . .  . . . .  . . ..   .   . . . .  . . . . .  .  .   .   . . . . . . . .  .   . . . . . . . . . .  .  .  .   .  115
Negative < Positive . .............      . ................ .. . . .    115
Newsletter....  ..  .......... ..    ..... ... ........     .  . . . .. .  115
News Releases and Articles . a.. . .. .  .... . . . .                   116
Open Houses. . .... .a.        . ... .   ......... . . .     . .    .   116
Package Inserts. ..    .    .    ..... ...........                   .. 116
Packaging.. .. .......      . ..                ... ......... ...       116
Partner  .... .................    .   ....... ......      .... ......  117
Photos ........     .  .  . . .   .   .  .  ....  ....    .  ...        117
Podcast  ............... .....           .......  .... ..........       118
Point of Purchase Material .............. .  .   .   ..   .........     118
Postcards  . ..   . ....  ...    ..... ... ... .......       .... .....  118
Premiums....     ...     ......       ..........         ............ 119
Promotional Kits . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  .  .  .  .  119
Proposals . . . . . . . . . . . . . . . . . .  . .  . ....         . . . . . . . . . . . . 121
Publicity.   . . .......         .     .  .   . . . . . . . . . . . . . . .  . . . . .  . . . . 121
Routine Letters and Phrases      ..................................123
RefeSponsoralsan Event. . .   . . . . . . . . . . . . . .  . . . . . . . . . . . . . . . . . . . . . . . . . 12
Street Teams ................... .......................                            . 125
Subscription. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Synopsis or One and Phrases . . . . . . . . . . . . . .               . . . . . . . . . .  123
TeSalephone . . . . . . . . .Prootions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Thank You Notes     . .......................................                         126
Samples  . .  . .  . . . .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  .  . . . . . . .  123
Self-Mailer .. .    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  124
Set List. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124
Signs, Posters, and Banners    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Soundbite (or Elevator Pitch). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Sponsor  an Event .     .  .  .  . . . . . .  . . . . . . . . . . . . .  . .   . . . . . . . .  . . .  12
Street Teams  . . . . . . . . . . .  . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . . 129
Subscription (Free or Paid) . . .Products . . .. . . . . . . . . . . . . . . .  . .  . . . . .  12
Synopsis or One Sheet . . . . . . . . . . . . . . . . Promotions. .. . . . . . . . . . .  . . . . .  126
Telephone Promotions. . .. .   . .. . . .     . .  . . . . . .. .. . .  . . . . . . . . .  126
Thank You Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . . .  . . . . . .  . . 126
Tip Sheets, Special Reports, Booklets, and Books . . . . . . . . . . . . . . . . . . . . . 127
Toll-Free Pone Number. . . ......... . . . . . .         . . . . . . . . . .  . .. . ..  127
A Demo a Day . .................. ................                            . .... 135
CHAPTER 10       Ruthless Public................. ................ 145
Publicity .   .. . . . . . . . . .. . . . .  . . . . . . . . . . . . . . . . . . . .  .  .  . . . .  146
Step-by-Step         .    . .                  . . .    .  .  .  .  .  .  .  .  . . . . . .   . ..   . .  147
Word of Mouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Drafting News  Releases That  work  ....     ............         .........         153
AssePromotion Example: Selling Products . . . .  . . . . . . . .  .  . .      . .     159
CHAPTER9        Ruthless Audio and Video Promotions. . .................. 131
Audio Promotion . . . . . . . . . . . . . . . . . . . . ... .  . . . . . . . . . . . . . . . . . 131
Video Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
A Demo a Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Using Public Access TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
Promote On-Hold. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142
CHAPTER10        Ruthless Publicity ........................... . .. . . 145
Publicity 411 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
Step-by-Step Publicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
Drafting News Releases That Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Assembling a Media Kit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159
More Publicity Caveats.. . . .. . . ... .. . ..... . .. .      . ........ .  . 16
Write to  the Top  .. ......................................             .  164
Frugal Publicity  . . . .  . . . ....  .  ........ .. .. .  .. . ......... .   . 168
CHAPTER 11     Ruthless Advertising .......      .. ................... 170
Advertising  411  . . . . . . . . . . . . . . . . . . . .  . . . . . .  . . . . . . ..  . . . . .  171
Writing and Designing Your Ad .                      . . .  . .             172
Placing Your Ads  . . . . . . . . . . . . . . . . . . . .  .  .  .   .  .   .  .  .  .   .  .  .  .   . . .  .  .   176
Save Money on Your Ads . . . . . . . . . . . . ..... ..  .  . . . .  . . . .. . 179
CHAPTER 12     Ruthless Internet.. ..............       ................       182
Ruthless E-Mail Promotion. . . . . . . . . . . . . ..  . . . . . . . . . .  . .   183
Newsgroups, Forums, and Chat Rooms . . . . . . . . . . . ..... 191
Mailing  Lists  . . . ....  . .. ... . .... . . . . . . . .  ........   .  .  .   . 192
Classified and Banner Ads. . . . . . . . . . . . . . . . . . . . . . . . . . .  .  .  .   .  193
Search Engines and Other Directories .. .   .. . ..... . .        .  .. . . .  193
Master of Your Own Domain. . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . 194
CHAPTER 13     Ruthless Relationship Building. ... .. . . .. . . . .. . . . . . 2oo
NetwoBuildrking Your 101 . . . network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2013
Building Your Network . . .     ............ . . . . ....       ... 203
Networking Tips. . . . . . . . . . . . . . .  . . . . .  . . . . . . . . . . . . . . . . . . . . .  204
General Relationship-Building Techniques . . . . . .  . . . . . . . . . . .  . . . . . . .  206
Outstanding Customer Service. ....... ..........         .............      208
Nurture Your Client Relationships ............       ..... .. . . . ....    21o
Deal with Problems. .   .   . .. . . . ..     . . . . . . . . . . . . . . . . . . .   . . 211
CHAPTER 14     Ruthless Events. . . . . . . . . . . .. . . .  . . . . . . . . .. .  . 213
Trade Shows  . .     .   . . .  . . .  . .  . .  .. . . . .  .  . . . . .  . . . .  .. . .  . . . .  213
M aking Presentations  . . . . . .  . . .  . . . . . . . . . . . . . . . .  ... .  ...... 218
Party  On, Dude  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225
Event Promotion. .. . .. . .... . .. ......      . . .  . . . .. . . . .  . . 227
CHAPTER 15     Ruthless Sales . . . . . . .  .  .  .  .  .  .  .  .  .  . . . . . . .  .  230
Sales and Dream Spinning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . 231
Closing the Sale.  .. .      ...  ....... .....    .................        233
Telephone Success Tips .......      .  . . . .  .  . . . .  . . .           236
Cold  Call Success  ....... ..... . .     ..................       ..... a  240
Calling Past Customers  .. . . . . . . . . . . . ......................  .  245
Overcoming Sales Objections .. . . ...................          ......   .  246
Make More Music Product Sales. . . . . . . . . .  . .   . . . . . . . . . . . . . .  249
CHAPTER 16     Ruthless Self-Promotion in Action. .....................      . 251
Complete the Preparatory Steps................        ...... ........ 251
Promotional Wave    . . . . . ... . . . .  .. . . . .  . . . .. .  .  . .  . . 252
Publicity-Based Promotions . . . . . . . . . . ... . . . .. . . . . . . . . . . . . . . .  255
Just for Bands (Not)..   . .  . .  .   . . ...  . . .  . .     . . . . . . . .  256
Ruthless Self-Promotion in a Nutshell  ..........  ..................... 262
CHAPTER 17     Getting Ruthless Help. . . . . . . . . . . . . . . . . . . .... .  . . . .  263
Computer Smarts ............. . .         . . .    .  .  . . . . . . . . . . . . . . . . .  263
Computer Tips. . . . . . . . . . . . . . . . . . . . . . . .   . . . . . ... . . . .  265
Getting Promotional or Sales Help ................... .......... 269
Your Self-Promotion Team . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .  .  .  ...  271
Finding and Choosing Your Advisers.    .           . . .   .  .  . . . .  .  .... . 273
CHAPTER18      Ruthless S-U-R-V-I-V-A-L ........................... 275
Survival                .    .   . .. . .  . . . . . . . . . . . . . . . . . . . . . . .  .. .. 275
Pump Up the Business Volume. .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277



Library of Congress subject headings for this publication: Music Vocational guidance, Music trade United States, Success in business United States