June 15, 1997 -- Here's a convenient and relatively inexpensive marketing tool. Add a demo hot line to your promotional arsenal. You need to get a second business telephone line and hook it to an answering machine. Better still, get a dedicated voice mail only line that many local telephone companies provide. It's perfect for this idea and your cost is quite minimal while the potential returns are great! You promote this service in your ads or other marketing materials asking prospects to call and listen to a short excerpt of your latest music tracks. You need to add your sales message to the end and keep the music up-to-date. Make sure you ask people to leave their name and address so you can follow up easily. This doesn't replace your regular demo; it's just another way for possible music buyers to hear your work and your sales message.
June 23, 1997 -- Here's an approach to management that even the humblest business can exploit. Gather a few different people of varied backgrounds and form an informal, ad hoc executive board. You might want to call this your "kitchen cabinet." The purpose of the group is to share valuable experience. These outsiders can show you a completely different perspective of your current picture. Try meeting quarterly (at your kitchen table, of course) to discuss the various aspects of your business. While it would be nice if this cabinet included your lawyer, accountant, and others, that might be cost prohibitive. I suggest you include a few family members, some friends, fellow business peers, and perhaps some good clients. Use this time to find solutions to problems and to bounce ideas around. You'd be surprised the kind of help you get from regular sessions such as these. This is information you can really use to run your business better.
July 1, 1997 -- Demo Tape Success. There is one single piece of advice that will ensure the success of your demo: Grab attention, hold on to it, and keep the energy up. The next most important tip is contrast. Unless you are targeting a specific niche, it's crucial that your tape showcase your talent range. And that means many styles, instrumentation, and so forth. Mix it up! I've heard way too many tapes where the music simply sounds the same from track to track. Part of this is the single synth/sampler syndrome that results in a certain "sound" to all tracks. The solution is to bring in real musicians. An all synth track is OK, but real guitars, horns, and such add a new dimension to your music and make your demo tape much stronger.
July 7, 1997 -- No other problems scare people more than failure and success. What? Fear of success? Yes, indeed. Though fear of rejection and failure seem to be the predominant reasons people avoid taking action, success also frightens many. What if I fail? Or worse, what if I succeed? People will discover all my faults and that I can't live up to their expectations. Come on now, do you really believe that? Whether you decide to pursue your life's work or not depends entirely on you. Whether you succeed or fail also depends entirely on you. You are in the driver's seat. You control your own destiny. And until you recognize that fact, you will face insurmountable obstacles and be unable to pass them by. You may fail or not quite reach your ultimate goals. So what? Did you try? Did you do everything within your power to make a serious attempt? Or are you just fooling yourself? Don't blame others. Look inside yourself. Can you live with what you see, do, and feel? If you continue to worry about taking action, please understand that there will be costs whether you move forward or stay where you are. Ultimately, you will pay a price. Would you rather agonize over actions you took or the one's you should have taken? Regret can be a two-way street. If you fail, chalk it up to experience and move on. And when you succeed, be thankful for all you've achieved. You deserve it. And then . . . move on.
July 15, 1997 -- Choose those who will work alongside you carefully. That includes full and part time staff, professional advisors, vendors, and suppliers. Just because these people may only work for you occasionally does not diminish their importance to your success. These people can mean the difference in your providing excellent music products and services. Make sure you contact these people and build a relationship before you desperately need their help. Explain how and when you will use their services and get their commitment. I do offer this simple suggestion as you add people to your team: Treat them as you expect to be treated yourself. Write down all the big and little things that bugged you when you were an employee. Resolve not to bug your people with these little distractions. Personally I like the Nordstrom training manual: "Use your best judgment all the time." What could be simpler? Better? More effective? If you methodically select members of your team, train them well, and trust them you will never need more than this.
July 21, 1997 -- Telephone Sales Tips: Make sure you rehearse your technique. You might find it helpful to script your calls or, at least, the answers to your prospect's most frequently asked questions. Having your notes in front of you can help you get over the anxiety of phone calls. Don't forget your benefits. Put your services and offers in perspective and build some anticipation, like: "There are three ways I can save you some money fast. First . . ." Next, elaborate on your offer. Also, consider recording a few calls and then listen to them again later. You'll see where you've succeeded and perhaps where you may have failed. You can learn from this method quickly. You should talk only a small part of the time, under 30%. Listening to your clients and prospects is essential. If you give them the chance, they will tell you their problems and concerns. Now it's up to you to use this information to position yourself and show how you can help. Lastly, make sure you use verbal cues while you listen. Say things such as: "I see, I understand, very interesting, really, tell me more," and other phrases that suggest your interest. This is the verbal equivalent of nodding in person.
July 28, 1997 -- Diversity = $uccess. If you've put together a basic project studio for your commercial music business, you have a moneymaking machine. You need to start thinking about all the different ways to package and sell your talent. Here's why: Earning $1000 each month from several small enterprises is far easier than trying to make $10,000 from one big business. It's far more practical to run a few micro businesses than to launch and maintain one huge business. That's why you need to diversify into related profit centers. All successful business people do it and so should you. I'm not saying you just pick a bunch of unrelated activities -- on the contrary -- music is your main business. Don't think in terms of one big business, but of several smaller enterprises that you can run easily and profit from quicker. You need to diversify a little and offer a wider range of music related services. That is the KEY to making it in today's commercial music industry. First evaluate your talents and then determine the many business opportunities available to you.
August 4, 1997 -- While I doubt you will use radio, broadcast TV, or cable to advertise and promote your commercial music business (soundtracks and jingles), there is a technique you should employ. If your music is appearing on radio, TV, or cable, drop a note or postcard in the mail to your clients and prospects. You could say something like this: NOW HEAR THIS! Are you still wondering whether Jeffrey P. Fisher Music can help you? Maybe this will convince you: Listen for Al's Body Shop jingle on WWWW radio and other stations in this area. Al claims his sales have increased 8% since starting his new radio advertising campaign. We like to think our jingle has something to do with that. Let us do the same for you. Call now to get started helping you or your clients use music more effectively. A simple letter, flyer, or postcard like this enables you to reap the benefits of broadcast media without buying advertising time. When your music tracks are easily accessible for your clients and prospects to hear, let them know when and where. Hearing your music from another third party project gives you more credibility than hearing your music demo, even if it's the same music.
August 11, 1997 -- How do you gauge your own success? Is it money? Recognition? Satisfaction? What? Don't equate your own success with someone else's measure of success. You can -- and should -- work on your own level. Do what YOU want to do and in the way YOU want to do it. Don't be concerned with other's perceptions. You must be happy first! There will always be someone who writes better lyrics, composes sweeter melodies, and uses fancier recording tricks. Forget about all that. Each of us has a unique gift to share. Stop worrying about the other guys and get on with it. Because the rewards of finding and following your life's work can be great. It might help to think of your initial music business venture as something recreational. Your investment is much like going to the movies or on vacation. Once you've spent the money, it's gone. If you make money from it, fine, but think of it as an expense first. You can pay for classes and books, but you'll learn more actually doing it.
August 18, 1997 -- Looking for a solid way to get new business? Here's a hint: your best promotional weapon is a personal letter from you to your prospect printed on your letterhead. Make your letter warm, alive, pulsating, pushing, prodding, motivating to action, and, of course, loaded with benefits . . . your client's benefits! Use the headline to grab attention. Place it big and bold in the upper right of the first page. State the problem and propose your solution (your music services, of course). Explain all your benefits and make an offer. Put time limits on all offers that encourage prospects to respond quickly. Use the post script (the most read part of the page) to restate all that came before in a concise summary. Keep in mind that when your prospect looks at your document, she reads the headline followed by the post script. These two must work in tandem to tell the whole story with just enough prodding to get her to look at all the other words in the letter. Use italics, bold, and UPPERCASE letters to emphasize important sales points, too.
August 25, 1997 -- How much to charge? No other question is asked more often. Unfortunately, there are an infinite number of answers. However, the best answer is: whatever you can get! Or more succinctly, whatever clients will pay. Never sell yourself short. It's taken you a long time to reach your current career level so place a price on your talent and charge the appropriate fees. DON'T CUT YOUR PRICE! Change the project guidelines instead. Listen to what the clients says and then counter with something like this: "My usual fee for what you describe would be $1,000, but you've only budgeted $850. If we cut the music under the second segment, I can deliver your finished score on budget." This way you didn't lower your price, you changed the project specifications. Another useful strategy is to divide your fee into smaller units. For example: $3000 is a lot of money, but $300 a minute for ten minutes of music sounds much less.
September 2, 1997 -- A newsletter is a terrific promotional tool for selling more of your music products and services. It need not be fancy. You can simply print yours on letterhead and mail it first class to your clients and prospects. This kind of newsletter is nothing more than a personal letter that you send out regularly. Or you can get a little fancier and use desktop publishing to produce a simple newsletter. It's an ideal promotional vehicle because you can highlight a project in detail and show the results you achieved. Be sure to mention all the ways you can help your clients. And you can list all the work you've done for extra credibility. You might include a testimonial or two from satisfied clients. This newsletter takes some commitment on your part, but it will work for you if you let it. Make sure you put your newsletter on your Web site in addition to sending it out in the mail.
September 8, 1997 -- As you plan to promote your music business, you must have a reason to produce the marketing pieces you need. Your sales letters and brochures can't just sit around and die a slow death. Make them interactive and require some sort of action. Ask yourself what their purpose is and what you want to happen next. It is essential to make an offer if you want your promotions to generate business. Offers can be hard (buy now) or soft (more info). Have the client prospect call for a free price quote, to get a product sample, for a free information kit, for a copy of your latest how-to booklet. You should stress the benefits of having that item, not the item itself. Make your offer something that motivates further action. And please . . . PLEASE . . . don't just send out a piece that whispers: "We're here, call when you want." That's a waste of your prospect's time and your money. Your documents must scream: YOU GET THIS BENEFIT NOW!
September 15, 1997 -- Another key to succeeding in the commercial music business (soundtracks and jingles) is knowing a little about your competition. How do you uncover this information? Just listen to the radio; to TV; to cable. Check out educational and business videos and CD-ROM's from your local library. Get demo tapes from production music producers and from your competitors. Once you know what your competition is doing, you can position your music composition services accordingly. The best way to discover this information is to ask for it. Call your competition and request their latest demo tape and marketing materials. (Try to get their basic price sheet, too.) Study what your competition is doing and learn from their mistakes. After collecting from a few, you'll know exactly what you need to do to compete in your market.
September 22, 1997 -- Getting new clients is difficult. But keeping your current clients is crucial to your success. Businesses lose customers every day. The major cause being lack of attention on the part of the seller. What this means to you is that you must build a strong relationship with your clients from the very beginning. And you must continue to reinforce your commitment to them through carefully controlled promotional efforts. By keeping in contact with and responding to client demands, you will win their loyalty. What it comes down to is doing good work for your clients and keeping in touch with them regularly. Help them and encourage them to recommend you to others. Give them incentives or suitable promotional material to pass along. And let your other promotional gambits -- news releases, sales letters, newsletters, ads, etc. -- reinforce this message. Do your best work for those who buy and they'll become your best sales representative. They will go out of their way to tell others about what you did for them. Don't go for the quick sale, you should be building clients for life. Work hard to cultivate healthy, long-standing relationships with your clients. You'll help them anyway you can and they'll help you in return by recommending you to other prospects.
September 29, 1997 -- I don't usually provide
information about writing lyrics. My main focus is helping you get more
business and make more money from your musical talents. However, writing songs
and jingles may be important to your success. Here are two exercises I use when
faced with the blank page. First, it's very important for you to ignore your
temporary writer's block. Grab a writing instrument, paper, and begin. You
don't need to be structured, just start writing what comes naturally. If the
sheer act of doing something . . . anything . . . doesn't stimulate your mind,
try this next idea. I find a useful tactic is to take wild ramblings and force
them into a structure. If you first write down what comes into your mind and
then whittle, twist, and squeeze the words into a specific form, you will
arrive at a new thought altogether. Try the Haiku poetic form! You remember,
don't you? Three line poems consisting of five syllables, seven syllables, and
then five again. The economy of words creates a focused abstraction. And the
rhythm of the words is instantly musical.
It's five seven
five
That's all you really need know
As a path to
use
Creativity
Discover your inner thoughts
Unleash it right
now
October 6, 1997 -- Use one credit card specifically for your business purchases. Use it wisely and take advantage of special offers such as earning frequent flyer miles, cash rebates, and other incentives. Also, look for special credit terms and other bargains. I recently bought a new computer on the six months, no payments, no interest plan. When you pay the purchase off on the due date, you accrue no interest and no finance charges. Most importantly, you get to use the item for a half year for free. Not bad. Also, the standard grace period on your credit card lets you float some of your out of pocket business costs. When I know a major purchase is coming up, I wait for my card to rollover and then buy what I need. This gives me the 30 day billing cycle plus the 25 day grace period before I have to pay. That means I have 55 days to raise the money I need to pay off the balance. I consistently use this method more than any other financial strategy. Credit helps the cash flow since you are not paying for expenses until after clients pay you. Use your credit for convenience and pay it off! Don't use your credit card to finance your business or your life.
October 13, 1997 -- I believe you can have anything in the world, just not everything. To be the musical success you envision, you need to sacrifice something, give something up. You can't have a full social calendar, and a full-time job, and a family, and a band . . . and devote your full energy to each. Something's gotta give and you must decide what it is going to be. That may seem cold-hearted. Surely this is America. And the American dream is to "have it all!" Unfortunately, many well intentioned people have failed miserably or even gone to an early grave while chanting that anthem. You must first decide what it is you want and then concentrate on getting what you want. There is no middle ground. I believe author Holbrook Jackson described it best when he said sacrifice is a form of bargaining. Suffice to say that YOU must determine where it is you wish to head and must commit, indeed pledge, that you will do what is necessary, make the appropriate sacrifices, to reach your goal. That is how it must be. You can blame nobody for your failure. All that prevents you from getting there is you.
October 20, 1997 -- In a recent issue of Mix, composer Carter Burwell discussed the use of musical irony in his film scores: "What irony means technically, I suppose, is that the music will be telling you something different than what you're seeing, and that cognitive dissonance will make you both uncomfortable and maybe laugh. The lack of irony -- it's extraordinary that so many filmmakers want to have music say the same thing that's happening on the screen. What's the point? I just don't understand that, unless it's sheer insecurity, that they think someone is being beaten to death on the screen and they need to have the music beat the audience to death, too. What would make you want to do that? When . . . we're talking about irony, I have to admit I don't understand the nonironic point of view." In my How to Make Money Scoring Soundtracks and Jingles book I discuss this same point: "For example, your client says: 'Give me dark and ominous.' One composer writes for cello and bassoon; another writes analog synth bass drones; another writes heavy drums swimming in reverb; and me, I write a children's lullaby, innocent and light, complete counterpoint (irony) to dark and ominous and maybe even scarier. In the right context, this approach may just work.
October 27, 1997 -- How do you gauge your own success? Is it money? Recognition? Satisfaction? What? Don't equate your own success with someone else's measure of success. You can and should work on your own level. Do what YOU want to do and in the way YOU want to do it. Don't be concerned with other's perceptions. You must be happy first! There will always be someone who writes better lyrics, composes sweeter melodies, and uses fancier recording tricks. Forget about all that. Each of us has a unique gift to share. Stop worrying about the other guys and get on with it. Because the rewards of finding and following your life's work can be great. Don't expect to make a fortune, but do expect success. Monitor your progress, cover your costs, and put some cash in your pocket. You'll find the work more satisfying, rewarding, and fun! friend, Marshall Cook put it best in his Slow Down and Get more Done book: "If you love what you do, you'll be good at it. If you're good at it, you'll be a success at it. You may not necessarily make a huge amount of money, but we're talking about making a life, not making a fortune. You'll find a way to make a living, and that living will feed you with energy and satisfaction as well as bread, and it will not be separate from the rest of your life."
November 3, 1997 -- Recently the producers of a local television program approached me to write music for their show. The theme as composed was a jazzy, up-tempo piece using drums, piano, bass, and saxophone. Since the show would sometimes deal with rather serious subjects, I decided to record a slower, darker version using lighter drums, a mellow electric piano, deep acoustic bass, and no burning sax solo. On still another version, I slowed the tempo and added a new flute line. This gave them a version for their end credits. Next, I took all three versions and chopped them up to create bumpers (short pieces to use when going to and coming from commercial breaks). All the music takes came from one master recording. I just arranged and orchestrated the versions differently. The point is I spent most of my time writing the main theme and then took a few extra hours to adapt the music to a variety of contexts and situations. The show producers not only got a bouncy opening, but also two separate and completely different arrangements based around the same theme. Add the bumpers and it was a real bargain: much more music than they ever expected. Compose in terms master cues and you'll create an ideal music package. You'll give your clients lots of music for a minimum investment.
November 10, 1997 -- It's that time of the year for giving tokens of appreciation. Holiday gifts are a tradition for many businesses. Unfortunately too many people think narrowly about the gift. "Send 'em a tub of popcorn" usually with a computer generated note card. Hold on a minute. What is the purpose of this business gift? I suspect there are two: To thank your best customers for their business and remind them of how much you appreciate their support; and to encourage your customers to buy from you again (and again and again). So what makes the ideal business gift? Give them a discount coupon for your products and services. This can be either a percentage or dollar amount toward their next purchase from you. This strategy meets the criteria above. You thank and reward your customers at the same time. Plus, your coupon is only good for your business, so you automatically encourage them to buy from you again. That can't be bad!
November 17, 1997 -- What kind of contract should you use when selling your services? Just prepare a simple document on your letterhead and include these essential parts: The date, client name and address, name of project, list the services you will provide for this project, list any other special specifications, indicate the date the agreement begins and the due date when you will deliver the services listed above, indicate the total fee for the project and the payment terms, indicate how additional expenses are to be reimbursed, leave room for both your signatures, make two copies of the agreement, and sign them both. Ask your client to sign both copies, keep one, and return the other copy to you with a check for the amount of the advance (if any). I suggest you show this, and any other contracts you plan to use, to your lawyer first for approval.
November 24, 1997 -- Have you ever thought of writing a short article to promote your business? The most effective articles are those that provide solutions to your client's problems. Through such an article you show your expert knowledge and position yourself to help those who need your products and services. Think of an angle for your story. (Check out the articles in my Free Tips section for examples.) You want your articles published in local and national trade press, major newspapers, small community papers, Chamber of Commerce newsletters, and any other media outlets that serve your target community. There is an amazing amount of free media available to you that you can use to promote your products and services. Here the key is not to get paid for the article, but just to make sure the editor leaves your name, address, and telephone number in the article. This way readers can easily contact you. You can find the press contacts you need by visiting the reference section at your local library. Also, make sure you add reprints of all articles and press coverage to your promotional material.
December 1, 1997 -- Here's a creative, money-saving tax strategy. The day after Thanksgiving, gather up your income and expense reports and grab a copy of your business goals, specifically your plans for the next year. Now use this information to look for ways to reduce your tax burden. There are only two legitimate methods you can employ:
You should look for ways to either reduce the money you have coming in or uncover major purchases you can make before the end of the year. Bill your clients later and offer liberal credit terms. This lets you put off the income you would receive in December to January of the next year (worry about next year, next year!). Contemplating buying a new computer? A direct mail campaign? Do it before December 31 and get the tax break from a legitimate business expense.
December 8, 1997 -- I firmly believe that your enthusiasm, both for you own work and for client projects, is the easiest (and cheapest!) promotional tool you can use. My experience shows that when two competitors have identical proposals, the vendor with the zest and emotional appeal always wins. People constantly remark that my enthusiasm shines through when we talk. I can safely say that my attitude has won me more work than any single credential. It's my understanding and caring attitude that really makes them choose me. So, a warm smile, a willingness to work hard, and an eager attitude will serve you well. Enjoy your work. Make sure your joy and exuberance shine through all your work and all your client contacts. Your enthusiasm gives clients confidence and reassures them that you can and will do the job right.
December 15, 1997 -- You need promotional material to make your business a success. One simple document you can prepare is a company fact sheet. Don't go overboard. Just prepare an easy, straightforward list of questions and answers that explains your music products and services. This flyer or FAQ should answer all sales objection and include your company background, history, and philosophy. I suggest you try the Q&A or Internet FAQ format. Present a simple, logical progression of questions and answers to inform your prospects about your business. You might also include a few short case histories, client profiles, and project listings to share with prospects. These are success stories where you say: "So-and-so benefited from our help, we can do the same for you!"
December 22, 1997 -- May you find real peace and happiness this holiday season. Let me share a favorite quote with you: "To laugh, often and much; to win the respect of intelligent people and the affection of children; to earn the appreciation of honest critics and endure the betrayal of false friends; to appreciate beauty, to find the best in others; to leave the world a bit better, whether by a healthy child, a garden patch, or a redeemed social condition; to know even one life has breathed easier because you have lived. This is to have succeeded." - Ralph Waldo Emerson
December 29, 1997 -- With the New Year approaching, now is the ideal time to evaluate your goals. Take a few minutes to review 1997's plan and also set your new goals and objectives. You should set personal, creative, business, and financial goals for next year and beyond. Make sure you keep sight of your goals. Put them on a piece of paper and keep them where you work. Every day you'll see your goals, both personal and professional, and can work toward reaching them with everything you do. My goals pop up on my computer screen when I start each day. It's hard to ignore that constant reminder. Happy New Year to you!
This document Copyright Jeffrey P. Fisher, 1997
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