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Today I give you permission to stop being scared of marketing, and I give you 5 reasons you will fall in love with it.
TIM Talks Episode 10!
We’ve been focusing on a lot of mindset stuff here lately.
In episode 6, we defined "platform".
In episode 7 we looked at "direct-to-fan" through the lens of an email marketer.
In episode 8 we compared awareness marketing with direct response marketing.
And then in episode 9, the last episode, I may have gotten in there and meddled a little. I shared with you why I believe artists have a hard time with selling, and as a result don't make any money.
But with this episode let's just obliterate the starving artist myth.
Five Reasons You'll Fall In Love With Marketing
This episode is basically part 2 of that last one.
Remember I told you not to worry? Remember I said there was a happy ending?
Well here it is....
The word marketing (much like the word business) has bad connotations for many people. I’d like to demysitify it a little bit and give you a new picture of what marketing could mean for you moving forward.
Here are five reasons you'll fall in love with marketing....
Doing marketing the right way makes you braver
I remember when my first born started learning to ride a bike.
At first it was a little scary for him, but as he got out there and discovered his ability, he also discovered his courage.
Putting yourself out there in the marketplace is one of the bravest things you can do as a creative person.
Marketing is simply bringing something you think has value (whether a product or a service) to the nondiscriminatory marketplace, where the market decides it’s value.
If there’s demand, there’s value.
To quote Austin Kleon:
"When people are asked to get out there wallets, you find out how much they really value what you do."
That’s a little scary right? We talked a little about fear in the last episode, but when you put yourself out there, asking people to buy what you make, it bolsters up your confidence account. It makes you braver.
But you don't become a jerk.
No one likes jerks and jerks ALWAYS lose in business.
Which brings me to my next point....
Marketing makes you a better people person
This is common sense right?
When you get out there and do marketing the right way, you have to work with people. In the online space, you’d actually be surprised by how many phone conversations you'll have with real people.
So it just gives you practice with communication.... and manners....
And when you become a better people person, you attract more people to you!
Great Marketing Builds Your Audience For You
Great marketing includes a great product, and it spills over into word-of-mouth, viral exposure.
David Oglivey, an advertising guru famously once said....
“Great marketing only makes a bad product fail faster"
Do you know what happens when you begin sharing great work with people?
They share it with others.
We’re going to assume you have a great product here at T.I.M. Having something great is a given these days.
But if you have something great, and you simply get out there and hustle a little bit, it will get noticed and it will spread.
Great marketing exponentially builds your audience for you. The key here, to quote Austin again, is to "be findable".
“you don’t really find an audience for your work; they find you. But it’s not enough to be good. In order to be found, you have to be findable”.
It’s true. And to be findable you need to get out there in the marketplace where people are.
When you do that, your marketing builds your audience.
Marketing makes you more money
Great marketing brings you more sales, and more sales makes you more money. Remember you don’t just need to buy paint brushes as an artist, you need to feed yourself too.
Great marketing is the only way revenue is made.
Marketers are the rain makers. They’re the ones who go out and get the business.
I once heard Ray Edwards describing how when he first started in radio he was a radio DJ. He had the voice. He was the “talent”. But he began to notice that it was the radio marketing and sales guys who were making the money. The guys behind the microphone weren’t making the same amount.
The marketers and sales reps were the ones out there getting the business. That's why.
"It’s not enough to be good. In order to be found, you have to be findable”.
As artists, we need to understand that the art has to be shared, it has to be promoted, it has to be sold in order for it to make money.
To me that’s exciting, because it tells you that by getting something of value out into the marketplace, you get value back in the form of....
But it's not just about the money. It better not be. If it is you're missing out on the best part....
Marketing gives you an opportunity to make an impact on the world
This is probably where I get the most excited.
Good economics tells us about the symbiotic relationship between free-markets, growth, and impact.
If you were to really grow in the first four areas and see success, not only will your music and your art - or whatever you make - be able to provide for you, but you'll make an impact on other people's lives.
Hey, you might even be able to hire people and create jobs. Free-markets help create wealth and are good for the world.
Great marketing gives you the opportunity to - as Steve Jobs said....
“make your dent in the universe”.
Read to take some action?
In my opinion, leaders and entrepreneurs need to be readers. Go check out these books and give yourself to continual growth in learning about marketing.
New Series On Email!
In episode 11, we'll be kicking off a new series in email marketing and list building with 4 specific parts:
- #11 The 5 Things To Look For In Email Marketing Software
- #12 Different Broadcast Types And How Often To Send To Your List
- #13 What To Actually Send People
- #14 How To Finally Get Email Subscribers
See you there then!