Connecting Deeper with Honest Marketing


“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin

Honest marketing is often underrated by most local bands. I see more bands investing in their stage scrims and posting memes than making deeper connections with their fans. This is doing your band and message a major disservice.

Honest marketing can set you apart.

People are smart these days, they know when they are being sold to. Instead of focusing on selling merch and making money worry about bringing them value by telling them the meaning of a song or about something that changed your life forever. This sells more merchandise in the long run. Of course, promote that you have shirts, cds, etc but don’t let that be your main focus.

Not only does honest marketing help you gain fans and set you apart it also helps you spread a more clear message. That’s why most of us all play and write music to begin with — to spread a message or make someone feel what we’re feeling. So, you should be investing in letting people know who you really are and the real humanity of the journey you’re on to make the music or art you create.

Start investing in telling your story.

A good logo and artwork are great but these days it’s not enough. Visuals are a given, fans expect that. So, absolutely invest in those things but what matters even more is telling your story in a compelling, inspiring way.

Marketing at it’s core is all about connecting with your audience. The best way I have found to do this is to release authentic video material telling the story of your life, your band and your perseverance as a group of human beings. Be brutally honest and open up to the ones you are trying to reach.

Here is a great example of this from Twenty One Pilots:

Do your fans know the real you? Do they feel a part of your journey? I hope so but if not then start taking action to rectify that. If you have someone invested in YOU and not just your music you will find the shelf life of your band goes WAY up.

Vulnerability in art is attractive.

People want to feel like they are just like you. They want hope they can make it. If they see what you have gone through and are going through then they will be much more likely to support your endeavors as a band. People respect hard work and endurance through adversity.

Be yourself but realize your band is bigger than just you.

This means if you are a band wanting to be taken seriously it may not be appropriate to post those funny memes on the band account, just because you think it’s funny. Instead, post a quote you really connect with and share a short story of a time in your life it helped you. Now if you are a goofy band and it makes sense for you to post memes then go for it! Bands who are a little more severe however would definitely want to stray away from this.

We are all longing for connection.

Don’t deprive your fans of the real you. Of course, you don’t have to share the most intimate details of what is going on in your personal life but be open enough to say “Hey, I’m going through something”

“What is most personal is most universal.” – Carl Rogers

(This article was originally featured on Jake’s blog here!)

American guitarist, record producer, and owner of PLATINUM AUDIO, a recording studio based in Dayton, Ohio. He has toured the U.S. alongside bands such as Sleeping With Sirens, The Devil Wears Prada, and We Came As Romans as well as shared the stage with Green Day, Avenged Sevenfold, and Korn in Australia.

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