Resource: It’s hard to get off stage.
Marketing begins with paying attention to your audience. This involves not only listening to what they say they want, but also observing what they actually do.
Being a great performer is about knowing how to make your audience pay attention to you. Being a great marketer is about knowing how to make yourself pay attention to others.
If you’re not naturally good at marketing, don’t waste time being hard on yourself. It’s a learned skill. The important thing is to try.
Be experimental with marketing. Give your ideas a chance and be sure to listen earnestly to the feedback you receive.
“The essence of marketing is looking at everything from the other person’s point of view.”
“before you begin marketing, get off the stage. Pause your habit of broadcasting. Turn the spotlight on your audience. And get ready to listen.”
Resource: Bad sorts (and the useful ones)
You can sort people by focusing on one of two things: the superficial or the substantial. The superficial refers to the outward markers that we use to fill out censor reports and demographic studies: gender, race, age, geographic location, etc. The substantial refers to a person’s character attributes and skills: Integrity, patience, willing to listen, empathetic, generous, committed, etc.
Superficial markers are easy and socially acceptable, but they aren’t very useful. Substantial markers are the ones that help you make good decisions about who to work with, be friends with, and so forth.
“It’s a daily battle, an uphill climb to intentionally ignore the bad sorts we were likely taught as kids. This might be the most important work we do today, and every day. The people we care about deserve it…”
Resource: Use the internet, not just companies.
Platforms come and go. People are here to stay. Good relationships will outlast the life of any single platform you might use to interact. When you connect with people, do so in a way that’s not entirely dependent on a platform that you don’t own.
When you publish your material online, think long-term. Your personal website might not get the initial sizzle of a platform like Facebook or Twitter, but your work will have a more permanent presence and lasting impact if you publish it there. Social media sites are great for promoting your work, but you can’t afford to only publish them there.
If you make music, take photos, or share insights, build a personal website and keep those things there. Even if you share on social media, let your website be the hub for all your projects and published works. Thin about Myspace as an example. Once upon a time, all the musicians put their music there. Now Myspace is irrelevant but music is still big. Think big. Play the long game and make sure you sharing your work in a way that won’t cause you to lose relevance in 5-10 years because Myspace will not be the last company to become irrelevant.
“Don’t depend on a company. They come and go. Think long-term. You’re going to be creating stuff, making fans, and building relationships for the rest of your life — much longer than these companies will last.”
“Instead of sending your fans to some company’s site, send them to yours. Get everyone’s direct contact information so you don’t have to go through a company to reach them.”
“Your website should be the definitive place to get everything you create. If you put your stuff on some company’s site, have it be secondary — a copy of the stuff that’s already on your site. That way you can use the popular networks without depending on them. Only rely on open standards that aren’t owned by any company — like email and the web.”