Marketing #1: How to understand what you really want and begin creating a strategy.

This blog isn’t meant to be too heavily focused on marketing, but since I have dedicated a considerable amount of time studying the subject it makes sense to me to share a little of what I’ve learned with others.

‘The Producer Group’ is a Facebook group I joined a month or so again and they have a mentor program on there that I signed up for. Recently I got matched up with a guy called Logan who wants to learn more about the music industry, marketing, etc.

I have done some mentoring over the years and lately the first question I feel is most appropriate to ask is: “What are your main objectives?”. Usually the answer tends to be a bunch of random things, some are based on experiences and others are career-based goals.

It’s stuff like: ‘build my only following’, ‘play more shows’, ‘get signed’, ‘grow my network’, etc. This is a great first step, but I think it’s important to zero-in on what the true motivations of a person are. Are some things on the list just because you need to keep up with the Joneses?

There’s been times when I’ll just have a bunch of things on my list that I’d like to do or try. But the truth is that I know some of these doesn’t really serve the main goals that I have. I’m just doing it for the experience. They might vaguely tie into what I my career objectives, but could I be wasting valuable time?

In order for me to establish what was/is most important to me, I tried to go to the root of my desires and this meant understanding myself and my core values. I did a quick Google search and found this exercise and did it over about an hour.

Some of my core values are:
• Authenticity
• Compassion
• Creativity
• Dedication
• Encouragement
• Generosity
• Originality
• Professionalism
• Sincerity
• Transparency

I think it’s important to narrow your list down to the most potent words that have the greatest meaning to you. After completing the exercise I felt like I had a deeper insight into myself and why I do what I do.

It was then that I felt ready to consider ‘what’ and how’ I was going to do (i.e. my ‘vision’ and my ‘mission’). I could then take the time to write some kind of vision and mission statement. I’d like to elaborate on that but I think that’s best saved for another post.

If you would like some feedback on your own project after you’ve written your core values, please feel free to write me an email and I’ll write back as soon as I can. I hope you found this post useful and if you did, please share it with a friend who you think might also benefit from it. Thanks to Scott Jeffery for creating his resource, I’ve added another link below for your convenience.




Suggested Reading (For Anyone Who Wants To Lift Their Marketing Game)

I’ve read a lot of marketing related books in the past few years. Partially because that’s what I studied at KEA when I was living in Copenhagen, but also because I wanted to learn how to reach my target audience, engage with my following and create more value for them.

Lately I am getting tired of reading books in this style and find that some of them are saying very similar things. However, I am grateful for the insights I have gained from taking the time to absorb some advice from professionals and thought leaders.

I was reluctant to write this post as I don’t see myself as any kind of marketing guru but I know that some of the people who follow me and my activities are musicians and artists who are serious about their career and want to learn more about the industry, music business and marketing.

So for those of you who want a list of books I recommend reading, here it is. I’m going to use this page as my first foray into affiliate links and see if it actually works for me [If the links aren’t up yet, the will be soon]. I am always keen to try new experiments when it comes to marketing and it’s nice to learn something new by putting it into practice.

I’m going to break this list into simple categories so it’s easy to navigate and you can pick subjects that are most relevant to you.

• ’22 Immutable Laws of Branding’ by Al Ries
• ‘Purple Cow’ by Seth Godin

• ‘All Marketers Are Liars’ by Seth Godin
• ‘Contagious’ by Jonah Berger
• ‘Made To Stick’ by Chip Heath
• ‘Marketing Communications’ by John Egan
• ‘Resonate’ by Dr. Louise Mahler
• ‘The Tipping Point’ by Malcolm Gladwell

• ‘Fizz’ by Ted Wright
• ‘Permission Marketing’ by Seth Godin

• ‘Catching The Big Fish’ by David Lynch
• ‘David & Goliath’ by Malcolm Gladwell
• ‘Drive’ by Daniel H. Pink
• ‘Outliers’ by Malcolm Gladwell
• ‘The Icarus Deception’ by Seth Godin
• ‘The Dip’ by Seth Godin
• ‘The War Of Art’ by Steven Pressfield

• ‘Making Music’ by Dennis DeSantis
• ‘Mixing Secrets For The Small Studio’ by Mike Senior

• ‘To Sell Is Human’ by Daniel H. Pink
• ‘The Long Tail’ by Chris Anderson

• ‘Likeable’ by David Kerpen
• ‘Tribes’ by Seth Godin

Well that’s plenty for now but I’ll add more over time. I hope you find this list useful. If you have any books you can recommend me (and others) please post them in the comments.

Til next time,