CD/DVD Promotion Tip #1: Start Early
“I am not a desperate Salesman or a desperate musician, or a desperate filmmaker…” Come on say it with me. You have to remind yourself this whenever you feel the urge to ‘attack’ people online with your e-mail blasts, 20x/day facebook re-posts, and other annoying marketing acts. People can sense desperation in a split second. As Ogilvy said, the customer is not dumb- she’s your wife. So you better choose your words and actions careful so you would not sound like you need a sale or else you’ll lose your career. Yes, some cool people can get away with poking fun at their ‘desperate moves’ but that’s the exception, not the rule.
“ But I need to market my stuff fast!” , I hear you moan. Marketing is a slow process so one advice I can give you is start early. Do not market your music or film just one 2 weeks before your release. You have to make people curious and build anticipation (Don’t let them wait too long, though, or they might also lose interest). If you have a tight deadline for marketing, chances are it would not be any good. It could appear too desperate and turn-off people in no time.
You are lucky if you have a manager/producer and someone from marketing who’ll take care of your sales-related stuff but if you are completely on your own, then you have to think about marketing your products even before doing the actual recording or production. Buy a good-looking notebook and write down your timeline. Set the date when you want to release your CD/DVD and set tasks backwards. For example, it is now March and you want to release your CD in October…so assign tasks backwards by listing down the things you need to accomplish 2 weeks before the release, then the tasks for September, August, so on. A clear and realistic timeline is very important in marketing so you better stick to it.
Selling your stuff is important but you should sell it with style- and if possible, with grace. You can’t achieve this if you’re in a rush.
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