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Leads+Follow up = $ales - By Jeffrey P. Fisher
When it comes to successfully promoting your music products and services, you have only four goals:
* To find people who want or need what you offer.

* To contact them in some way.

* To get these people to contact you.

* To convince these people to buy.

That means you need promotions to generate leads and promotions to follow-up those leads and to close sales. While most people are happy to generate the leads they want, sadly most are not prepared for the prospects they do get. Make sure you don't fall into this trap. Do everything in your power to manage your leads and convert them into a sales. First and foremost, be ready in advance. Before promoting yourself ruthlessly, prepare for the possible response your efforts may produce. Get the proper mental attitude, take care of necessary technical matters, prepare the needed documents, and refine your follow up and sales plan.

Answering these questions is the first step toward successful promotion.
* WHO comprises your market?

* WHAT are their problems, needs, wants, and desires?

* HOW do your music products and services meet the above needs?

* WHAT ways will you present your appeal?

* WHERE will you place your promotions?


Buyers are ONLY interested in benefits and results: their benefits and their results, NOT yours! Once you know what your clients are looking for, you can show how your music products and services deliver what they need. As you prepare all your promotional material, keep these points in mind:
* Turn every feature into a benefit. Features are parts of a product or service while benefits are what you get from using the product or service. For example: feature: We have low prices. BENEFIT: You save money.

* Create compelling offers. All your promotions must have an offer. It can be a hard offer or a soft one. The hard offer is simple: BUY NOW! The soft offer is usually akin to more information such as visit our web site for details, get a sample music track, free information kit, etc. Make your offer something that motivates further action. Don't just send out a piece that whispers: "We're here, call when you want." That's a waste of your prospect's time and your money.

* Tell them to do something, to take action right away. Make sure you include a call to action in every promotional document. Don't rely on their knowing what to do. Explain exactly what you want to happen next.

There are several ways to generate leads:
* Ads
* Flyers
* Sales letters (e-mail and postal)
* Publicity
* Web site
* Networking
* Referrals

Here's a hint: your best promotional weapon is a personal letter from you to your prospect printed on your letterhead or delivered via e-mail. Keep the tone warm, alive, pulsating, pushing, prodding, motivating action, and, of course, loaded with your prospect's and client's benefits!

Here are the ways that you can respond to those leads you do get:
* Sales letter
* Small brochure
* Question and Answer or FAQ sheet
* Product or service sample (e.g. an MP3)

One effective way to write a sales letter is to start with the problems your market faces and then show how your music products and services are the solution. A question and answer format can work quite well in this situation. Prepare a short piece that answers fundamental questions about what you offer. Present a logical progression of questions and answers and make sure you address any sales objections. I use this promotion to sell my "Melomania" music library. Go to and see how this promotional idea can work for you.

Here are the ways you can convince the buyer to upon his or her wallet.
* Follow up letter (postal or e-mail)
* Face-to-face meetings
* Telephone sales
* Web site or other store setting (ex: back of room sales)

Many people are shy about selling. Nobody likes to make cold calls and certainly nobody cares for rejection. If you diligently follow my ruthless self-promotion strategies, PEOPLE WILL CALL YOU! Prospects will seek you out or, at least, know you when you do call. That makes life easier and more sales faster. Still you must master these selling skills:
* Get comfortable with who you are and what you can do.
* Prepare all the materials you need in advance.
* Practice making your case. Script your answers to basic questions and rehearse.
* Relax and listen. Your prospects will tell you what they want and need. Find out what they want and how they want to solve their problem, and then show them how your music products and services delivers. Or simply: find out what they want and give it to them.

Maintaining long-term relationships with buyers is another key to continued success. Here are ways to keep in touch.
* Letter when people buy from you. It should ask them to buy again.
* Publicity
* Newsletter (postal or e-mail)
Use e-mail to send promotional notes. I use my "Moneymaking Music Tip of the Week" e-mail newsletter to keep in touch. I always provide useful information in each issue and close with a promotional message, both hard and soft offers. You might want to consider something similar.

Make sure you follow the promotional success equation and you'll soon be selling more of your music product and services today. .

Jeffrey P. Fisher is the author of three best-selling music books: "Ruthless Self-Promotion in the Music Industry," "Profiting From Your Music and Sound Project Studio," and "How to Make Money Scoring Soundtracks and Jingles." He is currently working on a fourth title due out during 2002. Get more information on his "Moneymaking Music" Web site at

For even more profitable music industry advice, subscribe to Fisher's FREE Moneymaking Music Tip of the Week by sending an e-mail message to with "subscribe tip" in the subject or body.

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