Playing the Game

It does not matter what business you are in: No matter what position you occupy, you are selling.

That’s not a new thought, for sure, but one that most people do not understand applies to them.

However, if you are a creative, that is, you are a writer, singer, painter, filmmaker, selling is even harder. It has something to do with how our minds are wired. But also, as creatives we want people to love what we do, and by extension, love us. So if we are in a room where there is singer A and singer B, A will say some version of this to a potential customer:

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Hey, man, get B’s CD. [Insert here reason for recommendation not to buy A’s CD.]

But A is lying through his teeth. He believes he is better than B. So why does A say the equivelent of “Don’t Buy My Stuff”? It’s because he doesn’t:

Want to look like he isn’t supportive of a fellow creative.
Want to look like he’s greedy.
Want to look like his ego is inflated.
And more reasons like that.

And he loses a sale. Which means he’s losing market share. (Copy and paste the link below to see numbers you may not have known about.)

http://en.wikipedia.org/wiki/Global_music_industry_market_share_data

Yeah, folks. This stuff is tracked. Anyway, maybe singer A is just getting started and isn’t included in these numbers. He still has his own share he has to worry about and it isn’t growing and he can’t seem to make it grow. Which means, singer A is losing money.

What can be done about that?

One thing: Change your methods about how you sell yourself, your songs, and your merch.

I can’t tell you how to do that because I don’t know your market. The question then is: Do YOU know your market? I’m going to make a bet that you only think you do. I’m going to give some thought to a list of questions to ask yourself that will help. Hang tight.

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