Making sure your CD gets heard!

By: K. Cannick (Makin' It Magazine)

As an independent artist one of the worse sights to see is your CD's scattered on the club floor or parking lot. Even if you were a signed artist, a fair share of your promo CD's are going to make their way to the rash heap. Though many independent artists get discouraged by this, it is just the nature of the beast. Promotional CD's and free goods are a necessary component to successfully promote your project. Here are a few tips to help you maximize your results. Have a well packaged product and no cheap paper sleeves and hand written labels. I recommend a thermal printed CD in a slim jewel. The better the packaging is the higher the perceived value of the CD. If it looks like trash ... that is how it will be treated.

Speak to people - Don't just randomly hand out CD's as you make your way around the room. Use this opportunity to create a personal bond with potential fans. Introduce yourself to people holding brief conversations. Later in the evening go back to those same people addressing them by name, and reference your earlier conversation while giving them the CD. The goal is to attach a personal element to it. If that's too much for you, at least introduce yourself as you pass out the CD and tell people who you are.

Ask - A simple way to greatly increase how many of your promo CD's get heard is to ask people to listen. The trick is to ask a specific question that will elicit a response. I.e. "If I give you a copy of this CD will you check out number 4 when you get in the car? If they say "no" you have saved a CD from the trash. If they say "yes" you thank them and as you give them a CD tell them you appreciate their honesty. This is effective because people have a strong urge to be consistent. When they get to the car, they have two options, listen to the song or admit to themselves that they are liars.

Place a value on the CD - Another tactic that I've used is selling the CD for a dollar. Most people will have no problem shelling out a buck to show their support and the fact that you are selling the CD places a value on it. If a person doesn't have a dollar, but shows a genuine interest, give it to them and the affect will not be lost. You can also place a value on the CD by making people take action to receive it whether it is a contest, answering a question or just walking across the room to get it. The key is to make them pay for the CD whether with money or effort.

Wait till the time is right - Passing out CD's in the club can be a double edged sword. Sure it may be your target market for your music, but people are typically preoccupied with liquor, friends, and the opposite sex. A good time to pass out CD's is at the car before they go in. They are typically sober and you can ask them to toss it in the stereo. This increases the chances that they will be listening to your CD on the way home. Another good time to pass out CD's is during or after performing.

A small amount of effort on your part can save you a ton of money and make your street promotions much more effective. Until next time ... keep Grinding.