Who knew that a degree in Fiction Writing would be so handy? Not just English but English with a relatable plot, a storyline rooted by emotion/connection?

Now that everything’s online, compelling equals currency. Suddenly, we’re all micro-broadcasters. And writing counts. E-mail, Twitter, Facebook, blogs, newsletters… the clever manipulation of the written word, when used to communicate both information and persona — i.e., meaning — has become increasingly valuable. Not only do you have to make great music, you have to learn to write about it.

Four overarching writing components to keep top of mind:

1. Present valuable information/idea.
2. Convey how said valuable information/idea affects persona (how it has meaning for you).
3. Emphasize how valuable information/idea translates to others (how it has meaning for me, the reader).
4. Present new information/idea, stemming from the original, which both pushes the conversation forward but also references the past, thus giving new life to older information/ideas.

So then. It’s cyclical: idea, impact, application, new idea — always with persona paramount, and collectively, more-than-words… i.e., meaning… i.e., the new money. Fancy that.

The power of the pen/keyboard.

xo

The question then is… how? That’s what everyone wants to know. For sure, owning a compelling product is only the beginning. What you do with it is then the challenge, creating a sense of more-than-music for your fans, leading them to/through it.

So, how do you attach meaning to your music? How do you assign value to it, above and beyond the music itself?

The easiest answer: exploit like-tribes. Your first instinct here might be other artists (co-bill, both sets of fans get introduced to your respective bands, etc.). Fine. That works. No harm. But everybody’s doing it. Burnout factor: high. And still, you’re limiting yourself to “just” music. You’ve got to be more inventive. You’ve got to lead. You’ve got to think outside the tribe.

Start by looking at what already exists: other than your music, what else do your fans have in common? Anything from microbrews to hybrid vehicles to Guitar Hero to pizza. It doesn’t matter. Identify peripheral tribes. Leverage the common threads. By recognizing that your fans have other interests and associating those interests with your music, you reinforce your role as leader. And by attaching music (sadly, now so free it’s virtually worthless) to stuff with a higher value, you create instant more-than-music. Example A.

You can do it.

The last couple of years, I’ve been off meat, generally. If it’s bloody, it’s out. I know, kind of weenie. Believe me, I have tried. But unless it’s stringy, in a pattie, in casing or bacon, no go.

But our friends have been raving about this local meaterie, Fleisher’s. It’s the next town over, about a 30 minute drive. High-end stuff, all organic. So we finally go on Saturday and at first, I’m a little wary. The vibe is well… all-meat, all-the-time. A hand-painted sign above a cabinet full of spices commands “Rub Your Meat.” Five points for bawdy humor. Although, I steer far away from the ribeye and steak section, which, I know, if that’s your thing, these babies are like the gleaming rubies of Meatville. But when in Rome….

About 10 of us were waiting around for 15-20 minutes while the clerk took what seemed like forever helping the guy in front of us (he’d never heard of kielbasa!). More and more people were piling in. Call me impatient.

Finally, it’s our turn. The sign says, among other things that meatballs and hot dogs are their specialty. So that seems like a must. I’ll do meatballs. And sausages… fancy kinds. Moroccan lamb, kielbasa, that kind of thing. Admittedly, I’m dawdling. Mentally planning menus in my mind, trying to calculate what’s already in our cupboards. Plus there’s an entire case of gourmet cheese to deliberate over. The clerk offers me samples and I halfheartedly say no thank you, mentioning the other people waiting in line. But he insists, adding “everyone gets the same personal attention here, there’s no rush.” Wow. Really? How wonderful it is to be a customer! Decidedly, I LOVE this place. I purchase way more than intended, including a $19/lb (!) hunk of cheese and casually mention that it’s our first time in the shop. Without hesitation, the clerk (who I now realize is the owner a.k.a. the “Mooru,” brilliant!) insists we grab a package of gourmet specialty hot dogs from the freezer, complementary. Wow, again. I already love them. But now, as easy as that, I’m a fan for life. I don’t even like meat, mostly .

What do you know. Quality, personal attention, and added value strike again.

I don’t care how friggin spectacular you are… if you don’t have anyone to tell, it might as well not be true. It’s a chicken and the egg deal. Almost. Because, you CAN have real, passionate, loyal fans at every stage of your career, from fledgling to Trent; if I like you, I’ll help you. Period.

Think of it like this: the way you make me feel about your product handily trumps the actual product. In a heartbeat.

So… how do you do it? Um, it’s called MARKETING.

Singer-songwriter Seth Glier recently quoted a fan who said it best:

“You know Seth, I know we don’t see each other a lot but I consider you a friend…..Coldplay is JUST music to me.”

And Seth is hands-down one of the most spectacular self-marketers I know.

It works like this, in this order:

1. Make friends and fans.
2. Do/make something that’s meaningful to you.
3. Tell your friends and fans about it ASAP… DO NOT polish it to death or worry about it not being perfect (any successful entrepreneur will give you this exact advice). Get it out there as fast as possible. Make it pretty/hone your skills later.
4. Inspire and ask your friends and fans to help you/buy your stuff.
5. Rinse and repeat.

It really is that easy.

Don’t believe it? Here’s something I probably shouldn’t tell you. 21 people work for me for free. Our online views have increased 127% in four months. 6000+ people read our newsletter. And we’re in the black after less than two years. Certainly, I hope it’s because we’re doing great work but for sure, friends and fans made this possible. As in, 65% them. No joke.

Did someone say the value of emotional value? I’m just sayin.