So a few weeks ago I began an offensive on Sales & Marketing. I say an offensive because this isn’t the kind of thing that comes naturally to me. Six books later however, and I do feel slightly wiser.

Sales and Marketing are two words that send shivers down the spine of most creatives, be they painters, musicians, photographers, writers, film makers or whatever. I think it’s fair to say that most creatives like the idea that the world will come to them – for a band that might be the hope that one day they’ll be ‘discovered’ and catapulted into a parallel universe of fame and fortune. Indeed it does happen, if there’s an established market out there for what you do then someone might just pick you up and slot you into that gap like the last piece of a jigsaw puzzle. But the more creative you are, the chances of there being an established network or scene to hang your jacket on becomes less and less. That’s the nature of creativity – if there were lots of other people doing it then it wouldn’t be creative. So when you make a bold move towards doing something that no-one else in your town, country or even the world is doing, that’s when you need to carve out your own market and form your own scene: that’s when you need good marketing. Alternatively you could of course get a regular job or chop off your ear and spend the rest of your days in an asylum, just like Van Gough, but it might be better to try something else out first.
I can speak from experience, I’ve been party for more than my fair share of bad marketing. In fact I think I could say that I can now see simple mistakes being made by people all around me – exactly the same people that consider marketing and sales to be some kind of sect of the dark side. When I played in a band we often failed to mention what we were called when we were on stage – so people might go home thinking ‘my god, what a great band! But what were they called?’. A this was was just the tip of the ice berg. On so many levels marketing is just about good communication – it could be called communication with your market, or, in this particular context, communication with people that might like your music. The lovely thing is that it’s a creative process too – you’re probably just conjuring up ways of reaching out to people that like the same things that you do.