How does a brand new, unsigned artist get Amazon and CD Baby to stock up on a new release, and then immediately sell through by the dozens?
In addition to an integrated marketing plan that includes press, radio, and touring, good old-fashioned word-of-mouth is a marketing power-tool, especially when fueled by the reach of an email address list that contains trusting colleagues and friends.
Here’s an example word-of-mouth email that my brother sent to 100 of his colleagues and friends, upon the release of my children’s music CD
Debbie and Friends Story Songs and Sing Alongs:
“Pardon the bcc: email but I am compelled to share with you the best kid’s music CD in existence! Now I acknowledge I am biased and possess no musical talent – BUT I’ve listened to a ton of this stuff and no one has done it better than my sister Debbie with her most impressive newly released CD. Please consider buying it (via the below link) for your kids, friends, nieces/nephews, grandkids! It is great to give as birthday present or stocking stuffer! I’d appreciate it if you would forward this along to some others who might be interested! You can also click on the link at the very bottom to learn more about the remarkable musical career Debbie is in the midst of! Thank you!
Best regards, Bob”
As a result of this email, my Web site traffic, Amazon, and CD Baby orders went crazy for two solid weeks. The people who received my brother’s email message went on to buy and then recommended my CD to some of their friends, and the activity continues to flourish. One heartfelt email message written by my brother ignited a flurry of activity and helped to support other promotional efforts that were underway.
This word-of-mouth (email) approach has been replicated by other friends, neighbors, and family members who love the music and want to share it with their contacts. I’m more convinced than ever that word-of-mouth marketing works, whether promoting a new CD, a music program, or any endeavor you are passionate about. Enthusiasm is contagious and word-of-mouth (email) marketing works!
P.S. Thanks Bob!