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Unique Selling Propositions in Music
By admin | May 6, 2008
A Unique Selling Proposition - theres a complicated marketing term, isn’t it!
This is a term that I’ve learned a lot about through my reading and marketing training that I’ve been doing recently.
If you think about it this is something that is a basic fundamental for all musicians, or anyone who is wanting to promote themselves.
There are three aspects to the Unique Selling Proposition
They are:
- Unique
- Selling
- Proposition
Pretty obvious, isn’t it! Its amazing how many unsucessfull people dont get part of this equation right, and how many successfull people get all three of these bits right.
1) Unique
What you do has to be unique, you simply cant re-do what has been done before, and expect that you are going to be completely successful.
When elvis broke onto the scene he was unique - he swayed his hips in a suggestive manner which at the time was extremely controversial. This was unique at the time. When the beatles came along, they had a unique sound - No one had combined male vocal harmony with guitars in the way that they did.
When Eminem started his rap style he was unique as well - and so the story goes on. One after another sucessful people in music start with something that is quite unique and unknown, and build up a reputation based on their ability to do something different to anyone else.
2) Selling
Its the selling part that many artists fall down - They can get the unique bit - but the problem is that what they’ve got to offer no-one really wants to hear.
Something has to have the ability to sell - and in order to sell something has to move someone emotionally, or be able to create a response in someone that says “I like that” or “I dont like that”.
Remember that selling is not about selling your product to everyone. One really important aspect of selling is not to try and sell your product to people who would never be interested!
3) Proposition
What is your music trying to do?
If its a song - what is its purpose?
Is it to make someone dance?
Is it to make someone feel sad?
or is it to make someone feel happy and inspired?
If you can get the proposition bit right, then your music will sell.
When your music is heard your music needs to say “If you buy me you’ll feel a certain way…”
and if you can do that.. your music will sell.
So therefore think about all three aspects of the term Unique Selling Proposition when you next write a song - and it could be your biggest hit ever!
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Topics: Tuesday Marketing Insight |
May 12th, 2008 at 7:22 pm
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