How to tell a good marketing story

This article is to provide some tips and best practices when it comes to creating and telling an artist's story in your marketing. See below for some simple concepts to follow or consider.

  • Make sure to find your own unique narrative. That can be pulled from themes in the content you're promoting, how or why it was created, the place the artist is in their life or career, or anything else that you can craft a compelling story around.
  • You should consistently use this narrative to develop the relationship between the artist and their fans or potential fans, keeping in mind your target audience/segment for each piece of content you create.
  • Always be authentic. The tone and voice of your marketing and advertising need to feel natural and authentic, or else you run the risk of it feeling insincere and overly promotional.
  • If it makes sense for who the artist is and how they present themselves to the world, then authentic vulnerability can be a great way to develop emotional connections with fans. With that said, you should never feign vulnerability or struggle, as that's a quick way to lose trust between the artist and fans.
  • Including calls to action is an important part of most marketing and advertising, but don't fall into the trap of only ever telling people to "go listen/buy/watch", give them a compelling reason to want to do those things.
  • Teasing content and creating mystery around a release, project, or artist can be useful, but make sure the payoff doesn't fall flat. Think through the full storyline and how you'll provide impactful moments or content in the end.
  • As attention spans continue to shrink, provide a hook early in the story/video/assets you create and add contextual or engaging details later on. Capture attention and viewer interest quickly, and then work to keep them engaged.
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