• Sarah Hegland

Holistic Marketing for an Introverted Musician

My musician friend is looking for ways to grow her business. She considers herself an introvert, and finds conventional marketing techniques uncomfortable. She’s more comfortable playing music in a yoga studio where everyone is focused on their yoga poses than she is performing on a stage where everyone is watching her. We talked about forms of holistic marketing that would suit her style:

Start to notice how musicians you admire do their marketing. Subscribe to email lists, follow people on social media, and pick up flyers and posters. Notice what resonates with you and what doesn't.

Set your intention to help people heal and thrive through your musical gifts. Some musicians have the intention of being successful, but a more powerful intention is for your music to help many people be successful. The audience can feel the difference! So be clear that your intention is to help many people heal and thrive through your music.

Think of your music as building community. This takes the pressure off you and becomes a gift you offer to others. Find ways to talk about your community on your website and in your communications: it lets you put the focus on others while offering social proof that your music is valuable to people.

Be a teacher and guide. Use your communications channels to teach what you know. People don't know how powerful it can be to have music played in certain settings: explain to them how and why it works. People don't know how your music is different from other people's: tell stories of sacredness and healing. This helps build your credibility and trustworthiness. (For more on this, look up the books Storybrand and They Ask You Answer.)

Find ways to listen to your audience and invite feedback. Introverts are often great at listening. Ask people for feedback on your work, and use that to continue to shape your services. People like feeling heard and valued, and feeling like they're helping to co-create your work. Also, use your audience's words in your copy to align with what people appreciate about you. (It's surprising how few businesses invite and incorporate feedback. Many people are protective of their egos and thinking they know what's best. It takes an open heart and mind to listen to feedback.)

Build an email list. Communicating via email is often easier for an introvert than communicating in person, and it just so happens to be one of the most powerful marketing tools around. I find it more powerful than social media channels (which are helpful, but mainly to direct people to your website, where they'll sign up for your email list.) Build an email list of people who are interested in your work. This is your community of loyal and interested fans, and they want you to communicate with them. (For more on this, look up Jeff Walker’s work on building an online business.)

Be generous. Offer lots of free, valuable content. When you offer people valuable gifts, they start to look to you as a teacher and a guide. It also activates their reciprocity instincts, and they want to give back. Result: lots of joyful giving and receiving. You see a lot of businesses hiding their work behind a high paywall, and it's hard to tell who they are or what they offer. Those who know how to balance generosity with cash flow are attractive.

May your music be of service to the world, and may it bring you great joy!