I wanted to share with you two examples of what not to do with your marketing and promotion, from my email box. In this post I’ll cover the first one.
This example of bad marketing was a promotional email from a “label.” I use quotation marks around the word “label” because the sender was either a poorly run small indie label, or, most likely, a “label” in which the only artist on the roster was the sender himself.
The email’s graphics were beautiful and professional looking.
Then I read the text.
Of a three paragraph email, the first paragraph contained a spelling error, the second paragraph contained a glaring grammatical error, and the third paragraph’s final sentence was missing punctuation at the end.
Usually, I delete these emails without responding. When I receive them I feel bad for artists who may be signed to these jokers with expectations of professional promotion. Today I had a little extra time, so I sent this reply:
“Just a tip…You might have better luck if your press release didn’t have a spelling error in the first paragraph, a grammatical error in the second, and a missing period in the third.
There is no way I’d let an artist of mine sign with someone with those errors in their first marketing item.
Rude? Maybe. I think it’s even ruder to expect an artist to pay for that lack of savvy.
I’m willing to bet this guy’s initial response to my email was something like, “What’s the big deal?”
Well, for starters, the promotional piece is going out to writers. You know…people who make their living from the written word. Writers really notice this sort of thing. and they know that professional PR firms are obsessive about proof reading everything that goes out. So you’ve just marked yourself as an unprofessional, despite the pretty graphics.
Artists, this is why you and someone on your team with good proofreading skills must monitor every piece of material that goes out with your name in it. Every piece, no exceptions. As a beginning artist, it’s unlikely you’ll have final approval. But you at least need to know what’s being sent out. Final approval or not, you do have that right to know.
I’m willing to bet that if the “label” who sent this email has managed to sign any artists, the artists have no idea how they’re being represented for their hard-earned money.
Or, I should say, misrepresented.
Don’t let it happen to you.