Magnetize Your Audience

13 Guidelines to A Compelling Website That Doubles Your Concert Activity

Kathrin Brand Music Consulting International ☲ 2015

Intro Welcome to Magnetize Your Audience for Classical Musicians! My name is Kathrin Brand from Music Consulting International. Thank you so much for trusting me with your time and energy.  I am a cellist, a cultural manager, a coach, a world traveler and a mother of a two year old based in Germany.  All I want to do is share what I’ve learned to serve and support other classical musicians to their journey to success.

And that’s where YOU come in.

To me, this really means 3 things: Attention:Being remembered by other people in a positive and significant way.Value:Earning the kind of money that you deserve and that allows you to do what you want, with whom you want, and when.Joy:Feeling deeply fulfilled, loving your career, and being enthusiastic and grateful for what you’re sharing with the world.

 Having your own website that allows you do exactly this is a great starting point.

I love all aspects of great websites as a means of communication with the world – from design to delivery. And I also love showing others how to do it as well!  My intention in this guide is to do everything I possibly can to guide you to Magnetize Your Audience as well. With that said… have fun, and enjoy the process!

Magnetize Your AudienceThe first step in creating a successful website is to learn to Magnetize Your Audience. Magnetizing Your Audience is all about developing the skills that allow you to attract your perfect, ideal listeners that book you or buy your music.  It’s about learning to craft compelling headlines, tantalizing titles, perfect promotional materials that grab the attention of the exact people you were born to serve and bring joy through music. Without learning to Magnetize Your Audience, none of the other skills mentioned in this guide will matter. You simply must start with this one.  

With that said, in order to understand how to Magnetize Your Audience – you must understand that the Magnetize Skill is all about understanding the concept commonly referred to as…

“Marketing.” A lot of musicians think marketing is boring – but it really isn’t if you find your voice in authentically communicating who you are to the world. Others think they understand marketing – but they really don’t.  

So, what is marketing?Marketing IS magnetizing… through the process of sending out a message to as many of your ideal listeners as you can at any given time, in a way that attracts their interest, in a way that it feels good for you and for them.  It is about generating interest in you.  More precisely, it is about generating awareness and curiosity in your music. The key to effective marketing is to craft your message in a way that allows people to “self select.”

Your potential audience must see your message and choose themselves as being interested in listening to your music, booking you or buying a product with your music.

That is, they see your message and say, “YES! This is for me! I’ve been waiting for this exact offer and I’m interested!” The only way to have a potential client self select in this way, is to make sure your marketing message is intimate in nature.

Meaning, the message must be crafted so it feels like it was written only for the person consuming it. It must literally reach out and touch the person in a way that makes them feel seen, understood, and special. 

The following 13 guidelines will walk you through exactly how to Magnetize Your Audience through a compelling website (or any other promotional material really).

Have fun!

Principle #1:

Work with your ideal listener in mind as you

work on your promotional material.

Be exactly clear who you want to attract.

Principle #2:

What is the action you want people to take?

For example have them fill in a contact sheet,

download a piece of music etc.

Principle #3:

Direct your writing to a very specific target

market, or even a specific person.

Address your audience in a personal and intimate

way.

Principle #4:

In which ways will your music serve them?

Explain how you are going to bring joy and delight to

your potential listener.

Principle #5:

Emphasize the concrete benefits that they receive.

Refrain from explaining (too much) what you do

and how you do it.

Principle #6:

Use stories!

Stories illustrate, entertain and draw your audience’s

attention to you.

Principle #7:

Use reviews & testimonials.

They are the best proof of your qualities as an artist.

Principle #8:

Speak to their most common fears and

concerns and give them security about the action

they are supposed to take.

Principle #9:

Write as if you’re speaking to a friend.

Choose a familiar language that is easy to

read.

Principle #10:

Use questions to engage their mind (not to be

overused) to engage and interact with your readers.

Principle #11:

Give value – interweave helpful tips, guidance,

samples.

Make sure your audience stays.

Principle #12:

Use plenty of time and care for the headlines (for each page on your website

and each article).

Principle #13:

Always include a call to action!! Make it really

clear for people what you want them to do.

There is power in that principle of giving the next

step.

A last word…

Use photographs and diagrams, video, audio to emphasize sincerity and

authenticity.

They build relationship much more quickly than the written

word (don’t make it overly produced; remain genuine).

ConclusionI hope you enjoyed learning to Magnetize Your Audience through these 13 principles for a compelling website! These are the skill sets you must develop if you want to truly connect to your audience and to double your concert activity. In closing, I’d like to congratulate you... Not only for finishing this presentation – but for stepping up to a leading classical musician.  You are part of the group of people that are positively influencing and inspiring the hearts, minds and souls of the citizens of the globe. 

I thank you for your dedication and your music. I applaud you for your courage. And… I’m beside you and behind you all the way.

Until our paths cross again… consider getting more support through our mentorship program!

We noticed that our most successful clients are the one that work with us 1-1.

Check it out here:

http://musicconsultinginternational.com/mentorship

Good-Bye!♫