Attention is one of the underlying currencies of the web. Every piece of information on the web receives some amount of attention. This amount can be zero, but most of the time it is not. Attention can be converted into nearly anything of value. Action, monetary units, fame and depending on the nature of it and its recipient - even happiness.
Attention needs to be treated like the precious resource it is. Collect it whenever it is offered, use it responsibly and direct it to the cause you think it is worthy of.
In my last blog post I promised to explain why I tried to get you to sign up for the email newsletter that goes with this series of blog posts. That’s because it’s one of the best methods to contact people when they want to be contacted.
Emails get read whenever people feel like reading them, messages sent through email are not going to get lost in your timeline on Twitter or Facebook and they don’t require recipients to log into a special service or visit a website.
I’m not going to go into any detail about how important Twitter, Facebook, Tumblr and even MySpace are because if you’re reading this you most likely know that already. Until Google+ gets its act together and allows accounts for bands and corporate entities I wouldn’t recommend using it unless you’re releasing your music/apps under your real name.
Instead I’m going to suggest you add a list of ways to follow you to every email you write, blog entry you’re posting and to your Twitter info as well (you do have a Twitter account, don’t you?). You’d be surprised how many artists email me links to their tracks and how few of them mention any way to find out more about them in their email signature. Make it easy for your fans and followers to keep up to date with whatever you’re doing.
They’re offering you their attention by reading your mail, why not treat it responsibly?
If you have a blog it should feature these bits of information in a prominent place:
Pick the most important ones and add them to your email signature as well if you feel comfortable doing that. If you have a ‘business’ email account then I’d say this is mandatory as well.
If you still have some time left, you can create your own email newsletter using Mailchimp.
Everybody is busy, few people have the time for it, few have enough experience with it and the people who do are using their know-how for Evil(TM).
I’m talking about marketing and promotion.
If you’re an iOS developer or a musician then marketing and PR usually is an afterthought for you. You’ve got more important things to do and you’ll do this Facebook and Twitter stuff when you’re done with your new track/album/app.
You’ve got three minutes every day to spend on it and whoever has your attention should better make it count.
I’m going to explain to you why I’m not asking you to follow us on Twitter or Facebook.Yet. (Spoiler #1: Emails aren’t going to get lost in your Twitter timeline.)
Also I’m going to provide you with a short list of feasible und understandable steps that you can do in less than 5 minutes to push your product/brand/band/app. (Spoiler #2: One of them will be to make your users/fans sign up for your newsletter.)