Bob Baker's Indie Music Promotion Blog

Music marketing ideas for DIY artists, managers, promoters and music biz pros


July 25, 2007

Sum Yourself Up in One Sentence

Last week I blogged about a funny fake music news story over at TheOnion.com. And it reminded me of a marketing lesson we should all make good use of ...
A couple of years ago I heard an interview with some of The Onion's editors on NPR. They talked about the writing process and how they choose which funny fake news stories to run. The answer: It all boils down to the headline.

At editorial meetings, each writer comes to the table with a list of possible story ideas. To introduce each idea, all they do is read the headline they've written for the story. If everyone laughs, they know they have a winning concept that may be worthy of a full story.

To demonstrate, here are some recent Onion headlines:
  • Open-Minded Music Lover Likes All Kinds Of Metal
  • Acid Trip Better Planned Than Vacation
  • Outdoor-Music-Festival Grounds Mistaken for Refugee Camp
  • GEICO Saves 15 Percent or More by Discontinuing Advertising
  • Singer Cites Girlfriend as Reason He Lives, Dies, Breaks Down, Cries
  • Average Age of Wacky TV Neighbors Dropping
  • Single Bee Sends Gathering of Humans Into Helpless Panic
In The Onion world, a good headline delivers the whole story, complete with the punchline. The rest of the news story simply takes the core idea and expands on the joke.

So where's the music marketing lesson?

Well, what's your headline? How do you describe your band or your new CD or your next gig so that people immediately "get it"? Because, once they get it, then -- and only then -- can you expand on the premise and feed them more.

If an Onion writer has to take even one minute to explain a funny premise, the idea is dead in the water. The Onion's editors believe their readers shouldn't have to work hard to comprehend and enjoy entertainment. Treat your fans and potential fans with the same respect.

-Bob

Did you enjoy this blog post? Subscribe now and get all of my newest ideas delivered by email or RSS feed. Learn how here.

Guerrilla Music Marketing HandbookCheck out Guerrilla Music Marketing Handbook, my bestselling, "must-have" title. Now revised and updated, with four new chapters on Internet music promotion. Get more details here.
Get more tips like these when you subscribe to my free Buzz Factor ezine — the longest running music career tips email newsletter on the planet. Since 1995. Learn more about the free subscription here.


Or just sign up using this quick and easy form:

Your First Name
Your Primary Email


Your email address will not be shared. Unsubscribe at any time.

Connect with

posted by Bob Baker @ 10:40 AM   0 comments


0 Comments:

Post a Comment

<< Home