Second Time's a Charm
The Magic of Follow-Up
by Bob Baker

So ... Do you follow through on your marketing efforts? Before you give me a knee-jerk "Yes" answer, really think about it. Honestly.

When you send a press kit, leave a voice mail message or send an e-mail to a media person, do you contact that person again if you don't get a response within a few days? What about a booking agent, club owner or program director?

Do you equate the silence you get after a single attempt to reach someone as a big, fat "No" -- and then curse the world because no one seems to give a rat's buttocks about you?

Don't stress, just pick up the phone or fire off an e-mail ... again. You may be surprised by the progress you make.

Case in point: Last week I let you in on my experiment to get some press exposure for independent music by taking advantage of the popularity of "American Idol." If you missed that issue and want to see the PR angle I'm pursuing, take a look at http://www.bob-baker.com/amidolnat.html

Over the last couple of weeks I started sending e-mails on this topic to a few local St. Louis media people. The immediate response to my well-thought-out pitches: zilch. Not one replied.

Sure, I was hoping the idea was so clever and timely that people would flock to interview me ... but it didn't happen. I could have sulked and given up. Instead, I sent follow-up e-mails to all of them.

Within a few hours, the first reply came from a radio talk show host. "Sorry, but I'm gonna pass for now." Disappointing, but at least I got a response :)

Later that day, a second reply came from a radio news show producer. "Sorry I didn't reply sooner. I like this idea a lot. Can you do a five-minute phone interview next Sunday?" Now we were getting somewhere.

The next day, I really hit the follow-up jackpot. After this TV reporter for the CBS affiliate read my second e-mail more closely, he loved the idea. I'm booked to appear on his weekend news show ... and next week I'll also be a guest on his new morning radio show to talk about "American Idol."

All this because I took the time to follow up. And this is only the beginning of my little media campaign.

The thing is, most indie music promoters don't connect a second or third time with people they try to reach. To self-defeating promoters, a lack of response must mean a lack of interest -- that the artist or story idea isn't worthy. But that isn't always the case.

People are busy. They may be interested in your proposal but get sidetracked and forget about you. Not to worry. A friendly reminder note can be just the thing to reawaken their intentions to get back to you. Or it can be the trigger that inspires them to more seriously consider your idea and make a decision on it.

The difference between success and failure can often be measured in mere inches. Following up is just one way you can set yourself apart and make people wonder how you got so lucky to enjoy all the exposure that seems to naturally come your way.

Until next time ... Get out there and promote yourself! (Then follow up and do it again!)

-Bob

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