Let me tell you a little secret about how to get media (radio, music blogs, podcast hosts, etc) to open your emails.
This secret is what gets them to actually read the email too. And reply to you so you can have a conversation about getting featured on their platform (radio station/show, blog, podcast, etc).
Certain Specifics Are Essential
I’m an uncommon person, meaning that I don’t do things that most people do. Most media people (or people in general) don’t open the majority of emails they get, especially from people they don’t know or have ever talked with.
They either don’t have time, and/or they have so many things on their plate that opening every message from a band announcing their release would take an eternity.
How do you think that musicians or promoters get through to radio and media for feature?
Most people assume that they hire a publicist or PR firm to do this effectively. Sure, you can try that. Your average PR campaign runs at $5000 on the cheap side.
Many of these PR companies send one big blanket email out to a few thousand email addresses. The email might have some nice images embedded, a lot of nice things said about the band and their new release, and even a few quotes or reviews.
These don’t get a response, usually. They don’t get opened much either.
The BIG reason for that is a lack of specifics.
I’m not like most of the media entities out there, even though I get a TON of emails sent to me daily from strangers, all wanting their music featured on my radio show and want to book an interview with me. The more music curators I talk with experience the same things I do.
Some of them reply and ask questions. Some just delete the email. All of them want you to know some specific things before you message them, and state specific things in your email. Here’s what you need to know before sending a cold email to a music curator to pitch your music.
Why Not Every Music Curator Responds To Email Pitches
Since I’m uncommon, I reply to people, even if their email doesn’t say what it is that they want from me.
My response always asks a question, because whether or not I am a good fit for them isn’t as important as them (potentially) seeing how a modification to their methods can bring about better results.
The first thing to be specific about is WHO you want to get in front of. Or better stated, WHO you want to contact.
This means that you’re contacting 1 person, not 10 or 100 people at one time.
One-person-connection is both a mindset shift in the way that you communicate, as well as a focus shift on reaching a particular person that you’ve identified as having your target audience.
You illustrate that you’re specific about wanting to reach this person in 2 ways:
- You name their station/program/blog/podcast/platform in the subject line
- You address them by name in the opening of the email, and state their platform name in the first paragraph (preferably in the first sentence or two) of your message
The reason why getting specifics on talking to 1 person matters is that the message is personal, targeted and meaningful to the person you want to reach.
How do you feel when someone sends you a spam, blanket email? Does it make you feel like they value you or want to connect with you at all?
Or does it make you feel like you’re just a nameless, faceless number to them?
When you identify a certain person and platform that you want to reach, you create the conduits for connection.
Tap Into How You’re Wired To Make The Connection
We are naturally wired as humans to want to connect 1-1 with people.
This means that you know the person’s name that you’re contacting, and what platform they work on.
Names matter when you’re contacting media. As Dale Carnegie said,
“Names are the most important word in any language.” (How To Win Friends & Influence People)
Getting names right plays a vital role in getting the person to read your email, AND reply to you.
The reply is actually what you want. The reply is golden because it can lead to a conversation and potential collaboration (more on this in the next few days of Growth Farming Lessons).
When you do something that is uncommon and send a personal message to a specific person, you gain their attention, interest, and willingness to hear you out.
You may be wondering how to go about finding the right people to get specific about. Where can you find the right media for your audience? How can you know which media is best for your music to grow your audience?
The process for identifying the right media for you, reaching out to specific people, formatting your messaging and building the relationship is all inside the DIY Musician’s Radio Handbook, and taught through video in the Indie Radio Promotion Course. That’s a learn-at-your-own pace method of taking what I’ve shown you here and moving into the next steps.
Another great way to learn about building your outreach is through working with me 1-on-1 with private coaching. Whether you’re wanting to build a full marketing strategy that includes establishing your artistic identity, understanding your ideal fans, and cultivating effective relationship building techniques or you want help with 1 specific question at a time, I’m here for you. Set up a time for us to talk more here.