I have thousands of artists on my mailing list. As you can imagine, I get hundreds of monthly newsletters. One thing I have noticed, now more than ever, is that the content of them is ridiculous!
The purpose of your newsletter is to update your fans and provide some benefit to them. Most newsletters I receive focus on the artist's upcoming shows, their kickstarter campaigns, links to their social media networks, how great they are, pictures of themselves and even one included what they wanted their fans to give them for Christmas (including what type of clothes, new guitars and a car!) Really?!
Just like you hate being stuck with people who talk only about themselves, your newsletter could be acting just like that. Here are some ideas to put in it instead:
* Upcoming shows are fine but what is the value of coming to one show over another? For example, my shows are linked to different charities that benefit if you come to one over another. That way you can come to all or selective ones you want to support.
* Promote your shows as social events where people can hang out with you and expand their "friend base."
* Holiday and seasonal times of the year are great to include special places they can go with family and friends or even simple things like recipes.
* Share stories about people in your fan base or interesting events or things in the community where you live. Help your fans see you as a "real person" and watch what happens.
The key is to create a newsletter your fans want to read. Don't focus on you but what would be interesting to them. Build a relationship with your fans and see how much they support you!
Author Tim Sweeney is head of Tim Sweeney & Associates, who are entering their 18th year of being, "the only true artist development company in the world."
Tim is one of the music industry's most sought after experts and consultants, and has written several influential books including "Tim Sweeney's Guide To Releasing Independent Records".
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