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QuoteHi John, you may remember you answered my question this evening (in my time zone!) about identifying similar-sounding artists and you suggested focusing on artists with a similar USP instead. Great point and will no doubt take me in a somewhat different direction with how to approach Facebook ads etc.
So here's my USP as it stands. I put a ton of work into this so I hope it stands up but please feel free to be objective:
"Mark DuBerry is a guitarist and composer with an interest in Transpersonal Psychology and the Archetypal who writes orchestrally-driven music which is an exciting mix of modern and contemporary classical, jazz, atmospheric soundscape and progressive folk-rock."
A bit of context: You can probably guess my day job from this but it does genuinely feed into my music and is a key part of how I see things. Now I realise that what I'm doing musically is pretty niche so I'm not looking for huge sales or anything, just to locate some sort of audience/ fan base and build from there.
I also did the branding exercise where you suggest scripting a short music video. Here is the final 'distillation' which will hopefully find its way into the ad copy in some form and refers to the free track I am giving away for signing up:
"The music offers a sense of mystery and wonder, a holistic celebration of life in all its beauty and its darkness. It invites you on an uplifting journey into an other-worldly, archetypal and mystical dimension."
Here's a link to my album page so you can hear some of the music:
http://www.markduberrymusic.com/Album/
A video I made for one of those tracks if you'd like to hear it in full:
Thanks!
9:35 am
June 7, 2011
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Hey Mark,
This is probably a bit of a trickier one for me, just because the music is more outside of a traditional frame than the average band and I am not all that versed on.
That said, for me... your USP is pretty complicated. It does not leave me with a clear understanding of why I would like the music...
That said, I don't think it's bad. It is specific, which is good. And it may be that the disconnect is just because I am not your target audience. So take anything I say with a grain of salt.
But the way I look at this is that for that USP to be effective there needs to be a substatial number of people out there walking around, thinking to themselves... I really wish there was more music out there that explored Transpersonal Psychology and the Archetypal who writes orchestrally-driven music, that is an exciting mix of modern and contemporary classical, jazz, atmospheric soundscape and progressive folk-rock.”
I know it sounds silly when I put it that way, but that's literally the point of the USP exercise. You're trying to distill your unique selling proposition into a simple, quick thought, so that you can express something that overlaps with the conversation already taking place in your prospects mind. I'm not personally convinced that you have done that. But perhaps I just don't know your audience. It's completely possible.
If I was to personally describe your music to a friend, after listening to the video above and knowing nothing else, I'd say... Mark DuBerry makes orchestral music that is really intense and profound.
That's not particularly profound, or even well carfted. But it's how I would actually speak.
I get the psychological aspect that you referenced, and I think it's there, but it's really specific and I worry that it alienates a lot of potential fans who dig orchestral music.
If I was to try and target an audience like that I'd personally start by trying to target other composers who created pieces that were intense, and experimental, and not over complicate it. If you could make that convert then I might also try to dig deeper by combining audiences.
My goal would be to get the first 150 subscribers or so that I could create a lookalike audience as soon as possible, as that will likely be a better way to attract people since the specific interests may be a little more challenging to pinpoint.
Keep i mind that everything I said is only one person's opinion and offered after just a very brief glance. It will ultimately be up to you to decide what is the right USP.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hi John
Many thanks for your detailed and thoughtful reply, especially since as you say the music does not particularly fit into a traditional category. That's part of what makes this process difficult for me. Anyway, what you say all makes sense. I think you are right about the USP being over-complicated and the way you explain it in terms of what people walking around might think to themselves makes that clear. I do tend to over-think and over-complicate things at times so that certainly fits!
I'll review it and hopefully come up with something simpler and more immediate. The notion of it needing to be something that overlaps with the conversation that's already taking place in people's minds is really helpful. Having said that, your example for Lady Gaga and particularly the one for Eddie Vedder do seem to have a bit more to them than just being a 'quick thought'. I do get what you're saying though and those two do convey an impression which I could well imagine overlapping with a listener's felt experience.
The thing is I'm trying to capture the fact that I do draw on different genres and increasingly include other non-orchestral elements into what I write so that makes describing it as merely 'orchestral' doesn't seem enough. However then I do run the risk of over-complicating it by trying to capture the full story. The key probably lies in using the right descriptive words (like the ones you have suggested) to convey something of the particular flavour or style of the music itself, apart from the instruments used, or rather the experience it is likely to evoke.
I absolutely see what you mean about the psychological dimension and that's really helpful. By trying to broaden it out and place the music within a wider frame of reference I could well be alienating listeners who would just like the music and might well even be put off by such notions. Point taken - again I'll see if I can find a simpler way to convey what I mean without spelling it out.
Your suggestions on how to approach targeting are excellent and give me something more specific to work with. Yes, I have been finding it hard to identify specific interests so I'll have to remind myself what developing a lookalike audience involves.
I'll report back with the revised USP to see if it's more on track.
Thanks again for your fantastic input John. Much appreciated!
Hey John
Here are a couple of variations on another attempt. I've tried to keep it relatively simple while including the elements that I think make the music stand out and that might appeal to a particular niche, rather than just orchestral music in general which these days often means either pure classical or else 'epic trailer music', neither of which describe what I do. You'll likely say that it's still too complicated in which case I'll have a good cry and then try and trim it further! 
"Mark DuBerry creates intense, dramatic music for orchestra, guitars and electronics. His deep and atmospheric sound is a mix of cinematic soundscape and more driven progressive and jazz influences."
Or:
"Mark DuBerry creates dramatic, atmospheric music for orchestra, guitars and electronics. His deep and intense sound draws from a number of different genres including modern classical, jazz and progressive rock."
I know they're very similar but I’m leaning toward the second one.
Let me know what you think anyway.
Thanks, Mark
1:43 pm
June 7, 2011
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Hi Mark,
I'm glad that the way I'm approaching this is making sense.
I think what you have is definitely better, and I think it's a workable USP.
The only sticking point for me is that I think it's not how people actually think.
I think that "Mark DuBerry creates dramatic, atmospheric music for orchestra" is probably all that needs to be said. Though "for" orchestra is not a way I would word it unless you are actually creating the music for orchestras to perform. I wasn't sure if that was what you meant.
It even makes sense to add "with" guitars and electronic instruments.
But once you get into "His deep and intense sound draws from a number of different genres including modern classical, jazz and progressive rock", it is too complicated to me.
That reads fine for a review, but I don't think it's how people think.
People (like me) will hear your music and instantly form an opinion of what it is. That short nugget is what we are trying to hone in on. How would people describe what is truly unique and remarkable about your music to their friends.
For me, if I went in to the house and described your music to my wife right now I'd simply say "intense and dramatic orchestral music".
But you gotta do whatever makes sense to you, as you obviously know your stuff much better.
Just remember, the USP is not copy for public consumption. It is just the core essence of what is remarkable about you as an artist, in as few words as possible. Once we get that down, ever other decision becomes clear and easy.
Hope that helps.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Excellent John, again that all makes sense and I'm taking on board what you are saying. If you wouldn't mind casting your eye over these two versions to see what works best that'd be great. I think I'm almost there..
"Mark DuBerry creates dramatic, atmospheric music for orchestra with guitars and electronic instruments." This still has the problem of "for orchestra" implying performance by a real orchestra as you say, which isn't right. Good point.
So:
"Mark DuBerry creates dramatic, atmospheric orchestral music featuring guitars and electronic instruments." This works better I think but I'm not sure about "featuring" being the best link word. "With" doesn't seem to work in this sentence.
I could also replace 'atmospheric' with 'intense' as you suggest, or even include the latter as a third adjective, i.e. "intense, dramatic and atmospheric orchestral music.." but maybe that's starting to get too complicated again.
Many thanks,
Mark
3:02 pm
June 7, 2011
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Hey Mark, I think "Mark DuBerry creates dramatic, atmospheric orchestral music featuring guitars and electronic instruments." is a solid, clear USP.
The considerations you point out about the word featuring, or intense, don't really matter for the purposes of your USP. The USP is not crafted with public consumption in mind. You may end up using it in your copy, but that's not the point of it.
As you proceed, it becomes the key to unlocking answers to all of your questions...
Who should I target?
People who like dramatic, atmospheric orchestral music featuring guitars and electronic instruments.
How should I design my site?
So it appeals to people who like dramatic, atmospheric orchestral music featuring guitars and electronic instruments.
What should I use as my album artwork?
Something that communicates that you make dramatic, atmospheric orchestral music featuring guitars and electronic instruments.
What should I blog about?
Something that will be entertaining or moving to people who like dramatic, atmospheric orchestral music featuring guitars and electronic instruments.
It's that simple.
Whether you pull from the USP and use it directly in your copy is beside the point. That said, we often do.
Good stuff!
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hey that's fantastic John! Yes it feels much clearer and more focused now that I've let go of the need for more detail.
Thanks for spelling out the purpose of the USP in relation to those key questions, that's really useful. It does seem simple when you put it like that. However the process of arriving at a workable version felt far from simple, even though the end result now is. From looking at other posts etc. I know I'm not the only one who has struggled with this. However going through it is an incredibly useful exercise in order to become clearer about what it is we are trying to do, which as you say will impact every other decision along the way.
Anyway, I feel much more equipped to carry on with the next stages of the process now.
I really appreciate the help you have given me here as well as all the great tutorials and posts you have written to help clarify this for other people. It has been an excellent support. And thank you for your friendly but honest manner and for your generosity - you are really good at this stuff! 
All the best,
Mark
11:11 am
June 7, 2011
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Hey Mark,
Thanks so much for the kind words and acknowledgement. That means a lot 🙂
As you point out, you're certainly not alone.
The whole USP thing is an odd one. It's really not something anyone else in the space talks about as it's not a "music industry" word, and I often hesitate to keep stressing it so much because I know that many musicians struggle with it, and it times it feels like I'm coming off as "marketing guru guy", as I try to stress concepts and terms like this...
But I do it because I really think it's a crucial light-bulb moment for people.
Most musicians have no idea what they are doing when it comes to marketing. They understand the concepts of advertising and promotion, but they don't understand how the pieces fit together, and worse, they often don't understand that they don't understand how the pieces come together.
But selling is not just a process of bowling forward, hoping to knock down as many pins as possible in our path. It's about understanding that we are selling a specific product, with specific values, to real human beings. And to do that we need to get extremely clear on what it is we are actually selling and how it is appreciated by others.
That's not always perceived as fun, by musicians who are largely driven by instinct and creative passions, but once people work it out, it always has a pretty significant impact on their marketing, and their careers in general. It also saves time, money, and energy that might have otherwise been spent in the wrong places.
And keep in mind... there is plenty of room for the more complicated discussion around your music. It's just not part of the USP, and now you will know if that conversation is right for your audience because you can ask yourself, would people who like dramatic, atmospheric orchestral music featuring guitars and electronic instruments be interested in hearing this story 🙂
Thanks again for the feedback. Glad it's all falling into place.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
You're welcome John and it is sincerely meant.
I've no doubt you are right about this and other 'marketing' concepts being alien and even somewhat distasteful to creative people whose passion is for whatever art they practice, rather than for grappling with anything to do with promotion and sales. No doubt there are exceptions to that but probably most of us do it because we have to rather than because we want to. So there's little motivation or desire to really think things through and do it properly rather than somehow muddle along with an overly subjective and vague sense of our identity, brand or whatever. Which is why it's so important to have someone like you who can bridge the two worlds and offer both encouragement and real know-how for us to learn how to think differently about these things.
Time will tell but hopefully my efforts will be more focused and fruitful as a result of this discussion, although as I said before I'm under no illusion that the kind of music I write will be anything other than a niche interest, which I'm ok with. As long as I can find my way to those folks who will get what I'm doing then I'll be happy enough to appeal to a small audience. Until of course I get that 'big break'!
Good to be reminded that the deeper discussion about my music could still have a place, even if I have to consider its relevance more carefully. Maybe the best place for it is inside my own head! Either way, separating it out from the more 'functional' USP has been a great learning for me.
Thanks again for everything John.
1:54 pm
June 7, 2011
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That's great to hear. I think real fans will love the deeper conversation about the music. But we need to go create those fans first. It's really no different than in real life. If we started talking to total strangers about the nuance of our lives, we would lose them. We need to build to that and start with establishing a much more basic connection. But I think you get it now. Good luck going forward and let me know if I can ever help with anything along the way!
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
That's a very good analogy John, to build up to the deeper conversation by creating a fanbase first as we do with relationships in real life. I'll certainly keep that in mind going forward.
All the best and yes, I will get in touch if I need any more help.
11:48 am
June 7, 2011
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Sounds good Mark. Cheers.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hi John
I do have another question that you may or may not be able to help with. Earlier you suggested targeting audiences of other composers who created intense, experimental etc. orchestral music. It may seem strange but I'm finding it hard to identify any composers that would fit that description. I presume they would also need to be well-known in order to have any sort of audience? There's lots of stuff on YouTube, SoudCloud, Spotify etc. that I can find by using relevant search terms but they mostly lead to people who write the likes of 'trailer music' and who are pretty much unknown. Certain famous classical composers like Stravinsky, Ravel and Debussy do come to mind but the problem is that although I love their music, it would be nothing like mine. Then there are the film music guys like Hans Zimmer, Johann Johannson etc. but the same problem applies there.
I am well aware this is not your kind of music but would you have any suggestions on how to go about identifying such composers in order to start targeting their fans? Thanks!
Hi Mark,
When you are extremely nitched out, as you are, it can be more of a challenge, but what usually works for me is to target the largest-closest artists I can. Even if they are pretty different. Remember, you are promoting your USP, not the USP of the artist whose fans you are targeting. So for things to work, you need the targeting to only get you in front of some of the right people. Your USP and teh algorithm can do the rest of the work.
So I would start by creating multiple ad sets, each one targeting the same artists you just mentioned, and see what happens. Hopefully one of them gets you close.
Once you get 100 - 200 subscribers you can create a lookalike audience which will hopefully do even better. In situations like yours, it often takes creating a lookalike audience to really find a profitable audience.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
That's great thanks John, gives me something to work on. The idea of only having to get in front of some of the right people, who would already be fans of those 'largest-closest' (love that!) composers makes a lot of sense. I'll move ahead on this basis and see what happens.
Sounds good Mark!
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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