Emailing potential clients who don't know you: yay or nay?
Emailing potential clients who don't know you: yay or nay?
I've used email in this example but what I'm saying applies to all forms of unsolicited communication. I'm talking about sending out emails/letters/texts to musicians/potential clients you've found online, in a bid to market your recording services to them. What's your general opinion on this?
I'm of the opinion that word of mouth is always the most powerful marketing, but some people will simply never know about you unless you start the conversation first. I've tried this a bit recently - Although I strive to be polite and only reach out to people with whom I have legitimate common interests.
So far I've had mixed results with this. Very few people will outright say "no" (they're far more likely to just not reply) but I've gotten some delightful responses from Churches.
Any advice on how to do this properly, if at all?
I'm of the opinion that word of mouth is always the most powerful marketing, but some people will simply never know about you unless you start the conversation first. I've tried this a bit recently - Although I strive to be polite and only reach out to people with whom I have legitimate common interests.
So far I've had mixed results with this. Very few people will outright say "no" (they're far more likely to just not reply) but I've gotten some delightful responses from Churches.
Any advice on how to do this properly, if at all?
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- SoundOutWest
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Re: Emailing potential clients who don't know you: yay or nay?
There's a reason we all get so many unsolicited flyers and spam phone calls all the time and that's because push marketing does, to an extent, work.
But generally you have to be doing it in bulk for it to be effective, and studio services are not really a bulk-demand product.
Depending on where in the world you are (EU / UK for example) using someone's email or other personal details (name) for marketing without their explicit permission may be illegal, so tread carefully there.
Personally I'd keep working on the direct connections and where some brand / awareness building is required I'd focus on things like trade press and linkedIn / social media.
YMMV
But generally you have to be doing it in bulk for it to be effective, and studio services are not really a bulk-demand product.
Depending on where in the world you are (EU / UK for example) using someone's email or other personal details (name) for marketing without their explicit permission may be illegal, so tread carefully there.
Personally I'd keep working on the direct connections and where some brand / awareness building is required I'd focus on things like trade press and linkedIn / social media.
YMMV
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Re: Emailing potential clients who don't know you: yay or nay?
Yes - I thought there were GDPR issues for the UK and Europe with unsolicited emailing. From memory, I think you need to be able to demonstrate one of the approved reasons for processing. Its been a long time. The Information Commissioners website is the place to go.
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Re: Emailing potential clients who don't know you: yay or nay?
amanise wrote: ↑Fri Mar 01, 2024 9:24 am Yes - I thought there were GDPR issues for the UK and Europe with unsolicited emailing. From memory, I think you need to be able to demonstrate one of the approved reasons for processing. Its been a long time. The Information Commissioners website is the place to go.
Oh yes, you'd need to have a 'legal basis' for the processing but marketing use has additional restrictions to other kinds of processing.
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Re: Emailing potential clients who don't know you: yay or nay?
Drew Stephenson wrote: ↑Fri Mar 01, 2024 9:14 am There's a reason we all get so many unsolicited flyers and spam phone calls all the time and that's because push marketing does, to an extent, work.
But generally you have to be doing it in bulk for it to be effective, and studio services are not really a bulk-demand product...................
I once worked alongside someone that had a company that sent out flyers/spam etc and he said that in general they got a 7% hit rate, not much I thought, but then when he said he might send out 10,000 flyers/messages whatever then that 7% became a considerable number, 700 sales from a single campaign, not bad, but has to be a product/service that is bulk-demand.
Re: Emailing potential clients who don't know you: yay or nay?
Yep, it's frustrating as heck to be on the receiving end of it, but in certain circumstances it works.
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Re: Emailing potential clients who don't know you: yay or nay?
OneWorld wrote: ↑Fri Mar 01, 2024 10:40 amDrew Stephenson wrote: ↑Fri Mar 01, 2024 9:14 am There's a reason we all get so many unsolicited flyers and spam phone calls all the time and that's because push marketing does, to an extent, work.
But generally you have to be doing it in bulk for it to be effective, and studio services are not really a bulk-demand product...................
I once worked alongside someone that had a company that sent out flyers/spam etc and he said that in general they got a 7% hit rate, not much I thought, but then when he said he might send out 10,000 flyers/messages whatever then that 7% became a considerable number, 700 sales from a single campaign, not bad, but has to be a product/service that is bulk-demand.
7% seems exceptionally high, we are just discussing marketing strategy for Mrs S' dancing school and during the conversation I remembered that when I started the driving school leaflets were considered a pretty good marketing tool with a hit rate of 1%.
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Re: Emailing potential clients who don't know you: yay or nay?
For a studio business I would say a definite nay.
When we ran the studio, our most effective marketing (apart from word of mouth) was getting involved in local music events and sponsorship.
Also, if you are catering to local clientele, make sure that your business is on Google so that you appear in searches for studios in your local area. I've had a few clients come through that route.
When we ran the studio, our most effective marketing (apart from word of mouth) was getting involved in local music events and sponsorship.
Also, if you are catering to local clientele, make sure that your business is on Google so that you appear in searches for studios in your local area. I've had a few clients come through that route.
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Re: Emailing potential clients who don't know you: yay or nay?
1. A bad email or other message type can do as much damage as a good email can benefit. So make sure that your copy is spot-on! Also ensure that your copy targets that specific type of customer - this is very important!
2. Never bang-on about yourself or your company or whatever it is that makes you better! Talk about the customer - always! "Your next project" "Your song!" "Your voice!"
3. I've put together a video on how to write copy - here - https://www.youtube.com/watch?v=Ws9ORVYpqgg It contains the 12 things you must know.
4. The best book on how to write copy is Making Ads Pay (Timeless tips for successful copywriting) by John Caples. He was the man who wrote the greatest advert ever (in the opinion of most advertising people). That was in 1926 and it is still held up today as a perfect example of how to tell a very short story to sell something.

5. Never forget the call to action! "You can call today to discuss your project!"
6. The best book (IMO) on the general principles of advertising is Ogilvy on Advertising. David Ogilvy is the father of all modern advertising. He created a whole range of cosmetic products from one boring bar of soap called Dove. He introduced America and the UK to the VW Beetle. The told the world that the loudest noise in a Rolls Royce is the ticking of the clock.
7. Don't just rely on email - think about physical mail! People take physical mail more seriously! Your response rate will be far better! (That BTW is how Ogilvy went from office-boy to being a creative and then on to start his own agency - that lives on today - https://en.wikipedia.org/wiki/David_Ogi ... sinessman) )
8. Website and good printed coloured flyers and your calling cards!
So there you are! Chew through that lot and you too can succeed (where nearly all other recording studios fail!)
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- The Red Bladder
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Re: Emailing potential clients who don't know you: yay or nay?
Somewhat different tangent after watching TRB's utuub which TRB mad as a hatter
made me chortle. 
In 2015 2016 I approached in person two of the biggest names in UK advertising with a proposal to form with Israeli youths and Palestinian youths an advertising agency to promote the togetherness of everyday Israeli Palestinian folk.
Also highlighting how this would benefit these two big names.
I did it in such a way a 10year primary school kid would be able to grasp within 10seconds.
You know the saying you can bring a horse to water yet you can't make the horse drink.
Given current events.
It had the 12 points TRB mentions in the vid : summary of 12 points on screen at 13min38sec. This vid could be 25seconds butt TRB has to explain every point so that those not familiar can grasp.
The Red Bladder wrote: ↑Fri Mar 01, 2024 12:51 pm I've put together a video on how to write copy - here - https://www.youtube.com/watch?v=Ws9ORVYpqgg It contains the 12 things you must know.
In 2015 2016 I approached in person two of the biggest names in UK advertising with a proposal to form with Israeli youths and Palestinian youths an advertising agency to promote the togetherness of everyday Israeli Palestinian folk.
Also highlighting how this would benefit these two big names.
I did it in such a way a 10year primary school kid would be able to grasp within 10seconds.
You know the saying you can bring a horse to water yet you can't make the horse drink.
Given current events.
It had the 12 points TRB mentions in the vid : summary of 12 points on screen at 13min38sec. This vid could be 25seconds butt TRB has to explain every point so that those not familiar can grasp.
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- tea for two
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Re: Emailing potential clients who don't know you: yay or nay?
I do all my publicity by being there, as suggested. If I'm doing a little sound job - miking up a harp or something, I'll run up a pair of mikes and record the concert for study purposes. Once I've done that, somebody usually gets round to asking if they can have a listen.
I recently joined the local organists' association to make contacts for recording pipe organs. I have no doubt I'll get some "work" and it's all strictly within my capabilities or I don't say yes.
I kind of did the arithmetic on mailings and e-campaigns of various sorts, but for a retirement job it didn't make sense to me, in the end. The way I'm doing it, I get to work with people I know and largely like, in areas I'm relatively used to inhabiting. Not the way to build a new business, but comfortable for an oldie.
I recently joined the local organists' association to make contacts for recording pipe organs. I have no doubt I'll get some "work" and it's all strictly within my capabilities or I don't say yes.
I kind of did the arithmetic on mailings and e-campaigns of various sorts, but for a retirement job it didn't make sense to me, in the end. The way I'm doing it, I get to work with people I know and largely like, in areas I'm relatively used to inhabiting. Not the way to build a new business, but comfortable for an oldie.
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- Exalted Wombat
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You don't have to write songs. The world doesn't want you to write songs. It would probably prefer it if you didn't. So write songs if you want to. Otherwise, please don't bore us with beefing about it. Go fishing instead.
Re: Emailing potential clients who don't know you: yay or nay?
My reply, what have you done? what's your next job? where can I hear your recordings? why are you having to ask for work? and why do you feel the need to sell yourself? talent sells itself.
I meet people like this quite often, people that immediately start to tell you how wonderful they are at something , and how experienced they are, you can never have a conversation with them as they just talk "at you" rather than with you.
I come away feeling like I need to take a handful of pain killers.
I meet people like this quite often, people that immediately start to tell you how wonderful they are at something , and how experienced they are, you can never have a conversation with them as they just talk "at you" rather than with you.
I come away feeling like I need to take a handful of pain killers.
"I will not say: do not weep; for not all tears are an evil" Gandalf - J.R.R. Tolkien.
Re: Emailing potential clients who don't know you: yay or nay?
I’d be tempted to spend the effort on social media marketing and getting your website highly ranked for recording services in your area.
Life is wealth. (John Ruskin)
Re: Emailing potential clients who don't know you: yay or nay?
Yes, those two are essential.
But we are told remorselessly, day in day out, the holy grail is online. And e-mail is the answer to a maiden’s prayer.
So why are Amazon sending out physical mail?
They are doing the right thing. They know that not everyone spends all day gazing at a screen. They know that physical mail really works.
With physical mail the letter is essential. Can’t afford a letter and a leaflet or brochure? Stick with the letter.
If you have a good offer, start with that, preferably in a heading below the greeting. Don’t leave it at the bottom.
Don’t use first name and last – Joe Blogs. First on its own – Joe - works far better.
Long first paragraphs are the death to readership. Any paragraph with more than two thoughts is a bad idea.
Don’t use corny, clichéd language.
End with a strong call for action.
Here is one other thing that might surprise you - The type face should be the kind you’d expect in a letter. In sales letters I used Courier, it looks as if it’s type-written. And it still beats everything in tests.
If your copy contains a “big idea” that’s wonderful. But big ideas are rare. So if you just pay attention to all those little details, it makes a big difference.
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- The Red Bladder
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Re: Emailing potential clients who don't know you: yay or nay?
And research the people you are sending emails or letter to, to make sure that marketing is appropriately targeted. Don't simple spam everyone from a list you have acquired.
As small business owner I get numerous speculative emails every day offering service that my business could need. I would say that almost all of them are not appropriately targeted and are moved directly to my junk mailbox. I probably get one email a year that is worth saving should I ever need to contact the sender and give then some work.
As small business owner I get numerous speculative emails every day offering service that my business could need. I would say that almost all of them are not appropriately targeted and are moved directly to my junk mailbox. I probably get one email a year that is worth saving should I ever need to contact the sender and give then some work.