Messenger
Who is sending the message?
Most likely that will be you yourself. But it can also be somebody representing you: an agent, a promotor, a foundation. Be clear who the messenger is.
Message
What is the message?
Your value proposition stands at the core of your message. This is what you want to convey.
Objective
What is the objective? What is the message intended to achieve?
When you have defined the objective of your message, you can ‘shape’ it accordingly.
If your objective is to arouse curiosity,
then you have to
- grab people’s attention
- intrigue them
- captivate them
- make them want to know more
- make them follow you
- keep them engaged
If your objective is to sell,
what are you selling?
- A concept/concert/product to a programmer/venue/publisher
- tickets
- an album/CD/EP
- merchandise
- a workshop
- a method/guidelines/tutorial
If your objective is to acquire funding,
what kind of funding are you aiming for?
- from a public fund / private fund
- through incidental or one-off donations
- from a long-term donor = patron
if your objective is to inform,
what kind of information are you sending?
- Informing people that you exist (introducing yourself)
- updates on new developments (information about how you develop)
- upcoming projects/events (looking forward)
- reports on successful events (looking back)
Recipient
To whom is the message addressed?
It is important to know who will be receiving your message. By adjusting the tone of your message and what aspect of your product you highlight in your message, you can maximise the impact and effect of your message.
Programmer/venue is the recipient
What is the focus of this programmer/venue?
For example: You are a string quartet that performs both traditional repertoire and a new piece commissioned by your quartet in which the violinists and violist perform some tap dancing. If you propose your programme with Dvořák’s string quartet No. 10, Brahms’ Hungarian Dance arranged for string quartet and the new piece to a concert venue for a traditional Sunday morning ‘coffee concert’ you will emphasise the traditional folk elements in the music and the fact that your newly released CD was ‘CD of the week’ on the national classical music radio station. Whereas if you want to convince the programmer of the Into the great wide open festival (hip, open air, young audience) you will emphasise how modern the string quartet is, how it can embrace dance music of all times and how successful your tap dancing clip is on Instagram.
Fund is the recipient
What is the focus of this fund?
Is the focus of this fund on socially engaged projects, on diversity and inclusion, on young audiences, on proven quality or on new experiments? Is it a private fund owned by posh 75-year- olds, or a fund just installed by people that want to support young upcoming artists?
This can influence the tone of your message, and which aspect of your ‘product’ you highlight.
Potential audience is the recipient
What is the (average) age and ‘style’ of your potential audience?
This group of people is maybe not yet so familiar with what you do. Therefore, they need a slightly different information/message than people who are already following you. Is your potential audience grey-haired and posh, or young and hip? Are they maybe young children? Or parents of young children? This can influence the tone of your message, and which aspect of your ‘product’ you highlight.
Fans/followers/private donors are the recipients
What is the (average) age and ‘style’ of your fans/followers/donors?
Are they grey-haired and posh, or young and hip? These people already know you or your product to some extent. You want to keep them interested and engaged. It could help to create a feeling of being part of something, a community, to keep them involved. Is your recipient a potential long-term donor? You might want to make an effort to make them feel extra special, and stress the importance of their financial support. This can influence the tone of your message and you may address them more personally.
Journalist/influencer is the recipient
what is the style of the newspaper/blog/radio show/…?
Who is their audience, who are they sending their message to? This can influence the tone of your message, and which aspect of your ‘product’ you highlight. The journalist or influencer becomes the (2nd) messenger and ‘translates’ your message. Make sure your original message doesn’t get lost in translation!