Wednesday, July 20, 2011

Press Kits Pt 2: Benefits vs. Features

In this post we mentioned "benefits vs. features" in press kits. The information below can be adapted to fit in a  hard copy kit or an  electronic press kit.  Whether you're targeting a newspaper, client, promoter, or radio station, this should give you a starting point.

When we send out an email to a potential client, our email, in a sense, is a cover letter for the electronic press kit (EPK).  Here’s an example:

Dear ________,

When was the last time you participated in a conga line, played a washboard on stage, and danced the night away? That's the kind of party you'll get when you hire Chubby Carrier and the Bayou Swamp Band.  It's a swamp-funky zydeco good time because "there ain't no party like a Chubby party".  

We received an email from _______________stating that you were looking for entertainment for (date) (event)(trip).  For an unforgettable experience, please click here to be redirected to my press kit/website for an in depth look at what you'll get with a "Chubby Party".


(you custom signature)

P.S. I know your attendees will make lasting memories at your event.  Please call me at the number above for more details.

As you see in the above example, we want to get their attention right from the start.  We tell them what they'll get, and what kind of music we play.  If we can keep them interested, they will follow the link to find out more, and that's where the benefits await.  

But how is this achieved, you ask?  By taking the focus off of you and placing your attention on the client’s needs/wants.  How can you help this event be successful? 

Don’t spend all your time talking about your accomplishments, your time in the business, where you’ve played, and who you’ve played for or with.  For example:

"Joe Blow Band is a powerhouse rock band that will "blow" your audience away!  If you've never experience our show, you're in for a real treat.  We've been playing together for six years and have toured the Midwest and East Coast.  We've shared the stage with John Doe and Jane Doe...blah, blah, blah.  We've received awards from "here" and "there", etc.  Call us today!"

Okay, so that's a cheesy example, but you get my drift.  How does that help the client?  Not to say that there’s no need for self-promotion in an introduction, just don’t let that be the main focus.  Yes, tell them about your “features”, but also add in the “benefits”. (i.e. our opening line in the first example is not only an attention grabber, it's a benefit) You might have a fantastic show, but how do you conduct business? Will you benefit them in any way?  Will you help or hinder the function?  What will the attendees get from your performance? These are questions that potential clients ask. 

Try to think from the client’s point of view.  They might have a large event, say a corporate party or wedding, and they want to know that you’re reliable, honest, professional, and trustworthy.  They want to know that you’re going to show up on time, be prepared, have a professional appearance and demeanor, and that you can fulfill the agreements of your contract. 

Our press kit has a “benefits” section that states “Why you should hire Chubby Carrier and the Bayou Swamp Band”.  A few of the benefits include:

  • What the audience will do at our show (clap, dance, play washboard, sing along, participate in a conga line, etc.)
  • How our lengthy career benefits them (past experiences have equipped us with the knowledge necessary to provide attendees a memorable experience no matter what is thrown our way)
  • We are punctual and efficient
  • We are a family oriented show with no offensive material
  • We arrive ready to give a great performance

Be helpful and take care of your duties, so the client can focus on other areas of the function.  Make their job easier and they will become a repeat customer.

Will you put these tips into practice?  Any feedback?  Does this help? Let me know.

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