Why Be Average?
I recently performed a search for a "wedding band" in Milwaukee using thebash.com. I went through this effort because I wanted to understand how other musicians represented themselves in the market.
Were they customer-focused?
Were they selling an experience?
Did their efforts prove profitable?
I hypothesized that bands that differentiate themselves from the others, have a clear customer focus, will have more bookings per year than others. I believe I am right. Here's why.
The top 50% of bands all demonstrated the following:
Unique musical offering - the top 20% included a mariachi band, Irish duo, Bahamanian inspired solo artist, gypsy jazz band, and a dixie group.
A strong customer value proposition - the top bands made clear that the customer was the focus. The Bahamanian artist invites us on vacation with him using "Book your instant vacation now."
Of the bands in the bottom 50%, 60% of them were industry averages. What's the industry average?
Groups were describing themselves as "party" or "wedding" bands.
Groups were selling the idea that they "play all things" for "all people."
On average, these groups book one gig per year. Top performers book four gigs per year on average.
Groups consistently messaged that they "customize to fit your need."
I realize this is not a scientific study. These groups may book loads of gigs outside of the bash.com. However, Bash is an industry leader and requires an enrollment to be listed. If you're going to register yourself with an industry leader, wouldn't you want to differentiate yourself?
If you want to be like everybody else, do it. But, if you're going to make a difference in the world, do something different.
Know what your audience needs and share it. Know the Question. Be the answer.
Show Up. Bands on bash.com actively use the service. Whatever you choose to use, show up.
If you're going to offer what everyone else does, offer it differently.
Why be average?
