Here's the core marketing problem both in the arts and damn near any other field:
How do you get people to chose you when the number of options approach infinity?
That's what technology and globalization has done. It has created multiple options AND has made people aware of those options.
Because of this a simple question like "what do you want to do tonight?" opens up a ton of possibility.
How do we manage this explosion of possibility?
We start to filter our options. We are looking for the best of our infinite options.
Of course the word "best" is relative. My best isn't your best. For example, for many people best equals well known. That's a prime reason why some invest so much time and energy into visible, loud (and often very expensive) marketing. The theory is that if you know about it, there must be something about it worth knowing.
For some, it's the exact opposite. The more famous/popular/rich/well known something is, the more they try to avoid it.
The point is we are all looking for some version of the best. It's our way of surviving infinite choice.
So here's the question:
What best is your work serving?
Is your work the best for a particular, tightly defined, audience?
Is your work the best in a defined geographic location?
If the honest answer is that your work doesn't reflect the best of anything in particular then consider how you can redine the work, or the audience, or the delivery method in a way that will achieve some version of best.
In a world of infinite choice, it's best or nothing. Which way do you want to go?
Note: Time for a little blogging break. I'll be back on Dec. 12
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