Beware Cheapskates and Bargain Hunters

While I was down in Northumberland at the weekend I had the good fortune to be visiting at the same time my brother had an hour long outdoor concert. He plays classical guitar in a trio with a world class cellist and accomplished accordionist.

The music was a blend of classical, jazz and folk arrangements by the musicians themselves. I felt privileged to be able to attend the show, set in an intimate and atmospheric outdoor venue.

I was glad for my own enjoyment and it was good to know that I was supporting working artists too.

I was surprised when my brother mentioned he'd had a bit of feedback from a woman who said her friend was unable to come because the ticket price was too much.

That's too bad for her. I thought it was a really good deal considering the standard of musicianship. And it made me think about how often people do not appreciate the value of an offer - like the concert, but they still want it while begrudging the price.

Musicians are among those hardest hit by lock down, in terms of their livelihood.

Recently I heard an interview with Nadine Shah, whose album ‘Holiday Destination’ was shortlisted for the 2018 Mercury Music prize, where she told the Radio Scotland interviewer how during lock down she had to move out of her London flat back home with her parents in the north-east of England.

Because touring was her bread and butter and she made next to hee-haw from record sales her income vanished overnight.

I couldn't believe it. And that is someone who has had ‘critical acclaim.’ (A reminder that ‘acclaim’ ‘likes’ and ‘shares’ does not put any money in the bank).

Professional artists are the people who delight, inform, move us emotionally, change our lives, and yes entertain. They’ve spent years practicing, investing in expensive tuition, studying and honing their craft.

And yet so often we expect musicians to give us their music for free.

I think that’s a bit rich.

They still gotta eat like the rest of us.

I told my brother, well let the cheapskates be put off.

The customers who matter are the ones willing to pay what it's worth. And as soon as you devalue your product people will come to expect cheap prices. And you will get cheap-ass customers.

Look at all those musicians who played for free during lock down to say ‘thank-you’ to NHS workers. Perhaps their time would have been better spent working on ways to make money as an artist in this brave new world. With online lessons and subscriptions for group coaching (just two ideas for example) they could have been making scratch from the comfort of their own living rooms until the uplift of lock down.

A lot of people don't value copy writing as a service.

That's OK.

I would rather have clients who understand the importance of being able to craft a compelling sales message to the right audience.

And if you think ‘it’s just a bit of writing,’ crack on.

Never mind the market research, knowing your audience and their desires and pain, nailing tone of voice, and writing in a way that makes sales.

David Dickinson of ‘Bargain Hunt’ fame might get all excited at ‘cheap as chips’ items, but I would rather pay the piper and get some decent tunes.

email me rachel@rachelhunterwriting.co.uk