What Rappers Do for Marketing that Entrepreneurs Can Do Too!

I have long enjoyed reading Rolling Stone magazine. The writing is wonderful, I like being introduced to new music, and I’m fascinated by their reporting on the music business (as well as their articles on government and the environment).

Lately I’ve been noticing a growing number of rappers, djs and R & B artists making a name for themselves without the help of record label or any “traditional” marketing. Instead, they’re giving away loads of free music via “mix tapes” and Web downloads. And they’re lending their voices to other people’s songs whenever possible.

They give away a lot for free, and collaborate rather than being the star all by themselves, so they can become known to a wiser audience. And to generate huge buzz. Boy does it work…

By the time they actually come out with an album of their own they have a community of rabid fans waiting to get their hands on it. They’re generating hundreds of thousands of sales at a time when record companies are practically dying on the vine.

Talk about smart marketing! This is genius!! Entrepreneurs…Watch and learn.

Too many business owners are so terrified of giving away the farm they aren’t willing to give away anything. The thinking is “Why buy the cow if you’re getting the milk for free”, right? But these rappers are proof that this just ain’t so.

Giving people a taste just whets their appetites for more. If they like what you gave them for free, they’ll want more. And if it’s so good they’re craving it, they’ll happily pay it too.

Interestingly, it’s a lot like the type of marketing I’ve been doing and teaching for years (though I’m certainly not alone). I write tons of content that I give away free on my blog as well as via online article submissions…I interview other people and regularly am interviewed on the radio and online…I post answers to questions on forums and do speaking gigs locally and nationally.

Just like those musicians I’ve giving away sample. And I’m doing cameos with other people so I can introduce myself to their communities.

The result is that thousands of people have tasted and tested my wisdom. Many of them have liked what I offer enough to come to my site and get more for free. And when I have something else of value to offer them, they’re happy to pay for it.

The key lies in knowing what to offer for free, and what to charge for, because you do need to make a living after all. But when you get the balance right miraculous things can happen to your business—and your bottom line.

Have you used free content or other freebies to grow your business? If so, I’d love to know how it’s worked or what’s worked best (or worst). If not, what’s stopping you? Please do share your thoughts by leaving a comment below…