Perhaps the most important thing to remember about your email newsletter is that it’s a direct connection between you and your fans. So what should the tone be? Ideally, it should be written in the same tone you use when speaking to your fans from the stage. Your stage persona is the one your fans fell for, and your newsletter should be a natural extension of that experience. Just as it’s critical for every musician to find their “voice,” it’s also very important that your “voice” extends to all of your communications with your fans (email, Twitter, Facebook, MySpace, etc.). Let your fans into your personal life as much – or as little – as you like, but always be cognizant of the fact that your fans are following you for one of four reasons:
- They listened to your studio recording(s) and really liked what they heard.
- They saw you perform live and really liked what they heard.
- They think you’re interesting.
- They think you’re hot.
In any of these cases, it should be quite easy for you to deliver. For the fans who liked your studio recording(s), your newsletter is an opportunity to invite them to attend an upcoming live performance. For the fans who liked the live performance, give them a free MP3 in the newsletter to pique their interest in purchasing one of your studio recordings. If they think you’re interesting and/or hot, keep on doing what you do and they’ll inevitably start looking into either buying your studio recordings or attending your shows.
In a nutshell, it’s all about building momentum and growing a fan base that’s mobilized to help you succeed. Take the time to engage your fans on a regular basis (ideally through both social media/networks and a regular email communication) so that they remain mobilized and so that their interest in you doesn’t fade. You want to succeed as a performer, and keeping your fans engaged is the most critical component to that success.