Marketing Lessons From the Grateful Dead
Imagine my surprise when I opened the unexpected package and learned that I’d won an amazing book, Marketing Lessons from the Grateful Dead.
It was sunny, warm, and beautiful, and I had a clear schedule, so I took the book outside, intending to read it from cover to cover. Instead, I found myself savoring every word as I realized that this is a book to read and study, so that its lessons can be learned and applied.
That was Thursday. Today, I want to share with you what I learned in the Introduction and Chapter One, “Create a Unique Business Model.” As most Deadheads know, and as the book’s authors write, the Grateful Dead turned the music industry’s “business model on its ear.”
Instead of doing concert tours to promote record album sales like other bands did, the Grateful Dead focused on earning their income from live concerts where they created an experience for their fans that was unlike that of any other music band at the time or since.
Instead of playing the same songs in the same sequence at each concert, each show, and I’m quoting the book directly here, “had a unique set of songs, and each song was played in a unique way.”
This is part of the reason fans were drawn to attend each show. It is also why some of the Grateful Dead’s fans, known as Deadheads, made a career of following the band and attending their concerts wherever they played.
Another thing the Grateful Dead did differently from other bands was they allowed their fans to tape and even film their concerts. The band was unconcerned about “losing control” of their music and, in fact, encouraged their fans to exchange their recordings. The Dead even set up an area at each concert where fans who were recording the concert would get the best sound.
By creating this unique business model that was unlike what any other band at that time was doing, the Grateful Dead created a multimillion dollar music empire and their fans were their biggest promoters.
How can you, as a freelance writer, use the Grateful Dead’s unique business model to take your business to the next level?
Businesses that stand out from their competition are few and far between. The book’s authors suggest that you ask yourself what you do better than your competition, then find a way to use that to position your business as the one with the solution to your customer’s problems.
As I read each chapter, I will report back to you, my readers, and we’ll discuss how you can use these marketing gems to help catapult your freelance writing business to success.