This week, Text Message Marketing, Let’s go -
Ever get a text from someone running for office, or the place where you just bought a new hat or the non-profit art center you visited last Tuesday, or even Starbucks on your birthday? Well, just so you know that's called SMS (Short Message Service) Marketing or text message marketing. Moreover, if you are gambling person the odds are in favor of using this type service because it’s Person To Person, from you to them and lets “them” know exactly what’s on your mind and what’s in it for them. Now one would wonder if SMS is good for folks in the arts or small business or even churches. Remember the odds I just mentioned? The open rate (the ratio of when folks read your stuff) is 98% vs 20% on email, and yet I still just sent you an email. 🤦🏽♂️ The other fact about SMS is that it goes to the receivers phone, which is probably in their hand right now or at least in their pocket, bam 💥 instant communication.
Now if we want to apply this to the music industry we know that the “game has changed” tremendously since “back in my day,” therefore we have to change with it or get left behind. The average person sends and receives about 40 text messages per day and of course that number rises exponentially with the younger hip hop community to about 100 per day. Now let’s be clear, SMS is not for the weak; there are hurdles and the biggest one is the first one - opting in. By law the FCC (Federal Communications Commission) and TCPA (Telephone Consumer Protection Act) indicates that an individual must opt in to receive a text message BEFORE they get one, and there must be clear language that allows them to opt out if they choose.
Additionally, one must know how to keep it short, you only have 160 characters to play with so no pontificating, get to the point and make sure they know who you are. The smartest thing you can do is offer something, be it free, a discount, or early access. Give a clear CTA as well otherwise it's pointless. Lastly, don't over do it. Send too many texts you will get reported for spamming and phishing. Nothing is worse than getting too many texts trying to sell you something. But trust your fans, customers, parishioners, readers and would-be fans want to hear from you.