The First Tool Musicians Can Use To Find People Who Give A S***

In a world full of so many people, it’s highly unlikely you care about me or what I have to say. 

So what makes you think anyone cares about you, or what you have to say?

Don’t walk off the nearest cliff yet though, because… it doesn’t matter.

Still reading? 


Make yourself at home. 

You only have to matter a lot to a small group of people to do some good and make a living. You just need to know who they are and how to find them.

In my last blog ‘The Last Of The Superstar Musicians & Whats In Your Fridge’ I wrote about the end of the superstar era and the new opportunity that is staring us in the face every day.

Today, I‘ll address the specific thing you must accept to enable you to get down to it.
Are you giving people good reasons why your music career is not what you'd hoped, or are they just excuses? Either way, they won't help you. 

Andrew Lock helped me do things (credit where it’s due) when I heard him say: 

‘You are not your customer’.

and again…


Think about it. How can you be? You wouldn’t buy anything from you.
You already know everything there is to know about the things you know about. (Nb: Now is not the time to get into unconscious consciousness, but I hear you if you were going there}. 

Back on topic…

‘You are not your customer’.

So why on earth do most musicians I see, talk about their work in a way that assumes so much?

If you're not writing about the benefits and results of what happens when people buy a ticket to a show or a music lesson, what do you expect them to do? 

Nothing. Right?

Now, remember what you want them to do. You want them to buy your stuff. Maybe not now, but you are looking for fans/customers...

Too busy talking about where you’ve been and what you’ve done?
It’s got a place further down the line, but when you lead with that stuff (especially in the 3rd person) the reaction is rarely one of intrigue.

At schools and hospitals, you’ll often hear the words ‘Duty of Care’. Definition: “A moral or legal obligation to ensure the safety or well-being of others”.

You want people to check out your stuff? Then take care of them. Understand their needs.

Quiz Time:

  1. Who’s got a problem your ‘thing’ solves?
  2. Where specifically do they hang out?

Example 1… You teach classical piano.

A1. People who want to learn piano. People who want their children to learn piano.
A2. The Glenn Gould Facebook page, Parents in community groups who mention are passionate about the arts in education….

Example 2…. You are in a Rock Band with 2 guitars with a big focus on melody.

A1. People who often go and see live music and gigs.
A2. At venues and in fan groups on social media e.g. Thin Lizzy

It wasn’t long ago no-one had access to this level of data, now we do, most are paralyzed in the cycle of refreshing their news feeds.

There’s a tool I use often, especially with new clients. It maps out exactly how you can define who your people are. It eliminates the need for you to be tempted into trying to be all things to all people. 

It will help people get to know you. 

‘like’ you… 

‘trust’ you

When you get that down, people are far more likely to ‘Buy’ from you! 

Nine times out of ten, you can’t make your potential fans/customers/students… skip these steps or feelings. 

The only time this will happen is when an existing fan of your tells a friend… because ‘trust’ can be transferred.

Remember when you bought that brand of coffee because your friend said? That.

Thanks for reading,


By the way…

I just made a video explaining in detail, how to map out who your potential customers and fans are.

If you’d like a copy, please do these 2 simple things... 

  1. Share this article.
  2. Shoot me a message with the word MATRIX along with your email and I’ll send you a link asap.

Anything else I can help you with, read the terms and get in touch HERE - I'd love to hear from you.