Sometimes crafting the perfect booking email can feel more like an art than a science. The most important thing to remember is that every booking email you send is a celebration of what makes your band unique and noteworthy.
In a few sentences, you can convince the booker to select your group for a performance opportunity from a pool of hundreds - or even thousands! Those few sentences are your chance to make a lasting impression and offer the booker a quality performance she can’t refuse.
A common mistake many emerging artists make in their booking emails is that they describe themselves instead of pitching themselves. A description is “a sort, kind, or class of people or things” (Read: Boring) whereas a pitch is a statement “that attempts to persuade someone to buy or do something” (Read: Spicy!). In your booking emails, you must convince a booker to select you from a competitive pool of talent, so you will want to create an airtight pitch that effectively sets you apart.
Here Are Three Tips For Perfecting Your Booking Pitch:
#1: Determine what sets you apart from your competitors.
New England’s music scene is saturated with quality talent. Consider artists similar to you and determine what makes your act unique. What sets you apart? What makes you so special? This is your discriminator, and it should be the key foundation of your pitch. Your discriminator can be related to your sound, your message, or your story. (If you’re having trouble figuring out what sets you apart, ask a trusted cohort of fans or friends.)
#2: Emphasize your three most impressive achievements.
Take a look at your musical resume: the venues you’ve played, the artists you’ve opened for, the competitions you’ve won, the testimonials you’ve received from press and industry leaders, the charts you’ve topped, etc. Pick the three most impressive components of your musical resume and condense them into one sentence, two sentences tops. Include them in your pitch.
#3: Explain how you will meet the venue’s requirements.
Take five minutes to do some web-snooping to determine the type of artists the venue typically books, whether they reserve specific nights for specific genres, and what their draw requirements are. In your pitch, emphasize how you can best fit into the opportunities they offer - and always offer a realistic estimate of how many fans you’ll be able to draw to your show.
Booking can be a tiresome process. There are never any guarantees. But if your email sets your act apart, emphasizes your unique achievements, and shows the venue that you care about their requirements, your email will stand out from the rest!
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