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<title>Test. Improve. Perfect. Announce. </title>
<p>
In this indie music world, the best thing you can do is think in terms of “Test Marketing.”
</p>
<p>
This is what food companies do before they release a new product. They release it just in Denver (for example), and see what people think of it there. They get feedback. They try a different name. They try an improved flavor, based on complaints or compliments. They try a different ad campaign. They see what works. Constantly improving.
</p>
<p>
When it's a huge success in Denver, they know they're on to something good. They can now release it in Portland, Dallas, and Pittsburgh. Do the same thing.
</p>
<p>
When everyone seems to like it, they get the financial backing to “roll it out” and confidently spend a ton of money to distribute it around the whole country, or the whole world. The people investing money into it are confident, because it was a huge success in all the test markets.
</p>
<p>
Think of what you're doing with your music as test marketing.
</p>
<p>
<strong>When you're a huge success on a lower level, or in a small area, THEN you can go to the big companies and ask for financial or resource help</strong> to “roll it out” to the country or world.
</p>
<p>
Then they'll feel confident that their big money is being well invested.
</p>
<img src="http://sivers.org/images/test-marketing.gif" alt="Test. Improve. Perfect. Announce." />
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