In the previous installment of this series, I covered four valuable lessons that business owners can draw from the music industry and apply to their own businesses. Specifically, the topic we’re addressing is how to build raving fans, that can’t stop telling people about what you do. Clearly, successful bands and artists do the same thing—and today we’re going to look at three more tools that they use to accomplish this goal:

1) Learn to tell a good story. Whether it is in the lyrics of their songs, in their music videos, or as a part of their biography, the best performers have the ability to tell a compelling story that resonates with their audience. What is the story that your business is telling? It doesn’t have to be anything over the top—something like “we’re the most experienced public accounting firm in Orlando” is more than enough, if it is consistently and persuasively told.

2) Give content away for free. The music industry grasped very early on that nobody is going to pay for a concert ticket or for a record from an artist that they haven’t heard. So they came up with a way to expose people to their music, in the form of singles on the radio and on channels like MTV. As a business, you can do the same through channels like a blog, social media, or articles that you write in newspapers and magazines. Let people get to know who you are and how you think… and they’ll be much more likely to become a customer!

3) Remember… it’s not about the music (or your products and services), it’s about how you make your audience feel. U2 isn’t one of the most popular bands in the world because of their technical skills. It’s not their chord progressions or Bono’s voice. It’s the total package they present—and the impact that their music has on an audience. Similarly, it’s not about your products… it’s about the impact they have on the day-to-day life of your customers.

The music industry may be a bit more “glamorous” than your industry, but the principles of success are very much the same. If you can apply these tips to your business, you’ll be better off for it! As always, if you have more questions, you can contact me or any of our agents at the agency!