This document presents 13 guidelines for classical musicians to create a compelling website that attracts their ideal audience. It emphasizes the importance of authentic marketing and clear communication to engage listeners, along with providing actionable steps such as knowing your audience, using storytelling, and creating effective calls to action. The goal is to help musicians connect with their audience, enhance their concert activity, and ultimately achieve success in their careers.

2. Magnetize Your Audience
13 Guidelines to A Compelling Website That
Doubles Your Concert Activity
Kathrin Brand Music Consulting International ☲ 2015

3. Intro
Welcome to Magnetize Your Audience for Classical Musicians! My
name is Kathrin Brand from
Music Consulting International. Thank you so
much for trusting me with your time and energy.
I am a cellist, a cultural manager, a coach, a
world traveler and a mother of a two year old based in Germany.
All I want to do is share what I’ve learned to serve and support other
classical musicians to their journey to success.
And that’s where YOU come in.

4. To me, this really means 3 things:
Attention:
Being remembered by other people in a positive
and significant way.
Value:
Earning the kind of money that you deserve and that allows you to
do what you want, with whom you want, and when.
Joy:
Feeling deeply fulfilled, loving your career, and being enthusiastic
and grateful for what you’re sharing with the world.

5. Having your own website that allows you do exactly this is a great
starting point.
I love all aspects of great websites as a means
of communication with the world – from design
to delivery. And I also love showing others how
to do it as well!
My intention in this guide is to do everything I possibly can to guide
you to Magnetize Your Audience as well.
With that said… have fun, and enjoy the process!

6. Magnetize Your Audience
The first step in creating a successful website is to learn to Magnetize Your
Audience.
Magnetizing Your Audience is all about developing the skills that allow you
to attract your perfect, ideal listeners that book you or buy your music.
It’s about learning to craft compelling headlines, tantalizing titles, perfect
promotional materials that grab the attention of the exact people you were
born to serve and bring joy through music.
Without learning to Magnetize Your Audience, none of the other skills
mentioned in this guide will matter. You simply must start with this one.

7. With that said, in order to understand how to Magnetize Your
Audience – you must understand that the Magnetize Skill is all
about understanding the concept commonly referred to as…
“Marketing.”
A lot of musicians think marketing is boring – but it really isn’t if you
find your voice in authentically communicating who you are to the
world. Others think they understand marketing – but they really
don’t.

8. So, what is marketing?
Marketing IS magnetizing… through the process of sending out a
message to as many of your ideal listeners as you can at any given
time, in a way that attracts their interest, in a way that it feels good
for you and for them.
It is about generating interest in you.
More precisely, it is about generating awareness and curiosity in
your music.
The key to effective marketing is to craft your message in a way that
allows people to “self select.”

9. Your potential audience must see your message and choose themselves
as being interested in listening to your music, booking you or buying a
product with your music.
That is, they see your message and say, “YES! This is for me! I’ve been
waiting for this exact offer and I’m interested!”
The only way to have a potential client self select in this way, is to make
sure your marketing message is intimate in nature.
Meaning, the message must be crafted so it feels like it was written only for
the person consuming it. It must literally reach out and touch the person in
a way that makes them feel seen, understood, and special.

10. The following 13 guidelines will walk you through exactly how to
Magnetize Your Audience through a compelling website (or any
other promotional material really).
Have fun!

11. Principle #1:
Work with your ideal listener in mind
as you work on your promotional
material.
Be exactly clear who you want to
attract.

12. Principle #2:
What is the action you want people
to take?
For example have them fill in a
contact sheet, download a piece of
music etc.

13. Principle #3:
Direct your writing to a very specific
target market, or even a specific
person.
Address your audience in a personal
and intimate way.

14. Principle #4:
In which ways will your music serve
them?
Explain how you are going to bring
joy and delight to your potential
listener.

15. Principle #5:
Emphasize the concrete benefits that
they receive.
Refrain from explaining (too much)
what you do and how you do it.

16. Principle #6:
Use stories!
Stories illustrate, entertain and draw
your audience’s attention to you.

17. Principle #7:
Use reviews & testimonials.
They are the best proof of your
qualities as an artist.

18. Principle #8:
Speak to their most common fears
and concerns and give them security
about the action they are supposed
to take.

19. Principle #9:
Write as if you’re speaking to a
friend.
Choose a familiar language that is
easy to read.

20. Principle #10:
Use questions to engage their mind
(not to be overused) to engage and
interact with your readers.

21. Principle #11:
Give value – interweave helpful tips,
guidance, samples.
Make sure your audience stays.

22. Principle #12:
Use plenty of time and care for the
headlines (for each page on your
website and each article).

23. Principle #13:
Always include a call to action!!
Make it really clear for people what
you want them to do.
There is power in that principle of
giving the next step.

24. A last word…
Use photographs and diagrams, video,
audio to emphasize sincerity and
authenticity.
They build relationship much more quickly
than the written word (don’t make it overly
produced; remain genuine).

25. Conclusion
I hope you enjoyed learning to Magnetize Your Audience through these
13 principles for a compelling website!
These are the skill sets you must develop if you want to truly connect to
your audience and to double your concert activity.
In closing, I’d like to congratulate you... Not only for finishing this
presentation – but for stepping up to a leading classical musician.
You are part of the group of people that are positively influencing and
inspiring the hearts, minds and souls of the citizens of the globe.

26. I thank you for your dedication and your music. I applaud you for
your courage. And… I’m beside you and behind you all the way.
Until our paths cross again… consider getting more support through
our mentorship program!
We noticed that our most successful clients are the one that work
with us 1-1.
Check it out here:
http://musicconsultinginternational.com/mentorship

27. Good-Bye!
♫