Derek Sivers

Entrepreneur, programmer, avid student of life. I make useful things, and share what I learn.

Bad Targeting Example: progressive rocker targeting teenybopper

On CD Baby, there is a great musician who made an amazing heavy-progressive-metal record.

When we had a “search keywords” section, asking for three artists he sounds like, he wrote, “britney spears, ricky martin, jennifer lopez, backstreet boys, mp3, sex, free”

What the hell was he thinking? He just wanted to turn up in people's search engines, at any cost.

But for what? And who?

Did he really want a Britney Spears fan to get “tricked” into finding his dark-progressive-metal record? Would that 13-year-old girl actually spend the 25 minutes to download his 10 minute epic, “Confusing Mysteries of Hell”? If she did, would she buy his CD?

I suggested he instead have the confidence to target the REAL fans of his music.

He put three semi-obscure progressive artists into his search engine description instead, and guess what?

He's selling more CDs than ever! He found his true fans.

Bad Targeting Example: progressive rocker targeting teenybopper