self. You know ... because much of this book is all about low and no cost marketing and
promotion stuff.
Developing your very own press kit may seem a daunting task at first, but it’s really
not all that tough. You just need to get a bit organized, make a list of tasks and dig in.
Let’s take a peek at the ingredients of a typical press kit.
The Backgrounder
This part carries historical information about the band, act or whom or whatever the
kit is about. You’ll highlight your musical offerings, style, what makes you different and
why you exist. Include some highlights like special gigs, pro-bono events, etc. Add in
your value proposition (what you bring to the musical table the others don’t or can’t, why
your important to your audience and why they should listen to you) and maybe a mission
statement (why the band or act exists and what you’re trying to accomplish) and you’re
good to go.
Oh ... and a quick word about mission statements. Make it authentic and relevant ...
please. I’ve read so many that try to sound overly intelligent or are so abstract they make
little sense. Be authentic. Be yourself. But, sell your act. Let me add in a bit of advice
from brilliant adman, David Ogilvy in The Unpublished Ogilvy (Crown Publishers):
“Never use jargon words like reconceptialize, demassification, attitudinally. They are
the hallmarks of a pretentious ass.”
The Fact Sheet
The Fact Sheet is pretty much what the title says–A listing specific features and bene-
fits, statistics, research highlights and such. Reporters love facts, so make it easy for