"Quality over quantity."
I grew up hearing my mom say this often throughout my life. It's ingrained as part of my perspective on the world, but I feel whole heartedly about the value of this approach to many aspects of life.
Over the past year, so many things have become available online. Even more than we had prior to the pandemic - which was still a LOT of information that you could access from anywhere. I think music and music education could benefit tremendously from this transition - imagine accessing whoever has the skills you seek no matter where you or they live! Through this push to move online, I've seen many musicians take different approaches to marketing themselves and their skills.
You may have already noticed the typical "format" that is used for online marketing. Some snazzy looking instagram posts, a website, and some generic text about the value of the product or offering. Over the past year, a lot of companies have included their social, moral, and ethical causes in effective and not so effective ways. You may have noticed marketing on every digital platform that is both compelling and genuine, and overwhelming and insincere.
Like when we meet people in real life, we make judgements based on our impression of a person or product. Sometimes those judgements are wrong, but you can usually trust your gut if you think someone is being untruthful or if something just doesn't "seem right."
When more and more musicians began expanding their online presence as things shut down in 2020, this was very much the case. You could tell if something special was being offered, or if the person sharing it seemed on the level.
But there's another layer in between legitimate, high quality educational or performance offerings, and offerings that look amazing and don't live up to the hype. In between these two rungs on the ladder is what's offered because people would rather share something than nothing. A lot of the internet falls on this middle rung, in my opinion.
This is what makes me wonder. Is sharing something always better?
This is not just a question for musicians. This is a question for all of us who share on social media as the digital face of a business, and also as humans.
Let's say you are a chef with a large following online - sharing your morning breakfast and coffee routines is probably pretty interesting to those who follow you. It's also relevant to your business and gives insight into how someone with a lot of knowledge in their field is using it in their personal life.
But, let's say this same chef starts sharing bits and pieces of their personal life, maybe no-makeup selfies and personal clutter. Is this interesting in a human interest kind of way? Yes, maybe to some. It might make them more relatable, but does it really add quality to their mission? Not that I can see. From my perspective, this adds to the clutter online. It's just one more thing we can use to distract ourselves. Now, instead of only checking this chef's Instagram account for new recipes, I find myself watching ten minutes of archived stories about skin care.
My point with this example is that while some people do find more information and sharing more interesting, I don't think it's helping us. (I have certainly fallen guilty to wasting a lot of time on this kind of content - I am human, after all).
I don't think that selling basic skills like they are unique and ground breaking is helping us, either. Of course you need to market what you are good at in a genuine way, and you should be good at the fundamentals of what you do (a lot of my studio's success is because I am good at teaching the basics, and that is a worthwhile and marketable skill without trying to display it as something it's not!).
I'm also not suggesting that we don't share anything fun. You should be yourself. Love to meditate? (I do!) Maybe you love video games or reading. Or, you're training for a half marathon and love the enneagram. You can share the things that make you you in a meaningful way, and to some extent you should. It will help you connect with like minded people and project who you are and what you value at your core
What I am suggesting is that we share thoughtfully. That we share genuinely what our real skills are for their intrinsic value without overplaying them, and without cluttering those genuine skills and interests with a lot of noise just because we can.
Maybe this means you post a little less, but when you do I bet it will be really good, really worthwhile for those who read it, and way more appealing because the value will be evident to your audience (however big or small).
That's quality over quantity, and quality is how I believe we make an impact.