Tim Coe, marketing guru, businessman, ex DJ, discusses the surprising synergies between Tuff-Trance and Marketing
Club DJing and business marketing are more closely related than you might at first think. After 28 years in business and 38 years of DJing I have had time to consider the ramifications.
In my recent book, ‘your UTTERLY SEDUCTIVE PROPOSAL‘ I pointed out that one cannot please everyone all the time, be it ‘cheese’ DJing at a wedding, or marketing your business products & services. Some might try to do this, but they will be committing a fatal mistake that will lead to zero job satisfaction.
Take any party or social gathering. You have a wide selection of people with an even wider selection of music tastes. How could anyone expect to satisfy them all? Even if the guy asking for Oasis (great choice) was happy when you played ‘Acquiesce’, how is he going to react when you play that Stars on 45 Abba remix? The girls who have been nagging the ‘Disc Jockey’ for Beyoncé are likely to go spare when ‘God Save The Queen’ by the Sex Pistols crashes out of the speakers. However, there is an answer.
Underground dance clubs cater for specific groups of people who have specific tastes in music. No one goes to Fabric’s “drum and bass” nights and complains when hard house isn’t being played in any of the rooms. If they did they’d be laughed out of the building.
Club DJing allows you to play to a crowd perfectly tuned in to what you’re doing, as a rule. A promoter finds a venue, books DJs who match the desired and intended sound, and this attracts the right type of clubber. The end result is the ideal audience, people who do not consider asking for requests, expect different music from one moment to the next, and will be loyal dance floor assassins through to the grave yard hours of 5-6am.
Taking this back to business, if you market a company you should aim to do it like a club DJ or a club night promoter i.e. you only cater for the people you want to attract. Anyone else is not important in the slightest and you should not care what they think. Don’t even give them a second thought.
No business can please everyone. You can’t sell everything and you can only be brilliant at something if you concentrate on it. When you fill a niche you can delve deep and learn all there is to know….and then go on to pioneer, develop and break new ground. The idea is to dominate that area.
Anyone who says, “The more products and services we have, the more people we can please,” is talking total rubbish. They are the voice of inexperience who has never tried to carry out their intentions in this area.
No wedding DJ can please everyone, and when I’ve been ‘bribed’ away from a club to play that type of event I ALWAYS regret it. No one appreciates you, no one says thank you and no one appears to enjoy your hard efforts. Hardly surprising; they’re not the ideal target market. In a club the opposite is true. When I DJ I want hard-dance tuff-trance lovers. People who love a rock solid pumping bass line, sparkly clean percussion and a euphoric hands-in-the-air riff that makes it impossible not to smile massively at the person on the dance floor next to you, regardless of ever having laid eyes on them before.
For DJing and business you need the right audience and it’s up to you to create that audience…and then keep it. If you lose customers you’re losing people off the dance floor. When you attract the wrong type of sales enquiry you end up fielding requests from irritating fools who have zero appreciation of your skill. They might also only want to talk about ‘your best price’ and not how good you are at solving their problem – these people don’t appreciate you so get rid of them.
You only want to work for, or play music for, people you can produce extraordinary results for. The ones who will smile from ear to ear and not be able to stop telling others what a fantastic experience they had with you. You want them to come back and bring others. That’s the best way to grow your business so it has solid foundations.
Having said all that, it’s not just dance music I love. Apart from playing drums in 3 bands [from 1984 – 1992], recorded in studios, DJ’d in top London clubs and in Cape Town many consecutive years and made countless popular dance tunes (under the name Brookman & Coe), I love a good song with lyrics. Here are my all-time favourites and my last own produced dance track (plus one of my top DJ mixes).
Tim’s Top 20 Best Ever Tunes
She bangs the drums – Stone Roses
Somewhere only we know – Keane
Apply Some Pressure – Maximo Park
Last Chance on the Stairway – Duran Duran
Crank – Tim Coe and Greg Brookman
Trampoline – Julian Cope
Little by Little – Oasis
Move – Inspiral Carpets
Feels Like Heaven – Fiction Factory
I’ve Been Losing You – Aha
I Fought the Law – The Clash
World – New Order
Runway Runaway – Duran Duran
Nobody’s Hero – Stiff Little Fingers
Down in the Tubestation at Midnight – The Jam
Are friends electric – Tubeway Army
Not So Manic Now – Dub Star
Gravity – Embrace
Everyday is Like Sunday – Morrissey
I Ran – Flock of Seagulls
My last dance tune composition from November 2013. ‘Lumina’ – Brookman & Coe
One of my DJ mixes – ‘4 Heaven’s Sake’ [It got its name because 4 of us had one of the best nights out ever at Heaven in London, parked miles away from the club by mistake and had to walk for almost an hour to get there] https://soundcloud.com/timcoe/4-heavens-sake-mix-04-04-08
Tim’s Mini Business Biography
Tim has been in full-time business for himself since he left college with Geography and Economics A Levels in 1986, qualifications that have proved totally fruitless in his business life, as was the majority of the national curriculum [maths and English aside]. 28 years and 12 businesses later [catering, music, automotive, property & tax to name a few] Tim formed myUSP, a B2B service dedicated to helping individuals and companies articulate exactly what benefit and end result they provide their ideal target clients. Words are everything when it comes to marketing and without distinctive words & vocabulary, nothing you say will sink in and be remembered.Tim is author of the small business book ‘your UTTERLY SEDUCTIVE PROPOSAL’ which explains, in a fun way, the importance of being individual in business, how to create that individuality and how to communicate it for massive results. He has also created ‘Coe-operation Marketing’, a method for finding, converting and maintaining clients without the uncomfortable task of having to chase complete strangers for new business.
Access three complimentary chapters of his book here www.myusp.biz