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Congratulations – you’re a professional DJ! Or are you? Don’t you need to have played a gig or two to claim that title? Yes, that’s the catch-22, isn’t it? You’ve got your equipment, your playlists … in fact, you’ve got everything you need except one thing. No gig!

Unless you’re a very popular person with a ton of well-placed friends, you’ll find your fledgling career soaring head first into a very hard wall of rejection.

You want a gig (or more gigs!). The venue manager wants someone with experience.

There are two ways to clear that hurdle. The first is to DJ for family and friends. That experience will help you understand the kind of issues you might run into while DJing and how to deal with them properly. The second is to follow through on some (or all!) of the self-promotion tips I’ve outlined below.

I’ve included a lot of suggestions. If you’ve got someone to help you implement all of them at once, then you’re really ahead of the game. It’s more likely that you’re in the same boat as most of us. The cost of setting up each in terms of time and money is just too much to handle in one go. The key is to implement one or two at a time.

Here’s something else to remember. It may seem that I’m focusing on DJs who are just starting out. The truth is that these tips will benefit even the most seasoned DJ, too. Everyone who wants to keep working will need to stay on top of their marketing strategy.

talk a lot, but not too much

When on a break, before and after your set, go amongst the crowd and talk to people. Listen to what they have to say about how they’re enjoying the event, the weather, almost anything really. The point is that you’re allowing them to connect personally with you. Later, they’re more likely to remember you. Those little conversations might one day turn into big leads. Always be professional when dealing with clients and potential clients. They’ll remember how you made them feel. Word-of-mouth counts for a lot.

scout out DJ directories

Make sure you add your name and contact information to local and national DJ directories. There will most likely be a membership cost associated with joining. But, if you can afford it, it’s a good first step. When looking for a DJ to hire, a potential client may type a basic search query into Google, like “DJs for hire Garden Grove, California”. Directories are likely to come up high on the results page. That alone will increase your chances of being found.

image matters

Think carefully about how you want others to see you. Constructing an image is what branding is all about. Consider for a moment all the successful DJs you like. Notice how everyone understands immediately what to expect from them. Everyone recognizes them when they talk and when their music is played. That’s because they’ve created a consistent image. Think about your brand in terms of what you want people to think about you.

present the complete package

You’re a professional now, and all professionals need a promotional kit. Create a package that contains the following:

  • A page with all of your contact information (mailing address, phone number, email address, etc), and a paragraph or two describing who you are, what you do, what makes you different.
  • A page listing client testimonials. If you only have a few of these, add them to the contact info page I listed above.
  • A page listing previous experience. (You don’t have to mention whether or not these were paid gigs!). List the type and date of event. Do not provide any former clients’ contact information without permission!
  • Demos highlighting your talent.
  • Digital copies of promotional photos – high-resolution images for use in print and low-resolution images for use on websites. It’s really important that you pay a professional photographer to take these photos. A polished look will go a long way in impressing clients.
  • Business cards
  • Make sure your contact information is on everything you hand out.

build a website

It’s a given that everyone will search the Internet before thumbing through the Yellow Pages or directly phoning a bunch of DJs. Prepare a website that showcases your logo, brand and demos. It should be simple and clear in design, easy to navigate, and mobile-friendly.

If possible, add a blog. I know, the thought of sitting down to write something every day might push you over the edge. But, don’t sweat it. The blog can be about your DJ adventures, tips you’ve picked up over the years, or even just photos of yourself and other DJs hanging out or at a gig. The key to making a blog work is to know why you’re doing it, what information you’d like to communicate, and being consistent. Pick a frequency that you know will work for you, even if it’s once per month. Then stick to it. You can also contribute to another person’s blog, which is a great way to get your name out in front of more eyes.

become a social media maven

There are so many social media channels that the thought of diving in and taking it on is enough to make anyone pull their hair out. So, take a deep breath. The first task is to find out which social media channels your clients live on. Do they like to hang out on Twitter, Facebook, or something completely different? You should know because you’re one of them. You all like similar music, and you all enjoy similar events.

Use the rule of thirds. Like this: of all your posts to Twitter, Instagram or whichever channel you’ve chosen, use one third of those posts to promote yourself. Use another third of your posts to share DJ tips, and use the final third to comment on other people’s posts and engage in personal interactions. Here’s my best social media tip: don’t be annoying or rude.

send an email

The reports of email’s death are premature. Lots of people still use email. Perhaps not so much as a tool for friendly interaction, but as a tool for business, it’s still fabulous. Send email newsletters full of tips, fun stuff and promotional information about upcoming gigs. Make it interesting and useful to your readers, and you’ll find enough people following the email to your website.

I’m throwing it to you now. Tell us how you promote yourself?