Many people assume that after you’ve contacted someone the ball is in their court.
Since you initiated the conversation, now its up to the other person to respond.
If they doesn’t respond – or respond quickly – it’s easy to get upset or frustrated. Sometimes we create a false narrative thinking that the person doesn’t “like you” because they didn’t respond right away.
That’s why there is so much power in a follow up.
I recently sent an email to a blogger asking them to check out one of my new songs. I had tailored it specifically to the person instead of doing a generic email blast. After all, I knew this person and we had exchanged emails in the past. A few days later and I didn’t hear back. Strange I thought, but all good. A week passes by and no response. So about a week and a half after sending the initial email I sent another email:
“Hey, just wanted to follow up on the email I sent last week and make sure you got it.”
Five minutes later and I had an email in my inbox.
“You know what, I didn’t. I just double checked my junk mail and there it was! Sorry about that. I’ll check it out right now and get it up on the site.”
I’ve heard from many artists that get discouraged when their music isn’t posted on a blog. They will tell me “But I emailed them!” or “That blog doesn’t like me.”
And that could be true. But maybe the person just didn’t get the message.
Back in the day things were harder. To get music to a journalist you had to physically send them a copy. You wanted to have professional CD so if it wasn’t pressed, you had to burn one and design and print a label. Oftentimes I would include a whole press kit – a file folder with 8 X 10 full colour photo and some additional attachments. It was a lot more work and it cost a lot more money.
Now we just have to send an email.
Technology has made things easier but its also made people lazy.
The follow up email doesn’t cost anything but a minute of time.
It’s amazing what taking an extra step can do.
It’s great to make a connection at a conference or event, but what’s even more important is following up.
At a conference you are busy, at a music conference you may be talking while music is playing in the background, it can be distracting.
Follow up with contacts that you made three months ago. Follow up with contacts that you made three years ago. Follow up when you don’t have a reason to. Be genuinely interested in what people are doing.
The follow up is the difference between a short term and long term connection.