Cover Yourself

Even if you make it and become rich and famous it won’t last. Fashion and popularity are bubbles bound to burst.

My Funky Valentine by Benny Sutton
My Funky Valentine by Benny Sutton

Think, what am I going to do afterwards?

When times are good don’t squander your gains, invest them.

I know, this law has nothing to do with marketing or branding but is still the most important advice I can give wannabe rock stars

I had a record deal. I had a publishing deal with E.M.I. back when musicians could make a living from records. I’m reminded of the song “If only I knew back then what I know now”.

I’ve made the mistakes, so you don’t have to.

I wish you all the success in the world but, if you can’t get established within three years, you almost certainly never will. Not because you’re not good enough.

It’s not written down anywhere that you are destined be a musician. You’ll see your favourite guitar players waiting tables.

The Golden rule is… Take care of #1 – yourself, your family. Don’t give up the day job!

Consider a parallel career in a trade or profession ‘just in case’. That is what I did, and I have no regrets. On the contrary I’m glad I did!


I’ll say it again, take care of #1 – yourself, your family and don’t give up the day job!

Good Luck!


Much of what I learned about marketing came from the greatest book ever written on the subject, Al Reis and Jack Trout’s 22 immutable laws of marketing. It changed my life and will no doubt yours. It was first published in 1994 but covered such timeless issues it is still relevant today.

I’ve re-examined the format with relevance to music marketers and incorporated some of my own insights from my experiences running a viral digital website.

How did you get on with these Laws? Did it help you? Let me know!