The most effective and long lasting buzz happens when word spreads about your work throughout members of your tribe. And by tribe, I’m referring to individuals with shared interests, taste, and values who are emotionally invested in your work.
A little note about tribes: The benefit of a tribe is that they will often spread the word about your work for you. All you have to do is to keep producing work that gives them a reason to talk. Not a bad deal. This is also one of the reasons you should be very targeted with whom you choose to focus as your core audience--or how I think of it: my musical family. Make your scope narrow, and the more likely you are to reach people who actually want to hear from you.
There's a big difference between saying "Hey, I made this. Buy it from me." And "Remember that thing we've been talking about? Well, here it is. I'd like to share it with you."
One sounds like financial coercion, the other sounds like an act of generosity. This goes against the grain on how we're taught marketing is supposed to work--also the problem I have with the publicists. They waste tons of CDs and time sending product to folks who have absolutely no interest in the artists they're promoting--only to justify their inflated fees. I call this template-publicity. Something I'll elaborate on in a later post.