I am in pain.
My left heel is very sore and I know from past experience that there’s only one way to ‘heal’ it that actualty works.
Osteopathy.
My osteopath is a lovely Norwegian lady called Berit. She always starts a treatment by asking me to just walk up and down the corridor. She does this to check my alignment I assume.
This gave me a thought…
That’s why this morning, halfway through my appointment, I asked my osteopath something odd:
“Do you ever… you know… diagnose people in public?”
She laughed.
“Oh yes… all the time,” she said.
“And I talk about it with my physiotherapist friend.”
They’ll be out walking together and spot someone in the distance:
• A gait that’s off
• A limp
• A posture that screams pain or misalignment
And they’ll both know - almost instantly what’s - wrong and exactly how to help.
The trouble is, they don’t always approach the person.
They think it might be awkward… or that the person wouldn’t be interested.(it’s also very Norwegian not to approach people like this!)
Which is crazy when you think about it - that person’s body is basically shouting for help.
So this got me thinking about not only how my Osteopath could increase her business but how it would apply to the music biz!
Which led to me to this…
The “Spot - Connect- Offer” Method
It occured to me that musicians and music business people do this all the time, too:
We can see the problems:
• The band burning out on unpaid gigs.
• The venue owner with dead nights midweek.
• The artist with a dusty social feed that could be revived with one killer post.
But most of us stay quiet...
Instead, steal this simple approach:
• Spot - Pay attention to the signals people are giving off. Are they stuck? Struggling? Missing something obvious to you?
• Connect - Walk over, comment on what you’ve noticed, and build a moment of rapport.
• Offer - Gently offer your card, your number, or a quick tip that shows you can help. No pitch deck, no pressure.
3 Easy Music Biz Examples
• At an open mic, you notice a performer straining their voice → offer one vocal warm-up tip + your contact for lessons.
• You see a venue advertising “Live Music Night” with no artist named → suggest a specific act (maybe yours) to help them draw a crowd.
• You meet a wedding planner whose DJ just cancelled → offer your live setlist for receptions.
Why This Works
It’s human…
It’s direct…
And it’s way more effective than shouting into the void, hoping someone “discovers” you.
Because while everyone else is waiting to be found… you’ll be the one finding them.
Talk soon,
Spence
P.S. Next weeks newsletter might be the most valuable thing I’ve sent this year - I’ll be showing you a 12-month blueprint for turning familiar tunes into fresh hits (completely legally).
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Final thoughts
What’s your challenge as a musician trying to grow your audience?
Hit reply and let me know—I’d love to help you tackle it!
Remember:
Rejection is correction. Ridicule is fuel. Keep thriving.
Until next time,
Spence C