You DO Have to Spend Money to Make Money

Starving artists.  Independent musicians.  Gig economy.  Creatorpreneur.  (Okay, I might’ve made up that last one.)  (Although ©2023 Bruce Wawrzyniak on it, nonetheless.  Wink.)  There are terms and phrases out there that imply that the individual is living paycheck to paycheck.  Another en vogue expression is that someone is “bootstrapping” their operation.

In all of these cases, we’re supposed to conclude that these folks are scrambling to get money coming in and have little to no room for money going out.  And that, my friends, is where a closer look needs to be taken.

Sure, of course, when you’re in business for yourself you absolutely need to be fiscally responsible.  Grabbing that Big Gulp from 7-Eleven because you worked hard and/or need to keep yourself and your vocal cords hydrated is the type of careless spending that you shouldn’t be trying to justify as a “business expense.”  Just because something can be written off doesn’t mean you have to partake in it.

Let’s dig deep here, though, on some real examples of where you can have an impact.

Everyone loves free publicity.  Heck, (too) many people in the opening paragraph probably think of social media posts as that.  In fact, I’m instead thinking of appearing on a morning TV talk show in your local market or getting interviewed on a podcast.  Not only is there more and each one has its merits, but it’s also not the only type of exposure you should simply be content with.  In fact, it might be a sign that you’re sitting back and waiting for the phone to ring and/or your email inbox to fill up.

Being reactive versus being proactive is the shift I recommend you employ.



What about investing in a Facebook ad?  Or boosting your video on YouTube?  Or paying a radio promoter for a campaign for your new single?  You will get data when any/all of those are finished and can see actual results.  In a sense, you get what you pay for.

I recently did a Facebook ad for one of my author clients.  I also tested out a service that would boost an episode of my weekly podcast, guaranteeing me a certain number of downloads.  I’m currently looking at someone else that does something similar and involves getting advertisers for my show.

If you’re still not convinced, consider going in on one such outreach with a collaborator.  Did you co-author a book with someone?  Get them to split the cost of the Facebook ad with you.  Did you have a singer perform the vocals on the latest song you released?  Perhaps he or she wants to raise their profile too, such that splitting the cost with you would benefit them as well.

You can even pay certain services so that your song will stand a chance to get reviewed.  And you don’t have to break the bank to, in that case, get feedback and hopefully written third party opinions that you can then use in your ongoing marketing.


As I’m often heard saying when I go out and speak, you can’t just take the “build it and they will come” approach.  You released a new song.  Or a new short film.  Perhaps even a new book.  Maybe it’s the latest episode of your podcast.  The bottom line is, if you think people are just going to magically find and spend money on it, pack a lunch because you’re going to be waiting a while for the throng you expect to just flock to it despite no marketing push from your side.

Questions about what has worked for me?  Want specifics on something you’d like to try?  For almost 20 years I have been helping indie musicians, authors, entrepreneurs, podcasters, and small business owners from around the U.S.  Take advantage of all my experience and let’s hop on a call so you can get the answers you need and move forward.  I’m happy to share some wisdom to keep you on an upward trajectory.