With all the changes happening in the market today, we often get into the mindset that we need to completely change the game in order to compete. Much of this is rebellion against the traditional way of doing things. Much of this is a survival method for artists who feel they won’t get noticed unless they do something completely groundbreaking. And much of this is from people who just aren’t sure what the best way to market their work is. But we lose sight of the fact that in reality, often times you only have to change one little thing in order to change the game.

I made a post a while back expressing my frustration with the hoards of people in Hollywood who attempt to peddle their rap albums to innocent passersby, often aggressively, and generally unsuccessfully. Not only is it just not a great way to sell your album, but it’s a horribly saturated market. I have never once been to that part of Hollywood without seeing tons of people doing so.

Anyways, the other day I was back in that area, once again being bombarded by the same.

Except for one guy.

This was a very nice guy, an immigrant who would very kindly tell his story to anyone who would listen. He was selling not a rap album, but a book of his poetry. They were actually quite good, and he was selling them for a mere $2. Furthermore, he would let anyone interested read several pages before deciding whether or not they wanted it. It was totally refreshing.

I bought the book. So did a lot of other people around me. I’m not even into poetry, but his story was so captivating and his approach so good-natured that I felt compelled to support him and his work. Is he just a damn good salesman? Maybe. Is his work any better than anyone else’s? Maybe not. But that’s the point. We’re talking about marketing.

And that’s when I got to thinking — by changing just a few simple things, this man was able to transform a market that I hate and generally avoid, into a successful sale, for not only me, but for the others I saw around me who did the same. Instead of having to create your own market somewhere, it is still quite possible to form your own niche within an existing market, so long as you have something new to offer.

This is also interesting and related to new media because the methods he used were the same methods often being used by web startups and indie record labels. Try before you buy. Sell something with a story rather than aggression. Oh, and lower prices don’t hurt either.

In the age of donationware, “pay what you want” capitalism, and in a world where you can profit while helping developing nations at the same time, it is increasingly making more and more sense to not just carve out a whole new market, but just change your approach. Focus on the customer rather than your wallet, because in the end, your wallet will end up happier too anyway.

One little change. It costs a lot of money to change target markets, change distribution avenues, or change how you build your products. But it won’t cost much at all to start listening to your customers instead of yelling at them; to give your product a story and a face rather than just a price tag. And more and more, while much of it is subconscious, the masses are choosing to go where they get the best quality of service rather than just who provides the product they want.

Whether it’s one main selling poetry on Hollywood Boulevard or a production company trying to create content for the 21st century, the same principles apply. Make use of them. You’ll be better off.