Critical Mass
Posted on | January 17, 2010 | No Comments
Something interesting happened about 6 months ago. I stopped advertising for ZenMastering. I shut off Google’s AdWords and all other forms of electronic/online advertising. Flipping the switch wasn’t the interesting part…it’s what happened next.
Business didn’t slow down. In fact it maintained its steady pace and even picked up. I started getting calls from local engineers that I’d known (but never worked with) who approached me about being their sole mastering solution. Things just seemed to fall into place.
I don’t discount the advertising I’ve done in the past…it’s what helped get me to this point, along with the magazine articles in publications like EQ, Sound on Sound, Tape Op, and Music Connection. But I always hoped the snowball would get big enough that its own inertia and mass could become all I needed. Hopefully I’ve reached that point. Time will tell.
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From Ohm to Om reflects the opinions of mastering engineer Paul Abbott, owner of San Diego's ZenMastering.
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