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Direct to Fan: Creating an Effective Offer Page and Fan Acquisition Techniques by Mike King

Although this is an article for fledgling bands, don't fool yourself. It's a great article that you can take some real cues from to help you market better using social media combined with solid marketing principles. Thanks to @collinsmatt for sending it my way!

Here's the link:

http://blog.tunecore.com/2009/09/direct-to-fan.html