Okay, I won’t keep you in suspense any longer.  You will win or lose as a songwriter based on how much value you add to OTHERS.  This isn’t about you.  You win by helping others win.

So, what does this mean, exactly?  It means that the amount of value you add to others will largely determine how much success you have.

Do you write great lyrics?  This is a big value to songwriters who don’t write great lyrics.  If they’re smart, they’ll want to write with you.  Do you write great melodies?  This is a major value to songwriters who are strong on lyrics but weak on melody.  They’ll want to write with you.  Do you have incredible, commercial songs that are perfect for Artist X?  Artist X is much more likely to want your songs.  That, in turn, earns you royalties.  You win by adding value.  You win by helping others get what they want.  It’s not about you.  It’s about helping others.

Opportunities come to those who add value.

The more value you add, the more opportunities you will have.  Let me give you a few personal examples.

“Caribou Barbie” recorded by Ray Stevens

Ray is a comedy legend with songs like “The Streak” “The Mississippi Squirrel Revival” and “Everything Is Beautiful.”  So how’d I get my song “Caribou Barbie,” recorded by Ray?  I brought value.

I was over at Ray’s office one day, and he was in a meeting.  When Suzi, Ray’s daughter, poked her head out, I offhandedly said, “Hey, I have a song idea for Ray.  It’s about Sarah Palin, and it’s called “Caribou Barbie.”  She laughed and went back into the meeting.  Later that afternoon, I was over in Ray’s parking lot picking up my car when Ray happened to walk outside.  He said, “Hey, I wanna hear ‘Caribou Barbie’.”  I said, “Yes, sir- I’ll write it!”

Now I had something of value.  I had a title that the artist himself asked me to write.

Since Ray wanted me to write the song, my first question was, “who are the best possible cowriters?”  (I’m a lyricist, so I need a good melody-writer.)  It was an easy call to make- Matt Cline and Max T. Barnes.  Both these guys wrote for Ray’s publishing company, so he’d have extra incentive to record and release it.  They brought the value of publishing income for Ray, which made the song more valuable for him.  This, in turn, made them more valuable to me.

They also brought in the value of being dialed into the project, having songs in the mix already for Ray’s album.  Plus, they’re a great hang and really good writers.  That’s more value they brought to the table.  I called them up, they saw the value in the opportunity, we wrote the song, and Ray cut it.

Each person brought value to the song, and we all won.

I’m blessed to have the title track to Joe Nichols’ recent album, “Crickets,” on Red Bow Records.  This title was not my idea.  Joe himself didn’t ask me to write it.  But I brought a different value to this song.

 Bill Whyte and Lisa Shaffer had the idea for “Crickets.”  I’d never written with Bill, but I’d written several songs with Lisa.  She thought my sense of humor, storytelling and lyrical sensibilities would be a good fit for the song, so they invited me in.   Simply put, I was invited in by two good writers because they believed I would add value.

Bill was in the room because (if I remember correctly) it was his title (and he’s a fine writer).  Lisa was in the room because Bill had originally brought the idea to her because of their friendship and her songwriting skill.  I was added in because Lisa valued my lyrical abilities.

Unlike the Ray Stevens situation, Joe and his team had zero publishing or other direct financial interest in the song.  Neither, Bill, Lisa nor I were in Joe’s “camp.”  Joe cut the song because (I assume) he believed “Crickets” would add something valuable to his album.

What value can you bring?

Artists bring the value of having a record deal.  Published writers bring the value of experience and a team of songpluggers.  What’s your value?  Great hooks?  Do you record your own demos, saving your cowriters money?  Do you have artist potential?  Great melodies?  What can you do to add value?  If you identify your value, you can sell yourself on it.  Because, like it or not, we’re all in the service and sales business.