Hey Ali,

You should always start a new campaign when something isn't working. FB has a quality score of sorts and once an ad is not working it's best to just start from scratch. The only exception would be when you have an ad that does great, but finally peters out, you might create a new ad set within that campaign rather than a new campaign. FB is advising to just start a new campaign though. I am doing some testing on this at the moment to see if ever a new ad set is better than just starting with a new campaign and will let you know.

Orianthi may or may not be right. Only you (or testing) will tell you that. But you mentioned marketing yourself as "rock guitar chick". If you want to do that then everything should line up with that. When I think rock guitar chick, I think artists like that. 

But if you don't think that you would be served by marketing yourself as rock guitar chick and would be better marketing yourself a s lyrics driven singer songwriter than I think you would push an entirely different brand, image, narrative, etc. For something like that someone like Sheryl Crow would make sense. 

It all comes down to making some decisions about who you are and then figuring out how to quickly and easily express it to others.

Hope that helps.

You could definitely do that, and that would probably help. I do understand the issue is that you are torn between where you have been and where you want to go, in terms of branding. But I think this is simpler than it feels. To some extent, it doesn't matter what you ultimately decide your brand is. What you need right now is the ability to communicate A clear and cohesive brand. If that doesn't express the entirety of who you are that is ok for now. You just need a clear relationship between an audience that is looking for something specific, and what it is that you are presenting. If they sign up for rock guitar chick because they are a Lita Ford fan and you happened to push that side of yourself, it will be no trouble to rebrand yourself later, once you have a relationship with those fans. I ultimately think that you need to just pick a direction and go with it. That is what you originally did, but it seems like when things didn't work as ideally as they could have you started questioning your brand, rather than just retooling your brand-ing and/or your targeting. That resonate at all?

Cool. Separating the guitarist from the singer/songwriter is not hard. It just means leaving the guitar playing off the table. The world is full of fantastically talented guitarists who don't showcase that side of themselves. It's just a matter of if you want to do that or not. If you are going to go with the songwriter aspect of what you do then you need to figure out what experience or feeling your songs might create in someone, then identify an artist who creates the same experience for their fans, and look for potential commonalities in developing your brand. 

You mentioned Heart and now two others mentioned Heart, maybe that is the right audience but you just haven't done a good job of showing that audience how your music fills the same hole. But I have no idea of course. That's for you to figure out 😉