On Press Releases Or Learning The Right Lesson Part Two

I’ve talked a great deal about prioritizing in relationship to goal setting on the guit-a-grip site but I thought I’d put up a tangentially related

A while back, I was dreading the prospect of writing a press release for my 12-tone book release announcement.  For a long time, I had real trouble writing these types of things because I’m a very modest person by nature and the self congratulating accolades of a press release are an anathema to my presentation style.

But the simple reality is that at the end of the day, this is a business and you have to get people engaged in material before they buy it.  So it’s a necessary discomfort that eased with time.

Previously, I had released a short pdf on fiverr which was positively received and found someone there who has done all of my book covers for an extremely generous rate.

So I thought I’d give the press release a try. “Let’s see what someone who’s doing 20-40 of these a day (at $5 a pop) is generating.”  I was given a brief questionaire and told to answer the questions as specifically as possible.  5 days later I got the following Press Release: (Hint, you need to read it out load to someone near you to get the real effect of the writing).



Contact: Scott Collins

Company: Guitarchitecture.org

Address: Brooklyn, NY

Email: https://guitarchitecture.org/2013/01/31/the-guitarchitects-guide-to-symmetrical-twelve-tone-patterns-is-out-now/

Guitarchitecture’s Symmetrical Twelve-Tone A New Book Release

A new book was released in one of the mostly misunderstood area. This is a one of kind book wherein they are offering a free tutorial for those who want to learn how to play the guitar. It is all about academic matters for those who want to explore a new composition of sounds. This book has all the important files on how everyone can learn the basic sessions for guitar.


The new book is about 100 pages and it all contains a lot of information regarding the keys, tones, examples and instructions of the guitar. This book helps the reader maximize their potential in doing their first love which is to play the guitar. Since it is newly released, there is an assurance that everyone can learn the guitar easier and faster. Scott Collins is a guitarist, clinician, educator and the author of this book.


The Symmetrical Twelve-Tone helps the guitar trainees in mastering the keys and tones of the guitar. There are several patterns that everyone can follow so that they can deal with the different kinds of compositions and improvisation. A lot of people are now enjoying playing the guitars because this more fun and exciting to play than other musical instruments. This is also the reason why many people want to learn how to play the guitar. This book is offered at a very affordable price, so there is no need to worry about the budget because anyone can afford this book.


The Guitarchitecture released their new book that can help everyone who wants to learn how to play the guitar. There is no need for everyone to enroll in some tutorial classes because the Symmetrical Twelve-Tone is now offering the best lessons that everyone can learn from. For those who want to explore new keys on the guitar, this book is perfect for everyone.


Learning the guitar is very easy if everyone knows how to do it properly. With the help of the Guitarchitect’s Guide to Symmetrical Twelve-Tone, it would be easy for them to learn the basic skills needed. A lot of people are now enjoying guitar lessons using only the Symmetrical Twelve-Tone guidelines. This book has a lot of benefits that can help those who want to learn and master the guitar keys and notes.


For more information, please visit https://guitarchitecture.org/2013/01/31/the-guitarchitects-guide-to-symmetrical-twelve-tone-patterns-is-out-now/. 

Ouch!  There are too many problems with this review to count!

At least it was an inexpensive lesson!  Here are a few things it reinforced for me:

  • Be careful of what you farm out and who your farm it out to.
  • If you’re going to experiment, do it early when the stakes are low.
  • You can’t always trust sample writings or reviews (how many times have you walked out of a restaurant disappointed with the meal and said, “I don’t get it.  The Yelp review was really positive….”
  • If you haven’t worked with the person before. prepared to put a lot of preliminary work in for setting it up or to put in a lot of editing work to finish it.
  • By and large you get what you pay for.

What follows is the press release I ended up writing.  It took 60-90 minutes because I edited it endlessly, but the end result was something I could actually use.  I did end up using another Fiver service to promote the book which worked fairly well.

News Release

February 1, 2013

For Immediate Release


New Twelve-Tone Patterns Book Provides New Sounds For Guitarists

The GuitArchitect’s Guide to Symmetrical Twelve-Tone Patterns is the latest release in the popular “GuitArchitect’s Guide To” series.  In Symmetrical Twelve-Tone Patterns, guitarist, educator and author Scott Collins rigorously examines twelve-tone patterns and then breaks the method into a number of core approaches to use in melodic, harmonic, improvisational or compositional exploration. In a topic previously relegated to the halls of academe, Symmetrical Twelve-Tone Patterns investigates the material in an intuitive and accessible way for guitarists at different skill levels.

Among other accolades, guitarist and loop pioneer Andre LaFosse, has praised the method, saying, “Scott [Collins] has an unusual ability to deal with highly esoteric and technical concepts, while simultaneously managing to present them in a very approachable, intuitive, and musical fashion. The scope of his teaching touches on everything from mathematical theory to life philosophy. His writing represents an extremely original – and stunningly well-researched – perspective on the guitar.”

A complimentary digital bundle of musical examples is available to those who purchase either the print or digital edition of the book.  In addition to MIDI files, PDFs and MP3s of all the examples in the book, the bundle also contains Guitar Pro files to help readers maximize their interaction with the material. Having the files in a Guitar Pro format means that the reader can use the Guitar Pro MIDI playback engine to hear the examples at whatever tempo they want thus using it as a phrase trainer to help get the examples to up to speed.

With an undergraduate degree in composition from Berklee College of Music and a graduate degree in guitar performance from CalArts, Scott Collins is an active performer, educator and visual accompanist. He is the author of The GuitArchitect’s Guide: series which includes guitar instructional and references books on topics such as melodic patterns, harmonic combinatorics, positional exploration and chord scales and has released several music business titles for the Kindle platform including, An Indie Musician’s Wake Up Call and Selling It Versus Selling Out.

“The GuitArchitect’s Guide to Symmetrical Twelve-Tone Patterns” is currently available in both print and PDF editions at Lulu.com http://www.lulu.com/spotlight/guitarchitecture.  More information about the book (and links to sample lesson material) is available at https://guitarchitecture.org/books.



And a review:

In a related note, my 12-tone book just got a pretty humbling review on Amazon that made a lot of the discomfort in creating it seem worthwhile.  You can read the original review here.

This book is groundbreaking and vitally important for the modern guitarist, and I will concisely summarize why. The subject of twelve tone method applied to the guitar has never been anywhere near as well and accessibly explored as it has here, and it is a subject long overdue in the stale guitar world of today. This method, which the indisputably great composer Arnold Schoenberg introduced in the early part of the 20th century had massive repercussions throughout the music world, and ultimately swayed even the mighty Stravinsky. This example of one great composer converting another contemporary great is anomalous in history, only the Haydn-Mozart example is comparable in impact.

The material and examples are laid out in a very easy to grasp manner, and it is extremely helpful as well that the author has listed extensive permutations regarding the method, the latter is an invaluable resource in itself.

I will be expanding upon this review for my blog shortly, however I felt compelled to write this short due to the impression the book made on me.

This book makes all other guitar instruction books from the past fifteen years look completely obsolete, tired. Don’t miss out, the price you pay for this is simply a pittance compared to what you’ll get back.”

I’ve gotten a lot of positive feedback from my books but nothing like that!!

As always, if you’ve purchased a book – please drop a line at guitar.blueprint at gmail[dot]com.  I’d love to hear what you liked or disliked about it and it might make the next book even better!

At any rate, that’s it for now.  I’ll be putting up a music business / book publishing post soon that you might find interesting.  In the meantime, keep playing and as always,

Thanks for reading!


Customer Service Growing Pains or No One’s Ever Happy In A Compromise.

Wait, what about the books now?

As many of you know, a while ago I made a shift away from offering PDFs directly and moved it over to Lulu (which also distributes it to Amazon).  I did this for several reasons, but mainly I wanted the customer to be able to order the books and download them instantly.  Sometimes, schedule conflicts held up orders and while people were really cool about it – I know that when you order something you generally want it RIGHT NOW.

So the plus side is that the orders go out immediately.

The down side, and it’s a near insurmountable downside for me, is that while Lulu and Amazon have some analytics about who orders books –  I have no way to contact people to thank them or to talk to them about any aspects of the book that they dug, disliked or just didn’t get.

All I have is this blog and that co-opted Ambrose Bierce (?) reference in the title that reminds me that the nature of service mandates that while you can’t give everyone everything always – you should always give them the best of what they’re asking for.

So a few things then:

1.  If you’ve ordered any of my books in a print or pdf format – THANK YOU! It’s really appreciated and I hope that you’re getting something out of them.

2.  If you’ve ordered any of my books from Amazon or Lulu please feel free to drop me a line at guitar.blueprint@gmail.com with any questions, comments etc.

3.  I’m really trying to get in touch with anyone who’s bought my Pentatonic Visualization book from Lulu or Amazon.  I have dates and sales numbers but no names and I’d really like to get some supplemental material to you!  This also goes for those of you who bought the Symmetrical Twelve-Tone Patterns book who haven’t gotten the free bundle that compliments the book.

4.  While I promote Lulu and Amazon evenly – I should mention that Amazon is currently selling physical copies of my books at a 10% discount from Lulu.  I know that PDFs are convenient, but these books are really designed to be something that you hold (or put on a music stand) and flip to a physical page.

Again, thank you for your support, you indulgence and for your interest in anything that I’m writing about or doing.  I hope that any or all of it helps you in some way shape or form.


ps – The Devil’s Dictionary was a hugely influential book on me.  I thought Bierce gave me the compromise quote – but I may have cobbled it together from a few other sources.  If anyone knows a source, please drop me a line so I don’t have to be the pompous ass who quotes himself ; )

For those of you interested, Bierce’s actual definition  was,

“Compromise, n. Such an adjustment of conflicting interests as gives each adversary the satisfaction of thinking he has got what he ought not to have, and is deprived of nothing except what was justly his due.”

 – Ambrose Birece, The Devil’s Dictionary

The GuitArchitect’s Guide To Symmetrical Twelve-Tone Patterns Is Out Now

Hello all,

After a marathon couple of days editing the material – my 12-tone book is finally out the door!

The book and the e-book pdf are available on Lulu.com right now (and is also available on Amazon).

Symmetrical_12_Tone_Cover_Low Res


Bundle In The Jungle

Symmetrical Twelve Tone Patterns is a 284 page book with a large reference component  and about 100 pages of extensive notated examples and instruction.

What makes this book different (apart from the cover) and what I’m most excited about offering is a bundle of files that will help readers maximize material in the book.  The bundle contains:

  • Guitar Pro files of all the examples in the book (in GP6 and GP5 format). For those of you unfamiliar with this musical notation, tablature platform and playback program, having Guitar Pro files means that you can hear the examples without having a  guitar handy.  Having the files in a Guitar Pro format means that you can isolate each phrase and use it as a phrase trainer to help get the examples to up to speed.

  • MIDI files of the musical examples.
  • PDFs of the musical examples.
  • MP3s of all the musical examples (again, exported from the same material).

Here are some screen shots that I should have uploaded when this was posted originally!



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Page 44

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Page 204

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Page 270

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“They play country And western”

Symmetrical Twelve-Tone Patterns presents the material in both improvisational and compositional contexts.  It shows how to create various intervallic lines and creates the outline of a tune and dissects how all the parts were created using this method.  If you’re looking for ways to explore new avenues in playing or in your writing this is the book for you!

The softbound copy GuitArchitect’s Guide To Symmetrical Twelve-Tone Patterns is for $35 and the e-book pdf is $15.  Both are available from The GuitArchitecture Product page on Lulu  or here on Amazon.com).

I’ll have a lesson from this material up in the weeks ahead, but in the meantime you may want to check out this post to get a flavor of the approach (and some interesting licks)!

Lots more ahead about this.  Thanks for reading!