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11:38 am
October 28, 2015
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QuoteJust had a major realisation. I had been running the same two free songs for a while. I put them together in a .zip file ages ago, when I was only targeting Tom Waits fans.
Now I'm targeting Tom Waits, Nick Cave and Neil Young fans, with Neil Young fans getting the cheapest signups. But the sales haven't been great. There's been a trickle, but not as many as I'd like.
A few days ago I decided to swap out one of the free songs. And for the past couple of days I've seen an uptick in sales. Certainly not statistically significant, but I'm thinking the swap had something to do with it.
So here's my realisation: When I picked my free songs I just picked two that were pretty different, to show my range. Also, one of them was very Tom Waits-like, so I figured it would appeal to his fans. But I never thought about my USP when selecting those songs. Then when I started to think of possible reasons why my funnel wasn't converting well enough, one of the possible culprits was the song selection. And I realised that I had written the entire thing - from ad copy to squeeze page to blog posts to sales copy - with my USP in mind, but I had left the USP out of the song selection. So swapping out that one song to one that fit more closely with my USP might just have done some good. 😀
Anyway, very happy with the sales I'm seeing.Â
Oh, quick side story. When I restarted my campaign I decided to go back to basics. I had set up my sales pages to offer downloads, CDs and vinyl, but I decided to do only downloads for now, just to simplify. Today I got an email from a lady who said she wanted to buy the music, but she didn't like downloads - did I have CDs or vinyl? So I sent her the old order links and quickly added the old options back in! (Still waiting for her order, but she did just send me a thank you message, so I'm optimistic.)
10:50 am
June 7, 2011
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Yep. It always comes back to the USP. The impact of song selection has come up a lot in other threads. What you just described happens a lot and is often the cause of campaigns where the ads and squeeze page perform well, but there is a big drop off from email 2 on. So what you have described makes perfect sense.
It's awesome that sales are ticking up.
Your report from people who want physical is also pretty common. I've seen digital drop and physical go up a lot over the last 1 - 2 years. Even CD sales seem to be going up.
I still believe that digital is a good path, but I think offering it via a progressive web app is probably the best way to go.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
5:06 pm
August 20, 2021
OfflineHi John! Can you clarify a bit what you mean by offering digital via a progressive web app. This would be as an alternative to selling zipped mp3s I imagine?
5:07 pm
June 7, 2011
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Not so much as an alternative, as much as an add on. Here is a lesson on it: https://www.mmmanifesto.com/in.....-web-apps/
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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