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QuoteHi I am in the process of recording an EP and would like to create some buzz around it to get some good sales on a release date. I understand that I can start targeting the fans of related bands and start generating leads in exchange for a free download track.
In order to create a buzz around the album what do you suggest talking about in the emails?
1. Is it about the upcoming songs, the writing or recording process, the lyrics, the themes, the styles and influences etc?
2. How often would you email fans with these EP recording updates? Once a week, twice a week or more?
3. What do you suggest to increase sales even more on a release date?
4. How about selling individual songs as they become available and then also offering it as a full EP download when it's available?
5. Once I have an EP, I don't have any upsells in mind at the moment. What do you suggest?
Thanks.
Sunil.
11:59 pm
June 7, 2011
Offline
Hi Sunil,
I answered this in today's coaching call and I'll have the reply live within the next 24 hours or so. But the short answer is that the best thing you can do to generate a lot of sales right around the release date is build your list as large as possible in advance, create a bond with that list and then incentivise them to take action with some kind of scarcity or time limitation.
As for how often, that really depends on where you are at in the funnel. Building up to a release I typically email two or three times and then I email a few more times in the days following the release. When not in promo mode I don't email that often. Maybe once or twice a month.
I wouldn't sell individual songs. I think of it like this... There are only so many times a fan will say yes to your offers. Don't waste those yes' on individual songs when you could be selling albums. If you want to stagger the release of songs I would do it as part of a membership program or possibly a Patreon campaign.
If you don't have more to sell as an upsell all you can really do is create something to sell, or create a membership site and promise to add content over time.
All the best.
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.
Hi John,
In order to create a bond with your list prior to a release date, what do you typically talk about? Is it the things I talk about in the previous message like the writing and recording process, lyrical themes, music snippets etc of the upcoming release?
You say that building up to a release, you typically email 2 or 3 times. Do you mean 2 or 3 times a week or in total?
Also, what kind of scarcity or time limitation offer do you make in order to incentivise them to take action and buy the EP when it's released?
Sunil.
11:18 pm
June 7, 2011
Offline
Hey Sunil,
Re: Bond. You need to think of your emails as a channel. And like a traditional channel it needs to be something of real value to the person you hope to engage. You could write blog posts about writing or recording, but you just as easily could write about what you did over the weekend. It's just about finding a mode of conversation that is natural for you, but which is also entertaining for those reading/watching. The main goal with the initial communication though is to show them that you do represent the values that are important to them, that you are similar to them as a person, that you are talented, and that others agree. However you want to try and do all of that in a comfortable and conversational way. For example you can create that social proof simply by having blog comments, or quickly referencing an experience you had touring with a large artist, etc.
I typically email out about 2 - 3 times within a week to 10 days prior to the album going live. But that is not a hard and fast rule. But with these emails I am mostly setting up the release of the album and trying to create desire, rather than focusing on the bond. That should already be in place before going into a launch sequence.
As for incentive, I almost always use either a discount, a bonus, or both.
You might check out the copywriting lesson here in the IC. It doesn't focus on a real time launch, but it does talk a lot about how to communicate with the list.
Cheers.
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.
Hi John,
Thanks for the great response. As I understand it then, I build rapport with fans by speaking to their values in an entertaining and engaging way in order to build a bond...and then promote the EP in the few weeks before the release. I could also send them tantalising snippets of songs to increase their desire for the release and what they can expect from it.
How big a list of fans do you think it is realistic to build in 6 months? 5000 or more?
Also, where is the copywriting lesson that also talks about how to communicate with the list? I couldn't find it.
Thanks again,
Sunil.
9:24 pm
June 9, 2011
Offline
Hi Sunil,
Steve here. How long it takes to build a list of that size depends on both your squeeze page conversion rate, as well as how much traffic your drive daily.
If you get a squeeze page converting at 30%, you'll need to drive about 16,650 targeted visitors to get 5,000 subs. From there it's a question of how long it will take you to drive that much traffic, if that makes sense.
The copywriting lesson is under January 2012. You can find it here:
https://www.mmmanifesto.com/in.....-musicians
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