Hey John!

I edited my previous post from a few weeks ago, but it case you aren't alerted, I am replying here as well. The squeeze page url that I posted has been changed. I am not sure if you have already reviewed mine, but here is the new url: http://themindride.com/free-music/

Thanks again for everything!

You rock.

Thank you for reviewing our squeeze pages! The link for Mavenne’s squeeze page is https://mavenne.com/free-music  I was trying to optimize it for visibility on a phone and never was able to get the arrow icon to work since I’m using Bandzoogle as my host rather than WordPress, and also trying to work around the fact that I can only have one column on a phone.  

We're targeting ages 18-27, both genders (though we get 70-80% women typically).  Since we're using IG as our main placement for ads and our young audience is mobile-dominant, we're designing the ads to be optimized for phone screens, primarily.

Locations: US, Canada, UK, Australia, New Zealand, Ireland

Interests: Main audience: fans of alternative-pop female artists such as Marina (formerly "Marina and the Diamonds"), Lana Del Rey, Melanie Martinez, Halsey, Bebe Rexha & Sia.

Secondary audience: fans who would follow younger artists such as Selena Gomez, Shawn Mendez, and people who appreciate prodigies like Lorde and Taylor Swift.  Mavenne has been called a prodigy by many people in the industry, so that is part of her USP. (She is a female singer-producer who began producing at 14); she just turned 18.

My bold claim is a quote by Rick Barker, Taylor Swift's 1st manager.  An alternate bold claim I tried previously is:  "Listening to Alt-pop singer Mavenne is like sitting down with your best friend and sharing about the relationship that might have been & getting a warm hug knowing that better things will come..." (Mavenne tends to write a lot of "hope in the middle of heartbreak"-type songs.)

Thank you for your help!

Pamela on behalf of Mavenne

https://www.rockandrolljones.c.....free-music

Target Audience:

40-65 year old Males.

Thank you for your helpful feedback, John, on Mavenne's landing page and for this year's boot camp!  Can you give me your opinion on the alternate quote/bold claim listed in the earlier write up please:  “Listening to Alt-pop singer Mavenne is like sitting down with your best friend and sharing about the relationship that might have been & getting a warm hug knowing that better things will come…” (Mavenne tends to write a lot of “hope in the middle of heartbreak”-type songs.)  

Thank you for your help,

Pamela

Phew. Been super busy so I am only now getting around to watching this. Thank you so much for the great feedback, John. I'm revamping my messaging a little bit, because I think I've been overemphasizing the drunk and quirky and neglecting the cozy and comforting elements of my music (this came out of a conversation with a friend who's been following me for a long, long time). So I rewrote a part of the copy, emphasizing the humor and coziness more than the wino-elements, and I'm fixing the formatting issues you pointed out. I'm going to test out three different headlines, based on what you've said here - one of them the one you liked (slightly reworded), and two that go more into the cozy-territory. I'll post them here:

I LIKE TO TAKE THAT FEELING YOU GET WHEN YOU’VE OVERINDULGED, DRUNK DIALLED YOUR EX AND FALLEN ASLEEP IN THE BATHTUB WEARING YOUR FINEST SUIT, AND PUT IT TO MUSIC…

CURL UP BY THE FIRE AND RELAX WHILE THIS ICELANDIC SINGER-SONGWRITER MAKES YOU LAUGH, CRY AND QUITE POSSIBLY FALL IN LOVE...

LOOKING FOR SAD SONGS TO CHEER YOU UP? MY MUSIC IS COMFORT FOOD FOR YOUR EARS.

We'll see what this does. I've been pouring over my audience, and it's mostly people around or over 40 and very well educated (almost every person who likes my page has university education, way over Facebook averages). So I'm thinking that humor, and a cozy atmosphere could be the key here. Also, I should probably not target people below 30.

Now, when it comes to targeting, I'm thinking that's where I've probably been off. And I'm a bit puzzled here, honestly. I think you're right that the artist's that I've been targeting might be a bit too dark. I thought Randy Newman might work, but I can't find him in Audience Insights for some reason. Billy Bragg is another audience that comes to mind. I also have a few other possible artists, like Eels and Bonnie "Prince" Billy, but they might be too small (again, not showing up in AI). Anyway, I'm a bit lost there, but I'll figure it out.

Regarding the ups and downs you referred to in the video, there's been this pattern of campaigns starting out really good, cheap conversions and some sales, but then in a few days it starts failing. The conversion rates and sales go down, and prices go up. I think it's quite possibly because of a disconnect between the targeting and messaging in my ads and my funnel. I use humor, but I'm also quite honest and vulnerable in the stories I send in the funnel, and I think maybe Tom Waits and Neil Young fans find that a bit jarring. But since that's me, I think I should focus on sending a different message right off the bat, rather than change the vibe of the funnel, if that makes sense. 

Anyway, I'm writing my way through this in real time here. I'm setting up some tests and we'll see how it goes. If anybody has suggestions for targeting, that would be wonderful - I'm in the weeds a bit there.

EDIT:

I've put together a new campaign, targeting Billy Bragg, Glen Hansard and The Pogues. Most of the copy is the same or similar, but I skewed it slightly more towards the cozy elements. I'll keep you posted.

A few days in my three headlines are neck and neck, all converting at about 26%. The cozy fireplace one did take the lead at around 30% a couple of days ago, but we'll see. Definitely needs more time. 

The new messaging, centered around the experience of a cozy fireplace and a comfy chair, listening to music, is performing really well so far. It'll be a couple of days before I start to see whether the funnel converts well with this audience, but this approach certainly elicits more responses. I've been getting lots of email replies from people who love the music, so that's a great start. My only concern is that my Blogpost Of A Lifetime (which is about suicide and dog shit) might be too negative, so when I'm done with the headline split test I think I'll split test a different Blogpost Of A Lifetime.

Anyway, based on this test and the previous my best performing audiences so far, just in terms of signups, are Neil Young, Glen Hansard and Billy Bragg. I almost turned The Pogues off last night, because the conversions there were at over $3, while the others were way lower (around $1.40 and $1.70), but I decided to give it the night, and now they're at $2.50, so I'll leave them running a bit longer and see if they keep dropping.

So far so good.

My list and FB page are still too small for lookalikes. FB says I need at least 1000 people in the same country, and my FB page is at about 1200 in total, and my list is at around 800. I did experiment with creating a lookalike audience from video views at some point, but the results weren't that great, if memory serves.

Oh, ok, I'll give it a shot, then. I think I did try waiting for a while before, but I may be mistaken. Maybe that's the case, impatience (wouldn't be the first time with me).