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6:49 am
June 10, 2011
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QuoteI got a kick out of writing this one:
Subject: {!firstname}, I Have EIGHT Free Songs for You
Hi, {!firstname}!
Yes, you read that correctly. I'm giving away the remaining eight songs from my album. You already have two of the ten songs. Not only that, but I'm giving away the high-resolution audiophile versions of them.
Why am I doing this? I have 3 reasons.
Reason #1: I keep getting emails from folks who say things like, "Charley, I really want to buy your album, but the bad economy has really wiped me out." Please trust me when I say, "I understand that!"
Reason #2: I don't have a major label marketing machine. I put a lot of time and effort to creating the music. I want it to be heard. It's good music.
All I'm asking you to do is to buy the first two songs I gave you, and I'll send you the high-resolution audiophile versions of ALL of them. That's $2.50 for the audiophile version of my album. It is absolutely the best deal I can give you.
Here's the link to the offer, but you need to do it NOW:
http://onlinesmoothjazz.net/?page_id=71
Yes, I'm giving away the farm. The only things I'm not giving away are my wife and children. That said, my son just showed me the college tuition bill. I handed him the white pages and asked him to please find another family. Not really, but I seriously thought about it. 🙂
Now…let's suppose for a moment that you already bought the album. Why would you want to pay $2.50 for something you already have? You did read the paragraph above about my son's tuition bill didn't you? That's Reason #3.
However, you really need to do this NOW if you want the album at that price. That's $2.50. I'm sorry I can't include the pretty packaging and my autograph.
Again, here's the link to the offer:
http://onlinesmoothjazz.net/?page_id=71
Enjoy the music! And thank you for your support. 🙂
Charley
Intelligent Smooth Jazz
PS – If you feel like sharing your thoughts about the album, please head over to iTunes and CD Baby and leave a review. You can also help spread the word by posting a link to the album on Twitter, Facebook, YouTube, MySpace, etc.
Again, thank you!
I just sent it out minutes ago, and orders are already coming in! LOL! So, I'm patting myself on the back. The idea came to me while tweaking my PPC campaign after the last training John did. So…here's my thinking on this:
1) I thought, "I need to get some of those people who have collected all my freebies (and I give away alot of them) and NOT bought something to at least pay for the advertizing it took me to get them to become subscribers."
2) Since it's digital, there's no additional cost to me.
3) The offer is intended for people who have already been offered the hardcopy CD at a discount and turned it down. This email is quite late in my followup series.
4) Even though it's intended for people who have turned down all my previous offeres, I'm humorously asking those who have already bought the hardcopy CD to buy it too. And I know there are people who will do that because they like me and like being entertained by my emails. Heck, it's only $2.50.
I'll keep you updated. Feel free to click the special offer link to see how I have my LTO set up. And I won't hate you if you take advantage of the $2.50 offer. LOL!
Cheers!
6:58 am
June 10, 2011
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Oh...here's the followup email that goes out 2 days later:
Subject: I Can't Believe I Did This...
Hi, {!firstname}!
My son just walked into my studio. He didn't even knock, and he looked a little annoyed. He said, "Dad, you might actually be able to pay my tuition bill if you sold your music instead of giving it away."
Dang! I forgot he was on my mailing list! 😉
He's right. I'm going to have to take the offer down soon, but I am a man of my word. I'm going to continue to offer you the downloadable audiophile version of my album, Never the Same, for a very short time. If you haven't picked it up yet, here's the link again, but you really need to do it NOW:
http://onlinesmoothjazz.net/?page_id=71
Enjoy the music! And thank you for your support. 🙂
Charley
Intelligent Smooth JazzPS - If you feel like sharing your thoughts about the album, please head over to iTunes and CD Baby and leave a review. You can also help spread the word by posting a link to the album on Twitter, Facebook, YouTube, MySpace, etc.
Again, thank you!
8:29 am
June 10, 2011
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I was thinking about positioning the digital version of my record in place of my LTO
for the CD version when the CD version ran out. However, the CD is not running out
anywhere near as fast as I would like it to. So after reading Charley's post I'm wondering
if it would be a good idea to follow up the LTO for the CD, with a pitch for a discounted
digital version of the record?
I could really use the sales, but am not sure about the logic behind it. Charley's tactic has got
me wondering...
8:21 pm
June 10, 2011
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Tim Curry said:
I was thinking about positioning the digital version of my record in place of my LTO
for the CD version when the CD version ran out. However, the CD is not running out
anywhere near as fast as I would like it to. So after reading Charley's post I'm wondering
if it would be a good idea to follow up the LTO for the CD, with a pitch for a discounted
digital version of the record?I could really use the sales, but am not sure about the logic behind it. Charley's tactic has got
me wondering...
I guess my thinking is just that I've made subscribers aware of my album during the first three emails that go to them. Some of them fall in love with the music then and buy my CD at full price. In the fourth email, I pitch a discounted LTO for the CD as a "thank you" for their loyalty as subscribers, and that's where I have been getting most of my CD sales. But some don't even buy at that "rock bottom" price for the physical CD.
My logic is that I would like to at least get SOMETHING from those who continue to be subscribers and have resisted buying thus far. I can't sell the CD for less, but I can, as a last-ditch effort to get SOMETHING, ask them to give me some money for a digital version that doesn't cost me anything more in materials or shipping.
As I move more toward PPC more and more as my traffic source, I am hoping that I can at least cover the advertizing dollars that it took me to get a non-buying subscriber with a last-ditch low-ball offer for something that isn't physically tangible. I don't think I'm really losing anything at that point. I'll definitely let you know how it goes.
The results so far...
I am getting a lot of people taking me up. I have a few thousand subscribers, and I'm thinking I'll make a few hundred bucks in the next week or so. Then, things will level off, and I should get a small stream of money coming in to pay for PPC. It's an experiment. And it's kind of fun.
4:12 pm
June 10, 2011
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I like the thinking behind it though. Maybe a CD just isn't their thing, but they wouldn't
mind having the mp3's at their disposal for a bargain. I think you've convinced me to
try this too. 
1:54 am
June 7, 2011
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Awesome Charley. Always impressed with how well you're implementing this stuff. It's fun seeing those orders come in isn't it 🙂
I think it's a really important to get as many of your subscribers to buy as possible. No matter how cheap the item. Because once they buy from you, the chances they will buy again sky rockets.
A couple things you might do...
1. Add an OTO upsell on the thank you page. I'll bet you you convert 20% or so.
2. It might just be me, but I wasn't immediately clear how to order. You might make the link a more pronounced button. It's obviously working so that may not be necessary, but that was my quick thought.
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.
2:39 am
June 10, 2011
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John Oszajca said:
Awesome Charley. Always impressed with how well you're implementing this stuff. It's fun seeing those orders come in isn't it 🙂
I think it's a really important to get as many of your subscribers to buy as possible. No matter how cheap the item. Because once they buy from you, the chances they will buy again sky rockets.
It really is working well. And, yeah, it is quite fun to see a lot of orders coming in, even if they are small. I am trying to work in both directions -- very inexpensive things for those with small wallets, and more expensive things for those with bigger wallets.
In about two days, I took in a little over $100 for an hour's worth of work, and no products are being shipped out. Download only. Since I made this a part of my followup series, it will continue to provide a small stream of income long after this. And, it seems to have endeared me to many of my fans. Frankly, I was a little worried about how it might be perceived.
John Oszajca said:
A couple things you might do...
1. Add an OTO upsell on the thank you page. I'll bet you you convert 20% or so.
2. It might just be me, but I wasn't immediately clear how to order. You might make the link a more pronounced button. It's obviously working so that may not be necessary, but that was my quick thought.
Thanks, John. I need to figure out how to implement an upsell with Bandzoogle or perhaps eventually move to another web solution. I like Bandzoogle because it's easy, but it's not as flexible as a completely DIY website uploaded to a server like Dreamhost. I know I'm losing some money there for the sake of convenience.
Thanks for pointing out the less-than-obvious link. It seemed obvious to me, but can do a button. That explains one of the comments I got, "So, how do I order?"
3:28 am
June 7, 2011
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Cool. If you can hang tight for a few months I might have a solution for you that would be ideal, as far as websites go. I'm working on a completely turn key solution where you just plug in your info and go. Upsells, ordering solutions, opt in... Everything. In early development now.
As for ordering, yeah... I passed right by it and then had to scroll around for a sec or two. Might be loosing a small percentage. Who knows.
Keep us posted.
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.
4:39 am
June 10, 2011
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John Oszajca said:
Cool. If you can hang tight for a few months I might have a solution for you that would be ideal, as far as websites go. I'm working on a completely turn key solution where you just plug in your info and go. Upsells, ordering solutions, opt in... Everything. In early development now.
Fantastic! Yes, I can wait.
I love this Charley...Im totally gonna do something like it. Ill let you know how it goes.
DRESSED HIS WIFE UP LIKE A HORSE FOR HIS NEW ALBUM COVER
http://www.deanfields.net
6:30 am
June 10, 2011
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Dean Fields said:
I love this Charley...Im totally gonna do something like it. Ill let you know how it goes.
It's hard to beat for repackaging work you've already done! Like I said, it took me about an hour, and the orders keep coming in...
My wife thinks I set the price too low. She might be right. It just seemed to flow with the logic of, "I already gave you two downloads...pay for those, and the album's yours." Maybe, "Buy three, get seven free!" is catchy. It rhymes. 
One thing happened that I didn't expect. Some people feel guilty taking something that cheap, and they order the hardcopy at regular price. I know that's what is happening because they send me emails telling me that! I wish my webpage was more flexible so I could do up-sells as John suggests. If yours is, I'd offer the up-sell after they buy!
Hmmm..Bandcamp lets you pay what you want. I wonder if that could be worked in there somehow? I know you can set a bare minimum, say $2.99. But, they can add more if they wanna. Ill check it out.
Ive been using Paypal on my LTO's for the last 6 months or so. But, my bandcamp is integrated with aweber now via paypal i think.
For the upsells...I just haven't been able to get my head around how I was going to swing it. I know Kat Parsons recently posted about how she figured out how to do with paypal. Im tempted to go with 1shoppingcart to avoid confusion.
DRESSED HIS WIFE UP LIKE A HORSE FOR HIS NEW ALBUM COVER
http://www.deanfields.net
4:28 pm
June 10, 2011
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Dean Fields said:
I know Kat Parsons recently posted about how she figured out how to do with paypal.
BTW, I think everyone on the Insiders Circle should be on Kat's mailing list. She is doing a lot of things right. I love her emails: http://www.katparsonsmusic.com/.
11:18 pm
October 20, 2011
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Hey guys!
So happy to have checked out this post- love my mention- thanks Charley!
I have a few questions. For releasing a new record, do you think it is more effective to do a 7 day LTO (as I did last time) or a 72 hour LTO?
All my customers during the 7 day LTO bought Day 1, 2 and 7.....the numbers on Day 3, 4, 5 and 6 are negligible. So, it seems like a 72 hour LTO might work, but I am worried about people who don't check their email as often. What do you think?
Thanks!
Kat
1:45 am
June 10, 2011
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Kat Parsons said:
Hey guys!
So happy to have checked out this post- love my mention- thanks Charley!
You are welcome. I think I forgot to mention that they should all buy your CD too. 
Kat Parsons said:
I have a few questions. For releasing a new record, do you think it is more effective to do a 7 day LTO (as I did last time) or a 72 hour LTO?
All my customers during the 7 day LTO bought Day 1, 2 and 7.....the numbers on Day 3, 4, 5 and 6 are negligible. So, it seems like a 72 hour LTO might work, but I am worried about people who don't check their email as often. What do you think?
Hmm...I wish I had the experience to offer a suggestion on this one. I've only done 72 hour ones.
I can only speak of how I personally respond to LTOs. If somebody tells me I have 72 hours, I know I have to basically make a decision right then. If I know I have 7 days, I tend to procrastinate. On the other hand, I do remember one time being annoyed because I was out of town, only had a good enough connection on my phone for email, and had to wave goodbye to an offer I wanted because it expired before I could get to a good connection.
Finally, I'll say that I'm a believer in the need to have large data sets to make definitive conclusions concerning whether one thing is working better than another. The only thing I am sure of right now is that my mobile squeeze page converts better than my other ones! And it's not nearly as pretty! Dang it! LOL!
4:07 am
June 7, 2011
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Kat Parsons said:
I have a few questions. For releasing a new record, do you think it is more effective to do a 7 day LTO (as I did last time) or a 72 hour LTO?
All my customers during the 7 day LTO bought Day 1, 2 and 7.....the numbers on Day 3, 4, 5 and 6 are negligible. So, it seems like a 72 hour LTO might work, but I am worried about people who don't check their email as often. What do you think?
Thanks!
Kat
I haven't tested this specifically but my feeling from doing many of these is that a longer LTO will bring in more sales over all, but because of the intense email it has it's negative effects on the list.
I think the long LTOs should be for releases and things that your life depends upon so to speak. Then use 72 hour LTOs for promotions. Think of the long ones like telethons and the short ones like commercials. You can't run a telethon every day. But when it really matters, you might need to.
And for the record, I have had long LTOs where I had huge spikes in the middle of the 5 - 7 day period. Always as a result of breaking with the sell, sell, sell strategy and injecting either a new bonus or some kind of kick ass content that supported the reason why someone might want to buy the album.
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.
12:03 am
October 20, 2011
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8:31 am
June 10, 2011
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Kat Parsons said:
Thank you both a ton- very helpful!
Thank you, Kat. I learn from you as well.
Chris Rempel talks about injecting your personality into your communications. Ummm…you might think this video is nothing special. I think it's absolutely brilliant. I bet you got some sales out of that, didn't you?
9:10 pm
October 20, 2011
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3:58 am
October 20, 2011
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Dean Fields said:
I love this Charley...Im totally gonna do something like it. Ill let you know how it goes.
hey Dean- how did this go for you? do you have a customer list so that you were only sending to people who hadn't bought yet? and what did you use as your "reason"? would love to hear about it if you are up for sharing!
cheering you all on!! kat
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