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QuoteActually, sorry, I just looked at that again. That doesn't look like the launch sequence that I remember. I'm not sure what that is. And yes, I think 39 days is way too long to try and make a sale. Launch or otherwise.
There are several different processes that someone might need to employ here.
1. I have a small list and I need to simultaneously build my list and warm up my existing list. This is usually a pretty long funnel because you need that time to build the list. It's mostly just content added on to the beginning of a much shorter pre-launch process. This is basically what you see in the MMM course that I used on Billy Burke's campaign.
2. The launch/release process when the majority of your list has been there for a while but you have something new to put out. I usually do about 3 or 4 emails or so leading up to the release (all over a 1 - 2 week time span) and then anywhere from a 2 - 5 email post launch sequence spanning a single week. But these are not hard and fast rules. Just my basic a approach.
3. Then there is the evergreen funnel where you are building your list and selling an album that is already out. This would be pretty compressed and I would probably send 3 emails out and then an LTO. All within the first week or so. These days I'm usually having some kind of a very subtle push for the album on all of the emails. Again, all situations are different.
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.
3:19 am
October 20, 2011
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Hey John,
What is the reason for the evergreen sales funnel to be so short? I am thinking to create long term fan-ship, I could have 10 or more autoresponder emails that tells them cool tour stories...to really build the bond.....a weekly email with cool stories for about 8 emails and then offer the sale later and then eventually work house concerts into my sales funnel- say email 16 or something. My thought being that in music, if we court fans more, we will have a deeper and longer relationship with multiple sales (my favorite analogy is a romantic relationship- if you just want the sex you get it fast and once, but if you court you get a relationship with lots of sex - pardon this analogy!). My autoresponder stories are the best of the best of my stories vs. real time emails. What do you think about that?
Thanks,
Kat
7:51 pm
June 10, 2011
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Kat, John can correct me if I am wrong, but I think because one of the ideas behind the evergreen funnel is to catch the attention of the curious bypasser. Like if you were giving a performance to an audience, and the door was open to the street. Occasionally people will walk by (search traffic) and hang around outside so they can gauge what's going on inside. You want to hook them quickly and get them to take the plunge (take action) of coming inside the show to see what you are doing and what all these other people are getting to enjoy.
Once inside, then you give them the more intimate performance/stories that everyone who is already in the room is enjoying and so their experience then gets better. So one idea of the evergreen funnel (I think) is to catch the curious and get them to come inside.
There is nothing all that wrong with a long funnel. But in my opinion it's a balancing act. You need to strike while the iron is hot, but also avoid coming off as being purely self serving. The ultimate goal after all is to sell. So thats my take (at least currently) on the best approach. I think shorter is better than longer in terms of conversions, as long as it's not too short and/or void of value beyond the sales pitches.
To use your sex analogy, in my experience rushing it before a real bond is established will hurt the chances of having a real relationship. But if you wait too long to close the deal then things usually go cold as well because the excitement subsides.
Even the best email marketer will see their open rates go down as the series goes on. You don't want to wait until your open rate is cut and half to ask for the sale. Even if it converts better, you're still likely to make less money because of the decrease in exposure.
But as always, each person's results will vary depending on style and demographic. there is no one size fits all best practice.
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.
6:18 pm
October 20, 2011
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8:53 pm
October 20, 2011
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I'm going to do a short 6 email autoresponder sales funnel for everyone on my list (new and old- to get everyone on the same page).
What do you think about adding 5 or more content emails and then going for house concerts as an upsell to your sales funnel?
Thanks,
Kat
8:57 pm
October 20, 2011
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And since I am just trying to get everyone on my list (3000, only 173 of which have not been through my week long launch sequence in April) to the same point in my autoresponder sequence, I am wondering if I should take out my LTO until everyone is up to speed, since I just did a big week long LTO/launch in April.
11:53 pm
June 7, 2011
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Hey Kat,
I'm a little unclear on what you're asking. I would personally try the house concert as a stand alone promotion. I think it's too big of a jump on an initial purchase. But I think if you made it ore of an event that had a limited time frame for bookings and hopefully where you could talk to your fans about the tour as it comes together and really drive up the excitement.
We can talk about it when we jump on the phone for the podcast.
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.
7:06 am
October 20, 2011
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Thanks John. Ok, great- I will try the house concert as stand alone for people who have been through my autoresponder. That makes sense to me. Thanks!!
The other question has to do with the LTO's I'm running in my autoresponder sequence. For my evergreen leads, I want to run them through all the autoresponders below. For the people (most of my list) who have just been through my "Talk to Me" launch, I want to run them through Autoresponder #8-15. I was asking if it is too much to run people through 2 LTO's. I am excited about all of my content and building my relationship with my fans! I am hoping I am doing that, while still asking for the sale by the 5th autoresponder and 8th day!
#1 (immediately) Download "Talk to Me"
#2 (2 days later) "Talk to Me" Music Video
#3 (3 days later) "Talk to Me" Music Video Bloopers
#4 (5 days later) Blog Post of Lifetime about almost not making "Talk to Me"
#5 (5 days later) LTO
#6 (2 days later) LTO Reminder
#7 (7 days later) Fun blog post about cover art of "Talk to Me"
#8 (7 days later) Free download of cover, "Somewhere Over the Rainbow"
#9 (7 days later) Meet Kat - travel diaries Video
#10 (7 days later) Blog post about "Go Find Her" (from 2005 album "No Will Power")
#11 (7 days later) Touring Story- blog post
#12 (7 days later) Blog post about "Miss Me" (from 2005 album "No Will Power")
#13 (7 days later) LTO (My Grandma is proud of You!)
#14 (2 days later) LTO Reminder
#15 (7 days later) Funny Tour Photo
#16 (7 days later) How it all began - Childhood/Family Music Photos
#17 (7 days later) Funny Tour Photos
I'm a little fuzzy on what you're trying to figure out. Running your people through multiple LTOs is fine. Just so long as you take breathers and send out legit content in between. It's the commercial to show ratio. The more commercials, the better the show. At the same time, if you wait too long between calls to action you risk losing your grip of your audience. There is a "training" element to this.
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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