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6:07 am
June 10, 2011
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QuoteI was feeling a little down. Sales were not quite where they'd been. I wasn't worried -- I understand statistics, and I realize that a random sample of a normal distribution will yield "pockets" of highs and lows. Also, I'd been experiencing growing pains in my video marketing (still going well, but not without some frustrations! LOL!).
Nevertheless, I thought, "What the heck! I'm gonna give myself a bonus check. I've been working hard and I deserve it!"
So...I ran a little sale on my facebook page, which is also linked to my twitter account. I told folks that I was going to offer them the same low price on signed CDs that I typically only offer to my mailing list subscribers (value), and I'm only running the sale until midnight PST tonight (scarcity). I told them I've never done it before, and I'm not sure I'll ever do it again. Whaddya know! I picked up a few quick sales and boosted my mood. 
Obviously, I know I can't do this often. I really am NOT sure I'll ever do it that way again! Anyway...just thought I'd remind you that a "sale" is something that retailers do, and you can do it too.
Now, John might have a more scientific strategy on this. I just wanted to treat myself. Probably not the best reason. But, hey... it accomplished its purpose.
2:46 pm
June 10, 2011
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Hey Charlie, if it worked then why not?
I don't know if you read my post about my gig this past weekend and my 50% off sale on my CD's, but the results blew me away, and I'm still getting signups 2 days later! I used the value and scarcity tactics too, and it really worked. I have another gig coming up miles away in a different city in a few days, so I may try it again with a different audience, only this time I will have a lot more CD's with me. I don't think selling out of CD's is really the best type of scarcity!
What would a jam session with Gordon Lightfoot, Collective Soul, and Damien Rice sound like?
Check out Greg Parke and you’ll have a pretty good idea!
5:33 pm
June 9, 2011
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Charley Langer said:
Now, John might have a more scientific strategy on this. I just wanted to treat myself. Probably not the best reason. But, hey... it accomplished its purpose.
That's awesome Charley! I saw your post on Facebook last night when you sent out the last warning. Great call to action by the way. That's how it's done. No B.S... just a straight up "Hey you're not a subscriber, but I'm hooking you up anyway. You should probably be one though." (that's not a quote of his post, but that was more or less the message).
Great stuff, man!
Hey Greg and Charley... I don't know how well you guys are tracking this stuff, but you should put together a case study so that some of the newer members (or those struggling a bit) can see exactly how well this approach works.
10:29 pm
June 7, 2011
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Good stuff Charlie. These 2 - 4 day sales can be your big pay days. I do them a lot with a number of my online businesses, including music. They are always my biggest spikes. I just did one for an artist I've been helping which ended yesterday in fact. 2 emails and 20 CDs sold. A free bonus track was the incentive. Not an insane amount of CDs but the album came out over a year ago and the list has already been hit pretty hard for it.
As for how often you can do these, it's really just a feel thing. But at least every 2 - 3 months is doable. You just need to change the trigger up and make sure people have received enough good content that they don't feel like every email they get is a sale.
I tend to bundle something with the album or drop the price for 3 days. I'll send one email out on the first day, a second email ONLY to the people that didn't open the first email (an Aweber feature), and then a final notice email on the 3rd day. I try to run these Tuesday - Thursday and I send the emails out around 5:30 AM East Coast time.
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.
5:12 am
June 10, 2011
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Ditto John, good timing on those suggestions, thanks!
I am about to do a "pre-release" of my new CD. The plan is to make about 200 copies with a bonus track (a remastered song from a previous CD) and possibly a video, and only make it available to people on my mailing list/fan club, and only for a limited time. If I don't get a good enough response from the mailing list, I may have a few private pre-release parties and offer the same CD's until the first 200 are sold, and then put the CD on CD baby, Amazon etc.
Good idea about the tracking too Steve. I've been a little slack on that part, but as things start to pick up I can see where I really need to pay more attention to tracking. I only recently discovered that Aweber feature that John mentioned about being able to track who actually opened the emails. I'll definitely be using that one a lot!
What would a jam session with Gordon Lightfoot, Collective Soul, and Damien Rice sound like?
Check out Greg Parke and you’ll have a pretty good idea!
2:17 pm
June 9, 2011
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Greg Parke said:
I only recently discovered that Aweber feature that John mentioned about being able to track who actually opened the emails. I'll definitely be using that one a lot!
Cool Greg,
What's cool about the open rate tracking is that you can send an important email, then the next day, try a different subject line and send it only to the people who did not open, just to see if the second mailing gets them to open. Very useful feature.
9:38 pm
June 10, 2011
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I agree. I wouldn't want to hammer people who have already opened my email, but giving a gentle push to those that haven't sounds ok to me! Aweber is a great tool, as are many other things I'm learning about here in the forum and MMM2.0
What would a jam session with Gordon Lightfoot, Collective Soul, and Damien Rice sound like?
Check out Greg Parke and you’ll have a pretty good idea!
6:24 pm
June 7, 2011
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That feature aGreg Parke said:
I agree. I wouldn't want to hammer people who have already opened my email, but giving a gentle push to those that haven't sounds ok to me! Aweber is a great tool, as are many other things I'm learning about here in the forum and MMM2.0
That single feature alone makes the premium autoresponders like Aweber so worth the money. I find I usually pick up an additional 10 - 15% on the second email.
I was grandfathered in to Aweber's old pricing because I signed up so long ago and I was only paying $30 a month for a pretty big list. BUT, I did not have access to that feature that allows me to see who did, and who didn't open my email. I chose to upgrade anyway and I know pay $150/month for Aweber because of the size of my lists but it's well worth it for that one feature alone. The additional income dwarfs the expense.
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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