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10:11 am
January 18, 2013
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QuoteHi, and greetings to everyone,
I am an instrumental musician from Estonia.
My situation is as follows: I'm looking to come up with a better
headline for my squeeze page, and would appreciate any headline suggestions.
Playing around with 4 different facebook campaigns and
5 to 6 different headlines, I saw about a 8 - 10% conversion rate
with the following headline (the campaign targeted people who "liked" a specific trip hop artist):
"Breathe in the colour of the sunset sky,
feel the warm summer breeze, as the time stops to fly,
and have yourself a FREE download from a
mellow and positive trip hop artist."
However, I feel like it is not so straight to the point, a bit clumsy and 'artificial',
and the results indicate that as well.
Other headlines that I tested converted anywhere between 2 - 5%.
Also, I came up with an alternative headline, but haven't tested it yet,
and it is as follows:
"Looking for a lovely gift idea?
Download those FREE SONGS,
and give them as a present to someone
who cherishes soft and positive background music."
But I was also thinking that if I'm targeting on facebook people who "like" a certain trip hop artist,
then perhaps this 'background music' is too broad term to captivate their attention?
---
As a background information, here is a short description of my music:
People have said that it is excellent as background music,
and that it is mellow, soft, and helps to slow down.
The genre is a mixture of jazz, electronica, and trip hop, and the songs are mainly instrumental,
with sparse vocals here and there.
It is a solo project.
The squeeze page example is HERE.
For those who want to get a clearer idea of my music, without having to sign up,
here are the songs that I give away currently to my subscribers:
and
or you can also check the 30 second sample clips from HERE without having to download anything.
I assume my target demographic being someone who likes listening
to jazzy and a bit more acoustic electronic music genres, such as trip hop,
jazzhop, or downtempo. But this is what I assume, as I have a very small list of only
20 people, and haven't got any statistics to rely on.
I feel connection to the music I create, but I currently don't feel such
connection to my squeeze page headline.
---
If anyone of you has any headline suggestions or squeeze-page related ideas, feel free to share them below.
Also, if anyone does take a listen to the music, and has any suggestions / feedback on what it sounds like (trying to get clearer on the branding and the qualities of my music), then I'd love to hear your ideas and opinions.
9:48 pm
June 7, 2011
Offline
Hey Joonas,
I think part of the problem may be that a little is being lost in the language translation. It's not that your English isn't great, it is. But rather I think there is something culturally not quite aligned with what a US, UK, Australian or Canadian reader might respond to.
All of those headlines fall quite flat for me as a reader. Just one persons opinion.
Have you considered starting with an Estonian squeeze page and advertising locally at first, just to get a feel for things?
That aside, here was one idea that came to mind after listening to a few sample tracks...
If Your Life Was a Movie, My Luvly Hammock by Joonas Kreen Would Be the Soundtrack.
... and now you can get his latest single for FREE!
You'd then want to support that sentiment with your body copy.
Another thought is to use a journalists quote if you have one, or possibly make a comparison to another artist that you are similar to.
I personally think selling instrumentals to consumers is about as tough as it gets. So you'll really want to build those connections with your fans, and it's all going to be about communication.
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.
11:56 am
January 18, 2013
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Hi, John. Thanks for pointing out and making me more conscious of it -
I have been suspecting this 'cultural' and 'language translation' factor myself as well.
It makes me think more seriously about switching to an Estonian marketing for a while, to
get a feel for things, or to collaborate with a native English speaking 'communication assistant',
who has the feel and sense for the language and the culture.
Of course, I understand that marketing to an English speaking audience is not something
impossible for me, if I found a way to present my music in a way that is more aligned with the reader,
and if I stayed conscious of the distortion and flattening of the message that occurs
in my case during the language translation.
That said, I deeply appreciate you taking the time to give a listen and suggest an alternative headline:)
Means a world to me.
Also, I like the ideas of using a journalists quote, or to make a comparison to another artist.
11:38 pm
June 10, 2011
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That's a great headline idea! You have the touch on those things, John.
Joonas, as I'm listening to cuts from your album as well, I was going to offer another idea that's been tossed around on this forum a bit here and there, and that is licensing your music (or, rather, seeking out music supervisors, music libraries or other potential clients to license it from you). It's pretty competitive, but there are a ton of potential opportunities out there. I occasionally license to a guy who does intros for CD-Rs or instructional DVDs, etc. Also consider making inroads at Rumblefish.com for possible licensing. They are pretty strict on what they do or do accept, but they are one of thousands of potential licensing opportunities.
Since we are on the topic of squeeze page headers, I'm wondering if I can get some feedback as well. I think injected sufficient 'ugly' into my page (haha...) as per a conversation I saw with Kat and John a couple weeks back. And in fact, I think stripping the page down made it much more incisive and to the point. But I'm sort of not sold on the headline. I'm testing it right now, and I've had one out of eight people subscribe. Any thoughts?
all the best,
Michael
Preview the New Video Single, 'Beautiful One', Now!
http://www.m-overdrive.com/video
11:48 pm
June 10, 2011
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By the way, Joonas...I dig this stuff!...and the vocals on 'Lingering Silence' are brilliant (among other things)...
m|p
Preview the New Video Single, 'Beautiful One', Now!
http://www.m-overdrive.com/video
11:50 am
January 18, 2013
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I appreciate your ideas, Michael. And I must admit that I've come across the idea
of music licensing in the past - I think there was a heavier emphasis on this subject in
the musicians summer school last year (I listened to the free webinars that were made available
through John's Music Marketing Manifesto list) where Sarah Gavigan shared some insights about it.
As I'm reading this now, I just refreshed my memory and found her website at
http://getyourmusiclicensed.com/
Nevertheless, for some reason, I've never thought of licensing my own music.
Thanks for reminding of it.
I wish I could help you with your squeeze page, but currently I'm probably not the best one
to give any constructive feedback as I'm struggling with getting my own page working.
However, if I had to provide an answer at the risk of having to give
a stadium concert with a one-stringed guitar and a backing band that consists of
three triangle players (northern humor that hardly makes any sense),
I personally do like the stripped down and simplified approach with an emphasis on social
proof and quotes, finally asking the reader something like "Want to find out why are they saying so?".
Seems like a clever way to write a simple yet engaging copy. Makes me think about
using more quotes on my own squeeze page....
Again, don't take my word for it,
as I'm speaking from my own limited experience, but I
thought that it would be fun to share my thoughts.
But as for your main question - the headline - I'd still probably rather step up to the stage and give this
stadium concert, than suggest a headline. I'm sort of stuck on this topic at the moment...
Glad you dig my tracks:)
Joonas
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