Hey Brian, I'd have to dig into the button options to see how it could be laid out. I think you can do it with a single button by creating an option for physical and digital, but I believe if you do it that way you would need to ask for shipping information for both options, even though you don't need it for digital. The alternative would be to lay out two buttons side by side. 

See the example below.

That's right. I don't think I mentioned the name but it's called "The Decoy Effect".  

From the web: "In marketing, the decoy effect (or asymmetric dominance effect) is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated. An option is asymmetrically dominated when it is inferior in all respects to one option; but, in comparison to the other option, it is inferior in some respects and superior in others. In other words, in terms of specific attributes determining preferability, it is completely dominated by (i.e., inferior to) one option and only partially dominated by the other. When the asymmetrically dominated option is present, a higher percentage of consumers will prefer the dominating option than when the asymmetrically dominated option is absent. The asymmetrically dominated option is therefore a decoy serving to increase preference for the dominating option. The decoy effect is also an example of the violation of the independence of irrelevant alternatives axiom of decision theory."

In other words... When you have two options you get a split result. By adding a third "decoy" option, your prefered option becomes the more obvious choice.

The site I mentioned using it was the Economist.

Attached is a screenshot of their offer. When you ask a room full of people, would you like the cheaper digital version or the more expensive physical version people are about half and half. When you add a third option that offers both for the same price as the physical option, the overwhelming majority goes for the more expensive option. In this instance the regular physical option is the decoy. No one is going to take that option but by having it everyone goes for the more expensive choice where they wouldn't otherwise.

As musicians we could do the same thing with physical. $10 for digital, $15 for physical, and $15 for digital and physical. Or whatever prices you wanted.

Non music marketing related or just non marketing related? I listen to several podcasts a day and am always working my way through a couple of books simultaneously, so I have a lot of favorites.

I'm a huge craft beer fan and spend a lot of time listening to podcasts in that space. The Brewing Network is a big favorite.

I also just finished listening to the Serial Podcast. The first season was amazing.

Last great book I've read? Hmmm, probably "American Kingpin: The Epic Hunt for the Criminal Mastermind Behind the Silk Road by Nick Bilton "

I could go on and on.

How about you?

All good. And thanks for clarifying. Thanks as well for listening to the NZB Podcast. It's the first new project I've done like that in a while and I'm really enjoying it. Fun to be doing something in a different space with less pressure. I just got my first sponsors so it;s already making money and getting a decent number of regular listeners. 

When it comes to music marketing, there are really none that I listen to or learn from so everything I absorb is in the general marketing space.

Gary Vee is great for customer service spirited stuff.

I like Ryan Deiss a lot as someone who's business model I hope to more closely emulate.

Frank Kern was a big one in my earlier days. He and Dan Kennedy taught me a lot about copywriting.

Chris Rempel is a fantastic copywriter and he taught me a lot, but he is in services now more then education.

This are probably the big ones for me.

Yeah, Gary Vee seems to be more focused on customer service and the idea of finding ways to treat people well and give them what they want. It's not very strategic advice, but it's very inspiring. He's really helped shaped the way I try to run my businesses.

The tipping thing could be interesting. My only note of caution would be that it's one more variable and it could also distract and make people stop to think right before clicking the order button. It'd be the kind of thing I'd want to split test and see which order button made more money. Could be a success though.