Being An Independent Musician is Hard Work
Let's face facts for a moment... it's really not that easy to make money as a musician. About 10 years ago that statement was true but with the ease of digital music creation and the absolutely insane number of independent musicians trying to make it in this industry that statement is multiplied by the thousands.
So what does this mean for an independent artist like yourself? Well you could throw in the towel now but you really want to make it in this music business thing don't you? If you're not 100% certain of the answer to that last question you might want to really consider the towel thing. Realistically speaking there are an endless number of cats out there - just like you - who want to make this music thing happen bad. I mean really bad. So if you're heart isn't 100% in it then you're just wasting your time and you may as well pack it in now... Still with me? Good. Let's move on.
Now that you know for certain that no matter what happens, no matter how long it takes and no matter how persistently you have to try - you want in this music biz thing and there's nothing that's going to stop you - you can start developing your plan to sell your music.
You Need To Develop A Plan
Plan? I didn't know I had to have a plan. Of course you need a plan. The old adage still rings true. Those who fail to plan... well you know the rest. Do you plan on failing? My guess is if you've made it this far into this rant then you plan on being a success. Rock star life is for you! Pass the champagne the cigars and bring in the bikini clad girls. Speedo boys for the ladies...
Whoa! Not so fast Rock Gods and Goddesses. Who the heck is buying your music? How old are they? Where do they hang out? Are they part of the Emo crowd or are Hip Hop low rider pants their thing? Do they go to clubs or do they prefer to hang out with friends and watch videos at home? These factors need to be considered and included in your "Music Business Plan".
Who Are Your Fans?
So we're starting to touch on some important things here. Who are your fans? You really need to be very clear on this. Once you know who they are you can begin to focus on what makes them tick. What is going to motivate them to spend their money on your music? Is it sex, power, fame or drama?
Let's take a look at the pleasure aspect. Think about how soda pop is sold. Do they blast you with information on how much sugar is in it. How many calories? Of course not. They hit with you how good you'll feel on a hot day with their brand of soda slowly flowing down your throat. The cooling sensation of holding the can to your brow. These are the pleasure aspects of their products.
How about those feelings of power that we all crave. In its hey day, the automotive industry capitalized on the desires of North Americans to feel safer in their vehicles. Enter the SUV. They didn't sell you on how much it would cost on gas. They didn't tell you - even though their vehicles were built for off road and most of us lived in suburbia - that you didn't need huge mudder tires and 4 wheel drive capabilities on asphalt roads. They sold you on the feelings of power and prestige. You could afford to buy their monster vehicles and still pay for the astronomical amounts of gas necessary to run them and this made you powerful. Special even. Heck you could afford to buy their SUV's when most were living from paycheck to paycheck.
So let's consider how your band relates to the fancy pants salesmanship of our "friends" in the corporate world. I like to break down the process and simplify the most basic methods used to sell any product regardless of whether it be a service or a physical product like your CD's.
What Does It Take To Increase CD Sales?
In the world of sales, professionals like to use a system that practically guarantees a high return when used properly. It can be broken down into three specific methodologies any of which can bring you a return with their use but if you implement all three your odds of making a sale increase exponentially. I'll cover all three aspects of the sales system so you can begin to use them to increase the sales of your music almost overnight.
For our example let's take a look at my friend Aaron Davison's web copy...
Aaron is providing a very comprehensive course on how to get your music published in television, video games, and movies. He's succeeded in getting his own music published so the info he provides is worth every penny. Anyway, I'm not here to sell you on his product but to demonstrate how he goes about doing this with the power of his words and the three very effective methodologies we're going to discuss below.
The Features:
Take a look at the opening statement on Aaron's site. "You're About To Learn How To License Your Music In TV and Films and Generate A Substantial Income With Your Music. Get The Most Comprehensive Information Available Anywhere On The Topic Of Music Licensing."
Notice how he hits his potential customers with all the features of his products offerings.
Learn How To License Your Music
Generate A Substantial Income
Get Comprehensive Information on Music Licensing
As a musician these are the buttons needed to push the emotional triggers and get you to pay for his product. Think about how you can relate this technique to your website and how you go about selling your music with your words.
The Application:
The application is a little different. This touches on how you're going to go about using the product. With Aaron's product it's pretty straight forward. You'll listen to his audio and he'll guide you on how to get your music published step by step. But that's not how he "sells" you on the application of the product. That would be too boring. Let's look a little closer at some of the sales lingo he uses.
1 - Would You Like To Earn More Money With Your Music By Licensing Your Songs For Use In TV and Film?
Application: Use this product to make more money.
2 - Do You Have A Catalog Of Songs That YOU'RE NOT Earning Income From?
Application: Take your songs and begin earning money right away.
3 - Do You Think Your Music Is Good Enough To Compete In The Marketplace But Simply Aren't Sure Of How To Get It Out There?
Application: Discover the techniques used to get your music published on television and in movies.
4 - Are You Ready To Take Realistic Steps To Move Your Career Forward By Licensing Your Music While Making Money And Also Gaining More Exposure For Your Music At The Same Time?
Application: Gain more exposure for your music while giving your music career a boost at the same time.
Aaron's application questions tug at the hearts of musicians and answer the questions that you ask yourself when considering whether or not to purchase his course. How do I use this product to make me better and get me paid? Think about what your fans want from your music. Can they use it to be "cool". Will it make them popular with their friends? These are some of the triggers you need to pull when writing your sales copy for your CD. Answer these questions for your fans/customers and you're on your way.
The Benefits:
The benefits are extremely important to the buyer in all instances of the sale. This is what's in it for you. This is what really matters when it comes down to opening your wallet and parting with your hard earned money. Get these right for your customers/fans and your CD's will be flying out of your hands like cold beer on a hot day.
Let's touch on the benefits that Aaron provides for potential buyers. If you scroll down his sales page a little ways he lists a host of benefits for you. He makes it very easy to see what it is we are getting when we buy his course.
The first thing that comes to mind is the fact that once we've paid, we get instant access to this course. We don't have to wait for shipping or processing. The product is ours the moment we've paid for it.
He also lets us know that all topics involved in getting our music published will be covered in full. Everything from A to Z in the business of music publishing and licensing.
Once we're in we'll also have access to an industry insider interview with Michael Redman. It's like having your ear to the ground and hearing first-hand the ins and outs from someone who's been there.
We'll be able to listen to the songs he's used to get himself published. Songs he's already made some good money with in the music publishing business.
Aaron also includes a directory of music businesses that we can send our music to for publishing consideration and it includes lifetime updates.
Clearly there are numerous benefits to Aaron's course and he has done an excellent job in laying them out for us to see and feel. If you can do half as good a job at laying out the benefits of buying your music, you'll have no problem increasing your sales counts in no time.
What's important to realize is that what I've just covered here is the most basic sales formula in existence. The top gun salesman have been using the FAB (Features, Applications and Benefits) formula for years and it works to this day without fail. In recent years advertising agencies have tried to use fancy TV spots in order to win awards but sales consistently demonstrate that the FAB formula provides a better return than any fancy ad spots, gimmicks or graphic tricks. Words sell - and if you learn how to use them to fit your customers wants and needs, you'll end up selling more in the long run. Much more.
One thing that I need to mention as well is that this system can be used for any of your sales material. Think of ways you can use it in your flyers as well. You need to draw fans to the bars. Use the FAB formula to do it. There aren't any areas that you can't apply these techniques to increase attendance and sales.
As a marketer myself I implement some of these same techniques at TheMusicBizBuzz.com. Head on over to the music review section and check it out... Put this stuff to work and just take some kind of action today. It'll pay off for you in the long run so get out there and do it.
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