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Last post I was talking about shaking up my music business models - the intensiveness of it was becoming a drag. But just because one part of the business is a drag that’s no need to bow out, that’s crazy. If you’re like me it’s not really a choice to bow out of the music scene and walk amongst the undead belaboured.
I analyse the problem, and build and experiment with new ideas to circumvent.
A lot of musiciians fail to analyse - “No one buys our CD unless they’re trying to be nice, because CD’s are worthless, and downloads are peanuts.”
So you want to find a way of still making money but still making music. So you need to get people into your vibe so they’re feeling it, then you got to sell them something they actually want. Or everything they want. You gotta know what they want, and how to give it to them.
I was also talking about dynamic propositions again - what exactly is a dynamic proposition?
Well it’s a sweet deal, basically.
EVeryone wants a sweet deal, and wants to show they know where to get a sweet deal. So if there’s no deal on your site then there’s no deal on the table. There’s no play and there’s no game.
If you’re not throwing down, what are you doing? Your cool site with your picture on it, and? Your blog, right and all that stuff we do to get lots of traffic from google and wherever else, you got that, people come to your site, and?
What? Is there a deal, or just you and how awesome you think you are? You come to any of my websites you know what the deal is. It’s $US200 p/month for music marketing. You email kurbpromo@gmail.com.
It’s $225 for 100 x DVD Duplication
It’s $140 for 100 A3 colour poster printing
That’s how much it is. It’s a good deal because you get lots of great um advantages, are you getting the picture?
The punters want it because it’s there and it’s good. EVeryone’s feeling good, so let’s do business.
On one hand you have the low value proposition, not much for not much. You need to build your fanbase to a critical mass so you willingly swap free mp3 downloads for email sign ups.
But is that enough? Oh wow, a free mp3. Big ding dong deal.
If you’re really aggressive to get it to happen you’ve got to offer something to really get them jumping. Otherwise what’s the point? Well okay, but you had better be damn patient.
Free download for Email sign up - that’s your basic dynamic proposition. Asking for a sign up without offerng anything isn’t a proposition, it’s just hoping to get lucky.
So the idea is this is all automated so its minimal time investment on your part. Email management is a very good tool for this, very effective for having everything just do it’s thing.
But what’s this I’m on your site, and all you want is me to pay $15 for your album? $25 for your dumb tee shirt? Get a grip! I don’t want to spend my money on some band I know nothing about I don’t even know who you guys are. Are you any good? Where are the songs I can hear? Do you guys seem like you’re real awesome?
The fan is not on a journey through life to discover your website and buy a tee shirt. This person needs to feel something that is going to build into a feeling that makes them want to wear your tee shirt with pride.
How are you going to make that happen then when you just like a glorified online peddler of apparel and useless bits of plastic.
At the other end you have the high end proposition, you play a wedding or a corporate gig for $1000. Intensive activity, not something you can rely on, but good money. But you see my point - you’ve got to come up with something people really want that they’re willing to pay for.
what can you provide thats worth $100, $200? That’s REALLY worth $100? Because if it’s really worth it, you can blog about it and make videos about it and optimize SEO for it and soon enough you’ll be selling it.
You want to find out how and what fans will buy.
Sell your four best songs for a $1 see who wants to buy it?
Try new things!You gotta try things out you gotta go through this process endlessly to explore what it is you can give your fans that they really want to pay for.
I’m really gearing up to try new things. I’ve tried and failed in the past with dumb ideas but I’ve learnt a lot. An idea can grow into something that makes you $100 p/day without a whole lot of effort. Because when you get your first sale you know that somebody wanted to buy that, and you’re on your way.
But you’ll need more propositions, you’ll need more deals and more stuff to push, stuff that’s good so you don’t look like a dick.
Next post I think we’ll talk about practical stuff because it’s easy for me to say “here it is, this is how much it costs.” - what do you do when actually need to get people to see that you’ve got this thing and it’s a sweet deal? How do we make them see??!!
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