Eesh! It’s been over 2 months since my last blog post. Sorry about that folks. I spent the summer traveling through Europe and fell behind on the blog. But I’m back in the saddle and should have more regular content for you going forward. So here’s what’s up…
Recently I set up a campaign for a friend (for privacy reasons I am not mentioning his name), in which we sold 31 albums with only 2 emails. This was for an album that came out well over a year ago and with a mailing list that had seen very few new subscribers in almost as long. In short, the list was cold.
But before we dive in here I just want to point out that by no means am I trying to suggest that 31 albums is some insane number. No one got rich as a result of this promotion and certainly no sales records were set.
The reason I’m sharing this with you is because it’s a very REAL number and more importantly, it’s something that just about every musician reading this can duplicate.
…And hey, while it may not be a sales record, who doesn’t want nearly $300 and 31 new listeners, right?
To that end I thought I’d give you guys a sneak peak at the campaign and tell you exactly how we did it.
There Are Two Parts To This…
1. First I want you to watch the video below.
2. Once you’ve watched the video, I want you to read on and I’ll explain how we got those results.
Well, what are you waiting for… click play now.
So Here’s How We Did It…
Step 1: Needless to say, you need a mailing list. If you don’t have one then you need to get yourself an autoresponder and start driving traffic to an opt-in form to build your list. This is all covered in Music Marketing Manifesto.
Step 2: The next step of the process was to craft the offer. The idea with a promotion like this is to create a sense of urgency which forces people to get off the fence and make a decision as to whether or not they want to buy your music.
Note* Getting people off the fence is one of the biggest obstacles to making a sale.
In this case we took an unreleased track the artist had laying around and offered it to everyone who picked up a copy of his album within 72 hours. In order to avoid upsetting people who had ordered previously, we also extended the offer to people who had already purchased the album.
Step 3: Next we crafted two email messages to go out to his list and we started the promotion on a Tuesday and scheduled it to end on Thursday at midnight.
Note* Tuesday – Thursday are widely considered to be the best days to send out email. On Mondays people are recovering from the weekend, Fridays they are preparing for it, and during the weekend itself people are often away from their computers. But this is just a generality.
(Email 1) In the first email the artist told a personal story about how the song came to be, why it was recorded, and how much it meant to him. We then established that the song has never been released and is unavailable anywhere else, but that for the next 72 hours they can get it for free if they ordered his album. In this particular case he also donated the proceeds to charity.
The email was written in a conversational tone and the message itself was sincere and genuine.
From a marketing standpoint we were trying to create rapport and interest as well as establish scarcity and a good “reason why”, which in this case was the fact that proceeds were being donated to charity.
Note* “Scarcity” or “time pressure” is without a doubt one of the most powerful sales triggers you can use.
(Email 2) The second email went out on day 3 and was what I call the “Final Notice Email”. I’ll often use the words “Final Notice” in the subject line itself and the objective of this email is to convey maximum urgency. This is your LAST CHANCE to ever to get this great deal… or something to that effect.
Note* It’s important to note that you really need to mean this stuff. We’re not trying to take advantage of people here or insult people’s intelligence. We are simply trying to create a great offer and frame it in a way that is most likely to close the sale.
(Email 3) Wait a second; I thought you said you only sent 2 emails? One of my favorite features with Aweber (the autoresponder that I use), is that it allows you to see who opens each email you send and who doesn’t. With the click of a button you can segment those who did not open your email and send a new message to those people ONLY. That’s exactly what we did.
On day two I created a segmented list of all the people who had not yet opened the first email. I then just changed the headline and resent the message. This simple trick brought in 18% more clicks… pretty cool feature.
Step 4: In this case we wanted to offer the album through CD Baby so we asked that people email us the order number or the email address they used when they ordered the album. You can either manually email each customer the bonus or send it in good faith via an autoresponder. We chose to do the later (purely out of laziness) and had over 300 responses from both new and old customers.
As you already know we were able to bring in 31 sales and nearly $300 in new revenue on an album that was over a year old and from a cold list that had not even been emailed in nearly as long.
That’s really the long and short of it. If you have a mailing list and create a similar promotion, I’d be shocked if you didn’t see a big spike in sales as a result.
These promotions are commonly referred to as “Limited Time Offers” (LTOs). Second only to a launch, they are one of the most powerful plays in my music marketing playbook.
LTOs don’t only need to be part of the occasional promotion, they can also be used right out of the gate as part of your autoresponder series.
In this month’s training module within the Music Marketing Insider Circle you can learn how to use various Plugins and scripts to set up an LTO which expires on a pre-determined date and time and then redirects people to a new page of your choice.
This means that if Joe signs up for you list on Monday but Sally signs up on Wednesday, the LTO will expire 3 days later for Sally then it would for Joe. It’s basically the “set it and forget it” way of setting up a limited time offer. I recently used this technique in one of my own sales funnels and saw a dramatic spike in sales from people that I head previously considered to be “non-buyers”.
You can access the training module, as well as the Mastermind Forum, Insider Interviews, and group coaching calls by registering to the Music Marketing Insider Circle here >>>
So what do you think?
Have you had success with Limited Time Offers? Think this is worth adding to YOUR playbook?
Leave me a comment below and let me know what you think 🙂