How To Make Compelling Offers To Your Fans

Hey artists!

Today we’re going to talk about how to make compelling offers to your fans, or even soon to be fans.

Creating offers is an incredibly powerful skill to learn and learning it has changed my life.

By the way, Music Marketing Monday is now also available on Podcast platforms!

As you may know I already have the Modern Music Marketing podcast where I host my interviews. But I wanted a more bite sized 10-20 minute format I could deliver every single week.

What is an offer?

First of all, an offer is not just a product. An offer is typically a combination of products, services, experiences etc with a focus on value.

Let me walk you through the difference using one of my my products - MusicFunnels. Then we’ll cover plenty of music specific examples.

As you can see, this is mostly feature-centric. I’m talking about the product itself and the features the product has. In this way i’m opening myself up to comparisons to other products that perform a similar function.

Now if I tweak the way I talk about the product to instead focus on the value of the product, both in how the features are useful and how it saves artists money, it becomes a lot more compelling…

First I focus on the pain / problem MusicFunnels solves (relying on social media and streaming services, using 5 different subscription products). Then I specifically call out what the software replaces (over $200/month in software subscriptions).

After that I emphasize the 14 day free trial and list out what each aspect of my offer is worth. Then I throw in a free fan avatar template.

A further way to expand this offer would be to potentially sell a 12-month license bundled together with a course. Or include even more free goodies as an incentive to sign up.

One way to think about this, is you want to make your offers so amazing that people feel stupid saying no to them.

How Can This Work For Music?

Let me walk you through some examples of how you can use offers in your music…

• Free plus shipping and handling - Get this CD for free, just pay $7.95 for shipping and handling. I’ll even sign it, throw in the digital downloads and a sticker for free as well!

• Bundle orders - Get these 3 CD’s for only $15. Thats right, 3 CD’s for the price of 1! In other words, its like getting 2 CD’s for free.

• Free items - Buy my Vinyl and i’ll include the CD and the digital downloads for free.

Most of the difference is about language and how you present your products.

You don’t have to give everything away or devalue your music / products though. Bundling is a great way to create a perception of value without actually hurting your bottom line.

Lets look at a potential bundle:

For only $15 get this:

• CD ($15 value)

• Digital Downloads ($10 value)

• 2 Stickers ($4 value)

• Instrumental Digital Downloads ($10 value)

• 1 Unreleased Song (Priceless)

• Recorded live performance video (unreleased to the public) ($25 value)

In this example offer you’re really just selling a CD for $15. But you’re giving them all of this other digital stuff that costs you nothing to produce. To be clear these digital items still provide value to the fan they just happen to cost you nothing.

The stickers also likely cost less than $1, so you’re barely hurting your bottom line. You still profit roughly the same amount of money as selling just a CD for $15. However you’ll likely have a MUCH easier time selling this CD because the value proposition is much higher for your fans.

Multipliers

There are some other tactics you can use to multiple your efforts:

• Scarcity - make your offer limited in quantity (only 100 available)

• Limited Time - make your offer limited in time (only for the next 7 days)

• Social proof - show pictures / video of people with your products, or testimonials

• Unique - sell a product that is novel for your industry

• Emotion - present the product in an emotional way that your fans could resonate with

There are a few books I would recommend if this stuff is interesting to you.

• $100M Offers by Alex Hormozi (and $100M Leads)

• Dot Com Secrets by Russel Brunson (and his other books)

• The Nuclear Effect by Scott Oldford

New Content

I had a chat with Tia Tia & Ryan McMahon about how they’ve written songs for Justin Bieber, Powfu, The Chainsmokers, Walk The Moon and more. Plus how they’ve grown to 700,000 monthly listeners in 9 months.

Spotify launched more information about its new promotional tool - Showcase. Pricing starts at $100 and ads run on the Spotify mobile app home page.

Did you know you can listen to my music industry interviews on podcast platforms? Click here to listen to the Modern Music Marketing podcast.

News

Here are some music industry news highlights from the past week.

• DistroKid acquired Bandzoogle

• Spotify launches ever-changing ‘daylist’ that adapts to users’ moods

• Spotify announces Spotify Showcase

• Song royalty trading platform JKBX is officially live

Quote of the Week

Whenever you’re ready, there are 4 ways I can help you:

1. My courses. Spotify Growth Machine teaches you how to use Facebook ads to promote your music on Spotify. YouTube Growth Machine teaches you how to grow a YouTube channel organically and how to use YouTube ads. Fan Growth Machine teaches you how to build a website, online store and grow your email list.

2. My ad agency. Forbid Media specializes in running Facebook conversion ads to promote your music on Spotify.

3. Website / Store / Funnels. MusicFunnels is the best all-in-one platform for music artists to make a website, online store, sales funnels and build their mailing list.

4. 1-on-1 consulting. You can book 1-hour calls with myself or Alex Bochel here.

My Links:

• 🚀 Spotify Growth Machine Course: https://geni.us/sgm-monday

• 🏆 Hire us to run your ads: https://www.forbidmedia.com/

• 🌍 Best website / store / funnels for music artists: https://geni.us/mf-monday (get your 14-day FREE trial!)

• 🎬 YouTube Growth Machine: https://learn.generastudios.com/youtube-google-growth-machine/

• 🧑‍💻 Consultations: https://generastudios.com/pages/consulting

• ⌨️ Chat in the community (FREE): https://community.generastudios.com/

• 🎬 Animated lyric videos: https://generastudios.com/products/lyric-videos

• Get 15% off Melodist music distribution with code ANDREW15 here: https://geni.us/Melodist

Discount / Affiliate Links:

• ►►Funnel software I use to sell my courses: https://geni.us/ThriveCartGS

• ►► Get 7% off DistroKid when you signup through my link → https://geni.us/DistroKid

• ►► Hypeddit Free Trial: https://hypeddit.com/r/andrewsouthworth

• ►► FeatureFM: https://geni.us/FeatureFM- use code ASOUTH30 for 30% off for any annual plan!

• ►► Get 10% off Artist.Tools here: https://listengenera.com/artisttools.OYD

• ►► Get 5% off Moonstrive Media campaigns with coupon code "ANDREWSOUTHWORTH" here: https://www.moonstrivemedia.com/?ref=ANDREWSOUTHWORT

• ►► Try Indie Music Academy’s Spotify playlist service here: https://listengenera.com/ima-spotify.OYD

• ►► WordPress Website Hosting: https://www.siteground.com/go/AndrewSouthworth-YT

If you’d rather just purchase the e-book, or physical book or audiobook you can do so here.

I hope you enjoyed this edition of Music Marketing Monday! Please give your feedback using the poll below.

In case you’re curious what platform i’m using to run this newsletter, it’s called beehiiv.