If you've gone through the trouble of recording and manufacturing a CD, you no doubt want to sell some of them. Preferably, a lot of them. Question: Would you be better off if you could double the amount of music you currently sell every month? Here are a couple dozen ways to make that happen over the next 90 days or less:
Write great songs and create meaningful music
While the purpose of this series does not include songwriting advice, it should be noted that all the marketing help in the world won't be effective unless the music you make profoundly touches people. Writing great music that connects with your target audience needs to be one of your driving forces. So make sure you spend enough time and creative energy on this crucial area.
Put a priority on planning and execution
Think of these twin soldiers as your offensive line. Planning (knowing where you want to go and what route you'll take to get there) and execution (marching toward your goal by taking decisive action) are the ingredients you'll need to double your CD sales. Set weekly and monthly sales goals, and monitor your progress regularly to make sure you're on track.
Bring back past customers
It costs about six times the money and effort to win over a new fan as it does to stay connected to someone who bought your previous CD or has been to one of your shows. Don't overlook this gold mine. Keep in touch with and send special offers to people who have spent money on you in the past. They are, by far, the most likely group of people to spend money on you today.
Upsell current customers
Okay, so someone comes to a gig, buys your latest CD, and signs up on your mailing list. Now what? Time to move on to the next new customer, right? Wrong. Send your current buyers a special offer to also get your previous releases and merchandise.
Insight: your first or second CD may be old news to you, but it will probably be fresh and enjoyable to a new fan. He or she likes your music and even bought your new CD. Don't deny them the pleasure of getting even more of your music – both old and new. Strike while the music sales iron is hot. It's called "upselling," and you'll have to start doing it if you really want to double your CD sales.
Always be cultivating new customers
Music marketing is a juggling act. You have to simultaneously be courting past fans and nudging current buyers while always being on the lookout for new fans to bring into the fold. You cultivate these new people by:
- Encouraging mailing list sign-ups at gigs
- Talking to the people who attend your live shows
- Constantly soliciting fan email newsletter subscriptions online
- Giving solid reasons for editors, writers and reviewers to cover you
- Swapping website links and email newsletter blurbs with other related websites and e-zines
- Putting your contact info on every promotional item you distribute
- Generally making it easy for people to find you and get it touch
In short, make a commitment to being a fan-building machine.
Identify your most profitable selling areas
In order to double your CD sales in 90 days, you must know where and how to concentrate your energies. First, consider if geography will play a part. Will you most likely sell more CDs locally? In warmer climates? Along the East Coast? In Denmark? Next, consider the method of sales: at live shows, on the internet, through retail outlets… which ones will work best for you?
Understand who your ideal fans are
Determine what type of person is likely to spend money on you: young or old, men or women, lavish tastes or budget-minded, hyper or mellow? Other questions to ask: Do these people have the money to buy your CDs? And is this segment of the population growing in number or shrinking? Are there any other ways of positioning your music to appeal to a different group of people? Write answers to these questions, brainstorm, and zero in on fans who have the interest and money to buy your music.
List ways of getting access to your fans
Once you know exactly what type of music fan you're going after, make a list of various ways to communicate with these specific people. What magazines and newspapers do they read? Where do they hang out? What radio stations do they listen to? What retail outlets do they frequent? What web sites do they visit? What e-zines, blogs and podcasts do they subscribe to?
List every conceivable way of reaching these important folks. Then design an action plan to make the most of these avenues.
Tour and play live often
Sure, this is a no-brainer, but are you making the most of every possibility? First, are you playing out a lot locally and regionally? Does your touring plan make sense? The best approach is to either spiral out slowly from your home base, or target specific cities you will play on a regular schedule. The more areas you're known in, the better your chances of selling more CDs.
Other options: What about unplugged shows at record stores, coffeehouses, and more offbeat locations like bookstores and art galleries? Refer back to the list of places where your fans hang out and try to perform at those venues.
Make the most of retail store tie-ins
Have you visited all the important music shops and arranged to have your CDs sold there? If so, do managers have sample copies for in-store play? If the store has a listening station, can you get your disc featured on it? Will the store use discount coupons for your release as a bag stuffer (maybe in exchange for you distributing coupons for the store at your gigs)? Be creative and sell more CDs!
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