I was talking to a musician last week who was complaining about how, although he’s a well-respected musician in his local area, he can’t get anyone he meets online to take him seriously.
“I’ve got a website and a link for people to subscribe and get free music. I’m giving away 7 of my BEST songs! But I can’t get anyone to sign up. And the few that do, never buy anything,” he told me.
I checked out his music and he plays quite well, actually. So I know it has nothing to do with his skill.
The next obvious culprit was his online presence. So I took a gander at that and some of the reasons he hasn’t yet become an internet sensation were glaringly obvious.
First of all, giving away 7 polished studio versions of your best songs attracts the wrong type of fans. That’s the kind of offer that attracts “freebie-seekers”.
Those are the people who will gobble up all the free bonus content that you give to your community and then submit a spam complaint when you make on offer to buy something.
You don’t want those leeches in your “fanmunity”. And it’s up to YOU to curate a community that will support you financially.
That’s why I rejoice whenever someone that unsubscribes complains about how my emails have no value and I’m just trying to sell them crap. Those people obviously don’t appreciate what I have to offer. And all of my solid advice is wasted on them.
So I’m glad to see them go.
You should have the same standards for your own fanmunity. You deserve it. But its up to you to take ownership of making it happen.
The other problem with his offer is that fact that when you give away 7 songs from your studio albums (even if they are from a mix of albums) you devalue your music and take away their incentive to buy it.
I know music biz teachers who will tell you otherwise, but the truth is that there is NOT a “magic number” of songs that will make your subscriber bonus attractive to the kinds of fans you want.
NO WONDER no one was signing up! They couldn’t even figure out where to subscribe if they wanted!
Of course you SHOULD have an opt-in form on your website. But NOT in the footer. Make sure it is visible near the top of every page so people can see it without scrolling.
But if you’re really serious about growing your email list, you NEED a squeeze page. The sidebar opt-in form is small potatoes compared to what you can do with a squeeze page.
Let me put that into numbers for you:
For the standard sidebar opt-in form that you see on most musician’s websites, about 2%-4% of the people who see it will subscribe to their email list.
A squeeze page, on the other hand, will convert more like 30%-40% of the people who visit it into subscribers. Especially if you set it up how I show you.
The next thing I looked at were some of his social media profiles.
And they were pretty plain. Certainly not optimized to help him get any email addresses. His header image and profile pic were basically a picture of him playing guitar on a background of a different picture of him playing guitar.
He hadn’t even filled out his bio!
That’s why “Online Presence Optimization” is one of the first modules in the Musicpreneur Apprentice Program.
And for those of you who are considering joining, I’ve decided to make the replay of the webinar I did on that topic available for you to preview.
In it I tell you all about the “magic word” and how to attract the RIGHT kinds of fans…
I show you what a squeeze page is and exactly how to make a great one…
I even show you how to set up your social media profiles in a way that directs traffic toward your email list…
And a bunch of other important stuff, too.
And if you’re ready to take ownership of your career, go ahead and…