About a month or so ago, I posted Niche Marketing For Musicians on a whim. Now that I’ve had time to think about it, I should have gone ahead and done a complete series on the 5 core components used to build your music business:
- Market
- Offer
- Traffic
- Backend
- Duplication
Well, it’s never too late!
As mentioned earlier, we’ve pretty much covered component #1. Let’s move onto component #2 – Your Offer.
On the surface, your products ( CDs/merchandise) may appear synonymous with your offer, but think about this:
People don’t buy products – they buy solutions!
Shift your attention away from the details and features of your product and focus on the problems it can solve. The solution is then your offer.
Perhaps you could focus on the therapeutic benefits of your music, quoting studies that have shown music increases a positive state of mind.
What about educational benefits? Do the lyrics in your Norwegian Black Metal song raise awareness of lost Pagan cultures?
I’m sure that hooded sweatshirt with your band’s logo and elaborate Viking image would make ideal Winter wear, keeping your fans warm as they head out to your next concert.
A well placed bumper sticker is fine art, and shows the world your fans are true to the cause.
Let your fans know how much better they will feel once they have the solution. Show them how easy it is to implement the solution. Point out the great value to quality ratio, and how the solution may solve additional problems.
The idea is to convince your paying fan that your offer is “the right solution at the right time and the right price”.
Outlining the benefits (tangible and intangible) of your solution is far more effective than placing an ad that simply reads, “CDs for $9.95″.
Bottom line, position and market your product as a solution!
