10 PRODUCER MARKETING SECRETS So you can explode your beat business now! CRAS BANGERS SECRET #1 Turn Your Ordinary Producer Business Into An Extraordinary Producer Business A LOT OF PRODUCERS SIMPLY THINK TOO SMALL.... THEY ONLY WANT TO SELL A "COUPLE" MORE BEATS THAN THEY CURRENTLY DO... AND IF THAT'S STARTING FROM 0 BEATS... YOU GET THE PICTURE... - NOT AN INCREMENTAL IMPROVEMENT BUSINESS - YOU AREN'T TRYING TO "JUST" SELL MORE BEATS - YOU ARE TRYING TO SHIFT THE ENTIRE MODEL OF YOUR PRODUCER BUSINESS - YOU ARE TRYING TO BE VERY DIFFERENT FROM THE INSIDE OUT FROM EVERYONE ELSE MOST PRODUCERS WANT TO HAVE A BUSINESS THAT ALLOWS THEM TO "MAKE ENDS MEET", OR WILL ALLOW THEM TO "QUIT THEIR JOB". THOSE WAYS OF THINKING ARE STILL WRAPPED IN "ORDINARY". AT MOST THEY WANT TO REPLACE THEIR INCOME, AND STAY .... ORDINARY WELL THAT'S PRETTY BORING. YOUR MINDSET NEEDS TO BE HAVING AN EXTRAORDINARY PRODUCER BUSINESS MINDSET THAT'S ALLOWING YOU TO MAKE 2 OR 3 TIMES MORE THAN WHAT YOU CURRENTLY MAKE. FIGURE OUT HOW TO STRETCH YOUR PRODUCER BUSINESS FROM BEYOND YOUR LOCAL MARKET TO THE GLOBE FROM WHAT YOU'LL LEARN HERE IN THE DIAMOND CLUB. SECRET #2 PUT YOURSELF IN A POSITION OF POWER REPOSITION THE "REASON" WHY AN ARTIST WOULD WANT TO BUY A BEAT FROM YOU... MOST PRODUCERS HAVE THE SAME SLOGAN: "I GOT HOT BEATS!" SURE, SO DOES EVERYONE SAYS THE MIND OF THE ARTIST! YOUR BEATS HAVE TO BE ABOUT SOMETHING ELSE! WRITE DOWN ALL OF THE REASONS WHY AN ARTIST WOULD WANT TO BUY ONE OF YOUR BEATS AND NOT SOMEONE ELSE'S BEATS..... SEND IT IN TO ME SO WE CAN TAKE A LOOK AT IT IF YOU WANT MORE HELP... [email protected] BOTTOM LINE IS, YOU HAVE TO CREATE AN EXPERIENCE FOR YOUR ARTIST BUYERS AND YOU HAVE TO REDEFINE "WHY" THEY WANT A BEAT FROM YOU! DO YOU SPECIALIZE IN A CERTAIN "TYPE" OF BEAT? DO YOU HAVE A STORY OF STRUGGLE THAT COMES OUT IN YOUR MUSIC? WHY IS THAT IMPORTANT? OTHER ARTISTS HAVE STRUGGLE IN THEIR MUSIC TOO!!! TO KNOW YOU 2 HAVE A COMMON GROUND WILL MAKE THEM WANT TO WORK WITH YOU EVEN MORE ONCE THEY KNOW! SECRET #3 DEFY MUSIC INDUSTRY NORMS CONFORMING TO INDUSTRY NORMS WILL RESULT IN "AVERAGE" PERFORMANCE. YOU DO NOT WANT TO BE "AVERAGE". YOU DON'T WANT YOUR PRODUCER BUSINESS TO BE "AVERAGE", SO AVOID BEING LIKE EVERYONE ELSE. - LOOK AT WHAT EVERYONE ELSE IS DOING AND THINK ABOUT WAYS TO DO IT COMPLETELY DIFFERENT - FOR INSTANCE, I STARTED RECORDING VIDEOS WHERE I WOULD PLAY MY BEATS FROM FL STUDIO, AND TALK TO THE ARTISTS IN THE VIDEO.... - THIS GAVE THE BEAT LISTENING EXPERIENCE MORE ONE ON ONE.... - THIS GAVE THE ARTIST A BETTER UNDERSTANDING OF MY BEATS...AND MY PERSONALITY... - WELL BEYOND SIMPLY HAVING BEATS IN A BEAT PLAYER COULD.... INDUSTRY NORMS: EVERYBODY WHO MAKES A LOT OF MONEY DEFIES THEM EVERYONE WHO MAKES AVERAGE MONEY, CONFORMS TO THEM DEFY MUSIC INDUSTRY NORMS... GO HOME: GET A PAD MAKE A MASTER LIST OF EVERYTHING THAT IS AN INDUSTRY NORM IN YOUR PRODUCER BUSINESS TRY TO IDENTIFY AND ENUNCIATE AND COMPILE A LIST OF ITEMS THEN TRY TO FIGURE OUT HOW YOU CAN DEFY AS MANY AS HUMANLY POSSIBLE YOU WILL MULTIPLY YOUR INCOME IN DIRECT PROPORTION TO THE NUMBER OF INDUSTRY NORMS YOU VIOLATE DO ANALYSIS AND THEN SEEK TO BREAK AS MANY OF THE TRENDS YOU SEE OTHER "NORMAL" PRODUCERS DOING... CONTINUITY VS SUBSCRIPTION SECRET #4 PRICE CHANGE REQUIRES BALLS ALMOST WITH BO THOUGHT YOU CAN GO HOME AND INCREASE THE INCOME AND THE VALUE OF YOUR PRODUCER BUSINESS. RAISING YOUR PRICES WILL MAKE YOU MORE EVERY MARKETER GROSSLY UNDERSTIMATES THE ELASTICY OF PRICE AND NEGLECTS THE PERCENTAGE OF CUSTOMERS THAT WILL CHERRFULLY BUY THE HIGHER PRICED OFFERING OF WHAT THEY SELL. PEOPLE WILL BUY A PREMIUM OPTION. THE POWER OF TRANSACTION SIZE HOW DO YOU GET THEIR? 1 MILLION $100 * 10,000 SALES $1,000 X 1,000 SALES PRICE ELASTICITY WHY WOULD YOU SELL BEATS FOR $10 AND THAT’S ALL? SECRET #4 PRICE CHANGE IF YOU ARE SELLING YOUR BEATS FOR A VERY VERY LOW PRICE, YOU ARE MAKING IT VERY DIFFICULT TO GET OUT OF THAT NASTY CYCLE. PEOPLE WILL LOOK AT YOU AS A $10 PRODUCER. IF YOU MUST DO IT, GET VALUE SOME OTHER WAY ALSO. SECRETS: - HAVE THE ARTIST RECORD A VIDEO TESTIMONIAL FOR YOU - HAVE THE ARTIST BRING YOU 3 OTHER ARTISTS - HAVE THE ARTIST POST A QUICK PROMO FOR YOU TO THEIR SOCIAL MEDIA ( HINT: GIVE THEM THE GRAPHICS AND THE TEXT TO WRITE ) SECRET #5 PROCESS CHANGE - GO HOME AND MAKE A LIST OF ALL THE PROCESSES THAT ARE BEING USED IN YOUR PRODUCER BUSINESS - YOU MAY NOT HAVE ANY PROCESSES YET - THAT'S GOOD NEWS BECAUSE IT MEANS YOU'LL BE ABLE TO BUILD IT ON FIRM GROUNDS - PROCESSES ARE FOR HOW SOMEONE COMES UP TO PAY FOR WHAT THEY WANT TO BUY - WHAT'S THE PROCESS? - HOW CAN YOU DO IT BETTER? SELLING OVER DM TO SELLING FROM YOUR WEBSITE YOU PUT IN A LOT OF ENERGY FOR ARTISTS TO WANT YOUR BEATS, MAKE SURE YOU HAVE A SYSTEM BUILT IN TO GIVE ARTISTS THAT ARE INTERESTED IN YOUR MUSIC... SOME TYPE OFINTERESTING INFO ABOUT YOU.... BEYOND JUST SENDING OVER BEATS ON COMMAND. THIS STARTS YOUR RELATIONSHIP WITH THE ARTIST INSTEAD OF BASING IT ALL ENTIRELY ON THE SOUND OF YOUR BEATS. THOSE RELATIONSHIPS, WE FIND ARE MORE SHALLOW, IF THEY ARE ONLY BASED ON U SENDING BEATS SECRET #5 PROCESS CHANGE THE REAL RELATIONSHIPS ARE THE ONES THAT ARE BASED ON EXCHANGING PERSONAL STORIES AND THINGS THAT BRING BOTH OF YOU TOGETHER, SO YOU CAN CONNECT WITH EACH OTHER. AS A PRODUCER, YOU CAN ALWAYS MAKE THE TYPE OF SOUND THEY WANT, AFTER YOU ARE FAMILIAR WITH THAT. AND ONCE YOU GET IT PERFECTED, WHAT OTHER PRODUCER WILL THEY WANT TO GO TO OTHER THAN THE PRODUCER THAT KNOWS EXACTLY WHAT SOUND THEY WANT, AND CAN DELIVER IT? YOU'LL BE MAKING ARTIST CLIENTS FOR LIFE. ONCE YOU DO THIS, YOU MAY WANT TO INTRODUCE SOME TYPE OF ON-GOING LICENSING AGREEMENT OR PARTNERSHIP WHERE THE ARTIST HAS ACCESS TO YOUR BEATS FOR A SET PRICE PER MONTH.... ONCE THEY DEMO THE SONG AND KNOW THEY WANT TO GET SERIOUS, THEN THEY CAN PAY YOU MORE! SECRET #6 OPINIONS DONT MATTER UNLESS THEY BUYIN YOU MIGHT BE THE SUBJECT OF ATTACK IN THE WAY YOU MARKET YOURSELF, ESPECIALLY IF WHAT YOU ARE DOING IS WORKING. GOOD! THAT MEANS YOUR GETTING NOTICED AND YOU’RE STANDING OUT...DOING THINGS “YOUR WAY”. GET CREATIVE. ENORMOUS IMMUNITY TO CRITICISM THE MOST SUCCESSFUL PRODUCERS DONT CARE ABOUT WHAT ANYONE THINKS OF THEM EXCEPT THOSE THAT GIVE THEM MONEY. (ARTISTS / LABELS) NOT EVEN THEIR OWN OPINION COUNTS. BECAUSE THEY AREN'T GIIVNG THEMSELF MONEY... THEY AREN'T PICKING THEIR BEAT... THE ARTIST IS... WE HAVE TO LEARN MARKETING BECAUSE WE’RE OFTEN WRONG ABOUT WHAT WE THINK.... THE ONE MUSIC PROMO AD THAT YOU MIGHT LOVE IS THE LOSER. THE ONE YOU HATE IS THE HERO. ONLY THING THAT COUNTS IS RESULTS. SECRET #6 opinions don't matter...... DOPE PRODUCERS DONT CARE ABOUT WHAT THE RESPONSE IS TO WHAT THEY DO EXCEPT FOR THE PEOPLE THAT RESPOND TO WHAT THEY DO. THIS MEANS IF YOU ARE GETTING 10 NEW ARTISTS PER DAY TO ENTER INTO YOUR WORLD, THEN WHO CARES WHAT YOUR GIRL OR YOUR FRIENDS TELL YOU ABOUT HOW YOUR MARKETING LOOKS OR HOW IT MAY BE A LITTLE “OFF”. RESULTS ARE THE ONLY THING WE COUNT. EXAMPLE: JERRY SPRINGER HAS BEEN THE CALLED THE WORST SHOW RUNNING ON TV. WELL HE’S LAUGING ALL THE WAY TO THE BANK. ANOTHER EXAMPLE: TYLER THE CREATOR PEOPLE EITHER HATE HIM OR LOVE HIM. DO YOU KNOW WHO HE WAKES UP THINKING ABOUT? ONLY THE PEOPLE THAT LOVE HIM. PRODUCERS THAT MAKE THE MOST MONEY ARE IMMINE TO CRITICISM SECRET #7 SYSTEMS ONCE YOU START GETTING CONTROL OF YOUR MARKETING AND YOU HAVE A STEADY FLOW OF ARTISTS KNOCKING ON YOUR DOOR, LOOKING FOR BEATS... IT'S GOING TO BE ABOUT THE SYSTEMS YOU HAVE IN PLACE.... YOU CAN'T RISK BEING VICTIM OF DAY TO DAY EMERGENCY STUFF THAT IS OUT OF CONTROL. THAT YOU'RE REACTING TO EVERYTHING ALL DAY. THAT'S HOW YOU FALL VERY FAR BEHIND AND CAN'T KEEP UP WITH YOUR SUCCESS WHICH WILL BE SHORT LIVED IF YOU DON'T HAVE THE RIGHT SYSTEMS IN PLACE. WHAT DO I MEAN? LET'S SAY, YOU SELL A BEAT AND THE ARTIST WANTS TO UPGRADE BY ALSO BUYING THE TRACKOUTS WHICH YOU OFFER FOR AN ADDITIONAL $75.... WELL WHAT IF YOU ARE IN THE MIDDLE OF CREATING MORE BEATS AND YOU HAVE TO DROP EVERYTHING TO DO THE TRACKOUTS THEY WANT? THAT COULD BE A GOOD PROBLEM TO HAVE, BUT WHAT ABOUT IF YOU HAVE TO DO THAT 5 TIMES A DAY? HAVING A SYSTEM MEANS YOU WILL HAVE TRACKED THE BEATS OUT AFTER YOU FINISH THE BEAT, AND PROPERLY FILE IT AWAY SO WHEN SOMEONE BUYS IT AND WANTS THE TRACKSOUTS...YOU HAVE THEM READY AND ON HAND... SECRET #8 BIG PICTURE / SMALL PICTURE MEASURE THE NUMBERS: HOW MANY ARTISTS DID YOU TALK TO THAT WERE INTERESTED IN YOUR BEATS: THIS WEEK? LAST WEEK? HOW MANY DO YOU NEED TO TALK TO IN ORDER TO GET 10 SALES? IF YOU TALK TO 10 ARTISTS ABOUT YOUR BEATS, HOW MANY OF THOSE WILL TURN INTO SALES? 1 OUT OF 10? 2 OUT OF 10? YOU HAVE TO KNOW THESE NUMBERS. THIS WILL HELP YOU SET YOUR EXPECTATIONS PROPERLY. TRACKING THESE NUMBERS WILL ALSO CAUSE THEM TO BECOME IMPROVED OVER TIME. YOU'RE IN THIS FOR THE LONG RUN. WHAT CAN'T BE MEASURED, CAN'T BE IMPROVED SECRET #9 Outspend Other Producers To Capture The Most Artists! WHAT IF I TOLD YOU I GOT 2,000 ARTISTS INTERESTED IN MY BEATS IN UNDER 60 DAYS? WHAT IF I TOLD YOU NONE OF THEM KNEW OF ME BEFORE THE TIME THEY SAW MY AD? WHAT IF I TOLD YOU THAT I NEVER MADE IT A GOAL TO "SELL" THEM A BEAT WHEN THEY FIRST CAME ACROSS ME? WHAT IF I TOLD YOU MY GOAL WAS TO GET THEIR EMAIL? YOUR FORMULA MAY WANT TO BE SIMILAR.... IT'S ABOUT THE EMAIL AND NOT THE IMMEDIATE SALE.... IF YOU CAN SPEND $10 TO GET 10 NEW ARTISTS INTERESTED IN YOUR MUSIC... WOULD YOU? WHAT IF YOU COULD SPEND $100 AND MAKE $150? WHAT IF YOU COULD SPEND $1,000 AND MAKE $1500? I'LL SHOW YOU HOW IN THE FB ADS SECTION.... SECRET #10 Personal Behavior SECRET #10 - PERSONAL BEHAVIOR YOUR PRODUCER BUSINESS IS DRIVEN BY YOU. ITS NOT ABOUT ATTITUDE AND POSITIVE THINKING. ALL THAT STUFF IS NICE AND USEFUL. YOU CAN DRIVE AROUND POSITIVE IN A BUCKET, DEAD BROKE, BUT THE BEHAVIOR ISN'T RIGHT. SO YOU STAY BROKE. IF YOU IDENTIFY A KET LIST OF THINGS THAT ALL SUCCESSFUL PRODUCERS “DO”. ITS NOT WHAT THEY “THINK”. THERE ARE BIG DIFFERENCES IN BETWEEN WHAT THEY “THINK”. BUT THERE ARE A FEW KEY BEHAVIORAL COMMUNALITIES AND THEY “DO” CERTAIN THINGS EXACTLY THE SAME. WHAT DO THEY “DO”? SECRET #10 Personal Behavior IF YOU LOOK AT THE MOST SUCCESSFUL PRODUCERS AND YOU MIMICK THE “BEHAVIOR” ALMOST AUTOMATICALLY THE RESULTS HAPPEN. FIND 10 PRODUCERS THAT ARE AT THE TOP. FIND OUT WHAT THEY DO AND DO THE SAME. RELENTLESS BEHAVIORAL CONGRUENCY IS WHERE ITS AT. YOUR OBJECTIVE SHOULD BE TO GET IN SYNC WITH THE PEOPLE GETTING THE RESULTS YOU WANT SO YOU CAN GET THOSE RESULTS. MODELING WE MODEL THE BEHAVIOR OF THE PEOPLE THAT ARE GETTING THE RESULTS THEY WANT. HOW DO THEY HANDLE OPPORTUNITIES? HOW DO THEY HANDLE CRISES? HOW DO THEY HANDLE THEIR MARKETING? DOING THE RESEARCH AND STUDYING THEM, THATS ALL VERY TIME CONSUMING AND COMPLICATED. ARE YOU YOU GET YOU SERIOUS ABOUT YOUR SUCCESS OR DO WANT TO CONTINUE GETTING THE RESULTS 'VE BEEN GETTING? PUT IN THE WORK THE RESULT!
