I've had the good fortune to flip through a couple of good Internet marketing books recently. Over the next two or three issues, I'll share my thoughts on them. Here's the nitty gritty on the first one: How to Promote Your Music Successfully on the Internet by David Nevue (Midnight Rain Productions) If you're looking for a good guide to walk you through the entire process of selling music on the Web, this is it. Author Nevue (who has successfully sold his own label's music online) provides all the details of getting online, creating a killer music site, putting your press kit online, how to accept credit card orders and more.
In the Music Marketing Strategies section, Nevue lists a ton of worthwhile ideas: band e-mail newsletters, cross-selling, reciprocal links, etc. The most eye-opening was his "try before you buy" technique. In the past, Nevue offered on his site a free CD featuring one of his Flamenco guitar artists. If customers liked it, they were billed $10 plus $2 shipping. If they didn't like it, they were instructed to send it back.
Even though there was extra work in sending follow-up e-mails to slow-paying customers, the number of no-pays were small compared to the number of additional sales this technique brought in. It's something to think about (although it may not work as well for all genres).
The 75-page book ends with 12 pages of online music resources and a nice recap of the steps that need to be taken to reach the goals set forth in the book. And it retails for only $12.95 plus shipping. For more info, head to http://www.rainmusic.com or e-mail info@rainmusic.com
Bob Baker is an indie musician, former music magazine publisher and author of "The Guerrilla Music Marketing Handbook" and "101 Ways to Make Money in the Music Business." Get a FREE e-mail subscription to Bob's music marketing tip sheet, "The Buzz Factor," by sending any message to BuzzFactor-subscribe@onelist.com. or write: Spotlight, Box 43058, St. Louis, MO 63143.