Weekly Digest: October 30, 2021
I was recently listening to a podcast, and the host was describing how one of his students reported that she’d done business with a marketer who was great at bringing in new customers but didn’t offer much by way of support for existing customers.
She could have been talking about anyone. But in that moment, I felt like maybe, just maybe, she was talking about me. Because, suddenly, I started to see a missing in my own efforts. I work hard to bring in new customers, but do I work hard to keep the customers I already have? I could see that I might be falling short.
Only once have I articulated what I’m about to share with you here (and it was at The Singer-Songwriter Summit on Thursday – if you were there, glad you could make it!). To be fair, I only started to see how this would work a couple weeks ago.
Because of what I identified as a missing in my business, I created is a “Value Ladder.” That’s a technical term, and whenever I introduce a concept like that, I like to bridge the gap.
The Value Ladder is a concept I got from Russell Brunson’s DotCom Secrets. But you may already know it by another name.
A Value Ladder is like a customer journey. A sequence of steps for the customer to follow (with the customer’s needs in mind). Each step costs more, but that’s because each step offers more value.
In my business, there are four steps:
The first step is books. I have five books published, with several more at various stages of completion. This represents an excellent place for newcomers to enter the Music Entrepreneur HQ ecosystem. Books are low-cost but are packed with value.
The second step is courses. I fill my books with everything I know, but chances are you’re going to be coming away with action items after reading them. And if knowledge doesn’t translate into action, it won’t get you results in your music career. The courses show you how to practically apply what you’ve learned from my books.
The third step is personalized coaching. My courses are basically self-serve, though I’m always looking for opportunities to serve, support, and add new content. My coaching is more hands on, more personalized. I give you guidance tailored to you and your current needs. Various artists, entrepreneurs, executives, and professors have already benefited from my coaching.
The fourth and final step is the online academy. Elite Players: All Access Pass is my online academy, and just like it sounds, it gives you access to all my courses. But in addition to that, you also unlock a members only forum (where I also offer personalized coaching), exclusive video training and interviews, members only audios, tools and resources, shows, archived trainings, merch and physical products (newsletters, books, T-shirts, etc.), and discounts with my partners (AYV Music being one of them).
This all ties back to where I feel I can make the biggest difference for my customers. At each step, I pile on more value.
And now you have a roadmap you can follow from just starting out all the way to optimizing and tweaking your ongoing career efforts.
There’s still lots to do on my end, including improving my email communication at every stage. But I’m excited to assist you no matter where you find yourself today.
So, where do you find yourself on that ladder? Do you now see where I can serve you next? What actions will you be taking?
New Value-Packed Blog Posts & Podcast Episodes
Mission critical updates and resources to help you grow superfast. It’s time to get your read on!
- The Secret to Goal Setting in Your Music Career
- The Pareto Principle as Applied to Your Music Career To-Do List
- Making Rules for Your Music Career Emails
- How to Set Up Your Music Career Routine
- The Ceiling on Your Music Career Success is Leadership
- 251 – What I’m Discovering Newly About Defining Your Target Audience
- Elite Players: All Access Pass Update – October 29, 2021
- Your Music Career Team Can Take Any Shape
The Hollywood on the Tiber Film Awards recently recognized the short film, The Nobody Prayer, for Best Original Score.
But who wrote the score?
And the original soundtrack was officially released yesterday on all major music streaming sites and online stores. You can listen to it anywhere.
Thank you for your creativity and generosity. I’m rooting for you.