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The Seven Blatant Blunders of First-Time Audio Product Producers
Once entrepreneurs and solo-professionals get the idea they can
write their own ticket with self-produced audio products, they
get excited. Really excited.
And that's the rub.
Because folks that are excited have a lot of energy and
enthusiasm. Which is good. But they also are hell bent on
squandering that energy on any idea that comes to mind. Which is
not so good.
Because, the worst place to make a mistake is right at the
beginning of your journey. And a mistake in the early stages of
your product creation career can not only sink that first
project, but discourage you from EVER producing anything again.
There are Seven Blatant Blunders that novice audio product
creators make repeatedly. And while these aren't the only
pitfalls you'll have to watch out for, they are the ones that
will rear up when you least expect it, to bite you on the
you-know-where:
BLATANT BLUNDER #1 -- What I Want, Not What They Want
If making money was not a reality of business, we could produce
anything we want. But, for most of us, making money is crucial.
I can't remember the last time my landlord accepted my good
intentions and sweet smile as payment in full.
Still, its shocking to see how many folks ignore this fact when
choosing their first products. They've often had a dream or a
fantasy of just what they would create if they only knew how.
But once they learn how, they forget that it takes two to tango.
And if your market does not share your dream, you're going to
end up with an expensive failure.
Look, I'm not saying to pander to the lowest common denominator
to make a buck. I am saying you need to find the happy meeting
point between what you do best, what you love to do, and what
your market is willing to buy BEFORE you decide on your first
product.
BLATANT BLUNDER #2 - THE MINI-SERIES FIASCO
While people are often terrified of recording audio, once they
learn how easy it can be, the pendulum swings in the other
direction. Suddenly, even a Steven Spielberg extravaganza looks
too small.
The best thing you can do for your production career is to start
small. Do whatever you can to get a modest project out there
quickly, even if it means doing a 15-minute free program that
you give away at your speaking engagements.
Confidence is contagious. The best way to build confidence is to
get your first recording out the door and seeing the happy
smiling faces of people who snap it up. Get focused - get simple
- and get something done.
And leave the multi-part mini-series for later.
BLATANT BLUNDER #3 - THE OPRAH SYNDROME:
True, simply creating a decent product will raise your profile
in the eyes of your customers.
But it won't get you on Oprah.
Many first-time producers just don't get that simply producing
great audio does not assure success. You have to make sure those
who can benefit from it KNOW just how valuable it is, making the
cost of NOT buying it seem much higher than the cost of buying
it.
For many folks their dream of success included an appearance on
Orpah.
The good news is that you can make a boatload of money without
getting within a thousand mile radius of her show. And the
energy of that fantasy can best be channeled towards achieving
more down to earth goals.
True - if you build it, they will come. But they may NOT come in
sufficient number to make it worth your while. Focus on what you
can do NOW. And leave Oprah for later.
BLATANT BLUNDER #4 - WORKING WITHOUT A STRATEGY
I always tell my clients "Ask not what you can do for your
audio, ask what AUDIO CAN DO FOR YOU."
However, most folks get stuck right at the start by asking "What
project should I produce?" When the question they should
be
asking is "What do I want this project to accomplish for my
business?" Is it building a huge mailing list? Is it creating
sales on your website? Is it having a substantial product to
sell at your live appearances? Or is it having a bonus to entice
folks to sign up for your high end services?
Audio is not an end in itself - but a means to accomplish what
you want in your business. People who try to decide what project
to produce BEFORE asking what they want that project to achieve
are working very hard for their audio. My suggestion is to turn
the tables, put strategy FIRST, and let your audio work very
hard for YOU.
BLATANT BLUNDER #5 - MISSING THE UPSELL
An upsell is simply a way of making additional money from people
who have just bought (or are in the process) of buying something
else from you. For example, if you are giving a live workshop,
give attendees the opportunity to purchase an additional product
that builds upon what they've discovered in your workshop.
Because its so much easier to serve your existing raving fans
than to try to earn new ones, an upsell is an effective
strategy. Don't ignore the fact that a purchase is a vote of
confidence. And when people have purchased (or are in the
process of purchasing) is the BEST time to add additional value
by giving them a GREAT DEAL on a supplemental product.
BLATANT BLUNDER #6 - NO PRODUCT SHOULD STAND ALONE
Folks who see their audio merely as a stand alone offering,
rather than a component of an entire package or bundle of
products and services, are missing out on a huge portion of
their profits.
Because, strange as it sounds, people are actually happier to
spend more money with you if they feel they are getting a great
deal. The same person who complains about the price of bread
going up 20 cents, will, in the next breath, crow about the
$3,000 they saved on their $50,000 Mercedes.
People love a good deal - and will happily spend a lot with you
if that's what they feel they are getting. I'm not saying you
shouldn't sell your products alone. I am saying you must ALSO
look for ways you can bundle your audio products with other
services.
BLATANT BLUNDER #7 - LOOK MA, I'M INVISIBLE
In a perfect world, your audio would emit a secret signal,
audible only to your target market, that would hypnotize them to
buy. But until that's perfected, you're going to have to find
ways to get the word out.
Fortunately, there are lots of ways to do this. Public
appearances are great because audiences get a chance to sample
you 'in the flesh'. And its often a small step for them to 'take
you home with them' by purchasing your products. Distributing
free articles to build your mailing list is another time-tested
way to make this happen. You can also link your audio to
publicity for a book, e-book or workshop you've already got
going.
There are many ways to get visibility for your project. And its
wise to put some thought into how you're going to do that BEFORE
you record. Because the only thing worse than being all dressed
up with nowhere to go, is to have 100 copies of your first CD
sitting in your closet without the slightest idea of how you're
going to get them into the hands of your customers.
======================
copyright (c) 2005 by Robert Schultz. All rights reserved.
About the author:
Rob Schultz, the creator of the Audacious Audio Success System,
mentors cutting edge entrepreneurs to catapult their profits
with their own affordably produced audio and information
products.
Receive your free "5 Audacious Avenues to Blockbuster Audio
Profits" special report, packed with crucial keys to getting
started at: http://www.audaciousaudio.com You are welcome to
reproduce this article, as long as it remains complete and
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