The David Andrew Wiebe Show

SubmitHub is one of the music industry’s leading platforms for connecting musicians with bloggers, Spotify playlists, influencers, YouTubers, radio stations, labels, and more. It’s our favorite service of its kind!

But if there’s one thing you can count on, it’s change. Whether it’s updates to the SubmitHub platform, or new competitors in the market, the industry has been evolving since we last talked with Jason.

And in this episode of The New Music Industry Podcast, founder of SubmitHub and Indie Shuffle Jason Grishkoff shares how he’s been making SubmitHub even better for all users.

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Podcast Highlights:

00:44 – Return guest, Jason Grishkoff

02:09 – How has Jason been doing post-pandemic?

03:05 – SubmitHub’s “night” mode

05:52 – SubmitHub’s growth

08:54 – SubmitHub competitors

15:03 – No more music premiers

18:14 – Adjustments to influencer prices

26:50 – The “choose for me” button

32:09 – The 2022 wish list and the marketplace

41:26 – Spotify data

45:58 – What else is Jason excited about?

Sponsors:

Elite Players: Newsletter: The brand-new Elite: Players Newsletter is our first-ever print newsletter, and it’s like having a David Andrew Wiebe print seminar delivered to your door every single month. Click on the link to subscribe to the newsletter and learn more about the incredible bonuses that come with it.

The Music Entrepreneur Companion Guide: Get the official, definitive companion guide to The Music Entrepreneur Code covering, in clarity and detail, secrets to making it in the new music business.

The Music Entrepreneur Code – 2022 Edition: The latest edition of The Music Entrepreneur Code, now with more ninja. This book features my personal story of failure and success, case studies, examples, insights, and more. Get paid for your passion and impact more fans without wasting thousands of dollars and years of your life.

Success in music hinges on a strong mindset, because inevitably there will be challenge and rejection to endure. The pressure to quit will always get the best of you unless you’ve got your psychology together.

But what happens when you’ve been pushed so close to the edge that taking an involuntary leap into the great unknown is a foregone conclusion? What happens when a gentle shove is all it takes for you to plummet into the abyss?

In this episode of The New Music Industry Podcast, David shares what “death by 1,000 arrows” is and how it can be avoided.

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Podcast Highlights:

00:17 – Success is an inside job

01:25 – What is “death by 1,000 arrows?”

02:27 – Star of the Giants (Kyojin no Hoshi)

03:38 – Real life examples of death by 1,000 arrows

05:11 – Everything is what it is

06:37 – The best way to avoid death by 1,000 arrows

07:27 – Expansion

Sponsors:

Elite Players: Newsletter: The brand-new Elite: Players Newsletter is our first-ever print newsletter, and it’s like having a David Andrew Wiebe print seminar delivered to your door every single month. Click on the link to subscribe to the newsletter and learn more about the incredible bonuses that come with it.

The Music Entrepreneur Companion Guide: Get the official, definitive companion guide to The Music Entrepreneur Code covering, in clarity and detail, secrets to making it in the new music business.

The Music Entrepreneur Code – 2022 Edition: The latest edition of The Music Entrepreneur Code, now with more ninja. This book features my personal story of failure and success, case studies, examples, insights, and more. Get paid for your passion and impact more fans without wasting thousands of dollars and years of your life.

Can a successful artistic career be boiled down to three key ingredients? If so, what would those ingredients be? What kind of cake could you bake with them?

In this episode of The New Music Industry podcast, David interviews Diane Foy, who offers an in-depth look into her Superfan Attraction Playbook.

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Podcast Highlights:

00:40 – Today’s guest: Diane Foy

01:06 – Finding your authentic personal artistic brand

06:12 – It’s too easy to quit without a purpose

09:49 – Creating purpose driven content and finding your social media superfans

19:38 – Why you’ve got to keep posting

20:43 – Building your story repository

22:17 – How marketing is changing

26:28 – Getting media coverage

32:11 – 80% of the results for 10% of the cost

35:31 – Invest in coaching and mentorship

37:05 – Get Diane’s playbook for free

38:28 – Why do artists resist marketing?

44:40 – How does Diane go about getting invited to speak and share at various events?

51:18 – Multi-passionate

55:18 – What was the last YouTube video Diane watched?

56:40 – What is Diane’s daily routine like?

57:44 – What’s the greatest challenge Diane has overcome?

1:04:38 – What’s the greatest victory Diane has celebrated?

1:06:25 – What books have helped Diane on her journey?

1:09:03 – Closing thoughts

Sponsors:

Elite Players: Newsletter: The brand-new Elite: Players Newsletter is our first-ever print newsletter, and it’s like having a David Andrew Wiebe print seminar delivered to your door every single month. Click on the link to subscribe to the newsletter and learn more about the incredible bonuses that come with it.

The Music Entrepreneur Companion Guide: Get the official, definitive companion guide to The Music Entrepreneur Code covering, in clarity and detail, secrets to making it in the new music business.

The Music Entrepreneur Code – 2022 Edition: The latest edition of The Music Entrepreneur Code, now with more ninja. This book features my personal story of failure and success, case studies, examples, insights, and more. Get paid for your passion and impact more fans without wasting thousands of dollars and years of your life.

Do you find marketing boring, complicated, challenging, difficult, tedious, irritating, or otherwise unappealing?

Hey, I get it. I was once a musician just like you…

(Wait, hold on, I’m still a musician just like you.)

I’ve said before that you are the most qualified person to do your own marketing, and I still believe that…

But I also think it can be A LOT of fun! Honestly, if it’s not fun, you’re probably overthinking the process or trying to be a perfectionist.

It might sound crazy, but the only thing separating you from the best marketers is that they got started and stayed started.

There’s not a whole lot to it – make your best guesses as to what your audience will respond to, throw a bunch of stuff against the wall, notice what sticks, and track what works! The best marketers don't have a more detailed plan than that.

In this episode of The New Music Industry Podcast, David shares how to make marketing more fun.

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Podcast Highlights:

00:18 – Marketing is fun?

01:33 – Marketing can be a game

02:23 – The “why” of marketing

03:53 – The foundation of good marketing

05:28 – Getting into the habit of showing up

06:34 – The game of life and marketing

07:19 – Something new and exciting

Sponsors:

Elite Players: Newsletter: The brand-new Elite: Players Newsletter is our first-ever print newsletter, and it’s like having a David Andrew Wiebe print seminar delivered to your door every single month. Click on the link to subscribe to the newsletter and learn more about the incredible bonuses that come with it.

The Music Entrepreneur Companion Guide: Get the official, definitive companion guide to The Music Entrepreneur Code covering, in clarity and detail, secrets to making it in the new music business.

The Music Entrepreneur Code – 2022 Edition: The latest edition of The Music Entrepreneur Code, now with more ninja. This book features my personal story of failure and success, case studies, examples, insights, and more. Get paid for your passion and impact more fans without wasting thousands of dollars and years of your life.

Your truck breaks down. You break up with your girlfriend. Your dog goes missing. You drop your bowling ball on your toe. Your fishing hook gets caught on your vest.

Lyrics to a country song? Well, maybe…

But the reality is, even the best laid plans, even music careers that appear to be all “mapped out,” still swing headlong into potholes and shuffle into figurative landmines in 12/8 time along the way.

(And mixed metaphors fall apart like ceramic dinnerware falling from the granite counter and smashing on the hardwood floor.)

You can’t control people, events, and circumstances. What you can control is what you think, how you feel, and what you make it all mean. Because “bad” people, events, and circumstances don’t necessarily mean anything you think they mean. They’re not even necessarily bad! Superstition is overrated.

So, what do you do when you’ve got the music career blues? In this episode of The New Music Industry Podcast, David shares a recent “deep, dark night of the soul” and what he learned from the experience.

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Podcast Highlights:

00:17 – Encounters with resistance

00:52 – What do you do when challenges show up?

01:24 – Why consistency matters

02:10 – David’s long, dark night of the soul

06:18 – First step to easing into the resistance

07:16 – Second step to easing into the resistance

07:56 – There’s always something waiting on the other side

Sponsors:

PDF Vault: Sign up to receive my free music marketing newsletter and get access to the PDF Vault for free – filled to the brim with eBooks, cheat sheets, podcast transcripts, and other goodies to take your music career beyond.

The Music Entrepreneur Companion Guide: Pre-order the official and definitive companion guide to The Music Entrepreneur Code covering, in clarity and detail, secrets to making it in the new music business.

The Music Entrepreneur Code – 2022 Edition: The latest edition of The Music Entrepreneur Code, now with more ninja. This book features my personal story of failure and success, case studies, examples, insights, and more. Get paid for your passion and impact more fans without wasting thousands of dollars and years of your life.

When you realize that publishing, building your website, growing your email list, and converting leads into customers are among the most important activities you could be engaging in online, it’s only natural that you begin to wonder about the massive herd that all seems to be moving in one direction… in the direction of social media.

With algorithms turning hostile and organic reach tanking well below sea level, does it still deserve the attention we used to give it in our marketing mix?

In this episode of The New Music Industry Podcast, David considers how useful social media really is.

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Podcast Highlights:

00:17 – Your social media backup plan

01:37 – Why growing a social media following has become essential

01:59 – A model for monetizing your social media following

02:26 – Challenges associated with growing a following

03:16 – Why great content isn’t enough

03:43 – What’s your plan for people who engage with your posts?

04:20 – The power of social media advertising

05:26 – Retargeting fans and accounts who’ve engaged with your posts

06:11 – Final thoughts

Sponsors:

PDF Vault: Sign up to receive my free music marketing newsletter and get access to the PDF Vault for free – filled to the brim with eBooks, cheat sheets, podcast transcripts, and other goodies to take your music career beyond.

The Music Entrepreneur Companion Guide: Pre-order the official and definitive companion guide to The Music Entrepreneur Code covering, in clarity and detail, secrets to making it in the new music business.

The Music Entrepreneur Code – 2022 Edition: The latest edition of The Music Entrepreneur Code, now with more ninja. This book features my personal story of failure and success, case studies, examples, insights, and more. Get paid for your passion and impact more fans without wasting thousands of dollars.

When planning your music release schedule, product launch schedule (including merch), or even content schedule, is it better to focus on creating new things, or is it better to improve upon what you’ve already got?

In other words, do new things engage more, or do repurposed and old things (you’ve improved in some way) engage more?

In this episode of The New Music Industry Podcast, David Andrew Wiebe shares about the critical distinction between the two.

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Podcast Highlights:

00:18 – The feedback David received after releasing his first album

01:21 – Your music documents your journey

02:25 – Have you ever wanted to rework your first release (or two, or three…)?

03:41 – What’s an “improvement offer,” and how does it compare to new things?

05:46 – Where to put your energy as an artist

Sponsors:

PDF Vault: Sign up to receive my free music marketing newsletter and get access to the PDF Vault for free – filled to the brim with eBooks, cheat sheets, podcast transcripts, and other goodies to take your music career beyond.

The Most Incredible Back to School Sale: Expires October 7, 2022. Take advantage of this one-time offer, featuring six eBooks, one course, two coaching sessions, an optional YouTube feature, and a hardcover copy of The Music Entrepreneur Companion Guide.

Is there some part of you that wants to be known, appreciated, and celebrated? Do you ever fear that your lack of fame could be affecting your opportunities in music?

In this episode of The New Music Industry Podcast, David reflects on whether you need to be famous to make it in music.

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Podcast Highlights:

00:16 – Is it worth becoming a public figure, celebrity, or social media influencer?

01:14 – The artist mentality (“I don’t care about being famous, I want my music to be heard”)

01:47 – Would being known fulfill you in a way nothing else can?

05:26 – You can find the answer on the inside

Transcription:

Hey, it's David Andrew Wiebe, and I am on my daily walk.

Today's episode is about whether we should strive to become known as artists. Should we become public figures and celebrities or social media influencers?

There are some obvious advantages. Your fans or followers can act as your sales force. And if you’ve built an audience, the moment you come up with something new, new music, your art, a new film, a new book, anything you come out with, if you've got a following that cares and is engaged, you have a built-in fan base that will purchase what you have to offer.

Not everyone who follows you will care about what you say. Not everyone who follows you will buy what you have to sell. But there is an advantage.

Nowadays, even movie studios have recognized the advantage of a social media following. We live in an age when actors and actresses get hired because of their social media following, even if they are inferior in their skill as actors and actresses.

An Artist’s Mentality

For a long time, I've adopted a bit of an artist's mentality on this myself. I'm not sure exactly where I picked it up.

But there are a lot of artists who basically seem to think “I don't really want to be known. I don't really care about being famous. I just want my music to be heard. So, I just want my music to be known. I want my creations to be known.”

Is this impossible? No, not at all. There are plenty of artists who are not household names, whose music or books or artistic works are known.

So, if that's a path that you'd want to pursue, it is viable.

David’s Personal Journey & Why Being Known Matters to Him

That said, I don't think this attitude has served me well. I've been on this green earth for a few decades now. And something that I've continually returned to upon reflection, time and time again, is the fact that I do want to be known, I do want to be a public figure, I do want to be a celebrity.

And maybe this could stem from some of the trauma, some of the challenges, some of the difficulties that I've personally gone through.

For those who don't know, my dad passed away when I was 13. When people ask me, what's the biggest challenge in my artistic career, music career, entrepreneurial career, it's that. It's the fact that my dad passed away when I was 13, that I had a huge macro impact on my life moving forward.

And I had a great sense of confidence about myself, that I'm not sure I've totally recaptured. Certainly, I've delved deep into personal development, I've gone to counseling, I've been to grief and loss groups, and I've seen a couple of psychologists.

But one thing that I just really haven't been able to recapture for whatever reason is this sense of personal confidence that I had when I was much younger. I always seem to put people first.

In high school, I was darn well near a doormat. That was something of my own doing, though. It's not as though someone forced that choice upon me. If someone asked me for money in high school, I just gave it to them. I didn't care. So, pretty soon, people were just coming to me going, “Hey, will you buy me a slice of pizza? Hey, will you buy me lunch?”

And I was like, “I’ve got lots of money. Money doesn't make you happy, I can tell you from experience.”

People didn't know that I had a quarter of a million dollars sitting in my bank account.

But of course, I was wrong. It probably wasn't a good idea to hand out money left, right, and center. Because I've had my struggles, just as anybody else has. I've gone broke and in debt, at least two or three times at this point. It's never been a pleasant experience.

A lot of people will go, “Well, how could you lose all that money?” Most of it went into a car and a home. But there was also an economic downturn in 2008. That had a huge impact on my personal investments.

But this isn't a conversation about income, specifically, income is obviously going to play into how well known you are. But it's a conversation about self. What is right for you. And I've just always had a nagging sense that I'm meant to be out there in some capacity.

I've invested so heavily into myself, that I'm hungry for opportunities to share my knowledge and experience with others, and to continue refine my communication skills and presentation skills, so that my message lands.

I kind of avoided and ignored social media for a long time thinking that was probably the right decision for me. After all, I wasn't one of these crazy people that needed validation for every little thing I did.

But I've come this far in life to discover that maybe that wanting to be known is more of a calling than a need for validation. For me, becoming known and recognized and acknowledged for the work I do and being celebrated is a great piece of the fulfillment pie.

It was no one else that put it off. I was the one that put it off, but it's not something I'm willing to put off any longer. And I know I've got a long road ahead of me. It's not like I'm starting from zero. I've got a following. I've got a very decent following when I add together all the numbers from the various social networks that I've built the presence on.

But to get to a point where I'm known, where I'm in demand, when people continually come to me and ask for me, for my advice, for an interview, for the things that I really want to do in life, that would really fulfill me and allow me to shine at the brightest, is going to require some hard work. It's not going to come by accident.

Should You Pursue Fame?

Now, at the end of the day, I can't tell you whether you should become known. You probably know the answer on the inside as well. It's possible you've denied that part of yourself to this point, just like me, and then you've come to this point much later in life, maybe a decade or two or even three decades later, recognizing that oops, maybe I should have put a little bit more energy into becoming known.

Even though I would love for just my music or my art to be known, that's not really happening. So, to me becoming known is a crucial element to all this after all.

Prince was a well-known eccentric and recluse. He didn't do many interviews. No one really seemed to hate him for it, though he created excellent music.

But this is something for you to ponder. This is something for you to ask yourself, Is fame worthwhile? Would it be a part of your fulfillment? Would you feel differently about yourself? If you were celebrated, if you were an influencer or a public figure, how would that impact your career? And what could you do today to start moving in that direction?

Have you ever wanted to launch your own information product? Are you looking for a better way to launch and market your eBooks, courses, or coaching programs?

In this episode of The New Music Industry Podcast, David shares his thoughts on Robert Skrob’s Official Get Rich Guide to Information Marketing.

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Podcast Highlights:

00:17 – Official Get Rich Guide to Information Marketing

00:28 – Russell Brunson’s Secrets trilogy

01:23 – This book is an excellent starting point to learn about information marketing

01:51 – How the book is structured

02:25 – How to launch your business and be immediately profitable and sustainable

03:13 – Chapters on social media, mindset, legalities

03:29 – Where the book falls short

03:53 – Comments on Amazon reviews

05:32 – Closing thoughts

Transcription:

Hey, what's good, it's David Andrew Wiebe. And today I wanted to talk about a specific book, the Official Get Rich Guide to Information Marketing by Robert Skrob. Now there's a name that rolls off the tongue.

Russell Brunson’s Secrets Trilogy & Why it’s Overwhelming

In the past, I've talked a little bit about Russell Brunson’s Secrets trilogy, I think it's a great trilogy. There's a lot of fantastic information in those books to help you with your online marketing journey.

But at times, you may find yourself a little bit overwhelmed with all the information that Russell provides. His frameworks are quite extensive, and the starting point in his trilogy is Dotcom Secrets, which talks about all the different types of funnels.

There's some other important information in there, like how to build your attractive character, and so forth. But at the end of the day, the sheer number of funnels introduced in that book are just mind boggling to me.

Expert Secrets is really the most overwhelming book of all with the webinar scripts. I don't know how he proposes anyone put together a perfect webinar script, it gets kind of insane.

So, thinking to yourself, “I’ve got to master all this information if I want to build any kind of information marketing business.”

Well, it simply isn't true. And I would suggest that going back to this book we're talking about today, the Official Get Rich Guide to Information Marketing is an excellent place to start. You can bypass a lot of the confusion, a lot of the complexity and a lot of the nuance that Russell seems to go deep on, even when it's not necessarily to the reader’s advantage.

I get that he wants to dump everything he could possibly say about what he knows about succeeding online, but it just gets to be too much at certain points.

How the Official Get Rich Guide to Information Marketing is Structured

Now, this book has some introductory sections, talking a little bit about what you can expect if you get into the information marketing business, how you would make money, how much money you can expect to make things like that.

Then it moves into the four biggest sections of the book on how to launch your business.

Traditionally, when you think about a three-video launch, basically you introduce the offer, you tease the offer, and then you make the offer available to the people that you're talking to. And then you just market it endlessly through as many channels as you possibly can, while you've got the energy to do it.

Robert Skrob’s method, by contrast, would allow you to launch your business, not just launch it, but have it sustainable after the launch, because you'll have repeat business if you build your business the way that he suggests.

So, the four types of launches include:

Teleseminar series

Joint ventures

Diagnostic surveys

Three-day event

He had me at teleseminar series, this one makes the most sense to me.

Basically, with a teleseminar series, you would book the event, you would invite people to come, you'd have them pay a small amount of money to join in.

And if you find that you get a lot of interest, you've got a niche that works. If there's no interest whatsoever, you can easily and quickly pivot and try something else. And that's one of the things I really like about the method discussed in this book.

And then towards the end of the book, there are some chapters on social media, mindset, legalities, things like that. This is super generous, as far as I'm concerned, to have so many sections covering different topics that you might need to know about as an information marketer.

Where the Official Get Rich Guide to Information Marketing Falls Short

This book is over 10 years old now. And the reason that's a little bit of an issue is not necessarily because the information is outdated, just that the supporting links are outdated. Most of them you can't even go to a page, it doesn't exist, or someone has bought up the domain name and parked it or put something else up there.

But overall, honestly, I still find the information very relevant today.

Official Get Rich Guide to Information Marketing on Amazon

I looked at a couple of Amazon reviews before and after checking out this book. And there are some funny things that got thrown around.

One point that was raised was the fact that, the book cover looks a lot like something that Dan Kennedy would put out. Therefore, it must be packed with the same amount of information that a Dan Kennedy book would contain.

They then went on to complain about how the introductory chapters are basically just call to actions and sales offers and things like that.

Well, in the introductory chapters, yes, there are a few call to actions. Yes, there are a few “Hey, check this out – you might want this supplementary resource,” things like that.

But once it gets into the content, the content is phenomenal. It is super detailed and rich with great insights. I took away four or five gems myself. If you're new to this industry, you're going have a lot more takeaways.

Honestly, I'd recommend reading this first before you even bother checking out Russell Brunson’s Secrets trilogy Why? because I think Russell himself got some of his ideas from this book.

And as for whether this is actually a Dan Kennedy book or something that's on par with what Dan writes…

An astute reader will probably pick up that if this book wasn't written with Dan's direct involvement, it was probably ghostwritten by him.

By his own admission, he writes multiple books per year and one or two of those are ghostwritten.

I’m not here to out anyone but it just seems like Dan’s fingerprints are all over this book and at one point towards the end… I don't remember the exact sentence, but he says something about “I've covered this in detail in some of my other courses” seems to refer directly to Dan Kennedy's courses, not Robert Skrob’s.

Concluding Thoughts

Thanks for watching. I hope you got something out of this, check out the book and don't forget to subscribe to the channel. See you later.

Every day, artists release new music. But there’s a big difference between the artists who get traction out the gate and those who don’t. It’s because the 5% who succeed are doing something different.

In this episode of The New Music Industry Podcast, David shares what that “something different” is.

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Podcast Highlights:

00:18 – Shouldn’t I be further along than I am in my artistic career?

01:24 – Focusing on the value we create for others

01:56 – Showing up and marketing stamina

03:52 – You must build excitement for your launch

04:46 – How Hollywood promotes

06:53 – What is the teaser campaign / customer journey going to look like?

Transcription:

So have you ever woken up on any given day, and you feel like, man, I think I should be further along in my music or artistic career. It feels like it's I've been grinding for days, weeks, months, years, maybe even decades.

And I am not getting the recognition I deserve. I'm not getting the success I deserve. I feel like the world is working against me. I feel like I've done everything right. I feel like I followed all the steps. I've put all of myself into this. And still, and yet, it seems as though I am getting nowhere in my music or my artistic career.

Anyone feel like that? I have felt like that. I've had those moments. Some days I do wake up and go, “Why is it that I still don't have a team? Why is it that I don't have the revenue to sustain a team? Why does it seem like I'm getting ignored or shadow banned? Why aren't my books selling more? Why aren't things going the way I think they should be going?”

Focus on Your Audience, Not on You

And I'm reminded of one critical thing that we'd all do well to remember. We need to focus on the impact, the value, the difference that we make for people and our audience.

We focus too much on ourselves and who we are instead of focusing on serving others and helping them achieve their goals and helping them achieve their desires and helping them get what they want.

Because the greatest rewards, the greatest customers, the most income inevitably comes from you helping more people.

Developing Your Marketing Stamina

Showing up, even when you don't feel like showing up. Showing up when you don't even do it perfectly. And I don't even feel like I'm delivering this message perfectly.

We need stamina. Just because you've marketed for a few days, a few weeks, a few months doesn't mean you should give up, even if you’re seeing no results.

You know, the craziest thing, when you set up a campaign, whether it's a month-long campaign or a three-month campaign, or whatever it might be, for whatever reason, it's like the 80/20 rule, most of the results tend to show up in the last 20% of the campaign.

What happens though, is people get 20 days in, or they get 50 days in, or they get 80 days in, and there's 10 more days to go or 20 more days to go. And they give up right before the results were about to show up. They give up at exactly the wrong time.

Therefore, we need marketing stamina. You must be willing to persevere, to continue. We need to go back to our “why,” we need to go back to our foundation, which is adding value to people. It would be an injustice for people not to hear your music, just as it would be an injustice for me to not talk about my books, because I've poured myself into my books.

I created them share with the world, to impact people, to make a lasting difference on people's lives. The true injustice is not showing up to do the work. Because you stop yourself from having an impact, even if it means changing one life at a time.

That is why we need to show up. And we need to keep showing up when a video bombs. Who cares. It wasn't that good. Make another video. That is why we need marketing stamina, we must keep running, even when we don't feel like running. And we must treat it as a marathon. If we treat it like a sprint, we are going to run out of energy.

Building Excitement for Your Launch

This is something I’ve been discovering about marketing campaigns – here it is on a bumper sticker: You must build excitement for your launch.

It sounds obvious. But every day people release things. They release books, they release music, they release collections of poetry, and they expect it to blow up overnight to get 100 purchases or 1,000 purchases or 10,000 purchases and it rarely ever works like that.

Your audience is watching you. They're paying attention. They are waiting for you to show up where they are with new content and updates.

And most artists do not build up to their launch. They do not build up to their release. They do nothing to build excitement.

We need to take an example from Hollywood. What do they do? They start teasing the release of their latest movie a year out. We as an audience are sitting here and going, “You want me to wait a full year to see your damn movie? I want to see it tomorrow.”

No, you can't buy it. You can't go to see it. Because it's not out.

In most cases, the product is done, by the way. If they're ready to market it, it's either done or it's almost done. There is not a lot left to do. They've left themselves enough leeway just in case. But chances are the movie’s done and it's ready to go.

But they tease it a year in advance, and then a new trailer comes out. And then another new trailer comes out. And then another new trailer comes out.

And in the meantime, the celebrities are giving interviews, but they can't give away too much about the movie yet. Right? At this point, they're just building excitement. It's all about the teaser, the teaser campaign, this thing's coming. It's exciting. We can't tell you too much about it yet. But it's going to be really cool. And here's a trailer.

And they go into talk shows. And what do they talk about? They don't talk about the movie so much, they might introduce the clip, but they go onto talk shows to talk about themselves.

You know, here's what's been happening in my personal life. I'm really excited about this. I'm really excited about that. And then that is building up to “Hey, by the way, there's this new movie, and I think you should check it out. Here's the trailer.” That's what it's building to.

How can we do that as artists? How can we do that as creatives? That's what we want to start thinking about.

And the trick is, we may not be able to do it at the scale that Hollywood does it, we may not have their budget, we may not have the resources, we may not have the personnel. What we can do set a date into the future. You want to put it at least 30 days, but preferably 60 or 90 days into the future.

This new thing, my book, my release, my tour, whatever it might be, is coming on this day. And that's exactly what I'm doing right now. There's something coming on October 31, 2022.

Creating Your Teaser Campaign & Customer Journey

And then you want to think long and hard about what is the teaser campaign going to be? What is the customer journey going to be? How are you going to prepare them for your new release? How are you going to prepare them for your poetry or your music or your book or your visual art collection? What steps are you going to take to ensure that they're prepared? Get their objections answered.

How do you ensure that they’re excited when your product comes out, and they’re reach to go and purchase it right away.

Think about what pieces of content specifically do we want people to engage in getting to that point, and the most obvious, the easiest thing to do has already been figured out for you. And that's Gary Vaynerchuk’s method of documenting your journey, right? Today's stream is titled “documenting your journey.” What am I doing right now? I'm documenting my journey of a launch that I'm doing right now.