Episode #103: Behind-The-Scenes at SMA, Part 1 with Amy Roy (Customer Service Director)


If you haven’t already, you get to meet our very own Customer Service Director, Amy Roy. This is a treat not only personally but also professionally. You name it, she’s seen it and is now giving you priceless insight into a musicians journey through SMA and an online music business.

From your first phone call to SMA to years down the road, Amy and C.J. discuss what most musicians wish they had known years ago! Get ahead of the curve with this week’s episode of the Savvy Musician Show.

Key Points From This Episode:

  • Introduction to our SMA Customer Service Director Amy Roy
  • Jaded musicians not being a good fit for SMA
  • What is seasonal and what is not
  • Be the engagement you want to see
  • Having a clear goal
  • The pros and cons of the course
  • Progressing before establishing your micro-niche
  • Writing copy that’s simple and emotionally effective
  • The demand for your music
  • Getting a taste of victory


“Success in the online music business is really about principles.” – @metalmotivation [0:05:58]

“You have to learn how to do things year round. It can still be in seasons, but you can’t just start a course or start building your business but then take six months off because you’re not feeling it.’ – Amy Roy [0:12:20]

“If you want people connecting with you, engaging with you, you better make sure you’re also in there connecting, and engaging, and encouraging.” – Amy Roy [0:22:13]

“I am a perfectionist, which means I’m also a procrastinator because if I can’t do something perfect the first time right away, I don’t do it at all.” – Amy Roy [0:30:24]

“I think another good thing to do when you do come up with something you’re just stuck at is at your desk or wherever have a notepad or piece of paper and just write it down. Getting that out of your brain onto paper.’ – Amy Roy [0:33:23]

‘What’s going to sell is you communicating with someone emotionally.” – @metalmotivation [0:35:15]

“Whatever genre you do, I guarantee you someone needs to hear your music right now, and someone needs to hear your thoughts and your heart right now, and it’s your job and your responsibility as a musician to give that to them.” – Amy Roy [0:39:02]

“Selling that first shirt, and getting your website up, or your Shopify store up, or reaching your first 1,000 fans, these are big victories. What we want for you is to get a taste of that. We want you to taste victory.” – @metalmotivation [0:41:42]

Links Mentioned in Today’s Episode:

The Online Musician 3.0 — https://explodeyourfanbase.com

Book a Call With Us — http://www.CallSMA.com

The Inner Circle — https:savvymusicianacademy.com/innercircle

Click For Full Transcript

00:19 CJ: Welcome to The Savvy Musician Show. This is CJ Ortiz and the branding and mindset coach here at the Savvy Musician Academy. So enjoyable to do this podcast, and one of the best things about it is I get to talk to very, very cool people. But before I get to today’s guest, I just want to mention again that you can always do us a favor and leave a review for this podcast on your favorite player, iTunes, Spotify, Stitcher. Just go there, write a cool thing about us, click stars if they tell you to click stars, and the reason being is twofold. Number one, it helps other musicians like yourself to discover this podcast and find the answers they need for their online music business.

Plus, we actually read your reviews in our team meetings here at Savvy Musician Academy, which leads me to the person who actually fields those reviews and reads them to us. You know we all wear several hats at the Savvy Musician Academy, so I thought for a long time I want to get some of the team members on here to give you guys a behind the scenes look at the Savvy Musician Academy. The person I wanted to start with is our very own, Amy Roy. Amy, thank you for being with me today.

01:36 Amy: Thank you so much for having me. It’s a pleasure.

01:39 CJ: We’re usually in a meeting.

01:42 Amy: Yes, yeah.

01:42 CJ: So we have to remind ourselves that we’re not in a meeting right now, so there’s no agenda that we need.

01:48 Amy: Yeah. We can’t just… Yeah, what we usually talk about in meetings, so much.

01:55 CJ: So much fun stuff. But when I tell people on here, Amy, that we read the reviews … As we say every single podcast episode that we read the comments that people leave about the podcast in our team meetings. Is that true or not true?

02:11 Amy: True, true. Very true.

02:13 CJ: It is an encouragement for us. Obviously people for the most part leave good things when they write their reviews, but we’re open to whatever anybody says.

02:23 Amy: Yeah. I mean, any time I get feedback, I always say thank you to that person, because I know we always think or have our opinions about companies, or customer service, good or bad, but it takes a little bit more effort to actually send that in. It takes time to write a response or feedback and then click send. So I really appreciate any feedback that we get. Constructive, that’s what we use to better the student’s experience. So we need that just as much as we need the positive, but of course the positive is always so good and encouraging, and just reminds us that what we’re doing is helping and is making a difference. Who doesn’t love some positive feedback?

03:17 CJ: Oh, yeah, especially me.

03:18 Amy: Everyone, yeah.

03:18 CJ: Especially when I’m the target of those reviews oftentimes.

03:20 Amy: Yeah, yeah.

03:22 CJ: Okay. Well, let’s kind of back up a little bit. Again, Amy is on the team here at Savvy, a very valuable part of what we do, and a lot of our students will know her, but let’s get just a little bit of backstory. Amy, how in the world did you end up at the Savvy Musician Academy?

03:38 Amy: That’s a great question. It’s very random. Most of you, if you’ve been with us for a while, will remember Melissa. She was our customer service director before I stepped in for her place. My husband actually danced with her, my husband is a dance teacher, and 15 years ago maybe, before … Maybe even longer, because I’ve known him for 16, 17 years, and they danced together before I was even in the picture, so quite some time ago, and they’ve been friends ever since. I met her a couple times, and she moved up to Canada, but we’re in Washington State, so right underneath. Let’s see, she had … SMA was new and growing, and they were looking for some more help. We have two kids, and we needed something that I could do from home, and it just fell in perfectly, and I’ve been here almost three years so far.

04:47 CJ: What did you start doing when you first came on?

04:48 Amy: Just customer, part of the success team. So just answering emails and everything. Then that grew to helping out with the social media, and now I’m helping with the Elite students and customer service director. So it’s been great.

05:07 CJ: Her measure of rule has increased incrementally because Melissa did move on, what? End of last year, was it?

05:14 Amy: Yes, yeah, mm-hmm.

05:17 CJ: Melissa was very hands-on, and so Amy had a lot to learn quickly and absorb, and she’s done a fantastic job with that. So we all rely upon each other-

05:28 Amy: Yes.

05:28 CJ: … heavily, to do what each other do. I really, really appreciate the backend of the Savvy Musician Academy, especially as people see that Leah’s plate is growing, and she’s extending into so many other things. She has said repeatedly, she did not want the Savvy Musician Academy to be so focused on her, because she can’t be that. She’s a mother, like yourself, you got things to do. You can’t be a personal brand out there, and besides, success in the online music business is really about principles. It’s about applying things that are taught in our courses and whatnot, and so that doesn’t require a personality, although we understand why people get latched onto her, because of her personal success in these particular areas. 

But again, I wanted to share more about the team of the Savvy Musician Academy, and give people who don’t know us at that level, give people who may not have taken The Online Musician, Amy, or the Elite course, kind of a backstage look, a behind the scenes look at kind of how we operate as it relates to students themselves.

06:36 Amy: Yeah.

06:36 CJ: So what’s the most challenging and what’s the most rewarding aspect of working with students?

06:44 Amy: Ooh, that’s a good one. I think the most challenging aspect is when students their …

06:53 CJ: And you can speak freely.

06:54 Amy: Oh, I will. I don’t, I like truth. I just don’t want to … I want to make sure I get it clear.

07:05 CJ: Just don’t use names.

07:06 Amy: No, I mean, in all honesty, I know if someone reaches out about our courses, I know pretty instantly if they’re going to be the right fit, if they’re going to be successful, and if they’re even going to buy a course, because of how they speak, their attitude, even via text, email, which can be very hard to decipher sometimes their intentions. The main thing that I know that they’re just not going to be the right thing is one, if they’re jaded. I know a lot of musicians have tried other courses, put a lot of money into something and have gotten burned, and they’re just like … Nothing I can tell them, no testimonials, the outline of the course, all the benefits and resources we have available, they just … 

Sometimes you just need to jump and make a leap of faith with things, especially for your business and investments and stuff, but some just can’t do it. So that’s frustrating because I know that we’re different and what we offer is different from other places, and what we have to offer is so beneficial and helpful. I’ve heard so many amazing testimonies from students, but sometimes people just aren’t, they’re kind of blocked to that, and jaded, or just burnt, and they’re not ready yet. It’s not their season to join, which could change.

08:58 CJ: Right. Can we stay here and just kind of revolve around a certain … because you just said a lot, because you’re delving into kind of the territory which I’m very, very concerned about, which is mindset, attitude, and that sort of thing. So before she tells us what the good part of it, because this is critical, Amy. What you just said is absolutely critical, because not … Because you’re seeing it on the front-end, right?

09:24 Amy: Yeah.

09:24 CJ: When they first inquire, which is interesting because they’re jaded, but they’re still inquiring.

09:29 Amy: Yeah.

09:29 CJ: You know what I mean?

09:31 Amy: It’s like that smidgen of hope, but I feel really quick that if they come to me with that mentality, they’re almost … What am I trying to say? They’re almost wanting to kind of pick a fight, or they want to complain, or they want to just tell somebody else that they were burnt. When we’re hurt we want other people to feel that as well. So I think it’s almost like an outlet to like, no, you’re not going to work but tell me why maybe, change my mind.

10:08 CJ: Right, right.

10:09 Amy: Yeah. 

10:10 CJ: Well, and the reason why this is important is because, and as Amy said, she’s talked to so many people. When you talk to so many people you can start seeing certain patterns, and you can see defense mechanisms and all of these sorts of things. So she’s becoming kind of like a psychologist in short order, reaving a “body language”, if you will. But here’s the thing, guys, is what this tells you is it’s really not so much exclusively about the course, it’s about your mindset, it’s about your attitude, because somebody, and I’ve said this a 100 times if I’ve said it once, Amy, somebody with half the information could go all the way, because when Leah started, there was no Savvy Musician Academy. There wasn’t a TOM course you could go to, there was no Elite program, there was nothing, especially for musicians, that she could really draw from to build her businesses.

So she was operating on whatever information was available from other sources outside of the music business and applying these things to the music business. But again, it just makes the point, is that it requires that level of self-confidence, being willing, like you said, to take that step of faith. But it’s not so much a step of faith if you’re confident that if someone else has done it, it can be done. Unless you’re just completely convinced something is a scam. Okay, well, there’s going to be helpful information here but it really does come down to me. So you do have to wonder if, when they talk to you, Amy, that jaded is not so much because of the courses they took before, but still may be something in them, and like you said, they may not just be ready right now. What do you think?

12:06 Amy: Yeah. The seasons, we talk about this a lot, Leah preaches it and lives it, and especially as artists, there’s inspirational seasons, and you can’t really force that inspiration and you can’t force when songs will come to you, or when that art, the art side of things will work. However, to be a business owner and to have that business mindset, in addition to your music, business is year-round. You have to learn how to do things year-round. It can still be in seasons, but you can’t just start a course or start building your business but then take six months off because you’re not feeling it. For a business you can’t do that, you have to keep it going. But I do understand that the season that I’m talking about for not starting a course, or say you just went through a life experience, or you lost a job, or you have a new baby, or someone passed away and you just, you’re not in the mindset, you’re not in the financial realm of starting something like this. 

Those are completely, I mean, that’s life. I have students reaching out that are like, “Hey, I’ve seen Leah for five years on social media and it’s my time right now.” They weren’t ready for the last five years, but they are now. So that’s, yeah, the seasons of starting something. But once you start it, you got to be ready to stick with it.

14:03 CJ: So when you talk to students on the phone, Amy, I’m sure you, like you said, you go probably deep on what’s offered in the course and whatnot. Are they surprised at how much is offered?

14:17 Amy: Yes, yeah. We’ll have the student every once in a while who just wants one course that teaches them everything, but I try to reiterate nothing is like that. This is something you’ll be working on for the rest of your career, and not everyone is exactly like you. Not everyone is ready for a whole course. I think for our brains it’s easier to take in chunks. Some people can only handle or only need the Inner Circle right now, you know? Something smaller that’s monthly, that they can digest, and just keep them going throughout the year. 

Some people just are like, “I have no idea where to start.” So TOM is the place for them, and just kind of do this massive course, build a really good foundation, and then they need to sit on that for a while, work on that, build that, and then maybe a year later Elite is going to be the next thing for them. So I think Leah is very strategic and knows from experience how much to offer and when, and in what kind of chunks, and what timeline. I forgot the question you asked.

15:45 CJ: Well, you just answered it.

15:46 Amy: Did I answer it?

15:47 CJ: You just answered it.

15:48 Amy: Good.

15:50 CJ: Okay, so going back to my other question, the one I started with, which is the good and the bad. So what’s the upside? What’s the thing that you love seeing?

16:00 Amy: I just love positive people. I love positive energy. People who ask questions and are thankful for an answer. Right now, because we’re upgrading all of our TOM students to TOM 3.0 free of charge, and I love when they ask, “Hey, do I get that? I’m willing to pay because I know the value of this.” But like nope, you get it for free, and they’re just so grateful and positive. Students who celebrate the small successes like, “I just got my website.” That is such a big deal and they’re so proud of themselves, and they know how hard it was to get to that point, or I just sold my first shirt, you know?

16:52 CJ: Mm-hmm. It’s a huge win, it really is.

16:58 Amy: It’s a huge win, and we really encourage them to celebrate every … I got my first email. Someone gave me their email and it’s not my friends or family.

17:07 CJ: Right.

17:09 Amy: I just love positivity like that, and people who know that this is a long journey, and I also love students who search for things, for answers on their own. I get a lot of students who ask me questions that aren’t necessarily in the course, but all they would have to do is go to Google and search it, and find the answer. So I say, I’m like, “Yeah, I did a quick Google search, which you can do next time.”

17:48 CJ: I’ve said that too.

17:49 Amy: Students who put in the work themselves, I think it’s so much more valuable I think when they do it themselves. Leah has very good outline, very good strategies, very good information, and she always says, “I’m not going to hand-hold you.” And that’s so important. It’s the whole if you teach someone how to fish they’ll be fed forever, and that’s what we do here, and I think it’s really important, but not everyone likes that.

18:24 CJ: Right, right.

18:26 Amy: Then they’re not a good fit, I guess.

18:30 CJ: Yeah. Well, and what’s that like, telling somebody they’re not a good fit? Because these are artists, they don’t want to be-

18:37 Amy: They don’t want to be told that.

18:37 CJ: … critiqued or told that.

18:41 Amy: I try to do it as kindly as possible, but as plain as possible. I don’t like to … SMA is not here to sucker people into buying courses. We don’t want you here if you don’t want to be here, because it’s not fun for anybody.

19:01 CJ: Right.

19:02 Amy: Right. We want all of our students to succeed, and if they’re not willing to put in the work, or if they don’t appreciate what these courses are all about, it’s probably not a good fit, which doesn’t mean that they can’t succeed, but we have a very good community here, a very positive. Our Facebook groups are great. We encourage people, we want people to succeed. It’s a good culture here, and not everyone fits into that, and that’s okay.

19:34 CJ: Yeah, and I think that’s an important point for people to realize, is as you just mentioned, we’re not just trying to put money in the cash register here by selling courses where the only criteria is that your heart is beating and you breathing. We want it to be a good fit because, as she said, which is an important point, we want you to succeed, and if we don’t feel like maybe you’re ready for a particular course, like Elite for example, or if we just don’t feel like you’re going to get what you need to get out of it, then Amy will tell you it’s not a good fit.

So again, we want to keep, as she said, that culture the way that it is. Again, going back to what you said just a little bit ago, when you work with people who are very positive, and have a great attitude, and celebrate all of their little victories, when you work on the front-end of things, like for me social media with my own projects and Savvy’s projects, you meet all kinds, and yes, you get quite a few who have snarky, cynical, mean-spirited, hating, critical just attitudes. You’re just going to get that, it’s social media, right? It’s digital roadrage, I like to call it. 

But when you get past that and you get behind a paywall where everybody in there is out for the same thing, not competing with each other, they’re competing with themselves, but they’re leaning on each other with accountability, and encouragement, and inspiration, and motivation, even though it’s in a group, an online group. Of course, we all should be better acclimated to that now after a few months in this lockdown, but it really is a powerful environment for growth. So it’s not just the course, right Amy? It’s not just the coaches.

21:33 Amy: Mm-hmm.

21:34 CJ: It’s that the community that they experience with other musicians like themselves, isn’t it?

21:40 Amy: Yeah, yeah. For anyone who ever tells me, “No one really answered my question.” Or, “No one commented on my whatever.” I ask them, “Well, how many posts have you commented on? How engaged are you?” It’s hard to be engaged within a group, because SMA, I’m sure, isn’t their only group. They probably have a bunch of other groups and stuff, but put out what you want in. If you want people connecting with you, engaging with you, you better make sure you’re also in there connecting, and engaging, and encouraging, and yeah, because if you’re not doing it, then why would anyone else do it?

22:25 CJ: I can already tell you that’s going to be a clip that I’m going to use and put out on social media, Amy.

22:33 Amy: Okay.

22:33 CJ: I can already tell you that right now because I’m going to make sure that one gets driven into the ground. Again, there are so many things she’s saying, and I’m sitting and going, “Yeah, I know what she’s talking about.” Because I experience the same thing at a different level, because I’m more on the social media side, you get it earful.

22:50 Amy: Yeah.

22:51 CJ: You get inboxed, and email, and all that. So I just see in a Facebook comment somewhere, but I know exactly what she’s talking about, and you have people who don’t chime in enough. They’re not engaged themselves, and so they get a little offended maybe or have questions when they don’t get a response right away. As a coach, I’m getting tagged, or I see notifications from so many different things, and oftentimes a lot of these questions I know that other students will hopefully chime in on, and that’s something, again, that as she just said, that they can do. They can chime in, and even if it’s just not … 

Maybe you’re not answering someone else’s post, but you’re just leaving an encouraging comment, you’re making yourself known, and for someone to so quickly revert into their protective shell and take that sort of … They’re not being disagreeable, but we don’t want you to be hurt either. You need a little tough skin and a little perseverance here, right?

24:04 Amy: Yeah. Well, an example, our moderators, who are fantastic, we have a good group of moderators for all of our Facebook groups, they’re always saying like, “I’m learning more as a moderator because I have to engage and I have to find the answer again, or I have to.” And they’re like, “I do a lot better, or I feel more connected to people.” Because they’re having to engage, but they’re more positive about it, they feel more connected, and they’re learning more, so yeah.

24:43 CJ: Wow. Amy, you’re dropping bombs here. I know if Leah hears this, she’s going to be going, “Oh that’s good, that’s a good one.” Because again, these are things we kind of wish people knew, and if they ever come to mind when Leah and I are doing a podcast, we’ll obviously bring them up, but again, we’re not seeing it at the depth that you are. We’re not communicating with people at the depth that you are, and so that’s why again, I felt it’s important for them to see because there is a student life here, there’s a student culture, as Amy noted. 

A culture we want to protect, and enhance, and grow, but there is a student life. For those who are active and participating who are sharing their #wins and that sort of stuff, I tell you what, it’s just even though I’m a coach, for me it is such a delight to see them experiencing these victories. You see those students, I wish it was all of them, but you see those students who it’s a win after a win, after a win, after a win interspersed with their struggles, but they’re posting the struggles and the questions that they’re having just as much, and so you’re seeing people actually their whole process being lived out in front of you in the Facebook group, and that’s a great thing to be able to see. 

So again, I can’t overemphasize what she’s saying enough, because again, if it’s not just the course, then your success is so much dependent upon you, how hard you work, because it’s a lot of work.

26:33 Amy: Yeah.

26:33 CJ: So in fact, tell me a little bit about that. How a lot of them are, now that they’re in a course, whether it’s TOM or Elite, in particular, they’ve gotten started and now they’re starting to meet the challenges.

26:45 Amy: This kind of goes along with that, but I feel like it needs to be said because I always … People are always kind of on the fence, or what do you do? What do you offer and stuff? I always ask, and it relates to the why. We all have a why of what we’re doing, but I think it’s important to go a step beyond that and ask, what do you want from your music?

27:12 CJ: Good question.

27:13 Amy: You have to know exactly what you want, because not really knowing what you want, your drive, and your path and your seasons get murky, and slower, and there’s no consistency, there’s no reason because it does get hard. If you don’t have that what, that end goal in mind, then it’s not going to work very well. I mean, it could be I want to just beyond social media have a small following, connect with them, and sell a couple CDs a month or a year. It could be small, and that’s fine for somebody if it’s a part-time thing, or just what they enjoy to do, or they don’t need the money, whatever, or it could be I want to be like Leah, I want to be making six figures, I want this to be my family’s only source of income, I want … 

Both of those, even though they’re completely different whys and what you want, they don’t require the same amount of work, but you need to have those in place to know how to keep going through each module and each lesson.

28:38 CJ: Yeah, because I guess otherwise the course itself becomes your goal, you’re just trying to finish it, do a good job, just like when you’re a kid in school.

28:49 Amy: School.

28:49 CJ: Yeah.

28:50 Amy: Yeah. You’re like, “Okay, I just want to get my A.” And then you’re done, which was maybe how I lived my school.

29:02 CJ: Yeah, but there’s no, as you said, there’s no larger vision or goal that’s being attached to that, so it becomes … We don’t want the course to be an end, we want the course to be the means to the end, right?

29:18 Amy: Yes. If you purchase the course, it is yours. You don’t lose access to it, you get all the upgrades, it’s your course, and you can go through it at your own pace, which has pros and cons. Pros is that you can go through it at your own pace. If you have a full-time job and family you can listen to a module a night, or a lesson a night and a module a week or something. You can stop when you need to focus on something, and get that really good, and then move on, or you can just go through the whole course really quick, see kind of the path in front of you and okay, that’s a lot I have to do. Now I’m going to go back through the course and break it down, go step by step. 

We all learn differently, so I think it’s really good that it’s laid out how it is, but it also can be a negative for some people, like myself. I am a perfectionist, which means I’m also a procrastinator because if I can’t do something perfect the first time right away, I don’t do it at all. Then life happens, and then you kind of forget about this course that you spent a $1,000 on, or however much, and it kind of just time goes by, and it gets harder and harder to pick back up.

30:55 CJ: Yes.

30:57 Amy: So there’s kind of pros and cons to that.

31:00 CJ: This is so interesting because … See, by the time this podcast is posted, the previous week’s podcast is the one I did on seven reasons why musicians fail building their online music business, and you just covered two of them. One was going over the course more than once, going over the material repeatedly.

31:22 Amy: Yes.

31:23 CJ: So in other words, people fail to apply the things, because they think they know it all.

31:28 Amy: Yes.

31:28 CJ: And they go over it again and they realize how much stuff they missed, and then the other part about it was how hard it … Being consistent because of how difficult it is to get back up and going once you’ve taken that time. I always find that it’s better for me to keep momentum. I don’t have to be the fastest person at something, I just want to keep showing up every day. I might realize that sometimes we’re going to take some time off, and that’s planned vacations or what have you, and of course you can have sicknesses or whatever, but that’s different from time off because you’re frustrated or discouraged, or don’t know what to do next. Sometimes that can stifle people because they don’t realize … In fact, another thing I said in that podcast was that the best way I find to motive someone is to show them how to solve their most pressing problem.

So if I had a student, for example, contacting me late at night, and it’s one o’clock in the morning, let’s just say, and they’re dog-tired but they’re frustrated and we just happen to talk, and they just say they’re discouraged, they want to quit, they don’t want to do anything, and then we talk about the primary issue that they’re dealing with, and I give them a solution, and the lights turn on, I guarantee you they will not go to sleep. They’ll probably spend the next couple of hours excited on the edge of their seat working on what they feel like is a little breakthrough, meaning they had so much more power still inside them. So much more energy than they thought they did, so much more inspiration, and it was coming from them, not from me telling them they can do it, but from me telling them, “No, here is how you solve that particular problem that’s frustrating and blocking you right now.”

33:14 Amy: Yeah.

33:15 CJ: Now, of course, you’re going to meet another one, but as long as you know that there’s an answer to your problem, you can keep going, right?

33:23 Amy: Yeah. I think another good thing to do when you do come up with something you’re just stuck at is at your desk or wherever have a notepad or piece of paper and just write it down. Getting that out of your brain onto paper. Most people getting started, because Leah pushes micro-niche so hard, they get stuck there.

33:51 CJ: They do.

33:52 Amy: And they don’t get anywhere else. They don’t do anything else, they don’t go to the next lesson or anything. Yes, it’s very important for targeting, but we’re not there yet. Just start with what you have. If you just have your top umbrella genre, that’s fine, just put that on a piece of paper and then move on. Get it out of your body so you can see it, and you don’t have to think. Get it out of your head, put it on a piece of paper and then move on, because I guarantee you in the next lesson, or a couple lessons down the road, or a couple days from now, something will trigger and answer that for you. So please, don’t stop.

34:39 CJ: Right. She’s touching on so many things that I’ve seen myself. That’s one of my biggest complaints. Early on I saw that they were getting neutralized, literally paralyzed over the micro-niche.

34:53 Amy: Yeah.

34:54 CJ: Because they didn’t want to make a mistake.

34:56 Amy: Yeah.

34:56 CJ: They felt like it was going to make or break them, and I would tell them the same thing, Amy, which was really the micro-niche is about your targeting more than it is about how people … Because you can have this description of this odd micro-niche that you’ve got listed. I mean, it’s not going to sell necessarily. What’s going to sell is you communicating with someone emotionally, and that can be a very simple line, and a simple lyric video, and that’s how they discover you. They’re like, “No, no, no. Don’t.” Because everybody, when I would do the one-on-one branding session coaching with a lot of Elite students, I would look at their video views ads, for promoting with their videos, lyric videos or something, and they would have three or four paragraphs of copy. If you like this artist, and you like that artist, and all of this descriptive stuff, and they would write out this elaborate micro-niche thinking that that’s going to be the thing that makes them, and it doesn’t make a difference at all. They’re not getting the engagement, they’re not getting the reach, none of it.

So I’ll ask them like, I’ll say, “Well, tell me what this song is about.” And they’ll say, “Well, it’s about finding love again.” Oh, okay, well let’s meet people there, because your little video promotion is going to show up on social media. That’s where people are going to meet you, and it’s going to show up right before a post from the best friend and right before a post from their mom. So you don’t want to come across like an elaborate billboard. I said, “So just say this. Just say, ‘Do you think you can find love again? This song is for you…’ and that’s it. That’s all I want you to write.” That’s your ad, and then just that big ‘ol play button overlaying your video is all it’s going to take to get someone who you just touched. But what that person doesn’t realize is that you put all that micro-niche targeting into the Facebook Ad Manager to select someone who would be more akin to your genre of music, even if, as Amy said, all that you used for targeting was the general genre that you were using. Even that, just so long as you’re out there knocking things over in the internet, I’m fine.

I’d rather have the person, as I often say, who’s posting 50 times a day and I have to reel them in, say, “You’re doing way too much.” Rather than the person that I have to keep lighting a fire under their blessed assurance to get them to get out and do something because they’re shy, or they’re whatever. In fact, we had in a coaching call recently, Amy, I don’t know if you know the couple from the UK, kind of a jazz duo, husband and wife, he plays keyboards, and she said, “CJ, I’m just so shy. I’m the shiest person ever.” And I said, “Well then, that’s what you need to do.” I told her, I said, “I want you to be the shiest person on social media.”

37:53 Amy: Like, what?

37:56 CJ: What does that mean? That means start your posts by saying, “I’m the shiest person on social media. I can’t tell you guys how hard it is for me to write this post. I’m nervous as a cat, but here’s my video.” And you know what? You’re going to get so much love, and so much engagement, and so much response because you’re being who you are. We’re not trying to narrow you down to all these things, even though that’s taught in the course and we need to think about it scientifically, but still, this is very, very human, you know?

38:26 Amy: Yes.

38:28 CJ: I think people think, Amy, that maybe, I don’t know if you see this, but that they feel like maybe they can’t be like Leah, so, therefore, they’re not sure if a course is right for them. They want to have that kind of success, but they’re like, “Yeah, Leah can do that, but I can’t do that.”

38:48 Amy: Yeah. Well, we don’t need another Leah.

38:52 CJ: Right.

38:53 Amy: We’ve got her, and it’s great, and we need, especially music and art right now, it’s so needed. Whatever genre you do, I guarantee you someone needs to hear your music right now, and someone needs to hear your thoughts and your heart right now, and it’s your job and your responsibility as a musician to give that to them. If it’s just for your family members, or just for your partner, or yourself, you need to make the music, and if you feel that you’re called to give it to more people, it’s your responsibility to do that, and right now it’s on social media and it’s on online platforms. So you better step up and get it out there, because people need to hear it.

39:53 CJ: Man, if I was to say to her to close this podcast, what’s the one thing you want to leave everybody with, that was it. Amy, that’s another clip.

40:05 Amy: There it is, right there.

40:06 CJ: Guys, I honestly couldn’t leave you with a better thought, because again, Amy’s not been on my coaching calls, but she sounds a lot like me, because I talk about that with, just you have a responsibility to share your art with the world. It’s not supposed to be just isolated to you. Like you said, even if it’s just a few people. Be faithful with that little bit and it could become something more, and you’ll grow with that. You may not feel like you can handle more than that, but with each level of success you grow, you grow in the process and you’ll be like, “Okay. I’m ready for another 1,000, I’m ready for another few 1,000 people.” Or what have you.

40:48 Amy: Yeah.

40:49 CJ: But again, and I hope you got that clarion call that Amy just left you, that there is a responsibility that you have to share it because the world needs more art, and the record labels, and the streaming services, and the big tech and all of that, once again, are doing everything they can to rob the musician blind and at the Savvy Musician Academy we want to be advocates and defenders or artists, and musicians, and finally put them in the driver seat and have control over steering their own music career. Amy and I have seen it firsthand. We know people by name, and we can bombard you with testimonies of people who are having successes at all levels. 

Yeah, selling that first shirt, and getting your website up, or your Shopify store up, or reaching your first 1,000 fans, these are big victories. What we want for you is to get a taste of that. We want you to taste victory. We want you to taste what little achievement. We want the coin to drop for you to say, “Oh my gosh, it really works.” Like Amy said, I got somebody to follow me or give me their email and it wasn’t a family member or a friend that I coerced or twisted their arm. It’s very, very powerful stuff. Well Amy, I’m so thankful you did this today. But hearing more from you, just very thankful for the job that you do at SMA. It is certainly ground I could never cover. It is ground Leah won’t cover. 

Leah is very clear about the boundaries of her gifting and calling.

42:54 Amy: And I don’t want to do what she does, so here I am.

42:54 CJ: Oh lord, no, right? In fact, guys, go listen to her recent podcast that we just posted. I believe it’s episode 101 on her Leah Life Update.

43:04 Amy: Yes, life.

43:04 CJ: She’s talking about seasons and boundaries, and she’s putting down the most serious boundaries I’ve ever seen her put down.

43:11 Amy: Yeah.

43:12 CJ: Are put down now as she goes into the summer season, but it’s all good things, and it’s all … We want to do what’s best, so it’s good that we are surrounded by people who are observers of life and walking in wisdom. So Amy, thank you.

43:28 Amy: Yes.

43:28 CJ: Anything else you want to add?

43:29 Amy: No, I’m just so honored to be here. This is way out of my comfort zone, so I’m glad. I like to be behind the scenes, so I’m glad to do it and I hope it brings some light, and clarity, and peace. Yeah.

43:49 CJ: Well, thank you for doing it. Thank you for doing it, and you can certainly bill me for your time.

43:55 Amy: Okay, I will.

43:58 CJ: Well listen, guys, thank you for joining us today on The Savvy Musician Show. Like I said, leave a review, some stars if you can. If you’re ready to maybe get started, one great way to do it, we just revamped our, we call it 2.0 of the Inner Circle, the Savvy Musician Inner Circle, and we’ve gone off of a recent mastermind that we had, which was live video events which was so successful. Amy helped with that, and we had close to 500 people from all over the world participate in that for three weeks, and again, it was so successful we are revamping the entire Savvy Musician Inner circle to follow that line. So I’m hosting this, so you get to work with me. If that’s not reason enough, heck, I’ll send you some money and persuade you to come join me, but it’s going to be great. So you can go and learn more about that today at savvymusicianacademy.com/innercircle. It is we just reduced the price.

44:57 Amy: Yes.

44:58 CJ: Knocked off another $20, so I think it’s now just $27 a month.

45:03 Amy: Yeah.

45:04 CJ: If you can’t invest that in your music business, like Amy said earlier, you’re probably not right for it, it’s not time for you, you’re not serious about it. You probably just want everything to be brought to you on a silver platter. For you, the easy way is the only way, but this is-

45:21 Amy: Or we’ll see you in a couple months when-

45:21 CJ: Or we’ll see you in a couple months, right. When you keep knocking your I’ll figure it out from YouTube videos.

45:25 Amy: Have your job back, hopefully.

45:28 CJ: We see that all the time, I’ll figure it out. You can get this free on YouTube. Yeah, well after you knock your head on the wall a few more months, we’ll see you again. But we’ll be covering a lot of great stuff, and it’s all live video-based interaction, and so we’re going to be answering questions, and we’re going to get you comfortable with marketing language.

45:47 Amy: Yes.

45:47 CJ: We’re going to get you comfortable with all of these things you may not know about, but if you’re even more advanced, we’re still going to be covering things and getting questions answered because I can go deep on a lot of these topics, and so it’s going to be a great environment for everyone to be in. So savvymusicianacademy.com/innercircle, and if you think you might be ready for something at the level of Elite, then maybe you want to talk to one of our coaches, would they even be talking to you, Amy, or that’d be some of the other folks?

46:17 Amy: Yeah, they can talk to me. I usually ship them off to Michael, because he knows all the details and stuff. Reach out to us at [email protected] and you’ll be hearing from me.

46:35 CJ: Wonderful. Of course, we also again, just recently released The Online Musician 3.0 aka, TOM 3.0. Where do they go for this? That’s still explodeyourfanbase.com?

46:49 Amy: Yes, I believe so.

46:51 CJ: Yes, so we have a …

46:52 Amy: Yeah.

46:52 CJ: Yeah, so we still have a webinar video there that they can watch. So go to explodeyourfanbase.com

47:00 Amy: Or straight from the website, yeah.

47:01 CJ: Yeah, so explodeyourfanbase.com and learn more about that. And after all that, don’t even say we don’t try to help you. Amy, thanks again for being with me.

47:12 Amy: My pleasure.

47:13 CJ: I’ll see you at the next team meeting.

47:15 Amy: Tomorrow, yeah.

47:17 CJ: See you then.

47:18 Amy: Bye.

47:19 CJ: The entire music industry just changed overnight. Suddenly every band and musician has had their live gigs canceled indefinitely. No one knows when live events are coming back, and when they do, the competition will surely be fierce. Artists are realizing they have to pivot quickly if they want to earn an income with their music. Musicians are now scrambling to figure out how to sell their music online. They need answers and they need them now. If this is you, then discover our new Savvy Musician Inner Circle membership. It’s a private subscription-based coaching group to help you launch and market your online music business fast. For one low monthly subscription, you’ll get live weekly marketing instruction plus tips, tools, news, updates, and your questions answered. It all takes place in a private Facebook group that I, CJ Ortiz, will be hosting and I’d love to help you build your online music business. To learn more go right now to savvymusicianacademy.com/innercircle.

Leah McHenry

It's become my absolute obsession to find out what will make musicians successful today. In the face of many obstacles, and in the vast sea of the internet, we have an opportunity that has NEVER been available to us in the history of the music business.