Written by Leah McHenry, 6-figure recording artist & founder of Savvy Musician Academy
Nothing is worse than the feeling of putting a ton of time, money, energy & effort into your latest release, launch it into the world, only to hear crickets and no consistent sales. It’s SUCH a bummer.
I’ve been there and done that.
I thought the fans I had were pumped for this album.
I thought word of mouth would spread.
I thought the single I released would gain traction and people would notice.
I put a ton of work to prep and update my website and shop.
I did all the things I’m supposed to do.
I even paid for a press release, a few small radio rotations, and posted all over social.
The sales aren’t happening.
I have a few hundred new streams on Spotify, but that’s not enough to even cover your costs.
Well... this sucks.
Is my music even good?
Should I even be doing this?
I guess I should forget about making music my full-time career.
See? Social media is a waste of time.
Facebook ads don’t work.
I’m probably not that good and no one has the heart to tell me.
These are the thoughts I had in the past and if you’re like me, you’ve had them too.
Assuming your music is already validated by your existing fans, friends, family, and colleagues, we can say that the problem is NOT your music.
So what is missing? Where are the sales? Isn’t the new music industry supposed to be full of opportunity for unsigned musicians?
If so, why aren’t I seeing any success??
I’ll tell you why.
There is a disconnect in your fan journey.
In the marketing world, we call it a customer journey, however, a fan is not just a customer randomly buying something after a google search - they are real people who deeply connect with your heart and soul. They are people we have real relationships with in person and as much as possible online. So for the sake of this article, we’re calling it a fan journey.
What is a fan journey?
A fan journey is a path a potential fan takes from not knowing your music from a hole in the wall to falling in love with it and buying all your albums and merch they can possibly get their hands on.
It’s also a relational & psychological process based on statistical human behavior.
Does that sound whack?
Let me explain.
Can you be open-minded for a minute?
Take the time to absorb this like a sponge for 5 minutes.
In the psychology of sales, there is a process that every human being goes through. Doesn’t matter if someone is making a decision to buy gum at the corner store or buying a car. The process is the same. Human behavior is the same.
There’s a secret sequence of events that occur that most people have NO CLUE exists.
It’s called: EXPOSE > INVOLVE > UPGRADE!