The Taylor Swift Technique: Genius Sales & Marketing Lessons for Us All [424]

Ever wonder how pop-star Taylor Swift keeps her music soaring high on the charts and her brand flourishing? Join us as we uncover the secret strategy behind her recent announcement of a movie based on her world tour and her savvy partnership with Ticketmaster. Together, we'll decode the art of capitalizing on your existing creations to multiply your revenue aka create cash injections and examine why it is a smart play to re-introduce your offerings rather than letting them fade into oblivion.

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Transcript

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Maximize Revenue With Bundling and Cash

Speaker 1 0:00

Said it before and I'm going to say it again Taylor Swift is an absolute genius . So if you're not a Taylor Swift fan , still listen up , because this is really juicy what she did today . So this morning she announced that there was a movie based on the Ares tour that is three hours long , opening up on October 13th . I immediately go to AMC because I know my daughter's going to want tickets . There is a line , there is a queue very similar to the ticket master fiasco and so I literally start having major anxiety because of how bad that ended . It ended bad but then it ended up good . And if you don't remember that story when Taylor Swift tickets first went on sale , obviously ticket master had a lot of issues that day , but I got through the line , the queue , and I got to check out . I had floor seats . I put my information in and pressed check out or pay or whatever it was , and got booted out back in line behind 2000 people , and that was very stressful . By the time I got back , nothing that I wanted was available and just a few nosebleeds , and I was just like I'm not , no , we'll find something on the resale market . So then the capital one thing happened also couldn't get in . That was a whole another fiasco , and so I was just like when we get closer we'll just buy tickets .

Speaker 1 1:43

And then in March , right around the time we were doing QueenCon , I got a message from ticket master . All my friends thought I was being scammed , by the way , and they said I made sure it was officially ticket master . And they said are you willing to spend up to I think it was $800 or $1,200 . And I was like up to $1,200 . And I literally had no idea what seats I was gonna get . It said it would be best available , but I assumed there was nothing good left at that time . About five days later , they sent me an email and let me know my card had been charged and that here are my seats . And so I didn't even look at the seats , I just texted my daughter . I was like we got in , we got tickets , we got tickets .

Speaker 1 2:28

And then she was like where did we get tickets ? And I'm like I don't know , let me look them up . And I'm like in section in . What's that ? What's section in ? And then I found out that was floor seats .

Speaker 1 2:39

So the funny thing was , is that Taylor Swift literally created a secret offer with ticket master . Right , I didn't know what I was getting . I knew I was getting seats , but I didn't know , like , what those seats look like . So what ended up being a very good deal . I could have also paid the same amount for nosebleeds , right ? I had no idea at that point what I was paying for . I just knew that I was gonna pay up to $1,200 . It actually ended up didn't charge me the whole 1,200 . It was like a little less than 900s , but they ended up charging me all together , and so that was a very , very great deal for me , right ? Especially when you saw that those same seats were going for $5,000 a piece on resell sites .

Speaker 1 3:25

So today , when I realized she just did this , and I was wondering if this was gonna happen because the fact is , in the online world , we call this a cash injection , meaning I am going to create revenue off of something that has already been created . I've already done it . She did a US tour right . Now she's going worldwide , basically , and so during this US tour , she was videoing at every single location , every location , and now we have a movie . She's already done the work . Now it gets handed off to somebody else who makes it all more beautiful and puts it together and does all the video stuff . But the work is done and so all she has to do is literally hand it off to the right people and sit back and accept the funds that are gonna come in , because she's going to once again probably break box office records . And I think it's beautiful , it's genius , because we , as online business owners , have the same capability . We can do this too . We just get to in our head . It's a lot like repeating right and repetition we get in our head .

Speaker 1 4:47

I can't say that again . I've already said that yesterday . I can't say that again . I talked about that last week . Repetition is good and it's also good for sales , so why are we not taking more advantage of the things that we've created ? I did a bundle two weeks ago and sold it . I raised the price because obviously I don't want to offer the same bundle again . When I say a 24-hour bundle , it is a 24-hour bundle , so I raised the price a little bit , sold it again last week and I have the bundle again going out for Labor Day weekend . Now I don't know if it'll sell , but you know what the odds of it selling if I don't put it out there , 100% it will not sell , right .

Speaker 1 5:37

And so that's the beautiful thing about bundles . I mean , there is not a whole lot of risk , right ? We've already created them . We've already created this cash injection . It's just how are we gonna make money off of it now ? How are we gonna create revenue off of it now ? Just because it's recorded or just because it's already done , or just because it's been a while since you originally did it , it doesn't mean it's not still valuable .

Speaker 1 6:07

Now , when it comes to social media , when it comes to like platforms , maybe you could say that's the case , yeah , maybe some things you know . Social media platform , if you go like about a year and a half , is about all you've got with . You're gonna have to update that at some point . If you're talking about an ads program , then that could be every like quarter . I don't know , because there's a lot of changes that happen . But the thing is , and the beautiful thing is , that you have our things already created and if you're a product-based business , then you have things that maybe you have excess of that you can bundle . So you have again . Once again , you have things already created . You have things available to sell . The question is are you selling them ? The question is are you making additional revenue and cash injection , bundling them up , doing a 20-30% discount , whatever that looks like , to bring additional revenue into your business

Maximizing Sales and Creating Strong Brand

Speaker 1 7:00

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Speaker 1 7:00

Now , are there people that are always waiting around for the sale ? Of course there are . Are there people that would never buy full price ? Of course there are . That's not up to you . You're gonna allowing . You're putting it out there into the world to see what happens , who buys Bies ? You can also do a higher ticket cash injection and it could be a very selective , like I'm taking one more person or I have an opening for one spot to do XYZ . Dm me if you're in . I'll never forget teaching this to my inner circle and the biggest like discussion was what ? If somebody ever takes it , okay , then nobody ever takes it . Our ego wants somebody to take it so that our ego can be like I filled that spot . But if you don't fill the spot and it's high ticket , you don't lower it , you literally put it out into the universe and if it no one buys , then it's not the right time . Try it again in 30 days . It is not the end all if you don't sell a bundle .

Speaker 1 8:06

Maybe it's an indication that I need to work on my raving fans . I need to work on creating an iconic brand . Maybe that's what's happening , and if we can separate ourselves from oh , I didn't make any cells , so this all sucks , right To wait a minute , what if I get to show up more ? What if I get to show up more consistently ? What if I haven't really , you know , been a very well-known brand ? Or what if I haven't quite created raving fans yet ? And that's something I get to work on .

Speaker 1 8:42

And that's a beautiful thing , because when we can acknowledge that and we can recognize that , we know what to do , we know there's work to do , we can set up a plan and we can take action on it . But the question is are you going to be genius like Taylor Swift , create fun things , create surprise offers , create cash injections of things that you already have created , or are you just going to continue to let it sit there like leftovers that eventually feel like they have to be thrown out because it's been so long since you've tried to do anything with them ? It's always your choice , but if it is there , offer it , sell it , add it as a bonus . There's so many possibilities of what you can do with this work , my friend , these products , whatever it is , you are in control and you get to make that decision . But again , if you do not put it out there in the world , the chances that somebody is going to buy a secret offer or buy a bundle that you've not created is 0% .