from the what-a-concept dept
One of the key points in talking about giving people a real reason to buy is to make it an experience where people want to pay the prices that you’re offering. In fact, one of the best to do this has been Josh Freese — who set up a variety of hilarious options on what people could pay him for additional value beyond his latest album, causing the $250 option to sell out quickly — and the $20,000 option to sell out as well (there was only one, but still… someone paid $20,000 for it). $20,000 is a lot, even for getting the following:
- Signed CD/DVD and digital download.
- A signed DW Snare from the 2008 Nine Inch Nails tour.
- Maynard James Keenan, Mark Mothersbaugh from DEVO and I take you miniature golfing and then drop you off on the side of the freeway (all filmed and posted on youtube of course).
- I give you a tour of Long Beach. I’ll show ya my first apartment, the coffee shop on 2nd St where my buddy paid Dave Grohl $40 to rip up some tile just weeks before he joined "Nirvana". I’ll show you all my old stomping grounds….the Vandals old rehearsal spot, the house Quackenbush and I use to rent, where to go for the best tacos, Snoop Dogg’s high school, etc…. for an extra 50 bucks I’ll show you where Adrian and Tom from "No Doubt" live. For another $25 I’ll throw in Brooks from Bad Religion and Eric from NOFX’s houses too! We then spend the night at the Queen Mary and take the "Ghost Tour" (seperate rooms of course…..no spooning).
- I write 2 songs about you (or if you want 1 can be about you and the other one can be about whatever or whomever you’d like) and it goes on my next record (you can sing back up on them, clap, play the drums, triangle solo…whatever you want).
- Drum lesson OR foot and back massage (once again…..couples welcome).
- Pick any 3 items out of my closet.
But, still, the whole thing is fun, and that’s a big part of the reason why people find it worth buying. There have even been rumors that some bands are looking at buying the $75,000 option, which would get them lots of attention, and include options like Freese playing on tour with them for a month and recording an entire EP about whatever they want.
But, of course, it’s not just in the music business where this works. Reader William Jackson writes in to point to an interesting article of a guy noting that making buying fun works in a range of industries, from software to t-shirts. He describes the process of buying a t-shirt at the T-Shirt Deli, a t-shirt shop that is set up just like a deli, and makes the process of buying a t-shirt like the process of buying a sandwich — including handing you the final product wrapped up in wax paper with stickers… and including a bag of chips as well.
So, if you’re looking for ways to give people a reason to buy — a good place to start is to make buying your product fun.