For musician entrepreneurs mastering the Mozart Model of composing, teaching, and performing, your sales funnel isn’t just a pipeline—it’s your virtual stage.
Every step, from the first note of awareness to the grand finale of post-purchase engagement, should align with your audience’s journey.
Let’s explore how you can optimize your funnel using The Encore Client System and build a masterpiece that resonates with your audience.
Map Out the Customer Journey
Think of your customer journey as a well-composed symphony. Each stage, from awareness to post-purchase, must flow seamlessly into the next. Start by visualizing how your audience moves through the funnel. Begin with discovery—whether through a YouTube video showcasing your keyboard wizardry or a live stream of your latest composition. Then, guide them toward your offer, like a free resource on mastering vintage synthesizers.
Once they engage, your follow-ups should build trust and excitement. For instance, after someone downloads your free guide, send an email that highlights a personal story about why you love the Hammond B3. This creates a connection while nudging them closer to the next step—purchasing your course or booking a coaching session.
Here’s the key: every step should feel natural, like a melody resolving harmoniously. If the transitions feel clunky or unrelated, your audience might drop off. Test each step by asking, “If I were in their shoes, would this make sense?”
Ensure Message Consistency
Your sales funnel needs one clear theme that carries through every note. If your acquisition offer promises “Learn to compose faster with vintage keys,” then every touchpoint—landing pages, emails, and ads—must reinforce that promise.
Imagine visiting a landing page offering a course on fast composing but receiving follow-up emails focused on performance techniques. The disconnect could confuse your audience and weaken their trust in you. Instead, use consistent language, imagery, and tone.
For example, if you emphasize "speed" in your offer, let that shine in your email subject lines (“Compose a Masterpiece in 30 Minutes”). In your landing page copy, highlight testimonials about how others have saved hours using your methods. When your message resonates like a recurring motif, your audience will follow the tune to the final act.
Use Retargeting to Re-Engage
Sometimes, a fan hears the first few bars of your melody but doesn’t stay for the encore. That’s where retargeting ads come in, giving you a second (or third) chance to connect. Retargeting is like playing an encore for fans who left the venue early—except this time, you’re addressing why they left.
Suppose a visitor browsed your landing page for your Encore Client System workshop but didn’t sign up. Show them an ad that tackles potential objections. Maybe they felt unsure about the time commitment—create an ad saying, “Busy schedule? This workshop fits into your week with ease.” Highlight testimonials or bonuses they might have missed.
Retargeting doesn’t just reintroduce your offer; it answers unspoken questions. Tools like Facebook Ads Manager or Google Ads make it easy to target visitors who didn’t convert. This keeps your offer in their minds and encourages them to take the next step.
Conduct Split Tests
Your sales funnel is like a live performance—it’s all about reading the room and adjusting accordingly. Split testing, or A/B testing, lets you experiment with different versions of your funnel components to find the one that hits the right note.
Start with headlines. If your landing page headline reads, “Master Composing with Vintage Synths,” test a variation like “Compose Hits Faster Using the Hammond B3.” Measure which draws more clicks. Then, move on to your call-to-action (CTA) buttons. Does “Get Instant Access” perform better than “Start Learning Now”?
Test one element at a time and let the data guide your decisions. Remember, small tweaks can make a big difference. For instance, changing the color of a CTA button or rephrasing an email subject line can significantly improve conversions. Keep refining until your funnel converts like a sold-out show.
Bringing It All Together
The Encore Client System is about creating harmony across every step of your sales funnel. By mapping the journey, ensuring message consistency, re-engaging through retargeting, and fine-tuning with split tests, you’ll craft a system that doesn’t just attract attention—it converts fans into lifelong supporters. So, go on—compose a funnel that’s as memorable as your music. The stage is yours.
