Prolific personal finance author Robert Kiyosaki knows something that could help alot of musicians, artists and arts marketers gain a wider, more engaged audience.
The marketing guys call it ‘interactive collaboration,’ and Kiyosaki’s new in-the-works book, Conspiracy of the Rich: The 8 New Rules of Money, is a textbook example of how this kind of strategy can help to win fans and influence sales.
Let’s look at how Kiyosaki’s strategy might apply to us in the music business.
For starters, the ‘guru of green’ is offering up ‘draft’ chapters of his yet-unpublished book online, and inviting real reader feedback, commentary and questions via website forums and blogs.
Then, any valid reader feedback he gets will be incorporated into the book - which is going to be released chapter-by-chapter on the internet - for free.
Kiyoski’s people say this approach ’will enable the millions of people around the world who have put the Rich Dad principles to work in their lives — as well as those who are challenged by today’s harrowing economic times — to engage directly with Kiyosaki and literally help him shape his new book as it is being written.’
And that’s the golden phrase: ”engage directly with Kiyoasaki…and help him…” See the parallels between what he is doing and what we music/arts marketers need to do? It’s the fans, right?
A quick look at Kiyoski’s site tells me it’s working. Hundreds upon hundreds of folks are responding to the author’s requests for input. These folks are ON BOARD.
A key strategic point, however, is the fact that his financial advice (aka ‘the product’) won’t be available for free FOREVER. It will only be given away during the “interactive development stage.” After that, you and I and all those other rabid fans are going to have to BUY the book!
Will it work? Will folks really pay for something that they’ve already read parts of?
I’m betting they will. And I think it’s because they are going to want to own a piece of what they helped produce.
So how does all this sum up for us?
First, ask yourself if you are you still working from a hierarchical mindset where “telling” trumps “sharing” and “delivering the product” takes priority over engaging. If yes, go back to square one.
Second: build a brand people want to listen to/participate in/consume. Figure out some clever ways to give folks some kind of ownership in your brand. One easy way to do this is by asking for feedback. You may not always like what you hear, but you will walk away with some great consumer research - free!
Third: give folks the product they helped you create. Give it away.
And last but not least: ask your new collaborators/friends to pay for some newly-evolved version of your shared product. So you’re not just offering the same old thing for sale. You’re asking them to acquire something that has value added. And if that value is coming from the fans themselves, those same participants might be more likely to jump on the paying bandwagon.
Let me know what you think.
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