Mirko Guerrini

TRAININGS COMPLETED:

• The Buddy System
• Selling Tickets for Live Shows
• The $1-A-Day Traffic Plan
• Build The Perfect Artist Website
• Fan Page Optimization
• Ones & Zeros 101
• Be Your Own Videographer
• Email Marketing for Musicians
• FREE + S&H Funnel Strategy
• How To Generate Sales Year-Round
• Grow Your Email/Text List

Tell us about your A-Series:
My A-Series is a carefully designed email automation sequence that welcomes new customers/subscribers and introduces them to Mirko Guerrini Music. It's my way of building relationships with new fans, setting the tone for our interaction, and guiding them to engage with my content, products, and community.

Structure and Content of the A-Series:

Email 1: Thank you
Sent immediately after a purchase. A warm welcome message thanking them for joining, briefly introducing me and my work, and highlighting what they can expect from my emails. The CTA encourages them to explore my most popular jazz transcription resources or listen to my latest Jazz Transcription Clinic Podcast episode.

Email 2: Checking in
Sent 7 days after the first email. I will check about the order they placed on my store and ask for feedback on the product or their experience purchasing something on my store. CTA links to different sections of my store.

Email 3: Check my store
Sent 3 days after the second email. An invitation to check my store for new products and news. CTA promotes my store and encourages them to browse other transcriptions, concerts or CDs.

Email 4: Flash Sale
Sent 2 days after the third email. A flash offer (48 hours) with a 15% discount on any transcription they would purchase at my store. CTA includes links to the store and code to get the discount.

Email 5: Final Chance
Sent 24 hours after the fourth email. A last-chance call to get the 15% discount on their next transcription purchase. CTA invites them to take on the discount offer and to hurry up.

Tell us about your FSH funnel:
The Free, Shipping, and Handling (F+SH) funnel features an exclusive, signed copy of my album Horizontal Quartet. This CD, unavailable anywhere else, allows fans to enjoy a tangible, personal connection to my music while only covering shipping costs ($8AUD).

Creative and Offer:
- Product: Horizontal Quartet CD showcasing my original compositions with Andrea Keller, Tamara Murphy, and Niko Schäuble
- Bonuses: Free digital download of the album and a PDF score of "Elegy for Stefano"
- Hook: "Claim your free signed album today and enjoy the music immediately!"

Landing Page Design:
Highlights the album's story and uniqueness, testimonials from listeners, and additional perks.

Funnel Add-Ons and Upsells:
- Bump Product: Triodegradable - Italian Rhapsody (offered as an optional add-on on the checkout page, offering a delightful exploration of Italian traditional music in jazz)
- Upsell: Genius Loci - Live in Florence (after claiming the free CD, fans are offered this live recording from Florence, showcasing the dynamic energy of my performances in a historical setting)
- Downsell: Acquacheta (for fans who decline the upsell, offering this reflective and intimate collection of compositions at a discounted price)

Tell us about your product launch:
I recently launched a new jazz transcription: a detailed, note-for-note analysis of a renowned jazz solo. This product was designed for musicians who want to deepen their understanding of improvisation and elevate their playing.

Launch Strategy included teasing the transcription on social media with audio snippets and practice tips, followed by a paid Meta campaign with different media assets (photos, videos of the player, videos of myself playing the solo, etc.)

The transcription resonated with my audience, driving strong sales within the first week. Engagement spiked across my email list and social platforms, with many fans expressing their enthusiasm for similar future products. This launch generated a small revenue and mainly deepened connections with my community by showcasing my commitment to high-quality educational resources. Also, it broadened my audience on my YouTube Channel, with that specific video getting over 40k views, 59 comments and several leads to my store.

Tell us about your physical merch sales/strategy:
My physical merchandise strategy revolves around two primary sales channels: live concerts and my online store.

At live shows, I set up a merch table featuring my CDs. Fans value the opportunity to purchase signed copies and enjoy the personal interaction. Highlighting the music during performances creates a natural demand for the CDs, as fans want a tangible event memory.

My online store offers the same CDs, allowing fans worldwide to access my music. Bundles and occasional promotions help boost sales. This approach maintains steady sales and deepens fan connections through personal and digital experiences.

Tell us about your digital merch sales/strategy:
My digital merch strategy focuses on providing high-quality resources for jazz enthusiasts through my online store, including transcriptions and digital albums.

1. Transcriptions:
- Detailed, note-for-note analyses of iconic jazz solos
- Discounted packages encourage more significant purchases

2. Digital Albums:
- Accessible, affordable albums cater to fans who prefer instant downloads over physical CDs

3. Promotions and Engagement:
- Regular sales and exclusive offers for email subscribers
- Social media posts and video previews showcase the value of my digital products

This strategy ensures a steady revenue stream while serving the global jazz community.

Revenue overview (last 12 months):
- $12,000+ from touring, live performances
- $1,000+ from CD sales (considering that I effectively started selling CDs in the last 6 months only)
- $1,000+ from transcriptions, online lessons, webinars and YouTube

Highest performing revenue drivers:
The standout assets driving significant revenue for Mirko Guerrini Music include:

FSH Funnel:
A free signed CD offer (Horizontal Quartet) with upsells and downsells consistently generates revenue and grows my fan base.

Digital Transcriptions:
High-demand jazz solo transcriptions with bonuses like backing tracks and masterclass videos, with the Chris Potter solo standing out with lots of sales and generating more than 40k views on YouTube.

Email Campaigns:
Targeted promotions for new product launches, flash sales, and exclusive discounts.

These assets have strengthened my career by increasing revenue, expanding my audience, and fostering more profound engagement with jazz enthusiasts. These revenue-driving assets align me with modern marketing models, enabling me to make informed, strategic investments in new music projects. I can reinvest in creating and promoting fresh content by using tools like my FSH funnel, digital transcriptions, and high-performing email campaigns. This streamlined approach ensures I consistently deliver high-quality music to my audience while being nimble enough to adapt and invest surgically in the next phase of my career.

Gross/Net Revenue (last 6 months):
I can only speak to revenue generated through the use of the Indepreneur tools for the last six months.
Gross: around 15000
Net: around 4000

Lastly, please tell us why you think you should be a finalist for the Money Maker Award:
I believe I should be a finalist for the Money Maker Award because I have successfully implemented strategic marketing systems that consistently generate revenue while nurturing lasting relationships with my audience. My FSH funnel, digital transcription sales, and targeted email campaigns drive sales and allow me to reinvest in creating and promoting new music. These assets help me stay current with modern marketing models, ensuring my growth as both an artist and an entrepreneur in a sustainable and scalable way.