Often, when visitors click on a musician’s “Store” page it feels much like chatting with a rep after a Mary Kay party or being cornered by a friend involved in a multilevel marketing scheme.

This awkwardness can be what keeps people from buying your music. It’s so important that you walk them through the whole sales process as a friend and not as a used car salesman.

How can you do this?

1. Give them something of value.

First and foremost, pursue absolute excellence in your music. Lyrics, delivery, music, production - don’t settle. Make sure what you’re selling is the best representation of you. Make certain that you believe in what you’re selling. If you don’t, your audience won’t either.

2. Show them the value.

Tell them about the songs you’ve written. Communicate the meaning and story behind the songs. Write about the process of developing and recording the album. JJ Heller does a great job of this. She’s created a short video that chronicled the process of recording her latest album.

3. Give them a taste.

Put your songs on your website (including the store page). Don’t use clips. Have confidence in the quality of your music. Music isn’t meant to be experienced in clips, so if your songs are not in regular rotation on the radio, they need to be in regular rotation on your web site.

If someone likes what they hear they’ll visit your site often to listen and once they’ve experienced your music they won’t want to be tied to their computer to listen to it. In the process, they’ll also learn more about you and feel more of a connection to you as they visit your site regularly.

Clips only communicate that you either don’t believe in your music or you don’t trust your audience.

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