Cold



Cold listeners are brand new and are only just being exposed to who you are and what you do.

In the online world, your Cold audience is made up of those who stumble across a piece of your content for the first time.

This could be anything from finding one of your posts on an Instagram hashtag to seeing an interview you did on any kind of online press publication.

In the real world, your Cold audience is made up of those who are just being exposed to you.

This could be anything from walking past one of your performances to seeing a poster for your upcoming tour on a local billboard.

Cold listeners make up the first stage of your Listen Path.

The higher the quality of the access point they come from, the higher the compatibility the Cold listener will be, and the easier they will transition toward becoming a true fan.


Behavioural traits


Cold listeners are generally uncommitted, unreliable and uninterested. They have not yet found a reason to want to support you yet.

Cold listeners cannot be forced to complete an action, they must want to move forward on their own.

To them, you are just another artist in the world. You are lost among the many pieces of content they are exposed to each day.

Cold listeners will not usually choose to actively seek your content, they are normally exposed to it by pure chance.

They didn’t know who you were an hour ago and they will assume that they won’t remember you an hour from now — this changes, however, if you can manage to capture their attention.

You cannot expect a Cold listener to want to support your music just yet.

You have to give them a reason to want to, first.

Conversions

  • Brand Awareness
  • Low-Level Conversions
  • Medium-Level Conversions
  • High-Level Conversions


Cold listeners will not respond to any conversion strategy, no matter how low commitment it may be.

There is no chance that someone who is uninterested in your music will want to make a big purchase, so HLCs should not be attempted.

As they have yet to build an interest in your music, there is also no chance that they’d be prepared to make any type of purchase (no matter how affordable it may be), so MLCs should not be attempted.

Cold listeners will still usually not respond to you asking them to complete a small action, like listening to your latest song, watching your latest music video or following you on Twitter. They have yet to build a reason to want to support you, so LLCs should not be attempted.

Cold listeners respond the best to high-quality brand awareness campaigns. These campaigns aim to provide the highest amount of exposure with no ask for the user to do anything in order to receive the content.

The better the quality of your brand awareness campaign, the higher quality the access point your provide for your Listen Path and the higher the compatibility of the Cold listeners that it will attract. This will mean that these new Cold listeners will transition to the second stage of the Listen Path much faster.



How to find them



Cold listeners can be found anywhere in the world.

However, their compatibility level will scale depending on how targeted your brand awareness campaign is.

For example, if you go into a crowded shopping mall and hand out flyers to your latest performance or go online and start posting content with no real intention or focus, you’ll find a lot of Cold listeners.

These Cold listeners, however, are likely to be incompatible with your music and will therefore not transition easily down your Listen Path.

This makes this option of exposure a poor access point.

On the other hand, if you refine your Summary Fan and find exactly what your most highly compatible listener has in common, you will know exactly where to find Cold listeners of the highest quality.

You can then put your content in front of their eyes and attract an audience with the highest compatibility.

Cold listeners with a high compatibility will transition effortlessly down your Listen Path.


If your audience is Cold...



Cold listeners are in quite a delicate phase. It is in this stage that you must find a way to impress them before they decide to lose interest and move on.

You will need to find a way to spark their curiosity to help them find a point of relatability or connection to want to explore.

Remember: The quality of your listeners matters. Cold listeners with a low compatibility will take a lot of convincing to become Curious, but highly compatible Cold listeners will spark their curiosity almost instantly.

To transition them to Curious, you will need to provide your audience with a range of different types of content that dive deep into the four dimensions (and their individual elements).

You will then need to use your Pages area and social media analytics to see which types of your posts are resonating best with your audience and then scale their production accordingly.

For example, if you find out that after a few weeks of varying content that your audience is loving when you talk about your Story, start to create more of that. This content is obviously desired and your audience will want to see more of it. This will likely be where your audience will build their point of curiosity.

However, don’t assume that this will always be the case. Continue to test for the most optimal content every now and then to be able to notice what your audience is responding to best. This will allow you to scale the content that moves Cold listeners to Curious.

Lastly, when you find the most resonating content, do not cease to create your other types of content, simply scale them back. You want to provide as many access points to your Listen Path as possible.

Don’t remove access points that may provide high-quality listeners altogether, just because another access point is working better at that point in time.

Curious



Curious listeners have found something of yours that sparked their interest.

This has caused them to step out of the Cold stage and become interested in finding a little more out about who you are and what you do.

For example, in the online world your Curious audience make up of most of your social media followers.

They have taken the first step to stay connected (through an avenue that required a low threshold of commitment, like following your page) and will subconsciously consider whether they will stay around long term.

The higher the quality the access point is that the Cold listener came from, the less convincing that listener will need to transition to Curious stage and beyond.


Behavioural traits


Curious listeners, though now worlds ahead of their previous days of Cold, are still considered overall to be generally uncommitted.

They haven’t yet found their reason to be won over and become a fan of yours — they have just found a reason to become interested in who you are and what you do.

A Curious listener cannot be forced to complete an action of a high or medium commitment requirement, as their commitment level is not strong enough yet. They will only respond to offers that require less commitment than their current interest level.

However, something has caught their interest. In this moment, you have their attention.

Whether you end up encouraging them to transition to the next stage of your Listen Path and become a committed fan of yours is completely dependent on how you nurture this fragile stage.

Your Curious listeners are interested, but they will quickly fall off if you don’t give them a reason to want to become a fan.

Conversions

  • Brand Awareness
  • Low-Level Conversions
  • Medium-Level Conversions
  • High-Level Conversions


Curious listeners will not respond to medium or high-level conversion strategies, no matter how hard you try.

There is no chance that someone who is only slightly interested in your music will want to make a big purchase, so HLCs should not be attempted.

In fact, as they have yet to build a commitment to your music in any shape or form, there is little chance that they’d want to make a purchase of any kind — no matter how affordable it may be. Therefore, MLCs should not be attempted.

Curious listeners will only usually respond to requests for actions that require a low threshold of commitment, like asking them to listen to your latest song, watch your latest music video or follow you on Twitter.

Curious listeners have yet to build a real reason to want to support you, so LLCs should be the only conversion strategy attempted to persuade them.



If your audience is Curious...



If your audience is mostly Curious, you should focus on transitioning them to Converted by providing content that dives deep into the various elements of your Personality.

We created The Inspire-O-Tron 5000 to give you a world of ways to move Curious listeners to Converted. Click here to use it — it’s completely free!

Also, focus your content creation on on brand awareness strategies to build your Cold listeners, as you know that something you are doing is working (as you have Curious listeners to prove it).


How to transition them



Curious listeners are in a time-sensitive phase.

You must find a way to build upon their interest level before they lose it and decide to move on.

To transition a Curious listener to Converted, you will need to provide them with content that aligns with what originally interested them in the first place. This type of content can be found after referring to your analytics data.

You could also use the Inspire-o-tron 5000 to test new elements, and scale the ones that bring results.

The trick here is to not over-saturate your posts with the one type of content. Variety and testing will allow you to see what is resonating best with your audience. Your goal is to cast a wide net and then refine it down to the most resonating content.

These specific listeners may now be Curious because of you talking about your Motivation, but they might also need another reason (or two) before they’re prepared to take that leap of becoming a Converted listener — one that you have won over.

This is why you should also scale your second and third highest performing type of content as well, to provide a balance of content that will resonate best with your audience.

Then, assess these three highest performing types of content and consider how you can dive deeper and provide more powerful and resonating creations of those types of content.

For example, if you gave a rough outline of your Story and it resulted in Curious listeners, create content that dives deep into where you came from and really shows off your scars — it is clear that your audience wants more, so give them the best you can create.

Converted



Converted listeners are those that have been exposed to enough of your content to develop a real connection with you as an artist.

They have seen enough to be convinced that it’s worth their time to commit to you for your journey.

Converted listeners can also be referred to as your fans.


Behavioural traits


Converted listeners are generally committed, reliable and interested.

They have a solid reason to want to support you yet and are prepared to take the next step down your Listen Path, fuelled almost entirely by their own interest.

To them, you are an artist that they respect and are prepared to support (if the offer is correct).

They have managed to develop their connection over a certain period of time — this means that you have earned their trust as a supporter.

However, Converted listeners aren’t completely reliable, and are definitely not your endgame.

Converted listeners are casual consumers, more or less.

They have no problem supporting your music — but only when it suits them.

They are generally late on consumption, which means that they can sometimes be slow to respond to your new music or new merchandise when you release it.

They will come to your live performances — but only if a better option didn’t come up.

Although they are a fan of yours, they consider your music a semi-priority. They’d love to support you, but only if they can remember to — and if nothing else comes up.

Conversions

  • Brand Awareness
  • Low-Level Conversions
  • Medium-Level Conversions
  • High-Level Conversions


Converted listeners will respond to most conversion strategies, as long as the offer is right.

However, Converted listeners won’t make big purchases, so HLCs should not be attempted.

If the offer is right to them and their level of commitment, they are comfortable with making purchases. You will find that MLCs will bring you decent results.

Converted listeners will respond to you asking them to complete small actions (like listening to your latest song or watching your latest music video or following you on Twitter) too, so if you have a large Converted audience, take advantage of this by providing a ton of low commitment threshold offers out amongst your regular posts.



If your audience is Converted...



If you find that your audience contains Converted listeners, you have done something right.

You should be focusing on transitioning these listeners to Cult, while also providing the right offers to take advantage of this situation and monetise your fanbase.

Create content that pushes your audience to MLCs offers that ask them to make small and easy purchases in exchange for some kind of interesting product — one that reflects the content that got them interested in the first place.

If you are happy with the sales numbers you receive, increase the price of your offers until the sales start to fall off.

Then, take it back to what was working best and begin to push similar offers of the same price amount — this amount is what your audience feels comfortable with spending.

Make sure to take advantage of LLCs too, like directing your followers to new content of yours to drive your view counts up.

Whatever conversion strategy that you use, just remember that they should still be balanced against your regular content — don’t start spamming your followers with advertisements, as it may cause some listeners to unfollow you.

Even though your audience may be mostly Converted, you still shouldn’t neglect brand awareness strategies to bring new listeners onto your Listen Path and help them to start developing their commitment to your music.

Ultimately, if you have an audience that is mostly Converted, you are doing something right. So, focus on bringing more people on to your Listen Path, so that they are able to transition to begin their journey toward Converted, as well.


How to transition them



Converted listeners will easily get comfortable and then not move forward.

They can easily become stagnant on your Listen Path.

Converted listeners usually feel like they have done everything they need to do — after all, they have committed to your music — and can feel as though they have reached the end of their destination.

We know, however, that there is still one more stage that they have to move forward to.

To transition them to Cult, you will need to make each listener feel individually respected.

The transition to true fan comes when a Converted listener feels noticed for their support, so make sure that you treat every listener of yours with unconditional and irrational respect and make them feel like a valued supporter.

Maybe you could make an irresistible MLCS offer that will attract your Converted listeners, so you learn who they are, and then make a your priority to acknowledge these potential true fans?

When addressing your audience in one group (like in your social media posts and captions), talk to them as if they were already Cult listeners. This will encourage them to frame their fandom as truly committed to you and your craft, as well as let your other audience members know that you are worth becoming a true fan of (as others are doing it too).

Constantly thank and praise them for their support. Build a community identity for your fanbase and refer to them as your most important and respected people, to encourage them to think like true fans.

Cult



Cult listeners are true fans that have developed a nearly unbreakable connection with you as an artist. You have managed to earn a spot in their personal music hall of fame. These listeners are your endgame and should be worth more to you than anything else.

Cult listeners ultimately are your money, your success & your fame.


Behavioural traits


Cult listeners are your endgame. They are the most committed type of listener and will respond to any offer you bring out as quickly as they can. Unless something outside of their control prevents them (bankruptcy, a broken down car, parents etc), they will respond to anything you ask them to do and will be more than happy to do so.

These types of fan are almost irrationally supportive and will often do your advertising for you. They are also the perfect beacon to attract fans in lower stages, to let them know that it’s worth following in their footsteps.

How you treat your Cult listeners in public will affect how others will respond in lower stages — if you are making it look as though the Cult listeners are getting all the attention and are enjoying themselves the most, your highly compatible listeners in lower tiers will want to fast forward their progress to join this group, too.

Like all other listeners, your Cult listeners span across the entire audience segment. Your lower range Cult listeners (who are just becoming true fans) will support you with everything they have, but the veteran Cult listeners at the top end of your Listen Path will purchase anything you release, no matter the price point.

Conversions

  • Brand Awareness
  • Low-Level Conversions
  • Medium-Level Conversions
  • High-Level Conversions


Cult listeners will respond to all conversion strategies, no matter the commitment required.

Your highest level Cult listeners will respond to even your most expensive offers. You should always experiment with raising your prices and offering more expensive purchase opportunities until your audience stops purchasing, as that will be when you know that you have found your sales ceiling.



If your audience is Cult...



Congratulations!

If your audience is mostly Cult listeners, your Listen Path is working fantastically.

Focus on keeping your Cult listeners engaged and happy with new content that sates their fan-hunger, while also creating brand awareness strategies to bring more listeners in. Highly-compatible Cold listeners entering a Listen Path that is capable of producing Cult listeners are almost sure to become Cult themselves.

If your Listen Path is functioning this well, notice what is working, then provide it to new listeners, as this will help you increase the amount of Cult listeners in your audience.

You should also be providing a whole lot of MLCs and HLCs to start making money, if you aren’t already.

Keep providing new offers to your audience and scale the ones that work accordingly.

A large Cult audience means that your music can now be your full-time job, so make sure to continually provide new ways for your listeners to get a better fan experience out of your music.


How to transition them



There is no stage above Cult listener, so your focus should be on keeping your current listeners engaged in your music. You can do this by being active, by caring about the individual lives of your most supportive listeners.

You can do this by speaking to all of your listeners as if they were part of a family or close knit community, as this will bring a sense of community and belonging to you and your music.

Cold



Cold listeners are brand new and are only just being exposed to who you are and what you do.

In the online world, your Cold audience is made up of those who stumble across a piece of your content for the first time.

This could be anything from finding one of your posts on an Instagram hashtag to seeing an interview you did on any kind of online press publication.

In the real world, your Cold audience is made up of those who are just being exposed to you.

This could be anything from walking past one of your performances to seeing a poster for your upcoming tour on a local billboard.

Cold listeners make up the first stage of your Listen Path.

The higher the quality of the access point they come from, the higher the compatibility the Cold listener will be, and the easier they will transition toward becoming a true fan.


If your audience is Cold...



Cold listeners are in quite a delicate phase. It is in this stage that you must find a way to impress them before they decide to lose interest and move on.

You will need to find a way to spark their curiosity to help them find a point of relatability or connection to want to explore.

Remember: The quality of your listeners matters. Cold listeners with a low compatibility will take a lot of convincing to become Curious, but highly compatible Cold listeners will spark their curiosity almost instantly.

To transition them to Curious, you will need to provide your audience with a range of different types of content that dive deep into the four dimensions (and their individual elements).

You will then need to use your Pages area and social media analytics to see which types of your posts are resonating best with your audience and then scale their production accordingly.

For example, if you find out that after a few weeks of varying content that your audience is loving when you talk about your Story, start to create more of that. This content is obviously desired and your audience will want to see more of it. This will likely be where your audience will build their point of curiosity.

However, don’t assume that this will always be the case. Continue to test for the most optimal content every now and then to be able to notice what your audience is responding to best. This will allow you to scale the content that moves Cold listeners to Curious.

Lastly, when you find the most resonating content, do not cease to create your other types of content, simply scale them back. You want to provide as many access points to your Listen Path as possible.

Don’t remove access points that may provide high-quality listeners altogether, just because another access point is working better at that point in time.



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Curious



Curious listeners have found something of yours that sparked their interest.

This has caused them to step out of the Cold stage and become interested in finding a little more out about who you are and what you do.

For example, in the online world your Curious audience make up of most of your social media followers.

They have taken the first step to stay connected (through an avenue that required a low threshold of commitment, like following your page) and will subconsciously consider whether they will stay around long term.

The higher the quality the access point is that the Cold listener came from, the less convincing that listener will need to transition to Curious stage and beyond.


If your audience is Curious...



If your audience is mostly Curious, you should focus on transitioning them to Converted by providing content that dives deep into the various elements of your Personality.

We created The Inspire-O-Tron 5000 to give you a world of ways to move Curious listeners to Converted. Click here to use it — it’s completely free!

Also, focus your content creation on on brand awareness strategies to build your Cold listeners, as you know that something you are doing is working (as you have Curious listeners to prove it).



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to the next stage) by signing up for the Headliner plan.

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Converted



Converted listeners are those that have been exposed to enough of your content to develop a real connection with you as an artist.

They have seen enough to be convinced that it’s worth their time to commit to you for your journey.

Converted listeners can also be referred to as your fans.


If your audience is Converted...



If you find that your audience contains Converted listeners, you have done something right.

You should be focusing on transitioning these listeners to Cult, while also providing the right offers to take advantage of this situation and monetise your fanbase.

Create content that pushes your audience to MLCs offers that ask them to make small and easy purchases in exchange for some kind of interesting product — one that reflects the content that got them interested in the first place.

If you are happy with the sales numbers you receive, increase the price of your offers until the sales start to fall off.

Then, take it back to what was working best and begin to push similar offers of the same price amount — this amount is what your audience feels comfortable with spending.

Make sure to take advantage of LLCs too, like directing your followers to new content of yours to drive your view counts up.

Whatever conversion strategy that you use, just remember that they should still be balanced against your regular content — don’t start spamming your followers with advertisements, as it may cause some listeners to unfollow you.

Even though your audience may be mostly Converted, you still shouldn’t neglect brand awareness strategies to bring new listeners onto your Listen Path and help them to start developing their commitment to your music.

Ultimately, if you have an audience that is mostly Converted, you are doing something right. So, focus on bringing more people on to your Listen Path, so that they are able to transition to begin their journey toward Converted, as well.



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Cult



Cult listeners are true fans that have developed a nearly unbreakable connection with you as an artist. You have managed to earn a spot in their personal music hall of fame. These listeners are your endgame and should be worth more to you than anything else.

Cult listeners ultimately are your money, your success & your fame.


If your audience is Converted...



Congratulations!

If your audience is mostly Cult listeners, your Listen Path is working fantastically.

Focus on keeping your Cult listeners engaged and happy with new content that sates their fan-hunger, while also creating brand awareness strategies to bring more listeners in. Highly-compatible Cold listeners entering a Listen Path that is capable of producing Cult listeners are almost sure to become Cult themselves.

If your Listen Path is functioning this well, notice what is working, then provide it to new listeners, as this will help you increase the amount of Cult listeners in your audience.

You should also be providing a whole lot of MLCs and HLCs to start making money, if you aren’t already.

Keep providing new offers to your audience and scale the ones that work accordingly.

A large Cult audience means that your music can now be your full-time job, so make sure to continually provide new ways for your listeners to get a better fan experience out of your music.



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to the next stage) by signing up for the Headliner plan.

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