I was going through my contacts today and I was reminded of something that happened over two years ago, thaty still stings today.
Why?
Because I lost a $3000 sale and it could have been avoided
I was on a call with a client and we were wrapping up our time together, he was hesitant to end the call, kept stalling asking more questions.
And then I saw he was visibly emotional, tears where in his eyes as he said. ‘I can’t believe how far Ive come in just two weeks.’ It’s true, whilst he hadn’t gone viral or landed a record deal, he had overcome years of procrastination and was enjoying the momentum.
He had purchased an introduction course with me and had reached the end of the one to one time. At the beginning of the call he was certain that he was happy to finish and didn’t plan on contining with me, mainly due to finances he said.
However, hit was apparent that during the course of our final conversation he suddenly come to realise in that moment that the reason he made such a breakthrough was because he responded so well to my support and that once we finished this call, once his support and accountability had gone he would be back on his own, backsliding into procrastination that he’d worked so hard to escape.
We sat silent for a moment as I was about to close the call and he said quietly
‘OK, Send me the link for the new course.’
But it was just that, a new offer.
I hadn’t built the Stripe page yet.
I explained that I would get it sent over as soon as we ended the call
By the time I did… the moment had passed, the emotion that was driving him to take action had gone and so did the sale.
👉 Lesson: people buy in the moment of emotion. Not when you finally get your act together.
And here’s the uncomfortable truth: musicians do this every day.
Fan says: “Where can I buy your album?” → you’ve got nothing on you.
Prospect says: “Send me your website link” → you don’t have one
Promoter says: “Got a live video?” → you never recorded one.
Talent isn’t the problem.
Systems are.
That’s why I recorded something I wasn’t sure I’d ever release publicly:
👉 a 70-minute brain dump of everything I know about making money from music.
It’s long. It’s very raw..there’s some errors in it but I did it all in one take completly off the dome and so It’s packed with practical stuff I normally only share with paying clients.
If you’re like me and you love longform content while you’re driving, walking, or working out… this is for you.
Here’s just a taste of what I cover:
The single fastest way to make your first £100 in music (almost nobody does it).
How to use Google Business Profiles to get gigs without chasing agents.
The busking ladder that takes you from pocket change to 4-figure weekends.
Getting your music played to millions and getting paid without socials
The secret to getting paid to watch concerts that works almost every time
And don’t just take my word for it:
“Music industry is cut throat… Spence actually cares about you. He figured out how to get booked regularly and wants to help others do the same. He’s one of the most genuine people I’ve met and a hidden gem in the music space.” – Isabella Bedoya
P.S. If you don’t want to just watch the video but actually want me to help you build your own ladder — so you never lose a sale, a fan, or a gig because you weren’t ready - hit reply with the word “Ladder.”
-Spence
Start your own online Vinyl distribution ElasticStage is the worlds first online vinyl store. As a partnership with them I can highly recommend their services. This can actually be a game changer for independent artists and can add a lot to your income.
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Final thoughts
What’s your challenge as a musician trying to grow your audience?
Hit reply and let me know—I’d love to help you tackle it!
Remember:
Rejection is correction. Ridicule is fuel. Keep thriving.
Until next time,
Spence C
PS.