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How to Use Instruments on Your Web Site
By Mihkel Raud

A generally overlooked part of promoting a CD is the instruments used on the recording. Yep, that’s right! Whether you have recorded a straightforward rock ’n’roll CD or a long play album of haunting chamber music, walking your prospects down the avenue of some really cool-sounding instruments will ratchet up your liner notes!

Since almost nobody is using that unique sales device, creating an Instruments sub-page on your Web site will provide you with a unique advantage over your competitors.

• What guitars did you use on the CD?
• Where did you find this incredible drum loop?
• How did you get that rock-hard bass sound?
• Is it a Kurzweil or a Yamaha synth playing on track 4?
• What strings did the guitar player use?
• What bass amp did you use?
• What brand of drum skins does the drummer prefer?
• Is this a real violin or a sampler on track 2?
• What special guitar effects were used on the CD?

There are tens of thousands of Websurfers out there ready to kill for information like that. Have you noticed the number of Webforums where kids discuss different types of guitars, basses, drum kits--anything musical? There is a heavy demand for this kind of information, and you need to take advantage of it.

OK, you’re not Jeff Beck--probably the best guitar player in the world. So what? You don’t have to be a “Guitar Player” cover boy to have an opinion. You have some valuable experience with the instrument that you play. People want to know what you know. And how you do what you do. What are you waiting for? Share your experience with your Web site visitors!

Certainly, not everybody in your cyber boutique--your Web site--wants to hear the story of you and your Fender Stratocaster, but you can’t afford to ignore all those who do. So why not give them what they want? And while sharing your knowledge, you can pitch your music.

Remember – many of your visitors will enter your Web site from a page other than the home page. That means the Instruments sub-page could be easily employed to attract musicians who are looking for instrument-specific information. Once they are on your Instruments page, all you need to do is get their attention, make them curious! And then, you can lead them to your main pathway (explained in my book, “How to Build a Music Web Site That Sells” –

There are many ways you can build in your Instruments page. If your CD features some unique or bizarre or ancient instruments, you can easily feature them.

However, it’s not only unusual instruments that will sell the CD. Exposing a commonly used instrument like a guitar or the piano in an unique light will give you the same results. What do I mean by an “unique light”?

How about a cool guitar lick you invented? An alternative tuning that makes the bass sound like the Leaning Tower of Pisa coming down? A killer-sounding combination of amps and cabinets that worked wonders for you?

Share your trade secrets with your visitors. Make them feel that they’ve learned something valuable from you. Getting a reputation of an expert is the central assignment of your Instruments sub-page. Give your prospect a comprehensive description of how you put a certain instrument, set of strings, effect or whatever into action.

Make your Instruments page a win-win spot on your Web site. Give your visitor some practical information and lead him to place an order in return for your knowledge you shared.

Including a few soundclips on the Instruments page may be a bright idea. Maybe you’ve managed to record a guitar solo that sounds exactly like it was played on a harmonica. You guessed it right: everybody will want to know how you achieved it. Well, tell them how. And then post a short soundclip with the solo right next to your tip.

Building the Instruments Page for your Web site is a task that demands a lot of vision. It’s not possible for me to give you a rock solid recipe for instant success. I haven’t heard your CD (although I’d love to), but you have.

So give it some thought and I’m sure you’ll come up with more ideas than you can possibly use. Then – test them. Ask your friends what would probably work. Don’t be afraid of experimenting.

Mihkel Raud is the author of “How to Build a Music Web Site That Sells”, a critically acclaimed step-by-step guide to selling thousands of CDs on the Internet. To order your copy, please go to

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