People don’t like novelty.
We think we do, but what we really mean is… We’re attracted to new versions of something we already know and like.
Just look at music...
How do people choose new artists to listen to? By comparing them to the music they already like. And if you’re a new musician just starting out, knowing this can help you build your audience much faster.
There's a group called Boyce Avenue. Have you heard about them?
They’ve got one of the top channels on Youtube right now. Doing $5 million a year from it. But the way they built it was pure genius…
They started out by doing stripped-down cover versions of songs that were at the top of the charts. And the first one that popped on my radar was, years ago, a cover of You Don't Know You're Beautiful by One Direction.
At the time, the original song was all over the radio. One Direction fans were rabid about it.
And what Boyce Avenue did was, they recorded a simple Youtube video of a slowed-down, stripped-down guitar version of that song. With a slightly different arrangement. And it was magical, really well done…
So I started following them. Watching what they were doing. And the more I observed how they operated, the more I was noticing a pattern…
Every week or so, they’d take one song that was at its peak, at the top of the charts, and they’d make a new version of it. With a slightly novel approach.
And it dawned on me…
This cover song thing was such a brilliant way of attracting new fans and building an audience base. Because it tapped right in the center of our drive for finding new things that are familiar to what we already like.
Here’s what was happening…
Imagine this. There’s a hit song you really like. It’s at its peak. And you’re looking forward to hear it on the radio because you just can’t get enough of it...
But then, after a while, the song reaches a tipping point where you’re like, "Okay. I like it but I've heard it a lot now…"
Now, imagine that all of a sudden, here comes this new version of that favorite song of yours… but it has a slightly novel approach to it.
You recognize the song. It has the same melody that you love, same lyrics… but… it’s different. It’s fresh. And bam! You’re re-in love with the song all over again.
That’s exactly what Boyce Avenue did...
They were able to build this massive fan base by simply following the rules of human drives.
Boyce Avenue attracted new people with a cover song - something familiar, but fresh. And then, they slowly introduced their own original songs to the mix.
But because these new fans already knew the band now... they liked them… and they trusted them… they were welcoming the new songs with open arms.
The lesson here?
Remember next time you’re launching a new product or service. Don’t make something completely new and “never seen before.” Because chances are, people won’t be attracted to it.
Instead, give your prospect some context. A point of reference and something they can compare your new thing to.
In other words, figure out what your target market already likes, and give them a fresh version of that.