Here is part 2 of PMD J.X. Carrera’s post on how he uses E-Junkie to distribute a film that he made while doing the actual fulfillment himself.
3: Advertising using Google Ads
Making my tutorial would be useless if no one knew that it existed, so I launched an ambitious advertising campaign that utilized first-tier ad services like Google Adsense and Yahoo SM, as well as several second-tier ad services that most people never hear about. Everything except Google Ads was a waste of my time and money. Maybe 97% of my sales came from Google Ads, 3% came from Yahoo SM, and I never got a single sale through the lesser known second-tier services. (Yahoo SM is supposed to be a quality service, but for some reason, it just didn’t work for me. )
I focused all of my efforts on Google Ads and dumped the rest. On Google Ads, I created several different ads, experimented with dozens of keywords, analyzed the results, and tweaked continuously over the course of a couple of weeks. I soon settled on the best performing ad and keyword combination that was bringing in a decent 1-2% click-thru-rate. On average, I pay about 40-60 cents every time someone does a google search and clicks on my text ad, which links them to my website. Purchase rate after click through hovers around 6%, and about a quarter to a third of the revenue generated from Google Ads is circled back into advertising on Google Ads.
4: Amazon as a Supplemental Revenue Stream
Many writers, such as Jed Riffe, have already done a great job articulating the how-to’s for listing a product on Amazon, so there’s not much need for me to dive into it. But it is worth mentioning that the revenue generated from my DVD listing on Amazon is a fraction of the revenue generated from the sales on my website. All the Google Ads link to my website, not Amazon.
5: Retail Outlets Can Diminish Your Revenue Stream
Although I began focused on creating an automated business, I also desired to have my video tutorial stocked in a retail outlet, thinking that it would help me generate hoards of cash. Perhaps this desire also stemmed from a subconscious need to prove that my video tutorial was good enough to exist in an established brick-and-mortar outlet — not the best motivation. I approached one of the buyers for a large retail outlet based in New York City, and sure enough they bought a box load of DVDs from me at $19.50 each. At the time, I found this to be extremely gratifying.
Then I noticed an odd occurrence, which was the sales generated from my website took an unexplained dip. Upon investigating, I found that this retail outlet was selling my tutorial through their own online website at a discounted price. People who had discovered Crash Course: Final Cut Pro were now buying it cheaper elsewhere, which means I was being undercut and making less money than before. After that, I significantly decreased my tutorial’s retail presence. Sometimes, there’s value in being the exclusive or semi-exclusive seller of a niche product.
4: Self-distribution Overview
For clarity, here’s a quick rundown of all the steps for this automated business:
An aspiring editor or filmmaker google searches the phrase “final cut pro tutorial,” they see my text ad, click it, and go to my website. If they buy the tutorial as a download, the money gets deposited in my Paypal account and E-junkie sends the buyer a link to download the Quicktime file. If they buy a DVD instead, Paypal sends me a notice that I have to package and mail out a DVD. My Google Adsense account is linked to my Paypal account, so revenue made from the tutorial pays for the advertising. Whenever Google Ads runs low on money, it just charges my Paypal account automatically.
As I write this post, everything sounds a bit too easy. The truth is, setting up things like Amazon, E-junkie, and Google Adsense may be time consuming, but not actually difficult in terms of brain power needed. Creating good content, however, is usually both time consuming and mentally intensive. By far the hardest part of my automated business was the actual creation of the tutorial. Curating information and trying to figure out how to best teach an idea simply and effectively is painstaking. It makes me think of the quote by Mark Twain: “I didn’t have time to write a short letter, so I wrote a long one instead.” But I wanted a hard-hitting tutorial that editors would recommend to their friends and that I could be proud of creating. I also took the time to make sure the copy, design, and functionality of my website portrayed a sense of professionalism that would allow customers to feel safe and secure when purchasing from me. In the end, all the hard work paid off: I’ve sold hundreds of DVDs and downloads, and have received incredibly positive feedback from customers.
5: Wrap up
I started Crash Course: Final Cut Pro with two humble goals: 1) that I would be able to wake up every morning, walk over to my computer, and see money deposited in my Paypal account because someone had purchased a tutorial while I slept, and 2) that I would add genuine value to the filmmaking community by helping to train aspiring editors, giving them a learning tool that I wish I had while first learning Final Cut Pro.
What really makes Crash Course: Final Cut Pro unique, however, isn’t just the content, but its immediate availability as a DRM free download.
Creating and selling a Quicktime file is a lot easier than creating and selling a DVD, yet many filmmakers seem to be reluctant to make their movies available as a download. I believe this stems from an overblown fear of piracy. As far as the indie world is concerned, I believe you’re losing money by not offering your video as a download. There have been many times where I would have purchased a movie instantly had it been available as a download, but since it wasn’t, I moved on to viewing something else. Briefly stated, people want to watch video in the format of their choosing, and with services like E-junkie, it’s now incredibly easy for filmmakers to quench this desire.