If you’re a music publisher or composer, you’ve probably heard terms like “sales funnel” thrown around by marketers. But what is a sales funnel, really—and how can it help you sell more sheet music?
Good news: it’s not as complicated as it sounds.
What Is a Sales Funnel?
A sales funnel is simply the journey someone takes from discovering your music to actually buying it. Imagine it as an upside-down triangle:
- Awareness – They find you or your music (YouTube, social media, blog post, search engine)
- Interest – They explore your site, watch a score video, read about your compositions
- Consideration – They add something to their cart or sign up for your email list
- Purchase – They buy your sheet music (digital download or print)
The idea is to move people from the top of the funnel (just discovering you) to the bottom (making a purchase)—by building trust and offering helpful, relevant content along the way. When we talk about selling sheet music, we’re talking about providing the very best in music to our customers. We want to educate them about why it is; we don’t want just to say it, we want to show them.
Why Sheet Music Needs a Funnel Too
Selling sheet music online is more competitive than ever. Composers and publishers need more than just a product page and a “Buy Now” button. You need a strategy that guides potential buyers through their decision-making process.
Think about your own customer base:
- Choir directors may be browsing for next semester
- Pianists might be looking for wedding repertoire
- Music educators could be planning for contest season
A funnel helps you meet them where they are—whether they’re just researching or ready to buy.
Real Examples for Publishers and Composers
Let’s say you publish a new SSAA choral piece:
- Top of Funnel (Awareness)
Share a performance video on YouTube or a social media clip of the rehearsal. Optimize your title with the song name and voicing (e.g., “Rise Up – SSAA Choral Piece by Jane Composer”). - Middle of Funnel (Interest/Consideration)
Create a product page with a score preview, performance notes, and a short blog post explaining the background of the piece. Include a button to download a sample PDF in exchange for an email. - Bottom of Funnel (Purchase)
Send an email with a limited-time discount or highlight how the piece fits perfectly into a seasonal concert theme. Make it easy to buy in digital or print.
This isn’t about hard selling. It’s about building a relationship—and providing value at every step. Relationships are what we do.
Final Thoughts
A sales funnel helps you sell sheet music by turning casual browsers into loyal customers. Whether you’re an independent composer or a traditional music publisher, understanding this concept can transform the way you market your catalog. Is it as simple as we wrote above? No. Is it incredibly difficult for us? Not at all.
Want help building your own funnel? That’s what we do at Blue Pen Strategy Group—we help composers and publishers turn great music into sustainable online sales. Reach out today and let’s create a funnel that sings.