🚀 This blog is part of a series featuring real-world insights from business owners who’ve been there, done that—aka the Shortcuts Squad. These are the lessons they’ve learned, the strategies that worked, and the pitfalls to avoid.
📌 Want more takeaways from other entrepreneurs? Find the full series at the end of this post!
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When most people think about online courses for musicians, they imagine lessons on playing guitar or mastering the piano. But Mark Morley-Fletcher from Play In The Zone has carved out a unique niche that’s anything but traditional: performance psychology for musicians. Think of it as sports psychology, but for artists.
Mark’s journey shows that with the right mindset, creativity, and persistence, even the most unconventional niches can flourish in the digital product world. In this blog, we’re breaking down how he built a seven-figure business, what tools he uses, and the lessons he learned along the way.
Finding the Niche: Performance Psychology for Musicians
Mark’s courses help musicians tackle the mental challenges that come with performing, like stage fright, performance anxiety, and practicing effectively. As he describes it:
“It’s helping people with all the other things going on in the background that are huge parts of playing music well.”
His courses cover topics like:
- How to play from memory
- Visualization techniques
- Habits that improve musical performance
His audience is just as diverse as the content. From beginners to full-time professionals, and from classical pianists to didgeridoo players, Mark’s courses attract a wide variety of musicians looking to level up their performance.
Marketing in a Niche That “Doesn’t Pay”
One of the biggest challenges for Mark was reaching an audience that didn’t know they needed his courses.
“There are a few people out there who know they need this stuff, but most people who would really benefit from it just aren’t aware,” he explains.
To overcome this, Mark leaned heavily into paid advertising, with YouTube and Facebook ads leading the charge. His approach was simple but effective: meet musicians where they are.
“If someone’s searching for how to play these notes on guitar, I show them an ad that says, ‘Maybe there’s something else going on here holding you back.’”
From Free Lead Magnet to Paid Products
Mark’s initial strategy was to offer a free lead magnet, “The Nine Mindsets of Top Performers.” This got people on his email list, where he nurtured relationships over time with consistent, value-packed emails.
“It’s really interesting when I look back and see people who signed up three years ago are now buying courses,” he says.
He also experimented with sending ads directly to a sales page, finding success with his course on playing music from memory—a clear, specific offer for a well-defined problem.
How Email Became the Cornerstone of His Business
For Mark, email isn’t just a tool—it’s the heartbeat of his business. He communicates with his list three times a week, striking a balance between value and promotion. Some people might complain it’s too much, but for Mark, it’s about staying top of mind while building trust.
He even repurposes personal responses to customer questions into full-fledged emails. “What I’ve written in that answer is often half to three-quarters of a really good email,” Mark says. This strategy not only saves time but also ensures his content is relevant to his audience’s needs.
The Tools Keeping It All Together
Mark’s tech stack is surprisingly simple:
- WordPress: His primary website platform.
- ThriveCart: For payment processing and course hosting.
- Drip: For email marketing and automation.
- Google Ads and Facebook Ads: To drive traffic to his offers.
At one point, Mark’s courses were even delivered solely via email—proving you don’t need a fancy tech setup to get started.
“If it doesn’t work with the real bare bones, the extra stuff isn’t going to make it work,” he advises.
Lessons Learned the Hard Way
Mark’s path to success hasn’t been without its challenges. Here are some of his key takeaways:
1. Don’t Let Critics Stop You
Mark admits it was tough to hear people say, “Music is art; you should give this away for free.” But over time, he’s learned to tune out the negativity and focus on serving the right people.
“Whatever niche you’re in, there’s always going to be a big chunk of people who aren’t the right fit for you. Don’t let that discourage you.”
2. Start Small and Test Everything
From piloting his flagship course with just a handful of students to testing ads with small budgets, Mark emphasizes the importance of starting small.
“I’ve never thrown everything at one thing and hoped it worked. I’ve always tested first.”
3. It’s Not Always Easy—And That’s OK
“There were many times I thought about throwing in the towel,” Mark admits. But what kept him going was a combination of support from friends, a passion for the work, and a belief in the value of his courses.
“You feel like quitting some days, but your mood changes. The important thing is to keep going.”
Wrapping It Up
Mark’s journey proves that you can create a thriving business in even the most unconventional niches. By focusing on his audience’s needs, testing his ideas, and keeping things simple, he’s built a seven-figure business that helps musicians worldwide.
For anyone wondering if their niche is “too small” or “too obscure,” Mark’s story is the reminder you need: there’s an audience out there waiting for your unique expertise. All you have to do is start.
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🔥 Want to see how other entrepreneurs are making it work? Explore their strategies, lessons, and unexpected wins below:
🔗 How to Build a Seven-Figure Digital Product Business: Lessons from Sarah Masci
🔗 How One Entrepreneur Uses Virtual Summits to Supercharge Digital Product Sales
🔗 How Dara turned a simple idea into a $200,000 digital product
🔗 How Anthony Kuo’s Simple Approach Fueled His Digital Success
🔗 Building a Simple, Authentic Digital Product Business: Lessons from the Island
🔗 How Sarah McDugal Empowers Women to Build Digital Businesses
🔗 Stop Overcomplicating Digital Product Sales—This Simple Strategy Made Six Figures
🔗 Laura Khalil’s No-Ads Approach to Landing High-Paying Corporate Clients