Here are some links to the site:

http://guerrilladrummaking.com

http://guerrilladrummaking.com/blog

http://twitter.com/drummaking

And, here are the answers to the most challenging and easiest parts of making and launching the DVD.

Bolded parts are the main answers.

Easiest things:

Since I already had the product idea and a ton of drum building experience, brainstorming the DVD was pretty effortless. But, surprisingly, what was even easier was market selection research, micro testing and analyzing; all things that I had ZERO experience with that can either make or break your business (online or offline). And I'm not exaggerating when I say this was the easiest stuff to do… I honestly had a harder time finding out the best shipping method for my product.

And for how easy the micro testing procedure is (I literally followed the "Testing The Muse" chapter like it was going out of style), there's no reason why people shouldn't pursue even the smallest idea to test the demand of it. You'll know instantly whether you need to rethink your strategy, invest, or bale. My entire micro testing cost me $330 which included buying domain names, outsourcing web work, outsourcing graphic design, web hosting services and google adwords. Market and competition research, web copy and clever adwords headlines took me about two weeks and I alloted one week for testing the demand of the product with adwords advertising. After tallying up the stats and analyzing the data, it took about 2 seconds for me to pull the trigger and get the ball rolling on this DVD.

Hardest things:

Of the entire process from product creation to the launch of DVD, the biggest obstacle that I had to overcome was realizing that I had to thoroughly break all the "internet marketing" rules; they just didn't fit my personality or the brand of Guerrilla Drum Making. The DVD is edgy, groundbreaking (it's the first drum making dvd ever), it's fast paced and it's a very creative DVD for a "how-to" product. I just couldn't settle on some cheesy ass web site, an overly persuasive and pushy e-mail marketing campaign, etc.

I interviewed copy writers, internet marketing gurus, adwords experts… one after another, and they all had the same opinion. They were all bound by the same rules. These guys wanted my site to look like I was selling the SHAMWOW or something. I literally had to write in my elance job postings for copywriting, "If you are going to suggest highlighting my most important headlines in yellow block-out, don't even think about bidding on this job." I talked to one "marketing guru" that said on the phone, "Listen… the secret to internet marketing success is to sell, sell sell. Your not going to have ANY sales without salesy copy, a killer one-of-a kind deal on your product, and a fantastic opt in for your future clients." I told that guy to go to hell… I'm not a car salesman. I'm a musician and I like cool things. I'm my first customer and my biggest critic and I have never, and will never buy anything from a website that looks like that. NEVER. Those products always suck.

So that was very hard for me. It took almost a whole year to realize that what everyone on earth was suggesting was NOT right for my product. The internal debates; "Do I just go with what these experts are saying, or should I do what I think is right?" That kind of stuff keeps you up at night.

>>>(((Tim, by the way, check out "JOJO MAYER and NERVE" on itunes. Unreal drumming and musicianship, made to simulate drum and bass culture (theres only three guys in the band. Thanks again and let me know about this or wahtever else you may need.))))))<<<