Buy our album...please!

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'Seriously, our new record is really good and you should totally not steal it off the Internet'

Incentive: Bonus digital tracks/digital EP

Incentive: Digital download code with purchase

Incentive: Trinkets + poster + digital download

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Incentive: Contest entry

Credit:Kevin Mazur/WireImage.com

Example: The Black Keys, “Live at the Crystal Ballroom” DVD (win a signed setlist contest on the band's Web site)

Customer benefit: Mediocre

The preorder contest seems like a decent idea until you really think about it. Basically, the band is asking fans to commit their money early, and all they get in return is the slim chance of maybe winning a prize. Come on, Black Keys, leave this kind of stuff to David Cook and his crossword puzzles.