Granular Targeting 101 Marketing Resources

I’m pretty experienced with digital advertising at this point but when I got my interview for Google AdWords back in 2003 I had to… Google it to figure out what they did. And I still got it wrong!

I was quite lucky that I first interviewed with Overture (the former name of the digital advertising division of Google’s one-time rival, Yahoo) because I had absolutely no idea how these kind of ad platforms worked, let alone best practices. But I learned fast—Google’s training was excellent.

One thing that was drilled into us constantly was the importance of granular targeting. It might be a little more obvious in 2018, but back then the only really familiar advertising model was the broadcast one. Put your message in giant letters on the billboard. Flood the airwaves with ad spots. Take out full page ads in newspapers and magazines (for the kids: these are paper versions of websites that used to be popular). The basic strategy was a simple, brute force one; if the signal is strong enough, the right people will hear it. Read More…

Marketing Uncovered: How To Sell Books Marketing Resources

Marketing is more complicated than ever, but the tools we have for reaching readers are fantastic these days, and the rewards for reaching the summit of Mount Discovery are simply immense. Even worth this long-ass intro I’m about to drop! Sometimes we forget. I hear people complaining that things are down across the board and Amazon is squeezing the margin out of everyone, or that the Golden Era is over.

Sorry, it’s not true. The game has changed, and you might need to retool your approach, but don’t mistake that for a downturn. It’s dangerous to be over-influenced by Moany Maura threads on Kboards or Facebook. They will naturally attract fellow travelers — those who are also suffering right now for whatever reason. It’s totally not representative though. One why: if I was to post there, for example, and say that I’ve already made much more than I did last year… I would sound like a dick. Always beware confirmation bias.

I’m far from alone either. The KU author whose marketing I manage just hit 10,000,000 reads yesterday. For May. Which is insane! Last year was a record one for him and this one is shaping up to smash that. And if that doesn’t boggle the mind enough, there’s 50+ self-publishers out-earning him in reads right now too and a serious crowd nipping at his heels. Read More…

Welcome to the Superfan Factory Marketing Resources Writing

It’s almost exactly a year since I gave a talk at a conference in Austin which introduced a concept I call “The Reader Journey” – which is a bookish version of a new marketing paradigm that is helping companies understand their customers better, and how to tailor their marketing accordingly.

I’ve spent the last twelve months researching and testing and experimenting, and then organizing all this information into a structure which will help you understand exactly who you are writing for, plus how to sway them with your marketing messages. But also how to treat them after you have convinced them to buy. How to turn them into the kind of superfans that will do the selling for you.

Strangers to Superfans: A Marketing Guide to The Reader Journey is out now and you can pick up your copy from all these lovely retailers: Read More…

PSA: ReviewMeta Is Not Accurate Bewares Resources

There’s an article doing the rounds at the moment from the Washington Post suggesting that the Amazon is undergoing some kind of fake review crisis. There are problems with Amazon reviews, of course, but this article is based on some pretty flawed data. At least in how it pertains to the world of books, which is what I know, and what I’ll focus on here. I can’t speak to the world of diet supplements or fake tan or giant tubs of lube – alas.

The article’s claims are largely based on a flaky site called ReviewMeta, which seems far better at getting publicity for itself than correctly analyzing the trustworthiness of reviews, which is a pity as it would be a wonderful tool if it was in any way accurate.

I first heard about ReviewMeta back in 2016 and was very excited to test it out. Naturally, I started with my own books, as I can be pretty sure there are no fake reviews there, being the author, publisher, and marketer of all these titles, and someone who is fastidious about the rules as my name is literally my brand.

However, ReviewMeta seems to call into question a large number of my reviews and reviewers. And by extension me, I guess. And all of you too, because many of the random selection of books I checked had similar issues. The ReviewMeta site helpfully gives explanations for why its system made these determinations, and you can actually break down each component and get a further explanation. This transparency is hugely commendable. Read More…

How To Make Killer Promo Graphics In Canva Marketing Resources

One area where the bar has been raised over the last few years is that of branding. The savviest authors know that branding doesn’t just make you look more professional – although that is important too – but also something which acts as a bat-signal to your specific target audience. This book is for YOU.

I said in Strangers to Superfans — releasing in just six days on 25 April! — “If pacing is the secret sauce inside most bestsellers, branding is the equivalent outside of the book.”

As part of my research, I spoke to one author who is expert at it: Kit Rocha. She shared her view that, “branding is an extension of worldbuilding. My covers and my graphics and all of it combine to present an image that enhances what I want to say about my series.” Read More…

Pre-order Strangers To Superfans Now Marketing Resources

I’m excited to be gearing up for this release, as I’ve been working on the concepts behind it for a year. Here’s the blurb:

From the author of Let’s Get Digital and Let’s Get Visible comes the book that will change how you think about marketing forever.

Strangers to Superfans puts you in the shoes of your Ideal Reader, allowing you to view your marketing from her perspective. You will:

*Learn the 5 stages in The Readers’ Journey.
*Identify failure points quickly to manage backlist efficiently.
*Optimize each stage to increase conversions.
*Boost sales by making the overall process frictionless.
*Build a legion of passionate, engaged readers who do the selling for you. Read More…

Final Chance To Get Let’s Get Digital 3 at 99¢ Marketing Publishing Resources

Let’s Get Digital 3 is out. Hooray! Pre-orderers will have already received their copies, but for those who prefer to wait until a book is live (I’m totally like this) you can still get it at the promotional price of 99¢. Don’t delay, as the price will rise tomorrow to $4.99.

I really hope you get a lot out of it, your support during the pre-order period was phenomenal – 2,500 writers have bought the new edition already. I hope I can repay that support with valuable information you can use to build your readership. Read More…

BookBub CPM Ads and Wide Distribution Marketing Resources

I decided a while ago that I was going back wide with all my books. Sales were pretty anemic to begin with (readers don’t magically discover books), but then I put together a little marketing plan. I don’t want to invest too heavily in pushing my historical novels until I have a couple more books in my series out, but I was curious to experiment with a few different approaches for pushing wide books. After nabbing an International-only BookBub Featured Deal for Liberty Boy, I decided to build a little campaign around it, particularly looking at sales internationally, and off-Amazon. When you are in KU, it makes sense to concentrate sales. As detailed in this post from August, visibility turns Read More…

A Tale of Two Marketing Systems Resources

Lots of people right now are asking themselves whether they should leave Kindle Unlimited. I’m generally agnostic on it, and I think writers should do what is best for them and their books, but there’s no doubt this is the big question of the moment. That’s partly down to falling pay rates, Amazon’s inability to deal with scammers and cheaters, or the increasing concern about having all your eggs in one basket when something like this (or this, or this) regularly happens. But I think authors are asking themselves the wrong question. The real issue, I suggest, should surround how you are going to find readers on these retailers (or on Amazon, if you have decided to swim in the Read More…

Win A Free Spot On This Fab Email Marketing Course Resources

Three new courses launch today that you guys should be interested in, as they focus on the three biggest needs I see right now: launches, email marketing, and advertising – and I’m giving away a freebie! The courses are from Indie Pub Intensive, they’re super cheap, and are run by someone who really knows what they are talking about – Tammi Labrecque. She has taken a fairly unique approach as well. These aren’t tarted up PowerPoint presentations you watch passively, the courses include video calls for group discussions, one-on-one sessions with Tammi, as well as worksheets to help you get your hands dirty right away. Each course lasts four weeks and they cost $199 a pop – a bargain, if Read More…

9 Ways to Improve AMS – Amazon Ads For Authors Amazon Resources

More product searches start on Amazon than anywhere else, even Google. It"s the world’s biggest bookstore and by far the largest ebook retailer. But Amazon Marketing Services (AMS) is still very much a work-in-progress, particularly the slightly pared-back version authors get to advertise books. Self-publishers tend to focus on making books visible on Amazon. Aside from being a market leader, and having famed frictionless purchasing, there is another key reason why such a focus often gets the best return. Unlike other popular sites, anyone visiting Amazon is generally there for one reason: to buy stuff. You aren’t interrupting them while they share dank memes with friends, or search how fast a raven can fly during winter. AMS is often referred Read More…

This Self-Publishing Course Is Free… And Great Too Publishing Resources

When I heard someone was giving away a self-publishing course, I was a little skeptical, presuming it was either some kind of bait-and-switch or an opportunity for some hardcore upselling. But I was wrong. Iain Rob Wright has done something pretty amazing. He has created a pretty damn comprehensive course on self-publishing and marketing – over 50 hours of HD Video – and he has made it all free. Not the first bit free. Not free for a limited time. Not free if you also buy this, or agreed to be assailed by that. Just free. Iain had originally planned to charge quite a lot of money for it, but the idea didn"t sit right with him and just before Read More…

This Free Tool Could Slightly Change Your Life Resources

You know I"m not one for hyperbole, but this free tool could slightly change your life. I also have news on a sale, a freebie giveaway, then something bearing a passing resemblance to a competition, as well as an interview, a guest post, and a gratuitous picture of a panda. Although is a picture of a panda ever really gratuitous? That question unanswered, and many more… If you ever wanted to try my fiction, it has never been easier to do and you can pick up all three historical novels I’ve written for less than a dollar. I’m running a Kindle Countdown Deal on my last release Liberty Boy, meaning you can grab that one for 99c from Amazon US, and Read More…