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…

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…

Amazon Decoded: A Marketing Guide To The Kindle Store is FREE Amazon Marketing

Let’s Get Digital 3 was announced this week and it is going very well indeed, with 1,000 copies pre-ordered already. The amount of sharing and recommending and tweeting has been spectacular – I’m very grateful to you all.

In fact, I have a gift for you.

Amazon Decoded: A Marketing Guide to the Kindle Store is now available. And it’s FREE. All you need to do is sign up to my mailing list to get a copy. That’s it. And you can unsubscribe right after if you wish, I don’t mind at all! Really. 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…

The Visibility Gambit Amazon

Kindle Unlimited has received a fair bit of bad press over the last couple of years – some of it from me – but I want to balance that by looking at the positives. Most pertinent is KU’s popularity with readers, meaning there can be huge opportunity for authors. Especially so if you make full use of the tools Amazon gives you, and understand that it’s all about visibility. Enrolling in KU comes at a well-documented cost: exclusivity. But it’s the potential benefits I want to focus on today because some of that might be getting lost in the (well justified) complaints about scammers, transparency, and falling pay rates. Even though those rates have dropped by around 20% this year alone, Read More…

Who’s Pointing At You? Amazon

The Also Boughts on your page are an important indication of what readers are buying along with your books. But those particular Also Boughts are only part of the story. What’s really important is which books are pointing back at you. Let’s use my long-suffering book Liberty Boy as an example again. As I explained yesterday’s post – Please Don’t Buy My Book – Liberty Boy was dragged down into the ranking depths after having no Also Boughts for months thanks to an Amazon snafu. I eventually fixed that problem in a fairly crude way by running a 99c Countdown and throwing whatever ads I could get at it. The promo itself did okay and sold a few hundred copies for me. Read More…

Starting From Zero Marketing Writing

Success can seem unattainable to those starting out. It’s easy to forget that even the biggest sellers started from zero. Amanda Hocking didn’t arrive on the scene as a fully formed sales machine. She didn’t have a platform which she had been diligently building up for years, nor did she come from trade publishing. She was unable to convince an agent to take her on and decided to self-publish instead, and then sold a million e-books in nine months! Detractors tried to paint Hocking as an anomaly — and she was, in the sense that anyone who is phenomenally successful at anything is an anomaly. But that missed the point: she was able to sell as much as the biggest names in Read More…

If You Don't Enjoy Marketing, You're Doing It Wrong

I can already feel the heat from approaching pitchforks! But if you hear me out, I think I can convert at least some of you to the idea that if you don’t enjoy marketing, you’re doing it wrong. Let me explain. Sometimes marketing can seem like a Sisyphean task. There’s always something you could do to promote your work, and there’s never enough hours in the day. Many writers are already hard-pressed with demands from the rest of their lives and have to battle hard to carve out writing time. The pressure to promote squeezes that precious writing time even further. On top of that, many marketing tasks just seem unpleasant. Writers can often be introverts who don’t like pressing Read More…

If You Don’t Enjoy Marketing, You’re Doing It Wrong

I can already feel the heat from approaching pitchforks! But if you hear me out, I think I can convert at least some of you to the idea that if you don’t enjoy marketing, you’re doing it wrong. Let me explain. Sometimes marketing can seem like a Sisyphean task. There’s always something you could do to promote your work, and there’s never enough hours in the day. Many writers are already hard-pressed with demands from the rest of their lives and have to battle hard to carve out writing time. The pressure to promote squeezes that precious writing time even further. On top of that, many marketing tasks just seem unpleasant. Writers can often be introverts who don’t like pressing Read More…

Word-of-Mouth In Action

Word-of-mouth is the only thing that ever really sells books. While a glowing review in the New York Times will undoubtedly shift some copies, if the limited amount of people that actually read the reviews (and then purchase the book), don’t then spread the word, the sales bump will be temporary. The 21st century world-weary reader is a hard person to reach. Our environment has become so saturated with advertisements that we tend to tune them out. Broadcasters need to resort to tricks like raising the volume levels of the ads to force us to pay attention. We ignore ads because we don’t trust them. Exaggerated claims of the merits of one brand over another have been with us for Read More…