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…
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…
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…
Fake books – powered by clickfarms – are gatecrashing Amazon”s charts. And despite being aware of the issue for well over a year, Amazon has failed to resolve it. If you look at the Kindle Store Best Seller charts right now, and click over to Free Books, you will see that the Top 20 currently has five suspicious-looking titles. None of them have reviews. All were published in the last week. They have no Also Boughts – meaning they have had very few sales. Each of these titles are around 2,500 pages long, seem to have duplicated content, and are enrolled in Kindle Unlimited. What is going on here? For over fifteen months now, scammers have been raiding the Kindle Unlimited pot Read More…