Marketing these days can feel like tackling a high-wire on a unicycle… while juggling chainsaws. And that’s for experienced authors. For those with lower budgets or fewer books, the challenge can seem like entering the World Ice-Sculpting Championships armed with a box of matches and an ice cube.
Because what you are aiming to do is this:
* Sell enough to rise in the Best Seller Lists and get seen by lots of new readers.
* Shift sufficient units over an extended period to jump up the Popularity List and get pushed en masse to Amazon customers via emails and on-site recommendations.
* Keep that higher level of sales consistent enough over at least four or five days – i.e. minimizing spikes and, especially, dips throughout – hoping to convince the Kindle Store algorithms that you are the real deal, whereupon they may take over and do the selling for you.
Errr, and this also:
* Exclusively target the right readers so that your conversion rates are decent and the bloodthirsty Amazon algorithms don’t take your book to the woodshed.
*Avoid having the wrong readers purchase, so your Also Boughts are in fine fettle and Amazon has a clear idea of who might like your book. If this get muddled, Amazon will start recommending you to all the wrong people, often a one-way ticket to the primordial ranking ooze.
At this point, you might be planning some quality time with a bottle of vodka. 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…