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More Book Marketing and Getting Book Reviews

More Book Marketing And Getting Book Reviews

Three “No-Brainer” Steps to Book Marketing

This is the big-picture of book marketing and can similarly be used for other info products. Following are three components to seriously consider:

  1. Driving Traffic – this is where we drive traffic to the book and generate qualified leads. I will share many strategies about driving traffic and generating leads in what I termed Armageddon Traffic Marketing Strategies in the coming pages of this chapter. Yes, this sounds like a hyped-up name to use, and I will explain why I used this name and how it can be a double-edged sword in due course.
  2. Conversion – this is where the prospective buyer purchases the book. Conversion is influenced by many factors that we have covered in earlier chapters: a catchy and unique front cover design, a compelling title and a complementary subtitle, as well as verified reviews, bonus items, and more!
  3. E-mail Relationship – this is where you engage your e-mail subscribers and build a strong relationship with them. Chapter Five will teach you the Rules of Engagement and how to effectively build rapport with your audience.

So that’s it! You’ll just need to focus and ensure that you follow this simple three-step formula for the marketing of your book and other info products, as well as affiliate marketing.

Short-Term Marketing Versus Long-Term Marketing Prowess

I have observed two very distinct types of self-published authors and both types are successful in their own right. They’ve used both short– and long-term marketing to sell their books.

Short-Term Marketing Scenario

Author launches book 1, markets it aggressively through his e-mail list, and uses KDP free downloads and paid book promotions. He ranks number 1 on the charts for the first three weeks, drops to the top 10 in the next two weeks and within the top 100 for a total of three months. The sales then taper down due to the shelf life of the book.

He then launches book 2, which is in the same genre as book 1, and markets to his e-mail list using his usual marketing strategies. Some of the sales momentum will carry on to book 2. Three months later, he launches book 3, which is in the same niche as book 1 and 2. The sales of book 3 will gain traction and momentum to book 1 and 2. The cycle repeats and a steady stream of royalties ensues.

Long-Term Marketing Scenario 

Author launches book one and employs the exact same short-term marketing strategies as mentioned above. The book similarly soars to the number 1 rankings and the author employs a very detailed and wide-ranging marketing strategy to keep the book at number 1 or in the top 10 as long as possible.

Here the author relies on a few, long-term marketing strategies to keep that position, such as:

  • Weekly book promotions (free and paid)
  • Blogging on one’s website
  • Guest blogger on popular forums and niche websites
  • Podcasts to his mailing list
  • Webinar series such as question-and-answer sessions
  • Different pricing strategies such as $0.99, then $2.99, then $4.97, and back to $0.99
  • Offline promotions such as events, public speaking, and networking

The next question will be, “Is it possible to do both at the same time and still succeed?”

Yes, it is possible to do a hybrid of both. However, doing everything on the list for short– and long-term marketing is pure suicide. Remember, you are in the business of asset management, not marketing! A well-rounded mix of short– and long-term marketing is ideal, but you will need a reliable team of freelancers to assist you.

How and Where to Get Your Initial Reviews

The burning question is: Where do you get your initial reviews? For authors who have a following on social media or their blogs, the mailing list is the very first place to ask for genuine reviews. As a self-published author, the “list” is very important and if we are to succeed, the process of growing our e-mail list of subscribers is ongoing.

For newbies, the usual suspects are our friends, business associates, and relatives but due to Amazon’s strict requirements not to accept family or friends reviews due to bias, it’s best to look at connections you might have that fall outside of your “inner circle.” One place most of my authors look to is LinkedIn where you may have hundreds of connections (I have 12,500) who are not in your inner circle and could be very good reviewers.

The number of reviews you should be looking to attain? Aim to get at least five, but 20 will give you more credibility on Amazon’s algorithm. Readers will also view books with more reviews with a greater sense of assurance before purchasing.

Be warned that purchasing reviews is against the rules and regulations on Amazon. Please refrain from doing so! You’ll get your account banned. I understand that there are also review-swapping groups on Facebook but make sure they follow Amazon’s rules. You are definitely able to give your book away in exchange for an honest review on Amazon.

It takes time to get reviews and can’t be rushed. It is an evergreen process and even top authors who have thousands on their mailing list are looking to build their mailing list every day—this process does not stop!

One strategy that works is to approach the list of Top Amazon Reviewers (there is a list and here it is) and ask them to review your book. However, they are usually busy people and they get many similar requests from other authors too. It did not work for me, but it is worth a try if you can get a virtual assistant to assist you on this. Give your assistant a persuasive script and ask them to contact these reviewers on your behalf.

 

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