Turn Your Book into a Powerhouse List Builder

kindleWriters like to write. That’s a given. When you’re an engaging writer you do tend to build a following. One of the main reasons to have a loyal fan base is to generate a sustainable revenue stream.  The more of a following you have, the more likely it is every book you put to market will make money.

However, building a strong fan base is not always a given. To optimize your efforts, it’s best to have strategic systems in place.

To achieve this, it is necessary to think beyond your current writing project. You have to look way beyond the present moment. Basically, you have to take your readers beyond one book, blog post or article.

Start by asking yourself a few key questions.

  • Where do you want your readers to end up?
  • Do you have plans beyond them simply reading one book?
  • Do you want them to attend a live event, enroll in a coaching program or hire you to mentor them?

Based on your answers, there are many things you can do to engage your readers… beyond the book.

Regardless of whether you write fiction or non-fiction, you will be able to enjoy the fruits of your labor when you think in terms of where you will lead the reader.funnel

For example, many non-fiction writers offer more, much more, than a book or two. They may offer information products, home study courses, or coaching and consulting packages. If this describes you, then it’s important to think beyond the book.

The best thing to do is determine where you ultimately want to drive the reader and reverse engineer how you will get them to the end result.

One of the most important steps to take in filling a coaching program, signing consulting clients or filling an event is to engage your market. To engage your market, you have to have control of when they get your information. To control when they get your information you need to encourage them to get on your subscriber list. To encourage them to get on your subscriber list you need to make a very enticing offer.

One of the best ways to do this is to have lead bait strategically positioned inside any book you write. Additionally, the days of simply offering something to get a name and email address are long gone. You have to offer something of very high value that solves a specific problem.

Here are examples of two complimentary offers I have in my book Power Up Your Sales. Not only am I able to provide high value to my readers, those who want to obtain more of my information can do so by requesting these gifts.

funnel2Before driving traffic, it helps to have what is called a conversion funnel in place. In essence, a conversion funnel is the journey you take prospects on that ultimately converts them into buyers. This is a very strategic process and one that does require a well-thought out plan.

The following two examples demonstrate how making a complimentary offer in a book strategy can work regardless of the market.

Let’s say you’re a business strategist for consultants who work with corporate clients. Perhaps you teach your clients how to generate leads, have productive sales conversations and close more business.

Assuming you have a yearlong coaching program designed to teach them how to find more of their ideal clients, you can use your book as the first point of contact to position your expertise.

Based on the above scenario, create four to six topics to write on that would be of benefit to your potential clients. Each topic would solve a specific challenge for your potential clients.

  • Effective prospecting
  • How to have powerful sales conversations
  • Making offers that sell
  • Knowing how to follow up on sales leads

Now let’s assume you’re a fitness and nutrition expert. You have a program designed for women over the age of 50 who need to lose 30 – 50 pounds. Your potential clients are in relatively good health, but they know that if they don’t drop the weight they are putting themselves at risk of heart disease, cancer and stroke.

Based on the market, what are the top 4 – 6 challenges they deal with?

  • How to resist foods that pack on the pounds
  • Dropping the first 20 pounds
  • Easing into exercise
  • Sticking with your new eating and exercise program

Although these could be the topics for articles and blog posts imagine how effective each could be if they were books loaded up on Kindle, iTunes, Nook or Kobo.

It is essential that whatever your complimentary offer, it does match the theme of your book. Otherwise, your opt in rate will be minimal at best.

With the right offer in your book you are likely to get a 10 – 20% conversion rate for opt ins. From there, you must engage your subscribers with continued value.

Today, more than ever, subscribers don’t want to waste time. They are looking for high value solutions in the shortest amount of time coupled with ongoing value.

The more you recognize this fact, the more success you will have.

Ready to Hit #1 on Amazon? Access my FREE report to learn exactly how. crop

 

3 Phases of a Successful “Get Your Book to #1 on Amazon” Book Launch

Considered the Holy Grail of online book stores, Amazon is definitely a force to be reckoned with. Most authors dream of watching their book hit #1 on Amazon, but many are not quite sure what they need to do to make this happen.

Some leave it to chance. Others mistakenly think sending a message or two to their subscribers along with a few social media posts will do the trick, while others rely on the old model of an Amazon launch; get a ton of experts who give a bonus away and everyone promotes the book on the same day.

Granted, depending on the size of one’s list and how responsive it is, you can get respectable results by sending your list a few email messages complimented by a bit of social media marketing.

In some cases, the “give ‘em a ton of bonus gifts” still works, but nowhere near the way it used to. Not long ago I wrote a Blog Post about how little the bonus strategy works in today's busy world.

Besides, unless there is a plan for what happens after everyone blasts out the promo messages, this is NOT a sustainable model.

I’ve been involved in very successful launches, selling thousands of copies of books in a few days and I’ve watched launches fall flat with fewer than ten books being sold on “launch” day.

In today’s world of book marketing, it takes a lot more than a one-day launch to have a successful launch. It also takes more than telling your friends and family to buy your book.

To get the most out of your efforts, you need to put effort into the three phases of a launch.

  • Prelaunch
  • Launch
  • Post launch

Prelaunch

Prelaunch is exactly like it sounds. You are prepping for the actual launch. You need to get your Amazon information ready, any incentives you will offer to buyers during a specific period of time, your book sales page, thank you page and a series of follow up messages to build awareness and connection with those who will purchase your book. Additionally, you need to plan for interviews, blog posts, guest blogging, and social media marketing.

NOTE: Buyer incentives can be bonuses you offer. With my last book launch, one bonus was two tickets to a live event I hosted. Not only did the event fill up, I made six figures on the back end by making a sweet offer at the event.

Launch

Although a launch should be ongoing, it does help to have a few days where you are very proactively driving traffic to your book sales page. The sales page should let the potential buyer know that when they buy your book during a specified period of time, they will receive a couple of great bonus gifts from you. Notice I said, “You.”

As previously mentioned, the days of getting a bunch of experts to contribute bonus gifts to encourage people to buy are long gone. Sure, it can be somewhat effective, but with as overwhelmed and time starved as most people are, bonuses for the sake of bonuses are not where it’s at.

Post launch

This is where you gain the most traction from your efforts; if you do this right. Post launch is where you make other offers to the buyers of your book including information products directly related to the topic of your book, webinars and teleseminars, speaking engagements and coaching services.

The post launch can last for weeks, months, even years. It all depends on how well you planned things out and how consistent you are.

Conclusion

To get the most out of all the effort you put into writing your book, put equally as much, and likely more, effort into launching your book. It’s one thing to write your book and a completely different conversation to get a great deal of traction from your efforts.

Like any aspect of your business, focused effort gets much greater results than a haphazard approach.

Access my FULL FREE ebook – Hit #1 On Amazon

Get the step by step process on how to set yourself up for success on Amazon. Go to www.oneonamazon.com to access the ebook.

 

 

 

Why Publishing a Book Increases Your Credibility

One of the best ways to position your expertise and be viewed as a thought leader is as a published author. Most people view book authors as bona-fide experts regardless of whether or not they are.

In years past, the dream of wanna-be authors was to be published by one of the big New York publishing houses. Most authors still dream of a New York publisher, but the choices as recently as ten years ago were minimal compared to today.

Today, just about anyone can get published. The process is incredibly easy. There are a number of routes you can take to get published including self-publishing, mid-tier self-publishing, vanity press and traditional.

Obviously, this is great news for authors. However, due to the low barrier to entry, there’s a lot of garbage being churned out. Avoid the temptation to churn and burn your books.

To assure your book does for you what you want, put 100% effort into the writing, editing, design, layout and publishing.

Should you decide to go the self-publishing route, you must also decide on printing methods.

The two most common types of printing are:

  • Offset printing
  • Digital printing

Offset printing

  • Offset printing technology uses plates, usually made from aluminum, which are used to transfer an image onto a rubber “blanket”, and then rolling that image onto a sheet of paper.
  • Offset printing is usually done with runs of 1,000 books or more due to the cost savings. The more books you print, the lower the price per book.

Digital printing

For low runs, digital printing is a great choice. You can have as few as one book printed. You also have lots of flexibility with changing data and doing several short runs.

Most self published authors choose digital printing. There are a number of services you can use when you self-publish. My choice is CreateSpace.

I prefer CreateSpace for a few reasons. One, their systems is relatively simple and seamless. Two, CreateSpace is an Amazon company, so your book appears on Amazon in record time. Three, it’s Print on Demand (POD) which means books are printed as they are ordered.

Benefits of CreateSpace  logo-csp-no-tm

Once you set up your CreateSpace account and your book files are uploaded, all the heavy lifting is done. From that point forward all you need do is market the book and if you do a great job at marketing, you enjoy regular transfers of funds into your bank account.

There is no fulfillment on your part when you use CreateSpace. Another benefit of CreateSpace is the ease at which you can order books in bulk and have them shipped wherever you want. If you’re doing a speaking engagement, you can have as few as one book up to hundreds of books shipped to the speaking location.

Although you do pay shipping, the process is virtually hassle free.

Free tools

CreateSpace provides some great tools for anyone who is a DIY type author. Interior Reviewer and Cover Creator make it easy for you to do the work yourself. Of course, many authors prefer to hire these type of jobs out to either a virtual assistant or someone who specializes in CreateSpace services.

Low per unit cost

Although your unit cost with offset printing can be incredibly low, the downside is the amount of books you need to do in one run. Your upfront costs can be very cost prohibitive.

With CreateSpace digital printing and P.O.D. the unit cost is higher, but all things considered it’s still extremely low. A 240 page book can be as low as $2.50 a copy. A 300 page book can be about $4.25.

When you don’t have to do the fulfillment, pay shipping and rather than paying to have the books printed, Amazon pays you for each unit, it’s a pretty sweet deal.

Regardless of which route you go, the most important step is writing your book. As previously mentioned, one of the best ways to position your expertise and be viewed as a thought leader is as a published author.

Kindle Version of your book

Another option for publishing a book is Kindle. This is becoming more and more viable for authors of every skill level. The nice thing about Kindle is this; once your book is loaded up on Amazon, you have no hard costs for sales you make. This allows you the option of giving your book away to create added value for your market.

book coverI recently chose this option for my book – Power Up Your Sales; Generate Leads for High-End Sales Through Public Speaking.

Get your FREE copy today. Click the image of the book cover to the left.