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Sample Campaign – The Tried & True Book Selling Technique


So you want to promote your new book. You’ve witnessed other authors racing to the top of the best seller charts, and you wonder what they’re doing to build mega success. If you’re like most authors, you’re not sure how to go about reaping this kind of success for yourself.

Want to know a secret? You don’t have to be original to be good.

In fact, the less original you are in some cases, the better off you’ll be. As they say, success leaves tracks. Follow the tracks, and you’ll find success.

Take for example the traditional author’s boring, stalwart best friend, the Sample Campaign. Sending samples of your book to retail buyers, bloggers, reviewers and other influencers will boost awareness with the people who matter most, gaining exposure for your book and for you as an author. Using giveaways to create buzz while you are in pre-launch can be an inexpensive and effective way to generate publicity.

The Sample Campaign involves sending either physical copies of your book to reviewers or distributing e-copies to qualified centers of influence. Both tactics involve an investment of time, research, risk and reward.

Launching a Sample Campaign may sound expensive – and it is expensive if you try to get creative with this approach, but there are ways you can be both unoriginal and highly successful.

Copycat Book Marketing and Other Cheats

If you’re going to model the best, start by looking at the Amazon best seller list within your book’s category. Find the best-selling books that are most like yours and model their marketing tactics. What do you see? Would you buy these best sellers?

The odds are high that all of these books have received the royal treatment from a staff of pros, yet the approach is kept focused and simple.

What best-selling authors know is that the goal is to get attention from centers of influence. People who have a megaphone and a crowd who are always glad to lend an opinion.

If you want to get lots of good reviews from your Sample Campaign, you’ve got to make your book buzzworthy. Make sure it’s not just a scintillating read, but engaging from the first moment readers encounter it.

First Impressions: the title, book cover and description are the most influential elements when it comes to helping people determine whether or not they will buy your book – or review it for their audience.

Professional Design: your book cover is the most important feature of your book, and it should be intriguing. Make sure your cover is a match for your genre. If you’ve written a mystery, don’t use romance imagery – the kind with windswept lovers embracing on a naked rock above a storm-wracked cove. You might raise an eyebrow or two, but where’s the mystery? A poor cover will make it harder to sell your book.

Enticing Description: Your description needs to pull people in as well. Start your description with something provocative, and use your chosen keywords right up front. Make buyers and reviewers ravenous for more. Would you buy your book if you read your own description?

How Can You Distribute Sample Copies of Your Book?

Review copies are given away free, but that doesn’t mean they shouldn’t come at a price for the reviewer. Select only reviewers who are the most likely to come through with their promised action. Because you will be investing your time, resources and energy in distributing your samples, be choosy about who gets to have them.

Here is a 3-step formula to generate heat in your Sample Campaign, used by marketing pros who are “in the know” about how to sell books.

Step 1: GOODREADS Set-up

You may already know about Goodreads.com, but many authors use an ineffective approach. Start by creating a reader account using your author name. Before you do anything else, get familiar with the venue (this is called “lurking”), then review several books. After you’ve become a trusted member of the community, you can add your book or have someone add it for you.

Once your book has been added, you can change your status to “author”. You’ll have to submit an application to Goodreads’ staff for review, and this takes a couple of days. Be sure to add your social media links to your Goodreads account and website.

Once you’re established on Goodreads.com, click the link to “Create A Giveaway”. These are physical books you’re giving away, so you’ll need to buy copies of your book and send them to the reviewers who request it. Be sure you conduct only one giveaway at a time or this can get expensive and confusing.

Step 2: BLOG TOURS

Capitalizing on blog tours is an excellent cog in the wheel of your Sample Campaign. To do this, take a title from your Kindle best seller list and Google it with the search term “blog tour.” This search will yield bloggers who customarily review books and need something to blog about.

Your next step is to contact the bloggers and ask them if they would be interested in reviewing your book. Give them plenty of advance notice, typically about 2 months. Popular reviewers are often booked well in advance, and these are the ones you want to reach.

When you contact them, include a link to your Goodreads page so they can see your alluring cover and intriguing book description. Ask for their review to be published within the first 5 days of your release, preferably on your actual release date.

Step 3: BRICK AND MORTAR

Indie bookstores love authors, and many would welcome you for an author book signing. When you run your giveaway campaign, contact the store manager first before you seed the marketplace with copies of your book. Make it your goal to send out only copies that will actually yield results. Track where each one goes and follow up until you get solid results.

If you work with a publisher, ask them for a list of buyers from their Rolodex to send samples.

Book reviewers are real people with busy lives. When you request a review, don’t make the mistake of pitching your book like a used car salesman. A brief personal introduction followed by a simple paragraph describing your book should do the trick. Ask for permission to send them a review copy, and then be sure to follow up. Stay on track until you achieve the success you’re looking for.

With this kind of focused activity, perhaps someday you will find your work on the best seller list… and start reaping the success your literary endeavor deserves!



Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.





Take the First Step to Unlocking Your Sales Potential


Download today and instantly enjoy the free audiobook Sell to Anyone featuring Zig Ziglar, Brian Tracy and Dr. Larry Iverson.

Sales & Success by Made For Success Publishing is an all-in-one storefront, personal library and audio player focused on enabling and coaching your sales talents with world-class speakers. Hundreds of hours of insight and experience at your fingertips.

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Book Reviews: How to Get Book Reviews on Amazon


by Bryan Heathman

As an author, the best thing that can happen for your book is that titillating four-letter word we all love and fear at the same time: BUZZ. Getting people to read and talk up your book is what it’s all about.

Buzz is the reason for those late nights hunched over your keyboard with an empty cup of something at your elbow, while a long-suffering significant beckons from the next room to come back to bed. An audience for your greatest ideas is the reason to lie awake, staring at the ceiling, piecing together the right words to express your ideas. Buzz is the reason to take the contents of your head, convert them to verbiage and digits and publish them in an ISBN-backed, endorsement-bedecked, jewel-tone-covered volume called My Great Work.

Clearly, buzz is what you want. The goal is to generate a flurry of well-deserved hype over the 3-month time frame surrounding your book launch and thereby tell the world your story. But how does a lone author working from a spare room get buzz, and how much is enough?

Let’s start this question of buzz by addressing the topic of book reviews, or what professional marketers like to refer as social proof. There are 2 types of reviews which authors seek – professional reviews (trade reviews, media outlets, etc.) and consumer reviews. Let’s take a deeper look at getting consumer reviews.

Separating the Papyrus from the Chaff

From legacy publishing digests to rogue Indie publishing specialists, information abounds online about how to successfully launch your book and get reviews. After all, consumer book reviews are the bread and butter of many a book launch campaign with good reason. One thing has been proven…consumers make buying decisions based on social proof.

Last week I took a fantastic scuba diving adventure with my daughter, exploring reefs and shipwrecks off the coast of Florida. After seeing the tropical fish in the delightfully warm 86 degree water, Alex, the store manager of the scuba shop, asked us to log into TripAdvisor to write a review. Alex knows how important reviews are to his business – both in terms of positive reviews and the quantity of reviews.

The same principles of getting reviews for a scuba diving shop can be applied to books.

Plenty of quality reviews on Amazon.com alone signals the difference between the roar of the crowd and the figurative chirping of crickets. With authors I advise on book marketing, I require at least 30 reviews on Amazon before we can take your Marketing Plan to the next level. The reason is that several highly effective book marketing tactics require that you have this number before you can launch a substantial campaign.

So, what are the steps you can add to your marketing checklist to kick-off your book launch with lots of reviews?

The 5 Most Effective Steps You Can Take to Get More Book Reviews

1. Develop an overall Marketing Plan. Think about how you can market your book as you’re writing it – not as an afterthought. If you wait until your manuscript is finished, you will either delay the launch or suffer from low book sales. Include book reviews as part of this plan, and draft a clear, specific strategy for getting them.

2. Write a great book. The book you write should stand up to thoughtful analysis, whether it’s fiction or non-fiction. Have it professionally edited, commission an excellent cover, and let your book stand on its own merits.

3. Keep a list of reviewers. Develop and organize a list of people to tap for reviews as you’re writing your book. Ask yourself “Who has a vested interest in expressing their opinion about my work?” Begin this task early on, and maintain steady activity. Here are a few ideas to get start building your list:

  • Friends and Family: reach-out to your inner circle of people closest to you and ask for a favor to write a review once your book is published. Some authors can achieve the requisite 30 reviews from this source alone.
  • Fans & Supporters: keep a list of people who know, like and trust you. These folks will have the greatest emotional investment in the success of your book. Many authors will organize a “book launch tribe” who perform various tasks throughout the book launch. Using social media networks is an excellent forum for organizing tribe members.
  • Colleagues: list the people who are in your industry who would be interested in supporting your work. You can trade promotion with them and perhaps even launch a joint venture promotion.
  • Reviewers: these are people who have an established reputation in the field of literary criticism. This category includes book bloggers, media personnel and celebrities. Notable reviewers can be your most effective allies in getting attention for your book.
  • Podcasters: remember podcasting? Well, it’s back, and it’s on the rise. Currently Americans listen to 20 million hours of podcast material every… single… day. (No lie.) Team up with podcasters to review your book and help you spread the word. Better yet, recommend that they tie their review to a 3-part series that includes an interview with you and a retrospective on your topic. The more you prepare material for them, the greater the chances of success for both of you.
  • Online Retail Communities: request book reviews on from top reviewers on Amazon.com, GoodReads.com, iTunes, BarnesandNoble.com and other similar e-tailers. Be polite, be informative, and follow up. Finding these reviewers is easier than you think…keep reading.

4. Get engaged. Cultivate relationships with the people you want to review your work. Be willing to trade your engagement with them for their thoughtful comments about your book. Be ready to get involved in their conversations on their blogs and social media. Participate. In this area, the more attention you give, the more attention you will receive.

5. Get social. Use social media to generate excitement about your work in progress. Don’t just release your book – launch it. As your big day approaches, make it clear that advance copies of your book are available in exchange for credible reviews. The number of copies you give away will have a marked impact on the number of reviews you receive. However, scarcity sells. Position the review copies as a scarce commodity, even when you’re giving away a thousand of them. In fact, expert review campaigns in advance of your book launch can lead to best-seller status for your book. I’ve seen it happen time and again. Promoting review copies on social media is a great way to jump start your campaign.

Getting quality book reviews isn’t rocket science, and it doesn’t have to keep you up at night. After all, those long hours spent staring at the ceiling are best kept for crafting your magnum opus. Using these 5 steps will make your book promotion that much easier and help you get the kind of buzz you’re looking for. The right reviews at the right time can be just the nudge you need.

Author Resources for Getting Book Reviews:




Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with bestselling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.




Take the First Step to Unlocking Your Sales Potential


Download today and instantly enjoy the free audiobook Sell to Anyone featuring Zig Ziglar, Brian Tracy and Dr. Larry Iverson.

Sales & Success by Made For Success Publishing is an all-in-one storefront, personal library and audio player focused on enabling and coaching your sales talents with world-class speakers. Hundreds of hours of insight and experience at your fingertips.

Learn from the best:

Book Endorsements: The Power of Third Party Validation


by Bryan Heathman

In the realm of book marketing, there’s an axiom that goes like this:

“If I say it, it’s up for debate; if someone else says it, it must be true.”

Third-party validation is a sure-fire method of getting people to draw a conclusion about me or my book. In fact, a well-known endorser has proven to add instant credibility to books and professional speakers.

Do you doubt me? You can prove it for yourself. Try this exercise: decide for yourself which of these statements sounds better if you say it about yourself, or if it sounds best coming from a trusted third-party expert:

  1. This book is the most efficient, effective path to living up to the potential inside you.
  2. No other author delivers so much yet still leaves the reader hungry for more.
  3. Each delicious word lolls around on the palette like a chocolate-kissed gem – you’ll want to try these foolproof recipes for yourself.
  4. The author is clearly the most knowledgeable person of our time and a credit to society.
  5. Put on your thinking cap – this book is lightning in a bottle. You won’t be able to put it down.

Got your answers? Good.

It probably didn’t take you long to decide that if you had written these blurbs about yourself, then you would have probably stopped at #2 (if you were feeling generous).

However, if any of these quotes about your work came from a head of State, a New York Times best-selling author, or the winner of a Nobel Prize, you’d probably crack the cover on your book and read at least a couple of lines (chocolate-kissed gems, anyone?).

Third-party validation is the most compelling reason to go after book endorsements for your work. It’s also a very intimidating step in the list of things that an author must do to get noticed in the crowded book marketplace. In terms of phobias, requesting endorsements is not far behind root canals, furry South American spiders and that dreaded numero uno… public speaking!

But unlike the items in the paragraph above, getting book endorsements doesn’t have to be all that scary. There’s really very little risk involved, and the benefits far outweigh the price of your request. The few steps below will help you ask for—and get—the endorsements that are so critical for your book’s success.

It’s simple. Don’t ask, don’t get.

Ask, and you just might collect a priceless recommendation from someone you really admire. Having the thought leader in your field say good things about you is sure to up your ratings, not to mention your book sales. So ask for the endorsement.


Five Essentials for Getting Quality Book Endorsements

Now that we’ve established this is an important step to take, let’s take a look at what you need to do to get your first “Yes”.

1. Ask an Author. Authors are usually responsive to requests for book endorsements. They “get it”—start with the experts in your field or genre. You’d be surprised how easy it is to get a response, especially when you remind them of the exposure they will gain from your marketing.

2. Ask an Expert. Experts also thrive on exposure and professional courtesy. Aim high when asking for an endorsement. I typically get a 20-50% response rate using the system I’m giving you here.

3. Send Your Endorsement Letter. Starting with a letter, request a endorsements for your book. In fact, I’ve gone as far as creating an Endorsement Request Template which I share with authors published by Made for Success Publishing. Your letter can either be inserted into the body of an email, or it can be mailed as a physical letter. Your tone should be complimentary without sucking up, and you’ll need to briefly state something that the two of you have in common. Make sure they know how to contact you in reply.

Just last week, I sent an endorsement request to a famous author whose book has sold 25 million copies. His book also has a major motion picture releasing this quarter. He sent me a response saying “maybe,” based on his ability to squeeze-in this request during his upcoming new release book tour and red carpet movie premier schedule.

4. Send Your Book Review Materials. Once your endorsement prospect has answered your letter and said “yes” or “maybe” it’s time to give them the tools to do the job. Offer an at-a-glance summary of your book: the introduction, the table of contents, and a couple of sample chapters. Use your judgement about whether to mail a copy of your materials or send it via email. If you send an email, provide a website link with a protected URL where the endorser can download a PDF as some folks are shy about opening email attachments they receive from strangers.

5. Include Endorsement Samples. Make some suggestions about what your endorser might say. Prepare three or four sample endorsements, since people in your network may ask you to write the endorsement for them. Make the comments easy to digest, but also let them glow a little around the edges.


To Best Seller Status and Beyond

The endorsements you collect can be quite valuable for you and your book, long beyond launch day. It helps to think of the time and effort involved as an investment. What you put in will return to you in the form of dividends.

Book endorsements will be featured on your website, Amazon.com, in your marketing materials, on your book jacket, on sell sheets that are sent to retail book buyers, and many other places.

The time and resources you invest in this stage of your marketing campaign is more than worth it. The right book endorsement will open doors for your writing endeavors, your book, and your paid speaking opportunities.




Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with bestselling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book on converting website visitors into paying customers. Bryan’s Fortune 500 experience includes working for Microsoft, Eastman Kodak and Xerox.





Inspiring Leaders at your Fingertips

Get access to some of the world’s top minds on Leadership and Motivation in this new iPhone app.This powerful library in a unique universal app will motivate and inspire you to change and improve your life and the lives of others.

Leadership App

This collection of life-changing audios includes masterpieces on personal improvement, inspiration, leadership and business success from famous speakers, authors, thinkers and self-made millionaires.

FREE audio with download,“Resolving Conflict” by professional speaker and coach Tony Alessandra. Learn invaluable tips on how to deal with conflict and create positive resolution.

learn-more







Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

 

icon1August 31st, 2015
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I Could NEVER Write a Book!


by Bryan Heathman

Did you know that over 70% of people have written down “writing a book” on their bucket list? As such, I get business executives frequently asking me on planes or at the gym about what is involved in writing a book.

This Is My StoryYears ago, I was one of these people who wanted to write a book but didn’t know how to get started. Now having done written a book (on top of a busy schedule), I share the process of writing with aspiring authors all over the planet.

My advice for aspiring published authors is simple…all it takes is the right kind of preparation. In other words, you have to prepare to succeed.

But many people in my sphere of influence don’t just want to write a book – they want to write a best selling book. In fact, they come to me on their quest to get famous as a result of writing a book.

So the question remains, even though the marketplace is swamped with books, can you become a best selling author?

The answer is “of course!” But why am I so sure? Because the best seller lists are populated by authors – and somebody’s got to be on those lists. Why couldn’t it be you? The right kind of preparation and the knowledge of where to apply some extra effort can make all the difference between just another book release and a runaway hit – with you holding the reins.

As a publisher, I’ve worked with some of the best-selling authors in the world. Some of them truly are great writers. Ironically, others are merely great marketers. To me, it takes a winning combination of both in order to be truly successful as an author, to have staying power and to reach the top. Like any goal, you need to begin with the end in mind.

If You Fail to Plan, You Plan to Fail

In high school, my wrestling coach had this quote on the wall of our gymnasium: “If You Fail to Plan, You Plan to Fail.” Every day our team would reflect on this philosophy, and we were encouraged to develop a plan to overcome our weaknesses and leverage our strengths. Now many years later, this philosophy has proven to hold true in many pursuits…including building best-selling books.

Writing a book that becomes a best seller is feasible if you start your book project with the proper planning. Following the same niche-vetting process is required for every book, fact or fiction, no matter what your reasons may be for writing your manuscript. Once you determine what to write, preparing the book for your selected niche market becomes part of the writing process.

The first decision to make about your book is the decision to approach it with a sense of professionalism. Decide what your book is about and who it’s for. Understand who your competition is. Decide that you will complete your book and that you will publish it. Give yourself a deadline, and work steadily to meet it. Commit fully. This is the one distinguishing factor that all successful authors have in common – professionalism.

To get started with the proper planning and preparation you’ll need to create a book proposal, no matter which publishing model you choose. Whether you’re going to shop your manuscript to legacy publishers, self-publish it or choose something in between, proper planning is one of the biggest steps you can take on the road to best seller success.

The reason is that your book proposal will help you focus your writing ideas and help you treat your book as a business. The proposal includes a synopsis of your book, an analysis of your market, a comparison of competing books that are already in stores, and your plan for marketing your book.

In my travels with breakaway best-selling authors I often ask about their success stories, then look for common denominators of success. Here are a few of my discoveries – each best-selling author has at least one strength which include elements like:

  • Writing a syndicated newspaper column
  • Regular writer in an industry-specific magazine
  • Being a charismatic salesperson
  • Writing a high traffic blog
  • Large email database (or access to several)
  • Media savvy in radio or TV
  • Speaking within industry associations
  • Having a large social media following, typically on one social media platform (oddly, rarely on multiple social media platforms)

If you are already in the business of writing or speaking, take a look at the sales figures from your previous works and include these numbers in your proposal. Also include the number of speaking engagements you can line-up during the next twelve months, along with any book tours, media appearances, press releases, blog posts, and social media figures and projections. When your details start to take shape, so does the outline of your book.

Crystalizing Your Vision

As part of your preparation, ask yourself the following questions. Include your answers in the pages of your proposal.

  • Why do I want to write about this particular topic? Find your topic and angle. Do you have any story ideas or other compelling points to make? Start with a seed idea then build on it. Even the great works of the ages began with a simple seed that blossomed into rich maturity. Using stories is a great way to create a gripping, readable, authoritative book.

  • What do I want my book to do for me and for others? Determine whether your book will support another part of your business. Decide how you want your book to affect others and what you want them to take away from the experience of reading it.

  • Which specific audience do I want my book to attract? Are you writing fiction for stay-at-home moms looking to spice-up their daily routine? Are you writing Leadership materials for up-and-coming executives under 35 who are striving to build their career success? Know your target audience and get inside their heads.

  • Who else is writing successfully on this topic? What kinds of tactics are they using to gain exposure for their book? Success leaves tracks, so follow in the footprints of other best sellers.

  • Which format is best suited for my book? Should I publish in print, digital ebooks or both? Amazon sells more digital eBooks than print books. Surprisingly however, most authors make more income from their physical books. Having a well-designed physical book will boost your credibility.

  • Who would most likely be a good evangelist for my book? Take a look at the people in your inner circle and your social networks. See who is the most likely to serve as a center of influence for promoting your book, then figure out an incentive for them to talk-up your book.

    It’s well within your reach to become a best-selling author. In fact, in some cases you can be a #1 Amazon Bestseller with a minimal marketing effort, given the right niche. When you break it down and take the right steps to reach your publishing goals, what sounds unwieldy today becomes matter of fact tomorrow.

    The important thing is to get started. You’ll miss 100% of the shots you don’t take – so take a shot. Why not get started sharing your legacy with the world today.

    Katherine-Owen-ImageKatherine Owen, CEO of GOKO, brings her expertise in the publishing industry and combines it with a powerful team. Katherine owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.



    Bryan Edired 1Bryan Heathman is the President of Made for Success. He works with bestselling authors and consultants which have included the late Zig Ziglar, Donald Trump and John C. Maxwell in the role of publisher and marketer. Bryan is the author of Conversion Marketing, a marketing book on converting website visitors into paying customers. Bryan’s Fortune 500 experience includes working for Microsoft, Eastman Kodak and Xerox.




    Inspiring Leaders at your Fingertips

    Get access to some of the world’s top minds on Leadership and Motivation in this new iPhone app.This powerful library in a unique universal app will motivate and inspire you to change and improve your life and the lives of others.

    Leadership App

    This collection of life-changing audios includes masterpieces on personal improvement, inspiration, leadership and business success from famous speakers, authors, thinkers and self-made millionaires.

    FREE audio with download,“Resolving Conflict” by professional speaker and coach Tony Alessandra. Learn invaluable tips on how to deal with conflict and create positive resolution.

    learn-more
     

    icon1June 2nd, 2015
    icon2admin