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What To Do When Your eBook Isn’t Selling

June 14th, 2012 . by Peggy

Here are some tips not just from me, but from other Authors or creators of information products.

1. Write a second eBook.

Yeah, I know, this sounds completely counter-intuitive, but this one really does work. Why? Think “inbound links”. In terms of discoverability, the effect can be magnified many times. (Think SEO benefits.) This is a great place to expand in greater detail or to focus on one particular topic area. Every sales book I’ve ever read talks about this in some way, and yes, it has personally worked for me. It’s given me credibility as a topical expert, and has gotten me speaking gigs, where I ultimately sold more books.

2. Check that you’re being really, truly visible.

If you’re not always on the move, producing more content, the market will know. It’s a wheel that takes a lot to get rolling, and if you stop pushing it, the momentum you’ve built can only take it so much farther without you. Are you blogging? It creates more traffic to your sales page. Using social media? Twitter is free and works on any smartphone. Talking about your eBook somehow, to someone, every single day? Are you doing speaking? All of this is what’s known as “working it”, and that’s the real job of an Author – not writing. Never underestimate the power of a t-shirt with your domain name on it. I’ve gotten at least a half-dozen clients a year from that alone.

3. Revise it.

I’ve had one book that’s had three titles and four covers. Admittedly, they were not all great, but when sales have not been as expected, I take it down, revise it, put on a new cover, or change the platform. (Ie., if it’s not selling well as a PDF, try moving it to the Kindle format. Fresh market, new links, etc.) This is exploiting the most advantageous aspect of an eBook: it’s not carved in stone. It’s a living document that you can re-upload at any time. (Watch your version tracking, in a hidden spot in each book’s copyright page that tags it v.1.0, v.1.1, etc.)

4. Create parallel content.

By parallel content, I mean creating content that is not exactly what is in your eBook, but that is very clearly and closely aligned to it. If your eBook is about weight loss, create a low-cal recipe blog. Make a few cooking videos for YouTube with links to buy the eBook. (Video is so simple now that it really is inexcusable to not do this for such a visually-oriented subject.) If you’re talking about how to be a great consultant, write a few articles about how to manage your billing and accounting. Thinking with empathy about the needs of your audience will clue you into topics of interest very quickly.

5. Solicit some reviews.

There are hundreds, perhaps thousands, of review exchanges out there – just Google “book review exchange”. (The concept is, “I’ll review your eBook positively if you review mine.”) They are typically no cost, and can mean anything from an Amazon Kindle review to an actual interview or blog post. I’ve heard one very successful Author suggest that you should aim for a few more each month. Again, this is actually about creating more inbound links to your content, ie., SEO benefits.

6. Examine your metadata.

Metadata is all the stuff you don’t see, but your computer does. For example, when you upload your eBook to Kindle, you are asked for keywords related to your eBook, and to choose a category, name all the contributors, write a description, and more. Did you actually do all of that? Does it need refreshing? Did you add keywords and check the page title and so on when you built your blog or website? Did you max it out? Hidden stuff mixed with quality visible stuff is what attracts traffic.

7. Setup an affiliate marketing program.

This takes a little more effort, but once setup, can be a virtual money machine. (Again, I have an upcoming Cheat Sheet about this. Watch my announcement list or the Facebook Page for details.) Essentially, offering to pay other website owners or list owners for marketing your eBook can be extremely cost-effective, and can be done almost indefinitely. You can listen to an audio about this topic that I recorded here: http://funnygirlmarketing.com/ (Once you sign up, check out week 3′s recording. It’s free.)

8. Examine your consistency.

By this I mean not just consistency in how often you do certain actions, like a certain number of tweets per week or writing a blog post each Tuesday, but also consistency in your messaging. Have you been sending mixed messages to your audience? Are you known for certain catch phrases? Do you use them often enough? Do you clearly align your objectives for each chapter with the messaging for the entire eBook? Does your blog also reflect that same mission and attitude? Do you practice what you preach? Do you slip? (We all do – don’t knock yourself up over that. Just get back on track.)

9. Check the usability of your shopping cart.

This is one of those stupid things that we might assume is working, but perhaps isn’t working all that smoothly from the viewpoint of the buyer. It’s amazing what can cause a consumer to abandon a shopping cart. I’m not talking about system failure, but instead, how easy and obvious things are. I have a “filter” person that I ask to test all things like this for me – my Mother. If it passes the Mom Usability Test, it’s good enough for the general public. It has often surprised me what things can trip people up. Sometimes it’s the location of a button, or the words actually on the button, or the colour of the button. It’s crazy.

10. Check your Klout.

Klout.com is an impartial way to know and gauge how you’re doing in the world of social media. Examine your rating, the details and explanation, and compare yourself to others in your business. For those lower on the scale than yourself, watch for the up-and-comers. For those higher on the scale than yourself, what can you learn from them? What can you emulate?

In my experience, for my own books and those of my clients, it’s often the little things that make the biggest difference. This list is a starting point that may lead you down side roads that you had not considered. Testing things scientifically is important: make one change at a time, and watch the results. And of course, everything is worth testing.

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18 Book Promotion Tips

April 24th, 2012 . by Peggy

Check out this list of 18 ways to promote your self-published (or traditionally-published) book or ebook.

1. Create a blog.

If you still don’t believe in the power of blogs for book marketing, check out this article by Nancy Hendrickson: http://ezinearticles.com/?Why-Authors-Need-to-Blog,-Even-If-No-One-Is-Reading&id=797505. Remember that the blog is not in addition to your website, it IS your website.

2. Write on the blog.

It sounds like 3+ times per week is the magic number to build traffic. Although, some Authors disagree, such as John Locke, who says that blogging more than once per month is a bad idea. Read his book How I Sold 1 Million eBooks in 5 Months! to find out why.

3. Build your list.

I use 1shoppingcart.com and MailChimp.com to do this, but you can also use aWeber.com and any number of other services. Build a list of people interested in your product up to a year before it’s released, and you’ve got pre-sales, my friend. Hint: all the social media stuff you hear about is really about building your list. Twitter, FaceBook, LinkedIn, YouTube, etc.

4. Use podcasts.

I have a face made for radio, and I work it: check out the OLD podcasts I’ve created at BlogTalkRadio.com. Download ‘em, trade ‘em with your friends. I also do mobile interviews with two headsets on my laptop, and record them as .mp3′s for regular release on this blog. Use Audacity (it’s free!) to record, edit, and output high-quality .mp3′s. As easy as a VCR.

5. Offer a free downloadable sample chapter of your book.

When people sign up for your email list, give them something nice in return, such as a free chapter in .PDF form. Ask the Artist who typeset your print book to deliver this as part of their package of services to you, so that you can be sure to deliver the download in the same attractive layout. Or, be sure that you offer a sample chapter of your eBooks on Kindle. One way or another, let them try out your stuff.

6. Create a simple and clear landing page.

The idea here is to create a special page on your blog that is designed only to sell the book – that’s it. Make sure that people can easily and quickly “get” who you are, even if this is their first taste of what you have to offer. Place attractive “buy it now” buttons that leap directly to your shopping cart in highly visible locations. If they want to know more, give them links back to your regular blog, which also has easy “buy it now” buttons in highly-visible locations.

7. Use affiliate marketing.

It was Dan Poynter, self-publishing guru and author of over 100 books who said rightly, “A bookstore is a lousy place to sell a book.” Make online selling your primary sales venue, and the way to do that is with an affiliate program organized through 1shoppingcart.com. (For additional info on how to actually implement this, see my other blog posts or forthcoming Cheat Sheet on the subject.)

8. Read John Kremer’s book, 1001 Ways to Market Your Books, Sixth Edition.

I just love this guy.

9. Setup an email signature.

Mine is linked to my RSS feed, so that whenever I send out an email, people can click on a cute little headline bar and read my latest blog posts. At the very least, setup one that links back to your landing page.

10. Tell your Mother about the book.

My Mom is great about bragging about her kids – yours could be your greatest marketing asset. But don’t stop there – the idea is to work your personal connections. It’s amazing who knows who in this world.

11. Expect to give away about 10% of your printed copies, or about 200 copies of your security-protected ebook as promotional copies.

Send these to reviewers in magazines, radio hosts you admire, other authors you admire, industry leaders, teachers, trainers, favourite Bloggers, etc. Just be sure that all promo copies are being given to someone appropriate in your niche – don’t give a cookbook to a political talk show host. Biggest thing to remember here is to empower your promo recipients: give them tools to help you sell, such as a link to leave a review on Amazon, your website, the link to purchase the eBook, and a link where they can signup as your affiliate.

12. Create 3 short talks of 20 minutes or less that concern your book’s topic, and present at local service club meetings.

Find these groups in your local directory, Chamber of Commerce, etc., and ask to speak to the person who organizes speakers for the group. When you present, don’t be too “salesey”, and be sure to give away a free somethingorother, which may not necessarily be your book. (I always give away chocolate, and tactfully leave the book on a nearby table offered for sale.)

13. Partner with another Author.

Don’t think of them as competition. (There is no such thing anymore, anyway.) Instead, if they offer a compatible product or service, you can target new markets together. Perhaps even form a small group of Authors – the more, the merrier!

14. Approach your local independent bookstore.

Small bookshops, rather than large corporate sellers, always appreciate an opener something like, “I’d love to create an event at your store that would draw in more foot traffic…”)

15. Get vinyl letters cut for your car.

Put your domain name (which is exactly the same as your book’s title, right?) on the back or side (or both) of your car. This is so cheap now that everybody should do it for almost any business.

16. Keep the car (above) clean!

17. Don’t hand out business cards – hand out postcards.

This was a great tip given to me years ago by a beloved business mentor. People toss business cards, but they keep attractive postcards that have content of real benefit to them. In addition, you have more space to tell your message, make a special offer, etc.

18. Write articles for eZineArticles.com.

These don’t have to be deep or complicated, but they do have to be good quality. Cap them at about 500 words for greatest readbility, and keep it tight. Read their submission guidelines here: http://ezinearticles.com/editorial-guidelines.html

Want more of these tips? Subscribe to my newsletter and you’ll get this stuff all the time. Click here to subscribe: http://eepurl.com/jQ-lf

 

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Another Great Video Example

March 15th, 2009 . by Peggy

Yet another example of how great documentation happens without huge budgets, but with tremendous character and impact.

Besides my fascination with alternative uses of waste computer parts, I’m thrilled to see computer “garbage” have an application in the applied arts. This video is short and to the point, and clearly demonstrates all necessary steps without complicated language. It’s very easy to think of ways almost any business could use this sort of media to build a loyal audience.

USB Pottery Wheel – video powered by Metacafe

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What a How-To Video Should Be

December 9th, 2008 . by Peggy

Check out this how-to video I just found on YouTube. The next time I catch myself harping about production quality, I’ll remember this “little video that could”.

This video author has created a small and stylish video to tell the world what she does in her spare time – she weaves placemats using an ancient and simple method. Creating something completely mundane might be the last thing you’d imagine being used as an example for quality documentation, but this video moved me. Watch her face as she shows you the flashcards. She’s mysterious, and perhaps somewhat sad, and you want to know what the end of the story will be.

Quality documentation (such as training materials) should all;

- be easily accessed
- be easily understood
- use careful and spare choices of words and language
- be visual rather than theoretical no matter what the subject
- create a storyline to emphasize the learning potential
- engage the reader / viewer on an emotional level
- make use of all new media tools available
- address an appropriate level of detail for the audience
- make the uninteresting parts interesting
- give opportunity for feedback
- be easy enough to produce that we can afford to create more

… and do it all with style.

Have 5:57 minutes of fun while you learn something new, below.

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ISBN Numbers Easier for Self-Publishers: Interview with Andy Weissberg of Bowker USA

March 21st, 2008 . by Peggy

Bowker, the USA ISBN agency, is making plenty of changes that are especially helpful to self-publishers and small presses. I was very lucky this week to be able to get Andy Weissberg, a recently appointed GM at Bowker, on the phone for what turned out to be a rather lengthy interview.

Andy is a great guy, and his job is to head up the Identifier Services division, which is the office responsible for issuing ISBN’s and similar products. Andy generously gives us a gut-spilling interview that is a full walk-through of the entire process for a self-publisher or small publisher.

Andy has brought a fresh, digital marketing-based approach to an old organization that has plenty of credibility and stablility. From the standpoint of anyone who is self-marketing their information product, it’s a match made in heaven. Thanks to features that make the best use of meta-data that publishers insert for their titles, the playing field is becoming more level between large and small publishers.

Key changes include;
- enhanced meta-data optimization for top search engines
- social media enhancements
- self-management of issuing ISBN’s via the web (coming soon)
- dramatic changes to the pricing structure, especially to reduce costs to users who only need a single ISBN (coming soon)

I was particularly impressed with Andy’s statement that it is at least partially the self-publishing movement that is prompting Bowker’s changes. Books, they are a-changin, and Bowker is keeping pace nicely.

Watch for more interviews like this in April, and I’ll be meeting up with Andy at Book Expo America in Los Angeles between May 29th and June 1st for a video podcast. Thanks Andy – it was a real pleasure.

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