For a successful author, the task to get your book noticed effectively starts with the critical task of building a list of followers who will be easily inspired to purchase not only your book but also every ancillary product or service that stems from that book. The first hurdle, of course is how to engage them in the process of opting in to your list… and then the on-going process of encouraging them to stay!
One word of extreme caution: If you are serious in your quest to get your book noticed, DO NOT leave your list building to that final phase of publishing where you finally consider the elements of marketing, publicity and PR! List building is a critical task that must begin the same day you decide what you are going to write about and who will derive the greatest benefit from your work. You must begin the process of identifying your target market and creating a buzz that will entice them for future sales at Day One.
About Sign-up Incentives
Since marketing begins at the same time as your writing – make sure your website – no matter how simple in the early stages of development, offers enough interest to incentivize future buyers/readers to sign up for your email list. Incentives are powerful in building your list when used appropriately. The following three points in building the kind of list to get your book noticed apply:
- Keep the incentive relative to your book. This can be something as simple as the promise of a sample chapter, or if your work is an information product, a checklist or tip sheet about your primary topic.
- Provide value to your subscriber, without undermining the value of your emails – don’t give too much, too soon!
- Use a confirmation style opt-in to weed out those who would sign up just to gain access to the incentive. You don’t want merely a “list” – you want a selective group of buyers who are sincerely interested in what you have to say, and anticipate they will receive future value from you.
Embrace the Value of Your Information
Yes, you can provide on-going free content indefinitely; however, you might also increase the perceived value of your information by putting limitations on your opt-in offers – – set the tone that they will be receiving a “free trial subscription” that may later become a paid subscription.
I have seen this accomplished by stating, “Complimentary one-year subscription valued at $127.” At the end of the year, it is your choice to continue with the complimentary option – or actually bring note to all the value you have provided and create the purchase process for an annual fee. The most important issue is that you have “established value.”
Ensure your potential subscribers are very clear in what they can expect to receive from you :
- You will receive xxx for xxx…..
- Include testimonials from subscribers who have recognized the value. If you are just beginning, offer the subscription to friends or peers, in exchange for a testimonial.
- Provide an example of what will be sent, or what has been previously offered in earlier editions.
- Offer your credentials in a short, concise manner to reflect your expert status that doesn’t strain the reader with ego or excessive copy.
It’s all About the Relationships
The Welcome Letter is the number one chance you have to capture the hearts of your future readers! Put your best effort in this one area – it is the perfect time to establish a strong, long-lasting relationship with the subscriber. Reiterate the positive benefits of having subscribed, above and beyond the incentive, and weave in a few things that will show you “care.”
- Use an automated software that allows you to personalize the subscriber’s details.
- Ask your subscribers to interact with you by extending a welcome, with an offer to respond to any questions or feedback they may have.
- The relationship is deepened, and the incentive to stay as subscriber is managed by mentioning that more bonuses, freebies and tips will accompany each future publication.
- Don’t hesitate mentioning the “benefit” readers will receive in upcoming posts. One great method is asking a “teaser question” that is promised to be answered in your next message – or if you are sending a series of five to six – in the final text.
- Those writers who are very clear in the overall message they want to deliver, and are serious about encouraging readers to remain subscribers, can list several upcoming topics that will increase readership interest.
- If you are writing a blog of general information and content, save some of the “good stuff” just for your subscribers, and let them know that in remaining a subscriber, they will receive content or special pricing exclusive to them.
I trust you are as serious as I am about how you get your book noticed! I get so excited about the positive changes I can make when I help really great writers get their message to the world that I find it difficult to parse these posts into short, simple, easy to digest pieces – there is SO MUCH to share… and I want to share it YESTERDAY!
Have a fantastic day – take some small piece of this article and implement it into your marketing efforts. If you have a major question, feel free to use the comment section, or using my open door policy, feel free to write me at firstname.lastname@example.org, putting BIG List Building Question in the subject line.Anna Weber, MUCH happiness in your day as you seek to become highly compensated for leaving your mark on the world.