By Sean Tinney September 29, 2022
Amazon is a platform to distribute merchandise, not a gross sales technique. However this creator used e mail advertising and marketing to chop via the noise and create demand for his ebook collection.
Eric R. Asher is a former bookseller and cellist residing in Saint Louis, Missouri. When he’s not writing, you’ll be able to often discover him studying, gaming, or buried beneath a small avalanche of Transformers toys. He’s a profitable creator who self-publishes on Amazon.
However that was not at all times the case. Eric needed to navigate via the world of publishing to study that writing the ebook is barely step one.
Profitable authors at the moment must domesticate an viewers to promote books. Having the suitable instruments to create an genuine connection together with your viewers could make all of the distinction.
Eric’s drawback – An “unpublishable” ebook
Eric’s profession hit a crossroads when his agent informed him one in all his books was unpublishable.
“I informed my agent, ‘I’m fairly positive you’re fallacious. I’m going to take the rights again and do it myself.’ And it ended up being one in all my most profitable tasks.”
Eric determined to self-publish on Amazon. The royalties he might make — with no writer taking a minimize — made it an attractive channel for him.
However as engaging as promoting on Amazon was, simply having a ebook on Amazon didn’t imply Eric would make sufficient gross sales for the ebook to achieve success. Amazon is a platform, not a gross sales technique. Authors must create their very own demand. They should construct an viewers.
Eric’s answer? Construct an viewers with e mail advertising and marketing
The answer to Eric’s drawback was e mail advertising and marketing. E-mail ensures that he had a built-in viewers of people that know, like, and belief him, irrespective of the publishing outlet. It additionally gave him the power to stroll away from a writer as a result of he had an viewers — and a direct line of communication with them.
E-mail permits Eric to proceed constructing relationships with people who find themselves concerned about his work even after they end studying one in all his books.
No different service — not even social media — is as private, highly effective, and cost-effective. E-mail advertising and marketing continues to be 40 instances more practical at buying prospects than Twitter and Fb mixed.
“I’ve associates who promote extra books than I do, however as a result of they’re publishing within the conventional method, many are incomes much less (because of the royalties).”
Why he selected AWeber
Not all e mail service suppliers are the identical. AWeber’s constructive popularity for delivering messages to subscribers’ inboxes — and avoiding the spam folder — was one of many principal causes Eric turned an AWeber buyer.
“My creator associates have had nightmares with different platforms that had deliverability points. One even misplaced a complete mailing record on one other platform.”
How Eric grows his e mail record utilizing AWeber
One of many best methods to begin constructing an e mail record is to create a compelling opt-in reward (aka a “freebie” or a “lead magnet”) on your new subscribers.
Eric presents his reward within the type of a free novella ebook, “Whispers of Battle.” Guests obtain a pdf ebook via a hyperlink delivered in an automatic e mail after they submit their e mail tackle.
Whereas not everybody goes to enroll in your free reward, those who do usually tend to buy future books. Construct the connection early by sending them a welcome e mail marketing campaign instantly to maintain them engaged.
How Eric units up an automatic e mail in AWeber
How Eric builds pleasure along with his viewers
After somebody enters their e mail tackle in a sign-up kind, Eric sends them a collection of emails with samples of his writing to allow them to get to know his work. The primary e mail has a hyperlink to obtain a free city fantasy novella.
The second e mail within the collection consists of one other free content material obtain that introduces readers to his different style, Steampunk.
When somebody clicks on a hyperlink in a e-newsletter, that consumer is tagged based mostly on their curiosity.
“For retargeting, tagging is priceless. If someone clicks on a hyperlink, then the subsequent time I’ve a brand new ebook in that collection, I ensure that they get a notification about one thing new popping out.”
Irrespective of how readers eat his books — whether or not via audio, e book, or print — Eric retains in contact along with his viewers via his newsletters.
And social media? Certain, Eric thinks it’s priceless, however his e-newsletter is much more priceless. “I used to assume that the e-newsletter was a pleasant complement for social media. However over time, social media’s algorithms have modified. I believe it’s extra essential to have that e-newsletter as your core. I’ve discovered e mail fairly invaluable.”
How Eric units up subscriber tagging in AWeber
Construct tremendous followers via e mail
In terms of launching a profitable ebook on Amazon, having the suitable group of individuals advocating on your work is essential.
Eric’s group of tremendous followers assist him broaden his attain. They obtain early copies of his books, and depart trustworthy evaluations on ebook distributor websites.
Critiques assist persuade browsers to purchase. They’re some of the essential drivers of ebook gross sales. They’re the most effective social proof that your ebook is getting learn, and folks have an curiosity within the content material. Amazon additionally takes discover of evaluations within the rating. Critiques can be utilized somewhere else in addition to Amazon, too. Eric repurposes his books’ evaluations in his newsletters, producing much more gross sales via e mail.
“One of many largest issues that I believe plenty of authors don’t do is ask for evaluations. After sending subscribers a hyperlink to obtain participating content material, I ship an e mail: ‘Hey, my new ebook is out. In case you have three minutes, please think about leaving me a evaluation on Amazon.’ Many authors don’t notice how useful a evaluation could be. Critiques are implausible.”
Eric retains in contact with this group through e mail, which finally helps him create stronger relationships with them.
Wish to get the identical outcomes that Eric acquired from his e mail advertising and marketing?
AWeber has all of the instruments and help you have to develop your small business or your facet hustle. Get began now.
