By Sean Tinney September 29, 2022
Amazon is a platform to distribute merchandise, not a gross sales technique. However this writer used e mail advertising to chop by means of the noise and create demand for his e book sequence.
Eric R. Asher is a former bookseller and cellist dwelling 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 writer who self-publishes on Amazon.
However that was not all the time the case. Eric needed to navigate by means of the world of publishing to study that writing the e book is just step one.
Profitable authors at present have to domesticate an viewers to promote books. Having the best instruments to create an genuine connection along with your viewers could make all of the distinction.
Eric’s drawback – An “unpublishable” e book
Eric’s profession hit a crossroads when his agent advised him certainly one of his books was unpublishable.
“I advised my agent, ‘I’m fairly positive you’re mistaken. I’m going to take the rights again and do it myself.’ And it ended up being certainly one of my most profitable initiatives.”
Eric determined to self-publish on Amazon. The royalties he might make — with no writer taking a reduce — made it an attractive channel for him.
However as enticing as promoting on Amazon was, simply having a e book on Amazon didn’t imply Eric would make sufficient gross sales for the e book to achieve success. Amazon is a platform, not a gross sales technique. Authors have to create their very own demand. They should construct an viewers.
Eric’s answer? Construct an viewers with e mail advertising
The answer to Eric’s drawback was e mail advertising. Electronic 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.
Electronic mail permits Eric to proceed constructing relationships with people who find themselves all in favour of his work even after they end studying certainly one of his books.
No different service — not even social media — is as private, highly effective, and cost-effective. Electronic mail advertising remains to be 40 instances more practical at buying clients than Twitter and Fb mixed.
“I’ve mates 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 optimistic fame for delivering messages to subscribers’ inboxes — and avoiding the spam folder — was one of many important causes Eric turned an AWeber buyer.
“My writer mates 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 start out constructing an e mail record is to create a compelling opt-in reward (aka a “freebie” or a “lead magnet”) to your new subscribers.
Eric provides his reward within the type of a free novella e book, “Whispers of Conflict.” Guests obtain a pdf e book by means of a hyperlink delivered in an automatic e mail after they submit their e mail deal with.
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 deal with in a sign-up kind, Eric sends them a sequence 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 sequence contains one other free content material obtain that introduces readers to his different style, Steampunk.
When somebody clicks on a hyperlink in a publication, that consumer is tagged based mostly on their curiosity.
“For retargeting, tagging is priceless. If any individual clicks on a hyperlink, then the subsequent time I’ve a brand new e book in that sequence, I make sure that they get a notification about one thing new popping out.”
Regardless of how readers eat his books — whether or not by means of audio, e book, or print — Eric retains in contact along with his viewers by means of his newsletters.
And social media? Positive, Eric thinks it’s priceless, however his publication is much more priceless. “I used to assume that the publication was a pleasant complement for social media. However over time, social media’s algorithms have modified. I believe it’s extra vital to have that publication as your core. I’ve discovered e mail fairly invaluable.”
How Eric units up subscriber tagging in AWeber
Construct tremendous followers by means of e mail
In relation to launching a profitable e book on Amazon, having the best group of individuals advocating to your work is important.
Eric’s group of tremendous followers assist him broaden his attain. They obtain early copies of his books, and go away trustworthy opinions on e book distributor websites.
Opinions assist persuade browsers to purchase. They’re one of the vital drivers of e book gross sales. They’re the most effective social proof that your e book is getting learn, and other people have an curiosity within the content material. Amazon additionally takes discover of opinions within the rating. Opinions can be utilized elsewhere moreover Amazon, too. Eric repurposes his books’ opinions in his newsletters, producing much more gross sales by means of e mail.
“One of many largest issues that I believe numerous authors don’t do is ask for opinions. After sending subscribers a hyperlink to obtain partaking content material, I ship an e mail: ‘Hey, my new e book is out. When you have three minutes, please take into account leaving me a evaluation on Amazon.’ Many authors don’t notice how helpful a evaluation will be. Opinions are improbable.”
Eric retains in contact with this group by way of e mail, which finally helps him create stronger relationships with them.
Need to get the identical outcomes that Eric bought from his e mail advertising?
AWeber has all of the instruments and help you might want to develop what you are promoting or your facet hustle. Get began now.
