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 by means of the noise and create demand for his guide collection.
Eric R. Asher is a former bookseller and cellist residing in Saint Louis, Missouri. When he isn’t writing, you possibly can normally 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 by means of the world of publishing to study that writing the guide is simply step one.
Profitable authors immediately 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 downside – An “unpublishable” guide
Eric’s profession hit a crossroads when his agent informed him one in every of his books was unpublishable.
“I informed my agent, ‘I’m fairly positive you’re flawed. I’m going to take the rights again and do it myself.’ And it ended up being one in every of my most profitable initiatives.”
Eric determined to self-publish on Amazon. The royalties he may 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 guide on Amazon didn’t imply Eric would make sufficient gross sales for the guide 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 and marketing
The answer to Eric’s downside 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 flexibility 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 every of 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 simpler 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 constructive popularity for delivering messages to subscribers’ inboxes — and avoiding the spam folder — was one of many essential causes Eric turned an AWeber buyer.
“My creator 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 begin constructing an e mail record is to create a compelling opt-in reward (aka a “freebie” or a “lead magnet”) in your new subscribers.
Eric affords his reward within the type of a free novella guide, “Whispers of Struggle.” Guests obtain a pdf guide by means of a hyperlink delivered in an automatic e mail after they submit their e mail handle.
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 handle in a sign-up type, 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 contains 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 any person clicks on a hyperlink, then the following time I’ve a brand new guide in that collection, I make sure that they get a notification about one thing new popping out.”
Regardless of how readers devour his books — whether or not by means of audio, book, or print — Eric retains in contact along with his viewers by means of his newsletters.
And social media? Certain, Eric thinks it’s precious, however his e-newsletter is much more precious. “I used to suppose 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 vital 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 by means of e mail
Relating to launching a profitable guide on Amazon, having the best group of individuals advocating in your work is essential.
Eric’s group of tremendous followers assist him increase his attain. They obtain early copies of his books, and go away trustworthy critiques on guide distributor websites.
Evaluations assist persuade browsers to purchase. They’re one of the crucial vital drivers of guide gross sales. They’re the very best social proof that your guide is getting learn, and other people have an curiosity within the content material. Amazon additionally takes discover of critiques within the rating. Evaluations can be utilized in different places moreover Amazon, too. Eric repurposes his books’ critiques in his newsletters, producing much more gross sales by means of e mail.
“One of many greatest issues that I believe a whole lot of authors don’t do is ask for critiques. After sending subscribers a hyperlink to obtain participating content material, I ship an e mail: ‘Hey, my new guide is out. When you have three minutes, please think about leaving me a evaluation on Amazon.’ Many authors don’t understand how helpful a evaluation may be. Evaluations are improbable.”
Eric retains in contact with this group by way of e mail, which in the end helps him create stronger relationships with them.
Need to get the identical outcomes that Eric received from his e mail advertising and marketing?
AWeber has all of the instruments and assist you might want to develop your enterprise or your aspect hustle. Get began now.
