5 Steps To Increase A Book Sale

5 STEPS TO INCREASE A BOOK SALE

 With over 792 books published daily on Amazon.com, and even more on Kindle, I am often asked how to increase sales. I suffice to say, this is not every writer’s opinion. You will find guides on tactics, mostly those of a guerilla matrix, but I warn you: these are not surefire ways to land massive sales, but they do work.

#1: Find A Sales Team

Find a sales team and give them a percentage! Everyone’s doing it. Well, not really, but you should. We offer a promotional service to anyone who wishes to allow us to do this for you, so feel free to send us a message and we will get back to you. So, what can a sales team do for you? They may be able to offer what is called “deferred payment,” i.e. the good ol’ “when I get paid, you get paid” way. Offer 15 to 20 percent of each sale they make, find a practical way for them to keep track of sales, and boom! You’ve got free workers who are responsible for every client. Seriously, get deep into it…and I mean really, really deep!

#2: Use Sales Navigator

Utilize the $79/month option of unlimited connections! Sales Navigator allows you to target leads directly based on everything from age, occupation, gender, income level, and demographic. You can even go as far as targeting specific personality types if you did it right. Use it to add 20 new connections each day. Send them this: “Hello, I am connecting to say I was interested in [name an article they’ve written or a company they work for]. I have a new book out called [title of book] and it may apply to you. Send a link to your book. Boom, done.

#3: Use Facebook Groups

Facebook Groups is a wonderful place to market! Just do not do it in an obvious manner. Instead, focus on engagement. By engaging, you are commenting on appropriate Group topics and possibly throwing in a link to your book if it helps them. Never post “Hey, buy my book!” Rather, comment and say: “I loved this post! You might benefit from a book I wrote a while back…message me!” Add a smiley face, too.

#4: Send A Press Release

And send one out before you publish!

We offer a press release writing service so if in need of one, contact us. Press releases are cheap to write but expensive to distribute. Your best bet is to test the three best sources using the same press release and doing it at the same time and on the same day. PR.com is one; PRWeb.com is another; Newswire.com is another. Press releases are sent to multiple journalists, media outlets, and some bigger names such as Google News. However, the manner in which the press release is sent out (i.e. before or after a release), the content you are getting the “word” out on is about (can you pitch the book via this method or is it best to save your money?), and the price you pay to distribute it. Try for release on a Tuesday or Wednesday. Best days to send.

#5: Network With Authors

If you can, start to partner with other marketing professionals. This can best be done on LinkedIn using Sales Navigator. Type in the search bar: “Author” and you will have thousands of options to connect with. These may require a better script: “Hello, I see you are also an author of a similar type of book as mine. Would I mind setting up a chat with you to see how we can benefit each other?” Your goal here is to find a way to make them a strategic partner. They promote your book, and you promote theirs. This can be done with promotional branding, a mutual 5-star review, or a credit somewhere in the book. I used this method once. Hear more!

WHAT MAKES A GREAT PRESS KIT?

A press kit is crucial for any business seeking media exposure!

But how do you go from “writing a press kit” to “making it work out?” Often we see and counsel authors and other multimedia specialists on the attractiveness of a press kit, but they always seem to forget the main bulk of the idea. The first step to writing a great press kit is to realize it does not often come in the form of a presentation or a written document. A press kit should always be hosted online. It should be on your website, and available for all to see and view. There are many steps, but we want to avoid the bulk of the conversation and instead focus on what you really, really need to know. You can find tons of articles online about what is needed in a press kit, i.e. at the end of this page we have a list that includes the basic tips you need to get started. For now, let us focus on the more advanced facets you really, really need.

Why Online?

Let us start at the beginning. In the early 1980s, musicians realized they needed to do more than simply send in a CD with their music on it. Radio stations were crucial for a musician to get the word out, so after a surge of CDs and unlistened music, managers began to develop press kits that came in the form of a sporty presentation, written in print. It always included a biography of the band, a press release, a tour schedule, and any/all media they could possibly incorporate. Next thing you know, 2014 hits (and ReverbNation opens, as well as BandCamp in 2017) are born, where a musician can literally write their bio, include free music downloads, and just about everything the “older press kit” featured was not online. This was a major step and it transferred over to business. Online press kits are sequentially easier to host, easier to develop, easier to understand, and much more is capable with one (think about this: if you had sent in to a media source a paper copy press kit and found out you had a typo, how would you change it? Would you have to resend it? What if the tour schedule changes?

Think about that one for a moment. Then, continue to read.

 So Where Do You Host It?

Go to our “Releases” page. We avoid linking directly in our blogs because the text color is blah, but when you really need to see a true press kit, check out our FlickBack press kit, developed on Wix.com. We will include a link at the bottom of the page. That, my friends and dear readers, is the best possible example of what you need to be doing. Next, did you know you could upload both a page on your website (or a completely separate website) as well as distribute in a more presentable format? We will include links at the bottom of the page that allows you to host all of your necessary files (Bios, logos, videos, photos, media, the actual press release itself, and contact info) on a small USB drive, which features a logo on it. Check the links below!

Don’t Be Afraid To Go Nuts

Develop a press kit online the same manner as you would if you were summarizing your company to someone else. Realize that though organization may count, it is not the epicenter of your creation. Rather, it is a matter of dazzling (hence the reason why we decided to use really, really ostentatious graphics for this post) and to be chaotic, causing entropy, raising awareness, and not representing your brand. Disrupt your thoughts on how it should look, and then check the links below.

The Toyota And Perceived Value

LOOKING LOGICALLY

In essence, we must look at this logically. A recent study found that 40% of eBook sales are going to self-published authors. Does this mean that harnessing a company behind your book hurts it or benefits it? I am in-between the debate here, as I use this website (Circle 5 Publishing) as my primary “hub,” where I sell my books. However, do take into consideration that when I am publishing on Amazon, I always go under my own name. If you search Amazon for “Circle 5 Publishing,” I am nowhere to be seen. This is because it is not proven (nor disproved) that marketing yourself under a company or an author name is relevant. So should you even bother with setting up a company page like this one to promote your books? After reviewing a lot of material from other self-published authors, statistics, surveys, and so much more, it is conclusive to me that an author’s name is much more effective at selling a self-published book than a company. But you do have to understand what I am saying when proclaiming that a company name can bring solidarity to self-published authors – especially in the beginning. If you were to search eBay for, “Mac laptops” and found a listing for a refurbished Mac under a random username, in comparison to “Apple,” who would you pick: the unidentified profile, or Apple? Obviously, you would choose Apple (if not, comment here on why). Does this mean the same goes for books? Not specifically. I have debated this with many authors on various forums: should you represent your own name or do so under a company title? i.e. Should I sell under “Ryan W. McClellan” or “Circle 5 Publishing”?

SIMPLE ANSWER AFTER ALL

Well, the answer to that question is rather simple.

Seriously, don’t list yourself as “self-published” in the section labeled: “Company” or “Publisher,” as this begets an amateur author who, unless stricken with tons of good reviews, suddenly looks less professional. But do not publish the work under a company name, as this promotes a sense of confusion (unless your company title represents the book itself, i.e. I own a company for web design, so if I were to publish an eBook on web design I would do so under the company name). Post under your own name…but list your own publisher if you are self-published. And have a website for them, even they are not you. This creates a sense of “social proof” or “perceived value,” which is outlined in our post: “Human Perception & Publishing,” and my book: “Wings Of Lead, Blood Of Ink.” Psychologically, we are creatures that are hardwired to make the best possible purchase, and that is dictated often by the name of something. Nike is a popular brand because it is Nike, not because they make better shoes; Apple is able to charge $1,500 for a new laptop that, in retrospect, is no better nor worse than their last model…but they can do it because psychologically they are associated with good-quality products. This is perceived value, and I will give you an example below. Beware: it’s pretty entertaining.

WORDS OF ADVICE

This is from my book, “Wings Of Lead, Blood Of Ink”.

When Toyota read the results of an enormous double-blind study on over 10,000 potential customers, they found that the most important thing to a consumer looking for a new car was safety. But the problem was, there is nothing much else you can do in this case to make a car safer. Sure, there are certain features that can be improved (airbags are often known to cause more damage than assistance, as an example), but this was not enough to up the value of a vehicle. So, they did something incredibly pungent: they added a one-inch piece of aluminum on both sides of the lock on each car door. When the door locked, it would resonate with a loud echo, making it sound as if a bank vault was being closed and shut. Toyota upped the price of each vehicle by around $3,000 and claimed that there were new “added facets of safety in the doors that will prevent accidents from turning deadly.” When a consumer would hear the lock slam shut (even though the lock itself was no different, no stronger, no safer…), it is not hard to guess what the result was. People were willing to pay that extra $3,000 based on a 1-inch piece of aluminum that gave the perception that the car was safer.

PSYCHOLOGICALLY SPEAKING…

Psychologically, this principle works. I have had much better success as an author when I list a valid publisher than when I simply say: “Self-Published.” Despite the fact that over 40 percent of Amazon eBook sales are currently going to self-published authors, there is still a rather harsh stigma attached to an “unpublished” author, and in this sense, buying a self-published book devalues the author’s name – even if the material is just as good as that of a published author’s. This is how psychology works. As previously stated, the human brain is programmable, and the term: “self-published” gives a lacking sense of professionalism. This is because (whether the consumer realizes it or not) it causes the brain to fumble with the idea of, “Why is this person not published through a normal publisher?” This question can lead to a loss of sales. I plan on doing a study on this eventually, to see if a novel sells just as well as a self-published piece over a traditionally-published piece. But until then, we can only conclude that, based on principle, it is best to publish on your own name but, do not leave that “Publisher” section blank. Leave it with a company name, and then broadcast that company name publicly.

Your Website & Web Presence

SOCIAL MEDIA MASTERY

From social media to something as simple as a website or a blog, it is crucial to have more than just the bare basics when you launch your book. In fact, it is almost tantamount to treason if you do not have a website for your book prior to launch, as this acts as the catalyst for sales. Where do people go to find out about an upcoming book? The web. Where does someone go when looking for new books? The web. Why do people go to the web to find new information? It’s much easier than visiting a store. Tired of italicized font? Me, too. So, I’ll transition into the next segment. What do you need to get started? Really, not much. Setting up a substantial web presence is generally simpler than one would think. Take this site, which was started on WordPress. Sign up for an account, and you get both a blog as well as the capacity to set up separate pages, too! As you can see from this website, I have several pages and subpages that you can’t even see!  The blog acts as my home page, which I update regularly. This is called content marketing and is a term you will be hearing often. This kind of website can also be provisioned using services such as MakeAnEasyWebsite or through a web developer if it is too confusing for you, but WordPress is often the site amateur web developers go to in order to set up a website. Otherwise, you may be paying set fees for something you do not even want or need. Hiring a web developer can be a bit costly, but we offer Web Presence services! Social media is another area you may be more familiar with.

SETTING UP CAMP

Social media involves simply setting up a Facebook and Twitter page (maybe even going as far as Tumblr, Pinterest, and Instagram) and marking it as the designating force behind your web marketing endeavors. Remember not to confuse a Facebook profile with a Facebook page, which is a completely different entity. To set up a Facebook page, look for the below section to avoid setting up a Facebook profile. Social media presence is as important (if not more important) than setting up a website. This is because billions flock to social media on a daily basis (Facebook in itself covets over 1.2 billion users) and it is a great place to network using their many Groups. Twitter is equally important, as your posts will show up on any profile that is following yours. It is a great medium to disclose updates about a book release, a promo offering, or a book discount. Instagram and others are of importance, too. What is content marketing? It is utilizing content such as blogs, images, and videos as a means to promote your book (or anything else). It varies from situation to situation. For books, you want to make sure you establish a web presence that is visceral to the touch. This includes constantly updating your blog, releasing news updates regularly on social media (even those that don’t make sense), and keeping users updated on what you’re doing. A rather recent study found that to properly engage users, you need to know 1) what time of day to post at, and 2) what kind of content to post to meet the highest “reach,” or the most users’ views. Videos are at the way top, though I have personally found that photos do more damage than videos. Next in line are links, then quotes, then finally: plain text. You want to utilize photos and videos (photos for a book) with written content, as well as links. Lastly, a call-to-action is any scenario where you ask the user to do something, whether it is to click on a link that will generate a sale or even asking someone to write a good review.

NOT THE BEST EXAMPLE

Though the above is not the best example of a social media post, you should get the gist! I am going to provide you with a link that saved my life. This link will provide you with all the answers you need as to: when to post. This was actually posted by a website called HootSuite, which I use and have partnered with in order to schedule posts on all of my various accounts and pages in a timely manner. It allows you to schedule posts in advance, for a very good price! I would definitely check them out, and I will try my best to provide a tutorial video. The facts stated in the link are true. Social media users follow a rather tantamount routine daily, and over time marketing professionals begin to see these patterns that formulate when and where to post. As a self-published author you will need to learn how to market yourself, and it brings me back to our post, “10 Tips For Marketing Your Book” You have to remember constantly that once the book is up and for sale, it is no longer an art form; it is a product that needs marketing. Continue reading our other posts, as many complement this one. You are a marketer and a businessman or businesswoman now, and you will need to start marketing your book just like any other company does with a product. Setting up a website and a blog is your best bet, but it does not end there. You also need to be able to utilize social media to your advantage, which allows you to truly reach out to the masses using a number of mediums. And if you need assistance, Contact us! We are here to do more than just provide you with knowledge and some books to read – we are a Literary Advisory, and we want to assist you!

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