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 to chop by means of the noise and create demand for his e book 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 all the time the case. Eric needed to navigate by means of the world of publishing to be taught that writing the e book is simply step one.
Profitable authors at the moment have to domesticate an viewers to promote books. Having the appropriate instruments to create an genuine connection along with your viewers could make all of the distinction.
Eric’s downside – An “unpublishable” e book
Eric’s profession hit a crossroads when his agent informed him certainly one of his books was unpublishable.
“I informed my agent, ‘I’m fairly certain you’re unsuitable. 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 minimize — made it an attractive channel for him.
However as engaging 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 resolution? Construct an viewers with e-mail advertising
The answer to Eric’s downside 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 flexibility 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 keen on 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 continues to be 40 instances more practical at buying prospects than Twitter and Fb mixed.
“I’ve pals 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 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 pals have had nightmares with different platforms that had deliverability points. One even misplaced a complete mailing listing on one other platform.”
How Eric grows his e-mail listing utilizing AWeber
One of many best methods to begin constructing an e-mail listing is to create a compelling opt-in present (aka a “freebie” or a “lead magnet”) in your new subscribers.
Eric presents his present within the type of a free novella e book, “Whispers of Struggle.” Guests obtain a pdf e book 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 present, 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 primarily based on their curiosity.
“For retargeting, tagging is priceless. If someone clicks on a hyperlink, then the subsequent time I’ve a brand new e book 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? Positive, 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 feel 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 e book on Amazon, having the appropriate group of individuals advocating in your work is crucial.
Eric’s group of tremendous followers assist him develop his attain. They obtain early copies of his books, and depart sincere critiques on e book distributor websites.
Opinions assist persuade browsers to purchase. They’re one of the crucial vital drivers of e book gross sales. They’re the perfect social proof that your e book is getting learn, and other people have an curiosity within the content material. Amazon additionally takes discover of critiques within the rating. Opinions can be utilized elsewhere apart from 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 feel quite a lot of authors don’t do is ask for critiques. After sending subscribers a hyperlink to obtain partaking content material, I ship an e-mail: ‘Hey, my new e book is out. When you’ve got three minutes, please contemplate leaving me a evaluation on Amazon.’ Many authors don’t understand how useful a evaluation will be. Opinions are unbelievable.”
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 assist it is advisable to develop your online business or your aspect hustle. Get began now.