By Sean Tinney September 29, 2022
Amazon is a platform to distribute merchandise, not a gross sales technique. However this writer used electronic mail advertising and marketing to chop by the noise and create demand for his e book sequence.
Eric R. Asher is a former bookseller and cellist residing in Saint Louis, Missouri. When he isn’t writing, you may 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 at all times the case. Eric needed to navigate by the world of publishing to study that writing the e book is barely step one.
Profitable authors in the present day have to domesticate an viewers to promote books. Having the proper instruments to create an genuine connection together 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 informed him one in every of his books was unpublishable.
“I informed my agent, ‘I’m fairly positive you’re unsuitable. I’m going to take the rights again and do it myself.’ And it ended up being one in every of my most profitable tasks.”
Eric determined to self-publish on Amazon. The royalties he may 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 electronic mail advertising and marketing
The answer to Eric’s drawback was electronic mail advertising and marketing. 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 curious 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. Electronic mail advertising and marketing remains 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 electronic 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 predominant causes Eric turned an AWeber buyer.
“My writer mates have had nightmares with different platforms that had deliverability points. One even misplaced a whole mailing checklist on one other platform.”
How Eric grows his electronic mail checklist utilizing AWeber
One of many best methods to begin constructing an electronic mail checklist is to create a compelling opt-in reward (aka a “freebie” or a “lead magnet”) to your new subscribers.
Eric presents his reward within the type of a free novella e book, “Whispers of Struggle.” Guests obtain a pdf e book by a hyperlink delivered in an automatic electronic mail after they submit their electronic 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 electronic mail marketing campaign instantly to maintain them engaged.
How Eric units up an automatic electronic mail in AWeber
How Eric builds pleasure along with his viewers
After somebody enters their electronic mail handle in a sign-up type, Eric sends them a sequence of emails with samples of his writing to allow them to get to know his work. The primary electronic mail has a hyperlink to obtain a free city fantasy novella.
The second electronic mail within the sequence 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 anyone clicks on a hyperlink, then the following time I’ve a brand new e book in that sequence, I be sure they get a notification about one thing new popping out.”
Irrespective of how readers eat his books — whether or not by audio, book, or print — Eric retains in contact along with his viewers by 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 through the years, social media’s algorithms have modified. I feel it’s extra essential to have that e-newsletter as your core. I’ve discovered electronic mail fairly invaluable.”
How Eric units up subscriber tagging in AWeber
Construct tremendous followers by electronic mail
In terms of launching a profitable e book on Amazon, having the proper 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.
Evaluations assist persuade browsers to purchase. They’re one of the vital essential drivers of e book gross sales. They’re the most effective social proof that your e book is getting learn, and folks have an curiosity within the content material. Amazon additionally takes discover of opinions within the rating. Evaluations can be utilized in different places apart from Amazon, too. Eric repurposes his books’ opinions in his newsletters, producing much more gross sales by electronic mail.
“One of many greatest issues that I feel lots of authors don’t do is ask for opinions. After sending subscribers a hyperlink to obtain partaking content material, I ship an electronic mail: ‘Hey, my new e book is out. In case you have three minutes, please take into account leaving me a assessment on Amazon.’ Many authors don’t notice how useful a assessment might be. Evaluations are unbelievable.”
Eric retains in contact with this group through electronic mail, which in the end helps him create stronger relationships with them.
Wish to get the identical outcomes that Eric received from his electronic mail advertising and marketing?
AWeber has all of the instruments and help it is advisable to develop your enterprise or your aspect hustle. Get began now.
