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This blog is all about sharing our experiences so we can learn from each other, so here's a post about the launch of ‘How To Market A Book,' my most recent non-fiction release, and how it became a #1 bestseller.
It's also now available in print, and I am really thrilled with it. Ridiculously pleased … and so glad I returned to printing my books. You can buy the print version here on Amazon. You can also check out the Premium Audio Q&A program, still only $47, here.
My Launch Process
As I outline in the book itself, I don't really believe in the spike launch anymore.
There is no shelf life on a book now, as there used to be in print stores, so for me the launch is just an announcement the book is available. Then it's about long-term sales.
Yes, it was on a small category list, but hey, you gotta love the orange banner with #1 Bestseller on it!
How did I do this? Well, it's all explained in the book of course 🙂 but here's an outline.
1) For non-fiction authors, write a book for the audience you already have
This blog is 4.5 years old and I have been learning about marketing in public since I started. You guys are all authors who have joined the journey with me, so writing a book about a niche topic I have been blogging on makes a lot of sense. The title comes from keyword optimization which you can read about here.
2) Build an email list, then launch the book at a short-term special price and tell your list about it
I started building an email list as soon as I started the blog so it is a decent size these days. After the book became available on Amazon and Kobo, I sent an email out with the links and told people that the pricing of
$2.99 would only be available a short time, and then would go up to $4.99. This gave people the incentive to buy the book immediately and the book hit the bestseller charts. I raised the price a week later, as generally non-fiction books can sustain a higher price.
3) Space your initial marketing out to optimize your rankings
The first spike should be followed up with more, and David Gaughran in his book, ‘Let's Get Visible' explains that a multi-day sustained spike is what you need for the algorithms to really kick in. So I did the email to my list on the Saturday, then a blog post went up, then I started on social media sites and then I did a limited number of guest posts.
I don't really recommend guest blogging for fiction though – it really only works well for targeted blogs that address the same audience.
Featured Guest Articles – ranging from 3 days later to over a month later
Jane Friedman – How to sell more books by optimizing your metadata
Do you have any questions about non-fiction book launches? Or any questions about my launch in particular? Please do leave a comment below.