| Date post: | 05-Dec-2014 |
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Self-Publishing Wednesday Webinar:
Discovery and Sales Optimization for Your Amazon™ Book Page
Bill Van Orsdel (303) 974-7845 [email protected]
Disclaimer: this site is not affiliated with or funded by Amazon.com. Amazon is a trademark of Amazon.com Inc. or its affiliates.
Checklist:
ü You have researched your market
ü You have a book up in Amazon™
ü You already have metadata in place
ü You can modify/control its metadata
ü This is part of a bigger marketing plan
Before we get started…
� WaveCloud is an Author Services platform and an ebookstore
� Helping writers become successful authors is our #1 priority
� Not a “How To Do”, but a “What To Do”
� Watch this webinar: Discovery and Sales
Optimization for Your Amazon™ Book Page
A word from our sponsor
Bill Van Orsdel WaveCloud CMO
Key Points Upload a professional-looking book cover (3 tests)
Build social proof (3.5+ average stars, > 20 reviews)
Optimize price to match your marketing goal:
Maximize (Downloads vs. Readers vs. Revenue)
Logline/hook as book description (in HTML)
Pick “main” and “smallest” relevant categories
Keywords (key phrases) to improve in-Amazon™ SEO
Create author page, upload book trailer, anchor site link
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Point-of-Sale presentation affects book sales
� Goal: To convert visitors of your page to purchase
1. Traffic is precious, don’t waste it
2. Every visitor is an opportunity to make a sale
3. Basic page improvements require work
� Better book sales page = better conversion
Better conversion = book sales
Book sales = self-reinforcing cycle
Why does this matter?
� Your book cover must:
1. “Stop the eye” with an outstanding image 2. Confirm your genres (mash-‐ups) or subject area 3. Convey your professionalism
� ComposiJon, typography, thumbnail readability, compeJJve images, colors, themes & image quality
� + for NonficJon à Must include a benefit promise � Also – double check your book cover format
Evaluate your Book Cover:
Outstanding/arres.ng image?
Confirm genres or subject area?
Convey professionalism?
Fiction Examples
Nonfiction Examples
Outstanding/arres.ng image?
Confirm genres or subject area?
Convey professionalism?
Benefit Promise?
Two main elements of Social Proof:
1. # of Reviews (and their order!)
2. Average Star Rating
These PROVE that someone else read
it and liked it.
How to improve ratings &
get 20+ reviews?
� Place HTML links in the back of the book
� Pre-Publication: Professionally edit the book
� BookReviewBroker.com (community issues!)
� Friends, family, Facebook & blog campaign
End-of-eBook Links
� Pricing flexibility is a current, but eroding advantage for self-‐published authors
§ Free? § How (and when) to make it permanently free
§ Match it to your current markeJng strategy
Pricing Philosophies
Pricing Power Curve
� Book sales follow a power curve (relative to book price)
� 99 Cents vs. $3.49 - Twice the paid readers & 1/3rd the net revenue
� The inflection point for maximum net earnings is sensitive to:
� Amazon™ Royalty breaks and exponent of the power curve
$0
$5
$10
$15
$20
$25
0 0.5 1 1.5 2 2.5 3 3.5 4
Price vs. Books Sold (relative)
$0
$5
$10
$15
$20
$25
- 0.50 1.00 1.50 2.00 2.50 3.00 3.50
Price vs. Total Amazon Royalties
Pricing Considerations q Amazon™ royalty bands (70% vs. 35%)
q The status of your “Author Brand”
q Your sampling or marketing strategy
q The book’s placement in your series
q Norms for genre (Established vs. Debut Author)
q And what are traditional publishers doing?
q Where is your book in its lifecycle?
q What experiment are you running today?
� Content � FicJon: Logline & Hook
� When ______ happens to ______, he/she must _____ or face _____. (i.e. “Marked for death along with his companions, a toy rabbit must learn to cry real tears in order to save himself from being thrown into a burning pit by the boy loves.”)
� NonficJon: Authority + Benefit Promise + Unique ProposiJon
� Style: HTML (examples) � Author MarkeJng Club Demo � h^p://authormarkeJngclub.com/members/demo-‐amazon-‐
descripJon-‐generator/
Book Description
Categories � People who like books by _________ will also like
my books. (choose their genre)
� Book vs. Kindle categories (they’re different)
� Select two Kindle categories:
� Most relevant one to catch browsers
� Smallest relevant one to dominate
� Once you post a PoD, select one book category,
perhaps different from Kindle
� ALSO: Make sure your ebook and PoD book are on
the same “page” in Amazon™ store.
� Amazon™ is the dominant “Search Engine for Products”
� CriJcal for nonficJon, useful for ficJon
� Choose phrases where possible, think SEO
� Use all seven, separated by commas
� i.e.: Lose Weight, Berry Belly, First Contact, Alien Invasion, Time
Travel, Speak With Confidence, Military History, Honor
Harrington, In Her Name
Keywords (Key Phrases)
Ø Set one up today, even if using a pen name
Ø Can drive traffic to your author blog
Ø FicJon authors: posiJon yourself and your wriJng
Ø NonficJon authors: build credibility & authority
Ø Connect to your Twi^er account
Ø Upload your video book trailer
Ø Engage with your readers (Customer Discussions)
Amazon™ Author Page
Final Recommendations: A. Upload a professional-looking book cover (~3 tests)
B. Build social proof (3.5+ average stars, >20 reviews)
C. Optimize book price to match your marketing goal: Maximize (Downloads vs. Readers vs. Revenue)
D. Logline/hook as book description (in HTML)
E. Pick “main” and “smallest” relevant categories
F. Keywords (key phrases) to improve in-Amazon™ SEO
G. Create author page, upload trailer, anchor site link
� Enjoyed this webinar? WaveCloud has more online! AddiJonal webinars can be viewed here: WaveCloud Webinars
� Ask quesJons regarding self-‐publishing, request a topic you would like to learn more about, or tell us what you think at [email protected].
WaveCloud Self-Publishing Wednesday Webinar Series:
