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LAUNCH YOUR
BOOK LIKE A PRO
Stephanie Chandler
@NonfictionAssoc & @Steph__Chandler
Hello!
2
Stephanie Chandler
3
Authority Publishing – Since 2008
4
Nonfiction Writers Conference - 2010
5
Nonfiction Authors Association - 2013
6
7
WHAT ARE
YOUR GOALS?
How should your book launch make an impact?
8
Top Goals:
◈ Book sales
◈ Influence
◈ Business leads
◈ Revenue around book
◈ Speaking opportunities
◈ Make a difference
9
UNDERSTANDING
AMAZON
The more you know…
10
Amazon’s Algorithms
◈ Keywords – Title, description,
meta data
◈ Categories
◈ Sales & conversion rates
◈ Click Through Rat...
Amazon Bestsellers
◈ Calculated hourly, includes print, Kindle, Audible
◈ Top 100: Sell 300 to 500/day
◈ Top 10: Sell 2,50...
Amazon Lists
◈ Bestsellers
◈ Hot New Releases
◈ Movers and Shakers
(biggest gain in 24 hours)
◈ Most Wished For
◈ Categori...
Amazon Bestsellers – Great, but…
14
Amazon Categories Matter
Amazon: Categories Matter
16
Amazon Success: Categories Matter
17
Customer Service: KDP
18
HELP > CONTACT US
Customer Service: Author Central
19
CONTACT US (Link at bottom of page)
Amazon Success: Multiple Formats
20
Amazon Success: Author Central
21
Amazon Success: Author Central
22
Amazon Success: Author Central
23
Book Reviews - Free
◈ Amazon reviewers
◈ Beta readers
◈ MidwestBookReview.com
◈ Email subscribers
◈ Bloggers
◈ Online grou...
Book Reviews - Paid
◈ Netgalley
◈ Publishers Weekly
◈ Foreword Magazine
◈ Kirkus Reviews
◈ Goodreads Giveaways
◈ Bookbub.c...
POWER TIP: Kindle Buy for Others
◈ Give as a gift to reviewers
◈ Must be claimed within 24
hours to count toward rank
◈ Re...
BETA READERS AND
LAUNCH TEAMS
Word-of-mouth marketing works!
27
Powerful Beta Readers
◈ Feedback on manuscript
◈ Editing advice
◈ Book reviews
◈ Word-of-mouth buzz
28
How Beta Readers Can Help
◈ Reviews: Amazon, Goodreads,
BN.com, Smashwords, etc.
◈ Social sharing
◈ Email announcements
◈ ...
Incentive for Beta Readers
◈ Early access to your book
◈ Part of an “exclusive” group
◈ Networking with fellow
readers
◈ A...
Find Your Tribe (Keep this list)
◈ Your email list
◈ Social media
◈ Online groups
◈ Peers
◈ Clients, co-workers
◈ Fellow w...
Screen Your Group: Google Form
◈ Why do you want to read this
book?
◈ How will you help promote the
book?
◈ What is your f...
Organize Your Beta Readers
◈ Private Facebook group
◈ File sharing via Dropbox or
BookFunnel.com
◈ Frequent communication
...
Solicit Feedback
◈ Be clear about what you
want
◈ Edits or feedback only?
◈ Ask specific questions
◈ Process to submit
fee...
Engage Them in the Process
◈ Share timeline plans
◈ Send updates via email
◈ Post and reply in Facebook
group—beyond your ...
Make it Easy to Participate
◈ Create a Partners page
◈ List sales copy
◈ Offer pre-written tweets
◈ Share images: book cov...
POWERFUL
PRE-ORDERS
Build momentum before your launch.
37
Amazon Success: Pre-Orders
◈ Kindle only (no KDP print)
◈ IngramSpark
◈ Smashwords
38
Setup Pre-Orders
◈ Print and ebook editions
◈ 15 to 90 days in advance
◈ Sales count
39
Pre-Orders: Offer Incentives
◈ Companion books
◈ Workbooks
◈ Coloring pages
◈ Bonus reports
◈ Recordings
◈ Contest
40
Pre-Orders: Promote
◈ Amazon Ads
◈ Mailing list
◈ Social media
◈ Beta readers
◈ Online groups
◈ Fellow authors, peers
◈ Pa...
Amazon Ads: By Keyword
42
Amazon Ads: By Keyword
43
Amazon Ads: Choose Keywords
◈ Search terms readers would
use
◈ Competing author names
◈ Competing book titles
44
Amazon Ads: Tune Your Keywords
45
Amazon Ads: Automatic Targeting
46
Amazon Ads: Automatic Targeting
47
PREPARE TO
LAUNCH
Be ready before you publish!
48
Launch Content Needed
◈ Book sales copy
◈ Author bio
◈ Book sales page –
website
◈ Tweets and Facebook
posts (pre-schedule...
Content for Partners/Beta Readers
◈ Create a “Partners” page
◈ Pre-written tweets,
Facebook posts
◈ Book sales copy
◈ Book...
Review Copies
◈ Influencers: bloggers,
podcasters, YouTubers
◈ Media pros
◈ People, companies
mentioned in book
◈ Associat...
52
Launch Task: Build List of Influencers
◈ Industry bloggers
◈ Podcasters
◈ Trade associations
◈ YouTubers
◈ Book reviewers
...
Ask Influencers for Support
◈ Publish excerpts
◈ Post guest articles
◈ Post book review
◈ Interview you
◈ Host a giveaway
...
Launch Task: Pitch Media
◈ Start local
◈ Focus on their audience
◈ Offer solutions to
problems
◈ Tie-in with a holiday or
...
Launch Task: Social Media Engagement
◈ Create anticipation
◈ Vote on covers
◈ Ask for feedback
◈ Ask for sales
◈ Create me...
Facebook Power Strategy #1: Groups
57
Facebook Power Strategy #2: Others
58
Launch Task: Hire Help
◈ IVAA.org
◈ Upwork.com
◈ Ask for referrals
Successful authors don’t do
it alone!
59
Launch Day
◈ Author Central – claim book
◈ Emails
◈ Remind partners
◈ Ask beta readers for
reviews
◈ Social media updates
...
KEEP THE
MOMENTUM GOING
Put your marketing wheels in motion.
61
Grow Your Mailing List – INCENTIVES!
◈ Sample chapters
◈ Bonus reports, recordings,
worksheets, checklists, etc.
◈ Book cl...
Trade Associations
• Volunteer
• Lead meetings
• Speak at chapter meetings
• Speak at conferences
• Write for blog/
newsle...
EMBRACE
PROFESSIONAL
SPEAKING
Fact: Speakers Sell Books
64
Abundant Speaking Opportunities
◈ Association meetings,
conferences
◈ Schools, K-12
◈ Colleges
◈ Places of worship
◈ Chamb...
Steps to Speaking
1. Speaker page on your site
2. 2 to 5 topics, with
descriptions
3. Practice delivery
4. Pitch yourself
...
Cultivate Your Community (Tribe)
◈ Engage, entertain
◈ Meet them
◈ Give value
◈ Solicit feedback, ideas
◈ Reward, apprecia...
Plant Your Garden, Three Seeds Per Day
68
http://bit.ly/GETSLIDES
Winner, Winner, Chicken Dinner!
69
Nonfiction Writers Conference – Since 2010
“The presentations were packed full of
practical, monetizable writing ideas and...
Nonfiction Writers Conference
71
Nonfiction Writers Conference
72
NFWC – Conducted Entirely ONLINE!
◈ 15 Speakers
◈ Ask-a-Pro Consults
◈ Private Facebook Group
◈ Recordings and
Transcripts...
Winner, Winner, Chicken Dinner!
74
Download this
slide deck here:
Thank You! Questions?
NonfictionAuthorsAssociation.com
NonfictionWritersConference.com
@NonfictionAssoc
@Steph__Chandler (...
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Launch Your Book Like a Pro: Sell More Books with Pre-Sale Campaigns, Beta Readers and Amazon Ads

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**An updated version of this presentation is available for download here:
http://bit.ly/2kIUBSg (Since SlideShare doesn't allow us to upload revised files, we saved a PDF copy in a Dropbox folder.)

Presentation Description:
Many writers publish their books without realizing how important it is to have a marketing plan ready before the book is released into the wild. Avoid this mistake with your next book by planning a launch campaign that gets big results.
In this content-rich presentation, you will learn how to:
• Optimize your book sales on Amazon.
• Enlist a group of beta readers to generate feedback, buzz and reviews.
• Assemble your launch team and set them up for success.
• Make your print and ebook editions available for pre-order weeks before your book is officially released.
• Follow essential steps to launch your book with as much fanfare as possible.
• Invest in Amazon ads to get more exposure, and then earn back your investment over and over again.
• Keep the momentum going after the launch is over.
When you invest time preparing for a successful book launch, you give your book a great head start. This an enlightening presentation is loaded with real-world examples and proven DIY strategies to help you sell more books!

Stephanie Chandler is the author of several books including The Nonfiction Book Publishing Plan and The Nonfiction Book Marketing Plan. She is CEO of NonfictionAuthorsAssociation.com, a vibrant community for writers, and NonfictionWritersConference.com, a multi-day event conducted entirely online since 2010. A frequent speaker at business events and on the radio, she has been featured in Entrepreneur, BusinessWeek, and Wired magazine.

Publicada em: Negócios
  • **An updated version of this presentation is available for download here: http://bit.ly/2kIUBSg (Since SlideShare doesn't allow us to upload revised files, we saved a PDF copy in a Dropbox folder.)
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • This was a fantastic presentation. Thank you so much!
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Launch Your Book Like a Pro: Sell More Books with Pre-Sale Campaigns, Beta Readers and Amazon Ads

  1. 1. LAUNCH YOUR BOOK LIKE A PRO Stephanie Chandler @NonfictionAssoc & @Steph__Chandler
  2. 2. Hello! 2
  3. 3. Stephanie Chandler 3
  4. 4. Authority Publishing – Since 2008 4
  5. 5. Nonfiction Writers Conference - 2010 5
  6. 6. Nonfiction Authors Association - 2013 6
  7. 7. 7
  8. 8. WHAT ARE YOUR GOALS? How should your book launch make an impact? 8
  9. 9. Top Goals: ◈ Book sales ◈ Influence ◈ Business leads ◈ Revenue around book ◈ Speaking opportunities ◈ Make a difference 9
  10. 10. UNDERSTANDING AMAZON The more you know… 10
  11. 11. Amazon’s Algorithms ◈ Keywords – Title, description, meta data ◈ Categories ◈ Sales & conversion rates ◈ Click Through Rate (CTR) ◈ Reviews: Verified, Recent, ◈ Content and image quality 11
  12. 12. Amazon Bestsellers ◈ Calculated hourly, includes print, Kindle, Audible ◈ Top 100: Sell 300 to 500/day ◈ Top 10: Sell 2,500 to 5,000/day ◈ Sub-categories require sales as few as 5 copies 12
  13. 13. Amazon Lists ◈ Bestsellers ◈ Hot New Releases ◈ Movers and Shakers (biggest gain in 24 hours) ◈ Most Wished For ◈ Categories & Sub-Categories 13
  14. 14. Amazon Bestsellers – Great, but… 14
  15. 15. Amazon Categories Matter
  16. 16. Amazon: Categories Matter 16
  17. 17. Amazon Success: Categories Matter 17
  18. 18. Customer Service: KDP 18 HELP > CONTACT US
  19. 19. Customer Service: Author Central 19 CONTACT US (Link at bottom of page)
  20. 20. Amazon Success: Multiple Formats 20
  21. 21. Amazon Success: Author Central 21
  22. 22. Amazon Success: Author Central 22
  23. 23. Amazon Success: Author Central 23
  24. 24. Book Reviews - Free ◈ Amazon reviewers ◈ Beta readers ◈ MidwestBookReview.com ◈ Email subscribers ◈ Bloggers ◈ Online groups ◈ Ask! 24
  25. 25. Book Reviews - Paid ◈ Netgalley ◈ Publishers Weekly ◈ Foreword Magazine ◈ Kirkus Reviews ◈ Goodreads Giveaways ◈ Bookbub.com 25
  26. 26. POWER TIP: Kindle Buy for Others ◈ Give as a gift to reviewers ◈ Must be claimed within 24 hours to count toward rank ◈ Review shows as Verified 26
  27. 27. BETA READERS AND LAUNCH TEAMS Word-of-mouth marketing works! 27
  28. 28. Powerful Beta Readers ◈ Feedback on manuscript ◈ Editing advice ◈ Book reviews ◈ Word-of-mouth buzz 28
  29. 29. How Beta Readers Can Help ◈ Reviews: Amazon, Goodreads, BN.com, Smashwords, etc. ◈ Social sharing ◈ Email announcements ◈ Promote on their blogs ◈ Groups they belong to Make it easy for them to share! 29
  30. 30. Incentive for Beta Readers ◈ Early access to your book ◈ Part of an “exclusive” group ◈ Networking with fellow readers ◈ Acknowledged in your book and/or website ◈ Other perks? Membership, free downloads, etc. 30
  31. 31. Find Your Tribe (Keep this list) ◈ Your email list ◈ Social media ◈ Online groups ◈ Peers ◈ Clients, co-workers ◈ Fellow writers ◈ Past readers ◈ Alumni groups ◈ Trade associations ◈ Amazon reviewers ◈ Forums on Goodreads, Absolute Write, Writers’ Circle 31
  32. 32. Screen Your Group: Google Form ◈ Why do you want to read this book? ◈ How will you help promote the book? ◈ What is your favorite book in this genre? ◈ Ask for links to social, website 32
  33. 33. Organize Your Beta Readers ◈ Private Facebook group ◈ File sharing via Dropbox or BookFunnel.com ◈ Frequent communication ◈ Serve them ◈ Lots of gratitude! 33
  34. 34. Solicit Feedback ◈ Be clear about what you want ◈ Edits or feedback only? ◈ Ask specific questions ◈ Process to submit feedback 34
  35. 35. Engage Them in the Process ◈ Share timeline plans ◈ Send updates via email ◈ Post and reply in Facebook group—beyond your book ◈ Share successes, marketing collateral ◈ Get them excited! 35
  36. 36. Make it Easy to Participate ◈ Create a Partners page ◈ List sales copy ◈ Offer pre-written tweets ◈ Share images: book cover, memes 36
  37. 37. POWERFUL PRE-ORDERS Build momentum before your launch. 37
  38. 38. Amazon Success: Pre-Orders ◈ Kindle only (no KDP print) ◈ IngramSpark ◈ Smashwords 38
  39. 39. Setup Pre-Orders ◈ Print and ebook editions ◈ 15 to 90 days in advance ◈ Sales count 39
  40. 40. Pre-Orders: Offer Incentives ◈ Companion books ◈ Workbooks ◈ Coloring pages ◈ Bonus reports ◈ Recordings ◈ Contest 40
  41. 41. Pre-Orders: Promote ◈ Amazon Ads ◈ Mailing list ◈ Social media ◈ Beta readers ◈ Online groups ◈ Fellow authors, peers ◈ Past clients, coworkers ◈ Book contributors 41
  42. 42. Amazon Ads: By Keyword 42
  43. 43. Amazon Ads: By Keyword 43
  44. 44. Amazon Ads: Choose Keywords ◈ Search terms readers would use ◈ Competing author names ◈ Competing book titles 44
  45. 45. Amazon Ads: Tune Your Keywords 45
  46. 46. Amazon Ads: Automatic Targeting 46
  47. 47. Amazon Ads: Automatic Targeting 47
  48. 48. PREPARE TO LAUNCH Be ready before you publish! 48
  49. 49. Launch Content Needed ◈ Book sales copy ◈ Author bio ◈ Book sales page – website ◈ Tweets and Facebook posts (pre-schedule) ◈ Social media groups 49 ◈ Blog posts for other sites ◈ Email copy to family, friends, peers, partners ◈ Email copy to your mailing list ◈ Media pitches: traditional, bloggers, podcasters
  50. 50. Content for Partners/Beta Readers ◈ Create a “Partners” page ◈ Pre-written tweets, Facebook posts ◈ Book sales copy ◈ Book cover image ◈ Incentive – how can you help them? 50
  51. 51. Review Copies ◈ Influencers: bloggers, podcasters, YouTubers ◈ Media pros ◈ People, companies mentioned in book ◈ Associations, worship centers, schools, speaking opportunities 51
  52. 52. 52
  53. 53. Launch Task: Build List of Influencers ◈ Industry bloggers ◈ Podcasters ◈ Trade associations ◈ YouTubers ◈ Book reviewers ◈ Fellow authors ◈ Past clients/readers/friends 53
  54. 54. Ask Influencers for Support ◈ Publish excerpts ◈ Post guest articles ◈ Post book review ◈ Interview you ◈ Host a giveaway ◈ Buy the book ◈ Bulk sales 54
  55. 55. Launch Task: Pitch Media ◈ Start local ◈ Focus on their audience ◈ Offer solutions to problems ◈ Tie-in with a holiday or event 55
  56. 56. Launch Task: Social Media Engagement ◈ Create anticipation ◈ Vote on covers ◈ Ask for feedback ◈ Ask for sales ◈ Create memes ◈ Be creative 56
  57. 57. Facebook Power Strategy #1: Groups 57
  58. 58. Facebook Power Strategy #2: Others 58
  59. 59. Launch Task: Hire Help ◈ IVAA.org ◈ Upwork.com ◈ Ask for referrals Successful authors don’t do it alone! 59
  60. 60. Launch Day ◈ Author Central – claim book ◈ Emails ◈ Remind partners ◈ Ask beta readers for reviews ◈ Social media updates ◈ Party like a rock star! 60
  61. 61. KEEP THE MOMENTUM GOING Put your marketing wheels in motion. 61
  62. 62. Grow Your Mailing List – INCENTIVES! ◈ Sample chapters ◈ Bonus reports, recordings, worksheets, checklists, etc. ◈ Book club reading guide ◈ Coloring pages ◈ Recipes ◈ Webinars 62
  63. 63. Trade Associations • Volunteer • Lead meetings • Speak at chapter meetings • Speak at conferences • Write for blog/ newsletter/magazine • Be an active participant 63
  64. 64. EMBRACE PROFESSIONAL SPEAKING Fact: Speakers Sell Books 64
  65. 65. Abundant Speaking Opportunities ◈ Association meetings, conferences ◈ Schools, K-12 ◈ Colleges ◈ Places of worship ◈ Chambers of Commerce ◈ Service groups: Rotary, Kiwanis, Elks Club ◈ Corporate: Lunch & Learn sessions, conferences, workshops ◈ Meetup.com 65
  66. 66. Steps to Speaking 1. Speaker page on your site 2. 2 to 5 topics, with descriptions 3. Practice delivery 4. Pitch yourself 5. Collect testimonials and video 66
  67. 67. Cultivate Your Community (Tribe) ◈ Engage, entertain ◈ Meet them ◈ Give value ◈ Solicit feedback, ideas ◈ Reward, appreciate them ◈ Pay attention to requests 67
  68. 68. Plant Your Garden, Three Seeds Per Day 68 http://bit.ly/GETSLIDES
  69. 69. Winner, Winner, Chicken Dinner! 69
  70. 70. Nonfiction Writers Conference – Since 2010 “The presentations were packed full of practical, monetizable writing ideas and “maps.” My eyes were opened to new worlds of online writing publications and resources that I’m confident will increase my income. The Ask-a-Pro sessions were worth the cost of admission alone! I received high-level, actionable feedback and advice for my books, speaking engagements, online courses, and website. The Nonfiction Writers Conference has set my writing business on a new trajectory!” – Lynn Hare, The Quest for Self- Forgiveness 70
  71. 71. Nonfiction Writers Conference 71
  72. 72. Nonfiction Writers Conference 72
  73. 73. NFWC – Conducted Entirely ONLINE! ◈ 15 Speakers ◈ Ask-a-Pro Consults ◈ Private Facebook Group ◈ Recordings and Transcripts Available 73 REGISTER: http://bit.ly/NFWC19
  74. 74. Winner, Winner, Chicken Dinner! 74
  75. 75. Download this slide deck here:
  76. 76. Thank You! Questions? NonfictionAuthorsAssociation.com NonfictionWritersConference.com @NonfictionAssoc @Steph__Chandler (double underscore) facebook.com/nonfictionauthorsassociation 76

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