Authors’ Guide to Post-Launch Mania
In a previous blog post, I mentioned that I was going to say a little about my post-launch plans, and pass on some of the things I’ve learned. But by the time I’d written a 1000 words I had to stop and re-think.
Now, I’ve broken up what I’ve learned about successful book launches and turned it into a weekly blog spot. Each post will be part of a list, designed to rank and guide authors through the critical actions they can take before and after a launch. Although, just a heads-up, each element plays a vital part in a successful book launch, and in the longevity of your career as an author.
How do I know this?
I’m not a consultant and I haven’t helped launch any fantastically impressive authors. I’m probably just like you, I’ve brought out my first book and I’m writing the next two. This series of posts originates from three things: time, research and learning from the right people.
Before we start, I want to be clear that I haven’t done all of the things on this list, and some of the things I’ve mentioned can be done prior to launch. In fact, many are best started months before. The key is not to let them slide after the launch is over. But without further a do, let us proceed to the list.
What’s the most important thing you can post-launch?
Build your email list.
This is a sub-topic in of itself, and entire courses have been created around teaching people how to do it. This is because many authors see it as the key to their success. I had a very lively discussion with a woman in a Facebook community about this once; she was adamant that building an email list was no more important than any other aspect of marketing your books. I disagree. Building an email list is consistently ranked among experts the most valuable asset you can have as a creative professional. The logic for this is simple.
You own your email list. You don’t have to rely on third parties like Facebook or Twitter, who could change their algorithms or rules at any time, severely limiting the reach you have to the audience you’ve spent months, or years cultivating. This makes it one of the more predictable and reliable sources of audience growth.
You have better reach. Your posts on Facebook or Twitter are easy to miss, but people are more careful when it comes to checking their email.
You can be more specific in who you target. You can view and track information on subscribers. If you gain an idea of how many people open your emails or click on your links, you can manage your list accordingly.
You get an increase in revenue. If you reach 10,000 subscribers, and they’re people who have bought your books in the past, chances are your revenue increases.
Now, as I said earlier, there are people who have made teaching this topic a priority, so if I can’t convince you, or if you just want to learn more, check out Nick Stephenson’s website.
How do you start building a list?
I started by writing down all the names of the people within my immediate circle that would be interested in receiving a newsletter. Afterwards, I began listing ideas for content that would be interesting and/or valuable to my readers. Here are a few of my ideas if you need inspiration:
Updates & announcements.
My writing process.
Character bios/backstory.
Deleted scenes.
Giveaway offers.
Countdown deals.
Suggestions of other books they might enjoy.
Fan art.
Life before writing.
Music/soundtracks you listened to while writing.
Inspirational sparks you use when writing.
Writing location. Tour of office, research trips.
What then?
After you’ve raided your contacts list and created all this content, you go sign up with a reputable company that is going to automate and sequence those emails for you. Sequencing simply means that the emails are timed to the subscriber.
You need a company that will:
Build email automation and manages a list that grows.
Lets people unsubscribe.
Lets you view information on your subscribers, manage and download your list.
Enables you to send targeted emails to subscribers based up personal preferences, geographical location and actions they’ve taken with previous emails.
Enables you to set up multiple lists from one account.
Many authors recommend Mail Chimp and Aweber.
Now, creating all this content is tough work, and I’m sure a lot of authors would rather be writing books, but if you do this right, you end up with direct access to your audience.
And when the time comes to inform your email list of a book release, or the launch date, don’t hesitate. Many authors feel uncomfortable with the ‘selling’ bit. But if people sign up to your newsletter chances are they want to be told when your next book comes out. It’s not the same as handing out flyers on the street. So go for it!
How do you promote an email list?
The key is to offer something for free in return for a signup. It has to be valuable, useful and related to your books.
Place a lead magnet in the back of your book, which directs readers to your website, where you can have pop-ups or an eye-catching graphic advertising your freebies. Capture that email in return.
Place a Facebook ad, which can be a powerful tool for targeting your core audience. Redirect them to your website, where you repeat the freebie process.
How do you utilise that list?
Ask people to be part of an advance street team that’s going to read/review your books before everyone else. Offer them the eBook version for free. If you have a team 400 strong, some of those readers will also go out and buy the book. Imagine all of those reviews posted on Amazon. It could start your launch with a bang!
Ask people to be beta-readers.
Use it to analyse your target audience. What do they click on? What do they open? Where are they from? The more you understand your readers, the easier it will be to connect with them, improve your emails and offer them something of value in the future.
Resources:
http://kikolani.com/introducing-bloom...
http://www.yourwriterplatform.com/writers-guide-to-an-email-list/
