If you're selling your book online, you're practicallyguaranteed to increase sales by publishing an e-mail newsletter, or "e-zine." Why? Well, for a start, it's a super way to givereaders a taste of y...
If you're selling your book online, you're practically
guaranteed to increase sales by publishing an e-mail
newsletter, or "e-zine."
Why? Well, for a start, it's a super way to give
readers a taste of your expertise and style along with
samples of your content. This ensures they'll come to
be familiar with you, trust you, and hopefully buy
your book when they're ready for more information.
Also, it's a great way to *capture prospects* who
aren't ready to buy your book when they visit your
site, but are still interested in the info you have to
share.
Based on my own experiences in marketing my manual,
"Boost Business With Your Own E-zine," here are 7 ways
to help increase book sales using an e-mail
newsletter.
1. First thing: Encourage e-zine SIGNUPS on your Web
site where you promote your book.
Before you even begin publishing, start collecting
e-mail addresses. Place a signup form in many places
on your site to invite visitors to subscribe to your
free e-zine. This way, if a visitor isn't interested
in buying your book today, she can sign up for your
free e-zine. Now you haven't lost her, and she'll
learn even *more* about your book from being a
subscriber.
E-zine publishers also report GREAT signup results
using pop-up and pop-under boxes at their Web sites.
Examples: On my main site, http://www.ezinequeen.com/,
I feature a signup form on EVERY page, as well as a
pop-up box. On my book sales site,
http://www.boostbizezine.com/, I have a pop-under box
that appears once you close the main window.
Remember: NEVER sign anyone up without her permission!
2. Feature EXCERPTS and/or TIPS from your book in your
e-zine.
These can be either direct excerpts or short tips that
summarize some of your content. Go through your book
and highlight individual tips or small sections that
could stand well on their own. Just don't give away
the whole store! For example, giving your readers a
whole chapter of your book in each issue is going
overboard.
Besides lifting material directly from your book, try
some other spins on your topic such as a list of top
10 tips, a how-to article, a list of resources, or a
review of a trend in the industry.
Example: One of my clients, a life coach, has a
hard-cover book out right now that features 101 tips
on how to attract what you want in life. Each issue of
her weekly e-zine features one of those tips, along
with a brief explanation of how to implement it.
3. Directly after your article, give a quick PROMO
BLURB that shamelessly plugs your book.
Why right after the article and before anything else?
If someone reads your article ip and says to
themselves, "Gee, that was great information," they'll
be ready to hear what else you have to share on that
subject. Really pump it up and have a good time with
it.
Example: "Did you like today's article? If you did,
you'll LOVE my new e-book, 'Double Your Business in
Six Months.' It's jammed with more than 257 great
ideas to help you grow your business FAST.
Satisfaction guaranteed or your money back. Order now
at [Web address here] and you can begin using my best
tips within minutes."
4. In each issue, offer a TESTIMONIAL from one of your
book purchasers.
Let your readers know that many other people just like
them ARE buying your book and LOVE it. Idea: Create a
small section in your e-zine for this purpose. In each
issue, feature a short testimonial from one of your
readers here.
Example: "What 'Beauty Blastoff' Readers Are Saying:
'I can't tell you how much your book has helped me
improve my appearance. Thanks to your tips, I've lost
20 pounds, cleared up my skin, and rid of all my
unwanted hair. Now my rich ex-husband even wants me
back. You're a saint!' -- Suzy Smitten, Los Angeles,
Calif.
5. Offer your readers a SPECIAL DISCOUNT for a limited
time.
Make your readers feel special by offering them a
special discount on your book when you can. For best
response rates, make it a limited time offer to lend a
sense of urgency. I did this with my manual when it
first came out and got great results.
Example: "For Subscribers Only: Buy my book before
midnight this Friday and receive a 20% discount!"
If you can't give your subscribers a discount, offer
something else to make them feel special, such as a
bonus report or free phone consultation with their
purchase.
6. Mention your book in as many other places as
possible in your e-zine.
Bottom line: The more you mention your book, the
higher your chances they'll buy. While your
opportunities are endless, here are a few ideas to
start with:
- in your masthead (This is where you give the reader
info about your publication - usually at the very
top.)
- in your editor's or publisher's note (This is where
you give a personal note to your readers.)
- in your article (If you mention a certain point that
you cover wonderfully in your book, say so!)
7. To attract even more prospects, advertise your
e-zine in your everyday e-mail SIGNATURE FILE.
You know what a signature (or "sig") file is, right?
It's that little blurb with contact info that you can
automatically insert at the end of every e-mail you
send. Besides your obvious contact information, give a
quick plug for your book AND e-zine.
Why? Well, if you just advertise your book, some
people will read your sig file and think, "That's
cool, but I don't want to buy anything right now." BUT
if you advertise your FREE e-zine, they'll likely take
advantage of your offer. THEN you've got them on your
list.
Example: Here's what I have at the END of my sig file,
after my contact information: "BOOST BUSINESS by
publishing your own e-mail newsletter! Learn how now
-- sign up for FREE how-to tips at
http://www.ezinequeen.com/"
Article Tags: E-mail Newsletter, Each Issue
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