I recently published an e-book that I commissioned from another author titled “Overcoming Infertility.” Being a novice in e-book publishing and marketing, I asked subscribers to my e-zine, The Direct Response Letter (www.bly.com), for tips on how to market it.
Here are 16 of their ideas. Some are specific to e-books while others are applicable to selling a range of products online:
· Many of my subscribers recommended Google AdWords, a pay-per-click advertising option, as the No. 1 way of driving traffic to the microsite selling the e-book. Perry Marshall has a system for using Google AdWords (See www.perrymarshall.com).
· Create a Google AdWords account with groups of different ads, each having their own set of keywords. The ad groups let you create multiple ads with slightly different wording in each ad. According to Thomas Myer, ad groups let you track which pairings of keywords and ad copy get the best results, and you know this within a few hours of implementing the campaign.
· Put many links on your site to other sites.
· Diane Eble recommended www.viralmarketingtool.com as a method to bypass e-mail problems with spam filters.
· Have an affiliate program that lets other online marketers sell your e-book for you and get a 50 percent commission on every sale you make. Notify them by e-mail (using an autoresponder) every time they earn a commission on a sale they generate for you.
· Have a back-end product or product line for upselling customers once they buy your front-end e-book.
· Nick Blaze and Craig Garber suggest you include an audio message with a picture of the e-book author. Harlan Kilstein says audio messages on microsites and landing pages increase his sales.
· Nick and Harlan advise against putting the order link at the top of your Web page. “Tests indicate that putting an order link at the top of your page allows the ‘tire kickers’ to check out your price without reading through your copy,” Nick says.
“Don’t put a link to the order page on your microsite until after you have described the product benefits,” Harlan adds. “You don’t want them clicking to the order page before they are sold on the product.”
· Frame testimonials in red on a yellow background. Make the order button red. Marc Stockman advises adding a red, moving arrow that points to the order button to call attention to it.
· Market your book on Overture (www.overture.com). “It’s even possible to do title testing on Overture to determine which title sells best,” Greg Gibson says.
· Joel Heffner suggests providing a chapter of your e-book as a free sample, either on your Web site or as a free download.
· If a visitor to your microsite tries to leave without ordering, serve a pop-up window with a survey asking why he is not buying. “That way you can get competitive intelligence as to why people are not buying, and you can address the top concerns immediately,” Stockman says. He suggests using www.askdatabase.com for this survey pop-up.
· Another way to capture e-mail addresses of visitors to your microsite who do not order your e-book is with a pop-up window offering a free e-zine subscription or other free content, such as a special report.
· Dan Swanson suggests finding someone who has an e-list reaching your target audience and having them send a joint venture e-mail to their list that endorses your product. In exchange, they get 50 percent of every sale as an affiliate for your product.
· Dan also recommends conducting a viral marketing campaign. You create a small special report or other information premium, packed with compelling content, as a downloadable PDF. The report gets passed from person to person on the Internet because it is easy to send (a small PDF) and it is free. Within the report are links to your microsite for an e-book you are selling on that topic. When the report readers click on the link, they go to the microsite where you sell them on buying the e-book.
Alternatively, you can send them to a Web page where they give you their e-mail address in exchange for requesting a second bonus report or other free bribe. This way you capture their contact information and can market your e-book to them through e-mail.
· Sara Stambler recommends co-registrations as a way to capture names. When you register on a branded site (e.g., www.weatherbug.com), a pop-up window lets you check additional offers you may be interested in. You pay to be one of the advertisers whose offer is featured in this pop-up window. Co-regs work for capturing leads only and building an e-list of people interested in your product, topic or offer. You cannot sell your e-book directly from a co-reg.