How Authors Can Sell Books in Three Steps

How Authors Can Sell Books in Three StepsWhen it comes to choosing a social media channel for marketing, how often do we consider the channel’s selling potential? If our marketing goal is to build loyal fans and sell more books, a social media channel’s ability to actually sell books should be at the top of the list. And when it comes to selling, all social media channels are definitely not created equal.

To evaluate a social media channel’s ability to sell books, we can utilize the “Three-Step Test of Sellability.” The test helps clarify which channel characteristics are important in a sales cycle and which channels ultimately provide the best environment for e-commerce.

Earlier in this series, we looked at marketing mindsets that can hamper our marketing efforts, and the first two steps of the test: audience (who are your readers?) and channel culture (how do people interact there?). The third step in the test is evaluating a channel’s established sales environment.

Much more.


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Moneyball for Book Publishers: A Detailed Look at How We Read (NY Times)
Andrew Rhomberg wants to be the Billy Beane of the book world. Mr. Beane used analytics to transform baseball, famously recounted in “Moneyball,” a book by Michael Lewis. Now Mr. Rhomberg wants to use data about people’s reading habits to radically reshape how publishers acquire, edit and market books. “We still know almost nothing about readers, especially in trade publishing,” said Mr. Rhomberg, the founder of Jellybooks, a reader analytics company based in London.
Related: Men Are from Mars, Women Are from Venus, But What About Readers?
Related: Start Strong or Lose Your Readers

Inkshares Book to Become TV Show and Audiobook (DBW)
For the first time, start-up crowdfunded publisher Inkshares has sold major TV and audiobook rights for one of its books. Titled The Show, the book is written by ex-Google employee Filip Syta and follows a Google-like company called Show and its culture of drugs, sex and partying. The TV rights offer was made by a soon-to-be-announced video streaming company in Europe, and the audiobook offer was made by Penguin Random House.

Authors Puzzle over February KU Payments (Pub Lunch)
As usual, Amazon announced their retroactive payment rate for ebooks in the Kindle Unlimited subscription program that were read in February. The company elected to allocate a pool of $14 million — down $1 million from January, in a slightly shorter month — paying at the rate of $.00478 per page in the US. That’s a rebound from the low point in January, when the rate dropped to $.00412 per page. Or is it?

Top 8 Email Marketing Takeaways from DBW 2016 (BookBub)
Gathering email addresses and the right to market to them — what Seth Godin long ago dubbed “permission marketing” — is a crucial part of any author or publisher’s marketing effort. What kinds of books and email campaigns work best? What are some of the best practices publishers use to drive engagement? At the Digital Book World conference in New York City, BookBub President Josh Schanker sat down with Jim Hanas of HarperCollins, Jeff Angle of Houghton Mifflin Harcourt, and Ricci Wolman of Written World Media to discuss email marketing’s role in publishing. Here are our top eight takeaways from this panel discussion.

The Bookstore of the Future Is Here Today (Book Business)
I have finally come across the bookstore concept for the future and it’s not coming from Amazon or Barnes & Noble with their cross-channel pipe dreams. It’s Shakespeare and Co., which opened under new ownership in November 2015 and currently operates one store in the Upper East Side of New York, with more planned for the future.

New Print Technologies Help Art Books Survive in a Digital World (NY Times)
Even in this era of all things digital, big institutions like the Getty in Los Angeles and more regional ones, like the Walker Art Center in Minneapolis, continue to produce new printed art books at an impressive rate. That may seem logical, given that museums are committed to preserving the best of the past, even if it becomes obsolete. But today’s print-based art books aren’t odes to the past. Instead, they deliver a sense of tactile immediacy.

Series of Brazil Books Expanded by New London Librarium (Pub Perspectives)
With funding from the National Library of Brazil, a small publisher announces more titles in its series of books on Brazilian culture and issues.

Cuba’s Book Embargo Tackled by Trade with White House Petitions (Pub Perspectives)
Key players in the American publishing community are unified in their call for a lift of the US embargo of Cuba as it pertains to books.

Matching Business Growth with the Right Tech (BookMachine)
If a publishing house is doing well, growth will be on the cards. Expansion is a great thing, especially in such a competitive market; one which is adapting to huge pressures over the past decade or so. Whilst some publishers are struggling, many are exploiting gaps opened by the digital revolution and a supposed “risk-averse” approach by the biggies. However, with growth and success comes change, and it’s important to manage this sensibly.

BEA and BookShout to Create BEA Buzz Book Omnibus (DBW)
BookExpo America is teaming up with BookShout, the market-leading digital content distribution platform, to create the official BEA 2016 Buzz Book Omnibus. The one-of-a-kind ebook will feature excerpts of BEA 2016’s selected Buzz Books in three categories (Adult, Young Adult, and Middle Grade) as well as must-read publisher-identified key titles for the coming year.

The Amazon Tax (Stratechery)
To say that Amazon Web Services succeeded in its mission is a wild understatement: the impact on developers is exactly what AWS head Andy Jassy wrote in his vision statement.

Bookstore Sales Rose 3.8% in January (PW)
Bookstore sales rose 3.8 percent in January 2016 over the first month of 2015, according to preliminary estimates released by the U.S. Census Bureau. Sales in the month were $1.48 billion, up from $1.43 billion a year ago.

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