Not long after on-demand self-publishing hit the mainstream, and Amazon started putting every other company out of business (like Borders, CompUSA, etc.), a “marketing strategy” began circulating about a sales technique whereby a Book could (at least momentarily) skyrocket to #1 on the Amazon bestsellers list. Before this technique started becoming saturated, authors closely following this strategy often saw their books reach an overall Amazon bestsellers ranking of #1. Then, as more and more authors followed the same steps, it became acceptable to call oneself a “#1 Amazon Bestseller” simply if the book reached #1 in a very specific genre-category on Amazon (which is still nothing to sneeze at).
Most of you have probably seen about or read about this strategy before, but just in case you haven’t, here’s a quick run-down of how it works and why it works.
HOW IT WORKS
- Pick a specific day in which you will strive for “bestseller status” on Amazon. Make it far enough in advance to accomplish the rest of these steps.
- Create Joint Ventures with other authors and/or online marketers. A “Joint venture” is a mutually beneficial arrangement whereby you partner with another writer/entrepreneur to trade something of value (an eBook, for example) with one another in exchange for something else of value (each other’s mailing lists, or word-of-mouth publicity). Many authors and entrepreneurs are open to being Joint Ventures on Amazon Bestsellers programs because they know you will actively promote it (which is necessary for success). Through that promotion, their eBook, or “product” will receive additional exposure they would otherwise not be able to achieve. The best and easiest way to find possible Joint Venture partners is by looking at other Amazon Bestsellers campaigns (perhaps you’ve received an email), and following up with the same people.
- Contact each of your Joint Venture partners and introduce yourself and your book and ask if they’d like to help you with your marketing campaign. Ask if they would be willing to give away something of value to your customers in exchange for some publicity, and/or a free copy of your book. Some will say yes. Others may say no. It rarely takes much of their time, since you are handling almost all the details, so this is a nice time when you receive more “yes’s” than “no’s”. All they have to do is donate the “free bonus” and offer to email their mailing list on the specific date you decided upon in Step #1.
- Once you’ve collect 10 or so Joint Ventures, you need to make a “Sales Page” on the internet. There are a variety of ways to accomplish this, depending upon your proficiency with HTML. The purpose of the “Sales Page” is to “sell” your book and, as extra incentive, offer your customers “Free Bonuses”, the combined value of which exceeds the cost of your book. These free bonuses are compliments of all your Joint Partners; so your sales page also identifies and “sells” each of the Joint Venture products, too. If your book costs $19.95, but you are giving away $200 worth of “free stuff” anyone with even a passing interest in your book may pony up the twenty bucks just to get all the extras.
- At the bottom of the Sales Page is the Buy Button. There are a variety of ways to do this, also, depending upon your HTML proficiency. You can send them directly to Amazon and ask them to forward you a receipt (the manual process), or you can provide a Promotion Code which entitles them to automatic downloads of all the free bonuses (the automatic process). Whichever method you choose, make sure your instructions and directions are very clear for them, so they know they’ll get everything you are offering. If you go the “manual” route, be prepared to deliver upon your promises, even if thousands of orders come in (what a great problem to have!)
- Alternatively, you can create the “sales page” within the body of your email that you are sending out. The email still ends with the Amazon Buy Button directing each recipient to your Amazon Sales Page. You must send your customers to Amazon, rather than selling the book directly yourself. After all, the whole point is to reach an Amazon bestsellers ranking, and that only occurs if your book sales are going through Amazon.
- At the date and time determined in Step #1, send your email to your mailing list. Send out a quick reminder email to your Joint Partners to do the same thing. Provide them with the same email so they don’t have to write anything themselves. Theoretically, the same email will therefore go to thousands upon thousands of people (when you combine your mailing list with the lists of all 10+ of your Joint Partners) all at roughly the same time, all promoting your book, and all offering hundreds of dollars in “bonuses” to your new readers.
- Depending upon the size of the combined lists, even if only a small percentage of people buy your book, it is often enough to “trick” Amazon’s algorithm into skyrocketing your book’s Amazon Bestsellers campaign.
WHY IT WORKS
Well, that’s why the word “trick” is in quotation marks. Amazon’s Ranking algorithm tabulates quantity of sales within periods of time. So a book that normally sells 1 book a month that suddenly sells 10 books an hour will “trick” Amazon’s algorithm into thinking it’s selling like hotcakes (because, relatively speaking, it is!). This is why it’s important for the sales email to be sent on the same day by all the Joint Partners, and ideally all within the same short period of time. Recipients who act upon the email, and buy your book, will do so within a condensed period of time, which will probably catapult your Amazon Sales Ranking.
Will your ranking last? No (so be sure to watch Amazon throughout the day and take screen shots). But “#1 Amazon Bestsellers” have never worried too much about divulging the fine print.
In 2002, Ernst & Young Entrepreneur of the Year Semi-Finalist Brent Sampson founded Outskirts Press, a custom book publishing solution that provides a cost-effective, fast, and powerful way to help authors publish, distribute, and market their books worldwide while leaving 100% of the rights and 100% of the profits with the author. Outskirts Press was incorporated in Colorado in October, 2003.
In his capacity as the Chief Executive Officer and Chief Marketing Officer, Brent is an expert in the field of book publishing and book marketing. He is also the author of several books on both subjects, including the bestseller Sell Your Book on Amazon, which debuted at #29 on Amazon’s bestseller list.
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