I’m finishing up a new, short book on planning (I have it out to beta readers now). I decided, since I have a license for some specialized marketing software I should really use it.The basic idea breaks down into four parts: 1) target specific audiences 2) write two sets of copy for each audience – remove pain point and add a pleasure point 3) split test video vs text and 4) make advertising the last thing you do, with each ad pointing to a specific landing/sales page. Of course, that’s after I list out the benefits the book can/will bring to readers.
Right now, if you go to the site, it’s got a couple copies of the logo on it. Otherwise, it’s blank – no pages. Behind the scenes, however, I’ve started building some landing pages. (I could call them sales pages, but I don’t intend to actually collect money for the PDF copy of the book. I’m using it to catch bigger fish.)
I decided I’ve got two sets of benefits. Each set gets two versions of copy – remove pain or add pleasure. Then, for each pain/pleasure copy, I’m going to test which sells better – plain text or video. So right now, I’ve got 8 different landing pages started. Now, I have to work on 4 pieces of copy – two for Benefit Set 01 and two for Benefit set 02, one for pain removal and one for adding pleasure. When I send people to a given page, the software will split visitors between the video page and the text page, until I decide which works better.
Granted, I’m promoting a nonfiction work, but all of the above could work just as well for fiction authors. Or for any other product/service you need to market!
I have the ability to create a membership section on this site as well, but I need to decide what I want people to do once they get the book. Of course, I’ll have ads for my other books in the back, but really – what do I want to sell? I’m planning on making at least a couple paid online video courses. I really want to sell at least 3 “distances” – 1) far away, no-personal learning (books) 2) group-to-one learning (I could split this as well – large group for less $, smaller group for more $) and 3) personal client access.
Just sharing what I’m doing. Thanks for taking the time to read this long post!