Advanced Book Marketing and Launch Strategies: Essential Tactics to Grow Your Audience and Increase Book Sales In this content-rich presentation, you will discover proven strategies that go beyond basic book marketing advice and take you through advanced options that are easier to implement than you might think. You will learn how to: • Build a pre-sales strategy with beta readers for feedback, buzz, and reviews • Utilize easy content marketing tactics to build your mailing list • Generate more book reviews • Connect with online resources for massive exposure • Leverage podcasting, blogs, and video that get results • Plan your own speaking tour—online and offline • Promote with Facebook strategies you haven’t heard anywhere else (really!) With these powerful, proven tactics, you will be able to reach more readers, grow your platform, and ultimately sell more books. Stephanie Chandler is the author of several books including The Nonfiction Book Publishing Plan and The Nonfiction Book Marketing Plan. She is CEO of NonfictionAuthorsAssociation.com, a vibrant community for writers, and NonfictionWritersConference.com, a multi-day event conducted entirely online since 2010. A frequent speaker at business events and on the radio, she has been featured in Entrepreneur, BusinessWeek, and Wired magazine.

1. ADVANCED
BOOK MARKETING AND
LAUNCH STRATEGIES
Stephanie Chandler
@NonfictionAssoc & @Steph__Chandler

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3. WHAT ARE
YOUR GOALS?
Beyond writing!
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4. Top Goal: Become an Influencer
◈ Book deals
◈ Book sales
◈ Corporate sponsors
◈ Ad revenue
◈ Speaking gigs
Audience = Influence
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5. MEET THESE
INFLUENCERS
Real-world success stories…
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JOSEPH
ALEXANDER

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From
$2.99 to
$.99 =
Bestseller
300+
Amazon
Reviews
Film
Rights

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First Book
= Flop
Kickstarter
for Book #2
Series =
Success
Big
Advance
for #3 & 4
Disney
Optioned

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18. FIND YOUR
TRIBE
They need you.
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19. What do you want to be known for?
1. Define your target audience
(claim your niche)
2. Identify their wants &
needs
3. Serve your audience
4. Establish your AUTHORity
5. Cultivate your community
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20. UNDERSTAND THE
BESTSELLERS LISTS
The more you know…
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21. New York Times Bestsellers List
◈ Curated list of booksellers
◈ Brick and mortar store sales
◈ Indie stores weighted higher
◈ 5,000 to 10,000/week
◈ Individual sales, no bulk sales
◈ Ebook sales – discontinued
◈ WSJ and USA Today - similar
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22. Amazon Bestsellers
◈ Calculated hourly, includes print, Kindle, Audible
◈ Sub-categories require sales as few as 10 copies
◈ Top 100: Sell 300 to 500/day
◈ Top 10: Sell 2,500 to 5,000/day
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23. Amazon Sales Ranking (estimates)
◈ 50,000 to 100k = 1 to 5 books per day
◈ 10,000 to 50,000 = 5 to 20/day
◈ 3,000 to 10,000 = 20 to 75/day
◈ 500 to 3,000 = 75 to 175/day
◈ 100 to 500 = 175 to 500/day
◈ 10 to 100 = 500 to 2,000/day
◈ 1 to 10 = 2,500 - 5,000+/day 23

24. Amazon Lists
◈ Current Bestsellers
◈ New Releases
◈ Bestsellers of the Year So Far
◈ Movers and Shakers
(biggest gain in 24 hours)
◈ Most Wished For
◈ Categories, Sub-Categories
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25. Amazon Bestsellers – Great, but…
25https://youtu.be/WxZvEK9k4s0

26. Understanding Amazon’s Algorithms
◈ Keywords – Title, description
◈ Categories
◈ Sales & conversion rates
◈ Reviews – Verified, Recent,
Helpful Votes
◈ Click Through Rate (CTR)
◈ Content and image quality
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27. POWER TIP: Kindle Buy for Others
◈ Give as a gift to reviewers
◈ Must be claimed within 24
hours to count toward rank
◈ Review shows as Verified
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28. POWER TIP: Add Up to 10 Categories
1. Choose up to 10 book categories
2. Contact Amazon support through Author Central
3. Ask to add your book to the categories in your list
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29. Amazon Success Strategies
◈ Multiple formats:
print, ebook, audiobook
◈ Pre-sell copies
◈ Author Central setup
◈ Reviews, reviews, reviews
◈ Test ebook pricing, categories
◈ Ongoing sales momentum
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30. BETA READERS AND
LAUNCH TEAMS
Word-of-mouth marketing works!
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31. Build Your Tribe of Beta Readers
◈ Feedback on manuscript
◈ Editing advice
◈ Book reviews
◈ Word-of-mouth buzz
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32. Incentive for Beta Readers
◈ Early access to your book
◈ Part of an “exclusive” group
◈ Networking with fellow
readers
◈ Acknowledged in your book
and/or website
◈ Other perks? Membership, free
downloads, etc. 32

33. Build Your Group
◈ Announce everywhere
◈ Google form to apply
◈ What criteria will you have,
if any?
◈ What questions should you
ask?
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34. Find Your Tribe (Keep this list)
◈ Your email list
◈ Social media
◈ Online groups
◈ Peers
◈ Clients, co-workers
◈ Fellow writers
◈ Past readers
◈ Alumni groups
◈ Trade associations
◈ Amazon reviewers
◈ Forums on Goodreads,
Absolute Write, Writers’
Circle
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35. Organize Your Group
◈ Private Facebook group
◈ File sharing via Dropbox or
BookFunnel.com
◈ Frequent communication
◈ Serve them
◈ Lots of gratitude!
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36. Solicit Feedback
◈ Be clear about what you
want
◈ Edits or feedback only?
◈ Ask specific questions
◈ Process to submit
feedback
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37. How Beta Readers Can Help
◈ Reviews: Amazon, Goodreads,
BN.com, Smashwords, etc.
◈ Social sharing
◈ Email announcements
◈ Promote on their blogs
◈ Groups they belong to
Make it easy for them to share!
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38. Engage Them in the Process
◈ Share timeline plans
◈ Send updates via email
◈ Post and reply in Facebook
group—beyond your book
◈ Share successes, marketing
collateral
◈ Get them excited!
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39. POWERFUL
PRE-ORDERS
Build momentum before your launch.
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40. Setup Pre-Orders
◈ Print and ebook editions
◈ 15 to 90 days in advance
◈ Sales count on launch day
◈ IngramSpark, Kindle,
Smashwords
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41. Pre-Orders: Offer Incentives
◈ Companion books
◈ Workbooks
◈ Coloring pages
◈ Bonus reports
◈ Recordings
◈ Contest
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42. Pre-Orders: Promote
◈ Amazon Ads
◈ Mailing list
◈ Social media
◈ Beta readers
◈ Online groups
◈ Fellow authors, peers
◈ Past clients, coworkers
◈ Book contributors 42

43. PREPARE TO
LAUNCH
Be ready before you publish!
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44. Launch Content Needed
◈ Book sales copy
◈ Author bio
◈ Book sales page –
website
◈ Tweets and Facebook
posts (pre-schedule)
◈ Social media groups
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◈ Blog posts for other sites
◈ Email copy to family,
friends, peers, partners
◈ Email copy to your mailing
list
◈ Media pitches: traditional,
bloggers, podcasters

45. Launch Content for Partners
◈ Create a “Partners” page
◈ Pre-written tweets,
Facebook posts
◈ Book sales copy
◈ Book cover image
◈ Incentive – how can you
help them?
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47. Review Copies
◈ Influencers: bloggers,
podcasters, YouTubers
◈ Media pros
◈ People, companies
mentioned in book
◈ Associations, worship
centers, schools, speaking
opportunities
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48. Other Launch Tasks
◈ Create anticipation
◈ Build list of influencers
◈ Send media pitches
◈ Ship out review copies
◈ Contribute guest blog
posts, podcast interviews
◈ Hire help
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49. Launch Day
◈ Email
◈ Remind partners
◈ Ask beta readers - reviews
◈ Social media updates
◈ Author Central – claim book
◈ Party like a rock star?
◈ Free webinar
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50. KEEP THE
MOMENTUM GOING
Put your marketing wheels in motion.
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51. Book Reviews - Free
◈ Beta readers
◈ Email subscribers
◈ Bloggers
◈ Online groups
◈ Ask!
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52. Book Reviews - Paid
◈ Netgalley
◈ Publishers Weekly
◈ Foreword Magazine
◈ Kirkus Reviews
◈ Goodreads Giveaways
◈ Midwest Book Review
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53. Grow Your Mailing List – INCENTIVES!
◈ Sample chapters
◈ Bonus reports, recordings,
worksheets, checklists, etc.
◈ Book club reading guide
◈ Coloring pages
◈ Recipes
◈ Webinars
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54. Grow Your Mailing List – Webinars
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55. Grow Your Mailing List – Facebook Ads
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◈ $100 ad spend
◈ 3200 people reached
◈ 361 Likes
◈ 23 Shares
◈ 73 Clicks

56. Facebook Ads – When to Use Them
◈ Mailing list sign-up
◈ Event registration
◈ Call to action
◈ Contests
◈ New book (be careful)
◈ Blog posts (occasional)
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57. Facebook Ads - Audiences
◈ Keywords, Interests
◈ Location
◈ Upload your mailing list
◈ Create a look-alike
audience
◈ Fans of Your Page
◈ *Fans of Other Pages
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58. Facebook Ads – Boosted Post
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59. Facebook Power Strategy #1: Invite
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60. Facebook Power Strategy #2: Groups
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61. Speaking of Groups
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Join Us! facebook.com/groups/nonfictionbooklovers/

62. Facebook Power Strategy #3: Others
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63. TAP INTO
COMMUNITIES
Associations, Church Groups, Chambers of
Commerce, etc…
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64. Trade Associations
• Volunteer
• Lead meetings
• Speak at chapter meetings
• Speak at conferences
• Write for blog/
newsletter/magazine
• Be an active participant
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65. Associations Exist for Everything!
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66. Associations Exist for Everything!
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67. EMBRACE
PROFESSIONAL
SPEAKING
Fact: Speakers Sell Books
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68. Abundant Speaking Opportunities
◈ Association meetings,
conferences
◈ Schools, K-12
◈ Colleges
◈ Places of worship
◈ Chambers of
Commerce
◈ Service groups:
Rotary, Kiwanis, Elks
Club
◈ Corporate: Lunch &
Learn sessions,
conferences,
workshops
◈ Meetup.com 68

69. Million Acts of Kindness Tour
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70. Charmaine Hammond Tour
◈ 10k miles
◈ 40+ sponsors
◈ Speaking at schools,
corporations, service
groups (Rotary),
churches
◈ Sold many cases of
books along the way 70

71. Tour the Unity Churches
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72. Melinda Emerson – Fix Your Business
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73. Get Paid to Speak
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74. Steps to Speaking
1. Speaker page on your
site
2. 2 to 5 topics, with
descriptions
3. Practice delivery
4. Pitch yourself
5. Collect testimonials and
video 74

75. Podcasting – Hot Opportunity
◈ Apple Carplay
◈ Microphones: Audio
Technica ATR2100, Heil
Sound PR40,
◈ Distribute to iTunes:
LibSyn.com
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76. Cultivate Your Community (Tribe)
◈ Engage, entertain
◈ Meet them
◈ Give value
◈ Solicit feedback, ideas
◈ Reward, appreciate them
◈ Pay attention to requests
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77. Hire Help: Virtual Assistant
◈ IVAA.org
◈ Upwork.com
◈ Ask for referrals
Successful authors
don’t do it alone!
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78. Plant Your Garden, Three Seeds Per Day
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http://bit.ly/GETSLIDES

79. Download this
slide deck here:
http://bit.ly/GETSLIDES

80. Thank You! Questions?
NonfictionAuthorsAssociation.com
NonfictionWritersConference.com
@NonfictionAssoc
@Steph__Chandler (double underscore)
facebook.com/nonfictionauthorsassociation
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