Author Tech Tips » Rob Eagar

How to Track Your Author Website’s Effectiveness

Rob Eagar — Mon, 02 Nov 2009 14:51:13 +0000

Just because you have a website doesn’t mean that it’s effective. Fortunately, there are easy ways to track if your website is helping to build your author platform.

Monitor Tangible Outcomes

First, you can monitor tangible outcomes, such as tracking new subscribers to your newsletter, speaking engagement inquiries, media interview requests, or book sales from your website. If you send visitors to Amazon.com or Barnes & Noble.com (which I don’t recommend) you can check your book’s ranking and see if it improves. Use www.TitleZ.com to gauge your book’s Amazon ranking over time.

Analyze Website Statistics

Another good tracking tool is to analyze your website statistics. If your web designer or hosting company doesn’t provide this information, you can set it up for free with Google Analytics. After you create a free account, Google will provide you with special computer code that you embed into your website’s individual pages. Once you do this, then Google will track all of your website data for you.

When you examine your website statistics, however, make sure you concentrate on the right information. For example, basing your site’s effectiveness on how many “hits” or “pageviews” you get is a flawed notion. These are inflated figures that don’t give you accurate information about your web traffic. A better guide is to track how many “Unique Visitors” your site receives. This number reflects how many different people actually visited your site, which is a better reflection of your real platform.

How to Bring Visitors Back

If you notice a decline in visitors, sales, signups, or other factors, it could mean that people are bored with your website. So, take time each month to assess where you can add new content that provides value to your readers. If you run out of ideas, bring in guests with a similar message. People will appreciate your desire to help them, and they’ll show it by returning to your website on a regular basis. And, the more often people return, the more likely they will buy your books.

Used with permission from WildFire Marketing by Rob Eagar

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Marketing Mistakes Top Level Authors Make

Rob Eagar — Tue, 29 Sep 2009 18:45:28 +0000

Best selling authors are not perfect. Here are some of their blunders and how to avoid them. Avoid these mistakes and you may become the next top selling author.

In today’s publishing industry, it is common for 80% of a publisher’s book sales to come from less than 20% of their authors. These “A-level” authors are treasured for their book’s ability to sell 100,000 – 1,000,000 copies or more. Plus, their platforms are so strong that their presence at a book-signing or speaking event can quickly draw hundreds of readers.

Thus, publishers tend to devote more marketing dollars and resources to these writers. Who can blame them? A-level authors represent a safer bet to
produce much-needed revenue, especially in a difficult economy.

The surprising reality, however, is the amount of marketing mistakes that some A-level authors continue to make. Sure, they’ve sold a lot of books. But, they could generate even larger sales if their oversights didn’t hold them back. By making a few simple improvements, these authors could sell an extra 25,000 – 100,000 copies.

So, if you’re a top author, take a moment to examine if you might be limiting yourself. For new authors, pay attention and consider some of the mistakes to avoid in the future. And, if you’re a publisher, make sure your top guns aren’t wasting opportunities to boost book sales.

Mistake #1: Falling behind on new technology.

As our society transforms into an Internet-based culture, it’s imperative for authors to use new technology to reach readers. Fortunately, it’s never been easier to setup a website and use social networking tools to influence large groups of people. But, I’m shocked at how many A-level authors fail to maximize these resources.

For example, I recently spoke with two publishing houses who admitted that some of their best-selling authors didn’t have a website! That’s a major mistake. In addition, I’ve viewed many A-level author websites that haven’t changed in over a year. They look like static, boring brochures.

There are some authors who prefer to avoid technology or hide from their public. But, an A-level author who lacks a web presence is like a pro tennis player who plays with an antique wooden racket. At the minimum, every author needs a website that allows readers to experience the power of their books and provide ways to spread buzz. Even if the author isn’t personally involved, a third-party can manage the system.

Don’t shun technology. Instead, use it to your benefit. If you already have a large platform, then maintaining a website, blog, or FaceBook page will only make you more efficient. These new tools are a great way to capture readers at their emotional peak, generate national word-of-mouth, and empower fans to help market your books.

Mistake #2: Believing that “It’s all about Me.”

Authors who sell over 100,000 copies should be proud of their success. Becoming a bestseller is a rare achievement that most writers only dream about. But, the marketing style of many A-level authors comes across as “it’s all about me.”

For instance, I recently visited over five big-time author websites whose Home page was actually the Store page for their books! From the beginning, their marketing seems to imply, “I don’t care about you. Just hurry up and buy my book.” Other examples include bestselling authors who plug their books throughout an entire speech. The audience wonders if they’re stuck in an infomercial.

You can’t sell books if you don’t let readers know that they exist. But, you can’t endear readers to your message and grow a larger platform if you don’t meet their needs first. The main issue that concerns most people is “How can you help me?”

To establish the value that you offer your audience, consider these two questions:

How is the condition of my audience improved?
What tangible results do my readers experience?

The key to effective book marketing is showing how you meet people’s needs, even if you write fiction. Therefore, your marketing efforts should be reader-focused, rather than self-focused. Examine all of your promotional materials, such as websites, bios, blogs, and brochures. Do they express a selfless desire to help others? Or, do they convey a sense of self-importance?

When A-level authors achieve success, some mistakenly believe that people are flocking to their personality. In most cases, however, the real attraction is to the message that changed the readers’ lives.When authors stop focusing on value, they start churning out fluff that leaves people disappointed. Over time, this mistake erodes trust and respect with their audience.

Mistake #3: Stagnating in the Success Trap.

If an author sells a million books, it can be easy for them to think that they’ve reached their peak. But, this mindset can lead one to stagnate. In the corporate world, leaders are expected to expand their knowledge and increase their skills. Yet, in the publishing world, many A-level authors are treated with awe and rarely challenged.

Worldwide management consultant, Alan Weiss, explains the success trap by saying, “To grow, you must fail periodically so that you are continually aware of opportunities for improvement and for expanding your envelope. This discipline not only will provide for internal stimulation, but it will influence how the external world views you.”

When top authors get stuck in success, they can end up out of sync with their audience. An example is a recent parenting book by a well-known male author who presumed that most mothers weren’t working outside of the home. Or, if they worked, their jobs were mostly administrative roles. Plus, his parenting advice never touched on remarriage and how to handle raising stepchildren. This author’s material is so out of touch with current society that he risks losing credibility and growth potential.

Other examples include A-level authors who fail to improve their public speaking skills. They don’t use fresh illustrations or recent experiences. Their messages lack creativity and original content. The lack of self-evaluation prevents these thought-leaders from speaking at larger events that could dramatically impact book sales. It’s easier than ever before to learn new talents. An author’s platform usually starts to diminish when complacency takes hold.

In a tough economy, A-level authors are the fortunate few who can still touch thousands of readers and sell large numbers of books. They’re in the best position to thrive and keep their publisher growing. So, don’t let simple mistakes undermine platform potential. Utilize new technology, stay focused on reader needs, and avoid the success trap. Enjoy the benefits of a bestseller status, and use it to the full
advantage.

Rob Eagar is the founder of WildFire Marketing and helps authors and publishers sell more books through innovative marketing strategies. For more information, call 1-800-267-2045 or visit: StartaWildFire.com

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How to Track Your Message Online

Rob Eagar — Tue, 01 Sep 2009 18:26:46 +0000

Whether you’re an author, speaker, or publisher, your goal is to sell more books and spread your message. But, how do you know if your message is really spreading? How do you track the success of your book marketing and platform-growth efforts?

There are several obvious factors you could use, such as increased book sales, speaking engagements, or newsletter subscribers. In this article, however, I want to share two little-known services that you can use for free to help gauge your book marketing effectiveness.

Google Analytics

Your website is your most important book marketing tool in today’s economy. But, many authors fail to utilize the power of the Internet. Instead, they settle for a barebones website, rarely update the content, forget about it, and wonder why book sales are sluggish.

In contrast, you can use your website to your advantage. And, there’s a great tool that can help called, Google Analytics. This is a free service available at: www.Google.com/Analytics Once you create your account, Google generates a specific piece of computer code that you embed on each of your webpages. It’s a simple task, but if you’re unfamiliar with html code, then ask your webmaster or designer for help.

After your code is setup, Google automatically begins to track all of your website statistics and provide insightful reports. Here’s why it’s so cool. According to Google, their service shows you how people found your site, how they explored it, and how you can enhance their visitor experience. They provide reports that identify important information, such as:

How many unique visitors come to your website
Where each visitor comes from
How long people stay at your website
Why they leave and which pages are popular
What keywords people use to find your website

For instance, knowing what keywords drive readers to your website is invaluable. You can use that data to adjust your site in ways to help boost web traffic and grow your author platform. In addition, Google Analytics can help you improve your website’s return on investment, increase conversions, and make more money selling products.” Sure, the making more money part isn’t as easy as it sounds, but Google can at least point you in the right direction.

Until recently, website analytics software was really expensive. But, thanks to Google, it’s free. So, if you’re struggling to make your website work for you, consider this service.

TitleZ.com

If you’re an author who loves to peek at your book’s Amazon ranking, then you’re going to love this next tool. There’s a free service still in beta testing called TitleZ, which allows you to analyze the sales trends of books based on data compiled from Amazon’s sales rankings. The current database contains sales history information for over 500,000 titles. And, if your book isn’t currently being tracked, you can easily add it to their database.

TitleZ lets you analyze sales for an individual title, a specific author or publisher, or even an entire segment. The sales history of titles is broken down into seven-day, 30-day, 90-day, and lifetime averages. Plus, you can compare the sales trends of several books against each other.

I like this service, because you can also track your book’s sales history over time, even down to a particular date. This ability allows you to see if a specific media interview or marketing initiative created a spike in book sales.

Since Amazon’s sale rankings are not totally accurate, do not get obsessed with their numbers. Amazon is just one small slice of your book’s total sales. But, it can be one way to track your book’s overall success. For instance, you could check your “lifetime average” ranking and compare that with this chart on my blog for a rough estimate of Amazon sales.

Amazon isn’t the most reliable book sales tracking tool. But, since it’s almost impossible to get current sales information from bookstores and publishers, TitleZ.com can be a useful resource. Take advantage of this free service before they start charging for it.

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Don’t Play Hide & Seek with Your Readers

Rob Eagar — Sat, 01 Aug 2009 19:35:26 +0000

While surfing the web recently, I visited several author websites and noticed an alarming problem. Whenever these individuals offered a free resource to download from their website – the documents were devoid of any contact information! Don’t be guilty of the same blunder.

3 Reasons to Stop Hiding

Whenever you offer any kind of resource from your website or blog, ALWAYS INCLUDE YOUR FULL CONTACT INFORMATION. And, if my shouting all-cap font isn’t enough to convince you, here are three reasons why:

Leaving off your contact information makes you look like a forgetful amateur. Professional authors know how to cover their marketing bases, which means they make sure anyone can always find them. You should, too.
If someone downloads a resource from your website to read later, but you didn’t list your contact info – then they may forget where they got the information from – which means you just lost a potential sale.
Most important: Many people may download resources from your website to give to a friend (this is called “word-of-mouth” – the holy grail of marketing). But, if you don’t include your contact information, then the new person can’t find you – which means you just lost another potential sale.

What to Include

Contact information…put it on everything. And, don’t be stingy…include your:

Website address,
Phone number (preferably a toll-free number),
Email address,
Mailing address (or P.O. Box).

Don’t play hide-and-seek with your customers…because people can’t buy your books if they can’t find you.

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8 Elements of Effective Author Newsletters

Rob Eagar — Sun, 28 Jun 2009 03:40:45 +0000

To create a newsletter that gets results, use the following eight components. These elements apply regardless of whether you’re creating an email or print version. Schedule print newsletters to leaders every 90 days, and email newsletters to your audience every 30 days.

Important Note: The problem with most newsletters is that they blather about the sender too much. That’s selfish and turns off your readers. Instead, use your expertise to create a newsletter that helps the reader improve their daily life. Try to focus 75% of your newsletter content on helping the audience, and 25% promoting yourself.

1. Brief feature article

The feature article only needs to be around 500 – 750 words. However, pack the article with helpful information for the reader. Use bulleted lists to make reading easier. Don’t talk about yourself. Be brief, pithy, and focus on helping the reader solve a specific problem. Search through your past books and messages for good articles.

2. Extra element of value

After your article, give your readers another brief section of helpful information. For example, you could offer interesting statistics, Q&A section, helpful resource listings for leader, or an insightful opinion on current events.

3. Value statements

Create a list or column of bulleted phrases that explain the benefit you provide to your audience and booking leaders. These key statements should explain what sets you apart from other speakers and why your message is so helpful. Focus on phrases that communicate the “life-change” you make happen for your audience.

4. Upcoming events calendar

Create a small box or listing of where you’ll be speaking over the next 3 months. Include the date, location, and event contact information. This shows readers how active you are, and reinforces the fact that other people request you. Also, include any national or regional media appearances (radio and TV).

5. Testimonial from a well-known leader

Use two or three sentences from a leader declaring how great you are, and how you’ve helped his or her audience. Use someone with a well-known name or title, because your readers care more about “who” said it, rather than “what” was said. Shy away from endorsements that sound vague. Instead, use a testimonial that communicates a specific benefit you provide.

6. Featured product

Show a small picture and provide brief description of a featured product, such as your book, CD, new presentation, etc. To help create urgency in the readers mind, offer a coupon or a discounted price if they order within the next 30 days. Be sure to include ordering information (your website and phone number).

7. Full contact information

Give your readers a list of all the possible ways to reach you, including phone, email, website, address, etc. For a print newsletter, list this information near the header and under your return address.

8. Professional-looking layout

Compliment good content with good graphics. If you’re comfortable with Microsoft Word software, try doing it yourself. Or, hire a graphic artist to make a template for you. Then, you can quickly drop the content into it for each issue. For print templates online, visit: www.StockLayouts.com For a good email newsletter system with a 60-day free trial, check out: www.ConstantContact.com

If you have extra space to fill, then throw in a pithy quote, an interesting statistic that would appeal to your audience, or a brief update on your ministry or personal life. This is the one place where it’s appropriate to talk about your children or a recent vacation.

Now you’re finished. Do these steps every 90 days for a print newsletter to leaders, and every 30 days by email to your audience database. Then, watch as your platform grows!

Used with permission from WildFire Marketing by Rob Eagar

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Easy E-Commerce and Fulfillment from Home

Rob Eagar — Wed, 17 Jun 2009 09:38:05 +0000

As a follow-up to my article, Don’t Bow Down to Amazon, maybe you’re wondering, “What’s the alternative? Isn’t Amazon the best way to sell my books from my website?” No way, and if you haven’t, first read my previous post for the 3 big reasons why.

Instead, I encourage you to consider selling books from your website and doing the fulfillment yourself. Now, I know you’re immediately thinking, “But that’s time-consuming and expensive! I’ll have to pay big bucks for a fancy website store and waste all my writing time shipping book orders.” Not anymore.

Today, you can use PayPal to handle e-commerce and all credit card sales directly from your website. Plus, you can setup a free online account with the U.S. Postal Service to buy postage, print professional mailing labels, order free shipping supplies, and ship packages – without ever leaving your house. Once you setup your system, most book orders can be completed in less than five minutes. It’s one of the best deals in the history of bookwriting!

With PayPal and the USPS.com, you don’t have to setup a separate merchant account or stand in long lines at the Post Office. Plus, you get credit card fraud protection and a virtual terminal from PayPal and free delivery confirmation from the USPS. And, all transactions are completed online.

Stop sending your website visitors to buy your books at Amazon.com. Otherwise, you’ll miss out on important profits, customer contact information, and marketing effectiveness. You don’t need Amazon to make it as an author – you can do it yourself.

Note: If you’re a fiction author, you’re probably reading this and crying out, “But my publisher will be mad, because if I sell books from my website or at events, then it won’t count towards my sales numbers!” Relax…if you’re helping to sell more books and grow your platform, your publisher won’t care about selling books from your website. They’ll be happy, because they know that you’re growing your platform, which means higher sales potential for your next book.

Some of you need to stop worrying about your publisher’s concerns and start worrying about making your writing career last longer. Remember, to publishers, it doesn’t matter where the book sales come from, as long as there are sales. And, happy, growing authors make happy, growing publishers. Without successful authors, publishers can’t exist.

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Authors: Don’t Bow Down to Amazon

Authors: Don’t Bow Down to Amazon

Rob Eagar — Fri, 12 Jun 2009 08:36:37 +0000

When readers visit your website to buy a book, do you send them to Amazon? If so, you could be making a huge mistake. Why? Sending customers to Amazon is the marketing equivalent of idolatry and ineffectiveness.

Now, before you whine about convenience or the importance of a high sales ranking, let me give you the big picture:

1. Amazon Takes Your Contacts

Amazon loves it when you send book-buying customers to them, because they get the most important piece of business data possible – contact information! That’s right. Amazon is more concerned about getting your customer’s email and mailing address than selling your book. Why does it matter? Because, the best way to grow a business (and your writing career) is to develop a database of highly-interested customers.

People who visit your website to buy books are like marketing gold. Customers who buy one book are likely to buy another book or know someone who will. Therefore, you want to stay in touch with these people through your newsletters and promotional activities. Odds are in your favor that they’ll buy again. However, if you send customers to Amazon, then you lose the chance to build a relationship with these important people. Meanwhile, Amazon laughs all the way to the bank. How do you think they grew so fast?

If you’re still not convinced, consider this. Publishers love authors who build a personal database with thousands of targeted contacts, because it means easier marketing for your next book. Show your publisher a large, legitimate database, and they’re more likely to show you large advances and bigger marketing budgets. Are you with me?

2. Amazon Takes Your Profits

If you send a customer from your website to buy your $12 book at Amazon, you’ll be lucky if you make $1.50 in profit – regardless of whether you use Amazon’s Advantage or Affiliate programs. However, if you sell a $12 book from your own website, you can usually make at least $6.00 in profit. That’s a big difference!

Look at this way…for every 100 books you sell yourself, you make $600 in profit (not just revenue). That’s enough money to buy a new computer, new clothes, or go on a relaxing weekend vacation.

Now, don’t give me that nonsense about, “I don’t care about money…I just write as a ministry unto the Lord.” If you really write as a ministry, then you should be the best possible steward of your God-given talents. So, ask yourself, “Would God prefer me to mindlessly give away money to a secular corporate giant (Amazon), or use that money to help feed my family or feed orphans in Africa?

3. Amazon Takes Your Marketing Effectiveness

Let’s assume your new book is about to launch. You’re doing a big marketing campaign with email newsletters, blog tours, and media interviews. Let’s also assume that your marketing is awesome. People read your e-newsletters, surf the blogs, and watch you on TV. Enamored by you, they come running to your website. But, when they’re ready to buy your book, you redirect them to Amazon.

A month later, you start wondering if your marketing campaign was effective. Guess what? You’ll never know, because Amazon is holding all of your data. Sure, you can check your website hits and your faulty Amazon ranking, but all that really matters is the actual sales data. Yet, you don’t have that important information, because you gave it away to Amazon. They know who bought your book, but you don’t – isn’t that weird?

So, what’s the marketing moral of the story? Stop sending customers to Amazon, and start selling books from your website. How do you do that, you ask? My article Easy E-Commerceand Fulfillment from Home explains how.

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