How to Createa Bestsellerwith SocialMediaCreating MassiveVisibility to EstablishExpert Status, DominateYour Niche, and Sel...
How to Create a Bestseller with Social Media                  Interview with Marnie Pehrson                  Founder of Id...
audios and expertise.Marnie is also a wife and mother of 6 and author of 20 fiction and non-fiction titles. She knows what...
As we talked we realize that a lot of people probably have those pivotalmoments in their lives where they throw caution to...
Marnie: I don’t know. I just can’t resist promoting people. I am notmuch of a pay to play kind of person. If I’m going to ...
Denise: Let’s now go into the marketing aspect of this. That’s reallywhat the meat is. How did you create this bestseller?...
Marnie: The reason I did it that way was I know the time intensityinvolved in one of these launches. I knew I couldn’t be ...
Marnie: Of course all of it is much more exciting, ramping up and thenthe day of launch. Your tendency is to let it wane a...
We went from that intention, but not too long before the actual launch Iwas brainstorming with Lisa Rae Preston, who has b...
I think what it did is it showed people that we cared about them. I thinkthat’s a piece that sometimes is missing in marke...
hard part. Why not just post it on their wall and like a page in order toget their listing on the home page of IdeaMarkete...
Denise: It was really about engaging your community and helpingthem be successful and then giving them visibility-selling ...
Denise: Specifically, what were you doing around the social mediapiece?Marnie: For one thing, I was manning and looking at...
updated and tagged got them all excited. They started talking about it alittle bit more as the day progressed.When the peo...
Facebook that was interesting is we might not get comments frompeople, but I went to church a couple weeks later and a cou...
Marnie: Those buyers-submitted opt-in offers are still there. Ifsomebody buys the book today, they’ll get the audios and t...
Marnie: Right.Denise: You were creating an enormous amount of buzz and visibilityin the days leading up to the launch. As ...
Another thing that we’re doing is a contributor contest that I’m starting.It’s a Trust Your Heart story contest. Anyone wi...
I saw at the end of last week, I think it was, when you did the video onthe snippet from the audio interview that we did. ...
Denise: That’s right. That’s right. The more you spotlight others, theyturn it around and spotlight it back on you.Before ...
Marnie: Let’s go for it.Denise: There are a lot. Some are very specific about the book processand others are a little bit ...
book and send me a review I’ll post it on the site with a link to yourwebsite.Denise: There you go, more visibility.Marnie...
Denise: If somebody is interested in finding out about your printer canthey contact you to get that referral?Marnie: Yes.D...
Denise: Okay, perfect. I think I saw somebody ask that question. Again,there’s so many here.Do you know what kind of perce...
Marnie: It was #1 on Amazon’s Mover & Shaker list, #1 in BusinessEntrepreneurship, #1 in Business Economics, #6 in Busines...
Marnie: Right. We’ll know to do that a little better.Denise: Excellent. That was going to be one of my questions. Howmuch ...
Sometimes it’s just making yourself do it the first time even if you kindof trick yourself into doing it.Denise: Yes. It’s...
I don’t know that it would work exactly like we’ve done here. Peoplewho read a novel probably are not the ones who are goi...
tactics. This has been a great call. If you haven’t picked up a copy ofTrust Your Heart, I hope you will consider doing th...
frequently speaks at conferences about business blogging and how togain expert status through social marketing. She has be...
ResourcesGet the free audio version of this transcript here:http://denisewakeman.com/events/marnieIdea Marketers: www.idea...
AFFILIATE DISCLAIMER. The short, direct, non-legal version is this: Some of thelinks in this report may be affiliate links...
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How to Create a Bestseller with Social Media: Interview with Marnie Pehrson

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Denise Wakeman interviews Marnie Pehrson, founder of IdeaMarketers.com. Marnie shared many useful tips about how she orchestrated the pre-launch, launch and post-launch of Trust Your Heart: Transform Your Ideas Into Income. She shares how she used Facebook, Twitter and video to drive her book to a bestseller on Amazon.com in five hours with an innovative win-win incentive for buyers and the co-authors.

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Transcript of "How to Create a Bestseller with Social Media: Interview with Marnie Pehrson"

  1. 1. How to Createa Bestsellerwith SocialMediaCreating MassiveVisibility to EstablishExpert Status, DominateYour Niche, and SellMore Books, Productsand Services.Interview withMarnie PehrsonFounder ofIdeaMarketers.com
  2. 2. How to Create a Bestseller with Social Media Interview with Marnie Pehrson Founder of IdeaMarketers.com You can get the complimentary audio program that accompanies this interview for no charge here. “You cannot plow a field by turning it over in your mind.” [attribution unknown]Denise: I want to welcome and thank you for taking action andcarving out some time in your day to join me and my guest for what Ianticipate will be a very enlightening conversation about what goes onbehind the scenes to create massive visibility and bestseller status for abook on Amazon.com.I’m Denise Wakeman, your online visibility mentor. I help you boostyour visibility on the web, guaranteed. It’s all about taking action totransform your idea into income. That’s why I invited my guest to tellher secrets.What you are going to learn about today is about creating massivevisibility so you can create expert status, dominate your niche, and sellmore books, products and services. I’m really excited to be hosting this call today. I want to go through a couple of quick notes before I do introduce my guest. Marnie Pehrson is a bestselling author, speaker and online publicist who helps entrepreneurs find their place in the world, deliver their message online. She is the creator of the longest running content directory, www.ideamarketers.com. You can promote your articles, press releases, information products, videos, 2 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  3. 3. audios and expertise.Marnie is also a wife and mother of 6 and author of 20 fiction and non-fiction titles. She knows what she is talking about here, guys. If there istruth or talent to be highlighted, Marnie is your girl. Her mission is tohelp you live yours. You can get a free audio, Deliver Your Message tothe Hearts of Thousands With Half the Effort at MarniePehrson.com. Welcome Marnie. I’m so glad, I’m so excited that we are able to have this conversation. When I saw what you were doing with Trust Your Heart I was so impressed. That’s why I quickly grabbed you and said, “Let’s talk!” Thank you. Marnie: Thank you. It means a lot to me that I can impress you. You are always impressing me. Thanks a lot. Denise: You created a really exciting event -- a whole marketing scheme around the book. Before we get into the details of that, why don’t you setthe stage? What was the genesis for the idea for the book?Marnie: For some time it’s been in the back of my mind to create acompilation book and include submissions from our experts onIdeaMarketers. We have a really good group of experts on there. Thathad kind of been percolating for a while.It was back in December 2010, I was talking to my branding guy, PhillipDavis (http://tungstenbranding.com), and he always asked me thesereally pointed questions that get down to the root of things. He wasasking me, “What is your core message? There was probably a singleevent or a choice that set everything in motion for you, what was it?” Ithought back to how I started my business 21 years ago because Iwanted to stay home with my children. The storys in the book so Iwont go all into it. I decided to trust my gut and stay home, create abusiness, and be able to be there for my kids. Everything else hasstemmed from that. 3 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  4. 4. As we talked we realize that a lot of people probably have those pivotalmoments in their lives where they throw caution to the wind and justtrust their heart on something and it makes all the difference. As westarted to work through the idea, that’s where it came from.We were thinking Trust Your Gut in the beginning and we thought, “Youcan’t make a good logo out of Trust Your Gut.”Denise: It wouldn’t be very attractive.Marnie: You’ve got an intestine or something? I don’t think so.Brainstorming led to Trust Your Heart and went from there.Denise: A lot of compilation books (or at least a traditional model forcompilation books) are that the authors pay a fee to be included in thebook. Then the publisher (that would be you) would then do themarketing for the book and the author of the chapter gets 10 books topromote themselves. You didn’t follow that model. How did you goabout choosing the authors for your book?Marnie: I started first with our core experts on IdeaMarketers, the onesI knew well from working with them over time. There were some thatwere just too busy and couldn’t schedule fit it into their calendar. Maybethey will be in an upcoming one.I started with those people first. Then I started thinking about a handfulof people who I had worked with and joint ventured with, like yourself,who are team players, who I knew I could count on to do what theysaid they would do. I approached those people about being involved inthe project. It’s basically my clients and the people I have jointventured with in the past.Denise: What made you decide that it would be invitation versus pay toplay? 4 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  5. 5. Marnie: I don’t know. I just can’t resist promoting people. I am notmuch of a pay to play kind of person. If I’m going to do something Iwant to do it because it’s fun for me to promote the people involved. Ican get excited about everybody in the book.Denise: Okay, well I think that’s what makes people love you so muchtoo. You are very generous and giving in that way.Marnie: Thank you.Denise: You self-published the book. Could you talk a little bit aboutyour process for making the decision of self-publishing versus pitchingthe book to a mainstream publisher and going that route?Marnie: I’ve done both, gone traditional versus self-publishing. Thereare a couple of things I ask myself before I decide either way. One ofthem is: How much control do I want to have over the project? Thecover, the content, how it’s edited. If I want to have a lot of control,then self-publishing is a better way for me to go. If I don’t really carethen the other way is good.Another question I ask myself is: How fast do I want it released? Doesit need to be on my timetable? In the case of this book, I really wantedto do a live launch in conjunction with the Radiant Success Event wewere doing in April. December to April -- I knew I had to self-publishthat book if I was going to make it coincide. The themes were bothideas to income.Denise: So it was December to April. December is when you had theidea. April is when the finished product was in your hand.Marnie: Right.Denise: That’s very fast. Excellent. Speed and control wins overmainstream publishing. I’ve heard stories of it taking 18 to 24 monthsto get a book published by a mainstream publisher.Marnie: Yes, it can take a while. 5 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  6. 6. Denise: Let’s now go into the marketing aspect of this. That’s reallywhat the meat is. How did you create this bestseller? When you werethinking about this project late last year and had the idea and startedapproaching people, what were some of your marketing goals for TrustYour Heart?Marnie: The main goal I had is to make this an Amazon bestseller. Ihad done a Barnes & Noble bestseller before and Amazon is moreimpressive. It’s harder to obtain. That was my goal for it so thateverybody that’s in the book can say they are an Amazon bestseller.That was my end objective. I had a lot of confidence that we could do itwith the team we’ve assembled here.It was funny because the girl who helped me do the launch, was a bigpart of it, had never been a part of an Amazon launch before. Sheadmitted to me afterward that she was on pins and needles the wholetime while I was really relaxed. She was like, “How could you be sorelaxed?” I knew we could do it.Denise: The biggest goal was to make it an Amazon bestseller. Thatwas the big overarching goal. There are a lot of elements that go intocreating a bestseller. You don’t just put it out there and it becomes abestseller. It takes a lot of work. How far in advance did you startdeveloping your marketing plan? Was it concurrent with the creating ofthe content?Marnie: Yes. It was going on the whole time. We were brainstormingaround how we were going to market it from day 1, December, how itwould be done.Denise: The bestseller, the actual public launch was in May, not April.April was when you introduced it to a live event. In May-it was just afew weeks ago that the actual launch happened. Was there a reasonthat you didn’t want to do that concurrent with the event? Is May abetter time? What was the reasoning around that? 6 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  7. 7. Marnie: The reason I did it that way was I know the time intensityinvolved in one of these launches. I knew I couldn’t be over in Raleighpresenting an event and managing a bestseller campaign. I just did itlogistically so it wouldn’t be a nightmare for me. It really doesn’t matterwhen the launch is. I mean, I wouldn’t launch the week of Christmasprobably. It’s a little too late in the game to take advantage of theholidays. As far as April versus May, it’s no big deal.Denise: Let’s get into the social marketing aspect of this. Was that avery deliberate on your part to use social media? Was it the primarypart? How prominent was social marketing in your overall marketingplan?Marnie: It was a big part of it; the prelaunch, the launch and the postlaunch promotion of it. We leaned heavily on Twitter, Facebook,YouTube, blogging. We created blogs and emails and tweets that ourcontributors could send out. I actually had somebody create all that forme so I could just delegate that off. She created all of that( http://www.LisaRaePreston.com ). Then I wrote some custom blogs. Inoticed some of our contributors, like you, customized what we sentyou and put it up as Facebook notes and things like that. That was allpart of it from the get-go.Denise: What about in addition to social marketing, what other tacticsdid you include in your plan? You can just give a broad overview.Marnie: I’ve done some local radio interviews, some blog talk radio,the contributors are being interviewed on blog talk, email marketing ofcourse was a big chunk of it, run ads on IdeaMarketers, we’ve donepress releases and of course, promoting the book at the live event aswell.Denise: Would you say in terms of how much time was allotted-howmuch time was pre-promotion and during the launch and then what’shappening post-launch? It’s been a few weeks now. Have you seen anyevolution there in how you are promoting it and how other people arepromoting it? 7 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  8. 8. Marnie: Of course all of it is much more exciting, ramping up and thenthe day of launch. Your tendency is to let it wane afterwards. I’ve beenfighting to try to keep the promotion going on that. We are doing someoff-line PR and different things to try to get it more national exposureand things like that and parlaying off the Amazon bestseller launch. It’sdefinitely much more time intensive the weeks around the launch. It’ssomething I intend to keep promoting on an ongoing basis.Denise: Okay, good. A typical Amazon bestseller campaign that we’veseen over the last maybe 10 years-I think people have been doingAmazon bestsellers. I can remember one from 2001-the first one I everremember noticing. A typical bestseller campaign includes enlisting aton of partners that give a gift and agree to send solo emails to their listso that 2 million people get this promotion at the same time. You didn’tdo this specifically. Did you consider that format?Marnie: Honestly, I didn’t. It’s been so overdone in my opinion thatthat wasn’t a viable method that I wanted to do. We were looking for anew way.Denise: So, what did you do? Why don’t you tell us about how you didit differently? I think that’s a big key to this. In addition to the actualpromoting of it, there had to be a hook besides just the book, right?Marnie: Maybe I’ll tell you a little evolution of how we came to this. Itwill give you an idea of how it flowed. What originally struck me wasEllen Britt’s Cash Flow Telesummit. Do you remember that?Denise: Yes, I do.Marnie: I love the way Ellen did that. She time released the interviewsover the course of the day and week. Then she pulled them off, but youcould have the mp3s if you bought them. It was $97 to buy them.When I saw that, I knew I had 19 contributors I could interview. I couldeasily do a telesummit format. Instead of buying mp3’s theyd just haveto buy the book. They would have all the mp3’s. 8 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  9. 9. We went from that intention, but not too long before the actual launch Iwas brainstorming with Lisa Rae Preston, who has been my right armon this. Lisa thinks way out of the box, always looking outside the box.She was challenging me to, Lift your lid. Do something that’s neverbeen done. Try to think totally new and come up with something that’sa win-win-win for the readers, for the contributors and for us.As we were talking and brainstorming she came up with this idea whereanybody who buys the book, would be able to put their give-away onthe download page. They would have a link to their site and their opt-in.We would be encouraging the readers to trust their hearts and turntheir ideas to income. It became a proactive thing about the reader. It’snow about them and involving them in the process. I was like, “Wow.That’s a cool idea.”She wrote a lot of the copy that went in to explaining that ahead of timeand I programmed it.Denise: I thought that was a brilliant idea because I haven’t seenanybody do anything like that before. It’s always about, “Here, get allthis other stuff from other people,” rather than letting the customer ifyou will-the customer who bought the book participate in theabundance of the launch. I thought that was quite brilliant. How wouldyou rate the success of that bonus? Did you get a lot of peoplesubmitting their-it was to submit a link to their own list. To their freebieor their newsletter, correct?Marnie: Yes. I would call it a major success. The day of launch we wereconstantly looking over these submissions and putting them up. We hadto verify they were okay first. I had a girl helping me do that. She hadto take a break during the middle of the day and this left me to do italong with my other duties on the launch. I felt like Lucy with theconveyor belt of chocolate to keep it all going. It was a lot. It wasconstant-people coming in all day long within a 24 hour period. Weactually let it run 36 hours so I had quite a few by the next morningthat we were still trying to do. That was a big success. 9 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  10. 10. I think what it did is it showed people that we cared about them. I thinkthat’s a piece that sometimes is missing in marketing. We care aboutyou and your success. It helped people actually get into action aroundtheir ideas.I had people email me (and other contributors said people emailedthem) saying they had never created an opt-in page and didn’t have agive-away. This made them get in action around their idea and actuallycreate those pivotal pieces of what they need to be able to do businessonline. It got them to step in action.Denise: You are absolutely right. I had forgotten about that because Ialso received emails like that, “I’d really like to participate but I don’thave a squeeze page. What do I do?” It took them from buying a bookto moving into action. That’s a big message throughout the book. Thereare 19 different stories but many of them are about just do it. That’swhat created the success for everybody in that book. We all took someform of action, even when it was scary.Can you tell us how many people or a percentage on how many buyerssubmitted their information? Just to give us a sense of how muchparticipation you got out of that?Marnie: I should have gotten a count. I’ll be conservative and sayabout a third of them had submitted something for the download page.Denise: That’s a pretty good response. Pretty good conversion I’d say.The thing around that that was interesting to me is that by giving thatgift to your reader, to your customer who bought the book, you in turnempowered them to go out and market the book for you as well. Didyou find that that happened quite a bit? That those people, once theysubmitted their list building information that they would then tweet andpost on Facebook and that sort of thing?Marnie: Yes, most of them did that. That was something I was keepingup with too. Not only was I keeping a lookout for people liking theIdeaMarketers page, I was going and friending them back. Almost all ofthem went ahead and did that extra step. They’ve already done the 10 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  11. 11. hard part. Why not just post it on their wall and like a page in order toget their listing on the home page of IdeaMarketers as well.Denise: In fact, the viral nature of social marketing really was a perfectfit for this specific kind of promotion where you are inviting others toparticipate.Marnie: Right.Denise: Excellent. Of all the various tactics of Facebook, Twitter, thebonus what would you say is the tactic that really produced the bestresult in terms of creating visibility for the book?Marnie: Just the whole process of prepping them to be able to takeadvantage of being listed on that download page. We crafted 4 emailsthat we gave to each of the contributors to then send out. Three ofthem went out ahead of time before launch that said, “It’s coming.You’re going to be able to be featured here. We want to promote you.Here’s how to do it. Get your stuff ready.” Prepping them into that untilthey were ready on launch day helped them say, “Great. Ive got all mystuff ready and I can’t wait to get my listing.”I think part of what that did is we taught them how to craft an opt-in,so theyd know what to put on the download page. Not only did we say,“Get this stuff ready,” we sent them examples of how they might writea compelling bio, how they could write something that somebody wouldwant to take action on. We showed them that, “We want you to succeed.Here’s how you do it.”They emailed me. They emailed Lisa. Shannon Cherry told me herpeople were emailing her saying, “Is this good? Is this what I shouldput in?” We were even kind of coaching them over email whether theyought to tweak what they had crafted. That whole getting them excitedabout it ahead of time and showing them we cared what they put onthat page was a big piece of the success of it. 11 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  12. 12. Denise: It was really about engaging your community and helpingthem be successful and then giving them visibility-selling the book wasalmost a side benefit.Marnie: Right.Denise: It started out as the primary objective. By promoting all theseother people in such a very visible way that as a result the book did sell.Marnie: Right. It was a no-brainer. A $9 or $10 book and you get allthis help.Denise: Right. My favorite part of each chapter is the lessons learned.What lessons did you learn about this campaign?Marnie: Probably to challenge yourself to do something that’s neverbeen done before. Don’t settle for what everybody else is doing. Make ityour own and think outside the box.Another one would be to show people you care enough about them tocreate this win-win or win-win-win, in this situation.The other would be logistical. Hire a few more people on launch day. Itwas really intense - I was worn out.Denise: I bet. I was following you throughout the day. I was like, “Ohmy gosh. I don’t know how you’re doing all this.” You were doing all thedata entry, for lack of a better word, putting that stuff on the site,everybody’s opt-in offers.Marnie: Luckily the buyers had put them in. The submissions went intoa database and all we had to do is review it, make sure it worked. A lotof times people put stuff in that didn’t work. I wasn’t having to do thebulk of that. I did have somebody working on that, other than the fewhours I was left to man it myself. The social media piece is what I wasdoing a lot of. 12 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  13. 13. Denise: Specifically, what were you doing around the social mediapiece?Marnie: For one thing, I was manning and looking at the Amazonstatus. I’d go back and check it. I found that 15 minutes after the houris when Amazon updates. I’d say, “Okay, it’s 15 minutes after the hour,”see where we were and then I’d post the update of where we were onthe Facebook page. I would usually tag a few of the people in the bookso that it would appear on their pages. I kind of randomly pickeddifferent ones at different times.Once we hit #1 on the Amazon mover and shaker, I got a screen shotand tagged all of the contributors in the picture so that then it would beon all of your pages and get some good conversations about that. Thatmade the contributors get a little bit more involved.It was kind of funny, I talked to some of the contributors afterward andthey kind of perceived it as, “Oh yeah, I’ve got to submit that chapterfor Marnie. Oh well. It probably won’t be any big deal.” Then when theystarted to see all the hubbub, “Wait a minute. I might be a bestseller.”Even they had to sort of be sold on it. This process of keeping them 13 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  14. 14. updated and tagged got them all excited. They started talking about it alittle bit more as the day progressed.When the people did like the IdeaMarketers page for doing the extrapromotion, I would look at them, reply to any of the replies on thatFacebook page because people were replying there, befriend them, gocheck on their Facebook wall and see if they posted about the book,thank them, make some kind of comment about that. I was stayinginvolved in all the conversations about the book. I can’t remember whatall I was doing, but that’s a good snapshot of it right there.Denise: It sounds to me like Facebook was probably the strongesttactic that you employed there. Would you say so?Marnie: Yeah, it was. I did do a video or two where I made a couple ofpromo videos, like Sizzle videos spotlighting different groupings of thecontributors. I would post those to YouTube and Facebook and Twitter.We were tweeting too. I usually delegate the Twitter off to my VA. Shehad preloaded tweets going out prelaunch, launch and post launch. Thebulk of my individual attention went to Facebook.Denise: Facebook has that strong viral component built in to it that Ithink makes a lot of sense. Do you know-did you get any sense ofgetting any kind of traffic, results or commenting or buzz from thevideos? We haven’t really talked about video.Marnie: I got some. It wasn’t as big as I thought it might be. People dowatch the videos on the sales page. It’s probably-I don’t know the hardand fast figures but it’s not as much as you would think. It might be 20%of the people are looking at the video when they go to the sales page.Denise: It’s interesting because everybody is like, “Video, video, video,video. It’s the biggest thing. Its the thing that converts the most.”Sometimes I wonder about that. I kind of think that it’s email thatconverts the best. Then, Facebook probably.Marnie: Facebook overall was. Email was where we got a lot of thesales. Then the Facebook kept the momentum going. The thing about 14 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  15. 15. Facebook that was interesting is we might not get comments frompeople, but I went to church a couple weeks later and a couple ladiesstopped me to say, “You did that big Amazon bestseller launch. I’mgoing to buy a copy of that.” They would be people I didn’t even thinkdid anything business related.Somebody else went to a family reunion and all the people in her familystarted asking her about that book that she was a part of. People arelooking and seeing even if they’re not commenting with social media,with Facebook especially.Denise: I think that most-in general, with blogs, with anything onsocial media, most people are lurkers. They will read and absorb andmove on and maybe about 20% are very active.Marnie: That sounds about right.Denise: Just to recap here, you published a book, Trust Your Heart:Transform Your Ideas into Income. As part of the launch, you gavea couple of bonuses. One of the bonuses was interviews with each oneof the contributors. Those were audio interviews that once you boughtthe book, you could submit your receipt number and then you wouldget access to interviews with all of the authors.In addition to that, during that 36 hour time frame-it was 24 but itbecame 36 hours-anybody who bought the book also had theopportunity as an additional bonus to submit their own opt-in offer.They would get exposure on the download page. After the next personbought it, then their offer would also be included on that download page,correct?Marnie: Right.Denise: I just want to make sure that the people on the callunderstand what that process was. I’m not sure I explained that well atthe beginning. 15 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  16. 16. Marnie: Those buyers-submitted opt-in offers are still there. Ifsomebody buys the book today, they’ll get the audios and they’ll getthe things that the readers submitted as well.Denise: I see. There were about 30% of your buyers who tookadvantage of that offer when they bought the book on launch day.That’s how you become a bestseller, correct?Marnie: Correct.Denise: How much time does Amazon give you-what’s their time framefor determining a bestseller?Marnie: I don’t know that I could ever get a straight answer out ofanyone on that. I don’t think anybody knows. It seems to have somemomentum to it. It does look in the last hour. It is somehowaccumulating what you have done hour to hour throughout the day.Then it’s also looking specifically at what happened in the last hour.Denise: So it’s just-you just need to sell a lot of books.Marnie: You really don’t have to sell as many as you think you do. Itdoesn’t take that many books, really.Denise: Are you willing to divulge that information or is thatproprietary?Marnie: The day of the launch, I don’t have the exact figures, but Ithink it was probably within a 350 book range.Denise: Okay, that’s a lot of books. Many authors never sell more than10 books. It takes a great deal of effort as you can see to get thosenumbers up. When you consider that Amazon, just Amazon, there arehow many books for sale on that site? Millions. Millions, millions. Youhave to cut through the noise and all those other books out there to getpeople to buy yours and not somebody else’s. That’s the point of whypeople do these launches, correct? 16 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  17. 17. Marnie: Right.Denise: You were creating an enormous amount of buzz and visibilityin the days leading up to the launch. As one of the authors, you werekeeping me posted every few days of what was happening, what I couldexpect, how it was going to work, etc. Also keeping the general publicapprised of what’s about to happen. It’s coming, it’s coming, it’s coming.Those emails that we were provided to let our audience know. That wasbuilding up the anticipation. Then on that day, there’s got to be anincentive. That’s how these Amazon campaigns came about where 500people gave gifts. Personally, that’s not why I ever buy a book. I almostnever ever look at what the gifts are. I just want the book.Marnie: I think people are on information overload already. To givethem 500 bonuses-it’s just like, “Oh, don’t dump anymore on me.” Atleast thats how I feel. I don’t want to wade through all that. I just thinkthat’s overdone.Denise: Exactly. That’s why I thought it was very interesting what youdid by turning things upside down and saying, “Instead of getting allthis stuff, let us promote you.” That’s also in perfect alignment withwhat you do at IdeaMarketers. You are promoting other people.Marnie: Yes, it’s all about promoting other people and getting theirmessages out. It dove-tailed perfectly.Denise: What are your plans for moving forward and keeping the booktop of mind?Marnie: I’m continuing to create these videos, whether they get lookedat or not, I think they do help with search engine positioning becauseyou can include the link that you want people to go to in the descriptionof the YouTube video and it starts building links back to your site. I’mtaking little snippets of the audio interviews that I did with each of thecontributors, putting some pictures with it and creating little 5 minutevideos that I can upload on YouTube. I’ve done yours and Kathleen’s[Gage] so far. I’ll probably just keep doing that with each one of those.That’s one angle that we’re doing. 17 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  18. 18. Another thing that we’re doing is a contributor contest that I’m starting.It’s a Trust Your Heart story contest. Anyone will be able to submit theirstory of how they trusted their heart and their business. If that story isgood, then we’ll include it on the blog, on thewww.trustyourheartseries.com blog. We’ll include your resource boxand your link. We’ll give them a catchy button like, “I trusted my heart.Have you trusted yours?” something like that. It will link back over theirstory on our blog. Then, the people who get the most useful comments(and we’ll kind of watch these and see who is getting some chattergoing about what they’ve submitted) we’re going to have a gift thatwe’re going to give to the people who get a lot of buzz going about theirstory.Then, every entry that is good enough to make it on the blog will beconsidered in our next book in the series which is going to be morealong the lines of trusting your relationships in your business.Relationships specifically that affect your business like collaborations,customer relations, partnerships, family even. You’ve got an option toactually be included in one of the next books.Denise: So, guys you heard it here first. I think.Marnie: You did.Denise: You have an opportunity to get your story out there and getmassive visibility for your story on the Trust Your Heart series blog. Iwould encourage you all to go do thatwww.trustyourheartseries.com/blog.Marnie: Yep.Denise: I would encourage you, if you’ve got a story that you want toget out there to the world to submit it. I didn’t know that Marnie wasgoing to be talking about this. This is brand new information. Go aheadand post your story. This is going to help you build your visibility on theweb as well. You can hear what Marnie is doing. She is activelypromoting, not only the site but the whole concept of Trust Your Heart. 18 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  19. 19. I saw at the end of last week, I think it was, when you did the video onthe snippet from the audio interview that we did. I was so impressed.You pulled pictures off of my profile, which were great. Then just putthose pictures to a 6 minute clip from the audio.I would advise everyone who is listening now and on the replay, to takea look at that model. It’s a beautiful model for repurposing content, forone thing, and getting it on other platforms which again extends yourvisibility on the web and brings more traffic back to your site and moretraffic to your business.I was really impressed with that Marnie. I think that’s a great tacticthere. Again, when you are doing that, from what I observed in my ownactions on that, as soon as I saw that I was like, “Oh, I’m going to goclick ‘like’ and favorite that video because it’s of me.” We all want tohave ourselves shown off.As soon as I do that, because of the settings I have set up on YouTube,it immediately gets posted on Facebook. You get more visibility. I getmore visibility. It immediately gets posted on Twitter. Again, expandingthe reach. I’ve started noticing it’s getting re-tweeted.It just keeps the cycle going. This is what I want everybody who islistening, this is what I want you to get out of this. All these littleactions can have a very long term effect and really keep you top ofmind in front of your ideal audience. It doesn’t have to be a booknecessarily. You can do this with a product or your service. That’s whatI liked about what I watched you do. Everything you did can be appliedto any kind of product or service that you want to promote. Wouldn’tyou say?Marnie: Yes, definitely. The more you can collaborate and involve otherpeople, you help other people get what they want, they’re going to helpyou get what you want. Involving, like you say, you tag the otherperson who is in it and they’re happy to pass it along if they arespotlighted in it. 19 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  20. 20. Denise: That’s right. That’s right. The more you spotlight others, theyturn it around and spotlight it back on you.Before we get to some of the audience questions, there are two things Iwant to do. First, I want you to let people know how they can find out,get more information about Trust Your Heart and also about what youdo, the services you offer. Then I’ll be announcing the winner from thelive call who is going to get a book from me. I bought a bunch of thesebooks on launch day so that I could give them away. I’ve sent them toclients too.Why don’t you, Marnie, first tell us how you can help people withcreating a bestseller or getting more exposure for their business?Marnie: My main thing is helping people get messages out. You can goto MarniePerhson.com. I have a free audio there on that page that willlet you get my philosophy on how you get messages out, how youconnect and how you help people realize that you care about them. Ithink that’s one of the main things you need to cut through the noise.People need to feel that you care about them. Its called, "Deliver YourMessage to the Hearts of Thousands with Half the Effort!" If you wantmarketing your products, services, and message to be easy, naturaland fun, then this is a great audio for you to listen to.There are other resources on my site as well. IdeaMarketers is a bigpart of what I do in promoting people, promoting their expertise.If you want to submit your story for a future book, go to the Trust YourHeart Blog at http://www.TrustYourHeartSeries.com/blog . On that blogI posted very quickly before our call, some basic instructions on how tosubmit your story. You’ll see that entry there.Denise: Perfect. Of course, if you are inspired to get the book there is alink on the webcast page. Just click on that button, “Trust Your Heart,get the book,” and that would make everybody happy, especially youthe reader. It will make you happy because it’s a very inspirational book.Are you ready for some questions Marnie? 20 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  21. 21. Marnie: Let’s go for it.Denise: There are a lot. Some are very specific about the book processand others are a little bit more general. We have addressed a lot of thequestions in one way or another.Melanie is looking for advice for marketing a book when you are just aco-author or ghost writer. Her book is Cancer Freedom, it’s the story ofher co-author’s battle with cancer. When the book came out she didinterviews and other publicity. Now she doesn’t want to be involved inthe marketing. Is there anything the co-author can do when it’s not herstory?Marnie: That’s kind of a tough one. I know in promoting other authors,sometimes it’s hard if they don’t want to be involved at all. You couldmaybe back up and look at it sort of like as if you had written a novel,like a history, or a biography. Promote it like you are promoting aperson. The tactics that I would use to promote someone else. Youcould use those kinds of tactics to promote that book and you could stilltalk about her and what she’s done and everything. You don’t have tocome at it from the angle that it’s all about you.Sometimes it’s almost easier to promote someone else than it is topromote yourself. You could come at it from that angle.Denise: Okay, good.A question from Terry, “Marnie, did you send your book to Amazonbook reviewers before publishing?”Marnie: I did not. One of the things I dropped the ball on.Denise: Have you been getting reviews on the book?Marnie: Yes. We’ve got 9 reviews up on Amazon the last I looked.We’ve gotten some people sending in reviews. In fact, if you like the 21 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  22. 22. book and send me a review I’ll post it on the site with a link to yourwebsite.Denise: There you go, more visibility.Marnie: There you go.Denise: One of the things I talk to my clients about around visibility iswriting reviews on review sites like Amazon because that does give youmore exposure. One of the things that a lot of people don’t do onAmazon, for example, is they never complete a profile on Amazon.That’s something that can really help your exposure. You get a wholepage on Amazon with your name and links to your stuff. If you do areview, make sure you complete your profile there.Can you talk a little bit about the process of getting a book posted onAmazon? Ellen asks. She says she’s written a book of poems, how doesshe get it on Amazon?Marnie: I go with the process of using a printer that is a subsidiary ofIngram and Baker & Taylor. When I go through that printer, I’m alreadyin the distribution channels and they will post it up there. You also wantto make sure that you go back to where you got your ISBN, likewww.isbn.org or www.myidentifiers.com. Put in the description. Youbought your ISBN, now you’ve got to go in and put the title, summary,all about the author, photo, etc.A lot of the sites are pulling from the Books in Print catalog, thatdatabase. You want to do that for sure. You need a distributor or youcan go the other way around which I’ve never really done with Amazon.The back door where you just list it yourself. I always go through thedistributor.Denise: You work hand in glove with your printer and they handle thataspect of it for you.Marnie: Right. 22 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  23. 23. Denise: If somebody is interested in finding out about your printer canthey contact you to get that referral?Marnie: Yes.Denise: Okay, perfect.Judy asks, “Have you used CreateSpace which is a division of Amazonto self publish?”Personally, I have not, so I can’t give any information on that.Marnie: Me neither.Denise: I’m trying to think of-I know somebody has that-Marnie: I’ve heard people say they’ve used it. Ive never heardanything bad about it.Denise: Sorry Judy. I can’t answer that one with any experience.“My book is ready to be published as a Kindle on Amazon but I’mwaiting for reviews. How long do you suggest I wait? I have one verynice review in hand and a bunch more that are promised but have notcome in yet.”Marnie: Well, as you can tell, I don’t hold up anything for reviews.Denise: I would say go for it. Don’t wait for the reviews.Marnie: You can add them later.Denise: Exactly. Now is Trust Your Heart available as a Kindle?Marnie: It is. I’m not really sure why they’re not linking it to the book.I’ve added it in. If you search “Trust Your Heart” under Amazon itcomes up under both formats. 23 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  24. 24. Denise: Okay, perfect. I think I saw somebody ask that question. Again,there’s so many here.Do you know what kind of percentage-Mike is asking, “What percentageof your book sales were Kindle?”Marnie: None of those were Kindle on launch day.Denise: Really?Marnie: Yeah.Denise: Do you know if Kindle books are included in bestseller stats?Marnie: I have heard debates both ways. I can’t give you a hard andfast answer on that.Denise: Do you think that the Kindle book sales were not a part of thelaunch because there was no link on the page?Marnie: Yes.Denise: People just weren’t looking for it. They were being sent to apage for the hard copy.Marnie: Right.Denise: I think we answered the question about what you have to doto become an Amazon bestseller. They don’t really tell you. It’s amystery.Marnie: They don’t want you to know.Denise: Right. It’s a mystery. We’ve heard Marnie say thatapproximately 350 books were sold on launch day. That created-whydon’t you mention where the book-what heights the book reached. Idon’t think we mentioned that. 24 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  25. 25. Marnie: It was #1 on Amazon’s Mover & Shaker list, #1 in BusinessEntrepreneurship, #1 in Business Economics, #6 in Business overall(that’s a super broad category, business), it got to #58 on all ofAmazon.Denise: I just want to put it out there that is really an achievement.Again, when you think about the millions of books that are available onAmazon, and it got to #58 on all of Amazon. That’s huge. That’s thetop 100. That’s a really enormous achievement. You’re going up againstthings like John Grisham and Malcolm Gladwell, people like that. Peoplewho are well known, globally recognized authors. To be able to achievethat level of status is fantastic. Congratulations Marnie.Marnie: My 12 year old, I guess we jumped over some athlete-was itJeter? What was his name? I don’t know. My son is a sports fanatic.“You just beat the guy who advertises on ESPN Mom!” He was soimpressed.Denise: That’s great. This is an interesting question from Ginger Marie.She asked, “Did you have any snags?” Were there any snags in thiswhole marketing process? Any bumps in the road that you learned from?Marnie: I would say the main snag that we hit was that we came upwith this idea so late in the game, with the 4 emails that needed to besent out, some of the contributors when we sent them the emailssimply had no room in their calendars (their broadcast calendar), so noteveryone sent all the emails. They were prepared for one or two emails,not 4. I believe almost everybody sent at least one or two. There weresome people who totally made room and did it or adapted it and put itin with another email. We probably could have gone a lot bigger had weknown we needed 4 emails ahead of time to give them the dates sothey would be able to send all four.Denise: I imagine that you’ll be, for the next iteration or your nextbook-I mean you’ve got 21 books under your belt already. I knowthere’s more coming down the road too. Now you’ve got a timeline youcan work with. 25 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  26. 26. Marnie: Right. We’ll know to do that a little better.Denise: Excellent. That was going to be one of my questions. Howmuch participation did you get from the contributing offers? Dideverybody participate in this promotion? Or did some not? You don’thave to name names.Marnie: I think there might have been one that didn’t do anything. Onemaybe that sent one email. There were some who sent 2 or 3 and did ablog or something. Then there were people like you who just jumped onand ran with it, like you, Kathleen Gage, Shannon Cherry. You all reallyhelped me out. I really appreciate it.Denise: I got all wrapped up in the excitement on launch day too. Ihad the Amazon page open in a tab and I kept checking it every fewhours to see. That was fun.This is more of a mindset question. I know that that’s something thatyou work with your clients on. This is from Raz Beaudin, “Selling yourstory novel through social media is not easy. Myself, and I believeothers, are timid or outright scared to make that first big step. How didyou make that step?” (to get your story out on social media).Marnie: I just have a mantra, "Learn it, document it, share it. Learn it,document it, share it." I have a habit of documenting my epiphanies ordocumenting my ideas. Just immediately putting them out. It’s almost aknee jerk reflex sort of thing for me. I haven’t had a lot of fear aroundit so I don’t know. Maybe just do it. If you do it one time-Like a colleague was terrified of doing videos. I got her together withtwo or three other friends who were also scared of making videos. Theyset a deadline by which they would each make a video and post itprivately to YouTube and only each other would see it. Then they meton a call, everybody looked at it, gave them positive feedback. Oncethey made one, you couldn’t stop them from making more. They wereall excited. 26 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  27. 27. Sometimes it’s just making yourself do it the first time even if you kindof trick yourself into doing it.Denise: Yes. It’s just taking the step. It’s hard to know what’s going tobe able to trigger you to make that step. Know that people want you tosucceed too. Nobody wants to-nobody is out there waiting to nail you ifit’s not perfect. One of the favorite things that somebody said to me,I’ve heard many, many people say and I often return the favor and tellmy clients is, “Better done than perfect.” You can always tweak it downthe road.Do you have time to take a couple more questions?Marnie: I have maybe 5 minutes, then I have to go.Denise: Okay, we’ll wrap it up quickly. One thing-you’ve mentionedother people working with you. Connie did ask a question about yourteam. How many people are on your team? I know you didn’t do it allyourself. How did you work that out with your team? How many peoplewere a part of this process?Marnie: There was one person who worked with me heavily, Lisa RaePreston, on the launch. I have a VA and a part-time PR person whowork with me. So, four including me.Denise: You were very hands on too.Marnie: Yes. I did a lot of it.Denise: Let me just find one more question.This is a good question, “Is it possible to do this for any book? I’mwriting a philosophical novel and want to get it out there as well as amystery.”Marnie: I think it’s going to come down to you thinking outside the boxof another way to do this and get some people involved. You definitelywant to leverage the friendships, the colleagues you have in some way. 27 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  28. 28. I don’t know that it would work exactly like we’ve done here. Peoplewho read a novel probably are not the ones who are going to want topromote themselves on a download page. I don’t know.I believe where there’s a will, there’s a way. You’ve just got to wrapyour mind around thinking outside the box.Denise: Right. One thing we didn’t really talk about because it wasn’tthe subject of the call, but it helps to have an established platform,already have people in your world, in your circle to make these thingshappen too.Marnie: Yes.Denise: You’ve been working online since 1994 or something?Marnie: Yes. I know, somebody asked me how I did it. I said, “Step 1,spend a lifetime creating wonderful relationships.”Denise: There you go.Marnie: People who will say, “Sure, I’ll help you with that, Marnie.”Denise: There you go. That’s what it all boils down to. Therelationships you have with people. You’ve really demonstrated that notonly with how you put together the content, with people who youalready had a trusted relationship with. It wasn’t people buying into thebook that you didn’t know. It was people you hand picked that youalready had a relationship with. Providing a way for your community tobenefit on so many levels, as a contributor, as a reader, as someone inyour world. I hope that that comes through here. Everything that youdid around using social media to build visibility is all as a direct result ofthe relationships that you built prior to this even becoming an idea.Marnie: Right.Denise: I know you’ve got to run. I want to thank you for joining metoday Marnie. I really appreciate your generosity and sharing your 28 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  29. 29. tactics. This has been a great call. If you haven’t picked up a copy ofTrust Your Heart, I hope you will consider doing that. You can click onthe button at the left of the webcast page and then you can go towww.trustyourheartseries.com and grab your bonus interviews witheach of the authors.Again, thank you so much Marnie for being here with me today. I reallyappreciate it. I’m going to be watching with great interest to see whatyou do next.Marnie: Thanks Denise, I really appreciate it.Denise: Everyone take care. Blog on.You can get the complimentary audio program that accompaniesthis interview for no charge here.Marnie Pehrson has created a detailed program on how shecreated her bestseller launch. You get every email, video andchecklist she created so you can model her success…The Anatomy of An Amazon Bestseller LaunchAbout Denise Wakeman Denise Wakeman is an Online Visibility Expert and Founder of The Blog Squad. She works with authors, speakers, service professionals, and small business owners to optimize and leverage great business blogs as well as strategically use social media tools to gain visibility, build credibility and make more money selling their books, products and services. Denise writes on two marketing blogs, is a columnistfor SocialMediaExaminer.com and is a contributing author on businessblogging in "Success Secrets of Social Media Superstars." She 29 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  30. 30. frequently speaks at conferences about business blogging and how togain expert status through social marketing. She has been quoted inthe Wall Street Journal, The Huffington Post, Newsday, CanadasNational Post, FastCompany Online, as well as many other online andoffline publications. Denise was recently featured in a documentaryabout successful women in business: Women in Business 2.0.You can learn more about Denise at http://www.DeniseWakeman.com.Post questions and comments for Denise on Facebook atFacebook.com/BlogSquad and Twitter at Twitter.com/DeniseWakeman.Learn more about how you can work with Denise Wakeman tobecome a highly sought after super star in your niche >>> Clickhere. 30 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  31. 31. ResourcesGet the free audio version of this transcript here:http://denisewakeman.com/events/marnieIdea Marketers: www.ideamarketers.comMariePehrson.com: http://bit.ly/MarniePehrsonTrust Your Heart: http://amzn.to/TrustHeartPhillip Davis: http://tungstenbranding.comLisa Rae Preston: http://www.LisaRaePreston.comTrust Your Heart Series: http://budurl.com/trustaudioTrust Your Heart Blog: http://trustyourheartseries.com/blog/Complete Your Profile on Amazon: http://bit.ly/iYG0cAISBN: http://www.isbn.org/standards/home/index.aspISBN: https://www.myidentifiers.com/The Anatomy of an Amazon Bestseller Launch:http://bit.ly/bestseller-anatomySuccess Secrets of Social Media Superstars:http://amzn.to/starsecretsWomen in Business 2.0: http://budurl.com/WIB20Denise Wakeman: http://www.denisewakeman.comDenise on Facebook: http://www.facebook.com/BlogSquadDenise on Twitter: http://Twitter.com/DeniseWakemanWork with Denise: http://denisewakeman.com/work-with-denise/ 31 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.
  32. 32. AFFILIATE DISCLAIMER. The short, direct, non-legal version is this: Some of thelinks in this report may be affiliate links which means I earn money if you choose to buyfrom that vendor at some point in the future. I do not choose which products and servicesto promote based upon which pay me the most, I choose based my own experience withthe product and/or the person who created it and if I think it is a useful resource. You willnever pay more for an item by clicking through my affiliate link.DISCLAIMER AND/OR LEGAL NOTICES:The information presented herein represents the view of the author as of the date ofpublication. Because of the rate with which conditions change, the author reserves the rightto alter and update his opinion based on the new conditions. The report is for informationalpurposes only. While every attempt has been made to verify the information provided inthis report, neither the author nor his affiliates/partners assume any responsibility for errors,inaccuracies or omissions. Any slights of people or organizations are unintentional. Ifadvice concerning legal or related matters is needed, the services of a fully qualifiedprofessional should be sought. This report is not intended for use as a source of legal oraccounting advice. You should be aware of any laws which govern business transactions orother business practices in your country and state. Any reference to any person or businesswhether living or dead is purely coincidental. 32 © Copyright 2011. Denise Wakeman. The Blog Squad, LLC. All Rights Reserved.

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