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If You Build It Will They Buy? - Rob Eagar, WildFire Marketing

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A 2008 survey of 21,000 book shoppers found that those who had visited an author's website in the past week bought 38% more books from a wider range of retailers. However, the research also revealed ...

A 2008 survey of 21,000 book shoppers found that those who had visited an author's website in the past week bought 38% more books from a wider range of retailers. However, the research also revealed that most authors and publishers fail to satisfy the online needs of readers.

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If You Build It Will They Buy?  - Rob Eagar, WildFire Marketing If You Build It Will They Buy? - Rob Eagar, WildFire Marketing Presentation Transcript

  • Helping authors and publishers sell more books through innovative marketing strategies. If You Build It, Will They Buy? 1-800-267-2045 www.startawildfire.com
    • What if there were no more bookstores?  
    • How would you market and sell your books?
    • Bookstores are losing their influence over readers, and readers are flexing their decision-making muscle.
    • When readers make a book purchase, they are not concerned with who published it.
    • Your authors can build a trusting relationship with readers and serve as an expert to meet a specific group’s needs.
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    • Visiting an author’s website is the #1 way that readers support and get to know their favorite authors better. And, this is true regardless of age.
    • Readers are much more likely to visit the author’s website, rather than the author’s page on a publisher’s website.
    • Book shoppers who visited an author website in the past week bought 38% more books , from a wider range of retailers, than those who had not visited an author site.
    • Two factors that correlate with non-fiction high author website engagement:
    • The ability to experience the author’s message and value.
    • The ability to engage with other readers.
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    • The main thing readers want on a
    • fiction author’s website is:
      • 43% = Exclusive, unpublished writing
      • (appeals to women).
      • 36% = Book “explainers” or inside info about the book (appeals to men).
    • Schedules of author tours, book signings, and appearances.
    • Lists of the author’s favorite writers and recommended books.
      • 33% = Downloadable extras, such as icons and sample chapters.
    • Weekly e-mail news updates on tours, reviews, and books in progress.
    • Fans under the age of 35 are especially interested in contests, puzzles, and games with prizes like autographed copies of books.
    • Younger fans also appreciate knowing their favorite author’s books, music, and movie recommendations.
    • 1. Offer Free Value
    • The ability to experience the author’s personality, but more importantly, get a solid sample of how that author’s books can improve their life.
    • 2. Create Reader Community
    • Post to a personal blog 2 – 4 times per week and invites readers to comment.
    • Host an online forum where visitors can post questions or discuss topics with each other.
    • Send out a helpful monthly e-newsletter that invites reader response.
    • Create a FaceBook page, build a network of “friends” and update them on a regular basis.
    • Use a Twitter account to broadcast regular items of interest to “followers.”
    • 3. Capture Contact Information
    • Authors need to stay in touch and build a relationship with readers through newsletters and updates.
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    • Most authors are capable of selling more books than you think.
    • Most marketing directors at publishing houses are not equipped to train authors in platform growth.
    • Authors don’t know what they don’t know about book marketing.
    • Financial Benefits to Author Training:
    • Increased book sales in hard to reach, niche-reader channels
    • 100 titles x 1,500 books x $7 trade =
    • $1,000,000 extra sales
    • Co-op dollars are more effective when authors help drive readers to the stores.
    • Relational Benefits to Author Training:
    • Less time and money spent by publisher marketing staff fielding author marketing questions.
    • Increased loyalty among authors.
  • Helping authors and publishers sell more books through innovative marketing strategies. If You Build It, Will They Buy? 1-800-267-2045 www.startawildfire.com
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