Going After Readers

When first starting out, Wrigley shipped four pieces of gum to every person inAmericathat was listed in the phone book. The marketing plan was simple: Let them try and it, then they’ll buy it. 

Wrigley did not wait for customers; he went after them with a little bit of imagination and a lot of confidence in his product.

This kind of thinking holds true for authors. Do not wait for readers; hunt them down with a little bit of imagination and a lot of confidence in your books. I think about ways that I can connect with readers just as much as I think about what I’ll be writing. To me, they both go hand-in-hand. 

Why is gum necessary to people? Well, it’s not. Then why was it essential for people to have Wrigley’s gum? Because gum used to be a novelty item and hard to come by. Wrigley discovered that people would indeed choose gum if it were readily available. He filled that need. (FACT: There is more gum produced in theUnited States than books.) 

Wrigley understood his market and gave away samples to hook his market. 

A reader does not need your book. However, if they read your book and love it, then the reader will need all of your books. 

There is a big gap between you and the all-time bestselling authors in the world. Inside that gap are billions of potential readers. You need to think in terms of Untraditional Publishing. 

“Once you have the readers’ sympathy, they will follow you anywhere.” ~ The Ghost Writer, by Robert Harris 

Consider giving away your book until readers are committed to purchasing your book. I know you want money now, rather than later, but you need to think down the road, rather than in the moment. There is a big gap between you and the all-time bestselling authors in the world. Inside that gap are billions of potential readers. You need to think in terms of Untraditional Publishing. 

Choose your plan. 

Low Readership/High Sale Per Book: Sell an eBook for $2.99. Sell your next released eBook for $2.99. 

Medium Readership/Medium Sale Per Book: Sell an eBook for $0.99. Sell your next released eBook for $0.99. 

High Readership/Small Sale Per Book: Give away an eBook. Sell your next book for $0.99. 

Which plan works? Let’s say your “Relation Marketing Campaign” reached 10,000 potential readers and Amazon takes 15% of each sale. Oh, don’t forget, your books are entertaining as well. 

Based on that, here is in example of what your sales will look like: 

Low Readership/High Sale Per Book:

~ Sold an eBook for $2.99, 2% Sales, $568 in Royalties.

~ Sold your next released eBook for $2.99, 5% sales, $1,838 in Royalties.

Comment: 2% of the market took a big chance purchasing your book, loved it, and your audience increased by 3% on the second book. You earned a total of $2,530. 

Medium Readership/Medium Sale Per Book:

~ Sold an eBook for $0.99, 15% Sales, $1,260 in Royalties.

~ Sold your next released eBook for $0.99, 25% sales, $2,100 in Royalties.

Comment: Low price point brought in 15% sales. Consistency in both your writing and price points increased your readership by 10%. You earned a total of $3,360. 

High Readership/Small Sale Per Book:

~ You gave away an eBook, 40% Free Downloads, $0.00 Royalties.

~ Sold your next book for $0.99, 60% Sales, $5,040 Royalties.

Comment: Because of the free downloads, combined with your relationship marketing, you managed to capture 40% of your 10,000 potential readers. They loved your book, word spread, and you kept a low price point. The result was an increase of 20% sales and $5,040 in royalties. 

“Thought, not money, is the real business capital.” ~ Harvey Firestone 

You need the reader thinking about you, before they will think about buying your books.

And one more thing. “This will never be a more civilized country until we expend more money for books than we do for chewing gum.” ~ Elbert Hubbard

Ron Knight 

www.authorronknight.com

Ron Knight

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