The Six Figure Author Experiment Podcast

This episode of the Six Figure Author Experiment podcast focuses on post-launch strategies and marketing techniques for indie authors, featuring a detailed discussion with guest Mike from Written Word Media. The conversation explores the effectiveness of various advertising strategies, including the use of Facebook, Instagram, and Amazon ads, with an emphasis on the importance of testing different ad creatives and understanding the nuances of different platforms.

Key Discussion Points:

* Post-Launch Reflection:

* Russell reflects on his recent book launch, noting that despite a detailed pre-launch plan, he executed minimal promotional activities aside from running Facebook and Amazon ads and sending a few emails. The discussion highlights the importance of post-launch analysis to understand what worked and what didn’t.

* Advertising Strategies:

* Mike explains the benefits of using Written Word Media’s Reader Reach ads, which run on platforms like Facebook, Instagram, and Amazon, tailored specifically for indie authors. He emphasizes the importance of focusing on data-driven decisions, such as analyzing which ads perform best to optimize future campaigns.

* Data and Feedback:

* Russell and Mike discuss the importance of receiving detailed feedback on ad performance, including metrics like clicks and impressions, to improve future ad campaigns. Russell expresses a desire for more granular data to understand which specific ad creatives and keywords are most effective.

* Pricing Strategy:

* The conversation delves into pricing strategies for book series, with recommendations to heavily discount or make the first book in a series free to attract readers and drive sales for subsequent books at full price. The hosts debate the effectiveness of discounting later books in a series.

* Long-Term Marketing Approach:

* The episode emphasizes the need for a long-term perspective on book marketing, treating the launch as a continuous process rather than a one-time event. This includes ongoing promotion through influencer outreach, TikTok ads, and other channels, to keep momentum going even months after the initial launch.

* Direct Sales and Conversion Ads:

* A significant portion of the discussion is dedicated to the advantages of running direct sales ads and using conversion events to optimize ad performance. Mike introduces the idea of using meta’s conversion pixel for better targeting and efficiency in ad campaigns, especially for direct sales through an author’s website.

* Lead Generation:

* The hosts also touch on the effectiveness of lead generation ads for building an email list, discussing benchmarks for cost per lead and the importance of list quality over quantity.

Final Thoughts:

The episode provides a comprehensive look at the complexities of book marketing, emphasizing the importance of continuous testing, data analysis, and a long-term approach to building and sustaining book sales. The key takeaway is that effective marketing for indie authors requires a combination of strategic ad spending, price promotions, and ongoing engagement with readers.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

This episode dives deep into strategies for authors to make their books more marketable while staying true to their creative vision. The hosts, including Russell, Lee, and Monica Leonelle, discuss the "bullseye method," a strategy where authors start with core, often niche, ideas that are closest to their hearts but might not be widely marketable. Over time, these ideas are gradually expanded to appeal to a broader audience, aligning more with market trends without losing the essence of the original concept.

Key Discussion Points:

* Bullseye Method:

* The hosts introduce the "bullseye method," which involves starting with the most personal, sometimes quirky or niche, ideas and gradually expanding them. The idea is to maintain the core identity of the work while adding elements that make it more marketable to a wider audience. Russell shares how he used this approach with his own projects, starting with highly personal works and evolving them to incorporate broader, more commercially viable elements.

* Understanding Market Trends:

* The conversation emphasizes the importance of recognizing and understanding market trends. Authors are encouraged to pay attention to what is currently popular in their genre and to consider how they might incorporate these elements into their work. This doesn't mean completely altering the original concept but rather finding ways to blend popular tropes or themes with the author's unique voice.

* Psychological Triggers:

* Monica talks about the power of psychological triggers in storytelling. These are basic human emotions or situations that resonate with a wide audience, such as wealth versus poverty or the rags-to-riches narrative. By identifying and incorporating these triggers, authors can make their stories more compelling and relatable, even if the original concept was quite niche.

* Balancing Creativity and Marketability:

* A significant part of the discussion focuses on the balance between following one's creative instincts and making strategic decisions to enhance marketability. The hosts stress that it is possible to do both: an author can stay true to their vision while making adjustments that increase the work's commercial appeal. For instance, slight changes in setting or character types can make a big difference in how a book is received by a broader audience.

* Collaboration and Learning:

* The episode highlights the value of collaboration and learning from others, especially for authors who might not be as skilled in marketing. By partnering with someone who understands market trends or has experience in a particular genre, authors can enhance their own skills and make more informed decisions about their work. This collaborative approach can also help authors who might be hesitant to venture too far from their original vision.

* Rebranding and Market Adjustment:

* The discussion also touches on the importance of rebranding and adjusting the marketing approach as trends evolve. The hosts encourage authors to be flexible and willing to update their branding, covers, or promotional strategies to align with current market trends. This might involve changing how a book is positioned or marketed to better fit what readers are currently looking for, even years after its initial release.

Final Thoughts:

The key takeaway from this episode is that while following your passion as a writer is essential, understanding and adapting to market trends can significantly enhance your success. By using strategies like the "bullseye method," authors can start with their most personal ideas and gradually expand them to reach a wider audience, balancing creativity with commercial appeal. Collaboration, continuous learning, and a willingness to adjust marketing strategies are also crucial components of building a successful writing career.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

Overview

The conversation is hosted by Russell and Lee, with guest Nick Erickson, an expert in running ads for authors. The main focus is on understanding and implementing effective ad strategies to boost book sales, particularly through platforms like Facebook, Amazon, and BookBub.

Key Discussion Points

* Challenges of Advertising for Authors:

* Many authors are reluctant to engage with advertising due to the complexity of ad platforms and the mindset that writing should be their primary focus. The discussion emphasizes the necessity of marketing, especially ads, for an author's success.

* Choosing the Right Ad Platform:

* Nick highlights the importance of selecting one platform to focus on, especially for beginners. He discusses the differences between Facebook ads, which are more creative-heavy, and Amazon ads, which require strong data management skills.

* Facebook vs. Amazon Ads:

* Facebook ads are ideal for those who are more creatively inclined and prefer not to deal with extensive data analysis. They allow for creative testing with ad copy and images. Amazon ads, on the other hand, require a good understanding of spreadsheets and data management, making them more suitable for those who enjoy optimization and detailed analysis.

* BookBub Ads:

* While BookBub ads can be useful, they are not as scalable as Facebook or Amazon ads and can be expensive to test. Nick suggests that they might be more suitable for specific circumstances, such as promoting discounted books.

* Testing and Optimization:

* The importance of testing different ad creatives and copy is emphasized. Nick recommends a "five by five" method, where five different images are combined with five different copies to create 25 ads, from which the most effective one can be identified.

* Direct Sales vs. Retailer Sales:

* The discussion also touches on the benefits and challenges of running ads for direct sales through a personal store versus through retailers like Amazon. Direct sales offer more control and data but require more effort in terms of customer service and page optimization.

* Practical Advice:

* Nick advises authors to start with established best practices, use trusted platforms like Shopify for direct sales, and to be cautious with the technical setup of ad tracking to avoid misreporting. The conversation also covers the importance of ongoing testing and scaling of ads as more data becomes available.

Final Thoughts

The episode provides a comprehensive look at the intricacies of running ads as an author. The key takeaway is the necessity of embracing marketing, especially paid ads, as an integral part of an author’s career, and the importance of continuously testing and optimizing ad strategies to achieve the best results.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

This episode is the continuation of the live stream event discussing the launch of The Godsverse Chronicles. In this session, the focus shifts to more detailed strategies around multi-format book releases, direct sales, and the importance of building a supportive team. The discussion also includes practical advice on balancing personal life with professional responsibilities.

Key Points:

* Multi-Format Launch and Its Impact:

* The conversation opens with a discussion on the benefits of launching The Godsverse Chronicles in multiple formats (eBook, paperback, audiobook). Releasing across these formats simultaneously helps increase visibility on platforms like Amazon, as their algorithm favors books performing well in multiple formats.

* Direct Sales and Maximizing Profit:

* Direct sales are highlighted as a key strategy, particularly for selling signed paperbacks. The hosts discuss how direct sales, especially through Kickstarter, can offer significantly higher returns compared to traditional retail platforms. This approach was particularly effective for The Godsverse Chronicles, enabling the sale of premium editions and signed copies directly to fans.

* Kickstarter and Special Edition Launches:

* Kickstarter is again emphasized as a powerful tool for authors. In this session, the focus is on how Kickstarter campaigns for The Godsverse Chronicles allowed for special edition launches, which helped build excitement and drive sales. The platform provided a way to engage fans directly and offer them unique, higher-value products.

* Building and Leveraging a Support Team:

* The importance of delegating tasks to focus on creative work is a major theme. The hosts discuss how they built a support team to handle various aspects of the launch, from marketing to logistics. This delegation allowed them to focus more on writing and strategic decisions for the series.

* Balancing Writing with Personal Life:

* The episode addresses the challenges of balancing personal responsibilities with professional goals. The hosts share personal experiences, including managing chronic illness, raising a family, and maintaining a successful writing career. The discussion offers practical tips for managing time and setting boundaries to ensure both personal well-being and professional productivity.

* Consistency and Market Adaptation:

* A key takeaway is the importance of consistency in marketing efforts. The hosts discuss how The Godsverse Chronicles benefited from consistent marketing, even when strategies weren’t perfect. They also talk about the need to adapt marketing tactics to align with audience preferences and market trends.

* Genre Considerations and Market Strategy:

* There’s a discussion on the importance of understanding genre expectations, particularly when working within niches like horror or fantasy. The hosts suggest strategies for aligning The Godsverse Chronicles with popular trends while maintaining the unique elements that distinguish the series.

Final Thoughts:

This second half of the live stream event delves deeper into the strategies that contributed to the successful launch of The Godsverse Chronicles. By focusing on multi-format releases, leveraging Kickstarter for special editions, and building a strong support team, the hosts demonstrate how to navigate the complexities of a major book launch. The episode also underscores the importance of balancing personal life with professional ambitions and the need for adaptability in marketing efforts.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

This episode is the first part of a live podcast focused on the launch of The Godsverse Chronicles series. It covers the journey of relaunching the series, marketing strategies, and lessons learned from the experience.

Key Points:

* The Journey of The Godsverse Chronicles:

* The series has been in development since 2017, evolving through multiple launches and rebrands.

* The podcast discusses the challenges faced in the initial launch, including low sales and poor market reception, which led to a hiatus before relaunching the series on Kickstarter.

* Kickstarter as a Launch Platform:

* Kickstarter played a pivotal role in revitalizing The Godsverse Chronicles. The relaunch on this platform marked a turning point, significantly boosting sales and visibility.

* The success on Kickstarter demonstrated the potential for consistently launching books on the platform, leading to substantial financial gains.

* Rebranding and Strategic Relaunching:

* The series underwent a major rebranding effort, including new covers and titles to better align with market expectations.

* The importance of rethinking and restructuring the series to make it more marketable and appealing to readers was emphasized.

* Marketing Tactics and the Spillover Effect:

* The episode covers the concept of the spillover effect, where marketing efforts on one platform (like Kickstarter) positively impact sales on other platforms (like Amazon).

* Strategies for timing launches, using preorders, and running ads effectively to maximize the spillover effect are discussed.

* Lessons from the Launch:

* The hosts share insights from both successful and challenging aspects of the launch, highlighting the importance of persistence, flexibility, and continuous learning in the publishing industry.

* The episode concludes with reflections on the evolving nature of book marketing and the need to adapt to changing market conditions.

Final Thoughts:

This first part of the live podcast offers valuable insights into the process of launching and relaunching a book series, with a focus on The Godsverse Chronicles. The discussion underscores the importance of strategic planning, effective use of platforms like Kickstarter, and the power of rebranding in achieving success in the competitive world of publishing.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

Introduction and Guest Overview:

* The episode features Malorie Cooper, a well-known figure in the publishing community, who has written over 100 books and is an expert in Facebook ads for authors.

* Malorie discusses how Facebook ads significantly boosted her book sales, taking her from selling 300 books a year to 300 books every two or three days.

Key Discussion Points:

* Facebook Ads for Authors:

* Facebook ads were crucial in scaling book sales for Malorie and her business, "The Writing Wives," which helps dozens of authors manage their Facebook ads.

* Malorie emphasizes the importance of understanding that Facebook ads can be effective, but they require consistent effort and adaptation due to frequent changes in Facebook’s algorithms.

* Kickstarter and Book Launch Strategies:

* Malorie and the hosts discuss using Kickstarter to launch books as an alternative to traditional retail platforms like Amazon.

* They highlight the potential of Kickstarter to build a dual career—one through Kickstarter and direct sales, and another through traditional retail platforms.

* Repackaging and Rebranding:

* Malorie talks about the importance of repackaging existing content to maximize its market potential. She mentions creating new covers, editions, and even translating books into other languages as strategies to keep content fresh and appealing.

* The idea of using omnibuses and special editions to test new marketing strategies without the need to re-cover entire series is explored.

* The Reality of Advertising:

* Malorie and the hosts stress that while advertising can be a great equalizer, it’s not a magic bullet. Success requires patience, testing, and a willingness to invest in learning how to run effective ads.

* They also discuss the challenge of managing expectations when it comes to the returns on investment in advertising, especially for single books versus series.

* Read-Through and Series Success:

* A significant focus is placed on the concept of read-through in a book series, which is critical for profitability. They discuss the benchmarks for good read-through rates and how they’ve shifted over time due to market saturation.

* Strategies for improving read-through, such as fixing characters or story elements that might be turning readers away, are also covered.

Final Thoughts:

* The discussion underscores the importance of leveraging multiple platforms and strategies, from Facebook ads to Kickstarter campaigns, to maximize book sales and build a sustainable author career.

* The conversation ends with a reflection on the evolving nature of book marketing and the need for authors to adapt continuously.

This episode provides valuable insights for authors looking to scale their book sales through smart marketing strategies and the effective use of advertising and crowdfunding platforms.

Resources 

* Check out Russell’s series launch checklist: https://BookHip.com/BDJDMNG

* Grab your own Free Book Launch Checklist (includes how to apply for merchandising)

Writing wives episode:

Live on August 27th: https://www.thewritingwives.com/facebook-ads-advanced

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

Welcome to the Six Figure Author Experiment Podcast. Hosts Russell Nohelty and Lee Savino dive into a colorful mix of personal anecdotes, book marketing strategies, and insights on making book launches successful. This episode is packed with practical advice and lively discussions.

Key Highlights:

* The Art of Personal Style:

* Russell kicked off the episode by showcasing his new Keith Haring jacket and Russell from "Up" hat, sharing a fun story about his Disneyland trip and how he ended up buying the jacket despite discouragement from his family.

* Comic Projects and Marketing Ideas:

* The hosts discussed their plans for a spicy comic, including potential cosplay marketing strategies. Although Russell vetoed the idea due to the comic's content, they highlighted the importance of creative marketing approaches.

* Launch Strategies and Insights:

* Lee shared her experiences with launching her series, including insights from Alana Johnson on rapid releasing and the different levels of book launches (soft, medium, and hard). They discussed the benefits of focusing on books later in the series for harder launches.

* Optimal Series Length:

* The hosts explored the concept of the perfect series length, referencing Alana Johnson’s strategy of making book seven a must-read by seeding important plot points in earlier books. They discussed the sales dip after book six and how to overcome it.

* Redemption Arcs and Villain Development:

* Lee shared how she and her co-author plan redemption arcs for their villains, turning them into heroes in later books. This strategy keeps readers engaged and eager for future releases.

* Analyzing Launch Numbers:

* Lee revealed the launch numbers for her Bad Boy Alphas series, emphasizing the importance of pre-orders and strategic advertising to achieve USA Today bestseller status. She discussed the varying success of different books in the series.

* Direct Sales and Ad Strategies:

* Russell and Lee talked about their experiences with direct sales and the importance of ad spend. Lee mentioned her cautious approach with her new ad manager and the ongoing tests with discrete covers and branding.

* Handling Technical Issues:

* The hosts shared their frustrations with technical issues on platforms like IngramSpark and Amazon. They provided tips on managing these challenges, such as uploading to multiple platforms and seeking human support when necessary.

* Overcoming Setbacks and Maintaining Perspective:

* The episode emphasized the importance of resilience and perspective in the face of setbacks. The hosts encouraged authors to celebrate small wins and learn from every experience, no matter the outcome.

FINAL THOUGHT: In this vibrant episode, Russell and Lee mixed personal flair with valuable marketing insights, illustrating the importance of creativity and perseverance in book launches. Their candid discussions about challenges and successes offer a realistic yet encouraging perspective for authors navigating the complex world of book publishing.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

Hosts Russell Nohelty and Lee Savino delve into the highs and lows of book marketing, offering practical advice and personal insights into what makes a successful book launch. This episode focuses on strategies to make necessary marketing tasks more enjoyable and effective.

Key Highlights:

* Balancing Fun and Function:

* The episode opened with a discussion on finding the balance between enjoyable activities and essential tasks in the author business. Russell and Lee emphasized that while not every task will be fun, finding ways to make necessary marketing activities more engaging can lead to greater productivity and success.

* Finding the Fun in Marketing:

* Lee and Russell discussed how to make necessary but often tedious tasks enjoyable. They highlighted the significance of focusing on the least amount of work that can yield the most results, advocating for a strategic approach to marketing.

* Sales Page Optimization:

* The conversation covered essential elements of a compelling sales page, including incorporating testimonials, clear pricing strategies, and cohesive design. Russell mentioned specific changes made to his sales page, such as adding testimonials and adjusting prices, to enhance its effectiveness.

* Pricing Strategies and Testing:

* The hosts debated various pricing strategies for book bundles and individual books, stressing the importance of testing different approaches. They suggested running ads and using click testing to identify the most effective pricing and promotional strategies.

* Importance of Iteration:

* Both hosts shared personal experiences of rebranding and refining their book covers and marketing strategies over time. They encouraged authors to view their initial launches as learning opportunities and to continuously iterate based on feedback and results.

* Building Infrastructure Around Successful Books:

* Lee quoted Becca Symes, advising authors to build infrastructure around books that sell well. The hosts highlighted the importance of investing time and resources in successful books to maximize their potential.

* Managing Expectations for First Book Launches:

* Russell and Lee discussed the challenges of launching a first book, suggesting that authors should focus on building momentum for future books in a series rather than expecting immediate success. They recommended planning a long-term strategy that includes multiple book releases.

FINAL THOUGHT: In this episode, Russell and Lee provided a candid look at the complexities of book marketing and the iterative process of building a successful author career. By balancing ambition with realistic goals, focusing on effective sales page elements, and continuously iterating based on feedback, authors can navigate the challenges of their first book launches and build a sustainable and thriving career.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

Hosts Russell Nohelty and Lee Savino return with a fresh episode of the Six Figure Author Experiment podcast, focusing on the importance of audience building, consistent marketing strategies, and the challenges authors face in breaking through financial barriers.

Key Highlights:

* The Power of a Growing Audience:

* Russell and Lee discussed how building a substantial audience over time can significantly ease the process of book launches and sales. Lee highlighted her journey from struggling to attract a few hundred people to now having a mailing list of 45,000, growing by 100 to 200 subscribers daily.

* Overcoming Financial Setbacks:

* Russell shared his experience with losing $30,000 in past ventures but emphasized how these failures eventually led to building a robust audience. The hosts agreed that perseverance and continuous audience engagement are crucial for long-term success.

* Leveraging Kickstarter and Unique Projects:

* Russell recently released a book on Kickstarter that raised $5,000, showcasing the potential of crowd-funding platforms. He emphasized that the key to such successes lies in having a dedicated audience willing to support diverse and unique projects.

* Monetizing Through Multiple Channels:

* The discussion covered the importance of diversifying income streams, from direct sales to leveraging platforms like ConvertKit for email marketing. Both hosts stressed the need for professional editing, cover design, and strategic use of advertisements.

* Insights on Effective Sales Pages:

* The hosts provided practical advice on constructing effective sales pages, emphasizing clear value propositions, reader testimonials, and strategic pricing to highlight discounts and offers.

* Personal Development and Mindset:

* Lee shared her journey from a finance career to becoming an author, highlighting the importance of aligning personal goals with professional aspirations. She discussed overcoming mental blocks and the value of investing in personal growth to enhance productivity and creativity.

FINAL THOUGHT: Russell and Lee underscored the significance of audience building, strategic marketing, and continuous personal development. By leveraging multiple income channels and staying resilient through financial setbacks, authors can create sustainable and thriving careers in the competitive literary landscape.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com

Lee and Russell are joined by Steve Pieper who teaches click-test advertising and direct sales strategy to authors. 

Opening credits and editing by the amazing Jim Wilbourne. 

Hosts Russell Nohelty and Lee Savino kicked off the latest episode of their Six Figure Author Experiment podcast with special guest Steve Pieper, a.k.a. Lars Emmerich, discussing the ins and outs of click testing and direct sales for authors.

Key Highlights:

* Introduction to Steve Pieper:

* Steve Pieper, writing thrillers under the pen name Lars Emmerich, shared his journey from relying solely on Amazon to implementing direct sales strategies. He emphasized the importance of understanding reader preferences and optimizing sales pages through click testing.

* Click Testing and Sales Strategies:

* Click testing involves running short-term, low-budget ads to test different elements of a sales page or advertisement. This helps in determining what resonates most with potential readers.

* Steve highlighted the significant benefits of direct sales, such as higher profit margins and control over customer data, which are not possible through platforms like Amazon.

* The Cross-Channel Effect:

* Advertising on one platform, such as Facebook, can lead to increased sales on another platform, like Amazon. This phenomenon, known as the cross-channel effect, shows the interconnectedness of various sales channels.

* Building and Testing Effective Sales Pages:

* Steve advised authors to incorporate reader reviews and testimonials throughout their sales pages to build trust and demonstrate value. He also recommended clearly stating the regular price of books and the discount being offered to highlight the value proposition.

* Real-Life Examples and Insights:

* Lee and Russell shared their experiences with direct sales and the spillover effect, noting how advertising on their stores led to increased visibility and sales on Amazon. They emphasized the importance of a well-crafted sales page and the strategic use of ads.

* Practical Tips for Authors:

* Invest in professional editing and cover design.

* Use click testing to find the most effective sales copy and ads.

* Leverage cross-channel advertising to boost overall sales.

* Build a strong brand through consistent and high-quality content.

FINAL THOUGHT: In this episode, Steve Pieper, along with hosts Russell and Lee, provided valuable insights into the mechanics of click testing and the benefits of direct sales for authors. By understanding and applying these strategies, authors can significantly enhance their marketing efforts and sales performance. As always, the key takeaway is to continuously test, learn, and optimize to stay ahead in the competitive world of book sales.

* Purchase or Buy Facebook ads versus Traffic ads 

* Direct response versus branding marketing 

* What is click testing and why is it useful?

* How to leverage pricing and social proof to convert cold traffic to readers 

* “You are not your market”

* Click Testing for Authors 

* Steve’s AMMO course

* Check out Russell’s series launch checklist: https://BookHip.com/BDJDMNG

* Grab your own Free Book Launch Checklist (includes how to apply for merchandising)

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.sixfigureauthorexperiment.com