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[ecourse] bestseller book launch – day 3 of 8

launch your book to bestseller

– day 3 –

 

The Bestseller Book Launch Sequence

 

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bestseller book launch day 3Hey, welcome back to day 3!

I am PUMPED for today’s lesson.

Why?

Because today is when we really get into the heart of a bestselling book launch…

And that begins and ends with the book launch sequence.

The Bestseller Book Launch Sequence

The Bestseller Book Launch Sequence is the PRECISE step-by-step sequence for launching a bestselling book (clever name, right?).

Download The Bestseller Book Launch Sequence (google doc)

The Bestseller Book Launch Sequence:

  • is responsible for launching multiple books to bestseller
  • has resulted in tens of thousands of books sold on day one
  • has created new streams of passive income for authors
  • and has even helped multiple authors become thought-leaders in their industry

I use this exact sequence to publish books through my publishing company, Insurgent Publishing, and I’ve used the same sequence to launch my own books to 5-figures in profit during launch week.

It’s also the heart and soul of my new training platform: PublishersEmpire.com (more on this later).

Bottom line:

This sequence is the difference between launching your book with a massive bang and the majority of books that land with a whimper.

The 14 steps to The Bestseller Book Launch Sequence

I’m going to briefly outline the 14 steps here, then dive into the first few steps today. The rest we’ll cover over the next several lessons of this free course.

Here’s what they are:

Step 1: Create a Book Launch Sequence Working Document

Step 2: Identify Key Players

Step 3: Set Your Launch Date

Step 4: Clarify Your Goal

Step 5: Centralize all Materials for Your Book

Step 6: Create an Early Notification List

Step 7: Create an Ambassador Group

Step 8: Develop Your Influencers Circle

Step 9: Identify Alternative Marketing Channels

Step 10: Build Your High-Converting Book Sales Page

Step 11: Get Your Book Ready for Distribution

Step 12: Notify Ambassadors and Influencers

Step 13: Final Prep and Pre-Launch Marketing

Step 14: Launch

A lot of stuff, I know, but don’t get overwhelmed!

I recommend bookmarking this page so you can come back to it whenever you need to for your next book launch.

For today’s lesson, we’re going to focus on the first 5 steps of The Bestseller Book Launch Sequence (and in subsequent lessons we’ll cover the rest).

Let’s get started.

Step 1: Create a Book Launch Sequence Working Document

This is your CORE document. Consider it a hub for everything book launch related.

This is the single document everyone working on your book launch project will come to in order to get the information they need. This includes linking to everything relevant to your book launch: from book contents like the cover and interior document, the marketing and sales copy, social media images for promotion, and more.

How to Create Your Book Launch Sequence Working Document

Hackpad

hackpad_working_documentThis is my personal favorite collaborative working document software. Hackpad is beautiful, simple and has great checklist technology built right in.

Cons

  • The major issue with Hackpad is that content added to hackpad can show up on Google open graph search. This shouldn’t be an issue for most people, but if you’d prefer more privacy, you may want to select another program.
  • Hackpad can become unmanageable with multiple hackpad documents to access

Google Docs

Google Docs is another cloud-based, easy-to-use program that’s completely free. While Hackpad is the more aesthetically pleasing of the two, Google Docs is powerful in that it works together with Google Drive (where I like to keep all my writing documents), Google Sheets, and other Google programs (meaning they all work nice together). Highly recommend Google Docs if you have a decent and consistent internet connection.

Cons

  • Very slow on mobile or phone. Seems to work fine on a fast computer but if you’re hoping to write on the go, it’s not recommended
  • Doesn’t always have the best offline to online backup. While Google Docs now allows offline writing, I’ve encountered issues with syncing on several occasions, which is why I generally save additional copies in Word format to my desktop

Trello

Trello is a free project management tool online. It’s not built for books, but can be used as a “hub” for your book launch.

Cons

  • Not designed for extensive reading (the layout is better suited for short bits of information with links to more in-depth content)

Evernote

Like Trello, this isn’t a program necessarily designed for books, but it works great. It allows multiple people to share a notebook, so you, your editor, your publisher, etc. can follow along as you create, package, and market your book

Cons

  • Costs money for more premium features (although it probably isn’t necessary to upgrade for most authors or publishers using just the basic features)

Step 2: Identify Key Players

Next, we want to identify all key players in our book launch. You can pull the majority of this directly from your Book Marketing Canvas.

Get a Free Copy of The Book Marketing Canvas

Key Roles to Identify:

  1. Author
  2. Editor
  3. Publisher
  4. Marketing and Launch Consultant
  5. Designer
  6. Ambassador Leader

And anything else that is important to your book launch.

What’s the importance of listing all these names?

So you know who is responsible for what.

If you’re doing it all yourself, you should put your name down in each area (that way you know you’re responsible for every part of your book launch).

Step 3: Set Your Launch Date

Next, it’s time to set your launch date (also known as ship date). This may be the most important single line of text you write.

Why You Need a Launch Date

  1. When you set a launch date, you commit to putting your work out into the world. No more hiding. It’s going to happen.
  2. When you set a launch date, it forces you to stop wasting time and start doing the work that matters. No more procrastination – just work.
  3. When you set a launch date, you start producing to the best of your abilities, both in speed and quality.

And finally, when you set a launch date, it helps you refine and develop the rest of your book launch sequence, meaning the date itself is a REQUIREMENT to build out a proper book launch sequence.

Step 4: Clarify Your Goal

In order to properly focus your efforts and create the best results for your book, you need to have defined, measurable, and reachable goals.

There are 3 fundamental goals of any book being published:

  1. Reach
  2. Impact
  3. Revenue

Here’s how they differ:

Reach

What is Reach?

Reach is defined as number of people who read your book.

How do we measure Reach?

At the moment, the easiest and best way to measure this is through total downloads and/or sales (whether through Kindle, Barnes and Noble, or your own platform)

One of the best ways to increase the Reach of your book launch is through a platform like Amazon where it’s not unrealistic to get 10,000 downloads during launch week (we’ll cover specific launch strategies in a future lesson).

Why is Reach important?

Reach is important because spreading an idea is important, and you can’t do that without readers. Also, in many cases, the farther a book spreads, the more impact and revenue you will generate as a side product.

Who should focus on Reach?

It’s never a bad idea to focus on Reach.

Whether you’re just starting to build your authors or publishers platform, or you have multiple books under your belt, Reach is always a worthwhile goal. The benefit to Reach as a goal is that it will indirectly improve revenue and impact.

For Dan Norris’ The 7 Day Startup, we focused on Reach. In the process, Dan made it to bestseller in Amazon and continues to sell 50+ books a day, generating thousands in additional revenue per month. Not only did Dan get the book in the hands of over 15,000 readers in the first couple months, but he made quite a bit of revenue as well.

This side effect (Reach leading to Revenue) is not uncommon.

Had we focused on Impact or Revenue, our strategy may have changed and this might not have been the case.

As a rule-of-thumb, if you have no audience (no subscriber list through your blog or otherwise), it’s best to focus on reach. This will ensure your work gets seen by as many people as possible, and it will give you the greatest chance for success in the long run.

Impact

What is Impact?

Impact is the degree to which your book makes a difference in the life of the reader.

How do we measure Impact?

Because Impact is a bit of an elusive concept, it can be difficult to measure. That said, there is a correlation between Impact and people wanting to hear more from the author.

The way we measure Impact is based on the total number of people who subscribe to your email list (whether to receive bonuses, content upgrades, or simply to be a part of your newsletter).

Why is Impact important?

Impact is important because if a reader signs up to your email newsletter either to get access to your book or to get the content upgrade you promise within the book itself, you now have permission to start a conversation. This can produce the greatest change over time and therefore the greatest impact.

Who should focus on Impact?

  1. Established authors looking to grow their revenue through sales of other books, products, or services.
  2. New authors looking to grow their platform.

Revenue

What is Revenue?

Revenue is defined as total money generated from your book.

How do we measure Revenue?

What’s important to realize about this is that it does NOT necessarily mean most sales. The fastest way to increase sales is to lower the price of your book, but that’s not great for revenue.

On the contrary, many of the books I’ve published that have sold the fewest copies have made the most money over time. Why?

Because we monetized them in other ways, by adding bonuses and charging a premium. And this is just one strategy you can use.

It’s possible to monetize your writing through sponsorships, cross-promotions, affiliate sales and much more.

Therefore, the best way to measure revenue is to track all income you make from the book, not just book sales.

Why is Revenue Important?

The goal of the writer is to tell a story.

The goal of the publisher is to spread these stories and make a profit doing so (in order to continue spreading stories and paying great authors to create more great stories to spread).

Bottom line: without revenue, you’re not a publisher.

Who should focus on Revenue?

Established authors.

While revenue is essential to maintain your writing / publishing career, it would be a bad idea to focus on revenue right out of the gate. More often than not, the most successful authors and publishers make revenue over the long term, letting their first book (or two) act as an audience builder (Reach + Impact), with future books looking to maximize revenue.

Step 5: Centralize all Materials for Your Book

While The Book Launch Sequence Working Document allows us to create a ‘hub’ for all our work, we still need to place all our files into an accessible place (this is especially true if you’re working with anyone other than yourself).

example_book_launch_folder

Here’s the way I recommend creating one (however you can use your own programs and software as you see fit):

How to Create a Centralized Location for All Your Book Materials and Content

  1. Create a free Google Drive folder
  2. Share the folder with key people. This includes the author, editor, designer, marketing consultant, etc. – anyone involved in your book launch
  3. Place all files in this folder so there is a central place to grab any information one person in the group may need. This cuts down on emails and loss of information that can happen with a group project (emailing everything back and forth and lots of one-on-one conversations creates double work and may end up with people being confused or losing track of the book progress)

Folders That You May Want to Include:

  1. Book Files
    • Cover
    • Interior
    • Final PDF / Kindle formatted files
  2. Marketing
    • Sales copy
    • Website copy
    • Marketing swipe file (to reach out to influencers, ambassadors, etc.)
  3. Social Media Promotion
    • Click to tweets
    • Sharable images

Your Turn: Homework Assignment!

Alright, now that we’ve wrapped up the first 5 steps of The Bestseller Book Launch Sequence, it’s time to take some action.

Here’s what you need to do:

  1. Download a copy of The Bestseller Book Launch Sequence Working Document (google docs link)
  2. Fill out the following information: Key Players, Launch Date, and Goal
  3. Share your Launch Date and Goal below in the comments!

The most important thing I’ve learned since starting my publishing company is this: nothing great happens in a vacuum. Use the comments section below to start getting clarity on your book goals. I promise you’ll get a lot of support from all the other authors and publishers going through this course right now.

 

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