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Ep. 513: The #1 Way to Sell Your Book & Build Your List on Amazon with Morgan Gist MacDonald
27 ideas de marketing sacadas de «Ep. 513: The #1 Way to Sell Your Book & Build Your List on Amazon with Morgan Gist MacDonald», de Perpetual Traffic…
- 27 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 03 min
- Publicada en 2023
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ConversiónColocar un código QR hacia un recurso gratuito (lead magnet) en la introducción o prefacio del libro —y enlazarlo en el índice— permite captar correos electrónicos a través de la función «Look Inside» de Amazon, logrando suscriptores incluso de lectores que no llegan a comprar el libro.
you already have you can actually use Amazon to help not only sell your book but get leads onto your email list if someone sees your book cover on Amazon they click they look inside and there should be a way to join your email list right there at the front and there's a couple of gotchas here uh one it needs to be a QR code the Amazon dis you know no longer allows that link to be clickable from the look inside it's got to be a QR code and it's got to be in the front of the book 10 and it's got to be in the intro or the preface which needs to be leaked and your table of contents so that look…
Escúchalo en el minuto 5:56
ConversiónColocar un código QR hacia un recurso gratuito (lead magnet) en la introducción o prefacio del libro —y enlazarlo en el índice— permite captar correos electrónicos a través de la función «Look Inside» de Amazon, logrando suscriptores incluso de lectores que no llegan a comprar el libro.
you already have you can actually use Amazon to help not only sell your book but get leads onto your email list if someone sees your book cover on Amazon they click they look inside and there should be a way to join your email list right there at the front and there's a couple of gotchas here uh one it needs to be a QR code the Amazon dis you know no longer allows that link to be clickable from the look inside it's got to be a QR code and it's got to be in the front of the book 10 and it's got to be in the intro or the preface which needs to be leaked and your table of contents so that look…
Escúchalo en el minuto 5:56
ConversiónAñadir una página con recursos adicionales y un código QR inmediatamente después de la portada y la página de título permite capturar los correos de las personas que usan la función «Echar un vistazo» (Look Inside) en Amazon, convirtiendo en leads a lectores potenciales antes incluso de que compren el libro.
is one of the primary prompts in Amazon is to look inside the book it's actually bright color to it and Amazon is a call to action like look inside or add to buy it Morgan said you have to put a lead magnet and so I have the cover the title page and then bam a great big stop sign and a collection of resources that people can have along with a QR code for them to access those resources and again if they're playing the look inside game they think they're being sneaky when it comes to my resources but that's exactly what I wanted to do so I think this is a
Escúchalo en el minuto 12:27
Retención y relación con el clientePara obtener reseñas constantes tras el lanzamiento, crea una secuencia automatizada vinculada al lead magnet del libro: el día 0 entrega el recurso gratuito, el día 7 solicita la reseña enlazando directamente a la URL de 'escribir reseña' de Amazon (donde basta con marcar las estrellas), y el día 21 envía un recordatorio final dando tiempo a que hayan terminado la lectura.
um getting reviews ongoing and this is a huge part of why I have you know 1800 reviews and and more every week is because that that freebie at the beginning when people join that email list there's uh three email autoresponder sequence first email delivers the freebie seven days after that is a uh an email that's like I hope you enjoyed the book if you got any value from the book you know reviews for independent authors are the greatest gift you can give you know please click here to leave a review you want to link to the review page so if you're looking at the Amazon so if you're logged into…
Escúchalo en el minuto 33:31
Canales de adquisiciónEn lugar de lanzar un libro en categorías principales y amplias (donde la falta de tracción inicial genera una penalización algorítmica a la baja), se debe ubicar en el nivel más profundo posible de subcategorías (3 o 4 niveles). Lograr el número uno en un micronicho requiere solo entre 10 y 30 ventas o descargas, lo que activa el algoritmo de Amazon para otorgar impulso y visibilidad automática en las categorías…
is categories and so especially talking put books into big categories like your problem is that when you launch a brand new book in a big category Amazon will add momentum to the trajectory of your book so if relative to the best sellers in that category your book is not competing it's going down in that category it will add momentum to your downward trajectory so what we recommend is going as deep as possible into a category and some of those you can hit number ones with 10 sales 20 sales 30 sales or downloads number one that's great but what we're actually doing is we are using that…
Escúchalo en el minuto 50:22
Estructuración lineal de un libro separando y emparejando conceptos e historias
Estrategia de contenidosPara planificar y estructurar un libro de forma eficiente antes de escribirlo, elabora por separado una lista de principios y marcos conceptuales y otra lista de historias y casos prácticos; luego empareja cada historia con su punto correspondiente y organízalas linealmente en lugar de usar mapas mentales dispersos.
broad Strokes is I usually have people create an entire list of all the lessons principles Frameworks they know they want to include in the book just a couple Pages usually and then a separate list of all the stories case studies illustrations that they would want to include in the book it's for some reason it's easier for us to brainstorm those things separately and then we kind of like play a matching game like Okay so this story actually helps to illustrate this point or we'll beginning so having it in list format helps us to kind of move things around it's a right reading a book is a…
Escúchalo en el minuto 21:24
Estructuración integral de la secuencia de ofertas en un embudo de libro (Book Funnel)
ConversiónPara rentabilizar un libro como herramienta de adquisición y negocio, se debe proyectar desde el inicio la secuencia comercial completa: bonos en la página de ventas, una oferta bump, ventas adicionales inmediatas (OTO 1 y OTO 2) y la llamada final a postular o agendar una llamada de alto valor.
if I were to put together a book funnel a book funnel so might as well think about it from the beginning if I were to put together a book funnel what would my you know bonuses be on the sales page what would my bump be what would my one time offer number one what would my one-time offer number two what would my you know application call you know book a call you know for like go ahead and think through all of those things because that's the business you know at
Escúchalo en el minuto 25:16
Canales de adquisiciónLos usuarios que descubren contenido en TikTok suelen buscar en Amazon frases que incluyen 'book talk' (o 'book talk about [tema]'). Incluir estas frases en los campos de palabras clave del producto permite capturar volúmenes elevados de búsqueda con baja competencia de otros vendedores.
of tick tock um a good a good keyword to to look for is book talk about because people are coming from Tick Tock and they are typing book talk into that you don't even need to be on tick tock whatever so we're finding like I was I book talk about Hope 177 000 searches in the last month and only 142 competition so you know I'm thinking only 142 books have used that particular that's cool yeah that's high volume low competition you know you get seven keyword phrases so I might choose six that are a little bit more relevant and then I mean heck a big one it's like book talk about hope
Escúchalo en el minuto 55:22
Retención y relación con el clientePara multiplicar el volumen de reseñas y prueba social, no se debe confiar en la iniciativa espontánea del lector: conviene pedir la reseña de manera explícita y continua a lo largo del libro o al final mediante códigos QR/enlaces, o captar el correo para automatizar la solicitud mediante secuencias de autorespondedor.
Ralph yeah he asked for reviews in the book and that's a totally legitimate and um another best practices at the end of the book you know to to ask folks to leave a review you could easily put a link in a QR code at the end of the book another resource and then just email people and ask to leave a review so you um but you can increase that conversion by just asking for the review or dropping links to join your email list and using the email autoresponder to ask for reviews right so he's just doing a way better job asking for reviews yeah and but he asks consistently through the book which
Escúchalo en el minuto 40:35
El libro como activo de autoridad y prerrequisito de entrada al embudo
Marca y posicionamientoPublicar un libro transforma el posicionamiento de una empresa de simple proveedor de servicios a referente de autoridad en su sector, funcionando además como un filtro o prerrequisito formativo de alto valor antes de vender servicios o productos backend.
write it to where you're going it for when people read this book and they love it and they want to take the next step with me I know what I want that next step with me to be um and that might be back in products I love thinking about the book in terms of the funnel not the book as a funnel but where it fits inside of the funnel instead of using it as an integral part still value books and what they did that books were a prerequisite to working with Ryan if you've ever worked with you actually needed the book and so it a true piece of value that's accessible think about the position it puts…
Escúchalo en el minuto 20:54
Retención y relación con el clientePara aumentar el volumen de reseñas de un libro, envía en la secuencia de emails postventa (por ejemplo, al día 3 y al día 21) el enlace directo a la pantalla de reseña de Amazon, indicando explícitamente al lector que solo necesita pulsar las estrellas sin redactar título ni texto. Amazon registra la calificación con un solo clic, eliminando casi toda la fricción.
everything you know as long as you have autoresponder sequence in there you will is clicking on this here and then sending the link to this section which is like the write a review that it is and third like make it as stupidly simple as possible like if you send them this link right here said tiny little tip if they just click those five stars and they don't do anything else on that page they don't even hit submit it still captures it have to reduce as much friction as possible to get them just to see those five stars because they're gonna click the stars and then captured right so the call…
Escúchalo en el minuto 35:51
Marca y posicionamientoEl tema de un libro de autoridad debe elegirse en función de lo que se desea promover y hablar durante los próximos 3 a 10 años (charlas, talleres o nuevas áreas de negocio), ya que un libro carece de impulso propio y requiere la energía constante de su autor en el mercado para funcionar.
I would be asking is this something you still want to be talking about three years from now 10 years from now is it something that you might want to speak to people about occasionally even if it's not your main sort of bread and butter business is it something that you are so passionate about that you want to talk to groups or maybe do an occasional Workshop or Retreat or something you know is it is it the thing that you want to keep talking about in the future I think the book should pull you into your writing a book that they felt obliged to write like oh I learned all this stuff I should…
Escúchalo en el minuto 28:41
Retención y relación con el clienteConfigurar una secuencia de autorrespondedor por correo electrónico tras la captación de compradores permite generar un flujo constante de reseñas y ventas orgánicas en Amazon cada vez que se promociona el libro (mediante ponencias, podcasts o aumentando la inversión publicitaria en el embudo).
author that we publish when we set this up they get reviews over time every single time you promote the book in any venue whether you're on stage on a podcast even when you do a book funnel that's the craziest thing every time I increase ad spend on my book funnel I get more sales from Amazon and more reviews on Amazon as long as you have that little autoresponder sequence in there you will get more reviews every time you promote your book
Escúchalo en el minuto 0:01
Retención y relación con el clienteConfigurar una secuencia de autorrespondedor por correo electrónico tras la captación de compradores permite generar un flujo constante de reseñas y ventas orgánicas en Amazon cada vez que se promociona el libro (mediante ponencias, podcasts o aumentando la inversión publicitaria en el embudo).
author that we publish when we set this up they get reviews over time every single time you promote the book in any venue whether you're on stage on a podcast even when you do a book funnel that's the craziest thing every time I increase ad spend on my book funnel I get more sales from Amazon and more reviews on Amazon as long as you have that little autoresponder sequence in there you will get more reviews every time you promote your book
Escúchalo en el minuto 0:01
Formatos de alto valor percibido para lead magnets en libros
Oferta y precioOfrecer la versión en audiolibro (enviando el archivo MP3), cuadernos de trabajo descargables (workbooks en PDF), minicursos o plantillas de trabajo como incentivo gratuito al inicio de un libro maximiza la tasa de conversión a suscriptores gracias a su alto valor percibido.
my freebie is the audiobook you can get an audiobook from me and of course it's as simple as just emailing them the MP3 file and I'm sending them but it has it has an actual value right converts really well any sort of like of Fast Track mini course we've done um you know any sort of printable worksheet uh even like workbooks we work and it's like fantastic let's do a workbook we'll make it a PDF and we'll put it for free at the beginning of the book and uh and that's a that's another great sort of uh lead magnet basically
Escúchalo en el minuto 8:46
Canales de adquisiciónPara el algoritmo de clasificación y ranking de Amazon, cualquier conversión (descargar un ebook gratis, pedirlo en Kindle Unlimited, comprar el ebook individual o comprar la edición física en papel) cuenta con el mismo peso como venta para ganar impulso de posición en una categoría.
and actually on the Amazon platform a conversion is a conversion as a conversion if they download a free ebook if they get the Kindle limited if they buy the a la carte ebook if they buy the paperback like they click that orange button that's a that's a sale right even if it's a free ebook it's a sale so you get 10 20 30 of those in Niche categories you hit number one in that
Escúchalo en el minuto 51:04
ConversiónEn las barras de navegación y feeds de búsqueda de Amazon, el subtítulo se muestra con el mismo tamaño de fuente y peso visual que el título principal, por lo que redactar y optimizar estratégicamente el subtítulo es fundamental para conseguir el primer clic del usuario.
and so that the optimizing for that first click is really about the cover and the title in the subtitle and a lot of people don't realize that the title in the subtitle have equal weight in like even the visual of Amazon if we go look at Amazon right now and you're scrolling through that feed where people have searched or they're scrolling through the browsing bars those horizontal browsing bars you the the font size literally is the same for the main title and the subtitle so use that space effectively because that's where people who are browsing they're going to decide whether or not to…
Escúchalo en el minuto 30:45
Alinear la terminología de búsqueda con el lenguaje situacional del usuario en marketplaces
Investigación de mercado y clienteEn plataformas de compra como Amazon, los usuarios no siempre buscan por términos clínicos o directos (como el nombre de una enfermedad), sino por frases situacionales, emocionales o de formato (por ejemplo, 'historias sobre enfermedades crónicas y matrimonio'). La investigación de palabras clave debe priorizar estos ángulos no literales que suelen concentrar alto volumen y baja competencia.
so you would think like Parkinson's let's run that through the keyword tools nothing like sub 100 searches a month I think they might be searching for Parkinson's in Google I do think that the way that they use Amazon is a little um stories about chronic illness is a two-word phrase that was highly searched on Amazon about 2 000 searches a month with very little competition uh stories about marriage and illness and that is her her book is about her
Escúchalo en el minuto 46:01
Marca y posicionamientoEl punto óptimo para crear un producto o libro no es perseguir ciegamente palabras clave con alto volumen y baja competencia (lo que diluye la reputación), ni crear aisladamente sin considerar la demanda. Consiste en tomar la propuesta de valor y la experiencia del autor y ajustar el ángulo y mensaje comercial para satisfacer una oportunidad real de búsqueda sin sacrificar la credibilidad a largo plazo.
write the book and find the keywords I find the keywords because you just said lots of views no competition so I'm gonna go find all the keywords that have lots of views and no competition and I'm gonna find a way to they're definitely folks that do that my only concern with that is what brand are I do think you can accomplish both right I think you can write a book that serves you in the long term as an authority as a credibility you know play and you just match it with what the what the audience product that you want to bring to Market but you might fine tune it adjust it change the…
Escúchalo en el minuto 47:00
Uso de Amazon como base de prueba social para embudos de libros
ConversiónAunque se opere un embudo propio de venta de libros (book funnel) hacia ofertas backend, se debe priorizar y optimizar la página de venta en Amazon como cimiento, ya que los clientes potenciales acuden allí para contrastar opiniones y validar la prueba social del autor.
book funnels I still even though we run book funnels I run a book funnel I still recommend Amazon as your first sort of foundational step in launching a book well because people are going to go to Amazon to look for the social proof so you want that Amazon sales page optimized High converting stacked with social proof and so we usually will even Amazon sales page because there's an enormous amount of traffic on Amazon
Escúchalo en el minuto 19:12
Tiempo promedio para redactar el primer borrador de un libro
Estrategia de contenidosEscribir la versión inicial o primer borrador sin pulir (versión 1.0) de un libro comercial requiere un promedio de 40 a 80 horas de redacción activa.
we coach people through writing books it takes between 40 and 80 hours on average um for writing the first draft of a book and that's like the 1.0 version It's the messy draft it's getting words on the page it will be revised it will be you know edited pretty pretty significantly but getting that 1.0 version on the page is something like 40 to 80 hours of actual writing
Escúchalo en el minuto 22:43
Tasa de conversión de reseñas según el tipo de tráfico (cálido vs. frío)
Medición y experimentosLa tasa promedio para conseguir una reseña de un libro ronda el 1 % (1 de cada 100) cuando proviene de la audiencia propia o círculo de influencia, pero desciende a cerca del 0,1 % (1 de cada 1.000) en lectores procedentes de tráfico frío.
um it's not one in ten it's it's somewhere between one in a hundred would be is when you're is when you're giving people the book who are sort of in your inner your circle or your sphere of influence once you get out to kind of that cold traffic it's close it can be closer to one in a thousand
Escúchalo en el minuto 41:37
Canales de adquisiciónAl configurar los metadatos de un libro en Amazon, nunca se debe marcar la opción de 'contenido para adultos' salvo que sea material estrictamente erótico. Seleccionar 'sí' provoca que el algoritmo oculte y entierre el libro de los resultados de búsqueda orgánica y navegación general.
um it will ask you is your book adult content if you click yes it is buried I would say click no yeah it buries it if you click this is adult content if you click that yes it is buried it will not be visible consistently year over year Amazon has been more stringent on erotic so um yeah click no this is not adult
Escúchalo en el minuto 53:47
Diseño del contenido de un libro de negocio orientado al paso siguiente
Estrategia de contenidosAl escribir un libro para la adquisición de clientes, el contenido debe estructurarse empezando por el objetivo final, garantizando congruencia entre la conclusión de la lectura y la siguiente acción de compra o contacto con el negocio.
effective ways of bringing people you know into your world to potentially buy your products and services maybe on the sounds like you start with the end in mind you want to think about when someone reads this book and they get to the end of the book what do you want the next step to be you know you want that congruency just like with any funnel
Escúchalo en el minuto 17:31
Marca y posicionamientoPara generar el impulso inicial de un libro, se recomienda formar un equipo de lanzamiento de 50 a 75 personas que reciban copias anticipadas, con el objetivo de obtener entre 10 y 20 reseñas de inmediato antes de buscar escalar gradualmente a los umbrales de 100, 500 y 1.000 reseñas.
thresholds like when you first come out of the gate you've got to get at least like 20 reviews really quickly but then you want to be starting to get up into the 100 500 a thousand kind of range struggle to put together like a list of 50 to 75 people who they can you know send in advanced or view copy to ask them to leave a review however that's just it's just critical to the initial momentum of a book we definitely see that books that can get kind of 10 to 20 reviews right off the bat can um Can scale up into those categories pretty quickly so book launch team is essential
Escúchalo en el minuto 31:31
Canales de adquisiciónAmazon concentra más del 90% de las ventas globales de libros electrónicos (e-books) y más del 60% de los libros físicos en tapa blanda y tapa dura, lo que convierte a su catálogo en el canal de descubrimiento y distribución más relevante del sector.
publishing industry is like 132 billion dollar industry right and so that's just know Amazon sells more than 90 of the ebooks globally and more than 60 percent of the paperbacks and hardbacks and that's not even including the audiobooks
Escúchalo en el minuto 15:09
Marca y posicionamientoAunque se comercialice un libro mediante un embudo de ventas propio fuera de Amazon, tener presencia y reseñas en Amazon sigue siendo fundamental, ya que gran parte de los prospectos consultarán la plataforma para verificar valoraciones antes de comprar.
however I would go back to like Amazon's your foundational piece because everyone's going to refer back to Amazon it's on stage or if they see your book in a book funnel they a lot of them are still going to go to Amazon just to see what your reviews are screw Amazon no you're saying like Amazon runs a show you might as well if you want to sell a book you got to start there
Escúchalo en el minuto 58:53
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