Tips for Selling Books from Your Website

Do you sell your books direct from your website? If so, pay attention to these important findings from Cyber Monday shopping.

On-line shopping is growing. One of the fastest growing trends for online shopping is the buy online, pick up in-store movement. Fifty percent more people used this option on Cyber Monday 2018 than in the previous year.

Shopping using smart phones is also growing. According to an online shopping data report by Adobe Analytics, people spent 48% more shopping from their smartphones on Cyber Monday. In fact, purchases made from smart phones on Cyber Monday amounted to $2 billion. This is the most revenue ever to come from smart phones in a single day.

Interestingly, taking a closer look at the data report by Adobe Analytics, the report states:

 “Large retailers ($1 billion or more in annual e-commerce revenue) saw 6 percent higher conversion rates on smartphones. Smaller retailers, offering more specialized products, were better at getting shoppers to close sales via desktops with 7 percent higher conversions.”

Whoa. Stop right there. For a while now, the trend has been mobile. Experts have been telling us that every website needs to be responsive for mobile devices as well as desktop computers. Yet, this research from Cyber Monday shows that smaller retailers—people like you—had a higher percentage of people purchasing from their websites via a desktop computer this past Christmas season.

If you sell books from your website, your main focus should be on keeping shoppers on your site. After all, conversion—converting a visitor to a buyer—is what drives sales.

Here are a few tips to keep shoppers on your website:

1. Have the books you are selling front and central.

Make the products you are selling easy to see and find on your website. Don’t bury them. Include clear descriptions for each book so readers know what the book is about and how it will benefit them.

2. Make the prices clear.

One study by Corra found that 33 percent of shoppers hate when prices aren’t up front. Make sure that the price of your book and the cost for shipping is easy to find and see.

3. Ensure ease of purchase.

Studies show that for every extra click a customer has to make to finish a purchase, a business loses 50% of shoppers. Create a streamlined buying process on your website.

4. Allow customers to contact you.

The same study by Corra found that more than half of all shoppers wanted to have the option to live chat on a website when they ran into a problem shopping. Of course, most small publishers and independent authors don’t have the resources to provide this on their websites. However, you can provide a phone number. This allows customers to feel confident that they can talk to a real person if they run into a problem.

If you sell books from your website, use these four tips to improve your visitors’ shopping experience, and maybe, just maybe, you might sell more books.

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Photo courtesy of Bru-nO.

Embellishments Help Create an Emotional Connection

As humans, we crave connection. We want to feel connected to our family members, our friends, our community, and God. This sense of connection meets our need for belonging.

Authors can use humanity’s innate need for connection to enhance your marketing efforts. You can use stories and information to help your readers feel a connection with you. You can also use adornments to create a sense of connection and anticipation.

Not too long ago, I ordered a book. The book was mailed to me. It came in an envelope. What caught my eye was the sticker on the back of the envelope. It was an oval gold sticker that helped “seal” the envelope shut. The sticker simply read ENJOY.

This caught my attention. It also served to increase my anticipation of reading the book. A simple sticker embellishing an envelope created a stronger connection to the book for me.

We are emotional creatures. Simple adornments strategically placed can heighten our emotions.

Consider how you might be able to use a similar strategy with your books to increase readers’ connection to you and your books. The ideas are endless. Let your creative juices flow.

Maybe you can use a similar sticker when you send out copies of your book. Maybe you can add a sticker to your book’s cover that creates an emotional response. Even a “Signed by the Author” sticker can help create an emotional connection for readers.

You can find some great sticker ideas on Zazzle or Demco.

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How to Stand Out from the Crowd

Do you remember these puzzles from your childhood (or maybe your kids’ childhood)? Which one is different?

Standing out from the crowd is important. With over one million self-published books produced every year, how do you stand out from the crowd?

The answer lies is not in drawing attention to yourself by standing out in an odd or strange way as in the above puzzle. Instead, you want to stand out in ways that are attractive and draw people to you and your book.

It’s not just your book that must stand out. Your marketing efforts also need to stand out in the crowd to attract attention.

After you have written a compelling book that is professionally edited and designed, your next step is to ensure that your marketing activities don’t just mimic what others are doing, but stand out from the crowd.

standing out from crowd

You can stand out from the crowd with the following three strategies:

1. Informative and Unique Content

Give away free content that ties into the theme of your book. This free content must also be unique and answer important questions or solve important problems your target audience faces. Share this content on your blog and in your social media posts. Offer some content in downloadable format for interested readers to receive in exchange for their email address. This helps build your email marketing database.

 2. Connect with Your Audience

Connection is about caring. We connect with others when we care about them. Care for your audience. Show up where these people hang out—be that on social media or in person. Talk to them. Rejoice when they rejoice, mourn when they mourn. Support their efforts and cheer them on. Most people crave authentic connection. Your audience will begin to trust you when they see that you are authentic.

3. Be Consistent

Many Indie authors start strong, but soon fizzle out. When results don’t roll in the way these authors expect, they turn their attention elsewhere. It takes at least a year to build a strong, loyal following. To stand out, you must show up consistently and add value to people’s lives.

In marketing and selling books, you want to be noticed in a good way, not because of appearing odd or strange. Show up, connect with your audience, and offer them great content. Stand out for the value you bring to people’s lives.

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Photo courtesy of Anton Belitskiy.

Does Your Passion Need a New Spark?

Most Christians don’t start writing and publishing to get rich. Many Christian authors and publishers start publishing because they feel a calling or nudge from God.

Following God’s calling or nudging is a rewarding venture. However, sometimes are emotions get in the way. Discouragement, disappointment, and just sheer lack of energy can weigh us down and cause us to flounder and consider quitting.

passion needing spark

Often, when God calls us to do something, we burn with passion at the start the journey. Yet, over time, we can slowly lose this passion in the midst of roadblocks and the overwhelming number of tasks required. If you find that your candle is burning less brightly, that your passion has dimmed, you are not alone.

Consider the prophet Elijah. He was a man full of passion. He confronted the wicked King Ahab and told him that it would not rain on the land for three and a half years. Elijah prayed passionately and his prayers were answered. Yet, after those long grueling years, Elijah lost his passion. From Elijah’s story in I Kings 19, I see three activities he engaged in when his passion was spent.

1. Take Time to Rest

The first thing Elijah does is rest. He is tired. He is worn out. He gets alone and lies down under a broom tree. Here he sleeps for quite a while.

If you are weary, worn out, or burned out from the spiritual battle you have been engaging in, then I encourage you to rest. Build rest into your regular routine. We can’t burn the candle at both ends and expect to have passion for our calling. We have physical bodies with physical limitations. We must take proper care of our bodies so we can continue fighting the good fight.

2. Get Regular Nourishment

Elijah received regular nourishment from God. First at the Brook Cherith, and then at the Widow’s home. But, when he has lost his passion and is worn out, God sends an angel to prepare food for him to eat. God knows that Elijah requires nourishment to continue.

We too, need regular nourishment, not just physical food for our bodies, but spiritual nourishment and intellectual nourishment. If you are writing and publishing books for God, you should be feasting regularly on God’s word and other teachings that help you improve your craft. You can never run dry if you take in more nourishment than you put out.

3. Seek God

When Elijah has lost his passion. When he is worn out and discouraged, he seeks God by traveling to Mount Horeb, the mountain of God. Mount Horeb is another name for Mount Sinai. Mount Sinai is where God spoke to Moses and gave the children of Israel the 10 commandments. It is a Holy Place.

When we seek God, he rewards us. God meets Elijah at Mount Horeb and speaks with him. God both adjusts Elijah’s expectations and gives him new marching orders. If you are flagging in passion, seek God. He will either adjust your expectations and renew your calling, or he may give you new marching orders.

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Photo courtesy of JefferyTurner.

Are Your Marketing Messages Sticky?

Can you finish these catchy advertising slogans?

  • Snap! Crackle! … (Rice Krispies)
  • When you care enough to send … (Hallmark)
  • It’s the real … (Coca-Cola)
  • Melts in your mouth, …. (M&Ms)

These messages are sticky. They stick in your mind. That’s why you can complete them. It is not just the sheer repetition that helps you remember, it is also that these slogans are catchy.

Every marketing message competes with thousands of other marketing messages. Having a message that is sticky is necessary to stand out and grab people’s attention.

In their book Made to Stick: Why Some Ideas Survive and Others Die, Chip Heath and Dan Heath present six principles that make a message stick. They are:

  1. The message is simple.
  2. The message is unexpected.
  3. The message is concrete.
  4. The message is credible.
  5. The message is emotional
  6. The message is a good story.

I would add that making your message bold also increases the stickiness factor.

For example, Hallmark’s slogan is “When you care enough to send the very best.” That is a bold statement. They are saying that their cards are the very best!

Some practical types might object. They might say, “DaySpring cards are better.” However, some marketing messages are just an opinion. You can boldly assert your book’s promise or your opinion.

If you want your marketing message to stick, your marketing slogan for your book needs to follow one of the six principles presented in Made to Stick and also be bold.

One of the marketing slogans I use for my book, Your Guide to Marketing Books in the Christian Marketplace is:

The essential guide for marketing Christian books.

One reviewer recently made the following statement, which is much bolder and more likely to stick:

The Bible of marketing Christian books.

Play around with your marketing messages. Don’t be afraid to make a bold claim. A simple, bold statement is more likely to stick than just a simple or unexpected statement.

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