How To Increase Amazon Book Sales Through Top Rankings

How To Increase Amazon Book Sales Through Top Rankings

October 12, 2019 26 By Stanley Isaacs


– Hi, I’m Robin Waite,
author of a best selling Amazon book, Online Business
Startup, and I’ve had a tonne of people who’ve been asking me about my book launch. So, my book launched
in May last year, 2015. Since then it’s pretty
much remained in the best seller rankings in Amazon. So, I’m gonna teach you,
or tell you, all about my book launch now in this upcoming video, and hopefully,
if you’re launching your book, you can have just as much success as I had with mine. So, basically, the reason
why I’m doing this video, it’s purely down to the
fact that I’ve had an awful lot of people who’ve asked me about my book launch, and I
felt that, obviously, this is something which a
lot of people will find helpful and useful. So, I thought if I stuck
it onto YouTube when I get hit by that bus, then
this is just gonna outlive me, and you’ll have
access to my book launch, my campaign process which I used to get my book to number one. So, what I’m gonna do
is I’m just gonna kinda talk you though each of the steps one at a time, and hopefully,
by the end of it you’ll have a really good campaign strategy for launching your own book
and enjoy and share in the same successes
which I had with mine. One of the first things that you can do is when your book goes up onto Amazon, you’ll, hopefully, have the paperback version and/or a Kindle version. Now, those aren’t linked to your, you can also create an author page using Amazon’s Author Central, so that links you up, and your own author profile up with any books which you write
in the future, and this just helps. So, you have to set it
up for, not just the dot code at UK or the
dot com, but any of the any of the Amazon’s local websites. You have to set up an individual Author Central page, but
once you’ve done that, you can also connect it
up to things like Twitter. You can write a short
biography about yourself. You can upload a few
photos if you do speaking gigs and things like that. So, you can update your Author page more regularly, so it just gives people who are looking at buying your book a bit more information about yourself,
and also, that’s an extra page which then Google can rank your book for. So, if somebody’s searching
for Robin Waite, you’ll find not only my books,
but you’ll also find my Author Central Page. The second thing which
you can do, and this is not necessarily about
the launch, but this is a really quick win. So, you can create an audio book version of your website. So, go and cheque out a
website called acx.com. It’s owned by Amazon, but what it means is it’s a great way, once
your books been published as a Kindle, you can plug it into ACX. You can then invite
people to audition for it. So, you can listen to
people who are gonna be rating your book for
you, and you can either pay them per hour that they rate the audio for you, or you do a 50-50 revenue share. It took about, I don’t
know, six weeks for me to get my book turned into an audio book. I did it on a 50-50 revenue share. I just wanted to get my book out. I wasn’t really interested
in making that much money out of it, so it cost me nothing. It took six weeks. It’s now live. It’s out selling both my
paperback and my Kindle versions at a ratio of about three to one. So, in my eyes that was a really quick win, and probably one
of the best things that I did as part of my, well part of raising my profile as an author. So, now we’re going into
the launch campaign. So, we’re talking about
a month before your launch, the first thing
you wanna think about doing is creating a landing page. This is just a really
simple webpage which is gonna talk about, not
your book, well there’s gonna be a few details
about your book, but it’s gonna be talking about
getting people to sign up, so that when you launch
your book on a specific day, when you do your
Amazon launch, people are just signing up to
register their interest, they’re gonna help you with this. So, you need to create
a landing page where people just can pop their email address in, and it will be linked up to MailChimp, so that you
can then start to automate the process of contacting
these people who’ve sign up. But, there’s a couple of
key things to remember that you should put
onto your landing page. So, you wanna get a 3D book cover designed up for your book. So, your typical cover,
your jacket artwork, is flat, whereas actually,
it looks really smart if you get a 3D version of it marked up by your designer, since
this might be the person who’s done the jacket artwork for your book, or your publisher, or whoever. You wanna get some professional headshots done for yourself, so
as a really nice, big, clear picture of you on
there, so it just adds authenticity to the page. People can relate more to personalised pictures of people. Get the MailChimp form
added on there, and one thing which I did for
my launch is I gave away a couple of prizes. So, everybody who helped
out with the launch, chuck them into a free prize draw. So, I just put what
steps people have to go through on the launch page
in order to qualify for that free prize draw and
detail about the prizes. I chose prizes which were specifically Amazon-based prizes. So, I chose an Amazon
Kindle and 50 pounds worth of Amazon vouchers,
’cause strictly you’re not supposed to incentivize
people around buying your book, but I figured if Amazon looked, they’ll go, well he’s
selling Amazon products anyway, and this book’s on Amazon. So, I’m kind of doing
everything, kinda hopefully staying within their back pocket. So, about three weeks,
so that will take you a week or so if you got a good
developer to get set up. About three weeks before
your book launch day, you then want to start asking people to sign up to your MailChimp
form, and what you want is to collect as little
information as possible, name, email address, or just email address if that’s it. In MailChimp you wanna
set up something called a workflow, or if you click
on the automation link, set up a workflow of email, so that when somebody signs up, you’re
gonna be sending them instructions automatically. So, a few days before
launch, a couple of days before launch, on launch
day, and then post launch, you want that
whole process just to be automated, so you’re
not having to remember to do it manually. So, on MailChimp, just
make sure you’ve got a template nicely organised and set up. Get three or four emails
once you’ve made it, a plan of your campaign. Get those three or four
emails dropped into an automated workflow, so that you know that if you’re busy on the day, that stuff is still gonna get sent
out via email, and it’s still gonna encourage people to take part in your book launch. So, there’s a couple
of tips which I’ve got around when you’re building your list. So, I kind of worked that I
wanted on the day I wanted about 30 or 40 people to
buy my book, whether that’s in paperback or Kindle
version, and beyond that, I then wanted some
reviews to happen fairly quickly, and things like that. So, working back from
those 30 or 40 people buying it, I knew that, in terms of actual signups, how many
of those people were gonna buy it, it was about 50%,
so I needed 80 people definitely to sign up to my mailing list. I’d spoken to a tonne of
people, and lots of people said, yeah I’ll do that,
but I wasn’t sure whether they were gonna follow through with it, so actually, I
collected 150 registrations of interest, and my power base of kind of contacts reaches, it’s about 750 people, so that’s close friends, family, Facebook friends, people
who are following me on Twitter who I regularly interact with, people I meet at networking events. My power base was about 750 people. So, work out how many books you need to sell in order to top the categories, I’ll come onto categories
in minute in Amazon, your category rankings, and then work your way back to how many people you’re just gonna have to contact,
and it is a bit of a, I hate to say it, you just
gotta beg, steal and borrow. Beg as many people to come and help you do your book launch as possible. I’m one of those people,
I don’t tend to ask very much of my power base very often, so I was really lucky that everybody
highly engaged with me and just wanted to help me out and just help me get my book to
number one on that launch day, and in fact, those
40 people who bought it, I think it was much higher
than that, and I had no trouble reaching my number one category best seller ranks on Amazon. So, the key thing is,
really, on your launch day, you wanna, basically, have
this list built, so you can guarantee you’re
gonna smash it and get that number one spot. That’s really, really important. So, about 14 days before your launch date, so now I’m going back to MailChimp, so at this point I had set up
my templates in MailChimp, I had set up the first
workflow email in there, so at least they got
something when they signed up. So, the next things you
wanna do is, actually, now you’re planning your
launch day, so you have an email which you schedule to go out on your launch day in the morning,
and you also have a follow-up email which might go out in the afternoon, and then maybe
a follow up which goes out two or three days
later to make sure that people are still buying
it and are still thinking about leaving reviews. About five days before
your launch, this is what I call the package, this
is when you, I mean, your box of books, your original
box of books may have arrived like weeks ago,
days ago, but this is when we shout about it on social
media to create a bit of buz, a bit of PR. So, we’re gonna film
ourselves opening our box of books and saying
wahay, my books arrived. It’s real, it’s tangible. This is fantastic. So, what we’re gonna do
is we’re gonna film that. We’re gonna blog about it. We’re gonna tell all of our
Facebook friends about it. We’re gonna upload
videos onto YouTube about it and tweet about it, and
all this is doing is just raising awareness, and in
that process you’re also saying in five day’s
time my book launch is happening, and I want you to buy my book. This is when my book’s gonna be available on Amazon, and ask and beg and get as many people as possible. Get this in front of as many
people as you possibly can. This is probably my biggest
tip for launching your book. This is huge. So, about three days
before your book launch, you’ve gotta do something
called warming up Amazon. So, warming up Amazon
basically means you’ve got four or five moles who we preplanned. They’re not gonna buy
your book on launch day. They’re gonna buy it
two or three days before launch day, and the reason
for this is because if you launch your book into Amazon without doing any kind of press marketing
whatever, eventually when it settles down, it
will drop down to like number 200,000, number
300,000, whatever, in the Amazon rankings, and
you’re kind of out of it. So, what I mean by warming
up Amazon is you’re going to ask four or five
people to hold off buying it until two or three days
before your book launch. This will automatically
bump your Amazon ranking up to say number 30 or
40,000, and the reason why this is so vital is
’cause on launch day, it’s gonna be much easier
for you to get into that top 1,000 overall Amazon
rank and number one in your categories, starting
at 30 or 40,000 as it is all the way down there at
three or 400,000, and it’s as simple as that. We’re just gonna send a few, keep like friends and people of influence across the start page, buy the book,
just two or three days before your actual official
launch day, and it will just give you that kick
start which you need. So, now we’re down to
launch day, so you’re automated email has
gone out on the morning of your launch day. I was busy just hitting
refresh, like all day long. I was down in London
hitting refresh, refresh, refresh, to see how my
book sells, and I suggest don’t in this, ’cause I got
completely, don’t do it. I was so paranoid about where my book was in the rankings. I was even sat in the middle
of a meeting, and I said I’m really sorry, do you
mind if I just cheque. It’s totally unprofessional. So, don’t do that. But, it’s really fun to
see your book gradually working its way up the
rankings, and you get into the top 50, the top
20, the top 10, and then you’re there, you’re like
three or four, and then bang, when it hits like
number one, it’s the best feeling in the world. So, but I actually had
a little bit of a dip. Mine was going up, up, up. By lunchtime it went down
a little bit, and I think it was just because
people were having lunch. They forgot to buy the book. My afternoon reminder
went out, and that’s when it hit number one, and it
hit number one on a number of different categories,
but I was number one in the three main categories
for my paperback, the three main categories
for my Kindle, so I had six number one categories
across the board. I got into the top, I
think I hit peaked at number 930 in the overall Amazon ranks. And it was brilliant, and
that’s where, hopefully, if you plan your campaign
and follow the steps which I have just given you,
I hope that that’s kind of where your book will get to. What I was also doing
throughout the day is I was tweeting, Facebooking,
texting my mates, phoning people up, have
you bought my book? Like, go and buy my book. Go and buy it now. Like, please just go and buy it. I probably sounded a bit desperate, but it worked, so who cares. So, then we’re into, so like your book’s number one, brilliant. So, post launch, there’s
still a lot of work to do, because what’s the point in having number one for a day. So, I think this is where
it goes from just being about a book launch into giving your book a life on Amazon for the rest of its life. So, at some point my books gonna drop off. It will probably start
to become irrelevant. I need to update it, whatever. But, there’s just a set
number of steps which I went to, which means
it’s still at number one in categories like nine,
10, 12 months down the line. So, three days after launch, follow up. Like, seriously follow up. If people said that they’re
gonna leave reviews, hey, Dave, have you read the book, yet? Why haven’t you left a review? Come on, get onto Amazon. Leave me a review. As quickly as you can
get to 30 or 40 reviews. Don’t care how you do
it, beg, steal, borrow. Get as many people to leave reviews as you possibly can. What you’ll find is a
lot of people are like, yeah I bought it, so job
done, it doesn’t matter. No, reviews are equally
as important, I feel, as getting people to buy
the book and getting, and by the way, site traffic to
your site, to your Amazon book page will also boost its rank. So, I’ve noticed the
Amazon rank is based on traffic to the site, number of people who buy it, and also the number
of reviews, and there’s a sweet spot with all of
that, so even if you’ve got a big mailing list,
that could be potentially, if you’ve got like 1,000
people going to look at your book at the same
time, that could put it up to number one quite easily. But, reviews and purchases
are the things which give it longevity, so
that’s what we’re gonna focus on over the coming few days. So, I then went into
a process of kind of a week or so later starting
like a PR campaign, making sure that every
time the book ranking started to drop off, I
did a little mini-campaign to lift the sales back up. I automated my social
media campaign, so I was regularly posting promotional tips from my book and promotional
links to reach the book on the Amazon page. So, other things you
could look at, there’s a talk called “Help a Reporter Out.” So, it’s helpareporter dot com. This is a really good
way, basically it’s people who are looking for
bloggers, article writers, whatever, about a number of different topics, and it means that
you can submit articles, get featured in magazines, make your call to action will be your book. So, you might already be
using Help a Reporter, but for this period of time, all
we’re gonna do is say yeah, I’m an expert and
ask go and buy my book. Helper Reporter was
brilliant I think in terms of getting my name out there, raising my profile, and raising my book’s profile. Another tip, so this is really important, Amazon likes it if your
book is reviewed by some of the top reviewers
on Amazon, and there’s a list of the top 10,000
reviewers on Amazon. If you go and look for it, I think its, so Amazon dot co UK forward
slash review forward slash top hyphen reviewers, and within that you can see the person’s profile, and quite often
they’ve got an email address, and that email
address is there so that they invite people to send
them freebies that they then review on Amazon, so there’s nothing illegitimate, illegal about doing this. Get a load of copies of your book, send it out to the top reviewers, and then make sure that you keep a list of those people you sent your book out to, and make sure you follow it up three or four weeks later and say, look I
sent you that free book. Why haven’t you left a review, yet? So, you’ll see for my book it has a number of top 50, top 500 Amazon
reviewers on there. That’s because I just put myself out there and ask them, sent my book to them and got those reviews. When your book starts to get to like, I noticed there were benchmarks. When I got to 40 and 60
and 80 reviews, and then 100 plus reviews, these
numbers are approximate, I noticed that things
started to happen in the way that Amazon treated my book in regards to the categories, the
rankings, how it was linked to other books on Amazon. So, reviews do play a massive part, and it wasn’t really until I saw
it got to 95, 100 plus reviews, and my books really been quite nice and stable in the positions
and rankings that it’s in. So, go out there, beg, steal, borrow. Get those reviews as
quickly as you possibly can. Another thing you do is get onto the Goodreads website. Get your Off the Page set up on Goodreads. Get your book added on there. There’s things called
giveaways, so that’s a really good way of, so once a month I give away one or two or three copies of my book on a worldwide basis, because what happens is people see my book,
they go to the Amazon page. That boosts my rank. People add my book to
their list in Goodreads. So, again, it’s just a way of raising your profile and complements. Goodreads really
complements Amazon in terms of the author listings and book listings. Also, there’s reviews on there. People can comment on
it, and you can respond to those comments. Another really powerful
thing which I did on my social media channel, so if you go to twitter dot com forward slash robinmwaite, you will see that my pin
post is a post about my book, basically, which
says here’s my book. This is what it’s about. Go and buy it. So, that whenever I tweet, if somebody goes and looks at my profile, the first thing they see is a tweet
about my book, and I found that there have been certain
things that I’ve tweeted about that all of a sudden
it’s boosted the sales of the book. Where to next? So, also, depending on
how you published it, you could also list your own book on the Amazon Marketplace. So, where you see used
and new, or new and used, you can get your own book
listed in there and sell the books yourself. There is a downside to this. It means if you get an order, you’ve got to print off the label,
pack it, take it down to the Post Office and post it. For some people, most people probably find that quite annoying, quite frustrating. They’re just happy to let
Amazon do the work for them. I’m a bit of a nerd, and
I don’t mind doing that. I quite enjoy the process
of receiving an order, printing out the postage
labels, packing it. I write a nice little
handwritten note to anybody who orders my book through
the Amazon Marketplace. But, the reason why I do
this is because I figure my book’s gonna get listed on
the Marketplace regardless. I’d much rather, if
they’re gonna buy it from anybody, they’re gonna
buy it directly from me. So, that’s why I go to that
trouble, because I know that whenever I sell a
book, it’s either through my publisher, or it’s
through Amazon’s print on demand process, or it’s through me on the Marketplace. So, those are all my tips. This is kinda the process
which I went through with my book, and I’m finding it almost out of eight months since post launch now, reaching a point whereby
all of this groundwork that I’ve done has meant that my book has a really nice, stable, high ranking. I’ve got some nice
regular sales coming in. I’ve got my first full six-month royalty cheque, and it was okay. Hopefully, my next one will be even better, ’cause it wasn’t
really until the last most recent two months where things really start to kick off
in terms of the sales of the book and my own profile, as well. So, hopefully, if you
follow those tips and you found them helpful, you
can start to implement your own book launch campaign. The reason why I did
this video was so that I wasn’t having to repeat
the same conversation with multiple people
lots of times, but I am happy to answer questions. I suggest the best thing
you do is to drop them into the comments box below this video on YouTube, so that we can
share and talk about our ideas with other people in the community, and if there
are specific things which you’ve done, which
you feel have helped your own book launch, please
leave them as comments. Let’s get loads of authors out there as best sellers on Amazon. I’m not in this to make money from this video or anything like that. Here just to tell you how to launch your book successfully. Let’s help as many
authors as we possibly can reach and achieve those
number one categories on Amazon. I’ve also got this, as
you can see, as a PDF. It’s 40 pages long. If you want that, drop me an email. I’ll fire it across to you. I’m more than happy to do that, and then, yeah, let’s get you a
best seller on Amazon.