The Nightstand Diaries – 1 year, 5,000 books, and an (almost) anything goes approach to marketing a political thriller.

July 20, 2010

Day 36 of 365

Books sold so far (as of the end of May 2010, which is my first official month – sales reports in this industry lag big time!): 157

 In this issue:

  •  The Diaries get a facelift
  • FB ad round-up – Did we finally hit a winner?         
  • Making Friends work for you

 The Diaries get a facelift

You’ll probably notice that I’ve changed my blog’s appearance. I received a few comments that it was hard to read before with the light text on the dark background. I have to admit the old color scheme wasn’t my favorite either. So I hope this new look is easier on the eyes.

 FB ad round-up – Did we finally hit a winner?

Okay, so here’s the ad I created last night that went out to the “economics” crowd on FB:

 Could a novel come true?

A fugitive lawman uncovers the link between a secret society’s plot for financial Armageddon & the FED, based on REAL economic numbers.

 And here are the numbers:

Date Imp. Clicks CTR (%) Avg. CPC ($) Avg. CPM ($) Spent ($)
07/20/2010 6,613 2 0.03 0.57 0.17 1.14
07/19/2010 684 0 0.00 0.00 0.00 0.00
Lifetime 7,297 2 0.03 0.57 0.16 1.14

 2 people clicked on it. God help me if the cat jumped up on the desk and made them accidentally click it. Not exactly knocking the bell off the book marketing world with that little nugget. So, while I am going to keep that winner in the rotation all week, I stopped for a second and thought about who I’m trying to reach with my ads. I am trying to reach readers, but not just readers, fans of suspense thrillers. Those folks respond to bold language. Then I thought about the thrillers that I’ve read lately. Most of them have been letdowns, all fizzle and no sizzle (oh yes, that phrase will be used in a later ad). I’m sure I’m not alone here when I say that most of the entertainment that I digest does not live up to the hype. And there it was – as marketing people will tell you, customers could care less about your product; they only care about what problem of theirs it can solve. So, I thought what problem would a suspense thriller fan have that my book could alleviate? With that in mind, I give you my pièce de résistance:

 Electrifying new author

Tired of the same plots & the same characters? Read the intro to this award winning thriller and never see the world the same again.

 I’d love to take a poll and know what you guys think, but I haven’t learned how to do that yet. But I’ll keep trying and get a poll in here sooner or later.

Again, thriller readers respond to electric language and bold declarations. That’s why they like thrillers! That’s the thing my ads have been missing. And it seems I may be right, because here are the numbers since 4:00 pm today (It’s 10:00pm now) when the ad went live:

Date Imp. Clicks CTR (%) Avg. CPC ($) Avg. CPM ($) Spent ($)
07/20/2010 72,316 34 0.05 0.56 0.26 18.95
Lifetime 72,316 34 0.05 0.56 0.26 18.95

 34 people! That’s the most clicks I’ve had in a six hour time frame by far and the highest CTR % (click through rate) of any ad I’ve done so far. So, I think we’ve hit on something here. But if I have, how can I leverage it?

 Marketers also talk about revolving an entire campaign around one message. Don’t confuse people with several messages, just deliver one and repeat it over, and over and over. If the numbers for this ad keep going like this, I may have just found the one message that finally fits.  

 Making Friends work for you

 This weekend is chock full of book marketing events. Saturday is the North Texas Conference for Library Supporters. It is an event for members of Library Boards, Friends of the Library and Library Foundations, library volunteers and other supporters, and library staff that work with any of the above. Needless to say, it’s a huge audience of book lovers and a great place for an author to network. I found out about the conference from the director of our local city library and, since I held a lecture for the Friends of the Colleyville Public Library (FCPL), which incorporated a book signing where I donated all the profits from the evening to the FCPL, my registration for the event was free. I will have a table there, and while I am not allowed to sell books, I will have a contest to give away a couple signed copies of The Brink. Contestants only need to fill out their contact info to put their ticket in the hat. (a great way to beef up the email list, no?)  

After the conference, I’m headed to the nearby Hastings in Denton, Texas for a signing from 6pm-8pm. While I performed my normal promotional duties of sending all the local press a news release, I also talked to the City of Denton director of library services about inviting their Friends group to the signing. I am offering them the same deal I did for FCPL: all profits from books they buy during the signing will go to their Friends group.  Bottom line is this: people that get involved in Friends of library groups love book and love their communities. If you’re a local author and do something nice for them, they will talk about what you did and your book to their friends and neighbors. You get that many more possible buyers that otherwise may have never heard of you. Einstein may have said that there’s no force in the universe like compound interest, but there’s no force in marketing like word of mouth.   

The journey of a thousand miles begins with one step,

rest easy tonight my friends, but stay hungry tomorrow…