Day #11 - Don't Think of a Bull Moose by Michael Fedor
How do you plan to use urgency to motivate people to buy your book today instead of tomorrow?
I am absolutely going to use a WEEK ONE giveaway to buyers of ebook, audiobook, or print with a receipt. I am also going to speak openly about the desire to be a TOP SELLER in my category. This will be my first full-length novel and the first book in the series. I have also been thinking about generating urgency for week two, but not making the first week buyers feel like their launch package was less. One idea I have is to have a launch package of 10 or 6 great items, then cut that package in half for week 2, and perhaps just one giveaway item for week 3. I have not been able to make enough connections within my unique genre to find a giveaway partner that can award something electronic with me for the week one buyers but I’m still considering options.
How do you plan to use scarcity to make your book more valuable?
My Kickstarter did not go as hoped, so while I am not cash poor, I am cash limited. I have considered starting with a hardcover-only release and then moving to paperback after the hardcovers are out. The cash flow issue does limit my options slightly.
Because I’m Indy, I could create an Amazon exclusive edition or an Apple Exclusive edition to try to pique segments of my readership. I am also considering making the eBook edition include extra chapters.
How do you plan to make your book more ubiquitous so that it is more available?
I am going with a wide release strategy. I have worked since January to establish my channels on Apple, Amazon, B&N, and Book Funnel. Now my last piece is to ensure I have sufficient audiobook coverage. I am also doing a simultaneous release of print, digital, and audiobook at once.
How do you plan to use social proof to make your book more popular?
My launchteam is going to be critical to getting early, helpful reviews on the major sales sites as well as testimonials onto my website. I have considered asking former members of Congress and state politics in my orbit to give my book an endorsement, and I have one who is also an author and willing to consider it. The timeline is the tricky part. Since I am indy and POD, whenever his endorsement comes through, I can add it to the cover of the ebook and POD paperback.
I also have several staffers who used to work in politics who have read my work lined up to give an endorsement about the quality of the writing and the ‘true-to-life’ throughlines and characters of my writing.
How do you plan to use anchoring to make your book look like a bargain?
I think this is the most challenging question of all. My category is going to retail paperbacks at $7 on average, and hardcovers are going to price at $15+ to make a profit worth the time and effort. These prices are comparable or better than most known authors’ works. However, that argument might not be compelling enough. Instead, the comparisons might need to be for other forms of entertainment:
Friday night movie at the theater: $15
Dinner alone out: $25
Netflix for a month: $17
Escape room on a Saturday: $30
Political Thriller with 40 new characters to savor: $16.99 hardcover $9.99 eBook is comparatively a bargain.
How do you plan to show authority?
I think this speaks directly to my brand as a former political operative “lifting the curtain” on the world of campaigns to reveal the human sacrifices that are being made in pursuit of power, and not always positive. Sometimes, we are throwing great leaders into the volcano, so to speak. I speak directly through my branding and author website about my direct experience on all campaigns, from dog-catcher to president and working with several high-profile national political leaders in America. This directly provides me the authority on the setting, characters, and driving suspense of my writing.
How you plan to throw a banquet for your readers?
I want to ensure that from start to finish, the experience is top notch. I am working to ensure the cover art is shocking to the Broca; I am working on a back cover copy that is helpful, clear, and inviting. I have put serious time and energy into my author's website and back matter of my book to ensure if they love the story, they know exactly when and where to look for more works by me. I have established email newsletters and automations that invite interaction, and I personally reply to all the nonspam emails I receive.