We are in the second phase of my Kindle marketing strategy: Engage.
Amazon gives potential buyers a sneak peak at their books through their “Look Inside!” feature. Browsers get to sample the first 10% of your book. Amazon also has a “Sample sending” feature that sends the first 10% of the book to the customer’s gadget of choice—Kindle, iPad, direct-to-computer, etc. This is a fantastic opportunity to close the sale, and I might add, alarmingly, your last.
Selling Ebooks On Amazon
Think about the customer’s process so far:
- They liked the cover and/or title of your book well enough to click on it
- Your book description enticed but didn’t fully convince
- The price may or may not be acceptable
- They’re near the precipice but they can’t commit. Oh, wait! There’s the “Look Inside” Feature. They click and read.
- They decide Yes or No.
Now, the truth is that buying decisions are a bit more complex, but one thing’s for sure—if you don’t impress them with the first 10% of your book your ROI is DOA.
Front Matter Faux Pas
The best way to get the “Look Inside” feature to sell your book on Amazon is to make sure readers get to your writing right away. Too many authors fill up the first 10% sampling with useless information like Library of Congress data, dedications, foreword, list of previous books, acknowledgements and other “front matter” that do nothing to sell books.
Featured: Our most popular article on Selling Ebooks On Amazon.
If I pick up a printed book at a Barnes & Noble and see a lot front matter, I can simply skip to any part of the book I want. Not with Kindle. You can’t skim; you can only click from one sequential page to another. Potential buyers have no idea if the next click is going to take them to your writing or to more useless information. This is a recipe for lost sales.
For simplicity’s sake, let’s say your book is 100 pages long. That means book browsers can sample the first ten pages. You can’t impress a customer with your writing if six or seven of those pages are eaten up by “front matter.”
Even if your book is two or three hundred pages (and therefore have 20 or 30 pages for the customers to read) it is NEVER a good idea to make a customer click six, seven or more times to get to the meat of what they’re looking for. Book sales, in great part, are impulse buys. Every click that doesn’t get to your writing is a lost sale.
Let me repeat that: Every click that doesn’t get to your writing is a lost sale.
There’s a reason why Amazon came up with their brilliant “Buy Now With 1-Click” feature. They know that every click on the way to the buy button is an opportunity for buyers to change their minds. They know that their “Shopping Cart Abandonment Rate” is about 70% (proven by industry studies). That means 70% of customers who show serious buying intent–customers who click all the way through a shopping cart–abandon the process at the last minute. If that wrench doesn’t tighten your nuts I don’t know what will. You MUST make sure that your customers are…
A Click Away From Your Writing
Once a potential customer hits the “Look Inside” feature they should immediately be taken to your writing. For nonfiction, this should be the Table Of Contents or Introduction. For fiction, it should be the first page of Chapter One or maybe a Cast Of Characters so readers can get a better sense of who inhabits your story lines.
Click here to learn about Amazon’s new “Look Inside” feature for blogs and websites. Stay tuned for next week’s post! I’ll be moving on to the third part of our Kindle marketing strategy: Convert.