Monetizing Your Book: Part II: Conducting an Online Sales Campaign, #2

By Gini Graham Scott Ph.D.

MONETIZING YOUR BOOK is about how to make more money from your book and the different programs you develop based on your book. Part II deals with conducting an online sales campaign. It covers these topics: 
- putting your team together 
- using the squeeze page and free gift approach 
- planning your squeeze page, free gift, and thank you page 
- putting your team together 
- using the squeeze page and free gift approach 
- planning your squeeze page, free gift, and thank you page 
- developing, setting up, and designing your squeeze page 
- creating compelling content 
- using the 8 key elements in creating your squeeze page 
- getting paid with a payment platform 
- building traffic with video ads 
- creating an AdWords text or video campaign 
- installing WordPress on your squeeze page or website 
- using Instabuilder or other sitebuilder 
- using the secrets of the online marketing pros.

• Language: English
• Publisher: Gini Scott
• Release date: Nov 3, 2015
• ISBN: 9781519967190

Gini Graham Scott Ph.D.

           Gini Graham Scott has published over 50 books with mainstream publishers, focusing on social trends, work and business relationships, and personal and professional development. Some of these books include Scammed (Allworth Press, 2017), Lies and Liars: How and Why Sociopaths Lie and How to Detect and Deal with Them (Skyhorse Publishing 2016), Internet Book Piracy (Allworth Press 2016), The New Middle Ages (Nortia Press 2014), and The Very Next New Thing (ABC-Clio 2010). She published a series of books on homicide: Homicide by the Rich and Famous (Praeger Publishing 2005; Berkley Books paperback 2006), American Murder (ABC-Clio, 2007), and Homicide: A Hundred Years of Murder in America (Roxbury 1998).             Scott has gained extensive media interest for previous books, including appearances on Good Morning America, Oprah, Montel Williams, CNN, and hundreds of radio interviews. She has frequently been quoted by the media and has set up websites to promote her most recent books, featured at www.ginigrahamscott.com and www.changemakerspublishing.com.

Book preview

Monetizing

Your Book

Part II: Conducting an

Online Sales Campaign

by Gini Graham Scott, Ph.D.

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MONETIZING YOUR BOOK: PART II: Conducting an Online Sales Campaign

Copyright © 2015 by Gini Graham Scott

All rights reserved.  No part of this book may be used or reproduced by any means, graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage retrieval system without the written permission of the author except in the case of brief quotations embodied in critical articles and reviews.

TABLE OF CONTENTS

CHAPTER 1: PUTTING YOUR TEAM TOGETHER FOR YOUR CAMPAIGN

Hiring an Experienced Marketing Coordinator

Hiring Assistants to Do the More Routine Work

CHAPTER 2: USING THE SQUEEZE PAGE AND FREE GIFT APPROACH TO ONLINE MARKETING

The Key Elements of Your Campaign

Using a Spreadsheet or Table

Setting Up Your Domain and Hosting

CHAPTER 3: DEVELOPING YOUR SALES CAMPAIGN PAGES

Determine Where You Will to Put Your Squeeze Page and Thank You Page

Select Your Free Gift

Create Your Form

A Thank You Page

Connecting It All Together

CHAPTER 4: DEVELOPING YOUR SQUEEZE PAGE

Creating Your Content

An Example of a Sales Page

CHAPTER 5: CREATING YOUR SQUEEZE PAGE

CHAPTER 6: DESIGNING YOUR SQUEEZE PAGE

An Example of an Effective Squeeze Page

The Elements of a Successful Squeeze Page

CHAPTER 7: CREATING COMPELLING CONTENT FOR  YOUR PAGE

Creating Your Topic and Headline

Creating an Interactive Social Squeeze Page

CHAPTER 8: USING THE 8 KEY ELEMENTS IN CREATING YOUR SQUEEZE PAGE

CHAPTER 9: GETTING PAID WITH A PAYMENT PLATFORM

Common Payment Methods

The Major Payment Platforms

ClickBank (www.clickbank.com)

Zaxaa (www.zaxaa.com)

CHAPTER 10: SOME ADDITIONAL PAYMENT PLATFORM

JVZoo (www.jvzoo.com)

Nanacast (www.nanacast.com)

E-Junkie (www.e-junkie.com)

Different Payment Processors

Where to Put Your Sales Page

CHAPTER 11: BUILDING TRAFFIC TO YOUR SQUEEZE PAGE WITH VIDEO ADS

Different Type of Ad Approaches

Using Video Ads

Targeting Your Ads

Deciding What to Say

The Different Advertising Platforms

CHAPTER 12: CREATING AN ADWORDS TEXT OR VIDEO CAMPAIGN

Using a Text or Display Ad

Using a Video Ad

Setting a CPV (Click-Per-View) Bid

Learning the Results

CHAPTER 13: INSTALLING WORD PRESS ON YOUR SQUEEZE PAGE OR WEBSITE

Creating Your Initial Pages

Installing WordPress

CHAPTER 14: USING INSTABUILDER OR OTHER SITE BUILDER

CHAPTER 15: HOW INSTABUILDER WORKS AND SETTING IT UP

The Advantages of Using a Sitebuilder Software

How Instabuilder Works

CHAPTER 16: USING THE SECRETS OF THE ONLINE MARKETING PROS

Some Major Success Strategies

ABOUT THE AUTHOR

CHAPTER 1: PUTTING YOUR TEAM TOGETHER FOR YOUR CAMPAIGN

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Once you have published your book and developed your programs, the next step is marketing and selling them.  Many writers, speakers, seminar/workshop leaders, and consultants don’t like to do this. But once you have a general idea of what to do, you can farm many of the tasks to an individual or team who can handle your marketing and sales for you.  So before describing what to do to create an online marketing and sales campaign, consider the team members you might get to help you if you don't want to do it all yourself.

Hiring an Experienced Marketing Coordinator

One approach to creating a team is hiring an experienced marketing coordinator who can handle all aspects of your marketing and sales campaign, including bringing in a team to do the routine work, such as posting your comments and links to your blogs and reports on the social media.  Often freelance marketing and sales professionals are looking for part-time work and will regard you as a client, rather than an employer.  This might be a good fit when you are first getting started – so having someone organize your campaign by working about 3 or 4 hours a day or a week might work well.  Or you might look for someone you can hire as a part-time employee, where you provide more direction and supervision.

Often you will find such marketing and sales people at business networking and referral groups, sometimes calling themselves consultants.  You might also find marketing and sales employees through the placement service at a local college or university.  In this case, look for business administration or marketing/sales majors.  Another source is the resumes posted on job sites, such as Monster Jobs (www.monsterjobs.com), ZipRecruiter (www.ziprecruitor.com), Simply Hired (www.simplyhired.com), Indeed  (www.indeed.com), LinkedIn (www.linkedin.com), or even the Craigslist (www.craigslist.org) for your area.  Or you can create your own help wanted list to post on those sites. ZipRecruiter will post your listing on over 100 other sites, including Monster, Simply Hired, and LinkedIn. 

As with hiring any employee or independent contractor, especially one who will assume a lot of responsibility, check out the person’s credentials and track record.  Ask the prospective recruits to give you their ideas on how they might market your book and programs, and how they can organize and operate that plan for you.

In some cases, marketing and sales pros will be more like consultants and advisers, who can suggest what you need to do and what type of people you need to hire, which could be useful if you want a second opinion from a professional.  Otherwise, look for someone who can put together and supervise a team to do the day to day work for you.

Hiring Assistants to Do the More Routine Work

An alternative approach, which I have used, is to hire assistants to do the more routine work of doing postings on the social media, compiling email databases, and making phone calls to get leads.  Alternatively, you can farm out some routine tasks to organizations that outsource tasks to individuals around the world, such as creating squeeze pages, sales pages, and marketing copy for flyers.  Some of the companies that might be good to find such employees include: Upwork  (www.upwork.com), Guru (www.guru.com), and Fiverr (www.fiverr.com ).

Other sources for employees and interns include college and university placement services, and business and marketing departments.  Or try calling your local high schools about posting your announcement, since some of the older students, most notably seniors, may be interested in a starting-level job.  I found several assistants this way through the Mayor's Summer Jobs Program when I lived in Oakland.  Still another source of help might be the business referral and networking groups, where someone might know someone who is looking for such work. 

When you hire low-level employees to work for you directly, figure on spending some initial time training them so they know what to do.  Ideally, write up some guidelines so they can use after your initial training, so they can follow-along as they do the work when they get started.  These written guidelines can also help them after they are trained, so they can train others to do what they do.  Ideally, turn your guidelines into a detailed training manual, which includes a step-by-step description of what to do for each task.  For added explanation, you can include scans or screenshots that show what a person might see as he or she engages in various tasks from creating databases to developing materials to sell or promote your products or services.

If employees are local, you can readily meet with them, and even have them work in your office at another computer and phone.  Additionally, you can hire individuals who work effectively across the country – or even in another country, where people know English.

CHAPTER 2: USING THE SQUEEZE