"Innovation Tools" Book Marketing Campaign

Innovation Tools Book Launch – Post Mortem

If you’ve been reading my day-by-day launch posts, then you’ll know that last week I published a book Innovation Tools. The book took me a couple of years to write and edit but the end result was something I’m really happy about. So when I was finished I wanted to make sure that the rest of the world discovered my book. To make this happen I put together a marketing plan which anyone can use and does not require years of planning or advanced internet skills. Here you’ll find my Innovation Tools Book Marketing Campaign and be able to do it yourself!When I write that, I massively respect guys like Charlie Hoehn and his very detailed game plan, but to be honest I don’t think many people can pull off his “Land Rush” or Seth Godin’s “interviews, guest posts, and online promotions on 58 different websites” or even easily create email lists with tens of thousands of people on it. Many of these activities seem to require a small team to pull it off and although I use virtual assistants (VAs), I still think a lot of the marketing activities in his post are a big ask for little indie publishers like me.Charlie-HoehnSo I wanted to put together a post aimed at your average self-publishing, indie author. Someone like me.Are you really normal? You have 1000 followers on Twitter!!This is not much and you can easily achieve basic numbers like this – and this is typical of what you will read in this blog. Simple things anyone can do.For example, three months ago I had 60 followers on Twitter and 300 connections on LinkedIn. But I realized I needed to do something about that for the book launch. So I started connecting with a lot of people on LinkedIn and also started following heaps of people on Twitter who were interested in innovation (I just looked at a Twitter account like IX_Chat and simply started following all their followers!). I followed about 3000 people before the book launch to get a grand total of about 1000 followers just before the launch.Just a tip: to make sure my numbers weren’t too unbalanced, I used the Crowdfire app to find out who didn’t follow me back and after a couple of days I would then unfollow them if they hadn’t followed me. It’s a slow method but it’s something you can easily do too and in fact you can easily pay a VA to do it for you as it is a straightforward task! After three months of manual work it got me 1000 followers.So how do you get massive attention and success with your book launch?The answer is it can be achieved with one of two things: either time or money. If you have heaps of money, then you can pour it into an ad campaign and big launch events. If you go the time option, like I did, then you’ll need to start trying to build relationships at least a year out from your launch.For example, I was already writing articles for at least two blog platforms up to a year before the launch (Innovation Excellence and Innovation Management) and I picked up another two a couple of months before the book went live (this one and Startup88).I also established a relationship with two large MeetUp groups here in Melbourne around 6 months before the launch and pitched to the organisers my desire to offer something of value to all their members (a free book in their area of interest).Using these existing relationships my strategy revolved around two major things: blogging platforms and large mail outs. So what were the results?Kindle-SalesA total of over 4000 downloads and also the #1 bestseller position on the entire Australian Amazon Kindle Store – and not just in my book’s categories but across the whole charts.

What was my game plan and why did I do it that way?

I’m not a marketing guru and I’ve learnt a heap from others so my game plan followed a number of the giants who had already gone before me. People such as Scott Britton, who I based the majority of my actions on and his lengthy and extremely valuable blog post at OkDork. Also Pete, one of my editors, published a post aimed at novelists on how to get reviews and finally a slight variation on Scott Britton’s epic post by Dustin Lien.With these posts under my sleeve I put together my game plan which was the following:

  1. Soft launch book on Tuesday 5th of July (iron out any issues before official launch)
  2. Begin initial announcements of book publication on social networks and request reviews from family and closest friends
  3. Official launch of book on Sunday 10th July with a free offer for 5 days
  4. Start emailing close friends and family about book and request downloads and reviews if not done yet.
  5. Move net wider and publish on Twitter and LinkedIn, start with blog posts on major innovation websites
  6. Step up marketing efforts with large mail outs, large scale announcements on innovation websites, request highly connected individuals to tweet and share offer and similar.
  7. Attempt to contact media/news outlets at end of free period to try and pick up story
  8. Contact large publishers to take the book distribution to the next level after successful launch

Basically the strategy begins small and tries to build momentum for a number of reasons that I explain below in the marketing strategy section. A big part of this which I believe helps you is also enrolling your book into the Kindle Select Program, which I did. For my paperback book I then used Createspace to publish it because the whole system works seamlessly together. By publishing in the Kindle Select Program it will push your book higher up in the search lists (to get this you give Amazon exclusive rights to publish your eBook) but this is not the main thrust of your activities. It really starts with giving away your book for free.“Give away my book for free??! – No wayYes way.As a completely unknown author, why would anyone but the keenest of keen innovation specialist buy my book? If you think the Technology Adoption Life Cycle idea has some validity, then its logic can be applied here. For an unproven and unknown product, the only people who are really going to give my book a shot in the beginning are the small group of early adopters and innovators.Tech-Adoption-CurveThis may be fine, if I’m happy moving slowly and waiting for reviews and purchases to slowly drip in over years before you get to the early adopters.But I’m not and you’re not either – that’s why you’re here.We want to compress that adoption cycle and squeeze the start of it into as short a timeframe as possible so we can get straight to the juicy early majority and start our sales there. Hence, get your book out there for free to grab reviews and demonstrate that it is a “safe” and proven product.Another big part of any game plan must be to rank highly for a search term which people search for. Earlier this year I launched an app on Google Play called BugRope, which was a bit of a practice ground for me. I got to test a heap of different tricks to see what really works and what doesn’t but one things sticks out there: according to many sources organic search comprises around 60% of all downloads on Google Play. This means one thing: rank highly.I don’t have statistics for Amazon but I am inclined to believe that it is similar. At least Amazon would like us to believe that as they write:“Search is the primary way that customers use to locate products on Amazon.comSo if we want to generate long term revenue and not rely on constant marketing campaigns, our game plan needs to just have one focus. Find a relevant title many people search for and rank highly for it.Easy, right? Not really.Let’s start from the beginning.

Probably the most important thing: The Title

There are many blog posts that go into a lot of details of how to rank highly on Amazon but probably the best and most highly regarded one is the one by Moz here. Although this blog is focused on general products we can see 3 major factors helping you to rank highly:

  1. Number of downloads/purchases (revenue generated)
  2. Number of good reviews
  3. Relevancy to search term

What we are going to look at in this section is point 3. We’ll take care of the other two later.But how did you choose your title? Because it sounds good?Bad idea.The original title for my book was Derisking Innovation; until I discovered that no one searches for this title. Sure I could go out and nail an awesome campaign and be number one for this search term. But if no-one searches for it? I’ve wasted my time.So we need data and that data comes from Merchant Words. I went over there and searched for different terms around innovation that were related to my title and found a good one. Here are the results:Merchant-WordsI then went back to Amazon and tested a few of the different titles to see what the competition was for the different titles and the term Innovation Tools looked doable for a little indie author like me. Here are the ranking options for the search term Innovation Tools:Amazon-searchNow that I have a great title which could claim some valuable Amazon Search Real-estate, I then needed to decide on categories for my book to help people find it and again rank highly in these categories. I followed the advice in Scott’s blog and checked out the competition for each of the books in each of the possible categories and found two related to my book (both around Business Consulting) which had the least scary looking books ruling them (the one below is the category Business Consulting as you can see at the top):Amazon-CategoriesAfter comparing the different categories, out of all Kindle books, the top books in these categories had the lowest overall rankings on Kindle. For example the book currently one ahead of me in this category, The Power of Habit by Charles Duhigg, is ranked 19,582, which is great! It is not a top 10 or anything impossible to beat:My-category-competitionSo it made sense, long term, to target my two different Business Consulting categories because my goal is to rank highly there to drive paid sales after the free period.I now had my title and book categories and with my completed book I was ready to rumble.

Marketing strategy

Our goal here is to produce a strategy which will mean that after your book is no longer free you now rank number one for your title.So what do we need to achieve during the free period to get there? Lots of downloads and lots of reviews.However, things seem to have changed since Scott wrote his OkDork article. It seems that downloads gotten during a free phase of a book do not count for the paid period: just Google this to find explanations about it.So then there are really only two goals we can have here:

  1. Try and get as many reviews as possible to help ranking.
  2. Try to become a bestseller so that you can claim this as part of your book’s description.

Marketing By Waves

Before we start my marketing strategy I need to quickly explain my mental model. I never studied marketing but I needed something to give me structure around my marketing campaign. My mathematical brain likes to consider traction on an orders of magnitude basis. In my head I think: What does it take to get my first 10 downloads, then the next order of magnitude, 100, then 1,000, 10,000 and so on? Why? Because the strategy you use to get 10 people, won’t work well to get 100 downloads. The same goes for the 100 strategy in getting 1,000 downloads and so on.For example, to get the first ten people to download my book and leave reviews, we can directly ask close friends and families but to go the next order of magnitude higher, 100, we need a new strategy. Sure you can directly ask close friends and family but directly asking 100 people is an extremely time consuming and inefficient way to get 100 reviews. At each order of magnitude we need a new strategy to reach that bigger audience.To achieve my strategy then, I used the “marketing by waves” approach (don’t worry I made that up – other people have probably given it a different name) to generate traction and worked my way up the marketing channels as the target market size increased by an order of magnitude.The reasoning for this is as follows. If we just get a large section of society to consider purchasing your product then this sample group will have a large variation in types. Some types will be willing to simply give something untested a go, others may be more conservative and only want to try trustworthy or clearly good products. This is based on the Technology Life Cycle Adoption thinking I mentioned earlier.So if we launch a campaign at a large group and our product does not already look proven, then we will waste a large number of those people who are more conservative and aren’t willing to try something new. What this suggests is what I just called a “marketing by waves” approach (think beta testing before releasing a product to the greater public).If we go back to my orders of magnitude thinking, then start by targeting a small number of trusted people. This means we will start at the tens of downloads in my case. For me I targeted my family and close friends first as they know me and trust me and are happy to grab your product and give you a review – for you this may be a slightly different group. This may also include a special set of insiders on your mailing list who you know love what you do. And they’ll be happy, especially if they are getting a free copy.

Facts About Me

Before we begin, some quick background on me to prove I don’t have some amazing social presence to drive my book’s downloads.Evan ShellshearBefore launch I had 1000 Twitter followers, around 650 LinkedIn connections, was a member of the following LinkedIn groups (make sure you join as many as possible too!): On Startups, FrontEnd Innovation, Future Trends, InnovationManagement, Innovation Excellence, Industrial Design and Innovation Labs, and Innovation Management Group. No Facebook page although I did frape my wife’s account to create the InnovationToolsBook page. A pretty much dead Google+ profile. Minimal Instagram presence. I am also not active on other websites such as StumbleUpon, Buffer, etc. I have a relatively inactive Reddit profile too (only around 50 Karma when I started this).

Before we begin…

As stated before, the main part of my marketing strategy can be summarized by two activities: guest blog posts and large mail outs. The only thing left for me to do was to choose a day to begin the activities and I chose Sunday. So why did I choose Sunday to start this?Because of some statistics from Digital Book Today like the following show most purchases occur on Sunday (from Scott’s blog):Amazon-Book-salesBut what doesn’t work as well on a Sunday? Social media.Unfortunately a large part of what I was doing was via social media and this part of my campaign wasn’t as successful as I believe it could have been. I went for the big Amazon traffic but missed the social traffic! According to my social media marketing gurus, social media dies down over the weekend. So my advice would be to start your campaign on a Monday and not Sunday if social media is a large part of it.Let’s get right into it: what were my waves?

Wave One

10s: Small direct marketing to get the trusted group to start “proving” your product. What I did here was simply email my closest friends and let them know about it. Not everyone had a kindle product or app so I made sure I sent a link to download the kindle app with the email. As everyone is located in Australia I just sent the Australian link for the book: http://www.amazon.com.au/dp/B01F3NDLP4.I also did some simple activity updates and posts on LinkedIn and tweets to prepare people a bit for the imminent official book launch and coming offer. These activities occurred directly after my soft launch on the 5th of July and before the official launch on the 10th of July.By the way, make sure you soft launch like I did. It gave me time to iron out some bugs with Amazon like the picture of my paperback book not appearing, making sure the product description/my bio etc looked the same across all Amazon websites (you have to do this manually!) and many other smaller issues.

Wave Two

100s: This is probably still a very targeted group but maybe not quite as targeted as close friends and family. It probably means you are reaching out to your Facebook or LinkedIn (possibly even Twitter depending on its size) network. These people should know you and so in spite of the limited number of book reviews, they will probably grab a copy and hopefully start adding reviews of their own soon. For me this wave began immediately on Sunday as the book became free.Because I don’t have a massive network on LinkedIn and Twitter, I decided to announce via Tweets and posts (most people there have some connection to me or are interested in innovation – so they were more likely to accept a copy).On Sunday a major article by Innovation Excellence came out which simply mentioned my book in the article (shared over 500 times). It was a feature of the week which means it would have garnered some serious attention.Self-Publishing on Amazon’s KDP_ Everything Nonfiction Authors Need to Know

Freebie Websites

I also put the offer up on Buckscoop (a freebie website in Australia) and tried to put it up on OzBargains, however, OzBargains unfortunately blocks all such links to Amazon free books (but later on in the week someone else did succeed! Whoever it was, THANK YOU!).  I had already tested both websites with my free game BugRope and had noticed that Buckscoop seemed to drive almost no downloads of the game even though dozens of people upvoted it, whereas OzBargains drove hundreds of downloads of my game. So this was a bit of a shame initially.Admittedly putting the book up on Buckscoop didn’t follow my marketing strategy to the letter. I was putting it up there early without many reviews simply because a number of my activities couldn’t follow the theory I explained earlier due to any number of timing issues – and you’ll probably discover this too.

How do I find Targeted Book Reviewers?

I also started emailing some targeted lists of people in the innovation space in Australia (a list of about 30 valid email addresses) and I started letting a list of around 220 Amazon book reviewers know.These were people who had reviewed Amazon books on innovation in the past and so I knew would be interested in receiving a free copy of my book – and they probably had a Kindle and were familiar with Amazon. To get all their email addresses I could have manually gone and clicked on anyone who ever left a review for a book on innovation. I estimate that doing this requires about 30 minutes time to get a single reviewer as many do not leave email addresses.A better way is to use something like Debbie Drum’s book review targeter tool. It scrapes Amazon profiles for email addresses to find people who leave reviews. If you use it on about 20 books (and after cleaning up the lists) you should have a list of about 200 people. Instead of them buying your book, you can offer it to them for free and simply request if they could be so kind to leave you a review in return – no obligations!Book-Review-TargeterIf you do not have your own email list of highly targeted people to contact, then this is probably the best way to create one. I would be extremely grateful if someone who is publishing a new book offered me a free copy simply in exchange for a review – and every person I contacted on my list of book reviewers was the same!To email everyone I used the free Yet another mail merge (YAMM) tool which could track the number of opens and clicks (you’ll need a gmail email address to use this!).YAMMTo make sure everyone on the list got the email, I emailed the list three times with three different subjects with the results below but with two different email bodies (here’s my first one – the <<Name>> and <<Book>> are templates which get filled in when you send it out):Reviewer-Email-1But be careful! By the third email many were writing to say “Thank You” in order to obviously get me to stop sending emails even though I was only continuing to send emails to people who hadn’t opened the email according to YAMM.Although probably a lot of the people I sent a second and third email to had already gotten a copy, I didn’t know. Tracking who opens an email is based on a hidden one pixel image in the email and if your email provider uses an image blocker it will stop this image opening and your email being tracked when it is opened.The three subjects I used in my emails are here and according to YAMM the statistics were the following:

  1. Exclusive Book Reviewer Free Limited Time “Innovation Tools” book: 20 tracked opens/clicks
  2. Your Opinion Counts – Shape the future of innovation: 57 tracked opens/clicks
  3. Your Opinion Will Make The Difference: Last Day To Get Free Copy Of No 1 Bestseller: 13 tracked opens/clicks

In total I would estimate around 100 people opened the email and probably grabbed a copy of the book. Just under a 50% hit rate. Pretty good! In each case the number of “clicks” (ie a click on the link in the email) was around 15% and the rest were “opens”.Everything so far occurred on the Sunday when the book launched (the first book reviewer email occurred on Sunday, the others on Tuesday and Wednesday).Continuing in the 100s, a number of blog articles came out about the book on a number of different platforms on Monday (Startup88, this one & Innovation Management) as well as a podcast on the book on the Future2 podcast (a top ranking business podcast).I then started targeting the numerous websites and groups aimed at free books.


I was also submitting the book to the following Facebook free book groups every day (there are others like Free Ebooks Download which I messaged but seemed to get no response):

  1. Free Kindle Book Club
  2. Free Kindle Books
  3. Free Kindle Book Promotion


Always plan this one about a week before the free launch period. I submitted my book to a number of free book websites such as Reader’s Café, I love books and eReaderIQ (which simply tracks your book). I could have paid one of hundreds of websites to mail out their “hundreds of thousands of followers” such as FreeBooksHub but I was very skeptical of this so I left it out. Apart from the ones I submitted it to there are many more such as (which I didn’t do):


If you haven’t used Reddit before go over to it and check it out. It is a website broken down into themes which people can post stuff relevant to the themes. I posted my book on a bunch of subreddits themes:eFreebies (good), DiscountedProducts (good), bookdownloads (seems like not much activity), Kindle Freebies (also little activity), FreeEBOOKS (good), GoodFreeKindleBooks & Cheapbooks (both which seemed dead).


I tweeted at a heap of Twitter Freebie handles but got little or no response, they included: @Zerobucks, @PoorMansGuide, @hundredzeros, @DigitalTrends, @eReaderIQ, @shelfbuzz, @FreeBooksifter, @ebookdaily, @DigitalBkToday, @kindleebooks, @Kindlestuff, @KindleEbooksUK, @KindleBookKing, @KindleFreeBook, @FreeReadFeed, @4FreeKindleBook and @ilovemyebooks.I tweeted at people mentioned in my book which were liked and a couple of these tweets were retweeted. But this did not seem to gain much traction.I also paid a virtual assistant to slowly begin direct messaging all my 1000 twitter followers, this continued throughout the whole week with around 200 people messaged per day with the special offer.But more important than followers are the hashtags you use. Only have 200 followers? No problem. Some Twitter hashtags are checked by tens of thousands of people and this is way more than most people have as followers. Some good hashtags can be found by simply typing in words and watching how Twitter completes them e.g. #Freebies, #FreeEBooks, #FreeKindleBooks, #KindleGiveaways and one which I have read is supposed to be really good #AmazonGiveaways. Make sure you use these as they can drive serious traffic even for a Twitter newbie.With all the above it is important you engage the communities. If people respond to your reddit posts, tweets or whatever, make sure you respond and thank people. On most sites this helps make your posts more visible and hence more people will see them.

The New Bestseller!

If you do all the above then you should be beginning to see some traffic and hopefully you have reached number 1 in one of your book’s categories. It doesn’t take much to get to number one in a category. In the earlier green picture you can see on day one I was already number one with just 344 downloads!Book-ranking-overall-US-top-1000-2016-07-11-1So immediately before or during your Wave 3 marketing campaign your emails and messages are now reading “The number 1 bestseller…”. This is really important as I think it provides for the masses another signal that your product is proven and is a safe bet. The world is full of so much crap that separating yourself from that noise is critical.So now began Tuesday for me and we move into wave three.

Wave Three

1,000s: We are now starting to aim for bigger audiences. We are talking thousands of people now. Again we want to remain targeted as there is nothing worse in this world than random spam campaigns trying to sell you crap you’re not interested in.What were mine?They were large targeted email lists of members of targeted MeetUp groups, large personal email lists of people who were in the innovation or product management space, people with large followings on Twitter writing blog articles about me (thanks Jorge!) or publishing on large innovation websites (as had already begun on Sunday). In addition, a press release on the Innovation Management website was published (shared over 100 times on the website).It was this day also that my book cracked it. Very quickly I moved into position #2 on the entire Kindle Free Book charts in Australia (so not just my book categories but including every single free book on Kindle – novels, cook books, everything!) and a few hours later I took pole position for a few hours. This was a great outcome and something which I can now carry forward with me: my book was a #1 bestseller across the entire Kindle store! The downloads hit over 1,800 on this day and I then sat on the second spot for a whole day.This was the pinnacle of the achievement and meant that all my messages on my LinkedIn platform now read that I was a #1 bestseller. I also updated the description of the book on Amazon and spread the great news.

Wave Four?

10,000s: To get to wave four I now needed a completely new traction channel. One possibility is media/news outlets. You have had some significant success and should have a story worth telling. Did you make it to number one? Did someone famous mention you? Did your insane book downloads crash Amazon’s servers?    :)Apart from getting media attention, another part of my plan is to take my book to a publisher in the next couple of months and get them to launch the book to the next level. Basically I have demonstrated that there is demand and a market for my book and so derisked it for a traditional publisher. Unfortunately these steps seem to take longer and so I can’t report on them now but I hope to do so in a future post.

What did I learn?

Timing is critical. As I wrote earlier, next time I would start the social campaign on Monday not Sunday! Some social media gurus told me that no-one checks social media on a Sunday (can a reader comment on this please? – I’m no expert) so even though the best Amazon sales allegedly can occur on a Sunday, this needs to already be in place (my suggestion is to rank highly on a Sunday – maybe organic search?). Or simply ignore Sunday and start the campaign on Monday.The other thing to do with timing was, did my free give aways peak too early? The goal is to convert people into paying customers in the end and so maybe it would be better to try and time the peak on the last day so that I could get as many people as possible coming to check out my book once it was no longer free and just hit the #1 position. Maybe this is easier said than done?Some other tips going forward are to make sure your book is in your email signature, twitter description/bio, Facebook profile, LinkedIn profile, etc. You can also do other things like writing a blog post on your book (like this) which will obviously also help raise awareness for it. I did this during the entire book launch and gave people a daily update on my marketing activities.Another big learning for me was to always send multiple Amazon book links whenever I could. People seem to have issues with finding the redirection to their kindle/Amazon store. Although Amazon helps with this (see text in the image below), most people probably don’t know about this/don’t look for it.Amazon-redirectionFor Twitter you can only post one due to space limitations so choose the most popular, but for Facebook, LinkedIn, etc post all relevant links e.g. US, UK, AU, INDIA, etc – whatever is relevant for your target audience.Besides make sure you have both a print and digital version. You can get quite a few print sales on the side of the digital copies. Lots of people wrote to me saying they don’t like or don’t do Kindle versions. I sold 27 copies of my paperback version during the campaign!As to one of Scott’s other tips I didn’t really address: The Udemy strategy he mentions there didn’t work for me.

What did the marketing campaign cost me??

$180 (AUD) for a Virtual Assistant + $10 x 3 (US) copies of the book to give away + $385 (AUD) for food for the launch = total $515 (US). So very little in the end. In addition, compared to the costs to produce the book (around $2000 AUD and 2 years work), the costs are quite reasonable.

What else did I miss? As well as an important tip!

There were a few other things listed on other websites which were claimed to help such as:

  1. List your link on Kindleboards, both on this link for free books, and on your individual book thread in the Bazaar.
  2. List or update your book thread on mobileread.com about your free book.
  3. On the first day of your free promotion, get up very early (like 3 A.M.) and add your book to the Amazon Kindle Forum thread for free books. Also add a comment to your book on the Amazon Kindle Forum Meet Our Authors thread that your book is free.

How well do they fare? I don’t know because I unfortunately found them too late. But like many things these require you to invest time in building up a community around you and although I missed them, I think for a non-fiction book, the value I could derive from them is much less than for a novel.And here is a tip for you: If you want to follow my blog + mail out marketing strategy but have no mailing list or blog, then you have your answers here. If you have no mail out list, use the Book Review Targeter tool to create one. If you have no blog you contribute to and don’t know which ones, then start contributing to the above forums and make a name for yourself before your book launches.


One thing I don’t know is: how did Scott get over 40,000 downloads? What led him to get an order of magnitude more downloads than me?He doesn’t have an order of magnitude more followers on Twitter (a bit more than 4,000 at time of writing). He does have a leg up via Facebook (around 3,500 followers) but based simply on the Twitter effect this doesn’t get you 10,000 downloads (my book got shared on Facebook too!). What Scott does have is an order of magnitude more connections on LinkedIn (around 6,000 vs my 650) but I still wonder what really gave him 40,000 downloads? Probably one of the biggest factors is the size of the target audience. My target audience is much smaller than Scott’s and so it probably resulted in a lot less engagement and interest on platforms like Reddit, Twitter, etc. But does he know which activity did it? If you’re reading this Scott, let us know in the comments!!And I believe this is where I made my biggest mistake.When I launched my free game BugRope I could see what drove downloads as I launched each marketing phase separately. I guess from there I forgot to think about using traceable links during my book launch and this was a big mistake. I would love to have known which activities drove the majority of the downloads.Don’t make this mistake!There are enough free tools like bit.do which offer you free links you can trace (i.e. you create a bunch of links for your book and you can know how many times people have clicked on each one). This would have been very valuable information to pass onto everyone here.

So what happens now?

The reason for doing all this was to get my book to position one whenever anyone searches for the term “Innovation Tools” on Amazon. And my book now has that position. Even better, when searching for the term “Innovation” my book is also the number one spot on this list too!! According to Merchant Words this search term has 419,000 people searching for it each month! This was my long term play: get a book title that many people search for and own the number one search spot! It means I don’t need to constantly do marketing pushes to get traffic to my book. It is sustainable and comes naturally.So how does this convert into sales? The following graph shows the sales after my crazy book promotion week:Kindle-Sales-Screenshot-2016-07-22The flat part in the middle was during my free campaign. Overall the numbers are roughly in line with what Scott had. About 1% of the rate of sales compared to what you were getting when you’re book was free. Add to this that I get on average 3 paperback purchases a day too.What you can also see in the above graph is the difference between before and after the marketing campaign. I was able to sustainably double my Kindle sales to an average of 5 sales per day. In total, I am now selling around 8 books a day (paperback + Kindle) or about $50 AUD per day (roughly $35 US per day).I will report back in about a month or so to update on media/news outlet appearances (if any) and any initial discussions with publishers about moving forwards. Fingers crossed something works out!

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