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Kamis, 21 Januari 2010

ProBlogger: How to Extend the Profitability of an E-Book Beyond Launch Week

How to Extend the Profitability of an E-Book Beyond Launch Week

Posted: 20 Jan 2010 06:08 AM PST

Much has been written about how to launch an E-book to maximise sales with a big bang in the time surrounding a launch. I wrote a few weeks back about my own $72,000 E-book launch and received a lot of feedback from readers on their own big launches.

What happens after an E-book launches?

Once all the bells and whistles of the initial offer fade – do E-books continue to sell or do you need to keep launching new ones (or re-launching the old ones) to keep turning a profit?

Side Note: We just did launch a new E-book on DPS – this one is an introduction to understanding how cameras work.

These are some of the questions I’ve been pondering lately. Don’t get me wrong – a $72,000 opening week is fantastic – but what happens next?

One Strategy I’ve had Success With

After the launch week of the portraits photography book mentioned in the post linked to above the sales of the E-book did fall dramatically. Once the opening week special price ended and some of the buzz died down sales dropped to 5-10 per day. This was expected and not something I worried too much about – however as any entrepreneur I am always interested in increasing sales so I decided to start experimenting with adding some more subtle promotions.

One strategy that I’ve used is to integrate a promotion for the E-book into my newsletter auto-responder sequence.

I’ve previously written about how I use a combination of weekly updates, promotional emails and themed emails in my newsletters at DPS so I won’t fully go over the topic except to give you this visual.

Screen-shot-2009-10-29-at-1.24.14-PM.png

This sequence is partly automated with an Auto-responder sequence and partly manual (the weekly updates in particular).

What I’ve done with my E-book promotion is to insert a new ‘promotion’ email into the auto-responder sequence. All new subscribers of the newsletter get this email 8 days after they first subscribe to the newsletter.

I’ll show you the email I send below but in short it is a fairly low pressure sales email that thanks people for subscribing and offers a 25% discount on the E-book for becoming a subscriber. I gave old readers of DPS 25% off when the E-book was first launched so I give new readers the same opportunity. Here’s the email – with the discount code deleted – you’ll have to subscribe to get it :-).

Aweber (the newsletter service provider I use) allows you to set auto-responders to go out on certain days of the week. This one only goes out on Mondays, Tuesdays and Wednesdays (as weekends have not converted as well for me and my weekly updates go out on Thursdays/Fridays and I don’t want to double up with two emails on those days).

Sales on the days that these go out have consistently been between 20-40 per day (Mondays are best as they go to four days worth of subscribers).

Not only have sales been really healthy but I’ve had some really good feedback from new subscribers who get the offer – it’s seems to be fitting well into that first 8 days of being a subscriber as an unannounced little discount/bonus.

PS: interestingly while the launch week of the book was a great result at $72k – with these types of promotions AFTER the launch the E-book will probably earn as much, if not more, than it did in the launch week over the year that follows that first week. Daily sales are certainly not that spectacular as in the launch week but with a little extra effort what comes after the launch is what will really matter to long term profitability.

Post from: Blog Tips at ProBlogger.