Setting up a sales page on your blog for your book (even if it’s just for sending potential customers to the relevant retailers) makes good business sense.
If you are preparing a full assault marketing plan (which I have just started), you need to have somewhere to funnel your traffic to, before you send them off to buy your book, since many places you might want to get traffic from won’t let you link directly to Amazon. And besides, even if they do let you, it’s much better to get the customer to your website first so you can try and get them on your newsletter mailing list as well – but more about that in a later post.
In internet marketing terms, this sales page is called your landing page.
Let’s go over some of the key parts of it, so that you can implement some of the same things on your own book’s landing page.
Even if it’s on a blog, I recommend taking off the sidebar (can be easily done in many premium themes, not always so easy with free themes). The less distractions on a landing page the better. You could probably take of the navigation bar as well – but sometimes you might want to keep that on. It’s worth testing to see what converts better.
The reason you want to take off the sidebar and (maybe) the navigation bar is that the only action you want the user to take is to click the ‘buy’ buttons. That’s why (mostly) everything else should be removed.
This is often done in red so it stands out, but it could be any colour that contrasts with the rest of your page. This should be something that catches the attention of the reader. Use a catchy phrase that hooks the reader to want your book.
If you have any great reviews, put them in a quote under the headline on your book landing page. Social proof is a huge persuader and it’s worth having it as high as possible on the page.
You’ll definitely want an image of the book cover since you want customers to see what they are buying, but it’s not the most important aspect of the page, so I often place this on the right, or further down the page.
Now is you chance to describe your book. You can use your regular book blurb if you like, anything you think will have readers interested in reading more. You just want something short and enticing here, as you’ll be adding more text further down the page.
As high on the page as possible, put the buy buttons. Have one going to all the major retailers that currently stock it (you can add more as they pop up at the various retailers). I also have a PDF version available that they can purchase directly from me (set up through e-junkie).
You should also have buy buttons at the bottom of the page as well. There is no rule that you can’t have them in more than one location (although don’t go overboard).
Below The Fold
Lower on the page you should have a longer description of what’s in the book. This is probably the least important part of the landing page which is why it’s last. Customers still want to read what the book is about of course – so you need it – but it isn’t the most important part.
So that’s it. A typical and fairly standard landing page.
Other things you might want to add:
Email Sign-up box
Putting an email sign-up box at the bottom of the page is another thing commonly seen on some landing pages. I don’t usually do this, because I believe you should have just ONE thing you want your reader to do.
I do however think email sign-up boxes are important, and you should add it to other pages/posts on the blog. It’s a very good idea to capture details of your customers since if they are interested in your books they are much more likely to buy than a ‘cold’ prospect.
But keep it simple. One action per page. Buy buttons OR email capture.
And now that you have your landing page ready to sell your book, it’s time to start getting traffic to it. Over the next few posts on this blog, I’m going to talk about different ways to increase traffic and find more potential fans.
I’ll be doing the exact same marketing strategy for my books as well. That way you can see in real time, what is working and what isn’t so you can apply it to your own books.
Coming up soon:
– Does making the first book in a series, help sell the rest?
– Should you be using article marketing?
– Does tweeting about your book really work?