Alex Strathdee
Welcome to our very first Expert Series Meeting with special guest Alex Strathdee
Have you ever wondered how some books make headlines while others fade into obscurity?
We've got the answers! Dive into an exclusive session with Alex Strathdee, the mastermind behind AdvancedAmazonAds.
With a stellar track record of promoting over 500 books and an astonishing ad spend of over $1,000,000, Alex isn't just an Amazon ads guru - he's a holistic book marketing maestro.
Some Feedback afterwards:
"Good morning John, your Zoom today was truly excellent, and I thank you and Alex, for the wonderful content and wisdom. Please pass my thanks to Alex."
CHECK OUT THE GROUP TODAY to See this Replay Post.
Platform Group for Authorverse Book Launches
John discussed the new Facebook group created for the book launch process and results. The group is available to all authors who are part of the Authorverse membership. John clarified that the group is designed to track the results of book launches, and members can buy books to support each other. However, at the moment, the system cannot indicate who in the group has purchased a book. Jim raised a query about this feature, to which John responded that it was on the to-do list for future enhancements. Furthermore, Harry inquired if he could launch his book through the platform, even though it was being published through another company. John confirmed this was possible with certain conditions. Towards the end of the meeting, John introduced Alex Strathdie, a client specialist for Amazon ads.
Book Marketing Strategies Shared by Alex
Alex shared his experience with book marketing, highlighting the importance of having a marketing plan for a book, as most authors believe that just getting their book out there will make it successful. He discussed his journey from releasing a book in 2018, realizing the lack of sales after the launch, to figuring out strategies to improve sales. He emphasized that Amazon ads can be an effective marketing tool but are not suitable for all authors. Alex also explained the significance of choosing a number, the ship analogy, and the concept of an author twin in book marketing. Lastly, he touched upon the importance of considering gatekeepers and long-term maintenance for a book's marketing.
Innovative Marketing Strategy for Book Distribution
Alex discussed the innovative marketing strategy they employed to distribute their book, utilizing universities to reach a wide audience of students. They sold full-page ads within the book to companies seeking to hire these students, creatively monetizing their book and effectively increasing its reach. Alex emphasized the importance of creative marketing, highlighting this strategy as a core concept for nonfiction book marketing.
Successful Literary Agents Strategies Discussed
Alex discussed the strategies of successful literary agents Bill Gladstone and Rob Fitzpatrick. Alex highlighted the importance of getting a sufficient number of books into circulation to ensure profitability and word-of-mouth promotion. He suggested that authors should aim to sell between 1,000 and 20,000 copies of their book, with the specific number depending on the book's niche and audience size. He emphasized the need for authors to track the success of their book, noting that if a book with a wide distribution wasn't gaining traction, it might be necessary to reevaluate the book itself. Alex also mentioned the longevity of some books, noting that some become popular years after their initial publication.
Boosting Books: Metaphors and Marketing Strategies
Alex discussed different methods of propelling a book forward, using the metaphor of a ship. He highlighted the importance of effective marketing strategies, likening them to rockets strapped to the sides of a boat. Alex noted that some marketing strategies, like handing out books at conferences, could be seen as raising the sail of a lead boat, while others, like digital marketing, could be compared to rockets. He warned that fleeting marketing strategies, such as those that require constant investment, could be ineffective if the 'boat' sinks. He suggested that good marketing strategies should be sustainable and comparable to a well-made book that maintains its momentum. He ended the discussion by suggesting that timeless marketing strategies can be applied to any platform, regardless of its popularity or the year.
Author Twin Marketing Strategies
Alex explained the importance of finding author twins or similar authors when writing a book. He emphasized that understanding their marketing strategies and tactics can simplify the book marketing process. As an example, he mentioned Tim Ferriss and Michael Bungay, senior, and their successful book sales. Harry inquired about a specific book, "The Coaching Habit" by Michael Bungay, which Alex confirmed. Alex advised spending significant time researching these strategies to create an exact blueprint for book marketing, rather than independently developing potentially untested strategies.
Finding Your Author Twin for Book Marketing Success
Alex discussed the importance of finding your "author twin" in the book marketing process, which involves identifying someone who has achieved similar goals to your own and learning from their strategies. He recommended using the platform Listen Notes to search for podcasts where your author twin might have been a guest. Alex also mentioned that he runs an agency that manages $2 million in authors' ad budgets. Harry expressed his apprehension about starting book marketing efforts before finishing the manuscript, to which Alex encouraged starting the process, even if it's just in your head.
Accountability, Marketing, and Genre Discussions
Alex discussed the importance of holding oneself accountable when writing a book, as announcing it to others can create a sense of responsibility. He advised starting marketing efforts before the book release and emphasized the challenges of marketing a book that has been out for some time. Alex also asked Harry about the genre of his book, as Harry wasn't sure about it and mentioned it might be for people who lack direction.
Life, Health, Wealth, and Happiness
Harry shared his philosophy of life learned from the Latin phrase "Memento mori," encouraging listeners to consider the impact of their mortality on their decisions. He also shared the working title of his upcoming book, "The 1 6, 8, Lifestyle," which he described as a guide to designing a healthy, wealthy, and happy life. The team discussed the importance of starting early with book content creation and building an email newsletter list, with Alex recommending specific tools and platforms to maximize the book's potential. The discussion also touched upon the concept of 'gatekeepers,' individuals with access to large groups who can be leveraged for book promotion.
Finding Gatekeepers for Book Marketing Success
Alex discussed the potential of targeting career service centers at universities and highlighted the success of Dr. Katrina Ubel's book, "Lose Weight for the Last Time." He also noted the offline potential of online strategies, citing churches as potential gatekeepers for certain authors. Alex used the example of Robert Kiyosaki's book, "Rich Dad Poor Dad," which gained popularity initially because it was sold in a car wash. He emphasized the importance of finding gatekeepers to spread one's book. Harry proposed the idea of speaking at small rotary groups, and Alex agreed, suggesting considering successful author John Strailke's works, which have sold over 8 million copies. Alex shared the success story of an author who built his career by handing out free copies of his book at local Chamber of Commerce Meetings and eventually selling over 8 million copies. He advised that early book marketing requires changing expectations and suggested giving away copies of the book to sell other products. Jim emphasized the importance of having an authentic relationship with the person before handing out books at an airport, and John shared his experience of strategically placing his books in airport bookstores.
Book Marketing Strategies Fireside Chat
Jim, Alex, John, and other attendees discussed book marketing strategies. Alex emphasized the importance of consistent, daily tasks to promote a book, such as leaving reviews or sharing copies. He also mentioned that Amazon ads may not be suitable for most authors but could be beneficial for those looking to grow their business or already selling books. The group agreed to stay in touch and potentially host more "fireside chats" in the future.
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