The "Amazon Bestseller Campaign" is something one of my past companies pioneered many years ago and its become a staple of book launches.
Joel Comm is doing some really interesting variations of that campaign for the launch of his "Click Here to Order" book today.
Before I point out one of the really cool things he's doing, let's explore why the Amazon bestseller campaigns are good "Reverse Integration Marketing."
First, if you push your book up the Amazon charts, your book is given the immediate exposure of the lists themselves. Amazon runs many bestseller lists (their overall lists, their categorical lists, and their regional lists). If you hit #1 on the overall list, you get coverage across many of the smaller sub-lists as well.
This means that as people browse for bestselling books, yours has the immediate visibility (and credibility) that comes with being on that list.
Next, you can forever use the title "#1 Bestselling Author of ..." in all of your marketing materials.
We could talk about the benefits of being a bestseller for hours, but you get the idea.
Now, Joel (as always) has some very innovative twists in his campaign. The one I've highlighted in the image above is particularly clever. If you go to the Click Here to Order site, you'll see the normal Amazon bestseller pitch ("buy now and get a bunch of stuff" - hey, it works), but instead of sending people off to Amazon and hoping they will come back to collect the bonuses (yes, you want them on your list as well as Amazon's) he brings up Amazon's order page for his book in what appears to be an iframe pop up window.
And above the page is the ever-present reminder that there are bonuses to be had.
This is crazy smart. See, many people will click on the link, get lost in the ADD minefield that is Amazon, and forget to come back and get on his list - or worse, forget to buy the book at all.
Joel thought about that.
It also removes any confusion about what to do.
Anyway, go check it out. Not just because I wrote the foreword for this nifty book, but because you'll learn a ton of clever marketing hooks by going through the process.
Joel Comm is doing some really interesting variations of that campaign for the launch of his "Click Here to Order" book today.
Before I point out one of the really cool things he's doing, let's explore why the Amazon bestseller campaigns are good "Reverse Integration Marketing."
First, if you push your book up the Amazon charts, your book is given the immediate exposure of the lists themselves. Amazon runs many bestseller lists (their overall lists, their categorical lists, and their regional lists). If you hit #1 on the overall list, you get coverage across many of the smaller sub-lists as well.
This means that as people browse for bestselling books, yours has the immediate visibility (and credibility) that comes with being on that list.
Next, you can forever use the title "#1 Bestselling Author of ..." in all of your marketing materials.
We could talk about the benefits of being a bestseller for hours, but you get the idea.
Now, Joel (as always) has some very innovative twists in his campaign. The one I've highlighted in the image above is particularly clever. If you go to the Click Here to Order site, you'll see the normal Amazon bestseller pitch ("buy now and get a bunch of stuff" - hey, it works), but instead of sending people off to Amazon and hoping they will come back to collect the bonuses (yes, you want them on your list as well as Amazon's) he brings up Amazon's order page for his book in what appears to be an iframe pop up window.
And above the page is the ever-present reminder that there are bonuses to be had.
This is crazy smart. See, many people will click on the link, get lost in the ADD minefield that is Amazon, and forget to come back and get on his list - or worse, forget to buy the book at all.
Joel thought about that.
It also removes any confusion about what to do.
Anyway, go check it out. Not just because I wrote the foreword for this nifty book, but because you'll learn a ton of clever marketing hooks by going through the process.
