Though now a few years old, The Map: Finding the Magic and Meaning in the Story of Your Life by Colette Baron-Reid (Hay House) still holds the place of best launch utilizing online promotion I’ve ever seen.
Instead of a tired old “Amazon best-seller” campaign where a bunch of people send out emails and offer up “thousands of dollars” in bonus materials if you “buy the book today only,” Colette and the Hay House crew took a different approach.
When you visited the launch page and entered your receipt information, you were taken to a page where you could enter to win an almost overwhelming number of prizes ranging from an Amazon Kindle, free admission to upcoming events, private coaching sessions with dozens of coaches, jewelry, books, and more.
For most of the prizes, you had to enter to win by agreeing to subscribe to the donor’s email list. From a co-promotion standpoint, that provides great incentive for other authors and experts to participate. Not only did they receive exposure through Colette’s launch, they built their databases at the same time. And it allowed contest participants to choose which lists to join, so it wasn’t invasive. Brilliant!
Prize donors included names you’d recognize and others you wouldn’t, so participants were introduced to new authors and their work. Many of the donors also shared this promotion with their mailing lists, causing this book launch to likely reach millions of eyeballs.
So if you have a new book coming out, consider what kind of collaboration you can develop with others in your genre. Create a winning scenario for all—donors and buyers—and you will create a buzz-worthy book launch that inspires sales.
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