Know-How Exchange : Customer Behavior

Unfortunately you have made a mistake that most first-time authors make: You wrote the book before you developed the marketing plan. Marketing a book is different than marketing toothpaste or breakfast cereal. There is no repeat purchase, and the only way a customer has to judge whether they want to buy is to read a self-serving blurb prepared by the author. There is no reliable ingredient statement or benefit promise. And most folks find returning a book they don't like -- especially an e-book -- more trouble than it's worth.

So now you have learned a valuable lesson. Fortunately it looks like the only investment is in an e-book. Imagine if you had hundreds or thousands of printed hard-copy books! And the price point suggests the book isn't even worth $10.

The only way you'll sell these books now is to promote the title yourself ... at bookstores, libraries, on radio or television talk-shows, book clubs, church groups, etc. Just being on Amazon doesn't guarantee anything (other than availability), just as having a website doesn't guarantee online visibility.

And there is an urgency to this, because a year-old book isn't nearly as interesting as a new book, with content that is current and a social media campaign that screams "New!"

Is your goal to get better known or to make money? If the former, then work on creating compelling videos showcasing your expertise and sharing your knowledge freely. If the latter, then work on testimonials - how has reading your book dramatically changed people's lives (your reviews are simply too passive to compel sales)?

Great advice above: Michael is a published author and is one of the best sources of support you'll find for your question. From my own point of view, and as a potential buyer, three things stop me from buying:

1. Your website text needs reader benefits that are more compelling.
2. The cover of your book looks like you designed it yourself. While there is nothing wrong with this if you have design skill, from a shelf appeal point of view, the cover does not grab the eye.
3. The first page of reviews on Amazon gives few reasons to buy. One of the reviews is from a consoler who urges readers to look elsewhere. This isn't helping your credibility. Similarly, you have more 3 star reviews than you have five star reviews, with most of your reviews being 4 star reviews.