Grow Your Marketing Part 4: First Readers, Then Money


We’ve been looking at how to boost your book marketing.

In summary, the standard formula for increasing sales as used by businesses all over the world goes like this:

L x C x M x f = GP

Where…

  • L = leads

  • C = customers

  • M = margin

  • f = frequency of purchase

  • GP = gross profit

In other words, there are four methods you have available to grow your viability as a writer:

1. Increase the number of potential readers

2. Increase the number of actual readers

3. Increase the amount of money you take away from each book sale

4. Increase the number of times your book is bought

You probably think of number 4 almost exclusively — the way to make more money is to get more books sold. That’s understandable.

But there are three other methods.

As we have covered earlier, to build the number of potential readers, you need to place your book in front of the right people, not just ‘people’. How to do that is explained in the book Crack Your Marketing.

To increase the number of actual readers, you have to concentrate on building a Portal Product, a piece of work which is supercharged with everything you have to offer as a writer — a keystone, a talisman, a gateway, a window, a doorway into your work. Once read, it virtually guarantees an effect on a reader — given that that reader has already self-selected as a lead in the first place.

A Portal Product is simply your best self-contained piece of work. It acts as the perfect introduction to the rest of what you have to offer as a storyteller.

By having such a product, you avoid having to have huge advertising campaigns or long conversations (which expend a lot of time and energy) spread over all kinds of things th