Marketing My New E-Book.... Squeeze Page or Sales Page?

[brchap]

Hello Warriors,

I am just finishing up my e-book that I threw a lot blood, sweat and tears into. It's in the final stages right now. With the help of another warrior, I'll be creating an audiobook version, too.

My question is...

What should I do to market the e-book?

One approach would be to create a squeeze page, offering something in exchange for the opt-in... then hitting each subscriber with a barrage of autoresponder magic to sell the book. Something about "the money is in the list" keeps coming to mind here. But, wouldn't I be missing out on all of those impulse purchasers who would just rather click on the "buy now" button?

The other approach, of course, is the sales page. This throws it all on the table and says "take it or leave it". I figure that I should get some sales, considering I'm going be using some really nice bonuses that are exclusive to me (I created them). Would the audiobook portion be appropriate for a bonus, or should that be used as part of the offer?... Hmmm.

Any suggestions?

This is my first REAL e-book. I used to program code a lot and sell my applications through a short-copy sales page, so I'm no stranger to selling and delivering digital products online... but, I'm stumped on finding the most effective e-book marketing method.

If I decide on the squeeze page with opt-in, I was thinking of offering the first 3 chapters of the e-book (along with same chapters in audiobook format) as the freebie, but I don't know if that would be enough to persuade someone to opt-in. It would, of course, be a good way to convey to the potential buyer that the quality of the e-book and audiobook are both top notch... but, again, would 3 chapters be enough?

Oh, also... I'm also wanting to bring in some JV partners on this and set up an affiliate program. I don't know if that will effect which strategy to go with or not. I know that sometimes affiliates get cranky if opt-in/autoresponders are involved because it's difficult to track sales... so I'm not sure how that will play into all of this.

Any help here would be greatly appreciated.

[actionplanbiz]

squeeze page, then exit pop to your sales page if you want

[SantiSantana]

Squeeze page, with an exit to an OTO on a reduced price. If they don't take it, let the autoresponder sell it. Perhaps have a limited number of copies on the OTO. The squeeze page is very important though, that list will be of use in the future

[Matt Jutras]

Not to beat it to death, but yes do BOTH.

[brchap]

That's okay... you can beat it to death. Sometimes I have to hear something 3 or 4 times before it really sinks in.

So, you are saying that I should have a squeeze page with an opt-in form... and then after they opt-in, they are taken to a "thank you for opting in" page, which is really a sales page with a one-time-offer to purchase the book at a reduced price?

Also, no one seems to be touching my other little questions... so, let me re-ask them:

Do you think that having the first 3 chapters of the e-book is enough of an incentive to get opt-ins? Or, should try to get something better?

Also, how does the opt-in/autoresponder situation affect my ability to get affiliates? Is that going to scare off my future affiliate sales force?

[The Oilman]

I like this topic and I think we should keep it going. I am quite successful in IM but am just getting into squeeze pages. If some of you smart people could keep em comin on this, it would be great.


PS -- how come my aweber popups dont show up on my computer?

[Simon Royal]

I would do a squeeze page offering the first 13 pages or so. Not full chapters thought he last part should leave them hanging and wanting more.

I do hear that those exit pop ups are great for helping the conversions, so I would try it.

As far as the audio book I would offer that as the OTO for only a few bucks. (most people would include them together but I would use it to get a few extra bucks.

since you said that you created a few bonuses, if you have 3 or 4 I would only advertise one less than what you actually have and include it as a "secret" bonus with the download to create the perception of over delivering which will make them love you.

Any how my 2 cents as this is exactly how I am laying out my current project.


I wish you major success.

Torrance

[brchap]

Excellent... these are the nuggets of wisdom I was hoping for. I'm taking lots of notes here.

[Patrick Mader]

I would do it this way..

1.Squeeze page with opt-in (Short report)
2.Onetime Offer (your book)
3.Onetime offer backup with lower price.

Works just fine for me.

Cheers,

Patrick

[edd666666]

This is a great topic and I love the input fellow warriors are offering. I am facing the same question, but I currently plan to go with webpage for sellling my ebook offering. Here is my rationale. I view the initial product a PDF Conduct Knockout Broadcast Interviews System to be sold as a download, as the first in a line of related products. An audio version, a print verison and DVD, etc will be added over time. In addition I have a blog that I will use to keep the topic alive and expanding, which will be on the site. Then of course I will have a newsletter sign up as drop down. So initially I will have the PDF download for sale, drop down opt in newsletter offer and blog on one webpage and then add the other products to the same page as I develop them. I think having the blog pushes me into the webpage approach, but I would appreciate any thoughts fellow warriors may have. Hope this helps add to the conversation. Ed.

[JR Rich]

Bradley,

All of these suggestions are on-the-mark - Squeeze page to build your list is the most important because...

You Will be creating more related products in the future, right? With a list, you'll have a built-in audience ready-to-buy with credit cards in hand!

Also, you might want to create a simple video to go along with the audio version of your inducement to join. People love videos!

Regards,
--JR Rich

[brchap]

Thanks JR.

I've read over your posts before, and I know that you are a huge list guy. I agree. Lists are important.

It seems to me, however, that you would want the list of buyers more than you would want the list of looky-loos and leachers, who input their e-mail to get something for free.

Most of you know very well that many people have TWO e-mail addresses: An e-mail address for their friends, family, and serious stuff... AND THEN they have that hotmail or gmail account that is used only when required to opt-in to get the freebie.

When I use Payloadz to automatically deliver my software and apps, I get the e-mail address of the PayPal account they used during checkout. I use this to notify them of free updates to the software. I would probably want the same type of thing for my e-book, no?

Don't get me wrong, I believe opt-ins and autoresponders are amazing... but, I'm playing devil's advocate here. Sorry.

[brchap]

Oh, and by the way, I will be selling this from a my blog which already has some related content... but, is not updated very frequently (I'm trying to change that).

I seriously need to start looking for some guest bloggers or something... Maybe I'll post another thread on here, asking where to find them.

As far as the video is concerned, I think that a video on the sales page is almost a given for anyone who is serious... at least, that is my personal observation.

Is it recommended to offer a video IN the product, to add more value? In my situation, I don't know if I could add any more value with a video... sure I guess I could just recite my e-book and video myself in the process, but that would be lame.

[Russell Hall]

Originally Posted by brchap

Oh, and by the way, I will be selling this from a my blog which already has some related content... but, is not updated very frequently (I'm trying to change that).

I seriously need to start looking for some guest bloggers or something... Maybe I'll post another thread on here, asking where to find them.

Hi Bradley,
I have to agree with my fellow warriors here about the double whammy squeeze page as a prerequisite to getting onto the sales page (need some enticement to make them "want" to get to the info on that sales page).
There sure are some solid tips here from all the guys and gals... great to see.

About your blog content.. I don't know what its about but I'd be happy to come and write you a guest post if you'd do the same for me or even just leave a comment on my blog I'd be happy with that. My personal blog at RussRave.com is only 3 months old and whilst needing a bit more tweaking I've managed to keep up with the content and starting to get a few comments. You can go check it out and see if my blogging style would suit you. PM if interested.
Cheers,
Russ

[JR Rich]

Originally Posted by brchap

Thanks JR.

I've read over your posts before, and I know that you are a huge list guy. I agree. Lists are important.

It seems to me, however, that you would want the list of buyers more than you would want the list of looky-loos and leachers, who input their e-mail to get something for free.

Most of you know very well that many people have TWO e-mail addresses: An e-mail address for their friends, family, and serious stuff... AND THEN they have that hotmail or gmail account that is used only when required to opt-in to get the freebie.

When I use Payloadz to automatically deliver my software and apps, I get the e-mail address of the PayPal account they used during checkout. I use this to notify them of free updates to the software. I would probably want the same type of thing for my e-book, no?

Don't get me wrong, I believe opt-ins and autoresponders are amazing... but, I'm playing devil's advocate here. Sorry.

Bradley,

No apology needed, my friend! The WF is here to garner as many opinions as possible and I certainly don't believe that mine is the only or the best (Well, except late at night when space aliens transmit visions of superiority directly into my brain!)

You're correct about people having two - or many more - email addresses that serve specific purposes (family, friends, soccer, purchases, and Olympic Beer Drinking Team), and we all want a way to totally eliminate the "Looky-Loos" from our lists.

But remember that those "Looky-Loos" were somehow interested in your niche at some point in time and - given the proper motivation - could be moved to become actual, by-God purchasers sometime later down the selling path.

So, what you want to do is to segment your 'General' list into Buyers and Prospects. The buyers are far more likely to purchase later on but the prospects are still 'hot' and must be approached also.

Different autoresponder messages for each group, targeting different motivations.

It's the best of both worlds!

This is why the "Big Boys" of Internet Marketing have dozens of lists - each targeting different niches, products, and motivations.

All this said, don't ignore those sales pages - you gotta send your list members Somewhere, right?

Regards,
--JR Rich

[willdean]

Much great advice!!!

My advice would be almost identical with a small change.

You must start with a squeeze page for list optin
The thank you for subscribing page would be a one-time for the book

If they buy --- the next thing they see is a up-sell for the audio companion

If they don't buy you could have a one time lower price for the book
then the audio upsell if they buy the book at the lower price

For everybody who buys, the next thing they get to is the download page.

For those who bought nothing, they have to wait until they click on the email confirmation link. When they click on the email confirmation link, that takes them to a page that has the download link at the bottom of the page but the top of the page is your sales website for you book

Does that make sense??

Best to you,
William Dean

[brchap]

Excellent advice, everyone.

Thanks for the excellent breakdown, Will. I appreciate the specifics you've laid out here. I never thought of using the audiobook portion as an UPSELL. I was just going to make it a part of the e-book to justify a higher price for the whole thing.

By the way, what software or service do you use to accomplish all of this opt-in/UPSELL/download/salespage action? I already use 1ShoppingCart for one of my opt-in pages, but I haven't really used it much for electronic delivery. I use Payloadz for that. What do you suggest?

Also, good points, JR. You are right. The looky-loos wouldn't ever have made it to the sight if they weren't interested. Very good point. I guess I sometimes get it in my mind that a "good" list should be the hyper-responsives... but, I suppose the cost of sending an e-mail to 1,000 and 100,000 is pretty much the same.

Thanks again for all the advice here.

[Simon Royal]

brchap-

Well the project I am working on right now I am trying to set up with jvmanager1 I bought it a while ago and am figuring it out.

From what I see it handles the OTO's and delivery (encrypted and time sensitive links) and you can use paypal for payments or even set it up on clickbank.

I think everyone is a buyer they just need the right offer.

I am probably going to be using this for the exit pop ups JavaScript Exit Pop up window software video tutorial. (no affiliate link)

Will be keeping an eye on this thread.

If anyone uses this software pm me with your thoughts.

Torrance