Make no mistake, your email list is an asset. A remarkable asset. Using it to its full advantage is essential. Let’s talk about how.
Create and design a Landing Page on your website that works.
Okay, so what is a Landing Page, you ask. The definition of a landing page is this: the section of a website accessed by clicking a hyperlink on another web page, typically your website’s home page. The landing page has a form on it that allows you to capture a visitor’s information in exchange for a desired offer. You have to give something to get something, so think about this. What can you offer your visitor that is worth them sharing their contact information. Is it a sample of your book? Is it a t-shirt? Is it a signed photo?
The sole purpose of the landing page is to convert visitors into leads.
Make sure the design grabs your visitor’s attention the second they land on both your home page and your landing page and compels them to share their information.
Emails are effective. There are billions of email accounts and the vast majority of email users check their emails every day. That said, you have to build a smart email list.
This will sound terribly obvious, but you are really only trying to attract people who are interested in you as an author, you as a person, and your books. The more a visitor knows about you and your interests, the more inclined they will be to buy or sample your books. Make yourself interesting. Make yourself appealing. Make your product irresistible. And always, always offer incentives that are related to your product: your print book, your ebook, your audio book.
The Call-to-Action; also known as CTA.
What then is a call-to-action? The marketing word defines it as a piece of content intended to induce a visitor to your website to perform a specific act, typically taking the form of an instruction or directive. It’s not as boring as it sounds. In fact, it’s critical. You are essentially saying:
- Try This Out.
- For More Information, Click Here.
- For a Free Sample, Click Here.
Make sure the CTA stands out on every page of your website and sends them to your landing page.
Make your offer enticing without giving away too much of your book.
Once you start to build your email list, use it to create a following, not just to sell your book. If you use your email communications as a vehicle for drawing your visitors into your world, buying your books will come naturally.
Check out Graham Publishing Group for what we think is an effective use of our landing page. Enough, hopefully, to get you to stay for a while.