book launch

SPS 041: Using Books to Drive Product Launches with Danny Iny

There needs to be a driving force behind product launches. Danny Iny has found that using books is the perfect driver. Danny is the founder of Mirasee, the host of the Business Reimagined Podcast, and bestselling author of multiple books including Engagement from Scratch!, The Audience Revolution, and Teach and Grow Rich. He is also the creator of the Audience Business Masterclass and Course Builder’s Laboratory which has graduated over 5000 value driven entrepreneurs.

Danny is on top of his game, and a great friend of mine. He doesn’t lose sight of the importance of impact and making a difference in people’s lives. Today, we talk about mistakes Danny made with his very first book. The tactics he used to write and market his official first book, and the importance of creating value for everyone you are involved with from readers to customers and collaborators.

You can find Danny here:
Mirasee
@DannyIny on Twitter
Books by Danny Iny
Danny Iny on LinkedIn
Engagement from Scratch!
The Audience Revolution
Teach and Grow Rich
Audience Business Masterclass
Course Builder’s Laboratory
Business Reimagined Podcast

Show Notes
[01:37] Danny’s actual first book was a book about writing published in 2006. It’ a self-published book and Danny knew nothing about marketing. The lesson learned from this book was that he needed to learn about marketing.
[03:13] In 2011, he published Engagement from Scratch! this was a compilation book about building engagement with your audience.
[04:00] This book was about building an audience when you don’t have one. This book put Danny on the map and grew his initial audience.
[05:36] His co-authors were people who had an audience and reach that he worked hard to build a relationship with. These people are rock stars now and it helped Danny build his reach.
[06:40] Danny was guest posting everywhere. His pitch invited people to contribute a chapter.
[10:32] When asking present what is in it for them and be honest about it.
[11:27] His strategy was to glean knowledge and get extra promotion from his guest authors for the book. He also sent each co-author two or three copies.
[13:03] Measuring up against expectations of people who help you out.
[14:40] The large amount of people who get a book deal and then don’t deliver.
[15:17] With self-published books, you can control everything.
[16:32] How giving away free books actually boosted sales and helped Danny’s career.
[18:13] Having a book support team of people with an audience.
[20:01] If people download a book from your website, you can reach out to them. Danny told his list he was available for podcast interviews.
[23:59] Using the book itself as part of the prelaunch process.
[25:04] People look at things differently when they are learning as opposed to being sold to.
[25:54] The importance of delivering real value and information in a way that people are receptive to it.
[26:41] How a real book can be powerful. Educate the market and help readers accomplish something meaningful.
[28:04] More people will optin in for a download rather than a video. The pages of your book determine how much people will read.
[31:49] Properly resourced projects tend to do well.
[32:52] The book should be great, but your offer is the core of what you are doing.
[34:43] Structure of a launch. First video helps people to see an opportunity that wasn’t there before. Second video helping them to see that it is possible for them. Overcome objections. Third video show what life can be like after the journey.
[36:52] 1 star reviews can be frustrating, just accept it and move on.
[38:35] Books as a long term play. It leads into a launch or an evergreen offer. A book is part of your body and work. The more you create the more visible it is. Create great stuff and write a great book.
[40:25] When cool things happen it is not a surprise. Writing something great will attract a higher caliber or better fit of students or customers.
[42:29] Think about why you want to write and publish a book. Don’t have things that are just steps in the ladder.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Mitch Joel
Guy Kawasaki
Seth Godin
Copyblogger
Self-Publishing Summit
Disrupted
Mirasee
@DannyIny on Twitter
Books by Danny Iny
Danny Iny on LinkedIn
Engagement from Scratch!
The Audience Revolution
Teach and Grow Rich
Audience Business Masterclass
Course Builder’s Laboratory
Business Reimagined Podcast

amazon categories

How To Get Approved for More Amazon Book Categories

When it comes to self-publishing your upcoming book, do not make light of selecting your book categories! Although it may appear to be a small detail, you must realize that your readers often resort to categories when looking for books on a specific topic. Therefore, selecting the best book categories for your upcoming bestseller is a critical decision as it will impact your book sales.

Here are more notable reasons why your book should have best fitting categories:

  • It can help you become a bestseller. Like the New York Times bestseller, Amazon can also tag your book with an orange badge that says “#1 Bestseller”. And with thousands of Amazon categories to compete and rank for, this means that there’s plenty of opportunity for you to become an Amazon bestseller!
  • You can gain more exposure on Amazon. By appearing on different categories, your book can appeal to different audiences. And if your book ranks in the top ten of any category listings, Amazon will include your book to its “Recommendations Engine”  which will generate more publicity!

But with plenty of book categories on Kindle Direct Publishing as well as the plethora of books competing for attention, how do you choose the right categories to make your book stand out to your reader?

In this post, we will share our best strategies to help you pick the right categories for your book that will increase your sales rank and obtain maximum exposure through Amazon’s search engine.

Here are the three topics we will cover:

  1. How to Research Your Competition
  2. How to Strategically Select Your Category
  3. How to Acquire Additional Categories

Let’s get started!

1. How to Research Your Competition

If your goal is to appear on the first page of search results on Amazon, then you must take advantage of every window of opportunity to succeed. In order to do so, you first must research your competition.

When you begin researching for book categories, you should start by scanning the bestselling books on every first page results of your target category.

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The reason is simply due to the fact that the first page results are most likely what your readers are going to be looking for! Therefore, it’s important to identify the top selling books for each category you want to target.

Next, go through each of the books on the first page results and study its category string links. For example, here are the category links for Taylor Pearson’s book, The End of Jobs:

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Notice that for a book on Entrepreneurship, it’s ranked highest for “Labor & Workforce” and “Economics”. This goes to show that by placing their book into such unique categories, the author completely understood their target audience which is why The End of Jobs appears on several first page results.

So if you want to have a high ranking for your category, make it a priority to research your competitors’ categories and emulate their methods with your book.

Action Plan: Research the first page competitors in five categories of your choosing. Take note to any unique categories your competitors rank in, and apply them to your upcoming book.  

2. How to Strategically Select Your Category

Because the Amazon’s Kindle Store has thousands of categories to choose from as well as an overwhelming amount of books fighting for attention, the competition can be relentless and unfair to new writers. But there is one approach that will have you stand out: Select trending categories with little competition.

What is considered a competitive rank?

We find that any categories with books ranking higher than #2000 is considered very competitive and not a recommended category for new writers. This doesn’t necessarily mean that you shouldn’t place your book in a competitive ranking, but if you do, be sure to have a well planned book launch with a sizable audience that can provide a lot of verified reviews. For new authors with a smaller following, we recommend aiming for certain categories with books that rank between #10,000-30,000.

Once you’ve completed this research, you should have a list of thriving categories to place your book in that will outrank your competitors.

Action Plan: With the five categories you’ve researched, take the time to review your competitors’ ranking that fall between #10,000-30,000. For even better results, we also recommend using the KDP Calculator to calculate how many books you would need to sell in order increase your ranking.

3. How to Acquire Additional Categories

When you upload your book for the first time, Amazon will offer you a select list of categories to choose from. At a first glance, you will notice that the selection seems rather limited and is missing plenty of categories that you’ve seen other books rank for. Unfortunately, Amazon has done this intentionally so that they can place new books into their own kindle categories.

Don’t let Amazon determine your categories! There’s thousands of sub-categories you can rank for, and you can even include an additional eight sub-categories not found in the usual channels.

Here how you can acquire these categories:

  1. Use Amazon Keyword Selection. Include the name of your category as one of your “Amazon Keywords”. In order to obtain a particular category, you must include specific keywords in the Kindle submission form. For more information on Keyword requirements, visit Amazon’s browse category page to learn more.
  2. Place your categories in strategic places. To convince Amazon that your book should be placed in specific category, strategically work the words of the category onto the title, subtitle or even the summary of your book page.
  3. Contact Amazon. You can contact Amazon and request your book to be placed in a particular category. Amazon will then assess your entire book and determine if it’s an appropriate fit for the specific browse category. If approved, These categories will appear in the “Look for similar items by category” at the bottom of the book page.

Action Plan: Experiment with these strategies to acquire additional sub-categories for your book. Remember you can include eight additional keywords that can convince Amazon to place your book in the categories of your choosing.

If you want a successful book launch, you must not overlook even the tiniest of details. By following these guidelines on how to select your book category, your first book will have maximum exposure and the best chance to appear in the Amazon bestseller list.

Like what you read and want to learn more? We’re holding a FREE online workshop where Chandler is revealing the exact tactics and strategies he used to write and publish 6 bestselling books in a row… and use them to build a 7-figure business in less than 2 years. Click here to save your spot now!