Smart Ads, Big Results: Making Targeted Ads Work for You

Smart Ads, Big Results: Making Targeted Ads Work for You

by | Oct 22, 2024 | Book Marketing

Running ads sounds like it’d be a piece of cake. Nowadays, we have all the apps, tools, websites, and more information than we can contain immediately at our disposal. Of course there’s something to help create an ad, push it to the right audience, and market your book for you.

But is that really all there is? Running targeted ads isn’t as straightforward as it first appears to be. They aren’t a magic bullet—they’re a tool, and like any tool, how you use it determines your success. In this post, we’ll break down how targeted ads work, what they can do for your book, and what to watch out for so your ad budget doesn’t go to waste.

Understanding targeted ads

I know you might be thinking, what more to it is there? I make an ad, adjust it to my target audience, put it up, and boom! Just let it do the work. I wish it were that simple.

The thing is—targeted ads are only effective if you know how to use them properly. These ads rely on data from users’ online behaviors—think interests, demographics, and habits—to show your book to people who are most likely to buy it. Platforms like Facebook, Google, and LinkedIn allow you to get super specific (but hopefully not TOO specific), ensuring your ads are seen by your ideal readers, and maybe even people you didn’t know would be interested in your book.

It’s important to know that without a smart strategy, your ad budget can disappear quickly without much to show for it– and that is the last thing we want!

Let’s get into how you can make your ads work for you!

Getting your book to the right readers

What is your book for if not your readers, right? So, let’s make it easy for them to find you and help them know your book is out there.

Find your ideal readers

The beauty of targeted ads is how specific you can get. If your book is about leadership, for example, Facebook and LinkedIn allow you to reach executives, entrepreneurs, or managers. No wasted budget on the wrong audience—you’re speaking directly to the people who will care most about what you have to say.

Build trust and visibility

Your book might not fly off the shelves after one ad, but that’s okay. Consistency is key. Targeted ads keep your name and book visible to the right readers, building trust over time. Eventually, your audience will recognize your expertise, which translates to long-term credibility. 

Though we do want to caution that if you are consistently putting out ads that don’t convert, it may be time to rethink and strategize. No use beating a dead horse.

Scale what works

Start small, test the waters, and once you’ve found what works, then scale it up. With targeted ads, algorithms refine themselves as your campaign runs, making each dollar work harder for you. The key? Invest more in what’s getting results and let the data guide you.

Why your targeted ads might be missing the mark

Restricted targeting

This is what we meant when we said that hopefully, your ads aren’t too specific. Going too narrow or too broad with your targeting can hurt your campaign. If you focus too narrowly, you might exclude potential readers. Go too broad, and you risk wasting money on people who aren’t interested. Finding that sweet spot in the middle is key.

Weak visuals

Even if your ad hits the right audience, weak visuals can lose their attention. Remember the internet is EXTREMELY OVERSATURATED. You have only a few seconds to grab someone’s eye—make it count. Invest in a professional book cover and engaging ad copy that resonates with your readers.

Complicated purchase process

You got the click—great! But if the path to purchase is complicated, you’ll lose them fast. You’ve already got them hooked don’t chase them away with too many twists and turns just to click “Add to Cart”. 

Make sure your ad directs readers to a clean, easy-to-navigate sales page or landing page, like your Amazon listing. The fewer steps, the better.

Turn good ads into great ones: Tips for improvement

Know your reader

Before you even think about running an ad, you need to know who your reader is. Where do they hang out online? What problems do they need solved? Platforms like Facebook and LinkedIn let you tailor ads to specific interests, but don’t over-complicate things—give the algorithm room to work.

A good way to maintain the balance, especially in the beginning, is to keep your targeting specific to age, gender, and location. Getting to much into audience interests and behaviors right from the get go can hurt your sales. You may be preempting loss of an entirely different audience that you didn’t even consider.

Test, try, and test again

Here is a guaranteed piece of advice we can give you: not every ad will be a winner right out of the gate. And that is absolutely okay! 

Test different images, headlines, and audiences to see what clicks with your readers. Constantly refining your approach will help you find what really works.

Engagement over sales

Ads aren’t just about instant sales. Sometimes, they’re about building relationships. Offer a free chapter, share helpful insights, or provide valuable content tied to your book. Building trust now can lead to sales later—think long-term.

Be realistic with your budget

Running ads can get expensive fast, so be smart about your budget. It’s always important to be honest with yourself. Be clear about how much money you can shell out and what you are willing to lose in the process. 

Start small and scale up when you see positive results. Throwing money at an ad campaign won’t guarantee success—planning and patience will.

The Ad Game: It’s not magic, but it works with the right strategy

Targeted ads are a valuable tool, but they’re not a quick fix. To get results, it’s all about knowing your audience, experimenting with what works, and fine-tuning your strategy as you go. When done right, ads help you get noticed, build credibility, and ultimately boost your book sales.

But remember—ads are just one part of the self-publishing journey. With the right plan and a little patience, you’ll see the results you’re aiming for.

Reach out

Schedule a call with our Self-publishing Consultant, Leesa Ellis, and she’ll help you find the best marketing strategy for your book.

Learn where and how to run PPC Ads, targeted for your book, on a call with her!

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The Long Game: Long-tail marketing sells more books post-launch

The Long Game: Long-tail marketing sells more books post-launch

by | Oct 18, 2024 | Book Marketing

All your hard work has paid off, and it’s finally launch day! Your book is out, and the buzz is building. Sales are strong, and things seem to be going great, but as months pass, the momentum starts to fade, and so do your sales. Don’t let your success fizzle out. 

The truth is, book marketing doesn’t stop after launch. To keep your book selling, you need a strategy that keeps it visible and attracts new readers over time. Enter long tail marketing: the approach that will keep your book sales moving, giving you a reliable stream of income well beyond the launch.

The calm after the storm: Keeping your book sales alive

With a typical book launch, we all know how it goes. It’s the same old song and dance, where a surge of sales happens around the release date, followed by a gradual drop-off. But if you want to keep the sales rolling in and stay on readers’ radars, you’ve got to think beyond those first few weeks. That post-launch phase is where the real work begins, and how you approach your marketing after the hype dies down can make or break your book’s long-term success.

What is long-tail marketing?

Long-tail marketing is all about playing the long game. Instead of just banking on those high-demand products (or new releases in this case), you’re also reaching out to niche audiences over time. When it comes to your book, the launch is just the start. 

The real staying power comes from how well you keep pushing it to different groups of readers long after the initial buzz fades. With a solid long-tail marketing strategy, even if your book doesn’t hit the bestseller list right out of the gate, it still has plenty of time to find its audience.

Adopting the technique: strategies for long tail book marketing

Let your readers do the heavy lifting: How reviews drive sales

Word-of-mouth doesn’t stop when your book hits the shelves.You need reviews, endorsements, and testimonials to keep your book on people’s radar. 

Readers trust other readers, and a steady flow of positive reviews can bring in new buyers who might’ve missed your book when it first dropped. Encouraging happy readers to leave reviews on platforms like Goodreads and Amazon is a powerful way to build credibility and keep your book relevant. For those of you who are more social media savvy, you might even want to get onto #BookTok on TikTok where books released years ago have seen newfound success with entirely new audiences.

Smart discounts, steady sales: Using discounts to drive demand

Who can say no to a sale? One of the best long tail marketing tricks is running price promos. Dropping your book’s price for a limited time—especially through platforms like BookBub—can create a buzz and bring in readers who weren’t willing to pay full price. These promotions lower the barrier for potential buyers and help you tap into new audiences, giving your book the extra push it needs to stay in circulation.

Experiment with Ads: Keep your book in the spotlight

After launch, targeted Pay-Per-Click (PPC) Ads can keep your book in front of the right readers. Taking advantage of Facebook and Amazon will allow you to zero in on specific demographics, so even if your book isn’t trending, a well-placed ad can still reach the right audience (which is what really matters!) 

Playing around with different ad copy, book covers, and targeting options lets you fine-tune your approach and figure out what works best to keep your book visible. Keep your mind open to new ways of marketing your book, something totally unexpected might be just what you need!

From the Vault: Using your backlist

If you have older books in your catalog, use them to your advantage! Your backlist can help drive sales for your new releases and vice versa. You’ve already got the goods, all you need is to make the sale.

Try bundling your older books with your latest one or offering discounts on past titles. When readers find one book they love, they’re likely to check out the rest of your work, which means more sales across the board.

Keep the momentum fresh with new content

It does not matter how long your book has been out. If you know it has value and you keep promoting it well, you can keep it on readers’ minds. 

Blog posts, podcast interviews, and social media shoutouts can help introduce your book to new audiences. Public speaking gigs tied to your book’s theme can also lead to more sales—people love buying a book after hearing the author in person. Keeping your book relevant is all about you still being genuinely excited to talk about and share your book, while engaging with your audiences.

The story doesn’t end here: Keep sales rolling

The book launch is just the beginning. By using long-tail marketing, you can keep your book reaching readers long after the initial hype fades. Whether it’s leveraging reviews, experimenting with ads, or keeping your content fresh, the key is to stay visible and keep engaging with new audiences. This is how you turn that one-time launch into long-term success.

Get in touch

If you want to learn how to fine-tune your post-book launch marketing, reach out to us through the links on our website.

Hop on a call with Leesa Ellis, our Self-publishing Expert and she’ll show you the best way to personalize your book launch!

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Word of Mouth Wins: How testimonials and case studies give your book credibility

Word of Mouth Wins: How testimonials and case studies give your book credibility

by | Oct 1, 2024 | Book Marketing

We all know that we would never buy something we didn’t trust. The same goes for when you start selling your book. 

As an author, you know how crucial credibility is to your book’s success. Readers want to trust the content they’re investing in, whether it’s to gain knowledge, insight, or entertainment. More than making sure your book is valuable, you also need to make sure that it’s credible. 

Sure, you wrote it, and you’re an expert in your field—but how will anyone else know that? Do you take every claim at face value?

That’s where testimonials and case studies come in. These two tools can elevate your book’s standing in your readers’ eyes. Let’s explore how they can enhance credibility and when to use each to your advantage.

Turning praise into testimonials

Simply put, testimonials are personal endorsements from people who have experienced the value of your work. They’re the praises you receive from satisfied readers who found your book helpful, informative, or even life-changing. Testimonials are like mini-reviews that pack a punch by highlighting the best aspects of your content.

Types of testimonials

  • Written Testimonials: The most common type, typically featured in books, websites, or social media. These are short, impactful quotes that summarize why your readers loved your book. Every time someone sends you a DM of their experience, there’s your testimonial!
  • Video Testimonials: More dynamic, video testimonials allow readers to see and hear genuine excitement from others who have benefited from your work. The added visual and emotional element can be particularly persuasive.
  • Endorsements: These come from experts, influencers, or notable figures in your field. Having them on your side can majorly impact your book sales, as their influence can sway potential readers in your favor (Note: Sometimes you may have to pay for these but organic endorsements are best).

Why they matter

Testimonials act as trust signals. In a world where new authors and books are emerging daily, having testimonials is a form of social proof. 

They communicate to prospective readers, “Others have read this book and loved it—so will you.”

Case studies: The full story behind the success

If testimonials are stills, case studies are the full-length features. A case study tells the detailed story of how your book made a tangible difference in someone’s life or work. With a case study, you get the beginning, middle, and end.

It delves into a specific instance where your book’s knowledge was applied and highlights the journey from problem to solution.

Anatomy of a case study

  1. The Challenge: What was the problem or need that the reader faced before discovering you and your book?
  2. The Solution: How did your book provide the tools or information to address that challenge?
  3. The Results: What were the measurable or significant outcomes that followed?

Case studies go beyond a quick endorsement. They have real-world applications and concrete results. If your book addresses a specific industry or problem, a well-written case study can serve as hard evidence that your content delivers results.

It’s best for people who are seriously considering buying your book because they can get really invested. Think of it as the final push.

Testimonials vs. case studies: when to use each

Both testimonials and case studies build credibility, but they do so in different ways. 

Understanding these differences can help you decide which to use based on your marketing style, target audience, and what works best for your book or services.

Take a look at the chart below for a quick overview of how they differ and when each might be most effective.

Aspect Testimonials Case Studies
Format Short and emotional; works well for quickly building trust. Longer and detailed; provides a comprehensive narrative.
Emotional Approach v Factual Approach Focuses on emotional appeal; taps into satisfaction, excitement, and inspiration. Focuses on factual detail; demonstrates real-world results and solutions.
Decision-Making Process Ideal for early-stage potential readers exploring options. Ideal for readers closer to making a purchase or commitment; provides data-driven proof.

Strike while it’s hot: Gathering the best testimonials and case studies

The key to gathering compelling testimonials and case studies is timing and approach. Here are a few tips to make the process smoother:

  1. Ask at the right moment: Request testimonials or case studies shortly after a reader has finished your book and experienced its benefits. This is when the impact is fresh and they are more likely to provide detailed feedback.
  2. Make it easy: Provide a simple structure or questionnaire for your readers to follow. Whether it’s a few targeted questions or a fill-in-the-blank format, making it easy encourages participation.
  3. Be specific: Encourage readers to share particular aspects of your book that made a difference for them. General comments are good, but specific details about what worked well add depth and authenticity.

The art of display: Putting testimonials and case studies to work

Once you’ve collected these invaluable pieces of feedback, you need to know where to put them. Grab your reader’s attention without making your book like a billboard– it’s a fine line.

  • At the beginning of your book: Start with glowing testimonials to capture readers’ attention right from the introduction. A few powerful quotes can build immediate trust and pique interest.
  • Case Study sections: For non-fiction books or books that offer practical advice, consider including a dedicated case study section. Readers love to see how others apply the content they are learning.
  • On your website or social media: Don’t limit testimonials and case studies to just your book. Use them on your author website, social media profiles, and marketing materials to build credibility across all platforms.

Let your readers speak: Cementing authority with testimonials and case studies

Everywhere you look, you’re surrounded by testimonials and case studies promoting products and services. If you start paying attention, you’ll notice them everywhere.

That’s just the way the world works—so why not make it work for you, too?

The key is ensuring your testimonials and case studies feel authentic, not forced. Building your book’s credibility becomes easier when you’re confident in the value you provide. It all comes down to knowing yourself, your author brand, and the unique value you bring. When you gather testimonials that reflect genuine reader satisfaction and create case studies that prove real, tangible results, you’ll establish a solid foundation of trust with your audience.

Get started

There’s no better time than now to ask your readers for reviews. If you’re unsure where to begin, reach out to our Self-publishing Expert Leesa Ellis—she can guide you on how to better engage with your audience and start gathering those valuable testimonials!

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From Page to Stage: Monetizing your book with speaking engagements

From Page to Stage: Monetizing your book with speaking engagements

by | Sep 24, 2024 | Book Marketing, ROI - Return on Investment

Your book is just the beginning! You’ve poured your heart into your book, crafting a message that resonates with readers. So, why stop there? 

Monetizing your book doesn’t have to end at the last page. By leveraging speaking engagements and workshops, you can find new ways to transform your knowledge and expertise on your book’s content into a profitable platform that goes beyond traditional book sales.

Sharing your wisdom with the world

As a professional, your book is more than just a collection of pages—it’s a reflection of your expertise and experience. That knowledge positions you as a trusted resource in your industry. 

Picture yourself leading workshops on business strategies, offering speaking engagements that share your unique insights, or coaching others on how to leverage your field’s best practices. Every book you write is a tool to establish authority, build credibility, and open doors to new opportunities for teaching, consulting, or advising.

Once you’ve written your book, don’t you feel a sense of responsibility to not only get it out there but to talk about it? That’s where speaking engagements come in.

For example, if you’ve written a book on leadership or business growth, why not offer workshops to help other professionals streamline their operations or boost their career development? Or if your book focuses on personal branding or entrepreneurship, you could create seminars that guide small business owners and consultants in mastering those areas. 

Don’t limit yourself—your knowledge and expertise can open up all kinds of opportunities that resonate with industry leaders, business owners, and other professionals looking to grow.

Your words have worth: Finding the right pricing

Charging for speaking engagements can feel intimidating at first, but your time and knowledge are worth it. Many organizations expect to pay for speakers, even if they start by seeking a freebie. Set your fee based on the value you bring, not just the time spent onstage. Remember, your expertise is your product.

A good rule of thumb is to start by assessing what your audience is likely to afford, and then adjust based on the size of the event and your experience level. Whether you’re speaking to a room of 20 or an auditorium of 200, your fee should reflect the quality and depth of your content.

Double-duty: Selling books at speaking gigs

Public speaking and workshops are excellent opportunities to showcase your expertise while promoting your book in a genuine way. Instead of focusing on sales during your presentation, prioritize delivering value to your audience. By the end of your talk, you’ll have naturally piqued their interest, making it seamless to mention that your book is available for purchase.

To encourage sales, set up a table with copies near the exit or at the back of the room. A brief book signing afterward adds a personal touch, allowing attendees to connect with you directly while boosting sales without feeling forced.

More than a speech: Giving workshops with value

Workshops are a great way to connect with your audience face-to-face—it’s always rewarding to finally meet the people behind the names on your email list.

Get creative! Use the workshop or speaking engagement to expand on the ideas in your book, whether it’s a quick one-hour session or an immersive full-day seminar. These events offer a chance for hands-on learning and in-depth discussions, helping your audience dive deeper into your expertise. For professionals, workshops can focus on practical strategies from your book—whether it’s leadership insights, business growth tactics, or personal branding tips.

The key to a successful workshop is delivering real value. Break down complex concepts into simple, actionable steps, and keep your audience engaged by encouraging active participation, ensuring they leave ready to put your insights into practice.

Beyond the event: Building a lasting network

Speaking engagements and workshops aren’t just about the income you make that day—they’re about building long-term connections with your audience. Collect email addresses from attendees to stay in touch and keep them engaged with your content over time.

A well-cared-for email list is one of the most valuable assets an author can have. These are the people who are most likely to buy your future books, attend your next event, or sign up for your workshops. Consistently nurture these relationships, and you could see book sales, speaking engagements, and client opportunities snowball over time.

Turn your events into high-value opportunities

Once you’ve established yourself as a speaker, consider expanding your offerings with exclusive workshops, private coaching, or online courses. These products allow you to reach a more focused audience, providing deeper, personalized experiences.

While it might seem out there to offer high-priced courses, your attendees have already connected with your message. They ALREADY TRUST that you know your stuff and your knowledge has value! If your content resonates, they’ll be eager to explore further opportunities to learn and grow with you through these tailored services.

Closing chapter, opening opportunities

You don’t need to see yourself as a public speaker to make an impact. In fact, trying too hard might not help. Your audience is there because they want to see YOU.

So, think of these engagements as opportunities to share the passion and expertise behind your book. It’s about connecting with others who are eager to hear your story and learn from your experience. You never know whose life you might inspire simply by sharing what you’ve created and the journey you’ve taken to get there.

Reach out

As you explore new ways to monetize your book through speaking engagements and workshops, you might find yourself with questions about how to make the most of your self-publishing journey. If you have any questions at all, our self-publishing expert, Leesa Ellis, is here to help! 

Schedule a 30-minute Self-publishing Curiosity Call. Leesa will guide you on your journey and set you up for success in turning your book into more than just a product, but an opportunity.

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The Different Types of Publishing: Traditional, hybrid, indie, and Assisted Publishing Services

The Different Types of Publishing: Traditional, hybrid, indie, and Assisted Publishing Services

by | Sep 17, 2024 | Publishing

The world of publishing has never been more accessible — or more complex. With so many options available to authors today, it can be hard to know which path to take. 

Since you’re on this blog it’s safe to assume you’ve chosen the self-publishing route. However, it’s our job to make sure that you understand the distinctions so that you can make better informed decisions for your book moving forward.

While self-publishing offers incredible creative freedom, it’s important to know how it compares to other models like traditional, hybrid, and indie publishing. In this blog, we’ll break down the key differences between each, so you can confidently move forward with your publishing journey.

Traditional publishing: The classic approach

Traditional publishing is often seen as the “dream” for many aspiring authors. In this model, a publisher acquires the rights to your manuscript, covering all the costs of production, distribution, and sometimes marketing. Major publishing houses like Simon & Schuster or Penguin Random House offer extensive distribution networks and access to media outlets, making them attractive options for authors seeking broad readership.

But we all know by now, it is an extremely competitive market. Authors generally need a literary agent to submit their work to traditional publishers, and even with representation, the process can take years. Creative control often rests with the publisher, and authors are expected to collaborate with editors on revisions.

While traditional publishing offers a certain level of prestige, authors usually receive a smaller percentage of the royalties, making it a trade-off between wide reach and financial control.

Hybrid publishing: Shared investment, shared control

Hybrid publishing is a middle ground between traditional and self-publishing. In this model, the author contributes to the costs of production and marketing, while the publisher provides professional editorial, design, and distribution services. The profits are also shared more equally between the author and the publisher than in traditional publishing.

Hybrid publishers still carefully select manuscripts and maintain editorial standards. However, since the author shares the financial investment, hybrid publishing offers more flexibility and creative control than the traditional route.

This option is ideal for authors who want professional backing but still desire more influence over their work and marketing efforts. Just be mindful of the terms — always ensure that your rights and royalties are protected.

Indie publishing: Independent presses with niche audiences

Indie publishing refers to independent presses — small or niche publishers that cater to specific audiences. These indie publishers pay for production costs, and some also assist with marketing, though many leave the bulk of promotion to the author. Indie presses tend to focus on quality over quantity, with smaller lists and more personalized attention for each title.

Indie publishing can be ideal for authors looking for a tight-knit relationship with their publisher, often in niche genres or local markets. While the reach may not be as extensive as with a major publishing house, indie publishers often have loyal readerships and are capable of producing high-quality books. Some indie titles even gain critical acclaim, including awards and starred reviews from outlets like Kirkus.

However, authors may need to invest in additional marketing to reach wider audiences, as indie publishers often have limited resources for promotional campaigns.

Self-publishing: Full control, full responsibility

Self-publishing is a completely independent approach where the author takes on all responsibilities of publishing — both creatively and financially. We need to make the distinction here because sometimes, self-published authors are called “indie authors,” but make no mistake this is not the same as indie publishing. 

Self-published authors handle everything from editing and design to distribution and marketing. While this path offers complete creative freedom, it also comes with more financial risk.

Authors who self-publish earn a higher percentage of the profits, but they also have to cover all costs upfront. This means hiring editors, designers, and sometimes even marketing professionals to ensure their book competes in the marketplace. Self-publishing is especially appealing to authors who want full control over their book’s production timeline, design choices, and how it’s marketed.

With self-publishing, you’re likely going to need a lot of support, and that’s where we come in. At 3 ferns, we specialize in helping self-publishing authors navigate this complex process. While we are not a publisher, we provide expert support with services like editing, book cover design, formatting, and self-publishing consultancy. Our goal is to empower authors to produce professional, polished books while retaining full rights and royalties. Self-publishing doesn’t have to be a lonely road, and with the right support, it can be both rewarding and financially beneficial.

Choosing the best path for your book

Each publishing model comes with its advantages and challenges. Traditional publishing, while offering prestige and reach, costs you creative control. Hybrid publishing gives authors more influence while still providing professional services, but with a little more financial weight. Indie publishing connects authors with specialized, often niche audiences but may require additional marketing effort. Self-publishing puts authors in the driver’s seat, offering full creative freedom and higher profit margins, but also demanding a larger investment of time and money.

As we always say here, you know yourself best. You know your capacity to handle financial burdens, marketing responsibilities, and operations costs. You also know how and why you’re publishing a book and who you want to read it. With all of that in mind, you will no doubt come up with the best decision for your situation and purpose.

Your publishing journey, your choice

The world of publishing is full of possibilities, and no one path is better than the other — it all depends on your goals as an author. Whether you want the backing of a traditional publisher, the shared investment of a hybrid model, the niche focus of indie publishing, or the complete control of self-publishing, the right choice is the one that aligns with your vision and needs.

No matter which path you choose, understanding the distinctions between these models will help you make an informed decision. If you’re leaning toward self-publishing, but need expert guidance, 3 ferns is here to help you bring your vision to life — on your terms, with your full control intact.

Get in touch

Don’t  delay your dreams and reach out to us to learn how to get your self-published book out there! You can schedule a Self-publishing Curiosity Call with our expert Leesa, and she’ll give you everything you need to know to get started!

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