How To Get Your Book Sales Moving With Facebook Ads. A Case Study With David Penny
“I’ve heard people swear by Facebook Ads, but I’ve heard far more people swear at them.
I’m one of the fortunate individuals who falls into the former camp, but it’s not by accident.
Joanna has interviewed some of the great success stories in this area such as Mark Dawson and Adam Croft. Sometimes we less stellar individuals view their success and believe we can never attain that position, but I hope to show we can forge success on our own terms.
In June 2014 I sold 4 books of the first in my Thomas Berrington series, released the previous month. I did no marketing, very little social media, and was reasonably content.
In June 2015 I had 2 books in the series and sold 13 copies for the month.
In November 2016 I am projected to sell 1697 books.
It was in November 2015 when I started to learn how to use the power of Facebook Ads that things began to change. Not at the start, because there were lessons to learn, and a craft to acquire. This is the story of what I did wrong, and what I did right.
Before I begin, however, I should I need to clarify something. The majority of success stories in the Facebook Ad arena have been sales of Box sets and series in the thriller or crime genre, with a few outliers in science-fiction. And most people start by building a mailing list using free content.
I did none of those things. But:
- I have a series – tick.
- I don’t offer the first book at a huge discount, but there is a small discount – half a tick.
- I made no effort to build a mailing list – no tick. In fact, slapped wrist, and something I need to correct and will.
- I write in the genre of Historical Fiction – no tick – this is a harder sell, I believe.
- I only had three books available when I started doing Facebook Ads, far less than recommended – no tick.
So although I’ve had some success it’s been limited, but it’s also been continuously improving. Here’s what happened, and what I learned along the way.
LESSON #1: Forget the words, it’s the picture that counts.
I was talking to a friend this week about how she picks a book to read, and her logic is exactly the same as mine. Forget Amazon – assume you’re in a bookshop and want something new to read. Personally I browse the shelves looking for a cover that attracts me. If I see one I take it down and read the back. Then I check the first page. I guess it’s the same on Amazon, iBooks, Kobo and everywhere else.
So when creating a Facebook Ad the number one, most important thing to get right, is find an image that smacks the reader across the face and screams genre and this book is for you.”