What is an Amazon Campaign and How Does it Work?

I’ve been asked about Amazon Campaigns lately with more and more regularity. Maybe it’s because the word is creeping out I’ve help manage Bestseller Amazon Campaigns, or maybe it’s because the word is getting out about the power behind them.

The easiest way to think about an Amazon Campaign is that it is a coordinated book launch with multiple participants who all chip in toward making the book a best-seller. But it’s ooooh so much more than that! The key is creating an atmosphere where everyone wins. We’ll start at the beginning…

Person X, let’s name her Mary, has a book. She wants it to be a best-seller. Mary decides to organize a Bestseller Amazon Campaign. This means she will go seek out multiple participants with the goal that they will offer a free bonus (such as an eBook, free coaching session, entry to a teleseminar, etc.) for anyone who buys her book from Amazon.com on a pre-determined date.

Mary puts up a website that is a single web page, better known as a “sales page”. She will review all the benefits of her book and handle objections, then get to the hook. “If you buy my book that’s $17.95, you’ll get over $1,500 worth of FREE bonuses! All you have to do is buy the book off Amazon, come back to this site and enter in your order confirmation number, then all of the bonuses will be unlocked!” This makes is a pretty easy decision for the visitors.

For you visual learners, check out these example sales pages:
http://www.tt2012book.com/
http://heartbrokebook.com/
http://conditionalpublications.com/pages/check-mates-launch

They next part to the Amazon Campaign Day is launch day. On this pre-determined date, all of the participants will collectively email their subscriber database, write on their blog, make posts on Twitter and Facebook. Now you have 20-30 people ALL marketing for you!

Why would they market for the fun of it? Why would a person or company want to give away a free coaching session or an eBook they worked so hard to create??

Exposure. The possibility for more business. It’s pretty much the same reason everyone wants a viral video. If I email my database saying, “Go buy this book and you get my bonus free!” – well, my subscribers will be interested because they are stay connected with me for a reason.. they like what I have to offer. Every other participant will have the same response. So, lots of people go to view the sales page. Then, bam!, think of how many NEW people are seeing your product offering! An Amazon Campaign done right would have 300,000-600,000 emails go out that morning. Just dream of even 5,000 new people finding out about you all at once for… what… offering a $30 free product?!

You’re starting to catch on. It’s exciting isn’t it?

Over the next six months I plan to share more and more with you about Amazon Campaigns. It’s time for me to create a product out of this process! One that doesn’t have holes, one that gives the buyer *everything* they would need to successfully manage and launch their own Amazon Campaign for their own book. (I may have a treat for those of you who want to make a business out of this – business in a box maybe?)

Until then… 🙂

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