There are few things in an author’s life that can generate extreme angst like the Amazon Best Sellers Rankings. If you’re unfamiliar with Amazon’s system, get the details in this free article on my website. I explain how Amazon’s ranking system works and the confusion some authors experience when tracking their numbers. But, did you know your book’s Amazon sales ranking can play a beneficial role in your marketing efforts?
It is common knowledge that the Best Seller Rankings are unreliable numbers that don’t account for accurate book sales. However, your book’s Amazon ranking can identify when a specific marketing activity makes an immediate impact on your book campaign. That’s because Amazon provides one of the few real-time pieces of sales data available to authors. If you see your sales ranking dramatically improve within a 24-hour period, you can deduce that a specific marketing activity had a positive impact.
For example, I recently worked on a major book launch for a client who is a Hollywood movie producer and inspirational speaker. As I monitored my client’s Amazon Best Sellers Rank during the launch week, one day I noticed that it quickly dropped from #2,500 down to #141. That dramatic change in the book’s ranking signaled that a lot of new sales had just occurred.
My client was conducting an active media tour to promote his book. But, he was giving so many interviews that I couldn’t keep up with his schedule. In addition, not all media gets the same results. Some interviews generate more traction than others. I wanted to identify exactly what type of interview produced such a rapid response.
So, when I noticed the big change in the Best Sellers Rank for my client’s book on Amazon, I quickly texted him and asked, “Your book’s Amazon ranking just dramatically improved…what interviews did you conduct in the past 24 hours?” He replied that a national radio station in New York had interviewed him the day before. Then, he added, “I think they posted my interview on their YouTube channel.”
I quickly searched YouTube, found my client’s interview online, and noticed that it had already been viewed over 100,000 times in less than 24 hours. Bingo! That interview was the catalyst driving an immediate surge of book sales.
Based on the discovery, I urged my client to drive more attention to that persuasive video interview. For example, he posted clips from the interview on his Facebook page. He sent parts of the video to his email list. We added the video to the home page of my client’s author website. Drawing attention to that video interview kept sales strong for another seven days. Since then, the video has been viewed over 293,000 times and still helps drive book sales today.
Here’s the key point: we never would have identified the powerful marketing video without noticing the dramatic change in the Amazon Best Sellers Rank for my client’s book. The sudden spike gave me the clue I needed to discover the video and use it to help my client maximize his book sales.
Likewise, you can benefit by monitoring (not obsessing) your book’s Best Seller Rank and watching for sudden spikes. If you see a dramatic improvement, then quickly analyze what marketing activities you conducted in the past 24 – 48 hours. The analysis can help define which marketing activities best motivate readers to take action and buy your book. Those are the activities you want duplicate and repeat on a frequent basis. For instance, you may see a sudden spike in your book’s Amazon rank after:
- Sending out a specific email blast
- Conducting a radio, TV, or podcast interview
- Posting a video on social media
- Speaking in public at a conference
- Starting a new Facebook or Amazon ad campaign
When you identify a marketing activity that causes your Amazon Best Seller Rank to suddenly spike, then you’ve discovered valuable sales information. You know exactly what to do again to generate additional response from your audience. You may also uncover the exact language that readers find the most persuasive about your book. Use that language in follow-up promotions.
Success comes much easier when you know which marketing activities cause readers to purchase your book. Use your book’s Amazon Best Seller Rank to help identify the tactics that work best. Armed with that knowledge, you can transform a mediocre book launch into a bestselling campaign.
If you found this topic helpful, I go into much deeper detail in my online video course, Mastering Amazon for Authors. There’s a 30-day money-back guarantee. So, you have nothing to lose, except missing out on a lot of extra book sales. Don’t wait. The course closes to new registration on October 10th.