Episode 12 - Click-testing with Steve Pieper

Lee and Russell are joined by Steve Pieper who teaches click-test advertising and direct sales strategy to authors. 

Opening credits and editing by the amazing Jim Wilbourne. 

Hosts Russell Nohelty and Lee Savino kicked off the latest episode of their Six Figure Author Experiment podcast with special guest Steve Pieper, a.k.a. Lars Emmerich, discussing the ins and outs of click testing and direct sales for authors.

Key Highlights:

1. Introduction to Steve Pieper:

   • Steve Pieper, writing thrillers under the pen name Lars Emmerich, shared his journey from relying solely on Amazon to implementing direct sales strategies. He emphasized the importance of understanding reader preferences and optimizing sales pages through click testing.

2. Click Testing and Sales Strategies:

   • Click testing involves running short-term, low-budget ads to test different elements of a sales page or advertisement. This helps in determining what resonates most with potential readers.

   • Steve highlighted the significant benefits of direct sales, such as higher profit margins and control over customer data, which are not possible through platforms like Amazon.

3. The Cross-Channel Effect:

   • Advertising on one platform, such as Facebook, can lead to increased sales on another platform, like Amazon. This phenomenon, known as the cross-channel effect, shows the interconnectedness of various sales channels.

4. Building and Testing Effective Sales Pages:

   • Steve advised authors to incorporate reader reviews and testimonials throughout their sales pages to build trust and demonstrate value. He also recommended clearly stating the regular price of books and the discount being offered to highlight the value proposition.

5. Real-Life Examples and Insights:

   • Lee and Russell shared their experiences with direct sales and the spillover effect, noting how advertising on their stores led to increased visibility and sales on Amazon. They emphasized the importance of a well-crafted sales page and the strategic use of ads.

6. Practical Tips for Authors:

   • Invest in professional editing and cover design.

   • Use click testing to find the most effective sales copy and ads.

   • Leverage cross-channel advertising to boost overall sales.

   • Build a strong brand through consistent and high-quality content.

FINAL THOUGHT: In this episode, Steve Pieper, along with hosts Russell and Lee, provided valuable insights into the mechanics of click testing and the benefits of direct sales for authors. By understanding and applying these strategies, authors can significantly enhance their marketing efforts and sales performance. As always, the key takeaway is to continuously test, learn, and optimize to stay ahead in the competitive world of book sales.

• Purchase or Buy Facebook ads versus Traffic ads 

• Direct response versus branding marketing 

• What is click testing and why is it useful?

• How to leverage pricing and social proof to convert cold traffic to readers 

• “You are not your market”

• Click Testing for Authors 

• Steve’s AMMO course

• Check out Russell’s series launch checklist: https://BookHip.com/BDJDMNG

• Grab your own Free Book Launch Checklist (includes how to apply for merchandising)