Episode 16 - Scaling Your Author Career using Facebook Ads with Mal Cooper

Introduction and Guest Overview:

• The episode features Malorie Cooper, a well-known figure in the publishing community, who has written over 100 books and is an expert in Facebook ads for authors.

• Malorie discusses how Facebook ads significantly boosted her book sales, taking her from selling 300 books a year to 300 books every two or three days.

Key Discussion Points:

1. Facebook Ads for Authors:

   • Facebook ads were crucial in scaling book sales for Malorie and her business, "The Writing Wives," which helps dozens of authors manage their Facebook ads.

   • Malorie emphasizes the importance of understanding that Facebook ads can be effective, but they require consistent effort and adaptation due to frequent changes in Facebook’s algorithms.

2. Kickstarter and Book Launch Strategies:

   • Malorie and the hosts discuss using Kickstarter to launch books as an alternative to traditional retail platforms like Amazon.

   • They highlight the potential of Kickstarter to build a dual career—one through Kickstarter and direct sales, and another through traditional retail platforms.

3. Repackaging and Rebranding:

   • Malorie talks about the importance of repackaging existing content to maximize its market potential. She mentions creating new covers, editions, and even translating books into other languages as strategies to keep content fresh and appealing.

   • The idea of using omnibuses and special editions to test new marketing strategies without the need to re-cover entire series is explored.

4. The Reality of Advertising:

   • Malorie and the hosts stress that while advertising can be a great equalizer, it’s not a magic bullet. Success requires patience, testing, and a willingness to invest in learning how to run effective ads.

   • They also discuss the challenge of managing expectations when it comes to the returns on investment in advertising, especially for single books versus series.

5. Read-Through and Series Success:

   • A significant focus is placed on the concept of read-through in a book series, which is critical for profitability. They discuss the benchmarks for good read-through rates and how they’ve shifted over time due to market saturation.

   • Strategies for improving read-through, such as fixing characters or story elements that might be turning readers away, are also covered.

Final Thoughts:

• The discussion underscores the importance of leveraging multiple platforms and strategies, from Facebook ads to Kickstarter campaigns, to maximize book sales and build a sustainable author career.

• The conversation ends with a reflection on the evolving nature of book marketing and the need for authors to adapt continuously.

This episode provides valuable insights for authors looking to scale their book sales through smart marketing strategies and the effective use of advertising and crowdfunding platforms.

Resources 

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

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

Writing wives episode:

Live on August 27th: https://www.thewritingwives.com/facebook-ads-advanced