Getting the Most from Your Amazon Author Central Page

Amazon is the world’s largest bookstore, and if you’re an author, you need to make the most of your presence there. I spoke with several indie authors to get their advice on how to maximize your Amazon Author Central page.

Personalize your URL

Amazon Author Central gives you the option to customize your URL. Author Karen Dimmick calls this a “pretty link” which she uses to “easily send people directly to it.” Her personalized link http://amazon.com/author/karendimmick looks nicer than the auto-assigned https://www.amazon.com/Karen-Dimmick/e/B01E0BXITY (though both land you in the same place). Include your Amazon Author Central link in your email signature or on your business cards. Author Amber Fallon adds, “The best way to put your Amazon Author Central page to work for you is to make sure people know about it. Tweet it once in a while. Be sure to include [the link] on your website and your social media profiles.” Tyrone Givens notes that the “author dashboard has a very convenient button for sharing the link to the page.” … Continue reading

8 E-Commerce Marketing Opportunities Your Site Might Be Missing

How do you bring the right people to your online store? How do you get them to stay? How do you set yourself apart from competitors?

Many sites take advantage of pay-per-click advertising, social media channels, and search engine optimization to boost site traffic and sales. But on top of these tried-and-true strategies, what else can you do? I spoke to e-commerce site owners to get their advice on marketing opportunities you don’t want to miss. … Continue reading

Why Testing Your Creative in Context Is a Smart Move

PickFu polls are popular among mobile app companies, self-publishing authors, and e-commerce businesses. But these pollsters may be missing out on a helpful strategy: testing creative in context.

What does it mean to test something in context?

In a previous life, I worked in an ad agency. Whenever we pitched an idea for a billboard, we would Photoshop the creative onto a billboard. If we were creating a website layout, we would show the layout in a web browser. Sometimes when we pitched a TV commercial, we would even take a frame from the storyboard and Photoshop it onto a screen.

The same principle applies when you take a creative option, such an app icon, a book cover, or a featured photo, and test it using PickFu. You show that option in the context it will appear to the user, such as on a mobile device, on Amazon, or in a browser. … Continue reading

How to Write Unbiased Poll Questions

When conducting a PickFu poll, one of the biggest benefits is accessing an audience of people who have no familiarity with your product, logo, book, or whatever it is you’re testing. They approach the question without bias… but as the poll creator, do you?

Avoid these common mistakes and poll respondents will answer openly and honestly. … Continue reading

The Biggest Marketing Mistakes New Authors Make

What are the biggest and most common mistakes that new self-publishers should avoid? We reached out to three successful authorpreneurs to get advice.

Writing might be the “easy” part

“The biggest mistake self-published authors make is not approaching book publishing as a business, says “Inspiration to Creation” coach Nina Amir. “Many writers don’t realize that when they decide to self-publish, they become publishers. They open a publishing house. They enter into this endeavor eagerly because they are told it will be easy to self-publish, and they are surprised that they can’t just write, and that there is more to it than expected. They must carve out time to manage a team of designers and editors, pay taxes, promote, manage their publishing business’s finances, manage book sales, and more.” … Continue reading

Strategies to Get Your App Featured

What are the best ways to promote your app in news outlets and in the App Stores? I spoke with app creators to get their advice.

Timing is everything

Philippe Levieux is the creator of infiltr, a photo filter app that has been named an Editors’ Choice, Best New App, and Hot this Week in the iTunes App Store, and featured in over 150 countries. Timing is the key to his advice. “Always release your app on a Thursday,” he says, because Features also change on Thursday. Or more precisely, “We always schedule infltr to be released on Wednesday at 11 pm UK time, so if the feature team wants to feature it, it is perfect timing.” He also recommends “to leverage the new technology (both software and hardware) that Apple releases!” For example, “we were the first app allowing you to filter Live Photos back in iOS 9; we were the first allowing you to capture filtered Live Photos in iOS 10; we were the first to fully use the camera in an iMessage App! We are available on iPhone, iPad, iMessage & Apple Watch.” Being first with new features that Apple releases is an almost surefire way to endear your app to Apple’s editors. For infiltr, Levieux says, “we make extensive use of 3D-touch through the app. We have a Today Widget and a Photo/Video & Live Photos Editing Extension… Apple loves these.” … Continue reading

4 E-Commerce Site Features That May Help You Boost Conversions

When it comes to e-commerce, anything that moves the needle up is a welcome change. I spoke with leaders from successful e-commerce sites to discuss site features that increased sales.

Address Verification

A surefire way to lose a customer is to have a package delivered to the wrong address. Using an address verification software such as Addressy or SmartyStreets saves that hassle. With address verification, the customer only needs to input a partial address, and valid postal addresses will be automatically suggested, saving time and improving the user experience. Having accurate addresses also helps the online seller, as error messages can be avoided and user-inputted spelling errors are eliminated. According to Natalie Green, marketing manager at PCA Predict, “this technology is used by thousands of global retailers around the world including L’Oreal, Lands’ End and Monkey Sports. Here’s an example of it in action on Dormify’s website. As the user types, the tool autocompletes the
verified address – saving the customer from typing out the whole address.” … Continue reading

Five Dos and Don’ts of DIY Product Photography

Editor’s Note: Thanks to Peter Alessandria, photographer at GreatProductShots.com for the following guest post.

1. The camera

DON’T use your cellphone. Please. It’s not because I am a camera snob. The main problem with your cellphone camera is the lens. The wide angle can distort the view of your product. Since you spend thousands of dollars acquiring, designing, developing, prototyping and/or manufacturing your product, you want it to look its best, and the lens on the cellphone will not do it justice. It just can’t come close to the sharpness, clarity, and perspective you’d achieve with a decent camera. Plus, if you don’t have enough light, cellphone pictures look grainy. … Continue reading

Improving Your App Store Screenshots

Along with optimizing your app’s name, writing an app description that sells, and choosing a memorable app icon, mobile apps also need to think about what app store screenshots will best entice users to download. I asked successful app developers for their advice on screenshots, and these common themes emerged.

Your screenshots don’t have to be actual screenshots

“The greatest misconception about app store screenshots is that they actually need to be screenshots!,” says Jonathan Kerns, co-founder of Comparakeet. Hugh Kimora of Mobile Action agrees, noting, “the biggest mistake is taking screenshots of random screens or menu screens inside the app and not highlighting a specific benefit.” Instead, he suggests, “Use a text banner to specify the exact benefit of the app that you are trying to highlight in each screenshot.” In addition, Kerns advises, “Take a look at major gaming apps and the types of things that they do for inspiration. Incorporate a mix of imagery from within the app with short marketing messages and calls to action.” One such marketing message, says Adam Davis, CMO of Thingthing, is to “have one screen showcasing any awards or press coverage you’ve had by adding their badges and logos. This can be very powerful as it adds a great deal of credibility to your app.” … Continue reading

Tips to Create Beautiful Product Photography

I’ve written before about how a simple photo swap can dramatically increase sales. But how do you accomplish that gorgeous product photography? Should you hire a professional, or can you learn to do it yourself? I talked to businesses and photographers to see what tips they shared. If you think I’ve missed any, please leave your advice in the comments!

Strategy matters

First things first. Consider what your product shots should accomplish, and what tone of voice they need to create. Food photographer Sarah E. Crowder writes, “as a photographer, it comes as no surprise that I think high-quality photography is important to your business, but it’s important to get other aspects of your venture in order before investing in photography. For example, you should establish a marketing strategy and go through some sort of branding process before hiring a professional photographer so that you can get the most out of that investment.” Plan the kinds of product photography you need as well as those nice-to-have extra shots that might be leveraged elsewhere. Understand what media channels your product photos will inhabit: e-commerce pages and social media images all the way up to larger-than-life posters or trade show displays. … Continue reading