Amazon recently added a new tool they call “Amazon Giveaways” to our marketing toolbox. Using Amazon Giveaways, the book publisher can purchase an arbitrary number of copies of their book and have Amazon distribute them “free” to people who participate in the giveaway.
I’m not going to spend much time on “how to” in this article. There are a lot of resources out there that will get you started with Amazon Giveaways (including the wonderful resource written by my friend and fellow author Nicholas Rossis: How To Set Up An Amazon Giveaway). Instead, I’d like to talk about my experience and lessons learned after running two separate Amazon giveaways of the same title, Necromancer Awakening.
What To Know Before You Begin
Amazon Giveaways, at their core, are advertisements with compelling calls to action. But don’t expect to simply log on to Amazon Giveaways, click a few buttons, and be done with it. You need to come prepared with the following:
- At least one slightly-larger-than-thumbnail-sized image of what you’re giving away (book cover, etc.)
- Short copy that will serve as advertisement text (30-50 words, if I recall. Mine was 32 words.)
- A goal
In my particular case, I used the full cover art for #1 (front, spine, and back), minus the titling. This worked only because my covers tend to be a “scene”, rather than abstract concepts. If your cover doesn’t fall into this category, you may want to spend some time photoshopping something decent.
My giveaway looked like this [since it has been over for quite some time, it says “Giveaway Ended” at the top]:
You don’t have many words to grab a potential reader’s attention, so make them count!
How It Worked Out
Not so well. But I learned a few things. Here’s what my Amazon Giveaways dashboard looked like after I ran the first giveaway:
Absolutely pathetic. But rather than going straight into the “lessons learned”, I’d like to show you the results of my second giveaway for comparison:
Big difference, no? What did I learn? In no particular order:
- Don’t confine your giveaway to weekdays. That first giveaway began on a Tuesday and ended on Friday.
- Let the giveaway run for at least the default time span of 15-days. When I ran the first giveaway, I thought I’d be clever and shorten it to 3 days. Big mistake.
- Don’t be afraid to give away as many copies as you can afford. Any prizes remaining when your giveaway expires are “returned” to you in the form of being able to start up another giveaway at no cost. Or, optionally, Amazon will give you “download codes” to hand out to whomever you choose. The point is, you’re not going to lose the money for prizes you haven’t given away.
- The more prizes you put up for grabs, and the longer the “odds” you select, the more time you should allow your giveaway to run. In my first giveaway, I selected “1 in 300” odds. That meant that 1 out of every 300 participants would win a free copy. Notice how many entrants I ultimately had during that run? 175. It was impossible to give away more than 1 of the 7 prizes I reserved for the giveaway. But notice the second giveaway. 250 entrants with 5 prizes given away. For that run, I selected “1 in 50” odds, and allowed the giveaway to run for the full 15 days.
Unless you have a huge following of true fans, it’s going to take time for a few hundred people to decide to participate in your giveaway.
I’d like to reinforce what Nicholas Rossis said in his “How To Set Up An Amazon Giveaway” article: Your call-to-action should be to grow your Amazon following, not your social media following. Why? Because every time you publish, the people who are following you on Amazon are automatically targeted by Amazon’s marketing machine. They receive direct mail that lets them know one of their favorite authors has a new title available. This is priceless! No matter how good you are at book marketing, you’ll never be as good (or have as wide a reach) as Amazon. So let them do the work for you. For purposes of selling books to readers, I’d much rather pick up 450 Amazon followers than 450 Twitter followers or 450 page “likes” on Facebook.
Getting The Word Out About Your Amazon Giveaways
Amazon Giveaways are great and all, but they’re no different than any other promotion in one key area: no one is going to know you’re running one unless you tell people about it. So how did I get the word out about mine?
First, the bad. Once again, I have little good to say about Facebook boosts. While I find them helpful, on occasion, to spread awareness about a blog article, or to promote my Facebook Page, every time I spend money on a boost with a very specific call-to-action, it feels as if I’m funneling cash into a toilet bowl. I also shared the giveaway in a handful of Facebook groups I participate in. While the groups are active and full of friendly people, they’re all writers like myself. They know the score. They’re trying to promote their own work.
What did work, however, was a combination of two things:
- I “pinned” a post with a link to the giveaway on both my Facebook page and Twitter profile.
- I used the techniques I wrote about in my Platform Building Primer article to draw in new followers.
As new followers discovered my page and profile, they invariably followed the call-to-action! So, once again, platform is king.
Tracking Your Progress
Yes, you can see how many people are entering the giveaway as well as how many items you’re actually handing out. But there’s another interesting metric to consider: your Amazon author rank. Before your giveaway goes live, I recommend visiting AuthorCentral and jotting down or screenshotting your current author rank (in whichever category is more representative of your work). Then, throughout the giveaway, periodically take note of your current rank. If you’re getting a lot of traffic, and people are actually following you on Amazon (a few hundred additional followers), you should see a small upward trend in your rank (though I’m convinced the whole truth behind our ranks involves some black magic).
While I love having a new marketing tool in my toolbox, there is one very real and very obvious miss in all of this: Amazon still refuses to inform us of how many followers we have at any given time. We have no way of knowing how many people follow the call-to-action, win or lose, then unfollow us. I’ve written to Amazon about this, and all I get in return is boilerplate copy talking about how it’s their policy to not reveal follower counts.
Well duh. I know it’s your policy…
The policy is stupid and needs to change. And I don’t use words like “stupid and needs to change” very often.
Until Amazon changes this policy, the best you can do is track your book launches, launch-to-launch, to see if your Amazon following is having any impact. At this point, unfortunately, it’s a wash for me. But until Amazon lets me see a simple count of my followers, I have no valid metric to use to analyze my results.
So, I’ll end with two things to say to Amazon:
- Good job! Thanks for the awesome new tool!
- Get with it. Let us see a simple count of the followers we have. We don’t need or even want to see their names. We just need a total.
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