I have stressed the importance of author landing pages, but I can't help you understand the importance of one if you don't know what an author landing page is, so I'm here to explain.
In the marketing world there is a term called a "Landing Page". I will explain what a landing page is by this:
Have you ever seen a facebook ad that caught your eye--admit it, you clicked on the cute bark box ad--and were routed to another screen that popped up? You laughed at the antics of cuddly puppy picture and then you clicked on the ad. That ad brought you to a landing page! While you were on the landing page you scrolled down a bit and saw a BIG arrow or flashing lights telling you to...subscribe!! Go ahead, click the button--see the landing page...
You laughed so hard or were entertained so much that you said, "Sure!! I'll join! What other funny stuff do you have?"
You just gave that site your well earned, cold hard-email. As a marketer I understand that you're email is worth about $1 of my marketing budget.
Marketers cherish your email, they pet it and name it George, and then--they send you stuff! You may like it, you may not like it and unsubscribe and that's okay!! Because they'd rather spend their money on true fans. True fans will buy everything they have to offer...
You get this part, you understand it because you've been the one giving your email. Now it's time to be on the email-getting side.
That page that had the "Freebie" here or "Sign-up for more laughs" was not the only page on their website. That's right you clicked on the ad and...landed on their landing page. The page that does 3 things:
1. Sets expectations. Meaning it tells you what you get (now and in the future) for signing up.
2. Gives you purpose as to why you should sign up.
3. Has a signup form. Or in other terms...gives you a place to enter in your email (if not your name too).
When someone fills out the form on my site, the name and email goes straight to mailchimp--no fuss for me and you get your free book immediately!! No waiting for the time-pressed author/publisher to get you your PDF. You also get emails from me letting you know about the things going on!!
Some may disagree, but building an email list is part of building fans. Fans want to know what you're up to. They want to read about their authors. Most my authors understand about having an email list. They think, but I put a form on my blog...I put a form on my home page, I put a form on my...
Yes, but do you have a page on your website dedicated to the WHY and WHAT a reader gets for signing up? They will see your form, but they may not realize what they get for giving their dollar to you. Imaging your fan thinking, if I give this man a dollar will he then follow me around--like Google?
So, if you're still scratching your head about what an author landing page is...it is a way to knock out all the distractions and say, this is what I want, this is what you get. Look at Gail Mencini's landing page HERE. It's a good one! Clean, fresh, explains what the book is about, what you get and what you have to do to get the six chapter sample. You're landing page is the new business card. If you want to do business, set out your business card on your online business and let people take your business card with them.
You're trying to get fans, and readers want to know they'll like you before they buy. (Yes, they are buying you--not your book).
If you attach the ad to a book on amazon...it doesn't mean that person is going to buy the book. In fact, no one is going to buy your book if you think your landing page is your amazon link.
Just because they clicked your link on the witty twitter message or facebook ad doesn't mean they are going to invest any money or even time to read your book. It means you hooked them and you better damn well let them know what the hell is going on. An explanation like "Hi! Thank you for coming, I'm going to knock you're socks off for reading this book that I'm going to give you for FREE!"
ACTION ITEM: Create a landing page so that when you put a link on your tweet or Facebook post you're not just sending them to buy your book. Send them to your website so they can decide for themselves if they want to take the time to read you!
My efforts are to make this a learning blog where writers can see the flip side of publishing. If you have comments that will improve your experience or have a certain topic you'd like discussed, please contact me through email - HERE.
~ Sincerley, Your Editor
Troll River Publications
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