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Book Marketing Insights: The Blue Pill and the Red Pill




[Book Marketing Insights
The Blue Pill and the Red Pill]


© 2016, Bill Platt



This is an Educational Guide!


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Copyright © Bill Platt. All Rights Reserved.



Table of Contents

Blue Pill or Red Pill? 4

The Mechanics of Selling Books 7

Getting Started 10

A Little Bit of Knowledge Will Take You a Long Way 12

About Bill Platt 14


h1<{color:#00000a;}. [] Blue Pill or Red Pill?


You take the blue pill, the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill, you stay in Wonderland, and I show you how deep the rabbit hole goes. " -- Morpheus in The Matrix



Yes, it is just a movie, but it has more parallels to real life than you can imagine.


If you are comfortable with what you know now, and you are unwilling to open your eyes to see the world through my eyes, then close this short book and go back to sleep.


Otherwise, buckle up buttercup, and get ready to take a wild ride into a world that you may not know as of yet.


I had a conversation with a fellow this week. I am paraphrasing our discussion, in case he is watching and thinking, “I didn’t say it that way.” :)


His position was, “You are always sending me emails, telling me about some shiny new object that I can buy, but you are not actually helping me solve my problem. I need to sell more books, and you are only showing me products that give me some insight, but products that don’t actually answer my questions.


In essence, I told him that I have learned from the school of hard knocks that if I take all of my knowledge and pour it into a 500-, 800-, 1200- or 3000-page book, no one would buy it.


I have produced several large products, comprising of several hours of videos and hundreds of pages of text, and those training products did not sell. I tested the sales page at several price points, starting high, then dropping it to as low as $10, seeing only a few sales at the smaller price.


The number one complaint by those who commented on the offers was that there was too much information in my training for those consumers to seriously consider the purchase.


Later, I would extract a small piece of the bigger package, and turn it into a stand alone training product. After turning a piece of the big package into a small product, sales would take off, allowing me to sell hundreds, and sometimes thousands, of units at several price points ranging from $10 to $97.


It was shocking to the mind. I found that I could rarely sell a big package at any price, but if I took the big package and broke it into 8 to 10 smaller products that I could sell and sell and sell, at pretty much any price point.


I told the fellow I to whom I was speaking that I have learned that many people are often only willing to pay me for my knowledge if I compress the information into a small and tight little package and sell it for ten or twenty dollars.


People seem to be shy about purchasing any training product that is delivered in a huge package, whether delivered in print or video.


However, if I take a simple idea and put it into a simple PDF or Kindle ebook, not only are people willing to buy it, but they are willing to pay me good money for my information.


The challenge for me is to take 30 years of experience, break my knowledge down into a simple, bite-sized training package, sell it, then move to the next tiny training package. And I have to do it this way, or few people will buy my products or pay me what my information will be worth to them.


There is no simple answer to how to sell your books. There are simple techniques and simple concepts behind it, but there are no simple answers.


I am already running the risk of overwhelming my audience with the amount of information I am going to share in this short ebook.


Books are not a commodity, like rice, wheat or corn. With a commodity, prices are pretty stable and prices are generally determined by the middle men who buy and resell in volume.


A book is not valued by the number of pages it has, but rather by the amount of value someone gets from the book.


With a fiction book, consumers decide what they are willing to pay for their entertainment, and that becomes the average price of a fiction book.


Nonfiction books are a little different, in that the value that one receives is rarely measured by the number of pages in a book, but rather the value of the information conveyed to the reader.


When I was studying computer programming, those books that would teach me how to program were priced generally between $60 and $100. I paid it, because the value that I was receiving from those books was outstanding – I was learning how to program computers.


There are a few other nonfiction genres that can demand higher prices and get them, such as health related and financial books.


If you are writing fiction books, prices seem to have a cap of around $10 for Kindle books and around $25 for print books.


If you are writing nonfiction books, prices vary widely depending on what is being taught and how much real value is given to readers.


Honestly, there is no real top-end price on nonfiction books.


Think about text books for example. Many of those will sell for hundreds of dollars.


There are some books in the health industry that also sell for hundreds of dollars. If you have any doubt about what I am telling you, check out the pharmacology books inside Amazon. On the day that I checked this list, two books were priced between $80 to $100 and three more were priced at or more than $100, just in the top 20 books in the genre.


In the financial genre, under [+ the Corporate Taxes sub-genre+], I found four books in the top 20 books priced over $100, with two of those books priced in the range of $200.


While you and I may not be prepared to write books in these sub-genres, it does prove my point that some nonfiction books are worth a lot more than other books.


In most genres, a book is worth what someone is willing to pay for it, and as demonstrated in the top 20 books list in the two genres above, those high-dollar books likely provide a lot of value to readers and they are probably worth every penny people are asked to pay for them.


The main point I want you to take away from this chapter is this…


If you want to earn more royalties from the books you write, then focus on providing more real value to your readers.


Don’t cut corners. Give people the kind of content they want and need from you, and your readers will reward you for doing so.


If you write fiction, write a great story that will take your readers on an emotional roller coaster.


If you write nonfiction, give your readers excellent information that they will be hard-pressed to find anywhere else.

[] The Mechanics of Selling Books


Here is the thing about selling books… Although it seems pretty difficult on the surface, this is actually a pretty straight-forward and simple process.


The reality is that there are a lot of little pieces that go into the process of selling books:


p<{color:#00000a;}. A Great Book, or at least a good book

p<{color:#00000a;}. Book Cover

p<{color:#00000a;}. Book Title

p<{color:#00000a;}. Price

p<{color:#00000a;}. Book Description

p<{color:#00000a;}. Reviews, but only as a fall-back to a less than convincing book description

p<{color:#00000a;}. Understanding your target audience

p<{color:#00000a;}. Understanding how to get the attention of your target audience

p<{color:#00000a;}. Understanding how to make your target audience take an action they need to take to buy your book

p<{color:#00000a;}. Getting more traffic from people who are likely to buy your book



There are a few points I need to make about this list…


A book with a great description on it does not need reviews on the book. What happens is that people will read your book description, and if the description has convinced them to buy, they are going to reach up and click the buy button on your book.


However, if your book description is weak and is not able to convince the buyer to click the buy button, people will next turn to the reviews to see if reviewers can answer the questions that the author did not answer in his/her book description. At this point, people are relying on perfect strangers to answer those unanswered questions for them.


Reviews are only necessary as a fall-back, when the book description did not do its job of convincing someone to click the buy button.


If you have a solid book description that convinces consumers to click the buy button, then you don’t need book reviews – period.


The next point I need to make is that there are two sides to the selling process:


p<{color:#00000a;}. The information on your sales page that tries to move people towards the buy button.

p<{color:#00000a;}. The advertising that can be placed anywhere where an audience is to be found, to pre-qualify the people who are likely to buy your book and get those people to your sales page.



The first side of the selling process is your book’s sales page, and the second side is your book advertising.


I can show you literally thousands of different ways to get people to your book’s sales page, BUT AND THIS IS SUPER IMPORTANT, no amount of traffic to your book’s sales page is going to do you any good if you did not do a good job with the first six items on the big list above.


Those six items are again: your book, book cover, book title, price, book description, and reviews if your book description doesn’t work for the consumer.


Those six items together determine if a book coverts at 18% ( 18 of 100 people buy ), 1% ( 1 of 100 buy ), or 0.01% ( 1 of 10,000 buy).


Simple changes to your book description could literally explode your sales. More on this in a minute.


The next step is to get more potential buyers to your sales page.


If you understand WHO is most likely to purchase your book, then you will be able to have the right kind of conversation with the right persons.


If you understand WHAT motivates them to buy, you can have a conversation with the general public that will instruct the people who are most likely to buy your book to visit your sales page.


If you understand WHERE those people hang out, then you will know how to get your advertising message in front of the right audience, so that you can invite them to visit your book’s sales page.


If the first six pieces are in place, and you add a steady supply of traffic to your sales page – traffic that consists of people who are likely to want to own your book and already believe that you can give them what they want (pre-qualified traffic), then you can keep sending the right type of people to your book’s sales page, enabling you to sell a lot more copies of your books.


Understanding what it is that you need to do is the first step. The second step is doing what you now understand you should be doing.


Selling books is easy, when you have put together the pieces in a way that works.


You have to have a strong sales page, and you need to send the people who are most likely to buy your book to your sales page.


But here is the problem most of you are facing today…


You don’t know how to create a strong sales page with a good book description.


Even if you understood how to do that, you don’t know: WHO is likely to want to buy your book, WHAT motivates them to click the buy button, and WHERE you can go to get your message in front of them.


You lack the understanding, but you do not lack the aptitude.


If you are willing to pay attention, and you are willing to do what it takes to be successful, YOU CAN DO THIS!


There is nothing hard about what I teach. There are just lots of little pieces that you need to put together in your brain.


Anyone who is committed to their own success CAN DO THIS


Are you committed, or are you wishing you took the blue pill instead? ;)


Now, here is where the rubber hits the road…


You need to get to speed quickly on what you need to know… And once you have gone through the training, you need to DO what you have learned…

[] Getting Started


I don’t have a single book or product that will teach you what you need to know, but I do have some recommendations to get you where you need to go…


When it comes to setting up your book description, I have two recommendations:


p<{color:#00000a;}. Perhaps one of my best-reviewed training products is “Hypnotic Book Descriptions,” which can be found HERE.

p<{color:#00000a;}. Rob Howard and I are doing a live training class covering how to write book descriptions on January 3rd, 2017. You can sign up for “The Handshake Method Class” on our website, HERE. If you miss it live, you will still be able to get the video download file when you make your purchase.



When it comes to understanding your audience, I just put up a video interview that will teach you much of what you need to know to be able to understand your audience.


I am not the creator of this training, but I am JV’ed with the guy who owns the materials. This is delivered within a one-hour video interview, and we have also included the transcript for the video.


It is called, “Writing Sales Copy with Michel Fortin.” If you don’t know of Michel Fortin, he went down in the record books as being the first person to write a sales letter that sold one million dollars worth of product on launch day. John Reese’s “Traffic Secrets” cleared one million in sales in just 18 hours, and Fortin was his sales page writer.


The Michel Fortin product is an hour long interview with Fortin where he will teach you how to identify your target audience and how to find that one key piece of information that will sell your book.


Within this interview, Fortin teaches us WHO is most likely to purchase our books or products, WHAT motivates them to make a purchase, WHERE to go to find those people, and much more.


The final product I want to recommend is from Rob Howard will help you get the right people to your sales page.


Once you have your book description put together correctly, and you understand your target audience, then Rob Howard’s AMS training (Amazon Marketing Services) will show you how to put the people who are most likely to buy your book on your book’s sales page for just pennies per person.


Author [+ Richard Lowe Jr.+] has literally used the AMS method to explode his sales on Amazon Kindle, but he only took this step after he fixed his book descriptions using the methods that Rob and I are teaching in our “Handshake Method Class”.


Lowe said that when he implemented the recommended changes on his book descriptions, he saw an average of a 300% increase in sales on most of his 50+ books.


He also said that when he started using Amazon Marketing Services to promote his Kindle books, he was seeing an average of a 1000% to 1400% increase in sales on each of the books he was promoting using the AMS system, and his cost per sale was frequently in the range of just pennies per sale.


Between the “Hypnotic Book Descriptions” training and the “Handshake Method” training, you will be able to quickly wrap your brain around what it takes to write a great book description that has the very real potential to significantly improve your book sales and royalties.


Writing Sales Copy with Michel Fortin” is a really interesting video interview that will give you a whole lot of insight into the process of writing your sales copy / book descriptions, understanding your target audience, and understanding what motivates people to buy.


And Rob Howard’s “Amazon Marketing Services” training will bring you up to speed really quickly on how to use this advertising service from Amazon to put more buyers on your book’s sales page – people who are very likely to want to purchase your books.


None of the items I have recommended are “required” purchases. I have given you enough information inside this book that if you put your mind to it, you will be able to figure out how to do everything I am recommending to you.


However, if you do need the extra training, the four packages I recommend could potentially get you where you need to go quite quickly.

[] A Little Bit of Knowledge Will Take You a Long Way


I will wrap this guide here…


I have provided you a solid overview of all of the little pieces that you need to make your book promotions work for you.


A little bit of knowledge could take you a long way… And a bit more knowledge could take you even further…


Get your education on this topic, and dive in with both feet…


If you do, your books could start selling at levels that you would like to see them selling…


And when you have achieved that bit of initial success, you are going to be hooked on learning what you could do to take your books sales even higher. :)


I am already hooked, and I expect I will be until the end of my time among the living.


Over the years, I have learned that a little bit of success will give you a little bit of confidence, and more success will give you more confidence.


Every small step you take that leads to some success will give you the confidence you need to aim higher with your next goal.


When I got started, I just wanted to make an extra $50 month on average. When I achieved that milestone, I reset my goals to $250 month and later I set my goal to $1000 per month.


Eventually, I had progressed so far that I set a goal of reaching $50 per day on average. Once I achieved that milestone, I set my goal to $100 per day on average, then $150 per day and $200 per day.


Had you told me ten years ago that one day I could count on making $200 per day, I might not have believed you.


It is a strange kind of thing – the way the human mind works.


$50 per day on average is typically impossible to reach, until you first have the confidence in yourself that you can actually achieve your goal.


Once you realize that $50 per day on average IS within your reach, something magical happens in the universe, and your goal will come within your reach.


When you hit the goal of $50 per day, you will ride comfortably at that level for a bit of time, then you will one day – as if by magic – realize that $100 per day is also within your reach.


Within this short book, I have given you the knowledge that you need to reach for the stars.


Now the ball is in your court…


Are you going to put your mind towards doing what needs to be done to elevate your book sales and royalties to a level that could have a positive impact on your life?


I hope so.


Thank you for taking the time to read this short book, and good luck with your book publishing career.



p.s. I love to hear from my readers. Feel free to contact me at the email address below.



p.p.s. If you would like to learn more about understanding your target audience and a few simple methods for increasing your writing speed and the quality of your story telling, I have a PDF report available for free to my subscribers. It is still as valuable today as it was when I wrote it in 2012. If you would be happy letting me send you email, you can have my “Kindle Writing Accelerator” PDF for free, in exchange for you signing up for my mailing list for book authors. [+ Click Here to Get Your FREE Copy…+]



p.p.p.s. If you need help understanding how to publish and upload your books on Amazon Kindle, I have a simple guide with plenty of screen shots to show you exactly how to do that. You can purchase it on the Amazon website, HERE.




[Bill Platt
Ponca City, Oklahoma USA]

[email protected]

h1<{color:#00000a;}. [] About Bill Platt


Bill Platt is a single father, raising his two younger boys in Ponca City Oklahoma. After seven years in Stillwater Oklahoma, he is now back in his hometown.


Born in Enid and raised in Ponca City Oklahoma, Bill has lived most of his life in Oklahoma, and he self-identifies as an “Okie”.


He started writing professionally in the mid-1990’s, then he stepped up his game in 2001. By March of 2005, he was able to quit his job and take up writing as a full-time enterprise.


Since 2001, Bill has worked with other writers, first as a service provider and later as someone who teaches writers and book authors “how to be the very best they can be.”


Learn about some of Bill’s other projects, by visiting the following websites:




Book Marketing Insights: The Blue Pill and the Red Pill

So, you have written a book, hoping that as soon as you published, people would be knocking each other over to buy a copy of your book... Each day you log into your sales statistics to check your progress, and each day you are shocked and saddened to see your book sales barely crawling forward. What makes it even more irritating is when you see books that seem poorly written and badly reviewed flying off the shelves. What is it about the people who are buying those books? Do they just prefer badly written books in their libraries? No, that cannot be the explanation... So what is it about your book that consumers seem to be rejecting? Is your book just not as good as you imagined it would be? Have you written a stinker that no one wants to buy? Have you just wasted the last six months or one year writing a book that no one wants to read? The frustration is almost enough to make you want to quit your book and walk away from writing books once and for all. But don't give up on yourself too soon... Let me give you a hint. If no one has read your book yet, your book isn't the problem. People don't hate books they haven't yet read. The reason why your book is not selling briskly actually has more to do with JUST THREE THINGS: Your book cover, your book title, and your book description. The book cover and book title are the lesser of the three factors that you should be looking at to determine why your book is not yet selling. Poor book sales typically comes down to JUST ONE THING: your book description... If you have a poorly written book description, very few people will be motivated to actually buy your book. It doesn't matter how good or how bad your book is written. Book sales are driven by just one thing -- your ability to tell people why they should want to read your book. There are a few key concepts that you need to understand about book descriptions and book marketing in order to get people to reach over and click the BUY button. If any of those things are missing, then your book will continue to be doomed to lackluster sales -- no matter how awesome or how horrible your book is. Hopefully your book is awesome, because I would hate to think that you as the book author are mistreating your readers. But that is another story altogether. And if your book is awesome, or at least good, then you owe it to the world to make your book attractive enough for people to want to buy it. Let me lay down for you the key concepts you need to understand to get your book sales moving forward. Click the BUY button, and begin your journey anew, with a greater understanding of what you should be doing to make sure that your books sell at a level they should be selling.

  • Author: Bill Platt
  • Published: 2016-12-24 02:35:10
  • Words: 4188
Book Marketing Insights: The Blue Pill and the Red Pill Book Marketing Insights: The Blue Pill and the Red Pill