How YOU Can Publish Profitably on Kindle

by Dan O'Day on April 17, 2014

Kindle Owl
As you might know, last month I published my first Kindle book.

(Actually, I hope you do know; otherwise, I’ve got to improve my marketing efforts.)

After seven months of *work, to my amazement I finally found myself with my finger poised over the “Publish” button in Kindle.

*It wasn’t seven months of nonstop work. It was sporadic. At times it seemed as though the book would become a lifelong project.

After I’d finished the first draft, a friend introduced me to someone who’s been doing astonishingly well on Kindle.

She has such great ideas related to creating quality books quickly and, of most interest to me, marketing them effectively.

So many things I simply never would have thought of doing.

I like to think my book would’ve made Kindle #1 status even without implementing some of my friend’s ideas; I’ll never know.Barbara Rosenblat Audiobook Narrator

On Tuesday, April 22, we’ll be conducting a free 90-minute webinar about Kindle publishing for my “Dan Saves Radio (People) group, during which she’ll teach you:

  • How to take what you already know how to do and use it to create quality books, quickly
  • How to identify most profitable niches
  • How to write an entire book in less than 3 hours (even if you’re not a writer)
  • How you can get books created for free. (I know you’re skeptical. When you learn her methods, you’ll feel guilty for assuming it must be a scam.)
  • Exactly how you can get a quality book of your own created and published in 2 weeks or less

The webinar is free to attend. We expect it to run around 90 minutes. All you need to do is register here for the free webinar about publishing your own Kindle books profitably.

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question mark two peopleA radio copywriting seminar attendee in Pittsburgh told me that as a college student, he once received a failing grade from a professor for turning in a commercial script that began with a question.

“Never begin a commercial with a question!” bellowed the Professional Educator.

You’ve heard that, too, huh?

Ridiculous.

But his professor offered a reason I hadn’t heard before:

“Who’s going to answer?” he sneered.

Ummm….Only everybody, more or less.

Have you ever been told, “You never should begin a commercial with a question?”

Wait — wait! I just saw you nod your head.

How can you mentally be responding now?

I mean, you’re over there, reading this on your computer monitor.

Meanwhile, I’m writing this from the deck of my 120-foot Hatteras yacht in Marina del Rey, with the seagulls swarming and the late morning breeze stirring my appetite with the aromas from Pete’s Authentic Seaside Hamburger Bistro.

Okay, I don’t own a yacht.

I’m writing this from an Internet cafe in Budapest.

No, seriously, I’m balancing my computer on my lap in a crowded airport lounge in Toronto.

Lies, all of them. But specific enough to paint believable pictures. (You might want to remember to paint vivid, specific pictures in your own ads.)

But here’s what’s important:

Wherever I am right now, you’re not here.

And still you responded to my question, “Have you ever been told, ‘You never should begin a radio commercial with a question?’ ”

Why do you suppose that is?

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Last week I shared 6 ways to anticipate and, in your radio commercial, overcome six types of objections the targeted consumer might have to your offer.

If the objection is Aesthetic, you can overcome it by educating and/or repositioning.

Marketing Secrets of a Mail Order MaverickIn the 1970s, legendary copywriter and entrepreneur Joseph Sugarman found himself faced with the task of marketing a great, ugly product: an ion generator.

Of course, ion generators are quite familiar to consumers today…thanks to the hundreds of thousands of units sold by Sugarman.

Great: The Energaire ion generator provides a much healthier breathing environment.

Ugly:  In his MARKETING SECRETS OF A MAIL ORDER MAVERICK, Joe explains:

“The product looked strange. It was a cylinder with the top slanting down and a small ball of steel wool at the very top center of the product, the ion-emitting portion of the unit….

“The part of the unit I did not like from an esthetic product design standpoint was the small ball of steel wool; it really took away from the beautiful design.”

So the “objection” Joe had to overcome was the ugly steel wool ball.

Here’s how he did it in his magazine ad:

Headline

Miracle Fuzz

Subheadline 

A new space-age invention and the same effect as lightning combine to create the world’s first home oxygen generation system.

Copy

You need oxygen to live. You can live without food for 60 days, without water for seven days, but without oxygen, you won’t make it past two minutes.

That small piece of fuzz located on top of the cylinder shown above emits negatively charged electrons which attach themselves to molecules of oxygen, thus creating ionized oxygen.

Rather than allow consumers to see the picture and think, “But it’s so ugly!” Sugarman anticipated and swept away that objection by:

A)  Repositioning that ugly ball of steel wool. It’s not an ugly ball of steel wool; it’s MIRACLE FUZZ!

B)  Educating the consumer as to how that Miracle Fuzz can add so much to their daily lives.

When you’re writing your radio advertising copy, ask yourself:

“What might prevent people who would benefit from this product or service from giving it a try?”

and

“How we can ‘get ahead of’ that object and present it positively?”

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Radio's Answer LadyOne of my favorite radio personalities, whose daily program helped show me you could be a “DJ” and still be “real,” was Geoff Edwards.

Geoff Edwards told me not to get into radio. Or something equally flippant; my memory of my on-air conversation with Radio’s Answer Lady is foggy.

What I do recall, however, is something I haven’t seen mentioned in any of the media coverage attendant to Geoff’s death last month at the age of 83.

Almost everyone mentioned his popular feature, “Radio’s Answer Lady,” which was simply Geoff answering questions from listeners over the phone during his show on KMPC/Los Angeles.

I myself had called in to ask — although even then I knew what a silly question it was — “How can I get into radio?”

Geoff answered flippantly. Something like “Don’t” or “Why would you?” or “Beats me.” But even then I knew it was a silly question and one that he no doubt often heard.

But none of the media coverage I saw explained why Geoff, speaking in his own, obviously male voice, referred to himself as the Answer Lady.

Probably none of them knew.

But I know. Because I remember the day he introduced the character.

Geoff had been doing his Q&A shtick as “Radio’s Answer Man.”

One day, however, he received a Cease & Desist order from Shell Oil, accusing him of infringing on their trademarked “Shell Answer Man,” which was featured in their television ads for nearly 30 years.

Geoff read the C&D on his show and promptly changed the name to “Radio’s Answer Lady.”

So long Geoff. Thanks for giving me a glimpse of what was possible beyond “disc jockey, good pipes, tight board.”

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Earlier I shared with you the two ways in which a radio commercial can overcome the objection of “Price.”

radio advertising objectionsradio advertising objections

 

 

 

 

 

 

Here are 6 more common reasons consumers might have for not responding to your advertising as you’d like them to…and how to overcome each objection in your spots.

If the objection is Fear of Non-Use Due to Complexity, stress Easy Learning Curve or Available Support.

Easy Learning Curve

At first I was reluctant to order the new Abdomizer, because I was afraid I wouldn’t be able to put it together. But it was so easy that even my brother-in-law was able to do it — and he’s a complete moron!

Available Support

Even though the new Abdomizer is so easy to use, you’ll be assigned your own Telephone Coach who will answer any questions you might have about set-up, exercises, training regimen…even the proper diet you should follow to develop rock-hard abs in just five days.

If the objection is Fear It Won’t Perform As Promised, stress the guarantee:

We’re so confident that you will Learn Calculus While You Sleep that if for any reason you’re not absolutely thrilled with your results, we’ll return every penny you paid — including your shipping costs. So you have nothing to lose….

If the objection is the Assumption That “They’re All Alike,” dramatically explain the differences between your product and your competitors’:

“Speedy, radio-dispatched service to your door. Call our toll-free number.” Ever notice how all plumber ads are alike? But try asking one of those services what happens if it takes too long for the plumber to show up at your house, and you’ll get a bunch of doubletalking excuses. We know that when you need a plumber, you need a plumber NOW.

That’s why we’ll have a trained technician with all the tools he could possibly need at your door within 90 minutes of your call…Or you won’t pay for the service call.

Plumbing Emergency? Call Speedy Bob’s Speedy Plumbing at 800-345-7638. Speedy Bob’s Speedy Plumbing; 800-345-7638. Because when you’ve got a plumbing emergency, you DON’T want to wait.

If the objection is Distrust, use testimonials. The real words of real people, in their own real voices.

And no, not recorded over the telephone.

Yes, recording over the telephone saves you a lot of time.

But it sounds cheesy.

More importantly, it distances the listener from the personal experience you should be trying to deliver.

If the objection is Procrastination, offer incentives to force the targeted consumer to act on the sales message now:

* Genuine, substantial, limited discounts

* Limited inventory

* Special bonus incentives

* An “event” so attractive to your target audience that they’ll leave the comfort of their homes and come to your show room/dealership/store.

If the objection is Confusion, educate the consumer. Selling is not “convincing.” Selling is not “entertaining.” Selling is educating.

Don’t allow your clients to be among the radio advertisers who mistakenly assume your listeners willingly believe whatever they hear in a commercial.

Next: An ingenious way to overcome an objection to the product’s Aesthetics.

Download the Radio Sales Objections Scriptbook here.

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