Author Websites: How To Make Yours Original

Why originality?

You’ve probably all read a bunch of posts on “10 things your author website needs to include”, right? If you haven’t, read The Basic Components of an Author Website by Jane Friedman, it’s probably the best one.

But there’s a problem: what if all authors who set up their websites all follow the same design “rules” and advice? All these websites end up looking exactly the same, with a good old standard layout: home, books, about, contact bar. Of course, you need all these, but that’s no reason for displaying them the same way everyone else does…

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What Authors Can Learn From Startups

Today, our co-founder Ricardo Fayet is invited to guest post on Jane Friedman’s fabulous blog. He shared his thoughts on why most “book marketing strategies” are overused and where authors can find inspiration to explore new acquisition channels. Hint: it’s all about subversive thinking!

“I must have read over 100 posts on book marketing, and to be honest they all more or less highlight the same things “you need to do” in order to sell books: build your author platform (website, blog, social networks, etc.), have an email list, run discounts and promotions (via Bookbub, for example), contact bloggers/reviewers, optimize your metadata, etc.

In the startup world, we talk about “traction channels.” For authors, traction basically means gaining new readers, while channels are the different ways in which you can attract readers.

Andrew Chen, a famous startup advisor on growth, proposed an interesting concept a few years ago that he calls “the Law of Shitty Click-Throughs.” Chen explains that, over time, all marketing strategies lose their effectiveness and end up resulting in poor click-through rates.

We can apply the Law of Shitty Click-Throughs to explain why many authors now get the feeling that popular strategies like “perma-free” (creating work that is permanently free) are no longer an effective marketing strategy: there are just too many free books on Amazon. Plus, Amazon adapted to the perma-free strategy by separating paid and free books on their bestseller lists.What does this mean? You need to be more creative.”

Read the whole post here!

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