Welcome to Part Three of a three-part summer series focusing on successfully and efficiently marketing your book on Amazon. In Part One we discussed writing reviews for other products and books and explained why it is an important part of book marketing. Last time in Part Two we discussed three different techniques for soliciting reviews for your book and how to do it properly. Part Three will introduce you to three fun and interactive steps you can take right now to improve how Amazon’s search algorithm identifies your book.
Part Three: Using Reviews to Create “Activity” Around Your Book on Amazon
There are two obvious components to using reviews to generate book sales on Amazon — writing reviews and getting reviews. But there are also lesser-known elements of online reviews, and those are what we will discuss today. You see, Amazon rewards “activity” around your book by pushing it higher in its search results, because online activity signifies interest, and Amazon displays search results based upon what it “thinks” people are most likely to buy. So by including these steps in your ongoing “Review Process”, you tell Amazon’s program (algorithm) to “weigh” your book heavier than other books or products where these other steps are not being taken.
Step 1 – Indicate that positive reviews for your book are helpful. Each Amazon review includes a question that says “Was this review helpful to you? Yes or No.” As you receive new reviews, indicate that the positive reviews are helpful.
Step 2 – Every time you ask someone to write an online review for your book, also ask that they indicate other positive reviews as helpful. Clicking that little “Yes” button is fast and even kind of fun!
Step 3 – Comment on every review you receive for your book. If you receive a positive review, thank the reviewer for reading your book and for taking the time to write a review. It will encourage OTHER people to buy, read, and review your book. Bonus: If you’ve written another book, different from the book being reviewed, sign-off your comment with “your name, author of the new book, such-and-such.”
If you receive a negative review, ask yourself if you can address the negativity in a positive, non-confrontational or defensive manner. If you can’t, then simply ignore the review (being defensive or argumentative here will do more harm than good). If you can diplomatically and politely address the negative review, do so in a positive, and brief, manner.
If your book is receiving more negative reviews than positive ones, take note! Those comments may not feel like it at the time, but they’re worth their weight in gold. Save all of the feedback you receive and start working on a NEWLY-REVISED edition of your book. There’s nothing quite as rewarding as using the “Insert Product Link” (discussed in Part One) to point a negative reviewer to your newly revised book that incorporates their criticism. Why? Because nine times out of ten, they’re going to buy the book again just to see if you listened to them. Cha-ching!