Most books get the majority of their sales in the first few months after release. After that, they begin a slow slide down the charts. This is true for bestsellers and duds alike.
Price pulsing is a sales strategy that will breathe life into your backlist. It has worked for decades, and it still works today. When I was the marketing director for a traditional publishing company, I used price pulsing to boost sales by 500%.
Price pulsing is an advanced marketing tactic, but it’s also like money in the bank.
How to Revive Your Backlist with Price Pulsing* Method 1: Use Your Own List * Method 2: Borrow a List* Method 3: The Reverse Coupon
In this article, you’ll learn three different methods that will boost the sales of your older books. But to implement these tactics, you must have a book for sale on Amazon.
Before we talk about price pulsing and how to do it, we need to discuss marketing psychology.
Reader Procrastination Kills Book Sales
As an author, one of your biggest enemies is procrastination. Procrastination keeps you from writing today, and it keeps your readers from buying your book today. It’s detrimental to sales.
How do you fight procrastination? By introducing urgency.
Urgency is why you work harder right before your deadline than you do when you get the assignment. Urgency is also one way to convince readers to buy your book now.
Price pulsing works because it injects urgency into the book-buying decision.
What is a Price Pulse?
“Price pulse” is the 21st-century term for what our parents used to call “sales.” It’s a temporary discount. Your local grocery store price pulses using paper coupons in the newspaper. Ecommerce stores use virtual coupons for sales as well.
You can’t easily create a coupon for Amazon, but you can temporarily lower the price of your book.
On a line graph, the price increases and decreases look like a graphed heart rate or pulse, thus the name “price pulse.”
A well-executed price pulse will cause a sales spike and a higher sales rank. A good price pulse can boost your book to number-one category bestseller status. Higher rankings plus the buzz of new people reading your book can increase your sales for weeks after the price pulse ends.
The ongoing sales are due to Social Proof. Learn how you can use psychological marketing triggers by listening to our episode on Social Proof.
Price pulsing is a less extreme form of Free Pulsing. Free pulsing is when you drop the price of the book to $0.00 for a short time. Free pulsing works best for the first book in a series, and you can learn about that strategy by listening to our episode on Free Pulsing.
Price Pulsing is Easier for Indies
Indie authors have full control over their book prici...