Building the Bridge: 4 Steps to Finding Your Audience

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When the right book falls into the right hands, magic happens. Skills are learned, problems are solved, afternoons are filled with entertainment—even revolutions are born. Question is, how do you make this magic happen?

Getting your book into the right hands is one of the biggest challenges in publishing today. The web has opened up an unprecedented flood of content. Much of it resides in giant online storefronts, with your book hidden among the countless choices. How can you get it within reach of the readers who would love it, would benefit from it, and can’t wait to share it with the world?

Big-time authors already have their own communities of enthusiastic readers. But most authors and publishers don’t. Our solution: Build bridges to preexisting communities with related interests. Ganxy empowers authors and publishers to do this by providing the software to showcase their books on all different channels.

In this post, we’ll take you through the steps that our most successful publishers and authors have successfully used over and over again to find the right audience-book match.

1) Where to Begin: Determine Your Book’s Distinctive Features narrative-794978_1920

Identify two or three features of your book that make it stand out from other books in the same genre. These hooks are what will help you determine your book’s audience, which may actually only be a small portion of the genre’s readers.

Is it a mystery novel filled with exotic cuisine that might be marketed to culinarians? Is it a romance novel with paranormal elements that might appeal to ghost enthusiasts? Also note the locations your book is set in, the personalities and education of the main characters, historical and architectural elements, and so forth.

Though your book is likely one of hundreds readers can choose from, some will nonetheless see it as the perfect book—if you can tell them why. A great example comes from Barry Eisler, who focused on three hooks—judo, jazz, and Japan—to market his first novel Rain Fall to niche audiences interested in any or all of them. (The team at Ganxy suggests you read his essay for more steps to finding the “Judo, Jazz, and Japan” of your book!) As Barry says, “Stop wondering about who will want to buy your book, and start asking about who will want to buy what’s IN the book.”

2) What to Do Next: Research, Research, Research

Now, put yourself in the shoes of those readers interested in the distinctive features you’ve identified in your book.

  • What blogs and influencers do they follow? You can provide their readers with a limited number of free copies of your book.
  • What conferences do they attend? Your eBook can be purchased by conference organizers to give to attendees.
  • What newsletters do they read? See if your book can be listed there.
  • What locations do they visit? If your book features a well-known coffeeshop, you may be able to sell your EBook there as a Ganxy Card.

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This is a great place for brainstorming, google searches, and thinking strategically about who is looking for your book’s distinctive elements. Foodies with a taste for mystery mentioned in Step 1, for example, might be reading culinary blogs and attending murder-mystery weekends. And what about nonfiction? If your book tackles environmental issues, you could compile a list of environmental nonprofits. As you research further, organize your findings into a spreadsheet including publication, contacts, contact info, and why your book is a great fit.

3) How to Use Your Research: Build the Bridge blogpostimage

After you’ve determined your book’s unique features and located a suitable readership, it’s time to create an offer that will excite interest. The good news is that high-profile bloggers and other trendsetters have a never-ending hunger for well-crafted, fresh content that their followers will like.In order to build bridges with people who can help your books reach a wider audience, you can:

  • Communicate your book’s outstanding features up front. Ganxy’s attractive showcase makes this easy to do.
  • Give a good deal to the bloggers, influencers, other trendsetters and let them gift a good deal to their followers. Ganxy Nested Campaigns give you many ways to do this.
    • a ) Nest your showcase in a partner blog and split the revenue with the blogger. We offer an independent report of transactions that lets you settle revenue shares with your partners.
    • b ) Gift a fixed number of free copies to the first readers who download, while the rest receive your book at a discount.
    • c ) Offer a time-based discount, with a reduced price for a certain number of days or hours.
    • d ) Team up with other authors to combine your readerships.
    • e ) Produce a fresh product by activating your backlist and using book bundles.
  • Make it easy for the bloggers, influencers, and trendsetters to help by giving them instructions, links, and codes to embed your showcase. If someone can’t embed your showcase, give them your book’s cover image with a direct link to your showcase.

For example, one publisher with a showcase on Ganxy has a large science fiction list, so the marketing arm reached out to bloggers on a technology, futurism, and science fiction site with a revenue share offer. Another publisher focuses on business books. Its biggest sales have come from managers at large corporations, who purchase them in bulk for their employees.

4) Many Rivers to Cross: Track Your Efforts and Follow Up

When your sales pick up, you’ve still got work to do. Ganxy offers you easy-to-use methods to determine if your marketing efforts are leading to sales. We also provide you with the means to follow up by changing your campaigns if they aren’t producing the sales you hoped for or by creating new ones. Additionally, with the tools at Ganxy . . .

  • You can see which countries your readers come from and direct your marketing efforts there or work harder to draw interest from elsewhere to expand your sales.
  • When you run promotions with our campaigns you can tell in real time as people download your book.
  • Your readers can opt in to your community, so you can reach out to them the next time you publish a book. Repeat customers are the best kind, since they help you with word-of-mouth recommendations.

At Ganxy, we believe the process of finding your readers and sharing your work with them is an essential part of a healthy book community. It creates a symbiotic relationship. When authors and publishers can easily communicate with their readership, they can profit from their work and keep producing more books that readers want. When authors and publishers partner with influencers and trendsetters, even more readers can discover your book, making more magic happen.

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Do you need help with any of these four steps? Say hi at tara@ganxy.com to get on our list for a free coaching session!

If you have questions about how to enable a specific feature on your showcase, we’re just an email away at info@ganxy.com and would be happy to help you.

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$18,000 of books a second: Publishers can now Automate eBook Bulk Sales

We are delighted to announce Ganxy Bulk Sales. For the first time, eBook publishers can automate bulk and special orders directly from their websites.

Until now, eBook bulk orders and special sales haven’t happened as often as they could. It’s been too much of a hassle for both the buyer and the seller.

Ganxy Bulk Sales, however, allows discounts, makes pricing transparent, and automates transactions. Customers can order in bulk paying with a credit card just as they would for a single copy through the Internet. Publishers can choose to offer Ganxy Bulk Sales on their own website, the author website, or even a third-party site such as a blog or news outlet.

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See step-by-step setup here.

Ganxy Bulk Sales has been tested vigorously and has already delivered some pretty spectacular results. One publisher sold over $18,000 worth of books in a single transaction. A pharmaceutical company’s division purchased an eBook for each employee. A bank bought eBooks for all 3,500 attendees of a conference. Another company bought books as gifts for each of the 10,000 subscribers on their email list. We even had a bookstore buy eBooks through our system, to resell in their store.

EBook buyers appreciate our no-­registration e-commerce and full customer support. We have some of the highest rankings in the industry, with 20% of customers choosing Ganxy over the biggest eBook retailer out there. Additionally, Ganxy is compliant with standards, and works with every eBook app, so customers don’t need to download a new app just to reach your book.

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EBook publishers enjoy an up to 40% marketing lift using Ganxy because we don’t send your customers off your site and distract them with other options. Our managed store does 24/7 support for you, but you control what is offered. We’re VAT compliant, filing the new European digital content taxes on your behalf so you don’t run the risk of violating them.

Getting Ganxy Bulk Sales up and running is immediate and intuitive. We walk you through it here.

With Ganxy Bulk Sales, organizations, companies and book clubs can buy your eBook at numbers they’d never otherwise realize were possible. You’ll access a whole new world of innovative, profitable possibilities for high quality digital content.

Ganxy also handles audio materials, video materials, and educational content.

Get started with Ganxy Bulk Sales here.

Questions, thoughts, ideas? Be in touch at info@ganxy.com. We’d love to hear from you!

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5 Places your eBook can be sold this Spring

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With spring (almost) in the air (at least in NYC!) are you wondering how you can give your eBook new life?

Our latest product, Ganxy Cards, gives your digital content a footprint in the offline world. You can now deliver eBooks to your readers:

  • In person: Keep your eBook handy in your wallet.
  • At events & book signings: You can autograph your eBook by signing the card!
  • By mail: Send out review copies of your latest work or fulfill special sales orders in bulk.
  • In local stores & coffee shops: Readers are curious about their local authors.
  • Via email lists and websites with Ganxy’s embedded digital campaigns.

Each card has a unique code that generates one copy of content, allowing you to track sales and customer data.  Each is beautifully designed. Best of all, you get to build your email list.

Check out Ganxy Cards and a quick intro video here. Any questions, special requests, feedback, ideas? Write to us at info@ganxy.com. We really want to make cards work for you!

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A Mile in Your Shoes

We love book fairs. And after hearing so many great reviews of our Ganxy cards we wanted to actually try it out for ourselves.

So, we printed up some cards and headed to the Frankfurter Buchmesse, aka the Frankfurt Book Fair.

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Tor made the trip all of the way to Frankfurt!

At Ganxy we feel that it is important not only to speak to our customers, but also to try to walk a mile in their shoes. This way we can best understand their desires and needs. Actually experiencing first hand what it is like to actively use our Ganxy cards gave us an even better understanding from our customer’s perspective.

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Seeing everyone’s excitement and hearing their own "Ah-Ha"s about the Ganxy Cards was a real highlight of the trip.

The fair was, as always, busy and wonderful. Every year it is a fabulous place to meet new people, see old friends, and learn and share experiences with the book community and industry around it.

We received a lot of feedback from our previous customers and wide-eyed excitement from people who had yet to discover us and our powerful tool.

The main takeaway was that these cards are the best way to always be prepared for an opportunity. Conferences, book signings, networking events, anywhere really. Who knows when or where you will meet someone who would like to read your book?

Ganxy cards are particularly useful in places where there are many people and little time to interact with each and every one (or as in Frankfurt, literally impossible to even interact with just a small percent of the people).

So with our own printed Ganxy cards in hand we tried it out on both current customers, new people we met, and publishers we have never talked to before.

The immediacy of understanding once you hand someone a card was a wonderful and reassuring thing to experience. It is so simple really, something small and handy that takes up little space and doesn’t push your suitcase over the weight limit.

Once you hand it over and tell them what it is, people immediately understand what has just happened.

And they like it. They like it a lot.

As do we. And after our week at the Frankfurt Book Fair we can now share this understanding with you.

Click Here to order Ganxy Cards for yourself or contact us to learn more about how you can use the cards in other creative and powerful ways.

 

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‘Tis the season to be… Ganxy!

Fa la la la la la la la la 🙂

Yep, it’s coming all right. In just a month you’ll be glancing in the general direction of the nearest available fireplace and anxiously awaiting Santa, wondering what gifts he may bear this year.

Apart from stating the obvious – that the best christmas gift for anyone is of course an e-book – we have a few suggestions on how Ganxy can help you give and deliver your content to your audience:

  • Are you a mailing list? (well, not you personally, but you know what we mean…)
    How about creating an e-book bundle for your subscribers? And maybe pack a special video greeting in there as well! Since you use Ganxy, you’ll know that only your tried & true subscribers will be able to download your exclusive content.
  • Is making music your passion? Pack a few (holiday) tunes together and provide your eager listeners with a special seasonal treat. Not only will you be able to know it went into good hands, but with a little help from Ganxy’s analytics, you’ll have the data about how many ribbon-wrapped packages were actually used.
  • Your company has had yet another successful year? Why not show love for your employees by surprising them with an e-book? Even if you’re really big, you don’t have to worry about anyone from your large team having problems accessing the content – we support all devices, plus our customer guidance & support is top notch and always available (just like Santa’s elves).
  • Organizing a formal event, an informal get-together or a choir concert before the end of the year? Make it even more memorable: create printed cards that can be given away in person or in a stocking. We print and ship the cards for you, using your branding, or we’ll give you a block of redemption codes that you can affix to cards or other materials that you print. And just like all the other campaign options within Ganxy, cards can be loaded with one or more pieces of content.

We’re sure you can let your creative spirits run wild and think of even more fantastic ways to give the gift of supreme digital content to those special ones in your life, how ever many they may be.

As ever: email us at help@ganxy.com if you have any questions (well, except about Santa, he is a man of mystery after all).

And remember: Use Ganxy, be ganxy! 🙂

If we lost you there for a second: Ganxy is derived from the Mandarin word for gratitude and is pronounced /gæŋk’siː/

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Hurricane Le Guin: the reward isn’t profit, it’s freedom

Ursula K. Le Guin accepted the 2014 Medal for Distinguished Contribution to American Letters yesterday, from the hands of the fantasy best-seller Neil Gaiman. She has won the Hugo Award, Nebula Award, Locus Award, and World Fantasy Award, each more than once.

What followed, however, was a surprise – or rather a shock – to the black-tie attendees of the National Book Awards ceremony.

In her acceptance speech Le Guin spiked the likes of “capitalistic” publishers and singling out Amazon, branding them “commodity profiteers” who “sell us like deodorant.” The crowd went wild, eclipsing in a standing ovation when she concluded.

Since the event, Le Guin was widely featured as breaking news in the online media and overwhelmed the hashtag #nbawards.

She based her speech on freedom, mentioning it twice:

I think hard times are coming when we will be wanting the voices of writers who can see alternatives to how we live now and can see through our fear-stricken society and its obsessive technologies. We will need writers who can remember freedom. Poets, visionaries — the realists of a larger reality.

We who live by writing and publishing want — and should demand — our fair share of the proceeds. But the name of our beautiful reward is not profit. Its name is freedom.

Needless to say, we at Ganxy agree with Le Guin that an author earns freedom by getting the fair share of sales, we support her stance and congratulate her on winning the Medal. Furthermore, we actively engage in the quest for freedom, by giving authors and publishers their “fair share of the proceeds” (on Ganxy it’s 90% – we keep 10% for taming the computers and helping the customers) and total control of the content they painstakingly and lovingly crafted, creating beautiful works of art, which are as far from commodities as the meaning allows.

Keep on fighting, poets and visionaries!

P.S.: Did you know Ursula K. Le Guin’s e-book is sold on Ganxy? Check out The Lathe of Heaven:

"The Lathe of Heaven" by Ursula K Le Guin on Ganxy

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How to effectively leverage your content with printed cards

Since we introduced printed cards a few months ago, we’ve seen a wide variety of uses covering both sales and giveaways (see examples below). The biggest takeaway is that content cards are a new distribution channel that help our customers achieve some pretty important goals, like generating revenue, acquiring leads through email address collection, or building their brands.

Let’s face it, there’s a lot of noise when it comes to promoting online and it’s hard to make your voice heard. The Ganxy solution is simple: create printed cards that can be sold or given away in person, anywhere around the world.

Here are a few ways that our customers have succeeded using cards:

  • The Cato Institute distributes cards at events and conferences they attend to disseminate their research via downloads of digital documents.
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  • Freelance book writer and editor Janet Green from thewordverve ordered cards for an author client to sell her eBook at book signings.
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  • Book publisher Graybooks is having one of their authors give cards of their eBook to people in the film industry who might be able to accelerate the process of turning the book into a film.
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So how should you use Ganxy cards?

Use events like speaking engagements, conferences, book signings, and concerts are the perfect opportunity to leverage a captive audience. Even consider selling or giving the cards to local books stores and cafés where they can be sold at a nice profit.

How does it work?

We print and ship the cards for you, using your branding, or we’ll give you a block of redemption codes that you can affix to cards or other materials that you print. Also, just like all the other campaign options within Ganxy, cards can be loaded with one or more pieces of content.

Cards cost about $0.69 each and can be shipped anywhere in the world in orders of as few as 50. To order cards, create a “Campaign” in your Ganxy account and then you’ll see a button for ordering cards. You’ll provide use with a few details for the cards you’d like to get and you’ll be on your way.

Email us at help@ganxy.com if you have any questions.

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Introducing Ganxy Promotional and Special Sales Campaigns

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Imagine you’re a small innovative publisher, just like Mercury Ink, and you want to build interest in an upcoming book series that you’re going to be releasing (in this case, Chris Stewart’s “Wrath and Righteousness” series). Your goal is to build interest in the series by offering select readers – i.e., an exclusive group of people – a free copy of the first book and making sure that it’s not accessible for free to the general public. You can’t do it through Amazon, iTunes, or B&N for a few reasons, among them, that you have no idea which retailer (or reading device/app) each reader in your audience prefers. Also, the only way to give eBooks to a select group of readers via the major retailers is to pay close to full price – for an eBook that you own the rights to!

So what do you do? You use Ganxy to deliver that book so that readers can access it on all devices. As a matter of fact, in a couple of weeks you give away more than 45,000 eBooks at a fraction of the cost that the retailers want to charge you. And, you never have to worry about a single customer support issue because Ganxy handles that for you.

Ganxy promotional and special sales Campaigns: Making the most of your content

One of the core beliefs that drives us here at Ganxy is that those who create content should be able to make the “most of it.” This was the motivation behind creating our game-changing direct sales tool which gave content providers more of every sale and more data from their customers. And this is why we’re pleased to announce that we’re extending our toolkit so you can deliver your digital content directly to consumers as part of promotions, special sales, and more.

Selling your content directly via Ganxy isn’t the only way to leverage its value. Maybe you’d like to give away content in exchange for an email address, or give away 100 copies of your eBook to promote it, or send a single copy to a reviewer. The point is that you want to be in control of who receives your content for free and what you get in exchange for that (awareness, consumer email addresses, analytics data, etc). And, you want to make sure that consumers always have a good experience by making the content accessible on every device and giving them customer support via Ganxy in case they need assistance.

With Ganxy Campaigns, you can digitally fulfill any kind of content you like, from full-length eBooks and previews to videos like trailers to audio like audiobooks. You can deliver a single piece of content, like an eBook, or multiple pieces of content together, like a few eBooks along with a trailer. You can deliver that content online or even create printed cards that you can load up with the content of your choice.

Getting started

You can go to ganxy.com to get started in just a few minutes.

To keep things simple and inexpensive for you, we keep the costs of making content available for redemption low. The total cost of a single content redemption is $0.25, but you’ll only pay $0.05 up front and the remaining $0.20 redemption fee when consumers get access to the content. In other words, if you set up a Campaign to make an eBook available to 1,000 people as part of a promotion and only half of them redeem, you won’t be charged the $0.20 redemption fee for those who haven’t accessed the eBook.

The redemption fee includes email address collection, analytics data, optional access control (if you’d like to limit those who can access), Ganxy’s guidance interface (to make sure your customers can access content on every device), and direct customer support. Printed cards will cost roughly an additional $0.45 per card (before shipping / tax). If you’d like to offer 1,000 redemptions or more, email us at questions@ganxy.com for our bulk discount rates.

Try it at no cost

If you’d like to try out Ganxy’s Promotional and Special Sales tools, go to ganxy.com and sign up. To make sure it’s risk free, we’ll let you offer the first 12 redemptions at no cost to you.

In our next installment we’ll look at some of the ways you can use Ganxy Promotional and Special Sales Campaigns in more detail.

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3 examples of how to succeed with your Ganxy Showcase

So you’ve created your first Showcase and are looking at it with a mixture of both pride and joy. Now you’re wondering, what can I do to take full advantage of it? In this post we’ll show you a few examples of how some authors and publishers have been using a Ganxy Showcase across their online presence to increase the effectiveness of their promotions and sales efforts. If you haven’t created a free Showcase yet, go to get.ganxy.com to get started. It takes just a few minutes.

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Your goal: Get your Showcase in front of potential buyers any way you can

As we’ve written in this blog, the Ganxy Showcase is designed to accomplish two primary goals: 1) to help your audience get a feel for your book and 2) to make it easier for your audience to buy how they prefer. Your goal is to get that Showcase in front of as many potential buyers as you can. We’ve made it easy for you by having every Showcase page be sharable, and the Showcase itself can be embedded on websites, Facebook pages, and blogs.

Let’s take a look at a few examples:

Diversion Books: Coordinated their launch for Mark Cuban’s “How to Win at the Sport of Business”

When Diversion Books launched Mark Cuban’s first published book they wanted to make sure to tap into the loyal following that the billionaire entrepreneur had acquired. To do this, they used Ganxy as part of a coordinated launch and made sure that any potential buyers they reached would be brought right to the Showcase where they could preview and buy.

  1. They embedded the Showcase on their site
  2. They embedded the Showcase on a Facebook page
  3. They ran display ads that linked directly to the dedicated Showcase page
  4. They tweeted the Showcase page link
  5. They posted the Showcase on their Facebook newsfeed

You’ll also notice that Cuban’s fans shared the Showcase using the social sharing buttons that are included within the Showcase (for Facebook, Twitter, Google+, and Pinterest).

Author and Cracked.com columnist Robert Brockway: Promoted directly to his fans

Rx-Ep1-Cover-Final-TinyCracked.com editor and columnist Robert Brockway has obtained a significant online following through his writing. He set up a Showcase page for the first book in his series, “Rx: A Tale of Electronegativity”. Just like Diversion Books, Robert Brockway coordinated the launch of his book series across all of those online destinations where he was reaching his fans.

  1. He tweeted the Showcase page link
  2. He embedded the Showcase on his Facebook page
  3. He linked to the Showcase at the end of articles that he’d written
  4. He linked to the Showcase page from his website

Hipso Media: Used their blog as the centerpiece of their promotions

Since publisher Hipso Media generates some pretty significant traffic to their blog it made sense to feature one of their books, “Valentina Goldman’s Immaculate Confusion,” directly in the blog itself:

  1. Here’s how the Showcase looks embedded directly on their WordPress blog
  2. The team at Hipso also decided to have a bit of fun with their presentation of the book. In this case, they linked directly to the Showcase from underneath a catchy photo
  3. They also embedded it on their Facebook page
Showcase on a Facebook Page

Showcase on a Facebook Page

Summary: Getting a Showcase in front of your audience is a breeze

To wrap things up, let’s summarize some of the “best practices” you should use to get your Showcase in front of your audience:

  1. Website, blog, and/or Facebook page: Embed your Showcase
  2. Twitter: Tweet your Showcase page link
  3. Facebook newsfeed: Post your Showcase page link
  4. Display ads: Buy ads linking directly to your Showcase page
  5. Blog posts: Try to Include links to the Showcase page on any post mentioning your book
  6. Email: Send your Showcase page link in an email to newsletter subscribers and other acquaintances

In our next installment we’ll go into a bit more detail about the steps you’ll need to take to embed on your website, Facebook page, or blog.

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What’s coming in 2013 from Ganxy

As the end of the year is quickly approaching, we at Ganxy figured we’d give you a bit of insight into what’s coming next year.

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First: a quick year in review for 2012

Ganxy’s mission is to put more power in the hands of content creators and owners by offering them more flexibility and control with regard to how they promote and sell. During 2012, we took a number of bold steps toward achieving this.

After witnessing the success of our music product and sensing a real need in the publishing community, we decided to launch our eBook product, which had been in the making since late 2011. A big thank you to all of the authors and publishers of the world who were instrumental in providing the feedback we needed to bring the right product to market (and improve it every week since!).

We added an email collection feature to make sure that authors/publishers could connect directly with their audiences. Just last week we launched a bundling feature so that authors and publishers could have more control of what they sell and how they sell it (See an example). They don’t have to go through the efforts of combining and formatting files to make single volume omnibuses; now they can set it up by themselves in just a few minutes.

Coming for 2013

So what’s coming next year, you may ask? While we’re not going to give too many specifics (that would ruin the suspense), here are just a few of the things you can expect from us:

Advanced analytics: More than ever, analytics are crucial to successful marketing campaigns for businesses in general, and more specifically for authors and publishers. The point is, you can’t be in the dark about your marketing efforts; Ganxy is going to tell you what’s working and what’s not so you can figure out and focus on those actions that bring you success.

More Showcase flexibility: A lot of authors and publishers have mentioned to us that they’d like more flexibility with regard to how they set up and display Ganxy Showcases. Look out for some great new features to address this.

More content control: As mentioned, this year we brought you bundles to give you more options with regard to what you’re selling and how you’re selling it. Stay tuned for more features that enable you to package content in different ways to create new promotion (or sales) opportunities.

A few wild-card features: We can’t predict everything! We’re constantly listening to our customers (we love their feedback) and seeing what needs exist in the marketplace. New challenges will undoubtedly arise in 2013; we’ll be there to address them!

Bottom line: during 2013, Ganxy will continue marching boldly forward and offer tools and features to realize the vision we’ve had since we founded the company in 2009: giving authors, publishers, and anyone else out there who owns or creates content more control of their promotions and sales. To see what we mean, try it out at get.ganxy.com – it’ll only take you a few minutes to see what we’re talking about.

Most importantly, 2013 is coming – make sure you’re not trapped in 2012 – follow our blog and you’ll be the first to know about all of the new and exciting Ganxy features, like video.

Happy holidays from the Ganxy team!

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