I wanted to launch my first book Successful Blogging in 12 Simple Steps with a bang. A few days before I launched it Adam Baker wrote about his disastrous product launch for Sell Your Crap. He promoted the launch brilliantly but couldn’t get the sales page up in time.
Happily now his page is up and sales are great, but when I read Adam’s disaster story my blood ran cold. It’s everyone’s worst nightmare and I was ever-more determined to make sure my launch went without a hitch.
But something always goes wrong doesn’t it?
My Vision for Blogging
I wanted to cover all the bases because:
- my dream is that every blogger and techie will read Successful Blogging in 12 Simple Steps so all blogs finally become user-friendly and effective.
- I’ve spent thousands of dollars developing this product.
- it contains all my best advice including 15 years experience writing and designing for the Internet and an MA Design for Interactive Media. I also have a background in journalism and six years teaching experience but I’m not a techie so I can explain things techies struggle with.
- that unique experience and skill base sets the book apart and make it exceptional value for money.
It’s no exaggeration to say this book contains a lifetime of knowledge and experience.
42 Year Book Launch Countdown
1968 – I was born in the UK, the daughter of a midwife, who taught me about the importance of birth and creation, and an architect who schooled me in the principles of good design and beauty from an early age.
1970 – I started writing and soon knew I wanted to be a writer when I grew up.
1987 – I studied French and English at university in London even though job prospects for language and literature graduates are poor. I just wanted to write and travel.
1991 – I trained to teach english so I could travel and work anywhere. I jaunted round the world, taught in Zimbabwe, France and Laos and travelled to numerous other countries. I studied people and got good at communicating with people even when we had no common language.
1994 – I got serious about my writing and broke into journalism in Paris, France.
1995 – I moved to London so I could learn about computers, the Internet and interactive media and completed an MA in Design for Interactive Media.
1996 – I moved to New Zealand and worked as a new media consultant for web, advertising and government agencies.
1998 – My husband and I set up Immedia, our first web design company, as an experiment to see if we could earn enough money to support ourselves. It worked. 12 years, three children and three countries later that’s still how we earn a living through our company Mucho. Our clients have ranged from US Fortune 100 like Coca-Cola and UK FTSE 100 multinational corporation Glaxo Wellcome to small businesses in Africa, New Zealand, Australia, the UK and the USA.
2005 – We bummed off to Central America with our three kids then aged 2, 5 and 8 seeking new adventure and enjoyed 18 months with no Internet.
2007 – We moved to Australia and set up a new web design business. I set up a blog as an experiment and because I wanted to learn about blogging.
2009 – The blog grew into Get In the Hot Spot, taking over my personal and professional life. I hired a graphic designer to create a new logo and branding, used Thesis and relaunched the blog. I’ve written over 140 blog posts and I see my blog as successful because:
- It’s helped me get new clients for my web design and copy writing business.
- My writing has been featured on some of the biggest blogs on the Internet and my blog is widely mentioned in print and online media.
- My blog posts are syndicated by BlogHer and the Daily Brainstorm.
- I was invited to a social media conference in Shanghai by Coca-Cola who flew me business class, paid for the trip and treated me like a queen.
- I’ve met best-selling authors, successful entrepreneurs, clients and friends from around the world.
- I’ve earned money from my blog both actively, because people used my services, and passively because I recommended a few select products that would help my readers.
- I’ve gained confidence and proved that even non-technical people can succeed in social media.
2010 - Frustrated by the confusing jumble of blogging advice available and the emphasis on making money online rather than using the Internet to market and sell your services or products, I wrote Successful Blogging in 12 Simple Steps.
In the final run up to launching the book here’s what I did:
July – August – I rewrote and edited it.
September
- Hired a professional editor to make sure it was word perfect. Thank you Bill Harper.
- Hired a graphic designer to design a cover, format and layout the book using InDesign so I could create a PDF and offer an enjoyable reading experience. Thank you Yarron Frauenfelder.
- Hired a graphic designer to create business cards and t-shirts to promote the book and blog offline. Thank you Kate Harwood.
October
- Got readers involved by letting them vote for and choose the book cover.
- Bought a new domain name and set up a new website with a sales page at Successful Blogging.com. Thank you to my dearest, intelligent and supremely handsome husband Rich Candy.
- Wrote a lot of sales copy for the site and emails.
- Set up an email list to notify buyers and affiliates when the book launched and got about 60 people interested.
- Emailed about 200 people personally to tell them about the affiliate program and launch.
- Hired a voice over artist to create an audio book. Thank you Tash Lawton.
- Wrote two build up blog posts the week before launch date and several others during October.
- Emailed VIP bloggers asking them if they’d do a review.
- Requested testimonials from people I’ve helped with blog consultations.
- Consulted with a top business consultant (thank you Robin Dickinson) to come up with a plan and build my confidence.
- Hauled my tired old body to BlogWorld to meet and greet as many bloggers as I could and show people that I’m serious about blogging.
- Videoed an exclusive interview with Leo Babauta who generously said I could use it to help launch my book.
- Enlisted testimonials from happy readers and clients and a celeb recommendation from super blogger and entrepreneur Penelope Trunk.
- Organized an online web launch party where people could ask their blogging questions.
The Day Before Launch Day Disaster Struck
Even though PayPal have every single piece of official document I own and I’m clearly a bonafide small business owner, they still insist on treating me like an international terrorist and money launderer. They froze my account months ago so I can’t get money out, but the day before I launched my book, we discovered anyone who tried to buy it wouldn’t be able to, instead they’d just get a message from PayPal saying:
“This user is dodgy as. Their account has been blocked because they’re super shady so you shouldn’t pay them and even if you wanted to we wouldn’t let you.”
Or words to that effect. This would be not only embarrassing, stupid and depressing but would make me look like a raving idiot and a criminal.
Somehow or other my husband sweet-talked PayPal into allowing me to receive funds with hours to spare, but not before a lot of vile language had slipped from my lips and hot tears rolled down my cheeks.
The Book Launched!
My first sale went to Leanne Berry – a loyal supporter who I’ve helped with a blog consultation. That was exciting because Leanne is a small business owner so she’s exactly the kind of person who I believe will benefit from blogging and who I want to help.
Sales continued and one buyer send me this thrilling email:
Hi Annabel – I’ve been reading your blog off and on for a long time, and have been inspired by your story. I am another non-technical person and have not yet started blogging because I wanted to study and learn how to do it right the first time, and how to write and sell e-books. I get a decent sized check for a writing project every spring, so I may get you to help me design a site then. It will be about radical minimalism, permacultue, and powering down. The site is Tiny Home Maker .com. All I have done this far is buy the name.
You could call me retired without any retirement! Although my little cottage is 1150 sq. ft., I love smaller spaces and hope to live in a Tumbleweed Tiny House or build my own little cabin, even though these 62 year old bones are a bit creaky. But the four daughters are grown, and with all this time and freedom, anything can happen.There is lots to learn and your book is helping. Thank you.
Rita Vail – in Arkansas
Launch Results and Book Sales
I haven’t reached as many people as I want to but I am hitting my target audience – the people who will really benefit from reading the book:
- Small business owners (and especially females) like Leanne Berry at The Numbers Game and Suellen Hughes at Transforme.
- Anyone (especially women) who want to try blogging but think they’re too old or untechnical, like the interped 62 year old Rita Vail – doesn’t her story and dream sound inspiring? I want to read her blog and so hope she follows through with it.
- Techies who need help with planning, blog design and blog writing like David Wang from The Click Starter.
Successful Blogging in 12 Simple Steps was reviewed on Problogger – The review says it’s great for newbies which it is but I recommend it to anyone who’s not getting the results they want from their blog and have been blogging up to a year:. Some people left comments there saying they’d prefer to get the information free in the Problogger archives. You can find a lot (but not all) of the information free on the Internet but that takes time, it’s confusing and overwhelming. That’s why many bloggers give up blogging and that’s why I wrote the book to help people blog better faster.
Some buyers left gorgeous comments here:
3 Reasons the Launch Failed
1. I wanted to sell 200 copies in the first week but fell short.
2. The income to date is less than the money invested editing and design.
3. Any income I do make from the book is the result of 22 months of blogging and probably comes to around 2 cents an hour if I cared about that.
3 Reasons the Launch Flew
1. I sold the book to people who needed it and helped them come up with a clear, rational plan for setting up their blog.
2. I wrote a book about blogging and got it reviewed on Problogger. I’d liken that to writing a book about spirituality and getting backing from the Dalia Lama.
3. There is too much emphasis on the launch itself and not so much on on-going sales. I mentioned that to my friend Diggy at Upgrade Reality when he launched his book. I want this book to sell for years. My goal is to view this as month one of sales and work on improving that each month.
What’s the Plan Now?
I need to keep momentum going. There are still a zillion people who’d benefit from blogging and there’s no doubt Successful Blogging in 12 Simple Steps will help them. There are still many bloggers who are suffering because no one reads their blog. Many bloggers blame it on their writing, when the real reason is bad blog design, illegible text and poor content layout and formatting.
I’d love your help spreading the word if you’d like to help:
- Please buy a copy if you haven’t already.
- Please become an affiliate.
- Please recommend the book to other people.
Thank you Buyers, Affiliates, Advertisers and Readers
Many thanks to all of you who’ve supported me by buying the book or helping to publicise it. Thanks friends, I couldn’t have done it without you. I’m so happy to have it out there at last and it’s brilliant to think that this is just the beginning.
If you have any suggestions for future launches please share them below. What worries you most about launching a product on your blog?
{ 45 comments… read them below or add one }
Wow ~ Annabel… what a journey
And thanks for sharing the details – One always gets the impression everything happens overnight so its great to hear in your reality check that we do have to be patient – but it will without doubt happen!
Forward and onward – or is that onward and up?
Hi Linda, it was a journey and any which way from here’s good:) Thank you!
Annabel even though you haven’t hit that magic number of 200 sales, don’t let that rock your boat..because the word will start to travel and many people will be looking for your 12 simple steps to blogging..
“TrafficColeman “Signing Off”
Hi TrafficColeman, thanks for the encouragement. I’m sure I’ll get there in the end:) I definitely believe the blogging revolution has only just started and am hoping to help many more people get into it:)
Hi Annabel I’ve bought it and am looking forward to reading it in depth. It’s most impressive. In the quick scan I’ve done so far, however, I noted you only deal with Wordpress. As I use Blogger, I’m a tad disappointed. Will you be doing an addendum for people like me who bought your e-book? Thanks Jane
Hi Jane, thanks for buying the book:) It will take a while to go through it properly and get used to a new style of writing too. Thanks for asking about the Wordpress vs. Blogger thing too.
Only Step 4 deals specifically with Wordpress and you’ll see when you read it, even that step isn’t only about the back end but covers issues bloggers on all platforms may have such as backing up, spam, comments, links etc. So the book is invaluable to all bloggers on any platform.
I decided to run with WP and recommend that in the book because it is the biggest and best. It allows more options and functionality than Blogger.
I started out on Blogspot too (http://inthehotspot.blogspot.com/) but changed because I wanted my own domain name and a platform that would let me grow my blog and do just about anything I wanted to do with it.
I don’t plan to write about Blogger in the book because the focus of the book is definitely not on the techie back end stuff but I will be using the mailing list to email buyers like you with more tips and updates and can always make a second edition of the book if there’s enough call for it. I hope that helps:)
Thanks for your considered reply, Annabel. I look forward to receiving such emails. Oh, and finding the time on Planet Baby to actually read your book, let alone implement its suggestions!
Hi Jane, so glad you found this reply. I was going to email it to you but you beat me to it:) I like that the 12 steps are flexible timewise because I wanted it to be useful to people who are already running a business or have a busy family and blog life already:)
LOVE the blogging countdown! xx
Hi VM, lol, it’s a long one though!
Hi Annabel, wow what a journey you’ve been through! It’s encouraging because my own journey seems so daunting and far. Don’t be discouraged about not meeting your target. I think that everyone’s first product is really just a milestone – any revenue you generate from that is bonus. But now that you’ve achieved this milestone, you will feel much more confident to attempt new projects and products and it will only get better from there.
I’m really glad to have met you on Twitter. People like you encourage and inspire me! Thank you also for the link! Cheers
Hi David, thank you for buying the book and becoming an affiliate:) I’m not sure what I’ll do from here! My blog has been very successful in helping me build my business and profile and I totally agree, any revenue from the book is a bonus – it’s definitely more about helping people get a head start with their blogs:)
Annabel, thanks for a fantastic post, once again… sharing REAL LIFE stories.. not just the glory and glamorous life which we all know is unreal! I enjoy the 2 cents per hour… the truth is, if we really count the hours we put into project, and the hours we actually charge, we’ll be really thinking how crazy we all are… but the saying: “If you love what you do you don’t work a day in your life” (or something along those lines), is one of those universal truths!!
I enjoy reading about your life journey as much as you enjoy living it!!!
Hola Taty, thank you! I’m lucky to work from home and write lots because I love that and many people envy me that but I know everyone can do what they want in life if they put their minds to it. Luckily I have some more lucrative copy writing work on the go right now so I’m able to do what pleases me too:) Love the feedback on my life writing – I’d love to write more of that:)
Hi Annabel,
It’s nice to read a bit about your own blogging journey, and of the twists and turns you’ve encountered.
You certainly sounds as if you were kept busy (and still are) with your product launch!
Hi Scott, it was a bit manic! I can relax and enjoy now as long as I still keep things moving along a bit:) Thank you!
This is a such a useful post, Annabel. First, I enjoyed reading about your life – and how you got to where you are. But also, your assessment of what worked and what didn’t for the launch is great. I love your math for figuring out how you earned 2 cents an hour! I always think that about books – that we have to have other reasons for writing books besides money. And I like that you provide a handy list of other reasons as well. Great post. And good luck with sales!
Penelope
Hi Penelope, thank you so much for leaving me a comment. It’s brilliant to see you here. That’s a great point about books – funny how everyone wants to write one even though it’s unlikely they’ll make any money from it. There are definitely other benefits like job satisfaction and feeling of completion. And of course all this hasn’t made me stop wanting to write another book about my travels and all the crazy people I’ve met along the way:)
Hi Annabel,
I have been a loyal reader of your blog for months now. I absolutely love your posts and everything you have to say and had every intention of buying your book. The reason I haven’t yet is the price tag. I just wanted to be honest on why I wasn’t one of the 200 who bought it the first week when I planned on it. Unfortunately, I live on a budget since I am following my dream of owning a copy writing boutique. As much as I’d love to read your book, which I am sure is worth every penny, I just can’t justify it right now.
Thank you so much for a great post chronicling your launch. As always, I really enjoyed.
Thanks,
Rebecca
Hi Rebecca, that’s so sad! When it launched with 35% off it was priced at $18.85 which I thought was affordable but I understand you have a budget to stick to and you’re sensible to do that! I want to keep the price up at the moment so that affiliates are able to earn 51% commission on the full price but hope to have regular specials later in the year.
I can see I need to have a giveaway as I do want to make the book accessible to everyone.
The other suggestion is that you sign up to become an affiliate: http://successfulblogging.com/
If two of your friends or followers follow your recommendation then that will give you enough money top get a copy at full price:)
Thank so much for that feedback and do stay tuned to the blog because I will offer a discount again.
Annabel -It is really bothering me that you say the launch “failed.” That word popped off the page and I wanted to erase it immediately. Please don’t believe it. Can you change it to “fell a bit short of my expectations?”
BTW – One of the reasons I have gotten stalled out beginning my own blog is the resistance I feel about using Paypal. All large corporations give me pause, especially ones that have a monopoly and few laws governing them. I just crossed that bridge last week and opened an account – finally. But I seriously doubt I will ever be on Facebook.
It’s a great little book and tremendous value. You will do well with it, I am sure.
Rita
Hi Rita, thank you for that lovely feedback:) To date it’s failing as a business venture for making money but I’m sure that will correct itself with time. I know their are many hidden benefits of writing and publishing the book which will reveal themselves over time. Thank you Rita, I might have to quote you on that:
“It’s a great little book and tremendous value.” It really makes it all worthwhile.
Reminds me of when I got accepted as a writer for Examiner.com, was totally stoked, then Penelope posted her blog entry to the effect of You Will Not Make Money As A Blogger that very same day. LOL – it’s all indirect benefits, and personally I just have fun online and love to be creative in some way everyday.
Hi Connie, yes, the indirect benefits! Penelope is a harsh realist, very wisely too. I’m so excited to see her leave a comment here and remember – you introduced me to her in the first place so I have absolutely made some amazing connections online through my blogging habit:)
I know – I get so much joy and satisfaction out of connecting with smart as all get out female writers like you, PT, and now Rachel Wilkerson. You make the world go round and thanks to the internet we can get to know each other while learning and being inspired
Thanks for sharing your story with us. Your journey is inspiring. Keep believing you are offering value – because you are! In fact, a visitor to my blog bought the audio version of Successful Blogging last night.
Best always,
Alex
Hi Alex, that’s fabulous and thanks for signing up as an affiliate and the feedback. Slow but steady wins the race:) Glad we made that extra large sized ad and thank you for popping it on your blog – it got a click and the sales page converted so that’s brilliant. One more person on the road to blogging success!
I love reading about your life!! And awesome that your mom was a midwife. Midwives are some of the coolest people ever.
Good luck with book sales!
Hi Kate, thank you! I still love a good birthing story to this very day:) There is a great birth story about the birth of my 2nd son Max here: http://www.successfulblogging.com/inspirational-story-success-against-the-odds/ It will prepare you for the highs and lows of bringing life into the world:)
Hey Annabel,
Wow totally awesome post and such an honest breakdown!
Even though the launch did not go as you wanted it to, I bet you still feel good. You created an awesome product that’s out there in the world for years to come!
Don’t forget that it’s not a lost cause. There is so much you can still do to make more sales, like include your product in your autoresponder follow ups, do SEO on the sales age and get rankings, outsource article writing and subit dozens of articles pointing to your sales page to all sorts of article directories etc etc.
Congrats on making your own product, seeing it through and kicking ass!
Diggy
(ooh and thanks for the link!)
Hi Diggy, thank you for commenting and all the zillion ideas for keeping sales going. They’re great. I should make a proper plan – at the mo enjoying going with the flow but determined to keep pressing on. Yes, having it done is brilliant and I’m definitely glad I invested in the editing, design etc. There’s no way you could send a substandard book on blogging to Problogger and get a write up on his site:)
Hi Annabel,
Congratulations on your book. I’m particularly impressed with the fact that you made an udo ersion available. Can’t wait to read it. Can I borrow hubbie to sort out PayPal or me too? Hope 12 steps for Successful Blogging is a best seller.
Graham
Hi Graham, the audio book is the most popular item with around 80% of sales for that:) So glad you’ll be able to listen to that as I know reading can be hard. Ha, I doubt Rich wants to have anything to do with PayPal ever again!
It is really long and beautiful story. Thanks for your sharing your experience from this book which you got for a long time. Hope u can sale more and more productions.
Hi Ryan, thanks for dropping by and leaving a comment. I’m sure I can. Hopefully there’s another 42 years ahead of me so who knows what I’ll come up with;)
Hi Annabel,
Fantabulous blog – I mean if anyone is reading this blog and hasn’t already bought the book, just to find out how you blog so well then they’re crazy!
I love the book and I now refer to it as I’m writing my blog. Each time I pick up a little tip and try it. In fact, and it may well be a coincidence, but I had the highest number of views and comments on the blog I posted right after buying the book and putting just two simple changes in place! I’m not telling anyone what they were because I want them to buy your book. I’m not even putting my affiliate link here because I’m not saying all of this just to make some quick cash! It’s truly a super read and for someone like me who likes to ‘do’ it ticks all the boxes.
My blog isn’t perfect but I know now what needs done and I’ll get to it.
Good luck with your plan.
Suellen
Hi Suellen, wow, that is a fabulous recommendation. I think I commented on that post but I’ll have to go back and see if I can guess what the two recommendations are. In any case you have to give yourself credit for using the book and actioning the tips. That’s what it’s all about:) Well done.
Forty two wonderful years. Ah, you are but a spring chicken!
I’m so glad to be a part of you team and help build some momentum around your excellent offerings. I really like the photo of you in the cat suit (thought it was a little devil!!).
Nothings beats a long-term approach, with the ongoing support of good people and a few (lots) of laughs along the way. You’re doing so well, Annabel. Onwards and upwards, I say!
Best wishes, Robin:)
Hi Robin, thank you. I should have also mentioned your team of centurions here who have also been super supportive and instrumental in keeping my nose to the grindstone. We had a laugh at the launch party and it’s great to be able to have fun as we work!
We loved seeing your hot tips at the party and remain at the ready to fully support your business development efforts.
I agree with you taking a long view concerning the book. Blogging is not going away. And kudos on the Problogger review, that truly is a feat!
Thank you Ms. Gallivan:)
Congratulations, Annabel. This is a great lesson for all because too often people think someone is just “lucky” when they have success. No one pays much mind to all the hard work, persistence and struggle that goes on behind the scenes. Successful people are often like a bamboo shoot that spends years and years underground and then one day sprouts with tremendous growth. You have done your due diligence and deserve to reap the rewards.
Great work on the launch and a very detailed synopsis. Your post shows just how much work goes into a launch. Even though a launch is never perfect it’s always a great motivator for getting the job done.
Aaron
Hi Annabel!
I read your blog for a long time and I can say that this is one of your best post.
What a journey!
People should read this to see that they need patience to build a business. Nothing get builds overnight. It takes time and hard work, but in the end everything will be fine.
Good luck with your book.
Ric