The secret to selling books in every email without being salesy

You want readers to buy your books, but selling books in every email feels pushy, and you don’t want to come across as a salesperson!

If you’ve been considering sending emails more often, you’re probably worried that you’re going to get a lot of unsubscribes for being too salesy, especially if you’re selling books in every email.

And if you don’t even try selling books in every email, does that mean sending more often is just a huge waste of time?

You don’t want to send emails just to send emails, after all.

The secret is just two steps long, and very simple.

Selling books in every email is simple when you make each email valuable to your reader

That’s easy if you have a new book coming out, but other types of value are other things your ideal reader would love, like other books in your genre.

That’s a newsletter swap, btw. You share their book with your list and they share yours with theirs. Cross-pollination helps both authors.

Non-fiction authors have it easy, here. Your readers are on your list to learn, so teach them things related to your books.

Get creative. As long as your ideal reader loves it, you’re on the right track.

Let’s say your email is about the importance of taking fish oil to keep your mind sharp and creative, and to keep the brain fog at bay.

Go ahead and write about that, give them lots of value, and don’t always ask anything big of them.

Sign off with a “thank you for reading,” and leave them feeling happy with you.

Keep any important CTAs (Calls-To-Action) in your email body or your PS.

And then comes the Super Signature

A Super Signature is a low-key offer to help them, when they’re ready, followed by a couple of ways to get it.

It comes after your sign-off and after any PS.

It’s there for people who weren’t interested in your main topic, but still were intrigued to want more connection or help.

The Super Signature is not my idea, although I have been putting links in my signatures for over fifteen years.

But one link isn’t enough.

The difference between a regular signature and a Super Signature is that the Super version offers your reader 2-4 things of value, both to them and to you, even if you didn’t try to sell them anything in your email at all.

Here’s a screenshot of one of mine.

Here’s the simple template I follow when creating one or changing things out.

1. A CTA (Call-To-Action) introduces the items.

“When you’re ready, here are 3 ways I can help you”

or

“Here are three ways we can connect.”

2. Then add 1-4 items with small teasers and clickable links.

A. I recommend one or two free things that have no barriers or commitments (a download or a blog post to read).

B. Then one thing that might require them to follow you (Instagram or join a Facebook Group).

C. And finally, one thing that might require a purchase or a commitment (here’s my book, or signup for this thing).

For instance…

When you’re ready, here are 3 ways I can help you

1. Read this blog post.
2. Follow me on Instagram here.
3. Check out my book.

In a real Super Signature, those would be live links, like in this email of mine.

Selling books in every email, without being pushy

You can keep it simple with just two ways to help them or go up to four, which should be the maximum number.

For most authors, two or three items are ideal unless you have a lot of things going, like courses, blog posts, or coaching.

The Super Signature is a great way to engage more with your subscribers, build a relationship, and sell more books (or courses, merch, and memberships), all without being pushy.

The Super Signature is not just for your email list, either

You can use your Super Signature in a variety of ways.

• When you send a personal or business email
• At the bottom of your blog posts
• On your 404 page

Of course, you should offer different things depending on where you use it.

For instance, on blog posts, a 404 page, and in your personal emails, offer at least one thing that would get them on your email list.

For your email list, there’s obviously no need for that, because they’re already on your list!

Adding a Super Signature will have you selling books in every email!

Since I’ve added them to my email lists, I get more engagement, more clicks, and more sales.

If you’re not already on my email list, sign up here, and see my Super Signature in action.

And if you are on my list, maybe that’s what brought you to this blog post in the first place! 😁

Talk soon,

Roland

When you’re ready, here are 3 ways I can help you:

1. Before you quit social media, set yourself up for success
2. Follow me on Instagram at @IndestructibleAuthor
3. Put your Author Platform on Cruise Control