Questions, questions. Here’s a common theme these days:

“Should I do an Amazon Campaign to launch my book?” “Does it work?” “I hate them, do I have to?”

“Why haven’t you done them for your books, Andrea?”

Of all the hundreds of coaches, consultants and business owners we help succeed, many of them end up writing a book. This is fantastic. There are many reasons to write them, and “to catalyze my business growth” is definitely one of them. (It doesn’t have to be costly to you either.)

But then we come to the question of marketing the book, and whether the ubiquitous ‘Amazon’ campaign is the (only) (best) way to go. Short answer: No.

However, this one is interesting. A lot of people I respect greatly, do them. And I get asked to support them at least once a month. So although when working directly with clients we come to a decision about whether to “Go Amazon” pretty easily…I decided to post what I think are the best reasons to do an Amazon campaign.

The reasons NOT to do one are coming in my next post. Or at least, the reasons I (personally) will never do one, so you can think it through for yourself. (And, by popular request, a third segment on this theme is coming the second week of July, on “If Not Amazon, Then What Do I Do?” which I hope will help you along the path to creative something innovative and wildly profitable, while reflecting your business values.

For now, here are the Top 10 Reasons to do an Amazon Campaign.

(1) It gives you a deadline.

By definition Amazon Campaigns are done on a single day. There is a great power to having a target date like this to have your book inventory, shipping facility, sales verbiage, etc. ready.

(2) It gives you public accountability.

By asking all your joint venture partners to help you make the launch a success, you put yourself on the line. There is little to no welshing out on following through when all eyes are on you.

(3) It can be a lot of fun.

Watching your book climb the charts from hour to hour, starting at book rank 250,000 or less, and gradually moving up to wherever it ends is a lot like a game and wherever you end up, you have reason to celebrate.

(4) It will boost your energy and give you more drive.

Public validation on this kind of scale is energizing. You’ll receive lots of attention and let’s face it - we all like that at least some of the time. This energy becomes the crazy driving fuel for your next project.

(5) Credibility.

In many ways, doing an Amazon Campaign can signal to those around you that you’re playing big, here to stay, going for the brass ring, etc. because you have to have a certain amount of infrastructure, support, and technology in place ot make it all fly. In this way Amazon Days a ‘St. Elmo’s Fire’-like coming of age thing - ritualistic, almost - in the online business context.

(6) Exposure.

The cumulative effect of a well-executed Amazon Campaign can get your name remembered by people who may matter to you down the road. After doing one, you may find it easier to get the attention of A-listers who can become key strategic partners. No matter how many times you post on his blog, Tom Peters’ team will take more notice if you hit #1 in business.

(Actually, scratch that, if this list is resonating with you, you probably want to do both - post lots to Peters’ blog AND nail the Amazon thing.)

(7) You get bragging rights in your marketing materials.

It may not seem like a big deal, but being able to add a graphical “#1″ to the cover of your book in its next printing IS actually pretty big. Not to mention the headline you can add to your webpage. Or the fact that you’re now a ‘best-selling’ author - each and every time you get introduced as a speaker, on the radio, or quoted in Entrepreneur Magazine.

(8) You give others a reason to talk about you to their lists.

This is the biggest reason I would ever consider doing this. I think the main benefit of Amazon Campaigns is the ability it gives you to encourage joint venture partners to do something for you. It’s a cool thing. And because it’s deadline oriented, you can drive your energy towards a finish line together.

Think about it…if you just wrote a book and just want help marketing it, it’s a lot harder to get a joint venture partner to commit to when they’ll send something out, IF they’ll send something out, if there’s no compelling reason to do so.

Amazon gives you the compelling factor required to cause action among your allies and partners. Big. Sometimes I feel as though this point is SO big, it overrides even the fact that it’s a good book, or that you want it read by people…know what I mean? Cuz collaboration can make or break you, but one mediocre book can’t.

(9) It’s great practice.

Recently I advised a private client to try Amazon because his market is very likely to respond to the crediblity of a campaign. And, my not-so-secret agenda with him was to have him practice executing a big marketing campaign.

Many, many people online think they can announce something and it’s done…there’s some kind of fogginess around the idea that any good campaign worth doing requires multiple mailings, multiple tactical paths, multiple connections and a duration of time to do properly. While what we’re talking about with Amazon happens on one day, there is often a 30 day window of investment on either side of that day (if not more, especially before).

It’s plain old good practice to build muscles for these multi-pronged, comprehensive marketing campaigns.

And last but not least…

(10) You’ll sell books.

It’s true! As much as people gripe and whine, they do also seem to buy books because of Amazon Days. They work. Or, at least they have worked.

I think they’ll continue to work, but not as dramatically, for a while, but I highly doubt there’ll be many Amazon Campaigns (the way they are now) this time next year, for example.

So have a think, if you decide to do one, good on you. You’ll sell books and make some money, and most of all, bring new people into your business funnel so you can find the ones you’d like to service more, with other things.

Regardless of Amazon, books are fantastic doorbusters that lead to more business - especially for money-AND- meaning-seeking entrepreneurs.

Post below as to why you’ll pursue an Amazon Day Book Launch (or why not), what you’re stuck on getting together to make it happen, and most of all - the date of your big Day. I may or may not announce it for you but you can comment anytime!

Enjoying the theme of this post? Click to read “Why I (Personally) Will Never Do An Amazon Campaign’ and coming soon, ‘If Not Amazon, Then What Do I Do?”

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