Happy Saturday!
I’ve been feeling under the weather for the past week and a half and that explains why I didn’t send last week’s newsletter.
Now that I’m feeling better, let’s get to it.
I recently stumbled upon a marketing move that HarperCollins has been quietly using with some of their children's authors, like Beverly Cleary and the creative minds behind Amelia Bedelia.
Now, this approach isn't exactly groundbreaking—it’s a strategy that other industries, including ecommerce brands, have been rocking for a while.
But what's really cool is that not a lot of authors are jumping on board and that's what inspired me to share this strategy with you all.
The Strategy
So, a few weeks ago, I was exploring Amelia Bedelia's website and thought, "Why not join their mailing list?"
To my surprise, they asked for my birth date during sign-up, which definitely piqued my curiosity.
Being the adventurous type, I decided to enter my birthday as the next day and called it a night. (I know I didn't enter my real birthday, but there was no way I could wait until next year February🤷♀️)
Come my 'birthday,' and guess what? They actually sent me a gift!
In case you’re wondering, it was a generous 30% discount on my next book purchase and a "Learn More" button at the bottom that takes you straight to their online store.
Just one click, and I was browsing their entire collection without any hassle.
Imagine getting a birthday wish from your favorite author and not just a wish but a gift too. How cool is that?
I know it wasn’t my real birthday, but it totally gave me that warm, fuzzy 'aww' feeling.
This experience sparked a ton of ideas on how other authors can jump in on this strategy too.
Why It Works
This strategy hits the mark because it:
Boosts Sales with Ease: The direct link and discount code make it super convenient for parents to purchase books, turning a warm birthday wish into an opportunity for a new sale.
Creates a Personal Connection: A birthday email feels intimate and thoughtful, strengthening the bond between the reader and the author.
Enhances User Experience: By simplifying the purchasing process, it reduces friction and encourages immediate action.
How to Apply It
Now, let's chat about how you can sprinkle some of this magic into your own approach.
1/ Create a Heartfelt Birthday Message
Start by crafting a warm, personalized email that feels genuine and friendly. Don’t make it feel salesy.
2/ Add a Dash of Surprise
Even if they might expect a birthday greeting, throw in an unexpected bonus.
For example, share a sneak peek of your upcoming book or a special short story just for them.
Or even better, you can record a video of yourself wishing a happy birthday and use AI software to automatically add their name. That way, you won’t have to record a new video every single time!
3/ Make It Interactive and Fun
Get your young readers involved with something hands-on.
You can:
-Provide instructions for a simple craft related to your story—like making a character mask or a bookmark.
-Create a mini scavenger hunt on your website that leads to a hidden treasure (like a secret chapter or an exclusive illustration).
4/ Include an Easy Call-to-Action
Make it effortless for them to explore more.
Don’t forget to include a button that takes them straight to your online store or a special birthday page.
Also, make sure the discount code is easy to use and prominently displayed.
5/ Encourage Sharing
Invite them to share their birthday joy.
Create a special hashtag, something like #MyBookBirthday, where they can share pictures of their crafts or them enjoying your book.
Or showcase their artwork or stories in your next newsletter or on your website.
Potential Downsides
Privacy Concerns: Collecting birth dates may deter some subscribers due to privacy worries. So make it optional.
Discount Impact on Profits: A big discount might not be feasible for everyone. Consider offering exclusive content or smaller perks that provide value without significantly impacting your bottom line.
Strategy Fatigue: Subscribers may find the strategy predictable and less exciting after years. To keep things fresh, make sure to update your approach regularly.
And that’s a wrap for this week!
You can check out the email sign-up page here
Now let me take my meds.
See you again next week!
If you’re new here, welcome! This is part of my weekly newsletter where I share how top authors market their children’s books—giving you marketing ideas without the 40+ hours of research. Subscribe here!
Alex Safari
Co-founder, Zuri Book Pros
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