Happy Saturday!
I’m writing this newsletter from a remote spot where my phone service is… well, let’s just say it’s not winning any awards.
I’ve been hunting for the perfect place with a decent connection—which, yes, included trying to climb a tree! I was about to give up on sending this, but hey, I’m no quitter.
Alright, let's dive in...
Recently, I stumbled upon a brilliant marketing move by none other than David Walliams, the bestselling children's author you probably know from Gangsta Granny and Mr Stink.
His approach to engaging young readers (and their parents) is pure gold, and there's a lot we can learn from it.
What really stood out was how he turned a simple email sign-up into a fun and interactive experience for kids.
The Strategy
Here's how he pulled it off...
An Offer Too Good to Pass Up
It all starts with an enticing sign-up page for his VIP Book Club.
Just the term 'VIP' triggers a psychological response—we all love to feel special and part of an exclusive group, right? By labeling it as a VIP club, he's tapping into that desire for exclusivity and importance.
The sign-up page is cleverly worded to highlight key phrases:
Notice how they've highlighted key words like EXCLUSIVE, and FIRST.
This isn't by accident—these words are psychological triggers that tap into our fear of missing out (FOMO) and our desire to be part of something special.
It makes the offer feel irresistible.
A Welcome Email Packed with Goodies
As promised, once you sign up, you receive a welcome email that's full of exciting content:
A Personalized Welcome Letter from David Himself: While not a surprise (since it was mentioned on the sign-up page), receiving a custom letter from David still feels special.
In his signature humorous style, he welcomes you to the VIP club, making you feel like you're embarking on a brand-new adventure with him.
This personal touch creates a strong emotional connection.
He even adds some playful P.S. and P.P.S. notes:
These quirky additions make the email memorable and endearing, showcasing his personality and making the interaction more enjoyable.
An Exclusive 30% Discount: Here's where the surprise comes in. Alongside the expected welcome letter, you get a hefty EXCLUSIVE WELCOME DISCOUNT of 30% off his books, with a direct link to buy.
This unexpected bonus reinforces that VIP feeling and encourages immediate action.
Making the Badge—Interactive Fun
The email also includes instructions on how to make your own VIP badge.
It's a hands-on project where kids can print out the badge, cut it, glue it onto cardboard, and attach a safety pin.
This isn't just any badge; it's a fun activity that gets kids involved creatively.
Wearing a badge that says 'VIP' reinforces that exclusive status and makes them feel like they're part of a special club.
Building a Community Vibe
Now, here's the clever part: the page you visit next doesn't just stop at welcoming you—it also showcases current and past giveaways and competitions.
There's a reason for this. By highlighting these events, David is showing you that there's already a buzzing community in place.
It's like he's saying, "Look at all the fun stuff happening here—you don't want to miss out!"
This builds excitement for what's coming next and makes you feel like you're joining an ongoing adventure.
Plus, seeing that others have participated and won in the past gives you that extra nudge to get involved yourself. It’s a subtle way of saying, "You're now part of something bigger."
Why It Works
This strategy hits the nail on the head because it taps into some key psychological triggers:
Spreads Through Word of Mouth: Kids wearing their VIP badges are likely to show them off to friends, which is free advertising!
Triggers FOMO: Showcasing ongoing activities and emphasizing exclusivity taps into the fear of missing out, prompting quicker sign-ups and engagement.
Personal Connection with the Author: The custom letter from David adds a personal touch that makes readers feel valued and directly connected to him.
Fosters Community: Highlighting current and past giveaways and competitions shows that there's an active community, encouraging you to join in on the fun.
Drives Quick Sales: The surprise 30% discount with an easy link to buy makes purchasing a no-brainer.
How to Apply It
Create an Irresistible Sign-Up Offer
In the sign up page make your readers feel like they're joining something unique.
This could be inviting them into a secret club with hidden content, offering exclusive digital goodies like custom maps or artwork, or letting them influence your next book by naming a character or deciding a plot twist.
Think outside the box and offer something they can't get anywhere else!
Add a Personal Touch
Write a friendly email that sounds like it's coming from a friend, not a corporation.
Let your personality shine through—share a fun anecdote, a quirky fact about yourself, or a warm thank-you for their support.
Surprise Them with a Bonus
Even if you promised goodies upfront, add an extra surprise to delight them.
You can surprise them with an exclusive discount code, a bonus short story, a sneak peek of your upcoming book, or a personalized thank-you note.
Engage Them with Interactive Fun
Get your readers involved with something fun and interactive. Don’t forget to invite them to share their participation.
For example, you can host a character-naming contest, create a quiz related to your book, offer a printable DIY project like bookmarks or coloring pages, or challenge them to share fan art.
And that’s a wrap for this week!
You can check out the email sign-up page here
Now I can stop stressing about my phone service.
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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