Launch Experiments with Jeff Gothelf
Lessons learned from launching book 5: What worked and what didn’t
Five-time author and sometime publisher Jeff Gothelf joins author Jurriaan Kamer to talk about launching his latest book, Who Does What By How Much?: A Practical Guide to Customer-Centric OKRs.
Thanks Jurriaan for hosting! More on Jurriaan at his website.
Topics & timestamps
1:09 Jeff's experience as an author and publisher
8:54 Going from working with traditional publisher to starting a publishing company
11:22 Publishing a very short book as an experiment
12:48 Jeff's OKRs for this book launch
15:20 What drives people to buy books?
18:08 What has worked, and what has failed?
19:55 Building an email list and LinkedIn group of early readers
22:00 Setting up podcast appearances
22:45 "Cousin reviews"
24:10 Interpreting the results since launch
26:59 Launch year and recommendations
27:50 Also experimenting with PR and paid advertisements
28:28 More about PR
30:17 Asking people to share and post about the book
33:20 Never shut up about your book
36:09 Make every post, email, and reminder valuable to build good will
37:50 Offering bulk discounts and bonuses
39:40 Handling fulfillment for bulk purchases
42:06 What would you do differently next time?
43:43 Beta reading
44:56 Book launch parties
45:35 Bulk purchase as part of conference speaker fee
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