The holiday season is upon us (in case you hadn’t noticed), and the spirit of gift-giving is in the air. How about giving a gift to your loyal readers? I recently learned about Amazon Giveaway. While not built specifically for authors, we’re in a great position to take advantage of it – and let our readers know how much we love them.
What Is Amazon Giveaway?
Amazon Giveaway is a tool that lets you choose any physical item from the Amazon store – your book, somebody else’s book, a Kindle, whatever – and use it as a prize in a drawing. Any physical item works, so long as it’s eligible for Amazon Giveaway. How do you know if an item is eligible? Check the bottom of the item’s product page; scroll waaaaay down below the customer reviews. You’ll find a button that says, “Set up a giveaway.”
You can also choose how many prizes to give away, and how winners are selected. Amazon can select winners randomly, or via a lucky number (such as every third entrant), or first come, first served. (Great for those, “Be one of the first ten to reply!”)
Finally, you select what the entrants have to do to be eligible for the give-away. The options Amazon makes available are following you on Twitter, watching an Amazon Video Short, or watching a YouTube video. Also, you can make your giveaway no-strings-attached.
You pay. Your selected number of entrants win. Amazon ships.
It’s that simple.
“Grow Your Following”
Amazon Giveaway doesn’t appear have any built-in feature to help you grow your following. For example, there is no requirement for the participant to SHARE a social media message to be eligible. A feature like that, combined with, say, a Kindle tablet or a boxed set by a famous author, would be HUGE.
You might argue that people might share your tweets and Facebook posts that advertise the giveaway. Well, I wouldn’t count on that. When there’s a contest for a limited number of prizes, why would a participant reduce their own odds by inviting everyone in their circle to enter the competition, as well? The only way you could encourage sharing is if it were a requirement of participation, or if the participant could increase their own odds by sharing. (“Click share, and we’ll add your name twice.”)
As far as I can tell, the only way to get people engaged in your Amazon Giveaway is to tell them yourself (and through your network) that you have a giveaway going on. You’ll have to use your own means to get your giveaway to reach people beyond the following you already have.
Sure, you can require interested parties to follow you on Twitter. But chances are, you’re using Twitter to tell people about your giveaway. Hashtags will be your only salvation here to attract participants from outside your current following.
Okay, so this isn’t an Insta-Grow solution to your followship woes. What are some other ways to turn an Amazon Giveaway into a mode of growing your following? Maybe start a Thunderclap campaign. Maybe ask all your friends in your network to let their followers know about your giveaway. Maybe go on a blog tour and tell everybody that you’re holding a drawing.
Grow Your Mailing List
One review I read about Amazon Giveaway lamented that there wasn’t much of a way to keep in touch or follow up with the participants after the giveaway is over.
Your most valuable asset as an author is your mailing list – your direct link to those people most interested in buying your books. If you have a small list, your top priority should be to grow it. (And write books.)
So here’s one idea for linking an Amazon Giveaway to growing your mailing list: Choose your product to give away – either your own book, or a book by a best-selling author whose work is much like your own, or even a Kindle. Then instead of directly advertising the Amazon Giveaway itself to your social media outlets and network, invite people to join your mailing list in exchange for a chance at winning the product you selected. Don’t share the Amazon Giveaway link on Twitter or Facebook; put it in an auto-responder and share it only to the people who sign up to your mailing list.
Can we make this even better? And can we curb the disappointment of your new subscribers who didn’t win? Sure! Try this: All subscribers to your mailing list will receive a free copy of one of your own books (that’s author mailing list 101, right?) PLUS they get a chance at winning a book (or boxed set) by a popular author whose writing is similar to yours. Pow! Everybody wins, because everybody gets your book, but you’ve also got the power of a well-known title behind you, which should draw even more people in.
One way or the other, you’re going to have to advertise your Amazon Giveaway. Why not make all that work count, and get all your participants on your mailing list?
Combine with Facebook Ads
I’ve just started experimenting with Facebook ads. (Promising results so far!) One way you can use Facebook ads is to (again) grow your mailing list. Advertise your free book in exchange for readers’ email addresses.
Oh, wait. What if you don’t have a free book?
Well … why not use Amazon Giveaway to give them somebody else’s book? Again, make it a book that’s both well-known and similar to your own writing. Amazon Giveaways only run for a limited time, though, so this would be a way to create a boost of new subscribers … such as just before you release your first book. (Clever, eh?)
Or Just Thank Your Followers
The place where Amazon Giveaway promises to excel is in taking all the hassle out of running your own giveaway, packaging items, and dropping them off at the post office. You select the prize, Amazon handles the rest.
As you can see from my comments, I don’t see Amazon Giveaway as a simple way to magically grow your following. (Contrary to what they seem to imply on their homepage.) You have to get creative to advertise your Giveaway to people outside your current following.
So why did I get excited about Amazon Giveaway when I first saw it? Because I value the people who have already signed up to my email list. What a great way to let them know just how much they mean to me!
At some point in my career, I would absolutely love to make a Giveaway an annual, holiday thing, just to let my subscribers know how much I appreciate them. These are the devoted people who enjoy my writing so much, they want to be the first to know when my next book is coming out. They want to receive my blog posts and/or newsletter in their inbox every week and month. One of my subscribers even sent me a handwritten Thanksgiving card! My fans mean a lot to me, and Amazon Giveaway would make it really easy for me to show them just how much I appreciate them.
So, I’ve proposed several ways to make Amazon Giveaway work for you. Your turn! Have you ever run a giveaway? What did you like or dislike about it?