June 23, 2020 • Aerio Staff
Using promotions to sell books is a great way to encourage book sales.
But when does it make sense to use a promo code and what can it do for
The power of promo or discount codes lies in the eventual increased book
sales you're going to make. However, if all or most of those sales were
made at a huge discount, how does that affect your bottom line?
Learning how to
sell more books
means learning how to effectively use
book marketing strategies
like offering promo codes. You could end up losing money if you don't
understand how and when to use promo codes.
When to Use Book Promo Codes
One of the main components of
is the attention your book will get from people who read and review it.
Both online and word-of-mouth reviews help to create buzz about your book
that, in turn, leads to more sales. Here's when to use them.
- With family and friends.
Your friend from college is more likely to read and review your new
novel if you provide her with a nice discount. Send your friends and
family members a one-time use promo code for a discounted copy as soon
as you're ready to start shipping; you don't have to wait for the book
- When you launch your book.
Whether you have a grand launch party and/or create a strategic online
, make your discount codes available during the kick-off. Promo codes
are a great way to
thank your loyal readers
earn new fans.
- During trade shows and other events.
Generate codes that are specific to the
, writing conference, or other event so you can keep track of the
events that generate the most sales. This can help you tailor your book
marketing strategy for future events.
- In exchange for book reviews.
Readers are usually happy to review your book online if they've gotten
a good book at no cost, so consider using codes that
discount your book all the way down to "free"
for these particular readers. Be strategic about finding the best
reviewers by searching for appropriate bloggers, approaching them one
at a time, and following up with each one without being rude, anxious,
or aggressive. (If you have to beg, it's not worth it!)
- With contests and giveaways.
If you’re hosting an online
contest or giveaway
, a promo code is a user friendly way to award your winners, while also
generating a buzz. Plus, unique codes help you track how many copies
you end up giving away.
What Promo Codes Can Do For You
Discount codes work for readers because people who buy your book using a
promo code will save money. But what do they do for you?
- Entice new readers.
The more readers you can entice to purchase your book with a code, the
more books you sell. People love getting a deal, and you love reaching
more readers. When you offer promo codes, everybody wins!
- Create book buzz.
If you limit the duration of your
promotions, people will be encouraged to buy during that time. An
increased amount of readers at one time gets them talking about it
online, creating a buzz of heightened interest in your book that could
- Increase online discoverability.
Unless you're already a traditional publisher's darling, Hollywood
celebrity, or infamous criminal, your book and your name might not be
trending keywords on
(yet!) - especially if you've just published your very first book.
Offering discount codes gets your book out there, both as an
and literally in the hands of readers, ultimately generating more
online impressions that push you to the top of online search results.
- Generate helpful data.
Use unique discount codes for each trade show, online bookstore
promotion, or other book promotion event to
track sales and customer data
Facebook Audience Insights
offer tools to help you track data that can inform your book marketing
strategy. Data analytics can show you where to use cross promotion,
when to offer promo codes, where to target your marketing, who buys
books like yours, and more.
Where to Get Started
Aerio offers tools that can help you designate price, start date, and end
date for each customized promo code you set up. If you want to sell more
books online, supplement your book marketing with Aerio, and our helpful
built-in promo code feature!