Book Promo Stacking [& How to Ace It]

Promo stacking in publishing boosts authors’ visibility and sales.

Promo stacking used to involve back-to-back promotions across various book promotion services. Currently, book promo stacking has expanded to include various marketing techniques, such as Amazon ads and Facebook ads.

Here is how it works.

A. When Do You Promo Stack?

Promo stacking in publishing is a strategic way used by authors to promote a book and increase sales during a launch or to create interest in their backlist titles.

Promo stacking happens during a short period (typically four to seven days) in which the author focuses on various marketing activities to boost the book's visibility.

During these periods, authors often synchronize promo stacking with price promotions to create an even bigger interest in their books.

The essence of book promo stacking lies in its ability to create a significant uptick in sales, downloads, or reads by using multiple promotional channels simultaneously.

Multichannel approach

A single marketing tactic increases book sales and downloads. The more marketing tactics you combine in a short burst, the bigger the impact. Retailer algorithms start working in your book’s favor and boost its ranking.

A higher rank often leads to increased visibility and more sales and downloads, called a halo sales effect. While steady marketing builds brand awareness, a well-timed combo of promotions can give your rankings a quick and powerful boost.

B. Promo stacking vs. Price promotions

Promo stacking and price promotions are distinct but complementary strategies in book marketing.

A price promotion involves temporarily lowering the price of a book to attract buyers. It’s more effective when paired with marketing strategies—that's where promo stacking comes into play.

Promo stacking amplifies the effect of a price promotion by coordinating multiple marketing efforts around the discounted price period.

This could include a mix of Amazon Ads, Facebook ads, email series to a subscriber list, and features on book promotion sites. You should use at least three book promotion websites to kick off sales.

By aligning these promotional tools within a short, targeted timeframe, authors can create a burst of visibility and activity that drives higher sales volumes than a standalone price drop would.

C. How to Promo Stack

1. Promo strategy

Your promo stacking strategy depends on the number of books you have and their review ratings. Book promotion sites often require a minimum number of reviews, limiting your options if your book has none.

Here are some scenarios as proposed by Written Word Media. They outline effective methods of promo stacking in book publishing, tailored to different author circumstances and goals.

Single book, no reviews

• Begin with a free promotion on Freebooksy to generate downloads and reviews.
• Transition to a 99c price on day two, promoting the deal via email and social media.
• Continue with a Bargain Booksy promo on day three to sustain sales.
• Include an Amazon ad running all four days for additional support.
• This strategy maximizes limited resources in promo stacking in book publishing when starting without reviews.

Single book, several reviews

• Use multiple book promotion sites to feature your book priced at 99c.
• Ensure your book meets site review requirements to maximize exposure.
• This approach uses existing reviews to enhance book promo stacking effectiveness.

Series of three or more books

• Offer the first book for free to hook readers, discount subsequent books to encourage purchases.
• Start with a Freebooksy promo for free downloads of book one and sales for the rest.
• Use multiple promo sites to boost visibility and sales across the series.
• End with a Bargain Booksy for a strong sales finish.
• Consider adding ads on Amazon, Facebook, or Bookbub to drive read-through further.

Multiple books, similar genre [non-series]

• Use a new release to boost your entire book catalog.
• Launch with a NewInBooks promo to cover multiple sites without individual coordination.
• Feature your best-reviewed book on various promo sites to drive overall sales.
• Use the initial high rank of a new release to promote your backlist.
• Amplify your efforts with Amazon and Bookbub ads to enhance promo stacking in publishing.

2. Pricing

If it’s your first book and lacks reviews, consider offering it free for a while to attract reviews and kickstart sales, then increasing the price to $0.99.

For books in a series or with a portfolio of well-reviewed works, maintain a price of $0.99 throughout the book publishing promo stacking. A new release might be set at $1.99 during this period.

Making the first book in a series free during promo stacking can significantly boost your next series' sales. Consider discounting subsequent books to encourage further purchases.

3. Timeline

Before starting a promo stack campaign, ensure your book appears professional.

Invest in a high-quality cover design and professional editing, and craft a compelling book description that captures the essence of your story and engages potential readers.

Optimize your author bio and website. They represent your brand.

Use the back matter of your book to promote your other works or email signup, a crucial yet cost-free marketing avenue.

Then:

1. compile a diverse set of marketing tactics, including ads, promotions, and social media activities, into your promo stack

2. schedule these tactics, prioritizing those with less timing flexibility first and filling in gaps with more adaptable activities like social media updates.

4. Assessment

Track and record your book's rankings, sales, and downloads daily during the promo period to evaluate the impact of your marketing efforts and identify areas for improvement. Some tweaks can be done on the spot to enhance the results of the campaign, while others provide valuable insights for future promo stacks.

Authors with series should analyze whether the promo stack boosts sales of subsequent books. An increase in sales of later books a few months after promoting the first book could indicate a lasting positive effect from the stack.

There are other signs of a successful promo stack, such as increased ratings and reviews, more subscribers to your mailing list, and a growth in social media followers. These factors help you understand the broader impact of your promo stack.

D. Tips for Effective Promo Stacking

1. Choose the right timing

Opt for a 5-7 day period for the promo stack, ideally when you anticipate high reader engagement or need to boost visibility.

2. Combine with a price promotion

Coordinate your promo stacking with a temporary price reduction to maximize the attractiveness of your book to potential buyers.

3. Select multiple promotion channels

Utilize at least three book promotion sites, and consider ads on platforms like Facebook and Amazon. If you’re launching a new book, ensure these ads are set up well in advance to generate interest before the launch date.

4. Monitor and adjust

Keep an eye on your campaigns during the promo stacking period. Adjust strategies as needed based on performance data and reader response.

5. Communicate with your audience

Let your email subscribers and social media followers know about the promotion. Engaging directly with your audience can enhance the impact of your promotional efforts.

6. Spread out promotions

Don't launch all promotions at once and overwhelm your audience. Spread out your promotions to keep the buzz going and finish strong with a killer deal that leaves people hooked, even after the promo stack is over.

E. Promo Stacking Tools

Here are the main ways to prepare for a book promo stacking campaign. Some are free, so all you need to do is be consistent in creating and supporting a community of fans around your work.

1. Author mailing list [free]

This is a direct channel through which you can communicate with your readers. Send updates, promotions, and announcements to engage your audience.

2. Social media presence [free]

Use platforms like Facebook, Instagram, and Twitter (X) to share news and promotions about your book. This will help you maintain visibility and a friendly interaction with your audience.

3. Newsletter swaps [free]

Partner with other authors to share each other's books with your respective mailing lists. This expands your reach to new potential readers.

4. Book promotion sites [paid]

Bookbub, Bargain Booksy, and Freebooksy offer targeted promotional opportunities and place your book in front of large audiences.

5. Ads [paid]

Create ads on Amazon, Bookbub, and Facebook to help your book appear in more searches and product pages.

💡Execute the promo stack over a concentrated 3-5 day period to enhance your book's visibility and sales using both free and paid marketing channels. 

Conclusion

Promo stacking in book publishing is a powerful strategy that enhances visibility and sales through coordinated marketing efforts. And now you can ace it.