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Here’s Everything You Get:
- Step-by-step guidance to set up your direct-to-reader marketing system.
- Lifetime access to the life-changing AMMO curriculum
- Free curriculum updates
- Financial and optimization tools to streamline your setup, management, and growth.
- Lifetime access to the AMMO community of highly successful authors (full payment plan only)
- Lifetime access to live, personalized coaching 2x weekly (full payment plan only)
- Learn to use the testing process that has produced over $25,000,000 in results
- Deploy powerful growth ads optimized to bring eager buyers to your store
- Use highly tested templates to springboard your web pages to profitability
- Use ultra-successful email techniques to maximize your book sales and revenue
- Apply the testing process that allows you to write the books your readers want to read (and buy!)
- Use reader behavior data to learn what your readership loves
- BONUS: Learn how to set up your paperback and hardcover direct-sales system
- BONUS: Implement the AMMO direct-sales system for your audiobooks
- BONUS: Integrate ebooks, audiobooks, and paperbacks into your direct-sales system to expand your reach and profit
- BONUS: Employ high-converting upsell assets to increase your revenue and profit while delivering more value to your customers
AMMO Phase 1: “Click Testing”
There are probably 100 true and accurate ways to describe any book under the sun.
Click Testing answers the question, “Which of these true and accurate ways of describing my book actually produces sales?“
We’ll show you how to set up, conduct, and evaluate your Click Tests to produce high-converting advertisements that sell more books and earn more profit per sale.
This phase usually lasts 2 to 3 weeks.
Test 1 – Tagline / Motivations
Storytellers (Novelists, memoirists, and story-based nonfiction authors) will test book/series taglines, while Problem Solvers will find their market’s strongest motivators for positive change.
Test 2 – Headline / Transformation
Storytellers will test ad headlines, while Problem Solvers will find the most compelling transformation statements for their audience.
Test 3 – Testimonials
All authors will find compelling “standalone testimonials” from prior readers and customers to help prospective readers decide if your books are right for them.
Test 4 – Images
A great deal of human gray matter is devoted to digesting visual information, so ad images are a powerful way to give prospective readers a sense of the experience of your book(s).
Test 5 – Primary Ad Text
You’ll discover the best way to use the “primary text” section of your advertisements to get readers excited about your books and products. The “primary text” appears above the image on Facebook ads
Test 6 – Stress Test
This is the final “sanity check” from your market to confirm that your testing has produced at least one high-converting advertisement to power your book sales.
AMMO Phase 2:
Once you’ve conquered click testing…
Here’s the direct sales awesomeness that awaits you inside AMMO V4’s “Direct Sales for Authors” Module:
Lesson 1: Understanding direct sales economics
Take a tour of the AMMO direct sales system that you’ll be building and optimizing. Discover the key economic drivers we’ve discovered through our work with hundreds of authors, and how our entire process is designed around these realities.
Lesson 2: Fundamental principles
We’ve designed AMMO V4 as a complete business education for authors, built on the fundamental principles that have produced over $1B in client results across 75+ industries. You’ll apply these hard-won lessons to your book business to grow profitably and avoid common pitfalls.
Lesson 3: Shopify!
We’ll start getting our hands dirty as we set up your book products for sale inside your very own Shopify store. We’ll also welcome you to the excitement and independence that come with owning your own e-commerce store!
Lesson 4: Bookfunnel + Shopify
You’ll be able to fulfill your customers’ electronic purchases easily, automatically, and professionally through Damon Courtney’s brilliant app, Bookfunnel.
Lesson 5: Selling book bundles without breaking the bank
Four out of every five book purchases today are physical copies, and we’ll guide you through the process of putting together your paperback offers. This is a critical part of every successful author business today, and we’ll give you the financial tools to quickly and fully understand your unit costs.
Lesson 6: Your business’s Golden Ratio
Avoid the crippling operational pitfalls that prevent talented authors from succeeding in their book businesses. You’ll discover a powerful framework that gives you full clarity and allows you to run your business like a pro.
Lesson 7: Creating your “Doorbuster” offer stacks
A killer offer is critical to attracting new readers. You’ll use our proprietary tools to help you design your introductory “doorbuster” offers for ebooks, paperbacks, AND audiobooks (if you have them). The tools will do ALL of the math needed to understand the gross profit you’ll earn with each sale. This is crucial to your ability to scale your business!
Lesson 8: Implementing your doorbuster offer (and order bumps!)
We’ll walk you step by step through the process of setting up your doorbuster offer and order bump pages to make them customer-ready. This is a tremendously satisfying step in the process — your offers are the engine that will power your business growth for years to come.
Lesson 9: Unbounce tips & tricks
It’s not enough to create functional offers. We must test, iterate, and optimize those offers to best serve our customers, which allows us to build a profitable business. We’ll walk you through one of the most powerful business growth tools in our arsenal to help you quickly reach profitability.
Lesson 10: Setting up your sales page
We’ll hand you a number of battle-tested, powerful, proven sales page templates as a springboard to build the pages that will sell your books to new readers. Each of these templates has sold millions of dollars worth of books, and will save you weeks of work and thousands of dollars in testing.
Lesson 11: Post-purchase upsell offers
Readers LOVE a great deal on a great book, so once they’ve chosen to buy your doorbuster offer, we’ll give them a “would you like fries with that” offer to enjoy another great title at a compelling price. This little offer will go a long way toward securing your profitability!
Lesson 12: The best email system on the planet for your store
In lesson 12, we’ll walk you through setting up your Klaviyo email system. Klaviyo is the most powerful and profitable email system for Shopify store owners, and we’ll show you the procedures we use to develop, test, and iterate the two most important email flows in your entire business: the welcome sequence and abandoned cart sequence.
Lesson 13: SHOWTIME! It’s time to bring new customers into your store!
All of our hard work to this point will really start paying off. We’ll show you how to deploy the ads you built inside of the Click Testing portion of AMMO V4 in order to bring new customers into your system. This will give us the necessary data and market intelligence to make constant improvements and build a highly profitable bookselling system!
Lesson 14: The Ledger of Legends
This “legendary” tool will take all of the confusion, messiness, and frustration out of tracking your advertising results. It will give you a clear picture of your business’s financial performance every single day, AND it will evaluate your performance numbers and tell you which of your marketing assets to iterate next. This tool gives you knowledge, insight, and autonomy to run your business like a seasoned professional.
Lesson 15: How to get your sales page not to suck
Testing and optimizing your sales page is the hardest part of the direct sales process. You can think of it as a rite of passage, foisted upon us by the business gods. I’m going to give you insight and instruction from thousands of sales pages that have produced many millions of dollars in results, and this will save you weeks of aggravation and thousands of dollars in testing costs.
Lesson 16: Krushing the rest of your Klaviyo flows
We’ll return to Klaviyo to fully harness its unique power. You’ll create smart email flows that will automatically meet your customers wherever they are in their customer journey with you. Over time, this effort can double the revenue your business makes, 24/7/365. It’s an extremely powerful system, and we’ll show you how to make the most of it to grow your business profitably and sustainably.
Lesson 17: One Click Gold
In this lesson, we’ll spend some quality time setting up another exceptionally powerful tool: the upsell offer system we use inside of Shopify to increase customer happiness by giving them more amazing books at compelling prices. You’ll also learn how to A/B test these offers, and this will help you increase your store’s revenue and profit — automatically — by up to 50%!
Lesson 18: Where to learn how to SCALE YOUR BUSINESS
In this lesson, I’ll show you how to unlock our Capstone Bonus Module (see below), and you’ll have immediate access to the bonus lesson that answers the most common question from AMMO graduates: How do I scale my ads profitably and sustainably? You’ll benefit from what I’ve learned by spending over a million dollars of my own money on Meta ads. And you’ll also receive MORE bonus lessons, released at a comfortable pace to allow you to take full advantage of them.
✷ BONUS Module 1:
Scaling your ads while staying profitable
I’ll give you my hard-earned best practices to help you grow your business profitably and sustainably. I’ll show you how I set up my campaigns, ads, and ad sets for maximum results with minimum risk. I’ll show you how I scale my top performing ads and cull the laggards. You’ll learn how I apply a portfolio approach to my advertising to stabilize market fluctuations and ensure sustainable growth.
✷ BONUS Module 2:
Your most powerful asset
In this bonus lesson, I bring back one of our authors’ favorite lessons from way back in AMMO Version 2. People have invited me on podcasts just to talk about this particular lesson, because it’s such a powerful (and often overlooked) asset you can use to accelerate your career growth.
✷ BONUS Module 3:
The Freebie Funnel
For years, our authors’ successes were powered by the “freebie funnel” (we invite new readers to enjoy a free ebook copy of our first-in-series). This isn’t our primary sales configuration today, but for many authors, the freebie funnel remains a powerful and profitable customer acquisition process. I’ll show you how to implement it in your business to complement your main sales process.
✷ BONUS Module 4:
The Product Detail Page (PDP) funnel
Sales pages provide the highest return on ad spend for the vast majority of authors, but many of us generate handsome profits by also advertising directly to our Shopify product pages. I’ll give you tools, tips, and tricks to test this customer acquisition process for yourself.
✷ BONUS Module 5:
Advanced email segmentation
I’ll walk you through the “Post Purchase Email Flow of Justice” to teach you some of Klaviyo’s more advanced customer segmentation options. This helps you tailor the text and offers in your customer communications to best fit each customer’s preferences. You’ll write more relevant emails and make more relevant and compelling offers, which will translate to more happy customers, superfans, and profits!
Steven Pieper
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