How Authors Can Break Free From the Content Trap

EPISODE ONE HUNDRED

You've downloaded the content ideas. You've saved the post templates. You're creating more content than ever before... but your book still isn't selling. Here's why: More post ideas without a system just creates more work. In this video, I'm showing you the conversion system you actually need - the three types of content, how to build an email list you own, and how to sell your book without feeling gross. Stop chasing random post ideas and build a system that converts.

Links

Book Marketing Blueprint FREE download

NEW RESOURCE: The 90-Day Book Sales System

Transcript

You've downloaded the content ideas. You've saved the post templates. You've followed all the marketing experts telling you exactly what to post. And you're creating more content than ever before.

But your book still isn't selling.

I'm Jenn Hanson-dePaula, and I've been helping authors market their books for nearly 20 years. And what I'm about to share with you is going to change everything about how you approach book marketing.

Because the problem isn't that you need more post ideas. The problem is that you don't have a system.

Here's what's probably happened to you.

You follow marketing experts on social media. They're constantly sharing content ideas: "Try this post format!" "Here are 30 caption ideas for authors!" "Download this free template!"

So you download everything. You save all the posts. You try the trending formats. You're creating content based on what everyone says you should be doing.

And you're working harder than ever. You've got folders full of content ideas. You're spending hours every week creating posts. You're trying to keep up with what's working for other authors.

But here's what's actually happening: You're chasing. You're chasing virality. You're chasing visibility. You're chasing the next trending format that might finally be the thing that makes your book take off.

And every time you try something new, there's this hope: Maybe THIS will be the thing that gets me in front of more people. Maybe THIS will finally translate to book sales.

But it doesn't.

Because here's what nobody's telling you: More post ideas without a strategy just creates more work. More visibility without a conversion system just leads to more people who never buy.

You don't need another content download. You don't need more post ideas. You don't need to chase the next viral trend.

What you need is a system that actually converts.

Before I show you exactly what the system looks like, I want to offer you something different from all those content downloads you've been collecting.

I've created a free Book Marketing Blueprint that doesn't just give you more post ideas. Instead, it shows you the six essential elements every author needs to actually sell books, and helps you diagnose exactly which ones you're missing.

Because if you're working hard but not seeing sales, you're probably missing one or more of these elements. And no amount of post ideas is going to fix that.

You can grab your free copy at the link in this episode’s description or in the show notes. Get that now, and then come right back because what I'm about to show you is the system that turns random posting into strategic marketing that actually converts.

Okay, so let's talk about what I mean by "the system" and why all those random post ideas you've been collecting aren't working.

Here's what's really happening. You're stuck in what I call the Content Trap. You're collecting ideas and creating content, but there's no strategy behind it. There's no system connecting what you posted last week to what you're posting this week.

Most authors think: "If I just create good content and post consistently, the sales will come."

But that's not how it works. Because not all content does the same job.

There are three types of content:

Awareness content brings new people in. It attracts people who don't know you yet.

Warming content builds trust and connection with the people who already follow you.

Converting content actually sells your book or grows your email list.

Most authors only create awareness and warming content. They're great at attracting people and building relationships. But they never convert.

They never actually ask for the sale. They never tell people how to buy. They never capture their audience on an email list they actually own.

And here's the other problem: Your audience on social media isn't really yours. Instagram could shut down tomorrow. The algorithm could change. Your reach could disappear overnight.

If you're not capturing your audience, if you're not building an email list, you don't own your audience. And that means you're building your entire author platform on rented land.

The conversion system fixes both of these problems. It helps you create content that actually moves people to buy, and it helps you capture your audience so you own the relationship.

Let me show you exactly what this looks like.

I want to tell you about an author I worked with - I'll call him Michael. Michael came to me completely frustrated. He'd been posting on Instagram five times a week for almost a year. His content was really good. Educational. Valuable. Relatable.

And he had proof it was working. He had over 2,000 followers. His posts regularly got 50-100 likes. People were commenting, asking questions, engaging with him.

But his book sales? One or two per month. On a good month.

He said to me, "Jenn, I don't understand. People clearly like what I'm posting. They're engaging with me. Why aren't they buying my book?"

So I asked him a few questions:

"How often are you posting content that actually tells people how to buy your book?"

He paused. "Um... maybe once a month? I don't want to be too salesy."

"Do you have an email list?"

"I have about 50 people on it."

"When's the last time you sent them an email?"

"Maybe... three months ago?"

And there it was. Michael was stuck in the Content Trap. He was creating great content that attracted people and built trust. But he never converted. He never captured his audience. He never actually sold.

So here's what we did.

First, we looked at his content mix. We calculated that out of 20 posts per month, maybe one was converting content. The rest was awareness and warming. We needed to shift that balance.

Second, we created a lead magnet - a valuable free resource specifically designed for his ideal reader. For Michael, it was a downloadable guide related to his book topic.

Third, we set up his email capture system and wrote a welcome sequence that delivered the lead magnet and built the relationship with new subscribers.

Fourth, we banked 90 days of strategic content using a mix of awareness, warming, AND converting posts. No more guessing what to post. No more avoiding sales posts because he didn't want to be "too pushy."

And fifth, we created his sales system - 15 posts he could rotate that directly invited people to buy his book, plus monthly email campaigns to his list.

Here's what happened in the next 90 days:

Michael's follower count actually grew a little slower than before, but the people who followed him were more engaged.

His email list went from 50 subscribers to over 600. That's 550 new people who raised their hand and said, "Yes, I want to hear from you."

He posted one converting post per week every single week. No more avoiding sales posts.

He ran one email sales campaign per month to his growing list.

And his book sales? They went from sporadic (one or two per month) to consistent: 25-35 books per month, every single month. And it continues to grow. 

But here's what Michael told me was the most important change: He finally understood what was working. He could see which posts brought people in, which posts built trust, and which posts actually converted to sales.

He wasn't guessing anymore. He had a system.

That's what the conversion system does.

So let's break down the conversion system so you can start applying this to your own book marketing.

Element #1: The Three Types of Content

You need all three types working together.

Awareness content attracts new people. These are posts about topics your ideal reader cares about, not just posts about your book. For a romance author, this might be posts about second-chance romance tropes or favorite book recommendations. For a nonfiction author, this might be tips, insights, or frustrations your ideal reader faces.

Warming content builds trust with people who already follow you. Personal stories that relate to your book's themes, lessons you've learned, stories you can share. This is where you turn followers into fans.

Converting content actually sells your book or invites people to join your email list. Direct posts about your book, testimonials, launch announcements, email list invitations with your lead magnet.

Most authors skip converting content because they're afraid of being "too salesy." But here's the truth: If you never ask, you never sell.

You need to be posting at least one converting post per week. Minimum.

Element #2: Your Email List - The Audience You Actually Own

Social media is rented space. Email is owned space.

If Instagram shut down tomorrow, you'd lose access to everyone who follows you. But your email list? That's yours. You can reach them anytime.

This is why capturing your audience on an email list is critical. You're not building your entire author platform on rented land. You're creating a relationship you actually own.

The way you do this: Create a valuable lead magnet, a free resource your ideal reader actually wants. Then use converting content to invite people to grab it.

Once they're on your list, you nurture them. You send valuable content. You build the relationship. And then you sell.

Element #3: Your Sales System

Here's what scares most authors: selling. They're afraid of being pushy. They're afraid people will unfollow. They're afraid of coming across as "too salesy."

But here's what I need you to hear: Telling people how to buy your book isn't pushy. It's helpful.

Your audience found you because they're interested in what you offer. When you give them a clear path to purchase, you're serving them.

Your sales system has two parts:

First, you need to be selling on social media consistently. At least one converting post per week that invites people to buy your book or join your email list.

Second, you need monthly sales campaigns to your email list. This is three emails over one week, once per month, focused on selling your book.

It's not complicated. But it is consistent.

And here's what happens when you have this system in place: Your book sales become predictable instead of sporadic. You're not hoping someone stumbles across your book. You're actively inviting people to buy.

Now, I know what some of you are thinking.

"Jenn, won't people unfollow me if I sell too much?"

Here's the reality: The people who unfollow you for posting about your book once a week weren't going to buy anyway. They were there for free content, not to support your work.

The people who actually want what you offer? They'll appreciate the clear path to purchase. They don't want to have to hunt for your book link. They want you to tell them how to buy.

The other thing I hear is: "But I don't want to be salesy or pushy!"

And I get it. Nobody wants to be that person who's constantly shoving their product in people's faces.

But here's the distinction: Selling isn't gross when you do it right. You're not manipulating people. You're not using sleazy tactics. You're simply saying, "Hey, if you've been following me and enjoying my content, here's how you can get my book."

That's not pushy. That's helpful.

When you have a system - when you're balancing awareness, warming, and converting content - when you're providing value and then inviting people to take the next step, it doesn't feel gross. It feels natural.

So here's what I want you to do.

If you're realizing right now that you're stuck in the Content Trap, if you're getting engagement but no sales, if you don't have an email list, if you're not sure how to sell without feeling gross, that's exactly what the 90-Day Book Sales System helps you fix.

The 90-Day Book Sales System gives you the complete conversion system in one place.

You'll bank 90 days of strategic content using the three types of posts - awareness, warming, and converting - so you never have to guess what to post again.

You'll build your email capture system with a lead magnet and welcome sequence that turns followers into subscribers.

You'll create your sales system with 15 ready-to-use sales posts and monthly email campaigns.

And you'll get a complete 90-day roadmap showing you exactly what to do week by week.

In just 2-3 hours of setup, then 1-2 hours each week after that, you'll have the complete system that turns your content into consistent book sales.

This is the bridge from "I'm posting but not selling" to "I have a system that works."

You can get the 90-Day Book Sales System right now at the link in the description below and in my show notes. Everything you need is inside.

Engagement is nice. But book sales are better.

You're not stuck in the Content Trap because you're doing something wrong. You're stuck because you didn't know you needed a conversion system.

Now you know. And you can fix it.

Get the 90-Day Book Sales System. Build your conversion system. And turn your content into consistent book sales.

The link is in the description below. I'll see you in the next episode.