But, if you don’t mind waiting a few months, ads can (eventually) build your seed audience all on their own. After completely botching our launch for The Workshop Survival Guide, Devin and I relied on this approach. The ads sold 25-100 copies per month at a moderate profit, returning $2-3 for every $1 spent while slowly building a seed audience. Within a few months, word of mouth had kicked in and organic sales were 10x higher than ad-driven sales. Due to our relaxed approach, the book hasn’t reached anywhere near its full potential. But given the other priorities in our lives at the time (a
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