Matty Dalrymple talks with Chelle Honiker about THE SALES FLYWHEEL, including what a sales flywheel is ... and what it is not; building a community through the flywheel; finding the nugget of humanity; the danger of teaching readers to expect free; sharing of yourself, but within parameters you set; building cyclical, not transactional, relationships; the importance of not emailing people only when you have something to sell them; and the flywheel approach to book launches.
If one of those topics piques your interest, you can easily jump to that section of the interview by clicking on the flagged timestamps below.
0:00 Meet Chelle Honiker
00:53 What is the sales flywheel ... and what is it not?
02:25 Building a community through the flywheel
03:42 Finding the nugget of humanity
05:13 The danger of teaching readers to expect free
08:09 The changing role of social media
08:49 The power of collaboration
11:11 Sharing of yourself, but within parameters you set
14:20 Building cyclical, not transactional, relationships
14:54 Don't just email people when you have something to sell them
16:47 The flywheel approach to book launches
20:48 Pursing out-of-the-box ideas for engaging readers
25:39 The generosity of the author community
29:30 How to listen to your community to adjust your flywheel
35:39 First steps to building a flywheel
Show notes (including summary and transcript) at www.theindyauthor.com/podcast... and search for "240"
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Chelle Honiker is an advocate for the empowerment of authorpreneurs, recognizing the importance of authors taking charge of both their craft and careers. She is the co-founder and publisher of Indie Author Magazine, IndieAuthorTraining, Indie Author Tools, and Direct2Readers.com; the programming director for the Author Nation conference; and a TEDx Organizer.
Matty Dalrymple is the author of the Lizzy Ballard Thrillers, beginning with ROCK PAPER SCISSORS; the Ann Kinnear Suspense Novels, beginning with THE SENSE OF DEATH; and the Ann Kinnear Suspense Shorts. She is a member of International Thriller Writers and Sisters in Crime. Matty also writes, speaks, and consults on the writing craft and the publishing voyage, and shares what she’s learned on THE INDY AUTHOR PODCAST. She has written books on the business of short fiction and podcasting for authors; her articles have appeared in "Writer’s Digest" magazine. She serves as the Campaigns Manager for the Alliance of Independent Authors.
SUMMARY
Introduction to Chelle Honiker
In this episode of "The Indy Author Podcast," host Matty Dalrymple introduces Chelle Honiker, an advocate for entrepreneur empowerment and co-founder of several platforms aimed at supporting indie authors, including "Indie Author Magazine" and "Indy Author Training." Chelle's work focuses on helping authors take control of their careers through community building and strategic marketing.
Concept of the Sales Flywheel vs. Sales Funnel
Chelle discusses the transition from the traditional sales funnel to the sales flywheel. Unlike the funnel that tends to drop customers after a purchase, the flywheel promotes ongoing engagement by creating multiple touchpoints. This model encourages continuous interaction through newsletters, websites, and merchandise, enhancing the customer relationship rather than focusing solely on transactions.
Community and Collaboration
The conversation shifts towards the importance of community within the indie author ecosystem. Chelle highlights the benefits of collaboration, such as sharing newsletters and participating in anthologies with other authors. This approach keeps readers engaged and strengthens the community, moving away from the transactional nature of traditional sales funnels.
Human Element in Marketing
Chelle emphasizes the importance of personal connection in the digital age, especially post-pandemic. With the rise of video content and generative AI, there is a significant focus on maintaining the human aspect of storytelling and marketing, ensuring that technology enhances rather than replaces personal connections.
Challenges of Free Content
The dialogue also covers the challenges associated with offering free content. Chelle argues that while freebies are common to attract new readers, they can inadvertently teach customers to expect free products, potentially devaluing the work. Instead, she suggests assigning minimal costs to content to maintain its perceived value.
Social Media and Direct Engagement
The discussion addresses the evolving role of social media and the necessity for authors to build and control their own platforms. By fostering direct relationships with readers and reducing reliance on third-party platforms, authors can better protect their data and maintain engagement.