Most authors make one or two offers a year.

They call it a launch.

Everything fires at once. The cover reveal, the preorder, the countdown, the week of posting everywhere you can think of. Then the book lands, the spike comes, the spike fades, and it goes quiet for months, until the next launch.

One week of shouting, then nothing.

And then we wonder why the royalties arrive in lumps.

The point I'm trying to make here is that you're not selling what you sell anywhere near enough.

But you don't need post reels, stories, videos, every single day. You want to write books.

So how do you do to make offers every single day?

With ads.

Every Ad Is An Offer

An ad isn't just marketing. It's an offer, made to one person at a time.

Here's a book. Here's what it's about. Here's what it costs. Want it?

That's the whole transaction.

Which means a Facebook Ads campaign spending $10 a day is making that offer a few hundred times over, to people who've never heard of you, while you're busy writing chapter nine. It ran yesterday. It'll run tomorrow. It runs on the days you're ill, away, or staring at a blank page hating every word of it.

That's what I mean when I say ads are the lifeblood of an author business. Not because targeting is exciting. Because it's the one part of your business that keeps making offers when you're not there.

A romance novelist with a six-book series doesn't need to post daily. She needs book one in front of new readers daily, because the other five sell themselves from there.

A business coach with four non-fiction books doesn't need to post daily either. She needs the one book that answers the question her ideal client is already typing into Amazon to show up every day. The rest of the catalog follows the reader who liked the first one.

What A Daily Offer Buys You

Something else happens when you're running an offer every day.

Those readers don't just buy once. Some join your newsletter. Some follow you on Amazon. Some buy your next book without you lifting a finger, because Amazon tells them it exists.

So a reader you paid for with ads in March can buy a book of yours in November, for zero cost.

That's compounding. A launch spike doesn't compound. A steady drip of new readers does.

One caution before you get too excited...

Ads don't save a leaky bucket. They fill it faster. If your cover doesn't fit your genre, or your blurb doesn't sell, or your product page doesn't convert, running ads daily just means paying to get rejected daily.

Fix the page first. Then make the offer every day, and don't stop.

So here's the question for this weekend.

When did you last make an offer on purpose?

Not a post about your writing day. An actual offer, put in front of someone who's never read you.

If the honest answer is "my last launch", that's your gap. And it's a fixable one.

That's it for this week.

Thanks for reading, and enjoy the rest of your weekend.

To Your Success
Matt