Kindle Publishing 2019 - The Most Important Number You NEED to Understand

About this video

Sean says lifetime customer value, how much you earn from one customer over their lifetime, is the most important metric in Kindle publishing and in business generally. With a low-quality book a buyer pays $2 for a Kindle sale or $6 to $8 for a paperback, dislikes it, and never buys again, so lifetime value stops at $2 to $8. With a high-quality book the same first sale leads the reader to join an email list or buy other books under the same brand, so two Kindle sales are $4 or two paperback sales are $16, and value can keep rising through more books, affiliate products and referrals, potentially to $100 to $1000 or more. He gives a hypothetical example: if lifetime value is known to be $20, you can spend $19 to acquire a customer and still profit, whereas without a backend you might only spend up to $7 in AMS ads. The goal is to raise lifetime value and lower acquisition cost, which is why he switched from pumping out low-quality books that died quickly to high-quality books that last longer and earn good reviews.

Key takeaways

• Lifetime customer value is presented as the most important business metric: total earnings from a customer over their lifetime
• A low-quality book stops at $2 for Kindle or $6 to $8 for paperback because the unhappy reader never buys again
• A high-quality book leads to repeat buys, e.g. $4 for two Kindle sales or $16 for two paperback sales, plus affiliate sales and referrals
• In Sean’s $20 lifetime value example, you could spend $19 to acquire a customer and still make a profit, versus up to $7 with AMS alone
• Focus on raising lifetime value and lowering acquisition cost by publishing high-quality books under one brand with an email list

Episode details: published March 14, 2019 · 8:35 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Sean Dollwet’s own claims, shared for education — they are not typical or guaranteed.

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