Build a career income selling directly to your readers.
Join some of the world's most successful indie authors inside the world's most effective Direct Sales program.
Save up to 57% on a lifetime membership with live coaching, or choose low payments of just $79.
AMMO is Used and Endorsed by:
Joanna Penn
Podcaster, Educator, Bestselling Author
"I use and highly recommend Steve's AMMO programs. They're quite excellent."
Dave Chesson
Kindlepreneur Founder
"I'm a huge fan of AMMO. Steve goes DEEP!"
Marie Force
Multi-Seven-Figure Author
"One of the best Facebook and Instagram ads courses I've ever taken."
Rachel Hanna
Multi-Seven-Figure Author
"I'm much more profitable than I was before AMMO."
AJ Vanderhorst
Sold 115,728 copies last year
"It was amazing - I just followed the AMMO process and worked hard."
Pierre Jeanty
Seven-figure poet, entrepreneur
"I use Steve's methods all the time in my marketing."
Othniel Dory
Minister & Author, selling up to 900 copies daily
"AMMO is a very thorough and advanced program, and it has had an incredible impact for us."
Bryan Cohen
Bestselling author, podcaster, entrepreneur
"Exactly what we were looking for to lower our lead costs and sell more of our books and programs."
Your success will come from writing excellent books that readers love, and from optimizing six business assets.
✦ Advertising is essential in a world with 60,000,000 books. You'll construct high-converting advertisements by testing headlines, images, and text copy.
✦ Your sales page will welcome new readers into your world, and invite them to purchase from you.
✦ On the way to checkout, you'll offer an opportunity to enjoy another title at a great price. This is called the "order bump," and readers love these bonus offers.
✦ You'll use the world's highest-converting checkout process inside your own ecommerce store, hosted by Shopify.
✦ You'll congratulate your new customer and invite them to enjoy a great deal the next title in your series. This is the post-purchase upsell, and you'll be pleasantly surprised at how many readers love these bonus books!
✦ Your email system will contribute 25% to 50% of the total revenue to your business, and will keep your customers coming back to purchase from you.
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You'll optimize these assets to work for you 24/7, rain or shine, while you work on your next book.
Seven years ago, Amazon randomly withheld my royalties.
They never explained why.
I had done nothing wrong, and I wrote to them several times to ask for an explanation...
But I never once received a reply from a human.
So I decided to sell directly to my readers.
Today, our direct-to-reader book marketing process is responsible for over $25M per year in additional indie author book royalties.
But I think the most telling thing about our program is that 32% of our authors have referred a friend or colleague.
To me, that speaks volumes about the quality of the experience our authors are having inside of our program, and about the results our authors are achieving.
If you're interested in selling directly to your readers, or in taking a more professional approach to your book marketing in general, I hope you'll consider joining us inside AMMO V4.
To your success,
Steve
Selling directly to your readers is more profitable and sustainable.
Most authors are 100% reliant on Amazon. They trust Amazon to find readers for them, to convert prospects into paying customers, and to pay the author's share of the royalties on time.
This arrangement works for some authors, some of the time.
But is it working for you? If so, how long will it continue to work for you?
The reality is, you're only one algorithm change away from losing your income.
Why not control your own destiny by building a sustainable business around your books?
All The Skills and Tools You Need To Build A Successful Direct-Sales Book Business.
"AMMO takes your career to a whole new level."
-Lydia Sherrer
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→ Earned over $1,400,000 in book sales and related revenue using the AMMO system to sell directly to her readers.
Wondering what AMMO V4 is all about?
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→ See the introductory lesson to the book marketing method that has produced more $1,000,000 earners per capita than any other program. Click the "Play" button below to start.
When you sell your books directly to your readers, you don't split your money with anyone.
And you don't wait up to 90 days to get paid, either. Your money gets deposited within a couple of business days after the customer's purchase!
BONUS: Selling directly to your readers is also the fastest way to increase your Amazon royalties!
Our authors' Amazon royalties grow right alongside their direct sales revenue. This is due to a phenomenon called "cross-channel effects." Your advertising efforts raise awareness, and this translates to more book sales on all the retail platforms.
How many books are needed for direct sales?
We recommend that novelists, memoir authors, and story-based nonfiction authors (collectively called STORYTELLERS) writing in shorter genres (such as romance) have at least 8 titles in the same series or sub-genre before building a direct-sales system.
We recommend that novelists, memoir authors, and story-based nonfiction authors (collectively called STORYTELLERS) writing in longer genres (mystery/thriller, urban fantasy, fantasy, etc) have at least 5 titles in the same series or sub-genre before building a direct sales system.
We recommend that nonfiction authors whose books solve problems (called PROBLEM SOLVERS) should have at least two products (books, courseware, services, consulting, workbooks, etc) before building a direct-sales system.
What if you currently have fewer than the recommended number of titles?
If you have fewer than the recommended number of titles, we recommend starting with AMMO Phase 1 rather than the full AMMO V4 program. You'll see a budget-friendly enrollment option tailor made for you below. :)
What if your titles are split between different genres or topics?
There are some exceptions in cases where an author's different genres are very close to each other in terms of audience expectations, tropes, themes, etc, but each genre or subject area generally requires a separate and unique marketing system. Readers rarely follow an author across genre lines. So you'll want to have the recommended minimum number of titles in the same series or sug-genre.
If you have fewer than the recommended number of titles in any of your genres, we again recommend starting with AMMO Phase 1 rather than the full AMMO V4 program. Again, you'll see a budget-friendly enrollment option below that's designed for your situation.
Which web tools will you need for direct sales?
It's best to think of a direct-to-reader book sales system as an ecommerce business. These kinds of businesses require certain web tools.
Inside of AMMO V4, we'll take you step-by-step through the setup and optimization process for these various tools.
It's our bread and butter, and our careful attention to the details is the main reason we've the world's premier direct sales program for seven years running.
(Most of these web tools aren't free, so if budget is a concern, we have a budget-friendly enrollment option with low monthly payments available for you below to help you get started a little more comfortably.)
Meta Ads: We've spent tens of thousands of dollars testing all of the major digital advertising platforms available today. Even the weird ones. Facebook and Instagram continue to produce the best results for the least money.
Landing Page Optimization Software: Because the bookselling industry is so competitive, we need to take a methodical approach to testing and optimizing our sales pages. We use Unbounce for this purpose, because it's the only tool that has everything we need.
Customer Experience Visualizer: In order to serve our customers with integrity, we need to understand their experience when they land on our pages. We use Mouseflow to identify and remove areas of confusion or friction.
Ecommerce Store: We have tested a half-dozen ecommerce store options, and Shopify is the only one that fulfills all of our needs. Fortunately, it's a very budget-friendly app.
Digital Product Fulfillment: We use Bookfunnel to deliver our ebooks and audiobooks to our customers. It's an incredible app run by an incredible husband-and-wife team.
Email Service Provider: Most authors already have an email list, but if you want to make a career income selling your books, you'll need a purpose-built, ecommerce-focused email system. The right email system can double your revenue, and Klaviyo is the best in the world.
Graphic Design: We use a free app called Canva to create most of the graphics that support our advertisements and web pages.
Again, we'll guide you through the setup and optimization process to get the most out of these tools, and we'll also tell you how to avoid overpaying for them.
→ Build a sustainable career.
→ Remove the guesswork.
→ Follow a proven process.
"Last year's earnings were $624,000, and it took me 30 months to reach $1,000,000 in total earnings."
-Naomi Rawlings
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→ $311,000 in book sales in her first year as an AMMO Author.
Follow a professional approach to market your books.
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Our industry-leading author success rate doesn't come from tricks, loopholes, or short-term tactics.
You'll follow a proprietary process to discover what readers in your genre want, and then you'll give it to them with integrity.
→ Build a sustainable and profitable marketing system.
→ Grow your author career on solid footing.
"AMMO was the best investment I've ever made."
-Gordon Carroll
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→ $111,000 in book sales in his first year as an AMMO Author.
Optimize your assets for profitability, then scale your results.
You'll follow a methodical process to dial in your marketing assets, which will position you to grow your reach and profit.
Registration is now open!
Your enrollment includes:
All The Skills and Tools You Need To Build A Successful Book Business
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Step-by-step guidance to set up your direct-to-reader marketing system.
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Lifetime access to the life-changing AMMO curriculum
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Free curriculum updates
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Financial and optimization tools to streamline your setup, management, and growth.
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Lifetime access to the AMMO community of highly successful authors (full payment plan only)
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Lifetime access to live, personalized coaching 2x weekly (full payment plan only)
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Learn to use the testing process that has produced over $25,000,000 in results
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Deploy powerful growth ads optimized to bring eager buyers to your store
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Use highly tested templates to springboard your web pages to profitability
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Use ultra-successful email techniques to maximize your book sales and revenue
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Apply the testing process that allows you to write the books your readers want to read (and buy!)
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Use reader behavior data to learn what your readership loves
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BONUS: Learn how to set up your paperback and hardcover direct-sales system
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BONUS: Implement the AMMO direct-sales system for your audiobooks
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BONUS: Integrate ebooks, audiobooks, and paperbacks into your direct-sales system to expand your reach and profit
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BONUS: Employ high-converting upsell assets to increase your revenue and profit while delivering more value to your customers
"I LOVE AMMO!!!"
-Diana Orgain
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→ $527,000 in book sales in her second year.
AMMO Phase 1: "Click Testing"
There are probably 100 true and accurate ways to describe any book under the sun.
Click Testing answers the question, "Which of these true and accurate ways of describing my book actually produces sales?"
We'll show you how to set up, conduct, and evaluate your Click Tests to produce high-converting advertisements that sell more books and earn more profit per sale.
This phase usually lasts 2 to 3 weeks.
(Click testing will also help you write more marketable books in the future :)
Test 1 - Tagline / Motivations
Storytellers (Novelists, memoirists, and story-based nonfiction authors) will test book/series taglines, while Problem Solvers will find their market's strongest motivators for positive change.
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Test 2 - Headline / Transformation
Storytellers will test ad headlines, while Problem Solvers will find the most compelling transformation statements for their audience.
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Test 3 - Testimonials
All authors will find compelling "standalone testimonials" from prior readers and customers to help prospective readers decide if your books are right for them.
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Test 4 - Images
A great deal of human gray matter is devoted to digesting visual information, so ad images are a powerful way to give prospective readers a sense of the experience of your book(s).
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Test 5 - Primary Ad Text
You'll discover the best way to use the "primary text" section of your advertisements to get readers excited about your books and products. The "primary text" appears above the image on Facebook ads
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Test 6 - Stress Test
This is the final "sanity check" from your market to confirm that your testing has produced at least one high-converting advertisement to power your book sales.
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This 1-minute video will help you visualize how Click Testing works:
After AMMO Phase 1, you'll have professional book ads built by the same process that's responsible for over $100,000,000 in annual business income in over 75 industries...
And over $25M/yr in the book business!
AMMO Phase 2:
Once you've conquered click testing...
Here's the direct sales awesomeness that awaits you inside AMMO V4's "Direct Sales for Authors" Module:
Lesson 1: Understanding direct sales economics
Take a tour of the AMMO direct sales system that you'll be building and optimizing. Discover the key economic drivers we've discovered through our work with hundreds of authors, and how our entire process is designed around these realities.
Lesson 2: Fundamental principles
We've designed AMMO V4 as a complete business education for authors, built on the fundamental principles that have produced over $1B in client results across 75+ industries. You'll apply these hard-won lessons to your book business to grow profitably and avoid common pitfalls.
Lesson 3: Shopify!
We'll start getting our hands dirty as we set up your book products for sale inside your very own Shopify store. We'll also welcome you to the excitement and independence that come with owning your own e-commerce store!
Lesson 4: Bookfunnel + Shopify
You'll be able to fulfill your customers' electronic purchases easily, automatically, and professionally through Damon Courtney's brilliant app, Bookfunnel.
Lesson 5: Selling book bundles without breaking the bank
Four out of every five book purchases today are physical copies, and we'll guide you through the process of putting together your paperback offers. This is a critical part of every successful author business today, and we'll give you the financial tools to quickly and fully understand your unit costs.
Lesson 6: Your business's Golden Ratio
Avoid the crippling operational pitfalls that prevent talented authors from succeeding in their book businesses. You'll discover a powerful framework that gives you full clarity and allows you to run your business like a pro.
Lesson 7: Creating your "Doorbuster" offer stacks
A killer offer is critical to attracting new readers. You'll use our proprietary tools to help you design your introductory "doorbuster" offers for ebooks, paperbacks, AND audiobooks (if you have them). The tools will do ALL of the math needed to understand the gross profit you'll earn with each sale. This is crucial to your ability to scale your business!
Lesson 8: Implementing your doorbuster offer (and order bumps!)
We'll walk you step by step through the process of setting up your doorbuster offer and order bump pages to make them customer-ready. This is a tremendously satisfying step in the process -- your offers are the engine that will power your business growth for years to come.
Lesson 9: Unbounce tips & tricks
It's not enough to create functional offers. We must test, iterate, and optimize those offers to best serve our customers, which allows us to build a profitable business. We'll walk you through one of the most powerful business growth tools in our arsenal to help you quickly reach profitability.
Lesson 10: Setting up your sales page
We'll hand you a number of battle-tested, powerful, proven sales page templates as a springboard to build the pages that will sell your books to new readers. Each of these templates has sold millions of dollars worth of books, and will save you weeks of work and thousands of dollars in testing.
Lesson 11: Post-purchase upsell offers
Readers LOVE a great deal on a great book, so once they've chosen to buy your doorbuster offer, we'll give them a "would you like fries with that" offer to enjoy another great title at a compelling price. This little offer will go a long way toward securing your profitability!
Lesson 12: The best email system on the planet for your store
In lesson 12, we'll walk you through setting up your Klaviyo email system. Klaviyo is the most powerful and profitable email system for Shopify store owners, and we'll show you the procedures we use to develop, test, and iterate the two most important email flows in your entire business: the welcome sequence and abandoned cart sequence.
Lesson 13: SHOWTIME! It's time to bring new customers into your store!
All of our hard work to this point will really start paying off. We'll show you how to deploy the ads you built inside of the Click Testing portion of AMMO V4 in order to bring new customers into your system. This will give us the necessary data and market intelligence to make constant improvements and build a highly profitable bookselling system!
Lesson 14: The Ledger of Legends
This "legendary" tool will take all of the confusion, messiness, and frustration out of tracking your advertising results. It will give you a clear picture of your business's financial performance every single day, AND it will evaluate your performance numbers and tell you which of your marketing assets to iterate next. This tool gives you knowledge, insight, and autonomy to run your business like a seasoned professional.
Lesson 15: How to get your sales page not to suck
Testing and optimizing your sales page is the hardest part of the direct sales process. You can think of it as a rite of passage, foisted upon us by the business gods. I'm going to give you insight and instruction from thousands of sales pages that have produced many millions of dollars in results, and this will save you weeks of aggravation and thousands of dollars in testing costs.
Lesson 16: Krushing the rest of your Klaviyo flows
We'll return to Klaviyo to fully harness its unique power. You'll create smart email flows that will automatically meet your customers wherever they are in their customer journey with you. Over time, this effort can double the revenue your business makes, 24/7/365. It's an extremely powerful system, and we'll show you how to make the most of it to grow your business profitably and sustainably.
Lesson 17: One Click Gold
In this lesson, we'll spend some quality time setting up another exceptionally powerful tool: the upsell offer system we use inside of Shopify to increase customer happiness by giving them more amazing books at compelling prices. You'll also learn how to A/B test these offers, and this will help you increase your store's revenue and profit -- automatically -- by up to 50%!
Lesson 18: Where to learn how to SCALE YOUR BUSINESS
In this lesson, I'll show you how to unlock our Capstone Bonus Module (see below), and you'll have immediate access to the bonus lesson that answers the most common question from AMMO graduates: How do I scale my ads profitably and sustainably? You'll benefit from what I've learned by spending over a million dollars of my own money on Meta ads. And you'll also receive MORE bonus lessons, released at a comfortable pace to allow you to take full advantage of them.
✷ BONUS Module 1:
Scaling your ads while staying profitable
I'll give you my hard-earned best practices to help you grow your business profitably and sustainably. I'll show you how I set up my campaigns, ads, and ad sets for maximum results with minimum risk. I'll show you how I scale my top performing ads and cull the laggards. You'll learn how I apply a portfolio approach to my advertising to stabilize market fluctuations and ensure sustainable growth.
✷ BONUS Module 2:
Your most powerful asset
In this bonus lesson, I bring back one of our authors' favorite lessons from way back in AMMO Version 2. People have invited me on podcasts just to talk about this particular lesson, because it's such a powerful (and often overlooked) asset you can use to accelerate your career growth.
✷ BONUS Module 3:
The Freebie Funnel
For years, our authors' successes were powered by the "freebie funnel" (we invite new readers to enjoy a free ebook copy of our first-in-series). This isn't our primary sales configuration today, but for many authors, the freebie funnel remains a powerful and profitable customer acquisition process. I'll show you how to implement it in your business to complement your main sales process.
✷ BONUS Module 4:
The Product Detail Page (PDP) funnel
Sales pages provide the highest return on ad spend for the vast majority of authors, but many of us generate handsome profits by also advertising directly to our Shopify product pages. I'll give you tools, tips, and tricks to test this customer acquisition process for yourself.
✷ BONUS Module 5:
Advanced email segmentation
I'll walk you through the "Post Purchase Email Flow of Justice" to teach you some of Klaviyo's more advanced customer segmentation options. This helps you tailor the text and offers in your customer communications to best fit each customer's preferences. You'll write more relevant emails and make more relevant and compelling offers, which will translate to more happy customers, superfans, and profits!
"Steve is THE book marketing expert, hands down. And what an amazing instructor!"
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Erin Athene
Founder and CEO, Mint CRO
A top 4% worldwide startup company, 2020
"Everything changed for me when I started using the AMMO system to sell directly to my readers. "
-Kelly Oliver
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You are invited
to join the AMMO Author Community!
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Will yours be the next AMMO success story?
START NOW - Build a career income selling directly to your readers.
Write books your readers can't put down. Build a profitable marketing system to power your book sales. Achieve your vision for your author career!
Ready to get started? You have options!
IMPORTANT:
We recommend the GREEN or BLUE offer below if:
✯ You are a novelist, memoirist, or story-based nonfiction author (like Michael Lewis's Moneyball or The Blind Side), and you have at least 5 titles in the same series or sub-genre where ≥60K word counts are common.
OR
✯ You are a novelist, memoirist, or story-based nonfiction author (like Michael Lewis's Moneyball or The Blind Side), and you have at least 8 titles in the same series or sub-genre where 60K word counts are common.
OR
✯ You are a nonfiction author whose books solve problems for people, and you have at least two related products (books, courses, consulting, services, etc) to sell.
FOR ALL OTHER AUTHORS:
We recommend the ORANGE or PURPLE offer below.
Regular price: $5,800
(Really :)
Your Price:
Lifetime Membership - Save $3,301!
$2499
Reg: $5,800. Lifetime access, lifetime live coaching, lifetime FB group access
CLICK TO BUY NOWFor authors with a smaller number of titles:
For authors with a smaller number of titles
Just $997
Lifetime access, free updates
CLICK TO BUY NOWFor authors with a smaller number of titles
$39/month
36 easy payments of just $39/mo
CLICK TO BUY NOW*30 DAY GUARANTEE
FREQUENTLY ASKED QUESTIONS
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What if I need additional help?
All AMMO V4 options come with free email support. We typically answer questions within a business day. Please keep in mind that Saturday and Sunday aren't business days :).
If you choose the full AMMO V4 package, you'll have lifetime access to the AMMO Author Community, lifetime access to customer support, and you'll be able to purchase coaching sessions with Steve, Naomi, Diana, and David if you'd like direct, personalized coaching and support.
If you choose our low monthly payment plan, you'll have the option to subscribe to 2x weekly live, individualized coaching calls in a group setting via Zoom, and to purchase a membership in our acclaimed private author Facebook group.
Done-for-you services are also available to help you set things up quickly and easily.
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How is AMMO different from other programs?
RESULTS! Every other book marketing course on the planet teaches business structure. But what no other course teaches is the disciplined, methodical, data-driven process that actually makes that structure WORK. Everyone tells you what to build, but AMMO is the only course that teaches you how to actually make it work.
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How many books do I need?
If you're a nonfiction author, we recommend 3 or more related titles OR one title with additional product(s) for sale, such as a coaching, consulting, or services package.
If you're a novelist, we recommend 5 to 8 titles minimum, depending on your genre's word count. 5 titles for 60K+ word count, and 8 titles for less than 60K word count.
If you're a novelist and you have additional products, merchandise, or services to sell, you can often succeed with fewer than 8 titles.
If you have fewer than the recommended number of titles and don't have additional products to sell, we recommend the "CLICK TESTING ONLY option."
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What if something changes with the platforms covered in the program?
As long as your account remains in good standing, you'll have lifetime access to the course curriculum and all updates at no additional charge.
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Will there be any other expenses?
If you enroll in our full AMMO V4 program, you'll be setting up a sales and marketing funnel following a specific optimization procedure which uses a few specific third-party web tools (Unbounce, Mouseflow, Klaviyo, Bookfunnel, and Shopify). The cost for these tools varies based on the options you choose, and we provide links with discounts when available. It is important that you use these tools; we've tested just about everything under the sun, and these ones work best. You'll also want to plan on a $50/day testing budget during your setup and testing phase for each of the book formats you plan to offer. This will allow you to optimize your marketing system so that it brings in new customers at a profit.
If you enroll in Phase 1 only, called "Click Testing for Authors," you'll only need a Meta ads account, and we use a $30 daily testing budget for our six Click Tests. You can expect this phase to last roughly two weeks.
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What are the 30-Day Guarantee terms?
Just write to us and ask for a refund.
Of course, I'd love it if you could give us feedback on why you'd like to cancel, but it isn't required.
If you're happy with the program but experiencing financial difficulty, another option is to switch to the installment plan after your refund has been issued. Just let us know if that's what you'd like to do and we'll help get you set up.
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Is AMMO difficult?
YES.
AMMO is an advanced program that most authors find to be quite challenging. We don't recommend it for authors who don't have a bit of experience using web tools. Elderly authors tend to struggle with the technical aspects of the program.
BL, if you have a history of success in challenging endeavors, you're going to feel right at home as an AMMO author.
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Why does AMMO recommend advertising on Facebook and Instagram?
We've collectively (and personally :) spent millions of dollars in advertising money to sell our books and products, and have tested every major ad platform along the way (and most of the minor ones). Facebook and Instagram provide the best results for the least money, and by a wide margin.
The rest of the digital marketing industry seems to agree, because FB and IG garner nearly three times more ad revenue than Google, according to the first-party analytics firm Northbeam.
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Does AMMO work for Novelists or Nonfiction authors?
Both! We have both novelists and nonfiction authors who are earning six- and seven-figure annual incomes.
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Is AMMO compatible with Kindle Unlimited, or do I have to be "wide"?
AMMO allows you to sell ebooks, paperbacks, hardcovers, audiobooks, and merchandise to your customers.
If you're in KDP Select (Kindle Unlimited), you won't be able to sell your ebooks directly to your readers. But you'll be able to sell every other format (paperback, hardcover, audiobook), plus any additional merchandise you would like to offer to your readers.
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The most successful independent authors put their readers first, both in their marketing and in their story development.
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The AMMO process is designed from the ground up to help you serve your readers with integrity.
Use our proprietary testing process to discover precisely what your genre's readers respond to.
Build lifelong relationships with your fans and customers to sustain your career.
