The Shadow Work Journal Sold 24,793 Copies on Amazon In 30 Days — But Why?
Let’s take a closer look!
If you’ve been on TikTok lately, you’ve probably seen more than a few videos raving about The Shadow Work Journal.
It seems like everyone and their mother, brother, sister, cat, and second cousin are talking about this book.
Which seems a bit…unusual.
I mean, it seems like a perfectly “okay” book.
But in the last 30 days, The Shadow Work Journal has sold more than 24,793 copies on Amazon alone.
I mean, WTF!?!
Not to mention the 300,000+ copies it’s already sold through TikTok shop!
It’s even ranked #78 on Barnes & Noble.
I am no mathematician, but the monthly revenue on this thing has to be in the upper hundreds of thousands — if not millions.
I immediately sensed there was some expert-level marketing at play here, and I was desperate for more details.
So, I started digging around.
Here’s what I found…
Creator Partnerships
When I went to the book publisher's website, Zenfulnote.com, I noticed a link for “Creator Partnerships” in the footer.
After sending the author a quick email expressing my interest in the program, I was accepted and given a coupon code and referral link to share with my audience.
Side Note: If you want to get a copy of this book to see what all the hubbub is about, you can get a 15% discount using my referral link here with the coupon code “KRISTENWALTERS.”
Anyway, this creator partnership program seems to be the main driving factor behind this book’s stellar sales performance.
My best guess is that the author, Keila Shaheen, who previously worked at TikTok as a Creative Strategist, leveraged her expertise to enroll hundreds (maybe thousands?) of TikTok creators into her affiliate program.
It’s honestly genius.
I mean, who wouldn’t make a 30-second video flipping through the pages of The Shadow Work Journal in exchange for a hefty commission check?
I sure would.
In fact, I probably will once my copy gets here.
This marketing strategy is insanely cost-effective and low-risk since the author only has to pay out commissions when a creator actually refers a sale…
…which seems easy-peasy on TikTok.
Amazon Ads
While user-generated content (UGC) seems to be the primary catalyst behind this book’s meteoric rise, I think it’s important to note that the author is also utilizing Amazon Ads as part of her promotional strategy.
According to Helium 10, The Shadow Work Journal is currently running ads on approximately 781 keywords.
This will help the book rank more quickly on Amazon and maintain positions for specific keywords over time.
Smart.
How to Replicate This Strategy
First, I don’t recommend trying to make a “copycat” version of this book.
The author recently filed a trademark application for the phrase “The Shadow Work Journal,” which means there could be legal implications for anyone who uses that phrase in their book title.
Don’t do it.
However, you CAN copy this strategy with your own ORIGINAL book idea and still make out like a bandit.
Here’s how I would do it:
- Choose a topic/keyword phrase that has mass appeal to build your book around.
I use Helium 10 to do this type of research. I wrote a long and tedious tutorial here if you’re curious.
2. Create your book. If you need help with ideas or want to write 100x faster than your mortal brain is capable of, I recommend using Jasper AI, like I do.
3. Upload to Amazon KDP, B&N Press, and/or a print-on-demand service like Lulu Direct.
4. Set up a TikTok Shop.
5. Create a website or landing page for your book. I would use ConvertKit for this, but you could also use Squarespace, Shopify, etc., if you’re fancy.
6. Set up your referral program. Zenfulnote uses Bixgrow to manage its creator partnerships.
7. Reach out to creators on TikTok/social media and invite them to join your referral program.
8. I would also use this strategy to amplify my reach on TikTok.
9. Run Amazon ads for relevant keywords to increase sales.
10. Watch the sales roll in while you roll around in your pool of money like Scrooge McDuck.
You’re welcome :)
In all seriousness, what do you think of this idea?
Does it sound doable?
Is it something you’d consider trying?
I’m super tempted.
Let’s chat about it in the comments.
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This article contains referral links. If you make a purchase through one of my referral links, I will receive a small commission at no additional charge to you.
