Case Study • Publishing

Callisto Media: Publishing at scale

Head Writer

Callisto Media is the fastest-growing publishing house in the country. Rather than traditional "hunch" publishing, they work in reverse, using big data to accurately forecast opportunities in the book market and exploit them.

I created persuasive, compelling, engaging, empathetic, and funny copy to summarize complex and diverse topics. Topics ranged from MS diagnoses to joke books and were typically summarized in less than 300 words. I was responsible for delivering headlines, back cover copy, online copy, Amazon A+ pages (including graphic design) and all peripheral advertising. I mentored and reviewed work from eight copywriters.

I managed and created persuasive, compelling, SEO-compliant Amazon A+ copy initiative that led to 2-3% higher conversion on over 500 individually branded titles.

  • Calisthenics for Beginners – cover
  • The Healthy Cookbook for Teens – cover
  • Brain Teasers for Adults – cover
  • New SAT Vocabulary Workbook – cover
  • The Gaslighting Recovery Workbook – cover
  • The Complete Bariatric Cookbook and Meal Plan – cover

Video Project

Turned book ads into short video trailers on Amazon—lifting conversions 9%, traffic 13%, and slashing costs by 50%

Goal

To find a new, unique way to advertise a book.

Solution

I conceived and spearheaded a new initiative and pilot project that used short (:10/:15/:30) video trailers for books on the Amazon platform.

Results

I achieved the single biggest gain in all revenue projects across company initiatives—a 9% increase in conversion per title and a 13% increase in traffic at 50% of the cost.

Silly Jokes for Kids video still
Silly Jokes for Kids — Top seller on Amazon
Complete Ketogenic Diet video still with 250,000+ copies sold badge
Complete Keto Diet — Top seller on Amazon

Fit into Amazon's new video UI mobile advertising program.

Auto serve

Videos would play as you scrolled

First to market

Callisto was the first publisher to use this technology
Two iPhone screens showing Amazon search results with auto-playing video ads

Exceptional results

  • Raised 3 main books to top 5 sellers on ALL of Amazon
  • Callisto had the #1 and #2 book on ALL of Amazon (not just non-fiction).
  • 9% higher conversion per title — tested on four books before Covid-related layoffs; all books showed similar results.
  • 50% lower cost of advertising — ads increased engagement and had a higher conversion rate.
Graphic showing 9% higher conversion, 50% lower ad cost, and first three months performance chart