Sketching with CSS

Write CSS as fast as you can sketch

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Sean FiorittoHunter@sfioritto
I'm the author of Sketching with CSS. I wrote and self-published it a little less than two years ago and have sold well over 1500 copies. This book is specifically for designers who are learning how to "design in the browser". My friends convinced me to post this to Product Hunt and also told me Product Hunt people would be interested in how I have continued to sell it, completely automated, well past the original launch date. While writing the book I wrote several blog posts and released sample material to promote the book. I made sure that each blog post I wrote was very valuable and I gave away very valuable sections of the book. Some of those posts were very popular and are the main source of my organic traffic. The landing page is not designed to sell immediately, instead I assume the reader will want more information about the book and not buy right away, so I try to get as much traffic as possible to exchange an email address for a sample chapter. If you sign up for the sample chapter, you are automatically enrolled in a drip campaign. The drip campaign is split into two pieces, (more on that in a bit), and is structured to be a "light" version of Sketching with CSS. I actually have a separate landing page for the drip course which has been featured on Product Hunt (http://www.planningforaliens.com...). I've found that the closer my free material is to the content of the paid material the easier it is for me to pitch buying the product, and I have higher conversion rates, about 33% better compared to my other drip campaigns. Once you start the drip campaign there is no hard sell for the first five emails. If you buy the book before the first five emails go out, then you don't go on to the second part. The second part of the email sequence is a hard sell. It flows from the course, but I talk way more about the product. There is also an expiring discount baked into the sequence. After the course is finished, everyone is added to my newsletter. I have a "best of" series of newsletters which I send out over several weeks, structured as a drip campaign. So from beginning to end, you will get emails from me, completely automated, for about 2 months. After that you get stuff from me as a write it, which is far less frequent and consistent. Okay! So that's the gist of it. Happy to answer any questions. Hope that was interesting! :-)
ben WatanabeHiring@benwtnb · 96 Problems
@sfioritto Going to point to your comment in the future when I have a discussion about putting the call-to-action right at the top. I'm definitely part of your camp! In most cases I usually go browser > fine-tune assets in Sketch > browser. I hate setting up margins and padding in design software. Looks like a great book and will recommend to friends that want to learn "development," as I always try to talk them into design, so your book is probably a good middle-ground.
Ivan Galic@ivangalic · Teaching iOS @ Galibugs
@sfioritto Thanks for sharing this, very useful to hear how you've done it. Book forwarded to our resident designer :)
Tom Graham@tompedals · Co-founder, HeyUpdate
Fantastic book and resources.
Michael Buckbee@mbuckbee · Founder+Developer
Oh man, so excited to see this on ProductHunt. I'd bought it as a preorder and as someone who typically does more backend work, I found that it really helped accelerate how quickly I was able to get things done - just packed with little tips and tricks. Most of the time I just get by reading individual articles on specific things i'm trying to get done but this really laid everything out in a great way for someone trying to do more with prototyping and designing in the browser.