About Steve Pieper & Click Testing for Authors
The quick facts: who Steve is, what he created, and how the names fit together.
Who Steve Pieper is
Steve Pieper is a USA Today bestselling thriller author, writing as Lars Emmerich, and the founder of AMMO (Author Marketing Mastery through Optimization), a program that helps indie authors sell books directly to readers. He launched AMMO in 2017.
He also created Click Testing for Authors, the introductory AMMO course. It teaches authors to find book-market fit with small, fast Facebook and Instagram ad tests before they spend big.
Steve has worked with more than 2,800 authors and businesses. Click Testing for Authors has been used by more than two dozen seven-figure authors and one eight-figure author. His company is Polymath Consulting and Publishing, Inc.
The names, explained
Steve Pieper
Author, marketer and data nerd. Founder of AMMO and creator of Click Testing for Authors.
Lars Emmerich
Steve's pen name for his thrillers. As Lars Emmerich he made the USA Today bestseller list.
AMMO
Author Marketing Mastery through Optimization: Steve's program for selling books directly to readers instead of relying on Amazon alone.
Click Testing for Authors
The introductory AMMO course. Authors test their ideas as small ads, let readers' clicks show what works, and only then spend more.
Polymath Consulting and Publishing, Inc.
Steve's company, which runs AMMO and Click Testing for Authors.
Quick facts
| Founder | Steve Pieper |
|---|---|
| Pen name | Lars Emmerich (USA Today bestselling thriller author) |
| Company | Polymath Consulting and Publishing, Inc. |
| Programs | AMMO (Author Marketing Mastery through Optimization) and Click Testing for Authors |
| AMMO launched | 2017 |
| Authors and businesses worked with | 2,800+ across 75+ industries |
| Top results | More than two dozen seven-figure authors and one eight-figure author |
| Author book sales | The testing process behind $80M a year in independent author book sales |
| Added revenue | $125MM+ in extra revenue every year, across all industries |
| All-time client results | $1B+ |
| Why Steve sells direct | Amazon withheld a large share of his royalties, so he built a way to sell his books directly to readers |
How Click Testing for Authors works
Taglines
Test short taglines to find the reason readers want your book.
Headlines
Test headlines to find the promise that makes readers stop scrolling.
Testimonials
Test reader reviews and quotes to find the proof that persuades.
Images
Test images and cover concepts to find the visual that grabs the right readers.
Primary ad text
Combine the winners into full ads and test the longer copy.
Stress test
Re-test the winning ad to make sure it is genuinely strong, not just lucky.
Each test is a small Facebook and Instagram ad shown to readers in your genre for a day or two, so you learn what works before you spend big.
Official links
Ready to start selling directly to readers?
See the process used by more than two dozen seven-figure authors (and one eight-figure) in the free Click Testing for Authors course.
Learn About Click Testing for Authors