….Marketing. (Why, what were you thinking?)
I am slowly but surely trying to get back into the swing of writing and blog updating. Just last week I successfully defended my PhD dissertation (hooray!!!), and now my hunt for a “real job” resumes. Since I can’t seem to stick to one field, I’m also thinking ahead to my plans for the rest of the Reborn series, and I’ll update the good ol’ blog about that soon. (It feels good to get back to story writing.) But, like I said, today’s post is about something many writers perhaps view as a necessary evil: marketing and promotion.
I’ve talked about marketing strategies and what’s worked (and hasn’t worked) so far for me before on this blog. Since I’m still trying new and different approaches to see what works–it’s definitely a learning process–I thought I’d touch on this subject again. I know that some of us as writers detest marketing and promotion out of principle–we want our stories to stand on their own and attract an audience because they’re great stories, not because we’re shoving them down our potential audience’s throats. Although I get that, I’ve never really been averse to the mere concept of promotion. No matter how good your book actually is, no one is going to pick it up (or download it onto their Kindle) and read it unless they know it exists/where to find it. Nevertheless, as I’ve come to accept myself, there are definitely other factors–many of them beyond your control–that will affect your sales. So, here is an updated post about what I’ve tried as far as marketing goes, what’s worked for me (and continues to work), and some other factors to consider.
1. Free Promotions
I’m listing this one first because it’s worked the best for me (I can’t speak for all authors), although, as with any strategy, there are upsides and downsides. Clearly one of the disadvantages is you’re giving your book away for free and not making even the 35% royalty from your $0.99 book (or whatever rate/price combo you’ve chosen). But, if you’re just starting out and primarily concerned with building an audience (like I am), it might be something you want to consider more seriously. If you’re new to self-publishing, a little bit of background about Amazon Kindle: At least in the beginning, you will probably sell most of your ebooks on Amazon’s platform. It really does seem to dominate the e-book market. When you enroll your book in the KDP Select program, you are able to take advantage of Amazon’s free promotion tool or something called the “Kindle Countdown Deal” (a note about that in a moment). One possible drawback, depending on your view, is that the electronic version of your book has to be exclusive to Kindle for the three-month enrollment period. So you can offer a paperback version through Createspace (spellcheck wanted to change that to meatspace…), but no Smashwords, Barnes & Noble, Apple, etc, at least until the enrollment period ends.
Advantages: You will likely “sell” lots and lots of books using Amazon’s free promotion tool because readers like to stuff their Kindle Cloud with free books. (There are downsides to this–see next.) My debut novel Reborn sold exceptionally well during the first few months of its release using this tool–and still does the few times I’ve tried it since then–and usually hits the Kindle Free bestsellers list in its genre. Obviously if some people are merely downloading as many free ebooks as possible, like I said, not everyone is going to get around to reading it right away…but even if a handful of people do, that’s a handful more than you may have had otherwise. Some Facebook and Twitter pages are on the lookout for free/$0.99 books, so it helps get the word out about your book without you having to do too much (except put it on sale).
I’ve also noticed that, after the free promotion, my sales remain pretty steady for a time after the book goes back to its original price. Something similar happened when I decided to make Reborn free on Smashwords (which links to a network of other major e-book platforms–again, B&N, Apple, etc.). I had never really tried it using Smashwords before until recently, and I haven’t really sold many books through these other platforms. (Unlike Amazon, your book doesn’t have to be exclusive to these other sites to make it free–you just change the price on Smashwords, and it updates all related sites.) Well, it certainly boosted sales, particularly to B&N, including after Reborn went back to its original price. I picked up a few more readers this way who are excited for Relapse to release to these other platforms this summer. Further, with Amazon’s price match option, Amazon takes the liberty of adjusting the price of your book to better compete with other retailers. (This is a neat trick to circumvent KDP Select…shhhh, don’t tell Amazon…)
Disadvantages: Since readers are stuffing their Kindle or whatever with free books, don’t expect this to necessarily correlate with more reviews on Amazon/B&N/Goodreads or an influx of followers on your preferred social media sites. With every promotion, a few more reviews, followers, or additions to someone’s TBR list trickle in. So it’s up to you how much time you really want to pump into these types of promotions. Yes, it seems to help–but you also seem to have to do it pretty consistently to start seeing some real results, and it can get frustrating. You also have to put aside your ego a bit since you’re giving away your months and months of hard work for free (or at least very cheap). The jury is still out on how this tactic will work for me in the long run.
A note about the Kindle Countdown Deal (KCD): I wasn’t very happy with the results when I tried this. For the KCD, you reduce the price (but it can’t be free) for a number of days you specify. For example, I set a sale price of $0.99 for my ebook that’s usually $2.99, and on Amazon there’s a little timer that counts down to the day the deal will end. You can also raise the price back up in increments ($0.99 to $1.99 to $2.00, so on and so forth). I created a two-day promotion for Relapse on Amazon.com and sold maybe like seven ebooks in about the first 12 hours of the deal…so, ok, but not great. When I next tried it on Amazon.co.uk (and made the sale period longer), I sold a big fat zero. Unfortunately, you can only run one KCD per market (US or UK) per enrollment period, which is pretty long (three months). Maybe it would have helped to make the sale period longer in the US (where I live), but I’m not re-enrolling Relapse in KDP select, so that might be a future experiment. However, other authors have been pleased with their KCD results.
2. Social Media (subtitle: Popular! You’re gonna be popular!)
Clearly, this encompasses a variety of platforms–Wordpress, Goodreads, Facebook, Twitter, Tumblr, Instagram, and a lot of newfangled apps that I’m too old/stubborn to try. I’m going to touch on the ones I use here, with some advantages/disadvantages and dos/donts. Obviously, I use WordPress to host my blog. Maybe one day I’ll be willing to shell out cash for a real web site (when I get my real job), but for now my blog works just fine. I use it for the same things and have tried to confine it in recent months to just writing and book-related posts.
Facebook: This may come as some surprise, but, even after all of Facebook’s changes, it still seems to work the best for me, personally. I have both my Facebook page (S.L. Stacy), and I created a separate profile (from my personal account) to network with reviewers, readers, and fellow authors and writers. (Be my friend! LOL) When I first started out with just my blog, I had about 20 or so followers (mostly my friends and family), and now I’m up to 319…more than some, measly compared to others, but it’s still helping me expand my readership. With Facebook’s new restrictions, there has been a decline in the number of people that see my posts, but some of them still do well considering I don’t pay for ads. And I’m on Facebook more than I’m willing to admit, so I update it fairly regularly.
By the way, has anyone else taken out an ad on your Facebook page to extend your reach? I tried it once (for only $5), and it definitely helped boost the number of people on Facebook who saw the post and increased interaction a bit (as far as likes and shares go). It definitely did not boost book sales, though. I’m really cynical about social media ads because I can’t remember the last time I actually clicked on one and bought something (never).
Twitter: Oh, Twitter. Although I see the possible utility of Twitter and I do use it from time to time, I get super annoyed with it. This is one social media platform that I think authors need to be very careful with. I’ve noticed a lot of writers who just constantly blast tweet after tweet about their books every single day, and I don’t see how that could possibly work. Even though you have your profile description and little picture/avatar, you are still (hopefully) an actual person behind it, so show your followers that and tweet about other things besides your book. Not that you shouldn’t tweet about your book(s) at all-I tend to do it a lot when the book first releases and during any sales, but that’s it. I also HATE getting direct messages from other accounts asking me to buy their book or follow their Facebook page. I don’t see how that works, either (If it’s worked for you, feel free to let me know in the comments. I’m interested in your experiences, too.)
Although, just like the next platform I’m going to touch on, there can be a lot of hate/negativity on Twitter. I’m just philosophically opposed to the whole let’s-gang-up-on-this-artist-and-tweet-mean-things-to-them-because-rage thing that seems to happen on Twitter. You probably wouldn’t do that in real life, so why is it ok to do it on social media because you get to hide behind your computer? (WHY CAN’T WE ALL JUST GET ALONG?!!!!) The whole idea of it just makes me sad for humanity, even when I don’t necessarily disagree with why people are angry/annoyed.
I do somehow have over 900 Twitter followers now. Again, I don’t really know what that means, but it makes me feel kind of awesome even though it’s not uncommon on Twitter these days with all the follow-back etiquette.
Goodreads: I’m on Goodreads, and, yes, it’s just another way to reach potential readers–and that’s awesome. But beware of trolls. Also, don’t stalk your reviews. (I’m still guilty of that. Do as I say, not as I do.)
Tumblr: I have a Tumblr, but I don’t really use it that much anymore. Honestly, I’m pretty sure most of its users are in high school-early 20s, and it just makes me feel kind of old. As far as book promotions go, it hasn’t really helped or hurt me when I used it more frequently.
Branding is a fun one, and another thing some may be wary of. It’s supposed to be about the art, not the brand, right? Although often branding seems to take over, diminishing the value of the art itself (this seems to happen a lot with the “music” industry, or is at least talked about a lot), establishing some sort of basic brand/persona isn’t a bad thing. It lets readers know what you and your books are about, what they might expect from them, if your work might mesh with their usual tastes in reading material, etc. Well-designed blog and/or Facebook banners can help convey a sense of this. (Hire a graphic designer if you’re not good at creating banners and book covers. It’s probably one of the best investments you can make as a budding author. I love the work that Heidi, who has designed my banners and both of my book covers, has done for myself and others. I find it’s better to establish a relationship with a graphic designer rather than using those pre-made book covers you can buy on certain sites, but that could just be me.) Your presence on social media and topics you like to cover on your blog(s) also helps establish your brand.
Genre is probably an obvious one. Is your book primarily a mystery? A romance? Sci fi? Literary fiction? Thriller? Horror? Your book might merge elements from multiple genres, but pick a few that you think describe it best.
Although this seems straightforward (and maybe it is, for a lot of people), I’ve found that trying to categorizing one’s book can be a bit tricky, especially when you’re writing “romance.” Apparently, what this genre term means to me and what it means to other readers differs in some aspects. To me, “romance” has always been an umbrella term or euphemism for…lady smut? Haha! I’ve dubbed my series a paranormal romance because it definitely has overwhelmingly paranormal elements, and one of the primary themes (although there are a lot of other plot threads) is an intensely erotic relationship between my two main characters (that is not always romantic, although they have their moments). But, apparently when some people see that PR or romance tag, they want the formula, HEA or HFN ending. Yeah, sorry guys. you’re not going to find that here (or at least not for another few books. (You learn very quickly when you put your work out there that you aren’t going to please everyone, so don’t expect to or even try.) For me, I’ve found the best description for my work seems to be “PR/urban fantasy” or “urban fantasy with strong elements of romance.” (Because urbanfantasciencefictionmance is not a genre.)
This is a little off-topic, but we had a lively little discussion on one of the Facebook groups I belong to, the Indie Author Review Exchange, about genre–more specifically, what constitutes “women’s fiction” and whether or not we should even call it women’s fiction or use designations like “chick lit,” etc. As far as marketing strategies go, it will help you to know who you’re writing for, who you think will want to buy your book. (Are you writing for young adults? 20-somethings? Men? Women? Do you think your work has broader appeal and could be enjoyed by just about anyone?) It’s not a bad thing to want to read a book with a main character who will resonate with you, who you can relate to because you share a certain characteristic with them. And, on the one hand, I’m proud to be a female writer writing for what I expect will be a primarily, 18+ female audience.
BUT. But. On the other hand, I’m starting to see the downsides to gender-targeted advertising of any kind. It would probably be ok if it felt like it was an even playing field–maybe men tend to like this set of things, and women tend to like this set of things, and it’s all good because it’s all worthwhile entertainment. Well, first off, we know that not all men like the same things…ditto with women. We’re all different.
Secondly, it usually isn’t treated like the above. When you’re a woman, it usually feels like: Men like this set of things, which are awesome and worthwhile and manly, and women, being inherently silly, like this other set of silly, terrible things that are unrealistic and a complete waste of time. (By the way, I’m not saying that only men or all men feel this way. Women put down each other all the time for the things they like. Everyone has done it at some point, myself included. I’m consciously trying to stop and catch myself when I do it.) Yes, some of our female audience-targeted entertainment may indeed be silly, even stupid. I’ve come to accept that I like a lot of “silly” things. But, men–as much as I love you–a lot of the things you like are silly (and unrealistic), too. ;-)
I’ve grown in my opinion of this topic of genre and gender since I’ve entered the indie writing world. I’ve come to realize that a lot of the assumptions we make about our intended audience–even though it’s a useful marketing tool–are restrictive and kind of sexist. As a romance writer, I didn’t realize how many male romance writers were out there (besides Nicholas Sparks…). Men write romance and read romance–some because they want to support fellow writers (male or female) in the genre, even if it’s not their favorite, and others simply because they like it. I’ve been able to reach a lot of different kinds of readers with Reborn, which–even if most of my audience will, in the end, be composed of my target, 18+ female readers–is pretty cool.
4. Other Variables
Despite everything I’ve said, about sales/promotions, social media, and branding, I’m beginning to realize that there’s a few major variables in the self-pub equation that are pretty much out of your control. Namely, time and luck. Ok, time you do have control over, as far as just keep on writing–don’t give up, and as you build your brand and your body of work, the readers will come. It just takes time. A lot of time. Patience is not one of my virtues, but I’m working on that. You also have control over how you budget your time between writing, networking, promoting, reading, and doing other life things. But luck? Waiting for the right reader to come along and download your ebook and love it so much they tell their vast social network about you and your book? Yeah, you have no control over that. I hope it happens for you (and for me, too).
But in the meantime, experiment with a few marketing strategies and see what works the best for you. Have a presence on your select social media platforms without becoming one of the “BUY MY BOOK! BUY MY BOOK!” automatons. The most important thing you can probably do, though, is to start on your next project–write, write, write. Remind yourself why you’re doing this: Because you love it, you love writing, you love your imaginary world, you love your characters and you want so share that passion with others. There will be many ups and downs on this journey, and sometimes you will need to be your own biggest cheerleader.
Speaking of writing…..
Here are some other blog posts that I’ve found helpful (albeit cynical) and that motivated my own evolving attitudes on marketing and promotion:
Marketing, Social Media & Book Signings: Why NONE of These Directly Impact Book Sales
Please Shut Up: Why Self-Promotion as an Author Doesn’t Work