Do Free Promotions Work? Part Two

When I published the first post about this I promised a follow up post once I had a better idea of how the boost provided by my free promotion was going to translate into sales in the long run.

Well, we are only a week or so further along, but I think it's still worth looking at how things are panning out. And hopefully I can give my answer to the question in the post title.

Let's start with a reminder of where I was at before all of this.

I (or rather The Last Knight) was ranked somewhere around #500,000 in the paid kindle store. I made perhaps one or two sales or borrows (remember, I count these because I still get paid for them!) each week. And that was if I was lucky. There would often be stretches of 10 days or two weeks without a single sale.

The free promo, with paid advertising I should stress, resulted in around 3,000 downloads and a huge jump in rankings, that translated back into a higher ranking in the paid store once the book was no longer free.

But that was in the immediate aftermath. How about weeks later?

I like to think that the image is pretty self-explanatory. I had a huge surge in the first few days, but it's continued solidly since then. I haven't had a single day without a download, whether it's a full sale or a borrow. And most days have been more than one. The average I would say has been around 4 a day.

Now, I know, that's not exactly going to make me rich. But I think it's important to understand that it's all relative. Compared to the last few months, the last few weeks have been a huge game changer.

It isn't just the sales. Reviews and ratings on goodreads have gone up, people are adding all my books to their 'to-read' shelves, and my facebook page has had a little bump in terms of likes. My ranking on Amazon fluctuated a lot over this time frame, but as of right now it sits at around the #80,000 mark. More that 400,000 places higher than The Last Knight was on the 28th of January. I even became a 'bestseller' briefly.

 

So now, the question, do free promotions work?

I think I have to say yes. But with a couple of conditions. I think you have to be willing to pay out a little for advertising. I think simply putting your book free and expecting people to find it won't work. In order for it to make a difference you have to have downloads in the thousands, and for that I think you need the advertising.

The second condition is that you have other books for sale. Not all the sales you see are for The Last Knight (though there are more of those particularly when the book was ranked higher), my other books have been selling more too. Those who did pick up The Last Knight for free are potentially the buyers of my other books.

And I think the final thing is not to expect free promotions to make you money. I've made back what I spent on advertising, plus a nice little chunk, but that's it.

When I say free promotions work I am thinking more in terms of exposure. I think they are an effective marketing tool. It all comes down to how you use them.

I hope people found this interesting. It's strange putting my sales figures out there because I know they aren't that high, but for me this was a breakthrough. I feel like progress in my career has been made. Perhaps it's a method that could work for others too if their books have stalled.

Would love to hear people's thoughts. Have free promotions worked for you? If they didn't, what did?

Do Free Promotions Work?

Let me start out with a little bit of honesty.

As much as we might not like to admit it, the indie author has low odds of being successful. It is an unavoidable fact that most indie authors only ever sell a handful of books, and most often only to family and friends. Breaking past that point and reaching a wider audience is the dream we all share, but we all know how hard it can be.

We have a limited number of tools in our toolboxes for achieving that aim. And there comes a time when shouting into the void of Twitter or Facebook becomes a little pointless. There is a hashtag floating around on Twitter that I'm growing to love #IndieBooksBeSeen, because after all, the best written book is irrelevant if no one knows it exists. Spreading the word and sharing the love amongst the indie crowd is essential. A big part of why this blog was created in the first place. But even all that shared love isn't enough. We have to find ways to get our books into people's hands.

Free promotions, putting the book for free for a limited time, is one of the tools we have, and it's one that sparks a bit of debate amongst the indie crowd.

A lot of people will tell you that giving your book away for free will only devalue it. A bit like when your Mum told you no one would buy the cow if you gave the milk away for free. Most people who are against free promotions will tell you that the people who download free books will never buy your book, in fact they probably won't even read it.

I'm not going to argue with them. They may well be completely right. But I think that there is more to free promotions than the people who actually download your book for free. It's what those downloads can do for your rankings. It's what it can mean in the long run once your book goes back on sale.

I decided last month that I was going to give the free promotion thing another try. I'd done it before and received some extra reviews from it, so it hadn't been a complete waste, but this time I was going to do it properly. Which included a little paid advertising. Not much, just a $15 outlay for being included in an e-reader newsletter. Not enough to break the bank, but enough to test the waters.

I'm now going to give you actual numbers and figures. My sales prior to this were low. Not embarrassingly low (after all, see above about the success rates of indie authors) but low enough that the results are pretty obvious. 

Prior to the free promotion days my sales ranking was somewhere around the #500,000 mark. Yup. That low. I would say I made at most 2 sales a week. (note that as I get paid almost as much for borrows as sales on the KU scheme I do count them as a sale). Not terrible considering The Last Knight has been out for over a year and a half, but not brilliant by any means.

The free promotion days ran from the 30th Jan to the 1st Feb, with the paid advertising falling on the 31st. Right in the middle.

The first day of free downloads was OK - but nothing more than that. 159 copies.

The second day the advertising kicked in, and things changed.

By the time the day ended I had over 2,300 copies downloaded.

The next day the downloads continued, but not at the same rate, another 800+ copies however.

But the big thing for me was not how many were downloaded, but what it did for my ranking.

At it's highest point I reached #72 in the free rankings. I'd started at around #18,000 the previous day.

I know what you're thinking though. All of this is irrelevant in a way, because I'm not getting paid for those copies and the people who downloaded them probably won't read them.

But you see, those free copies do matter. Because if I take away the free copies on the sales graph, I get this:

Now, it may not seem like much - but when you look at the whole of January, you can see what a difference has been made. Even taking the borrows (which I do tend to count as I mentioned above) I had six books sold in January. (Which was up on last years sales of...zero) But on the day the free promo starts the sales jump up. And they've gone up since this graph was taken. But even just with what is visible here, in 4 days I had 13 sales. Double what I'd had for the whole month. To me that is a huge increase.

And it in turn has had a massive impact on my rankings now I'm back in the paid charts.

 Remember up top where I told you my ranking before this was somewhere around #500,000?

Here's my little indie book ranked up there with a traditionally published book. (Yes I am just a little pleased with that!).

The fact is though, rankings matter. Success breeds success. It's a well known fact. Those free downloads, and the subsequent sales have boosted me up the rankings, which will in turn bring more sales.

I hope.

And this is where the waiting game comes in. I plan on doing a second post in about a week - to see if any of this has sustained itself. Then I might be able to actually answer the question this post poses.

But until then I'd love to hear what others make of these numbers. Do free promotions work? Do you think success (even if somewhat artificially created) can only breed further success (or sales?).

To be continued...

Zoe Sugg, Penguin, and why I'm an Indie Author

Let me start by saying that I know that I am behind the times and this story broke a few days ago, let me also say that until today I had no idea who Zoella, or Zoe Sugg was, nor had I heard of her debut book Girl Online.

More importantly, I have nothing against Zoe Sugg, or her book.

That said, this story caught my attention today. For anyone who doesn’t know (as I didn’t until I started researching this blog post) Zoe Sugg is a YouTube celebrity with millions of followers, who was offered a book deal by Penguin books, and whose debut novel outsold the debut offerings of JK Rowling and Dan Brown in their first week of sales.

Now let’s ignore the fact that neither Dan Brown, nor JK Rowling had millions of followers before the publication of their books, and that their debut books sold purely on the basis of their writing talents, because that’s not what this post is about.

This post is about the ‘revelations’ that Zoe Sugg didn’t write her book completely on her own. In fact it now seems that she had the help of ghost writers and editors.

Here’s the thing. I have no problem with Zoe Sugg. She made a smart business decision that is no doubt going to make her a tidy sum of money. She’d have been silly to turn it down.

I have no idea how much or how little she wrote of the book. But there was one quote from her that spoke volumes. To me at least. When talking about the involvement from the editorial team, she said:

“Everyone needs help when they try something new.”

She’s right. They do. But I think where it rubs me up the wrong way is this. Most writers don’t publish their first book. Most writers bury their first book somewhere and hope it never sees the light of day. Because we know that we have to develop our craft. We have to hone our writing skills. We write and we write, and we edit like crazy and we become better writers. Most of us don’t get that first book deal handed to us on a silver platter. And out there is the ghost writer, who did hone her craft, who developed her skill and became a great writer, and who isn’t getting the credit because she’s not a big enough name. And that makes me sad.

Sugg has said that the characters and idea are all her own. But there is so much more that goes into writing a book. Weeks, months, even years of working on plots, sub-plots, dialogue, character growth, the prose itself. These are the hard bits. These are the bits that take skill.

Trust me, Zoe Sugg, coming up with the idea is the easy part.

But no, my problem is not with Sugg, the problem I have is with the publishers. In fact, with the traditional publishing industry in general.

This whole story is just another sign of how the traditional publishing industry is failing. Failing itself, failing truly talented authors out there, and more importantly, failing readers themselves.

It seems that there is an ever increasing slew of celebrities publishing books – almost all of them ghost written. These books sell in huge numbers because of the ‘brand’ behind them. Great for the publishers. Not so great for the rest of us.

I understand completely that publishing is a business. And the goal of any business is to make money. Otherwise what’s the point. But increasingly, it seems, the publishing industry is throwing away any kind of integrity, or standards, in the search of big sales.

There is a quote from Penguin that I find particularly interesting:

“As publishers our role is, and always has been, to find the very best talent and help them tell their story and connect them with readers.”

Right. But the problem is, they didn’t go out looking for incredibly talented young writers to hone and encourage their talent. They went looking for a big name that would sell books. They didn’t care about the content, they cared only about the name on the front cover. Their role as publishers should be to find the very best writers. Not just any celebrity who can sell a few copies, even if the work isn’t their own.

Which tells us what?

That traditional publishing isn’t interested in finding new voices to tell you unique and interesting stories, or about finding beautifully written works of art. They’re interested in sales. Full stop. End of story. And I have to admit, in the laziest way possible. Who needs marketing when you have a book that’s guaranteed to sell?

And people wonder why more and more writers such as myself aren’t even trying to go the traditional publishing route. We’re not interested because we know they’re not interested.

What message does this send to the struggling writer out there? Want to write a bestseller? Don’t write an amazing, original, well written book, just have a lot of followers on Twitter or Youtube, and then let someone else write the book for you.

Every time a story like this comes out I lose just that little bit more respect for the traditional publishing industry, and I ask myself, is it any wonder that more and more writers are turning to the Indie, or self-published route?

I think not.

David Estes talks about Indie success: Beating the Odds

Today's blog post comes to us from David Estes, an author who has proven that Indies can overcome the challenges of the market and create successful writing careers for themselves.  If you have not yet read any of David's books, check them out.  I just finished my first one (David's new release, Brew) and I am now officially a *fangirl*.  Enter to win a free copy in the giveaway below.  - Kate

Beating the Odds

by David Estes

Due to the explosion of ebooks and the destruction of publishing barriers, there are now literally thousands of Indie authors all screaming at the top of their lungs that their books are worth reading. That’s pretty daunting if you’re trying to make your book(s) stand out amongst the crowd. When I started seriously writing four years ago, I was CLUELESS as to what I was really getting into. And yet, somehow, some way, I’ve managed to “make it” after a zillion mistakes, a lot of hard work, and plenty of good old-fashioned luck. Although I don’t pretend to have all the answers or the magic bullet for success, here’s my story along with a few tips that have helped me get from bored full-time accountant who liked to write stories to full-time Indie author.

Roll back the tape of my life. I hated being an accountant. Desperately hated it. Long hours, high stress, corporate politics. So I quit my job and switched to another desk job that I’d heard would be less hours and less stress. I had two weeks off in between, and my Aussie wife asked what I was going to do with my break. “Uh, sit on the beach?” I said. She gave me that raised-eyebrow look and said, “Why don’t you start writing that book you always talk about?”

Although the thought of even looking at my laptop during my vacation gave me a stomachache, I listened to her pointed advice. I did it. I started writing. She hasn’t been able to get me to stop since. In four years I’ve written twenty books and published sixteen of them. Two years in I was able to quit my boring day job to pursue my dreams: I became a full-time fiction writer. 

My first trilogy was a huge success, right? Um, no. Not even close. When I published The Evolution Trilogy (a unique non-religious spin on angels and demons) a year after I started working on it, I was ready. Ready for success. Ready for a big payoff from all my hard work. I’d been reading about Amanda Hocking’s success as an Indie author and I said, “Hey, why not me?” Well, because my writing wasn’t good enough. My book idea was awesome and unique and had huge potential, but my writing was amateurish, sloppy, and in desperate need of a good editor. While I wouldn’t say The Evolution Trilogy bombed (it has sold 3,000 books in 4 years), it didn’t come anywhere near my expectations, and it most definitely wasn’t paying any real bills. The reviews were mediocre at best, which was a major reality check. Writing wasn’t as easy as I thought it would be. At first I was heartbroken. Thousands of hours of hard work down the drain. All that hope dashed on the rocky coastline of failure. I didn’t have what it takes—never would.

SCREW. THAT.

I’m the type of person that hates failure. I don’t like losing, especially at something that I love. And I LOVE writing. That’s a major key to success as an Indie author. If your goals (like mine were) are to make millions and be rich and famous, then you’re in the wrong business. Most of us will make a few bucks here and there, and a lucky few will be able to scrape out a living. Even fewer still (the Amanda Hocking’s, Elle Casey’s and Hugh Howey’s of the world) will hit it big. Right now I’m in the middle category—scraping out a living. I’m not complaining, I’d rather scrape out a living as a writer than be earning six digits a year in some job I hate. I’m happy.

My second series was the one that allowed me to quit my day job. Originally I planned another trilogy, but eventually the project turned into a 7-book epic series that combined two separate trilogies, The Dwellers Saga and The Country Saga, in a 7^th book that brought characters and plotlines together. So far it’s sold in excess of 30,000 copies in just over two years.

That brings me to another key for success: Building your backlist. Unless you’re extremely lucky and far more talented than me, writing one book a year like most traditionally published authors simply won’t cut it as an Indie. I wrote and published the 7 books in the Dwellers/Country Saga in 20 months. By that point I’d written 1 million words in three years. There are a few good reasons for writing and publishing like a fiend. One, practice is the only way to get better. By having a crazy-aggressive writing schedule you’ll force yourself to improve. Two, every new reader multiplies your potential sales. Suddenly a new reader doesn’t mean just one sale. It means a potential sale for every single one of your books, particularly if your books are in a series. It also means you can magnify the impact of giving away free copies of your books. I’ll pretty much give away an ebook of The Moon Dwellers to anyone who wants one. Why? Because if they like it, they might buy the other SIX books in the series! Quick side note: the BEST way to give away free ebooks is buy making your book free on Kindle through Amazon’s KDP Select program. The BEST way to advertise that is via BookBub, which seems extremely expensive but which is WELL worth the money. As an example, I advertised The Moon Dwellers for FREE on BookBub and had 30,000+ downloads in three days. Then I did Fire Country a month later and had 27,000+ downloads. Obviously, I made zero royalties from these downloads, but sales of the sequels took off, and I had four straight months of 2,000+ full price sales. These months changed my life. You might have tried BookBub. You might have been rejected multiple times. I was too. They are extremely selective, which is also what makes them so valuable. Keep trying. Continue to build your reviews on Amazon. If you can get over 100 with a decent average rating, that’ll give you a chance at being accepted by BookBub. Don’t give up!

So you’re probably thinking the Dwellers Saga was an instant success, right? Try again. My third year as an Indie was decent, far better than I ever could have expected. Although I wasn’t making enough to live on, my wife and I had savings and we decided to quit our jobs to make a go of my dream, with her as my editor. A big risk, but that’s what life is anyway: one massive risk. My writing was improving, and I wasn’t going it alone anymore. I’d learned the hard lesson that good writing takes work. It also takes serious criticism from serious critics. I started using a beta reading team, and I stopped brushing negative feedback aside as “Just one person’s opinion.” I realized my writing sort of sucked and that I needed to learn how to improve it. I focused on every single sentence, every single chapter. Making them tighter. Making them better. I read books on writing, like Stephen King’s On Writing and Donald Maas’s Writing the Breakout Novel. I improved with each book, and my readers noticed. They appreciated my efforts. They were fully along for the ride. 

Partway through the third year I started a Goodreads fan group. Right off the bat I had 300 members. Woohoo!! I was ecstatic. Over the moon. Six months later I was churning out the sequels to The Moon Dwellers and I still had around 300 members. What? I couldn’t understand why my membership wasn’t growing. The Dwellers Saga was getting great reviews, but my fan group was dead. No activity. No interest. I decided to change things up. My biggest problem was that I made the group all about me. And who was I? Nobody. Just another person who writes books, another tree in the forest. So I changed things up. I made the group all about books. My books, someone else’s books, reading in general. Anything was fair game. It became a place where anyone could hang out and talk about their interests, passions, and experiences. The group started growing and now has more than 2,600 members, many of whom have never, and may never, read my books, which is perfectly fine by me, so long as they read other books. You see, it’s NOT all about you as a writer. It’s about READERS. The more readers we have, the more readers enjoy reading, the better it is for everyone. Become part of a book community, not for the purpose of selling your books, but because you love books like all the other people. I recommend Goodreads, but there are many others out there. Take it seriously. Participate in discussions. Make friends. Don’t spam about your book. Readers will realize you’re a valuable member of the community and they’ll click on your profile and discover you’re an author and get EXCITED about that fact and potentially try your books. I’ve had numerous people message me on Goodreads to say they’ve been my friend for over a year and never knew I was an author, but loved all the book recommendations I gave them (books that weren’t mine!). In most cases they said they’d give my books a shot. 

Year four. The best year. Part luck. Part hard work. Part good timing. The Dwellers Saga was listed as one of 15 Series to Read if you Enjoyed The Hunger Games on Buzzfeed. Sales shot up. A couple movie inquiries came in, as well as a TV inquiry (nothing has panned out so far, but it’s still cool!). An agent contacted me and eventually signed me. I wrote another trilogy, Brew, and although it had interest from publishers including a purchase offer, my agent and I decided to sign on with Amazon White Glove. Brew, and its sequel, Boil, hit the top ten on genre bestseller lists almost immediately. I stopped eating away at our savings and started paying bills with my royalties—ALL our bills. It could happen to you, but don’t expect it to. Expect to have to fight for every reader. Treat every reader like your ONLY reader. Be generous with your free books, especially the first book in a series. Never stop writing. Never. Do it because you love it and good things will follow.

Never give up. 

For more specific Indie Author Advice from David Estes, check out his dedicated author advice page on his blog here: http://davidestesbooks.blogspot.com/search/label/advice

Also, David Estes loves connecting with fellow Indie authors as well as readers, feel free to contact him on one of his favorite social networking sites:

Goodreads: https://www.goodreads.com/author/show/3167424.David_Estes

Blog: http://davidestesbooks.blogspot.com/

Facebook: https://www.facebook.com/Davidestesbooks

Twitter: https://twitter.com/davidestesbooks

a Rafflecopter giveaway

How to Start Your Own Publishing Company (A Tale of two Authors II)

If you missed out on Lisa's post last week, here's where you can read part I of A Tale of Two Authors.

The last thing we did was start our own publishing company. Basically, you wear two hats when you are a writer, the creative hat and the business hat. Making our books our own business was a no-brainer. No, we don’t publish others' books (although one day we might), but we have created our business into our own little enterprise. We opened a separate account for our business, we got an LLC license from the state, we have copyright status through the Library of Congress, and eventually, when we make some money, we will sign up with the local and state taxing regulations. (We do file business taxes with the IRS.)

There is a lot to self-publishing besides writing a book, and making that decision can be a tough one, but it is worth every stressful moment in the end. I weighed out the two options, traditional and self-publishing, and doing it ourselves was the best for us. 

Going through the process of trying to get an agent or find a publisher who was willing to take our book on, having to deal with rejection letters, waiting for God knows how long until our books became published, then having to pay them most of our profits, did not work for me. Plus, you still have to do all the marketing for your book, because the publishers do very little, if any, and we figured if we have to do all the hard work ourselves, we might as well reap as much of the reward as possible. 

There is a cost, however, to making this decision, one that’s not cheap. I suggest you start saving now, because the cover design will run you about $300.00 to $500.00, the cost of the editor could run $1000.00 or more, and then, once published, there are a lot of other costs you didn’t think about, such as business cards, bookmarks, launch parties, giveaways, and the list goes on. That is the one benefit of traditional publishing: the major costs are covered. 

So when you sit down and think about what’s the best way for you to go, weigh it all out in your head and in your pocketbook. But I will say this: I’m glad I self-published!

Thanks for joining me on Rock the Book today! All of you keep on writing or reading, and if you get a minute, leave me a comment. I would love to hear your thoughts on self-publishing.

You can find us on our site and our books on Amazon. We would love it if you joined us on our writing journey!

by Lisa Fender

Lisa Fender and Toni Burns, co-Authors of The Lorn Prophecy Series, have lived in Greece, Kentucky, and most recently (and most loved) in Colorado. Between them, they have two husbands, four children, two grandchildren and three dogs. Although a writer from a young age, Lisa did not bring her passion to light until she decided in 2008 to stop procrastinating and start writing. 

You will find out more by reading the interview they gave us, or by visiting their brand-new website, Djenrye World.

How to Self-Publish (A Tale of Two Authors I)

Thanks, ladies, for inviting me to your wonderful site. I am also looking forward to having you on my blog. I think it’s great how you’re supporting self-published authors. Believe me, most of us are very appreciative. It’s not every day you find lovers of Indie books who turn that love into a blog.

I have to say that being an Indie author, or self-published, whatever you choose to call it, isn’t an easy task. First, it takes several years (took me 4 and a half) to write your book, then the big decision on who will design the cover, plus, not to mention, an editor, before you can even begin to set up the book for publication. Not an easy task, but once you’ve accomplished it the first time, it’s easier the next. 

My sister, Toni, and I decided to go through Createspace for our paperback distribution and had to learn how to set up the book so that all the dimensions were correct for the “mock” book on the Creatspace site. Once you’ve figured out what size book you want (usually the standard 6 by 9 in), each page has to be indented opposite the next, then the book needs to be loaded into the “mock trial” book they have on the site, and it will guide you along until you get it right. After that, load your cover, spine and back cover, and you’re published.

The next step, the electronic book, is much harder. For the first book, "Fable", we hired a girl to do this. We found her on Facebook. It took several attempts before it was correct, but we finally got it. You also have to have one for Amazon, (mobi) and epub for all others. Formatting an ebook is not an easy task. Toni decided to learn how to do it herself for our next book, "Fated", and found a site on line with a step-by-step guide to help her learn. It took her about a month to learn it all and get the book set up correctly. After that, she published on Amazon through their download.

On top of all that you have to set up your page for your Amazon readers, with things such as a blurb for the book - not just the one on back of the book - an author profile, and pricing. It is not an easy task, and it’s not for everyone, but we are glad we self-published. We can control all when it comes to decisions for our books. 

Check back next week to find out how Lisa and Toni started their own publishing company!

by Lisa Fender

Lisa Fender and Toni Burns, co-Authors of The Lorn Prophecy Series, have lived in Greece, Kentucky, and most recently (and most loved) in Colorado. Between them, they have two husbands, four children, two grandchildren and three dogs. Although a writer from a young age, Lisa did not bring her passion to light until she decided in 2008 to stop procrastinating and start writing. 

You will find out more by reading the interview they gave us, or by visiting their brand-new website, Djenrye World.