Navel Gazing and Pocket Lint; MTM’s Year in Publishing 2017

Yes it’s time for me to do a round up of business. When I say business, I mean my business, such as it is, not ‘the business’ of world book sales. Anyway here goes.

So, how’s it been?

So so if I’m honest. Marketing-wise, I have not had the time to do it justice but I’ve turned the corner with the writing, definitely.

Sometimes, in publishing, it can feel as if you are running faster and faster to stand still. Now, clearly an author with my output rates isn’t going to be able to keep up with the standard, low margins high output model that is doing so well.

However, I have happened upon a group of authors who are doing very well thank you without ever troubling the best seller lists. It all started with a thread on Kindleboards here from Australian sci-fi and fantasy author Patty Jansen. She has also written a really good set of books about her alternative approach which I highly recommend any fellow authors who are stressing about sales, and what have you, should read.

Seeing as I’ve always had a slightly different approach to what I want to achieve with my book sales, I thought it was time I evaluated my efforts so far, all of them. I’m using Booktrakr, which may not be 100% accurate but is on point enough to give a good idea of my career wide sales.

One Man: No Plan M T McGuire

Which Genre? This one.

What genre are we in?

OK, in case you don’t know. I sell humorous science fiction fantasy action adventure books with a dash of romance here and there but no squelchy bits. They’ve been described by a friend as ‘Douglas Adams meets James Bond’.

Or to put it another way, the books are genre transcending, which is polite-speak for,

‘they’re an extremely hard sell.’

And when I say ‘hard sell’ I mean it. Frankly, I suspect I’d have an easier time trying sell a dog turd in a paper bag than my books. BUT when people finally read them, they do tend to enjoy them.

General overall goals in writing

Over the course of my writing ‘career’ I’ve rather loosely kept to four goals:

  1. Produce more books and find people who will love them.
  2. Find a way to access those people where I am in control ie no middle man like Facebook hiding my posts from everybody because they want me to pay for ads.
  3. Make some cash, although to be honest, I haven’t really written enough books to make much, but I’ve set a goal of £300 a month – about $400 – by the end of 2019.
  4. Increase sales from sites other than Amazon because they dick their suppliers around less than Amazon does.

In so far as I have a customer strategy, it’s get a small group of folks who love your work and buy everything you do. Keep as much control over your access to them as possible – ie have as many on your mailing list as possible rather than relying on third parties, although I’d rather someone followed me on Facebook than stayed on my newsletter list when they didn’t want to.

So basically, I’m looking at the 1,000 fans theory, I’m looking for superfans.

Goals for 2017.

Last year, such as they existed, my goals were:

  1. Experiment with new ways to find readers who will enjoy my stuff.
  2. Write more books.
  3. Concentrate on growing my mailing list and making sure that the people on there want the things I can give.
  4. Find out if there’s anything they want related to my fiction books which I can deliver but haven’t yet.
  5. Find out what the folks on my mailing list want if it’s not the books I’ve written and decide if I can deliver it to them.

What actually happened?

A lot happened in my personal life over 2017 and I had to stop writing and evaluate the situation. Basically, I had to work out if I could continue to write at all. Then I had to work out what, if anything, I could to change of the handful of factors within my control to make sure that happened. I sorted a new way of working. Tried it out, wrote a short and half a long, sent the short to my editor and … she died bless her.

So this year’s new release – originally for September – will now happen next year.

During the various crises, I let a lot of stuff ride, I just about kept the mailing list going with promos, book recommendations and group giveaways. I also did a couple of mailing swaps. I managed an International Bookbub.

However, it felt as if my book sales had stopped. Dead.

This morning, I decided I’d have a look and see if it really is and if so, how bad the situation was. Was I right thinking my sales are dropping like a stone?

Yes and no. Let’s look at some graphs!

No wait! Don’t run away.

Monthly Revenue 2014-2017

You can see three big spikes here, the first one, mid 2015 is when I first made Few Are Chosen permafree. I optimised it for UK readers and I was getting between eleven and thirty downloads a day. As you can see, a lot of those folks went on to buy the other books. In early May there was an algo change and the downloads dropped from eleven to thirty to about five or ten each day. Read throughs, drop accordingly. I never managed to optimise my listing for the UK store quite as effectively because they brought in KU and you weren’t allowed to use the words, Kindle, Good or Free so I had to bin my highest performing keyword phrase, ‘Good Free Kindle Books.’ As you can see, that cost me about $100 a month and Amazon about $30, which seems counter intuitive of them and is one of things that has me wondering if KU is about more about destroying the opposition than anything.

Monthly revenue from Jan 2013 to now … yeh you are welcome to laugh!

Numbers of books bought from 2013 to now note the 99c international Bookbub which makes a huge spike on right hand side of this graph but doesn’t register much in the revenue graph shown above.

As you can see there’s a small blip around the time Escape From B-Movie Hell comes out – Dec 2015/Jan 2016, that’s in red. I had about 400 people on my mailing list at that point and did a full-on launch. It shifted 65 of them but a lot of the original K’Barthan Series fans seemed unwilling to give Escape a try. Indeed, I wonder if those sales were simply folks from the Bookbub the month before who were moving on from the series to the stand alone.

Ditching the Permafree.

Since the permafree first in series was only getting a handful of downloads a day and a far lower proportion of those seemed to be translating into sales for the paid books, I put it back to paid in January 2017.

Yes, this cover attracts more readers than the cover for Few, but Escape, which has a person on it, does equally well.

Looking at the graphs now, that might have been a mistake but at the time, I’d recently discovered Instafreebie and was getting a fair few downloads there. Also, a 105k book is a hell of a lot to give away – I’m not sure if that means I got greedy or desperate. Since running a year’s worth of Instafreebie promos, I’ve discovered that the short story, Unlucky Dip, is downloaded far more in promos than the novel. Furthermore, the people who have downloaded it, joined my mailing list and stuck around are one of the most dynamic and responsive groups. Escape also scores more highly in downloads when offered free. Both the books doing better have a person, or people, on the cover. Clearly the adage about having people on book covers is true. Go figure.

The rates that folks read the other books seems a bit better on Instafreebie and Bookfunnel, too. Over the three years I had the first in series on permafree, it was downloaded 19,140 times (according to Booktrakr). You can gauge how well the permafree is working by the number of sales of the second book. The results break down as follows:

  • 2015-2016 227 onward sales of book 2 and the highest of the two others sold 275.
  • 2016-2017 there were 148 onward sales of book 2 and the highest of the others sold 206
  • 2017-2018 (or at least end of Dec) there were 32 onward sales of book 2 and the highest of the others sold 60. However, the box set, sold 54 copies so in ‘real’ terms it’s probably a drop in onward sales of about 20 books.
  • Revenue is way down from about £1,500 the two previous years to £800 or so

On the face of it, that looks as if a permafree book might still be a smart move for me, but perhaps a new one, or one written specially to give away would be the way to go. I am sorting a potential candidate out with the K’Barthan Shorts. If they come in at 10-20k each I can use one of those or do one longer one at 50k so I can try and get it onto Bookbub.

That said, though less people are buying my books, meaning that growth has, in theory, slowed down, if those people are folks I can access, directly with new release bulletins, rather than being at the whim of Amazon, Facebook or the like, they might be a lot more valuable to have on my side in the long run.

Instafreebie or Bookfunnel versus Facebook Ads and Permafree.

Is the $20 a month on Instafreebie worth the outlay? Possibly. When I joined Instafreebie I was on a $10 account at Bookfunnel so I kept that and added Instafreebie by turning the Facebook Ads off (I was getting about 20 new sign ups a month for $30).

The thing with Instafreebie is that, barring the ones who’d downloaded Escape and Unlucky they seem to take a very long time to get round to reading, we are talking, literally, years in some cases from what they’ve told me, but they are keen, and interested, and they also buy from sites other than Amazon so they fit my ambitions to increase my access to readers on other platforms. Hopefully I’ve been sewing some seeds there.

With Instafreebie, 2,417 readers have downloaded books from me in return for mailing list sign up. I have offered three different books and I suspect I may have shot myself in the foot there with folks on my mailing list downloading all of them. This could well go some way to explain the drop in income I have experienced although this year, Escape, the pariah stand alone, has done way better this year although I did get a 99c International Bookbub on that. Then there’s the fact many haven’t read the books they’ve downloaded yet, so people are not reading them quickly and buying all the other books the way they were after downloading the permafree. Finally, there’s price, I have put it up from $4.99 to $8.99 – and lower on Amazon where the books are still $4.99. I may need to review that.

Interestingly, at Bookfunnel, I’ve given away 148 books – some a short and some the original permafree – in return for mailing list sign up, and 2,251 copies of Few Are Chosen, alone. Of those, 306 were giveaways and the rest were people who’d signed up to get the book on Instafreebie clicking the link on my autoresponder sequence to download the book from Bookfunnel.

I give the second book away in my mailings, too. 2,835 folks have downloaded those; 60% of the folks who’ve visited the download page.

Clearly it’s much easier to download books from Bookfunnel than from Instafreebie!

The numbers for this year that I gave in the last section suggest that the permafree made a big difference and that I should definitely add it to my marketing arsenal!

Sales from other vendors than Amazon

Free books given away. The big spike in the middle is an international Bookbub and the other to the left is an E-reader News Today.

This is the same graph; free books but shown by vendor. After the Bookbub vendors other than Amazon feature much more prominently. Woot!

Clearly the Bookbub for Escape From B-Movie Hell resulted in some sales on other sites than Amazon. At last there are other colours edging into the dark blue. To my delight, the trend continues right through to today. Kobo promos are excellent for this. What appears to be happening is that sales of my books on Amazon are, indeed, tanking since the April algorithm change. However, sales on the other sites have held steady. I never expected this. Sure, I do Kobo promos and they are excellent but Smashwords are delivering too. Google play is tailing off a little but sales are still trickling in – for all the reports that they are making free books invisible, a permafree on Google Play might be a good plan.

Paid book sales by vendor. Amazon still has the major share but Kobo and Smashwords are coming up the rails.

 

This is my yearly income since I’ve been publishing books.

If we look at the yearly income graph we can see a substantial drop this year on last year. It also includes a 99c international Bookbub.  Whereas most months, in 2016, I was selling at least one book every day, this year, that’s not happened at all and you can see that with no permafree there are fewer downloads of the second book in my series.

Is it all bad?

D’you know, I’m not sure but I think it might be better than it looks. April on Amazon was miserable for me this year. That could be an algo change, or it could simply be that after four months the last of the folks who’d downloaded the first book in my series for free had bought the rest. And of all the sales channels, it’s Amazon which is down the most, with Google Play dipping a little. Kobo and Smashwords seem to be reasonably stable.

Clearly, I want my books everywhere so I will always sell them on Amazon, but I also want to get away from relying on a single retailer which, in my experience, has been a more of a primadonna to supply to than the others. At the moment it looks as my efforts to widen the field, at least, are succeeding. Also, bear in mind I’ve not had a new book out for two years and my duties of care have eaten into my work time so I’ve done far less marketing. As we speak I have some ambivalent AMS ads which aren’t doing that well – and to be honest, I think it’s going to take too long to research and produce properly targeted ads to make them viable. However, I will definitely return to Facebook ads and I will also dip my toe into a couple of other advertising channels in the New Year. It may take months to produce some ads, and it will take months to produce some books, but a couple of hours a week on these things is better than nothing at all.

What does this tell us?

  • That I am correct and my income is dropping.
  • That it might be worth my looking at a permafree again, but something shorter than a full 120k book.
  • That my upped prices may be a little too high, either overall or on some sites.
  • That other platforms will tolerate a higher price than Amazon.
  • That my particular rate of output might be better suited to other platforms than it is to Amazon.
  • That my decision to pitch my books as artisan crafted rather than mass produced is the right one.
  • That people might, possibly, be taking longer to read free books.
  • That figures are sometimes different to your expectations.
  • That marketing evolves all the time, what works today may not work tomorrow.
  • That Amazon is quirky – and therefore best not relied upon.
  • That you can infer many things from the same information.
  • What works for other authors may not work for you.
  • Cultivating the right connections is important. You need to find places where folks will share information with you and where you can share it with them. Almost all the decent marketing information I’ve had this year comes from two groups, one on Facebook and one on Goodreads.
  • I think there may be a disconnect between the kind of people I think are on my mailing list, and reading my books, and the folks who actually are.

Tune in next week, if you can bear to, to discover how I’m going to try and breathe some life back into my book sales for 2018.

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6 Comments

Filed under General Wittering, Marketing Ideas

6 responses to “Navel Gazing and Pocket Lint; MTM’s Year in Publishing 2017

  1. Curious about ‘my decision to pitch my books as artisan crafted rather than mass produced is the right one’ since there were no other words about it in the post.

    We don’t write anywhere near the same genre, but I always read your posts with interest, and see if I can steal any techniques.

    Merry Christmas!

  2. Diana

    I am impressed with the work you put into this, and can only trust that you know what you are looking at. And although the numbers don’t appear to be as good as you would like them to be, I am also impressed that you are carrying on, and trying things that I’ve never even heard of.
    What do the colours in your graphs represent? I didn’t find a legend or key, so don’t know if Amazon is the dark blue or the light blue, etc.

    I don’t have an ereader, but have downloaded one or two of your freebies on my laptop — and have yet to get to them. Yet I really am looking forward to reading them (and your other books too, I might add) — and even paying for them when I do.

    One avid reader (and author) uses a kindle, and she told me the other day that she has downloaded over a hundred books, and is slowly making her way through them. I think the mere volume of books is slowing her down. If your other downloaders are like that, this could be one explanation of why it’s taking them a long time to get to your books.

    How can you tell if someone who has downloaded a book has read it or not?

    Do you have an author’s facebook page?

    You have done well in 2017 — considering some of your other challenges. May 2018 be good year for you and yours.

    .

    • Bless you, thanks. I think huge to read lists definitely pay a part. I have a fair few on mine. I actually budget for it taking them four years to read the free books. I have a set of ‘hello protocol’ emails that goes out to everyone that takes 219 days, often in the questionnaire at the end, I am told by folks that they haven’t read my books. I reckon about 4 years is a good time.

  3. Thanks for sharing the hills and valleys of your book-selling experience, MT. It’s a gift to your author-readers that you’ve taken the time to detail your adventures and the known results.

    Hope your Christmas has been lovely, and I wish you the best for 2018. I know 2017 has brought it’s challenges, but you nevertheless prevail. Brava!

    • Christmas was interesting today went very well though. We’re driving home now for a day’s breathing space before we go visit McOther’s oldsters on Scotland.

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