Tag Archives: book marketing

Round up!

Eerie speaking to you from the past picture because I don’t have one of my face in the dark with a torch shining up at it.

Today through the magic of science I am speaking to you from the past. Yes, once again, as it’s half term, I’m actually typing this up about a week before it will be published. You remember a while back in this post, I was glossing over the miserable hash I’d made of achieving … well, anything much career-wise in 2017, and talking about what I intended to do in order to organise my time and projects. Half a term in, I thought it would be good time to take stock on how much of my shit I’ve actually got together.

Amazingly my plans for doing the pinger routine have worked extremely well. I feel in control and I have managed a bit of writing, or some work on my writing, most days. Yes, it took three weeks to get rid of Christmas properly and I haven’t done the thank you letters yet – although I’m working on those and I did do the parish magazine – but a routine does appear not only to be emerging but also to be actually sticking. I got rid of enough Christmas to start doing some writing by the last week of January but forgot to log the word counts until 5th Feb because I’m really smart like that. I am optimistic about the small slices thing though, so here is a quick update about each project and how it’s going.

The Unknown Work provisionally entitled: Traffic.

There’s an outside chance I might finish this in 2018. I am currently on the third iteration. I wrote 19,933 words at the start of last year which were really just a load of getting-to-know-the-characters-rubbish but I might be able to turn some of them into a short. That was followed by a 48,982 second version. That was the point I decided to give the Joe Nassis plotting thing a try so I stopped, plotted it as best I could and had a go at writing it by numbers for Nano. I wrote about 32k of the new version for Nano (can’t remember the exact number but it was 25k in the first week) then this kicked off and I had to stop.

It reached 42,300 on Monday but it’s dropped to 41 something by today; I’ve been whipping it into shape a bit this week before moving onto the next bit. Bonus, I have managed to crack a difficult linking scene that was really frying my synapses in an interesting way. Touch and go if I finish this year but it is possible.

Setting Tripwires for Granny and other Tall Family Tales

This one had reached about 17,000 words by the end of 2017 and after a bit of a pause where the fiction took over I have taken it up again this week. There is a new and interesting twist in that I am beginning to think that I would be better splitting it to the family history stories in one volume and the ones about growing up in a school, and my dad, in another. So tripwires is up to 20571. Woot but some of that may end up in.

Hello Jonny Bell

As opposed to Goodbye Mr Chips … another working title, obviously.

Talking to Mum and Dad recently, I realised they have made a lot of visits to the school where Dad taught and so I thought that some stories about Dad’s time working at the school would be a brilliant talking point and memory aide After contacting the school, bless them, they have emailed all the people they have on record who were in my dad’s house asking for stories or reminiscences about him. I have had some fantastic responses with wonderful tales about Dad and the school. He has had an absolute gas listening to Mum and the carers reading them to him. He has also enjoyed reminiscing about those times as it has brought back lots of memories. Even better, the exercise has also focused Mum, my brother and I on who he really is. It’s been amazing and I reckon that those, with the stories I remember added on, would make a cracking book on their own. After all, it’s basically characterisation with knobs on!

Space Dustmen

This one needs the same planning efforts done on it as I did on Traffic. After that I’ll be able to write that along with the others. As well as giving me more options to suit more moods, having more than one project on the go means I can chop and change if I get stuck, giving me time to let stuff settle and let the subconscious find ways to sort problems in a more interesting manner. Hoping to do that before We go skiing during the Spring Holidays, at which point I will have lots of time to write while the others ski.

Jump

This one is finished and waiting for a decent cover. I am taking a while because if I do it right, I can probably come up with an idea that ticks the boxes for a cover that looks interesting and has a person on it but which is also the type of generic scene that I can use more widely to promote the whole K’Barthan range of books; Series, Extras and Shorts, when I get my ads up and running again.

Short stories

As Jump took just under a month to write I can’t help thinking that I should be able to do a couple of shorter books next year – things weighing in at about 20k or so – if I plan them first.

Top of the agenda for the next few weeks then, planning Space Dustmen and some shorts.

Eyebombing book

The book is still going nowhere but at the same time, I’m collecting more material every day, and I’ve set up a blog for them – . Also there has been some progress on other fronts. The Zazzle shop is finally tidied up – I think I mentioned that the other week. So there’s the mother shop for my art and then there’s one for eyebombing and one for K’Barthan/Hamgee University Press stuff. The main shop has ‘collections’ of the good in all the other shop. In addition, I’ve produced a set of 10 eyebombing cards and an eyebombing 2018 calendar. Next year I’ll be a bit more organised about that and might actually manage to do a 2019 calendar in advance. If you’re interested in any of that, you can find the link here:

My main Zazzle Shop with all the ‘collections’:  http://bit.ly/dbhonazzle

Sorry, I have to do a horrible bit.ly link because the affiliate code is a massive number, possibly 32 digits … well … OK … it’s about 16 but it’s not exactly snappy and easy for folks to remember.

 

Meanwhile, the nascent blog, which, irritatingly, doesn’t tie into my instgram feed, is here: https://eyebomber.wordpress.com

Now I need to come up with a consistent name for my eyebombing exploits, work out which days of the week to post eyebombs and then remember to post them. Right now I’m doing that on Sundays and Wednesdays at UK lunch time; i.e. Australasian evening (mostly) and American morning (mostly).

There is also a domain name: http://www.eyebomber.co.uk – although at the moment it doesn’t point to anything.

The truth is, I’m having a real quandary trying to decide on a proper name. I really like, eyebombtheschoolrun because it’s quirky and fun but it’s also long and it only has two more years’ shelf life, after which point it will become a lie because McMini will walk to senior school or go on a bus.

There is also the option of eyebombthereforeIam (Eyebomb: therefore I am). That is more of an evergreen name and I love that, too, but it is still horribly long. I suspect, in the end, I will have to go for eyebombthereforeIam.com and change everything to that.

If I was actually Scottish it would be a no-brainer. I would call it http://www.ayebomb.co.uk – but I feel a bit of a charlatan claiming Scottish heritage if it’s only by association and marriage, rather than lineage. So … quiz time, what do you think I should call my eyebombing exploits?

 

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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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When it feels right but is … wrong. #writing #indiebooks

This week: you have another opportunity to benefit from the vast store of wisdom I have earned by royally fucking things up so that you don’t have to.  

It started like this.

Wednesday; visit the parents day, and this week I arrived in extremely dire need of a wee. It is fairly usual that the pint of water and two cups of coffee I need to kick start my day turn into about five pints by the time I’ve driven fifty miles or thereabouts and I drive the next ninety in some agitation. This Wednesday was no exception.

At Mum and Dad’s the downstairs loo is just off the lobby before you go into the house proper and I usually use it before I announce my presence, otherwise the ten minutes of hellos can be a bit excruciating for my poor bladder. Into the loo I rushed, and breathed a huge sigh of relief as what felt like about a gallon of wee went into the pan. Except that each of the lavs at Mum and Dad’s has a riser for people with dodgy hips, and if you sit on the riser in the downstairs loo wrong, the wee runs down the inside of it and despite being positioned over the bowl, the gravitational wonders of surface tension bend the wee round and under the edge of the riser and it then falls over the side of the pan onto the floor. Well, it came from a skip, still in its wrapping, you can’t look a gift horse in the mouth. But yes, you guessed it. A significant portion of my wee deluge had missed the pan entirely and puddled on the floor.

Joy.

The original dribbly-wee loo riser of doom (centre) among other skip scored offerings.

There I was. I’d done the right thing, sat on loo, weed into hole but somehow, despite following the instructions it had all gone somewhat awry. I spent the next five minutes wiping it up with loo roll and anti bacterial floor spray. It’s not just me, the foibles of this particular loo riser are a known problem and I soon had it all ship shape again with no harm done. The point was, sometimes, even when you do things the right way it all goes horribly wrong.

So how does this tale of substandard urinary aim have any connection with writing?

Well, it’s like this.

There’s a quote that appears on something I use – my Kobo Writing Life dashboard, I think – that goes like this:

‘If you want to read a book that has not been written yet, you must write it.’

Way back in 2008 when I finally finished my first decent novel that is, exactly what I had done. But to be honest, while this is great advice, it only works if you are in touch with the popular Zeitgeist on some level. I sell my books on the internet which, to all intents and purposes, is American. It is devilishly hard to reach non Americans but back then it was even harder (except on Amazon at that point).

Therefore, I shot myself in the foot instantly by writing a very British book set, mostly, in a fantasy world but when it came here, it came to London. Yes Dr Who is like that but it was put on by the BBC and when they first did it, they had a captive audience comprising all of Britain. I wrote British because I was bored of books and films where the main protagonists are American and the setting America. I wanted to see some shizz go down in my own country. What I failed to grasp was that there is a reason the vast majority of books are about Americans in America. It’s to connect with Americans; the biggest and most easily reachable group of readers in the market place.

Yes, I’d done kind of the right thing but … wrong.

The problem wasn’t even that I was writing a book that could well hold more appeal to British or Australasian readers. It was that I hadn’t researched my market – I thought I had but, no. That’s why I didn’t understand how hard to find they would be. It hadn’t even occurred to me that I would be unable to reach British readers without taking special measures. OK so that was 2008 but even now, in 2017, you have to work at finding international readers and even harder at finding readers who buy from sites other than Amazon.

Likewise, I’d read a lot of Victorian and Edwardian fantasy: the Narnia Books, The Five Children and It, The Incredible Mr Blenkinsop (I think that was its name) the Borrowers, the Wind in the Willows, The Lord of The Rings. I’d seen films like Bedknobs and Broomsticks, Mary Poppins and Chitty-Chitty Bang-Bang, I’d read Harry Potter and Terry Pratchett. In most of those books, the writer has invented a completely new world, or a new creature, or a new something. The point is, while they may have broad themes that are similar, good versus evil baddie, etc, each one takes place in its own fantasy world or hidden world within this one, often there are specific and new creatures created for purpose of the story. The notable exception is Terry Pratchett, who took the tropes other people used and poked gentle fun at them.

In the same way that I thought, at my parents, that rushing into the bog, sitting down on the ice cold, thigh freezing riser and letting it all out was enough, and discovered that oh it so wasn’t, I genuinely thought putting my book on sale and supporting my efforts with advertising on the big promo sites was all it would take to find readers. It wasn’t. I wrote weird books, that are funny and I had covers made expressly to say, ‘this book is like nothing you have ever read’ because when people saw my books, I wanted them to think, ‘Pratchett’. When I got reviews that said that, I quoted them. I wrote my book the old way. The E Nesbitt way. And I sold that as an asset … the wrong way.

When people talk about wanting ‘different’ I suspect that what they really mean is that they want the same old ware wolves and sparkly vampires but with … say … slightly different lighting.

That is where Sir Terry cleaned up. He kept to the standard tropes, and spun them differently. If you want to succeed financially, I think, possibly, the trick is to write something bang on genre that has a different angle; a standard, boilerplate, trope made interesting enough to you for you to be able to stand writing in it.

When it comes to making choices, I guess it’s wise to think through the ramifications, but with writing it’s hard to anticipate what they might be sometimes. If you like writing wacky but want to produce a well edited book with a professional cover, it’s worth looking at how much cash you have to throw at it and how long for. When I started this game, the estimate was that once you’d produced six books you’d reach tipping point; momentum would be easier to maintain and sales would rise.

‘Great!’  I thought, ‘I have budget for six novels.’

Now that I’m writing my sixth book, that magic tipping point number is more like twelve! Things change and move. How long can you sustain your business without making a profit? OK now double it. Hell, quadruple it to be safe.

Likewise, when you plan what you’re going to do to reach readers, I’d thoroughly recommend keeping as much of it under your control as you can. This is why so many writers ask readers to sign up to their mailing lists. I had an amazing three months back in 2014 when I optimised my book listings for UK readers and started getting a ton of downloads on Amazon and, even better, a really good read through rate – seriously it was massive, about 20% of the folks downloading the first book bought the others But then Amazon changed the algo – which they do around April or May each year, it seems. Overnight the downloads of the free book ceased. And that was that.

These days, however many author lists readers are signing up to, I still believe that if you can make your emails personal, fun and interesting enough they will stay with you. Just don’t make them too fun or your readers will sign up for the emails rather than your books or if they do, be prepared to monetise your blog posts, newsletter etc – either as non fiction books or paid content. The great thing about mailing lists is that if someone doesn’t get on with your books they can unsubscribe so you should end up with a list of folks who might, eventually, read your books! If you’re really lucky, some will part with cash for them.

Once you have some readers, it’s also worth listening to them. I always sold my books as fantasy and when asked to cite comparable writers I’d suggest Holt, Prachett, Rankin … When people started reviewing them, the bulk of them cited Douglas Adams. I now publish them in sci-fi. They don’t sell as well there as they did in the days when I could put them in fantasy and they’d be actually visible. But now that fantasy is kind of, ware wolves and shifters with a small corner for epic, my books definitely do better in sci-fi! Sci-fi seems a bit less rigid in the genre factors required, too, hence the next series, Space Dustmen, is going to be sci-fi with the odd planetary visit.

To sum up, what I am trying to say, I guess, is that now, more than ever, you need to think long and hard before you even start to write that book and you need to keep pretty nimble afterwards. So, if you’re thinking having a pop at writing or are working on your first book, maybe you should ask yourself these questions:

  1. Who are you are writing for?
  2. Where you you find them?
  3. Can you find them easily and inexpensively?
  4. How often do the authors they read release new books?
  5. Can you keep up with book production rates for your genre? or to put it another way …
  6. How much time do you have? Even if you give up your job.
  7. What kind of writing career will fit with your life?
  8. How and where will you sell your books – it’s no good being wide if everyone in your genre whose books you like and who might like yours too and do mailing swaps or promos with you is in KU.
  9. How long before you need your books to start funding themselves to keep going?
  10. Are there other ways you can monetise your writing to support book production until such stage as your book business is self financing.
  11. How big is your social media following? Are you up to a kickstarter to fund book production?

The way I see it there are two broad choices about what you decide to write.

The first choice is to conform. You, write to market, so if it’s fantasy, you write about ware wolves or witches and yes you light them differently or whatever it takes and you write about six books (minimum) a year. And you thank your lucky stars you’re not in Romance where you have to write one a month!

Alternatively if you really can’t face the prospect of writing about creatures someone else has already invented or making your hero American, or 101 other must haves for the best selling book, accept that you are unlikely to earn diddly squat for a long, long time and just go for it writing the kind of stuff you love, that fulfils you as a reader and writer, stuff you want to read that hasn’t been written yet. But if you choose this route, you have to be extremely pragmatic about your chances of earning anything for many years and extremely lateral and original about what you do to earn from your books in other ways.

It’s quite good if you can avoid combining motherhood to a small child and trying to look after sick, elderly parents, at the same time as trying to have any sort of career, too.

This is where I am right now. But hey, my sixth book will be out next year and who knows, 2027 I may even have written twelve and if I market the hell out of them, well who knows, they might pay for the thirteenth book.

Mwahahahargh! I can dream.

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Books anyone? A few words about MTMail, building a fanbase and Instafreebie. #bookmarketing

Building a mailing list or a fanbase.

Clearly every author wants to be successful, and the ones who are often make it look easy. But usually their success is the result of a great deal of hard graft behind the scenes. Yep, that swan-like author floating effortlessly across the retail waters is paddling like crazy under the surface.

There are many factors which can help an author to succeed but one that is key is an engaged and enthusiastic fanbase. People do business with people. Sure, they have to like your books but it helps a lot if they like you, too. Today, I’m going to give you a brief# explanation of how you can use Instafreebie to help grow your newsletter list and start to build that fanbase.

# Actually it’s not brief at all, it’s incredibly long, as usual, because I wrote it, but I hope it is useful.

If the idea of building a fanbase or a mailing list makes you feel like this, read on.

Ditch your preconceptions

Forget any tendency to view other writers as ‘the competition’. Since all anyone needs to access pretty much the entire world ebook market is a computer and an internet connection there’s room enough for each of us to find our niche. Think about it, one thing that unites readers is that they love books, and that means they read lots of them, and surely that means they’re going to love more than one author, just as they’ll like more than one band, or more than one TV show. Readers can, and do, follow lots of authors, while being big fans of them all.

Give your work away free.

Yes, I know this sounds counter intuitive but it does work. Preferably some of your best stuff so they’ll read it and think, ‘blimey this writer’s good! I must have more of that.’

Alternatively, only give your book away in exchange for the reader’s email address. That way you can let them know where to buy the rest of your books – should they want to – in a non-pushy, I’ll-just-leave-that-here kind of way. After which, it’s best to forget about trying to sell them things for a while and get on with the business of building a relationship with them. This is a long term strategy. Most readers have a big to read list and lots of books vying for their attention but the sooner you start, the sooner you will build up a rapport with them.

Work with other authors.

A group of people can be heard a lot more easily than one lone voice. That’s why authors often join together in groups and promote their books together. Target who you work with, make sure their books are in the same, or a similar, genre to yours so you are recommending the kind of things your readers are interested in.

It’s tempting to cast the net wide and go for numbers, but remember, you are aiming to bring together a group of readers who love your stuff and your genre. A huge list of 8,000 people sounds great but if only 100 of them open your newsletters you’re just wasting each other’s time. You’re building a fanbase, remember, and these are people, not Pokemon cards.

Once you’ve sorted some authors to work with, there are two main ways you can help each other:

  1. Individual Mailing Swaps. Find an author who writes similar books to you. Then organise it so they tell their readers about your book and you tell your readers about theirs. Caveat: Make EXTREMELY sure you’ve read their book before you approach them so you know you like it and can recommend it with confidence. Readers and authors alike will appreciate it if you write a quick review of the book and post it on some of the retail sites as well as in your newsletter.
  2. Group Promos. You can bundle the books by putting a page showing them all, with links to download them, on the website of one of the authors involved. Then you point people there, to browse and download the books that take their fancy.

Each author’s fans will discover new books to enjoy, while each author will be able to reach new readers. Bob’s your uncle. Happy readers, happy authors: win-win.

Making it easy for readers who want your book to download it.

This is where Instafreebie comes in handy. The whole point of their existence is to help readers find more books and help authors find more readers. Even better, gazillions* of authors and readers use them. That means it’s relatively straightforward to pull together groups of authors in similar genres who will join you in a promo. There are also organised promos you can join which you can find online in Facebook groups or places like kindleboards or Goodreads/Librarything groups.

Because Instafreebie want to introduce readers to new books it’s in their interest to reward authors who work at promoting their books. Keep passing the word on and your book or group author promo can get a mention in the Instafreebie newsletter – which will introduce a whole bunch of extra readers into the mix. On twitter they will often retweet about your promo, too, if you tag them #instafreebie.

There are two ways to use Instafreebie to distribute your free book as an author. If you are on a budget, you can use a free account to give your book away without collecting email addresses. If you put a link to sign up to your mailing list in the book, maybe in return for another one, or a short story or character profiles or the like, you will still get ‘organic’ sign ups but these will come more slowly.

Personally, I find it easier to have a paid Instafreebie account, and ask readers for their email address in return for their free book. If you do this, Instafreebie collects the addresses for you. When you’re done, you can either download the addresses from Instafreebie and add them to your mailing provider or you can join Instafreebie to your mailing service, choose a list and the addresses are automatically added for you. I really like this service.

* That’s a technical term.

Using Instafreebie for mailing integration.

I’m with Mailerlite and my paid Instafreebie account is linked directly to my Mailerlite account. You can do this with MailChimp too but they are a lot more expensive once you reach the paid tiers. At the moment, Instafreebie are doing a promo with Mailerlite so that Instafreebie paid account holders get a discount when they take out a paid subscription to Mailerlite. Mailerlite is free for the first 1,000 email subscribers but with full functionality so you can get a good feel for whether it will work for you.

It’s worth mentioning that Instafreebie are really good at letting you switch your account from paid to free so if you’ve no promotions planned for a while it’s easy to downgrade for a few months.

So once some readers have given their email addresses what then?

Woot! This is where you start to build a relationship with them. Start talking to them.

TO not AT, though, and act with integrity. After all, they trusted you with direct access to their email in box. That’s a big concession.

What to say to them.

Only you can answer this. Just be yourself, be genuine. Picture a good friend in your head. Got one? Good, now write your newsletter as if you’re talking to them. I try to always approach it like sending a letter to a friend.

Chat, ask questions, talk about books, share books you’ve read that you’ve loved. Give them things, previews of your work in progress, tell them interesting snippets you’ve discovered in your research, share jokes, silly names anything you like. Some of the most popular things I share with mine are quotes from my son, who is nine.

Experiment, with content, regularity, everything. I’ve tried sending newsletters weekly, monthly and every two weeks. As a general rule, my lot appear to like the personal stories and are happy with more links to click and a newsletter that arrives less often. Your readers may be different, the only way to find out is trial and error … oh and you can ask them from time to time as well. Google surveys is your friend!

Also, remember that if you want to turn intrigued readers into actual fans you must be patient.

Like any other relationship, an author’s rapport with her readers will take time to develop. This is especially true if lots of folks have downloaded your book. Give them time. If you force it, or expect them to instantly rush out and buy everything you’ve ever written you will be disappointed – and deservedly so.

That said, try not to fret when people unsubscribe. Far from making them ‘freebie hunters’, it’s more likely your book wasn’t their cup of tea. Be thankful for their honesty. There are few things more dispiriting than having a large email list and only a handful of engaged subscribers. It’s much better that folks who aren’t interested unsubscribe than that they sit there, costing you money, and never opening your emails!

But if you keep communicating, give your readers things they like and keep on writing books you will build a reader platform. And when you open your first email from someone thanking you for sending them a free book, or saying how much they loved it, it is a truly wonderful feeling.


Links.

If you think you’d like to give either Instafreebie or Mailerlite – or both – a whirl you can sign up using these links. NB, heads up, these are my associate links, so if anyone signs up to a paid account as a result of clicking these links, I get a voucher. If you’re not OK with that just delete everything that comes after the .com bit.


Instafreebie: https://www.instafreebie.com/authors?invite_code=CoufcgpalM


Mailerlite: https://www.mailerlite.com/invite/dd718ae601785

If you want a look at how it all works, you are welcome to view a giveaway I’m running right now, here:

https://www.instafreebie.com/free/QWCQM


Who is M T McGuire?

Well, you asked…

M T McGuire enjoys the real world but wouldn’t want to live here full time. That’s why she writes books. She grew up, or at least, got bigger, half way up a windy down in Sussex. Her home was also the first location choice for Hogwarts, in the Harry Potter films, so maybe it’s not so strange that she’s ended up writing spec-fic. Perhaps there’s something in the water up there, apart from chalk. She used to do stand up but sat down and started to write books when she got married. She now lives in Bury St Edmunds, in Suffolk, with a McOther, a McMini, a McCat and a selection of very silly cars. She hasn’t found a way to make any of the cars fly like the ones in her books, and none of them is fitted with ordnance either, but she and her team of evil scientists are working on that.

Despite being nearly fifty now, and supposedly, an adult, M T checks all unfamiliar wardrobes for a gateway to Narnia. She hasn’t found one so far but she lives in hope.

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This week, I have been mostly thinking about #marketing #bookmarketing #indiereads

Oh yes I have.

Several things got me started, Tricia Drameh’s post:
https://authortriciadrammeh.wordpress.com/2017/05/28/become-a-millionaire-selling-books-on-amazon-or-not/,
Then something similar on Chuck Wendig’s blog about giving books time to ferment:
http://terribleminds.com/ramble/2017/05/30/dear-writers-a-book-needs-time-to-cook/
And following on from that, a post doing the round on kindleboards:
http://www.kboards.com/index.php/topic,252168.0.html about what makes a 6 figure author.

Chuck Wendig’s words about letting books cook particularly rang true with me since I temporarily abandoned a new series I was working on recently, in order to try writing simpler shorter stories that are easier to handle with all the other shit that’s going down. The second of these; Jump, is a story about The Pan of Hamgee and it’s with the smashing editor now. The first has turned into a novel; 40k and rising, so it’s unfinished as yet.

This picture has absolutely nothing to do with what I’m saying but it adds colour and makes the Facebook post more interesting.

However, while I was working on all these other projects, the new series cooked away quietly in the background and has really begun to crystallise. My hero is now a one-legged, muscle-bound ex gigolo with scar down one side of his face. He was working on Terra, the capital planet of the system, serving a niche market: rich trophy wives who wanted to pretend they were being ravished by an orc, only in the safety of their own homes by an orc who is keen to ensure they enjoy the experience. Naturally, he is very careful about who his clients are and insists any ladies who are attached tell their other halves – this is a different planet remember so most of them regard it as a nice thing for the wife to do, a bit of recreation that saves them a job.

Unfortunately, despite his precautions, he is stitched up by an angry husband. It’s not relevant to the plot really, it’s just his background but it’s how he ends up in the Salvage Zone, trawling the asteroid belt for space garbage to pay off his debts, and living on stinky P-Deck next to the Sewage Processing Plant in the Orion Space Station. Meanwhile my heroine has been in stasis for four million years and is currently floating around deep space in a box but she’s heading for the asteroid belt and guess who’s going to find her. It’s all stuff that wasn’t there, and has only arrived since I’ve left the story stewing. And it made me think that maybe, for the most part, I’m not letting my books cook for long enough – don’t laugh I know they take 2 years each but sod it, I’m working faster these days, the first one took 13. And my point is, there are bits of the new series that I could write down straight away, and I can see the characters so clearly in my head. It wasn’t like that before I gave up on it temporarily.

To get back on topic, I suppose what I’m saying is that it takes a while to tease my stuff out from being random fragments of ideas to something coherent with a point – not to mention a plot. Unfortunately, the marketing strategy that appears to work best: high volume, low price – mass production if you will – is untenable for authors such as myself, whose books, for whatever reason, take time. But does that mean we will never succeed? Well, thinking about it, the ebook thing probably hasn’t been going on long enough to know with any certainty. However, through my own mistakes and total unsuitability to the author career thing I have learned some stuff the hard way which I will share with you now.

To write to market or not to write to market? That is the question.

I spent too much time trying to be this guy. Yep, there’s me wanting to make my own way home when I should have hailed a taxi like all the others.

Actually, it’s probably not. Somewhat naively, I set out to write the kind of book I always wanted to read that didn’t exist yet. The reasoning was simple, I believed that if I liked my books other people would. While this might make sound creative sense, I’m beginning to suspect it’s commercial anathema.

The thing is, by very din’t of being an author I’m probably already several bricks short of a hod, all authors are. Therefore, we have to accept that what floats our boat is likely to have about as much appeal to the rest of the reading public as taking a lava shower! So over my five books and eight year writing career, I’ve learned that there’s a very good reason why the books I always wanted to read don’t exist. And that reason is that nobody else actually wants to read them. It doesn’t matter if they’re good, or even if people like them once they’ve read them. The point is, they don’t appeal initially so it takes a long time (if at all) for anyone to pick them up and start reading.

Sure, I still want to believe I’m an outlier but I have to accept that it looks unlikely. So my advice is that anyone who wants to write for financial gain should avoid genre mashing and make at least a cursory nod to market tropes when they start writing. Because I’m beginning to think that what people actually want to read is lots of versions of the same book, but slightly different, again and again.

Maybe what an author should ask herself, starting out, is this: are you going to write what you want to write or to make money? Maybe the folks who succeed in this game are the ones who manage to combine the two.

Ebooks have an eternal shelf life.

What!!!!? You are shitting me!!!

Bollocks they do!

Why do so many of the writers who are more like robots, or able to stop time, or who’ve made a pact with the devil or have supersonic typing hands (or something) absolutely insist that for success you must spew out a book every three months, like a Canada Goose crapping every 90 seconds on the grass of a London park?* I’ll tell you why, ‘the 90 day cliff’. After 90 days, there are various lists and initiatives on book retailers that your book will be removed from, lists and initiatives that get a LOT of traffic. Ebook or not, your work has a 90 day shelf life the same as a book in the shops because that’s what the algorithms on the book sites give it. Yep, just like the old days.

However, where there is a difference is that once someone reads your new book, the others are all there for them to find via the other books by links if they want to read the rest of your back catalogue. So they won’t be going out of print.

Know yourself, and understand your product. If your books were cars what would yours be?

This is not a quality issue, it’s more a case of are your books abundant or are they … rare.

Are your books one of these?

So most of the really big indie authors have a big backlist, or they are releasing books at the rate of knots. I have no idea how they do this, c.f. Mr Wendig’s remarks about books cooking. I need more books in the pot, I suspect. However, the point is, what they’re doing is the same thing as a company like Ford. Good product, high volume of production, low price and low profit per item but the millions sold make up for that. The high volume, low profit model is the best and easiest way to make cash doing anything. However it usually requires a big outlay up front; you have to make a lot of product before you start to earn your profits or spend a lot on advertising. Basically, you’ll have to bankroll your overheads with something for the three or four months it takes for the profits to a) turn up and b) actually reach you. Most arenas of consumer goods selling are similar. Why do you think there are so many huge companies that own everything? Yep. That’s right.

THIS is what the Kickstarter campaign will be about for my eyebombing book. Buying enough copies up front to get a low, low unit price and paying for production and design costs.

Or maybe your books are more like one of these …

Or you can do it another way. Because if you write one 200k, meticulously researched historical novel every three years, it is very difficult for you to be Ford. Sure you can do some shorts but it’s still tricky, even those take time. So you have to pitch yourself as Aston Martin, a premium product, hand crafted and painstakingly produced over a period of years, by craftspeople. And you have to make your unit price higher because, theoretically, there’s more ‘work’ in each one and there are less units produced.

Low volume, high profit margin.

This is the way I should go and have not gone. This also means that on sites like Kobo, you will be more likely to be accepted for a promotion or sale since a reduction from £6.99 to £1.99 is much more attractive than a reduction of £3.99 down to £1.99. If you try this with me though, you want to make sure you don’t get into a DFS situation, where you have so many sales that anyone who buys your books for  standard price is a mug. It’s also tricky to make the switch if you’ve been selling your books for reasonably low volume prices. Especially if your books are neither bespoke niche nor mass produced but something more like this …

Yes … we all think it looks cool but does anyone actually want one?

If you’re a natural Aston or er hem, grass covered ute, can you turn yourself into a successful Ford?

Sighs … I wish I knew.

Over time I’ve been writing books, it’s become painfully clear to me that if a person enjoys – if that’s the right word – the levels of demand upon their time and emotional energy that I do, trying to write stuff at anything approaching a sensible rate of output for a high volume low profit production model is extremely difficult. The more I see of this, the more I realise it is about four things:

  1. You need to be a reasonably prolific author in the first place – I actually am, I write a lot in the time I have there just isn’t much time available.
  2. You must be time-rich, or exceptionally good at making time, sleep like Margaret Thatcher (4 hours a night) and be extremely emotionally stable and/or emotionally robust so the difficult times don’t throw you off your game.
  3. Another thing I’ve noticed is that a lot of the folks doing well are extremely well organised; either with their marketing or their writing or both. So I think if you’re the kind of person who spends three quarters of each day looking for your keys, glasses, phone, trying to remember your own name etc, you’re probably stuffed, or at least, you’re going to have to work harder. So yeh, six figure authors appear to be ruthlessly efficient with their time.
  4. They are flexible. They seem to react swiftly to new developments in the market.

That, there, is not everyone’s personality or life. But then, not every car is mass produced. Aston Martin are successful, right?

Oh blimey! I only write one book every three years, what can I do? I’m stuffed!

Is your book a lemon?

Well, perhaps not. So don’t panic! Not yet, anyway.

Even though I know my life circumstances render a career pretty much dead in the water it seems that hope springs eternal. If you, like me, still keep trying and keep on writing because you have to, I sympathise. I’m an authorholic, completely addicted, and I really can’t stop so if that’s you, too (and I suspect there are plenty of you out there, c.f. my earlier statement that most authors are a bit nuts) welcome to authorholics anonymous.

Slow authors can up their rate of production a bit by writing shorter books, and folks like me, who’ve been selling at the wrong price point for years can then put the shorter books at a lower price point so at least people with less cash to flash still have something to read.

But I have stuffed the marketing up a bit. Quite a lot, actually. It’s not like I don’t know what I’m doing. I was a marketing manager with a household name here in the UK. But I’ve still managed to build a base of readers who are almost certainly expecting something very different to what I’m offering, and a stable of four books that, are a really hard sell and one that is a complete and utter dud. I’m not talking about whether people love them, they do, but getting them to read the darned things is properly difficult!

Yep.

Frankly, if I was still a marketing manager, I’d sack me.

What have I learned from my many mistakes?

Lots, so here are some of the many things that I’ve learned the hard way so that you don’t have to:

  1. Despite being as ancient as the hills the best and most reliable way to keep direct contact with your audience still appears to be a mailing list. You just have to make damned sure it’s worthwhile and interesting.
  2. After a certain point, mailing lists cost money. That means you need to make sure you know how many books you will have to sell each month to cover your costs. You should also aim to pick your mailing service provider very carefully and keep an eye on the market so you can jump ship if another cheaper provider pops up who provides as high a level of service for less. I started with Mailchimp because the deal breaker was automation. However, MailerLite do automation now so I’ve just bought a year with them for the price of two months with MailChimp. I will keep a free MailChimp account but I am moving pretty much everything.
  3. This is a crowded market so it’s worth factoring that in. Things may take longer to happen than you expect: So if you are giving away your books with a view to people signing up to your mailing list, reading your free books and buying the others it’s worth noting that lead times have extended. I am now allowing four years, from sign up, to them actually reading the book and buying another one. That is how crowded the market is. When I started my list, odds are that 10,000 readers would be enough to get a newly launched book doing well enough to get some traction on the book sites. I’d say it may be more like 20,000 now, unless I’m launching in a couple of years when more of my lovely peps will have had time to read the free books I gave them. But I may just be really bad at this. Phnark!
  4. Plan for the long haul. On the whole, I think the only part of the multi-million sellers stuff I do well is reacting to new developments. The trouble is, my time constraints being what they are, I will always be behind the curve by the time I implement anything, even if I am one of the first to start.
  5. Write. Keep writing. Because the deal breakers seem to be volume of books as well as speed of output. If you can’t do speed go for eventual volume. Even if you only write two words today, they’re two words that weren’t there yesterday. It all adds up.
  6. Mix things up! If you write long expensive books try writing some shorter, less expensive books. If you write books that you love which are a hard sell, maybe try writing some that adhere strictly to one genre. If you’re writing the book equivalent of an Aston Martin remember that just like the real thing, not everyone can afford one. Shorts are good here. I’m currently trying to lob some 1970s Fiat 500s into the M T McGuire literary mix.
  7. Be realistic about what you want. Sure I’d love to make it big, but my real ambition for my writing is simply to earn enough from the books I have on sale to be able to produce the next one. I haven’t. But it seems to me that the trick is to just keep on keeping on and quietly dropping books out there into the void.
  8. Accept that sometimes, your principles may hold you back. I loathe the current fashion for having thin attractive women on book covers and I’m not overly keen on ripped man torsos either. I believe it is damaging to people who are not stick thin or ripped. I have banged on about this before so I won’t do it again, but I suspect the fact I refuse to feature idealised humans on my covers or keep the colour scheme to black plus one other may well explain why my sales in fantasy – which used to be good – are now even more piss poor than my risible showing in sci-fi.

Do us folks who write a little bit slower than the speed of continental drift stand a chance?

You know what, I sincerely hope so. The nearest successful author to me I can find – or at least the nearest in outlook – writes 4 or 5 books a year. She has been a midlister for sometime but I’d say her career has really taken off this year. She’s practical and no-nonsense and her advice to those like us would be to get the mailing list going, a website, a blog (possibly) and write. Because she says, again and again, that her income rises with the number of books in her back catalogue. She says you don’t have to be writing best sellers all the time if you have enough decent books in your backlist because each person who reads one will read them all. As the number of books grows, your sales grow and your author ‘score’ on the retail sites grows. There may yet be a chance for us molluscs to creep into profitability through the back door.

So that’s what I’m going to do. Keep writing books and see. Because it takes as long as it takes; and that applies to both success, on whatever level I judge it, and writing the books.

Relax and enjoy the journey.

The most important thing is to relax and enjoy the journey.

All we slow writers can do is put the framework in place and hope that after ten or twenty years, when we have twelve plus books in the ether, the chance to earn a decent living from our work will still be there for us.

*Factoid Alert: I’m afraid this is actually true.

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Mailing lists: the all embracing panacea or the hamster wheel of doom?

As you know, I’ve been writing books and attempting to sell the results since about 2010. I still think my books are good. I think the books I’m writing at the moment will be good too – or at least as good as I can make them and good by my standards, ie they’ll be more of the kinds of stories I’d like to read but that don’t exist.

However, for all my efforts, I’d be lying if I said I was doing well as an author, but the fact I write the books I want to read, rather than what ‘the market’ is after could be posing a problem there.

Originally, in the absence of a following to ask, my marketing strategy went like this.

‘Hey Sensible M T I’m going to write a book.’
‘Great plan Ditzy M T. What about?’
‘I’m going to write the books that I’ve always wanted to read but no-one has ever written.’
‘Is that a good idea Ditzy M T?’
‘Of course it is Sensible M T.’
‘But, if people wanted to read them, wouldn’t someone else have written them?’
‘No Sensible M T, I believe I have spotted a niche.’
‘Oh yeh?’
‘Yeh. I’m a person, I’m bog standard, so surely whatever I want to read will be something a whole group of other people like me want to read too, right?’
‘You think there are other people like you?’
‘Of course.’

Unfortunately, Sensible M T is correct. People like me are rather rarer than I anticipated so it’s taking me a bit of time to build an audience … and I think a lot of folks are getting mailing list fatigue, which is understandable, but a pity. Although at least, now, there are enough folks following my writing for me to be able to ask them what they’d like: hence the K’Barthan shorts, and there will be some, I promise once I’ve finished the K’Barthan accidentally long I’m working on – that’s hit 50k today, by the way. I have a nice properly short story brewing about how The Pan ended up jumping off the bridge (he mentions it to Ruth in the second book).

We’re on the road to nowhere!

As the Talking Heads said (blimey this is getting a bit Alan Partridge). But I do feel that I am running faster and faster to stay in the same place. Sales are a bit … well

That’s right. Pants.

Looking at my sales spreadsheet over the last umpteen years, I can’t help but notice that I am putting in more and more effort to achieve the same results. This last month, April 2017 if you’re reading this 400 years from now in a post apocalyptic world where electricity and computers have only just been reinvented, was one of the worst on record. It was the first time more than two days passed between book sales, for me, since 2013. Then came this month, gulp. There were several big blocks of four or five days when I didn’t sell a thing. The total earnings are £30. The lowest month for ages. Naturally, I thought I’d see if I could find out why.

First up, I tried a different type of mailing promo last month and it’s too early to tell if it’s worked yet. Second, the month before that, I didn’t do a promo. That’s two very compelling explanations, right there. But is there more.

Looking at onward sales I discovered these lovely factoids:

  • There are 4,247 people on my mailing list.
  • They have bought a maximum of 662 copies of the K’Barthan Series books in a combination of books 3 and 4  at $4.99 a pop (sales are about level pegging which is a good sign) or the box set at $7.99.
  • I’ve sold about 400 copies of book 2 since I started all this free book malarky – even though I give it away free to folks who join my mailing list.
  • That said, about 750 have bought Unlucky Dip, the short story, for 99c.
  • On the day of launch only 14 people bought the K’Barthan Box set.
  • Only 280 have bought Escape From B-Movie Hell.
  • If I take just one group of 1,000 mailing list members, I can see that 280 of them clicked on the links to find out more about the paid books when I emailed them about it. That’s actually not bad.
  • After three quarters of a year, or thereabouts, I survey my mailing list peps. You’d be amazed how many answer the ‘did you enjoy the books’ style question with, ‘I haven’t read them yet.’ Even after eight months or so some of them are clearly a little nettled to be even asked.
  • A couple of folks have joined my mailing list and then emailed me to say they downloaded the book two or three years ago, never got around to reading it and are really glad they have this time – there’s even a review that says that!

What do these pieces of information tell me?

  1. That I should be writing more short stories. Hmm.
  2. That information pages I send them to about each book on my website need an overhaul.
  3. That the books might be too expensive.
  4. Or that people are feeling a bit, what’s the point? about brexit and our impending ecological and nuclear doom and don’t want to shell out for a book any more.
  5. It reinforces the argument that a higher rate of output comprising shorter books at a lower cost is probably the way to go – I’m thinking 50k for $2.99 and 10/20k for 99c/p maybe. At least I have to have something between 99c and $4.99 – currently there’s only the stand alone.
  6. That if I’m smart, some or all of the future books I write should be about K’Barth.
  7. That anyone on my mailing list who is interested in reading the K’Barthan Series had already done so, with knobs on, when the box set came out and that any who might be weren’t ready.
  8. That folks who are interested in reading the second K’Barthan book often buy it straight after reading the first one, they don’t wait four days to get it free. That’s great because clearly they’re into it.
  9. That, in turn, could tell me that people who are less worried about money purchase my books and perhaps this is more evidence for shorter books that I could sell at a more accessible price for folks with less disposable income.
  10. That I need to make it clearer to people that they can borrow my books from libraries – but they have to ask because the librarian won’t have bought them (I’m not famous and not a sure bet). In short, I need to make sure that they realise that they can get access to my books, even if they are cash strapped.
  11. That the average reader has a to-read list that is well over 8 months long and reads the books in order.
  12. That while I have always assumed that a fair few of the people on my mailing list won’t have read my books 7/8ths is quite a lot higher than I expected.
  13. That the read through rate is only as high as 7/8ths if every single person who has bought K’Barthan book 3 and 4 in whatever format is on my mailing list, which I doubt.
  14. That the percentage of people who are actually reading the book I give away is gob smackingly low. Nowhere near the 20% I thought it was (going on Amazon downloads of the free book and totting up subsequent copies of the next books sold in 2015.
  15. That, possibly, the people who do read the book I give away in return for their email address are the ones who read it straight after downloading it. This could explain why they zip through the first book in a couple of days and then get stuck right into the rest of them rather than waiting for the free second book.
  16. That until a couple of years have passed, I won’t really know the results of my efforts to upsell since it will be a very long time before many folks get to the first book.
  17. For the long haul tbr people, at least regular mailings from me will keep them in touch and help them not to forget about my books.

What about the risible rate of earnings?

Hmm… what about it? More factoids.

  • It was 70% down on my £100 monthly average.
  • The worst since February 2015 when I had 70 friends and family on my mailing list and hadn’t worked out about permafrees with optimised listings – which worked then.
  • It is in keeping with the time of year. The worst month for sales always seems to happen in spring: Feb, March, April or May.
  • As I mentioned, it may be down to the choice of giveaway book in April.
  • I didn’t do much in the way of promo in March.
  • There has been no uptick in sales at the beginning of May, usually at the start of a month there is.

What does this tell me?

  1. That net worth of my efforts to upsell my other books from information I give on my mailing list is currently worth £30, or thereabouts, from an average £100. Possibly. But I’ll never really know for sure.
  2. That it’s very important to have a promo planned every month.
  3. That you need to be lot more savvy these days, and do a lot more to get your books in front of people, to achieve the same results you could have done with less effort a year ago. Mwah hahaharhgh so nothing new there!
  4. That promos do drive sales.
  5. That the merit of giving folks a second book as well as the original freebie they downloaded might be debatable. Is it getting read by many folks? Difficult to tell but it looks unlikely. Then again, I won’t really know until the long haul people kick in (if they do).
  6. That if I give the short away as a second book, instead, it might get more people reading because it’s accessible, but it might people off because it’s crap.

It could be that I am gaining a lot of new mailing list followers, but very few readers. But just as easily, it could be that I will need to wait at least a year before a big proportion of the folks on my mailing list get round to reading any of my books. Only time will tell.

So? Patience young paduan?

Yeh, looks like it. It takes a lot of time and effort to sort out my mailings, find interesting things to include or fun stories to tell. But, clearly when I join the right kinds of promos folks are downloading and enjoying the first book in the K’Barthan Series, it’s just catching them while they’re still enthused in a way that doesn’t annoy the ones who don’t want to be reminded for a year or so. It’s also juggling not earning much with the cash. I’m moving my mailing list to another provider but currently it costs me £40 per month to entertain 4,250 folks. If my £30 per month earning streak continues I will need to uncover a way to monetise my list slightly or I’m going to be in certain doo-doo.

Yep. Doo doo. Scary huh?

Mailing list factoids.

  • Open rates have dropped but only a little.
  • Open rates are slower. I would have a decent idea how a mailing had gone down in two or three days a year ago, these days it’s two weeks before the percentage of opens stops creeping up.
  • Click rates are down. A lot. From a fairly reliable 20% – 40% to about 6% -13%.

What do these factoids tell us Noddy?

  1. Perhaps there is a mailing slow down. It’s clear that folks are still reading my emails but taking longer. Also, a couple of unsubscribe comments along the lines of ‘I love your emails but I am on so many authors’ lists and I just don’t have time to read them’ might bear that out.
  2. Many authors are doing giveaways now, or promos, or things where groups of similar books are offered for free to readers in return for them singing up to the authors’ mailing lists. It may simply be that a lot of readers have already heard about the promos I’m taking part in from other authors involved before I tell them.

So what can I do?

Sit tight and keep doing what I do.

Once again, on this one, I am, dangerously, doing what works for me. This does not mean it’s what works, generally or even that it’s what other people like. After all, if I wanted to sell books to the normals I’d have a really attractive thin woman on the covers and they’d be that shade of green, taupe, blue, brown or red.

For the record, what I want to discover, from mailing lists I join is whether I find the author interesting, as well as the stuff they offer. I like to hear about their books, their progress on new work and about any books they’ve read and enjoyed. I also like it if the emails, themselves, are amusing, or chatty, like a letter to a friend rather than a ‘professional’ offering. Furthermore, as my readers will undoubtedly be getting loads of emails from other authors as well as me, I want to make mine stand out, in a good way. I want them to get enough enjoyment and value from the things I send them to make time for them.

So far, the feedback is good. I think it is weeding out the kinds of people who are going to like and enjoy my books from those who’ve downloaded them free but will probably never read them. Hopefully it will. I’d much rather have an engaged list of 500 people, than a list of 4,500 who aren’t interested.

These days, twenty or thirty folks unsubscribe from my list in a month. That would have come as a big surprise a year ago. But people still write back and interact so I must be doing something right.

I have come up with some practical answers for improving the usefulness of my emails and, therefore, open and click rates but when it comes to onward sales, or library borrows, I’m kind of scratching my head. Maybe my books are shite, except if they were, why are the reviews mostly good? And the bad reviews, with a few exceptions, tend to say things that suggest the reader was the complete antithesis of the book’s target market anyway.

Any other cunning plans?

Well … I need to ask folks questions, find out a bit more about what they are after and then give them what they are interested in. If I set this up right, I can send free books to the people who want free, paid books to the people who want paid and can avoid sending amazon offers to readers who use only Kobo or vice versa.

But while that might help me make the information more pertinent and useful, I’m not sure what I can do about the ten thousand free books they need to read before it’s the ‘turn’ of mine. I also wonder about the 19,000 folks who downloaded Few Are Chosen while it was permafree. Six hundred onward sales from those isn’t a very good track record.

But for what it’s worth, here’s my plan.

I have two weapons and two weapons only. I’m weird and sometimes I’m funny. This pertains to everything: my books, who I am and what I do. In all, the weird and the funny are key. Some people find that hard work, others really like it. So hopefully, if I can carry on being the way I am, I will, eventually, build up a group of follows who appreciate the weird and funny of me, at least, even if they haven’t read the damn books. And maybe, eventually, they will find one of my newsletters leaves them wanting more … enough to dig out the K’Barthan Series, Book 1 and start reading.

It’s my only answer. So I’ll just have to cross my fingers and hope. I’ll let you know how I get on.

On a final note …

If you’re one of the 3,500 out of 4,247 on my mailing list who hasn’t read my book, I am absolutely agog to know two thing:

  1. What on earth you’re doing there?
  2. What on earth you’re getting from it?
  3. Your reasons for not reading the book yet – i.e. your to read list is too long, the book is too long, you’re a book blogger/reviewer and haven’t got round to it, you’re never going to read the book in a month of Sundays but you love the reviews and special offers on other people’s books etc.

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Filed under General Wittering, Good Advice, Marketing Ideas, self publishing

My Permafree Experience … #bookmarketing #nicholasrossis

This week, I have mostly been doing a guest appearance on Nicholas Rossis’ excellent blog. He invited me to write about why I made Few Are Chosen free and why, for me, that has been a good move. If you’re into that sort of thing and want to know more, you can find the post here:

http://nicholasrossis.me/2016/05/17/my-permafree-experience-guest-post-by-m-t-mcguire/

 

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Filed under General Wittering