Indie Thoughts: How To Sell Loads of Books

ByJohn Brown

From Russell Blake.

This does not represent the only way to do things, but it’s my way, and is the synthesis of everything I’ve learned over the last 23 months of self-publishing:

1) Pick one genre that’s popular and with which you are extremely familiar, and then write in that genre. Stick to it. Don’t hop around. It confuses your potential readers and muddies who you are in their minds, and will hurt your sales. If you want to write different genres, use a pseudonym, and if you like, let your readers know that moniker is you. But stick to one name, one genre, because you’re building your brand, and brand building is a function of clarity – clearly communicating what you do, and what your product is.

2) Write a series. Why? Because readers like series, and you want to give readers what they like. Or you won’t sell as much. You can try stand-alone – I have – but my series outsell my stand-alone books 4 to 1. Once you have at least three books in the series, make the first one free. Earn your income from the rest, but give readers a whole novel to decide whether they like you or not.

3) Write a lot. By that I mean try to write at least 3 novels a year. Don’t bother with short stories or novellas (40K or under) if you’re writing fiction – erotica, romance and non-fiction reportedly to do better with short form, but I don’t know from personal experience. Write 60-90K installments in your series, and release them AT MINIMUM every four months. Every three months would be better. Every two, better still. Momentum breeds success, and readers have short memories. The current market is a hungry animal, and you need to feed it, or risk being forgotten by the time your next one releases. Sorry. It’s the truth. And don’t start whining about how X famous author only puts out one book every Y years. If you’re Dan Brown and you sell tens of millions of novels each whack, then do whatever the hell you like. If you aren’t, listen up, or chock your strategy up to, “Become the next Dan Brown” and stop reading this drivel.

. . . .

5) Allocate time every day to write, and be disciplined. I suggest minimum one hour per day, or 1000 words. I actually ignore that and shoot for 5000-7000 a day when writing a novel, but that’s just my approach, and it’s not for everyone. My point is that you must be disciplined about your writing and develop that muscle. If you don’t make it a habit, you won’t write enough to put out one novel every four months, and you’ll already be way behind the curve.

6) Allocate time every day to market. I recommend a 75%/25% writing to marketing mix. So spend an hour writing every day, and fifteen-twenty minutes marketing (social media, blogging, interviews, message boards like this). Two hours writing, half hour to forty minutes marketing. And so on.

. . . .

13) Price competitively and intelligently. Look at your genre. Where are most books priced? Are you undervaluing/underpricing your work? Price to sell, but don’t go cheap, no matter what Locke or Hocking did years ago. Use low prices occasionally to move product, as promotional pricing. But price your product consistently with the rest of your peers. Over time, you can increase prices, if your product warrants it and your readership is willing to pay it. My advice here is don’t price too low, or too high.

. . . .

19) Have realistic goals. Look at what the average person does in their first year, and their second. That’s average. It ain’t pretty. If you want to be different than average in a good way, you need to do something better/different, and you need to make your own luck. Don’t get bummed because you haven’t been an overnight sensation. I sold $300 of novels in November, 2011, after six months of 15 hour days and seven releases. In December, 2011, I released five novels I’d been working on for months, to create a massive Xmas surge. I leaped to $1450. With a dozen books out. That’s not exactly a ton for the big Xmas season. But I continued writing as though my work was in hot demand. And I kept investing in my product, losing money, until it turned the corner and I started making decent money in Jan of 2012.

20) Book selling is a retail business, and retail businesses are promotions intense. You’re only going to be as good as your last, and next, promotion. Promotions are a necessary fact of life in retail. You have to generate noise – the product won’t do it by itself. There are millions of books out there. Yours are just more books. Figure out how to get some visibility. I won’t advise you on how – there are plenty of ‘experts’ that will charge you $5 for a book on what worked two years ago. Simply put, it’s constantly changing, so you need to experiment and push the envelope, share information with others and stay ahead of the curve. But if you aren’t promoting, you’re stalling. In business you’re either shrinking, or growing. If you aren’t promoting, chances are you aren’t growing.

There are 28 tips in all at “How to Sell Loads of Books.”

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  • Indie thoughts: being realistic

    ByJohn Brown

    I know a lot of authors who are trying indie publishing. Some are doing fabulously well. Most are not. I’ve talked to a lot of folks wanting to indie publish. Very often they have stars in their eyes, even though the vast majority of books don’t sell well. But does that mean indie publishing is a pipe dream?

    Here’ is a perspective I agree with from Hugh Howey.

    The fact that self-publishing provides better chances doesn’t mean great chances. The fact that self-publishing can be less frustrating than the query-go-round and the delays inherent with traditional publishing doesn’t mean that self-publishing is frustration-free.

    Read more on Howey’s site. And here’s another by Dylan Hearn. With the Hearn post, I don’t know where he’s getting the “average book sells 100 copies” data. I don’t think that’s accurate. But his intent is to tell authors to have modest expectations, and I think having modest, realistic expectations is the most helpful way to approach this.

     

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  • Indie Thoughts: 10 Things I Wish I’d Been Told

    ByJohn Brown

    From Russell Blake.

    I get a lot of emails from authors who are just starting out, or who are on the road but frustrated at the level of success they’ve seen thus far. I wish I had more time to correspond with everyone, but the truth is I’m usually slammed with writing/publishing related tasks, and don’t have a lot of opportunity to do more than offer a brief sentence or two.

    But the last few missives I received got me thinking about what I wish someone had explained to me before I started self-publishing in June, 2011. So here’s my top 10 list, such as it is:

    1) There are lots of talented writers out there. Lots. And it seems like everyone’s now got a book, or books, on Amazon. Being good isn’t enough to guarantee you anything but satisfaction for a job well done. It should, but it doesn’t. Don’t take it personally.

    2) There are lots of crap writers out there. Lots. And while many sink to the bottom of the swamp with nary a whimper, some sell well, and some even become bestsellers. This is because the world’s unfair and, depending upon the genre, oftentimes readers don’t care much whether they suck or not, as long as the story entertains or reaffirms some conviction or bias the readers have. These authors succeed in spite of their abilities, rather than because of them. Don’t take it personally.

    3) The internet is filled with gurus who know nothing. It’s hard to turn around without bumping into a writing or self-publishing expert. Most of them are completely full of shit, and don’t sell many books – but that doesn’t stop them from trying to get you to part with your money to hear them tell you what you need to do to sell well. Whenever you hear advice, consider the source. If it’s a million selling author, that means more than from someone whose work ranks slightly lower on Amazon than the collected love poems of Adolf Hitler in original German. Seems like everybody but me is selling seminars, courses, or how to books that promise much and deliver nothing. Must be a good business there, but I prefer labeling my fiction as such and putting in a car chase or gunfight rather than trying to trick the dim or desperate out of a few bucks.

    4) You need to be able to put out books at a decent clip. Sure, you might hit huge off one, but probably not. You’ll be building your readership the hard way, which means one reader at a time, and the more quality books you have on your virtual bookshelf the more likely one will catch someone’s eye. This doesn’t appeal to a lot of authors’ wish that they could write a book every year or two and have a nice living. Sorry. I have yet to see that happen. But it’s a seductive siren song, so lots of newbies listen to it like it’s still a viable way to go. In self-publishing, not so much.

    More at “10 Things I Wish I’d Been Told”.

    I know, I know. Stop making blog posts, John, and finish CURSE.

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  • |

    Wowser sequence in Life season 1 episode 3

    ByJohn Brown

    I just started watching Life, the NBC series. I’ve enjoyed the first four episodes. In fact, episode three has one of the most brilliant sequences I’ve ever seen.

    Here’s the setup. Charlie Crews is a detective who was sent to jail for a murder he didn’t commit. Being a cop in prison made him a target for many many beatings. Eleven years later they found none of the DNA at the murder site was his. So they released him, and, as settlement for damages, gave him a bunch of money, and allowed him to be a cop again. He’s been partnered up with Dani Reese. Nobody really wanted him, but she’s had problems of her own and got stuck with him. Crews had a car in the first episode, geeked out about GPS and handsoff telephone (stuff his missed in prison), but the ex-con lawyer Crews has put up in his mansion ran it over with a tractor. He’s been riding the bus. In this sequence, Crews and Reese are looking for a guy named Manny Umaga who carjacked a man and his wife then shot the wife. In this sequence they go find where he is and then go get him.

    Watch it and then read my comments below. It runs from minute 15:49 to 21:15.

    1. Surprise. You walk into a dangerous car shop. What are you expecting? You know you’re going to meet hard characters. They’re not going to want to talk to you. There’s some danger and so a bit of suspense. So we meet some hard characters. I was still surprised by the particulars of Buscando Maldito–his neck tattoos and hat. Wonderful and new (at least to me). But before we can have a confrontation–surprise–Crews sees the car of his dreams. Then we get that wonderful exchange between him and Maldito and El Repitito. Total humor. Totally unexpected. Then Maldito suggests a posse? Not only is he willing to talk, but he suggests he goes with them? When going to get Umaga, more surprises. Flash bangs? Big honking Samoan running? Busts down the door? Takes Crews by the neck? Crews pulls his own knife? Surprise after surprise after surprise.

    2. Characters. Loads of interest factors (see my post on character). Maldito and Repitito have fabulous eccentricities. Crews displays his own interesting reaction to the car. Surprising, but logical (BTW, in a later scene you see him driving the car!) Then we see his prison background coming up with the knife. Love his backstory. And did you notice how strong Reese is, taking none of Maldito’s crap?

    3. Dialogue. Did you notice how the first few times Reese says anything to Maldito he doesn’t respond to her question? Total avoidance of on-the-nose dialogue, talking cross-purpose.

    4. Soundtrack. The way they bridged the two scenes with that music was fabulous. And the music itself. Wow. BTW, that’s “No Nadie” by Edgard Jaude, Rafael Torres, & Andres Ayrado.

    5. Conflict. Between the Maldito and Crews about the car, between Maldito and Reese, between Umaga and Crews. Then Crews and Reese (with the knife).

    I think I watched this a dozen times. Loved it.

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    Indie Thoughts: Publishers know profit, but haven’t tapped best seller lists

    ByJohn Brown

    In The Business Rusch: Generational Divide Kris Rusch points out that the new on-demand and long-tail market for books has changed the duration of the opportunity a book has to be successful, but that it seems the industry still isn’t recognizing this in how they measure success.

    The problems come from the fact that those of us who run things—people in our forties, fifties, and sixties—use metrics that were developed by our parents for their world, that tightly controlled Mad Men world where everyone was expected to be the same, not just in what they wore or bought but in what they listened to or watched or read as well.

    The bestseller list?

    It measures velocity. (A good essay on this topic, “The Meaningless Metrics of Fame,”  came from Mike Briggs, husband of Patricia Briggs, earlier this week. I’ve also dealt with it.)

    Reviews?

    They only want new books, and then only at the time of release.

    Brick and mortar bookstores?

    They only have room for the latest releases, and then only the ones that are the most popular with their customers (whoever those folks might be).

    Books have come late to this fight. Books have been available on demand for only about four years now, in the U.S. In other countries, there’s been even less time.

    And we’re all still fighting over meaningless metrics, to use Mike Briggs’ term, because those metrics only measure things that were important around the water cooler, not things which are important now.

    What’s important now?

    She goes on to say:

    The publishing industry isn’t even talking about new metrics. That idea hasn’t occurred to traditional publishing, and indie (or self) published writers are constantly seeking validation from the old system—trying to figure out ways to game the bestseller lists or to get a fantastic review from somewhere that has old-world prestige . . . But at some point, traditional publishers are going to have to develop new ways to figure out which products sell well and which ones don’t. All of their systems—from sales figures (which measure books shipped not books sold) to bestseller lists to critical acclaim—are based on the old models.

    Kris is a very experienced with publishing, but her last point conflates internal accounting with marketing. Publishers DO know which products sell.

    The primary measure of success in a financial enterprise s not new. It’s been around for 100’s of years. And on demand and long-tail markets don’t change it.

    The measure is how much a product or service contributes in profit to the bottom line. You take revenues, minus expenses, and that’s the contribution that product (a book in this instance) makes to your total profit. Or to covering your fixed costs.

    Booksellers have measured the success of their books with actual or estimated profits for quite some time. Publishers already know which books sell well and which don’t. No accountant in the world is going to report books shipped as the measure of success. And they don’t. The very fact that publishers have a profit and loss statement and show returns on royalty statements demonstrate that. They look very closely at actual and estimated profits. And to they do this by channel, which is reflected in a small way when they break out ebooks on royalty reports. This is all basic accounting.

    Here’s an example. Until Ender’s Game the movie, Ender’s Game the book hadn’t appeared on any best seller list since it was first released. And its release was 30 years ago! Yet over the years Tom Doherty touted its sales numbers many times. Tom knew that book was gold. Of course, he did. Because he doesn’t use best seller lists to tell him what’s selling well. He knows those lists are marketing devices. He has the real data in house. Why would he need a list to tell him anything?

    And Tom isn’t going to use books shipped either. Tor may report those numbers to Publishers Weekly for marketing purposes, but he will always multiply that number by an expected return rate to estimate sales. He wants to do that. Because books shipped is meaningless to the bottom line and everyone knows it, including the auditors.

    Publishers are well aware of the long tail. They see it with books that have been rotated out of the brick and mortar channels but are still selling in the online ones. They report it in their annual statements. They know the online channels work differently from the brick & mortar ones.

    The measure of success is still the same as it ever was—how much profit is this property contributing to our bottom line?

    Marketing, however, is a whole other ball of wax.

    What the long tail and on-demand allow are marketing campaigns that are impossible in the brick & mortar channel. In brick & mortar you have a limited time to advertise (roughly 8-15 weeks). After that period, most books are rotated out of the store. This means that any marketing for those brick & mortar buyers MUST coincide with the period when the books are in the stores.

    But the online channels open up all sorts of other opportunities. You can market forever. And the contribution margin is always positive. The online and POD costs are easily recouped with each sale. (Publishers are well aware of this profit potential; this is why we have so many making grabs for backlists.)

    And I see publishers taking advantage of these new marketing methods. This last week I saw publisher books not currently stocked by brick & mortar retailers on BookBub, BargainBooksy, and Book Sends. And the industry isn’t totally focused on new books for reviews. I just had a large newspaper agree to look at my book that was published four months ago. Still, Rusch is right when she says that the publishers haven’t adapted one of their biggest marketing tools to take advantage of the new opportunities–they haven’t done anything with the best seller lists.

    Amazon has lead the way in creating new ways of marketing books to different types of readers with their best seller lists. These lists create the excitement of discovery.

    But every one else is still reporting weekly sales on the big lists.

    If I were a publisher, I’d be asking USA Today to provide more than just the weekly view of the top 150 books. And USA Today is THE list to watch because their numbers are not based on units shipped to a sample of stores, but actual sales. Here are some lists that readers would be interested in.

    1. Most anticipated this week: based on pre-order totals
    2. Most anticipated this month: based on pre-order totals
    3. Hot new releases: based on weekly numbers
    4. Hot new releases for the month: based on monthly numbers
    5. Books with legs: last 3 months; I know it needs a different name (grin)
    6. Best sellers of the last 12 months: annual total of units sold
    7. Best sellers of the last 18 months: total units
    8. Contenders: for each of the lists above show the next 150 books (I always want to see the next 100 books after the top 100 on Amazon’s lists; why not show readers the top 300?)
    9. Movers: for each of the lists above show those that have the biggest rise in percentage sales and meet some unit minimum (you don’t want to feature books with 2,000% increase because they went from selling 1 unit to 20), even if they don’t break the best seller lists
    10. Genre: allow all of this to be sliced by genre.

    Let the reader select the view they want to see!

    Avid readers will gravitate towards the shorter time periods. Those that read fewer books will gravitate towards the longer periods. Everyone who wants to discover something new will go to the contender and mover lists.

    This is about marketing. Not publishers measuring success.

    And then armed with those numbers guess what the publishers will do? They will go back to the brick & mortar venues and pitch to have some of these same books carried in the stores for the first time (some publisher books are printed digital first) or carried again.

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  • Generating Story 11: Creative Q&A with Author Janci Patterson

    ByJohn Brown

    I was introduced to Janci Patterson at a local convention by author Sandra Tayler (some may know Sandra because of her husband Howard who does the online Schlock Mercenary comic).  Janci told me she’d just signed with a YA publisher. That was exciting. I asked her what her novel was about. She told me, and I immediately hated her because it sounded like such a fun idea, and I wanted to not only read it, but also write the story myself. Luckily I have a few scruples and did not pay the local Klingons to off her and drop her body in the Great Salt Lake for the brine shrimp to feast upon.

    BTW, did you know that back in the day hucksters placed this ad in Boy’s Life magazine?

    Look at that cute sea-monkey family. Look at the picture of the human family watching the sea-monkey family swim around a castle in a bowl. Click on it. See it large.

    As a young lad, I, as every good Boy Scout should, subscribed to the magazine. I saw that ad over and over.  Who wouldn’t want a sea-monkey? So I saved up my money, earned by watering plants and trees at a nursery in the hot Utah summer sun, and ordered me a family to put on my own shelf.

    The aquarium came. It was not a bowl and did not have a castle. But, hey, there were real live sea-monkey eggs right there in the packet. They weren’t just fantasy creatures! I mixed in the water and salt and dropped the eggs in. I can’t tell you how excited I was. Days later the eggs hatched. And what did I have?

    Brine shrimp.

    BRINE SHRIMP!

    I could have had my mom drive me to the lake where I could have scooped up a million of them. For free. That was, I believe, my first great disillusionment. The first great step from child to adult.

    Alas, sea-monkeys . . .

    Anyway, back to story. Janci was one of those Codex Writers who shared how she used Q&A to develop her killer story idea. She agreed to share it with you. Here’s Janci.

    ***

    The idea for CHASING THE SKIP started with a game of existential questions.  That’s like Twenty Questions, only with no question limit and much more confusing subject matter–like the Pythagorean theorem, or gas prices.  My husband and I like to play the game on long road trips, since a really good round can take two or three hours to play out. 

    On this occasion, I chose a bounty hunter.  It took Drew about five minutes to guess that one–not my finest subject ever.  But after he guessed it, we started talking.  I knew that bounty hunters still existed, but I had no idea how chasing down a fugitive could be a part of our contemporary justice system.  Just what is it that bounty hunters did, anyway?  How did it all work?

    After our road trip, that question stuck with me, so I began to do some research.  What I discovered fascinated me.  A bounty hunter could legally chase down his mark because of the bail bond process.  In order to be released from jail before a pending trial, an arrestee had to put up bail money as collateral, to ensure they returned for their trial.  Since most people can’t afford to post the full bail amount, a bondsman will post it for them, in exchange for a smaller fee.  When the arrestee skips bail, the bondsman is out the money–unless he can get bring the arrestee back.  In fact, he’ll have that person sign away their constitutional rights to privacy in addition to paying the fee.  He’s allowed to go find them if they don’t show up in court.  He can even break and enter to do so–dragging them out against their will.  But the bondsman is a busy man, so he signs those rights over to a bounty hunter, and off the bounty hunter goes, chasing down the skip.  If a person is good at it, bounty hunter can be a legitimate career.

    As I researched, I knew I had the beginnings of a story.  This had all the elements–reality with a touch of danger, crime with a touch of justice.  I wanted to make it work. 

    But I write YA novels, and no bondsman would sign on a teenager to go after his skips.  That would have all kinds of negative legal ramifications, and even if it didn’t, no reader would believe it. Enter my Creative Q&A, the question I always ask when I’m doing idea development for a novel: where can I put a teenager in this?

    Answer: she couldn’t be the bounty hunter, but she could be the bounty hunter’s daughter.

    That posed its own problems, of course.  No dad in his right mind is going to haul his daughter along on the road with him as he tracks down skips.  (Or, in question form, what would make a dad in his right mind bring his daughter into such a dangerous situation?)  I needed a crisis, so he had to bring her along, had to track down the skip, had to keep going with all of it, even when things got rough.  And if I could work in some interpersonal drama, all the better.

    And so it was that Ricki became abandoned by her mother, forced to ride along with her bounty hunter father, a man she barely knows, as he chases down a skip who is more dangerous than his usual mark.  Why would he take this particular job with Ricki along? 

    Ricki would like to know that, too.

    ***

    John Sez: ins’t that a great idea?  I hate Janci.

    While we’re hating her, did you notice that she got some random bit of zing playing 20 questions with her hubby? She followed it up by doing some research.  After doing that, she had a lot more zing. She also knew she had a general topic for a story.  She knew she had the beginnings of a story because her zing meter was going wild. 

    But she didn’t have a story yet.  She had a vocation, which is nothing more than a bit of setting.

    To have a story you need character, problem, plot, AND setting.  So she whipped out her Creative Q&A tool to help her find a character.  And the question she asked was one she’s found is very productive for her. It’s a basic question. But it’s an excellent question. And from that Q&A she started to develop the rest of the story parts.

    The take away isn’t that playing 20 questions on road trips is the key to story ideas.

    It isn’t that one question Janci asked, as fundamental and productive as it is.

    It’s that the principles we’ve been discussing in these posts work. Develop the 6 Core Parts. Think about objectives. Start anywhere. Hunt zing. Generate your own zing. Use Creative Q&A. Work on the various parts using whatever tools you have until you have developed enough that the story comes alive in your mind.

    I hope she sells a million.

    For more in this series, see How to Get and Develop Story Ideas

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