Friday, February 3, 2012

I Am Neither a Pimp Nor a Whore, But I Market My Book

So the blog world from indie writers has hit a hot button issue and even poor The Passive Voice Guy is not immune to the fire and hate spewing forth.

The spark to ignite this wildfire of nastiness? KDP Select. As someone who has been on BOTH sides of the fence, maybe I can help make a little peace.

FIRST, ON MARKETING

On a few comments and blogs lately I've seen writers who Tweet their book likened to "pimps." Apparently, I am "pimpin' my book." Momma needs a new pair of shoes!

This is utterly ridiculous. If you write a book, and publish it, you are not a whore OR a pimp to ask people to read it. You did that JUST by publishing. You put your words out there for whatever reason: to entertain, to educate, to share, to thrill, etc. It's seems rather self-centered to consider your motives to be higher or lower than another writer's noble intentions.

Me? I wrote CANCELLED to educate through fiction. Sex outside of marriage is still a big decision, even in our modern-everything-goes-society (and I'm not trying to be hypocritical, I had sex before marriage but I knew and prepared for the risks). Also, the only time a father can get custody of their child is if the mother is seriously flawed. I don't agree with that system. I know too many mothers that suck, plain and simple. There is no hard and fast rule you can make about how "good" someone makes as a parent based on their gender.

But I digress. I do not appreciate being labeled a "spammer" or a "pimp" because I tweet my book link and a tag line once every few hours. I'd rather get a link to a writer's book than a link to yet ANOTHER blog post on why indie authors need to edit. I like to RT book links because it helps any of my followers who read find new titles to consume. Authors who don't like other authors who do this, there's a very easy solution. Unfollow. And don't expect the rest of us to RT your links. We're only strong when we work together, not against each other.

SECOND, AMAZON IS EVIL

Greedy? Out to make a profit? Yes. Evil? Meh, I can't go that far. KDP Select isn't going to kill Barnes and Noble. Barnes and Noble's failure to ACT is going to kill Barnes and Noble. And it sucks, because I love my Nook. But when Barnes and Noble gives me these results for the keyword "CANCELLED":

  1. Cancelled (my paperback)
  2. Noise Cancelling Headphones
  3. Noise Cancelling Headphones
  4. Noise Cancelling Headphones
  5. Noise Cancelling Headphones
  6. Cancelled (the nook book out for more than a month before the paperback and astronomically more sales)
It's clear to me they don't get it...yet. I have been to the site many, many times, I'm even logged in as ME, a person who has BOUGHT Cancelled the Nook book. I have NEVER purchased headphones. It's pretty safe to assume I'm looking for a book I've already bought to gift to someone (another behavior on the site I had done before).

There's a book I had to read before I started college called "Who Moved My Cheese?" It's about cheese (success) being moved and the difference between a mouse (business man) who sits still hoping the cheese will move back to it's original position and another mouse (business man) who chases that cheese everywhere it goes, (arguably picking up crumbs as he goes). At the time, I was pissed off my first "college" textbook read like a damn children's book. Now, 12 years later, I GET IT.

In this industry, the cheese is moving every couple of months. First, you have to make sure it has indeed moved. I did not jump on the KDP Select Bandwagon at first. I waited nearly 2 months. I wanted to see the strengths and weaknesses. I guessed at some of them, and I (and others) were right about some things, wrong about others.

Drawbacks

  • It's not a magic bullet for everyone. There is a LOT involved with "going free" and most it has to do with the day you pick. Accidentally pick a day you didn't know 5 Mega Selling Authors were going to make their collection free, jam up the system, and oh yeah Amazon decides to change the whole site screwing up rankings and sales reporting? Ouch. Bad luck. Pick a random Monday at the end of the month as a test day, assuming you won't get anything like the results reported because it's too late, that was just the After-Christmas rush and race up the free charts? Cool. Good luck. 
  • You are stuck for 90 days with Amazon as your sole partner to find the cheese. 
  • Anything new that comes on another sales channel you don't have the flexibility to respond to. 
  • Write or wrong.. other authors will be upset. (Pun intended). There will be jealousy, feelings that you've "picked a side" and a little us vs. them.
  • Higher rate of returns.
Benefits
  • Higher rate of returns. Wait, how is this both? Easy. Because that $0.00 stays bigger than the other price points on the KDP Select books, you get more reader who do that one-click thinking it's free. If they aren't Prime and borrowing, obviously it purchases the book on the credit card required on the Kindle account. Ca-ching. Now once the mistake is realized, there are readers who return the book. But I bet there are just as many who go "Oh, it was $2.99, not free. Oh well," because calling and cancelling the order/getting a refund for less than $5 is considered not worth their time nor do they want to admit they made a mistake. Same marketing type thinking that makes prices end in .99. Consumers think in the lower number... $2.99 registers a closer to $2 that one penny shy of $3.
  • Going free to gain exposure and the sales that come AFTER that.
I've seen some writings about how any author who makes "best seller" lists after going free shouldn't count because you didn't best sell anything, you gave away for free. I agreed with this BEFORE I went free. I also erroneously thought Amazon was moving these FREE books right into the best seller lists based on their FREE downloads. They are not. 

I had 8,250 downloads of CANCELLED in 24 hours. I don't consider that best selling, even though I made it to #12 on the Free Fiction Chart and #3 on the Free Contemporary Fiction Chart. I DO consider that a Top Downloaded Title, as I beat out over 70,000 other books.

After you go free, Amazon dumps you right back where you were in the sales ranking before you went free. For me that was #249,000 something. The difference? You are now an Also Bought for the books that were next to you. So you are now part of a loose team of books, that just had amazing exposure, branded together. As they see sales, you see sales, and vice-versa. This is why it takes a few days for sales to really ramp up because some books may not come off Free status when yours does etc.

To make the best-seller status AFTER you go free, you still have to make the physical paid sales on that day. Last night, I made it to #1238 in Paid Kindle and #74 on the Women's Fiction Best Seller list. I had over 100 sales in 24 hours (might be more, KDP is screwed up). I'm not a mega-seller. But CANCELLED is a best-selling Women's Fiction book. 

Yeah, but you only got those sales because you went free....

And others only got their best selling status because their publisher pasted the book cover on every bus, subway, and taxi in major cities. Or after buying a $250-$500 advertisement on a reader blog. I didn't trick any readers into buying my book. I didn't tell them it was going to bring them fame or fortune. I didn't hold a gun to their heads as they nervously clicked "Buy Now." I participated in a marketing campaign that gave away my book for free. I even got my first 1-star review for my trouble! :) 

Giving away a free sample is as old as commerce itself. I chose to use KDP Select to see what it could do for exposure to my first book a month and a half before my next book comes out. I don't regret it, and I wouldn't have regretted it if I only had that 21 sales I received on the first day after. Before KDP Select, I was convincing one reader at a time to buy my book, with the highest month's sales ever recorded at 28 on Amazon. I don't have hundreds of dollars to spend on marketing, right now, but I can give 90 days of exclusivity. I may not be in a position to do that next year when I have a larger following on multiple devices. Being in business is all about leveraging what assets you have at the right moment, and that's not always money. 

So let's all remember we are in this to get our books read. One of the best ways to have that happen is convincing readers to buy the book. And to do that, readers have to know the book exists. So as long as the marketing is positive and ethical, I won't begrudge your attempts to rise above the din, and I'll cheer you along the way! We all have to write, publish, and promote the best ways we can. That's what this indie hokey-pokey is all about.


A robotics engineer asks his business partner to marry him, but a previous one-night stand is having his baby. CANCELLED is available on Amazon, Barnes and Noble 


WIP: STONE. Can Melanie Stone let her mother back into her life and kick out the creep trying to worm his way in? March 2012.

7 comments:

  1. Good post. In addition to B&N having dysfunctional searches, the real problem with B&N and to some extent Apple is that they are taking different approaches to customers than Amazon. Amazon has decided that it can rule the world by figuring out what customers will want to buy and making it as easy as possibly for them to buy. They don't care what the customers buy or how much the items cost, their theory is that the more things people buy from you, the more data you'll have to show them other things to buy.

    B&N and Apple on the other hand show customers what B&N and Apple want them to buy. Which are primarily higher-priced traditionally published books and ebooks. This is the model that retailers have been following forever, so it's not a totally unreasonable approach. But I question whether they'll be able to compete with Amazon ebooks with that approach. And here's a great irony: the Big 6 and Apple and Barnes & Noble were dead set on switching to agency pricing a couple years ago. They thought it would allow them to keep Amazon from getting too dominant. Instead it removed pricing competition and exposed the fact that Amazon is more customer-centric than the others.

    Congrats again on Cancelled!

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  2. I don't understand other writers' attitudes against self-promotion. It's certainly an annoyance if the writer uses spam or bullies people into buying their books. But aside from those methods, why shouldn't an author promote themselves?

    Musicians do it when they post fliers for their shows. Artists do it when they ask people to come see their art galleries. But somehow, (some) people expect writers to simply publish a book and then shut their mouths about it.

    But as I've quickly learned over the past month and a half, post-publishing doesn't work like that. Especially if you're self-published. You don't have a publisher to do the "pimping" for you or a promotion budget that allows for advertisements. If you want success, you have to damn the haters and get the word out.

    Anyways, great post. It was a great reminder for myself to be more serious about promoting Drift.

    And once again, congratulations with your newest accomplishment.

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  3. Ha, ha! I never would have mistaken you for either ;)

    Writing is an introspective business, and for us to effectively market our work, we must tap into another set of skills. Your own results prove it is a worthy effort.

    Congratulations on your successes!

    Helen

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  4. E, I love this, especially the 'Mama needs a new pair of shoes." Once you decide to publish your book, it goes from being art form to being a business, and as a indie there is no big publishers or agents to push the book. You're on your own. So yes, if going free or whatever avenue you take sells the book, then pimp away. I'm following along so I can learn.

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  5. I think there's been way too much drama over KDP Select. I decided it wasn't for me. But I've never gotten mad at authors who wanted to try it. It's not my business. I've seen authors give advice both ways...for it and against it. That's ok! It's advice and we can take it or leave it. But there's no reason for people to get mad at each other because of it. I've seen so much drama in the writing community. It's really counterproductive.

    As for "pimping" your book. This is my idea about Twitter, etc. If I see an author who does NOTHING else but link to their book, I usually won't follow. I like to see people on Twitter be friendly, share a part of themselves. But it still makes sense to market your work at the same time. I think there's a happy medium. I've actually found books to read because of an author tweeting about their book or retweeting about someone else's. But it's usually a tweet by someone I also find funny, interesting, and just plain nice. It's social networking, so we should be social. But there's NOTHING wrong with marketing your book. From what I've seen, your tweets actually do strike that balance. :)

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  6. You've provided some interesting facts on how KDP works. It's certainly helpful to know what works before deciding whether to try it or not. It certainly does seem to give a lot of exposure to writers' books.

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  7. I really enjoyed this blog. Will try to connect on Twitter. Best of everything with your writing career.

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