By Elizabeth S. Craig, @elizabethscraig
Writers sometimes ask me, usually anxiously, what they can do to help boost sales. Inevitably, they have only one book published.
I know when I was just traditionally-published I had that underlying feeling that I should be doing more for my book. That I was leaning too much on Penguin and they weren’t, actually, even doing all that much for sales.
As a self-published author, I think this feeling is magnified. After all, we’re 100% responsible for sales.
And I hate that anyone giving advice about sales sounds like a broken record, but…I think the standard advice is sound.
Things we can do to try and improve sales:
- Write and publish more and better books.
- If sales is the primary focus of our writing (and that’s nothing to be ashamed of), then are we writing in a commercially successful genre? Should we consider a change?
- Can our first book be extended into a series? Series are generally more popular with readers than standalones…and they can be easier to quickly write (setting and characters are already in place).
- If our standalone seems solid and has enjoyed a positive response from readers, but just doesn’t seem to be able to get traction, we should consider a free promo first. We do this by listing our book as free on a site like Smashwords or Draft2Digital and then allowing Amazon to price match it. This only costs us lost sales and can lead to more visibility and reviews.
- If, again, the book seems solid and reviews are good, we could look at doing a cover change. Since this costs money, this, to me, is something of a last resort.
- Evaluate our web presence for our title. But be careful here because this can be a huge time suck. We should at least have a basic website. Nearly as important is our book’s listing on Amazon. Have we got blurbs or reviews that we can list on the Editorial Reviews section of our book page? Is our book’s description well-written? Is our Author Central page completed? What keywords have we listed for our title? Is the book listed in the correct category?
These are the best suggestions I’ve got. But the most important, to me, is writing more books and evaluating where we should go from here. If we spend too much time and energy on the one book then we’re never going to get book two out there.
Any other suggestions for help with slow sales?
Tips for boosting sales for our book: Click To TweetImage: MorgueFile: veggiegretz
Hi Elizabeth … what a brilliant list of ideas and logical necessities to sales. Writing more, and writing series seems the way to go – and then adding everything else in. Cheers Hilary
Hilary–Series are much easier to sell to readers! I guess it means their time investment in the story world will pay off for more than one book (so they easily can pick up with the characters, the setting, etc…they can have a getaway much quicker).
These are such excellent ideas, Elizabeth! They’re all pragmatic, do-able ways to try to boost sales without being obnoxious about it. I think your first idea is the soundest one. Write. Write more. Keep working on the writing.
Margot–It certainly helps to have more titles in online retailers these days!
I’m trying to quit though!
If sales was my goal, I wouldn’t be writing science fiction…
Alex–Ha! Well, SF/F is no slouch (compare it to lit fic), but sure, not as many readers as Mystery/Thriller. But we’d all be writing erotica if it were all about the sales.
All good advice. The only other thing I’d add is look for free or inexpensive advertising venues. Sometimes I see little sales spikes from those and even if I don’t, I figure it puts my name and my book out there where people can see it, so when the next book comes out, it’ll click in their heads. “Oh, I’ve seen that author before.”
And yes, yes, yes. Get the next book out and find a way to make a series, if you can. So many people have asked me when the next book will be out, when I hadn’t originally intended for anything but my paranormal to be the first in a series. Now I have second books in the works and I can give people a general idea.
B.E.–Good tip on the advertising…I always forget about that! (Haven’t done any myself, which is why I forget, but plan on looking into it for 2016).
And that’s great that you’ve got book two underway so that you can talk about it when people ask. That’s another good strategy for buzz.
There’s a lot of places to advertise out there – some better than others. Try Omnimystery News. They’ve been pretty good for me – especially their free options like Cover Reveal and Book Excerpt.
Thanks! I’ll be releasing three different ‘book twos’ next year. And a book 3. If all goes well, and I don’t implode. ;o)
Thanks, B.E! Yes, I like ‘free.’ :) Good luck with the books in 2016!
Cover changes do sometimes work. However, it can anger readers who buy the book again thinking it was a new one.
Diane–This is true and another reason I hesitate on this (besides the fact that I’m very frugal, ha!) But if they buy it on the same retail platform (they try to buy it on Amazon, e.g.), they will pop up a message telling them that they purchased the item on _____ date and are they sure they want to purchase again. But for those who purchase from multiple vendors or in bookstores, it can be a problem.
I’m with you on item #1, more and better books.
While it’s not an action per se, I’d add item #0: Begin with the mindset that marketing books is a marathon, not a sprint.
Plan your first 5 years to be laying the foundation, not making money. Any profit during the startup years should be considered fortuitous.
Joel–It’s definitely not a get-rich-quick venture. Good tip.
Such good advice, Elizabeth. I truly don’t know if there’s anything else I should be doing now that my debut novel is out there. I only have one other book, my memoir, and that was published in 2009. So, big sigh here, I think I’m just going to let it be and see where it goes. It’s not a popular genre (metaphysical fiction).
Karen–But you’ve got a nice network online and can get your book in front of a lot of people who care about helping you promote it–and that’s a great thing.
Ugh, yeah, it’s tricky to promote when you only have one book. Like they say in Write, Publish, Repeat, advertising creates a “halo effect” that extends to your other books. Why waste time promoting one book when you could be filling out a series? Once that’s published, THEN promote the heck out of it. I run a few light promos a month (on little free guys like Awesomegang) just to keep some movement going. I’m not going Big Paid Promos like Bookbub until all three series are finished. Then I can do boxed sets. :-)
Kessie–I like the term ‘halo effect.’ :)
I’ll have to check out Awesomegang. I’ve never delved into the wonderful world of ads, but I need to. Oh, but I’ve done Facebook ads, so that’s not entirely true.
I’ve published two novels and a short story, and have a third novel coming out in early 2016, all in a series. When I put out novel #3, I think it’ll be worthwhile to put one up for free.
Quick question: Do I have to first list on D2D/Smashwords to get Amazon to price match, or can I list it on iTunes as free, for example? Is there any reason I should go first to D2D/Smashwords?
Rebecca–If you can go free directly with the retailer, then that works just as well. The reason I go through a distributor is because I want it to go free on Amazon immediately and I find that if it’s free on Nook, Amazon seems to price match it faster. As far as I remember (but my memory is frequently faulty), the only way to go free on Nook is through a distributor. And I’ve not directly published to Apple because I’ve got a PC and can’t do it without a Mac, sadly.
Thanks!! I also see that some of my message got cut off and reads a little funny… oh well:)
Yep to number one. Published my debut romance a few weeks ago. While friends and family all think that’s an accomplishment, I know it’s only the beginning. I don’t expect any traction until I get books two, three and four out over the next year. Now the question is coming up with the funds to invest in editing and cover design for all those new releases. You definitely need to take the long view when you go indie!
Karen–Congratulations on your debut! It’s so tempting to rest on our laurels (and I think a little resting is in order!)
Yes, the initial investment is always a little scary. But then we can write that stuff off on our taxes, too. And with romance, you should be able to make that money back pretty easily…it’s such a strong selling genre.
Great list Elizabeth and I like Joel’s point about the first five years being building the foundation. I would also point out the importance of cross-pollination…anything a new reader can do to borrow readers from authors of a similar genre. This can be putting a short story in an anthology, finding others to jointly put out a “box set” for a short term low price, writing a short story or novel in Kindle Worlds, or collaborating with a fellow author on a short story or novel. I would also suggest finding a group of like minded authors to join, on Facebook, for example. Whether any of them buy or read your book is a bonus but it can help to have a cheering squad and a place to turn if you have questions. All of these will increase readers but also serve to get your book popping up on the “customers who bought this, also bought YOUR BOOK” list. And finally, find a mentor or collection of mentors…successful authors who have done well, such as you Elizabeth, and follow their recommendations. Follow their blogs. Ask questions. Learn from people who have done what you want to do. Thanks Elizabeth for being one of mine.
Silas–I think five years is very reasonable for getting established. I’ve been writing seriously, for intended publication, for over ten years. I’ve been published by trad pubs for five years, started self-pubbing 4 years ago. I’m working now on my 20th book. And I still have plenty of months where I didn’t monitor sales (like September! If I’d paid attention to what was going on with sales in September…a busy month for me…then the check I got days ago would have been more solid) and I have to think about running sales, etc.
What helps with this is exactly what you mentioned–the writing community. Your thoughts on being part of an anthology, cross-pollination, is a great idea. Trade off with similar writers with ads in the backs of each others’ books. Mention each other in your newsletters. Work on exposure to readers through the community and it will show up in those algorithms you’re talking about.
And, I think, and I’m about to run a post on this next week–evaluate. This is hard for me because in many ways I’m not an analytical person. Figure out what’s working, what’s not working. Sometimes I run on gut instinct and sometimes my gut is off! Sometimes I need to use my head and the business acumen that I’m working on acquiring. Not easy for a Creative, but necessary.
And thanks for the kind words! I’m with you on that one…I’ve had great mentors in this business. I lost one a few weeks ago very suddenly (Joyce Lavene passed away unexpectedly), which really shook me up. My mentors have all been so instrumental in my figuring out what I’m doing.
Elizabeth–first, condolences on the loss of a mentor. The people who have helped and guided us again and again become part of our hearts and brains–part of our whole creative process. In a sense, they will always be missed, and yet always part of us. Hugs.
I’m chiming in late on this post because I’m in the midst of getting ready to publish the third book of my series next week. This means that I’ve spent the past couple of weeks in an exponential expansion of outreach–marketing and growing a readership. This is the moment I’ve been working toward for the past three years, having at least a trilogy to offer those readers who take the time and money to give my work a try.
Before this, free and cheap promo sites like Fussy Librarian are useful–as well as offering review copies to just about anyone that wants one. Finding “your people” online and getting their help is SO important, whether in writing groups and forums, blogs like this one, or even in non-writing groups. My husband put out an ARC call for my first book to the thousands of followers of his photography blog/G+ account, and a couple of them not only responded, they’ve been members of my Reader Team for all three books. So not a lot of readers and reviewers came out of that, but the two who did are worth their weight in gold to this day. I also had a smaller following of my own at my Minimalist Woman blog, and because they liked my writing, many of them also became early readers of my fiction.
When you only have one book, you need to build your fan base–and support team–one by one by one, and treat them well. It takes time. It takes friends. Eventually it’ll take money, too–but if you work smart, it doesn’t have to take a TON of money. Those friends and family might know somebody who knows somebody else–like the guy who’s an Amazon keyword genius, or the cover designer who clicks with your intended audience. Bartering for services is not unheard of, just like in any other startup business.
So don’t worry about boosting sales with just one book. Focus on getting readers, reviews, help, and most of all, writing the next book and the one after that. By the third book you’ll have a better idea of exactly what it is you’re writing, how it’s similar to or different from others in that genre, and how to “brand” it. That branding will help with platform building, ad design, market targeting–all the things that are needed to make boosting sales more effective and affordable.
I’ve been so lucky. It’s been hard work, yeah, and takes a ton of patience, but I’ve got an incredible team of helpers, crucial since I haven’t got enough money to pay for so many services. At least not yet. Keeping my fingers crossed that by book #5, there will be enough income to make a difference :)
Meg–Thanks for the kind words! I hope Joyce knew how helpful and encouraging she was for me.
That’s fantastic that you’ve gotten such support from your husbands’s followers and your own blogs, too! Great way to get early reviews.
I like what you’re saying about steadily building both a support team and a fan base over time. And I’m totally with you on building a strong but inexpensive team of contract labor that puts together a professional product for us. Love the idea of bartering services, too!
You’ve been lucky, but you’ve also got talent and determination. That goes a long way and will pay off for you in the end!
Hi Elizabeth, a bit late to the party (I’ve kept the email in my inbox to remind me when I was finally free!). These are great tips. I wholeheartedly agree with #1. I just published book #4 of my series, and every time I publish another book, it boosts the sales of the others. “High tide floats all boats,” as they say. I’m still working at being a more efficient writer; my pace is much slower than I’d like. I am in awe of your productivity!
It would be great to have a stronger web presence, but it IS a big time-suck. I try to maintain and build my relationships with readers and fellow professionals…anything more time-consuming will have to wait until I have more books under my belt!
Kathy–Congratulations on book 4! I’m like you–whenever I put out a book, the series starts improving its sales. I like ‘high tide floats all boats.” :)
I think your pace is great and you’re focused on your series, which will ultimately bring you so much more income than a standalone.
Aww, thanks for the encouragement, Elizabeth! :)
I think having a series is a very powerful way to sell more books as a self published author.
Authors often say that it is getting harder to get noticed these days with the number of new books coming on the market increasing all the time, but it is also harder for the reader as we have so many more books to choose from. When we do eventually find a book we have enjoyed, it is far easier to stick with that author than begin the sometimes huge task of finding another ‘good book’. So I love a series, but I also think that the more books, overall whether in a series or not, that an author has published, the easier it gets to sell the next book.
Thanks for sharing, I enjoyed your post
Hi Sarah–It’s SO hard for readers. As a reader, I tend to be very loyal to series because it helps me find my next book, just as you’re saying.
I think you’re also right that the more real estate a writer has on a retailer in terms of books written, the better the writer’s visibility.