On this week’s show, Jo, Jeff, and Lindsay chatted about some of the lessons they’d learned in 2016, some of the ways people are breaking out right now, even while other authors struggle to maintain what they’ve had in the past, and also applying the 80/20 Rule to writing and marketing books.
Here are a few more details of what they covered:
A lot of authors reported 2016 was a down year for them, with more competition in the marketplace, Amazon possibly underreporting KU page reads, and difficulty keeping the momentum they’d gained in past years.
How, despite reports of gloom and doom, some authors came out of nowhere and kicked butt in 2016.
Some of the mistakes our guys made in 2016 and some of the things they got right.
Writing to market and whether it’s a must if you want to break out and sell a lot of books.
The importance of craft and how you may have to hustle more to sell books if you’re not writing to market (but maybe that’s okay!).
Can pre-orders be leveraged to help break out?
Applying the 80/20 Rule to deciding what to write and publish and also how to market.
Tracking your marketing efforts to see what’s effective and what’s a waste of time and money.
How important publishing quickly has been for a lot of the authors coming out of nowhere and killing it (and another nod to Rachel Aaron’s 2K to 10K book — check out our past interview with her).
On this week’s show, Jo, Jeff, and Lindsay discussed tactics for marketing your backlist, bringing a dying series back to life, or giving a kick to one that never took off in the first place. They also talked about which tasks they hire out, whether they’ve used virtual assistants, how they stay on task and keep the books rolling out, and whether it makes sense to hang out where your readers are hanging out.
Here are a few more specifics on subjects covered:
Is it acceptable to use very similar covers for books in a series?
Whether you need to worry about your real name coming out anywhere if you publish under a pen name.
Using free/99-cent ebooks combined with periodic advertising to keep people coming into your series funnel.
When to put together a boxed set of the early books in a series and using that as another type of Book 1, perhaps with a different cover and blurb to appeal to a slightly different audience.
Places besides the bookstores to list your free books.
Publishing new short stories or installments in old series in order to help revitalize the interest in the earlier books.
Remembering to promote old books, as well as new releases, to your newsletter subscribers.
When it makes sense to rebrand a series with new covers and maybe new blurbs.
Hiring freelancers for editing, cover design, formatting, audiobook narration, etc.
When it makes sense to consider hiring a virtual assistant.
Whether you should be visiting the fantasy/science fiction groups on Reddit, Goodreads, etc.
We had a few technical issues on the show tonight and ended up recording it in three Zoom sessions rather than in Google Hangouts, but hopefully things will get spliced together, and you won’t notice too many hiccups. Jo, Lindsay, and Jeff chatted about their experiences with being wide (in all the stores) versus having some series in Amazon KDP Select and Kindle Unlimited. They also answered some listener questions and covered everything from using Bookbub PPC ads to how long series should be to how they price their books.
Here are a few more of the specifics they went over:
If Kindle Unlimited is bad for authors and whether we should be objecting to being exclusive with Amazon on principle.
Whether you should hold off on releasing your first book until your second book is ready to go.
How the business and taxes side of things works for self-publishers in the U.S.
Using Books2Read universal links to tidy up your newsletters and make it so you only need to share around one link.
Jo’s results and sales percentages after being wide for many years.
How permafree has ceased to get as many downloads and be as effective for Jo in the last two years.
When it’s worth it to release paperbacks (and some of the benefits to having them done).
What are the best practices for starting an author blog?
Should you host a blog on your own site or use a free site?
What should you blog about as an author?
How to get more traffic from the search engines (and how long it takes to build up a site and start seeing that traffic).
Is blogging really worth the time?
If you’re interested in writing for Kindle Worlds, in Lindsay Buroker’s Fallen Empire space adventure universe, shoot Lindsay a note for more details. You can reach her through the contact form on her site (http://www.lindsayburoker.com) or poke her on Twitter (https://twitter.com/GoblinWriter). She’s happy to provide the books for free to any authors who might be interested!
Today, the guys chatted about their experiences with multi-author and solo-author book bundles of existing material and also anthologies of new short stories or novellas. They offered some tips and strategies based on whether you’re looking for more exposure (getting more people into the rest of your series), to make money, or to hit a bestseller list. They also started out answering a few listener questions.
Here are a few more notes on what they covered during the show:
Today, Jeff, Jo, and Lindsay talked about their strategies for selling books in the non-Amazon bookstores, such as Kobo, Barnes & Noble, Google Play, Smashwords, and Apple. They also discussed some of the tactics they’ve used over the years that they would consider “set it and forget it marketing.” These are things they did once and that have continued to result in book sales month in and month out.
They also addressed some listener questions about Amazon ebook giveaways and setting up author newsletters. (Here’s a link to the WordPress plug-in that Jeff uses: Newsletter.)
Lindsay went into some details about the successful launch of her recent science fiction series, including the promos she scheduled and how and why she went about creating a new mailing list just for the sci-fi.
The guys chatted about their recent experiences with book launches and also how their genre hopping adventures are going. In addition, they discussed the slow-burn launch strategy that a lot of indie authors have been using to great success.
Here are a few more details of what they covered:
How does their launch strategy differ now than from when they were first starting out?
Using three books to launch into a new genre or a new pen name, or at least committing to writing and publishing three before giving up.
The challenges of genre hopping (even within the umbrella of science fiction and fantasy) and whether or not it’s going to be a career killer.
How they’ve gone about finding beta readers to use before sending a manuscript off to an editor for a final pass.
Today, we had a podcast first: three guests at the same time. They are all steampunk authors and are a part of a shared world anthology called The Faraday Cage. (If you happen to catch this in the next few days, head over to the site; they’re doing a book giveaway.)
Steven Turnbull was the editor and publisher of the anthology. Peter A. Smalley and Virginia Marybury were contributors. We had them on to talk about the steampunk genre and how to go about putting together an anthology full of shared world stories by different authors. It was a little different from our usual interviews, but we hope you find it to be interesting.
Here are the authors’ links if you want to check out more from them:
Welcome to a new installment of Science Fiction and Fantasy Marketing Podcast–The three hosts share a lot of their experiences as authors as well as answering questions from listeners. Have a question? Check out the Facebook group and ask!
“If there’s a typo and no one notices, does it really exist?” — Joseph Lallo
Jeff shared his experiences in working on a new genre. Lindsay had good advice–Give it three books! Writing three books in a different genre allows you to gain more traction and offer the first book as permafree for ninety-nine cents. Along those same lines, Jeff admits that he’s learned that he needs to work on one project at a time–especially when it’s in two different genres. Focus on one, complete it–It works better for him.
Both Jeff and Lindsay (using her real name this time) have been considering breaking into KU (Kindle Unlimited). They’d both be starting it with a new series if they start KU. It might upset those who purchase their books in places other than Amazon, but they are still interested in seeing what comes of this new venture.
Joseph has just released the 4th book in his sci-fi series (the ‘sexy girl cover’ was shown–watch the youtube for the shot… Look up the book and see what, accidentally, made boobs show up for his preview).
He also was able to talk about his recent experiences with pre-ordering. Joseph does a lot of pre-ordering in general–Which results with high first-day sales, but not necessarily a lot of sales afterward. He offered three month pre-orders which he says helps give people plenty of time to pre-order. He’s planning on doing some experimenting with the pre-ordering in regards to the length of time offering the pre-order.
He’s focused on more than the pre-ordering, of course, and is working on commissioning more audiobooks. He admits that the audiobooks don’t always sell as quickly… But Lindsay is pretty sure that he’ll earn out in a year–especially with how long his book is.
When it comes to cover designers and editors, all three agree that it might be wise to have some ‘backups’ or at the very least, be like Lindsay and secure someone for a week a month for a particular amount of time to ensure that you don’t wind up with an awful backlog of work that needs to be done.
Paperbacks might be slow to come by, but working out the dynamics of paperback formatting is more difficult than e-book. It doesn’t hurt that authors might be notified of a few typos before the work is set as a paperback.
Kindle Unlimited seems to work best for books that have just been released. It offers you the opportunity to cultivate sales at the same time as people are borrowing them. But author beware — make sure that you have taken your books from EVERY distributor or Amazon might pull your books off.
Lindsay had a few tips to share when it comes to putting a book out for YA on Amazon. You have to be really picky with your categories to ensure that your books don’t wind up in the hands of eight-year-olds (unless that’s where they belong). Try “young adult” and “teen” to have it place properly.
Another bit of advice–It could be advantageous to try advertising in a different category on BookBub to increase visibility from other people.
Like Jeff, Lindsay is planning on releasing a sci-fi series under her ‘real’ name for the first time. She’s decided to write three before releasing the first one so that she can launch them quickly, maybe even all at the same time.
Again, really focusing on your categories/genres can be extremely helpful. ‘Hunt’ for categories that are underserved but your work would fit into.
Promoting a small number of your books at a time can help increase sales of all your other books as well.
All three have had experience with permafree. They’ve noticed that offering the first book free can be very helpful in getting readers to pick up a whole series.
Questions from Listeners
Matthew from kboards wanted to know about the effectiveness of permafree and how it had worked out in the careers of the podcasters.
Things have changed–There are more free books out there and you also have Kindle Unlimited to compete with as people are signing on. It doesn’t necessarily give the same amount of success as it used it.
You’ll want to make sure that you have several books following the free one in order to make a better impact with our series.
Don’t JUST put it out for free. Keep promoting it.
A big benefit to free–Everyone is more willing to try something if it’s free. It can feel less obtrusive in promoting it than if you are asking everyone to buy your book.
Edward tweeted a question about Lindsay taking her novellas and making them into a book series.
She fell in love with the characters and had to create more. Lindsay reminded everyone that while novellas might not sell as well, they’re worth doing if you love doing them. She had to expect that people wouldn’t read the prequel novellas, so a difficulty was introducing everyone organically.
Maree wanted to know what calls to action should be for debut authors?
Jeff said that reviews can be most important for someone’s career. Make a call to action about reviews to get more people giving their thoughts. It also wouldn’t hurt to get people to link people to your website.
Joseph said that why reviews are important, but getting someone to sign up for your newsletter allows for you to ask for reviews later (and have more opportunities to do so).
It’s best to do one call of action because once someone clicks out of the book they might not come back to see all that is listed below.
Lindsay is planning on offering prequels with a mailing list signup, as well as putting the first chapter from the next book and as links to the other books.
Liz wanted to know about how the podcasters plan series (if they plan them ahead of time)
Jeff does not. He has an overall storyarc but doesn’t really started a story planning on a series, but he will keep going until interest dies out.
Joseph originally planned some series to be shorter (trilogies, stand alones), so he had blanks as he worked, not sure how they were going to get filled.
Lindsay knew how her Emperor’s Edge series would end when she began it. She didn’t mean to start one series but it ended up growing. It can depend on the amount of worldbuilding. She thinks that when you are doing something very epic and expansive then it could be good to have milestones planned. But you also might want to make it so that it could be wrapped up in three or eight depending on how well it goes.
Today Jeff, Jo, and Lindsay discussed how to improve your Amazon sales page so that people are less likely to click away, especially now that there are sponsored results and other distractions everywhere. They also answered some listener questions and shared some of their recent news and helpful tips.
Here are some of the highlights and the links mentioned during the show:
Selling to male readers or getting more readers overall as a female author of science fiction
How many words do you have to write for your work to be considered a novel, and at what length is it OK to charge novel prices for your ebook?
How can you gauge if a series is selling well enough to continue or if it’s better to move on to something else?
Using Bookfunnel to make it easier to give out free ebooks (they handle helping your readers with side-loading)
The Kevin Kelly 1000 True Fans idea that you don’t need to be a best seller to make a living as an author, just to gradually accumulate enough true fans
Whether entering keywords in your KDP dashboard can actually help