This week, we answered some listener questions that had been piling up. We touched on a variety of topics, such as…
Should you try to put your books in as many categories as possible, and what can we do about books that shouldn’t be there knocking us out of our Top 100s on Amazon?
How many downloads a day can you expect from permafree titles?
Is it worth trying to sell English novels in countries where English isn’t the primary language?
How can trad publishers get away with charging 9.99 or more for ebooks, and can indies do this if their books are well edited and professionally done?
How do you market cross-genre books that fall into more than one category?
How do you guys feel about killing characters, and does it ever get easier?
How does your plotting process work?
Has anyone tried Kobo Plus yet and gotten results?
Where you can advertise as a newer author with less than twenty reviews on your book? Here are the links to the spreadsheets Lindsay mentioned (that C. Gockel maintains). We’re not sure if they’re up to date though, so let us know if you know of a good and recent resource. Where to Advertise Free Ebooks | Where to Advertise 99 Cent Ebooks.
How did Lindsay relaunch her pen name successfully after a long gap between releases?
If you want to write three books before launching any of them, can you use novellas as part of the plan?
Jeff and Lindsay are working on new projects, but Jo has some links if you want to check out what he’s up to right now. Here’s his serial-in-progress: The Adventures of Rustle and Eddy. Also, he’s recently done a series of “How I Write” blog posts, which cover his plotting process, among other things.
Today’s guest, Adam Croft, had a lot of great information to share about how he hit it big with a stand alone novel after writing two thriller series. Facebook ads played a part in his success with his first breakout novel, and we asked him about that, but lately, he’s been experimenting with Bookbub’s CPM ads (banners that you can pay for that run in their emails independent of their sponsorship program). We asked him about how authors can make the most of that program, even if they haven’t been able to get sponsorships with the big gorilla of advertising.
Here are some of the details we touched on:
Not following all the write-in-series advice all the time — Adam’s biggest hit was a stand alone thriller.
Writing hooky Facebook ads that draw people in and can sell a full-priced book.
Reaching #1 in the entire Amazon.com and Amazon UK stores with a new release.
If it’s possible to leverage former bestseller status to sell more books.
The difference between Bookbub’s paid sponsorships that we all covet and rarely get and their CPM advertising program that anyone can sign up for.
Targeting categories versus targeting specific authors.
Why targeting big names with Bookbub’s ads isn’t necessarily the way to go.
Whether the Bookbub ads are better for new releases or older titles or both.
Using affiliate links to help gauge how successful your ads are.
How the Bookbub CPM ads can work even if you’re marketing cross-genre novels or books in niches that don’t usually get picked up for their regular sponsorships.
Using ads to restore interest in older titles but doing tighter targeting for these, whereas you might go broader for a new release to get as many eyeballs on it as possible.
How Bookbub lets you link to individual stores in specific countries.
Making sure, before you get that big hit, to have your mailing list set up so that it’s easy to sign up for and people get something.
This week, paranormal romance author Nalini Singh joined us to talk about her genre, her experiences getting a traditional U.S. publisher when she was living in New Zealand, and how things have evolved over the 14 years that she’s been publishing. She’s best known for her Psy Changling and Guild Hunter series, and she’s also dipped her toes in the self-publishing waters with her contemporary romance series, Rock Kiss.
Here are some specifics of what we covered:
Differences to the publishing process when based in New Zealand or another country as opposed to the US or UK.
How paranormal romance is doing trend-wise now and whether publishers are looking for it.
The difference between urban fantasy and paranormal romance.
The importance of being consistent and not getting details wrong in a long series (Nalini keeps a story bible).
Some of the pros and cons of continuing a long-running series.
How helpful book review blogs can be if you can get your novels picked up.
Sending out ARC copies well in advance of the publication date.
Which social media sites Nalini likes and what she does on the different ones.
How she’s building her mailing list and working to keep fans happy.
How often you have to publish these days to stay relevant and grow a fan base.
This week, we chatted with epic fantasy author Brian McClellan about the success he’s had by following the traditional route. He’s also dabbled in self-publishing some novellas in his Powder Mage universe. We talked about what publishers are looking for when it comes to epic fantasy, how he got his agent, how his first book went to auction, and what he’s doing for marketing.
Here are a few of the more specific topics we covered:
How he got an agent a few years ago and whether it’s truly necessary to hit up the conventions and network.
What Brian does for marketing versus what his publisher does.
What he’s doing on social media, his blog, and when it comes to building a newsletter.
Whether epic fantasy books need to be hugely long or if there’s a place for more quickly paced novels.
Giving readers (and agents/editors) stories that have the familiar and what people know they like but that also have originality and new elements.
Brian’s advice for newer authors.
Subjects he avoids on social media, and the kinds of arguments that are OK to start.
You can visit Brian on his website and check out his list of books there was well. His first novel is Promise of Blood, his most recent is Sins of Empire, and he just released a novella that you can check out for $2.99: The Mad Lancers.
The guys discussed the various tactics they’ve tried and promotions they’ve participated in that have helped keep their older titles selling, especially in finished series that haven’t seen new releases in a while.
Here’s the short list, though they also answered listener questions and expounded on these quite a bit. As usual, it wasn’t a short show!
1. Run a sale on Book 1 (free/99 cents) while booking promos
2. Put together a boxed set of the first 3-4 books and run promos on it.
3. Publish new stories (short stories or novellas, if not novels) that tie into your old, completed series.
4. Publish short stories for your old series in multi-author anthologies that will lead people into your books.
5. Join or put together a multi-author boxed set, using one of your old Book 1s. It’s a chance to basically promo something new for all the authors involved.
6. If you have a number of series, consider putting together a “sampler” boxed set with your own Book 1s (maybe publishing something new to entice regular readers who already have the other stuff to buy).
7. Relaunch with new blurbs, categories, and new covers, especially if your original ones were done on the cheap and/or don’t seem a perfect fit.
8. Facebook/AMS ads for a steady trickle of sales.
9. Sales/freebies combined with joint authors promos or newsletter swaps.
10. Keep your community active and engaged in social media with polls/discussions/artwork. Word of mouth is easier to get when you’ve got people talking.
11. Create print copy giveaways on Goodreads, or on your own blog. Engage the readers. Make them do something different, or fun, to “enroll” in contest.
12. Network with other authors. Offer to write a “guest” blog post. Offer newsletter swaps.
We had a great show tonight with Michael Cooper, the author of HELP! My Facebook Ads Suck and also a science fiction author writing under M.D. Cooper. He’s been experimenting constantly with Facebook ads and had some amazing advice, a lot of it different from what we’ve heard before (Lindsay, who hates Facebook ads, is tempted to give them another try!), and the proof is in the pudding. He went from very modest sales to having months where he made $25,000+ from his science fiction novels (and no, he didn’t spend $30,000 on Facebook to make that much — Lindsay asked).
The show was so jam packed with information that we’re not going to attempt to touch on everything in the show notes here, but here’s a little of what Michael talked about:
Why you should never use your book cover (or any text at all) in the image of a Facebook ad.
Michael’s spreadsheet to help you figure out the read-through rate in your series, how much you’re earning per customer you get into your funnel, and how much you can afford to spend to acquire a reader.
Why you should start ads at $5 a day max and only increase the spend if they prove they’re doing well.
Creating a fan page to launch your advertising campaigns from instead of a business page.
Using Books2Read as a place to direct readers if you’re creating ads to appeal to readers on all platforms and not just sending them straight to Amazon.
Why Michael isn’t a fan of using Facebook ads to build a mailing list — he sends people straight to buy his books.
Doing long-form sales copy rather than simply creating a short snippet.
Why you should create different ads for different countries instead of just targeting all English-speaking countries.
Why Michael prefers to run ads on 99-cent or full-priced ebooks rather than permafree titles.
Creating character-based ad copy to appeal to female readers versus more plot-based copy for male readers.
We recorded early today to accommodate our guest living in Switzerland, urban fantasy author Ella Summers. She has three paranormal and fantasy series that sell very well on Amazon: Legion of Angels, Dragon Born, and the recently relaunched Sorcery and Science. She was also a part of the big Dominion Rising multi-author boxed set that recently released and sold over 30,000 copies (we first interviewed the organizer, Gwynn White, about this boxed set back in April when it was on pre-order). We talked about tropes and expectations in urban fantasy, and also about rebranding and relaunching an old series that didn’t sell well originally.
Here are are few of the details we touched on:
Why Ella likes 60-70,000 words for her novels.
What readers of urban fantasy expect and when it’s okay to add non-standard elements (Ella mixes in science fiction and steampunk elements in her various series).
The strategy she recently used to relaunch her first series, which wasn’t a big seller and didn’t mesh with her existing brand.
Not being afraid to edit books in a series and do more than simply changing covers and blurbs when relaunching it.
Some popular tropes in urban fantasy.
How urban fantasy does in Kindle Unlimited today and if the niche is getting too crowded.
The tactics the authors in the Dominion Rising boxed set used to get tens of thousands of sales.
Branding covers not just within a series but across an author’s entire body of work.
On today’s show, we were joined by Ashley and Maura from Instafreebie. If you haven’t heard about the service yet, it’s a spot where you can upload free ebooks (previews, short stories, and novellas are fine), and it makes it easy for potential readers to download them and load them on their e-readers. You also have the option of requiring readers to share their email addresses in order to download the ebooks, so it can be a way to start growing a mailing list. A lot of our previous guests have used the service, and many authors attest to its usefulness, especially in conjunction with multi-author promotions.
Here’s some of what we talked about on the show:
How Instafreebie works and how it differs from Bookfunnel, another service that can facilitate giving away ebooks.
Giving away books (such as series starters) versus giving away short stories or previews of novels.
Making sure to put your call to action (i.e. buy Book 2 in the series here!) in the back of the ebooks you give away.
Using Instafreebie (and collecting email addresses) versus making books free on Amazon, Kobo, B&N, etc.
Whether cliffhangers, at the ends of free novels or previews, work or if the readers are left irritated.
Using a drip campaign (or auto-responder) to reach out to readers after they’ve shared their email addresses.
Instafreebie’s recommendation engine and other ways to increase discoverability outside of what you do for promo.
Organizing a group giveaway and asking them for a plug (submit requests to production@instafreebie.com)
How newer authors can leverage Instafreebie to build a fan base when they don’t have a big social media presence or mailing list for driving traffic.
How books are chosen to be shared on the Instafreebie blog for extra promotion.
If you’re interested in signing up for their service, find it at Instafreebie.com.
Based on print, audio, and ebook of the Amazon US store only:
1,340 authors are earning $100,000/year or more from Amazon sales. But half of them are indies and Amazon-imprint authors. The majority of the remainder? They come from traditional publishing’s longest-tenured “old guard.”
Fewer than 115 Big Five-published authorsand 45 small- or medium-publisher authors who debuted in the past five years are currently earning $100K/year from Amazon sales. Among indie authors of the same tenure, more than 425 of them are now at a six-figure run rate.
More than 50% of all traditionally published book sales of any format in the US now happen on Amazon.com.
85% of all non-traditionally published book sales of any format in the US also happen on Amazon.com.
88% of 100kers have been writing more than 3 years.
None of their survey responders making 100K were trad published.
There were hybrid authors, who either got a contract due to their indie success or decided to make the higher royalties as an indie for some of their stuff.
You don’t have to be exclusive with Amazon, there was a mix.
Rates for editors varied, as well as cover art, but none of the 100Kers were paying more than $1000 a cover.
The 100Kers try paid marketing and handle it themselves (nobody’s hiring a PR person here or handing off their FB ads)
20% of 100Kers still had day jobs, but they averaged 30 hours a week of writing as a group.
The 100Kers had an average of 30.3 books in their catalog (the most an author had was 63 and the minimum was 7)
Busting/discussing some myths:
You have to network tons and/or get a lucky break.
You have to write in romance or another huge, hot genre. (Big fish/small pond)
You have to be in KU/exclusive with Amazon.
You have to do everything right from Day 1.
You have to sell non-fiction or courses on the side.
Listener questions we answered in the show:
Ashley: I’d like to know the general time split (ex. 40/60) for marketing/creating time. I find myself liking marketing but not making time for it.
Ashley: Also how much of income comes from paid ads vs organic/networking?
Jesse: When should we spend money on advertising? After 1 book? A full series?
Kristy: Do you need to have audio and foreign translations to hit 6 figures?
Madeleine: What was the tipping point for number of books? What advice isn’t relevant any more e.g. landscape has changed?
Hannah: From a new author perspective: is it worth putting in a lot of money up front? Or starting with the essentials editing/cover design first.
Dale: I’m probably channeling Jeff: “What’s the single most effective thing you can do in to help become a six figure author?”
Dale: “What’s the least effective thing that will help you become a six-figure author.”
Ryan: Is it worth trying a new pen name when switching from fantasy to space adventure when you currently have a small fanbase?
~
If you want to support the hosts, or just check out their fiction, Jeff has a new Book 1 out in his Lentari fantasy world, May the Fang Be with You.
Today, science fiction author Craig Martelle joined us to talk about how he’s gotten rolling so quickly, publishing 20 novels in two years, spearheading three anthologies, and becoming super involved in the popular 20Booksto50K Facebook group, where he’s helping to put together a couple of huge conferences for indie authors.
Here are some of the specifics on what we covered:
Jumping right in with a schedule to write and publish books quickly.
Target word counts and planning out series ahead of time.
Differences in post-apocalyptic and space opera genres.
Reasons for putting together anthologies and how to make them profitable.
Networking with other authors online and in person.
Whether marketing and business should play a role in how you choose the next books you’re going to write.
Creating a bundle of starter books once you’ve got multiple series out.
What Craig posts on his Facebook page to keep readers interested and sell more books.
Asking for reviews at the end of books (and linking back to the book’s page in the store to make it easier for readers).
If you’re interested in signing up for either of the conferences that Craig talked about, here are the links: