BREAKING NEWS: I wrote a guest blog for author Benjamin Wallace on my thinking about book covers. It’s a good one, and you might want to check it out and introduce yourself to Ben, who is a talent. It can be viewed here.
BREAKING BREAKING NEWS: Fatal Exchange is the featured book at The Kindle Book Review.
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A few weeks ago I wrote a blog about writing. Specifically, about why I write, and positing that there are two general camps of authors — those who write for their love of the craft, and those who write to create a commercially-viable product. Put another way, those who would write if there was no money in it, and those who wouldn’t write unless they could get paid, or thought they could.
The response was unprecedented, with 113 comments at last count
In this new blog, I’d like to examine the opposite side of the coin I flipped the last time, namely effective book promotions. The overwhelming consensus of the last blog was that most write as members of Camp B (if you don’t know what that means, read the frigging blog), but once they’ve written something, the question that arises is, how to best promote it?
To start off, I’ll share a few promotions I have going on, or will have within a week. Some of these were a bit unorthodox, as I’m leery of the efficacy of things like contests, trailers, blog tours, and the like. That’s not to say they don’t work, but merely to admit that I don’t know how well they work, when they work at all. I’m hoping I’ll find out more by the time this blog has run its course. That will of course depend on the feedback I get.
The first promotion is a cross promotion in all my thrillers with NY Times featured author David Lender, whose work I’m a big fan of and who’s been very supportive of my efforts.
The way this works is that each copy of Fatal Exchange, The Geronimo Breach and (when I release them within the next 7-10 days) the Zero Sum trilogy, has an excerpt summary page right after the copyright notice in the front featuring samples of my three thrillers, and then an excerpt summary page featuring David Lender’s three thrillers. The actual excerpts are at the back of the book – three samples of my work, and then three of David’s, from The Gravy Train, Trojan Horse and Bull Street.
We figured our audiences would enjoy each others’ books, so have put this into place to see what kind of cross-traction we can get. We’re betting that if someone likes my new Wall Street thriller trilogy, they’ll like his Wall Street thrillers, and vice versa.
This is not uncommon with traditionally published authors under the same publishing house, but I haven’t heard of a lot of self-published/indie authors doing it. If it’s successful, I’ll keep everyone posted on how well it worked, and how long it took to do so.
Another promotion I’m getting ready to launch is with the way the Zero Sum trilogy will be marketed.
I’m going to make the first book in the trilogy free. Then the second and third book will be for sale, with a bundle of book two and three at a special discounted price.
My reasoning is that once a reader has had five or six hours of familiarity with the first book, they’ll be convinced enough to buy the rest of the serial, as well as possibly try my other thrillers. I believe this is a good premise, because the hardest part about breaking to new readers is to convince them that not only can you write, but you are worth an investment of their limited time. In short, you need to get the reader to trust you as an author. But they can’t learn to trust you if they’ve never read you, so my solution is to reduce the barrier to entry to zero.
Free is a pretty low hurdle, and one could look at it as a loss leader, or as an investment — the reader’s willing to invest their time in the book, so I’m willing to invest my cost to create it. My writing time, the cover and the editing.
And third, I’m lowering the price of all my books to .99 for two weeks. For the rest of the month. Again, on the theory that familiarity might breed something besides contempt.
I have no idea how well this will work, but my hunch is that it will work better than nothing, or sending out 100 tweets per day telling you to buy my crap, or a blog attempting to capitalize on a topical figure.
So I’d like to hear from other authors out there. What’s worked for you? What marketing or promotional efforts have yielded results for you, or perhaps as importantly, what hasn’t worked for you? What was ineffective that you’d never do again?
I’m open to being taught new tricks, and I believe that encouraging a constructive discussion can benefit everyone, so I’ve just tossed out my two best ideas for marketing over the next few months.
What’s your input? Don’t be shy; let’s get a discussion going so we know how to save our valuable time and money.