My last blog focused on the positives and negatives of the Amazon KDP Select scheme, particularly pertaining to the loan fees and how they compare to outright sales commissions on higher priced books.
This blog will focus more on the value of the actual promotions, and explore what, if any, benefit one can hope to garner by giving away thousands of books. I’ll do this by describing my own experiences with one of the titles I made free.
Last month, I dipped my toe in the water by making The Geronimo Breach free for three days. During that time, I saw about 12K downloads. Not too shabby. Then, when it went back to paid, a funny thing happened. After languishing for the first day, it shot like a rocket, finally hitting #165 in the paid kindle store.
All good. Or rather, all should have been good. One problem was that the book was .99 rather than $3.99, due to price matching with Barnes, which after three weeks still hadn’t taken the book down, even after numerous e-mails. And .99 was the wrong price anyway, but I digress. The point is that Amazon’s software matched it, so folks were downloading 500+ books a day at .99.
Sales peaked at day 3-4 of being paid, and then started dropping off, bottoming at week three or so.
At the time, I didn’t know what to make of the data. I was frantic on day 5 – what was going wrong? Why did God hate me? Were the clowns behind it? What gave?
Turns out that this is a very predictable and knowable cycle for those who have done free days. Reason is because the Amazon algorithms pick up on the ranking from when it was free, and begin featuring the book on their recommendations pages about, you guessed it, 24 hours after going back to paid, as well as in the “also bought” strip at the bottom of other books your shoppers picked up. Over the next two to three days, love is in the air, and sales roll in. But then the book, whatever it is, gets pushed off to the second tier to make room for the more recent titles that did well since then. And the buying from folks Amazon was presenting you to dries up, little by little, and you’re back to your old run rate. Sort of like being a Hollywood starlet who briefly dates a celebrity, you have to be satisfied with and enjoy your moment in the sun, because it won’t last.
But knowing this presents an opportunity. It suggests a way to play the game so you can win, if you’re an author. Specifically, you can understand the phenomenon and capitalize on it. How? By running another free promotion 4 to 5 weeks after the first one. Maybe at 6 weeks, maybe at 3 1/2. Depends on sales. But you can repeat the performance.
Let’s go back to The Geronimo Breach. Thursday, it went free for 24 hours. It saw 10K+ downloads, and hit #11 in the Amazon free store last night. Most of the day, it, and one of my other free titles, The Delphi Chronicle, were #2 and #5 in Kindle free Action/Adventure.
That’s the second promotion, and it was more successful than the first – 10K in one day versus 12K in three. And the best part? I didn’t tweet about it. I didn’t do anything. Because I’d forgotten I was going to run it, and only figured it out halfway through the day when I checked my rankings. So that was with no social media at all, other than a few tweets from some friends (thanks Claude!) and being listed as free on several websites that picked it up. One of the best I’ve found for thrillers being Epic Kindle Giveaway (I follow it on Twitter at @eBookSwag), as well as The Digital Inkspot, and Digital Book Today. Others that may or may not pick it up are Cheap Kindle Daily, Pixels of Ink, and a host of others. Google them for a complete listing. There seem to be new ones every week. Most are very good for what they are, and save a lot of time.
I am now at day one of The Geronimo Breach being back to paid. Before the promotion, I was #9K-#11K overall. Today, so far, I’m at #2300 or so. At $3.49 – a sale off my usual $3.99 price to encourage folks to buy over the weekend. I’m sure if I lowered the price to .99 it would sell a lot more books, but given that I would need to sell 8 times more books at .99 to see the same revenue as at $3.49, I question whether it’s a smart idea. I also don’t want to brand myself as a buck a book author. Lord knows that is played, and there are more than enough of them out there. We shall see how sales go as of late this evening and tomorrow, but I’d say the trend is positive at this point. Even if it only stays at 2300 for four days, hey, that’s an improvement over where it was, and there are 10K more people with it on their kindle now – probably the most important thing for an author like me, who has a slew of titles and is adding to them seemingly every month. Because I believe the primary value of free is familiarizing readers with the work.
To put that into perspective, I’ve had around 70K free downloads of my work since I started giving books away. That’s a lot of downloads. A lot of folks who can decide they love, hate, or are ambivalent about me.
What is the takeaway from all this? Do Select freebie promos every 4 to 6 weeks, don’t freak out when day one sucks or starts slow (remember the algorithm, my friend) and then promote the hell out of it days 1-5 of it being paid. Recognize that the decline in sales over the next two weeks isn’t a function of an angry and vengeful deity singling you out for persecution, or that word of mouth has spread and your book sucks (I mean, either are possible, but not a given, is my point), or anything else. It’s a function of the Amazon algorithms having moved to new, fresher, more exciting faces.
Think of that first 4 or 5 days as your time at the bar where everyone wants to buy you drinks. Day 6 on is where a new kid on the block captures everyone’s attention, until you are ultimately yesterday’s news. Unlike the dating world, though, you can repeat the performance over and over (well, I suppose that is a little like dating – wink) and hopefully see a higher trough each time you decline. Then again, I’ve also heard that the effectiveness of the free days diminishes for a title each time through the cycle, so there is probably a point where it won’t work any more. But cross that bridge when you come to it.
For now, if you’re in the program, make hay while the sun is shining.