Marketing a book with a “Use By” date

This  cartoon circulated on Facebook, and I laughed because it hit me where I was. When I indie published Go Away Home this past July, I geared up for intensive marketing over the long term. I didn’t realize my new book would have a “Use By” date.Simon or Peter Cartoon

I published the novel through Createspace for worldwide distribution, and I also printed a quantity of books through a traditional printer to use locally because the per copy price was significantly better. I also printed bookmarks in quantity. If it took me a year or more to use up the supply, that was okay. It’s not like they were going to spoil.

Then Amazon Publishing came calling, acquired my book, and what do you know? Now there is an expiration date. I can market the current edition of my book and distribute the bookmarks until July. But when the new edition launches, the first edition goes off the market.

I can’t bring myself to recycle them. So, what to do with more paperback copies of the book and more bookmarks than I can use through my normal channels in the next five months?

This month, as I drive to Arizona to visit family and friends, I’m spreading the love with my book and bookmarks. In each town I visit, I find the public library and gift a book. In each rest area and restaurant, I hand out bookmarks and leave a few on tables. I feel a little like Johnny Appleseed, only I’m sowing the love of reading.

This is my idea of the day. Do you have ideas for other uses for books and bookmarks with a Use By date? Let me know. The clock is ticking.

Growing Up Country now an audiobook

Changes in the publishing industry have made life easier for indie authors with every evolution helping us reach more readers. As I launch the audiobook version of my memoir this month, it’s been fun to go back and look at the journey of my first indie publishing venture from the beginning.

Growing Up Country Audiobook Cover

Growing Up Country – Audiobook Cover

In 2008, I published Growing Up Country – Memories of an Iowa Farm Girl in paperback. To my surprise, printing after printing sold, and the paperback version continues to find reader interest eight years later.

In 2010 – after digital books were more than a gleam in someone’s eye – I jumped on the ebook bandwagon and converted Growing Up Country to an ebook format. New marketing opportunities abound.

Now I’m pleased to announced that Growing Up Country is available as an Audible audiobook.

While I know many readers enjoy audiobooks on a regular basis, I’m most pleased about this new format because it makes these stories available to people who have low vision, as my mother did.

The conversion to audio was far easier than I expected. I chose Audiobook Creation Exchange (ACX) to do production. If you haven’t checked into ACX, I recommend it. There are two key questions you’ll have to answer as you get started:

  1. Do you want to pay for production or do a revenue share with the talent? Cautious soul that I am, I chose to share revenue so I didn’t have to go out of pocket. I will make less on each sale, but it’s a new revenue stream for me, so I’m okay with that. Of course, I hope my narrator makes a ton on this one.
  2. Who will narrate? To find a narrator, you put a sample of your book up on ACX. Interested narrators do a sample read. You can choose one of them or if you don’t like any who apply, you can put the request up again. I found a narrator who was just right on the first try. You can also find a narrator independently of ACX and upload the finished piece through ACX, but staying within the system is much easier and can be less expensive, even free, as it was for me.

Once you choose a narrator, the two of you agree on a production schedule. My book took about two months, start to finish.

While production is turnkey, the author is responsible for making certain the final product is perfect. I listened to each chapter, following along in the book, noting any errors using the time code. I told the producer who fixed the errors and sent me a corrected file to review. Easy.

When you and the narrator are finished, the project goes through ACX review. That can take a couple of weeks. Once ACX approves, they set the price and post the Audible version on Amazon. They also send codes for free copies you can use in marketing.

Back in 2007, I had no expectations of what would happen with this memoir – other than that my mother would read it. So, it’s been fun to see my stories reach new readers as each new format opens the door to more folks.

Speaking of reaching more folks, on to marketing. This is where you, dear readers, come in.

  • Do you know someone who enjoys listening to memoirs, stories of family and childhood, Iowa, history? Please tell them Growing Up Country is not available as an audiobook.
  • Do you know anyone who would be interested in listening to Growing Up Country and doing a review? I have a limited number of audiobooks to give away for just this purpose. If you do, please let me know.

Finally, if you’re an author who’s looking at an audiobook conversion, what questions do you have? I’m always happy to share whatever I’ve learned.

Amazon Publishing acquires Go Away Home – I’m giddy!

Have you ever thought you were as happy as you could be and then something happens to make you realize you could reach a whole new level of happy? It happened to me this month.

When I completed the manuscript for my World War One-era novel Go Away Home earlier this year, the thought of finding an agent and a publisher flashed through my mind for all of a nanosecond. Since publishing my memoir Growing Up Country seven years ago, I’ve been proud to call myself an indie author and an indie publisher. I didn’t hesitate to walk down the indie road again.

Then one morning – six months after I published – I opened an email from Jodi Warshaw, a senior acquisitions editor for Amazon Publishing. Warshaw said, Go Away Home “caught my eye because of all the rave reader reviews. Then I dipped in and couldn’t put it down!”

Warshaw wanted to talk about my interest in partnering with Lake Union “to see the sales match the review intensity.” She got my interest, all right. There’s no organization that knows marketing like Amazon.

I was thrilled – then skeptical. Could this be real? I contacted my go-to person for all things of this sort. Melissa Foster (best-selling author and founder of the World Literary Cafe) confirmed that, “This is great news.”

Lake Union Publishing

Lake Union Publishing

So I am pleased – thrilled – head over heels – over the moon (all cliches apply) to announce that Go Away Home has been acquired by Amazon Publishing and will be released under the Lake Union Publishing imprint in July 2015.

Between now and then, the manuscript will go through an Amazon team of editors (because good can always be better), gain a new cover, and a marketing team will prepare for the launch. All these people working on my novel makes me positively giddy. Can you believe it? I have “people.”

I haven’t made out a Santa wish list in decades. Even if I had made one this year, signing with a publisher would NOT have been on it. That would have been too unbelievable. While I don’t know everything this new affiliation will mean, I do know I’m excited by the opportunity to learn, and I couldn’t be happier.

I would not be here without all the support and encouragement of readers, of writers, of friends, of you. So, I thank you. And I wish you a joy-filled Happy & Healthy New Year.

Does paying for book promotion pay off?

As an indie author, I’ve looked at paid book promotions from time to time and always backed away. There were so many questions for which I had no solid answers. Which promotion site? What guarantee did I have that it would work? How many books would I have to sell to break even? If I did a promotion, when? My novel Go Away Home published in July; was a September promotion too early? My memoir Growing Up Country has been on the market for seven years; would anyone still be interested?

Finally I decided: Do it or stop thinking about it. I took the dive, and scheduled a promotion  for my novel. I had to take a big gulp when it came to paying the bill and I spent a lot of my time holding my breath. Ultimately, I’m glad I did.

Here’s what I did and how it worked.

Go Away Home - BookBub PromotionWith the philosophy If you can’t go big, go home, I chose BookBub – the gorilla of ebook marketing in terms of reach, cost, and results – to promote my novel in September. Electing for as clean a test as possible, I didn’t do any promotion other than that. Not even social media.

Go Away Home Promotion

  • BookBub Cost: $400 for a one-day, $ .99 promotion.
  • Reach: 1,030,000 women’s fiction readers. I’d requested historical fiction, but BookBub recommended women’s fiction. I figured they knew what they were doing and went with it. Plus the women’s fiction promo was $40 less expensive.

Sales & Rankings:
Pre-promotion Amazon Kindle Sales Rank – 55,110

Day of promotion – Sept. 7 – Price at $ .99 – Sales – 1,422 – Author Rank: as high as 69
Day 2 – Sales – 319
Day 3 – Sales – 151
Day 4 – Price at $1.99 – Sales – 52 – Author Rank: between 393 and 1,116
Day 5 – Sales – 66
Day 6 – Sales – 61
Day 7 – Price returns to $3.99 – Sales: 27 – Author Rank – 1,298

Go Away Home - Amazon Best SellerGenre Rankings: In the course of the promotion, Go Away Home ranked in the Top 10 in Coming of Age, Women’s Fiction, Literary Fiction and Historical Fiction

Return on investment: First-day sales covered the promotion cost by 2.5x

On to the next book: Encouraged by the success of the novel promotion, I elected to use paid promotions for my memoir. Again, I let BookBub lead the way and added two other paid promotion outlets: Ereader News Today and The Fussy Librarian. Here are the results.

Growing Up Country Promotion

Sales & Rankings
Pre-promotion Amazon Kindle Sales Rank: 217,307

Day of promotion – Nov. 13 – Price at $ .99 – Sales: 2,504 – Author Rank: As high as 21
Day 2 – Sales: 520
Day 3 – Sales: 388
Day 4 – Price at $1.99 – Sales: 101 – Rank: between 105 and 870
Day 5 – Sales 73
Day 6 – Sales 64
Day 7 – Price returns to $3.99 – Sales: 20

Growing Up Country Author RankGenre Rankings: In the course of the promotion, Growing Up Country ranked in the Top 10 – often #1 – in History, Family Relationships, and Midwest & Women’s memoirs & biographies.

Return on investment: First-day sales covered promotion costs by more than 3.5x

  • BookBub: 2,788 sales; revenue to me $1,951.60
  • Ereader News Today: 146 sales; revenue to me: $102.20
  • The Fussy Librarian: 17 sales; revenue to me: $11.90

Seven observations from these promotions:

  1. It’s a hoot: Okay, just had to get that out of the way. It’s a kick to see my book ranked up there with books by Sue Monk Kidd and Diana Gabaldon. Even if it’s only for a few days. Now back to business.
  2. Scheduling a promotion – BookBub is known for being tough to get into so I gave them as much scheduling flexibility as I could. They responded to my submissions in 48 hours and were easy to work with. I scheduled Ereader News Today & The Fussy Librarian to run in the days after BookBub to extend the news.
  3. You get what you pay for: There were fewer sales through Ereader News Today and The Fussy Librarian, but the cost was much less and they delivered sales proportionally, so I’d use them again.
  4. A long promotion tail: Even though sales dropped precipitously from promotion highs, both Go Away Home and Growing Up Country have sold more copies each day, every day since their respective promotions than they did prior to the promotions.
  5. Holiday cross-over sales: While paperback sales of Growing Up Country have always accelerated during the holidays, this is turning out to be particularly good year. The ebook promotion drove the memoir to the top of the charts as people were looking for gift books. A month after the promotion ended, the memoir still ranks in the Top 10 Midwest memoirs and is selling well in both ebook and paperback formats.
  6. Reviews – A Bonus: Because of the promotions, both books have garnered a healthy increase in reader reviews. Go Away Home picked up 36 new reviews since September and Growing Up Country has earned 54 new reviews in the past month, including its first one-star review (be still my heart!).
  7. Your results will not be the same as mine: BookBub shares the average sales for each category. Women’s fiction: Average sold: 2,120 with a range of 170 to 5,420. Biographies & Memoirs: Average sold: 2,430 with a range of 290 to 6,210. I didn’t quite make the average with my novel but exceeded it with my memoir. Great success since I was holding my breath that I’d surpass 170 and 290. All the usual suspects come into play in whether a book sells well: cover design, title, quality of writing, topic interest, reader moods, the phase of the moon.

I share this report for what it’s worth. Paid promotions are one arrow in the author’s marketing quiver. And this is one for which you can see a clear ROI.

This was a lot of numbers to crunch and I hope I was reasonably clear. Let me know where I confused and where I might yet elaborate. Apologies for the blurry graphics; they’re the best I could get from a screen shot.