Boy, 2020 is turning out to be some kind of year, huh? Not surprisingly, everything going on with the world at large has had a massive impact on every part of my life, from my day job, to my home life, to my writing. As you have noticed, it’s basically put my blogging on hold. To be honest, I debated for days about whether to even write this one, given the circumstances. I decided to go ahead, because it might be even more relevant now.
I want to be sensitive to what’s happening, and what everyone is going through (some way more than others), so right off the bat I want to acknowledge two important truths:
- People all around the world are struggling right now.
- Authors are people.
I also want to acknowledge that what I have to share comes from my personal experience and may not be the case for others. Therefore, I present it all as an opinion piece, and not gospel truth. Use what I have observed as a factor in your decisions, but try it out yourself and make up your own mind.
Part 1 – How I got suckered into a tired old chorus of FREE (again)
When the pandemic first hit, everyone got on the PR bandwagon and started their CRM engines full blast. You may have received dozens of emails from “concerned” businesses assuring you they were there for you, working together to stay safe and healthy in these uncertain times. Seriously, it was so bad someone wrote a poem of the most overused phrases in those emails. It got tired very fast.
But one email caught my attention. Smashwords sent out a notice that, in an effort to help everyone struggling financially because of COVID-19, they would be doing a special sale and authors were invited to participate by discounting their eBooks as much or as little as they wanted. The email advised to be sensitive when marketing this sale, to come from a place of caring.
So there I went, discounting my 3-book erotic romance series all the way to free for the duration of the sale. Because yeah, the situation sucks big time, and if I can help brighten someone’s day with a steamy read, why wouldn’t I? My more mercenary hope was that if it didn’t get me more royalties from sales of non-free books, at least it would get me some readers, and maybe a few reviews.
I didn’t push the sale very much. I posted once or twice on Facebook, and then let it run.
The result, shockingly (but not surprisingly) was 217 freebie downloads in 20 days. Not one single sale, or review.
Part 2 – Okay, I messed up. Let’s fix it.
You know how they say free books supposedly lead to sales for related books in the series? Yeah, I set the entire series as free. Didn’t quite work as advertised. So when Smashwords sent another email saying they had such an amazing response to the sale they decided to extend it for another month, I decided to do things right. I kept the first book of the series as free, and discounted the other two by 50%.
I figured, hey, the response was pretty good for the first freebie run. Clearly people out there are liking what they see. I was watching those downloads. Some people got the whole series in one go, but far more of them got one, then came back for the others. That tells me the books were judged to be worth checking out. And if they’re worth reading, they should be worth paying for, right?
Remember, authors are people, too, and royalty income is money that puts food on the table. As much as we want to be supportive and helpful in a time of crisis, we need some support and help ourselves, too. The news all over the web was that eBook sales have spiked with people stuck at home with nothing to do. I have not observed that to be the case. And, before someone feels it necessary to set me straight, I am fully aware that there are a lot of other factors affecting this trend, including (but not limited to) the fact that I haven’t had a book release in a couple of years, I don’t promote my books as much as I should, I am Indie published and therefore pre-judged to be trash, etc, etc…
But anyway, if the “rock solid” advice “proven time and again by bestsellers all over the world” was really true, then my freebie book 1 should definitely have led to sales of books 2 and 3, especially if they, too, were discounted. Stands to reason…
The actual result after a month of this madness was 6 freebie downloads. Not one single sale, or review.
Part 3 – What the f*&%, yo?
So here’s what no one tells you: Freebies do actually work to gain more sales. Not as much for the author who discounts to free, though. Mostly for the platform doing the sales. Because they can offset those freebies against sales of their bestsellers, who sell even more as a result of the platform shoving them into reader’s faces with increased intensity to cash in on the sure thing. And you sell what you promote. So the more they promote bestsellers, the more those bestseller sell, and the more invisible every other book becomes. It’s a full circle that way. A closed one.
Freebies don’t work on their own (in my experience) because of one reason: People who download freebies generally do it out of an impulse to possess, not to read. That freebie will sit on someone’s device for years before it’s opened, if it ever is. Readers prioritize books they want to read more than anything in the world. So they will read their favorites first. Most likely those they went to the trouble of paying for.
Adding to the frustration is how invisible books can be on the device itself. It’s not like looking at a bookshelf of spines where you see 50 of them at the same time and your eye picks out the most interesting one. You see titles. Maybe 6-9 front covers in thumbnail. Scroll through a hundred titles and try to remember what they were about… not likely to happen. That’s why covers are so important to make a good, lasting impression.
But I digress. Basically, the whole thing is a two-fold effect. First, if readers want to read a book, they’ll be willing to pay for it. Second, if they paid for it, they’ll feel obligated to read it to get their money’s worth. It’s a full circle that way. A closed one that tends to exclude freebies.
Part 4 – So what now?
Since “common wisdom” failed me, I decided to fall back on what I knew worked. Word of mouth. In social media form. What I did was open every book-related Facebook group I am a member of (about 50 of them) and started posting promos. Images and videos with links to the book’s page on my website.
With FB’s new restrictions, you can’t post the same thing into different groups too many times or they block you for 24 hours. Luckily, I have folders full of promo graphics that I’m able to cycle so I can post in all groups and promote all my books in a relatively short amount of time. Took me about an hour to hit all 50 groups.
I did that twice in about 3 weeks. It really should be done more often to have a proper effect. I used to do this on a regular basis a few years ago and it got me steady sales. Now, it’s too much time I don’t have, and there’s no way to automate it so it’s gone neglected for years. Another factor of low sales recently.
I also shared choice reviews on my own page. That seems to have stronger impact than any promo graphic I could make, because it’s one reader speaking to another. Word of mouth is what gets readers interested. Personal recommendations, or at least ones that feel personal.
The result was about 5 sales (that I was able to track) over the next two weeks or so. I admit, it’s not much, but it’s more than the freebie sale got me. And the sales (again, those I could track) weren’t from just one retailer. I got sales from Amazon, Apple Books, and Barnes & Noble. Audiobook sales reports lag a month or two, so hard to tell yet what impact it had there. Same with print titles through IngramSpark.
Part 5 – The bottom line is this:
You sell what you promote. If I learned anything over the last decade of being published (holy crap, time flies!), it’s this. If all you promote are your Amazon links and then you get upset that all the other outlets aren’t selling, you only have yourself to blame. If you go too long without promoting and you get upset because your sales have dropped, you only have yourself to blame.
If you keep pushing freebies in hopes that people will notice your other, full-priced or discounted books next to them, I hate to tell you, but it doesn’t seem to work that way.
Another piece of ancient wisdom used to be that when you promote your book on social media, you should share a direct link to a storefront where people can buy it when they click. For better or worse, I have bucked that trend from the start. Why? Because I can’t control or monitor what people do in someone else’s kingdom. I could share a link to Amazon, but if the person who clicks it is a Nook reader, it won’t do me or them much good. And even if they do shop where I send them, that store will bombard them with paid ads and suggestions for a whole lot of other books to distract them from mine.
When I share, I share a link to the book on my website. This accomplishes a few things.
- I control how the page looks
- I can provide direct buy links to as many stores as I want on that page
- I can display related books and content that will keep readers in my universe, exploring my books, not someone else’s
- I can look at the stats and see how long people stayed, what they clicked on, and can extrapolate what’s popular, what works, and what needs to change or update
But I think I’ve rambled on long enough now, so I’ll stop there. You get the idea. 🙂
I sincerely hope everyone reading this blog is healthy, safe, and doing well (or as well as can be expected). Here’s hoping there’s a light at the end of this long, crazy, dark tunnel, and that it isn’t another train.
Much love to you all, my friends. <3 Until next time!