By Mary Gillgannon
In the month since my latest book came out, I’ve dutifully attempted to promote it. I updated my website, guest-posted on nearly a dozen blogs, tweeted and Facebooked (in my own pathetic way), had a Goodreads giveaway, and engaged the help of the other authors on my publisher’s promotion loop to get the word out. But two weeks after the book’s release, it became clear that my efforts weren’t working. My book wasn’t gaining traction, it was standing still. If a bestseller is the pinnacle of a high mountain, this book was only a few yards up one of the foothills. I decided it was time to heed the old adage, “You have to spend money to make money.”
I’ve spent money on promoting my books in the past. I've purchased ads, had postcards and bookmarks printed and paid for mailings, the only promotion options available in the days before the internet. But there was one crucial difference: Back then, I was spending money I’d already made. When you’re earning several thousand dollars on an advance, it’s a lot easier to part ways with a few hundred here and there.
But even back then, I was pretty cautious about investing a lot of money in promotion. Mostly because I wasn’t convinced it worked. I’d known authors who spent nearly every dime of their advances on promotion and their sales weren’t that much better than mine. Instead, I took to heart the advice most editors and agents gave back then: “Put your time and energy into writing the next book.”
That really was the conventional wisdom in those days. Now publishers expect you to promote. Some even demand it. I’ve submitted to publishers who put as much emphasis on the author’s platform and social media presence as they do on the quality of the manuscript. A lot of it is because the market has shifted to ebooks, which are marketed so much differently. In the old days, if your publisher got your book in the stores and it had a reasonably good cover, you could expect to sell thousands of books without doing much of anything. The important “promotion” took place between the publisher’s sales staff and the bookstore buyers and wholesale distributors. The main hurdle was getting your books out there, and you had no control over that.
Now, “distribution” is the easy part. Anyone with a little tech savvy can get their book published. The ease of that part of the process clearly shows, as the number of ebooks available increases exponentially each year. The gatekeepers are gone and we now have a flood.
So, in an effort to try to get a tiny bit of notice for my book, I decided to spend some money on promotion. But it’s not easy to decide where to throw those bucks. The best sites for promoting ebooks are picky. They want you to have x number of positive reviews, and even if you have those, they may still reject you. They also want you to offer it free or at a discounted price. Since my book was published by a small press, I don’t have any control over the price.
But to test things, I went to a less well-known site and paid a small fee to promote one of my indie-published books, for which I’d dropped the price to $.99. In terms of sheer numbers, the approach was successful. On the day my book was listed, I sold 150 copies. Considerably more than the half dozen or so I usually sell in a month. In terms of money earned for money invested, I’ve come out a little ahead, but just barely. With the regular price of $2.99, I make nearly $2.00 per book sold. On a $.99 book I make about 35 cents. So I have to sell nearly six times as many books to make the same money. Plus, I have to earn back the $45 fee I paid to have my book promoted. If the bump in sales continues for a while, or it helps increase the sales of my other books, it will be a good investment.
But that doesn’t help my newest book. For it, I bought an ad on a romance ebook site. It was on sale for $99 and runs for a month. It’s a site that has been sending me newsletter emails for years and I always delete them without opening them. So, we’ll see if it makes any difference. And I’m still looking around, trying to find other avenues for ads. But there’s a limit to how much money it makes sense to spend.
I suspect the slow sales on my latest book may be related to the book itself. I’ve always written historical romances, but this book (a time travel/reincarnation story) takes place primarily in the present. While some readers bounce back and forth between historical and contemporary romances, a lot have a preference for one or the other. In some ways I’m marketing this book to a brand new audience. So, maybe I should do what I’d really like to be doing (instead of agonizing over these things) and finish the next book in the series. Maybe the second book will help me get a few more feet up the mountain.