I just read an awesome post by Anne R. Allen titled “Indie Publishing in 2013: Why We Can’t Party Like It’s 2009”. I encourage you to read the whole thing yourself, but to sum up the items I want to focus on in this post, it outlines the changes Amazon has been making. These changes include the way authors have been able to effectively promote their books. As most of you probably know, Amazon has been removing reviews, and I didn’t realize it until recently but they’re not just removing reviews from self-published books. Traditionally published books are also at risk. Amazon isn’t as quick to price match “free” anymore, which does limit the potential to reach a wider audience (on Amazon). Traditionally published books are now cheaper, which (naturally) makes it harder for the indie author to compete. It looks like sites featuring ebooks are being told by Amazon that Amazon won’t pay them if they keep featuring the free stuff. And, to finish on my end of summarizing the post, Facebook is now wanting monetary rewards if you want to reach more people with your posts on there. Okay, so that’s my quick breakdown of Anne R. Allen’s post because I want to alert everyone reading this that this stuff is going on, and as Anne R. Allen pointed out, we have to be flexible enough to work with these changes.
Thinking as a business person, some strategies on coping with these changes have come to mind.
1. Patience is a must.
With the huge success stories we’ve heard about authors that seemed to pop up out of nowhere and made it big in a year or less, it’s easy to fall into the trap of thinking self-publishing is such an easy way to make money. The stars of self-publishing are what we hear about most. That’s why we forget that there are a lot more other self-published authors out there who have been publishing for years who haven’t sold a million Kindle books or made megabucks. Just like with traditional publishing, a few make it big, but most don’t. While it’s good to have goals, I recommend being realistic about them.
2. Sales are never steady.
Your sales from month to month will fluctuate. I can promise you this because every single book that has ever been written has never remained at the same spot on a bestseller’s list forever. If there is no other constant in the publishing business, you can count on sales going up and down. Be prepared for it, and you stand a better chance of not getting depressed when your sales fall.
From what I’ve noticed (by my own sales, by talking to other authors, and reading up on the forums), a lot of authors are taking a hit in sales on Amazon. But is it time to throw in the towel and give up? If you don’t love self-publishing, I say stop doing it. If you want to switch to traditional publishing, by all means do so (but I don’t think that’s the guaranteed golden egg either). The fact of the matter is self-publishing is going to be the easy way out. I don’t think it ever was an easy way out, even when it was easier to get noticed on Amazon. Why? Because I started self-publishing on Amazon in 2009 with a few other authors, and we are not all selling the same number of books. Some of us sell more and some of us sell less. There will always be those who sell more than you and some who sell less than you. What Amazon does might impact some sales, but it doesn’t have to effect all sales as long as you…
3. Avoid exclusivity.
I’ve never been a fan of exclusivity. I realize some authors have seen a boost from KDP Select, but I think this is way too dangerous. I don’t care how much money goes into the pot for borrows or how much Amazon will push a Select book (which doesn’t have the same impact that it used to, from what I can tell). If you limit yourself to one outlet, you are at the whim of the place you’re on. I don’t care if it’s Amazon, Apple, B&N, or anywhere else. Potential for longterm (emphasis on “long”) success requires a lot of patience and the willingness to keep going when you see no results from your efforts. You might never make it big. We are not all meant to. But you might be able to have some spending money, pay some bills, or possibly make a living. The more places you sell your books, the better your chances are of getting noticed. Not everyone owns a Kindle. Since we’re going global, I see this as a shining light. Amazon is not the only place going global either, thank God. You start getting international sales, and every little bit starts to add up. It’s a slow process, but I believe if you’re patient, things can pick up. Don’t shut out the potential fans. Be accessible. That is to your advantage. Being dependent on one place to sell your books is not to your advantage in the long run.
4. Watch your pricing.
As much as some of you might want to sell at a higher price, realize the fact that traditionally published books are coming down in prices. The whole “only crap is cheap” is becoming invalid, as is the “you get what you pay for” motto that grates on my nerves whenever I hear it. If you want to insist on a high price, understand what you’re up against. While a lower price might not have the same incentive that it once did, it’s important to stay competitive in the marketplace if you’re running a business. Whether you think your book is worth more or not is irrelevant if the reader doesn’t think so. A book is worth what someone is willing to pay for it. The same thing is true with any product. I’m in the middle of selling my house and it will only be worth what someone offers on it, no matter how much work I put into getting it ready for selling. Now, if you can sell at a higher price and be happy with the results, then by all means, do it. Some of you can. But for those who can’t (and I’m one of them), we will have to price the books at what readers are willing to pay in order to make a certain amount of money. I believe lower prices on traditionally published books will change the perceived value readers are willing to pay for books, esp. by unknown authors.
5. Email lists.
I wanted to mention this because of what Facebook is doing. Facebook has been a good avenue to reach fans (esp. those on your friends’ list), but if they are starting to want money (and I’m not surprised by this), you can work around this. On your blog or website, have a form people can fill out to be notified when you have a new book out. Put their email on a list and send it out when the new release is out. You only need to send this once. Do not abuse this list or else people will block you or delete the email as soon as they see it’s from you. And let them know upfront what the list is for. You can also use Facebook to link up your blog post or link to your website. You can put your website in your Facebook profile for people to view. Anything that gets them to see the list will work to your advantage.
6. Link your blog posts to Goodreads.
I’m surprised anyone at Goodreads reads my blog posts over there, but once in a while, I’ll get a comment. This is a great place to have your blog posts at because people over there are book lovers. You can also have your website in your profile page. You don’t have to be active on Goodreads to take advantage of this.
I better end this post here since it’s already over 1000 words.