Business Plan

P.J. Boox: A Bookstore for Indie Authors

Remember in May of last year, when I reported on Gulf Coast Bookstore, a bookstore in Fort Myers, Florida that showcased the works of independent authors in the Florida area? Well, recently I was contacted through my Facebook page by one of the co-owners of the store with some very interesting news about Gulf Coast. Apparently since the store opened, it’s done rather well. In fact, it’s done so well that it’s expanded. And it’s expanded into P.J. Boox.

Opening in October of last year, PJ Boox currently houses 260 authors from about 11 countries, and plans to grow that number to 500 by the time they hit full capacity, each author getting to display ten of their books in the store. The way the store displays the books allows for readers to get a full look at the books’ covers, which allows readers to make a more powerful connection with the books. And the most interesting and exciting part, at least in my humble opinion, is that authors can actually interact with readers, from anywhere in the world, via Skype or other video-chat options, all in the store’s reading room (so if your book is featured by a book club, you can actually hear what the readers say. Hopefully that’s a good thing).

According to store co-founder and co-owner Patti Brassard Jefferson, the idea of PJ Boox came to her soon after she opened Gulf Coast Bookstore. Within a couple of months, she was apparently “inundated” with messages from authors. This inspired the idea for a larger bookstore that could host more indie and small-press authors. Thus we have PJ Boox today. And while other bookstores for indie authors have since appeared in other cities around the US, PJ Boox and its owners still manage to be trendsetters among the group.

So now to answer the most important question: how does an author get their books in the store? According to PJ Boox’s website, it’s actually quite simple. What you do is rent out space in the store for four months and send them up to ten of your books. In exchange, the store will stock and sell the books. And you get a majority of the royalties back (98% for in-store sales, 80% for online sales). Top that, Amazon! And you can pay for certain upgrades on your rental that include special online options and even more shelf space in the store. It’s not a bad deal, especially since you get some great exposure in the store.

In fact, I might have to try this once my new book comes out later this year. It might expose people to my sci-fi series.

And if you want to learn more about PJ Boox, check out their website for rental rates, books by great indie authors, and information on upcoming events.

Categories: Author Platform & Branding, Book Promotion, Business Plan, Marketing & Promoting, Publishing Trends, Self-Publishing, Writing as a Business | Tags: , , , , , , , , , , , , , , , , , , , ,

Tackling Common Issues That Can Overwhelm Writers

Lorna Faith invited me on to her podcast, Create a Story You Love, to discuss topics that we will most likely face at one time or another as writers.  Below I will hit on the highlights of the interview, but you can listen to it all by going to iTunes, her blog post, or by watching the You Tube video below.

I want to give a special thanks for Lorna Faith for having me on her podcast.  I know a lot of work went into it.

I’m going to highlight and embellish some of the interview below, but I’m not doing a word-by-word transcript of it.

Why write?

One of the best reasons to write is because you have a story you’re dying to read that hasn’t been done yet.  But, you might find opposition when you decide to pursue writing this story.  (Even if you have a backlist already, people in your circle might not be supportive of the story you have in mind.  My family still won’t touch my romances.)  I would advise you to write the story anyway.  No one but you can write your story.  You will bring your own unique voice and twists to it that no one else can do.  That’s one of the beauties of working in a creative field.  Your story is as unique as your fingerprint.

Working backwards to create a writing/publishing schedule.

I like to work backwards.  This is a method where you pick your release dates and then work your way back to what you need to do to get there.  One reason I love pre-orders is because it forces me to put down deadlines.  I estimate out three months longer for each book than I think it’ll actually take for me to get it done.

The further out you can set these deadlines, the better you can get organized on what you need to do.

For example, let’s say I put July 20 as a release date for a 60,000-word novel.

  1.  I figure it’ll take my editing team (two editors and 2-3 beta readers) a month to do their job.  So I have to have my book ready for my editing team on June 1.
  2. I contact my editors and cover artist to let them know my time frame for the book so they have enough time to pencil me into their schedules.  (The more advance notice you can give them, the smoother things are.)
  3. From there, I’ll count down how many words I need to write a day in that story in order to have it ready on June 1.  Today (as I’m writing this), it is Feb. 7.
  4. I write 5 days a week.  The 2 days off are either catch up days (say a kid gets sick and I can’t write) or it’s a day to take a break to avoid burnout.  Either way, I give myself 2 days a week to take a breather of some sort.  This way I don’t stress myself out.
  5. Counting back from May 31, I find I have 81 days of actual writing to get this book done as long as I start on Monday, Feb. 8.  (I like to work Monday through Friday when my kids are in school.)
  6. I divide the 81 days I have to write by the 60,000 word count goal.  This is 740.74.  Or 741 words a day I need to hit for each writing day.
  7. If I remove all the distractors (internet, TV, phone calls), I can write 741 words in 45 minutes, but I’ll allow myself an hour.
  8. If I’m overwhelmed by the thought of writing the 741 words on a certain day, I’ll start with a small goal of 250 words.  From there, I’ll add another 250 words.  Then I’ll add in the rest to finish up 741.  250 words is a lot less intimidating than a higher word count.
  9. When I get to chapter 10 in the story, I’ll start the initial round of edits.  I will edit 2 chapters a night. Doing this will ensure I have a second draft ready to go by the day I finish my book.  It takes me about an hour to edit 2 chapters.  I need it quiet and distraction-free when I do this.  I usually start while I brush my teeth and finish up in the bedroom while everyone else is in the living room.
  10. I hand in my second draft to my editing team at the same time.  (If I was a beginning writer, I would separate these out, but I have over 50 full-length books by now and am familiar with my process to make this work.  If you’re starting out, give yourself 3-4 months of edits so you can go and change things your editing team finds.)
  11. While the editing team is working on my book, I give it another read through, again doing this in the evenings.
  12. I give myself about 3 weeks for the finished version of the book to be uploaded via Smashords and Amazon to hit my pre-order date.  You can upload 10 days in advance and be fine, but I like to have it in for a longer period of time to play it safe.

Writing a character that is emotionally engaging.

The key to writing the emotionally engaging character is to write with our hearts instead of our head.  I have since done a couple of blog posts on this topic, so I’ll let you read those if interested.   Introduction to the Emotionally Engaging Character, Point of View, and A Deeper Look Into Point of View.

Marketing for Introverts

  1.  Pick 2-3 social things you are interested in doing.  If you’re interested in it, chances are you’ll stick with it.
  2. Build relationships and get to know people.  Sometimes you can bounce ideas around for a future book and get an idea of what your audience wants.
  3. Use your profile to let people know you have books and where to find them.
  4. Build an email list.  (I use MailChimp.)
  5. Bookbub will let you create an author profile where you can list your books.  People can follow you and be notified when you have a new book out.
  6. Book Launch pages will let you link to all retailers where you have a book up for pre-order.  When your book is out, simply update the page.
  7. Use back matter in your book to advertise your next book and email list.

When things get tough, what can you do?

Focus on the positive feedback you’ve gotten in emails, in blog comments, on Facebook, and through other avenues.  Reminding yourself that people out there do like your work can really help you get through the rough patches of bad reviews and lack of sales.  If you have some writer friends you can talk to about the ups and downs of the business, you’ll remind yourself you’re not alone.  Sometimes it helps to know you’re not the only person going through the downside of this business.

Ultimately, though, it all boils down to whether you (as the writer) like the book?  Would you write the book again if given the chance?  If you enjoy the book, that book was worth writing, and it has value.

Categories: Book Promotion, Business Plan, Marketing & Promoting, Psychology of Writing & Publishing, Schedules & Routines, Social Networking | Tags: ,

How I Could’ve Done A Better Sale

Back in September I wrote an article about when was the best time to publish a book. That article also mentioned some opportune times to host some sales. Going off the advice of that article and my previous sale experience, I decided to host a sale around New Year’s, which is apparently a very good time to hold such a sale.

To my surprise and slight consternation, I did not sell as many books–digital or paperback–as I thought I would. I did get some good sales, including from friends and colleagues, but it was far lower than I expected, to the point that I put more money into the sale than I got back.

I’ve been spending the time since trying to figure out where I went wrong and what I could do to improve my next sale and ad campaign (probably when I publish a novel later this year). Below are the conclusions that I’ve come to, which I hope will give you some help if you hold a sale in the future.

I used only Facebook ads. In another previous post, I showed that Facebook ads could be extremely helpful in spreading the word about sales. This time though, they didn’t prove as helpful. While the likes on my Facebook page did increase from 383 to over twelve-hundred, not many of those people did buy a book. That’s because Facebook is already a free service, we get so much content from it for free. Sure, you may see ads for products on it, and you may like the pages of those products, but that doesn’t mean you’re going to buy it. You’re more likely to ignore an ad from a free service anyway, even when you’re confronted with it over and over (which is probably why I’ve never bought something advertised before my YouTube video).

So next time, I should try formats other than or in addition to Facebook. Yes, it’s a useful site to advertise and attract a fan base, but to rely solely on it wasn’t one of my better moves. Next time, I’ll look into using other platforms, including Twitter and KDP Amazon (yeah, KDP Amazon allows you to advertise through it. I heard the costs were huge, but maybe if they are, it might be worth it to advertise through a site where people are already there presumably to buy products).

I cast too wide a net. When you set up an ad campaign, you can decide who the ad is targeted towards based on criteria like age, interests and hobbies, sex, and several others. One of the main criteria though is country or countries. I wanted to get as many people to see the ad as possible, so I tried targeting as many countries as I could where Amazon operated in (most of my sales come through Amazon). Problem is, while Amazon does operate in those countries, it may not be as big as other retailers there. So when I cast a wide net, I cast a net where people would see the ad but may not buy. Meanwhile, there may have been people in more Amazon-strong countries that would’ve bought my books if they saw the ads, but didn’t because of the wide focus.

Plus some of the countries I targeted don’t have English as a first language. Yes, English is spoken there by a wide swath of the population, but it’s not a dominant language by any means. And most of my sales are from English speaking countries anyway, probably since my books are in English.

So in the future, I will try to focus on countries where most people do buy from Amazon, but English is a spoken by a majority of the population.

Include links. This should’ve been pretty obvious to me. I didn’t include links on two out of three of my ads though, expecting the readers to head over there out of curiosity and look themselves. I don’t think that’s what actually happened in real life. So if you’re going to do an ad, make sure a link or two is already present.


If this helped you at all, my job here is done. Sales and ad campaigns are never easy and don’t always yield the results you want, but if you learn from others and go through trial and error, they can on occasion bring in a very nice pay day.

What tips do you have for a successful sale/ad campaign?

Categories: Business Plan, Marketing & Promoting, Writing as a Business | Tags: , , , , , , , , , , , , , , , , , , , ,

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