Discounting an ebook can be an effective way to drive a high volume of downloads, increase revenue, boost a book up the retailer rankings, build author buzz, and more. And promoting that discount via services like BookBub can expose the book to millions of power readers eager for a good deal. But when should you consider dropping the price of one of your books?
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When you’re launching a new book in a series
When you launch a new book in a series, discounting the first book of the series can be a great way to drive sales for that new release. The lower price point will attract new readers who will be eager to find out what happens next in the series. And they’re often willing to pay more for the subsequent books — 77% of bargain readers also buy full-priced books.
If you decide to run a discount to promote the newest book in a series, there are a few best practices to keep in mind:
- Discount the first book in the series. On average, our partners have seen a 5x higher increase in sales of the other books in a series when the first book is discounted vs. any other book in the series.
- Make the first book free. Downloads of free books featured by BookBub are 10x higher than downloads for $0.99 books. Also, if you make the first book in the series free, the later books in the series will sell 8x more copies than if you price the first book at $0.99 or higher.
- Promote the subsequent book in the first book’s back matter. Our partners see a 3x higher increase in sales of other books in the series if links are included in the back matter of the discounted book. Go in order so readers know which book comes next in the series without getting confused.
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When you’re releasing a new standalone
If you’re releasing a new title that’s a standalone or isn’t part of an existing series, discounting one of your backlist books is still an effective way to gain exposure for the new release. After all, 63% of bargain readers have purchased other books by an author they discovered as part of a price promotion.
Make sure to promote the new release in the back matter of the book you’re discounting. Because readers aren’t already hooked on the story or characters of your new release, include a short excerpt or the first chapter from your new release. Make sure this excerpt ends on a cliffhanger so readers are intrigued enough to purchase the new book.
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