From Joe Konrath:
So you wrote a book.
Now you should celebrate. Enjoy the moment. I suggest craft beer. My go-to is barrel aged stouts, invented and perfected by Goose Island. But Prairie Artisan, The Bruery, Alesmith, Founders, Stone, Central Waters, Epic, Boulevard, Oskar Blues, and Avery also work well. More suggestions welcome in the comments.
Now, after celebrating, you are creating a marketing plan.
You’re nervous, but you’ve been an avid student, devouring everything you can on how to sell books. And you’ve discovered a lot of chatter about a lot of things, including:
The catchall go-to for all authors. You have two Facebook pages, a personal one and a public one. You’re on Twitter. You’re on Instagram and Tumblr and Pinterest and Flickr and Reddit and 4chan and 8chan and Kboards and Goodreads and Blogger and you are constantly posting new and interesting content because you’re smart enough to know that yelling “BUY MY BOOK!” doesn’t sell anything.
Guess what? Posting new and interesting content doesn’t sell anything either.
When was the last time you actually bought anything because someone liked it on Facebook? Or retweeted a product link?
Your social media isn’t going to sell much for you. This blog gets millions of hits a year. You’re one of them.
How many books of mine have you bought? Can you name any? What’s the latest one?
. . . .
THE HARD TRUTH ABOUT SOCIAL MEDIA
You’re not going to sell a lot of books on social media. While social media does help inform fans that you have a new book out, or something priced cheap, it won’t amount to many sales.
That’s not to say you should ignore social media. But it isn’t going to cover your car payment. Stop thinking it will.
. . . .
THE HARD TRUTH ABOUT HOW-TO BOOKS
There is no book you can read that will help you improve your sales to a degree that was worth the time and money you wasted on it.
Feel free not to believe me. Feel free to tell me about the book that helped you sell a zillion copies. But beware: I’m gonna check your rank and post it and make you feel stupid.
. . . .
THE HARD TRUTH ABOUT ADVERTISING
You’re doing well if you break even. And while you can crow about the intangibles of “finding a new fan who buys your whole backlist” the fact is that any serious attempt to explode your sales using ads will require you spending a LOT of time tweaking them, and a LOT of money buying them.
I’ve spent tens of thousands on advertising over the years. NOTHING is guaranteed. They all require a lot of thought and effort. And all the effort you spend on ads is less time you spend writing.
. . . .
SO HOW DO I IMPROVE MY LUCK?
That’s the question, isn’t it?
I’ve driven myself half-insane trying to figure out how to sell ebooks. And I’ve sold a lot. But, like many, my sales have slowed down over the years. I used to make $800k a year. Now I make less than half of that.
Well, the reason I broke out and made major money was due to pure luck. Amazon created the Kindle and allowed authors to self-pub with DTP (now KDP). I was uniquely suited to exploit this new type of media because I had ten shelf novels that publishers had rejected, and I now had the opportunity to self-publish them while undercutting traditional publishers on price. Then, as ebooks grew in popularity, I got my backlist back and was able to leverage a whole lot of cheap books into a whole lot of money.
I still make a lot of money. But when Amazon introduced Kindle Unlimited, my income cut in half, and has never recovered.
Luck again. Amazon giveth and Amazon taketh away.
I have gotten some decent publicity in my time. It never moved the needle on sales.
I’ve had a very popular blog. It never moved the needle on sales.
Link to the rest at Joe Konrath
PG has missed Joe Konrath.
Joe’s blog was required reading for anyone interested in self-publishing for a long time, then he went quiet for a while. PG doesn’t know why and figures that it’s Joe’s business and he’ll tell us if he wants us to know.
Now that Joe’s made a couple of new posts, PG has recalled how much he enjoys Joe’s unique voice and views.