When I first became a self-published author, I was right at the very bottom of the pecking order, in author terms. I had no previous published history with a major or independent publisher. I’d never had a short story published in a magazine. I had no fanbase, no mailing list, and my blog had maybe three people following along. I’d hung around the forum at Kboards (the Writers’ Cafe), for a while, so I knew a little bit about starting out. I knew enough to get a professional quality cover, for instance, although not enough to know what sort of cover was needed (luckily, my cover designer did, and came up with a great set of well-branded and striking covers). I knew to have other eyes look at my work before tossing it up on Amazon. I paid a proofreader to tidy up my wayward punctuation.
But there was so much more that I didn’t know — about promotion and launch strategies and hitting the tropes of your genre right on the nose. The result was that my first book, The Plains of Kallanash, pretty much fell flat on its face. A few kind online friends from my critique group and forums bought copies, and after that — crickets. I sold 50+ the first month. The second month? 4 copies. The third month, 4 again. But by the fourth month, I’d discovered promotion, and I sold 68 books. In the fifth month I released The Fire Mages with a ten day promotion campaign and sold 428 books. Borrows were beginning to show up, too, through Amazon’s subscription service, Kindle Unlimited. After that, each new book increased the overall level of sales. 
My sixth book, The Dragon’s Egg, was published at the beginning of May and that month saw combined sales and (estimated) borrows of around 1,000 copies overall. These are far from being order-the-yacht numbers, but the books have earned more than they’ve cost, and continue to earn month after month.
New girl at school
So then, on 28th June, I released a new book. Not just a new title, but new genre, new pen name, new everything. It feels a little like starting at a new school, where everything is different, I don’t know my way around and nobody knows me. I have no fanbase, no mailing list and a brand new website that no one ever visits. No one is out there saying, “Oh look, a new Mary Kingswood book.”
But I do have one huge advantage — the experience gained from publishing the fantasies. I know a lot more about covers and branding and genre expectations, and I had more input on the design this time. I’m more comfortable with my own editing skills, so I’ve skipped the proofreader (although I’m really nervous about this!). I know that having other eyes look at the book before release is essential, though, so I haven’t skipped this stage. I know that, without a mailing list or fanbase, I need heavy promotion to make the book visible.
Keeping costs down
One aspect that was important to me this time was keeping expenses under control. With the fantasies, I was quite happy to pay whatever it took to ensure that the book was presented to the world as professionally as possible. I hired a top-quality cover designer. For some of the books, I paid for professional beta readers. I bought my own ISBNs and published paperbacks — which turned out to be a huge financial drain, given the number of copies I gave away to friends and family, copies sent to six national libraries (a UK legal requirement) and the shipping costs from the US. The biggest expense was my proofreader, since my fantasies are stupidly long, although she was worth every single penny.
But it took me almost eighteen months to earn enough to cover all those costs and, frankly, I got very twitchy about it. I know a lot more now about writing, editing and publishing, I know what I can and can’t do for myself, so I made the decision to keep the costs for the new series as low as possible. I still needed good covers (I am artistically incompetent, so doing them myself wasn’t an option), but I opted for a less famous cover designer, who did a great job at half the price. I crossed my fingers and did my own proofreading. And there will be no paperbacks for these books, at least until they’ve earned enough to cover the cost.
Release strategy
I don’t need this book to do spectacularly. It’s the first in a series, and I don’t expect to sell many until books 2 and 3 are out. So the launch was deliberately planned to be low-key, full-price, with only a couple of days of modest promotion just after launch to get things off the ground. Then a bigger push for book 2, and all out for book 3. So I put the first three books up on pre-order at $2.99 for release in July, August and September.
At that point, I discovered that romance fans don’t really do pre-order. Oops. The first book dropped to a rank of 650K, and the second was beyond a million! The third book didn’t get a single pre-order, so it had no rank at all. But one of the advantages of self-publishing is flexibility – I brought the release of book 1 forward, to 28th June.
What happened?
It had 11 pre-orders, and after five days had a dozen more sales and 5,000 pages read (equivalent to more than 16 full read-throughs). The rank bobbed around between 15K and 25K, it had just one review, and a good array of also vieweds from the start, but no also boughts. That’s not bad, but it’s not enough to bring in more reviews, mailing list signups or pre-orders for the later books, and the rank was already dropping. The planned promotion was still three weeks away, and the pre-order for book 2 was now six weeks away. I don’t need the book to trouble the bestseller lists, but I do need to keep it from disappearing into oblivion.
So I made the decision to reduce the price to 99c for a few days. Sales increased six-fold and pages read more or less doubled. The increased sales triggered the all-important also-boughts. I’ve already made the decision to keep the 99c price for a few more days.
So what have I learnt?
1) Don’t bother with pre-orders unless you already have a fanbase waiting. Especially, don’t bother with long pre-orders. What I should have done is a short pre-order on book 1, with book 2 set to drop a month later. Book 3 would only go on pre-order when book 2 goes live. I do think the multiple pre-orders help to encourage sales – at least readers know that the rest of the series is on the way.
2) 99c is a powerful incentive. I know a lot of people swear by a 99c launch, and for a big splash that’s a great idea. I wasn’t aiming for that, so I’m happy with the full-price launch, using 99c and free as short-term promotion-only prices.
3) Having no fanbase, and therefore no ARC readers, has really hurt reviews. So far, a week in, I have one review on Amazon.com and one on Amazon.co.uk. I’d got used to a mini-flurry of reviews just after release, so the suspense is killing me!
4) Romance is different. Borrows on the fantasy books run at about 2-to-1 over sales (as best I can tell), but for the romance, borrows are more like 3-to-1. And when the price drops, both sales and borrows go UP (unlike the fantasies, where a lower price increases sales but reduces borrows).
All of this has been a salutary lesson – branching out into a new genre means starting again from the bottom. I shall experiment with 99c and free promotions, and I’ll probably bring forward the release dates of books 2 and 3 to avoid a lengthy spell in the telephone number rankings, but I can’t cancel the pre-orders now without a penalty from Amazon. And next time, maybe I’ll get it right!
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