[In keeping with my New Year’s Resolution, here’s some info about what I’ve done right and what I’ve done wrong. First entry in the Lessons Learned category]
First, a quick overview for those not in the know (or wanting a refresher) about a KDP Select ebook promotion over amazon. To be enrolled in KDP Select, an ebook must be exclusively available for sale on the amazon kindle for a period of 90 days. During that 90 days, the book may be offered for free or as a $0.99 sale for up to 5 days. I went exclusive with Amazon last year because, as another perk, readers can “borrow” your book for their kindle for free (while the author still enjoys a royalty) and these “borrows” are still incorporated into sales ranking. My sales from all outside ebook channels were quickly eclipsed by borrows, so I’m very pleased with that decision, but this is my first KDP promotion.
Why buy the cow when you can have the milk for free? I’ll admit, it seemed counter-intuitive to me at first. How can you possibly make a living as a writer giving your books away for free? First and foremost, it should be noted that this tool should be used wisely, and in such, promotions should be limited. Give away your book too often, and your sales will fall through the floor. That’s why I chose to promote INFECTED a month after the release of my new book, MURDERED (after it had time to gain a few reviews), and why I’ve made clear that it’s available for free 8-10 Jan ONLY.
It’s all a game. A free ebook promotion should be treated like a strategy game, with free downloads counting as so much monopoly money. The only difference is, if you win, to the victor go the spoils. That is to say, if you play the game right, you can see some rewards in the real world. The first benefit is increasing your standing in the amazon ranking system. You know that section under the product description on an amazon page where it says “Customers who bought this also bought”? That’s you now. With this marketing tool, every free download counts as a purchase. So, with several thousand downloads, your book will now appear all over amazon’s sales rankings.
Second, is increasing your book’s presence. As any new author will attest, getting people to discover that your book exists is the hardest part. Giving away your book is a great way to increase word-of-mouth buzz, especially if you have multiple books in a series. People who enjoyed your book during it’s limited free promotion may convince their friends it’s worth it to pay for the experience once it’s no longer free. They may also check out your other books themselves.
The cornerstone of your strategy is visibility. There are many websites out there dedicated to letting readers know when a great free deal comes along, and it’s in your best interest to use them. Some are paid services, but have proven worth it to many authors. The bigger ones have hundreds of thousands of subscribers who might be interested in your book. It’s likely that many who frequent free book email-blast and announcement websites weren’t out looking to buy anyway, so don’t think of these free downloads as lost sales. Think of them as new opportunities.
Allow me to break my strategy down for you. I went with a “go big or go home approach” and I used a total of 44 websites to announce my giveaway (staggered over the three-day period), only 4 of which were paid services. I also used the model put forth last year by Elle Lothlorian, combined with a few other tricks I’d picked up in my research. Like her, I’ll break down exactly what I did and how it worked out for me.
Paid Services: BookBub, an oft-touted service considered by many to be the #1 way to announce your promotion, was my front line. I contacted them first to check their availability and settled on Friday, January 10th for their announcement. The second heavy hitter is Book Blast, and they were able to accommodate me for January 9th. The third biggie I chose was Kindle Fire Department, who had an opening to feature INFECTED on January 8th. Not that it was my intent, but I ended up being featured by these websites from least popular to most. I think this has actually helped my “snowball effect” greatly. As I’m writing this on day two of the promotion… we’ll see! The fourth paid service was Sweet Free Ebooks, a $5 posting set to go off on January 9th.
Free Services: For the other 40 announcements, I used a list on eBook Booster (you can pay to have your book submitted automatically, but I took a full day to contact them myself) and the list on Author Marketing Club. INFECTED was set to be reviewed by Horror Novel Reviews and I asked if they could time it to coincide with the promotion. I also had reviews set up for MURDERED over at Evolved World and You’ve Got Red On You and asked if they would give a shout out for the promotion as well. All three requests were kindly granted.
So… Ready for some results and numbers? Check out INFECTED Promo Results (Day One)