from the archives – Page 14 – Self Publishing Advisor

ebooks, Elise Speaks, from the archives, Kelly Speaks, Uncategorized

From the Archives: “Top 5 Considerations for Effectively Pricing Your Self-Published Book”

Welcome back to our Tuesday segment, where we’ll be revisiting some of our most popular posts from the last few years. What’s stayed the same? And what’s changed? We’ll be updating you on the facts, and taking a new (and hopefully refreshing) angle on a few timeless classics of Self Publishing Advisor.

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[ Originally posted: February 3rd, 2011 ]

“Is my book too expensive?”

“Am I selling myself short?”

Traditionally-published authors usually don’t have any control over the price of their book. As a self-published author, though, how can you make sure you have priced your book appropriately? There is no hard and fast rule, unfortunately. However, here are a few things to consider while coming up with a pricing strategy for self-publishing a book:

How much royalty will you earn from every book sale? If you’re planning on writing full-time, you want to make sure you’re making a sustainable amount per book ($1.50 – $2.75 is reasonable).

What is your target market? Is your intended reader a teenager or an affluent attorney? You want to keep your audience in mind so that you don’t price yourself out of the market. You won’t be very successful if your ideal reader can’t afford to buy your book.

Where do you want to sell your book? Trade discounts often determine where a book is sold. Most online retailers are fine with a short trade discount (less than 40%). However, big box stores, such as ~~Borders~~, Barnes&Noble, etc. require at least a 50% discount (in addition to a solid marketing plan and full return-ability) to consider carrying your book. If you can’t imagine self-publishing your book without it being stocked on the shelves of your nearest B&N, you should consider going with 50% (though it will cut down on your royalties).

How has your competition priced their books? Research books similar to yours. Make sure the page count is similar, it was published recently, and hopefully self-published. You don’t want to price your book too high above (or too low beneath) these books.

Have you asked an expert? Now is not the time to guess. This is your livelihood. Your best bet is to employ the services of someone who is already familiar with the self-publishing industry, like a Publishing Consultant. These people know the book business, and they can help you with questions like these.

DISCUSSION: How did you decide on a price for your book?

– by Elise L. Connors

I absolutely love Elise’s post on ebook pricing, especially since most of the points hold steady in the face of a rapidly changing market. There’s very little that’s the same in 2016 as it used to be in 2012 when it comes to the world of self-publishing in digital formats––except for this! And while some figures may require updating––and Borders has gone altogether out of business––I cannot think of better advice than what Elise gave us in these five simple points.

One recent event has, of course, dramatically altered the parameters by which you should set your ebook’s price: Hachette won its suit against Amazon. What does this mean? Why should indie authors care about a battle between an online retailer and a traditional publishing company? I can think of several reasons.

One: Amazon is far and away the largest online retailer of ebooks, outpacing Barnes & Noble by leaps and bounds and leaving Apple’s iBook store and the Google Play store to contend for the last percentages of the market with their book subscription services and bundles.

And two: Hachette’s win means that Amazon no longer gets to keep ebook prices artificially low––justifiably low, in Amazon’s opinion––as the prices of ebooks put out by the Big Five traditional publishing houses cannot be reduced by the third party online seller. As a consequence, ebook prices have been soaring––as the Big Five set higher prices to rake in more profit, many self-publishing authors are following suit because of the luxury principle; they don’t want their books to be assumed inferior in quality just because they’re less expensive.

A lot of factors go into your price-setting decision. Are you looking mostly for exposure? If you are, then selling your book at a dramatically reduced price (say, a $0.99 deal) may well get your book in front of more pairs of eyes than if you price it higher (say, around $9.99). A low price might also help lure in readers who are itching to try a new book but only have a little free cash to risk. But a low price cuts into your royalties, and for Amazon especially the highest royalties (around 70%) come when you price your book around the $2.99 sweet spot. You may lose a few risk-conscious readers, but you only need one reader to purchase your book to every two who turn away in order to break even in your royalties when you boost your price to $2.99.

Your book’s genre and length can also play a role. Remember Elise’s fourth point, above? If you’ve written a book that falls neatly to a particular genre (or perhaps, relates un-neatly to several) then you should take a long look at how similar novels of a similar length and style are being priced. All books are wonderful things and no genre is inherently more “literary” than another, but a pragmatic author must recognize that human perception is flawed and nowhere near as egalitarian as we’d like. This is to say, romances, Westerns, science fiction, and fantasy tend to be priced more cheaply than, say, a travelogue or political exposé. You don’t want to price your book outside of your ideal reader’s expected range.

In a lot of ways, it’s easy to lose sight of your vision for your book when the price dominates conversation. Here’s my advice for pricing an ebook in 2016: Do your research, consult an expert, and make the call. Don’t spend too much time deliberating, or you’re missing out on the most important thing that you as an author can be doing: writing another book! ♠

ABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

from the archives, Kelly Speaks, Self-Publishing, Uncategorized

From the Archives: “Self-publishing’s Strongest According to Inc. Magazine”

Welcome back to our new Tuesday segment, where we’ll be revisiting some of our most popular posts from the last few years. What’s stayed the same? And what’s changed? We’ll be updating you on the facts, and taking a new (and hopefully refreshing) angle on a few timeless classics of Self Publishing Advisor.

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[ Originally posted: August 13th, 2009 ]

Inc. Magazine released its annual top 500 fastest growing US businesses yesterday. Outskirts Press, Inc ranked #268 on the list, and exclusive among full-service self publishing firms. With on-demand publications up 132% over the previous year, Outskirts Press finds itself the fastest growing provider in the fastest growing segment of the book publishing industry. Congratulations Outskirts Press.

Author Solutions – the only other self-publishing related provider recognized, came in at 3266 among the top 5000 companies.

Congratulations self-publishing.

– by Karl Schroeder

Six years later, Inc. 500 has morphed into the Inc. 5000 but the list remains a stellar launch point for discussions about what industries are seeing success in a mostly-post-recession USA––and not just for the men and women who walk Wall Street. It remains a fantastic resource for indie and self-publishing authors, too.

But first, the bad news: This year, no self-publishing providers made the list. The good news is that this is because the self-publishing industry has begun to stabilize, diversify, and revisit its offerings in order to better tailor them to the end user. Because the Inc. 5000 only lists the fastest-growing companies, a stable market fast reaching its maturity just doesn’t quite fall within its purview.

And while indie, hybrid, and self-publishing companies may not have made it into last year’s list in the Inc. 5000, they continue to occupy headlines over at the Digital Book World (see here), Publisher’s Weekly (see here), and one of my personal favorites, Library Journal (see here). We’ll be following the news within the industry as it emerges this year, and while indications seem to be present that e-book sales remain down from this time two years ago, it may very well be that Hachette’s battle with Amazon and the resulting price hike has driven readers back to print. That’s a profitable (and surprisingly cheerful) piece of information, I think! Watch our Monday morning posts for more statistics as companies head into their Spring quarter. ♠

from the archives, Holidays, Jodee Speaks, Kelly Speaks

From the Archives: “Merry Christmas Self-Publishing Authors!”

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[ Originally posted: December 24th, 2012 ]

Merry Christmas and happy holidays to all my readers! Unfortunately, there are many people who will not have the joyous holiday they imagined this year. Our thoughts and prayers are with the victims of the Sandy Hook school shooting. Despite the tragedy they are recovering from, I hope they are able to enjoy the true meaning of Christmas: faith, love and family. For those of us who are blessed to be in the company of all of our loved ones, please keep those who need your support in your thoughts and prayers.

Too often, Christmas is associated with expensive gifts and frivolous spending, but Christmas should really be about love and family. This year, I challenge you to take a few moments to appreciate your blessings and to help those who are less fortunate. One of the easiest ways to do this is by spending a few minutes writing this holiday. You could write a poem, a letter, a short story, or even begin a chapter of the novel you’ve been putting off. Write about Christmas or your family, or use writing as a way to cope with the heartbreak that is saddening our country. Whatever you write, let it come from your heart.

Merry Christmas.

It’s hard to believe that the third anniversary of the Sandy Hook shootings is rapidly approaching; and 2015 has seen no shortage of heartbreak. Paris grieved after the Charlie Hebdo newspaper headquarters was attacked in January, then grieved again when terrorism revisited the city in November. A heatwave in India and an earthquake in Nepal killed thousands. Over 59 million people will close out the year having been forcibly displaced from their homes––and often, their countries. These are just a few of the stories which have occupied Western headlines this last year, and they barely begin to touch the devastation and sorrow many have faced and continue to face around the globe over this holiday season. Now, more than ever, we must recognize that hope isn’t just a feeling but rather an action––a determination to enact positive change in a world wrapped round and riddled with trials large and small. Now, more than ever, Jodee’s words ring true: “Christmas should really be about love and family.”

Luckily for us, we don’t enter into this world without the most powerful of weapons at our disposal: Story. Consider this poem by Mumbai-based poet Sanober Khan:

Words
are powerful
forces of nature.

they are destruction.
they are nourishment.
they are flesh.
they are water.
they are flowers
and bone.

they burn. they cleanse
they erase. they etch.

they can either
leave you
feeling
homeless

or brimming
with home.

As Jodee pointed out, the act of writing is a radical one and can reshape our world into something a little more comprehendible, a little less sad. A note from a friend has the power to make someone’s day, and every carefully crafted book or novella or poem or other piece carries the potential to change lives for the better. The holidays offer us an opportunity to step back and reframe the conversations of which we are a part, to revisit past hurts and transmute our grief and our hope into action. There’s no better time to finish that book you’ve been writing for years, or to begin writing down those ideas which pop into your head in the middle of the night, or to reach out to a friend or neighbor or family member with a letter, an email, or a post to your blog. Holidays are a chance to heal, and to be healed. I hope you have the opportunity to heal, regroup, and emerge into 2016 with a clear head and a warm heart.♠

from the archives, Holidays, Kelly Speaks, Uncategorized

From the Archives: “5 Ways to Promote Your Book in December”

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[ Originally posted: December 21st, 2011 ]

The holidays are here and while you are probably busy with holiday parties, baking, family gatherings, etc., don’t forget about book marketing. Here are a few things you can do this month to promote your book:

Give copies of your book away as holiday gifts.

Add a Kindle edition (or other ebook format). Many people will be giving away ebook readers as holiday gifts. Make sure your book is available in at least one e-bookstore for potential readers who will be browsing for books to read after they receive their gift.

Enter your book in the ForeWord Book of the Year Award contest. Deadline is January 15th, so submit it now before it’s too late.

Start planning for 2012. As you make your new year resolutions, consider your book marketing efforts and how you will increase or modify them in the new year. Reflecting on what worked well over the last year and what didn’t will help you plan for a bigger and better 2012!

Enjoy the season! Take a break for a few days to enjoy your family and maybe even begin writing your next book.

DISCUSSION: How are you planning to promote YOUR book in December?

It’s the time of year in which everything tastes like Pumpkin Spice and smells like peppermint … and along with all of the holiday buzz comes a slightly less pleasant sensation: the sinking feeling of knowing there’s just so much to do, and absolutely no time to do it in. At such times, it’s important to have a few concrete and manageable places to start–and my five-item list from 2011 remains (amazingly) a great checklist. It’s not every day that I can slip and slide back five years and find a post that ages as well as the one above, but there you go–holidays are magic, right?

Still, a couple of notes: the ForeWord IndieFab Book Awards, mentioned above, remains a wonderful resource for writers looking to get their titles out there. There is now an early bird discount if you submit before September 1, but … well, it’s now December so that’s a thought to keep in mind for next year. The final deadline (sans early bird discount) is still January 15th, and I fully believe you should bookmark that day in your calendar.

Also, you should check out my series from last year, “Christmas is Here Again: On Holidays and Happy Chaos” (see parts One, Two, and Three at the links)–a series which remains the most thorough holiday-related marketing advice that I’ve doled out to date. And my last admonition? It remains absolutely true today:

This holiday season, take time to breathe. Return to those ways and means that rejuvinate you. Cherish the stories you’ve written, and the stories you have left to write, and live.

I don’t know about you, but the holidays are as much a time of intense stress as they are a time of intense rejuvenation and joy. Sometimes I need reminding–perhaps more than many–that it’s okay to take a step back in order to re-evaluate what’s working and what still needs some finesse. Join me in regrouping this winter! ♠

Advocacy in Self-Publishing, from the archives, Kelly Speaks, Self-Publishing, Uncategorized

From the Archives: “‘Tis the SEASON to …”

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[ Originally posted: December 6th, 2013 ]

‘Tis the SEASON to …

Last year I pretty much gave up shopping—well shopping in the marketing-media frenzy sense, anyway. My passion for books—and the authors I’ve worked with—inspired me to buy their books and send them to family and friends. I enjoyed the “holiday bargains,” of course, but much more than that, I felt as if I was passing forward the legacy of writing (and good story telling) that my self-publishing clients represent.

It was also last year that I seemed to hit a wall of mounting disappointment as I listened to the younger generations of my family and friends talking about their “exasperating,” even “frightening”, holiday shopping experiences. A long-hidden rebellion within me grew and my fingers flew over the keyboard writing op-ed pieces to send to every daily or weekly print publisher. I wanted to make a statement! I wanted THE SEASON to be different! I wanted it to be PEACEFUL! Full of GOOD CHEER! LOVE and LAUGHTER abounding on every block, in every city, town and nation! However, to my own discredit, not one of my pieces was sent. Too many last minute details derailed my fervor. However, this season, I’m thinking of pulling out those pieces—developing them into a book—and self-publishing it in plenty of time for next year’s marketing-media-frenzy.

In the meantime, I hope you’ll join me in a taste of rebellion and allow your thoughts to stroll back to your favorite Holiday Season(s)—and WRITE about them. Besides finding “just what you wanted” under the tree, what other memories do you see? A favorite aunt bringing her deee-licious walnut fudge to Christmas dinner? Your grandmother telling her version of “naughty” stories about your dad? The next door neighbor stopping by with a handmade toy carved from oak wood just for you!

Over the years our family has enjoyed many traditions such as the youngest child placing the ceramic Baby Jesus in the manger on Christmas Eve and attending Christmas Eve church services. One fairly new tradition in our house is watching a made-for-TV movie titled Silent Night. This true-story, produced in 2002, stars Linda Hamilton as the German mother of a young son (age 12) who will soon be conscripted into Hitler’s army. She takes him out of the city to a cabin in the woods—not far from “enemy” lines. It is Christmas Eve, 1944, and unexpected guests arrive: first three American soldiers, then three German soldiers. She demands a truce between them—for this one night.

You may be wondering why this movie? Simple answer. It inspired me. This movie was created from an oral history interview with a high school student! Her subject was Fritz Vincken, the boy in the “story,” and the one thing he remembered most about his childhood was war. Many of us—many of our neighbors—and too many the world over hold such memories or actually live in war zones today. I don’t want to forget that. I don’t want to get so caught up in shopping or party-planning that I misplace my compassion for those who are hurting. And, for me, seeing/experiencing a well-written, well-directed, well-acted movie such as Silent Night helps me hold my center; helps me appreciate the gifts I’ve been given that cannot be wrapped.

Plus, realizing that this story was developed (written/scripted) from a collection of oral histories done by high school students is exceptionally inspiring to me. Important, vital, must-be-told stories are out there waiting for the right person to write them! Is that YOU?

– ROYALENE DOYLE

It may only have been two years since our friend Royalene first posted this piece for us on Self Publishing Advisor, but I personally think it’s worth bringing back every Christmas. Why? Because storytelling is what we do, and there’s simply no more fertile ground for storytelling than the holiday season.

“Holidays bring holiday memories, and, often a sense of nostalgia for good times long gone, perhaps even loved ones long gone,” writes Wynne Parry over at LiveScience. “This bittersweet nostalgia helps us feel connected, both around the holidays and at other times. And, it can be a salve to those suffering through hard times,” says Parry, quoting psychology professor and “nostalgia expert” Krystine Batcho, of Le Moyne College in New York.

According to Batcho, “whenever there is a major change it can be very helpful to kind of keep grounded in the sense of who you are. That sense of nostalgia helps to link you to your own personal past; it helps you remember who you have been.” By that definition, nostalgia is both an important element to our scientific understanding of the human brain and consciousness, and an important element of the way we tell stories about ourselves and to each other.

My thoughts, as we progress into yet another holiday season, following a year of both fantastic “highs” and incredible “lows”–personally, as self-publishing authors, and simply as human beings on this planet–are as follows: We ought not to be afraid of nostalgia. We should use the nostalgic impulse as we use all others: that is, we should allow it to spur us on in our writing, to compel us to create new things that make the most of old things. Do the holidays–does Christmas, specifically–make you feel something? Use that as fodder for prose. Do the holidays leave you hungering after something more substantial or just something different in your own life? Use that as impetus for transformation, as a writer as in all other things.

And yes, be a rebel. If the popularity of dystopic young adult literature has taught us anything, it’s that people–our readers–are thirsty for change, to see the world move away from the sorrows and griefs and injustices that sometimes rule it. Readers are rebels, too, and they love it when they stumble across that voice which perfectly captures the carpe diem spirit of a spirit in search of positive change. Just as that German mother portrayed in Silent Night brought a small slice of peace and change to that cabin in the woods, you can do great things in this world. We’re excited to see where the holiday nostalgia leads you! ♠

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