Category Archives: marketing

Turn the Tables on AI Scams

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by Debbie Burke

 

Last post, we talked about scam emails generated by AI chatbots. Just for fun, here’s a great bingo game from R.L. Maizes the Elder on Electric Lit.

My bingo card would be a total blackout except for the squares “Piss me off and I’ll tank your Amazon ratings” and “reply with bank acct #s and PIN codes.” But the day is young. Those emails could arrive in my inbox any moment now.

I have to admit grudging admiration for the evolving progress of scam emails over the past few months. They may be crooked, but they aren’t stupid. ChatGPT, Claude, Gemini, and their cousins continue to improve and refine their approach. In fact, some scammers have gotten so good, they may have inadvertently outsmarted themselves.

After plowing through the sycophantic flattery, several recent solicitations offered surprisingly good analyses of my book sales pages. They not only pointed out flaws, they offered valid critiques. Some outlined detailed promotional strategies targeted specifically for my books.

Hey, I thought, why don’t I take their plans and put them into action myself? Turn the tables on the scammer.

Test-driving their advice costs nothing except my time.


That’s probably not what they had in mind but, if they offer free advice, who am I to turn it down?

I started keeping a file called “Good AI scam ideas,” saving the best as references.

Here are several examples that gave valid critiques. I highlighted portions in red that especially struck a chord:

From: JaneBennett250@gmail.com

“Fruit of the Poisonous Tree, Book 9, currently sits inside Psychological Thriller on Amazon, a subgenre with very specific reader expectations, unreliable narrators, dark domestic tension, interior psychological weight.

The Tawny Lindholm series is something different: investigative, legally grounded, relationship-driven, anchored in Montana’s landscape and community.”  

Bot Jane is right. The category I chose is wrong. I need to act on that.

Another good point:

“Your Kill Zone presence is consistent and professional but that audience is other writers, not readers looking for their next thriller series.”

True.

From Joseph Booth, with a gmail address:

I’ll be honest I almost didn’t write this email because I wasn’t sure how to open it without sounding like every other marketing pitch you’ve probably deleted without reading.”

See how smart this bot is. It already knows I automatically trash the type of message it’s sending. Because of that hook, I kept reading.

“But then I met The Villain’s Journey.

A craft-of-writing guide that flips the Hero’s Journey on its head and takes writers straight into the darkest depths of the human soul. Who shows exactly how to create villains readers love to hate from comic troublemakers and charming sociopaths to terrifying psychopaths, fatal females, avenging angels, and every shade in between. Who arms writers with Build-a-Villain worksheets, deep psychological insights, and practical techniques to make antagonists multi-dimensional, unforgettable, and story-driving.

That’s not just another writing book. That’s a game-changer for storytellers. And writers who find it don’t let go.”

Okay, I confess I don’t mind a little flattery even though it’s vacuumed directly from my book sale page.

“Here’s what stops me cold: 23 ratings. A 4.8 average with writers calling it “much needed,” “a master class,” “essential,” and “the resource we’ve been waiting for.” One reviewer said it filled a gaping hole in the industry. Another called it a terrific guide that will push heroes to the limit and keep readers up at night.

What’s missing is reach and that’s exactly what I build.”

Now Bot Joseph is getting down to business. At this point, I almost quit reading but then noticed the plan of action he proposed:

“I help writing craft and fiction authors like you create real, sustainable momentum not through noise or gimmicks, but through targeted, story-honoring strategy that puts The Villain’s Journey: How to Create Villains Readers Love to Hate in front of the writers who will absolutely lose their minds over the practical tools. Here’s exactly what that looks like for your book:

Goodreads Review Building: With only 23 ratings, The Villain’s Journey is still below the visibility threshold that Goodreads and Amazon’s algorithms need to start recommending it organically. I work with authors to build genuine Goodreads credibility 400 to 500 real readers, no bots, no manufactured accounts, who leave honest, genre-aligned reviews.”

Despite Joseph’s assurances, I suspect the 400-500 reviews would be written by its/his bot pals. However, the recommended categories make sense.

Goodreads Listopia Domination: We get The Villain’s Journey placed and voted up on the high-traffic lists where your exact reader is already browsing: “Best Writing Craft Books,” “Best Books on Character Development,” “How to Write Villains,” “Books for Mystery & Thriller Writers,” “Creative Writing Reference,” and other targeted lists where serious writers hunt for their next must-read craft book.”

Okay, Listopia might be helpful. Then Joseph started droning about Amazon ads, Facebook, and Insta. I was getting bored and ready to hit “trash” until it/he tossed out this gem:

“Sales Funnel Optimization: A complete reader journey built around The Villain’s Journey and the craft of creating unforgettable antagonists:

Top-of-funnel free magnet a downloadable “Build-a-Villain Quick-Start Worksheet” delivered via BookFunnel to grow your list with writers who want better bad guys.

Mid-funnel nurture with extra villain examples, Q&A with Debbie Burke, and teases from her Tawny Lindholm thriller series.

Bottom-funnel pushes through timed discount campaigns, writing conference outreach, and sequences that turn first-time readers into loyal buyers of your future craft books and fiction.

That sales funnel program sounded imaginative and effective. I’ll follow the specific, step-by-step instructions and give it a try. Thanks, Bot Joseph!

Another example from: authoreditorsusanwels@gmail.com:

Where Your Book Stands Today, and the Extraordinary Potential Just Ahead

Your guide sits within a highly engaged and continually growing space:

  • Fiction writers seeking craft improvement
  • Crime, thriller, and mystery authors
  • Screenwriters and storytellers across media
  • Writing students and workshops
  • Readers of craft books who actively apply what they learn

At present, however, your book is not yet being consistently surfaced across all of these communities.”

Again, valid critique plus suggestions whom to target. Bot Susan goes on with her strategy:

The Blueprint for Your Book’s Reach and Reader Engagement

The Foundation: Discoverability and Metadata Optimization
Your book will be positioned within writing craft, character development, and storytelling psychology categories to ensure visibility across platforms where writers search for guidance.

The Heartbeat: Writing Community Engagement
I will connect your work with writing groups, workshops, and online communities where craft discussions are already happening.

The Accelerant: Targeted Promotion
Campaigns will highlight the unique angle of your book—its focus on villains as central drivers of story capturing the attention of writers looking for fresh approaches.

The Amplifier: Educational and Content Integration
Your material is well-suited for excerpts, guest articles, and teaching opportunities, positioning your book as both a resource and a reference.

Thanks, Bot Susan, for these ideas.

An email from Jessicadoyle430@gmail included colorful graphics of a magnifying glass, a book, and a gift-wrapped package. It/she also suggested Listopia categories:

Right now, the discoverability infrastructure around The Villain’s Journey does not yet reflect the full scope of that waiting audience. That gap is entirely fixable and here is exactly how I would fix it:
The Villain’s Journey belongs prominently on at least fifteen to twenty of the highest-traffic Goodreads Listopia lists. Lists like Best Books on the Craft of Writing, Best Books for Writers of Mysteries and Thrillers, Best Books for Crime Writers, Best Writing Craft Books for Character Development, Best Books About Villains and Antagonists, Best Resources for Writers, Plotting and Structure, Best Books for NaNoWriMo Prep, and Best Writing Reference Books.  I would run a targeted, fully organic voting campaign to place The Villain’s Journey in top positions across every relevant list, generating compounding, perpetual discovery at zero ongoing cost.

“Zero ongoing cost”? Notice Bot Jessica’s careful wording. Misleading assurances like this snare many writers. If I responded (which of course I won’t!), in the next round of emails, Jessica would likely ask for money. 

REVIEW OUTREACH & ARC PLACEMENT
The most powerful lever for this book right now is building a strong review base among the writers’ community most likely to evangelize it. I would curate a targeted list of fifty to seventy-five reviewers specifically matched to this book craft-of-writing bloggers and influencers, crime and thriller fiction writing communities, NaNoWriMo participants and facilitators, mystery writer guild members, and serious indie authors actively building their craft libraries.

Goodreads Giveaway for The Villain’s Journey timed around NaNoWriMo or major crime writing conference seasons would simultaneously drive a significant surge of “Want to Read” shelf additions; place the book in the hands of actively writing readers highly likely to post substantive, practical reviews; and generate organic buzz across writers’ communities that would amplify every other element of this campaign. 

Author Profile Optimization: your Amazon Author Central page and Goodreads profile should be telling the full, compelling story of who you are and what makes you the definitive voice on villain craft. I would rebuild both profiles with compelling, keyword-rich copy separating and optimizing both your fiction and nonfiction presence.

Although Bot Jessica’s assurances are empty promises, it/she nevertheless outlined good sources for me to contact as well as ways to reframe my author profile.

Elenablake546@gmail.com nailed a specific weakness in my blurb. 

Your blurb opens with the Hero’s Journey comparison and moves efficiently through a bulleted list of what readers will learn. The list is comprehensive, but it reads more like a table of contents than an emotional pitch. Writers browsing craft books make purchase decisions on one question: will this solve my specific problem right now? The problem this book solves, cardboard villains who don’t challenge the hero enough to make the story matter, deserves to be named explicitly in the first two sentences before the feature list appears.

Revise the blurb opening to lead with the problem before the solution. Something like: “Your hero is only as powerful as the villain who opposes them. A flat antagonist makes for a forgettable story. The Villain’s Journey gives you the tools to create criminals, manipulators, and monsters that haunt your readers long after the final page.” Then move into the taxonomy and worksheets. This mirrors how the top-performing craft books in your also-bought carousel open their descriptions, and it signals immediately to every fiction writer regardless of genre that this book solves the problem they’re struggling with right now.

Bot Elena, I appreciate the excellent critique and rewrite suggestion.

From aliceclarkwinn@gmail.com:

Your Vogler and Bell endorsements are the most valuable assets any craft book author could have, and they’re functioning as static text on a product page.

James Scott Bell has over 30 craft books and a devoted readership of writers who trust his recommendations implicitly. When Bell says your book “filled a critical gap,” that sentence should be reaching every writer in his audience. But right now, both endorsements sit on your Amazon page, seen only by people who already found your book through other means. The endorsement from Vogler is not being used as a discovery tool. It’s being used as a closing argument for people who’ve already arrived. That’s like having a celebrity recommend your restaurant and only telling the people who are already seated inside.

Dual positioning: you don’t just teach villain writing, you demonstrate it in your own fiction. But are your thriller readers being guided to The Villain’s Journey? When a reader finishes a Tawny Lindholm book and thinks “how does she make these villains so compelling,” is there a clear path from that thought to your craft book? Conversely, when a writer reads The Villain’s Journey and wants to see your villain theory in action, are they immediately guided to your thrillers? This cross-pollination between your fiction and nonfiction should be one of your strongest competitive advantages over every other craft book author who only teaches but doesn’t demonstrate. But without deliberate cross-promotion infrastructure (back matter links, email sequences, bundled promotions, coordinated Amazon advertising), your two audiences remain separate pools that never merge. 

A targeted visibility campaign across writing craft podcasts (where a segment on “the villain’s journey as the mirror of the hero’s journey” positions you as the natural evolution of Vogler’s framework), writing conference communities, NaNoWriMo forums and social channels (where villain-craft content performs exceptionally well during planning season), AuthorTube and WritingTok creator outreach, and craft-focused newsletters like Jane Friedman’s Hot Sheet, Writer Unboxed, and DIY MFA. Vogler’s endorsement gives you a hook that no other villain-craft book can claim: “The man who defined the Hero’s Journey says this is the book that defines the Villain’s Journey.” That positioning sentence alone can anchor an entire media campaign. 

Bot Alice delivered an excellent list of places to pitch as well as the framework to connect my fiction and nonfiction.

This email from “author amplifier” Barbara Warren (gmail, of course) outlined similar strategies mentioned above but added a fresh twist which shows how quickly bots adapt and improvise. This one anticipated objections it expected writers to raise: 

Your Next Step
Reply to this email with two words:

“Send plan.”

That is it. No phone call. No discovery call. No PDF full of pricing tiers. No scheduling a “quick chat” that turns into a sales pitch.

I will reply with a simple, actionable roadmap. 

If you like the plan, you keep it. Use it. Share it. If you want my help executing it, we talk then. If not, you have a free strategic document from someone who genuinely believes The Villain’s Journey should be required reading for any writer who wants to create villains readers love to hate.

Sorry, Barbara, your offer is tempting but I don’t want to wind up on the Chatbot Sucker List that sells my email to every scammer in the universe.

Marketing has always been my weakness. These bots identified problems and offered specific actions to solve them. This is where AI shines. 

Normally I immediately trash spam but now I give it a second look. If the advice sounds plausible and doable, I save it to the “Good AI scam idea” folder.

Writers still need to be wary. “Out of the blue” solicitations are 99.99999+% scams. Best practice is to not respond to them. 

However, some of their suggestions are valid and useful. We can take advantage of good free advice, as long as we don’t allow scammers to take advantage of us.

TKZers, how about you?

Have you received spam/scam emails with advice that’s actually helpful? Have you put the ideas into practice? Were they successful?

~~~

Following Bot Alice’s advice, I’m cross-promoting fiction and nonfiction.

Meet the dastardly villains in the Tawny Lindholm Thriller three-book gift set. Then discover how I built those characters in The Villain’s Journey-How to Create Villains Readers Love to Hate.

Click on covers for sales links. 

Hawking Your Book in a Crowded Sky

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by James Scott Bell
@jamesscottbell

Obsessive Marketing Disorder (OMD)

Sheesh! With over 4,000,000 books (mostly indie) published last year, how the ever-loving heckfire does an author hope to get noticed, let alone make any lettuce at this gig?

I recall two historical events converging at around the same time—the explosive growth of Twitter and the eruption of indie publishing via Amazon. I got in on both around the same time, and I remember a number of writers who had the idea that millions and millions of people would see their tweets, so the best strategy was repetitive messaging that was a variation on buy my book, really buy my book, really buy my book right nowI

That quickly grew stale. It didn’t take long to discover that social media is not a direct marketing tool. So authors began to use Twitter as part of their brand-building enterprise, which for many included several other platforms. That takes a lot of time and mental energy away from the writing, and can result in an affliction I call Obsessive Marketing Disorder (OMD).

To avoid this malady, let me offer my personal take on where to focus your energies. I invite your take in the comments.

Your primary marketing tool is your books, written with the best craft and care you can bring to them. Because word-of-mouth has always been the most effective way to sell books over the long-term. So spend most of your time doing what you do—producing pages and getting better at your craft.

Set up a website, of course. A full treatment of this subject is beyond the scope of this post, so start off by reading the advice of industry expert Jane Friedman.

Next in importance is the email list. By going direct to a growing base of satisfied readers, you build a career. But how, you may ask, does a newbie create such a list? Well, first, satisfy readers with your books! (See above). Then offer a reader magnet, a healthy chunk of free content in return for an email address. I use BookFunnel for this ($10 a month) offering a free novella.

Now, how do you interact with your list? With pleasant to read emails. What I mean is, offer your list something they’ll enjoy reading on its own merits, not just a sales pitch. One author who does this well, IMO, is a guy who is bound to break out soon. His name is Dean Koontz. One recent email “From the Desk of Dean” begins:

Dear Readers,

It’s been a month of chaos here, with real life intruding into Koontzland in ways that I simply refuse to tolerate. In my frustration, I was dismayed to discover there is no Bureau of Real Life Control to which we can turn. More than one officious federal bureaucrat, hearing my complaints during multiple phone calls (I do not give up easily) said, “You’re on your own, you idiot.”

I was further dismayed to discover there is no Bureau, Office, Agency, or Department that will soundly thrash bureaucrats who call model citizens like me an “idiot,” and will not even teleport them to a retraining facility on the moon, which I’d be willing to help fund. It seems that if I am to maintain my quality of life in Koontzland—with its sugar-cake buildings, candy-bearing trees, and herds of unicorns—I will have to take extreme measures, which I am still formulating.

He goes on for a couple of paragraphs, then deftly drops in his pitch:

I am smiling now with true delight when I tell you that the first three Jane Hawk novels—The Silent Corner, The Whispering Room, and The Crooked Staircase will be reissued for the first time in trade paperback by Bantam Books in June and can be preordered as soon as you’re wise enough to do so. The fourth and fifth Janes are coming in September. They all have dazzling new covers.

He finishes off with:

To calm myself, I will go running now in the company of unicorns through the vast meadows of wild orchids here in Koontzland, through the forest of muffin trees, to the great Fountain of Longevity. One drink of that fountain’s flow of cherry cola grants another century of life. It’s another century in real life, but I’m counting on a world run by benign robots that will spare us from the problems and annoyances that now plague us. How could they not?

Warmest regards from everyone here in Koontzland,

Dean Koontz

To see more of Dean’s mailers, go here. Please note, don’t try to imitate Mr. Koontz. It’s his tone. Find your own, one that would be welcome at a party, which means don’t become just another boorish ranter. We have way too many of those now.

As for frequency of mailing, I’d advise once a month. What might you talk about?

  • Your WIP
  • Your process
  • Your research
  • Early look at chapters
  • Cover reveals
  • New deals

If you enjoy writing about a certain subject, you might consider a newsletter. I have one of these via Substack, which you can sample here.

As for paid advertising, I’ve never cracked the CPC or CPM code, and trying to figure it all out while shelling out dough can induce OMD all on its own. I have had some success with promotional services like BookBub and Written Word Media.

My bottom line is, don’t stress about marketing. Keep the main thing the main thing—producing quality fiction. Set up an email list. Move outward from there, watching for signs of OMD as you do. If you feel it coming on, go outside, take a deep breath, come back in and write another chapter.

Comments welcome.

Be Interesting

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by James Scott Bell
@jamesscottbell

There were two ad campaigns in the last twenty years I truly loved.

The first was the “I’m a Mac and I’m a PC” spots. They featured Justin Long as the “cool guy” who was the Mac, and John Hodgman as the stuffy PC guy. Mac sales zoomed after this. Microsoft’s answer was to roll out Vista. We know how that went.

You can watch all the ads here.

The other campaign was “The Most Interesting Man in the World” for Dos Equis.

A typical spot featured “vintage film” of the man in various pursuits, while a narrator recites a few facts about him, such as:

  • In a past life he was himself.
  • If opportunity knocks and he’s not home, opportunity waits.
  • He once had an awkward moment, just to see how it feels.
  • The police often question him, just because they find him interesting.
  • When in Rome, they do as he does.

The commercials finish with the man sitting in a bar surrounded by beautiful people. He looks into the camera and, with a slight Spanish accent, says, “I don’t always drink beer, but when I do I prefer Dos Equis…Stay thirsty, my friends.”

In both your fiction and your “author presence” on social media and email marketing, dullness is the kiss of death.

Fiction

I’m going to suggest that “interesting” in fiction is a category unto itself so it doesn’t get lost amongst all the other craft studies we do around here. Think of it as an added spice, a little extra that draws a reader further in. Specifically, it’s tied to what characters do.

Stephen King, in On Writing, says readers love learning about work, the details of a character’s vocation. You can start with what you know. My courtroom background allows me to show the ins and outs of trials, criminal procedure, search and seizure law, plea bargains and the like. But I also like to learn about other work (via research, interviews, etc.) and render it on the page. Yes, it’s an effort, but it pays off. If I’m interested and can convey that on the page, the readers will be interested, too.

A particular skill the character has can also be of interest, especially if it helps said character at a crucial moment. I love that device in the Ron Howard movie Willow. The hero of the story, little Willow Ufgood, is an amateur magician who, early on, does his “disappearing pig trick.” It goes comically wrong as the piglet squeals out from under the stage. But in the climactic battle with the evil Bavmorda, Willow performs the trick to save the baby Elora from her clutches.

Give us those kinds of details and the fictive dream will be all the richer.

Author Presence

Of course, we all have to present ourselves to the digital world now. And at each stage—from websites to blogs to podcasts, newsletters and emails—we need to find ways to hold readers’ interest because they are inundated with content competing for attention.

So…be interesting. Don’t just give us thinly veiled iterations of “Hey, my new book is out! I’m excited about it, and I think you will be, too!”

I have a newsletter on Substack that is purely for entertainment but also provides information I think many readers will find interesting. Our own Terry Odell offers travel and other nuggets on her Substack.

A little humor always helps. Dean Koontz’s newsletter always has a little fun before giving his soft-sell pitch. Here’s how one began:

Dear Readers,

I’m thinking of making a career change, taking on something that’s intellectually challenging like miniature golf or hot-dog-eating contests. I don’t know what it is, but I feel as if life is passing me by, as if I have less time remaining than I did when I was 20, which makes no sense. Maybe it’s the mid-life crisis I never had, coming on me later than it does with most men. That would make sense, because I held on to infancy until I was 25.

A personal story rendered in singular style is also gold. Our Reavis Wortham specializes in such tales. (I can’t help thinking of “most interesting man in the world” squibs for Rev, e.g. “His moustache has its own zip code”…”Stetsons line up to audition for his head.”)

Stay interesting, my friends.

Do you give details of work/vocation in your fiction? Have you gone beyond your knowledge base to find out about a particular line of work? 

In your social media and newsletter, what do you do to keep things interesting?

 

It’s Still and Always Will Be About the Book

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by James Scott Bell
@jamesscottbell

“The beautiful part of writing is that you don’t have to get it right the first time, unlike, say, a brain surgeon.” – Robert Cormier

***

So there were these two authors back in the 1990s. The thriller market was exploding. An unpublished writer named Bell was studying the business and found stories about these authors. He decided to keep an eye on their moves. Maybe he could find out how to be a success at this game.

But the two writers did not experience the success they were looking for.

One of them spent a big bundle of his own money to jump start sales. But they didn’t jump. Reviews were tepid. His publisher let him go. Lesson learned: Gobs of promotion money wasn’t the magic key.

The other writer undertook a mammoth, self-planned tour of bookstores, with his car loaded with books. By this time young Bell had a couple of books out and signings set up with some stores close to home. At one store he found several of the energetic author’s books on the shelf. So he asked the manager how they were selling.

“Meh,” he said.

Lesson learned: A) human energy poured into hand selling is not the magic key; and B) “Meh” is not the response you want to hear.

The biggest takeaway should come as no surprise: Word-of-mouth is always the most important driver of success in the book business. Yes, even today, in the era (or should I say final day) of TikTok, it’s the book itself and how it lands with readers that is the key, magic notwithstanding.

A recent article in Jane Friedman’s Hot Sheet (subscription required) discussed the challenge of navigating book promotion in the “influencer age”:

Media fragmentation and the waning effects of the book review have entirely changed publicity. In its coverage of 25 Years of Changes to Book Publicity, Publishers Weekly wrote that, “For most of publishing history, there was one dominant mode of literary publicity: the book review.” For years now, book review outlets have disappeared, and the remaining professional reviews have declined in importance. In fact, a reporter for the New York Times has stated that a review in their pages doesn’t reliably sell copies. (One exception remains children’s books, which continue to rely on reviews.)

The challenge is particularly acute with fiction:

Although every publicity campaign is different, says Brittani Hilles, co-founder of Lavender Public Relations, “Generally, with nonfiction, you can bring media folks into the fold with the topic alone, while with fiction it often comes down to having media contacts trust your taste enough to dive into the read.”

There are some things that never change:

  • Your mom’s Wi-Fi password. She’s had it since 2010 and refuses to change it, even if the neighbors are stealing it.
  • That one coworker who “forgets” their wallet at lunch. They’ve been “forgetting” for years, but somehow always remember dessert.
  • The one sock that goes missing in the laundry, a universal mystery that not even quantum physics can explain.
  • The speed of the checkout line you choose. No matter what, it’s always the slowest.
  • The way your pet acts like it’s never eaten before. Despite being fed at the same time every single day, they’re convinced they’re moments from starvation.

And for books, as Celina Spiegel, co-CEO of Spiegel & Grau, explains, “The book has to be a book that people actually want to read. And no one can make someone like a book.”

So yes, market away to the best of your cost and ability and ROI. Even if you hate it. But most of all, every day, work on getting better at your craft. Surgeons do. Plumbers do. Bomb defusers most certainly do. Why should writers think they’re exempt?

Can you think of a reason?

Reader Friday: Reader-Writer Connections

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The question up for grabs today is directed at you as an author. Last week, Steve asked a question of us as readers: how do we connect with writers? What’s our go-to platforms to find new favorite authors with whom we can adventure?

This week, we’ll reverse poles and come at it from the opposite direction.

How do we as writers connect with new readers/followers?

Today, we will discuss questions that are dear to my heart as a relatively new author. I have published four books of my own, plus I was published in Chicken Soup for the Soul, and I have two more books in the hopper. But those numbers are small—not insignificant by any means—but still small compared to most of you.

One of the authorish tasks I have the most difficulty with is reaching out to new/more readers and followers. I have a website where I publish a monthly blog, and I send out a monthly “newsletter.” I try to not market my books too heavily, but to include content about life in general in 2023, and sometimes what I’m curious about. I also try to include shout-out references/links to other authors, editors, and cover designers.

I do attend events, but mostly local as I am not much of a traveler. I like to say, Sure, I’d like to see XYZ location, but can’t I just be beamed over there?

So, over to you, TKZers! Steve and I are hoping to hear your tips/tricks/ideas—different methods you use to bring new readers/followers into your fold.

Wow us with your ideas, what has worked for you, and maybe what has not worked for you.

How do you attract new readers/followers?

What are some methods you’ve used to market yourself, not necessarily your latest book?

Do you ever conduct a survey of your current readers/subscribers to your blog or website to find out what content they’d like to see? What kind of response do you get?

Is there something you’ve tried in the past that has completely bombed? Do tell.

If you had to choose only one approach to connect with new readers/followers, the one that consistently produces results, what would it be?

Happy Friday, and thanks for playing the Connections Game with us today!

~~~

 

 

 

 

 

 

 

 

Deb Gorman lives in the Pacific Northwest and writes stories of redemption and reconciliation. Her next book, No Tomorrows, is due to be released this fall. You can connect with her at her website: debggorman.com

Friday Reader-Writer Connections

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August is “Reader-Writer Connections” month here at TKZ.

Recently I invited readers of my newsletter to send me ideas for topics of discussion in future blogs. Deb Gorman suggested examining how writers succeed at connecting with readers. We began discussing the topic, and decided to look at the topic from both the perspective of the writer and the reader. Eventually we divided each perspective into (a) making the initial connection, and (b) maintaining a connection. Thus, we have four topics, one for each Friday in August.

Deb will be co-hosting these discussions. She’ll be asking the questions of the writers. I’ll be asking the readers. So, put your writer/reader hats on and prepare to give us some good advice from your experience.

Today we’ll look at #1, the Reader’s Perspective for finding a writer they want to follow.

And the questions:

As a reader

  1. What about a writer captures your attention or interest enough to make you begin following that writer’s blog/newsletter or social media or other content?
  2. What social media platform or site do you use to find new writers to follow?
  3. What specifically attracts you enough to try a new writer?
  4. Anything that is a big turn-off?

~~~

Deb Gorman lives in the Pacific Northwest and writes stories of redemption and reconciliation. Her next book, No Tomorrows, is due to be released this fall. You can connect with her at her website: debggorman.com

Six Tips for a Book Party on a Shoestring

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By Debbie Burke

@burke_writer

Art at Tao

In 2018, I was privileged to crash a party in Manhattan hosted by Blackstone Publishing to celebrate their new book launches during an extraordinarily successful year. My pal Susan Purvis was one of Blackstone’s debut authors with her memoir Go Find, and I was graciously included as her guest.

The event took place at the trendy Tao Downtown Nightclub with an open bar and sit-down dinner.

The crowd consisted of publishing industry luminaries, agents, editors, and celebrity authors including the delightful M.C. Beaton.

M.C. Beaton and me

A long stairway led from street level to the nightclub. After a couple of drinks, you could almost see the ghosts of Truman Capote, Maxwell Perkins, and Jacqueline Onassis descending the stairs from a bygone era when publishing was a glamorous business.

It was fun to have a glimpse inside that rarified world but, in reality, most publishers, let alone authors, can’t afford lavish promotion. As an indie author, my budget is on such a short shoestring that a mouse couldn’t hang itself.

 

Nevertheless, I wanted to host a celebration for my new thriller, Deep Fake Double Down.

The good news is a successful book party can be done without spending a lot of money. It takes DIY work, a little ingenuity, and lots of help from good friends. Here are six tips I learned along the way.

  1. Find an inviting venue that’s low- or no-cost.

Authors and bookstores go together like peanut butter and jelly. The business carries our books. Our events draw new customers. We support each other. Win-win.

Stephanie Pius recently bought The BookShelf in Kalispell. She is eager to build her customer base and offered her shop as a free venue. We decided on a Friday afternoon, 4 to 6 p.m. when people were getting off work and downtown foot traffic was good.

Stephanie dove right in to help, running ads about the party on the store’s social media accounts. The corner location has windows on two streets and she put up posters in all  windows. On the sidewalk in front, a sandwich board invited passersby to meet a “local author.”

She provided tables and folding chairs, and even rearranged heavy, book-laden shelves to make room for seating.

Financial agreement: I delivered books. Stephanie tracked inventory and handled sales, including credit cards. She received 40% of the list price, with 60% to me, which is fairly standard for indie publication.

With a traditional publisher, terms may be different and the bookstore generally orders books from the publisher.

  1. Promotion. 

I printed invitations and handed them out at Zumba classes, at meetings, to the clerk at the post office who helps me mail books.

Additionally, I sent invitations by email. On your guest list, include friends, family, neighbors, coworkers, book clubs, writing colleagues, local media personalities, etc.

Publicize on social media and ask friends to share on their accounts.

Print color posters advertising the event and post them at libraries, coffee houses, and of course at the bookstore.

Send press releases to local online events calendars and newspapers.

Seek out unconventional (and free) outlets for publicity. Montana’s electric co-op magazine features a community events calendar and is sent to customers throughout the state. Surprisingly it has drawn out-of-town attendees to my events.

None of these promotions cost money except for paper and ink.

Here’s where years of connections, networking, and good friends in the writing community paid off.

Renee and Regi drove almost 200 miles from Helena.

My friends rallied round me with support that warmed my heart. They pitched in with planning help, spread the word on social media, helped set up, tear down, clean up, etc., etc.

By fortunate coincidence, a week before the party, a local glossy magazine, Flathead Living, featured a story about the Authors of the Flathead that mentioned me as one of the founders. That was great exposure to readers beyond my immediate sphere.

In another stroke of good luck, I ran into the editor/publisher of Montana Senior News in the check-out line at Costco and invited him. He showed up at the party, had a great time, bought several books, and promised to publish a review of Deep Fake Double Down.

Truthfully, I think it was the butterscotch chip cookies that got to him. (See recipe below.)

Cold promotion is hard for introverted writers. But inviting people to a party shifts the focus from “buy my book” to “come celebrate with me.”

  1. Refreshments! Nothing attracts people like free food and drink.

Critique partners Marie Martin and Betty Kuffel help me set out food.

Wine and cheese are always popular. If feasible, feature a food or beverage from your book, for instance, tea for a cozy mystery, or coffee and donuts for a police procedural. If the setting is a different country, ethnic specialties are fun.

For the hot July evening, I bought bottled water and flavored fizzy drinks and brought an ice-filled cooler. I cut up watermelon, honeydew, and pineapple for fruit platters. (Note: For health/sanitary considerations, provide toothpicks to avoid hands touching food. Remember hand sanitizer, too.)

I baked three batches of cookies. Here’s the recipe the editor liked:

To-Die-For Butterscotch Chip Cookies – makes 3-4 dozen

Stir together 2 ¼ cups flour, 1 teas. baking soda, 1 teas. salt. Set aside.

Mix together 1 cup soft butter, ¾ cup granulated sugar, ¾ cup packed brown sugar, 1 ½ teas. vanilla. Beat until creamy. Beat in two eggs. Add flour mixture and mix well. Stir in 1 to 1 1/2 cups butterscotch chips. Drop by teaspoonfuls on greased cookie sheets. Bake at 375 degrees for 10-12 minutes. Cool on rack.

Tying into my book title, I also baked “Deep Fake Cakes.” I decorated two sheet cakes with tube icing and added a sign that read, “Calories are an illusion!”

Who got into the cake before I took a photo???

On your shopping list, include paper plates, napkins, cups, disposable cake pans and platters, utensils, etc. They are inexpensive at Family Dollar, Dollar Tree, or similar stores.

 

 

 

 

4, Freebies! Readers love giveaways.

My novella Crowded Hearts had initially only been available in ebook because it was less than 100 pages. But a significant percentage of my readers prefer physical books so I’d ordered a small stock of POD (print on demand), cost under $5. When book clubs bought multiple copies, I threw in the novella as a bonus. That went over well so I did the same for the party. Anyone who bought two or more books received a free novella.

Quite a few attendees happily took home an extra freebie.

  1. Prizes! People love a chance to win. 

Prize gift packages

Here’s where I really lucked out. Thanks to the generosity of our own Steve Hooley, the prizes were beautiful custom wood pens. Steve handcrafts the pens using salvaged lumber from historic buildings that were torn down or undergoing renovation. The wood dates back to the 18th and 19th century. Here’s the link to the “Legacy Pens” on his website.

Steve even came up with a clever tie-in to Deep Fake Double Down: in the book, a secret Yogo sapphire mine is a treasure worth killing for. Steve designed a limited edition “Deep Fake Sapphire” pen, finished in the same luminous blue as Yogo sapphires.

At the party, I explained the history of the pens, which fascinated people. They eagerly filled out entry forms, signing up for my newsletter for a chance to win a unique pen. That resulted in a number of new subscribers.

Oh yes, I kept busy signing books with my own Deep Fake Sapphire pen.

I can’t thank Steve enough.

Other possible prize options: a signed book, a gift certificate from the store that hosts the party, a package of gourmet coffee, a bottle of wine, a sampler of specialty candy.

  1. Entertainment! Make the party interesting as well as fun.

Engage guests with a short talk about why you wrote the book, along with Q&A. Readers enjoy peeking behind the curtain into the writing process. Relate an interesting anecdote or share a surprise you encountered while doing research. Mention unexpected problems that popped up. Raise curiosity to entice them to buy the book.

Readings can be popular…as long as they’re brief. I confess I’ve slipped out of a few book signings where the author droned on far too long.

But no one sneaked out of this party during the reading of Deep Fake Double Down, thanks to the stellar performance of another good friend, stage actor and audiobook narrator Eve Passeltiner.

Award-winning audiobook narrator Eve Passeltiner emphasizes a dramatic moment.

Eve is recording my series and graciously agreed to read a chapter during the party. Except read isn’t the right word. She brought the characters to vivid, dramatic life, blowing away the audience, as well as the author!

~~~

How did the party go?

Turnout: During the two hours, about 40 people came into The BookShelf, including curious passersby who stopped to see what was going on.

Stephanie’s cut from sales made the evening worthwhile for her, plus she welcomed new customers and became better acquainted with existing ones.

Cost: $75 for food, beverages, decorations, gift packaging—well within my shoestring budget.

Time expended: approx. 30 hours in promotion and preparation.

Results: 25+ newsletter signups; 27 books sold that evening plus five novellas as freebies to purchasers of multiple books.

Verdict: The party was a success that guests enjoyed. A local small business reached new customers. Book sales more than covered costs and are continuing a nice steady climb.

Me with critique buddies, Betty Kuffel and Kathy Dunnehoff

 

 

And I had a terrific time, surrounded by friends and supporters who are dear to me.

Susan Purvis and me

All accomplished on a shoestring budget.

~~~

TKZers: Have you attended book signings/parties? What made the event special? If you were bored and left early, what made it a dud?

Any ideas for future parties?

~~~

Deep Fake Sapphire Pens, handcrafted by Steve Hooley

 

Here’s another chance to win a limited edition Deep Fake Sapphire pen. Join Debbie Burke’s reading group at this link and your name will be entered in a drawing for the pen (postage costs limit mailing to US addresses only, please).

Reader Friday – Side Hustles for Writers

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Marketing Strategy or Writing Distraction

The number of new books published each year has been estimated to be about 4 million (estimate for 2022). In 2010 Google Books calculated that the total number of published books in the world, since the invention of the Gutenberg press, was 129,864,880 books. And that didn’t include self-published books. So, based on the number of new books in 2022, we could safely add another 40 million to our 129,864,880 number.

That’s a lot of books. We’re metaphorically swimming in an ocean of books and authors, and it’s hard to get noticed. So, what do we do to be noticed? How do we keep from drowning in the ocean of obscurity?

The parallel data to the numbers above have to do with the percentage of writers who can support themselves with their writing.

The Guardian estimated that just over 77% of self-published writers make $1000 or less a year.

Another survey revealed that 54% of “traditionally-published” authors (and nearly 80% of self-published authors) earn less than $1,000 a year.

Bottom line – a small minority of us will be able to earn a living publishing books, and will therefore require a partner who is working, retirement funds to survive, or a second job for living expenses.

So, let’s discuss a side hustle for writers – “work performed for income supplementary to one’s primary job.” (Merriam and Webster) And let’s look at ways to address both problems – the need for money, and the need to be discovered.

 What are some of the best jobs for writers to get noticed? What side hustle could complement our marketing efforts? And what hobbies and interests could we turn into a profitable part of our writing-business model for marketing and supplemental income?

I recently resurrected a hobby – pen making – as a way to rev up my marketing and supplement income. Over the years I have collected a selection of lumber that is historical – white oak that was growing in 1776, black walnut that dates back to 1815, and white pine that had originally been used in 1870 for the construction of our local county courthouse. I use that lumber to hand craft “legacy pens” as part of my Legacy Words and Wood business model. I get a much better response to newsletter sign-up requests when readers learn that there will be a drawing for one of the pens. The model also allows for customers to provide their own “legacy wood” for a custom-made legacy pen. You can see my pens at – https://stevehooleywriter.com/legacy-pens/ – Enough advertising.

Time for Questions and Discussion:

  • What interests/hobbies do you actively engage in that could be called upon to benefit your marketing? Tell us about it.
  • What hobbies have you been interested in but not yet had time to pursue? Could they be used as a side hustle? Explain.
  • What other ideas for a side hustle can you think of? Help with suggestions for those who haven’t explored this idea.

Creative Marketing: Beyond the Bookstore

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Today I’m delighted to introduce a guest post by mystery/suspense author Leslie Budewitz (also writing as Alicia Beckman). Leslie offers ideas about unconventional places to sell books.

Welcome, Leslie!

~~~

Marketing and promotion, it turns out, can require as much creativity as writing itself. One example: launching and selling books through non-traditional outlets, that is, businesses that aren’t primarily bookstores. These outlets are critical for those of us without easy access to bookstores.

When my first novel came out in 2013, the owners of an art gallery in Bigfork, Montana, where I live, approached me with an invitation I could never have imagined, even if I’d written it myself: What about an exhibit called “Bigfork in Paint and Print,” featuring area artists’ visions of the community and a book launch on opening night?

I still remember carrying a box of books into the gallery and finding people waiting for me. People I didn’t know. People who bought multiple copies, for gifts. I sold every book I’d brought and sent my husband home for more. We sold 60 books that night, and another 180 at the local art festival that weekend.

And the gallery? After telling me openings don’t sell paintings so don’t get my hopes up for books, the owners were astonished: They sold nine of eleven paintings that night and a tenth the next week.

Now it helped that I knew the owners, the local paper previewed the event, and the book, Death al Dente, first in my Food Lovers’ Village cozy mysteries, is set in a fictional version of our town. A special case. The exhibit continued for several years and openings were successful, but not at the same level—fewer friends-and-family purchases, more opportunities to buy the books in other places, and a little less excitement.

But this experience showed me the value of non-bookstore outlets.

Does your book have a specific angle that ties in to a local business?

I live in a small tourist town in the northern Rockies. One of the downtown anchor businesses is a kitchen shop. My two cozy mystery series are both set in food-related retail shops, one here and one in Seattle’s Pike Place Market. It’s been a natural combination, and the kitchen shop sells dozens of my books every year to both locals and visitors. To my surprise, it’s also sold more than 100 copies of my first suspense novel, Bitterroot Lake, a hardcover without a single cupcake on the cover. Why? My guess: The bitterroot is the state flower and the word is echoed in landmarks throughout the area, giving it a strong regional appeal.

You might find a similar connection with an outdoor gear and clothing shop for your books featuring a park ranger or a fishing guide who solves mysteries. Your amateur sleuth runs a coffee cart? I can see the books displayed in the local coffee shop. A café, a brewery, a business built on a local theme—natural connections.

In general, people are not likely to buy a thing in a place where they don’t expect to see it. You probably wouldn’t buy earrings in a convenience store. On the other hand, you might buy a cute pair by a local artist nicely displayed near the cash register. We all love surprises and souvenirs. That’s the whole purpose of gift shops in art centers and historical museums. I’m one of several local authors who sell books through the airport gift shop, an option for those of us who live in smaller cities where airport retail is locally owned and operated.

A few tips: Forge a relationship with the business owner or manager. Show why your book fits their mission and will appeal to their customers. Retailers want new products that will excite their customers.

Offer to accept payment after sales rather than requiring an investment up front. Both the kitchen shop and airport gift shop started by paying me on sales, and quickly moved to buying the books outright.

Personalize an advance copy for the staff to pass around.

Work with the shop on displays. Your book won’t do well where people don’t see it. In the kitchen shop, my books are among the first things visitors see. After my launch at the local art center, I take the small stand-up poster to the kitchen shop and add it to their display. I’ve created a list of books in order, identifying me as a local author and Agatha Award winner. I leave bookmarks. I check in often and fluff the display. I’ve gotten to know the salesclerks, so they talk up my books. And you know that getting other people to talk about your books is more important than anything you can say.

When you make a delivery, find a spot to sit or stand and sign the books you’re leaving. You’ll strike up conversations with customers and staff and sell books while you’re there. Odd as it sounds, sales will go up that day, even after you leave. Every shop and gallery owner I’ve worked with swears it’s true.

Working out the sales percentage may be tricky. Retailers are likely to accept 75/25 because they are used to working on small margins. Nonprofits may be less flexible. If you’re traditionally published and can’t accept 60/40, be prepared to explain why and justify a 75/25 split. Twice recently I’ve heard “We have to treat everyone fairly,” that is, apply the same percentage to all artists. Treating people fairly doesn’t always mean treating them the same, because people aren’t all in the same situation. The only solution I’ve found is to suggest increasing the retail price. I hesitated, thinking an $8 paperback wouldn’t sell at $10, but it has. Remember, gift shop sales are often spur-of-the-moment purchases. You’re not competing with Amazon or B&N; a tourist will see the book as a souvenir, and a local as a special find.

If a shop can do better buying directly, tell them. Some gift shops and used bookstores that carry a few new titles have accounts with Ingram. That’s a better deal for them and easier for you. Stop in regularly to sign books and leave bookmarks.

One-night stands: Even without a regular sales relationship, you can participate in special events at local businesses. Does your book fit with Pioneer Days or other local celebrations? Holiday open houses and “ladies night” events are big opportunities. And if other artists or authors are participating, even better. The “shop and buy” vibe rises exponentially.

Montana authors Mark Leichliter, Christine Cargo, Leslie Budewitz, and Debbie Burke

Finally, though it doesn’t quite fit my theme, I want to mention another option. Create your own event and make it A Thing. When Kill Zone blogger Debbie Burke and her friend Dorothy Donahoe, a retired librarian, took a “get out of Dodge” drive in the summer of 2020, they stopped for lunch at a Bigfork bakery with an outdoor stage and bar and a lovely view. Dorothy suggested Debbie recruit other local authors for a joint event. It’s become an annual event featuring four mystery authors from across the valley.

Find and nurture local connections. People love the idea of promoting local authors; make it easy for them and fun for you. Let your creativity flow beyond the page.

~~~

Thanks, Leslie, for visiting The Kill Zone and sharing these great out-of-the-box ideas. And congratulations on tomorrow’s launch of Blind Faith!

~~~

BLIND FAITH (written as Alicia Beckman), is out October 11 from Crooked Lane Books, in hardcover, ebook, and audio.

Long-buried secrets come back with a vengeance in a cold case gone red-hot in Agatha Award-winning author Alicia Beckman’s second novel, perfect for fans of Laura Lippman and Greer Hendricks.

A photograph. A memory. A murdered priest.

A passion for justice.

A vow never to return.

Two women whose paths crossed in Montana years ago discover they share keys to a deadly secret that exposes a killer—and changes everything they thought they knew about themselves.

Amazon
Barnes and Noble
Books-A-Million
Bookshop.org
Indie Bound
And your local booksellers!

~~~

Leslie Budewitz is a three-time Agatha Award winner and the best-selling author of the Spice Shop mysteries, set in Seattle, and Food Lovers’ Village mysteries, inspired by Bigfork, Montana, where she lives. The newest: Peppermint Barked, the 6th Spice Shop mystery (July 2022). As Alicia Beckman, she writes moody suspense, beginning with Bitterroot Lake and continuing with Blind Faith (October 2022). Leslie is a board member of Mystery Writers of America and a past president of Sisters in Crime.

 

To Pay or Not To Pay – Book Reviews For Sale

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By Debbie Burke

@burke_writer

 

“Fly-by-Night Book Reviews says, for $100, they’ll give me twenty guaranteed reviews. Should I try that?”

“I paid $500 to Pie-in-the-Sky Reviews. My book didn’t receive a single review.”

“You don’t dare pay for reviews—that violates Amazon’s terms and conditions. You’ll be banished.”

“Kirkus Reviews are the gold standard.”

“Ever since Kirkus started selling reviews, they lost all credibility.”

~~~

That’s a sample of the spirited responses and contradictory opinions on a recent Authors Guild discussion thread about whether or not to pay for book reviews.

I wound up thoroughly confused, pondering the following questions:

How much do reviews really matter?

Are there still “legitimate” book reviews? What defines “legitimate”?

Have reviews merely become another profit opportunity for vendors peddling them?

Do customers really believe Amazon reviews?

Do reviews increase sales?

Author Maggie Lynch

Multi-genre author Maggie Lynch participates frequently in AG discussions. Over years of reading her contributions, I’ve come to trust her knowledge, judgment, and analysis. Her data is carefully researched. She looks at publishing history from the long view and puts so-called new trends in perspective.

During this ongoing, weeks-long debate about book reviews, one day Maggie wrote: “Warning, I’m going on a bit of a rant.”

What followed was her essay that offered a fresh perspective and updated information about reviews that all authors can benefit from.

I asked if I could share her “rant” at TKZ and she kindly agreed.

Here’s what Maggie has to say:

Paid reviews have always been around, long before the advent of the Internet. Who do you think paid for placement in magazines, journals, and newspapers?

When a publisher buys an end cap display in a bookstore and provides potential review quotes for the store to post, isn’t that paid? If your book is featured on the front page of a major genre magazine, it gets attention. The magazine is going to do a review because you paid $2-$5K to be there.

All advertising is, in effect, paid reviews.

The only difference now is that there are more books, more online venues, and more authors willing to pay for ads, reviews, and all kinds of placement.

Once Amazon entered the online market, it became the focus of most authors. Not because it is the only distributor, but because it is the only distributor using sophisticated algorithms that are somewhat transparent. A number of analysts and programmers focus on Amazon algorithms and then share that information via their own book publications.

Whether you love or hate Amazon, it’s a great search engine. They understand data. They understand how to present the most likely options for getting a sale from a customer. IMO there is no other bookseller with programming that sophisticated.

If other major booksellers–Apple, Kobo, Google, the Big 5—had that same search and analysis capability, they would get more customers as well.

For myself, I have many reasons not to like Amazon. Yet, I give them props when they do well. If I want to find a book or learn more about an author, I’ll look it up on Amazon first because I know it will be quick with lots of information–including other books in the same genre, series, similar authors, etc.

I will likely end up buying the book somewhere else to support a local bookstore or another vendor, but I go to Amazon first.

Many people stay on Amazon because of that ease of use. Authors often believe (mistakenly in my opinion) that they only need to be on Amazon.

But…book sales are NOT Amazon’s primary business.

Only 10% of Amazon’s overall revenue is book sales.

Unfortunately, far too many people think they can game the system. I know hundreds of authors who spend more time trying to figure out how to get higher ranking on Amazon than they do writing books. It’s crazy.

Review factories have always been a part of the online book environment. When I first entered indie publishing in 2011, there were entire “review factories” in Asia where one could buy 100 reviews from “sock puppet” accounts. They were pretty obvious back then, poorly written, using similar phrases.

A couple of times, Amazon has cracked down on these practices–usually when it becomes obvious and egregious. But they usually do it through programming changes.

In the process, some books with legitimate reviews get caught in the net. When crackdowns happened in 2014 and 2018, many authors lost hundreds of reviews and waited months to have them reinstated.

[Note from Debbie: I know authors who simply gave up fighting and started from scratch all over again. Sad.]

Whenever Amazon makes a programming change to search out and punish fake reviews, those who make money on reviewing simply find a more sophisticated way not to get caught.

Algorithm watchers believe that instead of looking for and stopping these reviewers, Amazon is proactively changing the algorithm to counteract the sway of review farms.

Now reviews are weighted significantly less in the algorithm than they have been in the past.

Of course, no one knows how much less or what the criteria are, but it is something to consider. Because of that, authors who are focused on reviews simply pay more.

Authors consistently worry/believe that a high number of reviews (particularly on Amazon) means a high number of sales. That is not necessarily the case.

It is more likely that a high number of sales means a high number of reviews, UNLESS reviews have been supplied primarily by non-purchasers.

To evaluate this, look at the Top 100 bestsellers in Amazon. Many have ZERO reviews. Why? Because the book hasn’t been released and is selling on pre-order. What is creating those sales? Many factors that have nothing to do with reviews such as:

  • Advanced audience definition;
  • Pre-press ads, word of mouth, news, reaching out to fans;
  • Building anticipation for the book followed by a launch blitz that delivers on the promise;
  • ARCs to media and other reviewers (NetGalley, Edelweiss).

It may also be that Amazon never shows a lot of reviews for a particular book because the primary sales are on other sites, NOT Amazon. Many print books sell in bookstores, libraries, or direct from the publisher.

Reviews are not the answer to low sales. Do they help? Good ones do, those that provide information and key ideas to appeal to the audience you want. But the number of reviews does not necessarily correlate to sales.

The last good analysis I read about Amazon indicated there were more than 300 data points that are weighted in the sales and ranking algorithms.

THREE HUNDRED!

Where do reviews stand in that weighting? Not at the top. Probably not even the top 10.

The reality is the #1 weight is actual sales.

You have direct control of many other factors that guarantee more sales such as:

  • Create a fan base;
  • Write more books;
  • Identify your audience;
  • Deliver to their expectations with a consistent brand.

Of course, these take work and time. They can’t happen overnight.

But many authors want a fix right now, an easy button to push.

People always want an easy answer as to why their book isn’t selling better. They don’t want to accept the more likely reasons it’s not selling better.

The reality is the majority of the book reading public has fairly narrow interests.

 My fantasy fans rarely cross into SF. My SF fans almost never cross into romance. My Women’s Fiction fans don’t like anything else in fiction. My nonfiction readers rarely read fiction.

That’s just from my list of fans–a small number of 12K people. But the sample size is enough to extrapolate statistically.

Identifying the audience and creating a package that appeals to them on many levels is key. That package includes:

  • Excellent blurb that makes the reader want to learn more;
  • Great cover;
  • Appropriate pricing for the genre;
  • Look Inside/Preview pages that draw the reader in;
  • Advance praise from ARC readers that tells the reader what to expect and why they loved it.

Indie authors particularly get uptight about reviews—they can see the numbers go up and believe they can control that. Then they start paying for reviews because they believe more reviews equals more sales. But that is a false sense of control.

Where do you stop paying? Is 50 enough? How about 100?

I now see books with over 100K ratings. Are you kidding me?

 The get-more-reviews game is one you can’t win because:

  • You likely don’t have the budget for big PR or marketing campaigns;
  • You can’t compete against contacts that big publishing houses have.

Amazon’s own imprints publish roughly 1,000 books a year, making it as large as the Big 5 publishers.

Amazon controls all the data and knows the sales information. They can certainly tweak the metadata as needed to drive sales within their algorithm. Other publishers can do this too, if they know how and employ people to do it. Most don’t, not even the Big 5.

What can the average author do to compete?

First, do not accept Amazon as the arbiter of books or literature.

They are not. Don’t become one of those authors–and some small publishers– who have bought into the Amazon way of book sales–low pricing, multiple promotions, exclusivity.

Small publishers and indie authors have given Amazon all this power yet selling books is less than 10% of Amazon’s revenue. 

Second, you can shout and bring bad practices to the fore.

Point it out and most of all DO NOT PARTICIPATE in the bad practices yourself.

We can’t let our avarice, our immediate desire for an easy-button solution, give us permission to game the system, pay for reviews, tell lies, or buy hundreds of print books to try to make the bestseller list.

If few authors engage then it will become evident that no one can make good money off of these deals. 

Third, expend your energy in engaging with actual readers.

Build your mailing list, blog or use some other social media that you like to keep your readers informed.

Outside of your next book, the biggest asset is YOUR readers—people who have already voted with their dollars and their time to buy and read your book. Once they already read and like your book, they want more—more about you, more about upcoming books.

  • They will tell their friends
  • They will write reviews;
  • They will volunteer to read ARCs in the future;
  • They will post to social media;
  • They will talk to libraries about carrying your book.

Your readers are your biggest asset.

 ~~~

Thank you, Maggie, for sharing your perspective and wisdom with TKZ!

Maggie reaffirmed my belief that time is best spent writing more books.

However, that doesn’t lessen my gratitude to readers who make the extra effort to write reviews!

~~~

Learn more about Maggie Lynch and her 26 books at her author website.

Check out her free video course about Why Books Don’t Sell. It covers the basics of putting together a good package for your book and buy pages with vendors.

On that same POV Author Services site she has many blogs just for writers about both business and technology, as well as mental health and philosophical writing concerns.

~~~

TKZers: What is your experience with reviews? Have you ever paid for reviews? Do you think they helped your sales?