If you’re a regular follower of this blog you’ll know I ran a promotion over the weekend for both Second Chance and Absent Souls and I wanted to share my results with you.
Outside of blogging and the rare promotional tweet, up until June this year I’ve rarely run a book promotion. Second Chance was published in January 2014 and has stayed in the minor charts on amazon.co.uk ever since. Its sequel, Absent Souls, was published November 2014. There is a third book due out later this year (if I pull my finger out).
I’ve been lucky that I’ve had success with both books on Amazon.co.uk but my efforts of getting noticed in the US have been virtually zero. This is bad news for my sales (the US is by far the largest single ebook market) but good news for testing promotional effectiveness.
I’m not intending to heavily promote my books until book 3 of the trilogy is finished but I wanted to test the effectiveness of different forms of advertising beforehand to see where to focus. I ran my first paid ad in June this year through Booksends, offering Second Chance for free. At the same time I put Absent Souls on a 99c/99p countdown deal. Over the three days Second Chance was downloaded 1000 times and I should enough copies of Absent Souls to cover my costs. While my sales on amazon.com since then have been flat, my pages read (both my books are in Kindle Unlimited) resulted in a higher income than before but were starting to tail off after two months.
As in any business, your book promotion should have a goal. My goal was to increase awareness of my two books on Amazon.com, gain new mailing list subscribers and to cover the cost of advertising. I would also hope to see an increase (read: any) in sales and/or pages read over the following weeks.
Use the same offer, Second Chance for free and Absent Souls for 99c/99p over three days.
Day 1 – Promote only on my blog, a promotional post by the wonderful author Tammy Salyer, and one or two promotional tweets.
Day 2 – Two adverts placed, one with Ereader News Today (ENT) and the other with Robin Reads. I’d originally planned to promote only with ENT but I’d heard Robin Reads had a good UK following, and as they had a space free I thought I’d try them as well. The cost of both came to the same amount as the cost of the one promotion with Booksends.
Day 3 – No promotion other than the odd tweet.
Day 1 – 228 downloads of Second Chance.
This was a surprise as I’d expected maybe 50 with so little promotion, so thank you to everybody who took the time to support the promotion with tweets, reblogs or by telling their friends.
Day 2 – 1830 downloads of Second Chance.
Because both mailing lists are US based, the first (Robin Reads) didn’t go out until 3pm UK time. I immediately noticed an upsurge of downloads at this point, from around 30 to over 300 by the time the ENT mailing went out at 5:30pm UK time. This is when things went crazy. By the end of the day I’d reached no.2 in the free science fiction/cyberpunk charts, no.8 in the science fiction charts and had broken into the overall top 100 at no. 65. This was well beyond my wildest expectations and a little surreal.
The down side was that I made hardly a ripple on amazon.co.uk, so either the information about Robin Reads was incorrect, or the majority had already bought my book. 🙂
Day 3 – 385 downloads of Second Chance
Over the same period Absent Souls hit no. 13,000 in the overall paid charts, with total sales more than covering the costs of the promotion.
It’s always a little dangerous drawing conclusions from such little data, however it’s clear promoting on two mailing lists was more effective than one. I know this may sound like common sense but remember I paid the same amount of money for the June promotion and the one last weekend.
I also believe you need momentum for a successful promotion. The promotion in June met my goals but it only got Second Chance into the top 50 of the Science Fiction charts. Breaking into the top 10 of science fiction, and the top 100 overall, meant Second Chance was visible to a much larger audience, giving it a second chance (no pun intended) to be seen and downloaded by readers other than those on the mailing list.
For the longer term goals it’s too early to say. I know from Kevin Brennan’s blog earlier this year, that high free downloads doesn’t automatically mean higher sales, but even if I don’t reach this goal as yet, I’ve learnt another lesson on the effectiveness of different promotional options and strategies.
What about you? If you’re a writer, which promotional routes do you find most effective? Or if you’re an avid reader, have you signed up to any bargain book mailing lists and if so, which ones? I’d love to hear from you.
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