I just wrapped up a big free giveaway of my latest novel Children of a New Earth. Why giveaway books? Some indie authors and a lot of traditional publishers, hate free giveaways. They argue that a writer works hard and shouldn’t devalue their work by giving it away free. They argue that free and bargain books are creating a glut and a race to the bottom, where the only way to succeed is to give things away.
Other indie authors were happy to use free promotions, a couple of years ago. Free is dead, they say. Amazon algorithms once favored free. A free giveaway still counted as a sale and a big free promotion could drive up your sales rank significantly. Now the algorithm has changed and that no longer works.
I am sensitive to all these arguments, but free remains an important part of my marketing strategy and here’s why.
One of the best books I’ve read on marketing is Write. Publish. Repeat. One of the most important things I learned from the books is that you have to have a marketing strategy. A marketing strategy means an overall philosophy about how to market yourself and your books.
Without a strategy all you have is a collection of techniques. Some techniques work some of the time but not others. Some work for awhile until something changes. Other techniques work, but may work against each other if not guided by one philosophy.
Free promotions are a great example. They used to work great, propelling some indie to renown. Now they work less well. Amazon will change its algorithm again and we’ll see, they might work well again or they might work against the author.
Free compliments certain techniques but works against others. Imagine that an author uses any sort of hard sell technique to create a sense of urgency about buying their book. You hand over your money. Next weekend the same book is free. I’d be pissed.
According to the Write. Publish. Repeat. guys any artist in any medium can support themselves doing their work if they have one thousand true fans. True fans will buy your book as soon as it’s released. That alone makes them a valuable resource. Imagine getting a thousand sales the day you release. Imagine if one in ten wrote a review. That would be over a hundred reviews on your book.
But true fans will do more than that, they’ll talk about your book. They’ll share your message. They’ll come to your events and build buzz around you. Basically they’ll do all those things that authors attempt to fake with social media buzz and “street teams.”
One of the marketing strategies they talk about a lot in that book is finding your tribe. Finding your tribe means finding those thousand fans, those people who will love what you write, talk about what you write and share your message. To say that these fans are worth their weight in gold might be an exaggeration, but they are certainly worth the cost of one book, especially in the digital age.
My marketing strategy is heavily based on the notion of finding my tribe. I will bend over backwards to give you, or anyone, a chance to read my work, no strings attached. I have a couple free stories on Wattpad. I have a couple on my website as well. If you sign up for my newsletter I will give you a free book. I also run free promotions regularly. I do this because I have confidence that at least some of you will come back and join the tribe.
Join my email list right here:
Marketing in this way means I also measure success a bit differently. I like sales. Everyone likes making money and I do have the dream of doing this fulltime someday. But right now sales aren’t the only or even primary means that I measure success. I measure success in many milestones, followers on various social media, reads on my wattpad site, reviews on my published books. The one I love the best is personal feedback, of course. There is no greater thrill for an author than a letter or email from a reader who was touched by something you wrote.
However I choose to measure success on any given day, the point is to build a tribe around my work. That’s why I run free promotions of my books. Maybe someday, when I have more than a thousand true fans, I will reconsider my strategy, but I doubt it. This is the author I want to be, one who is known for being generous with her work and her time. One who values her fans as much as they value her.
And by the way, it’s not just indies that think this way. I would like to end off with an interesting interview with Neil Gaiman about putting his novel American Gods out for free.