Promoting the Same Book for Seven Years—info for authors

First—a brief history of my first novel (I’ve published four so far and have started a fifth that I plan to turn into a series).

I started researching and writing “My Splendid Concubine” in 1999 (total copies sold to date are almost 21,000).  During that time, we visited China nine or ten times and traveled extensively throughout that country doing research. Concubine, after a stack of printed revisions almost as tall as I am—I was six-foot-four but as we age, we shrink—the novel’s 1st edition came out in December 2007, and it sold 562 copies in its first two years. In 2010, the novel went through more editing and revisions, and then the 2nd edition came out with a new cover. Between 2010 and 2013, the 2nd edition sold more than 11-thousand copies. The 3rd edition, after more editing, revisions and another new cover, came out in 2013 and has sold more than 9-thousand additional copies and is still selling.

During those seven years, Concubine was promoted in several local brick-and-mortar book store author events, through thirty-one traditional talk radio shows where I was a guest expert on China, and three book blog tours in addition to two BookBub ad campaigns: one in 2013 and another in 2014.

What follows is a brief report of the most recent $0.99 promotion of My Splendid Concubine from April 13 – April 19, 2015.  When that promotion ended, I submitted a price increase from $0.99 back to $3.99, but as I’m writing this post, I see that Amazon has kept the price at $0.99—and it has now been more than five days since the official promotion ended.

Starting Sunday, 4/12, I pinned—after I made sure that price had been dropped by Amazon and Draft2Digital—a Tweet promoting the sale to the top of my Twitter page and tweeted fresh tweets to support the sale several times a day in addition to the pinned tweet that was always there.

To discover how to pin a Tweet to the top of your Twitter page so that it’s what everyone sees first when they visit, I’ve included this video from YouTube that explains how to do it.

When I checked my Twitter Analytics page (I’m not sure you can open this link), it turns out that the Tweet that promoted the sale (the pinned tweet) was the Top Tweet for the last 20 days with 4,178 impressions (number of times users saw the Tweet on Twitter—I have no idea how they measure that). Using Twitter analytic, I learned that the same pinned Tweet was Retweeted 54x, the image was clicked on 7x and the link that led to Amazon was clicked 5x, and that was just the pinned Tweet.

I have no idea how many times all of the other promotional tweets were seen. For instance, I found one of the same Tweets that was not the pinned version, and it was viewed 904x and engaged 23x. Engaged means the number of times a user has interacted with a Tweet, and I probably posted the same Tweet three to five times a day during the sale.

But what about the four ads I ran with The Fussy Librarian, Choosy BookwormeReaderNewsToday and Riffle?

The price drop to $0.99 was submitted on 4/11. Note: Seven copies sold for the full price at $3.99 between 4/1 through 4/4.  No copies sold between 7/5 – 7/10.

Sales by Date During the Promotion

  • 4/11 – 2
  • 4/12 – 20
  • 4/13 – 29 (two ads ran: The Fussy Librarian and The Choosy Bookworm)
  • 4/14 – 50 (one ad ran: eReaderNews Today)
  • 4/15 – 14
  • 4/16 – 13 (I think the ad from Riffle ran—a site with a high Alexa rank in Canada—but there were no sales from Canada during the promotion, and I’m not sure if the ad ran the day it was scheduled, because I never saw it even though I searched.)
  • 4/17 – 3
  • 4/18 – 3
  • 4/19 – 3
  • 4/20 – 1 (I submitted the price change from $0.99 to $3.99 at 7:30 AM)

During the same time span as the Concubine promotion, my other three books sold 12 copies at the full price of $3.99.

The result: More than 160 copies have sold so far in April for all four of my books—but most of the sales were for “My Splendid Concubine”. The total number of sales for January, February and March were 148 or an average of 49 copies a month. I think that an increase of sales of more than 326% for April was a success.

 
I think exposure is more important than profit. If the work is worth reading, the exposure might lead to those profits in the future.

For instance, Amanda Hocking didn’t earn much money or sell many books for her first eight years as an indie author, and then her sales went viral making her an internationally known author and a millionaire.  For those eight years, Hocking worked part time jobs for poverty wages, and lived at home with her mother who nagged her relentlessly to get a real job that would support her. Hocking said she worked really hard developing her social media platform. I wonder if her mother is nagging her today.

In May and June, my 4th book, The Redemption of Don Juan Casanova, will be going on a book Blog Tour with a $0.99 price drop from $3.99 in addition to plans to run ads on several sites, for instance, BookBub (if the ad request is accepted), Fussy Librarian, and eReaderNewsToday.

UPDATE August 11, 2018

For a little more than a year now, I’ve been experimenting with Amazon ads and learning what works. The focus is on “My Splendid Concubine” because it has the most reviews, three hundred and twelve with 251 four-and-five stars. Amazon has run more than 800k impressions resulting in 4,169 clicks (as of today) since the start of the campaign.  The cost of the clicks so far is $1,167.47 offset by $1,059.31 in royalties from the 380 sales that Amazon has linked to the clicks, but that number is misleading because of sales not related to the clicks from the ad impressions. Total sales are closer to 600 resulting in more than $1,600 in royalties. My guess is that readers that clicked the ad, bought the book, and liked it enough, talked to other readers who bought the book without clicking on one of the ads.

At 5:27 PM today, “My Splendid Concubine” was ranked #15,082 Paid in the Kindle Store and #11 for its specific genre.  Sales for the e-book for August broke 100 copies this morning with twenty days to go before August ends.  I plan to write a blog post about what I’m learning. I just checked and there have been another ten sales so far today.

_______________________

Lloyd Lofthouse is a former U.S. Marine and Vietnam Veteran,
who taught in the public schools for thirty years (1975 – 2005).

 Covers for first 3 novels

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Authors Finding Readers – Part 1/4

Over the decades, I’ve met many writers that planned to write a book, publish it and reap fame and fortune. At least that appears to be what most believe.

In reality, this belief is the same as tying fifty-pounds of iron to an infant then throwing the three-month-old child in the ocean expecting him to swim ten-miles to shore.

Back in 1968, when I wrote my first book-length manuscript and found an agent to represent it, who found an interested publisher, that’s probably what I thought too—at first.

The wake-up call to reality was traumatic because that deal ended in rejection. The publisher had a budget to publish one new author and someone else earned that slot. If it was any consolation, I was one of the finalists and reached second place, but only first place signed the publishing contract, which explains why this series of post is specifically written for writers (want-to-be authors) and authors (already published—it doesn’t matter how: traditional, indie/self-published, or vanity), who may be wondering where all the readers are hiding after the bubble that held the dream of fame and fortune popped.

First, it helps to know how many books are competing for the attention of people that read.

In August 2010, Google reported there were 129.8 million unique books in the entire world. I’m not talking about the total number of books printed. I’m talking about unique titles. The number printed is in the billions.

For example, The Hobbit and The Lord of the Rings by J.R.R. Tolkien has sold more than 250 million copies and that’s for a few titles.

How about a few more examples?

Anne Rice’s The Vampire Chronicles have sold about 80 million; J. K. Rowling has sold more than 400 million, and Harper Lee’s To Kill a Mockingbird, one title, has sold 30 million in fifty-two years.

Such success is a great motivator sort of like hearing that someone won a few hundred million in a lottery. However,  if you read the small print on the back of a lottery ticket, the odds are usually 20 million to one or worse.

How about books and publishing? What are the odds? The answers to these questions are more complicated.

According to Nielsen Bookscan, the average U.S. book is now selling less than 250 copies per year and less than 3,000 copies over its lifetime, and it doesn’t help that the competition is getting more crowded annualy.

In April 2010, Smashwords reported, “A staggering 764,448 titles were produced in 2009 by self-publishers and micro-niche publishers …”

By the end of 2011, R.R. Bowker reported 2,776,260 self-published books were printed in the US alone. In the UK, there was an additional 151,969 new titles. Source: News & Press: Publishing.

With all of those new titles coming out annually, who reads them and what do they read?

Continued on August 30, 2012 in Authors Finding Readers – Part 2

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_______________________

Lloyd Lofthouse is a former U.S. Marine and Vietnam Veteran,
who taught in the public schools for thirty years (1975 – 2005).

His third book is Crazy is Normal, a classroom exposé, a memoir. “Lofthouse presents us with grungy classrooms, kids who don’t want to be in school, and the consequences of growing up in a hardscrabble world. While some parents support his efforts, many sabotage them—and isolated administrators make the work of Lofthouse and his peers even more difficult.” – Bruce Reeves

lloydlofthouse_crazyisnormal_web2_5

Lofthouse’s first novel was the award winning historical fiction My Splendid Concubine [3rd edition]. His second novel was the award winning thriller Running with the Enemy. His short story A Night at the “Well of Purity” was named a finalist of the 2007 Chicago Literary Awards. His wife is Anchee Min, the international, best-selling, award winning author of Red Azalea, a New York Times Notable Book of the Year (1992).

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