This transparency is so valuable to both readers and writers on what happens behind the scenes! So much more goes into marketing planning and execution than I previously thought. Love this insight and the breakdowns— ready for part 2 on impressions, sales, royalties etc. ! 👏👏👏
Having been on both sides of the desk like you, I often feel like I know both too much about “how the sausage is made,” and not nearly enough! I appreciated this transparent take from a book marketing pro, and especially knowing your regrets. I was surprised that you generally find digital advertising so effective in driving sales—but then again, we can barely do it for my books because both A*azon and M*ta censor the titles and therefore the cover art 🙈🙈🙈
That makes sense if you are getting censored for those ad buys! Google Sponsored Search may work better for you in that case. But for fiction -- unfortunately so many of those readers are still hanging out with Jeff and Zuck, and we gotta go where the readers are. Thank you for reading!
This is such a valuable break down! I’m curious if it’s “too late” to do digital advertising or if this is something authors can do as a second wave of marketing…
Here's the challenge: advertising doesn't work in a vacuum. It can certainly drive awareness as a second-wave activity, but without the critical mass of other activity around publication, the ads won't be as effective at converting to sales as they would've been at pub with everything else going on. I'd recommend waiting for another "moment" whether that's another format release, another PR or speaking opportunity, or even an ebook price drop, etc.
Thank you for sharing this! I'm working on my marketing budget right now for my book, so this is really helpful. Also coincidentally, I just queued up your book on my kindle yesterday as my next read 🙌
Wow! I had no idea marketing a book could be that expensive for the author.
If you like Shoresy, I assume you are familiar with Letterkenny? That show is so funny! I haven't watched Shoresy yet but this might be a sign that I should!
And yes! With layoffs and cost-saving measures in the Big 5 and lean staffing at indie presses, even traditionally published authors are needing to spend more and more on their own marketing these days. That is something that has really changed over the last 5ish years!
I run a questionnaire called Authors Answer. There are 20 standing questions about an author's life off the written page. Authors pick FIVE that they'd like to answer. I started it in 2020. There are 500+ responses at this point (although I only recently moved it onto Substack). If you would like to participate (or send any of your author clients my way) I'd be happy to have you. Details here: https://authorsanswer.substack.com/about
As someone looking to write their first novel this was an incredibly insightful breakdown, thank you for sharing! Your picture is at my favorite bookstore ever, I hunt for them whenever I travel and I have yet to find one that impresses me as much as the Book Shop.
Thank you for this. As someone considering self publishing, you have given me plenty to think about. I have a lot of doubts about the traditional route of first trying to get an agent.
This is so interesting! I never considered what authors do out of their own pocket. On a side note, the bookshop was my favorite bookstore when I lived there! 💚
Wow. I’m lucky that my publisher and my event hosts picked up my marketing and travel expenses. But I’ll share this about influencer boxes. We sent out 15. I wrote individual notes to VIPs, all of whom I knew or were friends of friends, asking them to post and to tag me. The boxes had the book, treats and gift cards, so a decent box. Just one person posted on it. I’d be fine with skipping them next time.
What, that's crazy! But kind of makes sense with the amount of free stuff they get sent. Do you know if that's an average ratio? I.e. only 10% will actually post about it...
No idea. I don’t think it’s worth the effort, however, and certainly not the expense. What you need are people who will post the book and recommend that their audience buy the book.
I appreciate knowing the costs, but my question is--have you made that back in royalties (on this and subsequent books because I'd allow "one book sells the next."
This transparency is so valuable to both readers and writers on what happens behind the scenes! So much more goes into marketing planning and execution than I previously thought. Love this insight and the breakdowns— ready for part 2 on impressions, sales, royalties etc. ! 👏👏👏
Agreed! Thank you, Andrea!
Having been on both sides of the desk like you, I often feel like I know both too much about “how the sausage is made,” and not nearly enough! I appreciated this transparent take from a book marketing pro, and especially knowing your regrets. I was surprised that you generally find digital advertising so effective in driving sales—but then again, we can barely do it for my books because both A*azon and M*ta censor the titles and therefore the cover art 🙈🙈🙈
That makes sense if you are getting censored for those ad buys! Google Sponsored Search may work better for you in that case. But for fiction -- unfortunately so many of those readers are still hanging out with Jeff and Zuck, and we gotta go where the readers are. Thank you for reading!
I will never ever ever add up my receipts. 🤦♀️ I spent Four million dollars on stickers alone.
So real 😬😬
This is such a valuable break down! I’m curious if it’s “too late” to do digital advertising or if this is something authors can do as a second wave of marketing…
Here's the challenge: advertising doesn't work in a vacuum. It can certainly drive awareness as a second-wave activity, but without the critical mass of other activity around publication, the ads won't be as effective at converting to sales as they would've been at pub with everything else going on. I'd recommend waiting for another "moment" whether that's another format release, another PR or speaking opportunity, or even an ebook price drop, etc.
Great point!
Thank you for sharing this! I'm working on my marketing budget right now for my book, so this is really helpful. Also coincidentally, I just queued up your book on my kindle yesterday as my next read 🙌
Amazing, thank you so much! I'm glad this was helpful.
Wow! I had no idea marketing a book could be that expensive for the author.
If you like Shoresy, I assume you are familiar with Letterkenny? That show is so funny! I haven't watched Shoresy yet but this might be a sign that I should!
Yes! My brother and I love Letterkenny. Obsessed.
And yes! With layoffs and cost-saving measures in the Big 5 and lean staffing at indie presses, even traditionally published authors are needing to spend more and more on their own marketing these days. That is something that has really changed over the last 5ish years!
This is such an incredibly honest and generous break down. I'd love to share this link with my book proposal students!
I run a questionnaire called Authors Answer. There are 20 standing questions about an author's life off the written page. Authors pick FIVE that they'd like to answer. I started it in 2020. There are 500+ responses at this point (although I only recently moved it onto Substack). If you would like to participate (or send any of your author clients my way) I'd be happy to have you. Details here: https://authorsanswer.substack.com/about
Thank you for sharing and the transparency. I cannot wait for next week’s newsletter.
As someone looking to write their first novel this was an incredibly insightful breakdown, thank you for sharing! Your picture is at my favorite bookstore ever, I hunt for them whenever I travel and I have yet to find one that impresses me as much as the Book Shop.
Thank you for reading! I loved the Book Shop -- they were so nice to work with, and I'll never forget my very first bookstore event ever!
I can't wait to hear how it went!
Thank you for this. As someone considering self publishing, you have given me plenty to think about. I have a lot of doubts about the traditional route of first trying to get an agent.
This is so interesting! I never considered what authors do out of their own pocket. On a side note, the bookshop was my favorite bookstore when I lived there! 💚
LOVE the Bookshop! They were so wonderful to me.
Wow. I’m lucky that my publisher and my event hosts picked up my marketing and travel expenses. But I’ll share this about influencer boxes. We sent out 15. I wrote individual notes to VIPs, all of whom I knew or were friends of friends, asking them to post and to tag me. The boxes had the book, treats and gift cards, so a decent box. Just one person posted on it. I’d be fine with skipping them next time.
What, that's crazy! But kind of makes sense with the amount of free stuff they get sent. Do you know if that's an average ratio? I.e. only 10% will actually post about it...
No idea. I don’t think it’s worth the effort, however, and certainly not the expense. What you need are people who will post the book and recommend that their audience buy the book.
I guess you need an influencer to click with your work enough to give you a bit of their platform.... then it would be worth it...
There is a plethora of disingenuous how I made $10,000 publishing here. I appreciate you sharing the how I spent $10,000 end of the spectrum.
I appreciate knowing the costs, but my question is--have you made that back in royalties (on this and subsequent books because I'd allow "one book sells the next."