C h a z z W r i t e s . c o m

See all my books at AllThatChazz.com.

02/03/2014 • 11:28 PM 8

The attitude (and the radio show) indie authors need to succeed

This week on a podcast I heard a couple of guys who own a small press quibble over what qualifies as “indie” versus what “self-publishing” is and OH MY THOR! WHO CARES? They don’t understand that any serious self-publisher is a publisher. I know of no one who attacks the challenge alone. We have editors and proofreaders and graphic artists. We recruit volunteers and call on experts. The distinction these podcasters were quibbling about is so two to three years ago and I’m sick of it. We don’t go it alone if we’re to have any chance at succeeding. Truly solitary efforts? Those stinkers sink like lead in a helium sea. They can keep talking. We’ll keep moving forward.

Someone else questioned the use of the word “revolution” in our little make-up-stuff context.

The tagline at ChazzWrites used to be “Join the Publishing Revolution.” I wrote that because the ability to publish and sell directly to readers on a large scale, without traditional gatekeepers, was and remains revolutionary. We’re a young industry, but we keep on proving we’re not as stupid as once accused. We pick ourselves rather than wait for anointment, but no, despite the hype and alarm, we really do understand that publishing is not just a button.

Quite a while ago, I changed the tagline for this blog to: “We are the publishing revolution.”

Since I started this blog, the publishing landscape has changed and we’re getting better. There’s a reason for that growing expertise and success and it’s about you and me and the friends we make.

I’ve never been in a business so firmly entrenched in what Joanna Penn calls “Coopetition.” Writing may be solitary, but publishing is still a team sport. Most indies help other indies. I am not threatened by any author. I’m inspired by them. I read their work. I’m often assisted by them. We’re allies. We have so few resources, we have to band together. The organization is loose and the data flow is more horizontal than vertical. We’re less isolated and we sure aren’t corporate, but you know what?

Banding together is better.

Nobody owes anyone else a helping hand. It’s not about owing. I’m talking about the joy of paying it forward. Sure, there are a few authors who don’t have time to help others. They come off a bit me, me, me. Sometimes that’s a pocket full of earned arrogance and sometimes they were born that way. They’re missing out. Suffering, even.

Have you ever had the opportunity to help somebody out?

The answer is, of course you have. And when you do help somebody, doesn’t it feel fantastic? It’s a great feeling to pay for a stranger’s coffee at the drive-through. Random acts of kindness aren’t so popular because they help somebody who needs a boost. Random acts of kindness are so popular because they feel just as good (maybe better) for the giver.

As Indies, we need each other. We can’t afford to pay for all the expertise and experience we receive from bloggers, podcasters and fellow authors. But the rising tide of kindness paired with knowledge raises the industry’s boats. I have another recommendation, besides helpful blogs and podcasts.

Here’s a radio show for our revolution:

Friday night (and every Friday night) I listened to Friday Night Writes on Surf 17 on Flagler Beach Radio. Last week, authors Tim Baker and Armand Rosamilia talked about editing with Armand’s editor, Jenny Adams. They laugh a lot on that show and the music’s good, too. The show’s Facebook forum is active, the audience laughs along with them and they answer questions about writing and publishing in a fun way. (So see you all there Friday night. I listen in on the TuneIn Radio app.)

That’s the commercial. Here’s the point:

Writing is fun (or else maybe you’re doing it wrong). Publishing is a serious business populated with fun, intelligent and interesting people. Many of the most generous people I know are growing their readership, blowing up and getting better faster. I don’t think the intersection of generosity and success is a coincidence. Generosity not only feels good. It grows support networks, readers and fans. Energy goes out and comes back, drawing attention, interest and resonance.

We are a generous group. We are writers.

Our revolution is based not on conquering but on love of language and stories. Sharing our love of language and telling stories? It’s not frivolous. Fiction is an important way to keep the darkness at bay. It’s a welcome distraction from what ails us. Each novel is an opportunity to escape reality and a less painful way to better understand life.

We learn and share experiences through our stories. We grow and share and laugh together. We help each other. We entertain strangers from a distance for a long time very inexpensively. We’re givers and that feels awesome. Without cooperation, we would not be here. Generosity is the bedrock of our humanity.

That’s love.

We are the revolution we need.

Filed under: author platform, Media, publishing, self-publishing, Writers, Armand Rosamilia, books, community, cooperation, coopetition, ebooks, Flagler Beach Radio, Friday Night Writes, generosity, indie publishing, Joanna Penn, podcasts, publishing, Random acts of kindness, Robert Chazz Chute, self-publishing, sharing knowledge, success, Surf 17, Surf 1700

02/02/2014 • 8:25 PM 5

The real value of TBR lists (that you hardly ever get to)

Besides the chance at author discoverability through also-boughts, what is the value of all those to-be-read books you and I will probably never get to? (I say this with love and without judgment, as an author and fellow hoarder of books and ebooks.)

**To shine a light in the dark, I spoke recently with an author who has her books for sale everywhere but Amazon.**

(It matters little why she wasn’t on Amazon, except to say it was a misunderstanding of the platform’s requirements, not a principled, moral stance.)

“But we have to be on Amazon,” I told her. “Exclusive or not is your choice, but if you want to reach more readers, you must be on Amazon.”

“Why?”

“Because that’s where so many readers are. Amazon is out front and will remain so for the foreseeable future.”

“Why?”

“Because their customers are locked in.”

“What do you mean ‘locked in’? Everyone could switch to Kobo tomorrow.”

“But they won’t. Amazon has millions of customers whose first device was a kindle and so their library is on kindle. Kindle devices have come down in price and improved, so those readers will stick with kindle. They’re suffering the delusion that someday they’ll win the lottery, move to the French Riviera and finally have time to read all those hoarded books on a topless beach.”

“That’s not rational,” she sniffed.

“If I switched devices, it would be like burning all my books. And maybe that’s irrational, but we are talking about humans, yes? I have so few Vulcan readers.”

“But devices and companies go away. Look at MySpace and AOL and Kodak.”

“And the not-so-bright future of the Nook,” I added. “Yeah, companies go away if they fail to adapt to competition. But all those free downloads to long TBR lists give Amazon an immense legacy advantage. Kobo might be #2 in the e-reader market, but they’re a distant #2. Amazon’s the greyhound out front chasing the rabbit. The others are three-legged purse dogs running in circles around the starting line.”

“That’s ridiculous. If I wanted to switch, why couldn’t I just port my Kindle downloads over to Kobo?”

“Amazon would have to permit that, I’m guessing. They’re different systems. There are workarounds, but most readers won’t do it. For instance, I’ve got Calibre but I hardly ever use it.”

“Why not?”

“Because it’s harder to use and more time-consuming than the one-click buy that shoots straight to my kindle. People stick with what they know and what’s easy. For instance, everyone complains about Facebook, but they hardly ever leave and a bunch of those who do leave come back for more abuse. They don’t hang out at G+ because all their friends and family are still on Facebook. Their network is locked in, even if they don’t want to be. For Amazon and Facebook to start to worry, they must have a real threat of competition.”

“I heard Instagram is getting even more popular than Facebook with young people,” she said. “Facebook has serious competition there.”

“For that niche and possibly into the future, yeah, which must be why Facebook bought it already. No competition.”

“Oh,” she said.

“To compete with the greyhound, the little yappy dogs have to take steroids and get going in the right direction. But the greyhound will probably eat their steroids. The big dog always has more money for R&D.”

“You’ve lost me in the canine metaphor. I don’t hang out at the dog track.”

“Come up with a new way to reach customers and someone will finance it. If it’s a really good idea, it will probably be the leader of the pack buying you out, making sure they stay the pack leader.”

“But what about all those companies that fail?”

“Nothing lasts forever, sure. Apple seems to have lost some direction since Jobs died and the stock’s down. Mostly, big companies fail because they lower their standards or try to hold on to the old paradigm instead of improving and evolving. Like how the Big Six publishers became the Big Five. Soon to be fewer, probably.”

“Ah. So…you really think I should sell on Amazon?”

“It’s up to you, but for me, it’s the only platform that’s not optional. There are exceptions. Some authors seem to move romance and crime better on B&N and Kobo. If they choose to pull you out of the haystack and promote you, you might have a shot. But mostly, and for me? If I wasn’t selling on Amazon, I wouldn’t be selling books.”

“So all those free ebooks on my TBR cyber-pile is just Amazon insuring customer loyalty?”

“I wouldn’t call it loyalty. No matter what the Supreme Court and Mitt Haircut say, corporations aren’t people, my friend. Companies rarely inspire love. Call it inertia. Also, I’m sure they really do hope you’ll buy somebody’s books and make a ton of money the way they say it was intended. I’m talking more about customer behavior here, not whether Amazon’s packed to the rafters with cynical geniuses who can see into the future.”

“So what do you think of free ebooks as a promotional tool?”

“It’s not the sharpest tool in the shed, but most of the discoverability tools are pretty dull.”

“Sounds like you love Amazon,” she said, her eyes narrowing.

“No. If the little dogs started running faster, I’d bet on them. Until then, I’m riding the big dog. And you know…sometimes…once in a long while, I’ll find an author in that TBR pile I thought I’d never get to. And sometimes, I’m blown away and I want to read more of their books. Then I’m in true buying mode. Free ebooks is fake buying mode. But it does happen that I find someone I like there and spend real dough.”

“Name one,” she said.

“I’ll name three. Alex Kimmell, Jordanna East and Armand Rosamilia.”

“I’ll add them to my TBR pile,” she said.

“Make sure you get to them.”

~ Robert Chazz Chute is an author with ten books in your TBR pile you still haven’t gotten to. How will you ever fall in love?

Filed under: Amazon, author platform, book marketing, Books, e-reader, ebooks, free ebooks, Publicity & Promotion, publishing, Writers, alex kimmel, Amazon, Armand Rosamilia, book lists, books, discoverability, ebooks, hoarding, jordanna East, publicity and promotion, publishing, Robert Chazz Chute, TBR, TBR pile

01/31/2014 • 7:57 PM 2

Proving Dead Moms Wrong: Writing a book is among the least cynical things you can do.

The term “hack”, as discussed in this space recently, usually refers to someone, typically writing to tight deadlines, who is churning out words with no love for his or her work. I don’t think that applies any writer I’ve ever met, no matter the project. Every writer is optimistic as they begin a new book. We tell our spouses and girlfriends and boyfriends and basset hounds, “This will be the one that will really wow ’em. If you leave me now, you’ll miss out on all the glory, my accolades and a mention on the Acknowledgments page, so you better stick around.”

Here’s why “hack” is a poor term:

In This Plague of Days, I write about a zombie apocalypse. Maybe that sounds silly to you, but I fell in love with the characters and there are genuine emotional, serious and thoughtful moments. It’s complex and it’s not what you expect. Just as I attempted to do with my hardboiled hit man in Bigger Than Jesus, I played outside the expected conventions. I tried to do something different with the genre.

But here’s the thing: That doesn’t make me unique.

Every writer I know is reaching to the best of their ability to write something awesome, different and engaging, no matter what they’re writing. We try to write the best tweets we can, for Thor’s sake! Certainly we’re aiming for at least that clever when constructing a narrative beyond 140 characters.

We’re all looking for a special turn of phrase or a new twist on an old cliché no matter what we’re writing. We’re searching for ways to entice and delight readers. We love language. We tell stories. I’ll leave it to readers to decide the degree to which we succeed, of course. However, when a reviewer dismisses any writer out of hand, based on their choice of subject, as a “hack”? I reserve the right to dismiss that review. I don’t think the term elucidates anything. A book takes too much work and time for us to aim low.

Say it with me and feel it: “Writing a book is among the least cynical things you can do.”

As a person who, more than once, has been dubbed “Mr. Cynical”, I speak with expertise. We may fall short, but we’re all shooting for the outer moons of Andromeda and to prove our dead moms wrong. Even if the reader thinks they’ve read it all before. Especially when that niggling voice of doubt in our heads tells us, “Some people are really going to underestimate what I can do with this material. I’m going to melt their eyeballs with my fair-bitchin’ prose.”

I suggest we all take each book on its own merits instead of painting with push brooms (and read the sample before you buy to avoid disappointed expectations.) Please don’t say this or that writer is a hack. That’s insulting and too easy, for starters. Besides, like plague viruses, authors evolve, too. Maybe you dismissed Stephen King’s Pet Sematery, but if from that judgment you dismiss all of his work, including The Long Walk, you haven’t read The Long Walk.

It is fair to say a particular plot device is hackneyed, but don’t generalize about all our work. Every author I know, me included, gets better with each new book. Disastrous experience beats the weakness out of us.

What other terms should we be careful about using? To the jargonator!

1. “Commercial”: Does that mean you liked it but felt you shouldn’t? (This is the worst, most disingenuous reaction, last spotted on The Slate Culture Gabfest. That’s right! I’m calling you out, Metcalfe. You’re so meta-snarky, you might be David Plotz.)

Does commercial really mean mass market paperback? With the advent of ebooks, that seems a dated reference.

By commercial fiction, do you mean it tells a ripping story that’s less based on character? Hm. All writers want to make readers care about their characters, so that seems a tad empty.

By commercial, does the critic mean the author wants to sell a lot of books? “How base and singular! No person of character wants that! Are you not of independent means, Monsieur Writer Peasant?”

2. “Muscular” prose: The author is a minimalist, idolizes Hemingway and probably does not possess a MFA from the last thirty years. An obvious attempt to damn with faint praise.

3. “Workmanlike”: Same as #2, but with even fewer syllables in word choice. The critic thinks they’re getting away with being snooty, but we can read the code and the classism isn’t that subtle. Both #2 and #3 are really authorial choices, not burdens to grow past.

4. “Literary”: This means less plot and more exploration of inner worlds when not used as a euphemism for “pretentious.” Certainly this indicates that you’ll leave the book out on the coffee table to prove to the in-laws or tonight’s date that you’re deeper than you seem.

But all authors strive for literary flourishes at the very least. When we’re in composition mode, no premise sounds so tired that we can’t hit it at a different angle, make it great and spin it fresh. I know of no writer, no matter how tight the deadline or how little they are paid, who sets out to write crap. You might say it’s not to your taste. The author might even call it crap…later, after a few more books. But as we write? We’re all Hunter S. Thompson and Margaret Atwood and Kurt Vonnegut rolled up in Shakespearian dreams of legacy, love and respect.

We may fail, but we are artists.

Our hearts are in the right place.

Are you reading with an open mind?

Is your heart in the right place?

Have you dismissed something you haven’t read without even reading the sample?

Well, no, not you, of course, Gentle Reader of this Blog.

But, you know…them other jerks what don’t respect us none.

Filed under: book reviews, publishing, artists, Bigger than Jesus, book reviewers, book reviews, books, commercial fiction, ebooks, fiction, hack, hack writing, Pet Sematery, Plotz, Robert Chazz Chute, Slate, Slate Culture Gabfest, Stephen King, The Long Walk, This Plague of Days, writers, writing

01/28/2014 • 11:14 PM 1

What did not help me sell This Plague of Days: Publishing problems and solutions PART III

I’ve tried a lot of things to get the word out about my books. Here’s what didn’t work and some things I’d do differently now.

PUBLICITY PROBLEMS

A. There was no detectable return on investment with most of my experiments with book videos from Fiverr.com. Fortunately, I paid little or nothing for them, so call that a reasonable experiment gone awry. Book trailers are generally weak (as I’ve blogged about many times.) If someone ever figures out how to make movie-trailer quality promo videos inexpensively, they’ll have a viable business case. There’s a better way to use video (see Solutions below.)

B. Promises of rewards for spreading the word about This Plague of Days didn’t work. I wasted my time and that of my graphic designer trying to come up with cool t-shirts for the campaign. (Fortunately, Kit at KitFosterDesign.com, is patient and kind.) I ended up ordering two t-shirts of my design. They were way too expensive. I wear them.

C. My podcasts (AllThatChazz.com and CoolPeoplePodcast.com) don’t cause people to read my books…mostly or directly. (Interestingly, I can track stats that show a correlation in sales: I sell the most print books in those areas where my podcast is most popular. ) However, as you’ll see below, I think my podcasts help me most in indirect ways.

PROMOTION SOLUTIONS

1. I do have plans to use video again in different ways. Video can work well if done cheaply and with the right content. For instance, the Jesus video has worked to help me sell my crime novel. It’s on the front page of ChazzWrites.com and I’ll leave that up forever. People love that one because it’s so funny and silly and effective. I like the ink in water video at the top, too. That one does grab attention.

I found both on Fiverr.com. Fiverr offerings can be hit and miss. I’ve mostly used the site for video animation. Some other offerings strike me as ineffective, silly and ineffective or sleazy ploys.

One more detail about video

Using the Vine app did connect me with new readers as well as help me discover a guest for the Cool People Podcast. In the future, I’ll do more short, informal videos. Video book reviews are very effective.

Any video can work if it’s funny, informational or contains a more personal message. The problem with Fiverr videos is that they’re impersonal. Just like with Twitter accounts, people want to hear from the author, not an intermediary. With Vine, Instagram or a quick video (shorter’s better) posted through your YouTube account and to your blog, video is still powerful. Make it yourself while you’re walking around. Make cheap and DIY work for you instead of against you.

For more tips on using video effectively to promote your book or business, there’s this:

Click it to grab it. On sale now for just 99 cents.

2. For future promotions, I need to reach more people. My goal is to plug into a larger network. I’m working toward it. Over the last week or so I have over 1,000 more followers on Twitter. In the future, I also have to find a local company that can make a decent t-shirt without charging an arm, leg and kidney.

WHAT SAVED ME? YOU.

When word did spread about This Plague of Days, I ended up having little to do with it directly. It happened organically.

People with relatives who were on the autism spectrum fell in love with the protagonist. It began to snowball from there, one tweet, email and review at a time.

When you can’t make it happen immediately, sometimes all you can do is wait patiently. If there is resonance, people will find you. I’m eternally grateful to those who share their love of my books simply because they felt moved to do so. People want to share stuff they love so others can enjoy it. If you can’t do anything else, connect with readers viscerally. When book lovers step up to be heard about book recommendations, they are loud!

3. My podcast helps immensely, but not in the way I expected. Because of my podcasts, I’ve appeared on many other podcasts. That sells books. My podcasts also connect me with great people (especially the Cool People Podcast.) I would never have connected with those great people without getting into podcasting.

I became friends with fellow horror author Armand Rosamilia through the show. He’s blurbed my covers and is a great supporter of my work, including this blog. I’ve made new friends and reconnected with old ones. I’ve appeared on Inverse Delirium twice and I’ve been promoted on The 40-year-old Boy and the School of Podcasting many times. Around the launch of Season 3 of This Plague of Days, I will appear on the Rocking Self-Publishing Podcast. That’s a big deal to me.

Some strategies fail in one way but succeed in ways you didn’t expect. Experiment as much as you can afford. The more shots you take, the more you hit.

And finally:

Spend more time on writing and more money on the books themselves.

Don’t think about marketing and promotion all the time.

Don’t think about it at all if you only have one book to sell.

Write another book instead.

Whatever else you do, the writing must come first.

Tips and inspiration for the writer’s journey to publication.

~ Hey did you know I also wrote a couple of books full of inspiration and writing advice that also manage to be funny? Yeah. That’s right. I made it funny instead of writing another of those scolding kinds of writing and publishing books that make you feel like crap. It would be a good idea to go get those now. You’ll learn a lot from my petty successes and catalogue of failures. Crack the Indie Author Code, people!

Filed under: author platform, book marketing, Publicity & Promotion, publishing, Amazon, book promotion, book publicity, books, ebooks, Fiverr, fiverr.com, horror, publishing, Robert Chazz Chute, This Plague of Days, zombies

01/27/2014 • 10:11 PM 3

How I sold This Plague of Days, PART II

**If I had to nail down what strategies worked to sell This Plague of Days, here are the elements that had to come together:**

1. Good story. A selective mute on the autistic spectrum versus the Sutr plagues + a CDC virologist’s band of refugees on the run as Europe falls to the infected = Cool.

2. Kit Foster’s great covers. You can have a great story, but without KitFosterDesign.com, who would have bothered to have a look in the first place?

3. Serialization. See yesterday’s post for oh-so-many details on how and why that worked.

4. Bookbub. I got a flood of great reviews from the giveaway. Season One was a bestseller in September because of the free Bookbub giveaway. Season Two became a bestseller two weeks later in October.

5. Amazon exclusivity. This Plague of Days couldn’t have been free for the duration of the Bookbub giveaway if I wasn’t enrolled in the KDP Select program exclusively. (Note that while it is possible to price match down to free on Amazon, it’s not dependable or predictable if or when you’ll get the price down or back up when you want it. Price matching to get to free is not practical for pulse giveaways.)

The Ins and Outs of Bookbub

Bookbub wasn’t very expensive in the horror and science fiction categories, though I believe those fees went up since my promotion. (Click here to see Bookbub fees and stats on ROI.) If I wrote romance, I couldn’t afford their advertising program. I’ve heard some complaints about Bookbub lately, mostly about the fees for service. However, author and Cool People Podcast guest Renee Pawlish also raised questions about its reach on her blog. (Click this link to read Renee’s analysis and be sure to read the comments for a lively discussion and more factors to consider).

It will be interesting to see how prices for advertising change in a more competitive market. I advocated for Bookbub early on. However, while strategies may be long-term, tools are not. As more services like it arise, Bookbub won’t be the only free ebook promotion service on authors’ minds. In fact, many of you may already be using The Fussy Librarian or opting for the multitude of promotional services listed at Author Marketing Club. If you want more options, I suggest you support those services. For instance, The Fussy Librarian’s influence is growing and the operator has pledged to keep fees from authors low.

We don’t have to hit home runs with big services if we percolate into readers’ consciousness by hitting a lot of singles, doubles and triples. (There goes the only baseball analogy I understand.) Book bloggers and smaller, up and coming book promotion companies may be viable options or become more so. Author Marketing Club makes it easy to hit a bunch at once.

Some book promotion services aren’t very strong, but it’s a new year and our infrastructure is deepening. Other book promotion services that have been around for a while are harder to get into.

If you get onto Pixel of Ink’s offerings, that’s a tribute to luck, your blurb and your cover art. Some services ask for so many reviews before allowing inclusion, the Law of Diminishing Returns kicks in. For instance, it gets to a point where the author thinks, I needed the service more when I had fewer reviews! If a book promotion service demands fifteen to twenty rave reviews to qualify for inclusion, they better deliver sales at a reasonable rate (whatever “reasonable” is will vary by author.)

The Ups and Downs of Amazon

Over a year ago, several gurus said the advantage of being exclusive with KDP Select was gone. In the last few months, I’ve read several successful writers again report that they’re moving books on other platforms and anyone who doesn’t broaden their reader base with more platforms is an idiot.

I guess I’m an idiot, but I’m a happier idiot than I’d be if I’d diversified as many have advised. I did experiment quite a bit with those other platforms and ended up pulling several books back after good trial runs. They did nothing for me. My books sell on Amazon and, as long as that continues, I’ll stick with it.

In my experience, the other platforms are far behind the Mighty Zon and can’t seem to come up with ways to get my books moving there. Vague terms like “establishing a presence” on other platforms and worries about putting my eggs all in one basket won’t dissuade me as long as I still see returns on my work that the other platforms can’t seem to touch. KDP exclusivity is not as lucrative as it once was, but you don’t torch the car because it’s not as good as when you rolled it off the lot. If I want to escape KDP exclusivity, the worst case scenario is I’m free of the agreement within 90 days.

I’ve talked to writers for whom diversification is working. If that’s you, carry on happily. See my screenshot of my latest news from Smashwords?

No, it’s not time for me to diversify yet. When it is time, that jump can be made in pretty short order.

If Kobo were to offer to pluck me out of the rough and promote me, it would be a different story. If Apple weren’t so difficult to deal with, I might go for it. I’m not banning my books from other platforms forever, but I won’t abandon the exclusivity at KDP as long as it’s still working. It’s important to understand that other platforms work differently from Amazon. Other platforms choose what they’ll push at customers much as brick and mortar bookstores do. With Amazon’s algorithms and search engine, the customer’s choices determines what is marketed to them. The readers are the gatekeepers there.

This allegiance to Amazon is not an ideological stand. It’s accounting. The other platform paid me pennies. Amazon still pays me dollars. As soon as I’ve determined I’ve squeezed as much as I can out of Amazon promotional opportunities, I’ll give Kobo et al another try. I hope the other platforms will have stolen the best ideas from other players by then. At the very least, everyone should take something from what Smashwords does best: give us promo codes so we can better publicize out work. Amazon is the industry leader. I’m surprised the other platforms don’t experiment with emulation more.

~ As stated in yesterday’s long treatise, one author’s poison is another author’s chocolate latte birthday cake. Amazon’s still cake for me.

Next post: What didn’t work for me in promoting This Plague of Days.

Filed under: author platform, book marketing, Publicity & Promotion, publishing, self-publishing, Amazon, author marketing club, book marketing, book promotion services, BookBub, books, ebooks, fussy librarian, horror, How i sell books, How to sell books, KDP Select, publishing, Robert Chazz Chute, self-publishing, This Plague of Days, zombies

01/26/2014 • 10:28 PM 2

This Plague of Days: How I sold my autistic zombie apocalypse through serialization PART 1

This week, I’m making This Plague of Days a case study for those interested in drilling deep. This will be a series of blog posts about strategies, platforms and book marketing: what worked, what hasn’t worked, what won’t and what might. I hope it helps you to sell your books, if only by avoiding my errors.

Topics will include various format releases, selling in different ways, pricing and publicity. You’ll find out how This Plague of Days became a bestseller (in its teeny-tiny category) and the ways in which I’ve failed miserably. I’ll also hit on how my strategy is changing for the conclusion of This Plague of Days. Season 3 comes out this spring. I’m always experimenting, looking for new and different ways to reach readers and make them happy. Sometimes what I thought was the wide road to glory turned into a goat path into a dead-end. As always, I’ll be honest about it.

On sale until Feb. 1, 2014 for just $2.99. I mean, c’mon!

HOW I LAUNCHED THE SERIAL

My strategy for launching This Plague of Days, Season One was to put the whole ebook out first. I waited a week. The sky didn’t shatter with raging need for my latest contribution to suspense and horror literature. Then, over the next five weeks, I released the book broken into episodes as a serial. Each episode came one week apart at 99 cents each.

Each section ended on a cliffhanger so readers were given a choice:

Wait another week to find out what happens next, come back to Amazon and download the next episode. (0.99 x 5 = $4.95)

Or, preferably: forget all that nonsense and just buy the book for less money than it cost to get all the episodes piecemeal. I sold the ebooks at $3.99 with pulsing price dips to $2.99 plus a couple of promotional giveaways at $0.00. (More on that in another post, but hey, Seasons One and Two are at $2.99 until Feb 1. Take a hint and have some fun. It’s too cold to go outside so you might as well read.)

Print has been so little of my income in the past that creating the paperback was a low priority. I did that last. (That’s changing, as you’ll soon see in a post coming later this week.)

HOW TO SERIALIZE CORRECTLY

My nastiest reviewer noted with dismay that I’d written it like a television serial (as if I’d somehow done so by accident.) Most people actually liked the format and appreciated its quirks as added value.

That said, serialization doesn’t work if you break the narrative the wrong way. Take an ongoing television drama. Let’s say, The Walking Dead or House of Cards. Cliffhangers, wit, surprises and reversals are the gears of the engine that give a serial forward momentum. Each transition should scream, “That’s not the end you expected. Now turn the page for more!”

Not all books are suited to the serial format and it’s not just about taking any book, breaking it apart and selling off the chunks. It’s about adding value to the reader and certainly not making more cash off selling episodes at 99 cents. For get-rich-quick ideas, boy, are you on the wrong blog!

ABOUT ADDED VALUE AND STANDING OUT

With an autistic hero who mostly doesn’t speak and a story that spans Europe, America and Canada, my story is unusual. You meet a lot of characters but they don’t meet each other for a long time, if at all. The plagues start off based in reality and later supernatural elements à la The Stand develop as the Sutr virus evolves. I did weird things with how I laid the saga out, too.

The Table of Contents comprises a long, dark poem with clues to what’s coming. Each episode begins with “Notes from The Last Cafe”, which adds to the intrigue. That mystery is not actually solved until late in Season 3. Also, Seasons One and Two contain a secret. The first three readers to guess it correctly will get characters named after them. I’m receiving guesses every week, but so far, no one has won. (Check out ThisPlagueOfDays.com for more on that.)

THE PROS OF SERIALIZATION

1. My also-boughts proliferated on Amazon so customers saw the work of my brilliant graphic designer, Kit Foster, pepper those lists. They didn’t just see one cover. They saw six, each different, but in keeping with the tone and theme of each season. Repetition and increased exposure got attention to the book it wouldn’t have caught otherwise. Here’s what that looked like:

: The Also-boughts (below) harnessed the power of repetition in advertising.

2. Best of all, readers who dig This Plague of Days went ahead and bought the entire season immediately. Some even took Season One, Episode One as a big, cheap sample and went back to buy both seasons in their entirety.

**An important detail that’s a pro and a con**

Those people who were tepid on an autistic kid in the zombie apocalypse tended to just try Episode One. Each episode ranges from 15- 25,000 words, so they got a generous read. The zombies don’t actually show up for a while and they aren’t even “true” zombies in the Romero sense. If readers didn’t care for the pace at which I built the tension, early instalments took the hits of less-than-entranced reviews and readers dropped away.

The majority loved it and went on to leave stellar reviews on each season. This somewhat inoculated the books from negative ratings because the non-enthused bailed out. Serialization gave them that easy option.

THE CONS

1. Serials are a harder sell. Some people hate serials and won’t buy them. Others click indiscriminately and then will rank you lower even if they like the book. (Yes, I know that’s crazy, but I’ve seen it. Fortunately, those few are outliers.)

2. Despite going to great lengths to explain and differentiate between seasons and episodes with covers and sales copy warnings, some readers still got confused about what they were buying in what sequence. Each cover was clearly labelled and to some, that didn’t matter. (Too quick to click the one-click buy, I guess.) That got me a couple of bad reviews. I explained to those reviewers in the comment thread of their review that anyone who buys something in error can easily return it to Amazon for a full refund. Still, those negative reviews remain.

3. Episodes that sell for 99 cents make next to no money. Somebody’s going to object to that, but the math on my sales reports says it’s true. I’d have to sell way more episodes to equal the sale of one book/season. In my quest to find 1,000 true fans, this is one of the trade-offs along the way to helping us find each other. I don’t resent the journey.

4. Maybe it’s my sense of price resistance, but I don’t see charging more than 99 cents per episode. You could give less in word count per episode, but you also have to ask yourself, how much and how often do you want to format and upload files? Drag it out with more episodes and other costs rise higher.

5. I can see by my sales stats that The Law of Diminishing Returns has kicked in with respect to sales of each episode. With so many positive reviews on Season One and Two, it makes less sense for me to serialize now. As I move away from serialization in Season 3, those who liked serialization might ding me for it (even though, with the way I priced it, that’s irrational.)

6. Serialization that’s not hooked up to Amazon’s auto-delivery system is problematic. The customer has to remember to come back each week and download the new episode. I did apply to Amazon to publish this serial with them. I never heard back. Had they gone for it, you might have heard of me before today.

7. Now that my Amazon sales page is populated with all those episodes from Seasons One and Two, it looks too busy. I’d rather just display the seasons (and eventually The Complete This Plague of Days) so it’s easy for readers to zero in on those books and click buy. How long must I wait before I can clean it up? I can’t simply unpublish the episodes in case someone’s still thinking of getting around to finishing the serial episode by episode? Do I wait a year? Two? Three?

CONCLUSIONS

You’ll note that the Pro column has two entries and I list seven disadvantages. I wish the analysis were that simple.

In my final analysis — not necessarily yours — the disadvantages I list are the cost of getting the book known. In this case, any damage was mitigated by moderate success. Serialization helped readers and hardcore fans find This Plague of Days (and in some cases, my other books.) Therefore, the sacrifice of getting roughly 30 cents on the sale of episodes is the cost of experimentation. For advertising so well in the also-boughts on Amazon, it was worth it. Season One has 72 reviews so far. Season Two has 31. That’s much more attention than my other books got. (Shocking because Murders Among Dead Trees is genius, dammit! And only 99 cents until February 1, 2014. I’m trawling for reviews from the bargain bin so…well, you know. Check it out, if only to read my favorite three-star review ever.)

Those two pros carry more tonnage than the feather-light cons. I don’t regret serializing Seasons One and Two. Without serialization, I wouldn’t have those problems. Some problems are the good kind to have. Without serialization, I’d probably be (even more!) anonymous in the literary landscape.

That’s why marketing Season 3 will be interesting. The revolution will not be serialized. Stay tuned.

~ This is a case study which may or may not apply to you. I’m not telling anyone what they should do. This is just my experience and my reasoning on serialization. Next post: Amazon, Bookbub and all those other platforms.

Filed under: author platform, Publicity & Promotion, publishing, self-publishing, writing tips, advertising, also boughts, Amazon, autism, book marketing, books, ebooks, fiction, horror, Murders Among Dead Trees, publishing, Robert Chazz Chute, serial, Serialization, This Plague of Days, vampires, zombies

01/26/2014 • 12:47 AM 4

World’s Biggest: The Unfortunate Death of the Last Big Bookstore and What Happens Next

For a long time I’ve predicted the thinning of bookstores. They’re not going away completely, but you’ll have to drive farther afield to get to one. When I was a sales rep for numerous publishers, the bookstore chains decimated independent bookstores. Most of the little stores I visited with my sample case and catalogues are long gone. Now, it’s the chain’s turn.

Still, I got a shock this week. My shrine is closing.

In the heart of Toronto lies a huge bookstore, three levels and 64,000 square feet. Soon it will empty to the bare walls. The World’s Biggest Bookstore is shutting its doors in February. It was great for treasure hunting. The Indigo book chain’s lease won’t be renewed and tourists and book lovers won’t wander into World’s Biggest anymore. This store, a champion of the paper book, will be no doubt be replaced by high-end condos for people who trade stocks on Bay Street.

When the sale was announced, the owner of the property (son of the original bookstore owner, Jack Cole, who founded the store in 1980) said the deal is about a real estate sale, not the slow death of the bricks and mortar bookstore. Whether for a massive real estate sale or for other reasons, World’s Biggest is the flagship of the Indigo fleet. It’s going down and will not resurface.

**It was a destination bookstore and we won’t see its like again.**

Whenever in downtown Toronto, if you could read, you just had to go there to browse. I never left without an armful of books. I took out-of-town friends there to wander the aisles. It was such a great place to hang out and…brace yourself for the unexpected…they didn’t even have to sell coffee, knick knacks and dustables in order to lure people to shop.

There are many other bookstores, of course, but they’re all lookalikes.

In the announcement, the owners of World’s Biggest invited customers to slip down a block or two to visit nearby Indigo locations. I have a chain bookstore down the street from my home that looks exactly like all the others. I don’t need to go to Toronto to get that experience. I don’t even have to drive five minutes to my nearest Indigo bookstore to look at paperbacks. The Starbucks looks busier than the bookstore most days and Amazon’s catalogue is more extensive than any bookstore could possibly offer, anyway.

Amazon is the World’s Biggest now.

My social scene will have to come from Skype and social media. My destination now is my keyboard, my kindle and the ease of the one-click buy. For the Starbucks experience, I’ll set the coffeemaker between the couch and the wood stove. Goodbye, World’s Biggest. I won’t dwell on nostalgia or write a treatise on the tragedy of any more lost bookstores or pen an ode to the smell of book glue.

I write. I read. I stay home. The world turns, turns away, and moves on.

Filed under: Amazon, book marketing, publishing, Amazon, bookstore closings, bookstores, chain bookstores, independent booksellers, independent bookstores, Toronto, World's Biggest Bookstore, World's Biggest Bookstore is closing

01/25/2014 • 12:29 AM 17

Top Ten: Some things no one tells you about writing

1. Nobody cares about your book at first, even if you think they should. Even if you think they care about you, they’re indifferent. It’s maddening. For you, each book is a magical dream made real. For them, “Nice hobby, but so what?”

2. Since typing looks a lot like writing to the casual observer, you don’t get extra respect for being a writer from a lot of people. Anybody can type, so don’t think you’re special. “Who do you think you are, anyway? You think you’re better than me?” Oh, they won’t really say that. That’s silly. But some may as well say that by the way they’ll treat you.

3. A lot of people can read, but don’t. They care even less than the casual observers in Items #1 and #2. I don’t understand these people. Why live? It’s a mystery.

4. Some people do read, but they’re jealous of those who write. Read any one-star review that seethes with the venom usually reserved for a pedophile’s first night in prison or a family reunion. Yeah. Those people.

5. You and your family will make sacrifices for Art. Your kids’ friends will be able to afford nice vacations, cool stuff and the latest technology. Your kids won’t get that stuff, though they will get an in-house example of someone daring to follow their dream and buck conventional expectations. At least cover the basics somehow: food, shelter, clothing and good minds.

6. To paraphrase Kurt Vonnegut, pursuing the arts is a great way to disappoint your parents. Don’t expect them to understand. That’s presumptuous and unfair to them since they (probably) love you. It’s not that they don’t want you to succeed as a writer. They want you to take that accounting job because they don’t want to see you suffer. They don’t understand that the safe job they want you to take will hurt you in ways that last, too.

7. The first book that consumes your energy and attention which you poured your heart into? Odds are, first attempts aren’t that great. But no matter how many books you write and no matter how big you get, someone will say you can’t write. In fact, the bigger you are, the more negative messages you’ll get. (If so, congratulations! You’re reaching a wider audience.) That cost-benefit analysis works in your favor, but at some point you might still consider antidepressants, booze or illegal substances or too many brownies. Avoid self-medicating. Write more instead.

8. Sometimes betrayal arrives from unexpected sources within your circle of friends or family. This will hurt most and saps your creative energies. These incidents often lead to divorce or more heated arguments at family reunions. The alternative is you’ll quit and hate yourself because you are no longer being you. Anyone who forces you to choose between them and your passion is gangrenous. Amputate.

Another thing I learned just today:

If you’re being a dick, that doesn’t mean I’m thin-skinned.

9. Writing is harder than it looks, especially before you start. It’s more fun than it looks after you start. Begin.

10. Somehow, at least some readers will find you. You probably won’t even know what you did right, exactly. But there will be readers and even fans. Super-uber-robo fans that so get you, so love your work? Well…you’ll wish those negative friends and family understood you as well as these strangers. Don’t sweat it. You’re making new friends through your fiction.

Treasure your readers. Love them. Inspire them. Nurture them. Entertain. Make them laugh and cry and hit them with love and surprises.

When you succeed, make sure everyone who tried to put you down on your way up finds out. You’ll care less about how they hurt you by then, of course, but not so little that your vengeance won’t be delicious.

~ I am Robert Chazz Chute. I write about funny hit men, autistic teens and humans versus zombies versus vampires. But mostly I write about the caprice of vengeful gods. I create gods in my own image.

Filed under: getting it done, publishing, Rant, readers, Writers, writing tips, books, horror, publishing, Robert Chazz Chute, self-publishing, This Plague of Days, vampires, writers, writing, writing advice, writing tips, zombies

12/14/2013 • 7:07 PM 4

The writer, depression and getting the word music to play again

By the way, Crack the Indie Author Code 2nd Edition is out in paperback at $9.99. Smaller format, with jokes.

A fellow writer meant well when she told me that if you can allow anyone to discourage you from writing, you shouldn’t be a writer. That sounds tough-minded and strong, doesn’t it? It would be good advice to take, but unfortunately, I’m still human. Darn the luck, my skin is no thicker or thinner than it ever was. It will surprise no one, given the sort of dark stuff I often write, that I obsess over the negative. I do not remember sunny days. That’s who I am. Maybe I could fix it with some talk therapy, gene manipulation and a personality transplant.

So, yes, rude email hurt can me and my productivity. A bad review can ruin the morning and robs me of a night’s rest. I’m prone to depression and yes, I’m feeling it now. Due to several factors, I haven’t faced the blank screen bravely in days. I’ve been ill and trying to keep up with the demands of my new day job and, not to whine, but the depletion started with one condescending, presumptuous email.

I’m letting a terrorist win. The worry treadmill is running. I’ve written ten books, but the negative cyclotron has kicked in. “How can I be a writer? I can’t even type properly.”

When I observe the disparity between Goodreads ratings and Amazon ratings (work is often valued one star less on GR even if the review sounds equally positive), I have an urge to reevaluate my life choices. If I’d gone to that Second City audition or to film school instead…but that way madness lies. At least until I fix the time machine. But enough about me.

What to do when you’re feeling down and not writing*:

1. Call a friend. Do not talk about your problem. Talk about what your friend wants to talk about.

To shore up your ego defences, you’ve already read and reread your happy reviews. Your friend isn’t going to tell you anything new and you’ve already got your “Atta-boy!”

The point of this phone call is to break the obsessive cycle of repetitive arguments, cutting retorts and vengeful homicide plots running through your head. This is a time for jokes. Ask about your friend’s life.

2. Okay, so, being human, naturally you want another “Atta-boy!” Engage a fan who can’t wait for the next book. A little positive pressure may be all you need to get back to writing the next book in the series.

3. Write a blog post to vent, but only if you must and your friends aren’t answering their phones. (Ooh! Meta!)

4. Remind yourself that this is the firstiest of First World Problems and set the oven timer. How much more wallowing do you plan to allow yourself? More than one more pathetic hour and you’ll burn your life.

The three most powerful words are “I love you.”

The two most powerful? “Begin again.”

~ from Crack the Indie Author Code

5. Read the negative reviews of your favorite books. Choose the classics that you think everyone simply must adore. Realize some people will not be pleased.

Now in paperback!

Ev-er.

Or they’re trolls feeding an emotional need that has nothing to do with literary criticism. Or they’re too stupid to get you. I used to think that all readers, because they can read, must be smarter than average. Read some one-star reviews, especially the ones that bring down an author’s rating because Amazon didn’t deliver the book fast enough or they don’t like reading on a kindle and would have preferred paper. Clearly, my supposition about all readers being intelligent was not true.

6. Help somebody else with something. Shovel the walk and bring in the wood and be productive. Productiveness is a habit. This tip works better is you don’t do it for yourself. Do it for the old neighbor with the bum ticker and the broken leg.

7. Read something good that inspires you. Remember this feeling of transcending the great, dirty world? This delicious escape is why you are a writer.

8. Realize that nothing will be perfect and the critics might have a point about something. Correct errors and move on.

9. But if they’re too harsh and stop you from writing at all, you’ve allowed a rude outlier to rob you, and most readers, of joy. It’s too easy for trolls to throw bombs. You write books, not a few, nasty paragraphs. We’re not allowed to critique reviewers so they’re safe from what you’re feeling now. Don’t let bullies win. Not letting bullies win is another reason you’re a writer.

10. Bing! The oven timer went off.

Start writing again. Anything. Just start. Within five minutes, you’ll be sucked into the other world again. Just get through that first five minutes and write. You aren’t facing a whole book. You don’t have to worry about word count or bad reviews or bruised egos or where to find a Luger, thick rope and kerosene at three in the morning. All you have to do is start writing and get through the first five minutes. Maybe less.

You can gut out five minutes. You don’t even have to act tough to start. Just start. An appreciative audience is out in the future, waiting and hoping you’ll get through the next five minutes. Maybe less.You will fall back into the groove and the word music will begin to play. And a one, and a two and a three…

* If none of these suggestions work, call a doctor. Maybe it’s exercise, kale shakes and an anti-depressant you need to elude the mean reds.

#NaNoWriMo: Take a chance. Deliver. (chazzwrites.com)
Top 10 self-publishing tips (bbc.co.uk)
Does Negativity Work As Motivation For Writers? Maybe. (badredheadmedia.com)
Jill-in-the-Box – Kick a girl while she’s down why don’t you! (lauracrean.wordpress.com)
5 right reasons, and 3 wrong ones, for writing your book (tracyleekarner.com)
#Nanowrimo: You do not have Writer’s Block (chazzwrites.com)

Filed under: book reviews, publishing, web reviews, Writers, writing tips, Amazon, Amazon.com, book, book reviews, books, depression, fiction, Goodreads, Murders Among Dead Trees, paperback, reading, reviews, Robert Chazz Chute, This Plague of Days, writer, writer's block, Writers Resources, writing

12/09/2013 • 10:12 PM 10

Brainstorming better book titles (and what can kill a good one)

1. The tone of the title should match the genre. If your thriller’s title makes potential readers think of young adult romance, keep brainstorming.

2. Non-fiction titles tend to be linear promises to provide solutions to a problem you have identified. Deliver.

My luckless hit man is a funny guy in big trouble.

3. Intriguing is good. Confusing is not. That’s a fine balance. I loved the titles Bigger Than Jesus and Higher Than Jesus. However, it’s pronounced “Hay-soose” and it’s about a funny, hardboiled Cuban hit man. Titles you (and I) have to explain (endlessly!) are not good titles. The cover treatment by Kit Foster of Kit Foster Design saves me from readers who buy my crime novels thinking they are religious books. Also, I do have another solution to this problem. I’ll explore that next year, after a couple more books are written. In the meantime, I remain an idiot for thinking those titles would serve me better than they did.

What? You thought I write these blog posts because I get everything right the first time? Ha! No.

4. When you’re brainstorming, think in terms of keywords. A short, killer, catchy title can be helped a lot by a more explanatory subtitle. Don’t go overboard with keywords, though. If you run out of breath, forget the rest halfway through, or can’t cram the whole title on the cover, rethink. We’ve got to be able to read the title without squinting, so don’t cram it.

5. Generally try to avoid titles that are very long. After catching the title in a wisp of conversation, the potential customer has to remember it all the way back to their computer or the bookstore so they can order it.

6. What’s the central theme, promise or event that’s crucial to your story? Brainstorm titles out of that.

7. Think in terms of brand and series. Can you connect titles in some way? A is for Alibi is already taken, but think about what might fit. I have two new series planned for the end of next year that connect tangentially to existing books.

8. Come up with a bunch of titles and throw out a bunch. Don’t get too attached to a title early on. Some authors feel they need a title before they can begin to write. Your story may change, so just keep that WIP title tentative and to yourself for now.

9. You can take titles from phrases from the Bible or Shakespeare or be completely original. Go for memorable. However, don’t let the absence of a title stop you from beginning to write. It will probably emerge from the manuscript organically. Use a focus group of trusted friends or fellow writers to save you from your worst impulses.

10. Build a brand around your author name, not your title. I don’t want people more excited about my title than they are about me writing another book. That’s why the name “Robert Chazz Chute” is so big on the cover. Make them want to buy the next [insert your name here], not the title. I don’t really like the title, Doctor Sleep, for instance. But it’s Stephen King! Of course I want to read it!

I’m convinced that titles really don’t matter quite as much as we’d like to think.

I can name a lot of titles that shatter these ten well-meant suggestions. It’s like naming a band. Lots of band names sound pretty stupid or obtuse at first, but if the music is any good, people don’t even think about it much. I doubt everyone was enthused about the name The Beatles or Led Zeppelin on their first encounter (before hearing the songs.) I didn’t like the title Fight Club. The book is about so much more than that. However, I got over it quickly.

It’s true for TV shows, too. The first time I heard the name MASH as a little kid, I thought the TV series had something to do with potatoes. The Pink Panther? I didn’t know it was animated, so I pictured an actual pink panther skulking through the jungle. Without seeing it (and hearing its musical theme by Henry Mancini) I had no idea it was destined to become so iconic.

To sell more books, what’s ultimately more important than the title? Your graphic artist.

A good graphic artist can build on an awesome hook. A bad cover can sabotage even your most clever title.

A great title doesn’t matter if no one can see it. Don’t undermine that title you’ve put so much thought into. You need an excellent graphic artist to support your efforts. A great cover maximizes the power of your title and your author name. That’s why I use…wait for the shameless, enthusiastic plug for my Scottish buddy…

Kit Foster of KitFosterDesign.com

Check out his portfolio for powerful images

that pump up all the authors he serves.

By the way, Crack the Indie Author Code 2nd Edition is out in paperback at $9.99. Smaller format, with jokes.

~ I’m Robert Chazz Chute. With my serial, This Plague of Days, I’ve written two bestsellers. However, my catalogue of my inspirational errors in the early going will tell you more about the challenges of being an indie author. Get Crack the Indie Author Code. I don’t scold you and it’s actually pretty funny. The 6 x 9 print version is about ten bucks and Christmas is coming, so get on that or Christmas is cancelled and Santa’s elves will turn into goblins. It’s up to you to save Christmas from rampaging goblins. It’s up to you and you alone. No pressure.