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

See all my books at AllThatChazz.com.

03/18/2024 • 11:29 AM 3

Imagine you are a book marketing guru

Recently, I saw a personal trainer talk about how nice people are scammed into questionable (and expensive) nutritional courses. Then I made the connection to publishing, and I’m sad now.

So here’s how you do it. (Hint: Don’t do this)

Let’s play the bad guy for a minute. You were an author first, but now you make much more money selling shovels and pickaxes than you ever would panning for gold. Writing books is for suckers. Marketing courses to aspiring authors is where the money is.

You claim to have all the answers to getting books flying off digital shelves, right? Your first strategy is to suck in the rubes and noobs. You go all over social media to promote your courses. You’re on every podcast when you make the big push. You pat yourself on the back so hard, you’re in serious danger of injuring your shoulder. Hundreds of desperate authors, maybe thousands over time, sign up to learn how to finally make Facebook, Google, TikTok, X, or Amazon ads work for them. They’re all just one click away from living at a resort in Fiji, or so you say.

Authors: When the pitch to boost your book income homes in on your inability to buy expensive Christmas presents and go on exotic vacations, watch out! They’re using cheap tactics to push your pain points to make the sale.

But here comes the bigger con:

Of all those new students the guru hauls up in his net, a few outliers will get positive results. Those few outliers will promote the next course and sing all the praises. Rinse and repeat, and each course gets bigger and more expensive. Huzzah! You’re a marketing genius! You’re the captain everyone looks to in hopes you can steer their ship past the rocks.

Except, uh-oh! For most authors, it won’t work. Don’t just focus on the outliers claiming staggering results.

This phenomenon is not unique to book marketing. Forbes will ballyhoo the latest investment guru on their cover each year because that’s how math works. One hedge fund manager will make the most each year, sure. But will you ever see that person on the top of the pile again? There is only one Warren Buffet per thousands of pretenders to his throne.

Some, but not all, reasons for book marketing failures:

Put lipstick on a pig, it’s still a pig. Great marketing for the wrong book can, at best, spread the word fast that a lousy book is lousy.
The cover art is wrong for its genre.
The cover art is plain bad.
Your blurb sucks.
Your blurb doesn’t hit the expected tropes for its genre.
Your book is fine, but its niche is too small, and you have too few reviews.
Your book could sell well, but it can take an immense amount of experimentation to make the marketing stars align. In this case, the guru didn’t necessarily fail. You didn’t do the thing, or didn’t do it enough, or didn’t listen in class.
You don’t have the budget to move that needle.
Your chosen genre is cold, or just not hot enough to move the needle to justify the ad cost.
What worked for ads in the past isn’t working now.
Some successes don’t look so good on further examination. An outlier may proudly proclaim the gross, but never hint what the appearance of success cost them. Folks with huge ad spends can look great on social media, but a spreadsheet would tell the true tale: The ad spend was so heavy, their net is far, far less than their gross.
Your book marketing guru is full of shit and uses the tactics noted above to build his Empire of Shit.

Solutions?

Honestly assess your book’s marketability (or consult other authors with experience about its marketability).
Save up for that ad budget.
Focus on one ad platform at a time.
Invest the time to learn from free resources (YouTube, TikTok, or near-free from books). That’ll save some cash and allow you to better judge the offerings from potential gurus in the future. (Not all book marketers are bad.)
Be social with other authors and get recommendations for further guidance from trusted sources.
Stalk your guru to see if his values align with yours. If he sounds like a dick, don’t sign up!
Listen carefully to their answers for obfuscation. I asked a guru a test question. His answer was, “That’s a good question! (Condescending tone) That’s where you have to get creative. Next question…” Um…what? Thanks for the non-answer, douche canoe.*
Check to see if your guru sells a lot of his or her own books.
Be skeptical. If it sounds too good to be true, punch ’em in the spleen. Y’know…metaphorically.

*That’s douchebag in Canadian.

Filed under: book marketing, publishing, books, Marketing, publishing, Robert Chazz Chute, self-publishing, selling books, writer, writing

08/15/2014 • 3:31 PM 2

TOP 10 in Publishing: What’s changed again? Amazon.

If hope you enjoyed my interview with Simon Whistler on The Rocking Self-publishing Podcast (see the post below this one for details if you missed it.) We recorded the episode on July 4. It didn’t take long at all for some details to change since the interview. Here’s what you need to know:

1. Yes, on too much coffee, I can get pretty manic. Also, some of the interview was edited for excessive Sean Connery impressions.

2. I was in Kobo briefly. I made $27. Finally and at last! I can retire! …Mm…no, actually, I pulled the plug on Kobo except for some short stories.

Everybody agrees. The folks at Kobo are nice people. Then I heard a horror story of someone who couldn’t move books on Kobo even when Kobo promoted them! I was to meet with the good people of Kobo in Toronto. After evaluating the track record and potential, I blew off the meeting so I could stay home and write and edit my next books. The trip literally wasn’t worth the gas. I do hope things will improve in this regard in the near future for Kobo and several other platforms. Amazon needs healthy, not anemic, competition.

3. Kindle Unlimited was introduced soon after the interview. Seeing so little movement on Kobo, I promptly pulled out and slapped my books back into KDP Select. With their value added proposition, suddenly there is more marketing juice to squeeze out of Amazon.

4. Kindle just announced they will reward early adopters of the program by relaxing the 10%-read-to-get-paid rule on the first round. They also added to the shared fund for borrows. I missed out on the money bump when they introduced KDP Select in the first place. I wasn’t going to miss out again.

5. Since returning to Select, My KU earnings frequently surpass my regular sales. People are taking to the program. This is especially nice because This Plague of Days, Season One is a whole book, the first in the trilogy. It’s selling at just 99 cents. More readers are willing to check it out through the KU program. That pays roughly a couple bucks per borrow instead of 30 cents. Am I a huge success, yet? No. However, I’m getting exposure that other platforms can’t seem to give.

6. This Plague of Days is getting promoted on a couple different lists by Amazon. Seems it’s getting some traction with teens most, science fiction second and fantasy third. (Interesting, yes? Maybe I should revamp the sales descriptions to skew away slightly from horror since its layers and appeal may lie elsewhere.)

7. Amazon just upped the ante in the value added column by opening up the pre-order button to little guys like me. Holy crap! I have some thoughts on how that could be useful, but I’ll save it for another post once I’ve gone through their submission process firsthand.

8. When we recorded the interview, Simon and I discussed whether the Amazon-Hachette debacle would still be a thing by the time the interview aired August 14th. As I recall, neither of us were that optimistic the battle would be over by then and we were right. In an attempt not to bore the audience or appear dated too soon, we largely avoided that discussion. We’re all suffering Amazon versus Hachette fatigue, aren’t we? Looking forward to the titans figuring it out for themselves.

9. We had a great time with that interview and I hope you laughed along with us. There’s some good information sifting through that hour of self-publishing talk. The field is growing and changing so fast — or at least Amazon is changing their game so fast — several things changed in a very short time.

The other platforms? Um. Can anybody name an innovation from any of the other platforms in the last six months? (There must be something, but nothing strong has stuck with me.)

10. What didn’t change? Pretty much everything else. I’m still glad I serialized This Plague of Days but I don’t intend to serialize again (too many gears and pulleys and cons versus pros on that machine.)

What’s next?

More series (not serialization) and another omnibus edition.

Stay tuned.

Filed under: Amazon, author platform, self-publishing, Amazon, author interview, book marketing, books sales, Hachette, KDP, KDP Select, Kindle Unlimited, KU, Marketing, Robert Chazz Chute, Rocking Self Publishing Podcast, Sales, sales strategies, self-publishing, Simon Whistler

06/15/2014 • 7:52 AM 4

How to reach readers in a way most writers don’t

When you think of using video to promote your book, you probably think of a book trailer, like this:

I made the trailer above and it turned out pretty slick, I think. But there’s a better way. A book trailer broadcasts out. I want to motivate readers to find me, not just talk at them. Sure, book trailers can be cool, but there’s little to no evidence they motivate people to purchase more books. (Click on my old post here for thirteen options for using video. I especially like the Scott Sigler strategy.)

Here’s how I added value to This Plague of Days, Omnibus Edition.

The better way is to use video is to thank readers and engage them with a question or a reward. I opted to do both with a link to a secret video at the back of the TPOD Omnibus Edition. It’s three books in one, so, for those who care to, they can make one purchase and save a couple of bucks.

Here are the specifics of my latest launch strategy:

1. I’ve just launched two books, This Plague of Days, Season 3 and This Plague of Days, Omnibus Edition.

2. I dropped the price on the first novel to 99 cents and marked the second book down to $2.99. I’m selling the Omnibus (three big books in one) for $6.

3. At the back of the Omnibus, exclusive to those readers, is a link to a private video. In it, I talk about the saga. It’s been years in the making. This is my Star Wars. Putting it to bed is a big deal to me and I give some behind-the-scenes origin information.

4. I ask a sincere question. A secret has been buried in this series from Season One and it pays off late in Season 3. It’s a huge surprise that a lot of people tried to figure out but they only saw it in retrospect. (My beta readers all said the same thing. “Oh! Of course! You dog!”)

5. As long as Omnibus readers answer the question in the comment thread at the private video link this year, I’ll send each of them my next thriller ebook as a gift. Free. No strings or demands for a newsletter sign-up. The new thriller comes out later this summer and it even ties other books together. It’ll be a fun ride and also a solid bridge to my other books even though it’s not in TPOD‘s genre.

6. Video is a more personal way to thank readers. By adding another book to the six-dollar Omnibus, readers won’t just save some bucks. They’ll get four books (three huge ones and one decent-sized novel.) Readers will benefit and I hope to gain readers who are already enthusiastic about my particular brand of crazy.

7. I know this approach trips some fear alarms for some authors. Please don’t tell me I’m devaluing literature by pricing it too low and giving too much away. I’ve lowered the price, not the value. The literature that is devalued most is that which is read least. Times are tough for a lot of people, me included. But I still believe that generosity and helping others wins over greed. Give more and you’ll attract the people you want to be your readers. When they find you, they’ll buy all your books. Don’t chase anyone. Count the giveaway as the cost of advertising, something any business does. Let readers come to you willingly and they’ll bring you joy instead of heartache.

How did I do it?

I used iMovie, but you could use a cell phone. It doesn’t matter as long as it uploads to Youtube and designate the link “unlisted” so only those who have the link can access it. It doesn’t have to be slick and fancy or have a kickass soundtrack that sounds like it’s calculated to accompany an invasion of Libya.

Your video might even be better if it’s not slick. I love my energetic little book trailer, but heartfelt and speaking into the camera? Heartfelt is more important than slick.

But how did I sell the TPOD Big Deal Book Launch to readers?

Here’s exactly how I did it.

~ I’m Robert Chazz Chute and no one can begin to fathom the depths of my exhaustion at this moment. I am puddin’. But I’m also happy. Anxious and happy. Mostly anxious. Go make a video. Of love. (No, I don’t mean like that!…okay…maybe like that.)

Filed under: author platform, book marketing, book promotion, book trailer, book trailers, books, how to use video, iMovie, Marketing, novels, omnibus, publishing, Robert Chazz Chute, Scott Sigler, This Plague of Days, vampires, video, writers, writing, YouTube, zombies

04/28/2014 • 10:12 PM 6

Writing: The Pregnant Pause and Slacking to Win

One thing about being an indie author that nobody ever seems to say is, relax and stop running from time to time.

Sometimes, the Internet seems like it’s all about motion. We push books and try to pull people in. We follow endlessly and sometimes joylessly. It should be fun to meet new people and find out about what’s new and cool. But everybody needs a break, if it’s at the right time.

I’ve found the right time.

You haven’t seen me lately, unless you checked out my review of Transcendence at AllThatChazz.com or my article on food and emotion at DecisionToChange.com. After doing a major promotion for my crime novel, Bigger Than Jesus, I felt it was time to step back. I’m still busy, but sometimes it makes a lot of sense to get out of your followers faces for a bit. Give your tribe some time off from The Magic That is You.

Spend more time reading and writing.

(I’m reading LT Vargus’ Casting Shadows Everywhere at the moment. Go get it. It’s the kind of demented joy I love.)

I’m working on new books and revising old books, too. This Plague of Days Season 3 launches in June along with The Complete This Plague of Days. I had to get my taxes done (blech!). A collaboration with another author is on the horizon and, between promotions and events and blog tours, I’ll be boosting my marketing and visibility plenty this summer. I don’t want to wear out my welcome by peaking too soon.

The problem is overwork and overexposure.

There’s a podcast I loved to listen to that I’m now a little sick of. I might love it again, but if I have to hear the same stuff from the same guys too often…well, maybe it’s me. I needed to take a break from them. The relentless self-promotion machines of the Internet? Geez, guys, shut up and take a breath.

I mean, really, don’t you get sick of me banging on and on about writing and publishing sometimes? I would, and I love me (except when I hate me.)

It’s not just about giving readers and listeners a break, either.

You need a break sometimes. I know you’re all out there crushing it a la Gary Vaynerchuk and perfecting your marketing simplicity through Seth Godin’s genius and…well, slamming your head against the wall. Marketing should be a creative and joyful thing. It certainly can be fun if you are doing the right things and going into it with the right attitude.

The right attitude is excitement.

(Here’s a guy who knows how to enjoy the marketing process and make it fun for others. Help Armand Rosamilia name his new podcast here.) BONUS hint: Many authors complain about marketing. They’d have more fun if they weren’t so whiny about the necessities of business and, instead, look for opportunities to help others and make publicity and marketing into an interactive game with and for readers. But that’s a post for another time. Tonight, we dance.

Take it easy on yourself and others.

If you push the accelerator through the floor all the time, your car’s engine will blow up. Don’t burn out your engine.

Push too hard too often and you’ll end up pushing people away. Instead, try discovering and promoting others, or be still and listen. Let your mind be that cabin in the woods, free of distractions so you can hear the peaceful hum of the Om of the world and the anguished screams of your tormented enemies burning out, flailing and failing.

How do I know when it’s time to take a break?

When my patience wears thin.

When I catch myself getting cynical.

When every interaction with a kid I made feels like an interruption.

When I’m too tired to do anything else.

When I’m too tired to do anything.

The rewards of slacking to win are:

Rejuvenation, physical and mental.

New excitement upon your return.

Fresh ideas.

Balance and peace.

Excitement for the tasks ahead instead of weariness.

Writing is my retreat and my solace.

I write every day. But it’s a great relief to you and to me not to talk about it at recess ad nauseum. This week (if it suits you and the timing’s right and if you’re feeling cranky at the world anyway) let’s talk less about writing and, instead, write more.

~ Full disclosure: Between writing sessions I do post excerpts of upcoming books on Facebook or just share goofy news and interesting memes. I love interacting with readers there and I find it relaxing. Hit me up with a friend request there. We’ll be cool together. Bring margaritas.

Filed under: author platform, blogs & blogging, book marketing, getting it done, Publicity & Promotion, publishing, Rant, Armand Rosamilia, author platform, balance, books, Casting Shadows Everywhere, finding balance, LT Vargus, Marketing, publicity, publishing, Robert Chazz Chute, This Plague of Days, writing

03/16/2014 • 10:34 PM 2

The blog and book promotion tool you’ll love (that’s easy, effective and free)

Here’s one of my Haiku Decks to start off your writing week right.

Haiku Deck is a free presentation tool that uses royalty-free images so you can make a statement with visual impact. Change up your next blog post or make a slick book trailer in minutes, for instance.

Click this link to ThisPlagueOfDays.com to see how I used Haiku Deck to remind readers that my next book is coming soon (and they better buckle up!) It’s actually quite beautiful and even easier and quicker than a YouTube video. The slideshow at the link was my first experiment with Haiku Deck. It took less time to put my trailer for This Plague of Days together than I needed for this short blog post.

There’s nothing wrong with YouTube, Instagram, Vine, and iMovie etc,…. Video can be useful and powerful if used well (and oooh! Moving pictures!) The advantage of Haiku Deck is that it’s free, fast and fun to play with. Consider adding it to your author platform’s arsenal.

Want to sign up and start making your own trailers, presentations, charts and messages?

You’ll find the way to sign up at the end of each Haiku Deck presentation above. It’s easy to do and easy to share on multiple platforms, but if you do have trouble sharing on your non-self-hosted WordPress blog, no problem. Do what I did with the slideshows above. Load and link a screen shot and bam, it’s there.

Pretty cool, huh?

If you need tips on using video more effectively to promote your books or business, I wrote a quick book on marketing with Vine that highlights what you should be aware of to make it work better. Click the cover for Six Seconds below, for that chewy goodness (for the princely sum of just 99 cents!)

~ Okay. We’ve started Monday morning off right. Let’s keep the healthy and happy vibes going. Pardon my excessive happiness today. It’s not characteristic of me, but I’m all ramped up about entering the final stages of publishing my eleventh book. Progress is being made. BAM! Okay, let’s go get ’em!

Filed under: author platform, Publicity & Promotion, publishing, Writers, advertising, authors, blog post, book promotion, books, Business, ebooks, free presentation tool, free presentation tools, free publicity, free tools, Haiku, Haiku Deck, Marketing, presentation tools, publicity, publishing, royalty-free images, self-publishing, Six Seconds, tips for writers, video, video marketing, Vine, YouTube

09/18/2013 • 7:21 AM 5

Ebook pricing, free promotions and you

The complete first season is FREE for two days. Click now.

Generosity feels great and, in this incarnation of the book business, generosity is a marketing strategy if done right. Today, a giveaway and a case study in real time. (If you don’t know anything about This Plague of Days, check out ThisPlagueOfDays.com for sneak peeks.)

I released This Plague of Days, Season 1 as a serial. There were many reasons for doing it this way. I wrote it like a television mini-series and serialization opens up marketing opportunities. On the first day of Season One, I published the complete first season and Episode 1. Four more episodes followed each Monday. The episodes sold for 99 cents each or readers could get the whole season for $3.99.

For my initial giveaway, I put the first episode up for free for two days. I don’t believe in long promotions. By the time you’re done more than two days, you’ve exhausted your connections and momentum slows. I gave away about 1500 downloads of Episode 1 and stayed at the top of the Post-apocalyptic and Dystopian charts on the free side of Amazon for those two days. It’s really exciting sitting at #1 and #2 beside Hugh Howey.

An interesting thing happened next:

A bunch of readers liked Episode 1 but they stuck with the individual episodes. I watched my dashboard charts light up green with sales of Episodes 2, 3, 4 and 5 as people who got Episode 1 for free worked their way through the serial. The complete book of the season sold a bit, too, (at $3.99) but it seemed for readers to jump from episodes to the season at once, the discount would have had to be even deeper.

Pros and Cons of This Strategy

Pro: I gained a bunch of reviews for This Plague Of Days. Most readers dug it.

Con: Readers of Episode 1 only see the dad is an atheist and they may not stick around for the sweep of the story’s longer arc. The atheist dad has doubts about his lack of belief and his religious wife has doubts about her faith. I don’t dump it all in Episode 1 so, with serialization, you get judged by what you lead with. I’m not complaining. If you do something similar to what I’m doing, stay true to your vision, but don’t expect everyone to wait patiently for the payoffs later on. I have secret seeds planted in Season One that don’t bloom until Season Three.

Con: You’ll always get your worst reviews from free promotions.

Con: Some people who click free will never click “buy”. (Actually, that’s unfortunate, but it’s not really a “con” per se. I mention it because I anticipate resistance to these tactics. However, it’s not a true deficit in that it’s mostly irrelevant. These readers aren’t in my long-term equation for the same reasons the cobalt industry, Cadillac and Vera Wang don’t target me as a customer. Just as I’ll never be in those businesses’ target demographics, I’m hunting for converts, not free book shelvers.

Pro: All those downloads got me Also-bought listings and Amazon started selling the book for me with their mailing list. That’s a major plus on the brand visibility side of the argument.

Pro: As summer sales of Season One ebbed, I saw the momentum from July evaporate. I did what few say makes sense. I put the price up to $4.99. No one’s buying the episodes now, but they are buying the complete first season at the higher price. That could indicate that Season One was underpriced. Probably, but as I’ll argue below, that’s okay. I’m in this for the long-term. Discoverability is more important than sales for now.

What I’m doing differently for Season Two

In This Plague of Days, I’m trying to give a B movie an A treatment. To get traction for an unknown serial aimed at a smart crowd in an unfamiliar format, I think the starting price was fair and good for Season One. If you didn’t jump aboard before, for two days only, Season One of This Plague of Days is free to download on September 18 and 19th. (If you love it, please review it.) Season Two will also have some bonus material in the back.

Why give away an entire book? Isn’t that evil and the death of literature?

Season One is the gateway drug to Season Two and, for two days only, the first taste is free.

I’m using Freebooksy and Bookbub to let the world know. This publicity does cost money, potentially a few nasty reviews and maybe I’m leaving money on the table. However, it will get my name and Season One into the hands of at least 5,000 people. (If that doesn’t sound like much to you, consider that 5,000 paid sales equals a bestseller in Canada. I expect to hit #1 and #2 again and have some sales momentum behind me as I slide into the October launch of Season Two. This is marketing as an exercise in delayed gratification. I’ll sell more of Season Two because I’ll get more readers in on the ground floor of the serial. Besides, it’s a one-time only sale. Most readers will find the cash for the full price under their couch cushions, so let’s not get too dramatic about the losses or gains.

To put it another way, a la Seth Godin, “Too many people are reading my free ebook is not a problem” (as long as there are other books to sell.) To paraphrase author Cory Doctorow, Free isn’t my problem, “obscurity is my problem.” And finally, I quote myself for emphasis, “Generosity feels great…(and) discoverability is more important than sales for now.”

Season 2 launches Oct 1.

The Rationale: Season Two of This Plague of Days launches in a couple of weeks.

The story and the virus evolve together. This time out, TPOD has a different pace. Season One was like a television serial. Season Two is the action movie. It gets more paranormal and it’s loaded with surprises, chills and blood spills. Expect new villains and more twists from Ireland to Iceland to the Indianapolis Speedway. You’ll see the invasion of New York, the Midwest and the terrible events at Canada’s border with Michigan. It’ll sell for $4.99 this fall. In a month or so I’ll do a giveaway of Season Two, Episode 1 only.

Eventually I’ll put This Plague Of Days across more platforms and go for a price match so Episode 1 of Season One will be perma-free. I’ll experiment with price points, but the complete Season Two will never go free. The law of diminishing returns kicks in if you’re trying to get people to jump into the middle. (Ironically, you could jump straight into Season Two without reading Season One and you wouldn’t be lost at all. However, people don’t believe that. I never got into Ally McBeal because I missed the first episode.)

About Audiences

People who love zombies were very patient with Season One. The zombies don’t show up immediately but the dread keeps rising so I guess the suspense satisfied them until the heavier horror kicked in. They don’t have to wait for any action in Season Two, so I expect this phase of TPOD will go big all the way to Christmas (especially as other promotions kick in.)

The other thing that surprised me was how readers with family connections to autism, developmental delays and handicaps responded to the story. The protagonist is on the spectrum and those readers enjoyed seeing the world through his eyes. It’s not a long screed (and certainly punchier than this post) but those readers responded well to discussions of what it’s like to be the parent of an autistic kid. The family loves Jaimie, but they don’t romanticize his disabilities and his sister treats him like a normal kid treats a sibling who is often difficult to live with.

About Price Resistance

Selling episodes at 99 cents with 30% to me won’t keep me in cat food, but it did help with visibility. I gather those who started buying episodes in Season One will mostly choose to get the complete second season so they can find out right away what happens to the Spencer family and the British refugees.

It seems the greatest resistance to price increases lay not with the readers, but with yours truly. More readers are discovering my books at higher price points. I guess those higher prices make them confidant I know what I’m doing. So, while I’m still advocating short-term discount promotions, the trend with all my book prices is for them to climb. Done right, with a giveaway of sufficient numbers, free can still work. If I thought I could get more traction on other platforms, I’d try a different strategy. However, regarding promotion, it appears the other platforms are still lacking.

If you’re reading this on September 18 or 19th, 2013,

grab your free copy of the complete first Season of This Plague of Days here.

And please tell a friend. Thanks!

Dystopian Braingasm: For word nerds and horror readers who love autistic heroes (chazzwrites.com)
What happened to your city in This Plague of Days? (thisplagueofdays.com)
FAQs: How to write books agents will hate (but readers might love) (chazzwrites.com)
Writing Against the Grain: B Movies. A Treatments and the Deceptive Familiar (thisplagueofdays.com)

Filed under: author platform, Publicity & Promotion, publishing, Amazon, book marketing, book pricing strategies, BookBub, Cory Doctorow, dystopian, ebooks, entertainment, horror, Hugh Howey, indie, Marketing, Plague of Days, publicity, Robert Chazz Chute, seth godin, zombie apocalypse, zombies

09/09/2013 • 10:56 PM 7

Writers: Are you sitting on the money?

They call it the Cliff. You can do Author Marketing Club and Bookbub and free promotions and blow giveaways out the digital door. You can even start catching fire and getting traction and selling books for (gasp!) actual money. Then, the fall from grace comes. Sales drop off, often steeply. What happened? You ran off the Cliff. Lots of people do. In this post, we’re going to think about climbing back up and promoting our previous works again (and doing it better this time) because I suspect we’re sitting on money.

I’m rethinking the old marketing paradigm that’s always oriented to what’s new.

It’s the thing we should question most: accepted wisdom. Despite all my efforts, old wave thinking is still permeating my brain. In traditional publishing, you get a short window to get traction and then the bookstores return your books to the publisher for credit. That’s the structure of the short tail market. In long tail marketing, our books are up forever (or at least until the cyber war brings us all low). Still, we tend to think of our books as hitting big (or not) and then the graph points down. We’re mimicking thinking and marketing patterns from traditional wisdom because all old ideas are awesome, right? Oh, wait…

Case #1

I’ve been meaning to do this for a while and by not sleeping, I’m finally getting to it. I pulled Crack the Indie Author Code and Write Your Book, Aspire to Inspire from print. I didn’t like the look of the interior design. I’m fixing them and will make Crack the Indie Author Code available in print again soon. (They’re both still out there as ebooks.)

Case #2

Self-help for Stoners was my first book. It’s funny and strange and with an intermediary. I used Bookbaby for that collection and I want to get it back at Ex Parte Press and put it out myself. I’m sure I can make it go higher once I have full and instant control of the marketing. I queried Amazon about the process today because I’m afraid of losing the reviews. Either way, I do need to steer my ship and reach out to stoners and non-stoners, alike and anew. (If you’re a Bigger Than Jesus and Higher Than Jesus fan, my luckless Cuban hit man appears first in Self-help for Stoners, by the way.)

This post won’t help you much if you only have one book to sell, but here are my thoughts on renewed marketing efforts:

If you have one book, write more. No whining,

If you have a backlist, who is to say what’s old and what’s renewable? You’re the one to say.

If you have a bunch of books, I bet you’re a better writer by now. Why not revisit those books and do new editions?

Consider the power of bundling books. You could enliven your Amazon dashboard with more happy green up arrows. Stop sitting on the money.

Lots of people missed your fledgling efforts the first time. You didn’t know what you were doing. Who did? Any book they haven’t read is new to them.

The most powerful promotions tend to be the first ones. But maybe that’s because we don’t put the same marketing efforts into books we published a couple of years ago. In digital, the term backlist is less relevant. As long as it’s clear it’s a new edition or a new launch or you’ve added material, what’s the problem?

Maybe those early efforts flopped because you had a lousy cover. Get a new, better cover* and launch it right this time. With all you’ve learned about marketing since your early efforts, it’s bound to do better, right?

Most fiction doesn’t get stale. Our efforts get stale because we want to focus on the new thing. Maybe the old thing is only old in your mind. With some tweaking, a fresh edit and a new campaign, you might have a book people will love and buy. Reuse, recycle, repurpose. Turn short stories into collections. Open up to new possibilities with prequels to your books. Tie books together. Add to your series. Serialize. There’s plenty of fun to be mined in what you’ve already accomplished.

Your problem with these suggestions isn’t necessarily that my head is full of feathers. Your problem is the same as mine. This will take a lot of time and you feel you’ve already covered this ground. But most of us didn’t cover this ground well the first time. There are new promotional tools now. Yes, time management can be tough and we can only do what we can do. But that’s business. We are not special snowflakes, but we’re letting good stuff go cold.

*About good covers, I know a guy. He’s Kit Foster of KitFosterDesign.com. He’s an award-winning graphic artist with an extensive portfolio who works well with indies and traditional publishers. Like my covers? Kit did them all. Check out his site. You’ll be glad you did.

The Writing Life: Big Changes and New Ventures (allthatchazz.com)
Books: Ventures, Misadventures, Adventures and Brutal Honesty (chazzwrites.com)
FAQs: What book promotion are you paying for? (chazzwrites.com)
Four Types of Book Publishing (dianetibert.com)
Linda Gillard on self-publishing: ‘I market myself, not a genre’ (theguardian.com)
Combat the horrors of self-promotion (with fun) (chazzwrites.com)
It’s Almost Time To Throw Out Your Books (techcrunch.com)
Book Marketing Top 10: When less is more (chazzwrites.com)
Inteview with Best Selling Author Hugh Howey (parkerpaige.wordpress.com)
New Book Search Engine Knows How to Market a Book (prweb.com)

Filed under: author platform, Books, ebooks, Publicity & Promotion, publishing, Amazon, Amazon.com, Author, Bigger than Jesus, book, book marketing, BookBub, Business, Crack the Indie Author Code, Hugh Howey, indie publishing, Literature, Marketing, Publish, publishing, Robert Chazz Chute, self-publishing, This Plague of Days, writers, writing

09/09/2013 • 12:46 AM 11

Writers: Are you in the echo chamber?

I love my writing community here. I’ve learned a lot from others and, as indies, we share a lot of information. We’re a generous bunch with each other. I appreciate your comments and participation on my little writing and publishing blog. Because I’m a sweet bunny pooping love everywhere, I have to tell you something with love:

Writers talk to other writers too much. We must talk to readers more.

Let’s make this go down easy by using an example from another industry.

When massage therapists try to figure out their businesses, they ask their peers and senior massage therapists for their opinions. They want to drink from the well of experience. It’s a good notion that frequently goes awry. Their peers are often as clueless as they are and senior therapists either don’t have the same problems or their advice is out of date. Take pricing, for example. They’ll set fees based on what they’d pay. But many massage therapists would never pay for massage. They don’t have enough money or they swap treatments with other therapists. Massage treatment is for people with real jobs and insurance coverage, not us.

Stick with me and hold my hand, because this is about to get uncomfortable.

**Writers need to listen to readers more.**

Sadly, writers often don’t have much money to spare so we use libraries or search for free a lot. Most of us buy books when we can, but with budgets as tight as they are, we’re often not your audience. As a result, many of our industry’s book prices are artificially depressed. We’re asking the wrong audience what we should do. (I’ve taken this advice. I just raised prices on some of my books and generally, the trend will be up.)

A veteran writer who’s “made it” (whatever that means) often doesn’t know all the variables that contributed to his or her success. If someone coasted to indie success from a high in traditional publishing, they can’t tell you much about the current scene. Precious few people attribute any of their success to luck. It had to be their sheer brilliance. However, many of us are brilliant and we’re still eating boot soup.

So, what not to do?

If you don’t tweet others at all, you may as well be on Mars.

If you rarely check your direct messages, you’re in the bubble.

If you only check your mentions on Twitter, you’re screaming into the echo chamber.

If you follow three people and two of those are your other Twitter accounts, you’re only hearing yourself plus you’re a raging narcissist (and not in a good way).

If you only have conversations with people who don’t buy books, you’re surveying the wrong people.

If you only speak to people who “buy” free books, you’re engaging the wrong audience. (Readers who buy with money instead of a click are often suspicious if your book is priced too low, for instance.)

If you don’t take new information in and seriously consider change, you’re for slavery. (Your own.)

If you do have conversations with readers from time to time and you talk about them, you’re on a smoother path.

If you don’t cultivate supportive friends, you’ll be alone, surrounded by fiends and without a fire ax or holy water.

If you only attend conventions with other writers instead of fans, you’ll have a great time talking to people who agree with you: “Wow, it sure is hard to connect to new readers!”

If you never get out and talk to real people in the real world and only connect with people on a safe and cyber basis, who will you learn to hate so you can kill them in your next novel?

If somebody says, “I prefer paper books,” and you reflexively say, “How Amish of you! Ebooks are the only future!”, that was kind of funny, but you should be listening instead of cracking that same joke open again. It’s rotten on the inside.

If you say all this social engagement is too hard and it takes away from your writing time, I’m sorry. I thought you were writing to be read. Get a calendar or time management software. At least tweet or email during commercials.

If you immediately dismiss everyone with whom you disagree, you’ll never learn the secret to…well, anything really. Plus, you’ll come across as a jerk.

I’m not suggesting you allow me or readers or reviewers or anyone else to run your life. I am saying that if you recognize yourself in this list and it gives you that squirmy squirts feeling, adapt accordingly. Listen.

You should listen to me. I’m a writer.

Filed under: author platform, getting it done, Publicity & Promotion, publishing, Rant, readers, book, book marketing, books, ebooks, Engagement, Literature, Marketing, paper books, publishing, readers, self-publishing, technology, Time management, Twitter, writing

08/07/2013 • 2:11 PM 7

Combat the horrors of self-promotion (with fun)

Recently an article appeared in The Weeklings that was picked up by Salon. It was called The Horrors of Self-promotion by author Sean Beaudoin. I felt sorry for the author and, I admit, a touch of impatience, too. His problem is not unique. Most of us suffer hypothermia from a lack of limelight heat. I have the feeling he doesn’t read this blog. Alas. His best marketing so far was complaining about marketing and getting picked up by Salon. I don’t know how many more times that will work since I’ve seen this kind of story on Salon before. Repeatedly!

So, to solutions:

You know that rule about writing a book that states: If you’re bored, readers are bored? Same goes for self-promotion. Find a way to get them invested. Yes, give stuff away! Reward them for being helpful. Helping others helps you and never hurts. (That link will show you how to get stuff by reposting a video from my author site.)

Joanna Penn calls authors helping authors “coopetition”. That sums up why I do podcasts with authors, for instance. Besides, we’re in a lonely profession. It’s fun to talk to like-minded people like Hugh Howey, Jessica McHugh and Armand Rosamilia.)

If you hate Twitter, you won’t use it right. It’s supposed to be a fun, social discovery tool. If you hate Facebook, maybe it’s not the place for you. Those are supposed to be friends and fans you’re hanging out with. These are platforms to discover cool stuff and have conversations. I often can’t converse for long, so usually I choose to tweet useful information. (Follow me @rchazzchute and I’ll prove it.) However, there are plenty more options, both DIY and getting assistance.

**We’re writers! We’re creative people. Find a way to have fun with promotions!**

1. I’ve said this many times, but it bears repeating: The writing comes first. Social media is for in-between times that would otherwise be unproductive. Most of my tweeting happens from my iPod for that reason. If I’m at my desktop, I’m writing and revising Season Two.

2. For most authors, working with a publicist doesn’t make sense. However, if you really hate promoting books, maybe you should consider how you can farm it out. Can’t afford a publicist? Start with Fiverr.com. My buddy Jeff Bennington has a post about that here. Need more? Outsource or get an intern with whom you can teach and share. Contact your local college or get on Kijiji and find someone who needs experience in your subject or business.

(Please note: It’s not an internship if they aren’t learning anything. Interns don’t do laundry and are not slaves. They learn writing skills, gain publishing information and an important, perhaps first, entry for their resume. That said, if you’re predisposed to go this route, you’ll probably learn tech skills from them, too.)

3. Work with the platform that suits you best. Every day someone repins the cover to my book Self-help for Stoners on Pinterest. I do no other promotion for that book (since I still don’t have time to get it out from under Bookbaby’s distribution yet.) It’s passive, but the word spreads and it sells despite my lack of effort beyond Pinterest and Vine. (Vine’s discussed in #10.)

4. Some people over-correct and fail to promote at all. Maybe that’s shyness, although most authors who make a point of telling you how awful social media is are snobs. Mostly, they’re really complaining about a personal time management issue. We all have the same amount of time: 24 hours in a day. Use it right, don’t complain and reread Item #1.

5. Some authors are snobs about social media because they’re tired of all the bad promotion that happens on Twitter. They need to exercise more patience, but they aren’t wrong, either. (See my post below, Book Marketing Top 10: When Less is More and tweet to content, not sales links!)

6. Don’t go into denial. Someone said their readers don’t hang out on social media. One in four people worldwide are on social networks and more than half of North Americans are on social media. That number will only grow. If your readers aren’t on social media (Amish people and older people who frequent Renaissance fairs), you better go to them. Get a booth by the guy who sells beer but calls it mead. Compensate somehow because otherwise you’re hurting your discoverability. Go where readers are, electronically or in person.

Readers have hungry minds. Therefore, they are so on social media!

7. Write another book. Too often I speak to nice people who believe their one book should find its audience organically. However, even organic plants need water. More books give your readers more opportunities to discover your awesomeness. Do not deny them your awesomeness. That way, madness lies.

8. I’ve recently posted about the many advantages of the Author Marketing Club and the tools they make available. With their free submission tool, you can harness the power of book promotion websites without hammering your own audience repeatedly. If you’re only tweeting to your followers, you’re doing it wrong. First, write stuff that’s useful, funny or retweetable. Then get on Triberr and expand your reach.

9. Blog. I have many blogs (all listed here) and reach out to varied audiences (writers, readers, podcast lovers, polymaths, the morbidly obese and schlubs like me, just trying to get their shit together.) However, ChazzWrites is the blog with the highest Alexa score. I do them all for the fun of it. If I hated it, I wouldn’t do it. I suggest ideas and try to be useful and helpful. I often try to be funny. People who get my flavor and like the taste will click the ubiquitous links to my books. Or not. But if you don’t blog, there’s no way for anyone to get what you’re about except unconvincing sales links that mostly sound the same.

Should books sell themselves? Yes, in a perfect world. You saw the news feed this morning. Does this look like a perfect world to you?

Are there exceptions and can you do nothing and still be a hit? Sure. It happened to Hugh Howey. His success is quite organic and, of course, well-deserved. However, that’s not the way to bet. Hugh told me so himself on the Cool People Podcast. Unfortunately, the norm is that many deserving books are ignored. It’s not that many of them aren’t good or even great. It’s that no one has helped readers find them effectively. Yet!

Look, I know all you want to do is write. We all just want to write and be taken care of by legions of adoring loved ones and fans. It would be great if we all had robot butlers, too. We don’t. Grow up and find a way to have fun with your chores so they aren’t chores anymore.

10. Do something different. Twitter isn’t everything. I get love and attention using Vine, for instance. If you don’t know Vine, I wrote a book about it. Basically, it’s six-second video and it’s surprisingly fun and addictive. I can choose to post the videos only to Vine, to Facebook, to Twitter or even embed vines (videos) like these fun and/or disturbing examples.

Find what works for you. Then go do that as much or as little as you can stand. But please, no more complaining. There’s too much fun to be had and too many options to enjoy to waste time complaining. Unless you get picked up by Salon. Then maybe that worked. Sean Beaudoin! Did that work? Are you feeling better? Let us know!

~ I’m Robert Chazz Chute because “Robert Chute” is already taken by a Native American author and poet who surely wouldn’t want to be confused with a crime novelist and horror author. I was recently challenged about why I wrote a book with zombies in it. (Well…not the Romero kind. More the 28 Days Later variety.) Anyway, I justified my love over at ThisPlagueofDays.com with this saucy post. You might enjoy that post, too. Fewer links, more sass.

How Weird Al, Kevin Smith, Hugh Howey and Scott Sigler Succeed (chazzwrites.com)
There’s a Fine Line Between Self-Promotion and Spam … (the-digital-reader.com)
A Salon’s Social Media Highlights (news.terra.com)
Why I Hate Self-Promotion (savvybookwriters.wordpress.com)
Using Pinterest to Promote Your Business (browninglora24.wordpress.com)
Promoting thru Blogs and Social Media (simplifiedseminars.wordpress.com)
Inbound Marketing 101: How To Use Social Media To Start Conversations (business2community.com)
Harry Potter and Social Media (quillsandmarketing.wordpress.com)
Evaluating Vine and other social media (waywardjourney.com)
50 Tweetable Social Media Tips For You And Your Business (business2community.com)

Filed under: author platform, book marketing, Publicity & Promotion, publishing, self-publishing, blogging, Business, Facebook, Hugh Howey, Jessica McHugh, Marketing, Media, Pinterest, Salon, Sean Beaudoin, social media, technology, Twitter, Vine, Weeklings

07/18/2013 • 4:29 PM 7

Today’s ordeal: Insults aren’t a marketing strategy

I talked to a bad sad person today who tried to push me around and deceive.

After a little more research, I figured out he was trying to sell me more of his own services but he wasn’t up front about it. Devious! I responded with reluctance because I hate hard sells and I’m suspicious of verbal sleight of hand. Then he switched from persuasion to an attempt at bullying. Why does any marketer think mean works? I guess he knew he wasn’t getting a sale so he had to get the venom out of his system. (Note: He’s not alone in thinking bullying works in sales. I suppose there are some gym memberships that prove bullying does work, but I don’t recommend it.)

He tried to spin a few dollars into “consulting”, amping a cheap offer ($15) into (I’m guessing) one or two thousand dollars. That’s quite a stretch to the next sales level, isn’t it? If he was as savvy at marketing as he says he is, he’d recognize he’s fishing in the wrong pool. And he’s angry at the fish.

When he wasn’t clear on his offer, I tried to determine if he was willing to work within a budget (any budget!) He went from wheedling to puffery to obfuscation to contempt in four sentences. I figured out what he was up to. What it amounted to was, “That thing I tried to sell you for $15 that I said would be awesome? Tricked you! What I said would be awesome is worthless and sucks, but if you don’t buy the platinum package (which I won’t define) you’re an idiot…” Blah-de-blah. Nonsense and hurt feelings ensue.

So that was eight minutes and ten seconds from hell. Skype tells you exactly how long you’ve been in hell. Convenient. He told me I’d wasted 15 minute of his time. Odd, he wasn’t worried about wasting my time with deception and insults, but we’re all the centre of our own universes, aren’t we?

Here’s my Twitter stream (read from the bottom up) from today’s encounter with the outside world. This is why I hide in my writing cave and avoid human contact. It was a delightful reminder of what not to do. Okay, not so delightful, but instructive. Basically, desperate and mean doesn’t work.

Does this seem mean? I don’t think so. If I were mean, I’d tell you his name. Instead, I’ll say, caveat emptor and hang up faster than I did.

Start here and read up for the details of how not to market.

On the other hand, it was fun getting a phone call through to SPP!

Click here to see how I’m recruiting allies in the struggle to get visible (without dealing with Mr. Nasty Meany Big Time).

~ For the record, I didn’t hang up on him because my mama raised someone who’s hopelessly polite. I also believe it’s important to give nasty people enough rope to hang themselves so I can spin the ordeal into a post on my blog. At least I get something out of it that way. Click either of the images above and you’ll see my latest marketing attempt for This Plague of Days. It’s the opposite of what was tried on me today. My approach is to go for win-win instead of deceive-insult. If my approach doesn’t work, I guess I could move to New York and give berating potential customers a try. Okay, now I’m officially letting this go. Have a peaceful day.