Last week, I posted about the top ten lessons I’ve learnt since I independently published my debut novel, The Big Smoke. Tonight’s post will be about what my next steps are for marketing /getting the book out there. Where does the Insecure Writers Support Group fit in? You’ll see!
Advertising at QUT
Over the past few days, I got very excited about the possibility of putting advertising material (bookmarks) into the welcome bags of first year students at Queensland University of Technology, which is the uni where The Big Smoke‘s two main characters study. I was even more excited when the uni said they’d give me a discount due to the book’s connections with the uni and my poor artist status.
However, after some long conversations with my ever-pragmatic business partner (aka husband Marky), I’ve come to the disappointing conclusion that it’s not a smart investment right now. You see, even with the discounted rate, it would cost me about $600 for the advertising fee and production of 5000 bookmarks.
Just to break even, I would need to sell 600 e-books or 110 paperbacks as a result of the advertising, which would require a conversion rate between 2% and 12%. Although the audience is pretty targeted (first year uni students), there are still going to be a lot of people in that audience who wouldn’t be interested in The Big Smoke. I’d say at least 60% (wild stab). So is a 2-12% minimum conversion rate realistic? I’d love to find out, but unfortunately we’re not in a position to risk $600 on it right now.
This doesn’t mean advertising at QUT is completely unachievable though. They do have some cheaper options such as putting up posters on campus, but I’ll need to do similar sums to those above before I know whether they’d be a good investment either.
Local magazines and newspapers
I’ve got some feelers out at the moment for reviews/interviews in local magazines and newspapers, which I’m hoping may generate some interest. It’s early days in this area though so I’ll let you know if anything comes of it.
In saying that, thanks to my awesome dad and his “connections”, a teen magazine called Orbit on the Sunshine Coast has advertised The Big Smoke (for free!) and are giving away two copies of the book to readers. I believe their latest edition is out now but they haven’t uploaded it online yet. Here’s what the ad looks like:
Hopefully it sparks the interest of some sunny coast teens!
Review competition – idea still bubbling away
Some of you might remember a competition idea I mentioned a few weeks ago, where people who review The Big Smoke go in the draw to win a $50 book voucher. At the time, I said the reviews would need to be on Amazon, but now that I’ve learnt you have to purchase something from Amazon before you can leave a review there, I’m thinking that Goodreads reviews would be a better option.
As I said initially, reviews would NOT have to be positive. Any considered review of 100 words or more would be eligible to win. However, I’m still not sure whether I’ll go ahead with this idea because there’s a risk that people could perceive I’m paying for positive reviews. I’ve actually emailed Goodreads to get their thoughts on the competition idea (I value the connection they provide to readers and wouldn’t want to upset them), so I’ll let you know their response when I get it.
Goodreads giveaway and advertising
I’m currently holding a giveaway of two copies of The Big Smoke on Goodreads, and it does seem to have slightly increased my e-book sales (or it could be a coincidental increase). To support the giveaway (and promote the book more generally), I’m also running an ad on Goodreads, which I set up using their beta self-serve advertising system. At last count, 405 people have entered the giveaway, and there have been 205 “views” of the ad, none of which have resulted in a click through. From what I can tell, a “view” means that the ad has appeared on a page that someone is looking at, but you have to actually scroll down the page a little to see the ads, so I’m not overly worried about the conversion rate at this point. You’re only charged per click through, so if the ad tanks, at least it will be an inexpensive failure!
Here’s the ad and the targeting options I’ve chosen. I’d be interested in any feedback you have.
I’ve provided review copies of The Big Smoke to 12 book bloggers / bloggers who occasionally review books, and so far four of them have written a review, all of which I’ve previously quoted. I’m hoping that the other bloggers have been too busy to read the book yet (as opposed to them having read it and hated it) but will get around to it eventually and contribute their opinions to the reviews slowing stacking up. I want to continue to identify book bloggers who might enjoy The Big Smoke because I believe that opinion leaders play a big part in the overall success or failure of books, and the best way to make opinion leaders aware of the book is by telling them about it myself!
And how does all of this relate to the Insecure Writers Support Group?
“Let’s rock the neurotic writing world!” Alex J Cavanaugh
It totally relates, trust me. I’ll explain right now. As you can see from the points above, I’ve got a lot of ideas and plans in progress for marketing The Big Smoke. Putting these plans into action takes up a lot of time, which is all well and good at the moment, but there’s also the slight matter of being 34.5 weeks pregnant. In less than six weeks time (or thereabouts), my priorities are going to change dramatically and I’m going to have, let’s face it, absolutely zero time to progress any of these plans. How long that will last is yet to be seen, but I imagine it will be at least three months.
I’m ridiculously excited about becoming a mum, but part of me is worried that all the work I’m doing now will equate to very little if I drop off the planet from a marketing and social media perspective. Will my sales figures dry up? Will I have to start from scratch when I’m finally ready to re-enter the marketing realm?
I’m concerned about all of this, but it’s important that I remember what I set out to achieve when I decided to independently publish The Big Smoke. I never expected to achieve massive sales (dreamt about it, yes; expected it, no), I just wanted to share my story with people who were interested in reading it, and hopefully touch a few readers along the way. And you know what? I’ve done that.
I’ve also learnt an amazing amount already, which I plan to put to good use with my next book. So if everything comes to a halt because I stop actively promoting The Big Smoke for a while, that’s okay. It’s been a great experience regardless. And who knows, maybe little miss Jackson will be an absolutely perfect baby who is more than happy for me to spend a bit of time marketing and writing while she sleeps peacefully… 😉
What are your thoughts about my marketing plans? Do you have any feedback on the Goodreads ad? What do you think will happen for The Big Smoke when I drop off the radar for a while?
PS You can find out more about the Insecure Writers Support Group at Ninja Captain Alex’s blog.