Now
more than six months after the release of Two Gun Hart, it’s time to review
what worked and what did not with its release and promotion. I point out six months because that’s
typically the amount of time after a book’s release that promotions last before
it is labeled a “backlisting.”
It’s hard to believe it’s been that long as it seems like it just came
out. But the time has flown by because I
did so much for it; and yet it feels like there’s been so little result, or at
least far less than there should have been.
The
promotional plan was broken into four parts, each lasting three months, so I’ll
go through each one here.
6-4
months before release: The plan was to
give people an idea of the story; sort of get them primed, if you will. I did this by promoting the sister book, The
Great Heist. This had one chapter in it
that covers Two Gun Hart, and the idea was to get people curious about it. I also used this time to get it to reviewers
so they’d be done with it by release.
This worked moderately well. The
Great Heist was difficult to sell as people didn’t know me or the book, and it
would have probably done better just to give it away for free. I did have a free giveaway for the Kindle at
one time, which I think did the best good, but it would have been better to get
it into more hands. As for reviews, a
lot more people promised to review it than came through.
3-0
months before release: This was the big
period where I tried to generate interest and did a pre-release. Most importantly, I tried to get onto every
radio show I could and to speak on every blog and podcast that would have
me. I also tried to get as much press
coverage as possible. I wanted everyone
to buy during this time because all pre-buys would count as having released on
the day of release, thus giving me the best chance of a best-seller. I worked all day practically every day
sending out press releases, emails, calling places, etc. One press release I sent out got picked up by
stations all across the country, but they all talked about the story and few even
mentioned the book. As for radio
stations, especially NPR, I was mostly ignored.
Since I wasn’t a major publisher, they didn’t care. As for fellow independent bloggers and
Youtubers, there was silence. Some even
said they wouldn’t have anything to do with self-publishers, which is funny
since they are self-publishers.
0-3
months after release: My celebration of
the release was to go and talk at as many places as possible. This was mostly in Nebraska and Iowa where I
had a tour with the Hart family.
Everywhere we went had a large reception, and everyone bought the
book. This was the best time of
sales. Any time I could directly talk to
people, they were fascinated with the story and immediately wanted a copy. Radio stations in Nebraska and Iowa had me on…
scratch that, in Lincoln and Iowa had me on.
Omaha and most of the rest of Nebraska ignored me. Strangely, Omaha is very much uninterested in
independent endeavors; you can tell by the fact that few independent stores are
anywhere in the city. As for bookstores,
only a few would take the book. Even
independent bookstores would say that since it’s an independent book, they
weren’t interested, all the time not recognizing their hypocrisy. I did manage to get it into the Barnes &
Noble system and a few stores bought it, but not many. There were a couple of the ones that have
always been supportive of me, such as A Novel Idea and The Bookworm, both of
whom had signings for me. And then there
were a few other stores that opened up to me since I had it printed through
Ingram Spark which made them returnable.
But I only made a little bit above what it cost me to have them printed
through that company. I’m not sure that
even includes the listing I paid for that went out in Ingram’s catalogue that
supposedly goes to bookstores everywhere.
4-6
months after release: I learned along
the way that a lot of clubs, such as Rotaries, want authors to come speak,
especially if they wrote about an interesting non-fiction subject. The bookstores were often empty when I went
to speak at them, but organized events were typically pretty full, so I gave it
a try with a new visit to Nebraska. This
has worked better, with the captive audiences always enthralled, and almost everyone
buying a copy of the book. It’s a bit
inefficient, however, as I have to go to each one, and after a two week trip to
Nebraska, I just barely paid for my flight there and back. I also learned to sell the book at specific markets
that are interested in this sort of thing.
All
in all I learned two important lessons.
First, the way to sell a non-fiction book is through personal
interaction. If you have an interesting
subject, people will want to hear the story, see the pictures, then they’ll
give it a chance. It’s a good idea to
have elements from the book, such as pictures, clips, and evidence of what you’re
talking about, so people can see for themselves that this is true and
fascinating.
And
second, I learned why someone said something I read a while back. He said that he published his fiction
independently and his non-fiction through major publishers. I didn’t understand why at the time, but now
I do. For non-fiction to sell, you need
the aid of news and radio organizations to give you some legitimacy. There aren’t as many online locations to
build interest in your work. There’s
also a stigma with non-fiction in self-publishing. People believe that if it’s traditionally
published, it’s gone through a gambit of editors who are checking on its
accuracy. This is not true, as editors
with big houses are looking for what is profitable, not what’s true; and the
idea that they’re checking over your accuracy is a myth. In fact, traditionally published books are
less likely to be accurate because of their motivation to make money. But most people don’t know this, so they’re
only likely to buy a traditionally published non-fiction book. To add to all of this, most history readers
are themselves traditionalists, and are more afraid of technology than
embracing it, so it’s very hard to reach your audience.
Fiction,
on the other hand, has a lot of readers who are likely to try something new,
especially in the areas of science fiction and fantasy. As a result, I’ll be focusing my efforts on
releasing and promoting Relic Worlds and my fantasy story, then doing
non-fiction on the side from now on. It’s
unfortunate, but I want to make a living writing, and if readers, and
especially the media, refuse to see the value in independent non-fiction, there’s
nothing I can do about it.
