Pro Bono is in Hardcover

After publishing Pro Bono a number of years ago, I have learned quite a number of stories about incidents surrounding the murders, and the case itself. I collected all of them and added them to the book, then published this new version in hard cover.

This hard cover version is available on Lulu for $25 at: http://www.lulu.com/shop/jeff-mcarthu...

Had an Interesting Interview with Reels

I had a nice interview regarding my book Pro Bono with the Reels channel. They're doing a series of episodes around movies that were based on true stories. The idea in this episode is that Natural Born Killers was based on the story of Starkweather and Fugate.

This is actually not true, as even Oliver Stone said it was inspired by Bonnie and Clyde, and the tale has no similarities whatsoever to the Starkweather-Fugate story. However, we were able to essentially debunk the myth, and tell some true information about the story.

The show is called The Shocking Truth, and it will be on in the spring.

My Book Tour Through The Midwest

I recently returned from a book tour I took through the several states in the center of the country.  They included Nebraska, Iowa, Kansas, Missouri, and Texas.

I was mostly speaking at Rotaries, which I've quickly learned are the best resource for public speaking about my nonfiction books.  Rotaries need new speakers every week, so they are often happy to hear from an author who has an interesting story to tell.  It's as helpful for them as it is helpful for the author.

I knew I would be traveling to Nebraska for a few weeks, so I wanted to fill my schedule as much as possible to make the trip worthwhile.  I also knew I would be going down to Texas for the Alamo City Comic Convention, so I filled as much time there as possible.

I started by going to the Rotary Club Finder: https://www.rotary.org/en/search/club-finder

Here you can enter the region and get a list of all the rotaries in that area.  I got their email addresses and wrote to all of them, telling them a quick summary of Two Gun Hart, including the website for the book, and saying when I'll be in the area and that I would like to speak at their club.  I also found the local libraries and made a similar offer.  From the responses I was able to make a schedule of appearances.  There would be 12 in all, 10 rotaries and 2 libraries, plus the convention, which is a different subject because that involves my book series Relic Worlds.

I stayed with my family in Lincoln, Nebraska and set out from there to speak in Omaha, Iowa, Kansas, and Missouri.  At these events a little under half of the people bought books, and there were usually about 15 to 20 attendees, so it was decent amounts of money.  In Texas it was hit or miss, either only one or two bought, or almost everyone bought.  Ultimately it turned out to be about the same number.

Basically, the conclusion I came to was that the sales were decent, but when you took into account the amount of time I spent arranging the talks, the flights, the car rental and gas, at best I came close to breaking even.  These were really talks to spread the word.  The problem with this is it's hard to measure it's effectiveness.  Worst of all, people forget things you told them after they leave.

So the best suggestion came from my uncle in Texas who said I should have flyers or bookmarks made up that say the name of this book and other books.  The people who bought books get to see there are others to purchase online, and those who did not buy get flyers to take with them to remind them where to buy them later.

I wish I had thought of that before, but I'll have it in mind now in future events.

My Book Reviews

When I tried to get my books reviewed, some of the first places I thought to go to were blogs and Youtube book reviewers.  They were the logical choice considering the fact that they were themselves self-publishers.  I was shocked and amazed at how many of them refused to review self-published materials, never recognizing their own hypocrisy.

            I’m a believer in putting your effort where your mouth is, so I did a Youtube book review show where I only reviewed independently published books.  It was the only one on Youtube of its kind.  I was proud of it, and I mixed it with doing my weight loss as I would read the books while out on walks, and check my weight after doing the reviews.

            What was frustrating was that the views never got to be very high.  I would get the people whose books I was reviewing, some of their readers and friends, then I would get completely different viewers the next week.  None of them were watching other reviews, supporting other independently published authors.

            It’s frustrating seeing this sort of every man and woman for him and her self.  This whole industry is very difficult already, and we’re competing with large corporations that have many employees.  The best thing we can do for ourselves is to band together and help each other.

            I want to go back to reviewing these books.  I feel strongly about independent publishing, and I want to help others as I want to be helped as well.  But I’ve been taking a break from it for now as the effort was going to waste while I was ignoring my own projects.  Hopefully that will change.

Here's one of the reviews from this show:  https://www.youtube.com/watch?v=Dp4ROKwBtVY

Netflix and the Future of Entertainment

It’s been said for a long time now that Netflix is leading the future of entertainment.  Many people saw it years ago when they were taking business from Blockbuster Entertainment and other video stores, and amazingly, they did nothing to counter this.  Despite the fact that Netflix’s model was working better than theirs, the heads of Blockbuster ignored these obvious signs and continued their business as usual rather than adjusting and evolving.  This was due in large part to ego.  I know because I’ve talked with someone who served as president for a time at Blockbuster and left because he saw that no one would even consider changing tactics.  When he pointed this out, they ignored him and kept their ship driving right into the iceberg.

            Now Netflix is continuing their innovative efforts in competition with regular television.  What’s amazing is how little these networks have learned from Blockbuster.  They believe that, because they are the big guys on the block today, they are destined to always be that way.

            To be sure, they are adjusting in some ways, but usually they are the wrong ways.  CBS is beginning a subscription service that will be led by their Star Trek series in which viewers will have to pay to watch.  However, viewers aren’t going to see any reason to pay for this television service that they are getting for free with other shows unless CBS offers something more.  Of course, they’ll have some shows that they know audiences will want on the subscription channel, but that’s not enough.

            What’s caused viewers to turn to Netflix is that their programming has been more interesting and innovative than network TV.  Rather than following tired formulas and using outdated methods, they have created new ways of telling stories both artistically and technically.

            Artistically, they tell stories in unique fashions and they make sure the entire show is aired so the whole story is there.  What I mean by unique fashions is that they do not limit their writers to specific formula patterns.  On television, you have five acts broken up by commercials.  Every show has to follow those acts, and executives will require that producers break down their scripts into these acts to prove it.  Netflix makes no such requirement, and thus the stories are more interesting.

This is further improved by the fact that they don’t make pilots, see how they go, then just a few episodes and see how they go before making entire seasons.  Networks do this all the time, and it makes for very broken up storylines.  Worst yet, they will cancel a show if it’s not doing well.  This may save them money in the short run, but it destroys trust in the viewer, who decides not to watch the next show.

Many people will not waste their time on a network show because that show may be cancelled next week.  There’s no point in wasting the time getting invested.  But with Netflix, you know that if you try a show out, they’ll at least get through a season, so there will be some semblance of a story.

Basically, think of it like this.  If you buy a book, would you rather get one that the author is still writing and might not finish, or would you rather get one that you know has been finished, and may even go on to more books?

Unless the networks wake up, they’re going to go the way of Blockbuster.

Using a Mailing List

As time has gone by I’ve been hearing more and more how important a mailing list is.  I disregarded its importance as I felt that emailing people was more of a nuisance to both me and the people I’d be emailing, and I didn’t see how it would be effective.  I figured that if someone was interested enough to give me their email address, they were already looking at my work, and they didn’t need me to bother them with reminders about it.

            However, I heard about mailing lists being important enough that I finally looked into it, and I began to see the value.  First, it’s really only helpful if you are regularly coming out with material.  So if you have a mailing list for you as a writer, then you need to regularly be coming out with books or other written materials.  If the mailing list is about a series, then you need to be regularly coming out with written materials for that series.

            The problem with the former is that your list will likely be made up of people who became interested in your writing because of one specific book.  So you’re going to need to stay within that genre in order to keep their interest.  If your newsletters become about a subject they’re not interested in, they’ll unsubscribe, even if you’re just taking a short break from that type of writing.

            So it’s best to focus on a particular series and collect names and addresses of people who want to follow along.  For me, that’s been Relic Worlds because not only is it a series, but it’s a series with a lot of ancillary elements.  There are short stories, games, a comic book, etc.  There’s something to talk about every month, and more material to release, so the newsletters have material and aren’t just empty ramblings of me saying, “something more is coming sometime, I promise!”

            I’ve found that there are two methods to build the mailing list that work the best, conventions and giveaways.  At conventions, you’re trying to get people to look at your books, but they’re not sure whether they’re ready to commit to buying or even reading them yet.  So a mailing list is a good way to get a taste without a commitment.  It’s also a way to remind them that you exist, as opposed to a flyer which will likely get thrown away once they’re home, no matter how interested they are in your product.

            Giveaways are the way to do it from home.  You need to get a prize people will want, and it’s a great idea to get something that matches what you’re selling.  In my case, I gave away a Kindle Fire and I included one of the Relic Worlds books.  That way they not only get a prize they want, they also have a means for which to read my books, and a starter.  But the real prize for me was all the email addresses that people had to give in order to enter the raffle.

            Now, I don’t want lists of people who won’t be interested in my series.  That wastes everyone’s time.  Even once I have their email addresses, when I send them a newsletter, they’ll just unsubscribe because they’re not interested.  Or, worse yet, they won’t unsubscribe and I’ll continue to send them information that’s useless to both them and me.  So I promote it on sites where I think my readership will go, and I make sure keywords are always included that have scifi, adventure, books, etc.

            I use Shortstack as my sweepstakes provider.  They help collect all the email addresses, and provide a means by which to make a good looking sweepstakes page.  I might switch this out as I wasn’t extremely impressed with their service considering the cost.  But it wasn’t bad.  They’re at: http://www.shortstack.com/

            I use Mailchimp to create and send the newsletters.  They’ve been fantastic.  They’re at: http://mailchimp.com/

Book Talks

I’ll be traveling around the Midwest and Texas in October giving talks at Rotary clubs and libraries.  I’d put the tour list here, but it’s long, and would take a lot of time for me to look up all the addresses and/or contact information, and no one goes to these events based on this blog, so I’m not going to take the time to list them now.

            Instead I’m going to talk about why I go to these clubs and give these talks.  I have found Rotary clubs, and groups like it, to be an invaluable tool for independent non-fiction promotion.  The organizers of these clubs need to find a new speaker every single week, and they’re trying to find subjects interesting enough to keep their members coming back.  Having a true story to tell is a blessing for them, as long as it’s an interesting one.  While I struggled for years to get bookstores to let me do signings, clubs that need regular speakers have been more than willing to accept me.  And some have even contacted me and asked me to come to their organization to speak, saving me the time of having to go to them.

            I haven’t been charging for these events as I want to get into as many as possible.  I make money by selling copies of my books at them, and sometimes I make a couple hundred at a single event.  It’s not enough to live on as the work required to set it up and to travel there winds up being inefficient.  However, it spreads the word of the book and of me as an author.  I often make friends and contacts who later join me on social media, and they see what else I’m writing.  Like most things in independent publishing, it pays to have a number of titles so each individual event doesn’t wind up being your only trick.

            I approach these organizations by looking them up, finding out who would be in charge of booking guests, (if I can’t find that, I just find the president or whomever is in charge,) and I email them.  I tell them what the story is and I provide a link to the web page where the information is listed.  I also mention anything that is sellable about the story.  (In the case of Two Gun Hart I tell them that it’s the first time a lot of information about the Capones has ever been revealed.)  And I make sure to mention anything that’s relevant to their area, as sometimes clubs prefer stories with a local connection.  (Oddly enough, most of the ones in Iowa wouldn’t have me as a guest unless I could show a local connection.)

            This doesn’t work so well when it comes to fiction because typically the best you can do is say you have a story you’ve made up.  The problem is, everyone has a story they’ve made up, and they don’t know why yours is extra special.  And besides, people at events like these usually want to hear about something that’s true.  They’re fascinated by true stories and will gladly invite authors with great true stories to their events.