How do I sell successfully, as a self-published author?

All self-published writers know that the hardest part of the whole process is not the writing, which is creative and challenging and satisfying. The bit we struggle with is getting our books into the hands of readers, and having those readers pay a price commensurate with the effort and energy that’s gone in to the book.

Obviously, much will depend on the mode of publication you choose. With an ebook there’s no physical product, but readers still have to know where to find your book, and choose it over the masses of others that are available, especially in the crowded market of genre-fiction. Some ebook authors use price as the come-on, but that quickly turns into a race to the bottom and the pressure to charge a derisory amount or nothing at all.

If you choose, as I did, to create a physical book as well as an ebook, there are more routes to sales, but most of them still fundamentally depend on ‘visibility’. I advertise my books on my website and on all the flyers and bookmarks I have printed. I also get orders through Amazon, and through the major book distributors such as Gardners Books in Eastbourne. In Cumbria, where I live and the books are set, distribution is handled by Hills Books of Workington, which supplies almost all Cumbrian bookshops and other outlets, but beyond this region getting my books onto bookshop shelves is almost impossible. Readers can order them of course, and do so, but the supply chain is long with discounts at every stage.

The bookshop contacts their wholesaler, who contacts me, who posts off the requested amount, which then goes back to the wholesaler, then to the bookshop, and finally into the hands of the reader. With postal charges rising all the time, any supply chain that relies on the self-published author fulfilling such orders by post means precious little profit.

An efficient and profitable selling route for me is via my website direct to the reader, using Paypal for payment. I could invest in a card reader, but that in turn relies on a good mobile signal which can never be assumed either in my home or when I’m out on the road meeting potential readers. Maybe it’s something I need to investigate again.

The main problem is the very slow traffic to my website and how to increase the website’s ‘attractiveness’, a task so far from my original passion for writing that I constantly put it off. Everything I know about the internet and how to use it I’ve had to learn in the last twenty years, and much of it still frustrates me. I have a Twitter account with over a thousand followers, but won’t play some of the games that seem to required to grow that number. I use FB too, but am wary of it and share only with a limited number of people already known to me. The key issue may be that the generation that reads and loves my books is, like me, a pre-internet generation. Why else would people sometimes tell me that my books are ‘hard to find’ when a ten second online search using just my name would give them all the information they need?

Why do they go to a bookshop and order, when they could go straight to my website and its online ‘bookshop’ in half the time? Of course I’m keen to preserve local bookshops, but I wish more of them would stock good self-published books like mine.

Fortunately, I really enjoy doing presentations about my books to groups large and small, meeting readers and potential readers. Almost all of these are in Cumbria, but that’s where my books are already known. Without a publisher or an agent, it’s well-nigh unheard-of to be asked to present self-published work at any of the major events and book festivals, unless you’re very well-connected, which I am not. For me, an added frustration is that after thirty years as a professional presenter I know I could do as good a job as most of the authors I hear talking about their work, and better than some. Even with a restricted field for selling, however, direct sales account for a major part of my sales every year, and the most profitable.

Of course I’m contacted regularly by people offering to improve my website’s effectiveness, at a price. Is it worth it, in terms of time as well as cost? Life’s too short to spend too much time on things I really don’t enjoy. My problem is patience: I couldn’t be bothered trying to find an agent after the first few generic rejections. Nor, I fear, can I be bothered to spend precious hours growing my website traffic when I could be crafting another story. So, I’m a bit stuck. My books sell, but not as well as they should!

Goodbye and good riddance to the hardback ‘literary’ novel?

The papers this weekend are commenting on, and apparently bemoaning, the decline in sales of the ‘literary’ novel over the past two years. Some of the articles suggest that sales of this or that novel might increase when it’s published in paperback, usually a year or so after the hardback.

I read all this with some bemusement. Firstly, I’m struck yet again by the artificiality of genre distinctions that the publishing world seems fixated on. Who decides whether a novel is ‘literary’ or ‘genre’ fiction – I think that’s the main divide, before the ‘genre’ is further sub-divided? I’ve seen it defined that character drives ‘literary fiction’, and plot drives ‘genre fiction’, but surely these are points along a spectrum, not a dichotomy? It might be easy to identify novels at either end of the spectrum, but after that the distinction falters.

The ‘literary’ tag may have to be reconsidered, especially as it now seems to be connected to poor sales, which is increasingly the traditional publishers primary concern. We’ve all heard that a very high proportion of published books lose money, and that the business is rescued from financial disaster only by a few block-busters. Some of these massive sellers can be predicted – the ghastly Dan Brown, for example –  whereas others come out of nowhere, as predictable as a win on the lottery. Does any other business trying to make a profit organise itself like this?

 

And if we’re talking about sacred cows in need to disposal, what is the point of  publishing novels in hardback form first and making anyone who doesn’t want a heavy expensive tome wait for a year to get the version they actually want to buy? This is a mystery, and clearly, it’s not working. This time next year, and the year after, will publishers still be fretting about poor sales of the hardback versions and still planning to keep on churning them out? I admit to be baffled about it all.

 

Many readers like a ‘real’ book – I do myself: the paperback format fulfils this need. Ebooks are also useful in some circumstances.  So who wants to read a hardback, besides a tiny number of picky traditionalists who profess to have ‘standards’ and probably insist on esoteric and expensive ways of eating and drinking as well as reading?

My recent and unsuccessful dalliance with ‘Unbound’ crowd-funded publishing came across this issue all the time. Many of my readers, keen to see the new book as soon as it comes out,were puzzled that they would have to pay twice as much as normal for a ‘special edition’ hardback when they would actually prefer a paperback, lighter to carry around and easier hold with one hand in bed, for instance. ‘That’s the way traditional publishing works’ I would lamely explain, and I had no answer to the inevitable next question – ‘Why?’

 

 

When is the author not really the author?

Two things are on my mind about this question: both of them were prompted by recent encounters with writers.

The first example comes from an author explaining his/her writing process. This writer finishes the first draft and gives it to three ‘readers’ for comment. Their suggestions are incorporated into the next draft, which then goes to the ‘editor’ for further suggestions, and here again some at least of these are used to produce the third draft.

In this particular case, the text has now been developed by five people, but still it is considered to have been ‘authored’ by the original writer, who said –  in jest? –  that the names of all those who had contributed should perhaps be on the cover alongside the author’s name.

It may have been a throwaway remark, but it provoked my question about when the author’s apparent work is more, or less, than the author’s actual work.

In this particular case, the author is very well known and sells huge numbers of books all around the world. The first readers the author uses are people responsible for selling the author’s books in various countries. It is in their interests, therefore, for the book to be as attractive as possible, to increase the sales and their profits. They would not expect payment or acknowledgement for their work, as they are actually employed to maximise sales, and might even benefit financially from doing so.

The editor’s role is slightly different, one assumes, and concerned with the intrinsic quality of the book rather than only its commercial appeal. Prompted by the editor, more rewrites are undertaken by the author, and after some further discussion and polishing the text is sent for the final stages of editing and proof-reading. When it is printed and sold the author might/will acknowledge the role and assistance of all these people, but the reader will still believe that the author with their name on the cover actually wrote the book. In fact, it was most likely the author’s name, not the title, cover or subject matter, that made the reader buy the book. It has almost become a conspiracy of silence, to preserve the image of the author’s sole responsibility for the book’s final form.

The other nudge to my thinking about this issue was a recent journalistic fracas surrounding an article about a well-known British ‘celebrity’. This person had written a  new book and as part of the promotion was interviewed by a journalist. When the piece was complete, the celebrity and her agent leaned on the publishing editor of the magazine to change the article, to make it more favourable to the image they wanted to project and include more positive reference to the book. The journalist was outraged that this was agreed and her article was changed in this way, without her consent – so outraged that she insisted that her name be removed.

OK, these are different ‘genres’ of writing with different protocols. A key difference is that in the first case the author requests and welcomes amendments to her work, and in the second case the amendments were neither sought not agreed. But clearly the line between apparent and actual authorship is being blurred, and in each case the reader is probably unaware of what has happened behind the scenes.

Does it matter? Is the reader being duped?

The lottery of writing fame

Last Thursday evening I had a great opportunity to see a very successful writer up close and hear the details of her career. Ann Cleeves was visiting Cockermouth in West Cumbria, not far from from where I live, and I was asked to ‘interview’ her live in front of a sold-out audience. So I got to decide some of the questions that I was most interested in. This woman has written an astonishing 30 books in 30 years: ‘How did it all start?’ I asked her. ‘Well,’ she said with a smile, ‘for the first twenty of those thirty years I made only enough money to pay for a week’s caravan holiday in Dorset.’

It was only after the first of Ann’s ‘Vera Stanhope’ series was bought for TV that her career really took off. And how did that happen? A classic serendipity: in a charity shop in London the book – ‘The Crow Trap’ – was picked up by a person who worked in TV production, as something to read on holiday. The company she worked for was looking for something to replace ‘Frost’ on ITV, Ann’s book fitted the bill exactly, and the rest, as they say, is history. The ‘Vera’ TV shows now sell to over 120 territories worldwide, and the Shetland series has also been successfully adapted for TV. 

Ann’s books are good, no question, but much of the extraordinary success she has enjoyed in the past decade stems from that chance purchase in a charity shop. As she joked herself last night, crime writers are busy dropping copies of their books into charity shops all over London, hoping to become the next TV sensation and enjoy everything that follows.

Knowing how arbitrary these matters can be, how does it make a struggling writer like me feel? Very happy for Ann, naturally. Some regret also that I left it so late to try my hand at fiction. When you first publish at 65, waiting twenty years to hit the big time is tempting fate. But the overriding feeling, if commercial success is indeed so much matter of luck, is that the only thing you as the writer can really control is the quality of the work you do. Even if your books don’t reach a mass audience, you aspire to make them truly worthwhile – well-researched, well-written, memorable, and a credit to your effort and skills. That’s a legacy to be proud of, whether you sell a thousand or a million.

Self-doubt: necessary or a waste of energy?

One of the many things that made Margaret Thatcher anathema to me – even now after all these years – was her apparent complete absence of self-doubt. It’s a ‘fundamentalist’ trait, I suppose, which manifests itself in similar ways whatever the beliefs of the believer. I have a reputation – undeserved, surely – for expressing myself quite forcefully at times, about Margaret Thatcher for example, but underneath it all I am frequently assailed by self-doubt and one of those times seems to be upon me now.

The ms of Cruel Tide is with my editor Charlotte and I’ll get it back for approval in a week or so. We’ve corresponded and talked at length about several previous drafts, but even so waiting for her editing suggestions feels like waiting for an exam result. Did I do a good job? Is it really crime fiction or just another character-driven story with ‘events’ like the trilogy that went before it? Was it a good idea to link it to the trilogy, or was that choice driven by commercial considerations? Is Cruel Tide as well-written as it should be? Does the dialogue work? On and on the questions go. I could lay some of them to rest perhaps by re-reading the text yet again, but I daren’t, and anyway it may be too late. Once the production machine begins to hum along there are few opportunities for major changes. Tweaking only from now on, and I do want the book to be ready for the shops well before Christmas. Now I’m thinking like a publisher rather than a writer, but when you self-publish you have to be both.

I was hoping that sales would be quite brisk as the summer moves on and more visitors arrive in the lake District, but things seem to be slow. Ebook sales go up and down without any explanation, and I can’t tell whether any of my promotional activities have any impact on anything except direct sales, which are always good when I’m ‘performing’ somewhere. Fortunately I so enjoy the ‘performing’ element of this work that I will continue to do it regardless of whether it sells books or not. Sometimes I yearn for a larger audience and somewhere other than a village hall or church rooms to do my work, but it’s the same old problem of breaking in to the ‘festivals’ circuit that many self-published authors like me face. What does it take to get enough recognition to be asked to do things that will build a reputation for quality? I know I can engage and entertain larger audiences as I’ve done it for decades in my previous life as an education presenter, but no one in the book business would take any notice of that. On paper I’m another elderly unagented northerner who writes and publishes old-fashioned stories, and I’m popular on the Cumbrian WI circuit. Nothing wrong with that, but it may not get you noticed by people wanting to sell tickets for ‘Words on the Water’ in Keswick or the Hay Festival. I look on Twitter at fellow-writers  enjoying their contributions to book festivals and I think ‘I could do that!’

Nothing like a good moan. My partner thinks I should have more faith in myself. ‘Keep going’ he says. ‘The books are good, and eventually someone who matters in the book business will notice them.’ Maybe he’s right, but I’m not certain: the doubt is not enough to stop me thinking about the next book, however, and the current mood will probably pass. In the meantime I wonder if all this introspection is just unnecessary and a waste of energy. I’m incredibly fortunate to be able to live the life I have and afford the luxury of high-quality self-publishing. I’ve been writing fiction for less than five years and hopefully getting better with practice. Self-doubt is probably appropriate and realistic and OK. Get over it.

 

Explicit violence in crime fiction: is it necessary?

Interesting piece in the Telegraph this week about the apparent increase in explicit violence in crime fiction. I read a fair sprinkling of the genre, and know that I have learned my limits in what I choose to read, and to watch. Reading words leaves less of an imprint on my brain than seeing and hearing images on a screen: and it’s easier to skip pages than it is to block both sight and sound. I skipped many pages in the Stig Larsson trilogy, although by the third book I was skipping to avoid badly edited tedium, wondering if it had in fact been edited at all.

Most of the time I prefer my books and films to infer, and avoid excessive violence. Against children the mere inference of violence is too much for me: I even have to avoid  some of the NSPCC ads on TV. Violence and cruelty against adults, female and male, are difficult, and even more troubling is the trend towards female victims, where the violence tips over into sadism that makes the reader complicit. Not good. I have no doubt violent scenes in books sell copies – why else would there be such a plethora in these times when sales seem to count more than anything else? I want to sell copies, of course I do, but not if it means writing something I really wouldn’t want to read myself.

One of the beauties of self-publishing is that the author can be under no external pressure as they make choices about content, style and everything else. Instinctively, and without any evidence, I picture the editor of a publishing house whispering in the author’s ear how a bit more explicit sex or violence would catch more readers’ attention, and probably media attention too, cajoling and tempting the writer to go against their own better judgement. Maybe that’s just my ‘don’t even think about trying to push me around’ mindset. Maybe it would never be like that, but for me it’s hypothetical anyway. My editor Charlotte is a fine professional and an old friend who knows there would be little point in pushing me to do anything I wasn’t happy about.

My interest in writing crime fiction for the next book, number four, remains strong, and I’m gradually resolving some of these issues in my head. There are bound to be bad and violent people and actions, or there would be no crime in the crime fiction. But I want to make both content and style more subtle if I can, without sacrificing the grip of the story. I just hope crime fiction readers who pick up a book of mine aren’t so jaded that they lose interest unless the details are laid out, full and frontal and covered in gore.