Friday, January 27, 2017

Writing: Post-Release Marketing

Every writer has them, certainly for the release of the first book, and often for every book that follows. They're the thoughts of "How will it sell?" Some writers are totally in it for the money, some want their work to be read by as many people as possible, but we all agree that the "reach" of the book is the final indicator by which we'll judge its success.

It's fairly well recognized now that one thing a publishing house will do for an author is to release and help market the book. After all, they're in business to make money, so they're interested in having a book purchased by the largest number. The "indie" writer has to do or arrange all these things himself/herself. But one thing that many readers don't think about is the post-release marketing.

I just saw several award-winning books advertised for a really low price. When these were released, the price was set (either by the publisher or the author) at a given level. But now, probably as a marketing tool or to introduce the authors to those unfamiliar with them, the novels (in this case--the same holds true of non-fiction) were offered for much less. Some books are offered at a lower price by the publisher, some by authors, and this is all a part of a continuing effort on their part to keep marketing the works.

Does it work? I'll confess that I've often bought some books after such a price reduction that I found to be too expensive initially. Have you? And as a result, have you found new authors? What do you think of this post-release marketing measure? Good idea? Much ado about nothing? I'd like to know.

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Paula Shreckhise said...

I think it is a valid tool because you might reach people who cannot afford the book at the higher price but still like to read. They then could recommend the book to friends thus extending the reachability of the book. It could be used when other sales slow down. This could be an introduction to an author's work and intice someone to read other books by that author.

Richard Mabry said...

Paula, it's a constant question to those of us who write. Although the publishers usually take care of this, it falls directly on the shoulders of the indie-published authors, and in either case it's a matter of guessing whether the reduced price introduces the reader to a new (to them) author or simply adds to the expectation of lower prices on a book that's come to be the norm for a certain number of readers. As the King (in the King and I) says--'Tis a puzzlement. Thanks for your comment.

Patricia Bradley said...

I've gained readers through one of my books being offered for free in digital format. So, I think it does pay off. Good question.

Richard Mabry said...

Thanks for sharing your experience. I ran a KDP special on one of my novellas (they're self-published), and got a slight bump in sales, but I'm not sure how much, since I haven't mastered the metrics of all that yet.
I appreciate the comment.