Who knew you had to be a business person to make money?
The Business of Being an Author
Wait…it’s not just writing?
Welcome back to my series about how to become a self-published author. Last time I gave you an overview of who I am and what I’m up to.
This time we’re going to delve into the murky depths of the business side, which is where I’m going to spend most of my time in this series. Because business is not my jam (whether you’re talking actual jam, or jelly, if you’re American and insist on calling jam the wrong thing).
I’ve done a lot of research (procrastination) about how to market your books. All of the information makes sense and seems simple enough on the face of it, but it’s also provided by people who’ve already done it. Of course they have — we wouldn’t listen to their advice if they hadn’t succeeded already.
Some of the information available doesn’t account for that feeling when your Facebook page goes live and you wonder for the first time how to make sure people see it. And some of the experts even forget that their advice is sought by people with zero followers. That’s the most frustrating — when someone tries to answer your conundrum about audience building with a tip that requires an audience…
The Cost of Followers
Time away from your main project
One piece of advice that you’ll find no matter which expert you’re listening to is to create something to give away. Makes sense, right? Because why would people sign up to your list otherwise.
If you don’t have a thing to give away, I’d recommend at least putting thought into what it’s going to be, if not making it right away. For those of us starting out, it’s going to be something linked to our book/series.
Now, it doesn’t have to be a short story or novella, but from what I’ve seen, most experts will recommend this option. Because it links to what you’re going to sell, anyone who liked it will likely head over to your book and buy it, and once your book is out, your readers will be curious about another story in the world you’ve built.
I wound up doing a prequel novella. I figured a novella would give them a good idea of my writing and storytelling so they could figure out if I’m for them. Also, new readers are lead into the story and once people buy the first book, they can see what preceded the book. Because I’ve finished all three books in my series, I was able to put characters from each of them in there as a nice easter egg for readers in the future.
One potential drawback is that I didn’t build the world as deeply as I did for the books. I think I wound up writing it with a level of assumed knowledge that might be a stretch for new readers. But, I just don’t know yet. Hopefully I can get some people to read it and I’ll get some feedback!
So the cost here to get started is your time. But it’s worth it, so spend some time thinking about your reader magnet and then invest the time in making it.
Is Facebook your friend?
I’ve seen differing views about when to start using Facebook to promote yourself and your newsletter. Some think dive right in and others say not until you have at least a small following and a book (preferably books) out.
I had a little dabble, mainly to try and learn it. I’m making my way through Mark Dawson’s Ads for Authors course, mainly to give myself an overview, but at the moment I’m still in the realm of his Launchpad course and the ads will be more useful later.
So far I’ve ‘boosted’ a couple of posts and I’m about to try an ad, just to see the difference. The good and bad thing about Facebook is that you can set your spend as small as $1 a day. Just be careful, because it’s easy to think that’s small, but then wrack up a big spend through multiple boosts or leaving your ad running.
I boosted my posts two days ago and so far I have (drumroll please) eight subscribers!
When they click they’re sent to my website where I have a sign up form on my main page (and several other places). The sign up is an embedded MailerLite form that grabs the email address and then sends them a link over to Bookfunnel where they download the novella.
Now, none of those subscribers are following me on Facebook (or Instagram which I have also set up), and some haven’t downloaded the novella at this stage.
I’m keeping the posts boosted for a week, and I think then I’ll give an ad a go. I’ll keep you posted with how it pans out!
Next steps
What seems to be advised by people who say no to Facebook ads at this stage of building your audience is ‘promos’ or organised giveaways. Since I’ve signed up to BookFunnel, I have access to their group promos, where you join a bunch of other authors and offer a free book/novella/short story. Everyone shares the link with access to everyone’s book to their lists or Facebook etc and with a bit of luck, people sign up to your list to access your book.
Now, I hear you saying what I said: ‘But the whole point is to build my list. How can I send the promo to my list when it doesn’t exist?’
Before we break the space-time continuum with this paradox, the great thing about group promos on BookFunnel is that some of the promos you can join are open to new authors. You should still have somewhere to share the link — social media, maybe even family and friends — but they understand that you probably won’t be bringing in the big clicks just yet. As you do build your list, then you can pay it back.
I’ve signed up for a couple of promos beginning next month, so we can see how that pans out, and how it compares to Facebook.
Ok, that’s where I’m at. Join me next time as I continue to try to build an audience!
Cheers, K.T.
