Marketing Tips

Living in a DRM-Free World

Digital Rights Management, the software that helped protect the copyright of books, but turned out to be a rather large hindrance to many readers, is beginning to go the way of the Dodo. More and more businesses that sell eBooks are taking the plunge and ditching DRM (including Lulu). But has the loss of this security measure affected sales? Has the eBook market been flooded with pirated copies of books that drag down the market and result in losses in profit to authors and publishers? In short, no.

Tor Books, the high-profile science-fiction publisher dropped DRM last April, and they have seen “no discernible increase in piracy on any of our titles, despite them being DRM-free for nearly a year,” according to their editorial director, Julie Crisp.

Consumers of eBooks have long been in favor of getting rid of DRM. It has made a hassle out of switching eBooks from one reader to another, and hindered the reading experience of readers who have paid to read their favorite authors.

Authors as well have applauded the move away from DRM. However, some larger publishers believe that DRM-free copies of their books published in other territories will find their way back to their own market, thus increasing the likelihood of digital piracy. Still, Tor’s report that there hasn’t been any discernible change in sales and readership is proof that DRM didn’t do much to protect authors.

“The move has been a hugely positive one for us, it’s helped establish Tor and Tor UK as an imprint that listens to its readers and authors when they approach us with a mutual concern — and for that we’ve gained an amazing amount of support and loyalty from the community,” Crisp reported.

When it comes to independent publishing, DRM has long been considered something that was once thought necessary, but is no longer needed, especially in a reading atmosphere that so proudly supports its writers.  Already, video games and music have begun to move away from these protections, as well.

What will be interesting is to see is if anyone will stick to DRM in the next few years. How have you felt as a Lulu author in a DRM-free world? What other minor changes in the publishing model would you like to see happen over the next few years?

Should you just give it away?

What’s better than free?

It might seem irrational, but one of the best ways that authors have found to gain popularity and profitability for their eBooks has been to, well, give them away. Authors have found that dropping the price of their books to $0, at least for a short time, leads to dramatically better sales when they do raise the price.

[Recommended Reading: How Free Books Build Your Brand as an Author and Authority]

Speaking on The Self Publishing Podcast, independent author David Wright found that this type of promotion works, especially with writers who work in genre fiction. “Free downloads drive sales,” he said. “Especially with the serialized fiction model, where if our readers get our first episode for free, they want to read on, so they buy the next episode or the full season.”

[Recommended Reading: How To Serialize with Lulu]

Dropping the price of your eBook can help raise your sales rank and visibility, while, at the same time, promoting other books you’ve written. Of course, the lost revenue can sting a bit, but who knows if readers would have taken the plunge on your book if you hadn’t taken the cost-free promotional plunge?

But is a free promotion right for you? For serialized fiction, the answer is yes. Get readers hooked, and then get them to buy the rest of your series or your other titles. For experts and speakers, the answer is also yes. You want to spread your brand and name, and an eBook is even better than just giving out your card. Use your eBook mainly as a promotional tool — not a revenue stream.

Here’s who this promotion might not work for: writers of long, literary fiction who depend on sales to make up for some of the painstaking work that went into their novel. It might also not work for historians, who also put in a tremendous amount of time and energy and whose specialized knowledge has a place in the marketplace and should be able to find a readership despite its cost.

Either way — it always helpful to experiment with different marketing tools. Dropping your price to zero might feel weird, but the eventual reward could be huge. If it doesn’t work out anyway, it’s just as easy to start charging more for your book, and go back to the drawing (or writing) board.

Have you tried this technique? What was your experience?

You Can’t Judge a Book By Its Cover. But….

We’ve all heard the old idiom, “You can’t judge a book by its cover.” And that’s totally right — judging something based on a first glance often leads to false impressions and close-mindedness. However, covers, even in the age of eBooks, are still an incredibly important part of the browsing experience, and are often the first interaction a prospective reader has with a book. A cover should be artful, interesting, and represent some essence of the book. Often, it’s the only actual image a reader will receive to spark their imagining of the world of the novel.

But, sometimes, especially with first-time authors, or authors whose art is solely the written word, covers can bring you the wrong kind of attention. For instance, you don’t want to show up on Nathan Shumate’s Lousy Book Covers Tumblr. While his site has caught a lot of flack, and unfairly ridicules artistic endeavors, he does offer some wise words in a Huffington Post article for authors when it comes to book design:

“Print design is a mode of communication all its own, and there is at least as much study and experience involved in gaining a competence in design skills as there is to becoming a credible wordsmith…a book’s author is not automatically qualified to design her own cover.”

It’s true that there are tons of authors out there who are also insanely capable and skilled artists, but sometimes, we writers tend to overreach. We think, because we have just finished a book, why not just knock off the cover art right there? It’s best to take a step back and think about different artistic skill sets. The last thing an author wants to do is put off a potential reader because of an unattractive cover.

Like everything else an independent author does, getting a nice cover for your book is a mix of networking and savvy. One idea is to take the whole cover design project and to make it into a promotion for your book. Post a sample chapter of your book and ask readers to use it to come up with ideas for a cover. Have a design contest, with the winner getting a free copy of the book they helped design. It gets the word out about your book before it’s published and can help you reach out to readers and fans. Another option is to use one of Lulu’s Book Cover Design services. A great way to avoid the “lousy cover” trap is to put the job in the hands of a professional artist.

And even though they are important, don’t fret too hard over the cover. As prominent book cover artist Chip Kidd reminds us in an Esquire article titled How to Make People Buy Books: “There are so many factors that go into whether somebody buys a book — the jacket’s just one of them.”

And, to end on a high note, we have plenty of noteworthy examples of exemplary book covers by independent authors. You can peruse them in our Pinterest Indie Cover of the Day Album.

 

Opportunities for Self-Published Authors with Shelf Unbound

A guest blog post from Shelf Unbound founder Margaret Brown.

When we launched our first Shelf Unbound Writing Competition for Best Self-Published Book last fall, I was thrilled by the response (800+ entries), by the quality of the submissions, and by the sense of community I felt from engaging with these authors and their works. In response to all of that, Shelf Unbound has some new initiatives for 2013 that might interest self-published authors.

First, the call for entries for our second annual writing competition for best self-published book will go out in the middle of the year – if you sign up for a free subscription to Shelf Unbound magazine, you will be the first to know when we announce it. The winners of the 2013 competition will be featured in the December/January 2014 issue of Shelf Unbound magazine, which reaches 125,000 avid readers in the US and in 57 countries around the globe.

Second, we’re launching a regular department that will feature notable books submitted to our competition that did not make it into the “winners” issue.

Third, in an effort to provide a forum and community for self-published authors, I’m inviting self-published authors to be guest bloggers on the Shelf Unbound blog. I’m looking for 250- to 300-word essays on writing and/or self-publishing — feel free to talk about your book and give it a plug and include your website and/or links to your book. Just email me your text and I’ll let you know when I run it (margaret@shelfmediagroup.com). Please put “guest blog” in your subject line.

Finally, we have ad rates for self-published authors starting as low as $250 – shoot me an email if you’d like details – Margaret@shelfmediagroup.com.

I invite you all to be a part of the Shelf Unbound magazine community. I wish you all the best in the New Year. Keep writing. – Margaret Brown, publisher, Shelf Unbound.

BIO

Margaret Brown is the founder and publisher of Shelf Unbound book review magazine, a 2012 Maggie Award Finalist for Best Digital-Only Magazine. She is a lifetime member of the National Book Critics Circle.

How to Market Your Book During the Holiday Season

November and December are the most lucrative months of the year for retailers because people are in a crunch to find and buy the perfect holiday gifts for their loved ones. Here are some tips to help you make the most of the season and show off your written wares.

Publicize your ultimate holiday gift list. At this time of year, people looking for the perfect gift often need help in the form of suggestions and ideas. Offer up your suggestions on your blog, on a contact’s blog, or perhaps even for a local magazine or newspaper. Whatever you suggest should be in line with what your book is about. For example, if you’ve written a cookbook, then come up with a list of the best bake ware — and no matter where you publish your gift tips, make sure you provide a bio with a link to your book.

Make a donation. Giving during the holiday season means more than handing out shiny new presents to friends and family, it means giving back to your community. Pick a charitable organization that inspires you and offer to partner with them. Offer signed copies of your book as perks for donors who contribute at a certain level (perhaps the charity will even name that level after you or your book!) You can also vow to donate a percentage of your profits to a charity that you support. This is a great way to boost holiday spirit and to get a charity to help promote your book to their audience. You can also donate books to families, libraries and schools that are in need. There are countless ways to give back. Which will you choose?

Drop the eBook price. Between the iPad, the Kindle, the Kobo Reader, and the Nexus 7, among many others, e-readers are becoming more and more hot, and with every new user comes the potential for many more eBook libraries. So entice potential customers by dropping the price of your book for a limited time.

Give away copies to friends, family, and social media followers/fans. Perhaps the most obvious tip but not to be overlooked since the best way for people to learn about your book is to hear about it from others. So order extra copies and stuff them in stockings or offer signed giveaways to fans on Facebook or followers on Twitter.

Strategize for 2013. There are another 365 days coming up… soon. This means you have holidays to capitalize on, anniversaries to plan, promotions to fund, and even new books to promote. Spend the last few weeks of this year thinking about how you want to handle the next 52 weeks and come up with a marketing and social media plan that will get you to your new year’s goals. This may help: Pre-Publication Marketing Timeline for Authors.

Tell us, what are you doing to prepare for the holiday season? Are you buffing up your marketing efforts?

 

Mark your calendar with inspiration for 2013

Alert! There’s only one more page on my calendar. I’ve already hit the dilemma that there’s no page in my calendar for me to scribble down exciting things that I have planned for 2013, which means that it’s high time for me to create my 2013 calendar.

For me – someone who lives and dies by her calendar – creating my calendar is a very important process for me. It’s a chance for me to reflect on what my goals are for the coming year and to select pictures that will keep me motivated and remind me of what’s important to me.

So, what’s important to me? Travel, family, fun, charitable giving and my local community. So, these are what I highlight in the pictures I select for my calendar. Seeing these pictures each day beside my desk keeps me motivated and brings a smile to my face as I recall each memory.

Earlier this season we invited local North Carolina groups to create calendars that reflect the things that will motivate them in 2013. Below we’ve highlighted four participants who are in the running to win $1000 based on most calendar sales by the end of the year. What I love about these examples is how they reflect the same things that I hold dear: supporting local food and communities, having fun, supporting charitable causes, promoting good health and celebrating a love of reading.

The Freebooksy Bookish Quirks Calendar celebrates readers by pointing out funny things that we readers do or think. In short, it’s a collection of quirks from bookish people!

This 2013 calendar showcases some of the many talents our amazing instructors here at Cirque de Vol have and love to share with the community!

Calendar featuring selected images from Cafe Helios in Raleigh, NC.

Mental Image is giving 20% of all profits to the Help April Breathe Easy Foundation. Body Painters include Tiffany Bickler, Emily Wagner, Emilio Jeffries, and Lisa Snead. We are using our healthy body’s to stop this disease.

 

These are just four great examples of calendar ideas. We hope you found some inspiration here. Calendars make great holiday gifts and they are also a way for your company, group, organization or charity to raise some money. If you do decide to create a calendar in order to raise some money, here are a few tips for marketing and selling your calendar:

1. Announce it on your Facebook page. Be sure to include a link to your calendar.
2. Write a blog post about your organization’s goals, motivations and commitments for 2013 and explain how your calendar reflects those. Be sure to include a link to your calendar.
3. Link to the calendar from your website.
4. Order some copies of your own calendar and sell them at the register or at events.
5. Link to your calendar in your newsletter

What are your motivations for 2013? Have you created your calendar yet?

Mozilla Popcorn for Online Video

As Mozilla’s Ryan Merkley points out in his TED talk, the nature of video on the web hasn’t changed much over the past few years. Besides a higher resolution and faster streaming times, videos remain static and non-interactive. Even books, with the advent of interactive eBooks, have found ways to become interactive and use the full resources of the Internet. But with a new product called Mozilla Popcorn, that might all change. Popcorn allows content creators to adorn videos with links, and other media, like maps or a photo stream, to create a full-content experience. The interface is simple, and the product itself, in keeping with Mozilla’s open-source principles, is free.

As content creators, writers are constantly looking for ways to promote their own work. While book trailers are popular, they often fail to capture the artifice of the novel they are producing or match the quality that other media outlets offer. Popcorn allows writers to promote their books by interlacing an online video with links to text, illustrations, and even the link to buy the book itself.

How To: Create Your Own Audiobook

When publishing an eBook, it’s smart to promote it with sample chapters or an author interview. But what about producing your own audiobook to accompany it as well?

Producing an audiobook can be time consuming, but it’s extremely fun and makes your book available in yet another medium. You can just choose a brief excerpt to use, maybe a funny scene or illustrative passage, which will help promote your book when you give it away on your personal website. Here’s a short guide to how to create your own audiobook, entirely for free.

1) Get an audio editing program. If you don’t have professional audio recording programs, like Protools or Ableton, don’t fear! A simple, free program called Audacity is incredibly simple to learn, and can be used on almost any computer. If you have an internal microphone, you’re all set to record.

2) Pick a passage to record. For starters, pick a manageable goal. Try not to aim to record your entire book. Consider focusing on a scene or chapter you find particularly strong, and maybe one that includes a variety of characters, to allow for some fun voice acting.

3) Cast and record. Cast your audiobook by either reading it yourself, or sharing the narration with a variety of friends or colleagues who have been assigned roles. You don’t even have to be in the same room — you can record different parts at different times.

4) Edit. Try to make the recording as clean as possible by eliminating pauses, editing out background noise, and re-recording unclear parts. If you haven’t edited audio before, it should take just a little practice to get the hang of it.

5) Add some character. Here’s where you get to have a lot of fun. Add some background music and sound effects to liven up your narration. Just a few additions can completely change the quality of the audiobook. For some free background music published under Creative Commons license, check out the Free Music Archive. For sound effects, be sure to explore FreeSound.

6. Post. After making sure everything sounds right (make sure to play it for a few people), post that audiobook! Be sure to post in a compressed format, such as .mp3. You can even post streaming audio at Soundcloud.

So now that you have the tools, the red light is on!

Who’s tried this? How’d it go?

You may be a Lulu Author, but are you a Google Author?

If you’re reading this blog it’s likely you’re either already a published author or aspire to be one (and nobody can make that dream come true faster than Lulu!). But are you a Google Author?

What is a Google Author?

By now you’ve probably seen search results in Google that look like this:

google-authorship-rich-snippet

This is known as an “author rich snippet search result.” Google supplies a photo of the author of the content that the search result links to. In addition, this author usually gets a byline (which links to his or her Google profile), and a link to search results for more of that author’s content.

How do you get such a result? By participating in the Google Authorship program. I’ll explain how in a moment, but first let’s talk about the “why.”

Creativity Strikes! Interview with Children’s Writer Sandra Arthur

As the social media manager here at Lulu, I have the lucky task of monitoring our Facebook Page. I can’t tell you what a delight it is to communicate directly with so many of our authors and to get a chance to see the creative ways you all have to reach your readers. I’m constantly impressed. The other day I saw a post from an author named Sandra Arthur and wanted to share with you about an ingenious workshop she created to get kids excited about reading and to teach them about endangered orangutans and the rainforest of Borneo. She kindly agreed to an interview (shown below), so I hope you will enjoy getting to read a bit about one of your fellow Lulu authors.

Can you please share a few words about the Jungle Workshop you organized?

I ran a “Jungle Workshop” to provide a fun storytelling experience for children. I was lucky to get support from a local, independent bookshop/café/toy shop. I created a Rainforest Room with a tent and decorations.