The writer who carves a masterpiece out of words and publishes the book faces a new challenge:
- how to help the target audience discover the book
As there are millions of books to choose from, this is no easy task.
One way to try to help stimulate sales is to put the book on a temporary sale, e.g. through Kindle Direct Publishing (KDP).
- Amazon has a new Countdown Deal available for books enrolled in KDP Select. This allows for a temporary reduction in price and shows customers how much they are saving and when the sale ends.
- The older KDP Select free promo option is another alternative. (Note that you can’t mix and match Countdown Deals and free promos for the same book in a given 90-day enrollment period.)
- Books that aren’t enrolled in KDP Select can still have a temporary price reduction by simply republishing at the new list price.
Everyone likes a sale. It’s great to save money.
But there’s a catch: The sale won’t attract buyers if customers don’t know about the sale.
You still have the problem of discovery. Just putting your book on sale through a Kindle Countdown Deal, KDP Select free promo, or other temporary price reduction isn’t enough:
- A temporary sale, all by itself, probably won’t help much with getting your book discovered.
Nevertheless, a temporary price reduction can be effective if you succeed in spreading news about the sale:
- Instead of just promoting your book, promoting that your book is temporarily on sale may generate more interest. That is, it can help make your marketing more effective.
- Any promotions that you do to spread the news about your sale may be amplified by people in your target audience who become interested in your book.
- If people develop interest in your book, the looming deadline may help to generate sales.
- Sales that you may generate as a result of placing your book on sale can help improve your book’s visibility through sales rank, customers-also-bought associations, and customer reviews.
(Note that KDP Select free promos generate a free rank instead of a paid rank, but any subsequent sales once the free promo ends will help boost the paid rank.)
It all comes down to getting your book’s sale discovered by your target audience.
The usual marketing strategies—blogging, Twitter, Facebook, press release, building buzz, interacting with your target audience, readings, guest blogs, etc.—can help with discoverability. Instead of just promoting your book, you’ll be promoting the temporary sale of your book, which may help to generate more interest than your usual marketing.
Also, if you’ve been branding an image, prospective buyers who may have been considering your book might be sold when they see that your book is now on sale.
However, you probably want to use this golden opportunity to try and go beyond your usual marketing reach. For example, you might want to consider if a low-cost advertisement may be cost-effective.
Don’t focus solely on projections for how many people may view your advertisement. It’s also important to consider:
- What fraction of the people who view your advertisement are in your specific target audience? They are more likely to make the purchase, appreciate your book, and leave a review.
- How marketable is your book? Will the cover and blurb make the genre clear and appeal to your specific target audience?
If you have a highly marketable book in terms of both packaging and content—i.e. it will both attract and please a significant target audience—then it may be worth advertising at a site that can show your advertisement to your specific target audience.
One popular site is BookBub, but there are other options, like Ereader News Today, Kindle Books & Tips, Book Gorilla, Book Blast, and Pixel of Ink. You want to learn about stats to help you with your decision. For example, the BookBub pricing page provides data for subscribers by genre, average downloads, and average sales. There are also sites to help you promote seasonal events. For example, check out Read Tuesday, designed to help stimulate holiday sales.
With a Kindle Countdown Deal or temporary price reduction, you earn royalties during the sale. Your hope is that these immediate sales and a possible increase in sales following the sale will recover your investment and then some, but as with any investment, there is always a risk.
In contrast, a KDP Select free promo doesn’t yield any royalties during the sale. Here, the hope is that if you succeed in creating interest for your book during the promo, then enough people will read the book (only a percentage who download it for free will eventually read it, and some will be from outside your target audience) and recommend it to others. That’s a big IF, and it doesn’t always work out that way. A successful free promo can lead to a significant improvement in sales, but not necessarily (it was more common in the early days of KDP Select, but still happens now; a highly marketable book and an effective promotion improve your chances).
A nice feature of the new Kindle Countdown deal is that any sales made during your promotion improve your paid sales rank, whereas your sales rank slides during a KDP Select free promo.
I started this blog to provide free help with writing, publishing, and marketing. You can find many free articles on publishing and marketing by clicking one of the following links:
Chris McMullen, Author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers