My new collection, THE EXPERIENCE ARCADE AND OTHER STORIES, is now up for preorder at both Amazon and Barnes and Noble. We can now reveal the entire cover! I still get all squishy inside when I see my name on a book. It makes me feel like I was when I was ten-years old at the library, looking for which science fiction authors my book would appear between when I grew up (it was Jack Vance and A.E. Van Vogt).
Yesterday, Patrick Swenson asked me how my Goodread’s ad that I started in October for PANDORA’S GUN was doing. I hadn’t tried any kind of advertising campaign for any of my books before, so this was new territory for me. The Goodreads program was pretty simple. They gave me a template for the ad which I designed (it took five minutes–most of that time was deciding how to word the text to go along with the book cover) . Then I chose how much money to put into the ad buy. What I’m buying is Goodreads placing the ad on the side of pages that Goodreads users who have indicated an interest in books like PANDORA’S GUN could see. I’m charged fifty cents when someone clicks on the ad. As of this morning, the ad has been displayed 413,675 times, and I’ve spent $57.50 of my budget.
So, what to make of that? Has the ad resulted in $57.50 of sales so far? I have no way of telling. It certainly has not translated into hundreds of books being sold.
Would I have stronger results with a Facebook or Amazon ad? Do online ads work at all? Would I just do better by compiling a newsletter list (which often feels spammy to me)? These are questions I don’t have answers for.
My feeling is that in the small press world, the only things that truly sells books is word of mouth. In online terms, that would be people reading a book, liking it, and then sharing it with their online friends. If some of those friends also share the book, then you get the equivalent of a sustainable reaction. Lots of people are talking about the book and getting other people to read it.
Right behind word of mouth are reviews. Not just reviews in PW or Locus, but also on Amazon, Goodreads, B&N, etc. A well-planned signing can move books too, but in small batches.
The next tier of actions I could take: book marks, custom pens, flyers, tee-shirts, etc. strike me as a waste of money (although fun to do).
Unfortunately, word of mouth and the reviews are mostly beyond the author’s control. Author’s can’t make people talk about their books, and they can’t control the reviews.
So, to answer Patrick’s question, I don’t know how the ad buy at Goodreads is doing or whether it was worth it. All I can say is that I controlled buying the ad. Once the book was out, it was one of the few things I could control, and that felt good.