Phew. What an experience. Talk about pins and needles.
I ran my first Bookbub promo on May 15th and wanted to share a bit of my newbie experience — what I learned, and what I might do differently next time.
First of all, I dove into this effort after reading a detailed post by Deborah Jay (author’s of The Prince’s Man – an excellent fantasy series, I might add). Deborah provided wonderful guidance regarding her strategy as well as a look at her results.
I wasn’t as financially successful as Deborah, but I did turn a profit. Two months after the promotion, my sales are still above pre-promo levels. I’m happy with that.
I also hit #1 Bestseller in a number of categories including Epic Fantasy, ahead of Sarah Maas (and her 22K reviews) for a day! And ranked #24 in the Fantasy genre over all. That little “Best Seller” banner was a giddy high while it lasted.
Some things I learned:
Make your book available through multiple retailers.
Some authors say this doesn’t matter, but I had tried to snag a Bookbub promo a number of times in the past and was always turned down. My books were exclusive to Amazon, a requirement of Kindle-Unlimited. This worked great for lazy old me, but from my perspective, it seemed to be a problem when it came to Bookbub.
I took seven books off KU, including the series I wanted to promote, and three other books that were languishing on Amazon anyway. I had to wait for the KU contracts to expire which can take up to 3 months, so I did this step first.
When the KU contracts expired, I published all seven books on multiple platforms: Smashwords, Barnes & Noble, Kobo, Apple, and Googleplay. I didn’t realize that Smashwords publishes (on your behalf) on Barnes & Noble, Kobo, and Apple. So I did more work than I needed to. But live and learn. Smashwords and Googleplay would have done the trick.
A special note here: Bookbub knows what they’re doing. If the book had only been available on Amazon, I would NOT have made my investment back. For me, the multiple platforms were essential to pushing up the sales.
I went with the $.99 promotion, dropping my retail price from $2.99. I’ve heard that the bigger the drop, the bigger the incentive to buy from a reader’s perspective. I have no idea whether my price deal was significant enough to cinch a purchase if someone was on the fence, but there you go.
I dropped my prices a week ahead of the promotion on all sites. I didn’t know how long it would take for all retailers to make the adjustment and didn’t want a hiccup. This also enabled me to do some pre-Bookbub promotions to give the book a bit of a boost in rankings.
Be sure to check ahead and make sure the prices changed. This should be a no-brainer. But… I set up Googleplay to drop automatically and it didn’t! I discovered it the day after the promotion and lowered it then. UGH!
The Bookbub promotion is expensive – $705 expensive. I used the family’s vacation funds, hoping, HOPING, that I’d be able to replace them. Phew. I also ran $100 in pre-promotions with various sites to build momentum and improve the book’s Amazon ranking. I went with 12 sites, about half of them free with no guarantees.
(There isn’t time to book some of the better promotion sites, so act fast before slots fill).
Basically this was a bust. I sold about 12 books this way with a revenue of $4. Next time, I’ll go with more free sites. Authors who use multiple platforms (Facebook, Twitter, Instagram) may do a lot better than I did.
First in a Series
Catling’s Bane is the first in a (4-book) series, and this was key, for me, in making the promotion a success. Sales of the other three books in the series topped 125 in the first week after the promotion, and they continue to sell across the retail platforms. I would not have broken even without them. If you’re thinking about giving Bookbub a try, I recommend going with the first book in a completed series (unless you’re last name is Rowling or Clancy).
One question that Bookbub wants answered when considering your book, is how many reviews you have (and your average). I had 66 at the time of submitting, and apparently, this was enough. (I’ve hear that books with fewer are accepted too.) Getting reviews is no easy task! I’ve recommended Goodreads Reading Rounds before, and still believe it’s a great tool. The reviews are Amazon approved. Here’s a link to a post that explains more about them: Goodreads Reading Rounds.
Post-promotion reviews are coming in from Bookbub readers. Yay for Bookbub Readers! Not many of them are text reviews, but even those star-only reviews add up.
A Few Other Things of Note:
US or International or Both:
Bookbub offers a choice in promotion markets. It’s more expensive to go global, but I’m glad I elected this option and was accepted. I had sufficient sales both domestically and internationally to cover the combined cost. I would go this way again if I have a choice.
Reporting lag times:
Don’t panic if a week has gone by and your numbers are giving you heart murmurs. Retailers report at varying times! Apple, for example only reports at the end of the month, so if you run a promo at the start of the month, it will be a while before you have the slightest inkling how you did there. It took me almost two weeks to know that my family vacation was back on again.
Payment lag times:
This takes months, so don’t panic. My promotion was mid-May which Amazon will pay at the end of July. The other retailers take just as long.
Bookbub writes the blurb:
I didn’t know that Bookbub would be writing the blurb for my promo. A bit scary to say the least. They did a good job, but it wasn’t what I would have done (or did). My eyeballs fell out of my face. Just be prepared.
This goes without saying. A professional cover is essential. Your promotion is competing with others in your genre.
This also goes without saying. A Bookbub promotion is a big investment, and you not only want to snag a bunch of sales, but you want the readers to pick up more of your work. I made another editing pass through the series (and corrected a score of typos) in the weeks before the promotion. I was glad I did.
Was it worth it?
It appears so. I was a wreck, but ultimately Bookbub did what it says can do – provide a return on the investment, sell books, increase sales over time, improve ranking, and generate reviews. No guarantees, of course, but this seems to be a consistent outcome. Would I do it again? Yes.