Well, my latest novel, Fester, is as published as it’s going to get. That means that I now have to go out and actually sell the sumbitch.
This, for me, is not fun. Some people love being a sales-entity*, but not me. For me, it’s like pulling teeth. However, as a one-entity operation, I have to be the author, the publisher and the sales-entity. As the philosopher Meatloaf pointed out, two outta three ain’t bad. Regardless, slacking on marketing is not going to get my book in front of readers, which is the object of the exercise.
I have been researching how to maximize book sales for indie authors**, and the bottom line is that you can’t really get anywhere with sales without spending on advertising. OK, I can get behind that; it takes money to make money. But here’s the rub: you shouldn’t really be spending money on ads unless you have a minimum number of Amazon reviews in place (~10). There’s no point in driving people to a point of sale without them seeing a number of (presumably positive) reviews once they get there.
Now I am in the uncomfortable position of trying to wheedle Amazon reviews out of my friends and family. This is, to me, odious – I feel like Oliver Twist asking for more gruel. I had some issues with this when I was promoting the Fester prequel, Powwows. I offered free copies of the eBook ( Powwows was eBook only) in return for an honest Amazon review. This met with limited success. I think the issue in this case was that people downloaded the book and then forgot about it. Or maybe I’m just an impatient asshat. Probably both.
Regardless, I thought I’d try the same thing with Fester. At first, I offered a free digital copy for an Amazon review. Then, when my author copies finally arrived, I began offering a free hard copy for a review. When I made that offer, a relative who has also self-published books via Amazon suggested that I crank it up a notch, in order to make sure these were verified purchase reviews.
To that end, I decided to offer a $10 Amazon gift card to anyone who bought the book on Amazon, left a review and sent a screen shot confirming this. This seemed a little ethically mushy, but it’s a cutthroat environment out there for self-published and indie authors. I figured what was the harm? I’d get my number of reviews up to double digits, discontinue the offer and proceed with my advertising campaign.
The problems started when I unwisely cross-posted the offer to a FB indie author group that I had signed on with. The moderator of this group is a harridan – y’know the type: they’ve got a tiny chunk of the web they control, so they control it with an iron fist. This moderator saw my offer and went ballistic. Soon, I was getting nastygrams about how people like me were why the indie publishing world had a “bad reputation.” (This was news to me.) The moderator and a number of like-minded pedants were stalking my Twitter feed, and leaving nasty comments on unrelated posts on FB, etc. One of them even ratted me out to Amazon, claiming that I was “…abusing [the] system by offering incentivized reviews, incentivized purchases, sales manipulation, ranks manipulation, etc.”
This abuse seemed a little over-the-top for what I regard as a noob mistake. So I deleted the posts that had so offended the indie author pedants. Then, I checked the official rules*** and discovered that “incentivized reviews” used to be kosher, but they changed the rules a few years back. That’s the problem with Amazon: indie authors are pretty much at Amazon’s mercy if they want to sell book one, so they get to change the rules whenever they like. Also, it seems like there are underhanded ways to abuse the system on a large scale, which was a far cry from what I was attempting to do. Certainly, it seemed like overkill for my misguided attempt at book promotion to compel a complete stranger to act as a corporate snitch for Jeff Bezos.
I looked at some of the other rules regarding book promotion and Amazon reviews. They’ve got all sorts of rules, some of which border on the ridiculous. For example, it is OK to offer a free copy in exchange for an unbiased review – which is absolutely what I was doing. However, the reviewer is supposed to divulge that fact in the review.
Other rules regarding submission of Amazon reviews are a little more Orwellian. Technically, you are not supposed to get reviews from any friends or family. OK, I can (barely) understand rejecting reviews from the same household, but the whole friends and family group? Fuck that noise. Are we supposed to submit a list to Amazon or something? Bullshit. That company has too much of our personal information as it is.
So that’s where I’m at now – still pissy and frustrated. I’ll try to be cognizant of Amazon’s ever-shifting rules going forward, and avoid indie author groups in general. Fthang!
* I started to go with “salesman,” but realized that was sexist. I then thought about “salesperson,” but realized that term was prejudicial against non-humans and ghosts. “Sales-entity” seemed like the most inclusive term for this situation. Also, if anyone knows of a ghost who is looking for a sales position, please let me know.
**There are yea number of places that will , for the proper fee, provide instruction on how to maximize indie book sales. In fact, I was all ready to put my cash down on one of the more reputable courses, but then the radiator in the car blew up, so that was that. So it’s just muggins here who gets to work it out on his own.
*** Which, in retrospect, I should have done first. Eh, I’ve always leaned towards the “salt before tasting” philosophy., anyway