Promoting your product

I've been spending a lot of time in the last year promoting my three e-books. It's a tough task but it has to be done. Sometimes it's fun, sometimes it's a chore. You meet interesting people online in the process, and there's always plenty of advice as to how to do it better - too much, perhaps.

But one thing is certain, if you're not a big name and not already a big seller, you're going to have to be patient and let the sales trickle in bit by bit.

I was thinking about this while walking the dog this afternoon. I came across a sign on the roadside which had blown over (not the one in the picture; that's just an example, and doesn't look as if it would blow over easily). It was advertising firewood and so on. I wondered if it would have been anymore effective even if it had been standing up.

Firstly, it was right on the corner of the road that the customer was expected to go up. No warning further down the road, nothing. Just the one sign.

Now this isn't a road where motorists are doing any great speed, but even at 50 kmph, it takes a bit of doing on the motorist's to read the sign, understand it, think about whether he really wants that product, think about whether he really wants to stop or if he's got better things to do; it takes him time to realise the sign relates to the road they're just about to pass, to discuss it all with his wife, to find a way of turning around and then going to investigate. Even if he thinks about all this and decides to come back later, it's possible he'll forget, or find something else more urgent needing to be done.

I know all this because I've often not stopped when going through the orchard area in Roxburgh. At 100 kmph it's even harder to make all these decisions.

At the very least there needs to be two or three signs further down the road at considerable intervals (and yes, I understand that's all a cost to the seller), each one pointing to the road that's coming up, and giving the driver plenty of time to consider whether he wants to make the effort of stopping and buying the product.

Without those warning signs, however, it's unlikely anyone will stop, unless they're absolutely desperate for what's on sale.

Now compare this to an author trying to sell his/her book on line. If I post a tweet, or a facebook comment once, and don't bother again, all I've done is announce to a few possible followers that I have a product. Big deal. If they happen to know me, happen to have read my previous books and enjoyed them, then it's vaguely possible they may suddenly decide on the spur of the moment to purchase the latest one.

It's more likely they'll pay no attention at all. In a digital sense, they'll keep driving.

However, if I post tweets at regular but not annoying intervals, and make them different, enticing, and interesting (that is, not just sales blurbs, but like real tweets or comments) then over the course of time, interest will be aroused, and the reader/follower may think: I remember that from a week or two ago. I might be interested.

They may still switch off and go to the next more interesting tweet or pretty picture. But after seeing these tweets/comments several times, couched in creative ways, they may start to say: Yes, I will look into this. They may click on the link, investigate further, check out the sample. They may even buy.

But notice what a long process this is.

This is why advertisers keep on hammering away at us on TV, in the newspapers, online. They know that the first time we won't pay any attention. We might like the ad, if it's clever, but as for the product, we may find we have no use for it, or it doesn't appeal just at that point. But over successive weeks, months and so on, the product starts to click in our memories, and we slowly change our view. We may resist forever - some ads make me resist, though obviously the advertisers don't realise that. Equally, we may finally think: now's the time.

Perseverance, creativity, continual exposure. All keys to telling the world that we authors have got something they'd like to read. Just this week, a person who has their own online app and with whom I've had a lot of contact via email about what he's selling, suddenly announced he'd bought my book. I think the only way he'd have known about it is because it's on the bottom of my emails. And has been for months.

Promoting Grimhilda!

I've been working hard on promoting my ebook, Grimhilda!, but it takes a lot of time, of course. Still, the great advantage of ebooks is that you don't have piles of unsold stock lying around eating up your income.

At present the book is restricted to Kindle, but from the 20th April will be available much more widely. I'm hoping this will make a difference in its sales. I've been working with a company called Wheelers, too. They supply ebooks to libraries around NZ, and possibly Australia. (I think they supply to Australia, but trying to find where I saw that is proving a little difficult.) They've been very friendly and helpful, and respond quickly to emails. Grimhilda! is now in their capable hands and hopefully will begin to make her way around some of the NZ libraries from mid-April onwards.

I won't restrict my next book to Kindle - it's restricted to them for the first three months, if you choose that option, an option that's supposed to make it more visible, but obviously hasn't. Some advice I got from elsewhere has suggested that even though Kindle appears to be top-dog in the ebook world, it isn't, in fact, and there are a wide number of other opportunities out there. I'm preparing Grimhilda! for Smashwords too, at the moment, so it's all go.

I've hammered away at promoting on Twitter and Facebook, and have had some interest there...and a few sales. It's slow, but then Grimhilda! is competing against thousands upon thousands of other titles around the world, so she's got her work cut out.

Sales here in Dunedin have been rather sluggish, which surprised me considering that the musical version was presented here, and had good feedback. Several people have told me they'll get a copy, but it's easy to say that and then forget. Perhaps I should purchase a number of large vinyl banners and get the City Council to hang them from their banner poles around the city. Might be a slightly expensive option, considering the skimpiness of my advertising budget!

The other thing that's held up promotion has been the writing of my other book, on my experience of having a prostate operation. It's difficult to write and promote at the same time, something I've always had a problem with. I'm better at writing than promoting, although I do the latter because I have to, and a great deal of the promotion for the musical version of Grimhilda! fell into in my hands. A steep learning curve, as the cliche goes.

Anyway, that's where things are at present.  No doubt there'll be more news in due course!

Patrons needed

Even if you bought an exceptional Michael Kelly guitar at Musicians Friend and made the best album in the world there's no guarantee that the Wider Music World will notice you. I've just been watching a programme on Choice TV which pointed out that some musicians who have music on Spotify have to have up to 125 downloads of one of their tracks before they earn as much as a dollar. It isn't Spotify that's causing this issue, it's the fact that there are an awful lot of musos out there, and they're all chasing your money. Social media is a good way to improve your chances of being heard (as one of the women musicians interviewed discussed), but it takes a fair amount of promotion all the same, and most of that's going to have to be done by you, otherwise that one dollar you've earned will be eaten up by some expensive advertising campaign. And that takes away from your productive music time.

I was talking to one of the older ladies at church (older than me, that is) this morning, and she was telling me about her artist son (he's now in his sixties), and how it's never been easy for him to promote himself. He's had exhibitions and his name is known but that kind of promotion is hard work for him, as it is for many artists. Most artists - musicians, painters, writers etc - need a patron to survive well enough to be able to do their best work. The reality is of course that most musicians, painters, writers etc don't have patrons, and struggle. They have to deal with daily life, real life, and that's another factor that affects their work.

This is a bit of a minor rant, really.

Promotional

At the moment, life is a bit of a juggling act in relation the musical I'm writing: Grimhilda!

On one hand I'm getting close to finishing the music and that's taking up a lot of brain-space, and on the other, I'm involved with some other people in figuring out how to advertise the piece so that it gets plenty of coverage well in advance, and so that it's not an unknown quantity when it finally gets to performance stage.

Perhaps I should use some promotional items: pens with Grimhilda! on them, for instance, or promotional t-shirts. It's an idea that's been used before with some of the other musicals put on in town. I need to find out how effective people think it's been to do this.

One of our team talked about having an advertisement on the back of a bus - though this can mean that your show is still being advertised several months after it's finished! Still, people do see these ads. As well as some of these well-worn routes (well-worn not meaning they're no longer effective) I'm leaning also towards using clips on You Tube, and MP3 versions of a selection of music from the show, so that people can get an idea of the music before they go. My instinct is that people like to have some idea of the music beforehand, so that they're not faced with a wad of unfamiliar material. And of course I'll continue blogging and facebooking and twittering about it - hopefully not to the point where everyone is sick to death of it!

I only heard about the group, Phantom Billstickers, the other day. They're the people who paste up all those flyers on hoardings and purpose-built round thingees and fences and special boards around the town. Rather than you going out in the middle of the night in your black gear (looking like a burglar without anything to burgle) and sticking up a pile of posters, they'll do the job for you. So they're on the list too. As are many other things....which seem likely to eat up the budget before we're started!

You can see what I mean about juggling.

The flashest drive

Last year my two colleagues came back from the major biennial meeting of the Presbyterian Church each with promotional flash drive - and one spare, which was handed onto me. Apart from the promotional factor (some advertising that would appear at the beginning if you weren't quick enough to forestall it) it was the best flash drive I'd had up to that point. The advertising, which consisted of a short video, didn't seem to take up any 'space' on the disk, so obviously the drive area was separate to this. In other words, it wasn't just four gig of memory (or whatever the space was) but that and more. Not only was there plenty of space but it worked like a dream.

Until I put it through the washing machine. Well, that didn't actually stop it working, but the suspicion was that the water must have damaged it in some way, and eventually the data on it would get corrupted. I've been loathe to throw it away - in fact, I'm going to check it some time soon just to see if it still functions (it's now a few months since it went through the wash).


The photos of unusual flash drives are from Flickr.com - the homemade Subaru is by Rebecca and Bernhard and the green frog by Scott Beale (aka Laughing Squid - appropriately!)

Seth Godin

When the new stuff doesn't work, do the new stuff more and better.

Seth's answer to What to do when the new stuff doesn't work

Catching up on writing

Over this Easter weekend I've managed to get on and do some more writing for the Triond site, where articles can be left indefinitely, and can keep on getting viewed, and making money. (Peanuts, but it is money.)

I sat down a week or so ago and tried to chart out my writing/composing priorities. Doing an article a week for Triond was one of them. I kind of caught up by writing four articles, a couple of which were rehashes of pieces I'd done before.

So for those with an interest in other things I do, here are the links:

Blowing My Own Trumpet. This is a piece about trying to promote yourself on the Net. Self-referential is the term, I think!

Friends for Life. This one looks at some of the books on my shelves and concludes that some of them make better friends than the real people I know. Hmmm. This was a piece I started some time ago and never did anything more with.

The Delightful Lives at 44 Scotland St. Another 'rehash' - in the best sense. I've taken the four book reviews I've done of the four episodes in Alexander McCall Smith's 44 Scotland St series and woven them together into a long overview. It's called recycling.

Support Your Local Circus. This was written new and fresh yesterday after I went to see Weber Brothers' Circus in Mosgiel, one of the outer suburbs of Dunedin. It's a lovely little circus, full of energy and life, with clowns that are genuinely funny, and some wonderful Asian acrobats. And three absolutely crazy motorcyclists racing around and around inside what seems a very tiny metal globe.

Photo by Atelier Teee

Looking after the customers

Enterprise-level features
Lead management
Website analytics

Maybe these three phrases leap out at you and you know exactly what they mean. I’m not sure that I do. They’re the kind of phrases where I think I know what’s being said, but have that niggling feeling that my mind is trying to glide over them because they’re not entirely clear to me.
I picked them out at random from a website that deals in customer relationship management. (There we go again: doesn’t that just somehow seem to be not quite the English you know and love?) This website, AIMpromote.com, has a page that shows all the ways in which it’s superior to two other sites. I checked out both these sites, and in fact, AIMpromote is definitely superior in being clearer in its use of English. That’s a plus, especially as they’re the ones I got these phrases from. (One of the other sites offered a ‘news’ item, which turned out to be a dull jargon-filled piece of stuff which my mind definitely refused to read.
But AIMpromote is also superior in its features, of which there are over fifty. The other two sites have lots of crosses where AIMpromote has nothing but ticks.

Read those phrases again, consecutively:
Enterprise-level features
Lead management [of]
Website analytics [into]
Customer relationship management.

There! That’s better, isn’t it? They just needed a bit of context.

godunedin

I mentioned godunedin.co.nz a couple of posts ago. At first it appeared not to exist, but it does, and the helpdesk at gopromotions has just informed me that it "is currently Dunedin's busiestwebsite with half a million pages viewed each month."
I've just had a proper look at it - now that I've found it - and it's certainly a lively site. If you want to know anything about our fair city, check it out. It's even got a webcam going - you can move across eight different locations and see what bits of us look like.