Promotion and Advertising Shock

It's been several years since I've actively promoted my books, much less bought advertising. I feel like I'm swimming in a sea of information with waves washing over me in their efforts to drown my tiny little books.

Back when I started publishing in 2011, e-books were the red-headed stepchild of the publishing world. So I didn't have to do a lot. People with e-readers were starving for content because the bigger publishers couldn't deign to put their products out in e-book formats. Print was king!

I sold a shit-ton of books simply by uploading them, then listing them on social media. Maybe a few friends would mention my work on their blogs. Blog tours were big back then. Or someone would put an excerpt in the back of their book. E-book promo sites were in their infancy, and there were a plethora to choose from. You had to have your ear out with those who worked and those who were looking to make a quick buck from writers.

Nearly nine years later, none of the things I did back in 2011 will work today. Plus, the big publishers have woken up. They now like to undercut indies by putting their backlists on sale. (Seriously, I picked up the first nine books of Diana Gabaldon's Outlander series for $1.99.) So the competition has stepped up.

What does this all mean? We indies are now competing with the big fish on ad spend. Especially with ads on Facebook, Amazon, and Bookbub.

There's still e-book promo sites, though they are fewer, and the ones that survived have become bigger. Bookbub has become a monster in its own right. No longer is it just a daily e-mail newsletter, but paid ads on both its website and the newsletter. The bigger publishers realize what a difference a BB newsletter makes, and they now run regular promos with their backlists.

I'm tentatively dipping my toes in the new ad/promo pool. It's more expensive than it used to be. But I'm being selective about which companies I use, and I'm keeping a strict accounting of the money I spend. I've heard too many stories of people spending $25K to make $30K. That's way too much overhead for my tastes.

I've got some things lined up for the rest of the year. Hopefully, I'll have some good data of what works and what doesn't in January.