Focussing your distributionPosted by Guido ·
There is a saying that goes “Money begets more money,” meaning that the more money you have, the easier it is to make even more of it. The rich get richer, because they can make more lucrative investments.
Talking to many authors over the months, I think we can also draw a parallel here to books. “Sales beget more sales” is a mantra I think most authors will agree with. The more you sell, the more your book will be recognized, the more word of mouth it will generate and the higher it climbs in recommendation- and sales charts.
I am pointing this out, because I want to make you think about your distribution strategy for a moment.
Many authors try to cover as many bases as they can. Any outlet they can get their books listed in, they will do so. The believe is that it is a way to maximize exposure and thus generate more sales. Even if a small distribution portal makes only one sale every six months, it is still a sale, right? Money in your pocket and a reader.
I had the same idea initially but changed my approach over time. I delisted my books in all outlets that do not really perform. That means, I took my books off Google, I took them off Diesel, I took them off Smashwords and a number of other more specialized outlets. For the longest time I didn’t even upload my books to Apple’s iBookstore any more either.
Instead, I am driving all my potential sales to Amazon, Barnes&Noble and Kobo these days. These three are the key players in the market. I have even stopped referring potential buyers directly to the Jason Dark website to purchase their books and instead direct them to the major three also these days.
I am sure that by now you are wondering why I would do such a thing. Surely, I must be losing sales. “No,” I say.
I am no longer diluting my sales, is what I say, and the reason is very simple. “Sales beget more sales.” I am trying to drive every sale I can to Amazon for the simple reason that every single sale made through Amazon, improves my book’s ranking. Improving the book’s ranking improves its exposure. It gets listed higher and more often and as a result I am increasing the chances of the book getting noticed and making another sale which, in turn, makes it climb higher yet, further increasing its exposure and hopefully leading to another sale, and so on. With more sales in a channel the odds of getting additional reviews climbs also, and as we all know, customer reviews are one of the most critical drivers in the entire sales game.
It is very noticeable, I think, that books that make it across a certain magic threshold, suddenly begin to climb at an accelerated pace. They have been discovered. I attribute this phenomenon entirely to the “Sales beget more sales” effect. The sales themselves are perpetuating the book’s success by generating more sales.
So, instead of allowing my book sales to get lost in a labyrinth of a vast number of channels, I am focusing my distribution to the three major players. Companies like Smashwords take pride in the fact that they give you access to many small and some premium channels, but ultimately all of that is for naught. Good luck releasing your book as an iPhone App. Now you’re not only competing with a million other authors, but with about 50 million app developers too, as if things weren’t hard enough as they are. All of that extraneous glitter that companies like Smashwords dangle in front of you is really just a sign of how unfocused they are. Instead of getting their core product – the easy one-step preparation and publishing of eBooks for authors – in shape, for years now they have been chasing down a frazzled track in my opinion. And trust me, their core product needs some serious work.
Every author I talked to in the past 16 months tells me the same story. The real money comes only from Amazon, Barnes&Noble and Kobo. Everything else is a trickle. Now, if you funnel that trickle and put it to work for you at one of the big three distributors instead, you may actually have not only those few sales, but you may generate even more by pushing your book further up the search results and rankings.
You may not agree with me, or you may simply be afraid that you might be losing that one extra sale in an obscure channel, but I hope that if nothing else, this has given you some food for thought.