{"id":95019,"date":"2024-04-12T10:00:00","date_gmt":"2024-04-12T09:00:00","guid":{"rendered":"https:\/\/jerichowriters.com\/townhouse\/?p=95019"},"modified":"2024-04-12T10:00:00","modified_gmt":"2024-04-12T09:00:00","slug":"training-the-beast","status":"publish","type":"post","link":"https:\/\/jerichowriters.com\/training-the-beast\/","title":{"rendered":"Training the beast"},"content":{"rendered":"\n

A slightly niche topic this week, but an important one.<\/p>\n\n\n\n

On the whole, new writers think, \u201cI have to make sales. It doesn\u2019t matter who I\u2019m selling to. I just need to sell as much as I can, and the more I sell, the more booksellers will love me, and the more publishers will love me, and the better my chances of being asked to write another book.\u201d<\/p>\n\n\n\n

That sounds terribly logical and, in bricksandmortarland, it is<\/em> logical. Sales are sales. A supermarket doesn\u2019t know or care whether Customer X is or is not the \u2018right\u2019 customer for the book they\u2019ve just bought. If it turns out that your gran went shopping without her glasses and accidentally bought your sweet historical romance instead of the blood and guts Viking-monster-horror stuff she normally buys \u2013 well, that\u2019s her tough luck. She discards the book unread. The superstore has its money. No one (except you) cares much about your gran.<\/p>\n\n\n\n

But.<\/p>\n\n\n\n

Amazon.<\/p>\n\n\n\n

Amazon doesn\u2019t work like that or think like that, and you need to be careful.<\/p>\n\n\n\n

So let\u2019s just say that you have a sweet historical romance to sell. Very imaginatively, you have called your novel My Sweet Historical Romance. The cover depicts a maiden dressed in white lace looking shyly up at the duke who will (by chapter 33) be thoroughly smitten with her.<\/p>\n\n\n\n

Let\u2019s also say that you are (I know you are) particularly kind to your gran and her circle of Viking-monster-horror-loving friends.<\/p>\n\n\n\n

You ask your gran if she wouldn\u2019t mind buying your new book. She\u2019s happy to oblige. Her friends are also happy to oblige. You get a couple of dozen sales early on, when your book is newly launched.<\/p>\n\n\n\n

Not bad, huh? I mean, two dozen is only two dozen, but Rome wasn\u2019t built in a day, a journey of a thousand miles begins with the first step, and a ragbag of other assorted cliches to boot.<\/p>\n\n\n\n

Except Amazon has a new product to offer and it has to figure out who might want it.<\/p>\n\n\n\n

At first (judging from the cover, the title, your book blurb and all that), Amazon guessed that your book would mostly appeal to people who liked sweet historical romance and shyly smiling maidens and all that. But then a wave of Viking-monster types charged in and bought the book. So Amazon tries offering it to other people with those reading preferences.<\/p>\n\n\n\n

At that point, one of two things happens.<\/p>\n\n\n\n

Either, loads of people are shown the book and don\u2019t buy it, so Amazon thinks the book must be rubbish and stops marketing it.<\/p>\n\n\n\n

Or, people do buy the book, find it different to what they were expecting and to what they usually read, and stop reading the book partway through \u2013 and perhaps leave lacklustre reviews to boot.<\/p>\n\n\n\n

These outcomes are both catastrophic.<\/p>\n\n\n\n

The Amazon-stops-marketing-your-book option is bad, because you\u2019ve just lost the services of the biggest and most sophisticated book retailer on the planet.<\/p>\n\n\n\n

The lacklustre-response option is equally bad, however, because Amazon knows (via its huge Kindle-reading base) how much of an ebook gets read. If your book doesn\u2019t get finished, Amazon will prefer to market what it sees as better products. Further, those lacklustre reviews are going to be a stone around your neck for years to come.<\/p>\n\n\n\n

Either way, getting the wrong readers into your fiction early on will cause lasting (and very hard-to-reverse) damage to your sales.<\/p>\n\n\n\n

If all this sounds a tad theoretical, then stay tuned.<\/p>\n\n\n\n

Plenty of (mostly indie) authors aim to make money by using ads to direct traffic from Facebook to Amazon. What could possibly go wrong, right? For relatively small amounts of money, you can fish in the largest pool of users in the world and send them to your very own page in the world\u2019s largest bookstore.<\/p>\n\n\n\n

But unless you are careful to get Facebook sending the right<\/em> readers your way, you\u2019re going to end up sending the wrong ones. And, OK, you probably won\u2019t find that you are sending Viking-monster-horror readers to your My Sweet Historical Romance bookpage, but you might find that you are sending (say) lovers of billionaire romance to your book page. Or lovers of raunchy romance. Or other readers in nearby but definitely different<\/em> niches.<\/p>\n\n\n\n

Any such misalignment of traffic and product will be just as injurious as the Viking-monster-horror example I started with.<\/p>\n\n\n\n

You\u2019ll get weak conversions, poor reviews and people failing to finish your book.<\/p>\n\n\n\n

This email was sparked by a message from Dave Chesson at Kindlepreneur, who was running a profitable Amazon ad. (Or Faceboook ad; I forget which.) At one level, the arithmetic was simple. Chesson was spending X. The ads were generating X-plus-something. Everyone a winner, right?<\/p>\n\n\n\n

Except that the ad was badly targeted. He noticed he was getting poor reviews \u2013 and reviews from people who clearly were not his target reader.<\/p>\n\n\n\n

It\u2019s not that easy creating an instantly profitable ad, but Chesson had done it. Yet he saw that the ad was doing him long-term injury, so he killed the ad. Protecting the quality<\/em> of the book\u2019s traffic was more important than making a few dollars of profit in those early days and weeks.<\/p>\n\n\n\n

He was absolutely right to take that step. I\u2019d have done the exact same thing.<\/p>\n\n\n\n

Now, to be fair, there\u2019s a big qualification here \u2013 namely, that once you have a decent sales record with Amazon, the beast will essentially know your readership and a few left-field readers won\u2019t especially impair its ability or willingness to market your book. After all, readers are eclectic, and Amazon knows perfectly well that sometimes Viking-horror readers do also like a shyly smiling maiden or two. (And not just to sacrifice.)<\/p>\n\n\n\n

But you have to approach the Amazon sales process in order, always. Train the beast carefully. Then feed it.<\/p>\n\n\n\n

You\u2019ll know when you have it nicely trained: your \u201ccustomers who read this book also read\u201d list will look like a nice collection of comparable authors. The sponsored ads (\u201cBased on your recent views\u201d) will also look, for the most part, like a logical collection.<\/p>\n\n\n\n

This advice comes in large flaming letters for indie authors. For trad authors, who just don\u2019t have much control over what their publishers choose to do, it makes less difference. But even there, just remember that bad sales are worse than no sales, especially early on.<\/p>\n\n\n\n

Here endeth the lesson. <\/p>\n\n\n\n

Feedback Friday<\/strong><\/p>\n\n\n\n

I\u2019m doing a live feedback event next week, so your task this week is really simple. Premium Members can register for it here. <\/p>\n\n\n\n

I want, please, 250 words (max) that you really like.<\/strong> Also, title and genre.<\/p>\n\n\n\n

I\u2019m going to give live feedback on this stuff next week, so if you don\u2019t want your work torn to shreds in front of a baying mob, please mark it: NO LIVE FEEDBACK.<\/p>\n\n\n\n

(Truth is, I only pick work I already quite like and I\u2019m never that mean. But if you don\u2019t want the live experience, then please just tell me so.)<\/p>\n\n\n\n

That\u2019s it from me. Post yours\u00a0here<\/a><\/strong>.\u00a0I\u2019m off to slay a sea-monster and plunder a couple of Lincolnshire villages.<\/p>\n\n\n\n

Til soon.<\/p>\n\n\n\n

Harry<\/p>\n","protected":false},"excerpt":{"rendered":"

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