Everyone can be a "Best Selling Author"

Having now spoken to a substantial number of people about this subject, the overwhelming consensus is:

The term "best selling" is almost completely meaningless without proper qualification.

For example, if I self-publish three novels and only one sells any copies at all, that is my "best selling novel", even if it sells a single copy ever!

The term "International Best Seller" is similarly meaningless. The best selling of my own novels (Astronomicon: Icarus), currently sells much better across the Atlantic in the US. As I don't live in the U.S., does that make it "International"?

So far I've found almost 1000 people who claim to be best-selling authors and none of those are very well-known. I always used to think of "best selling" as meaning "sells multiple thousands of copies each month", but clearly this is most unlikely to be true in every case.

I intend to continue resisting the attraction of using the phrases "best selling" or "best seller" to describe any of my books or even to describe myself. My sales are healthy and, from what I gather, I sell more books than the average indie author, but I still feel it's misleading to use the term.

Authors, if you're going to say "best seller" in your status/profile, please ensure you state how you measure that (ie top ten on Amazon). Otherwise "best selling author" means about as much as "magical word wizard" (No offence intended to the magical word wizards out there).

Authors mostly know this, but do our readers?

#Marketing: More important than #Writing?

To be honest I wonder if that has always been the case. There are many, many authors out there all clamouring to get their works in front of as many readers as possible. Sometimes if feels like there are more authors than readers on many of the social networks, and that's a pretty depressing situation if you are trying to persuade people to buy or even just read your books. The situation only seems to be getting worse as more people try their hand at self-publishing.

It seems that everyone and their dog has written a book and wants me to read it. The quality threshold enforced (to varying degrees!) by traditional publishers no longer applies and now it is a minefield for readers. Ratings and reviews can be, and often are, faked. This has led to a slightly distorted experience for both readers and authors. For example I've found that having a single good review is worse than having no reviews, as people seem to assume that the good review is just written by me. It went from a few sales per week to almost nothing at all as soon as the review was posted. (See more...) I suspect that potential readers assume that a single good review was probably posted by the author.

I know some readers simply won't bother with indie authors because they have been burnt in the past by poorly written or unedited work.

Marketing is a tricky and ever changing area that independent authors simply must learn if they want to sell books. Sadly it seems that charisma, marketing and salesmanship have become more important than the actual quality of writing. Just coming up with a good story and writing it well just aren't enough, if they ever were. It often appears that skill with social networking is vastly more important than any literary abilities.

I don't actually have statistics to back this up, but it certainly appears every month sees more and more budding authors entering the market and trying to sell their wares to a market which is simply not expanding as quickly. Standing out from the crowd keeps getting more difficult and simply writing better probably isn't going to make the difference.

If you want to sell your own books you either need to work extremely hard or have a lot of luck. I don't believe in relying on luck. Long before you publish your first novel, it is important to grow an online following on Facebook, Google+, Twitter and as many other suitable social networks as you have the time to work on. Especially at first your efforts will seem like a waste of time. Having a few dozen or even a few hundred followers is not going to make any difference. Ideally you want to be able to measure your social following in 1,000s or 10,000s.

If you post a link to your latest release on your profile/stream/feed don't expect 100% of those followers to immediately click on it. If you get 20% to click the link you are doing very well. Most people I've spoke too reckon than between 5% and 10% is much more usual if your followers have chosen to follow you because they are interested in your work. If you have gone on Facebook and joined posted "Follow Me!" messages in loads of the groups dedicated to building followings as fast as possible, then your click through rate is probably going to be closer to 0.5%.

Now factor in how many of those people will actually continue on to purchase the book (10% if your blurb is excellent and cover eye-catching) and even thousands of followers will only lead to a handful of sales. If you have followers measured in the 100,000s then decent sales will follow.

Of course it's not this simple. There are many factors that affect your sales, but if you have not thought through and prepared your means of promoting and marketing your novel, then just being an excellent book is not going to make it a best seller.

Finding your #Genre

When I originally set about writing novels, I thought the whole "genre" issue was no problem at all. My novels were going to be Science Fiction therefore I would place them squarely in the Science Fiction pigeon whole and everything would be fine.

Defining a Genre

Experience often complicates things or, at least, reveals more details and complexity than you saw at the beginning. Any Science Fiction author with a book or two behind them will tell you that there is a LOT more to it than that. First of all Sci Fi has a plethora of sub-genres, including Space Opera, Hard Sci Fi, Military Sci Fi, Steam Punk (and a range of other "Punks"), Apocalyptic,Post-apocalyptic, Time Travel, Dystopian and many, many more.

Some groups have made serious efforts to formalise the definitions of each of these, but most authors I've spoken too rarely find that their work falls into a single genre. Some authors manage to pick a key genre and a couple of sub-genres but others, like me, find their output really spans about half-a-dozen genres and various from book to book. This makes it extremely difficult for readers to categorise me.

Now I fully realise the importance of tying your work down to a genre as it makes it easier to market, easier to categorise when submitting it for reviews and book directories, and much easier when you come to talk to agents about it. They tend to prefer a clear cut genre for your work so they know how to pitch it and who to pitch it to. Your children's science fiction vampire romance book is going to be hard to sell no matter how good it is, as publishers won't know what to do with it.

How Do I Categorise My Own Books?

My first book (Astronomicon: The Beginning) was basically classic sci-fi in style. The protagonists were sent to colonise a planet around another star system, things go wrong and they end up fighting to survive in a hostile environment. However this forms the introduction to a much bigger story of human development, politics, technology, space exploration and ultimately war. This now crosses into Space Opera territory.

The second half of the book strays much more into the politics behind the events of the first half, revealing the civil unrest in the mining colonies on Jupiter's moons and sweeping political changes back on Earth. Military action around Jupiter and an assassination on Earth show that there are much greater problems brewing for the human race as a whole. A hefty part of this could easily be categorised as Military Sci Fi.

The second book in the series (Astronomicon: Distant Relatives) is more of an action thriller set within a science fiction setting. A first contact situation opens the story, but surprisingly that is soon overtaken by events of a more local nature. Again the story explores some of the politics involved, but also covers events back on the colony from the first book where a mini-war has broken out.

I find it a little depressing that some reviews have referred to this book as a bridging piece between the first book and the ongoing storylines. That was not intended, and the book features a ranges of large-scale  key events in the on going story. It is most certainly not a space filler, but I suppose being a bridge is necessary factor in not being the first or last book in a series. That doesn't stop it being an exciting and vital bridge.

The third book (Astronomicon: Those Left Behind) is in many ways a different creature again. It mainly covers the lives of two characters: The ruler of an alien race desperately trying to salvage something in the face of imminent annihilation of his species, and an office worker striving to save the lives of his two children during an alien invasion.

This splits it equally between Military Sci Fi and Apocalyptic Sci Fi. Of course it still fits in with the ongoing Astronomicon storyline, so it's also Space Opera. Which is the main genre? I genuinely don't know.

So what genre am I?

If I had to place all my books (and myself as an Author) into a single category, I would have to make one up. I would call it "Human Science Fiction". Many readers have told me that they enjoy my books even though they don't usually like science fiction and I am convinced that is due to my books being about people. Events occur in a science fiction setting, sometimes driven by technology, sometimes aliens, sometimes even religion, but I tackle those events from the perspective of the people within the story. You see how bigger events affect the lives of people, how they adapt, the challenges they face, the humour, the emotion and fear. I don't write about a shiny future, ruled by computers and where the whole world is united (like Star Trek). I write human stories where people act according to their ideals, fears, greed, patriotism and emotions. This makes it much easier for everyone to relate and empathise with the characters, even if they don't normally "do" science fiction.

Getting readers to read your #science-fiction

Selling books is tricky. Most of the indie authors I speak to seem to find it almost impossible, struggling to sell even one book per day. If you are not already well-known, it's hard to persuade people to part with their money. It's a gamble for them but there's a way around that.

Amazon and Smashwords both provide a try-before-you-buy option that authors can offer to potential customers. The problem seems to be that few readers seem to take advantage of it. We all need to make an effort to remind readers that the facility exists, allowing customers to download a portion of the book to their favourite e-reader device for free. It costs authors nothing and takes away the risk of making a bad purchase for customers.


Over the past months I've also posted free samples in a variety of other places, including Goodreads, my Astronomicon blog and Wattpad. I've given up on Goodreads as I've made no headway at all with that, and my blog doesn't really get enough visitors to make any impact. The only place I've been able to successfully encourage people to take a look at my work is Wattpad.com, and I would not rate that as a great success. Like any popular social site, it's hard to stand out from the crowd and get that all-important word-of-mouth marketing going.

My most successful offering of free chapters has been Astronomicon: The Beginning on Wattpad. I've managed to get a few hundred reads there, but I'm still looking for that elusive means to turn it into tens or even hundreds of thousands.

Is #99c the new #free for Kindle books?

When I first entered into the world of indie publishing, there were many fewer independent authors publishing books each year. Standing out from the crowd was much easier and there were many ways to get your books onto potential readers e-readers. Assuming your writing was good enough, that would lead to decent sales.

Things have changed. There seems to be little consensus on the numbers apart from there are many times as many authors self-publishing and marketing their works everywhere they can find. This obviously means that there is a lot more competition. Now I have never really been afraid of competition, but now there are SO many authors that it has tipped the market into a problem I would not have predicted a couple of years ago.

Just being a good writer is simply not enough any more. The days when you could just launch your book for free are going fast. I did some research on this but no-one seems to know how many free books are currently available for download. It is certainly measured in tens of thousands, if not hundreds of thousands. More and more readers are downloading more free books than they can sensibly read. This causes two problems. Firstly they might download your free book and never get around to reading it. But also, even if they read one of your books and like it, with a huge number of other free books out there they are going to have to REALLY like your book to spend money on the sequel.

How do you get around this problem? It seems the best solution is simply to stop giving books away for free. Persuading everyone else to do the same, although a nice idea, is never going to happen. But I have found that by pricing an e-book at 99c instead of giving it away free you get several beneficial effects:

1. You are not undervaluing your work. If you give it away for free, it makes it seem valueless.
2. If a reader pays even a token amount to download your book they are a LOT more likely to read it as they have already made an investment in it.
3. Sales at 99c count more towards your sales ranking (on Amazon) than give-aways.
4. You get a (very) small amount of extra money towards your monthly Amazon payout.

Find all the Astronomicon
 books on Amazon

As always I continue to experiment with different price points and a range of other ways to promote my books. I've tried a variety of time-limited 99c offers on several of my books with a variety of results, but now I have an ongoing 99c price on Astronomicon: Icarus on Amazon. Obviously the numbers sold do not compare to the numbers given away on a freebie offer, but it is leading to almost double the sales of the other books in the Astronomicon series.

If you have different experiences with pricing, please let me know in the comments below. The market is constantly changing and different genres seem to hit different classes of reader, so what works for science fiction may not work for horror or romance.

What does it take to make you #review a #Kindle book?

I guess this is the eternal question that most authors would ask their readers. I've been trying to find out the industry standard rate for book sales on Amazon to reviews left, but the data is either elusive or does not exist.

It would be nice if it was 2% or even 1%, but so far I seem to get one review for every 300 or so sales. One of my books does a little better than that, but there's not a big margin of variation.

All my books feature a page at the end politely asking for a review or at least a rating, I've tried to persuade readers to leave a review in discussions on Facebook and Google+, and I've even given copies away free in return for reviews (which in the majority of cases did not lead to reviews).

Obviously, there are review sites out there, but I am dubious as to how a review generated that way would compare to one by someone who chose to read one of my books because they liked the sound of the story or read the sample chapters and wanted to go on and read the rest of it. I'm doubtful that someone who reads and reviews books in order to create content for their blog/website is as likely to enjoy what they are reading and write as positive a review. I've heard horror stories about authors getting bad reviews from people who didn't even like the sound of the book before they read it and then the resulting review damaging future sales.

I hoped I could get some of my friends to review my books, assuming they like the genre, but I've had no luck there either. Most of them are not big readers anyway.

So if you are a reader, what is the key thing which makes you want to leave a rating or write a review?

Is one good #Amazon review worse than no reviews?

I may have made a mistake recently. I had five novels out on Amazon but, as you would expect, the most recent ones were better than the first ones. I would hate to reach a point where my writing skills are not improving, but an unfortunate consequence is that my older books won't be as good as what I'm writing now. As I've been writing a series of novels which should be read in order, I decided to revamp the first novel.

This wasn't just a quick edit or tweak. Instead I took the first two books, extensively edited them and combined them into one 390+ page novel. It was then submitted to the proofreading and editing process and given shiny new front cover artwork. I am very pleased with the results, but the changes were too great to simply make it a new edition of book one.

So I removed the original book 1 and book 2 from sale and launched the new one as a new release (Astronomicon: The Beginning). As a side-effect I lost all my original reviews, but with renewed enthusiasm I tried to persuade readers to leave reviews and ratings of the revamped book.

My efforts were quickly rewarded with a good review (4 stars and some most positive comments) but that's when the problem started. As soon as the book had one review, sales all but stopped. At first I put it down to the usual random fluctuation in sales, but nothing improved. Even a string of good ratings on GoodReads.com  made no difference.

It's been suggested to me that having one good review makes potential readers suspicious. They often assume that I've reviewed my own novel, rendering one good review much worse than no reviews at all.

Has anyone else had similar experiences?

Is there too much new #scifi?

I've been writing and publishing science fiction for almost three years now. Science fiction has been my hobby and fascination for as long as I can remember, so when I started writing it seemed the obvious genre work within.

What I've learned from the last three years is that there are an incredible number of people writing science fiction novels and short stories, and probably just as many creating fan fiction for most of the well-known movies and television series.

I am coming to the conclusion that there's only limited space in the market and the huge number of science fiction writers out there is simply producing far too much material for the market. Up to a point the good stuff will float to the top, but I suspect that these days there is such a deluge of material that even some of the good stuff simply gets lost in the crowd. No-one can possibly be aware of everything that's published (and by that I am very much including the self-publishing world) so those authors without the marketing and promotion skills to draw attention to their work will tend to sink without trace, regardless of how good their writing is.

Short of persuading less people to write science fiction, I don't see any fix for this unfortunate situation.

Although my love of writing science fiction isn't about to end, I'm going to jump ship and try out another genre. What out "Crime Thrillers" - here I come!

Do you always start with the 1st book in a series?

I realise that this will vary depending on the series, but I thought the urge to start with the first would be much stronger with most readers than it appears it is in reality.

Each of the last two novels I chose to read were both members of their respective series, but neither were the introductory novel. I did not deliberately decide to jump in part way through, it was down to which books were physically available at the time. Although I would have preferred to start at the beginning, it was not a strong enough factor to stop me reading either book.

The art for any author is to make any subsequent novels in a series readable and enjoyable without any prior knowledge from previous instalments, whilst satisfying those readers who have absorbed every last detail from previous books. It is a difficult balance to achieve.

My Astronomicon series of science fiction novels has been moderately successful, but the sales curve has not matched what I expected. I always assumed that the first novel (Astronomicon: The Beginning) would outright sell the best, and then 50-60% of those readers would go on to buy the second novel (Astronomicon: Distant Relatives). Predicting the proportional sales of the third novel (Astronomicon: Those Left Behind) was going to be trickier, but I was hoping for it to sell at least 75% as well as book two.

Everyone has told me that it is clearly the best novel of the three, so I was hopeful that it would get close to matching book two's sales. However, for the last couple of months, book three has been selling more than book one and book two combined! Maybe quality matters much more than position number within a series?

What has your experience been of sales of novels within a trilogy or series?

What's the best price for an e-book by an unknown author?

You've finished your first e-novel, polished it, got it proof-read and edited and now it's ready to publish for the rest of the world to read. Whether you put it out on Amazon Kindle (KDP), SmashWords or Apple iBooks, you need to pick a suitable price for it. The price is one of the most critical decisions you will make and could make or destroy your e-books sales.


This guide will explain the pitfalls and help you decide on the right price.


Read more...

Do you read excerpts or sample chapters?

Amazon routinely provides the first three chapters of e-books for free. Other publishers and book sales sites usually offer similar arrangements. I've seen a lot of indie authors posting excerpts on their social networking feeds and blogs. There's an awful lot of free material out there for us all to sample.

So, my question is, does anyone actually read it? How often do you think that an unknown author sounds interesting so you download the free sample material and give it a go?

Most people I've spoken to about this seem to have the opinion that reviews and reputation far outweigh the marketing effect of free chapters. How many people actually download the free chapters? How many then don't get around to reading them anyway?

Have you ever had a reader say that they read your sample chapters and then went on to buy the whole book?

Marketing our books is usually the hardest thing for indie authors. It would be helpful if self-publishing sites like Amazon gave authors some helpful stats on pageviews for our books and the number of sample chapter downloads. I would not be surprised if my monthly sample download count is substantially lower than my book sales.

What's a good number of novels in a series?

We've all experienced trilogies, quadrilogies and even longer series of novels. Some authors only ever write standalone individual books, others love to write larger stories - sometimes a LOT bigger.

But what do readers like?

There's a lot of advantages for an author, especially an indie author, in writing a series as it can really help with the marketing side of things. It allows the author to pour most of their marketing effort into the start of the series in the sensible hope that most readers of the first novel will go on to buy some or all of the rest of the series. Obviously that relies on a good first novel.

The big weakness with that plan is that your first novel is most probably the worst one you'll ever write. Book 3 will probably be a much better novel as you will have honed and polished your writing skills, but readers prefer not to enter a series part way through. If your first novel is good, you are on safe ground, but if the first in the series is the weak link it can kill sales of all the others.

So what's the solution? Some people recommend writing two or three novels and just throwing them away, but I would never advise that. Your first novels are not only necessary to improve your creative skills but also to sort out the skills and help needed to edit and finish your novels. Attempts to promote those novels will also teach you a huge amount about the market, advertising, sales blurb, making contacts and how to use social media to promote your brand. You're going to make mistakes, probably a lot of mistakes, and it's much better to make those mistakes on your early books.

Save your best efforts, once you've learned some of the tricks of the trade and how to avoid the many pitfalls, for your later books. This is a circular thing as the tips you learn from attempting to market your first couple of books can also help you plan and write your later books. Whilst it's nice to think of writing something new within your genre, you also need to not stray too far from what readers in your genre expect. Feedback can be especially important here, and you won't get much feedback if you don't publish anything.

So how does this all work together?

Well the detail is very much up to you, but I would advise writing a couple of standalone novels first. It's the best way to learn and they will be most helpful to practice your marketing skills, building a following and making some useful contacts. With all you learn from that experience, crack on with a series.

Some genres are better suited to a series of novels than others, but within Fantasy, Science Fiction and Thrillers, a series will usually be well received by readers and you will benefit from increased sales.

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The Importance of Eye-Catching #Coverart

With the growing dominance of e-books it's tempting to thing that front covers no longer matter, but the importance of eye-catching artwork on the front of your novel is just as important as ever. Potential readers browsing through book related sites and online bookshops still need to have their attention drawn to your work and the most powerful way to do that is an impressive front cover image.

Better still, a good cover can become a marketing tool in its own right. I like to upload my best covers to art sites, picture sharing sites and now I've started entering book cover artwork competitions too. Here are my two favourite covers, which I've entered into the AuthorDB.com competition.

Vote for this cover here.
Find out more about Astronomicon: Those Left Behind here.

Vote for this cover here.
Find out more about Astronomicon: Icarus here.

Obviously to maximise the exposure gained from the competition, I really have to win it. That's a hard target considering some of the competition there. There's everything from the very poor to the truly excellent in the competition, but with the support of my readers, friends and family I believe my covers will make a good show, even if they don't win.

Which of my science fiction front covers above do you like best? Have you voted for it?