Thursday, 16 April 2015

The End of My Marketing Campaign

I’ve just finished an eight-week series of promotions that fell completely flat. I was planning on sharing the results with a strategy-by-strategy breakdown of the costs and sales attributed to each, then present to you my top three ideas. Looking at the results however, there isn’t much point. There’s nothing I’ve tried that I’d recommend, at the same time, there’s nothing so absolutely disastrous that I’d say it was a con. Advertising is a gamble. I rolled the dice, unfortunately they bounced off the edge of the table and disappeared somewhere in the crowd.

With one exception. Yesterday I was out on a photo and note taking trip, working out the route a drone would take if it flew from… no, wait. I told you I wasn’t going to say what I was working on until I’d got to the formatting stage. Okay, so suffice it say that I was walking around a place that, had I actually tried flying a drone, I would have ended up as the lead item on the evening news. Nuff said, right? When I got home and checked the sales figures, I saw a nice spike. It took a while to work out why, but an ad had been run on Buckbooks. They list/promote books that are on sale, and thanks to their listing I sold an additional 60-ish copies of Book 1, putting them at the top of the list for the last eight weeks. (Sadly, by a very secure margin)

They’ve an odd business model too, they don’t charge authors for having books included in their mailing list. Instead they have a highly curated list, picking books that they know their readers will buy, and rely on their affiliate income. It’s a nice idea and makes a change from the standard model (for this promotion, it worked out at a cost of around $2 per book sold. Since the royalty on Book 1 comes in at $0.33, I rely on a reader buying the rest of a series in order to break even.)

Otherwise, as I say, the marketing/advertising strategy for the last few months hasn’t worked. I’ve many possible and conflicting theories as to why, and I’ve come to the conclusion that there’s no point worrying over it. In fact, there’s no point coming up with a new marketing strategy at all. I write books. They sell, and whilst they don’t sell as well as they could (I still don’t own a Scottish Island), I do alright. And I’ll do better with more books. As such, the only strategy I need is to write more, and better, books.

Speaking of which, I have my photographs from yesterday - it’s time to write up the drone flight over the ruins of <name of famous landmark redacted>.