The Secrets to Ebook Publishing Success How to Reach More Readers with Your Words

Copyright 2014 Mark Coker Published by Mark Coker at Smashwords Also by Mark Coker, available at ebook retailers everywhere: Smashwords Style Guide (how to format and publish an ebook) Smashwords Book Marketing Guide (how to market any book for free) The 10-Minute PR Checklist (PR strategy for entrepreneurs) Boob Tube (a novel about soap operas) ev! 1!24!14 2014 "ditio#, evised $a#uary 24, 2014 Table of Contents Pre%a&e '#trodu&tio# (he Se&rets Se&ret 1: )rite a great book Se&ret 2: Pi#&h your pe##ies Se&ret *: Create a great ebook &over Se&ret 4: Pra&ti&e metadata magi& Se&ret +: )rite a#other great book Se&ret ,: -uild reader trust Se&ret .: "mbra&e your obs&urity Se&ret /: Spe#d your time wisely

Se&ret 0: Ma1imi2e distributio# Se&ret 10: Avoid e1&lusivity Se&ret 11: 3ive 4some o%5 your books away %or 6 "" Se&ret 12: 7#dersta#d the algorithm Se&ret 1*: 8ow retailers sele&t titles %or %eature promotio# Se&ret 14: Patie#&e pays Se&ret 1+: 8ow books develop 4the %our behaviors5 Se&ret 1,: (rust your &ustomers a#d supply &hai# part#ers Se&ret 1.: Plat%orm buildi#g starts yesterday Se&ret 1/: Ar&hite&t %or virality Se&ret 10: (weak your viral &atalysts Se&ret 20: 9ptimi2e dis&overy tou&h poi#ts Se&ret 21: Pra&ti&e the #ever:e#di#g book lau#&h Se&ret 22: (hi#k globally Se&ret 2*: Study the bestsellers Se&ret 24: ;evelop a thi&k ski# Se&ret 2+: (hi#k beyo#d pri&e Se&ret 2,: Pri&i#g Strategy: 7#it volume is a lever %or su&&ess Se&ret 2.: "book publishi#g is easy, writi#g is di%%i&ult Se&ret 2/: ;e%i#e your ow# su&&ess Se&ret 20: <everage preorders to i#&rease sales Se&ret *0: Share your se&rets Co#&lusio# 6ree ":Publishi#g esour&es by Mark Coker 9ther titles by Mark Coker About the Author Appe#di1 ' = 3lossary o% ":Publishi#g (erms Appe#di1 '' = Spe&ial a&k#owledgeme#ts %or beta readers Appe#di1 ''' = Credits Appe#di1 '> = eprodu&tio# rights 4how to distribute this book %reely5

Preface

The Secrets to Ebook Publishing Success is dedi&ated to you, the writer! Authorship re?uires great &ourage, &reativity, sa&ri%i&e a#d persevera#&e! @ou i#spire me! (his book reveals the ebook publishi#g best pra&ti&es o% the most &ommer&ially su&&ess%ul authors at Smashwords! '% youAre #ot %amiliar with Smashwords, a brie% i#trodu&tio# is i# order! Smashwords is the largest distributor o% i#die 4a!k!a! Bsel%:publishedC5 ebooks! )e distribute ebooks to o#li#e retailers su&h as the Apple i-ookstore 4+1 &ou#tries5, -ar#es D Eoble, So#y, ;iesel, Fobo 4multiple &ou#tries5, 6lipkart 4'#diaAs largest o#li#e bookseller5, 9yster, S&ribd, -aker D (aylor 4the -lio plat%orm a#d A1is*,0 library servi&e5, Page 6ou#dry a#d ma#y others! '# si1 years, weAve helped over /0,000 authors arou#d the world publish a#d distribute more tha# 2+0,000 ebooks! Although the se&rets herei# were i#spired by the most su&&ess%ul Smashwords authors, this book is #ot about Smashwords! (hese best pra&ti&es &o#tai#ed herei# are u#iversal %or all authors, publishers a#d literary age#ts! "ve# i% you do#At yet work with Smashwords, or you o#ly publish i# pri#t, these se&rets will help you rea&h more readers with your words! (he ge#esis %or this ebook dates ba&k to 9&tober, 2010 whe# ' gave a series o% #i#e prese#tatio#s over a si1:week period titled, The Seven Secrets of Ebook Publishing Success! ' prese#ted the talk at sel%:publishi#g &o#%ere#&es a#d semi#ars i# Eew @ork, -ra2il, Australia a#d Eew Geala#d! '# the mo#ths si#&e, ' have delivered modi%ied versio#s o% the prese#tatio# be%ore thousa#ds o% writers! 't ?ui&kly grew beyo#d seve# se&rets! At %irst, some o% these se&rets might strike you as &ommo# se#se! ead o#, though, a#d youAll %i#d deeper mea#i#gs! ' share #ot o#ly what you should do, but also the strategi& thi#ki#g behi#d why you should do it! (his &o#te1t helps you apply these best pra&ti&es with greater &o#vi&tio# a#d impa&t! (his is a livi#g ebook! ' will &o#ti#ue to update it over time as ' dis&over #ew best pra&ti&es i#spired by Smashwords authors! ' wel&ome your suggestio#s a#d %eedba&k! "#HoyI

Mark Coker 6ou#der Smashwords www!smashwords!&om (witter: Jmark&oker P!S! '% youAre #ew to e:publishi#g, 'Ave i#&luded a help%ul Glossary of Ebook Publishing Terminology i# the Appe#di1! Please re%er to it i% you ru# a&ross termi#ology you do#At u#dersta#d! P!P!S! ' i#vite you to %reely &opy a#d share this ebook with a#yo#e, provided you do #ot &harge %or it or alter the &o#te#ts! <ear# how you &a# republish this ebook o# your blog 4i# e1&erpts or i# %ull5 at #o &ost i# Appe#di1 '>!

Introduction

Indie Authors Rewrite the Rules of Publishing

-a&k i# the old days o% publishi#g 4%our or %ive years ago5, ma#y writers viewed sel%: publishi#g as the optio# o% last resort! Sel%:pubbed authors were the bla&k sheep o% the writi#g &ommu#ity! (hey were &o#sidered %ailed authors be&ause they &ould#At %i#d a# age#t or sell their book to a big publisher! (hey were ridi&uled as Kva#ityK authors! Sadly, mu&h o% the most vitrioli& &riti&ism &ame %rom %ellow writers! )e do#At hear mu&h o% that a#ymore! Sel%:publishi#g is %i#ally ear#i#g the respe&t it deserves! 8igh:pro%ile i#die author su&&esses = utili2i#g the best pra&ti&es &o#tai#ed herei# = are &limbi#g the bestseller &harts! (heir &ommer&ial su&&ess is &ha#gi#g per&eptio#s about sel%:publishi#g o#e reader at a time! <ook #o %urther tha# the bestseller lists at maHor retailers to see how the i#die i#surge#ts are s&ali#g the lists! Ma#y Smashwords authors have la#ded i# the top 10 bestseller lists o% maHor ebook retailers, a#d ma#y more have topped ge#re:spe&i%i& lists at L1! A %ew have eve# la#ded i# the Eew @ork (imes ebook bestseller list! '#die bestsellers are desti#ed to be&ome the #orm i# the mo#ths a#d years ahead! ;o#At misu#dersta#d, 'Am #ot implyi#g itAs easy to be&ome a bestseller! 'tAs di%%i&ult, a#d rare! (o get there youAll #eed tale#t, smart de&isio#:maki#g, hard work, patie#&e, a#d lu&k! "ve# authors previously published by big Eew @ork publishers are starti#g to go i#depe#de#t! (hese authors are ?uestio#i#g what -ig Publishers &a# do %or them that the authors &a##ot do %or themselves! 'tAs o#ly a matter o% time be%ore authors begi# speaki#g o% the stigma o% traditio#al publishi#g! '#die authors have the ability to publish %aster, distribute more broadly, pri&e lower, sell more books at higher royalty levels, e#Hoy %ull &reative &o#trol, rea&h more readers a#d ear# more i#&ome tha# they &a# by surre#deri#g their rights to a traditio#al publisher! '% the i#die author moveme#t was a perso#, 2011 was the year the moveme#t e#tered adoles&e#&e a#d 201* is the year the moveme#t rea&hed adulthood! (hese #ewly:mi#ted i#die ebook authors 4old timers are the o#es with three or %our years o% e1perie#&e with sel%:publishi#g5 are e1perime#ti#g with aba#do#! (hrough trial a#d error, e1perime#tatio#, a#d rapid i#%ormatio# e1&ha#ge with %ellow authors, i#die authors are pio#eeri#g the se&rets o% su&&ess%ul moder#:day publishi#g!

)eMre wit#essi#g the rise o% the i#die author &olle&tive! (he &olle&tive = warts a#d all = gives rise to a# i#tellige#&e a#d sophisti&atio# that will rede%i#e publishi#g %or the better! '# The Secrets of Successful Ebook Publishing, ' attempt to &apture a#d distill the prove# best pra&ti&es o% authors who are rea&hi#g the most readers with their books! My hope is that these se&rets will spark your imagi#atio# as you work to be&ome a more pro%essio#al, more su&&ess%ul i#die author! Five Big Trends Facing the Future of Publishing (he publishi#g world is i# %lu1 as multiple tre#ds &o#verge to &halle#ge old rules a#d &reate #ew o#es! Here are the five most important trends facing publishing today: 1! -ookselli#g is movi#g o#li#e as bri&k a#d mortar bookstores disappear! 2! eadi#g is movi#g to s&ree#s as ebooks repla&e pri#t books! *! Eew publishi#g a#d distributio# tools empower authors to be&ome pro%essio#al publishers while erodi#g the mo#opolisti& edge o#&e held by large publishers! 4! ;igital distributio# e#ables authors a#d publishers to e%%i&ie#tly rea&h a global market! +! A# over:supply o% books a#d alter#ative media &o#te#t will pla&e dow#ward pressure o# ebook pri&es! (hese tre#ds &reate a# e#viro#me#t where i#die authors a#d small publishers &a# out: publish a#d out:&ompete the larger Eew @ork publishers! A mere %ive years ago, publishers &o#trolled the pri#ti#g press a#d a&&ess to retail distributio#! (oday, tha#ks to %ree ebook publishi#g a#d distributio# tools su&h as Smashwords, the ebook pri#ti#g press is %ree a#d available to a#y author! ;istributio# has be&ome demo&rati2ed, a#d global, tha#ks to the %oresight o% retailers su&h as the Apple i-ookstore, -ar#es D Eoble, So#y, Fobo, 6lipkart, ;iesel, a#d Ama2o#! (hese retailers are hu#gry to &arry the ebooks o% i#die authors! (hey wa#t i#die ebooks be&ause these books satis%y their &ustomers a#d sell well! etailers also u#dersta#d that readers &ould#At &are less about the #ame o% the publisher o# the bookAs virtual spi#e! eaders simply wa#t great books! (he impli&atio#s o% this revolutio# are pro%ou#d! )riters are #ow i# &harge! eaders are the #ew &urators! @ou, the writer, de&ide whe# your ma#us&ript graduates to published book! @ou are your ow# gatekeeper! @ou will bypass the traditio#al i#dustry gatekeepers a#d publish dire&tly to your readers arou#d the globe! Alo#g with this power shi%t also &omes the respo#sibility o% authors to ho#or the best pra&ti&es o% the best traditio#al publishers! @ou must publish a ?uality, pro%essio#al book

that is as good as, or better tha#, whatAs published by traditio#al publishers! eaders have little tolera#&e %or a#ythi#g less, whi&h is how it should be! )e live i# a# age o% media abu#da#&e! Co#sumers have u#limited a&&ess to myriad high: ?uality sour&es o% e#tertai#me#t a#d k#owledge! Mu&h o% this &o#te#t is available %or %ree! @et despite the prevale#&e o% %ree &o#te#t optio#s, readers will still pur&hase your book be&ause your book is u#i?ue! ;arwi# is i# &harge! (his is a game o% survival o% the %ittest! )riters who ho#or readers by publishi#g great books will rea&h the most readers! The Secrets to Ebook Publishing Success will help you up your game, eve# i% youAre already a su&&ess%ul author! -e%ore we get started, a simple remi#der: 'tAs tough to sell a#y book, eve# a great book! Feep your sales e1pe&tatio#s low, the# work to e1&eed them! 6o&us o# the lo#g term! Su&&ess%ul i#die authors must do ma#y thi#gs well while avoidi#g mistakes that &a# u#dermi#e their opportu#ity!

Secret One

Write a

reat !ook

B)rite a great bookC might strike you as &ommo# se#se, but itAs the most &ommo# mistake authors make! Some i#die authors = i#to1i&ated by the %reedom to sel%:publish = rush their book to market be%ore itAs ready to be see# by readers! 's your book readyN -y &o#sideri#g this di%%i&ult ?uestio#, youAll %i#d the path to a better book revealed! )ith the power to publish &omes the respo#sibility to emulate the best pra&ti&es o% the most pro%essio#al authors a#d publishers! '% your book is poorly:&o#&eived or poorly:edited, readers will reHe&t it! '% you write a great book that satis%ies readers, they will reward you with their word o% mouth! 8o#or your readers with a great read! eaders value their time more tha# the mo#ey i# their wallet or purse! -ook marketi#g has always bee# a word:o%:mouth busi#ess! @our readers will market your book %or you i% the book tou&hes their soul, or i#spires mad passio#! Ei#ety per&e#t o% your bookAs su&&ess will be determi#ed by the ?uality o% your book! (he other te# per&e#t is distributio#, marketi#g a#d lu&k! '% you remember #othi#g else %rom this book, remember this: (he very most importa#t marketi#g you &a# do is to write a great book that markets itsel% o# the wi#gs o% reader word o% mouth! '% your book makes readers say B)9)IC the# they wo#At Hust re&omme#d your book to their %rie#ds, theyAll command their %rie#ds to read it! BPretty goodC is#At good e#ough i% you wa#t to spark word o% mouth! Smashwords author Sarah -urleto#, who spe#t over 12 weeks o# the Eew @ork (imes ebook bestseller list i# 2011 with her ebook, hy !e", told me she did #o marketi#g %or her book! (he book took o%% at Ama2o# a#d -ar#es D Eoble tha#ks to reader word o% mouth! 'tAs #ot the %irst time 'Ave see# books break out with little to #o marketi#g! -e %a#ati&al about ?uality! evise, revise, revise! 8ire a pro%essio#al editor i% #e&essary, but o#ly i% you &a# a%%ord it! '% you &a#At a%%ord a pro%essio#al editor, seek out other %ree alter#atives, like barteri#g editi#g with your %ellow writers! $oi# a &riti?ue group! 7tili2e

beta readers! -eta readers are test readers 4see the 3lossary at the e#d o% the book %or more o# beta readers5! Seek out &riti&al, dispassio#ate %eedba&k %rom beta readers, pre%erably %rom stra#gers rather tha# %rie#ds a#d %amily! 'tAs di%%i&ult to obtai# ho#est &riti&al %eedba&k %rom %rie#ds a#d %amily be&ause theyAll be awestru&k that you wrote a book, a#d they wo#At wa#t to hurt your %eeli#gs! The Secrets to Ebook Publishing Success wo#At tell you how to write a great book, but it will give you tips o# how to ma1imi2e its &ommer&ial su&&ess!

Secret Two

Pinch Your Pennies

Su&&ess%ul ebook authors approa&h publishi#g as a busi#ess! Pro%it is the sustai#i#g li%eblood o% a#y busi#ess! Pro%it mea#s you get more out o% it tha# you put i#! @ou might measure your pro%it i# terms o% emotio#al satis%a&tio#, or you may measure it i# the traditio#al %orm o% &old hard &ash! Pro%it builds &ash a#d provides a# author the %i#a#&ial %reedom to &o#ti#ue writi#g! '% you #ever ru# out o% &ash, youAll #ever go out o% busi#ess! (he %ormula %or pro%itability is de&eptively simple: Pro it # Sales minus !"#enses Sales # $our income per book sold multiplied by the number of units sold !"#enses # The cash you spend to produce% publish% distribute% market% sell and manage your book% plus the value of your time& O'All address time ma#ageme#t i# Se&ret L/ o% this book! (ake a#other look at the %ormula above! @ou wa#t to maximize Sales a#d minimize xpenses! Simple! Eow, a reality &he&k: $ust as most #ew busi#esses %ailP most authors will %ail to be&ome &ommer&ial su&&esses be&ause most books do#At sell well! "ve# i% you &are%ully impleme#t all the best pra&ti&es advo&ated i# the Secrets to Ebook Publishing Success, your book is u#likely to sell as well as you e1pe&t, or as ?ui&kly as you e1pe&t, or as well as you thi#k it deserves! 't might take mo#ths or years %or your book to take o%%! 9r, it might #ever take o%%! 7ltimately, youAll put your best %oot %orward a#d the# readers will de&ide i% your book goes o# to be&ome a hit! 'tAs di%%i&ult to &o#trol or predi&t &o#sumer behavior! eaders are a %i&kle bu#&h! <ater i# the book, 'All share tips o# how to make your book more appeali#g to readers!

8owever, you do have the power to ma#age your e1pe#ses! '% you keep your e1pe#ses low a#d you ma#age your time, the# the opportu#ity to build a sustai#able, pro%itable busi#ess is withi# your rea&h! Here!s ho" to manage your expenses: 1. # $ % spend or invest money you need for food and shelter : '#stead, pi#&h your pe##ies, a#d lear# to i#vest your time! @our time is valuable, but itAs u#der your &o#trol a#d you have 24 hours o% it to spe#d as you &hoose every day! 2. # $ % # $ % borrow mo#ey to publish a book = Eever go i#to %i#a#&ial debt to support your book! ;ebt is evil be&ause it steals your %uture %reedom! 'tAs #ot u#&ommo# %or authors to spe#d thousa#ds o% dollars i# book publi&ity or book pri#ti#g that they #ever ear# ba&k! '% you &a#At a%%ord to lose it, do#At spe#d it! 3. # $ % purchase expensive &publishing pac'ages( ) (hereAs a gold rush goi#g o# #ow i# sel%:publishi#g! <ike the Cali%or#ia gold rush i# the 1/00s, the people who ear#ed the most mo#ey were those who sold the pots, pa#s a#d li?uor to the star:stru&k gold mi#ers! (he same thi#g is happe#i#g today! 8u#dreds o% parasiti& &ompa#ies are spri#gi#g up to take your mo#ey! ;o#At give it to them! Author Solutio#s, whi&h operates a# array o% publishi#g servi&e bra#ds su&h as Author8ouse, i7#iverse, -ook(a#go, (ra%%ord, Qlibris, Ar&hway a#d others, is o#e o% the most #otorious %irms! Some o% their servi&es &ost more tha# R1+,000! (hese servi&es are &rimi#al i# my opi#io#! (heyAre i# the busi#ess o% selli#g over: pri&ed servi&es to authors! (heyAre #ot i# the busi#ess o% helpi#g authors sell books! (hey prey upo# #ovi&e writers who do#At k#ow better! -logger "mily Suess has do#e a great Hob o% e1posi#g the u#ethi&al busi#ess pra&ti&es o% Author Solutio#s o# her blog at http:SSblog!emilysuess!&omStagSauthor:solutio#sS "book sel%:publishi#g &a# be %ast, %ree a#d easy i% you do it yoursel%! (o be &lear, 'Am #ot opposed to writers hiri#g pro%essio#als i% they &a# a%%ord them, but here are some tips o# how to prote&t yoursel%: *+ )ork dire&tly with i#dividual providi#g the servi&es 4%ormatti#g, &over desig#, editi#g, marketi#g, et&!5, rather tha# through a# i#termediary like Author Solutio#s whi&h will mark up the %ees dramati&ally! ,+ '% itAs a# e1pe#sive servi&e 4over R*005, ask %or re%ere#&es! '% youAre goi#g to pay R10,000 %or a pro%essio#al editi#g Hob, you should e1pe&t itAs %rom a# editor with a tra&k re&ord o% produ&i#g Eew @ork (imes bestsellers i# your ge#re! '% the Hob is bei#g %armed out to a# author servi&es mill i# the Philippi#es, whi&h is where Author Solutio#s mai#tai#s most o% its employees, you have a right to k#ow! -+ '% the %irm is usi#g hard:sell ta&ti&s a#d &alli#g you o# the pho#e, e#d the relatio#ship! .+ "ve# i% a# editor has worked %or the biggest publishers a#d has put 20 books o# the Eew @ork (imes bestseller list, thi#k lo#g a#d hard be%ore you shell out the mo#ey! emember that itAs di%%i&ult to re&oup e1pe#ses be&ause most books do#At sell well! 4. Bootstrap your publishing business ) '#vest sweat e?uity %irst! 7se your head be%ore you use your wallet! Eearly every o#e o% the se&rets i# this book &a# be impleme#ted at #o &ost other tha# the i#vestme#t o% your time a#d e%%ort!

5. /ait for the cash to come in before you start spending it ) '% a%ter you release your book it starts selli#g well a#d ge#erati#g a pro%it, the# thatAs the time to &o#sider rei#vesti#g a portio# o% the pro%its ba&k i#to the book, possibly i# the %orm o% a# upgraded &over, #ew marketi#g, or hiri#g a# editor to assist with a revised editio#! 6. 0tilize Pareto!s Principle to prioritize resource allocation = All busi#esses are resour&e &o#strai#ed! (his is espe&ially true %or i#die authors! (here are hu#dreds o% steps you &a# take to rea&h more readers! @ouAll %i#d ma#y o% those steps here i# this ebook! @ou &a##ot do everythi#g at o#&e! 6o&us your time o# those a&tivities that will give you the most be#e%it %or the least amou#t o% &ost a#d e%%ort! emember, your time has value tooI '#&orporate ParetoAs Pri#&iple i#to your de&isio#:maki#g! ParetoAs Pri#&iple, also k#ow# as the /0S20 rule, o%%ers a power%ul &o#&eptual %ramework %or busi#ess de&isio#:maki#g! 6o&us your e%%orts o# the 20T o% a&tivities that will get you /0T o% the be#e%it! At Smashwords, ParetoAs Pri#&iple is almost a religio# to us, though we take it several steps %urther! 6or e1ample, we have a roadmap that &alls %or over 1,000 #ew %eatures a#d servi&e e#ha#&eme#ts! "very day, we ask ourselves, what si#gle improveme#t &a# we make today or this week that will yield the greatest aggregate be#e%it %or our authorsN As ' advise i# the Smashwords 'ook !arketing Guide, do the ?ui&kest, easiest thi#gs %irst, espe&ially i% theyAll yield lasti#g results! 6or e1ample, as ' me#tio# i# the Smashwords 'ook !arketing Guide, it takes %ive mi#utes to &reate a great email sig#ature that will yield lasti#g be#e%its! 't takes %ive mi#utes to &reate smart 3oogle Alerts that will help you ide#ti%y #ew marketi#g opportu#ities! <ear# more about ParetoAs Pri#&iple here: http:SSe#!wikipedia!orgSwikiSParetoUpri#&iple 7. Barter ) '% you &a#At a%%ord to pay %or a servi&e out o% po&ket, pay with your time a#d tale#t! "very o#e o% us has tale#t! ;o you #eed to hire a# editor %or your bookN '% you &a#At a%%ord a pro%essio#al editor, %i#d a#other way to &ompe#sate your servi&e providers! 't might be as simple as o%%eri#g to edit other writerAs books i% theyAll edit yours! 9%%er to proo% other writersM books i% theyAll proo% your book 4youAll be surprised how ma#y embarrassi#g typos a# i#depe#de#t set o% eyes will dis&over5! Maybe you have a#other skill that would be use%ul to your servi&e provider! Maybe your skill is marketi#g or web desig#! '% youAre a lawyer, o%%er legal servi&es! '% youAre a %a#tasti& &he%, o%%er to &ook %or them! 9%%er to mow their law# i% #e&essary! (hi#k outside the bo1! emember, itAs #ot #e&essary to spe#d a lot o% mo#ey to produ&e, publish, distribute a#d promote your book!

Secret Three

"reate a

reat Ebook "o#er

'% a pi&ture is worth a thousa#d words, a great ebook &over is worth 100,000 words! @our &over is the %irst impressio# you make o# a prospe&tive reader! 'tAs the visual embodime#t o% everythi#g your book represe#ts! 3reat &overs, through their imagery alo#e, &a# &ommu#i&ate ge#re, topi&, mood a#d setti#g! A great &over image makes a promise to prospe&tive readers! 't helps them re&og#i2e your book as o#e theyAll e#Hoy readi#g! At a gla#&e, the reader will gai# a# i#sta#t se#se %or whether or #ot youAre a pro%essio#al! "ve# a%ter the reader has pur&hased a book, a good &over adds to the readerAs e#Hoyme#t! Customers might &li&k o# the &over image to view it %ull:s&ree# so they &a# e#Hoy the artistry, a#d to add deeper mea#i#g to the book as they read it! Characteristics of a good eboo' cover image include: 1! 1enre2 or topic2appropriate = At a gla#&e, the reader should have a se#se o% your ge#re or topi&! 's it roma#&e, a thriller, a mystery, a &ookbook, or is it a sel%: help bookN 2! 1reat covers are aspirational = A roma#&e &over promises the reader roma#&e, a &ha#&e to e1perie#&e the %eeli#gs o% %irst love agai#! A horror #ovel promises to s&are readers! A thriller promises to keep readers o# the edge o% their seats! *! The image says it all = (he image o# the &over is more importa#t tha# the title or author #ame! 4! Smart use of color = Color lights up our se#ses! 't &at&hes the eye a#d helps &o#vey a message! 't bri#gs realism to a# image a#d what that image represe#ts! +! 3oo's good in thumbnail size = 7#like pri#t book &overs whi&h are mea#t to be viewed up &lose or %rom a&ross the room, ebook &over images are usually displayed as small thumb#ail images! (he best ebook images use %ewer words a#d simpler, larger imagery so they deliver their message eve# as a thumb#ail! (he title a#d author #ame should be readable i# thumb#ail si2e!

,! 3oo's good in blac' 4 "hite or greyscale = "ve# i% your image is i# &olor, keep i# mi#d that millio#s o% ebook devi&es do#At support &olor, so test your &over image i# greys&ale mode a#d make sure it looks good! 5y 5isadventure in Cover 6esign '# April, 2011, ' &ompleted a short ebook titled, The ()*!inute PR +hecklist! As a# e1perime#t, ' tried desig#i#g my ow# ebook &over, the result o% whi&h you see below! 'tAs horrible, a#d sadly, itAs better tha# some i#die ebook &overs!

A%ter embarrassi#g mysel% with the &over image above, ' de&ided to %ollow my ow# advi&e a#d hire a &over desig#er o%% o% my list 4listJsmashwords!&om5! ' emailed the desig#er a short des&riptio# o% my rough &o#&ept %or a &over image! Si#&e the book is about publi& relatio#s, ' told her ' e#visio#ed the &over showi#g a perso# holdi#g a megapho#e illumi#ated u#der a spotlight! ' wa#ted a shi#y award sti&ker:looki#g graphi& that &alled out my 20 yearsA e1perie#&e i# the %ield o% publi& relatio#s! A#d that was it! ' #ever pi&ked up the pho#e! (he #e1t day, the &over image below arrived i# my email bo1! 't &ost me o#ly R4+!00!

She reali2ed my visio# more e%%e&tively tha# ' imagi#ed it mysel%! (his is the sig# o% a good artist! 9ther tha# the value o% my time to write a#d edit the book, R4+!00 represe#ts the sum total amou#t o% mo#ey ' i#vested to publish The ()*!inute PR +hecklist! ' have already ear#ed my i#vestme#t ba&k ma#y times over! Case Study: Ho" a Cover 0pdate 3aunched a Bestseller '# May 2012, Smashwords roma#&e author !<! Mathewso# was publishi#g eight books! (he books were selli#g above average, %ive or so &opies ea&h day! 8er books had bee# i# %ull distributio# %or #early 1/ mo#ths, a#d she was getti#g great reviews %rom readers! -ut her books were#At breaki#g out! She de&ided her &overs were#At good e#ough! As she said i# a# i#terview at the Smashwords blog, BVtheyW were plai#, two:shaded &overs that looked more like pamphlets tha# a#ythi#g!C

Eothi#g about the &over &ommu#i&ated roma#&e! <ook what happe#ed whe# she updated the &over!!!

9# May 20, 2012, Smashwords delivered the #ew &over images to the Apple i-ookstore! As you &a# see %rom the &over above, it makes a stro#g promise to the reader! (he title a#d author #ame are less importa#t tha# the image! '% youAre looki#g to e1perie#&e a story about roma#&e a#d i#tima&y, this is the book %or youI (he results were immediate!

(he mome#t the #ew &overs arrived, daily sales started i#&reasi#g! )ithi# a %ew days, she was selli#g over 100 &opies a day, up %rom a mere %ive or si1 per day the week be%ore! ' se#t a# email to !<! aski#g what happe#ed 4' did#At yet reali2e she had updated her &over5! -e%ore !<! respo#ded to me, a mer&ha#disi#g ma#ager at Apple &o#ta&ted me, a#d asked i% ' k#ew what was &ausi#g this author to break out! A big marketi#g push, perhapsN (he# !<! respo#ded! 't was the &over &ha#ge! (he &hart above illustrates a &lassi& &ase o% virality! 8er &over made her book more desirable to readers, a#d this sparked a breakout, whi&h was %urther %ueled by treme#dous word o% mouth, a#d word o% mouth propelled her higher a#d higher i# the ra#ki#gs, whi&h i#&reased her visibility eve# more! 7#derpi##i#g this virality was a great book! 8er books o%te# ear# %a#tasti& B)9)C reviews %rom %a#s! '# retrospe&t, her previous &over was holdi#g her ba&k! A &ouple weeks later, Apple = impressed by her sales a#d reviews = de&ided to %eature her i# a promotio#, a#d the book shot straight to the top 10 a#d sold over 1,000 &opies a day %or several days, pulli#g alo#g with it her other seve# titles, most o% whi&h remai#ed i# the top 40 %or multiple weeks! Arou#d the same time, her books broke out at other retailers! A &ouple weeks later, she la#ded i# the Eew @ork (imes bestseller list %or %i&tio# ebooks! !<!As e1perie#&e u#ders&ores the adva#tage o% sel%:published ebooks! "books are immortal! '% they do#At sell well at %irst, you &a# upgrade the book! @ou &a# tweak a#ythi#g about your book u#til you get the %ormula Hust right! 'All talk more about the myriad thi#gs you &a# do to i#&rease sales i# my dis&ussio# o% >iral Catalysts i# Se&ret L10! '#vest i# a pro%essio#al &over image! @ou do#At have to break your ba#k to hire a pro%essio#al! Ee1t to the ?uality o% your book, your ebook &over is your si#gle most importa#t marketi#g tool!

Secret $our

Practice Metadata Magic

@ouAve probably heard the term metadata but might #ot k#ow what it is! Metadata is very &ool! Metadata is data about data, a#d i# the ebook world metadata is data that des&ribes your book! -y maki#g good use o% metadata, you make your book more dis&overable a#d a&&essible to readers!

(he title o% your book is a# e1ample o% metadata! @our book des&riptio# is metadata! @our pri&e is metadata! @our bookAs &ategory or ge#re is metadata! >irtually a#y pie&e o% i#%ormatio# that helps des&ribe or ide#ti%y your book is metadata! etailers i#tegrate your metadata i#to their o#li#e stores so &ustomers &a# %i#d your book by ge#re, pri&e ra#ge, la#guage, sales ra#k 4how your title is selli#g &ompared to other titles i# the store5, or other %a&tors! Here!s a summary of the most common examples of metadata7 and best practices for each component of metadata:

 Boo' title = @our book title is your si#gle most importa#t pie&e o% metadata! A good book title grabs the reader a#d rei#%or&es the promise made by the &over image! 8uthor name = @our author #ame is your bra#d, so &hoose &are%ully! 6or most authors, itAs their real #ame, but %or others itAs a pseudo#ym or pe# #ame! A good author #ame is simple to remember, a#d simple to spell! @our %a#s should be able to go to 3oogle, or go to a# ebook retailer, a#d spell your #ame without error! Avoid &utesy spelli#g, be&ause this &a# make it di%%i&ult %or readers to %i#d you! ;o#At mi1 #umerals i# your #ame! 6or e1ample, #9 .cyth is a &utesy way to spell &#ate Forsyth7( but your readers will have di%%i&ulty rememberi#g how to spell it or sear&h %or it! A#ythi#g that makes dis&overy di%%i&ult %or &o#sumers makes your book less visible! Avoid i#itials, too! '% your pe# #ame is A!C! Smith, %or e1ample, a#d someo#e goes to a retailer a#d tries to sear&h %or AC Smith 4#o periods or spa&es betwee# i#itials5, or A C Smith 4#o periods, but a spa&e5 or A! C! Smith 4periods with spa&e5, the sear&h result may &ome up empty! 'tAs sa%e to e1pe&t that all sear&h e#gi#es make terrible mi#d readers a#d are there%ore easy to trip up! Boo' description = A%ter the book title, this is probably the se&o#d most importa#t pie&e o% metadata! 6or ebooks, the book des&riptio# is e?uivale#t to the Ha&ket &opy o% a pri#t book! (his is your &ha#&e to hook the reader with pithy marketi#g &opy that motivates them to dow#load a sample o% your book, or better yet, pur&hase it o# the spot! A good des&riptio# is tailored to your target audie#&e! (he des&riptio# also tells the reader somethi#g about your writi#g tale#t, or la&k thereo%! @ouAd be surprised how o%te# authors upload book des&riptio#s with spelli#g errors, missi#g pu#&tuatio#, or grammati&al errors! Eothi#g s&reams, B;9EA( "A; (8'S -99FC %aster tha# typos i# your bookAs des&riptio#! 6or i#spiratio# about the tips a#d tri&ks that work well %or book des&riptio#s, study the des&riptio#s o% the bestselli#g books i# your ge#re! <ook %or &ommo#alities i# how the des&riptio#s sell the story to readers! Are the se#te#&es lo#g or shortN ;oes the des&riptio# use a&tive la#guage, or passiveN ;oes it i#&lude reader or reviewer ?uotesN ;oes it tell the reader, B'% you like Vwell: k#ow# author QW, youAll like this author!C ;oes it use short or lo#g paragraphs, or bothN (hereAs #ot a#y si#gle %orm o% book des&riptio# that works best! 6i#d i#spiratio# i# what you like %rom the bestsellersA des&riptio#s, the# mi1 a#d mat&h a#d e1perime#t! Category = "very book %alls i#to at least o#e &ategory, a#d &ategories &a# have multiple levels, or sub&ategories, su&h as ,iction- Romance- Paranormal, or .on* ,iction- 'usiness and Economics- Public Relations! )he# you apply a &ategory to your ebook, it tells the retailer whi&h virtual shel% to pla&e your book o# so that %a#s o% that &ategory &a# easily %i#d your book listed there! Most ebook distributors a#d retailers support two or more &ategori2atio#s! Pi&k the &ategories that best des&ribe your target reader! Cover :mage = @our &over image is &o#sidered a %orm o% metadata si#&e itAs atta&hed to your book a#d helps des&ribe your book!

 Tags = (ags are suppleme#tal words 4also k#ow# as BkeywordsC5 or sear&h phrases that go beyo#d your book &ategories! So, %or e1ample, letAs say you wrote a thriller #ovel &ategori2ed u#der ,iction- Thriller- Psychological, yet the book takes pla&e i# >e#i&e, 'taly! @ou might add tags su&h as B>e#i&eC a#d B'talyC so that i% someo#eAs looki#g %or a %u# read to bri#g o# their va&atio# to >e#i&e, your book is more dis&overable! Eote that #ot all retailers support tags! At Smashwords, we support tags i# our ow# retail store, but we do#At distribute the tags to our retailers 4maybe somedayI5! (o redu&e the i#&ide#&e o% tag spam , we advise authors to limit their tags to #o more tha# 10 keywords! Price = )he# your ebook travels %rom the distributor to the retailer, it will have a pri&e atta&hed to it! Most ebook distributors a#d retailers will allow you to set your ow# pri&e! 'All address pri&i#g strategies later i# this book! :SB# = A# 'S-E is a u#i?ue 1*:digit #umeri&al ide#ti%ier that allows distributors a#d retailers to tra&k a#d ma#age your book! 6or e1ample, the 'S-E %or (he Smashwords Style 3uide, the ebook %ormatti#g guide ' wrote, is 0./:1:4+/0: 011*:0! )e distribute the Smashwords Style 3uide to all the maHor retailers! '% ' update the Style 3uideAs book des&riptio#, we wo#At &o#ta&t our retailers a#d tell them, BhereAs the updated des&riptio# %or the Smashwords Style 3uide by Mark Coker!C '#stead, weAll tell them, BhereAs the updated des&riptio# %or 0./:1:4+/0: 011*:0!C )he# the retailer reports sales data ba&k to us 4or dow#load data si#&e the Style 3uide is %reeI5, theyAll atta&h the data to the 'S-E! @our ebook 'S-E should be u#i?ue a#d di%%ere#t %rom your pri#t book 'S-E! Some ebook stores, i#&ludi#g the Apple i-ookstore, So#y a#d Fobo, re?uire 'S-Es! Co#trary to &ommo# mis&o#&eptio#, 'S-Es do #ot &o#vey &opyright, or prote&t &opyright, or make your book look more pro%essio#al! A# 'S-E is simply a u#i?ue #umber that #ever &ha#ges, eve# i% the data about your book &ha#ges! 6or more o# 'S-Es, a#d where to obtai# them, see the glossary at the e#d o% this book! 3anguage = (he la#guage i# whi&h your book is writte# is part o% the metadata! etailers will use this i#%ormatio# to make your book more dis&overable to readers who wa#t to read books i# a parti&ular la#guage! Publication date = (his pie&e o% metadata is usually automati&ally ge#erated based o# whe# you uploaded your book! <ook at a#y book at a#y o#li#e retailer a#d youAll see it i#&ludes the publi&atio# date! 8uto2generated metadata = Most o% the metadata me#tio#ed above is &reated by you, the author! Metadata, si#&e itAs simply data about your book, &a# also be automati&ally ge#erated! Some o% this metadata is u#i?ue to a parti&ular retailer! 6or e1ample, your sales ra#k at -ar#es D Eoble is metadata! ;ata su&h as, BPeople who bought your book also bought this other bookC is also metadata! (he possibilities %or metadata are virtually u#limited! '# the years ahead weAll see #ew types o% metadata that will help your book be&ome more dis&overable to your target readers! emember, metadata makes it possible %or readers to %i#d your book!

Secret $i#e

Write another

reat !ook

Most bestselli#g authors at Smashwords publish more tha# o#e book! "a&h book gives you a# opportu#ity to rea&h #ew readers a#d ear# their trust! '% you ho#or the readers with a great read i# your %irst book, the# they will seek out your other books %or their #e1t read! At the e#d o% ea&h book, at that mome#t whe# the readers :are thrilled to have read your book, but sad that itAs e#ded, ask them to leave a review at their %avorite retailer! Add a se&tio# titled, B9ther books by this author,C where you list your other books! Also at the e#d o% ea&h book, provide %ree sample e1&erpts o% your other books! '% you write series, what better way to hook readers o# the #e1t book i# the series tha# by letti#g them Hump i#to the %irst %ew &hapters right #owN )he# you add listi#gs o% your other books, be sure to i#&lude a hyperli#k the reader &a# &li&k to sample or pur&hase the #e1t title! Ma#y Smashwords authors, %or e1ample, add a hyperli#k ba&k to their Smashwords author page where readers &a# easily view their e#tire &atalog, or sample a#d pur&hase their other works i# multiple ebook %ormats! 9r, add a li#k to your perso#al home page, whi&h &a# list dire&t hyperli#ks to multiple retailers! (hi#k o% ea&h book you release as a %ish hook i# the o&ea#! )he# you #etwork them together with simple me#tio#s a#d hyperli#ks at the e#d, the %ish hooks %orm a #et! "a&h book be&omes a subtle yet power%ul advertiseme#t %or the others! "a&h gives you the opportu#ity to rea&h #ew readers! Series writers are amo#g the most su&&ess%ul at Smashwords! 9#&e readers be&ome emotio#ally i#vested i# a series, a#d o#&e they trust youAre a tale#ted writer, theyAll wa#t to read the &omplete series! '% you write series, ea&h book should be %ull:le#gth, a#ywhere %rom .0,000 words a#d higher! '% possible, write your series so a reader &a# read it i# a#y order! @ou &a##ot &o#trol whi&h book a reader will &ome upo# %irst a#d some readers may deliberately read a series out o% order! At Smashwords, you &a# desig#ate the re&omme#ded readi#g order usi#g

the Smashwords Series Ma#ager tool! <ear# more at http:SSblog!smashwords!&omS201*S00S#ew:smashwords:series:ma#ager:improves!html egardless o% le#gth, every book you publish = series or #ot = should o%%er a &omplete readi#g e1perie#&e with a begi##i#g, middle a#d e#d! Some writers try to &ut &or#ers by dividi#g a si#gle %ull le#gth book i#to multiple shorter ebooks! eaders usually hate this, a#d they will respo#d by reviewi#g your book poorly, or ig#ori#g it altogether! 'tAs &riti&al you ho#or your reader with a &omplete read! '% this guida#&e is#At e#ough to &o#vi#&e you, hereAs some real data: '# a re&e#t survey o% the top 20 bestselli#g titles at Smashwords, the average le#gth was over /0,000 words! As the author, your #ame is your bra#d! @our Hob is build trust with the reader! (rust: buildi#g is the subHe&t o% the #e1t &hapter!

Secret Si%

!uild Reader Trust

@our target readers have millio#s o% other books to &hoose %rom, a#d millio#s o% alter#ative sour&es o% media &o#te#t = mu&h o% it %ree = %rom whi&h to obtai# their readi#g pleasure! '% you wa#t to sta#d out %rom the &rowd, would#At it be great i% you &ould e#&ourage readers to seek you by #ameN (his is possible o#&e they k#ow your tale#ts! @ou wa#t them to trust you like their %avorite bra#d! @ou, the author, are the bra#d! )hat is a bra#d, e1a&tlyN @our bra#d is that bu#dle o% &hara&teristi&s, ?ualities a#d magi& readers &ome to e1pe&t %rom you whe# they read your material! -ra#d loyalty is built over a li%etime but &a# be lost i# a# i#sta#t! As a# author, your bra#d builds as the &ustomers 4the readers5 e1pose themselves to your material! '% ea&h read rewards readers with the satis%a&tio# they seek, they will be&ome &o#ditio#ed to seek you out! Eever betray their trust! Ho" trust is earned and lost First7 the good ne"s: @our writi#g is u#i?ue! (hereAs #othi#g like it i# the world! @our writi#g represe#ts the sum produ&t o% your &reativity, i#telle&t, writi#g tale#t, li%e e1perie#&e a#d sa&ri%i&e! #o" the bad ne"s: $ust as readers are looki#g to dis&over a# author like you, theyAre also looki#g %or reaso#s to ig#ore you! Put yoursel% i# the readersA shoes! (heyAre looki#g %or a good read thatAs per%e&t %or them at that mome#t! (heyAre i#&li#ed to gravitate toward authors they trust! eaders are overwhelmed by the %lood o% alter#ative &hoi&es! (heyAve bee# bur#ed by authors be%ore you! (heyAve lear#ed to impose stri&t de%e#se me&ha#isms, eve# i% they do#At &o#s&iously view their behavior as su&h! (heir trigger:happy %i#ger is o# their mouse, or o# their e:readi#g devi&eAs #avigatio# butto#, ready to &li&k away i# a mi&ro: se&o#d at the %irst sig# your writi#g wo#At satis%y them!

'tAs easier to lose a reader tha# gai# a reader! (his mea#s the author must ear# the readerAs trust at every step o% the relatio#ship! Eever stop worki#g to ear# a#d deserve the #e1t &li&k or page tur#! (hi#k o% trust buildi#g a#d trust loss as a progressive series o% steps! 'tAs a Hour#ey that starts the mome#t the reader %irst gla#&es at your ebook &over! '# a mi&ro:se&o#d, they see your &over image a#d make a Hudgme#t! Put yoursel% i# your target readerAs shoes, a#d ask yoursel% what theyAre looki#g %or at a# emotio#al 4%or %i&tio#5 or i#telle&tual 4#o#:%i&tio#5 level, the# give them the visual &ues that tell them your book will satis%y their desires! ;oes the &over image s&ream BamateurC or Bla2y,C or does it s&ream Be#ti&i#gC a#d Bpro%essio#alCN ;oes it e#gage their se#ses a#d reso#ate with their desireN At the same time they view your &over, theyAll read your book title! ;oes the title draw them i#N A good title, i# &ombi#atio# with the &over image, helps the reader sel%:ide#ti%y as the target reader %or this book! ;oes the title pull readers i# a#d make them wa#t to read more, or does it leave them u#%ul%illedN '% a reader is looki#g %or #utritious a#d deli&ious &ookie re&ipes, a title o% BEutritious a#d ;eli&ious Cookie e&ipesC &o##e&ts with your target reader! '% you marry the des&riptive title with a pro%essio#al &over image that shows %resh baked steami#g &ookies that make the prospe&tive readerAs mouth water a#d #ostrils ti#gle, the# the reader will %eel motivated to sample the book or buy it o# the spot! '% you write roma#&e, will the &over image a#d title promise your readers theyAll %eel swept away by the roma#ti& heatN '% you write thrillers, will the reader se#se te#sio# at every page tur#N '% you write mysteries, do the &over a#d title oo2e with i#trigueN @ou get the idea! Ee1t, your prospe&tive buyer will read the des&riptio#! 's it &risp a#d e#gagi#g, or writte# like slopN 3reat des&riptio#s are tough to write! 'tAs di%%i&ult to &apture i# a %ew do2e# words the esse#&e o% a book! Start by re&og#i2i#g that you should#At try to summari2e the e#tire book! (ell the readers e#ough so they wa#t to e1perie#&e the book %or themselves! At Smashwords, weAve see# des&riptio#s ra#gi#g %rom ama2i#g to horrible! )eAve see# poetry with #i#e:word des&riptio#s su&h as, B(his is my poetry! ' hope you e#Hoy it!C 8uhN )hy should a reader read o#N 9r, we see des&riptio#s with typos or poor grammar! (hese sloppy errors are i#sta#t trust killers! (he readers will &li&k away be%ore they give you a &ha#&e! '% youAre lu&ky, the &ombi#atio# o% your &over image, title a#d book des&riptio# will i#spire the reader to dow#load a %ree sample or &li&k the buy butto#! (he %irst thi#g readers see is the %ro#t matter at the top o% the book! 's the %ormatti#g &o#siste#t, orderly a#d visually attra&tiveN Ee1t, they read the %irst se#te#&e, the# the %irst paragraph a#d the# the %irst &hapter! At ea&h step o% the pro&ess, the readers make a de&isio# to &o#ti#ue %orward or give up! "ve# the slightest o% glit&hes &a# &ause them to give up!

)ith ea&h se#te#&e, paragraph or &hapter, reader trust builds = or is broke#! '% you hold the readerAs atte#tio# u#til (he "#d, the# youAve ear#ed a measure o% trust! (rust builds with time! (he more time readers spe#d with your writi#g, the more they k#ow your writi#g, warts a#d all! A %ull:le#gth book, assumi#g the reader %i#ishes it a#d e#Hoys it, helps a reader %orm a more &o#%ide#t opi#io# o% you a#d your writi#g tha# a short story! "a&h subse?ue#t book is a# opportu#ity to build or s?ua#der trust! Eyree -elleville, a su&&ess%ul Smashwords author who writes u#der the pe# #ames -ella A#drea a#d <u&y Fevi#, o#&e told me she wakes every mor#i#g para#oid that all her su&&ess &ould evaporate i# a# i#sta#t i% her #e1t book is#At as good as her previous books! She u#dersta#ds the importa#&e o% meeti#g a#d e1&eedi#g reader e1pe&tatio#s! SheAs 100T %o&used o# satis%yi#g her readers! SheAs meti&ulous about every aspe&t o% reader e1perie#&e, %rom &hoi&e o% book title, to &over desig#, to book des&riptio#, to #arrative style, to editi#g a#d pri&i#g!

Secret Se#en

E&brace Your Obscurit'

All o% us, eve# those %ew lu&ky e#ough to a&hieve Eew @ork (imes bestseller status, are obs&ure! A Eew @ork (imes bestseller is obscure, you askN (hi#k about it! )e are all u#k#ow# to the vast maHority o% our target readers! A# author &a# sell *0,000 &opies i# a short time to be&ome a bestseller, yet the author still has#At bee# read by the hu#dreds o% millio#s o% other readers who would e#Hoy the authorAs book i% o#ly those readers gave the author a &ha#&e! e&og#i2e your obs&urity a#d it will help you be&ome a smarter, more su&&ess%ul author! @our obs&urity is &ause %or optimism! )hyN Authors who reali2e they have#At rea&hed all their pote#tial readers will #ever stop worki#g to %i#d #ew readers! 7#less you su&k = a#d 'Am guessi#g you do#At su&k be&ause youAre taki#g the time to read a# ebook about ebook publishi#g best pra&ti&es = there are thousa#ds o% readers out there Hust waiti#g to dis&over you! '% you work to make your books more dis&overable a#d more e#Hoyable to readers, you will get read by more people tha# those authors who are#At as hu#gry, or who rest o# their laurels! 'Ave lost tra&k o% the #umber o% times 'Ave heard otherwise i#tellige#t authors state, B'Ave sold hu#dreds o% &opies at Ama2o# so ' do#At #eed to bother selli#g my book at other retailers!C Sure, these authors may be su&&ess%ul, yet imagi#e how mu&h more su&&ess%ul theyAd be i% their thi#ki#g was#At so #arrow a#d sel%:limiti#gN (he purpose behi#d The Secrets of Successful Ebook Publishing is to &halle#ge you to thi#k bigger a#d smarter! Eever stop %ighti#g %or the respe&t a#d readership you deserve! Eever rest o# your laurels! Eever believe you k#ow everythi#g there is to k#ow! Eever stop lear#i#g! ' k#ow ' #ever stop lear#i#g %rom Smashwords authors = theyAre the o#es who i#spired me to observe a#d re&ord their best pra&ti&es here! Eever stop e1perime#ti#g! "ve# a%ter you do a&hieve su&&ess, stay hu#gry a#d reali2e there are millio#s more readers who have#At dis&overed your tale#ts yet!

Secret Eight

S(end Your Ti&e Wisel'

(he most valuable &o#tributio# you have to give to the world is your time! Spe#d it wisely! $ealously guard it %rom distra&tio# a#d i#e%%i&ie#&y! Ask yoursel%, where is your time a#d tale#t best:utili2edN )hat &a# you do better tha# a#yo#e elseN )hat &a# you &reate that is si#gularly u#i?ue to youN 8ope%ully, your a#swer is to write the best book o#ly you &a# write! (he# write a#other, a#d a#otherI As the power o% publishi#g shi%ts %rom publishers to authors, authors must be&ome pro%essio#al publishers, a#d pro%essio#al time ma#agers! Publishers possess a wide ra#ge o% respo#sibilities! (hey must pro%essio#ally edit, revise a#d proo% ea&h book, pro%essio#ally %ormat it a#d pa&kage it with a pro%essio#al &over image! (hey must ador# the book with ?uality metadata, pri&e it, distribute it, sell a#d market it, market the author, a#d &olle&t payme#ts %rom distributio# part#ers! Some i#die authors mistake#ly believe they must do all the work themselves! (his thi#ki#g is &ou#terprodu&tive, a#d pote#tially damagi#g! '% you &a# hire a low:&ost spe&iali2ed e1pert to do the Hob better, %aster a#d &heaper tha# you &a# do o# your ow#, the# hire out! <u&kily, e1perts are ple#ti%ul, a#d you #eed #ot spe#d a ki#gAs ra#som to hire good help! '% youAre #ot a# e1pert &over desig#er, or i% you do#At have the time or patie#&e to %ormat your ma#us&ript %or &o#versio#, hire a# e1pert! '% you do#At have time to prepare your book a#d metadata to ea&h retailerAs spe&i%i&atio#s, or i% you wa#t to save time o# uploadi#g, metadata ma#ageme#t, distributio# a#d bookkeepi#g, use a distributor 4more o# distributio# #e1t5! emember, su&&ess%ul writers write!

Secret )ine

Ma%i&i*e +istribution

;istributio# is the pro&ess o% maki#g your book available %or sale at maHor ebook retailers! Availability is #e&essary %or dis&overability! 7#less your book is broadly available where readers browse %or books, your book is #ot dis&overable a#d &a##ot be pur&hased! 'tAs i#visible! (he operative word here is browse! '# a re&e#t survey ' &o#du&ted o# how readers %i#d the books they pur&hase, ra#dom browsi#g a&&ou#ted %or #early hal% o% all pur&hases 4see Se&ret L20 o# ;is&overy (ou&h Poi#ts %or the %ull results o% that survey5! (he impli&atio# o% this %i#di#g is that eve# i% youAre #ot yet a #ame:bra#d author, a#d eve# i% your marketi#g is weak, i% you write a great book a#d make it dis&overable, some o% these ra#dom browsers will %i#d you! (ake adva#tage o% the supply &hai# i#termediaries = distributors a#d retailers = that &a# put your book i# %ro#t o% more readers! '# the 7!S!, Ama2o# is probably the largest seller o% ebooks, with a &urre#t market share o% somewhere #ear +0T i# 2014, dow# %rom arou#d 00T i# early 2010 a&&ordi#g to some published estimates! (he rest o% the market is divided amo#g ebook retailers su&h as Apple, -ar#es D Eoble, Fobo, the Smashwords!&om store, So#y, 6lipkart, the ;iesel e-ook Store a#d smaller players! (here are also ma#y regio#al ebook stores that operate o#ly i# &ertai# &ou#tries, or spe&ialty ebook stores that &ater to spe&i%i& &ategories! Fobo ru#s a#d operates the ebook stores o% 6EAC, 6ra#&eAs largest bookstore, a#d )!8! Smith, a large retailer i# the 7!F! '# 2012, -ar#es D Eoble e1pa#ded to the 7!F! market, a#d is likely to e#ter additio#al markets i# 201*! @our &hoi&e o% ebook retailer is #ot like your &hoi&e o% %avorite politi&al party, religio# or sports team! @ou #eed #ot a#d should #ot limit yoursel% to a si#gle retailer Bteam!C ;istribute to as ma#y retailers as possible! "book retailers a#d e:readi#g devi&e makers are i#vesti#g millio#s o% dollars = sometimes hu#dreds o% millio#s o% dollars = to attra&t readers to their devi&es a#d

bookstores! >isit #early a#y maHor &ity a#d you %i#d e:readi#g devi&e advertiseme#ts o# billboards, bus stops a#d i# subway trai#s! (heyAre all attra&ti#g readers to their devi&es a#d bookstores %or your mutual be#e%it! (ake adva#tage o% their e%%orts! "very maHor ebook retailer wa#ts to &arry sel%:published ebooks! (he image below shows a small sampli#g o% some o% the retailers that &arry sel%:published ebooks!

6or the last two hu#dred years, traditio#al publishers &o#trolled the pri#ti#g press a#d &o#trolled a&&ess to retail distributio#! (oday, the ebook pri#ti#g press is %ree a#d available to all! (he distributio# part o% the busi#ess has be&ome &ompletely demo&rati2ed! Ho" to 1et your Boo's Fully 6istributed @ou have two primary optio#s %or deliveri#g your book to ebook retailers! (he %irst optio# is to use a# ebook distributor! (he se&o#d optio# is to upload your book dire&tly to the %ew retailers that operate their ow# sel%:publishi#g plat%orms! Some Smashwords authors &hoose a ble#ded approa&h! Si#&e we o%%er limited distributio# to Ama2o# at this time, most o% our authors will upload dire&t to Ama2o# the# use Smashwords to rea&h all the other maHor retailers! Someday, we pla# to o%%er %ull distributio# to Ama2o# as we do with other maHor retailers be&ause ma#y o% our authors would pre%er to rea&h Ama2o# via Smashwords! 'All do my best to e1plai# your optio#s below so you &a# de&ide whi&h approa&h works best %or you! Ho" distributors "or': (he primary be#e%it o% a worki#g with a distributor is time ma#ageme#t! A good distributor helps you spe#d more time writi#g a#d less time %ussi#g with distributio#! ;istributors also help you rea&h retailers that &a# o#ly be rea&hed with a distributor! ;istributors are usually the simplest method o% rea&hi#g the ma1imum #umber o% retailers ?ui&kly! )ith a distributor, you upload your book a#d metadata o#&e a#d the distributor takes &are o% everythi#g else! Some distributors 4su&h as Smashwords5 provide %ree ebook &o#versio#s a#d %ree u#limited updates! (he distributor the# prepares your %ile

a#d metadata to the e1a&t re?uireme#ts o% ea&h retailer, a#d the# delivers your book to multiple retailers! etailers pay the distributor o# your behal%, a#d the# the distributor provides you aggregated sales reports a#d payme#ts! (hese reports make it easy to tra&k your sales results a&ross all retail &ha##els! (he aggregated sales reports are big time:savers, a#d greatly simpli%y your year:e#d ta1 reporti#g! 6or publishers a#d literary age#ts, aggregated sales reports are almost a busi#ess #e&essity! )ith a distributor, you &e#trally ma#age your ebook distributio# %rom a si#gle dashboard &o#sole! '% you wa#t to update your &over image, &orre&t a typo, &ha#ge pri&i#g, or update your bookAs marketi#g des&riptio#, you make the updates o#&e through your distributorAs dashboard a#d the distributor broad&asts the updates out to all retailers! '% a retailer is listi#g your book i#a&&urately, the distributor &a# o%te# get you same:day or #e1t:day &orre&tio#s be&ause distributors have priority a&&ess! Most distributors ear# their i#&ome by taki#g a &ommissio#, usually e?ual to about 10T o% the list pri&e, o# all sales ge#erated through their #etwork o% retailers! '# some i#sta#&es, you &a# ear# a higher per&e#tage by worki#g through a distributor as opposed to uploadi#g dire&t to the retailer! At Smashwords, %or e1ample, youAll ear# ,0 per&e#t o% the list pri&e %or a#y book we distribute to -ar#es D Eoble pri&ed at or above R!00! '% you upload dire&t to -DE without Smashwords, youAll ear# 40T %or books pri&ed u#der R2!00 or over R0!00, a#d youAll ear# ,+T %or books pri&ed betwee# R2!00 a#d R0!00! A distributor &a# o%te# give you a&&ess to mer&ha#disi#g &apabilities that are#At available to authors who upload dire&t to the retailer! 6or e1ample, i% you wa#t to pri&e a book at 6 "" at -ar#es D Eoble, or your wa#t to deliver a preorder to -ar#es D Eoble 4'All e1plai# why preorders are so e1&iti#g later i# this book5, you &a# o#ly do it through a distributor like Smashwords! Ho" %etailer Self2Publishing Platforms /or': Some retailers allow authors to upload dire&tly to their stores without usi#g a distributor! Apple, Ama2o#, Fobo a#d -ar#es D Eoble all operate su&h sel%:publishi#g plat%orms! As o% this writi#g, So#y, ;iesel, -aker D (aylor, 9yster, 9yster a#d 6lipkart do#At operate sel%:publishi#g plat%orms, so the o#ly way to rea&h them is through a distributor! "a&h retailer has di%%ere#t %ormatti#g, %ile preparatio# a#d a&&ou#t setup re?uireme#ts! Some will wa#t you to e#ter a &redit &ard o# %ile so youAre liable %or i#&ide#ts o% %raud! Most authors %i#d AppleAs plat%orm the most di%%i&ult 4they a&tively e#&ourage authors to use o#e o% their authori2ed aggregators, o% whi&h Smashwords is o#e5, whereas the plat%orms o% Ama2o# a#d -ar#es D Eoble are easier! '% you do#At use a distributor, a#d you wa#t to make updates to your books or metadata, you will have to &o#ta&t ea&h retailer i#dividually! (his &a# be time:&o#sumi#g a#d &ou#terprodu&tive, espe&ially i% your book is#At selli#g well! (he time:savi#gs a#d &o#ve#ie#&e is why the vast maHority o% Smashwords authors distribute via Smashwords whe# give# the &hoi&e!

Most retailers pay mo#thly a%ter a# i#itial lag time o% two mo#ths! "a&h o%%ers dow#loadable sales report spreadsheets, though the layouts vary %rom o#e retailer to the #e1t so it &a# be a &halle#ge to &reate your ow# aggregated reports! Eo#e o% the retailers re?uire e1&lusivity, though o#e retailer = Ama2o# = aggressively pushes %or it! ;o#At limit yoursel% with e1&lusivity! 'tAs better to mai#tai# %ull, u#i#terrupted distributio# to all retailers! More o# that #e1t!

Secret Ten

A#oid E%clusi#it'

-ookstore distributio# has always bee# a primary determi#a#t o% su&&ess %or traditio#al pri#t authors! (he more bookstores arou#d the world sto&ki#g, promoti#g a#d selli#g a pri#t book, the more books a# author would sell! '#die ebooks e#able i#sta#t, worldwide distributio#! )hy the# do some authors su&&umb to the temptatio# o% limiti#g distributio# to a si#gle retailerN -e%ore ' address the drawba&ks o% su&h e1&lusivity, letAs delve deeper i#to the distributio# re&eived by traditio#ally published authors! -ri&k a#d mortar bookstore distributio# is o#e o% the most importa#t be#e%its o% a traditio#al book publishi#g &o#tra&t, be&ause #othi#g sells books like physi&al shel% prese#&e! A good traditio#al publisher has the ability to la#d your book i# hu#dreds or thousa#ds o% stores o# lau#&h day! ;espite a&&ess to physi&al retail stores, most traditio#ally:published pri#t authors still su%%er %rom limited or i#ade?uate distributio# to bookstores! )hy is this the &aseN (he a#swer lies i# the stru&tural makeup o% the pri#t book supply chain 4a supply &hai# is how a produ&t travels %rom its poi#t o% origi# to its &ustomer, or, i# the &ase o% a book, how it travels %rom a publisher to a distributor to a retailer5! Factors contributing to poor or under2distribution of traditionally2published print boo's: *+ The Tic'ing 6eath Cloc': (he mome#t a traditio#ally published pri#t authorAs book hits the shel%, a death &lo&k starts ti&ki#g! -ooks are o%te# give# o#ly a %ew weeks to Hump o%% the shelves be%ore retailers pa&k up the book a#d ship it ba&k to the publisher %or a %ull re%u#d! (he retur#ed books are either pulped 4destroyed5 or sold o%% to remai#derers 4i#termediaries who sell books by the pallet:load at deep dis&ou#ts5! )he# a book is remai#dered, it mea#s the publisher pri#ted more books tha# retailers &ould sell! )hy do retailers ship the books ba&kN (he book retaili#g busi#ess is esse#tially a &o#sig#me#t busi#ess! Although retailers pur&hase books they i#te#d to sell, the books

are retur#able withi# a &ertai# period o% time! etailers, eve# the large %ormat retailers su&h as -ar#es D Eoble, have limited %loor spa&e a#d shel% spa&e, a#d that spa&e &osts them mo#ey i# re#t a#d sta%% time to sto&k, ma#age a#d sell the books! A &ommo# metri& used by retailers to measure their sales per%orma#&e is to look at the total sales per s?uare %oot per mo#th! (itles that sell well will mai#tai# shel% spa&e, a#d titles that do#At sell are bo1ed up a#d retur#ed to make room %or #ew titles! (he ti&ki#g death &lo&k was #e&essitated by the #eed to make room %or #ewer, possibly better:selli#g titles! <arge bookstores &a##ot usually sto&k more tha# 100,000 u#i?ue titles i# ea&h physi&al store, a#d si#&e traditio#al publishers release 200,000 or more #ew books ea&h year, stores were %or&ed to &o#sta#tly remove all but the bestselli#g o% books %rom i#ve#tory to make room %or #ew titles! '# this way, hu#dreds o% thousa#ds o% high:?uality books have bee# %or&ed out o% pri#t be%ore they had a &ha#&e to %i#d their readership! '% these same titles were available as immortal ebooks, the out&omes might have bee# di%%ere#t! 8u#dreds o% Smashwords authors were o#&e traditio#ally published, a#d most o% them have out:o%:pri#t books! '# ma#y &ases, the rights to those books have reverted, mea#i#g the publisher retur#ed the rights ba&k to the author! (hese authors are #ow bri#gi#g their reverted:rights books ba&k to li%e as i#die ebooks! Some o% these writers are ear#i#g more mo#ey republishi#g their reverted:rights book as a# i#die ebook tha# they did duri#g their traditio#al publishi#g &o#tra&t! ,+ Territorial sales = 7#der the &o#ve#tio#al pri#t publishi#g model, age#ts or publishers would dole out se&o#dary publishi#g rights territory by territory to publishers who spe&iali2ed i# ea&h territorial regio#! (his i#variably mea#t that %ew, i% a#y, books &ould ever re&eive distributio# to more tha# a ha#d%ul o% &ou#tries! "spe&ially %or smaller markets, it was #ot e&o#omi&ally %easible %or a publisher to take the risk to a&?uire, tra#slate, produ&e, pri#t a#d distribute the title! (his &reated vast geographies o% u#availability where &ustomers &ould#At pur&hase the book eve# i% they wa#ted to! 'ro#i&ally, ebooks #eed #ot be bou#d by geographi& restri&tio#s o% e1pe#sive physi&al produ&tio# or distributio# a#d shippi#g e1pe#ses, yet ma#y traditio#ally:published ebooks are still available i# o#ly &ertai# territories! )hyN 'tAs silly, really, but whe# ebooks %irst &ame o# the s&e#e, publishers superimposed traditio#al li&e#si#g a#d distributio# models upo# the ebook, eve# though su&h geographi& restri&tio#s #o lo#ger made se#se! Age#ts a#d publishers are wisi#g up about this sel%:imposed restri&tio#, so ' thi#k i# the %uture weAll see more books globally:li&e#sed by publishers based o# la#guage rather tha# traditio#al systems o% territoriality! 7#til the adve#t o% i#die ebooks, eve# traditio#ally:published authors su%%ered %rom poor distributio#, be&ause u#less their books Humped o%% the shelves, the titles were retur#ed by the retailers 4or re%used %uture distributio#5! boo's 6emocratize 6istribution for :ndie 8uthors (oday, every i#die author has simple a#d %ree a&&ess to global distributio#! '#die authors o%te# e#Hoy better ebook distributio# tha# traditio#ally:published authors! )hyN -e&ause

ma#y publishers still li&e#se ebook rights by territory the same as theyAve always li&e#sed pri#t rights! '#die authors distribute worldwide! (he global market is importa#t to the %uture o% "#glish:la#guage books! At Smashwords, as o% this writi#g, we distribute to +1 Apple i-ooks stores! Almost hal% o% our sales through Apple are %rom outside the 7#ited States! Most o% these &ou#tries are two to %ive years behi#d the 7!S! i# terms o% ebook adoptio# o# a market share basis! (his mea#s ma#y &ou#tries are Hust #ow e#teri#g the same e1po#e#tial growth phases o% their markets that the 7!S! market e#Hoyed i# the last three years! '# the 7!S!, ebooks as a per&e#tage o% book sales i#&reased %rom about 1T i# 200/ to *T i# 2000 to /T i# 2010 to 20T i# 2011 a#d *0T i# 201*! 9# a global sales basis, as o% this update i# mid 201*, Ama2o# is the largest seller o% ebooks, %ollowed by Apple, -ar#es D Eoble, Fobo a#d the# the Smashwords store! )ithi# the #e1t %ew years, the market outside the 7!S! %or your books will be&ome mu&h larger tha# the 7!S! market! (he growth i# sales o% "#glish:la#guage books is#At restri&ted to "#glish:la#guage &ou#tries like Ca#ada, the 7!F!, Australia a#d Eew Geala#d! "very day, weAre selli#g "#glish:la#guage titles i#to S&a#di#avia, 3erma#y, 6ra#&e, the C2e&h epubli&, Spai#, 'taly a#d other &ou#tries! '# August, 201*, we a##ou#&ed a distributio# agreeme#t with 6lipkart, '#diaAs largest o#li#e bookseller! 6lipkart &o#trols /0T o% the o#li#e bookselli#g market i# '#dia! "books today a&&ou#t %or less tha# 1T o% the overall trade book market i# '#dia! ' e1pe&t '#dia to be&ome o#e o% the largest markets %or "#glish:la#guage books over the #e1t 10 years! @ou &a# clic' here to read our 6lipkart a##ou#&eme#t a#d lear# i#teresti#g %a&ts about the ebook opportu#ity i# '#dia! '% i#die authors #ow have the ability to get their books listed at every ebook store, why the# are some authors so ?ui&k to surre#der their worldwide distributio# i# %avor o% territorial distributio# a#d retailer e1&lusivityN (his ?uestio# &ame to the %ore%ro#t i# ;e&ember 2011 whe# Ama2o# lau#&hed ;6P Select, a &o#troversial program that re?uires authors to remove their books %rom all retailers e1&ept Ama2o# %or at least 00 days! /hy 8uthors Should Steer Clear of ;6P2Select F;P:Sele&t is a# opt:i# program o%%ered by Ama2o#! 9#&e authors e#roll i# F;P:Sele&t, their book be&omes available %or %ree dow#load by subs&ribers to Ama2o#As Prime servi&e 4a servi&e that provides %ree shippi#g, amo#g other be#e%its5! Prime &ustomers are allowed to dow#load o#e F;P:Sele&t book per mo#th %or %ree! '% your book is dow#loaded by someo#e, youAre paid your pro:rated share per dow#load %rom a spe&ial %u#d! '# re&e#t mo#ths, ea&h dow#load has bee# valued at about R1!/0! 'tAs a# i##ovative, &reative program, e1&ept %or o#e significant dra"bac' i# my opi#io#: :t re<uires exclusivity! ' %irst war#ed authors i# a blog post at Smashwords 4http:SSblog!smashwords!&omS2011S12Sama2o#:shows:predatory:spots:with:kdp!html5 about this program!

Although ma#y authors have steered &lear %or reaso#s ra#gi#g %rom busi#ess pra&ti&ality to &o#s&ie#&e, Ama2o# has still &o#vi#&ed thousa#ds o% authors to strip their books %rom the shelves o% Ama2o#As &ompetitors! ;oes F;P:Sele&t represe#t evil ge#ius o# the part o% Ama2o#N @es! Ama2o# re&og#i2es that i#die authors are the %uture o% publishi#g! '% &urre#t tre#ds &o#ti#ue, i#die authors will &o#ti#ue to take market share %rom traditio#al publishers! <arge traditio#al publishers are be&omi#g more a#d more irreleva#t! Ama2o# u#dersta#ds that by &apturi#g hu#dreds o% thousa#ds o% e1&lusive i#die books, theyAll starve their retail &ompetitors o% books to sell, a#d theyAll make these authors more depe#de#t upo# Ama2o#! 9#&e authors are depe#de#t, they lose their i#depe#de#&e! isk i#&reases! )ith e1&lusivity, you surre#der the se&urity that &omes %rom mai#tai#i#g diversi%ied e1posure at multiple retailers! $ust as a# i#vestme#t advisor would dis&ourage you %rom i#vesti#g all your savi#gs i# a si#gle sto&k, thi#k &are%ully be%ore you i#vest your bookAs %uture i# a si#gle retailer! "1&lusivity puts your %ate at the mer&y o% a si#gle retailer! )hat happe#s i% the retailer sudde#ly &ha#ges its dis&overy algorithms, &ausi#g your sales to plummetN )hat happe#s i% the retailer begi#s to &ha#ge the termsN (his is already happe#i#g at Ama2o#! Already, regular F;P authors who do#At opt %or e1&lusivity re&eive less adva#tageous dis&overability &ompared to authors who do e#roll! '# other words, Ama2o# pu#ishes you i% you do#At e#roll by givi#g spe&ial perks to those who do! '# 2012 whe# Ama2o# e#tered '#dia a#d -ra2il, it tur#ed the s&rews eve# tighter! Ama2o# made the .0T royalty optio# depe#de#t upo# your book remai#i#g i# the F;P: Sele&t program! 9therwise, you o#ly ear#ed *+T! "1&lusivity a#gers your %a#s! Although Ama2o# is the largest retailer, its market share has de&li#ed si#&e 200/, whe# it &o#trolled /0T o% the market! Millio#s o% readers pre%er to pur&hase at other retailers, a#d read o# other devi&es! '% your book is#At everywhere, you &reate u##e&essary %ri&tio# that makes your book less a&&essible a#d dis&overable to readers, whi&h mea#s readers are more likely to dis&over a#d pur&hase someo#e elseAs book! '% your book is#At everywhere all the time, you limit your odds o% a breakout! A breakout is a rise i# sales ra#k or a# appeara#&e o# ge#re or site:wide bestseller lists! Ma#y o% these breakouts are ra#dom a#d u#e1pe&ted! -ooks break out at di%%ere#t retailers at di%%ere#t times, be&ause ea&h &aters to a di%%ere#t audie#&e! <u&k plays a# importa#t role! 'All e1plore breakouts more %ully i# Se&rets L14 a#d L1+ below! )he# a book is removed %rom a#y retailer, itAs like ya#ki#g a tree out by the roots! 't destroys sales ra#k at ea&h retailer be&ause the book is #o lo#ger selli#g! 't preve#ts breakouts! '% the author later republishes the book at these retailers a%ter Ama2o#As ma#datory mi#imum three:mo#th e1&lusive term e1pires, the sales ra#k must be rebuilt %rom s&rat&h! 6i#ally, e1&lusivity harms all those other retailers that are buildi#g their busi#esses %or your be#e%it! 't would be a sad world %or i#die authors i% we wake up %ive years %rom #ow to dis&over most ebook retailers are out o% busi#ess a#d o#e retailer &o#trols 00T o% the market!

Eo#e o% the other plat%orms or retailers push you toward e1&lusivity! ' thi#k every author should publish at Ama2o#, but do#At e#roll i# the Sele&t program!

Secret Ele#en

i#e ,so&e of- Your !ooks Awa' for $ree

6 "" is the most misu#derstood a#d u#derutili2ed book marketi#g ta&ti& %or i#die authors! 'tAs o#e o% the best:kept se&rets %or the best:selli#g authors at Smashwords! )he# you pri&e a book at %ree, you elimi#ate the %i#a#&ial risk readers %a&e by givi#g you a try! 6ree books at Smashwords re&eive +0:100 times more dow#loads tha# pri&ed books! (ake adva#tage o% %ree to rea&h #ew readers a#d the# i#trodu&e these readers to your pri&ed titles! 6ree works best i% you have a deep ba&klist or you write %ull:le#gth series! -ria# S! Pratt, a best:selli#g author o% epi& %a#tasy at Smashwords, o%%ers the %irst title i# his seve#:book !orcyth Saga series %or %ree! (he %irst book is %ull:le#gth, &lo&ki#g i# at over 140,000 words! -e&ause -ria#As a great story teller a#d his readers love his work, by the time they %i#ish the %irst book theyAre hooked, a#d the# they retur# to the retailer to pur&hase the other si1 books at R+!00 ea&h! '# the %ourth ?uarter o% 2010, -ria# ear#ed over R20,000 a&ross the Smashwords distributio# #etwork! 4See my i#terview with -ria# at the Smashwords -log at http:SSblog!smashwords!&omS2010S12Ssmashwords:author: bria#:s:pratt:to:ear#!html!5 '% you o#ly have a si#gle book, &o#sider o%%eri#g it %or %ree %or a limited period o% time! (his is a great strategy %or buildi#g early bu22 a#d obtai#i#g a &riti&al mass o% reviews at the maHor retailers! 'All share my ow# e1perie#&e with %ree! My Smashwords Style Guide 4how to %ormat a# ebook5 a#d Smashwords 'ook !arketing Guide 4how to market a#y book5 have always bee# pri&ed at %ree! '# the last %our years, the two titles have bee# dow#loaded over 400,000 times &ombi#ed! The Secrets to Ebook Publishing Success is also pri&ed at %ree! Sure, ' &ould put a pri&e o# it a#d sell it to %a#s o% the other two ebooks, but that would redu&e readership! -y pri&i#g books at %ree, the book is a&&essible to more readers! )hy do ' give these books away %or %ree whe# ' &ould ear# mo#ey selli#g themN (he a#swer is that 'Am o# a missio# to share the se&rets o% su&&ess%ul ebook publishi#g with all the worldAs writers, authors a#d publishers! @ou, my dear reader, are esse#tial to this &ampaig#! ' wa#t you to take what you lear# here, build upo# a#d improve it, the# share

your se&rets o% su&&ess with your %ellow writers, authors a#d publishers! A risi#g tide li%ts all ships! )eAre all i# this together! As the worldAs largest distributor o% ebooks %rom i#die authors a#d small presses, we dire&tly be#e%it whe# authors a#d publishers produ&e more su&&ess%ul books, a#d publish a#d distribute smarter! Although ea&h o% my ebooks me#tio#s Smashwords, #o#e pushes a hard:sell %or our servi&es! ' trust that o#&e authors a#d publishers are armed with sou#d %ou#datio#al k#owledge, theyAll make the best de&isio# %or themselves a#d their readers! The Story of Boob Tube7 the Founding of Smash"ords7 and Ho" : 6iscovered the Po"er of F% 8ereAs a#other e1ample o% how ' used %ree %or my ow# #ovel, 'oob Tube! -ut %irst, ' should share the story behi#d 'oob Tube, be&ause itAs the story behi#d Smashwords! My i#spiratio# %or starti#g Smashwords i# early 200/ &ame %rom my ow# e1perie#&e as a# author! Several years ago, my wi%e a#d ' &o:wrote 'oob Tube, a #ovel that e1plores the dark side o% 8ollywood &elebrity! )hy soap operasN My wi%e is a %ormer reporter %or Soap 9pera )eekly maga2i#e! ;espite represe#tatio# %rom a top Eew @ork literary age#&y, we were u#able to sell the book to a publisher! Publishers ?uestio#ed the &ommer&ial pote#tial o% a book targeti#g soap opera %a#s! 9ur age#t suggested we sel%:publish! 't seemed like a reaso#able idea, but the more ' &o#templated the &halle#ge we %a&ed, the more ' be&ame &o#&er#ed by the power publishers had over authors! ' remember thi#ki#g, B8ow dare publishers play the sole arbiters o% what writers &a# publish a#d what readers &a# readIC ' reali2e publishers have legitimate busi#ess reaso#s %or their de&isio#s! -e&ause theyAre i# the busi#ess o% selli#g books, they must try to a&?uire o#ly titles that they thi#k have the greatest &ommer&ial pote#tial! (he &halle#ge here, though, is that although publishers are smart, well:i#te#ded people, their de&isio#s are ultimately guesses! eaders, a#d spe&i%i&ally the word o% mouth o% readers = determi#e whi&h books go o# to be&ome bestsellers! ' reali2ed publishers were u#able to take a risk o# every author! (his %or&ed them to reHe&t ma#y great writers! So ' de&ided to take our age#tAs idea several steps %urther by &reati#g Smashwords, a %ree ebook publishi#g plat%orm that would help a#y author, a#ywhere i# the world, sel%: publish a# ebook! -y operati#g a %ree, sel%:serve ebook publishi#g plat%orm, ' would be able to take a risk o# every author! @es, 6 "" is part o% the Smashwords busi#ess model too! 'oob Tube was the third ebook published at Smashwords! @ou might wo#der, how well did 'oob Tube sell as a# ebookN (he a#swer is, miserably at %irst! A%ter two years it had sold %ewer tha# 2+ &opies! ' e1perime#ted with pri&es ra#gi#g %rom R!00 to R.!00, with #o e%%e&t! )hy so terribleN 'oob Tube was i#visible to our prospe&tive readers! ' thi#k the biggest problem was that it la&ked reviews at the retailers! (he se&o#d problem was that ' was#At doi#g a#y proa&tive marketi#g to i#trodu&e it to readers! ' simply did#At have the time be&ause Smashwords had be&ome a 24:hour:a:day Hob!

My wi%e a#d ' had a heart:to:heart &o#versatio# a#d asked ourselves why had we writte# this bookN )as it to ear# a to# o% mo#ey, or did we write it be&ause we %elt we had a# importa#t story to share with the worldN Eo doubt, we de&ided, we wrote it to share a# importa#t story about the dark side o% &elebrity! '#spired by the treme#dous dow#load rates o% %ree books at Smashwords, we de&ided to pri&e the book at %ree! 9ver the &ourse o% si1 mo#ths, 40,000 &opies o% 'oob Tube were dow#loaded! )e started re&eivi#g our %irst reviews, a#d the reviews were a&tually ?uite good! )e bega# re&eivi#g %a# mail %rom readers who wa#ted a se?uel! A%ter si1 mo#ths o% %ree, as a# e1perime#t, we put a pri&e o# it! )e tried R2!00! )e immediately started selli#g 1+:*0 &opies a mo#th! )eAre u#likely to ear# a %ortu#e o%% o% our #ovel, but our sales graduated to slow steady boil, a#d itAs e1&iti#g to thi#k that odds look reaso#able weAll be able to ear# a #i&e a##uity stream o% R*00:R+00 a year %rom the book %or ma#y years to &ome! '#spired by the re&omme#datio# o% several bestselli#g Smashwords authors, 'Am pla##i#g to repla&e the &over image with a better o#e! Su&h a simple &ha#ge might lead to a perma#e#t, i#&reme#tal i#&rease i# sales! )eAre also &o#sideri#g a revisio#! A&ross most o% the retailers, our reviews are averagi#g about *!+ stars out o% +! )hat impa&t would it have, ' wo#der, i% a%ter a revisio# we &ould get our average review rati#g to i#&rease to 4 starsN )he# ' look at the bestsellers at Smashwords, theyAre averagi#g 4!+ stars or higher! A %ew other Smashwords authors, whose advi&e ' respe&t, suggested ' should &ha#ge the title too! (heyAre &o#&er#ed the title does#At ade?uately &o##e&t with the i#terests o% our target audie#&e! '# the 7!S! B-oob (ubeC is a somewhat to#gue:i#:&heek double e#te#dre that re%ers to televisio#! 9ur i#te#tio# is #ot to demea# or belittle those who wat&h televisio#, or those who produ&e it 4?uite the opposite, a&tuallyI5, so itAs possible weAre se#di#g the wro#g message to %a#s o% daytime televisio#! 9utside the 7!S!, the mea#i#g o% -oob (ube is lost! '# the 7!F!, a boob tube is a ta#k top shirt! 3o#e are the days o% the stati& book where your publi&atio# date represe#ted o#e %oot i# the grave! Eow, a publi&atio# date is Hust the begi##i#g o% a Hour#ey a#d you de&ide where you go #e1t! @ou &a# &ha#ge the &over, &ha#ge the pri&e, or &ha#ge the book des&riptio# at a#y time duri#g the li%e o% the book! @ou &a# eve# edit the &o#te#t a#d release a #ew editio# at #o additio#al &ost! At Smashwords!&om, our small retail plat%orm, your &ustomers &a# obtai# a &opy o% the #ew editio# %ree be&ause updates are i#&luded i# their origi#al pur&hase pri&e! (his is the beauty a#d power o% i#die ebook publishi#g! @ou &a# ti#ker u#til you hit the right %ormula!

Secret Twel#e

.nderstand the Algorith&

@ou may have heard the term BalgorithmC but did#At k#ow what it mea#t! 'tAs a# i#&redibly importa#t term i# ebook retaili#g! A# algorithm is simply a set o% automated rules or logi& that determi#e how a# ebook retailer mer&ha#di2es 4re&omme#ds a#d displays5 titles! A# algorithm strives to mat&h readers with books theyAll e#Hoy readi#g! (hi#k o% your lo&al bri&k a#d mortar bookstore! '% youAre lu&ky, youAve bee# shoppi#g there %or years a#d have developed a perso#al relatio#ship with the booksellers behi#d the &ou#ter! "a&h time you walk i#to the store, they ask you how you liked the last book they re&omme#ded to you! (hey k#ow you! )he# you ask their re&omme#datio# %or, say, a good mystery, the booksellers will draw upo# their k#owledge o% your tastes as well as the tastes o% other &ustomers like you, a#d will make a re&omme#datio#! '# other words, your %avorite booksellers are drawi#g upo# multiple data poi#ts to help mat&h you with a book youAre likely to e#Hoy readi#g! (heyAre usi#g algorithmi& logi&, eve# i% they do#At &o#s&iously thi#k o% it that way! Algorithms attempt to mimi& a#d &apture &ommo# huma# re&omme#datio# methodologies! etailersM algorithms might look at your pur&hasi#g behavior, browsi#g a#d reviewi#g habits, the# attempt to map your behavior to the &olle&tive &o#sumer behavior o% their thousa#ds or millio#s o% other &ustomers! 7si#g this data, the algorithm will de&ide whi&h books be&ome more visible to you, a#d whi&h titles be&ome less visible! (he simplest, most basi& ma#i%estatio# o% a# algorithm is a titleAs sales rank! Sales ra#k, as the phrase suggests, is a measure o% how a give# title ra#ks agai#st all others i# the store! '# additio# to havi#g a store:wide sales ra#k, a title &a# also have a &ategory: spe&i%i& sales ra#k! 6or e1ample, your title might be&ome the L40 bestseller store:wide, but i# your spe&i%i& &ategory o% roma#&e or histori&al %i&tio# or sel%:help, it might be L1 or L2! Sales ra#k impa&ts your bookAs visibility i# the store, both dire&tly a#d i#dire&tly! ;ire&tly, a high sales ra#k will pla&e a book i# o#e or more bestseller lists! <etAs say youAre looki#g %or a good thriller #ovel! @ou might &li&k to the retailerAs %i&tio# &ategory, the# &li&k thrillers, a#d the# &li&k the list o% bestsellers! (he bestseller list represe#ts the

re&e#t &olle&tive pur&hase behavior o% other thriller %a#s! (he list displays the books with the highest sales ra#k i# that &ategory %irst! (he algorithms behi#d bestseller lists are usually mu&h more sophisti&ated tha# Hust &ou#ti#g overall sales! "a&h retailerAs algorithms are di%%ere#t, a#d although the u#derlyi#g me&ha#isms are &losely guarded se&rets, some &ommo#alities remai#! Most retailer algorithms, %or e1ample, look at some measure o% sales velocity! Sales velo&ity is a term, sometimes also &alled momentum or delta, that takes i#to &o#sideratio# the rate o% &ha#ge a#d the timi#g o% the &ha#ge! >elo&ity looks spe&i%i&ally at how ma#y sales &ome i# duri#g a short period o% time! 6or e1ample, a retailerAs bestseller list might &apture bestsellers over the last 00 days or other time%rame, but sales made i# the last %ew hours or days will be weighted more heavily tha# sales %rom two weeks ago! (his makes se#se! etailers wa#t to sell today whatAs hot a#d movi#g today! '# my e1perie#&e, most retailers weigh sales i# the last 24 hours the most heavily! '% a swarm o% a %ew pur&hases &ome i# over a short period o% time, it &a# &ause a book to sudde#ly spike i# sales ra#k a#d bestseller list, a#d that spike i#&reases the titleAs visibility, whi&h &a# i# tur# &ause other sales %rom &ustomers who use bestseller lists to %i#d their #e1t reads! eaders te#d to look %irst at the top sellers i# a list, mu&h i# the same way as whe# someo#e does a sear&h o# 3oogle, the top listi#g will get ma#y more &li&ks tha# the se&o#d listi#g, a#d li#ks o# the %irst page o% 3oogle results will re&eive dramati&ally more &li&ks tha# results o# the se&o#d page! (ra#s%erri#g this same behavior to the sear&h e#gi#e algorithms o% o#li#e bookstores, a L1 book will e#Hoy greater dis&overability tha# a L10 book, a#d the L10 book will get ma#y more pur&hases tha# L40 or L2,000! (here are pote#tially hu#dreds o% %a&tors that %eed i#to a retailerAs algorithm! 9#e su&h %a&tor is pro%itability! etailers try to tu#e their algorithms to e#sure that they strike a bala#&e betwee# reader satis%a&tio# a#d pro%itability! 't would#At make se#se, %or e1ample, %or a retailer to o#ly re&omme#d %ree books! @es, most retailers have lists o% the most popular %ree books, but their prime promotio#al spa&e usually %o&uses o# paid books! Some retailers might promote a R0!00 book over a 00:&e#t book be&ause the more e1pe#sive book yields more pro%it %or the retailer, too! 8owever, the retailer always remai#s &og#i2a#t o% &ustomer satis%a&tio#! (he retailer does#At wa#t to re&omme#d a more pro%itable book i% the reader wo#At e#Hoy it, be&ause a poor re&omme#datio# &ompromises the &ustomerAs %aith i# the ?uality o% a retailerAs re&omme#datio# algorithms! 9#e o% the most power%ul dis&overy tools at retailers is what most i#die authors re%er to as the also boughts! See the e1ample below!

@ouAve probably see# this mer&ha#disi#g te&h#i?ue, where a retailer will display a &olle&tio# o% titles labeled, BCustomers who bought this also bought XC (he power o% the also bought algorithm is that it takes adva#tage o% the %a&t that ma#y o% us like the same types o% thi#gs! A good also bought algorithm, however, does#At treat readers like a herd o% sheep! '#stead, it re&omme#ds books that are withi# the same &o#te1tual likeability %ield 4same or related ge#re or topi&5 as the title the buyer is &urre#tly &o#sideri#g! (he retailer &a# magi&ally produ&e these re&omme#datio#s by aggregati#g the pur&hasi#g behaviors o% other &ustomers with similar pur&hasi#g histories! (he result is a more perso#ali2ed shoppi#g e1perie#&e! '# order to gai# the be#e%it o% pla&eme#t i# the also bought algorithm, you #eed &ustomers to pur&hase your book a#d other books similar to yours so you &a# get that &o#te1tual &o##e&tio# withi# the algorithm! (his mea#s books whi&h sell well te#d to get more heavily mer&ha#di2ed withi# the also bought algorithm, a#d more sales lead to yet more sales! Catalysts %or the also bought algorithm i#&lude positive reviews, pur&hases by a&tive buyers o% other books i# your same &ategory, a#d buyers who re&omme#d the book to their %rie#ds! (hi#k o% reviews a#d word o% mouth as havi#g the power to a&t as both a&&elerators or brake pedals, be&ause theyAre e1pressio#s o% reader satis%a&tio# or dissatis%a&tio#! 9#&e your book is &aught up i# the wo#der%ul swirl o% the also bought algorithm, stro#g reviews will help perpetuate &o#ti#ued stro#g sales, whereas poor reviews will dampe# sales! '% your book strikes passio# i#to the hearts o% readers a#d &auses them to wa#t to talk about the book via their o#li#e a#d o%%li#e so&ial &ir&les, that too will help perpetuate your sales mome#tum! Some retailers will also use browsi#g history as a# i#di&ator o% &o#sumer pre%ere#&e! @ou might see a list o% titles labeled somethi#g like BPeople who looked at this book also looked at these other books!C '% browsi#g leads to sales 4it does5 the# these Balso browsedC lists are use%ul dis&overy tools %or the reader! 8ow &a# you use the i#%ormatio# above to break i#to the algorithmAs good gra&esN 9#e optio# is to &o#sider how your book promotio# might %eed i#to the algorithms! <etAs say youAre doi#g a book lau#&h! '# a# ideal lau#&h, youAd have a large #umber o% media

pla&eme#ts 4pri#t media, radio, blogs, advertiseme#ts5 hitti#g at the same time! @ouAd provide hyperli#ks to your books at the di%%ere#t retailers, so you &ould get a large #umber o% &ustomers to swarm the retailers i# a short period o% time! (his would i#&rease your velo&ity, whi&h would &ause your sales ra#k to spike, whi&h would lead to greater visibility i# the bestseller lists a#d the also bought lists! (ry to i#volve your %ellow authors i# &ross:promotio#al lau#&h promotio#s, espe&ially i% you write i# similar ge#res or topi&s! '% your %ellow authors &a# provide you promotio#al a&&ess to their %a#s, su&h as i# a promotio#al maili#g to your mutual maili#g lists, or a guest blog post o# their blog, the# these %a#s will spur o# the also bought algorithm so that your book might appear i# the also boughts o% their book pages 4be&ause their %a#s are #ow pur&hasi#g your books5! (his will also &ause your part#er authorsA books to start appeari#g i# the also boughts listi#gs o% your book pages! Su&h &olle&tive promotio#s are a wi#:wi# %or you a#d your author %rie#ds! Although itAs help%ul to or&hestrate that swarm o% buyi#g with your i#itial lau#&h &ampaig#, be sure to also mai#tai# some Brolli#g thu#derC a%terward, by whi&h ' mea# additio#al media i#terviews, blog i#terviews, a#d proa&tive promotio# e%%ort!

Secret Thirteen

How Retailers Select Titles for $eature Pro&otion

'# the bri&k a#d mortar bookstore world, the %ro#t tables a#d %ro#t shelves that greet you as you walk i# the store are prime real estate! (hese are the %irst titles &ustomers see, the %irst titles theyAre likely to browse! Although we huma#s like to thi#k o% ourselves as i#tellige#t, i#depe#de#t:thi#ki#g &reatures, our book buyi#g behaviors like# us more to %ilter:%eedi#g sea &reatures! 9ur mouths are our eyes, a#d the books we sample a#d taste are the o#es immediately withi# our visual pro1imity! A large per&e#tage o% people who walk i#to a bookstore have #o idea what they wa#t to buy! (heyAre looki#g %or a great book, a#d the browsi#g is hal% the %u#I So, i% you a&&ept that most o% us e#Hoy %ilter:%eedi#g o# books, the# whatAs the se&ret to getti#g readers to pi&k up a bookN (he a#swer, obviously, is to put the book immediately i# %ro#t o% readers, a#d use a &over image that &at&hes their eye! (his is why bri&k a#d mortar bookstores, a#d espe&ially those very %ro#t shelves, are su&h power%ul tools %or selli#g books! (hat prime real estate, i# the bri&k a#d mortar world, &omes at a &ost! Publishers pay whatAs &alled B&o:op dollarsC to re&eive pre%ere#tial %ro#t:o%:store pla&eme#t! Publishers will eve# pay to have their books pla&ed o# the bookshelves %a&e:out rather tha# spi#e: out! '# the o#li#e realm o% ebook retaili#g, retailers do#At &harge &o:op %ees %or the virtual e?uivale#t o% %ro#t:o%:store %eature pla&eme#t 4though itAs o#ly a matter o% time be%ore some do5! '#stead, they look at other %a&tors! '% itAs a #ew release %rom a# established author, or a# author who has sold well previously, the# itAs more likely to get promoted i# o#e o% the B%eaturedC &ategories! Sel%:published titles are i#&reasi#gly promoted i# the retailersA o#li#e mer&ha#disi#g %eatures! )hyN '#die ebooks are be&omi#g better a#d more pro%essio#al! '#die ebooks are typi&ally pri&ed lower, whi&h mea#s they &a# o%%er retail &ustomers greater value! '# ;e&ember, 2012, the Apple i-ookstore lau#&hed a bold, o#goi#g promotio#al %eature &alled -reakout -ooks 4image below5! (he promotio# %irst started i# their Australia i-ookstore, a#d the# was adopted i# Ca#ada, the 7!F!, a#d the# the 7!S!

9ver .0T o% the books i#&luded i# the 7!S! storeAs debut -reakout -ooks %eature were Smashwords books! (he promotio# &aught the atte#tio# o% the Eew @ork (imes a#d the )all Street $our#al! <ear# more about the -reakout -ooks %eature at the Smashwords -log! All retailer mer&ha#disi#g %eatures are &urated by mer&ha#disi#g ma#agers at ea&h o#li#e bookstore! Similar to the bri&k a#d mortar world, itAs a relatio#ship busi#ess! '# bri&k a#d mortar, the publisherAs salespeople would &ommu#i&ate with their mer&ha#disi#g &ou#terparts at the retailers a#d try to make the &ase that a give# title deserved %eatured promotio#! 9#li#e retailers work the same way! 8ow do they de&ide whi&h books ear# promotio#N (he retailers wa#t to make their &ustomers happy, a#d they wa#t to make mo#ey! (he retailers wa#t to k#ow, or at least have a high degree o% &o#%ide#&e, that i% they give a title some promotio#al love a#d re&omme#d it to their &ustomers, those &ustomers will be imme#sely satis%ied! (hey wa#t to have &o#%ide#&e that a high per&e#tage o% people who sample a book will a&tually pur&hase it, a#d that readers will love it so mu&h that they leave positive reviews a#d tell their %rie#ds to buy it too! etailers wa#t to have &o#%ide#&e that i% they promote the title, theyAre goi#g to sell a lot o% &opies, ear# a lot o% mo#ey, a#d most importa#tly, please a lot o% &ustomers! 8ow do the mer&ha#disi#g ma#agers %i#d the right titles to promoteN 'tAs a&tually mu&h i# the same way bri&k a#d mortar mer&ha#disers %i#d their titles, though without the &o: op paid pla&eme#t part! '# the ebook world, mer&ha#disi#g de&isio#s are mu&h more data:drive# based o# &ustomer sales a#d reviews! Mer&ha#disi#g ma#agers utili2e several methods to ide#ti%y promotio#:worthy books: *+ (hey look at your titleAs sales tre#ds, reviews a#d the ?uality o% your book &over image! '% they thi#k you deserve it, theyAll de&ide to %eature you! (his happe#s o%te# to Smashwords authors who have e#Hoyed su&h %eature pla&eme#t at Apple, -ar#es D Eoble, Fobo a#d others! ,+ (hey look at #atio#al ebook bestseller lists su&h as those mai#tai#ed by the Eew @ork (imes, 7SA (oday a#d )all Street $our#al! (hey also look at the bestseller lists o% their &ompeti#g ebook retailers, #ot Hust overall bestsellers but also ge#re: spe&i%i& bestsellers!

-+ (hey mo#itor i#%lue#tial book review a#d promotio# plat%orms su&h as the Eew @ork (imes, EP , #atio#al #etwork talk shows or maHor blogs, a#d try to sto&k a#d %eature titles that are re&eivi#g big marketi#g bu22! .+ (hey talk with their &ou#terparts at the publishers a#d distributors to seek out re&omme#datio#s %or up&omi#g or e1isti#g titles that deserve promotio#! At Smashwords, retailers ask us %or re&omme#datio#s! (hey wa#t to k#ow whatAs breaki#g out at other retailers that has#At broke# out at their store yet! (heyAre looki#g %or titles that &a# break out with a little promotio#al love! Si#&e Smashwords distributes to multiple retailers, weAre able to &ompare sales tre#ds a#d make su&h data:drive# re&omme#datio#s! (his is a# adva#tage o% usi#g a distributor to rea&h multiple retailers! =+ (heyAll look at the authorAs e#tire &atalog o% available titles! '% the promotio# o% o#e title is likely to lead to %ollow:o# sales o% other titles &arried by the retailer, the# that author be&omes a better &a#didate %or promotio#al love! >+ (hey mai#tai# mer&ha#disi#g &ale#dars arou#d whi&h they build spe&ial promotio#s! "1amples i#&lude MotherAs ;ay, 6atherAs ;ay, Christmas, 8allowee# a#d >ale#ti#eMs ;ay! ?+ (hey mo#itor so&ial media! '% they see authors are aggressively promoti#g their books at the give# retailerAs store, a#d those promotio#s are yieldi#g results, the retailer is more likely to step %orward a#d give the author added promotio#al boost! Although i#die authors are begi##i#g to attra&t i#&reased mer&ha#disi#g %avor %rom the retailers, it &a# still be a &halle#ge to re&eive su&h %avor! (he mer&ha#disi#g ma#agers do#At have the time or ability to %ield +0,000 pit&hes a week %rom authors! (his is why they rely o# the aggregated, data:drive# k#owledge o% bestseller lists, &ustomer reviews a#d re&omme#datio#s %rom publishers a#d distributors! )hat &a# you, the i#die author, do to ear# the atte#tio# a#d good gra&es o% a mer&ha#disi#g ma#agerN 8ere are a %ew tips: *+ arn it "ith sales results at that retailer = Promote that retailer o# your blog, website, (witter a#d 6a&ebook! '% you i#tegrate promotio# o% your retailers i#to all your o#goi#g promotio#s, your #ame will be&ome more %amiliar to the mer&ha#disi#g ma#agers at ea&h retailer!

,+ #ever bad2mouth your retailers = >isit virtually a#y o% the maHor o#li#e message boards %re?ue#ted by writers a#d ma#y author blogs, a#d youAll o%te# %i#d writers &omplai#i#g about o#e retailer or the other! 'tAs almost as i% some writers adopt a perso#al motto o%, B' &omplai#, there%ore ' am!C Maybe theyAre upset that they sell better at Ama2o# tha# they do at -ar#es D Eoble or Apple, or they thi#k o#e store has better dis&overy tha# a#other, a#d so they &ast aspersio#s agai#st the other retailers! ;o#At do that! (he mer&ha#disi#g ma#agers browse these boards! Su&h whi#i#g shows up i# their 3oogle alerts! (he ebook retailers are #ot mo#olithi& ma&hi#es! (heyAre sta%%ed by real people with real %eeli#gs, a#d i% a# author is bad:mouthi#g them, the retailer is u#likely to wa#t to show the author or their books a#y %avors! Stay positive a#d pro%essio#al!

-+ :nform your distributor of big upcoming titles = '% Smashwords authors ear#ed over R20,000 or more o# their last Smashwords title through the Smashwords distributio# #etwork, ' wa#t to k#ow about their #e1t title be%ore they release it! .+ 8ggregate your sales "ith a single distributor = '% youAre usi#g multiple distributors to rea&h multiple retailers with di%%ere#t books, you might make it more di%%i&ult %or your distributors to re&omme#d you %or promotio#al love to their retailers! Co#sider &o#solidati#g your books at a si#gle distributor! '% youAre #ot usi#g Smashwords, use a#other distributor! At Smashwords, si#&e we aggregate sales data %or our authors a&ross multiple retailers, we have a u#i?ue va#tage poi#t %rom whi&h to spot true bestsellers, or books that are breaki#g out at o#e retailer that &ould break out at a#other! )e use our aggregated bestseller data to develop re&omme#datio#s %or our retailers! '% authors are #ot distributi#g a title through our #etwork, or #ot usi#g us to rea&h all the retailers, our automated systems do#At k#ow about their sales outside our #etwork a#d there%ore &a#At poi#t out these titles to our retail part#ers! emember, promotio#al love %rom mer&ha#disi#g ma#agers is di%%i&ult to obtai#, but you should always work to ear# a#d deserve it!

Secret $ourteen

Patience Pa's

'# the traditio#al pri#t world, your #ew book has o#ly two or three weeks to start selli#g be%ore itAs %or&ed out o% pri#t whe# retailers pa&k up the books a#d ship them ba&k to the publisher %or a %ull re%u#d! )ith ebooks, youAre u#der #o su&h arti%i&ial deadli#e! "books &a# a#d do develop di%%ere#tly over time! "books are immortal! 9#li#e ebook retailer shel% spa&e is u#limited! "books #ever go out o% pri#t or lose distributio# u#less the author or publisher willi#gly de&ides to remove a book %rom distributio#! <imitless shel% spa&e mea#s your book is always available %or dis&overy! 't also mea#s you have the time #e&essary to build your sales a#d audie#&e over time! @our sales &a# start o%% small the# gradually build over time as readers start dis&overi#g a#d e#Hoyi#g your book! Shay#e Parki#so#, a best:selli#g Smashwords author o% histori&al %i&tio#, %irst published her books at Smashwords i# 2000! '# her %irst year, she sold very %ew books, yet i# ea&h subse?ue#t ?uarter a#d year, her sales gradually i#&reased, a#d the# i# 2011 she broke out! As ' write this i# 2012, sheAs #ow selli#g more books ea&h day tha# she sold i# all o% 2000! @ouAll %i#d a# i#terview with Shay#e here at the Smashwords -log: http:SSblog!smashwords!&omS2012S02Ssmashwords:author:pro%ile:shay#e!html Cou#tless other Smashwords authors have e#Hoyed the same slow:build phe#ome#a! As ' me#tio#ed i# the distributio# se&ret earlier, itAs also importa#t to reali2e that ebooks o%te# break out at di%%ere#t retailers at di%%ere#t times! Smashwords author uth A## Eordi# broke out at Fobo a year be%ore she broke out at Apple! 3ive your books time to pla#t roots at ea&h retailer! ;o#At su&&umb to e1&lusivity a#d #ever remove your books %rom retailersP otherwise youAll destroy sales ra#k a#d pre&lude a#y &ha#&e o% ra#dom breakouts! All too o%te#, 'Ave see# impatie#t authors remove their books %rom &ertai# retailers a%ter a %ew weeks or a %ew mo#ths be&ause they were dissatis%ied with sales! )he# you remove your book %rom a retailer, youAre #ot pu#ishi#g the retailerP youAre pu#ishi#g yoursel% a#d

pu#ishi#g your pote#tial readers! Eever take deliberate steps to limit your bookAs %uture pote#tial! (hi#k o% ea&h book a#d ea&h retailer as a# asset = a %ruit tree perhaps = that will yield %ruit %or you over the lo#g term! 3ive your book time to pla#t roots a#d develop a solid base o% reviews! Market your book! Promote all your retailers i# your marketi#g o# your website, blog a#d so&ial media! 3ive readers the optio# to shop where they like! Make it &o#ve#ie#t %or them by o%%eri#g dire&t hyperli#ks to your bookAs listi#g at ea&h retailer! At Smashwords, weAve observed ma#y situatio#s where a book sells poorly %or mo#ths, a#d the# sudde#ly takes o%%! (he a%oreme#tio#ed -ria# S! Pratt o%%ers o#e su&h e1ample! '# his %irst ?uarter at Smashwords i# 2000, he ear#ed a sum total o% R.!/2! )hile other authors with less &o#vi&tio# or &o#%ide#&e might have give# up, -ria# persevered! "a&h ?uarter his sales gradually i#&reased, a#d the# i# 2010 he broke out! '# 2011 -ria# ear#ed over R100,000, a#d he &o#ti#ues to per%orm well as ' write this i# 2012! Eot bad %or someo#e who Hust a %ew years ago, a&&ordi#g to his i#terview at the Smashwords blog = http:SSblog!smashwords!&omS2010S12Ssmashwords:author:bria#:s: pratt:to:ear#!html = was livi#g #ear the poverty li#e as a si#gle %ather o% three!

Secret $ifteen

.nderstand +ifferent Sales !eha#iors

As ' me#tio#ed earlier, i# the old world o% pri#t publishi#g, o#&e a book la#ded o# the shel% o% a retailer, the death &lo&k started! '% your book did#At start selli#g immediately, you were pulled %rom distributio#! "books develop di%%ere#tly! As readers sample, pur&hase a#d review your books, your books be&ome more dis&overable to eve# more readers 4see the previous se&ret o# algorithms5! 'Ave observed that ebooks %ollow o#e o% %our &ommo# sales behaviors, whi&h ' have &ategori2ed below: *+ The :nvisible Boo' = (he i#visible book rarely sells a#ythi#g! eaders ig#ore it! '#visible books are stu&k i# the mud! -e&ause theyAre #ot selli#g, they do#At be#e%it %rom the retailerAs automated mer&ha#disi#g algorithms! eaders are relu&ta#t to take a &ha#&e o# them! Most books that %all i#to the i#visible book &ategory usually %a&e o#e or more o% the %ollowi#g problems: A5 <a&ks a &riti&al mass o% reviews at retailers or has o#ly poor reviews! -5 Poor &over desig#! C5 Poorly edited! ;5 (he story 4or the i#%ormatio#, i% #o#:%i&tio#5 is weak! "5 (he book is improperly pri&ed! 65 (he book is improperly &ategori2ed! 35 (he book is#At distributed to the maHor retailers! ,+ The Slo" Boil = A slow boil book might sell a %ew &opies ea&h day! 't usually gets good reviews, but the book is#At yet sparki#g the reader e1&iteme#t #e&essary %or passio#ate word o% mouth! Most breakouts start as slow boils, or they revert ba&k to slow boil a%ter their breakout subsides! Slow boil is a great pla&e to be! Slow boilers ge#erate great a##uity streams %or their authors, a#d are also the most likely to e1perie#&e u#e1pe&ted breakouts! -+ The Slo" Builder = (his type o% book usually starts o%% as a slow boil, a#d the# starts buildi#g over the &ourse o% several days, weeks or mo#ths! Slow builders be&ome stro#ger sellers over time as more readers dis&over them through reviews a#d word o% mouth! Slow builders usually re&eive e1&elle#t reviews! (he mer&ha#di2i#g algorithms will o%te# pi&k up the slow builders a#d propel them to the #e1t phase, the breakout!

.+ The Brea'out = -ehi#d every breakout is a great book! -reakout books are the o#es you &a#At put dow#, a#d a%ter you %i#ish them you wa#t to re&omme#d them to everyo#e who will liste#! (he breakout book seems to &ome out o% #owhere, though as a#y bestselli#g author will tell you, they &ome a%ter years o% hard work a#d obs&urity! -reakouts a#d %uture breakouts %irst &limb the bestseller lists o% the bookAs spe&i%i& ge#re, &ategory or sub&ategory at o#e or more retailers! )ithi# their ge#re they might go %rom the top 100 to top 40 to top 10, a#d the# later they might break out i# the overall store:wide bestseller lists! As they grow i# the ra#ki#gs, they be&ome more visible to &ustomers who use bestseller lists %or dis&overy! (hey also get a boost %rom the also bought algorithms! 9#e &hara&teristi& o% the breakout is the sudde# a#d rapid rise i# sales ra#ki#gs! Some breakouts hit the &harts withi# days o% the bookAs release, a#d others may start as a slow boiler, the# graduate to a slow builder, a#d the# sudde#ly surge i# the ra#ki#gs! )hat &auses the breakoutN 'tAs usually a &ombi#atio# o% %a&tors su&h as a# e1&elle#t book that gets great reviews, stro#g sales mome#tum 4a!k!a! Bvelo&ity,C whi&h mea#s a swarm o% pur&hases i# a short period o% time5, the release o% a#other title by the same author, a pri&i#g promotio#, a#d 4surprise surprise5, stro#g sales! Sales lead to more sales be&ause books that sell are mer&ha#di2ed more heavily by retailers via their also bought algorithms! 9ther positive &o#tributi#g &atalysts may i#&lude author marketi#g, press me#tio#s, or a retailer promotio#! 9h, a#d letAs #ot %orget lu&k!

Most ebook sales patter#s %all i#to o#e o% the above, a#d books o%te# shi%t %rom o#e patter# to the other! )eAve see# multiple e1amples where a bookAs sales will start out slow a#d the# build over the &ourse o% ma#y mo#ths be%ore e1perie#&i#g a sudde# breakout! 'Ave also see# e1amples where a pri&e &ha#ge, or a #ew &over image, or a# improved book des&riptio#, &a# bump sales! -elow are some sample sales &harts %rom the Apple i-ookstore, a Smashwords retailer! All the titles listed below sold betwee# 4,000 a#d ,,000 &opies withi# a period o% 2, weeks or less! "a&h poi#t o# the graph plots daily sales! (he right side o% the graph lists the sales level!

Above you see a ?ui&k build, %ollowed by retre#&hme#t, %ollowed by %urther buildi#g, the# a breakout, the# a de&li#e to slow boil! (his title is a good &a#didate %or breakouts i# the %uture, possibly spurred o# by spe&ial promotio#s, or the release o% #ew titles by the author!

(his title above immediately broke out a%ter lau#&h, a#d likely domi#ated the bestseller lists %or its &ategory %or several days! (he# the title %ell to a slow boil! "ve# whe# a title is o#ly selli#g 10 or 20 &opies a day, like this o#e, the sales #umbers &a# build up ?ui&kly! (his title is a great &a#didate %or %urther breakouts!

(his &hart shows the title was pra&ti&ally i#visible %or over a mo#th be%ore some eve#t &aused a rapid breakout! 'magi#e i% this was a traditio#ally published pri#t book! -y weeks two or three, some retailers would have already pa&ked up the book a#d retur#ed it to distributors, possibly preve#ti#g su&h a breakout! '# this titleAs &ase, its breakout was %ollowed by a retre#&hme#t, %ollowed by a#other breakout, %ollowed by a drop to slow boil, %ollowed by a#other breakout the# de&li#e! (he spikes &ould have bee# &aused by author marketi#g, pri&e promotio#s, the release o% #ew titles, or a#y other #umber o% ra#dom %a&tors! (his title is likely to be a solid per%ormer %or ma#y years to &ome!

(his title was i#visible %or a mo#th, the# graduated to slow builder, the# pro&eeded o# a steady mar&h u#til breakout, the# bega# a steady de&li#e! A title with a sales behavior like this 4as is the &ase with most o% the titles 'Am show&asi#g i# these &harts5 is likely to remai# a steady seller %or ma#y years to &ome, with ra#dom pu#&tuated spikes! Most titles that spike get great reader reviews 44:+ stars5!

(his title was a slow boiler, selli#g arou#d +:10 &opies a day, a#d the# it spiked, the# we#t ba&k to slow boil, the# e1perie#&ed a maHor spike where it was selli#g over 1,000 &opies a day %or several days! (he impetus %or the bumpsN (he %irst bump &ame a%ter press &overage i# a maHor #ewspaper, a#d the se&o#d bump &ame a%ter Apple %eatured the title i# a promotio#al email! Several Smashwords authors have e#Hoyed promotio#al love %rom various Smashwords retailers! As you build your author bra#d through your marketi#g, a#d as your book begi#s to show solid sales pote#tial, retailers are more likely to give a title promotio#al boosts!

(his title was a good solid slow boiler be%ore it sudde#ly started buildi#g to a breakout! 9#e adva#tage o% the slow boil is that the book a&&umulates reviews over time, a#d i% the reviews are %avorable, the title be&omes more predisposed %or breakout o#&e other be#e%i&ial &atalysts ki&k i#, su&h as the release o% a#other title, the %ree promotio# o% a#other title, press &overage, or eve# the velo&ity &aused whe# multiple members o% a si#gle ebook readi#g group pur&hase &opies i# a short period o% time! (he &hart above is a&tually %or uth A## Eordi#As /n 0nconvenient !arriage1 (he spark %or the breakout was a pri&e redu&tio# &oi#&idi#g with the release o% a #ew 4di%%ere#t5 title, a#d at least o#e o% her other titles goi#g to 6 ""!

)eAve observed that some authors will i#e1pli&ably sell more books at smaller retailers tha# they do at large retailers! )eAve also see# e1amples where books will break out at di%%ere#t retailers at di%%ere#t times! '% you remove your books %rom distributio#, eve# %or a %ew days, it will destroy your sales ra#k, a#d this will redu&e the possibility o% the ra#dom breakout, or the possibly o% graduati#g %rom slow boiler to slow builder, or slow builder to breakout! uth A## Eordi#, a popular roma#&e author at Smashwords, o%%ers a great e1ample o% how some books break out at di%%ere#t retailers at di%%ere#t times! 8er ebook, /n 0nconvenient !arriage, broke out i# early 2010 as a bestseller at Fobo, whi&h at the time was a %ra&tio# o% the si2e o% larger retailers! At the same time, the title was also available at the mu&h larger Apple i-ookstore, where it sold %ar %ewer &opies 4you &a# see this i# the image above5! A%ter o#e year o% slow boil at the Apple i-ookstore, /n 0nconvenient !arriage sudde#ly broke out to be&ome the L1 title i# AppleAs roma#&e &ategory 4image above5! 6ollowi#g the breakout 4a#d #ot show# above5, the sales %ell %or a period o% time a#d retur#ed to slow boil, o#ly to break out agai#, the# a bou#&e ba&k to slow boil, where it &o#ti#ues to be a steady seller!

Secret Si%teen

Trust Your "usto&ers and Su((l' "hain Partners

)e writers, espe&ially those o% us who write %i&tio#, are adept at imagi#i#g thi#gs that do#At e1ist, or worryi#g about thi#gs we should#At worry about! Co#trol the urge! '# the old world o% pri#t, your publisher would ship several thousa#d &opies o% your book to retailers, a#d whatever was#At retur#ed was &o#sidered sold! Physi&al pri#t i#ve#tory is easy to tra&k a#d veri%y! (he bookAs either there or itAs #ot! "books are di%%ere#t! (he ebook supply &hai# 4how your book gets %rom you, to your distributor, to the retailer, a#d to the reader5 is built o# trust a#d %aith! <etAs look at the most &ommo# trust issues we see %rom authors a#d publishers! Alo#g with ea&h issue, 'All share what you &a# do to mitigate the risk! 'All also tell you i% the risk is eve# worth worryi#g about! %etailer and 6istributor Trust :ssues )ith ebooks, your distributor ships a si#gle digital %ile o% your book to the retailer, a#d the retailer dupli&ates a #ew digital &opy ea&h time a book is sold to a &ustomer! At the e#d o% ea&h mo#th, the retailer reports those sales results ba&k to your distributor, a#d the# 1:2 mo#ths a%ter the sale is made, pays your distributor whatAs owed! (hereAs #o physi&al paper trail! @ou must trust that the retailer is a&&urately tra&ki#g sales, a#d a&&urately reporti#g sales ba&k to your distributor, a#d you must trust that your distributor is a&&urately reporti#g sales to you! )ithout trust, authors would #ever allow their books to be distributed a#ywhere, a#d as a result would #ever rea&h readers! eali2e that your supply &hai# part#ers wa#t to ear# a#d deserve your trust, a#d the best way to ear# trust is to be trustworthy! "very retailer or distributor u#dersta#ds that the %astest way to go out o% busi#ess is to &ompromise the sa&red trust that bi#ds the &olle&tive %ates o% the &o#te#t ow#er 4author5, the &o#te#t distributor 4Smashwords5 a#d seller 4retailer5! '% you work with a distributor, the distributor is usually sele&tive about retail part#ers a#d will o#ly work with those deservi#g o% your trust! Trust but $erify

(rust #eed #ot mea# bli#d %aith, however! Almost o#&e a mo#th, weAll re&eive a# i#?uiry %rom a# author = usually a# author who is #ot selli#g well = who suspe&ts that the retailers are u#derreporti#g sales! 9ur advi&e is always the same: (rust but veri%y! Play se&ret shopper! Pur&hase your ebook at ea&h retailer, or ask a %rie#d or %amily member to do so, a#d the# save the ele&tro#i& re&eipt so you &a# #ote the date, time a#d amou#t o% the pur&hase! (he# wait %or that sale to %low %rom the retailer to your distributor, a#d %rom your distributor ba&k to you! 9# the rare &ha#&e you do dis&over a dis&repa#&y, report it to your distributor immediately so the distributor &a# lau#&h a# i#vestigatio# with the retailer! '% thereAs a# error, retailers wa#t to k#owI (he above test o#ly works i% youAre #ot already selli#g multiple &opies every day at ea&h retailer! /ill the %etailer Be in Business Tomorro"@ (he ebook market is #ow i# a# e1po#e#tial growth phase, a#d this mea#s hu#dreds o% #ew &ompa#ies are tryi#g to get i# o# the ebook gold rush by o%%eri#g ebook servi&es to authors, publishers, age#ts a#d readers! 9#&e the ebook marketAs growth slows 4a#d it will slow i# the #e1t &ouple o% years = markets &a##ot grow at over 100T per year %orever5, there will be busi#ess %ailures! )eaker ebook retailers a#d distributors may %ail! Some o% these %ailed &ompa#ies might owe you some u#paid mo#ey whe# they go belly up! )hat &a# you doN Make your best e%%ort to &hoose reliable, pro%itable busi#ess part#ers! @ou wa#t your supply &hai# part#ers to be pro%itable, be&ause i% theyAre #ot pro%itable, they wo#At remai# i# busi#ess! '% youAre #ot sure, ask them! '# &ase youAre wo#deri#g, Smashwords has bee# pro%itable every mo#th si#&e September, 2010I -eyo#d &are%ully &hoosi#g your distributio# a#d retail part#ers, do#At worry about it! F#ow that the day will &ome whe# someo#e goes out o% busi#ess owi#g you a mo#th or two o% u#paid ear#i#gs! )he# su&h a day &omes, put it i# perspe&tive! -e satis%ied i# the %a&t that be&ause you trusted all your distributio# a#d retail part#ers, you e#Hoyed ma#y years o% ear#i#gs you #ever would have otherwise re&eived had you #ever trusted them i# the %irst pla&e! emember the ?uote %rom Al%red <ord (e##yso#: B(is better to have loved a#d lost tha# #ever to have loved at all!C Allow me to share a real e1ample o% what happe#ed whe# o#e publisher let his irratio#al para#oia get the best o% him: -a&k i# 2010, Smashwords was distributi#g about *0 titles %rom a small i#depe#de#t publisher to -ar#es D Eoble! (he publisherAs titles were selli#g reaso#ably well every day! 't was reported i# the #ews i# early 2010 that -DE was &o#sideri#g putti#g itsel% up %or sale! (his publisher read the #ews a#d immediately &o#&luded that i% -DE was putti#g itsel% up %or sale it must be %a&i#g %i#a#&ial di%%i&ulty, a#d i% it was %a&i#g %i#a#&ial di%%i&ulty it would there%ore %ail to pay him %or his book sales! (he publisher dema#ded Smashwords immediately remove all his authorsA books %rom -DE! ' tried to talk him out o% it but he i#sisted the titles be removed!

(his publisherAs para#oia led to a# irratio#al de&isio# that harmed the publisher a#d his authors! -ar#es D Eoble was the#, a#d remai#s today, a reliable retailer! '# the two years that %ollowed his rash de&isio#, SmashwordsA sales at -DE grew more tha# %orty:%old as -DE a&hieved i#&redible su&&ess i# the ebook market! As ' write this i# early 2012, ' Hust &he&ked -DE to see i% his titles made it ba&k, possibly through a#other distributor! Eo, they did#At! ' %eel really sorry %or the authors who allowed this publisher to s?ua#der the pote#tial o% their titles! (he moral o% this storyN '% you limit distributio# due to la&k o% trust, youAll limit your su&&ess! Fear of Customer Piracy Some authors re%use to release ebooks be&ause they %ear &ustomers will pirate them a#d share them with their %rie#ds! '% you pra&ti&e su&h para#oia, youAll limit your su&&ess! Su&&ess%ul authors put their works out there a#d trust their readers to ho#or their &opyright! "ve# i% readers do share your books with their %rie#ds, &o#sider it low &ost marketi#g, be&ause theyAre i#trodu&i#g you to #ew %a#s you might #ot have rea&hed otherwise! At Smashwords, we do#At i#%e&t our books with ; M 4;igital ights Ma#ageme#t5 &opy prote&tio# s&hemes! )e believe &opy prote&tio# is &ou#terprodu&tive, be&ause it treats ho#est, law:abidi#g &ustomers like &rimi#als by limiti#g their ability to e#Hoy your book! A ; M:%ree ebook is more valuable to readers tha# a ; MAd book! '% youAre serious about selli#g as ma#y books as possible, you wa#t to please readers! '% you do#At trust readers to ho#or your &opyright, the# you will be %or&ed to limit your distributio# to o#ly those stores that i#%e&t your books with ; M! Also &o#sider that pira&y is #ot the big boogeyma# the %ear mo#gers 4a#d ; M te&h#ology providers5 would have you believe! 9%te#, pira&y is a result o% the author or publisher &reati#g a# u#satis%ied dema#d %or their books! (he most power%ul method o% &ombati#g pira&y is to make it easier %or your &ustomers to a&?uire a# a%%ordable legal &opy at their %avorite retailer rather tha# sear&hi#g it out %rom a# illegal u#dergrou#d pirate site! Some best:selli#g authors a&tually e#&ourage pirates to steal their books be&ause they view pira&y as a %orm o% %ree marketi#g! (rue pirates, the o#e who will o#ly read stole# books, are u#likely to ever be&ome a paid &ustomer a#yway, so they do#At represe#t a lost sale! @et they &a# still add value by &o#tributi#g to the positive word:o%:mouth bu22 %or your book! '% my words o% advi&e above do#At allay your %ears, ' e#&ourage you to view the @ou(ube i#terview below with author Eeil 3aima#! 3aima# shares how his views about pira&y &ha#ged over time! At %irst, he was upset to lear# readers were pirati#g his books! (he# his opi#io# &ha#ged! B@ouAre #ot losi#g sales by havi#g stu%% out there,C he says! A&&ess the video here: http:SSwww!youtube!&omSwat&hNvY0Zkyt1wQEl' 5! #ote: '% your e: readi#g devi&e or e:readi#g app does#At support e1ter#al hyperli#ks to video, please go to @ou(ube a#d sear&h o# B3aima# o# CopyrightC to view the video!

'# Eovember, 2010, at the )riters %or Cha#ge Co#%ere#&e i# Sa# 6ra#&is&o, bestselli#g author Fevi# Felly told the audie#&e he views pira&y as a ta1 o# su&&ess, a ta1, he said, that he gladly pays 4http:SSblog!smashwords!&omS2011S0*Sreaders:authors:a#d:libraria#s: agai#st!html5! ' k#ow at least two best:selli#g authors, o#e o% whom is Paulo Coelho, who are k#ow# to deliberately seed %ree &opies o% their books at the pirate bulleti# boards! (hey view it as &heap marketi#g! 'Am &o#sideri#g doi#g the same as a# e1perime#t with my #ovel, 'oob Tube! Fear of Plagiarism Plagiarism is whe# someo#e steals your writi#g a#d tries to pass it o%% as their ow#! (hey might eve# alter your te1t a little to pass it o%% as their ow#! Plagiarism is e1tremely rare, but it does happe#! 9ver the last %our years, weAve dis&overed several &ases! (he most &ommo#ly plagiari2ed work is eroti&a, a#d primarily %or &o#te#t where the origi#al writer o#&e posted it o# %ree eroti&a websites su&h as <iteroti&a! (he s&ammers will s&rape the <iteroti&a &o#te#t, %ormat it i#to a# ebook, a#d publish it u#der their ow# #ame! '# 2011, we dis&overed about a do2e# i#sta#&es where &rimi#als had stole# Smashwords ebooks our authors had pri&ed at %ree! (he &rimi#als the# republished them as ebooks at Ama2o#! As alarmi#g as this may sou#d, itAs really di%%i&ult %or the &rimi#als to go u#dete&ted %or very lo#g, a#d most o% them are &aught be%ore they ear# a pe##y %rom their a&tivity! 9# the i#ter#et, where mu&h o% the te1t o% your book 4or at least the %ree sample portio#5 is tra#spare#t a#d i#de1ed by sear&h e#gi#es, itAs relatively easy %or you to dis&over i% your book is plagiari2ed! (he tri&kN 3o to 3oogle!&omSalerts a#d &reate several 3oogle alerts! '% youAve read my %ree Smashwords 'ook !arketing Guide, you already k#ow how to use 3oogle Alerts as a marketi#g tool! 8ere, you &a# use it to e#%or&e your &opyright! 3oogle Alerts is a %ree #ews a#d web &lippi#g servi&e that emails you alerts o# your &hoi&e o% sear&h terms or phrases! Create alerts %or your #ame a#d your book title, a#d the# &reate alerts %or

multiple te1t stri#gs o% si1 to seve# words! Surrou#d the te1t stri#g with ?uote marks Blike thisC to redu&e %alse reports! (ake the te1t stri#gs %rom #ear the begi##i#g o% your book, a#d the# %rom a &ouple o% ra#dom spots elsewhere i# the body! 6or e1ample, %rom the previous se#te#&e, ' &ould &reate a 3oogle alert %or the te1t stri#g, B%rom #ear the begi##i#g o% your bookC be&ause that e1a&t stri#g o% te1t is u#likely to appear a#ywhere else but withi# my book! (he mome#t that te1t stri#g appears a#ywhere, youAll re&eive a# email alert %rom 3oogle!

Secret Se#enteen

Platfor& !uilding Starts Yesterda'

'% you wait u#til the book lau#&h to start buildi#g a# author plat%orm a#d marketi#g your book, your marketi#g will be less e%%e&tive! (he mome#t you de&ide to write a book, you should start marketi#g you, the author! (he author is the bra#d! <ike a#y bra#d, you wa#t to i#&rease your bra#dAs popularity, a#d you wa#t to build positive per&eptio# o% your bra#d amo#g pote#tial readers 4the people who will pur&hase your book5 a#d part#ers 4the people who &a# &o##e&t you with more readers5! @ou market your bra#d by buildi#g a plat%orm! )hatAs platform, you askN @our plat%orm, simply put, is your ability to rea&h readers a#d part#ers! Co#sider plat%orm a measure o% your %ame, i#%lue#&e a#d rea&h! Multiple eleme#ts &o#tribute to your plat%orm! '% you blog, a#d thousa#ds o% people are readi#g you ea&h mo#th, your blog is part o% your plat%orm! '% you parti&ipate i# so&ial #etwork servi&es su&h as 6a&ebook or (witter, these so&ial #etworks are part o% your plat%orm! '% youAre a %re?ue#t speaker at &o#%ere#&es a#d semi#ars, thatAs a plat%orm! '% you mai#tai# a maili#g list o% %a#s, thatAs a plat%orm! '% you a&tively parti&ipate i# writers groups, pro%essio#al asso&iatio#s, or o#li#e message boards related to your subHe&t, these are all part o% your plat%orm! '% youAre %ortu#ate e#ough to be the subHe&t o% press &overage = both mai#stream media a#d blogs = thatAs plat%orm too! (ake &are how you build your o#li#e prese#&e! ;o#At spam your so&ial media %rie#ds a#d %ollowers with soli&itatio#s %or your book! emember that everythi#g you do = i#&ludi#g your marketi#g = be&omes a dire&t re%le&tio# o% your bra#d! ProHe&t a bra#d that se#ds the right message! $ust as you would#At put a shoddy &over o# your masterpie&e, do#At pra&ti&e shoddy marketi#g! ProAect positivity! Some authors u#dermi#e their bra#d:buildi#g by spewi#g &austi& #egativity out i#to the world! )hether o# their blog or i# o#li#e %orums, these &omplai#ers are always seei#g the worst i# othersA i#te#tio#s! (heir %ellow authors a#d readers might %ear them, but they wo#At respe&t them! 6ellow authors will be less likely to go out o% their way to help these #egative authors whe# they #eed a ha#d!

'# a# i#terview at the Smashwords blog, Eew @ork (imes bestseller $o#atha# Maberry shared this advi&e about how authors should &o#du&t themselves o#li#e: Think about a party1 0f there2s someone who is bitching and moaning and someone else who2s getting folks to laugh and loosen up% which way do you drift" 0f a kid in a playground is constantly bitching about the 3uality of the toys% and another kid has turned a cardboard bo4 into a sideshow funhouse% who2s getting more attention" ho2s going to be remembered in a positive way" /nd% even if you are a naturally cranky% snarky% sour*tempered pain in the ass% for god2s sake share that with your therapist or priest1 hen you go online to promote yourself and therefore your products% try not to actually scare people off your lawn1 6or most o% us, our plat%orm will start o%% small with limited rea&h! )e all start o%% with 2ero %rie#ds o# 6a&ebook, 2ero (witter %ollowers, a#d 2ero readers o% our blog! 8owever, i% you keep at it a#d you add positive value to those arou#d you, word will get out about you, a#d others will wa#t to &o##e&t with you, spread your message a#d help you build your plat%orm! As you &a# see %rom the graphi& below, %or mu&h o% the %irst year o% the Smashwords blog i# 200/, ' was lu&ky to get a#y readers ea&h week! Slowly, word got out about the blog, a#d people started subs&ribi#g to it, reposti#g it, a#d bloggi#g their ow# rea&tio#s to my posts! A%ter almost a year o% doldrums where it seemed as i% #o o#e was payi#g atte#tio#, the blogAs readership started growi#g! (oday, almost %our years later, it rea&hes thousa#ds o% readers ea&h mo#th!

'# 2000, o#&e word started getti#g out about my blog, ' was i#vited to &o#tribute to the 8u%%i#gto# PostAs book se&tio# 4my tha#ks to ;avid )ilk %or the i#trodu&tio#5, a#d this i#&reased my plat%ormAs rea&h %urther! (hi#k o% plat%orm buildi#g as buildi#g a %ire! "a&h plat%orm:buildi#g a&tivity adds a#other twig or log to the %ire! 'tAs really tough to start a %ire with a si#gle large log, so you start small! Smaller wood 4ki#dli#g5 bur#s more easily with less e%%ort! As you add more ki#dli#g, the %ire bur#s hotter a#d brighter! 9#&e you rea&h a &riti&al mass o% heat, you &a# add larger logs, a#d the# those logs start throwi#g o%% ever:greater heat, allowi#g your %ire to bur# hotter a#d brighter! "a&h plat%orm: buildi#g a&tivity you do well will &o#tribute to the growth o% your e#tire plat%orm! Su&&ess e#ables more su&&ess! @ou &a# measure your relatio#ships with your target readers alo#g a spe&trum! Please see the image below! At o#e e1treme e#d, you either have #o relatio#ship or itAs a &asual, shallow relatio#ship! ' do#At mea# BshallowC i# the derogatory se#se! ' Hust mea# itAs #ot yet a deep relatio#ship! 9# the other e#d o% the spe&trum, the readers k#ow you, they love you, they buy everythi#g you write a#d they re&omme#d your work to your %rie#ds!

@our &o##e&tio# with your audie#&e may start as passive a#d shallow, su&h as someo#e %ollowi#g you o# (witter or %rie#di#g you o# 6a&ebook! 9ver time i% you share use%ul i#%ormatio# or i#sight with those who %ollow you or &o##e&t with you, they will spread your message a#d re&omme#d you to their so&ial &ir&les! Maybe theyAll %ollow your blog, or atte#d your talks, or i#terview you %or their blog, or retweet your tweets! Maybe theyAll eve# buy your book whe# it &omes out, a#d re&omme#d it to their %rie#ds! 8ow do you build plat%ormN 'tAs easier tha# you might thi#k! Start with so&ial #etworki#g, both i# the real world through lo&al writers groups, a#d i# the o#li#e world through o#li#e writers groups, maili#g lists a#d spe&ial:i#terest message boards! Cultivate your so&ial #etwork! Smart so&ial #etworki#g is #ot about attra&ti#g thousa#ds o% %ollowers o# (witter a#d 6a&ebook so you &a# spam them with soli&itatio#s %or your book! Eo o#e wa#ts to be sold at! '#stead, the se&ret is to be use%ul to those arou#d you! 6or more plat%orm:buildi#g ideas, &he&k out my %ree ebook, The Smashwords 'ook !arketing Guide! 'tAs available at all maHor ebook retailers, a#d it provides over *0 marketi#g ideas you &a# impleme#t at #o &ost! Ee1t, edu&ate yoursel% about the pra&ti&e o% Publi& elatio#s! Publi& relatio#s is how you ge#erate %ree press &overage, a#d itAs o#e o% the most power%ul plat%orm builders! P builds aware#ess, &reates per&eptio#s, a#d &a# &reate urge#&y %or readers o% the story to take a spe&i%i& a&tio# su&h as pur&hasi#g your book, or subs&ribi#g to your blog! A si#gle well:pla&ed story that %eatures you &a# e1pose you to a# audie#&e o% hu#dreds o% thousa#ds o% people! (he Smashwords 'ook !arketing Guide &o#tai#s some i#trodu&tory P tips %or authors! '% youAre i#terested i# a more adva#&ed e1ploratio# o% publi& relatio#s, &he&k out my short ebook, The ()*!inute Public Relations +hecklist 4R+!00 at all ebook retailers5! 't tea&hes you how to leverage P as a strategi& tool to a&&omplish virtually a#y busi#ess obHe&tive! Although ' did#At write it spe&i%i&ally %or authors a#d book marketi#g, several authors a#d stude#ts o% P have %ou#d it use%ul!

Secret Eighteen

Architect for /iralit'

Are you %amiliar with the term $iralityN 'tAs o#e o% the most power%ul drivers o% readership, a#d itAs what every author should aspire to a&hieve! >irality re%ers to the &o#&ept by whi&h e#thusiasm %or your book passes %rom o#e reader to the #e1t! (hi#k o% the stoma&h %lu virus 4sorry, ' k#ow thatAs #ot a pleasa#t thought5! '% you &ough o# people, they &at&h your virus, the# pass it to their %rie#ds a#d %amily, a#d so o#! >irality is all about word o% mouth! (ha#ks to the rea&h a#d immedia&y o% so&ial media, word:o%:mouse is like word o% mouth o# steroids! '% someo#e loves your book a#d tweets a re&omme#datio# to their 10,000 %ollowers, word spreads %ast! 9#li#e so&ial media elimi#ates geography as a barrier to word o% mouth! )ith o#li#e so&ial media, #ews o% books worth readi#g &a# spread to hu#dreds o% thousa#ds o% readers i# mi#utes! As a# author, you &a# take several steps to ma1imi2e the viral word:o%:mouth pote#tial %or your book! (he %irst thi#g you should do is impleme#t The Secrets to Ebook Publishing Success! (hese se&rets are all about helpi#g you &o##e&t your book to readers! 7#dersta#d that your readers will determi#e your ultimate su&&ess as a writer! -ooks have always bee# a word:o%:mouth busi#ess, a#d always will be! -ooks have the power to tou&h readers deeply! )he# we read a book we love, we wear that book o# our sleeve! 't be&omes a# e1te#sio# o% who we are! '% a book tou&hes our soul, or bri#gs us great happi#ess or satis%a&tio#, we %eel i#&li#ed to share the book with everyo#e we k#ow a#d love so they &a# share the same Hoy! (his is the viral pote#tial you wa#t to e#able! 8ow &a# you ma1imi2e viralityN Make it easy %or your book to spread by elimi#ati#g all the %ri&tio# that preve#ts readers %rom dis&overi#g, sampli#g, pur&hasi#g a#d e#Hoyi#g your book! "1amples:

 '% your bookAs #ot %ully distributed, itAs #ot available %or sere#dipitous dis&overy a#d pur&hase! "ve# i% &ustomers k#ow to look %or your book, theyAll be %rustrated i% they &a#At %i#d it at their %avorite retailer! '% your book is poorly %ormatted, or #ot available i# all the di%%ere#t ebook %ormats re?uired by the di%%ere#t e:readi#g devi&es, you limit a&&essibility! '% your book is over:pri&ed, you limit a%%ordability, whi&h limits a&&essibility! '% the book is %illed with embarrassi#g typos, youAll limit e#Hoyme#t! Ask yoursel%, B8ow &a# ' make my book as easy as possible to dis&over, pur&hase a#d e#HoyNC The First %eader 7#dersta#d the power o% what ' &all your B6irst eader!C "a&h time we &o##e&t our book with a reader, possibly by givi#g a spee&h, doi#g a book sig#i#g, ru##i#g a# advertiseme#t, maki#g the book dis&overable at a retailer, or simply meeti#g a pote#tial reader i# the supermarket &he&kout li#e, that perso# is a 6irst eader! Somehow, through your marketi#g a#d distributio# smarts 4or perso#al &harm5, you &o#vi#&e that perso# to take a &ha#&e o# your book! 9bviously, with a# aggressive marketi#g &ampaig#, you will rea&h ma#y 6irst eaders! 7ltimately, the su&&ess o% a book depe#ds upo# those 6irst eadersM rea&tio#s to the book! '% they e#Hoy your book, theyAll re&omme#d it to their %rie#ds!

The $iral 6ream (he ideal s&e#ario is what ' &all (he >iral ;ream!

)ith the >iral ;ream, your 6irst eader loves your book so mu&h he or she &o#vi#&es others to pur&hase it! '# the graphi& here, ' show what happe#s i% ea&h 6irst eader &o#vi#&es two other people to pur&hase it! (hose two people love it so mu&h they ea&h e#&ourage two more people to read it, a#d so o#! (he >iral ;ream is the me&ha#ism by whi&h books go o# to be&ome blo&kbuster bestsellers! 'tAs all about the reader! As ' me#tio#ed earlier, your readers are i# &o#trol o% your desti#y! (hey de&ide i% your book is worth readi#g a#d worth talki#g about! 6ew books, possibly o#ly o#e i# 10,000, will a&hieve this degree o% the viral dream, be&ause with the true >iral ;ream you o#ly #eed to &o#vi#&e o#e perso# to read the book a#d the# viral word o% mouth takes over! '% the above patter# plays out 20 times, you rea&h 1 millio# readers 4try it yoursel%: pull out a &al&ulator, multiple 1 Q 2, the# press the BYC sig#, the# &li&k BYC 10 more times5! (he e1ample above represe#ts a# oversimpli%i&atio# o% virality! 7ltimately, Hust as with biologi&al viruses, the virus 4or the book5 rea&hes u#re&eptive hosts a#d the spread slows or stops! (he most importa#t viral %a&tor is what some people &all the viral &oe%%i&ie#t, whi&h measures how ma#y additio#al people pur&hase the book a%ter the 6irst eader! A viral &oe%%i&ie#t greater tha# 1!0 will ultimately lead to the viral dream, be&ause it mea#s the book will &o#ti#ue spreadi#g! "ve# a viral &oe%%i&ie#t o% greater tha# 1!0 is te&h#i&ally impossible to sustai# %orever be&ause there are ultimately o#ly so ma#y readers i# the world! '% you u#dersta#d the power o% the >iral ;ream, it will help you i#vest your limited time, e%%orts a#d resour&es more wisely! Buestion: '% give# the optio# to i#vest R2,000 i# a pro%essio#al book edit, or to i#vest it i# marketi#g, whi&h would you &hooseN 8ns"er: (he a#swer, o% &ourse, is editi#g! Spe#d your best e%%ort maki#g your book as great as possible, be&ause a great book sells itsel% through viral word o% mouth! Marketi#g is importa#t, but eve# the best marketi#g &a#At trigger the >iral ;ream!

Marketi#g gets you 6irst eaders, but o#ly the best book &a# u#leash the >iral ;ream! @our book must ultimately market itsel% by reso#ati#g deeply with ea&h reader! Most o% us will #ever a&hieve the >iral ;ream! 8owever, by aspiri#g %or it, you will be&ome a better author a#d you will rea&h more readers!

$iral 6ecay A more realisti& viral opportu#ity is what ' &all >iral ;e&ay!

'# >iral ;e&ay, ea&h 6irst eader su&&ess%ully &o#vi#&es others to pur&hase the book as well, though over time the word o% mouth dimi#ishes! '# viral de&ay, your book would have a viral &oe%%i&ie#t o% less tha# 1!0! '# the simpli%ied graphi&s above, ' show what happe#s i% your %irst e#thusiasti& reader 4possibly your mother, brother, sister or so&ial #etwork %rie#d5 &o#vi#&es two other people to buy the book, but out o% those two people maybe o#ly o#e %eels e#ough passio# %or the book to &o#vi#&e a#other perso# to buy it! '# the above s&e#ario as ' modeled it, o#e 6irst eader be&omes a total o% %our readers, a#d the# the viral spread e#ds! (his is a&tually a great result! '# the above e1ample, youAd have a multiplier o% three! 't mea#s %or every reader you &a# &o#vi#&e to try your book, youAll get three additio#al sales! @ou &a# sell a lot o% books with a multiplier o% three! )ith a multiplier o% three, marketi#g be&omes very importa#t, be&ause marketi#g hooks your 6irst eader, a#d your 6irst eader gets you more readers! '% youAre like most tale#ted authors, youAre operati#g u#der some measure o% >iral ;e&ay! (he higher your multiplier, the more marketi#g leverage you will have, be&ause marketi#g gets you 6irst eaders, a#d 6irst eaders spaw# the multiplier!

-ut agai#, a reality &he&k! Most o% us wo#At a&hieve a multiplier o% three! (he rest o% us will probably a&hieve multipliers below 1!0, mea#i#g %or ea&h 6irst eader, their word o% mouth will ultimately spaw#, o# average, less tha# o#e additio#al reader! @ou may also dis&over itAs #ot possible to a&hieve good virality! eaders are %i&kle! $ust be&ause we authors love our books does#At mea# readers will love them too! At the risk o% mi1i#g too ma#y biologi&al metaphors, letAs take a look at the biologi&al model o% ba&teria through whi&h we might better u#dersta#d how your book might spread %rom reader to reader! -a&teria do#Mt have the se1i#ess o% viruses 4whe# was the last time you heard a# author say she wa#ted her book to go Bba&terialCN5! As with viruses, a ba&terial orga#ism must atta&h itsel% to a host upo# whi&h it %eeds, a#d by %eedi#g o# the host, the ba&teria gai# the e#ergy they #eed to repli&ate %rom o#e host to the #e1t 4books are #ourished by the word o% mouth o% happy readers5! )he# the availability o% pote#tial hosts is e1hausted, the ba&teria die o%%! (he &hart below shows how ba&teria grow i# a &o#%i#ed e#viro#me#t o% limited resour&es 4hosts5 upo# whi&h to %eed! (he lag phase is where the ba&teria adapt to &o#sume their %ood sour&e! (he e4ponential phase is whe# the ba&teria start repli&ati#g as they %eed o# the ample supply o% #ourishme#t 4happy readers a#d their word o% mouthI5! (he stationary phase is whe# the rate o% growth e?uals the rate o% de&li#e, a sig# that the ba&teria have &o#sumed most o% the available #ourishme#t 4i!e! all the immediately a&&essible readers i# a &ommu#ity or bookstore5! (he death phase shows how the ba&teria die o%% whe# the %ood is depleted 4i!e! your immediately rea&hable market has already read your book5!

Sour&e: http:SSe#!wikipedia!orgSwikiS-a&terialUgrowth

<u&kily, ebooks are immortal! Si#&e youAll #ever %ully saturate your target market, a#d #ew ge#eratio#s o% ebook &o#sumers are &omi#g o# li#e every mo#th, itAs possible to a&hieve sales breakouts, %ollowed by drops, %ollowed by subse?ue#t breakouts agai# whe# your books are e1posed to #ew readers! (his sales behavior is visible i# the sales &harts ' shared earlier i# Se&ret L1+!

#egative $irality (he %i#al %orm o% virality is what ' &all Eegative >irality! (his is what happe#s whe# your 6irst eader be&omes your 3ast %eader!

9#li#e ebook stores are %illed with Eegative >irality books! (hese are books %or whi&h the writer %ailed to ho#or the reader with a good read! (hese are the books that at best get a#gry, o#e:star reviews %rom &ustomers who hated the book a#d %elt mislead by the book des&riptio#! (hese a#gry readers write #egative reviews to war# other readers! Eothi#g &a# kill your book %aster tha# a &olle&tio# o% all:#egative reviews! 8ow do you preve#t all:#egative reviewsN (he simple 4or #ot:so:simple5 a#swer is to write a great book! Most #egative virality books were rushed to market be%ore they were ready %or prime time! Maybe the author did#At %ollow a rigorous editi#g a#d revisio# pro&ess 4books get better with editi#g a#d revisio#I5! '# the &ase o% %i&tio#, the plot may be i#ade?uate or i#&o#siste#t, the &hara&ters might #ot be %ully developed, the dialogue might be poorly writte#, or possibly itAs a great story but there are so ma#y typos a#d grammati&al errors that the reader &a#At tolerate a#other se#te#&e! '# the &ase o% #o#:%i&tio#, maybe the book does#At live up to the promise o% your book des&riptio#! 9#e se&ret to avoidi#g the big %lop is to utili2e beta readers! 6i#d readers = pre%erably #ot %amily members or %rie#ds = who mat&h your target readership! '% youAre writi#g a ma#ual %or auto me&ha#i&s, %i#d auto me&ha#i&s to read a pre:publi&atio# dra%t o% your book! '#vite ho#est, &riti&al %eedba&k! <ikewise, do#At ask a# auto me&ha#i& to be a beta reader o% your roma#&e #ovel u#less you k#ow the me&ha#i& e#Hoys roma#&e!

-eta readers wo#At guara#tee you publish a per%e&t bestseller, but they will help you avoid missi#g the mark &ompletely! Seek out multiple beta readers, a#d &o#sider their &omme#ts i# the aggregate! 7se their %eedba&k to drive the #e1t revisio#! (he #e1t &hapter provides ideas o# how to ma1imi2e virality!

Secret )ineteen

Tweak Your /iral "atal'sts

)hat &a# you do to i#&rease your bookAs viralityN (he a#swer is to e1ami#e your $iral Catalysts! A viral &atalyst is a#ythi#g that makes your book more available, a&&essible, desirable, a#d e#Hoyable to readers! (hi#k o% your book as a# obHe&t, a#d atta&hed to the obHe&t are viral &atalysts that a&t as bea&o#s to draw readers toward your book! 'magi#e these viral &atalysts as dials, levers a#d k#obs you &a# twist, tur# a#d tweak u#til you get the &ombi#atio# Hust right! -elow is a &he&klist o% pote#tial viral &atalysts! '% you optimi2e the per%orma#&e o% ea&h &atalyst, the overall impa&t will help you get that mu&h &loser to ge#erati#g viral growth! $iral Catalysts 1reat cover = (his is the %irst impressio# you make o# a reader! A great &over tells your target reader, B(his book is %or youIC A bad &over s&ares the reader away! 3ood &over desig# starts with you u#dersta#di#g your target reader! A great &over makes a promise to the reader! (ake a look at the best:selli#g roma#&e titles at -ar#es D Eoble, a#d study the &overs! (he# study the &overs o% the best: selli#g thrillers or mysteries! (he# look at the best:selli#g sel%:help titles! Eoti&e how ea&h is di%%ere#t, a#d ea&h has a di%%ere#t %eel! 1reat story CfictionD or information Cnon2fictionD = 7ltimately, i% you do#At write a great book your readers wo#At re&omme#d it to their %rie#ds, a#d theyAre #ot goi#g to give you a good review! 3reat story = 0+ per&e#t o% the time the a#swer lies with the book! 8ow &a# you make your book betterN ;oes it #eed a %ull revisio#N ;oes it have typosN 's the plot too weakN ;o readers &are what happe#s #e1t to your &hara&tersN 's your writi#g &risp a#d &learN 's your plot satis%a&torily resolvedN @ouAll likely determi#e you #eed to tweak ma#y small thi#gs to make a big di%%ere#&e! 1reat title = <ike a good &over image, a good title helps draw the readers i# by telli#g them, Bthis book was writte# %or youIC

 1reat boo' description = 9#&e the readers have progressed past your &over image a#d title, theyAll read the des&riptio#, whi&h is where you &lose the #e1t stage o% the sale! Co#vi#&e them this book is %or them so you motivate them to dow#load a sample, or pur&hase, #ow! Broad distribution = (he more pla&es your book is available %or pur&hase, the more dis&overable it is! (he more trusted retailers &arryi#g your book, the better your overall sales will be! Fair price = eaders appre&iate %air pri&es! (hey read %or pleasure 4%i&tio# a#d #o#:%i&tio#5 a#d k#owledge 4#o#:%i&tio#, a#d sometimes eve# %i&tio#5! '% the value o% the per&eived pleasure or k#owledge theyAll gai# %rom your book e1&eeds the pur&hase pri&e, the book will be per&eived o% as valuable! '% the book is pri&ed too high, youAll redu&e the per&eived value o% the book to them, a#d there%ore dimi#ish pote#tial virality! 8owever, there are pote#tial e1&eptio#s to this rule! Some 4but #ot all5 i#die authors who e1perime#ted with di%%ere#t pri&e poi#ts have reported their book sold more u#its at R4!00 tha# at R2!00! Some but #ot all readers per&eive lower &ost books as lower ?uality, a#d there%ore #ot worth their time! '% youAre targeti#g you#ger readers, they might be more pri&e se#sitive tha# more mature readers! Eo#:%i&tio#, whi&h is usually pur&hased to solve a problem or obtai# a measurable be#e%it, &a# usually support higher pri&es tha# %i&tio#! See Se&ret L2+ below %or more %a&tors beyo#d pri&e! Professionally edited = 3ood editi#g is about more tha# simply &at&hi#g typographi& errors 4see the #e1t item %or more o# proo%i#g5! 3ood editors will help you stre#gthe# all aspe&ts o% your story! (heyAll help you stre#gthe# all aspe&ts o% your book, i#&ludi#g plot, &hara&ter developme#t, pa&i#g, se#te#&e stru&ture, dialogue, a#d more! (heyAll help you address weak#esses that might dimi#ish reader satis%a&tio#! 1ood proofreading = 'tAs impossible %or writers to %i#d all their ow# typos a#d grammati&al glit&hes! (his is why you #eed multiple proo%readers be%ore you e1pose your book %or publi&atio#! (he more sets o% eyes tou&hi#g your words, the more typos youAll %i#d! 1reat mar'eting = Most o% the viral &atalysts me#tio#ed herei# are really %orms o% marketi#g! (hey help you &o##e&t your book with the right reader! @our message delivery tools i#&lude the &over image, title, des&riptio#, pri&e a#d reviews! 3reat marketi#g is grou#ded i# ho#esty, #ot vapid hype! ;o#At try to market your book to readers who do#At e#Hoy your ge#re or topi&! 6or e1ample, i% you misreprese#t your book a#d somehow &o#vi#&e a reader that your horror #ovel is a roma#&e #ovel, youAll have a# a#gry reader, eve# i% you wrote a# ama2i#g horror #ovel! Market horror to horror %a#s, a#d roma#&e to roma#&e %a#s! )he# your target readers see your targeted marketi#g, their respo#se should be, B(his is e1a&tly what 'Am looki#g %orIC Social media enabled = ;o you make it easy %or %a#s to share hyperli#ks to your book a&ross their so&ial #etworksN >isit a#y Smashwords book page %or a# e1ample 4see image below5! )e make it easy %or %a#s to post at:a:&li&k hyperli#ks

to your book page o# their so&ial #etworks! (hi#k o% hyperli#ks poi#ti#g to your book as virtual bread&rumb trails!

Sampling enabled = ;o you make it easy %or readers to dow#load %ree samples o% your bookN Most ebook retailers support this! @ou &a# also distribute partial samples o# your blog! At Smashwords, authors &a# determi#e what per&e#tage o% the book is made available as a %ree sample! (his makes it easy %or readers to sample the start o% your book be%ore they make a de&isio# to pur&hase! Make sure your sample grabs themI 5ultiple formats = (he most &ommo# %ormats %or ebooks are "P7- 4used by Apple i-ookstore, -ar#es D Eoble, Fobo, So#y, 3oogle "books a#d most other e:readi#g devi&es a#d apps e1&ept Fi#dle5, M9-'SP CSF6/ 4Fi#dle5, a#d P;6 4good o# perso#al &omputers5, though there are multiple other %ormats as well, i#&ludi#g !t1t 4plai# te1t5, 8(M< 4o#li#e viewi#g a#d sampli#g5, a#d (6 4%or readi#g i# word pro&essors5! (he more ebook %ormats you support, the more a&&essible your book is to multiple ebook readi#g devi&es 4a#d there%ore &ustomers5! Buality formatting = 3ood %ormatti#g a#d layout makes your book visibly pleasi#g to the reader, a#d easy to read! ead the %ree Smashwords Style Guide to lear# best pra&ti&es %or ebook %ormatti#g 4use%ul eve# i% you do#At yet use Smashwords %or distributio#5! Proper categorization = eaders will o%te# browse a# o#li#e bookstore with #o adva#&e idea o% whi&h book they wa#t to pur&hase! Most o#li#e retailers support do2e#s, o%te# hu#dreds, o% highly spe&iali2ed &ategories a#d sub&ategories! -y atta&hi#g good &ategory metadata to your book, you make it easy %or readers to %i#d your book i% it mat&hes their u#i?ue taste! '%, %or e1ample, they e#Hoy histori&al %i&tio#, theyAll &li&k to 6i&tio#, the# &li&k 8istori&al, the# drill dow# %urther to other sub&ategories o% histori&al %i&tio#! 8void 6%5 = ; M sta#ds %or B;igital ights Ma#ageme#t!C '% a book has bee# ; MAd, it mea#s the author, publisher or retailer wrapped the book i# &opy prote&tio# so%tware that makes it di%%i&ult 4but #ot impossible5 %or readers to illegally share, &opy or pirate the book! 9# the sur%a&e, ; M sou#ds like a good idea, but dig deeper a#d youAll reali2e itAs &ou#terprodu&tive! ; M treats your ho#est, law:abidi#g &ustomers like &rimi#als! ; M limits a &ustomerAs ability to

e#Hoy your book! ; M limits portability o% your book %rom o#e devi&e to a#other! Customers should #ot have to i#stall ; M so%tware, or e#ter pass&odes to simply read your book! ; M:%ree books are more valuable to readers be&ause the book is more a&&essible to them! Most ebook retailers give you the &hoi&e to go ; M: %ree! All Smashwords books are ; M:%ree! Customers prefer longer eboo's = '# April 2012, %ollowi#g a# i#:depth a#alysis o% proprietary Smashwords sales data aggregated a&ross all our retailers, we %ou#d &o#&lusive evide#&e that o# average, readers pre%er lo#ger ebooks over shorter books! >iew this a#d other data at http:SSblog!smashwords!&omS2012S04S&a#: ebook:data:reveal:#ew:viral!html

%eading group guide = eaders read i# solitude, but e#Hoy talki#g about books so&ially! Create a readi#g group guide a#d pla&e it at the ba&k o% your book! Propose thought:provoki#g ?uestio#s a#d poi#ts o% dis&ussio#! )he# a satis%ied reader %i#ishes your book a#d sees the guide, theyAll be more likely to propose your book as the #e1t read %or their readi#g group! 30C;E = <u&k happe#s whe# it happe#s, but it happe#s to all o% us, eve#tually! '% a reader stumbles a&ross your book by a&&ide#t, thatAs lu&k! '% a# i#%lue#tial book reviewer reviews your book, thatAs lu&k! Although you &a#At &o#trol lu&k, you &a# i#&rease your odds o% be#e%iti#g by lu&k by ma1imi2i#g the e%%e&tive#ess o% the other viral drivers i# this list! emember, you have multiple viral &atalysts you &a# deploy, tweak, twist a#d tur# u#til you %i#d the right &ombi#atio# that ma1imi2es your bookAs pote#tial!

Secret Twent'

O(ti&i*e +isco#er' Touch Points

;is&overy is the method by whi&h readers %i#d your book! (hi#k o% dis&overy as the ho#ey that attra&ts your readers! 9#&e you k#ow what attra&ts readers, you &a# spread the ho#ey! '# September 2011, ' ra# a survey over at Mobile ead, the popular o#li#e &ommu#ity o% ebook readers! ' asked readers to #ame their si#gle %avorite method o% dis&overi#g the ebooks they pur&hase! ' prese#ted them with 12 optio#s, o#e o% whi&h was Bother,C a#d they were allowed to sele&t o#e a#swer o#ly! (he results were surprisi#g, a#d the lesso#s glea#ed %rom this survey pai#t a# e#&ouragi#g pi&ture %or all authors, espe&ially those o% us who re&og#i2e a#d embra&e our obs&urity!

>iew my %ull a#alysis, or e#large the pie &hart above, at http:SSblog!smashwords!&omS2011S00Show:ebook:buyers:dis&over:books!html ;ey findings: %eaders trust online communities more than immediate friends and family = 2/ per&e#t o% survey respo#de#ts said they pre%er to dis&over books by liste#i#g to the re&omme#datio#s o% their %ellow o#li#e readers i# message boards a#d blogs! (his &o#trasts with o#ly . per&e#t who said they pre%er to lear# about #ew books %rom immediate %rie#ds a#d %amily! )hy the disparityN '# the o#li#e realm, itAs easy to %i#d hyper:%o&used o#li#e &ommu#ities that share the same passio# %or your %avorite ge#re! The author is the brand7 and brand matters = (he L2 method o% dis&overy, &ited by 1/ per&e#t o% respo#de#ts, was readers sear&hi#g %or books %rom their %avorite authors! (his speaks to the importa#&e o% author as bra#d! 9#&e you ear# the trust o% readers a#d they k#ow youAll ho#or their time with a great read, they will sear&h out your other books! %andom bro"sing is big = (he rest o% the surveyAs a#swers were distributed a&ross the remai#i#g a#swers, with #o#e gar#eri#g more tha# . per&e#t o% the

vote! 8owever, i% you step ba&k a#d review the a#swers i# the aggregate, you reali2e that #early /0T o% the a#swers re%er to some %orm o% ra#dom browsi#g i# whi&h the readers did#At k#ow what they were looki#g %or u#til it was re&omme#ded to them, or they stumbled a&ross it! 2. per&e#t o% reader a#swers relate to purely ra#dom dis&overy where the reader visits the ebook store with the missio# to browse the virtual shelves %or somethi#g u#e1pe&ted! (he %ollowi#g are all ra#dom browsi#g methods: ' browse book &over images, a#d i% it grabs me ' i#vestigate %urther 4. per&e#t5P ' browse ra#domly the# look at reviews 4. per&e#t5P ' read %ree ebooks, a#d i% ' like the authors ' buy their other titles 4+ per&e#t5P ' browse paper books at bri&k a#d mortar bookstores, the# sear&h %or the ebook o#li#e 44 per&e#t5P 'All sample a#ythi#g, a#d i% it grabs me 'All dow#loadSbuy it 44 per&e#t5! Most other a#swers i#volve some eleme#t o% ra#dom browsi#g! My survey is #ot without its %laws! As me#tio#ed above, ' posed the ?uestio# i# a# o#li#e &ommu#ity, so their a#swers are#At #e&essarily re%le&tive o% all readers! ' limited the optio#s to 12 a#swers, a#d ' did#At allow multiple &hoi&es! ' did#At give respo#de#ts the optio# to spe&i%y i% their a#swers would &ha#ge based o# whether theyAre sear&hi#g %or %i&tio# or #o#:%i&tio#! 6laws aside, ' thi#k the results provide importa#t lesso#s %or authors! 'tAs &lear, %or e1ample, that authors &a# utili2e multiple tou&h poi#ts to rea&h readers! "a&h tou&h poi#t e1poses your book to a#other sliver o% the pie! (he results also i#di&ate that mu&h o% book dis&overy is about the readers %i#di#g you, #ot you %i#di#g the readers 4thus my argume#t that marketi#g is #ot as importa#t as some thi#k5! Ho" you can put these survey findings to use: Four boo' is your most effective mar'eting tool = )rite a book that tou&hes the readerAs soul, a#d the reader will market your book %or you through o#li#e word o% mouth a#d reviews! Target the online communities = A large portio# o% readers look to their o#li#e &ommu#ities = whether it be Mobile ead, 3oodreads, <ibrary(hi#g, 6a&ebook, or a spe&ialty &ommu#ity = %or book re&omme#datio#s! 3oodreads members, %or e1ample, operate hu#dreds o% o#li#e readi#g &lubs, orga#i2ed by ge#re or topi&! 9# the '#ter#et, you &a# %i#d hyper:%o&used &ommu#ities that &ater to virtually a#y topi& or #i&he! (hese are a&tive, e#gaged readers, a#d they pur&hase more books tha# the average perso#! '% they pur&hase your book, theyAll help turbo&harge your also boughts be&ause theyAre the power buyers! 6istribution is important = (he maHority o% book dis&overy, %or ebooks at least, is happe#i#g i# the o#li#e stores! '% your book is#At available i# all the maHor o#li#e stores, the# readers &a##ot stumble a&ross it whe# theyAre ra#domly browsi#g! Boo' covers matter = @our &over image should be as good as or better tha# the &overs %rom large publishers! (he &over image should represe#t your book, a#d appeal to your target audie#&e!

3everage free = A small portio# o% readers &hoose %ree books %irst, a#d i% your book satis%ies them, they will seek out your other titles to pur&hase! '% you o#ly have o#e title, &o#sider maki#g it %ree %or a limited time, like *0:,0 days, so you &a# build readership a#d reviews!

"a&h dis&overy tou&hpoi#t is a# opportu#ity to draw the reader i#! -ut also thi#k about the opposite! (hereAs a war#i#g here! '# the &omme#ts over at Mobile ead, readers made it &lear that the same %a&tors, poorly e1e&uted, &a# u#dermi#e your pote#tial su&&ess a#d &ause the reader to &li&k away! 6or e1ample, a# u#pro%essio#al book &over image is a# i#sta#t tur#:o%%! (ypos i# a book des&riptio# are a tur#o%%! -ooks that are #ot well edited a#d proo%ed are a#other tur#o%%! All authors = eve# bestselli#g authors = have a# opportu#ity to improve the dis&overability o% their books by u#dersta#di#g how di%%ere#t readers utili2e di%%ere#t dis&overy methods!

Secret Twent'0One

Practice the )e#er0Ending !ook 1aunch

'tAs time to rethi#k the &o#ve#tio#al approa&h to book marketi#g! '# traditio#al pri#t publishi#g, a# aggressive marketi#g &ampaig# might start mo#ths i# adva#&e o% the book release! (he aim is to ge#erate &o#&e#trated bu22 timed to &oi#&ide with the bookAs arrival at bri&k a#d mortar retailers! (hese &ampaig#s = reserved %or o#ly a ha#d%ul o% a publisherAs %avorite authors = might i#&lude maili#gs o% Adva#&e eader Copies to se&ure book reviews, adva#&e i#terviews with pri#t media, advertisi#g, a#d post:publi&atio# radio a#d televisio# i#terviews, a lau#&h party a#d a #atio#al or i#ter#atio#al book tour! '% the &ampaig# works a#d readers embra&e the book, the book starts Humpi#g o%% shelves o# day o#e, stores sell out a#d order more &opies, publishers pri#t more books, &ustomers order more books a#d everyo#e is happy! 6ew books a&hieve this status o% i#sta#t:hit! Most traditio#ally published books %ail to sell through ?ui&kly, with or without the be#e%it o% big marketi#g &ampaig#s! 6ew publishers ever sustai# the book with o#goi#g proa&tive marketi#g e%%ort! (hey throw all their resour&es i#to the lau#&h, the# aba#do# the book to its %ate! (he %irst pri#ti#g be&omes the last pri#ti#g, a#d stores ship their u#sold i#ve#tory ba&k to the publisher withi# weeks o% the book hitti#g store shelves! Ma#y o% these so:&alled %lops are a&tually high:?uality books that simply #eeded more time to build readership! 'tAs a shame authors might spe#d years or a li%etime writi#g their book a#d sear&hi#g %or a# age#t a#d publisher o#ly to have the book %or&ed out o% pri#t a#d aba#do#ed withi# weeks o% publi&atio#! (he &o#ve#tio#al approa&h to lau#&hi#g a#d marketi#g books is #o lo#ger the best approa&h, yet ma#y i#die authors still e1pe#d mu&h e%%ort a#d treasure tryi#g to emulate it! )e all k#ow authors who i#vested thousa#ds o% dollars i# book lau#&h marketi#g, or paid marketi#g pa&kages = possibly i# advertisi#g, publi& relatio#s or so&ial media servi&es = #ever to ear# the mo#ey ba&k i# book sales! Some authors be&ome so dis&ouraged over the wasted mo#ey that they give up!

Eever give upI '#die authors %a&e two &riti&al disadva#tages whe# emulati#g the all:or:#othi#g book lau#&h: *+ (hey la&k bri&k a#d mortar distributio#, a# e1&lusive but ephemeral be#e%it available to o#ly traditio#ally published authors! ,+ (hey la&k the resour&es to pull o%% massive publi&ity &ampaig#s! (he opportu#ity %or i#die authors is to tur# these disadva#tages i#to adva#tages! ;o %or your book what publishers &a##ot do! )el&ome to the #ever:e#di#g book lau#&h! (he se&ret to smarter book marketi#g = other tha# writi#g a book that markets itsel% o# the wi#gs o% reader word o% mouth = is to %o&us your e%%orts o# o#goi#g a&tivities that yield i#&reasi#g be#e%its over time! '# Se&ret L14, ' shared my %ruit tree a#alogy! (hi#k o% your book as a %ruit tree, a# asset you ow# that will bear %ruit %or ma#y years to &ome! )he# your book %irst la#ds o# the virtual shelves o% ebook retailers, itAs a %ragile sapli#g with shallow roots! 8elp it establish deep roots! 6ew trees bear %ruit immediately! )ith time, a#d #ourished by good viral &atalysts 4Se&ret L105, positive reader reviews a#d your o#goi#g marketi#g, the book &a# start produ&i#g sales! ;o#At try to emulate the &o#ve#tio#al approa&h to book marketi#g! (he big up%ro#t blit2 = espe&ially i% you &a#At a%%ord it = is #o lo#ger #e&essary! 'Am #ot suggesti#g that you should skip the lau#&h eve#t! -y all mea#s, do your best to or&hestrate a big, &o#&e#trated lau#&h! $ust do#At e1pe#d your resour&es all at o#&e! )ith the adve#t o% sel%:publishi#g a#d the demo&rati2ed distributio# to o#li#e bookstores , books #o lo#ger #eed to Hump o%% the shelves o# day o#e! (hey #o lo#ger #eed to go out o% pri#t! (his mea#s your book has more time to build %a#s a#d readership! (hereAs always a#other day = tomorrow perhaps = to try somethi#g #ew, to build your plat%orm a#d to build upo# your past a&tivities! '# this #ew era o% the immortal book, %o&us your marketi#g o# a&tivities that &reate lo#g: term passive dis&overability! -y passive, ' mea# those a&tivities that yield divide#ds to you over time through #o additio#al e%%ort o# your part! '% you i#vest i# the sto&k market, %or e1ample, a divide#d:payi#g sto&k will pay you mo#ey ea&h ?uarter! $ust as ea&h book you publish &a# &reate a passive i#&ome stream %or you, so too &a# the right marketi#g a&tivities yield o#goi#g marketi#g be#e%it i# the %uture! <ook %or a&tivities you &a# do o#&e but be#e%it %rom %orever! (hi#k o% dis&overability as a perma#e#t homi#g bea&o# mou#ted atop your book that helps readers %i#d it! 9#&e you build the bea&o#, itAs always worki#g %or you eve# while youAre sleepi#g! Make it easier %or your prospe&tive readers to %i#d the book! 'magi#e o#e millio# paths, all leadi#g to your book! (hose paths might origi#ate at your website or blog, or %rom guest posts at other blogs, reader reviews, or %rom virtual library listi#gs o% your %a#s o# 3oodreads or 6a&ebook! (hatAs the perma#e#t marketi#g i#%rastru&ture you wa#t to build over time with your marketi#g!

@our book, listed at a# o#li#e ebook retailer, %or e1ample, provides perma#e#t marketi#g be#e%it 4u#less you make the mistake o% removi#g it, whi&h kills the roots5! A bookAs listi#g is always up, always worki#g %or you, always there to %lag dow# readers whe# theyAre sear&hi#g %or their #e1t read by browsi#g reviews, &ategory listi#gs or the also boughts re&omme#datio#s! A blog ge#erates lo#g:term marketi#g be#e%it, be&ause every post you write will be i#de1ed by the sear&h e#gi#es a#d always available %or someo#e to stumble a&ross! -log about thi#gs o% i#terest to your target readers! 9ver time, your ba&k &atalog o% blog posts will be&ome part o% the %abri& o% the '#ter#et as readers i#tera&t, build li#ks poi#ti#g to the posts, a#d as the blog &omes up i# ra#dom sear&h e#gi#e ?ueries! ead my %ree Smashwords 'ook !arketing Guide to lear# *0 passive a#d proa&tive marketi#g tips you &a# impleme#t at #o &ost! 'mpleme#t the easy o#es %irstI

Secret Twent'0Two

Think

loball'

)ithi# the #e1t %ew years, sales o% "#glish:la#guage ebooks outside the 7!S! will dwar% the 7!S! market as these &ou#tries e#ter the e1po#e#tial growth phase o% their ebook markets! '# 6ebruary, 2012, at the '6-99F(8"E digital publishi#g &o#%ere#&e i# Mila#, 'taly, A( Fear#ey released results o% a global ebook study, &o:spo#sored by 'talia# ebook retailer -ook epubli&! (he study &o#&luded that multiple eleme#ts &o#tribute to the primordial soup 4my words, #ot theirs5 #e&essary to e#able ebooks to take root i# ea&h &ou#try! (hese drivers i#&lude '#ter#et a#d mobile pe#etratio#, e:readi#g devi&e adoptio#, a# e&osystem o% ebook retailers, ebook title availability, %avorable pri&i#g dy#ami&s a#d the prese#&e o% big players promoti#g ebook adoptio#! (hese i#gredie#ts %irst &ame together i# the 7#ited States, but o#ly a%ter %its a#d starts! '# the late [00s, &oi#&idi#g with the '#ter#et:%ueled te&h boom, there was a lot o% a&tivity a#d hype surrou#di#g ebooks! "#thusiasti& promoters promised ebooks would repla&e paper books! "arly pio#eeri#g ebook readi#g devi&es, su&h as the o&ket e-ook by EuvoMedia a#d the So%t-ook by So%tbook Press, hit the market with mu&h %a#%are, o#ly to %lame out i# the dot:&om bust! "books %ailed to take root i# the 7!S! i# the late [00s be&ause the a%oreme#tio#ed primordial soup i#gredie#ts were #ot yet i# pla&e! (he %irst iteratio#s o% s&ree#:readi#g te&h#ology were e1pe#sive a#d u#satis%yi#g to &o#sumers! 6ew books were available i# ebook %orm, a#d the pri&i#g was too high! Copy prote&tio# s&hemes = desig#ed to preve#t pira&y = made it di%%i&ult %or ho#est a#d legal &ustomers to e#Hoy their books! Eo maHor retailers were promoti#g or selli#g ebooks! Publishers were relu&ta#t to i#vest e%%ort i# su&h a #as&e#t market be&ause they were &o#&er#ed ebooks might someday &a##ibali2e their pri#t book busi#ess! 7ltimately, due to the problems above, most &ustomers who tried the ebook %ormat were u#derwhelmed! Paper readi#g still provided a superior readi#g e1perie#&e! "arly adopters o% ebooks %ailed to spark the e#thusiasti& word o% mouth #e&essary %or ebooks to be&ome a mai#stream phe#ome#o#!

A%ter the dot:&om bust o% 2000:2001, ma#y people wrote o%% ebooks! @et despite the premature reports o% the death o% ebooks, the market &o#ti#ued to grow ea&h year, albeit u#der the radar o% most i#dustry wat&hers! -y 200,, the buildi#g blo&ks bega# %alli#g i#to pla&e! So#y i#trodu&ed its grou#d: breaki#g P S:+00 e:reader %irst to the 7!S! market i# September 200,! '# $a#uary, 200., Apple i#trodu&ed the %irst iPho#e, a devi&e whi&h helped i#trodu&e millio#s o% readers to the Hoys o% ele&tro#i& books! '# Eovember, 200., Ama2o# a##ou#&ed the Fi#dle ebook reader, ba&ked by heavy promotio#! '# Eovember, 2000, -ar#es D Eoble, the largest bri&k a#d mortar retailer, i#trodu&ed the Eook e:readi#g devi&e, ba&ked by heavy i#:store promotio#s! 7#like with the %irst ge#eratio# o% e:readi#g devi&es, &o#sumers who tried these #ew devi&es had a mu&h more positive e1perie#&e! )ith the rapid adoptio# o% these e1&iti#g, low:&ost, high:?uality e:readi#g devi&es, publishers rushed to make their books available as ebooks, %urther %ueli#g the %ires o% adoptio#! (he graph below, drawi#g upo# data %rom the Asso&iatio# o% Ameri&a# Publishers, shows how ebooks, as a per&e#tage o% the 7!S! market, grew %rom \ o% 1T i# 200. to appro1imately 20T i# 2011!

Summary o% the key growth drivers: 1! Availability o% low:&ost e:readi#g devi&es! 2! 8eavy promotio# o% e:readi#g devi&es by Ama2o#, Apple, -ar#es D Eoble, So#y a#d others! *! Smartpho#es su&h as the iPho#e, whi&h proved to be u#e1pe&tedly popular e: readi#g devi&es %or millio#s o% book lovers!

4! 'mproveme#ts i# e:readi#g s&ree# te&h#ology a#d so%tware whi&h made s&ree#: readi#g more pleasurable tha# paper:readi#g %or ma#y book lovers! +! '#&reased sele&tio# o% books, i#&ludi#g hu#dreds o% thousa#ds o% i#die ebooks %rom sel%:published authors! ,! <ower ebook pri&es &ompared to pri#t! "books ra#ge %rom u#der R10!00 to as low as R0!00 46 ""5! (he average i#die ebook is pri&ed at arou#d R*!00! .! (e#s o% thousa#ds o% %ree publi& domai# 4out o% &opyright5 &lassi&s, supplied by ProHe&t 3ute#berg, whi&h %or ma#y readers were their %irst e1perie#&e with ebooks! /! (he shi%t to o#li#e buyi#g o% pri#t books, whi&h predisposed &ustomers to be&ome more ope# to pur&hasi#g ele&tro#i& books! 0! ;e&li#e o% bri&k a#d mortar bookstores! (he same i#gredie#ts above that %ueled the 7!S! market are #ow &omi#g i#to play i# markets outside the 7!S! (he rapid rate o% adoptio# o% ebooks i# the 7!S!, whi&h surprised eve# the most optimisti& i#dustry wat&hers 4i#&ludi#g me5, sets a good model %or how the markets will develop outside the 7!S! Markets outside the 7!S! are #ow e#teri#g the same e1po#e#tial growth phases as the esse#tial buildi#g blo&ks %all i#to pla&e! A( Fear#yAs %i#di#gs i#di&ate that markets outside the 7!S! are where the 7!S! was two to si1 years ago, but are &at&hi#g up rapidly! -ased o# A( Fear#yAs 2011 estimates, ebook market share ra#ged %rom u#der o#e per&e#t i# '#dia a#d <ati# Ameri&a to eight per&e#t i# the 7!F! At Smashwords, weAre seei#g evide#&e that the global market is developi#g mu&h %aster tha# the two: to si1:year lag might i#di&ate! Apple, with its i-ookstore, is #ow operati#g ebook stores i# +0 di%%ere#t &ou#tries, with more e1pe&ted i# the year ahead! Smashwords is o#e o% a ha#d%ul o% authori2ed global aggregators 4distributors5 supplyi#g ebooks to the Apple i-ookstore! As o% this writi#g, weAre distributi#g #early 100,000 ebooks to all +0 Apple i-ookstores! Already, #early +0T o% our sales %rom Apple are outside the 7!S!, with the largest markets i# the 7!F!, Ca#ada a#d Australia! 'tAs also worth #oti#g that every day, weAre selli#g "#glish: la#guage books i# other "uropea# a#d S&a#di#avia# &ou#tries where "#glish is#At the primary la#guage! Apple, Ama2o#, Fobo, -ar#es D Eoble a#d So#y are all e1pe&ted to e1pa#d their i#ter#atio#al operatio#s i# 2012! Ma#y regio#al ebook stores will also emerge i# spe&i%i& &ou#tries! Pri&e will be a# espe&ially power%ul growth driver %or &ustomers i# ma#y o% the smaller "#glish:la#guage markets su&h as Australia a#d Eew Geala#d, where &ustomers have grow# a&&ustomed to hard&over pri#t books &osti#g the e?uivale#t o% 7S; R4+!00 to R+0!00!

(he markets outside the 7!S! will embra&e ebooks ?ui&kly be&ause ebooks dramati&ally improve the sele&tio# a#d availability o% books previously u#available as pri#t books! (his is espe&ially true i# smaller markets histori&ally #egle&ted by large publishers! A#other driver o% global growth is the rise o% low:&ost smartpho#es! -illio#s o% ebook: ready smartpho#es are already i# the ha#ds o% &ustomers arou#d the world, a#d ea&h year these devi&es are getti#g smarter, &heaper a#d more &o##e&ted! -a&k i# 200., ' traveled to (a#2a#ia to &limb Mt! Filima#Haro! Most people there did#At have ru##i#g water or ele&tri&ity, but they had &ell pho#es! 'magi#e billio#s o% smartpho#e users i# A%ri&a a#d '#dia a#d every other &or#er o% the globe, all &arryi#g o#li#e bookstores i# their po&kets! (hese #ew book readers &a# sample, dis&over a#d pur&hase low:&ost ebooks with a &ouple o% &li&ks! 6or the %irst time ever, global ebook stores will make it %easible a#d &ost:e%%e&tive %or authors a#d publishers to distribute every book to every &ou#try! A# author i# '#dia &a# upload a book to Smashwords this se&o#d, a#d withi# mi#utes &ustomers i# Eorway, Eew Geala#d, C2e&h epubli& or (a#2a#ia &a# sample or pur&hase it! Su&h i#sta#ta#eous, global distributio# o% books is impossible with pri#t! As these #as&e#t ebook markets e#ter their e1po#e#tial growth phases, itAs o#ly a matter o% a %ew years be%ore ebook sales grow to a&&ou#t %or 2+ or +0 per&e#t o% their markets! As a# i#die author or publisher, this global market is withi# your rea&h today!

Secret Twent'0Three

Stud' !estsellers in Your "ategor'

(hey say imitatio# is the si#&erest %orm o% %lattery! 'tMs also a# e1&elle#t way to lear#! '% you wa#t to lear# to pai#t, study the masters! '% you wa#t to lear# to publish su&&ess%ully, study the masters! Eew i#die masters are publishi#g every day! As ' me#tio#ed i# the Pre%a&e, todayAs i#die authors are e1perime#ti#g with aba#do#! (hey do#At have &orporate sta%%s or millio#: dollar marketi#g budgets! (heyAre i##ovati#g o# the &heap, taki#g &ha#&es, shari#g tips a#d tri&ks with their %ellow authors, e1perime#ti#g, a#d maki#g mistakes! '# the pro&ess, these authors are also stumbli#g a&ross #ew se&rets %or su&&ess, o%te# without reali2i#g it! As you embark o# your gra#d ebook adve#ture, study the e%%orts o% those who have &ome be%ore you! '% you write thrillers 4or a#y other &ategory5, study the bestseller lists %or that &ategory at -ar#es D Eoble, Apple a#d Ama2o#! )hi&h titles are selli#g the bestN Study the most:dow#loaded %ree books! )hi&h titles are bei#g dow#loaded more tha# all the othersN Study the ebook &over images o% the most popular books! Study their titles a#d their book des&riptio#s! Study their pri&i#g! -uy the books! ead the %irst paragraph, the %irst &hapter, the e#tire book! ead &ustomer reviews! >isit the authorAs website or blog! 8ow are authors marketi#g their books 4i% at all5N )hat are they doi#g that you &a# do tooN A#aly2e a#d disse&t everythi#g about those writers! -e a spo#ge a#d lear# %rom them! @ouAll %i#d ea&h author has his or her ow# approa&h! Some do absolutely #o marketi#g! (hey do#At blog or tweet or 6a&ebook! Some do heavy marketi#g! @ouAll %i#d some who say they were su&&ess%ul &ompletely by a&&ide#t! (hey might si#&erely believe it was by a&&ide#t, but ultimately behi#d every bestseller is a great book that tou&hes the soul o% readers! As you study these authors, youAll also start to re&og#i2e their mistakes! @es, eve# bestsellers make mistakes! Most bestsellers &ould do #ew thi#gs to make their books eve# more su&&ess%ul 4they eve# might lear# a thi#g or two by readi#g this ebookI5!

7ltimately, the books that rea&h the most readers are those that market themselves o# the wi#gs o% reader word o% mouth 4or mouse5! "ve# i% your goal is#At to be&ome a bestseller 4a#d remember, most o% us will #ot be&ome bestsellers5, you should always strive to do your best work! (ake pride i# what you &reate! ;o#At release shoddy work! "ve# a%ter you publish your book, #ever stop lear#i#g, a#d #ever stop studyi#g the masters who i#spire you! 7#like the old world o% publishi#g where a book we#t to pri#t a#d be&ame a stati&, #ever: &ha#gi#g obHe&t, your ebook is alive a#d dy#ami&! @ou &a# evolve it! @ou &a# tweak the &over image, the title, the pri&e, the des&riptio#! @ou &a# eve# revise the book! @ou &a# %i#e:tu#e the book u#til it &o##e&ts with a#d reso#ates with as ma#y readers as possible! <iste# to your %a#s, a#d seek to serve them!

Secret Twent'0$our

+e#elo( a Thick Skin

Most o% us love our books as i% we birthed them ourselves 4be&ause we did birth themI5! 'tAs tough to hear #egative %eedba&k, a#d itAs tougher still to reali2e our books might %ail to a&hieve the readership a#d appre&iatio# they deserve! As mu&h as we thi#k our book deserves to go viral a#d be read by millio#s o% people, most o% us wo#At a&hieve that ideal! ;o#At let #egative reviews dis&ourage you! '#stead, look %or opportu#ities to lear# %rom them! At Ama2o#, my #ovel has ear#ed several o#e:star reviews! (he espe&ially pai#%ul o#es &omplai# they disliked the book so mu&h they did#At %i#ish it! @ikesI 6or ma#y #ovelists, we leave the best part %or the e#d! (he review was u#%air! )hat &a# ' do about itN (he a#swer is, very little! @ou will re&eive reviews %rom &lueless idiots, a#d thereAs little you &a# do about it! etailers will rarely remove a #egative review! (ry to keep a# ope# mi#d! <ear# %rom the reviews, i% thereAs somethi#g to lear#! Maybe my #ovel #eeds to start o%% stro#ger! Maybe my book des&riptio# does#At ade?uately des&ribe what the readers will e1perie#&e i% they buy my book, or maybe itAs attra&ti#g the wro#g type o% reader! 9r, maybe ' Hust &halk up the reviewer as a troll! ' had a#other reviewer &omplai# that the book &o#tai#ed too ma#y re%ere#&es to drug abuse a#d eati#g disorders! (he reader &ompletely missed the poi#t that the bookAs purpose is to give the reader a peek behi#d the %a]ade o% 8ollywood &elebrity a#d to put the reader i#side the mi#ds o% the a&tors who e#dure so mu&h hardship! 'tAs importa#t %or authors to mai#tai# a tough ski#! All too o%te#, 'All see authors u#publish their book at the %irst #egative review! ;o#At do that! @ou worked too hard to let a#yo#e steal your dream! Maybe the se&o#d or third review will be more positive! ;o#At lash out at your &riti&s, either i# review respo#ses or i# o#li#e message boards! -e the bigger perso#! Feep your emotio#s i# &he&k! Some authors go o#li#e a#d spew vitriol at real or imagi#ed demo#s, but i# the e#d they o#ly harm themselves! emember that your &ustomers are o%te# readi#g these messages! @our %ellow authors, who you wa#t as your part#ers i# this gra#d ebook adve#ture, are also wat&hi#g!

9ver time, trust that the sum o% your reviews, a#d the sum o% what readers a#d %ellow writers thi#k about you, will more a&&urately re%le&t your substa#&e! As -ria# S! Pratt poi#ted out i# my i#terview with him 4http:SSblog!smashwords!&omS2010S12Ssmashwords:author:bria#:s:pratt:to:ear#!html 5, some #egative reviews might eve# help sell books! Sometimes, that parti&ular &hara&teristi& o#e reader hated might be e1a&tly what a#other reader wa#ts i# a book! Maybe someo#e i#terested to u#dersta#d the dark u#derbelly o% 8ollywood &elebrity will see my o#e:star review above a#d thi#k, B"urekaI (hat sou#ds like a $a&kie Colli#s #ovel! ' love $a&kie Colli#sIC '# a# i#terview at the Smashwords blog with uth A## Eordi# 4http:SSblog!smashwords!&omS2012S0*Sruth:a##:#ordi#:shares:her:se&rets:to!html 5, uth A## &o#%ided how she almost gave up writi#g due to #egative reviews: 5To be honest% 0 almost gave up (and this was in !arch 6)()) because of the ( and 6*star reviews1 hile most of the feedback was positive and 0 was also getting 7 and 8*star reviews% it9s the ( and 6*star ones 0 remember most% and those reviews came on /n 0nconvenient !arriage (which is ironic since that seems to the be the book that has done the best overall)1 0 remember praying to God and asking :im what :e wanted me to do because 0 was ready to unpublish all of my books and walk away from the whole thing1 / half hour later% 0 got an email from a reader who told me ;to continue my good work1< That email is posted on my wall where 0 can read it whenever 0 contemplate giving up because the urge still comes about twice a year1 0 share this story because it9s one of the e4periences of being an author that no one in my writing groups ever told me% and 0 was in organi=ations with :arle3uin% /von and small press authors who had more e4perience than 0 did1 0 wish someone had given me a heads up that the emotional roller coaster authors go through is normal1< "ve# i% you write super:wo#der%ul books, you will re&eive #egative reviews! Some reviews will probably be vi&ious a#d mea#:spirited! ;o#At let them dimi#ish your resolve! '% you work hard to per%e&t your &ra%t a#d persevere through the i#evitable #egativity, youAll ear# more %a#s, a#d i# the e#d your %a#s will dilute the impa&t o% a#y #egativity! )rite %or yoursel%, a#d write %or your %a#s!

Secret Twent'0$i#e

Think !e'ond Price

Pri&e is importa#t, but itAs o#ly o#e o% ma#y %a&tors that i#%lue#&e a prospe&tive readerAs per&eptio# o% your bookAs value! '% pri&e were all that mattered, the# readers would o#ly dow#load %ree books! @et readers &o#ti#ue to pur&hase books, eve# whe# surrou#ded by a# abu#da#&e o% high:?uality %ree books! )hy do they payN (he a#swer is that your book is wholly u#i?ue! 'tAs a o#e:o%:a:ki#d &reatio# %rom your mi#d! 't draws %rom your li%e e1perie#&e, your tale#t, your i#terests, your hopes a#d %ears! 't draws %rom every %iber o% who you are as a# i#dividual! '% you write a book that reso#ates with readers a#d gives them great satis%a&tio#, the# pri&e is #ot the sole determi#i#g %a&tor o% whether or #ot theyAll buy it! Co#sider your pri&i#g de&isio# withi# the &o#te1t o% these other importa#t variables: *+ 3ength 6ull:le#gth books ge#erally &omma#d higher pri&es tha# shorter works! (wo o% our best: selli#g, highest:ear#i#g authors are writi#g %ull:le#gth books, betwee# 1+0,000 a#d 200,000 words! (hatAs lo#g by &o#ve#tio#al sta#dards, whi&h would usually &o#sider ,0,000:/0,000 words %ull:le#gth! Most o% our highest ear#ers are /0,000 words a#d up! As me#tio#ed i# the viral &atalysts se&tio# above, the top +0 bestsellers at Smashwords average over 100,000 words! 4See the %ull study at http:SSblog!smashwords!&omS2012S04S&a#:ebook:data:reveal:#ew:viral!html!5 9% &ourse, there are the rule breakers! Some short #o#:%i&tio# supports higher pri&es! Solutio#s:%o&used #o#:%i&tio# a#d short situatio#al eroti&a support higher pri&es tha# might otherwise be Husti%ied by the le#gth! Some authors try to break a %ull:le#gth #ovel i#to multiple shorter seriali2ed &hu#ks or series #ovellas i# a# attempt to ear# more mo#ey, but this strategy usually %ails! Su&h tri&ks Heopardi2e reader trust be&ause readers will %eel ma#ipulated i% they &o#&lude the authorAs seriali2ed book &hu#ks are simply a s&heme to e1tra&t more mo#ey %rom them! Also remember that it takes time a#d e%%ort to pur&hase a#d dow#load ea&h o% the smaller &hu#ks, a#d thatAs time the reader would rather spe#d readi#g your &omplete book %rom

start to %i#ish! ;o#At &reate u##e&essary %ri&tio# that gets i# the way o% your reader e#Hoyi#g your book right #ow! '% youAre prepari#g to publish a &ompleted series o% %ull:le#gth books, publish them all at o#&e rather tha# releasi#g them over time! Allow your reader to %i#ish o#e book a#d move to the #e1t immediatelyP otherwise they may %orget to look %or the #e1t release i# the series! ,+ %eader passion (he most power%ul marketi#g se&ret is to write a super:%abulous book that markets itsel%! '% a book does#At i#spire reader word o% mouth, the authorAs marketi#g be&omes less e%%e&tive! 8ow does a# author &reate a book that markets itsel%N (he se&ret is to write a book that that tou&hes the readerAs soul! '% you write %i&tio#, the &hara&ters must Hump o%% the page! (he reader must love itP a#d this holds true %or both %i&tio# a#d #o#:%i&tio#! '% readers %eel passio# %or the book, theyAll leave you a %ive:star review, #ot a three:star review, a#d theyAll tell all their %rie#ds a#d %amily to pur&hase it as well! eader passio# drives a bookAs virality, both via word o% mouth a#d so&ial media bu22! -+ 8uthor platform ;o you have the ability to e%%i&ie#tly rea&h a large #umber o% readersN (hey might be readers o% your blog, %a#s o# your email list, or the audie#&e o% your i#:perso# talks! (hatAs your plat%orm! (he author plat%orm helps authors pla&e their book be%ore readers %or their immediate &o#sideratio#! (rue %a#s are likely to be less pri&e se#sitive! (heyAre a %a# be&ause they already &o#sider your work valuable to them! .+ %eader trust "arlier ' devoted a# e#tire se&ret to reader trust, so 'All summari2e it here! 'tAs easier to lose a reader tha# to gai# o#e! '% you provide your readers with a super:e#Hoyable readi#g e1perie#&e, they are mu&h more likely to remember your #ame a#d seek out other writte# works you have published! '% they k#ow you write great material, pri&e will be less o% a# issue be&ause they already trust you to provide a good read! =+ Series or not 6or %i&tio#, %ull:le#gth series do best! (he power o% the series is that the reader be&omes emotio#ally i#vested i# the world you have &reated, a#d the &hara&ters who populate this world! @our readers will wa#t to Hoi# the &hara&ter o# a# o#goi#g Hour#ey! "a&h book i# the series must hook the reader, be&ause some readers will read the series out o% order! -ria# S! PrattAs series starter %or his epi& %a#tasy Mor&yth Saga series is 140,000 words a#d pri&ed at %ree! A good per&e#tage o% readers who &omplete the %irst book pur&hase the other si1 books i# the series sight:u#see# %or R+!00 ea&h! (his is the level o% trust every author should aspire to!

Shay#e Parki#so#, a Smashwords bestseller o% histori&al %i&tio# who pri&es her series starter at %ree, averages &lose to 200,000 words %or ea&h o% her series books! >+ 8uthor mar'eting Marketi#g is the pro&ess by whi&h a# author builds aware#ess about the book a#d the author, a#d ge#erates dema#d %or the book! '% a# author &a# &reate a# urge#t, stro#g desire amo#g readers to read the book, the# pri&e be&omes less importa#t! 7rge#&y builds desire! '% everyo#e you k#ow is telli#g you that you E""; to read title A-C %rom author Q@G, a#d you #eed to read it E9), are you really goi#g to &are i% itAs pri&ed at R0!00 or R!00N A book worth readi#g is a book worth readi#g! ?+ Perceived value '# the previous tip, ' said a book worth readi#g is a book worth readi#g! @et &ustomers do#At have limitless wallets, a#d they do#At wa#t to over:spe#d! '# the e#d, ea&h i#dividual &ustomerAs pur&hase de&isio# is drive# by a &omple1 a#d perso#al e?uatio# o% i#puts that de%i#e per&eived value! '# other words, multiple %a&tors i#%lue#&e the desirability o% a book, a#d ea&h prospe&tive reader will weigh those %a&tors di%%ere#tly! Per&eived value is all about what ', the reader, will get %rom this book, above a#d beyo#d what ' i#vest! eaders i#vest their time, atte#tio# a#d mo#ey! 6or %i&tio#, readers wa#t emotio#al e#gageme#t with a great story! 6or #o#:%i&tio# 4a#d with great %i&tio# as well5, theyAre looki#g to gai# k#owledge, i#%ormatio# or i#sight, or to lear# how to solve a problem! '% youAve do#e everythi#g possible to ma1imi2e %a&tors 1:, above, the# pri&e is the %i#al lever u#der the authorAs &o#trol! 6i&tio# buyers are typi&ally more pri&e:se#sitive, simply be&ause they have #ear:u#limited alter#atives %or low:&ost, high:?uality books! Eo#: %i&tio# readers are slightly less pri&e:se#sitive, be&ause they o%te# read #o#:%i&tio# %or k#owledge, a#d that k#owledge o%te# has value to them that %ar e1&eeds the pri&e o% the book 4more o# this below5! 9+ Platform building or harvesting@ '% youAre a #ew author, or youAre a# established author eager to e1pa#d your plat%orm, the# &o#sider pri&i#g some o% your work at low pri&es to e#&ourage more #ew readers to take a &ha#&e o# you, a#d give you a &ha#&e to build reader trust! A R!00 ebook will usually sell more &opies tha# a R0!00 ebook, yet the higher pri&ed ebook may ear# the author more i#&ome! )he# sele&ti#g a pri&e, authors should ask themselves what their obHe&tive is! 's it to harvest ma1imum i#&ome #ow, or is it to build plat%orm, or is a &ombi#atio# o% bothN (he most su&&ess%ul pri&i#g strategy is a ble#ded o#e, where the author parti&ipates i# multiple pri&e poi#ts to satis%y di%%ere#t &ustomer pre%ere#&es! 6or authors to take %ull adva#tage o% the ble#ded strategy, they must o%%er a ba&klist o% multiple %ull:le#gth titles!

(hi#k like a %isherma#! 6isherme# &hum: they throw bu&kets o% %ree bait i# the water to attra&t a lot o% %ish, a#d the# mi1 i# hooked bait to &at&h the %ish attra&ted by the %reebies! 6ree or low &ost books a&t like &hum i# the water %or plat%orm buildi#g a#d marketi#g! Authors &a# pri&e other books higher to harvest i#&ome! Ma#y authors make the mistake o% believi#g every o#e o% their books is worth at least Q pri&e, a#d re%use to pri&e them lower o# pri#&iple alo#e! (hey miss out o# the opportu#ity to use %ree a#d low:&ost books to make it easier %or a large #umber o% &ustomers to take a &ha#&e o# them! 9ther authors pri&e too low, so they miss the opportu#ity to harvest i#&ome! 'tAs a bala#&i#g a&t! (he most su&&ess%ul i#die authors are simulta#eously pri&i#g to &hum a#d to harvest, always looki#g to i#trodu&e #ew readers to their works so they &a# sell them higher:pri&ed books! -ased o# our resear&h 4see http:SSblog!smashwords!&omS201*S0+S#ew:smashwords: survey:helps:authors!html5, o# average, pri&es o% R2!00 to R,!00 yield i#die authors the most i#&ome, though R2!00 books will sell more u#its tha# R,!00! '% you %i#d you ear# the same amou#t o% i#&ome at R2!00 as R,!00, &o#sider sti&ki#g to the R2!00 pri&e be&ause lower pri&es yield greater u#it volume 4you rea&h more readers5, whi&h gives you greater plat%orm:buildi#g be#e%it! Feep i# mi#d, every book is di%%ere#t a#d your e1perie#&e may vary %rom the #orm! G+ The :mpact of Free boo's '% you pri&e your book low, or %ree, eve# %or a limited time, you elimi#ate the readerAs %i#a#&ial risk o% taki#g a &ha#&e o# you! Authors who do#At utili2e low pri&e poi#ts %or some o% their &atalog are missi#g out o# the biggest, most u#derutili2ed marketi#g se&ret: Pri&e is a marketi#g tool! 'All o%te# hear %rom authors a#d publishers &o#&er#ed that %ree or low:&ost books devalue books! (hey %ear that readers will be &o#ditio#ed to dema#d %ree a#d wo#At pay! (his is#At the &ase! "very authorAs worst &ompetitio# is #ot other authors or %ree or low:pri&ed books! @our &ompetitio# is stari#g at you %rom the mirror! )rite the best book you &a# a#d give it a &over image that s&reams to the reader, B(his book is Hust what youAre looki#g %orIC eaders today have a&&ess to te#s o% thousa#ds o% %ree publi& domai# &lassi&s, thousa#ds o% %ree i#die books, a#d millio#s o% pie&es o% %ree '#ter#et &o#te#t! @et readers still buy books! )hyN -e&ause your book is e#tirely u#i?ue i# the world, a#d readers will pay %or a good book! )riters &o#%ide#t i# their ability yet &o#&er#ed about the glut o% books should %i#d this %a&t e#&ouragi#g! *H+ Fiction vs+ #onfiction (he pri&i#g dy#ami& %or #o#:%i&tio# is di%%ere#t %rom %i&tio#! 9%te# with #o#:%i&tio#, the reader is looki#g to solve a problem, or address a# opportu#ity! (his problem or

opportu#ity has a per&eived value atta&hed to it i# the mi#d o% the reader! (he greater the value o% this k#owledge, the less se#sitive theyAll be to pri&e! )e have o#e author who has bee# su&&ess%ul selli#g R.0!00 #o#:%i&tio# ebooks! (he books provide i#vestme#t re&omme#datio#s, a#d the author is well:k#ow#, has a large plat%orm, a#d is trusted! 6or i#vestors maki#g multi:hu#dred thousa#d dollar i#vestme#ts i# the sto&k market, R.0!00 is a small pri&e to pay %or k#owledge! )e have a#other author who is a #atio#ally k#ow# e1pert o# high s&hool %ootball &oa&hi#g! 8is books sell well %or R2+!00 ea&h! ' remember a %ew years ba&k ' advised him his books were pri&ed too high! ' was wro#g! <esso# lear#ed: Feep a# ope# mi#d = some BrulesC &a# be broke#! )hat does#At work %or o#e author may work %or you! **+ #o" for a T"ist: 5ight Higher Priced Boo's Sell Better@ Co#ve#tio#al wisdom holds that the lower the pri&e, the more readers youAll get! (his is ge#erally true, a#d our resear&h supports this! 8owever, as with a#y rule, there are always e1&eptio#s! Some Smashwords &ustomers have told me they wo#At eve# &o#sider pur&hasi#g a book u#less itAs more than R2!00 be&ause theyAve &o#&luded that &heaper books are o% lesser ?uality! (his belie% is#At u#iversal amo#g all readers, but it is true %or some subset! 9# multiple o&&asio#s 'Ave heard %rom authors who told me their u#it sales a&tually i#&reased a%ter they raised their pri&e! emember, ma#y %a&tors i#%lue#&e how a reader per&eives your pri&e!

Secret Twent'0Si%

Pricing Strateg'2 .nit /olu&e is a 1e#er for Success

'# mid:2012, Smashwords &ompleted a &omprehe#sive resear&h study to e1ami#e the i#terplay betwee# pri&e, u#it sales, a#d overall author pro%its! )e looked at sales o% +0,000 books a&ross multiple retailers duri#g a si1:mo#th period! 6irst, we wa#ted to u#dersta#d at what pri&e a# ebook would move the most u#its! (he a#swer was#At a surprise: 6 ""! 6ree ebooks, a&&ordi#g to our study, drove about 104 times more dow#loads tha# books at a pri&e! -ut what about pri&ed booksN A%ter all, most o% us would like to ear# i#&ome %rom our books! (he &hart below shows the a#swer! ' #ormali2ed the data so we &ould a#aly2e, %or e1ample, how ma#y more books would be sold at R!00 tha# R10!00^! )e %ou#d that lower pri&es ge#erally resulted i# more u#it sales, with the e1&eptio# o% the R1!00 pri&e: poi#t, whi&h appears to u#derper%orm! )e %ou#d that a book pri&ed at R2!00 sells, o# average, ,!2 times more u#its tha# a book pri&ed over R10!00! As pri&es rise, as you might e1pe&t, u#it sales drop!

So itAs #ot a surprise that lower:pri&ed books ge#erally sell more u#its tha# higher:pri&ed books! '% a book is low:pri&ed, it be&omes more a%%ordable to more readers! eaders are more likely to take a &ha#&e o# a low:pri&ed book %rom a# u#k#ow# author! Ee1t, we wa#ted to k#ow at whi&h pri&e the author would gai# the most ear#i#gs! )ould a# author ear# more mo#ey at R!00 tha# R10!00^, simply be&ause R!00 would drive greater u#it volumeN (he a#swer was u#e1pe&ted!

6or the &hart above, we #ormali2ed the data so what you see is a represe#tatio# o% how ea&h pri&e poi#t &ompares to the average yield 4u#it sales multiplied by author royalty5 at ea&h pri&e poi#t! '# the le%t verti&al &olum#, 1!00 would e?ual the average! )hat we %i#d is that R1!00 a#d lower a&tually &aused the author to ear# ,0T less tha# the average! (his mea#s the R!00 a#d R1!00 pri&e poi#ts u#der:per%orm! R+!00 appeared to be the sweet spot, yet i% this makes you %eel i#&li#ed to move all your pri&es to R+!00 today, stop! '% you look at the &hart, you see thereAs #ot a treme#dous variatio# betwee# all the pri&e poi#ts %rom R2!00 a#d up! A R2!00 ebook ear#s Hust a little more tha# a R0!00 or R10!00^ ebook! So #ow the big ?uestio#N At what pri&e should you pri&e your bookN (he a#swer is#At &ompletely obvious! 6irst, let me war# you about the pote#tial da#ger o% maki#g de&isio#s o# aggregated data su&h as what 'Am shari#g! My data is looki#g at results %rom about +0,000 books! (he survey i#&luded both %i&tio# a#d #o#:%i&tio#! )hile is this probably the largest study o% pri&e poi#ts a#d sales behavior ever &o#du&ted, we are talki#g about a# average! @our book is u#i?ue, a#d may respo#d di%%ere#tly tha# the average! (hat war#i#g aside, you &a# draw some i#teresti#g &o#&lusio#s here that will help i#%orm a smarter pri&i#g strategy! '% you have the &hoi&e to pri&e at R2!00 or R10!00^, whatAs the smarter de&isio#N -e%ore you a#swer, letAs e1ami#e be#e%its you get %rom a book sale! Most authors thi#k solely o% the mo#ey they ear#, a#d authors with this mi#dset would probably pri&e their

book at R+!00, si#&e that appears to be the highest:ear#i#g pri&e poi#t! @et thereAs a#other, o%te#:overlooked be#e%it o% that sale: Fou gain a reader+ A reader is a pote#tial %a#, a#d a %a# will review your book positively a#d pur&hase your other books, a#d will a#1iously await your #e1t books! A %a# is also a pote#tial eva#gelist %or your book, a#d a# eva#gelist will #ot o#ly re&omme#d your book to %rie#ds, they will command their %rie#ds to read it! '% your %rie#d tells you you M7S( read this ama2i#g book, youAre more likely to read it! 6a#s &reate word o% mouth, a#d word o% mouth separates the poor:sellers %rom the bestsellers! ' would argue that this se&o#d be#e%it o% the sale, gaining a reader, is more valuable to your lo#g:term &areer as a writer, espe&ially i% you pla# to publish multiple books! )ith this epipha#y i# mi#d, youAll #ow u#dersta#d why i#die authors have su&h a plat%orm:buildi#g adva#tage over traditio#ally published authors! (raditio#al publishers pri&e high, a#d this high pri&i#g dimi#ishes their u#it sales volume, whi&h limits the %a#: buildi#g a#d plat%orm:buildi#g pote#tial o% ea&h book! (his is why ma#y i#die authors are #ow buildi#g larger %a# bases %aster tha# ma#y traditio#ally published authors! 'tAs a reaso# to thi#k twi&e be%ore sig#i#g with a publisher! ' observed multiple i#sta#&es i# re&e#t mo#ths where Smashwords bestsellers were a&?uired by large publishers, a#d i#sta#tly re:listed by the publishers at higher pri&es! (he booksA sales ra#ki#gs usually drop like a ro&k! As a# i#die, you &a# use low pri&e to build %a#s, a#d the# over time, as you build reader trust, you &a# raise your pri&es! (his is#At Hust &o#&eptual pie:i#:the:sky spe&ulatio#! )eAre seei#g it happe# every day! 7p i# the &over desig# se&tio#, ' wrote about !<! Mathewso#, a#d how a simple &over update was the &atalyst to lau#&h her to the Eew @ork (imes -estseller list! )hat ' did#At me#tio# was that all her books were pri&ed at R!00 at the time! (he low pri&e %a&ilitated rapid %a#:buildi#g %or her duri#g the appro1imate 1/ mo#ths she had bee# buildi#g her %a# base at the Apple i-ookstore! )he# she released her #e1t #ovel later i# 2012, +heckmate, she pri&ed it at R2!00! )ithi# 4/ hours, the book shot to #umber o#e i# Apple i-ookstores i# the 7!S!, Australia, 7!F! a#d Ca#ada! )hat this illustrates, ' thi#k, is the power o% %a#:buildi#g! "very retailer, a#d every store i# every &ou#try, represe#ts its ow# mi&ro:market! '% you build your plat%orm a#d ear# reader trust, readers will wa#t to pur&hase your #e1t book, eve# i% itAs pri&ed higher! (his is good #ews %or writers who are &o#&er#ed pri&e &ompetitio# will drive the pri&e o% all books to 6 ""! ' do#At see this happe#i#g! eaders will always pay %or books worth readi#g! All you #eed to do is ear# a#d deserve their trust! So ba&k to my origi#al ?uestio#, i% you have the &hoi&e to pri&e at R2!00 or R10!00^, whatAs the smarter de&isio#N 6or most books, espe&ially %or %i&tio#, R2!00 will be smarter, be&ause a&&ordi#g to our data above, R2!00 helps you rea&h over si1 times as ma#y readers as R10!00^! 9r, i% you do#At get results with R2!00, try R!00, a#d see i% that makes a# impa&t, or try 6 ""! )eAve observed multiple i#sta#&es where a %ree book &aused the authorAs other books to break out, espe&ially whe# itAs a %ree series:starter! Most o% the highest ear#i#g authors at Smashwords have at least o#e %ree book!

'# 201*, we released a se&o#d a##ual survey looki#g at mu&h o% the same data highlighted above! Ma#y o% the %i#di#gs remai#ed &o#siste#t with 2012, yet there were some i#teresti#g shi%ts i# the data! )e %ou#d R*!00, o# average, ear#ed authors more u#it sales a#d more i#&ome tha# R2!00! )e %ou#d that both R2!00 a#d R*!00 ear#ed authors about %our times more dow#loads tha# books pri&ed at R10^, whi&h represe#ted a drop %rom the ,Q adva#tage wit#essed i# 2012! R1!00 remai#s a bla&k hole! @ou &a# dow#load the 201* survey, a#d read my %ull &omme#tary, at http:SSblog!smashwords!&omS201*S0+S#ew:smashwords:survey:helps:authors!html Please remember that these %i#di#gs should be used as data poi#ts mea#t to help you make better:i#%ormed de&isio#s! (he %i#di#gs are #ot absolutes, a#d itAs o%te# di%%i&ult to disti#guish &ause a#d e%%e&t! 6or e1ample, with the #ew 201* data, do R*!00 ebooks sell better be&ause &ustomers are avoidi#g R2!00N )e do#At k#ow! A ha#d%ul o% mega: selli#g bestsellers might have skewed the data! 9r, more likely, it was a &ombi#atio# o% %a&tors! "very book is a u#i?ue &reature, so what works %or the average book may #ot work %or your book!

Secret Twent'0Se#en

Ebook Publishing is Eas'3 Writing is +ifficult

Eow that youAre a# e1pert o# so ma#y se&rets to su&&ess, itAs time to get out there a#d publish it! boo' Publishing is the asy Part: Some writers %ear itAs di%%i&ult to tur# their %i#ished ma#us&ript i#to a# ebook! 'tAs #ot di%%i&ult, itAs easy! (here are a lot o% e1perts out there who will try to tell you that ebook publishi#g is di%%i&ult, a#d that you #eed to hire them to help you do it &orre&tly! 8ogwash! '% youAre moderately pro%i&ie#t with a word pro&essor, you &a# publish a# ebook! At Smashwords, we have authors i# their /0s a#d 00s who have published with us, all o# their ow# by %ollowi#g our simple steps! 9#&e your ma#us&ript is &ompleted, simply review my %ree Smashwords Style Guide 4http:SSwww!smashwords!&omSbooksSviewS+2 5 to lear# how to %ormat, produ&e a#d publish your book! "ve# i% you do#At yet work with Smashwords, the Smashwords Style Guide will help you lear# the best pra&ti&es %or ebook %ormatti#g a#d layout so your book &a# be e#Hoyed o# a#y e:readi#g devi&e! "book publishi#g &a# be %ree! @ou #eed #ot hire e1pe#sive servi&es or pur&hase publishi#g pa&kages! (he o#ly #e&essary &ost %or most authors is to hire a pro%essio#al &over desig#er, a#d itAs easy to %i#d good o#es u#der R*00! '% you do #eed help o# %ormatti#g or &over desig#, hire o#e o% the pros o# !ark2s >ist, whi&h is my %ree re%erral servi&e you &a# a&&ess by se#di#g a# email to listJsmashwords!&om or by visiti#g http:SS smashwords!&omSlist! ' do#At ear# a &ommissio# or a re%erral %ee i% you hire them! (heyAre all %ellow Smashwords authors a#d i#depe#de#t %reela#&ers, a#d theyAre o# my list be&ause theyAve do#e great work %or other Smashwords authors! (heir rates usually start arou#d R40 %or %ormatti#g or &over desig#, a#d go up %rom there depe#di#g o# the &omple1ity o% your proHe&t! All the &over artists have o#li#e port%olios so you &a# get a se#se o% their style be%ore you hire them! Ask %or a ?uote i# adva#&e! :nspire 5ad Passion: (he very most importa#t step you &a# take, more importa#t tha# marketi#g a#d more importa#t tha# most o% the se&rets i# this book &ombi#ed, is to write

a super %abulous book that i#spires mad passio# i# your readers! 'tAs #ot easy to write su&h a book! '% your readers love your book, the# #ews o% your book will spread o# the wi#gs o% their passio#ate word o% mouth! F#ow your audie#&e, a#d give them e1a&tly what they wa#t! 'tAs easier said tha# do#e! Most o% the over#ight i#die author su&&esses you read about slaved away %or years i# obs&urity as they ho#ed their &ra%t a#d built their plat%orm! '% you remember #othi#g else %rom this book, remember that writi#g a great book is the si#gle most importa#t = a#d the si#gle most di%%i&ult = task ahead o% you! A great book markets itsel%!

Secret Twent'0Eight

+efine Your Own Success

Mu&h o% the dis&ussio# about what &o#stitutes a Bsu&&ess%ul authorC i#variably goes to a dis&ussio# about book sales a#d ear#i#gs! (he da#ger o% this myopi& measure o% su&&ess is that most writers wo#At sell a lot o% books! (his holds true %or i#die authors as well as traditio#ally published authors! ;oes this mea# most writers are %ailuresN ;e%i#itely #otI ;o#At allow your de%i#itio# o% su&&ess to be de%i#ed by others! )hy do writers writeN )hy do you writeN 'tAs a %as&i#ati#g ?uestio# be&ause the a#swers reveal a more ope#:e#ded spe&trum by whi&h you might measure your su&&ess! Most writers write %irst a#d %oremost be&ause they %eel &ompelled to write! )riti#g is a deeply emotio#al pro&ess o% sel%:dis&overy! )riti#g is o#e o% the purest, most pro%ou#d %orms o% &reative sel%:e1pressio#! )e writers are o%te# drive# by a passio#ate desire to share our stories, k#owledge a#d ideas with the world! 't takes great bravery %or writers to e1pose their writi#g to publi& s&ruti#y! Most = but #ot all = writers wa#t to rea&h readers with their words! ' imagi#e thatAs why youAve i#vested your pre&ious time to read this book! 6or ma#y writers, simply getti#g their book out there = either sel%:published or traditio#ally published = is the ultimate reward! Most people dream o% writi#g a book, but %ew ever &omplete o#e! 6or other writers, reader %eedba&k is the ultimate reward! ' remember how tou&hed my wi%e a#d ' were whe# we re&eived our %irst %a# mail a#d reviews %rom readers o% our #ovel, 'oob Tube! (hereAs somethi#g very &ool about a &omplete stra#ger e#Hoyi#g your labor o% love! emember why youAre a writer! '% you write simply to make mo#ey, odds are youAll probably make more i% you get a part:time Hob at M&;o#alds! 6ew o% us will hit the lottery o% bestsellerdom 4though some o% you will = %or the rest o% us itAs %u# to imagi#e

that brass ri#g a#d rea&h %or it5! 6or those who do be&ome bestsellers, su&&ess re?uires years o% hard work toili#g i# obs&urity! )rite be&ause you love to write! Eever stop growi#g as a writer! Push yoursel% to always improve your &ra%t! )he# ea&h su&&ess &omes, relish it be&ause you ear#ed itI

Secret Twent'0)ine

1e#erage Preorders to Increase Sales

9#e o% the u#iversal truths o% the ebook publishi#g revolutio# is that the tools o% pro%essio#al publishi#g = tools that were o#&e beyo#d the rea&h o% i#die authors = are be&omi#g demo&rati2ed a#d a&&essible to all writers! 9#e su&h tool is preorders! )ith a preorder, you &a# list your book %or sale i# adva#&e o% the o%%i&ial Bo#saleC release date! (he lo#ger the preorder ru#way = the time your book is available %or these adva#&e orders = the more time you have to promote your book a#d a&&umulate orders! eaders reserve a &opy i# adva#&e, but their &redit &ard is#At &harged u#til the book is released to them o# the o%%i&ial o#sale date, whi&h you set! '# $uly, 201*, Smashwords i#trodu&ed preorder distributio# to Apple i-ooks, -ar#es D Eoble a#d Fobo 4read our origi#al a##ou#&eme#t here5! Here are five benefits of preorders: *+ :ncreased odds of hitting a bestseller list = etailer bestseller lists are determi#ed by u#it sales, a#d most retailers weight the most re&e#t dayAs sales greater tha# sales that were made yesterday or the week be%ore! At Apple a#d Fobo, a&&umulated preorders &redit all:at:o#&e o# your o%%i&ial release date! (his &auses your book to spike i# the storeAs ge#re or store:wide bestseller list! Si#&e readers use bestseller lists to dis&over their #e1t reads, high pla&eme#t i# a list &auses a virtuous, sel%: rei#%or&i#g &y&le that i#&reases your bookAs visibility, dis&overability a#d desirability! (his leads to more sales whi&h the# %urther %eed the virtuous &y&le! ,+ Four boo' goes onsale at multiple retailers simultaneously = "very retailer has a lag time betwee# the time Smashwords delivers a book, a#d the time the retailer loads it a#d lists it %or sale! '% you set up a preorder several weeks i# adva#&e, you wo#At have to wait a#d wo#der whe# the book will appear %or sale at Apple, -ar#es D Eoble a#d Fobo! @our %a#s &a# dow#load your book o# the same day it goes o#sale %rom their %avorite retailer! -+ :ncreased potential for merchandising = '% your book is ear#i#g stro#g preorder sales, it might attra&t the atte#tio# o% the retailerAs mer&ha#disi#g team, a#d &ould

result i# greater adva#&e promotio# by the retailer! )hyN (he retailerAs mer&ha#disi#g team is respo#sible %or ha#d:sele&ti#g hot books that deserve e1tra mer&ha#disi#g promotio#! (heyAre looki#g %or books that, i% promoted, have a high probability o% pleasi#g their &ustomers! '% your preorder is a&&umulati#g stro#g sales, the mer&ha#disi#g team will have a higher level o% &o#%ide#&e that your book will please other &ustomers, a#d thus theyAre more likely to give the book e1tra promotio#! .+ Four existing titles "ill drive preorders = (he average Smashwords author publishes *!2 books 4%ive years ago, the average was 2!25! '% you publish multiple titles already, update the ba&k o% the booksM B9ther books by this authorC se&tio# to me#tio# that your up&omi#g release is available %or preorder at sele&t retailers 4you &a#At promise availability at all retailers be&ause #ot all retailers support preorders %or i#die authors5! =+ Preorders help you capture the order = Ma#y authors routi#ely promote the status o% up&omi#g books via their blog, website or so&ial media plat%orms! (his ge#erates reader i#terest! )ith a preorder, youAll have the opportu#ity to &o#vert reader i#terest i#to a# order at the time you have the readersM atte#tio#! )ithout a preorder, ma#y o% those readers will %orget about your up&omi#g release, or will be&ome distra&ted by other books or authors they dis&over! Capture the order at the mome#t you &apture their atte#tio#I Ho" do you maximize the odds of a successful preorder@ 'tAs easy to do a preorder with Smashwords, though it takes &are%ul pla##i#g a#d preparatio# to ma1imi2e your results! -elow, 'All provide some best pra&ti&es tips! *+ 8ll the rules of professional publishing hold true = @ou #eed to write a super: awesome book, ador# it with a super:awesome &over, give it a %air pri&e, a#d make it widely available at the retailers that support preorders! '% you &ut &or#ers, youAll u#dermi#e the pote#tial o% your preorder! ,+ Budget extra preorder run"ay into your release schedule = (he more time your book is available as a preorder, the more time you a#d the retailer have to market your preorder a#d a&&umulate orders %or that %irst:day pop i# the &harts! ' re&omme#d that you do#At upload your preorder or %i#ali2e your o#sale date u#til your book has a %i#al &over image a#d is either a %i#al edited book, or the e?uivale#t o% what traditio#al publishers re%er to as a# A C 4adva#&e reader &opy5 or 7#&orre&ted Proo%! A# A C, similar to a# 7#&orre&ted Proo%, is a #ear: %i#al book that may still be u#dergoi#g %i#al proo%i#g! '# short, the book should be either %i#al or very #ear %i#al be&ause retailers will display the %irst 10T o% it as a# adva#&e sample to &ustomers! '% you make revisio#s to your book i# adva#&e o% your o#sale date, be sure to upload the %i#al %i#al at least two weeks be%ore the o#sale date to allow your distributor a#d retailer ple#ty o% time to repla&e the old versio# with the #ew o#e! '% you &a#At budget a lo#g ru#way, see the ZDA at the e#d o% this &hapter!

-+ 3everage your bac'list to mar'et your preorder : '% you have o#e or more books o# the market already, retailer mer&ha#disi#g systems will automati&ally display your preorder book to readers! As suggested above, update all your e1isti#g titles to me#tio# your up&omi#g release at the ba&k o% your other books, so you &a# &apture #ew book orders at that very mome#t the readers wa#t to read more %rom you! .+ Iffer a special promotional price for the preorder = '# $uly, 201*, ' surveyed ebook buyers over at Mobile ead %or their impressio#s about preorders! ' lear#ed that 1S* o% readers will pla&e preorders %or their %avorite authors! 9% the 2S* o% readers who said theyAd wait %or the book to go o#sale %irst, ma#y &ited the %ear that the pri&e would drop a%ter the publi&atio# date, be&ause this is what some traditio#al publishers do! eaders do#At wa#t to get bur#ed! (his was great %eedba&kI (o address this &ommo# %ear, tur# the %ear arou#d a#d use it to your adva#tage! 9%%er your preorder &ustomers pre%ere#tial pri&i#g, a#d promote this %a&t! '% you were pla##i#g to o%%er your book %or R*!00, o%%er it %or R2!00 as a preorder! Customers who order early &a# lo&k i# the lower pri&e! (he# a%ter the book goes o#sale, raise the pri&e! (his strategy will reward your most loyal readers a#d help propel your preorders! 't also gives you somethi#g else to promoteI =+ xecute a multi2"ee'7 multi2faceted mar'eting campaign = Pla&i#g your book o# preorder gives you time to stage a strategi& marketi#g &ampaig# to build bu22 a#d a#ti&ipatio# i# adva#&e o% your release! ;o &hapter reveals o# your blog or 6a&ebook page! ;o a blog tour 4see the Smashwords 'ook !arketing Guide %or tips o# blog tours5! 8old &o#tests! u# promotio#s o# your other titles to build readership i# adva#&e o% your big release! 6or e1ample, &o#sider pri&i#g a#other title at 6 "", a#d the# make sure youAre me#tio#i#g your up&omi#g release at the e#d o% the book i# your B9ther books by this authorC se&tio#! As you promote your preorder, make sure to provide your %a#s dire&t hyperli#ks to the preorder page at ea&h retailer! -e&ause some retailers are %aster tha# others to load your preorder listi#g, use ea&h appeara#&e as a promotio#:worthy eve#t! 9# your blog, 6a&ebook a#d other so&ial media &ha##els, tell your %a#s that your preorder is #ow live at retailer A, the# retailer -, et&!

8re there dra"bac's to a preorder@ @es, pote#tially! Although preorders are a power%ul #ew tool i# the authorAs book promotio# toolbo1, #o tool is a pa#a&ea, a#d thereAs #o guara#tee preorders will work their magi& %or you! '# the i#terest o% helpi#g you ma1imi2e your su&&ess, below 'All summari2e a %ew pote#tial pit%alls, a#d what you &a# do to mitigate the risk: 1! Poor use of the tool : <ike a#y tool, preorders &a# help you build bu22, visibility a#d sales i% used properly! '% used improperly, preorders &a# ba&k%ire! 8owN Some authors, i# a# attempt to le#gthe# their preorder ru#way, might upload a poorly edited dra%t o% their book! )he# readers dow#load the %ree sample i# adva#&e o% the o%%i&ial

o#sale date 4usually the %irst 10T5, typos or poor editi#g might dis&ourage them %rom orderi#g the book! 9r, the writer may ru# i#to u#a#ti&ipated delays with editors, a#d #ot have time to upload their %i#al %i#al by the #e&essary date! '% you %i#d you pushed the e#velope too %ar a#d &a#At &omplete the %i#al %i#al i# time, adHust your release date at Smashwords! 2! 8 delay is a delay = '% you budget a# e1tra 4:, weeks i#to your release s&hedule, it may mea# youAre delayi#g the release o% your book, whi&h mea#s your book will be u#available to readers to dow#load a#d e#Hoy, whi&h mea#s you might lose sales a#d the be#e%its o% those sales you might have otherwise &aptured! *! #ot all readers "ill use preorders = As ' me#tio#ed above, i# my u#s&ie#ti%i& survey o% reader per&eptio#s about preorders, 2S* o% readers said theyAd rather wait u#til the book o%%i&ially goes o# sale! Buestions and 8ns"ers about boo' Preorders B: : already promised my readers :!d release my boo' by a certain date+ /hat if : can!t budget for a .2> "ee' preorder run"ay@ A: Preorders &a# work well with less ru#way, though remember that the shorter your ru#way, the more di%%i&ult itAll be %or you to a&&umulate adva#&e orders %or that %irst:day pop i# the &harts! '% youAre publishi#g a highly a#ti&ipated book, however, eve# two or three days o% preorder listi#g will give you a sig#i%i&a#t adva#tage over other titles! B: 6o preorders "or' better for series7 or for standalone boo's@ 8: Preorders probably work best %or series, be&ause as %a#s &omplete the &urre#t book i# a great o#goi#g series, theyAll be more i#&li#ed to reserve a &opy o% the up&omi#g series i#stallme#t! 8owever, preorders &a# still work well %or sta#dalo#e books, espe&ially i% the author has multiple titles published, or a large marketi#g plat%orm! B: 6o preorders only "or' for big authors "ith large fan bases@ 8: '% you have a large, rea&hable %a# base, or i% you have multiple stro#g:selli#g books re%ere#&i#g your up&omi#g release, the# youAll have a# adva#tage be&ause youAre able to drive more preorder sales! 8owever, eve# authors with smaller plat%orms &a# still be#e%it! 6or e1ample, letAs say your books typi&ally ear# three sales a day at ea&h retailer! Sales volume like that wo#At get you o# a#y ge#re:based bestseller lists! @et i% you &a# aggregate those sales a&ross a period o% ,0 days, youAve got a good shot o% hitti#g the top 20 o% your ge#re list at Apple a#d Fobo, a#d &a# there%ore a&hieve some be#e%it %rom that i#&reased visibility! Also, as i# all book marketi#g, thereAs #ot o#e si#gle magi& bullet that &auses books to spike i# bestseller lists! As we lear#ed i# the &hapter o# viral &atalysts, breakouts are o%te# the result o% multiple %a&tors properly tu#ed toward the &ommo# goal o% maki#g your book more available, more a&&essible a#d more

desirable! Preorders, properly deployed, &a# be o#e o% the ma#y viral &atalysts i# your toolbo1 that give you a# i#&reme#tal adva#tage!

Secret Thirt'

Share Your Secrets

(his ebook represe#ts a labor o% love! ' wrote The Secrets to Ebook Publishing Success over the &ourse o% 1/ mo#ths, a#d it would#At have bee# possible without the i#spiratio# a#d e1ample o% over ,0,000 Smashwords authors a#d publishers arou#d the world! 9ur authors are out there ea&h day e1perime#ti#g, taki#g &ha#&es, a#d pio#eeri#g the best pra&ti&es o% tomorrow! (his ebook is my attempt to &apture a#d share their se&rets! ' wa#t you to take these best pra&ti&es a#d make them your ow#! -uild upo# them! Share what you lear# with your %ellow writers! @our %ellow writers are your part#ers, #ot your &ompetitors! )he# we authors work together i# part#ership, a#ythi#g is possible! @ou might wo#der why 'Am givi#g this ebook away %or %ree! (he reaso# is simple: ' wa#t to help all writers approa&h their ebook publishi#g with eyes wide ope#, with realisti& e1pe&tatio#s, a#d with the k#owledge o% pro%essio#al best:pra&ti&es! ' started Smashwords i# 200/ to &ha#ge the way books are published, marketed a#d sold! ' wa#ted to give all writers the power to be&ome their ow# publishers, a#d ' wa#ted to give readers the %reedom to de&ide whatAs worth readi#g! Smashwords is merely the tool! -y armi#g writers, authors a#d publishers su&h as yoursel% with the k#owledge #eeded to publish su&&ess%ully, Smashwords e#ables you to leverage the power o% the Smashwords plat%orm to tra#s%orm publishi#g! @our su&&ess be&omes our su&&ess, a#d our su&&ess be&omes yours! )eAre all i# this together! Please share this book with your %ellow writers! ;o#At keep it a se&ret!

Secrets "onclusion

' trust the best pra&ti&es &o#tai#ed herei# have i#spired you with #ew ideas to a&hieve your %ullest pote#tial! @ou, my dear writer, are the %uture o% the book publishi#g i#dustry! @our words lo#g to be read! @ou will de&ide whe# a#d how your %i#ished ma#us&ript graduates to be&ome a published book! @ou are the &aptai# o% your ow# desti#y! '% you ho#or your readers with great writi#g worth readi#g, they will reward you with their readership a#d their word o% mouth! '% you e#Hoyed this book, wo#At you please share it with a %rie#dN 8appy publishi#gI (ha#ks, Mark P+S+ '# the se&tio#s that %ollow, ' provide li#ks to %ree publishi#g resour&es, a glossary o% ebook publishi#g terms, a#d &redit pages %or those who helped make the %irst editio# o% this book possible!

$ree Ebook Publishing Resources

'% you %ou#d my Secrets to Ebook Publishing Success use%ul, please &o#sider these other two ebook publishi#g resour&es, both o% whi&h are %ree at all maHor ebook retailers! "ve# i% youAre #ot yet a Smashwords author or publisher, dow#load them today to lear# how to publish a#d market a# ebook like a pro%essio#al!

(he Smashwords Style Guide tea&hes you how to %ormat, produ&e a#d distribute a# ebook with Smashwords! 'tAs also available i# 3erma#, 6re#&h, ;ut&h, Spa#ish, 'talia# a#d ;a#ish! (he Smashwords Book Marketing Guide prese#ts thirty book marketi#g ideas, all %ree to impleme#t! "ve# i% youAre #ot yet doi#g ebooks, itAll help your pri#t book marketi#g! 'tAs also available i# 'talia#! egister %or your %ree Smashwords a&&ou#t at www!smashwords!&om! >isit the Smashwords blog at http:SSblog!smashwords!&om a#d o# the right side o% the page youAll see a# optio# to subs&ribe to re&eive %uture blog posts via email! ead the Smashwords 6AZ at https:SSwww!smashwords!&omSaboutSsupport%a?

Other Titles b' Mark "oker

About the Author3 Mark "oker

Mark Coker is the %ou#der o% Smashwords 4www!smashwords!&om5, the worldAs largest distributor o% i#die 4sel%:published5 ebooks! (oday, over ,0,000 authors arou#d the world use Smashwords to publish a#d distribute over 200,000 ebooks to maHor retailers su&h as the Apple i-ookstore, -ar#es D Eoble, So#y, Fobo, ;iesel a#d publi& libraries! Mark %ou#ded Smashwords i# 200/ to &ha#ge how books are published, marketed a#d sold! MarkAs dream was to put the power o% publishi#g i# the ha#ds o% authors by maki#g it %ree a#d easy %or a#y writer, a#ywhere i# the world, to publish a#d sell a# ebook! Authors, he believes, should have the power to publish what they wa#t, a#d readers should have the %reedom to read what they wa#t! Smashwords authors sell millio#s o% books ea&h year through the Smashwords distributio# #etwork, with /+T o% all pro&eeds goi#g to the authors! '# 2010, (he )all Street $our#al #amed Mark o#e o% the eight stars o% sel%:publishi#g alo#gside Steve $obs o% Apple, )illiam <y#&h o% -ar#es D Eoble, a#d $e%% -e2os o% Ama2o#! '# 201*, 6orbes Maga2i#e listed Smashwords as o#e o% the top 100 most promisi#g &ompa#ies i# Ameri&a 4L.25! '# 2014, Smashwords made the list agai# 4L,05! Mark is a &o#tributi#g writer %or the 8u%%i#gto# Post, where he writes about ebooks a#d the %uture o% publishi#g! '# additio# to The Secrets to Ebook Publishing Success, heAs also the author o% the Smashwords 'ook !arketing GuideP (he Smashwords Style GuideP The ()*!inute PR +hecklist ? Earn the Publicity $ou @eserveP a#d 'oob Tube, the #ovel he &o:wrote with his wi%e <esleya##! (he titles are available at Smashwords a#d most leadi#g ebook retailers!

Connect "ith 5ar' Co'er (witter: http:SStwitter!&omSmark&oker

6a&ebook: http:SSwww!%a&ebook!&omSmark&oker Smashwords blog: http:SSblog!smashwords!&omS <i#ked'#: http:SSwww!li#kedi#!&omSi#Smark&oker 8u%%i#gto# Post: http:SSwww!hu%%i#gto#post!&omSmark:&oker 3oogle Plus: https:SSplus!google!&omS10400411*00,/2.2,+/*2 Smashwords author page: http:SSwww!smashwords!&omSpro%ileSviewSm&

Connect "ith Fello" Smash"ords 8uthors and Publishers (he 9%%i&ial Smashwords 6a&ebook Page: http:SS%a&ebook!&omSSmashwords Share this boo' "ith a friend @ou have the authorAs permissio# to share this book with your %rie#dsI

A((endi% I

lossar' of E0Publishing Ter&s

(his glossary helps you lear# the %ou#datio#al termi#ology you #eed to get started o# your ebook publishi#g adve#ture! 'All demysti%y ebook publishi#g Hargo#, gobbledygook, a&ro#yms a#d other termi#ology! ' origi#ally &reated this %or the be#e%it o% Smashwords authors! (erms u#i?ue to Smashwords are pre&eded by ! 8ffiliate : A%%iliate re%ers to a# a%%iliate marketer, whi&h is typi&ally a perso# who e#rolls i# a# a%%iliate program ru# by a retailer! A%%iliate marketers ear# &ommissio#s by dire&ti#g ebook buyers to &ertai# retailers! Smashwords a%%iliates ear# 11T or more o% the #et pro&eeds o% all ebook sales they help origi#ate! Ma#y authors also parti&ipate i# the a%%iliate program! (o e#roll, &li&k the A&&ou#t tab a#d the# s&roll dow#! A%%iliates are #ot retailers! A%%iliates market a#d promote Smashwords books, a#d the# poi#t buyers to the retailer website to &omplete the pur&hase! '# additio# to Smashwords, -ar#es D Eoble a#d Apple also operate a%%iliate programs! 8ggregator = Aggregator is a sy#o#ym %or distributor! Aggregators BaggregateC or assemble the books %rom multiple authors a#d the# ele&tro#i&ally upload the books i# bulk to the retailer! Apple, %or e1ample, mai#tai#s a short list o% &erti%ied aggregators that are authori2ed to distribute books to the Apple i-ookstore! Smashwords is a# Apple: &erti%ied ebook aggregator! Apple per%orms rigorous o#goi#g audits o% its aggregators to &erti%y that ea&h aggregator is servi#g authors a#d publishers that meet AppleAs high sta#dards, a#d to e#&ourage &o#ti#uous servi&e:level improveme#ts! Aggregators provide authors, publishers a#d retailers with sig#i%i&a#t be#e%its by simpli%yi#g distributio#, title ma#ageme#t, sales reporti#g a#d payme#ts! See the de%i#itio# o% @istributor below %or more! 8uthor page = All Smashwords authors have their ow# author page, a mi#i bookstore %eaturi#g a listi#g o% their books, alo#g with a biography, so&ial media li#ks, a headshot a#d, last but #ot least, li#ks to their books! '% youMre a# author, you wa#t to se#d your %a#s dire&tly to your author page! (he dire&t address %or your author page is %ou#d by &li&ki#g KMy Smashwords!K Eote that your author page looks di%%ere#t to you tha# it does to your %a#s! Si#&e youMre the author, you &a# see your email address a#d sales a#d dow#load statisti&s! Customers &a##ot see this i#%ormatio#! (o see your page as &ustomers see it, &li&k KlogoutK at the bottom o% your page!

8uto$etter : Auto>etter is SmashwordsM te&h#ology that automati&ally s&a#s a #ewly uploaded ebook a#d reports ba&k to the authorSpublisher pote#tial %ormatti#g problems! Auto>etter helps authorsSpublishers ide#ti%y %ormatti#g issues that &a# harm readability a#d preve#t distributio# to retailers! AuthorsSpublishers &a# &li&k the hyperli#k u#der their ;ashboardMs KPremium StatusK &olum# to lear# i% their book has Auto>etter error messages! Additio#al i#%ormatio# is &o#tai#ed below the Auto>etter message listi#g! (he Style 3uide &o#tai#s detailed i#stru&tio#s o# how to repair Auto>etter issues! (he Smashwords ;istributio# '#%ormatio# page also &o#tai#s help%ul i#%ormatio#! Beta reader = A beta reader is a test reader! -e%ore you publish your book, %i#d at least 20 volu#teers who are willi#g to read your book a#d share ho#est, &riti&al %eedba&k! A su&&ess%ul beta reader will guide your #e1t revisio#! (he ideal beta reader is someo#e who e#Hoys your ge#re or &ategory, a#d is #ot a %rie#d or %amily member! @es, %rie#ds a#d %amily members &a# provide use%ul &riti?ues, but itAs di%%i&ult to re&eive ho#est, &riti&al %eedba&k! (hey will be so impressed you %i#ished the book theyAll be i#&li#ed to thi#k itAs wo#der%ul, eve# i% it is#At! )he# my wi%e a#d ' were writi#g our #ovel, 'oob Tube, we &o#du&ted two beta reader rou#ds, a#d ea&h rou#d i#spired a revisio# that made our book better! 6or ea&h rou#d, we ide#ti%ied 20 volu#teers! )e pri#ted the ma#us&ript a#d shipped it to them! '#terspersed at di%%ere#t pla&es i# the book 4a%ter the %irst &hapter, the# every +0 or so pages, a#d the# at the very e#d5, we i#serted pri#ted ?uestio##aires! )e asked readers to e1press their opi#io#s about the book at that stage o% the book! A%ter the %irst &hapter, %or e1ample, we asked, B9# a s&ale o% o#e to te#, where o#e e?uals [#ot: at:all,A a#d 10 e?uals [&a#At wait,A how eager are you to tur# the #e1t page a%ter readi#g the %irst &hapterNC )e asked, B;o you &are what happe#s #e1t to 3i#a 4the mai# &hara&ter5NC "lsewhere, we asked readers to tell us how they %elt about the story, the writi#g, the pa&i#g, the dialogue 4was it realisti&, or #otN5, a#d how they %elt about &ertai# &hara&ters! '# our #ovel, our protago#ist 3i#a moves to 8ollywood to assume a lead role o# a top:rated soap opera! (he book &hro#i&les her Hour#ey as she %a&es a series o% moral a#d ethi&al dilemmas! 9#e o% those dilemmas is the temptatio# o% drugs! '# our %irst beta reader rou#d, we lear#ed that readers wa#ted to root %or 3i#a, a#d &ared what happe#ed to her #e1t, but i# the e#d they &ould#At root %or her be&ause she was so patheti&, almost u#realisti&ally so! (his is the type o% brillia#t %eedba&k youAll re&eive %rom beta readers i% you prompt them with the right ?uestio#s! B:S8C : -'SAC 4sta#ds %or -ook '#dustry Sta#dards a#d Commu#i&atio#s5 is the sta#dard book &ategory &odi#g system! Authors sele&t &ategories %or their books at Smashwords usi#g plai# "#glish words or phrases i# our &ategory sele&tor, a#d the# Smashwords automati&ally maps these &ategories to &orrespo#di#g -'SAC &odes! )e the# &ommu#i&ate this &ode to our retailers, a#d the &ode tells them, %or e1ample, that a K6'C02.120K title should be listed i# the KPara#ormal 6i&tio#K shel% at the retailer! '# other words, -'SACs make your book dis&overable i# &ategory sear&hes at retailers! Smashwords allows you to sele&t two di%%ere#t &ategories %or ea&h book 4do this at ;ashboard: Setti#gs5! <ear# more at the -'S3 -'SAC 6AZ! Cli&k here to view the di%%ere#t -'SAC &odes! Bloc' Paragraph : )he# paragraphs are #ot i#de#ted, a#d are separated by a spa&e betwee# the paragraphs, thatMs a blo&k paragraph! (he blo&k paragraph method o% paragraph separatio# is a# alter#ative to the %irst li#e paragraph i#de#t method! -lo&k

paragraphs are usually used i# #o#:%i&tio# titles! (o &reate the separatio# betwee# the paragraphs, the best method is to de%i#e Ka%terK spa&i#g i#side your paragraph style! See the Style 3uideMs se&tio# o# ma#agi#g paragraph styles! Boo' page = A book page is a web page used by a# ebook retailer to mer&ha#di2e your book! (he mome#t a# author or publisher publishes a book at Smashwords, %or e1ample, Smashwords automati&ally ge#erates a &ustom book page %or the book! (he book page show&ases the book &over image, the book des&riptio#, so&ial media li#ks, a shoppi#g &art, a#d a table o% multiple dow#load optio#s! -ook pages also %eature reader reviews! "a&h book page is &ross:li#ked ba&k to the authorMs author page, or the publisherMs publisher page! A book page also provides li#ks to other books by the same author! Cloud : (his is a %a#&y term, o%te# used i# the &o#te1t o% Ki# the &loudK or K&loud &omputi#g,K whi&h mea#s simply a servi&e o# the '#ter#et where you &a# store your %iles a#d books! 6or e1ample, your Smashwords library o% pur&hased books is stored Ki# the &loud,K mea#i#g itAs somewhere o# the '#ter#et, always a&&essible to you through Smashwords!&om %rom a#ywhere you have '#ter#et a&&ess! Some &loud servi&es, su&h as Smashwords, give you the optio# to both store your %iles i# the &loud a#d dow#load them to your &omputer at a#y time! Copyright : A &opyright is the e1&lusive legal right, usually held by the author or &reator o% a work, to &opy, adapt or distribute his or her &reatio#! '# some i#sta#&es a publisher will &o#trol it! '# order to publish at Smashwords, the book must &o#tai# a valid &opyright stateme#t where the author or publisher asserts the right to publish the book at Smashwords! 6or a great overview o% &opyright, a#d your rights as a# author, see this blog post by >i&toria Strauss! )ikipedia has a# e1te#sive dis&ussio# o% &opyright here: http:SSe#!wikipedia!orgSwikiSCopyright a#d a dis&ussio# spe&i%i& to authorsM rights here: http:SSe#!wikipedia!orgSwikiSAuthorsMUrights 6ashboard = Most good ebook publishi#g a#d distributio# plat%orms give authors a dashboard! (hi#k o% it as your &omma#d a#d &o#trol s&ree# where you &a# &e#trally ma#age a#d mo#itor all aspe&ts o% your bookAs per%orma#&e a#d distributio#! 6rom the Smashwords ;ashboard, %or e1ample, you &a# view aggregated sales reports, ma#age your distributio# &ha##els, modi%y pri&i#g, upload #ewer versio#s o% your book, upload a #ew &over image, a#d per%orm ma#y other tasks! 6istributor = Smashwords is a distributor! A distributor 4also &alled a# aggregator5 helps authors a#d publishers prepare a#d distribute their books to multiple ebook retailers! @ou upload your %iles to the distributor a#d the distributor tra#smits your ebook a#d its a&&ompa#yi#g metadata to multiple retailers simulta#eously! '% you ever wa#t to update your book or &ha#ge the pri&e, you make o#e update at the distributor a#d the# the distributor tra#smits the &ha#ge to the retailers! ;istributors save writers valuable time, allowi#g writers to &e#trally ma#age their ebook publishi#g %rom a si#gle &e#trali2ed dashboard &o#sole! ;istributors simpli%y bookkeepi#g by aggregati#g sales reports a#d payme#ts %rom the retailers, a#d providi#g simpli%ied ta1 reporti#g %or ea&h ta1 year! ;istributors also help the retailers by e#abli#g %aster a#d more e%%i&ie#t delivery o% books that have already bee# vetted %or ?uality %ormatti#g! 6iscovery : ;is&overy is a# importa#t term i# ebook publishi#g! (he &o#&ept o% dis&overy des&ribes how %i#dable your book is! ;is&overy helps make your book %i#dable

to people who are looki#g %or it, but more importa#t, dis&overy makes your book dis&overable to people who are#Mt looki#g %or it! 6or e1ample, proper &ategori2atio# is importa#t %or dis&overy! '% a &ustomer is looki#g %or histori&al %i&tio#, a#d your book is histori&al %i&tio#, you wa#t to make sure your book is properly &ategori2ed, so whe# &ustomers look i# the histori&al %i&tio# se&tio# at a# o#li#e ebook retailer, they &a# stumble a&ross your book there! Availability is also importa#t to dis&overy! '% your book is #ot distributed to every retailer where readers are looki#g %or books like yours, they wo#Mt %i#d your book! Most o% your sales will o&&ur whe# readers %i#d your book, #ot whe# you rea&h out to readers! 6o"nloadJ0pload : (o upload a %ile mea#s that youMre se#di#g a %ile KupK to a servi&e o# the '#ter#et, su&h as, Kyou upload a %ile to Smashwords!K ;ow#load mea#s that youMre pulli#g a %ile %rom a# '#ter#et servi&e Kdow#K to your &omputer! So KuploadK mea#s to se#d KupK to somewhere, a#d Kdow#loadK mea#s to pull dow# to you! '% youMre publishi#g a book at Smashwords, you upload the book via the KPublishK page, or via your dashboardMs Kupload #ew versio#K li#k! '% you pur&hase a book %rom Smashwords, you dow#load it to your &omputer! 6%5 : Sta#ds %or ;igital ights Ma#ageme#t! ; M is &opy prote&tio# te&h#ology that makes it di%%i&ult %or a book &ustomer to pri#t or dupli&ate a# ebook, oste#sibly desig#ed to preve#t illegal pira&y! )hile most o% us would agree that pira&y is bad thi#g, ; M a&tually does little to preve#t pira&y be&ause itMs easy to &ra&k 4break5 a#d more worrisome, it harms the ability o% law:abidi#g &ustomers to e#Hoy a book o# multiple devi&es! ; M adds u##e&essary &omple1ity a#d e1pe#se to books! Customers do#Mt wa#t to have to e#ter pass&odes to Ku#lo&kK their books, a#d they do#Mt wa#t their books tied to a si#gle e:readi#g devi&e! Smashwords is a stau#&h oppo#e#t o% ; M! )eMre i# the busi#ess o% selli#g books a#d maki#g book buyers happy, so we would#Mt o%%er our authorsA a#d publishersA books ; M:%ree i% we did#Mt believe it helps us sell more books a#d make &ustomers happy! boo' : A# ebook is simply a digital book! "books are books read o# s&ree#s! (hese s&ree#s &a# be a perso#al &omputer, a smartpho#e, or a dedi&ated e:readi#g devi&e! P0B : "P7- is a# ope#, i#dustry:sta#dard ebook %ormat! Eo si#gle &ompa#y &o#trols "P7-! (he sta#dard is ma#aged by the ';P6 4'#ter#atio#al ;igital Publishi#g 6orum5, whi&h &ollaborates with publishers, distributors, edu&ators a#d libraries to evolve the sta#dard to make ebooks more a&&essible to more readers! All the maHor ebook retailers sell "P7- ebooks with the e1&eptio# o% Ama2o#, a#d most ebook readi#g devi&es a#d mobile pho#e apps 4Sta#2a, Aldiko5, with the e1&eptio# o% the Fi#dle, support it! (o read "P7- %iles o# a perso#al &omputer, you &a# dow#load Adobe ;igital "ditio#s, %ree ebook:readi#g so%tware! "P7- is o#e o% the ma#y %ormats Smashwords produ&es! Smashwords eve# produ&es a &ustom "P7-:&omplia#t %ile %or So#y! P0BCH C; : "P7-C8"CF is a# "P7- validatio# tool desig#ed to automati&ally determi#e i% a# "P7- %ile is &omplia#t with the "P7- sta#dard! Smashwords retailer Apple re?uires "P7-C8"CF &omplia#&e o# all %iles! Multiple %a&tors &a# &ause a# "P7- %ile to %ail the validatio# test! (he most &ommo# &ause is erra#t styli#g i#stru&tio#s hidde# i# your Mi&roso%t )ord sour&e do&ume#t! (he Smashwords Meatgri#der &o#versio# e#gi#e per%orms a lot o% magi& behi#d the s&e#es to automati&ally &orre&t

ma#y "P7-C8"CF errors, though weMre u#able to &orre&t them all! See the Style 3uide %or tips o# how to &orre&t "P7-C8"CF errors! Also see our #ew "P7-C8"CF 8"<P page! Prepare to be %rustrated! Mere mortals 4i!e! those o% us who are #ot so%tware e#gi#eers5 are &halle#ged to de&ipher "P7-C8"CF errors! 9#e sure:%ire solutio# %or elimi#ati#g "P7-C8"CF errors is to re%ormat your book usi#g the Eu&lear Method! (he brave o% heart &a# lear# more about "P7- at http:SS&ode!google!&omSpSepub&he&kS F8B : Sta#ds %or K6re?ue#tly Asked Zuestio#s!K A# 6AZ is a &olle&tio# o% &ommo# ?uestio#s a#d their a#swers! Cli&k here to view the Smashwords 6AZ! -y studyi#g all the items o# this page, youMll u#dersta#d virtually everythi#g there is to k#ow about Smashwords! First 3ine :ndent : A readerMs eye re?uires subtle visual &ues to help ide#ti%y where o#e paragraph e#ds a#d the #e1t begi#s! (he most &ommo# &ue is the %irst li#e paragraph i#de#t, where ea&h #ew paragraphMs %irst li#e is i#de#ted, usually betwee# !2 a#d !+ i#&hes! (o &reate a proper %irst li#e paragraph i#de#t, see the Style 3uide! (he most reliable method is to modi%y the paragraph style i# ?uestio# to de%i#e it! )ithi# Mi&roso%t )ord, ope# up your paragraph styles 4Step . i# the Smashwords Style Guide shows how5, &li&k modi%y, the# &li&k paragraph, the# sele&t Kspe&ialK K%irst li#e i#de#t,K the# e#ter !2 %or e1ample! "a&h versio# o% )ord is slightly di%%ere#t! See the Smashwords Style Guide %or i#stru&tio#s! E">" use the (A- key or the spa&e bar to &reate %irst li#e i#de#ts! Format : 6ormat is both a #ou# a#d a verb! As a #ou#, it re%ers to a spe&i%i& ebook %ormat! Smashwords produ&es #i#e di%%ere#t ebook %ormats! "a&h %ormat is a di%%ere#t type o% ebook %ile, o%te# desig#ed %or a parti&ular ebook readi#g devi&e, or a parti&ular style o% readi#g! 6or e1ample, P;6 is a %ormat, a#d itMs most &ommo#ly used %or readi#g a# ebook o# your &omputer! "P7- is the ebook %ormat used by the iPad, -ar#es D Eoble Eook, the So#y eader a#d the Fobo reader! 9ur M9-' %ormat is %or readi#g o# a Fi#dle! As a verb, %ormat is o%te# used i# the &o#te1t o% K%ormatti#g,K whi&h usually re%ers to how you prepare a#d lay out your Mi&roso%t )ord sour&e %ile prior to uploadi#g it to Smashwords %or &o#versio#! Hyperlin' : A hyperli#k is a &li&kable li#k that takes the reader somepla&e else! '# a# ebook, there are two types o% hyperli#ks: 1! A# i#ter#al hyperli#k : poi#ts to a desti#atio# withi# the book! Commo#ly used i# a li#ked (able o% Co#te#ts, or with %oot#otes or e#d:#otes! 2! "1ter#al hyperli#k : poi#ts the reader outside the book, su&h as to a website! A# e1ter#al hyperli#k will usually &ause the readerMs browser to ope# a #ew wi#dow! (o &reate a hyperli#k i#side your book, highlight the te1t you wa#t to hyperli#k, the# right mouse &li&k, the# &li&k hyperli#k! Ee1t, de&ide i% you wa#t a# i#ter#al li#k or a# e1ter#al li#k, a#d the# sele&t that optio# usi#g the pa#el )ord displays o# your le%t! '% youMre li#ki#g e1ter#ally, all addresses should begi# with http:SS '% youMre li#ki#g i#ter#ally, youMll li#k to a bookmark or a headi#g! See the Style 3uide %or more i#stru&tio#s! :ndent : '#de#ts are &ommo#ly used i# %i&tio# to give the readerMs eye a visual &ue that o#e paragraph has e#ded a#d a#other paragraph has begu#! (ypi&ally o#ly the start o% the %irst se#te#&e o% a paragraph is i#de#ted! (his is &ommo#ly &alled a K%irst li#e i#de#t!K (he Smashwords Style Guide shows you how to &reate proper %irst i#de#ts! 6irst li#e i#de#ts are the most &ommo# %orm o% paragraph separatio#! (he se&o#d most &ommo#

%orm, used o%te# i# #o#:%i&tio#, is the blo&k paragraph method! The Secrets to Ebook Publishing Success utili2es the blo&k paragraph method! (he reader &a# tell whe# o#e paragraph e#ds a#d the #e1t begi#s be&ause o% the spa&e betwee# the paragraphs! '# your ebook, you ge#erally do #ot wa#t to use both %irst li#e i#de#ts a#d blo&k paragraphs be&ause it &reates u##e&essary separatio# betwee# paragraphs, a#d is #ot &o#siste#t with pro%essio#al best pra&ti&es %or paragraph &o#stru&tio#! 'tMs also &ommo# that the %irst se#te#&e o% the %irst paragraph o% ea&h &hapter is #ot i#de#ted! :ndie 8uthor : '#die sta#ds %or K'#depe#de#t!K A# i#die author is someo#e who has de&ided to be&ome his or her ow# publisher! (he term i#die author is o%te# used i#ter&ha#geably with Ksel%:published author!K Although the terms esse#tially mea# the same thi#g, authors who sel%:ide#ti%y %oremost as i#dies are o%te# maki#g a stateme#t that they are sel%:published by &hoi&e, #ot #e&essity! Ma#y i#dies have tur#ed their ba&k o# traditio#al publishi#g a#d de&ided they #o lo#ger aspire %or the blessi#g or validatio# %rom a# age#t or a publisher! (heyMre publishi#g dire&tly to their readers so that their readers &a# de&ide the value o% their work! 9#ly a %ew years ago, sel%:des&ribed sel%: published authors were ridi&uled i# most &or#ers o% the publishi#g i#dustry! (hey were viewed as %ailures = they were the authors who &ould#Mt get a traditio#al publishi#g deal, or at least so we#t prevale#t &o#ve#tio#al thought! '# the last %ew years, however, the pro%essio#alism o% sel%:published authors has i#&reased dramati&ally, a#d sel%:published authors have gai#ed #ew respe&t! )hether you ide#ti%y yoursel% as i#die or sel%:published makes #o di%%ere#&e! (he disti#&tio#s, i% they e1ist at all, are i#&o#se?ue#tial! At Smashwords, we use both terms i#ter&ha#geably! :nitial CapsJ833 C8PSJlo"er2case : '#itial &aps re%ers to &apitali2i#g the %irst letter i# a wordP all &aps &apitali2es all o% the letters i# a wordP a#d lower:&ase &apitali2es #o#e o% the letters i# a word! Most words i# book titles are i#itial &apitali2ed, but arti&les 4a, the5, &o#Hu#&tio#s 4a#d, or, but5 a#d prepositio#s 4a#ythi#g a rabbit &a# do to a tree stump, like u#der, over, o#5 are #ot i#itial &apitali2ed u#less theyMre the %irst word i# the title! -ook titles, author #ames a#d publisher #ames should be i#itial &apped! So, K(he Smashwords Style 3uideK is good, but K(8" SMAS8)9 ;S S(@<" 37';"K a#d Kthe smashwords style guideK are bad! :SB# : Sta#ds %or '#ter#atio#al Sta#dard -ook Eumber! 'tMs o#e o% the least u#derstood terms i# publishi#g! Some people thi#k it &o##otes ow#ership o% a book 4#ot true5, or prote&ts &opyright 4#ot true5 or it le#ds &redibility to your book 4#ot really5! A# 'S-E is simply a digital ide#ti%ier that helps supply &hai# parti&ipa#ts 4ebook publishers, distributors a#d retailers5 a&&urately tra&k a#d ide#ti%y your book, a#d &ommu#i&ate about your book! A# 'S-E is a u#i?ue #umber, a#d i# theory, #o two 'S-Es should ever be alike! 'S-Es are o% primary be#e%it to retailers, be&ause they allow retailers to tra&k everythi#g related to your book 4metadata, sales, updates5 by &o##e&ti#g everythi#g to the bookMs 'S-E! <ear# more about 'S-Es at -owker!&om or i# your Smashwords dashboardMs 'S-E Ma#ager! 3%F : < 6 is a# older ebook %ormat whi&h was proprietary to So#y, o#e o% the early ma#u%a&turers o% ebook readi#g devi&es! So#y has si#&e swit&hed over to the ope#, i#dustry:sta#dard "P7- %ormat %or its #ewer e:readi#g devi&es! 6or the be#e%it o% users o% So#yMs older devi&es, Smashwords produ&es the < 6 %ormat!

5ar'Ks 3ist : Mark Coker, %ou#der o% Smashwords, mai#tai#s a private list o% low: &ost Smashwords ebook %ormatters a#d &over desig#ers! (heyMre all i#depe#de#t &o#tra&tors, #ot employees o% Smashwords! @ou hire them to %ormat your book to the spe&i%i&atio#s o% the Smashwords Style Guide, or to desig# a good:looki#g ebook &over! '% you do#Mt have the time, patie#&e or skills to do your ow# %ormatti#g or &reate your ow# &over, re?uest !ark9s >ist by se#di#g a# email to listJsmashwords!&om, a#d youMll re&eive it i#sta#tly via autorespo#der! 5eatgrinder : Meatgri#der is SmashwordsM automated %ile &o#versio# te&h#ology! 9#&e you upload your Mi&roso%t )ord !do& %ile, %ormatted to the Style 3uide, Meatgri#der takes the %ile a#d automati&ally &o#verts it i#to #i#e di%%ere#t ebook %ormats! (his mea#s that you simply upload o#e )ord !do& to &reate multiple ebook %iles, maki#g your book readable o# virtually a#y e:readi#g devi&e! Meatgri#der is &omposed o% various virtual Kblades,K a#d ea&h Meatgri#der blade spe&iali2es i# &reati#g a di%%ere#t ebook %ormat! Meatgri#der eve# produ&es a spe&ial &ustom versio# o% the "P7- %ile to mat&h So#yMs u#i?ue re?uireme#ts! 9ver the last three years, weMve &o#ti#ually e#ha#&ed Meatgri#der to produ&e better ?uality ebook %iles! (oday, i% you %ormat your book to the Style 3uide, your Smashwords ebook &a# look as good or better tha# the ebook %iles produ&ed by some traditio#al publishers, a#d it usually looks mu&h better tha# %iles produ&ed by other automated &o#versio# optio#s! (he adva#tage o% our Meatgri#der te&h#ology is that itMs %ast, reliable, predi&table a#d %ree! (he dow#side o% Meatgri#der is that i% you %eed it a poorly %ormatted %ile, itMll spit out hamburger! ;o#Mt upload a book to Smashwords u#til youMve &are%ully studied a#d impleme#ted the Style 3uideI 5etadata : Metadata is data about your book that des&ribes your book! Metadata makes your book more dis&overable by givi#g sear&h e#gi#es somethi#g to lat&h o#to whe# readers are sear&hi#g %or your book, or sear&hi#g %or books similar to your book! )he# Smashwords ships 4tra#smits5 your book to retailers, we also tra#smit all the data asso&iated with your book, i#&ludi#g the book &over, book title, your authorSpublisher #ame, your 'S-E, your book des&riptio#, bio, pri&e, &ategory i#%ormatio#, et&! As you might imagi#e, thereMs a treme#dous amou#t o% metadata asso&iated with your book, a#d the Smashwords plat%orm helps you &e#trally ma#age this data a&ross all retailers! 5IB:JP%CJ8L/J;F9 : M9-' is the proprietary ebook %ormat used by Ama2o#Ms Fi#dle devi&es! P C a#d AG) are other #ames re%erri#g to esse#tially the same type o% %ile! F6/ is a #ew %ile %ormat that builds upo# M9-'! 9ther tha# Ama2o#, Smashwords is o#e o% very %ew plat%orms that produ&e a#d sell ebooks i# the M9-' %ormat %or Fi#dle users! See the Smashwords 6AZ to lear# how to load M9-' ebooks o#to a Fi#dle! #CM : Step 20 o% the Style 3uide dis&usses the ECQ 4a#d shows a pi&ture5! ECQ sta#ds %or Eavigatio# Co#trol %ile %or QM<! 'tMs a %a#&y a&ro#ym to des&ribe the table o% &o#te#ts 4(9C5 summary atta&hed to your "P7- ebook! (hi#k o% it as a (9C that sits beside your book, poi#ti#g ba&k i#to the book! 't might list your &hapters or &hapter headi#gs! 'tMs a# importa#t %eature o% the "P7- %ormat, a#d more a#d more e:readi#g devi&es are taki#g adva#tage o% it! '% you &o#stru&t your book a#d (able o% Co#te#ts &orre&tly 4see Step 20 i# the Style 3uide5, the# our Meatgri#der &o#versio# system will automati&ally &reate the ECQ %or you!

#uclear 5ethod 4a!k!a! the Eu&lear 9ptio#5 : Ma#y Smashwords authors, publishers a#d pro%essio#al ebook %ormatters use the Eu&lear Method as their %irst step i# %ormatti#g a# ebook %or Smashwords! Mi&roso%t )ord is a multi:headed hydra, a#d it has a te#de#&y to &olle&t hidde#, &o#%li&ti#g a#d &orrupted %ormatti#g i#stru&tio#s! (his is espe&ially true i% a ma#us&ript has tou&hed multiple versio#s o% Mi&roso%t )ord, or i% it origi#ated i# a#other word pro&essor or book desig# program! (he Eu&lear Method allows the authorSpublisher to strip out all the %ormatti#g a#d retur# the book to its plai#, origi#al te1t! A%ter K#uki#gK a %ile, the authorSpublisher &a# the# add i# all the esse#tial %ormatti#g to &reate a &lea# %ile %or Smashwords! @ouMll %i#d detailed i#stru&tio#s about the Eu&lear Method i# the Smashwords Style Guide! P6F : Sta#ds %or Portable ;o&ume#t 6ormat! (he P;6 %ormat was &reated by Adobe Systems, a#d i# the late M00s it was o#e o% the most popular ebook %ormats! A P;6 is usually a %i1ed:layout %ormat, so it will imma&ulately preserve the layout o% a book a#d the positio#i#g o% words! P;6Ms stre#gth is also its weak#ess, however :: it is ge#erally #ot a re%lowable %ormat! '% a book is#Mt re%lowable, readers &a#Mt press a butto# o# their e: readi#g devi&e to have the %o#t i#&rease a#d the pages repagi#ate! P;6 remai#s a popular %ormat %or readi#g o# perso#al &omputers, a#d itMs ge#erally good %or &omple1 books that re?uire a %i1ed page layout! P;6 is o#e o% #i#e %ile %ormats o%%ered at Smashwords! 'tMs ge#erally a poor %ormat %or readi#g %i&tio# or other books that are primarily straight #arrative! (o read a P;6 %ile o# your &omputer, dow#load the %ree Adobe A&robat eader 4i% you do#Mt have it already! Most &omputers ship sta#dard with it!5! Platform = Plat%orm is a term that mea#s your ability to rea&h a#d i#%lue#&e readers! Co#sider plat%orm a measure o% your %ame, i#%lue#&e a#d rea&h! Multiple eleme#ts &o#tribute to your plat%orm! '% you blog, a#d thousa#ds o% people are readi#g you ea&h mo#th, your blog is part o% your plat%orm! '% you parti&ipate i# so&ial #etwork servi&es su&h as 6a&ebook or (witter, these so&ial #etworks are eleme#ts o% your plat%orm! '% youAre a %re?ue#t speaker at &o#%ere#&es a#d semi#ars, thatAs plat%orm! '% you mai#tai# a maili#g list o% %a#s, thatAs plat%orm! '% you a&tively parti&ipate i# writers groups, pro%essio#al asso&iatio#s, or o#li#e message boards related to your subHe&t, these are all plat%orm! Authors should always remai# &og#i2a#t o% plat%orm buildi#g! "a&h pla#k i# your plat%orm 4thi#k o% a pla#k as ea&h eleme#t o% your plat%orm5 &a# stre#gthe# a#d support the other pla#ks! Premium Catalog : (he Smashwords Premium Catalog represe#ts a subset o% Smashwords titles that &omply with the %ormatti#g a#d metadata re?uireme#ts o% Smashwords retailers! Most o% the %ormatti#g a#d metadata re?uireme#ts are purely me&ha#i&al, su&h as a proper ebook &over, &lea# metadata, a#d ?uality %ormatti#g per the Smashwords Style Guide! See the Style 3uide or the ;istributio# '#%ormatio# page %or more i#%ormatio# o# how authors a#d publishers &a# %ast:tra&k their a&&epta#&e i#to the Premium Catalog! '% you %ollow the i#stru&tio#s, itMs easy! '% youMre %i#di#g it di%%i&ult to gai# a&&epta#&e i#to the Premium Catalog, it mea#s youMre #ot %ollowi#g the i#stru&tio#s! Ask %or helpI Preorder = A# ebook preorder is a produ&t listi#g at a retailer whi&h allows readers to reserve a &opy i# adva#&e! 9# the day the book o%%i&ially goes o#sale, the readerAs &redit &ard is automati&ally &harged a#d the book appears i# the readerMs library! A preorder

listi#g gives a# author a#d the retailer the ability to market their book i# adva#&e! At some retailers, su&h as Apple i-ooks a#d Fobo, all the a&&umulated orders &redit toward the bookAs sales ra#k o# the day o% the release, whi&h &a# &ause the book to spike i# the retailerAs ge#re a#d store:wide bestseller lists! 8igher pla&eme#t i# bestseller lists i#&reases the visibility a#d desirability o% the book to readers, a#d &a# trigger a virtuous &y&le o% more sales leadi#g to more sales! Private 3abel %ights = Private <abel ights is a &ategory o% ebook &o#te#t i# whi&h '#ter#et marketers subs&ribe to paid repositories o% ge#eri&, low:?uality arti&les, a#d li&e#se the right to distribute these arti&les o# websites a#d blogs! At Smashwords, we do#At allow P< , a#d we routi#ely delete the a&&ou#ts o% people who try to upload them to our servi&e! Ama2o#, too, is attempti#g to &ra&k dow# o# the P< ebooks! )e view the purveyors o% su&h drivel as s&am artists, a#d we view their subs&ribers as either u#ethi&al marketers or su&kers! Ma#y P< subs&ribers are draw# to P< with the promise to ear# large amou#ts o% Bpassive i#&omeC simply by distributi#g the arti&les as ebooks! %eflo"able text : )ith pri#t books, every word appears o# the page e1a&tly where you wa#t it! "books are %ormatted di%%ere#tly tha# pri#t books! "books have re%lowable te1t! )he# te1t is re%lowable, it &a# attra&tively shape shi%t a&ross a#y s&ree#, whether that s&ree# is small like a# iPho#e, medium like a Fi#dle or Eook, larger like a# iPad or Fi#dle ;Q, or eve# larger like a &omputer s&ree#! e%lowable te1t e#ables readers to &ustomi2e the prese#tatio# o% the te1t to suit their readi#g pre%ere#&es! Most e:readi#g apps a#d devi&es allow the reader to &li&k a butto# to i#&rease the %o#t si2e, or &ha#ge the %o#t style or the li#e spa&i#g! )he# the reader does this, the te1t repagi#ates 4re%lows5! (he Smashwords Style Guide provides simple step:by:step i#stru&tio#s %or how authors a#d publishers &a# desig# their books %or optimal re%lowability! At Smashwords, all our ebook %ormats are re%lowable e1&ept P;6, whi&h is a %i1ed %ormat like pri#t! %etailer : A# ebook retailer sells ebooks! Although Smashwords is primarily a# ebook publishi#g a#d distributio# plat%orm, we also operate our ow# small Smashwords!&om retail operatio#! Most Smashwords authors a#d publishers ear# the bulk o% their i#&ome by taki#g adva#tage o% the Smashwords distributio# #etwork, where we distribute to maHor ebook retailers su&h as the Apple i-ookstore, -ar#es D Eoble, So#y, Fobo, ;iesel a#d others! '# e1&ha#ge %or helpi#g to sell our books, the retailers ear# a well:deserved sales &ommissio#! (o utili2e our distributio# servi&es, your book must be a&&epted i#to our Premium Catalog! %TF : Sta#ds %or i&h (e1t 6ormat! 9#e o% the ma#y %ormats produ&ed by Smashwords! (6 %iles &a# be ope#ed a#d read i# a#y word pro&essor! <ike P;6, itMs a good %ormat i% you wa#t to read o# your &omputer or i% you wa#t to pri#t, a#d u#like P;6, itMs a good %ormat i% you wa#t to modi%y the %o#t si2e or style prior to pri#ti#g! Sideload : )hereas Kdow#loadK implies pulli#g a %ile dow# %rom a# '#ter#et servi&e, a#d KuploadK implies se#di#g your %ile up to a servi&e, sideload re%ers to &opyi#g a %ile %rom your &omputer over to a# e:readi#g devi&e! So, %or e1ample, i% youMre pulli#g a %ile straight %rom Smashwords!&om dow# to your Fi#dle, whi&h is atta&hed to your &omputer via the 7S- &able, thatMs a dow#load! Alter#atively, you &a# dow#load the %ile to your &omputer a#d the#, i# a separate step, sideload it to your Fi#dle 4or Fobo, Eook, So#y

eader, et&!5! So dow#load mea#s pulli#g %rom the '#ter#et, a#d sideload mea#s pulli#g %rom your &omputer! Smash"ords : Smashwords is a# ebook publishi#g a#d distributio# plat%orm, whi&h is %a#&y speak %or Kebook distributor!K Smashwords is the worldAs largest distributor o% sel%:published ebooks! Smashwords distributes ebooks to the Apple i-ookstore, -ar#es D Eoble, So#y, Fobo, the ;iesel e-ook Store a#d -aker a#d (aylor! 9ur %ree servi&e helps writers, publishers a#d literary age#ts &e#trally ma#age the publishi#g a#d distributio# o% their ebooks to multiple maHor retailers! Smash"ords Boo' 5ar'eting 1uide = A %ree ebook by Mark Coker providi#g *0 marketi#g ideas authors &a# impleme#t at #o &ost! 7se%ul to all authors, eve# pri#t authors! ;ow#load it here: http:SSwww!smashwords!&omSbooksSviewS*0+ Smash"ords 6irect ) A #ew %eature o% the Smashwords plat%orm that allows authors to upload pro%essio#ally %ormatted !epub %iles! <ear# more at https:SSwww!smashwords!&omSswdire&t Smash"ords Satellites : Smashwords Satellites are what we &all a &olle&tio# o% about *0 #arrowly de%i#ed ebook sites, all ow#ed a#d operated by Smashwords, that help make Smashwords books more dis&overable to readers! (he satellite sites %eature some e1perime#tal ebook dis&overy optio#s! "a&h site has its ow# %o&us! 6or e1ample, i%: readers are i#terested o#ly i# low:&ost books, they might visit our satellite, Cheap <it! '% theyMre i#terested i# Spa#ish:la#guage ebooks, they might go to "books "spa_ol! 6or a &omplete listi#g o% Smashwords Satellites, visit the Smashwords <abs! Smash"ords Style 1uide : (he Smashwords Style 3uide is the %ormatti#g bible %or Smashwords authors a#d publishers! 't &aptures ebook %ormatti#g best pra&ti&es a#d prese#ts %ormatti#g steps with simple, step:by:step i#stru&tio#s! '% authors or publishers &are%ully %ollow the Style 3uide, theyMll produ&e a higher ?uality ebook a#d will gai# %aster a&&ess to the Smashwords Premium Catalog %or distributio# to maHor retailers! Cli&k here to dow#load it! ToCJTable of Contents : (oC Y (able o% Co#te#ts! A (oC is typi&ally lo&ated i# the %ro#t matter o% your book a#d provides the reader with a summary o% your &hapters or se&tio#s! (he Style 3uideMs Step 20 shows how to &reate a li#ked (able o% Co#te#ts! A li#ked (able o% Co#te#ts allows the reader to #avigate dire&tly to the &hapters or se&tio#s o% i#terest! 0ploadJ6o"nload : (o upload a %ile mea#s that youMre se#di#g a %ile KupK to a servi&e o# the '#ter#et, su&h as, Kyou upload a %ile to Smashwords!K ;ow#load mea#s that youMre pulli#g a %ile %rom a# '#ter#et servi&e Kdow#K to your &omputer! So KuploadK mea#s to se#d KupK to somewhere, a#d Kdow#loadK mea#s youAre pulli#g a %ile dow# to you! '% youMre publishi#g a book at Smashwords, you upload the book via the KPublishK page, or via your dashboardMs Kupload #ew versio#K li#k! '% you pur&hase a book %rom Smashwords, you dow#load it to your &omputer! 0%3 : (his importa#t a&ro#ym sta#ds %or 7#iversal esour&e <o&ator! 'tMs a %a#&y word %or Kweb addressK or K'#ter#et address!K )he# you type a web address i#to your web browser 4su&h as 6ire%o1, '#ter#et "1plorer, Sa%ari, or Chrome5, your browser uses that

address to take you to your desired desti#atio#! Most addresses start with Khttp:SSK a#d the# are %ollowed by Kwww!siteaddress!&omK So the 7 < %or Smashwords is http:SSwww!smashwords!&om '% youMre a Smashwords author or publisher, you wa#t to se#d readers a#d %a#s dire&tly to your author page 4&li&k My Smashwords a#d the 7 < i# your browser is the address %or your author page5 or your book page 4&li&k to your book, a#d the 7 < i# your browser is the address %or your book page5! $iralityJ$iral : >irality is a term with biologi&al origi#s that re%ers to how books spread %rom o#e reader to the #e1t via word o% mouth, both i# the physi&al world o% %a&e:to:%a&e &ommu#i&atio# a#d i# the virtual world o% o#li#e so&ial media su&h as 6a&ebook, (witter a#d o#li#e %orums! '% your book i#spires the reader to re&omme#d your book to others, viral growth &a# o&&ur! >irality is how #early all books go o# to be&ome bestsellers! (he best books market themselves via the passio#ate readersM viral word o% mouth! LLL

A((endi% II

!eta Readers for The Secrets to Ebook Publishing Success

A beta reader is a reader who reads your book prior to publi&atio# a#d provides importa#t %eedba&k! A beta reader helps the author u#dersta#d i% the book su&&ess%ully meets the #eeds o% the target audie#&e! 6or this book, my target readers are writers, authors, publishers a#d literary age#ts! -elow is a list o% authors a#d publishers who served as beta readers %or this book! ' am grate%ul %or their &o#tributio#! Sarah ! @o%%a : http:SSsmashwords!&omSpro%ileSviewSwebbiegrrl Catheri#e $aime : http:SSsmashwords!&omSpro%ileSviewSCatheri#e$aime <i#da A! <avid = http:SSsmashwords!&omSpro%ileSviewS<A<avid ose 3ordo# = http:SSsmashwords!&omSpro%ileSviewSrosegordo# uth A## Eordi# = http:SSsmashwords!&omSpro%ileSviewSrutha###ordi# M$ )are = http:SSsmashwords!&omSpro%ileSviewSmHaware Melissa )right = http:SSsmashwords!&omSpro%ileSviewSmelissawrightbooks obert )illgre# = http:SSsmashwords!&omSpro%ileSviewSF#ight2 (o#y -ertot = http:SSsmashwords!&omSpro%ileSviewS(-ertot4*2 Pe#tla#d 8i&k = http:SSsmashwords!&omSpro%ileSviewSPe#tla#d Cori#a Fo&h Ma&<eod : http:SSsmashwords!&omSpro%ileSviewSCori#aFo&hMa&<eod "ri& Mar&elo : http:SSwww!smashwords!&omSpro%ileSviewSdeHmar&elo i&hard <utes : http:SSwww!smashwords!&omSpro%ileSviewSr#lutes

A((endi% III

"redits

(his book would #ot have bee# possible without the ge#erous &o#tributio# o% ma#y people! (ha#ks to my wi%e, <esleya##, %or putti#g up with me writi#g this book duri#g every va&atio# a#d spare weeke#d! (ha#ks to Smashwords authors, publishers, literary age#ts, &ustomers a#d retailers %or your trust, part#ership a#d i#spiratio#! (ha#ks to my beta readers %or your ho#est %eedba&k! @ou made this book better! (ha#ks to $olee#e Eaylor %or her &over desig#! (ha#ks to you, my dear reader, %or taki#g the time to read this book! '% you e#Hoyed it, please share it with a %rie#d!

A((endi% I/ Re(roduction Rights3 1icensing State&ent

Please help share this %ree book with every writer o# the pla#et! @ou have the authorAs permissio# to redistribute this book to a#yo#e, provided you share it at #o &ost a#d do #ot alter the &o#te#ts! @ou have the authorAs permissio# to repri#t the e#tirety o% this book, or a#y e1&erpted portio# o% this book, o# your blog, website or so&ial media plat%orms, provided you &redit the author a#d i#&lude a live hyperli#k to Smashwords at www!smashwords!&om a#d a li#k to where readers &a# dow#load their ow# %ree &opy at https:SSwww!smashwords!&omS booksSviewS14+4*1 '% you operate a writers &o#%ere#&e, or youAre a# edu&ator, or youAre a publishi#g &o#sulta#t, you have permissio# to reprodu&e a#d distribute this book i# its e#tirety i# either pri#t or digital %orm as part o% your &urri&ulum or edu&atio#al materials! '% you advertise this resour&e withi# the &o#te1t o% your marketi#g materials %or your &urri&ulum, you must me#tio# that this book is also available %or %ree dow#load at www!smashwords!&om! '# #o i#sta#&e may you &reate the impressio# that someo#e must pay you to re&eive this i#%ormatio#, eve# i% it is i#&luded as a %ree be#e%it withi# your paid &o#%ere#&e or edu&atio#al materials! '# #o i#sta#&e &a# your use o% this book be portrayed to your &ustomers or &lie#ts as a# e#dorseme#t %rom Mark Coker or Smashwords o% your produ&ts or servi&es!

Co#gratulatio#sI @ouAve rea&hed the very e#d o% the book! (ha#k you %or readi#gI Please remember to share what you lear# with your %ellow writers! '% you help your %ellow writers su&&eed, they will retur# the %avor!

Please report typos or errors to !ark +oker at first initial second initial at smashwords1com