Writers have a tough gig in some
ways. We’re asked to be creative professionals, all daydreams and
alternate worlds, but we also have to live in an industry which is
changing fast, which delivers terrible and declining incomes, and where
the writer is, in most industry situations, the least informed and
least powerful person in the room.
Not easy, right?
There’s one huge qualification
to that, of course. Traditionally published authors have faced a
severe decline in incomes and they do struggle for authority in
their own industry. I don’t like either of those things and neither
agents nor authors associations have done enough to fight back.
But that’s trad authors, and
they’re now in a minority.
For indies, making a meaningful
income is absolutely possible. There are thousands of indies making a
viable full-time living from the pen, more now than ever before in
history. As for power – well, it’s easy to be the most powerful person
in the room, when you’re the only person in it.
Even so, there are a couple of memes
doing the rounds at the moment suggesting that the outlook is darkening
for everyone: trad, indie, hybrid.
Argument one: pricing e-books at
99c / 99p used to deliver a real kick to sales. That kick has almost
completely vanished. The days of being able to promote successfully on
Amazon have gone.
Argument two: Amazon’s new
emphasis on ads has created a “pay to play” requirement for authors. In
effect, if you want Amazon to sell your book, you have to pay it to do
so, and that fat 70% royalty you get starts to drain back into Jeff
Bezos’s pocket.
So what do we think? What do you
think?
On the first matter, it’s
certainly true that low pricing is now so common, simply dropping a
price overnight achieves almost nothing.
But low pricing alone is,
and always has been, an unbelievably dumb strategy. It’s like a price
promotion without the element of actual promotion.
If a clothes retailer wants to
shift some winter dresses, they’ll put the dresses in the front window
with a big red banner yelling “SALE”. Price cut, plus promotion, equals
sales. It’s obvious, isn’t it?
Introduce the same price cut,
but display the dresses in a back room on the top floor, and you won’t
shift the stock. Which is why no one – except trad publishers – takes
that approach.
Any
smart indie knows that promos work when you promote. That means
using price cuts plus some combination of:
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