As I mentioned before, I began the week with an email blast to friends, family, and colleagues. This resulted in an immediate sale of my book on Kindle, and one sale from my CreateSpace EStore, the first time I’ve ever sold a book to an outsider directly through CreateSpace, believe it or not.  The following day my book went live on Amazon, despite CreateSpace telling you to allow up to 15 days for this happen.

Due to time constraints, I needed to get a copy to a book reviewer in Arizona ASAP, and I had yet to receive my own copies from CreateSpace.  I decided to order a copy directly through Amazon – thus adding to my book’s sales rank.  Amazon came through and shipped the book via an expedited method just as I had chosen, so the reviewer will have his copy even before I receive my own. If you have the money to invest in paying list price for your book, I don’t advise against this…but tread lightly.  Yes, it affects your sales rank positively, but if you let others know you are doing this it could be seen in a negative light as cheating.  Remember back in the day when people were calling up bookstores and ordering copies of their book?  So, don’t beat me up over this.  It was one copy, and the reviewer had a deadline to make.

Now, despite the expedited shipping costs for this one copy, you might think I’m stupid for paying list price for my own book.  Well, I did the math just to see what the difference would be. My book has a list price of $10.95.  Let’s say I ordered just three copies. That’s a total of $32.95, and enough to get me free shipping through Amazon.com.

Because I signed up for ProPlan through CreateSpace, I’m only paying $4.09 per copy there.  That’s $12.27 total and you do have to pay shipping.  In this case, I have a choice of $4.47 for Economy and $9.99 for Standard.  Let’s go with standard which brings my CS total to $22.26.  That’s still a $10.69 difference, in CS’s favor.

But, don’t forget this!  When you order copies directly through Amazon, you will still earn your commission from those sales.  I earn $2.48 per copy for sales made through Amazon. So, I’d make a total of $7.44 back from the 3 copies I buy. Subtract that from the $10.69 difference and you get $3.25.  Divide $3.25 by the 3 copies and you get roughly $1.08 per copy.  So, I’d really only lose out by about a dollar per copy if I bought directly through Amazon. Yes I know, that’s $3 I could have save, and even more if I chose Economy shipping (which I did for my own CS order of copies last week).   And if you are shipping multiple copies to various addresses, you could save time, shipping expenses, and packaging expenses by dropshipping your book through Amazon.  And overall, affect your sales rank positively.

But as I said before, don’t do this unless you have the money to blow or you have special circumstances where you just can’t wait to get copies in yourself, or you don’t have time to pack and ship them yourself. And if you are like me, every penny counts, especially this time of year.

So enough number crunching, right?

As I mentioned in my last post, the biggest part of marketing I’ve done thus far is offering free copies on GoodReads, which I listed even before the book had published.  This is still running as of this post and doesn’t expire till December 1st.  This also stands to give me what could be my biggest return in readers yet.  As of this post, 565 people have signed up for the 5 copy giveaway and 94 people have added the book to their to-read list. Now it’s impossible to judge just how many of those 94 people will actually get to my book, but it’s nice to think that at least my book will remain in the attention of those readers for a while after the give away has expired.  If even half of those people bought my book, I’d be a happy man. And here’s one way to make sure those people don’t forget you:

Go to your book’s page on GoodReads and scroll to the bottom.  Here you will find a list called Community Reviews, and you’ll see every person who marked your book to read. You can click on each of these people if you want and add them as a friend.  And if they add you back, they’ll be able to see your updates.  What a great way to build your fan base!  You are probably wondering if I did this, right?  Well, yes and no.  I scrolled through the names and first only clicked on those who had an avatar.  If they didn’t, I assumed maybe they don’t use GoodReads that much.  So, it was a quick way to narrow them down.  For the ones I did click on, I took a quick look at their profile to see how active they are on GoodReads – how many friends do they have, how many books have they read, etc.  Sounds picky, but I wanted to make the best out of this as I possibly could.  By friending people on GoodReads (or any other social network for that matter), you should take a sincere interest in what they are doing out there as well, and not just use the service to selfishly try to build your own readership.

By the way, have I mentioned how much I love GoodReads?  I find myself using it more than I do Facebook.  If you are on GoodReads, feel free to find me and friend me!

And speaking of Facebook, despite having deactivated my account back in September, I chose to sign back in yesterday and post a few announcements about my book.  I posted a link to Amazon, Nook, and Kindle. And guess what happened?  8 paperback sales through Amazon yesterday alone, shooting my rank up to 15K in book sales.

And that was the end of Week 1.  What’s next for me?  Well, hopefully my own copies will arrive next week, which means a trip to the post office where I’ll pack and ship most of my copies to other reviewers and colleagues.  In my next post, I’m going to talk about Author Central, a service that Amazon offers free to authors.  I’ve talked about it before, but AC recently made some changes including a neat way to track sales.  More about that in December!

And here I am, almost a year and a half later finding myself with one foot back in the marketing boat again.  My 3rd book, Are You Sitting Down?  just became available in paperback as of 11/10/10. It’s been available on the Kindle since October 3rd, and has earned 3 sales prior to the official launch with little effort on my part. Yeah!

But now that ominous and forboding blank Amazon page is looking back at me.  The product details have loaded, but the blurbs and product description have yet to come on board (as of this article).  The search inside feature is not available just yet.  Createspace says to allow at least 15 days for all of this to come into fruition.  And we aren’t seeing stars yet since there are no reviews.  Very few people have even read the book, and those really only include a handful of friends and authors who wrote blurbs for the cover.

I began my official book marketing campaign just a few days ago with a give away of 5 copies over at GoodReads which ends on December 1st when the lucky winners will be drawn.  I didn’t know about this feature until this year despite previously giving away copies of my books in other ways like on my own personal blog, so I wanted to give it a try.  So far, 526 people have entered the give away and 82 people have added the book to their to-read list (as of this article). And with 18 days left to enter the raffel, I’d say the potential here for readership is amazing.

This week I also began a small email campaign.  I composed a quick email announcement and sent it out mostly to personal and author friends and some family members. I don’t have a huge network to take advantage of here, but I do think a “mailing” list is an excellent tool to utilize if you can. I awoke the next morning to discover I had gained 1 Kindle and 1 Paperback sale as the result of my email blast. Terrific!

Today, I’m hitting the forums, particularly those available on Amazon in the various communities, which can often be found at the bottom of product pages. There are tons of these that ask for authors to “come tell us about it” if you’ve written a book privy to a particular genre.  It’s hard to judge what response you’ll get, other than from other forum posters who might reply to you.  But there are lots of people who follow these forums so you never know who might be reading.

Along with Kindle, I also loaded my book to the B&N Nook last month, which also gained 1 quick sale right away. I plan to load the book to Smashwords this weekend.  I’ve had mild success with sales there of my other books, but I’ll take what I can get.

I also have a few reviewers eagerly awaiting hard copies, and a few coworkers wishing to buy copies directly from me. So the next biggest investment will be in copies.  I’ll probably also use a few as handouts in exchange for reviews on Amazon.com. Amazon reviews and their 5 star rating system have been a great debate recently as to how successful or useful they are, but for me, as an author, I still like seeing them and outside of indie blogs, it’s the most relevant spot you are going to get reviewed.

What else?  There’s Twitter.  Yes, I tweet.  I should also probably reactivate my Facebook account, if for nothing but to shout out to all those people I went to high school with that my book is now available. 

Over the next few months I’ll dive back in the depths of my POD Diary.  Rather than concentrating on sales and $$$ like I did last time, I’m going to focus on readership this time.  My biggest investment last time was in a book cover program which quickly paid off from sales.  This time I have the book cover itself to earn back as I paid for the rights to a photographer’s artwork for this cover.  So, while behind the scenes I’ll be crunching numbers, I wanted my revisit to the POD Diary to be more about marketing this time…something that would be more useful to other indie authors out there rather than how to balance your checkbook.

So here we go…turn the page….Dear Diary,

It all starts with sales reported to me from Lulu.com.  In order to keep the price of my book affordable, I opted for a lower royalty, just 67 cents per copy sold through a distribution channel outside of Lulu.  Here are the total copies sold through Lulu and the total money I made from each as of June 8, 2009.

Lulu:

23 copies sold through distribution channels – Amazon  (67 cents each x 23 = $15.41)

2 copies sold through UK distribution channels (67 cents each x 2 = $1.34)

3 Ebook downloads direct from Lulu ($4.00 each x 3 = $12.00)

1 print copy sold direct from Lulu ($3.86)

That’s a total of $32.61 earned direct from Lulu.com the first year.

Sad, isn’t it?  Not really.  Obviously, I sold more copies through Amazon than I did direct from Lulu. Perhaps I could have done more promotion.  Perhaps I could have directed more people to Lulu instead of Amazon to increase my earnings per copy.  However, the majority of readers are more likely to buy through a site they know and trust, such as B&N or Amazon, rather than buying direct from my Lulu bookstore.  Had I never once mentioned the book was available on Amazon, and had I only directed people to Lulu, maybe my earnings would be better…maybe not.

But don’t frown.  That’s just Lulu.  Let’s take a look at Kindle E-reader sales for the year.  For the sake of price changes, discounts, and the various number of copies sold per month, I’ll just show you how many copies sold each month and then give you the grand total of my earnings from Kindle alone.

Amazon Kindle:

June 2008: zero copies sold

July 2008: 2 copies sold

August 2008: 23 copies sold

September 2008: 25 copies sold

October 2008: 25 copies sold

November 2008: 29 copies sold

December 2008: 22 copies sold ( December/January show a decline in sales probably due to the holidays.)

January 2009: 17 copies sold

February 2009: 24 copies sold

March 2009: 73 copies sold (Release of Kindle 2)

April 2009: 33 copies sold

May 2009: 43 copies sold

June 2009: 7 copies sold as of June 8th

Grand total earned from all Kindle sales: $1044.80.  Not too shabby.

I invested in a total number of 30 author copies.  The majority of those copies were given away to friends and family or included in marketing kits.  I did sell five copies to coworkers and through the Amazon Marketplace at $10.00 each.

Total earned from direct author sales: $50.00

Last, we have sales through Smashwords.  A total of 23 copies have been downloaded since I published the book here back on February 18th, 2009.  However, I’d like to point out that I used Smashwords mainly as a marketing tool to help gain Amazon reviews.  Here, my book was offered for free in exchange for an Amazon review.  I only gained royalties from three sales totaling $5.81.  I have not yet been paid for these sales since Smashwords has a minimum requirement of $25.00 in earnings before they pay out.

This brings my total earnings across the board to a total of $1133.22.

That’s a far stretch from being able to afford my cost of living for one year.  Not really even enough for one month.  It is 3 car payments though; it’s even enough to pay my utility bill for 16 months.  As I reported in my last diary entry, almost all of this money was invested in marketing and review copies. But I have no debt as far as this project goes, which is more than some self-published authors can say.

Now, let’s take a quick look at reviews.

To date, I have 10 reviews on Amazon. Nine are from people I have never met face to face.  That’s important because reviews from friends and family are nice, but they are always going to be positive. The first review came from an Amazon Top 500 Reviewer who I sent a review copy to.  Three of the reviews were a result of my free Smashwords Ebook give away. And two of the reviews were cross posted from other review sites. My current Amazon rank is at 1.2 million, but has been as high as 101,000 although it fell fast. My current rank on the Kindle is 104,705.

My first review outside of Amazon came from Rainbow Reviews.  I was sorely disappointed in this review, not because it only gave me three stars, but because the quality of the review itself is horrible.  The reviewer just reposted my book blurb, then pointed out three paragraphs he liked and wrapped up the review with two sentences which pretty much anyone could have come up with just by reading a few pages.  Thankfully, this review was not cross posted to Amazon.

The second came from Floyd M. Orr at PODBRAM.    Floyd cross posted a version of the review to Amazon for me.  I have to admit its a nice critical and well rounded review, just as a review should be.

The last review I received outside of Amazon was from Cheryl Anne Gardner at PodPeep. Cheryl was the first to really point out a lot of my subliminal underlying tones of the book and to really embrace the humorous aspect of the story. Cheryl also cross posted the review to Amazon for me.

And this is where my year ends.  It’s certainly not where my story ends.  Like I said in my last post, this is a good place to end the diary even though my journey as an author is far from over.  I’m not going to recap my mistakes or what I’ve learned from this diary.  I’ll leave those things up to you to find out for yourself in all my previous posts. I have no philosophical words of wisdom to share with you. The diary speaks for itself. I’ll still be sharing news and thoughts about self-publishing in general from time to time on LLBR, but this is where the POD Diary comes to a close.

What’s next for me, you ask?  Well, I’ve often referred to myself as a literary medium.  There’s always another character or storyline in my head waiting to be born, usually several at a time actually.  I’ll still be promoting my book and seeking out reviews, and checking my Amazon rank every other day, and wait eagerly for more Kindle royalties, but it’s time to put my focus into something new.  Another story, another character is calling and I’ve ignored the messages long enough.

For the readers out there who took time to read my book, I thank you.  And for the writers out there who have followed my diary this past year for information or inspiration, I say to you what I say to every author I encounter who takes the self-publishing path:

Don’t give up!

Occasionally, I’ll check my sales rank over at Aaron Shepard’s Sales Rank Express.  This site only presents the basic information you can already find on Amazon’s product page, but it’s quicker sometimes than navigating through Amazon, finding your book, and scrolling down to the product description, and also not getting distracted by ads or by surfing for things you want to buy like I usually do when I go to Amazon.

Rankforest is a free site that will track your book over time if you want to see how the numbers fluctuate.  The free service part will update every 4 hours for you.

RankTracer is also another that has come highly recommended to me, but a three month track of your book will cost you $6.00 here. Books & Writers will do the same thing for two books for just $10 a year.

If you aren’t concerned with how much your sales rank changes by hour, then I suggest checking your book’s page once a day either in the morning or the evening and write down that number on a calendar every day.  Note when there’s a big spike in the number.  Did someone review your book around that time?  Did you post a comment on a blog or website the day before? Note the spikes in sales over time and what might have caused them.

Some authors have tried to affect their sales rank by holding a buying promotion.  Whether it works or not, I don’t know but this is where you email or contact as many people as you can and request them to buy your book from Amazon on a certain date and at a certain time.  The spike in sales will definitely affect the sales rank, but you have to consider that not everyone might purchase your book at that specific date and time.  If you ask everyone who did participate to email you back and let you know they bought your book, you might be able to better obtain an exact number as to how many copies sold during your promotion and helped you achieve whatever rank you earned that day.

Check out these numbers from Rampant Techpress.  Supposedly, a major publisher tracked 25 of their books over a six month period and compared Amazon sales rank to the number of books they sold.

Amazon        Actual
Sale Rank     Books Sold per week
———     —————–
75-100         250-275/wk
100-200        225-249/wk
200-300        150-200/wk
450-750         75-100/wk
750-3,000        40-75/wk
3,000-9,000      15-20/wk
10,000+            1-5/wk

Morris Rosenthal, author of Print-on-Demand Book Publishing, has a slightly different opinion and reports the following figures…

So, why are we obsessed with our Amazon Sales Rank?  Well, no matter what the number may be, if the number is rising it means a sale, which means a royalty payment in the end.  It might not be much of a payment, but keeping your book at a higher sales rank definitely increases exposure, which hopefully increases sales and increases money in your pocket.

Total money invested on this project to date (after book sales only): $216.95 (debt)

Profit made to date on this project after all sales and services: $300.18

With this being a short month, I almost expected to receive December’s Kindle sales today as well, but in the past that has come through on the 27th.  December totaled $70.53.  January of this year was the same, except 1 dollar less, and so far February has only reached $50.00.  But with the release of the new Kindle 2 yesterday, I’m hoping the coming months will go back up again.

February 28th: I still haven’t received the December deposit for Kindle sales.  I guess they follow their 60 day rule to the tee which means I’ll be waiting at least one more day.  However, I spoke too soon in my last post about February being a slow month.  This week alone my sales have almost doubled and I’m sitting at $84.00 for the month now.  That’s my best month overall, and my highest since last September which was $83.13.  Thank you, Kindle 2 owners!

While I have not made any personal purchases from Amazon since July, as an author I have been very successful with Ebook sales of STEALING WISHES through the Amazon Kindle Ereader.  As many of you loyal LLBR readers know, I have been documenting my POD journey this year in the POD Diary.

I’m happy to announce that today I received my first royalty payment from sales through the Kindle Ereader. Click here and scroll down to October 29th and read the four most recent posts of the POD Diary to learn more.

If you are looking for a good marketing idea, then this is the one that should top your list!  Extensive time and planning is a must, so grab a pen and paper to take notes or just sit back and enjoy the fun as we attempt to find out what happens if a book could travel around the country and tell us all about where it’s been.  It’s a Book’s “Book Blog,” a travel log of pages read and places seen.  So stay tuned…

The adventure is about to begin!

While I’m certainly flattered and appreciate Mark taking the time to read the diary and write such a nice article about it, I was taken aback by the following comment: “Without a doubt, you have to admire both Yarbrough’s persistence and good nature. On the other hand, in many ways his story is a perfect example of working hard as opposed to efficiently.”

If you read the POD Diary, deep into the heart of it you’ll find me spending lots of time on getting the book cover just right and ordering review copies to edit the book in hand.  Mark believes I could have worked more “efficiently” by sourcing the work out to third parties.  If I had access to vast amounts of cash up front to fund this project, I probably would have paid someone to create the book cover, edit the book, and design a book trailer.  Or maybe I would have taken advantage of all of the other extra services Lulu offers at a hefty fee.  But as I point out in my reply to Mark, working efficiently doesn’t just mean saving time.  It also means being economical.  Here’s part of my reply…

The word “efficiently” is defined as performing or functioning in the best possible manner with the least amount of time and effort. It is also defined as being satisfactory and economical to use. So, self-publishing basically comes down to time vs. economics based on these definitions. I admit…I did spend a lot of time on this project. I’m still spending time on it now 4 months after publication of this book. Self-publishing has been a learning experience and maybe I did waste time by editing the book my-self or designing the cover my-self. But I saved money by doing it…yes…my-self. I consider that economical at best. And so, that is efficient enough for me.

In comparing this project to the amount of money I spent on self-publishing my first book vs. the results in sales, I intentionally wanted to keep my expenses low.  For readers, the diary points out lots of good options for doing just this.  I bought a ton of nice marketing materials through VistaPrint at very low prices.  Some of my materials were free from Cafepress.  My largest investment was the BookCoverPro program, but I made back my cost and made a profit from it after offering my services to other Lulu’ers who were seeking affordable help with their book covers.  It doesn’t get more efficient than that!

Of course, my book still has flaws.  There are things I’d go back and change immediately.  Maybe some of the glitches could have been prevented had I hired professional help, but would it increase sales of the book?  Probably no more than the number of copies and downloads I’ve sold to date.

I’ve listened to lots of self-published authors who have contacted me since the conception of this review blog, and their biggest disappointment in choosing to use POD is a lack of sales.  Outside of a handful of friends and family members, no stranger ever buys their book.  And so, they give up.  They don’t have time or money (or hope) to invest in marketing their book to a larger audience.  They think that having their book in Lulu’s bookstore is enough, but we all know it isn’t.

I’m not a bestselling author, but I have embraced the notion that even one reader is a true gem.  Sure, I’d love to sell my books by the thousands and climb the best selling charts.  That’s something I still dream about.  But for now, I’ll take that handful of readers who have bought or downloaded one of my books and given me a review on Amazon.  I’ll take that best friend who went to his local bookstore and ordered a copy.  I’ll take the free copies I gave to my own mother and sister as keepsakes.  A lack of sales and bestselling numbers doesn’t break my heart. After all, the worst thing that could ever happen to a book is for no one to ever read it.

And so, with that said, that’s the reason I created this blog in the first place: to give Lulu authors one single moment to shine, to know that someone took the time to read their book, to have a chance in the spotlight and to get some praise and some feedback.   Because when it’s all said and done, that’s the best feeling in the world for an author.  And at a 46 cent profit per copy of my own book, at the end of the day my own reader’s praise is all I have to show for it.  It’s all I need right now.  And that’s efficient enough for me.

The POD Diary is one person’s experience.  I’m not a pro at this.  I admit my mistakes.  Sure, there are things I could have done better.  If I was perfect at it, I’d be running my own self-publishing company rather than writing about self-publishing my own book.  SELF is a big part of the equation, and if any other author reads my diary and can take away from it hints, tips, or things to avoid which overall makes their self-publishing (there’s that word again) journey a better experience for them, then the diary has served it’s purpose.

You can read Mark’s full article and my reply here.

The monthly routine as been four reviews, one each week with some other commentary in between such as this post.  I’m happy to say I’ve read far enough ahead to bring you six reviews in June.  I’ll be shooting for another six in July. Since Summer is the time for vacation and beach book reading I wanted to try to cover a little bit more. So, if you have a juicy summertime read for us, post about it on the “Pick Me!” page.

I’ve also been contemplating a contest of sorts to increase comments and feedback on the reviews.  It will probably consist of having to make comments on the book reviews as an entry into a drawing to win free books.  We all love free books, don’t we?  More details on this to follow as I give it some thought.  Any feedback on this or what you’d like to see is much appreciated.  Post it as a comment here or on The Lulu Book Review tab at the top.

Today’s In-News highlight goes out to the SoBo Book & Bean in South Berwick, Maine. They are going through new management transitions, but have been going strong for seven years serving up coffee and pastries, used and new books. They will even give you store credit if you bring in your own used books!

Check them out online or visit them at:

Sobo Book & Bean
241 Main Street
So. Berwick, ME
03908
(207) 384-8300

In other news, if you’ve been reading my own POD Diary, then you know I’m reaching the final stages of my Lulu POD experience with my next book.  I just created a Book Trailer for it. Thanks to Todd Fonseca.  He encouraged me to give it a go.

That’s it for May, folks.  See you in June!

I came across a highly recommended site called Book Cover Pro. Has anyone else used this? It’s amazing! It even comes with templates where you just add the text, images, and choose colors. Done! It’s $167.00 dollars to download it to your desktop. I guess I stimulated the economy a bit more, because I decided to buy it. Called Mom to wish her a Happy Mother’s Day while the download was taking place, and by 7pm Sunday night I was playing around with full wrap-around book covers.

Total investment in this POD project so far: $212.35