Dear O'Abby: Should I discount my books

 Dear O'Abby,

Lots of people have told me that the reason I'm not selling more books is because I don't discount them, but it seems counter-intuitive to discount something when you want to make money from them.  As it is, I'm selling my novels at $3.99, which seems incredibly cheap to me.  Do I really need to discount them further to sell more?

Best wishes,

Discountless

Dear Discountless,

I understand that when you're selling books at an already low rate, the idea of discounting further is kind of appalling.  But there are reasons to do it.  

Given the price-point you've mentioned, I'm assuming you're referring to e-books here, not print, so I'll focus on e-book discounts in this newsletter. If you're interested in print discounts, let me know in the comments and I'll cover that in a future post.  I'm also assuming from your email that you have more than one book published.

When you have a new book out, especially if it's the second, third or subsequent book in a series, it is often a good idea to discount the earlier books just ahead of publication to encourage people to start reading the series.  If it's compelling enough, they'll be gagging for the next installment and more than willing to pay full price for the new one just to find out what happens next.

If you don't write series, offering a discount on your new title can help sell that new book and generate reviews which are so, so valuable in getting your work discovered by readers.  None of these discounts need to be long-term - you can discount for a period, then bump the price back up to normal.

It can also be great for sales to offer a discount when you're doing a campaign.  If people see your ads, but don't know you as an author, they are more likely to take a punt on a book if it's .99c than $3.99.  Then, if they like it, they're likely not to balk at the full price for other books in your catalogue. 

Other times it might be worth offering a discounted price is if you have a book that takes place during a particular time - say, Christmas.  Offering a discount over that period can help generate sales.  Or if your book is set against the high octane world behind the scenes of an election campaign, it is probably worth offering a discount over the election period to capitalise on the current event.  I would be cautious about this when it comes to some topics though...  Be sensitive.  Just because a school shooting or horrific natural disaster is in the news, doesn't mean it's the time to try and sell your book about that subject.  You could look ghoulish or risk traumatising people.

On the whole, discounting is just one of the many tools you have to sell books, and it might take time to figure out exactly when works best of you to use it to its best advantage.  Don't be afraid to experiment.  even if discounting only results in a handful more sales, if those readers love our work, they're likely to become loyal to you and may tell others about your books.  It all helps...

X O'Abby

T is for Think Like a Book Marketer #AtoZChallenge

The #AtoZChallenge 2017 Theme at Operation Awesome is the Publishing Journey.

Authors spend most of their free time in their characters’ point of view. In order to think like a book marketer, consider a book marketer’s point of view. A book marketer’s job is to reach the people who are most interested in your book, and persuade them to buy it. As I’ve said many times before, writing is art but publishing is business and marketing is part of that business.

The problem for many authors is that they view their book as they view one of their children—beautiful and wonderful and loved by all. Of course, authors feel this way. They’ve labored for years and invested their heart and soul into their book.

The truth is, not everyone is going to like your book.

Marketers seek to find a niche market and go after it. They aim to reach the book’s target audience and so should you. That means admitting that your chick lit romance will not be everyone’s cup of tea. You must refine who your audience is. What gender and how old are they? What media and social media outlets do they use and how do they get their information? What do they do in their spare time? Where are they spending their money? How do they usually buy their books? As anti-intuitive as it sounds, you need to narrow your audience to reach your audience. Less is more.

By honing in on your target audience, you spend your time and resources on endeavours that actually reach the specific audience who is interested in your type of book. So, take off your author hat and put on your business hat. While your passion for your book can surely be a great tool in your marketing toolbox, it can also get in the way. Your book is a product with a specific audience. Put together social media posts that appeal to them. Go to events and conferences they attend. Find bloggers and podcasters who your audience follows.

Now, go find your readers!

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Melinda Marshall Friesen writes sci-fi books for teens and adults. Daily, she removes her author hat, and dons her business hat as the marketing director at Rebelight Publishing Inc..