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Flyers

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Offline Matt5ki Reading
05 Jan 2014, 12:39 PM | Post: #21

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RE: Flyers

Agreed, as a new author this is all a bit above my head at the moment but I'd be interested in helping others too
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Offline Campbell
05 Jan 2014, 01:11 PM | Post: #22

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RE: Flyers

This post was last modified: 05 Jan 2014 01:11 PM by Campbell.
(05 Jan 2014 12:35 PM)Anna Faversham Wrote: Wrote:  Campbell's idea about KUF authors pooling their contacts is the kind of thing that sits in the back of my mind but never makes it to the front, so a big thank you to Campbell for giving us a kick.

If someone can explain the technology for your concrete idea of coffee shops and QR codes, then I think I'll be out there delivering bookmarks to every unsuspecting independent shop owner as well as coffee shops.
Anna,

The tech is really simple - generate a QR code for the book (via any QR code generator website that allows commercial use - NOT the ones for personal use only - I recommend http://goqr.me/)
That gives you a QR code (e.g. attached version for your Hide in Time book linking to the Amazon UK page for it).

Use that QR code to either:
A) Link to a book on Amazon that is permanently free
B) Link to Smashwords

Print that on a business card/ Bookmark (and sign it if you want it to be a collectable - people don't throw away signed goodies too easily!) with a normal URL link too (for those that don't use QR codes). If it's not a permafree, create a smashwords coupon giving 100% off. Coupons can be done via https://www.smashwords.com/dashboard/coupons - click Generate Coupon next to the title you want to give away.

Added optional extra - add a second code for 50% off a second title (or just do a discount? It needn't be free after all). That gives you the chance of converting readers to paid sales - double sided bookmarks work well here. When generating the links, use goo.gl as Tim suggested for a shortened link so you can track who is using it, where they are geographically etc.

Print all that en masse. Vistaprint can do it cheaply - select a large postcard, put the same design on 3 times and then guillotine the lot for 1500 bookmarks for about a tenner (search for codes for free - they'll still charge postage, but it's not too bad).

Hand those out locally, and any spare ones left we post to each other and then hand out on behalf of other KUF authors. I think a freebie would work best (as you're asking people to take a big chance) but a 50% or 75% off coupon might work too.


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Offline Anna Faversham Reading
05 Jan 2014, 01:59 PM | Post: #23

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RE: Flyers

Simples? Er... right. I've copied the instructions and will tackle that asap. 

HiT is only on Amazon - so Smashwords stuff will be avoided. I'd also like to do a 50% or 75% off rather than total freebie as reviews can be more cutting from people who'd never have bought it but took it as it was free - or so I've found on .com. But how does Amazon allow this? Presumably the price shown on the Amazon page is the normal, then when a 75% QR shows up, it charges the customer the lower price without other customers knowing? It then gives the author the 35% cut rather than the 70%? Or have I got this all wrong?
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Offline Campbell
05 Jan 2014, 02:09 PM | Post: #24

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RE: Flyers

Amazon don't. You can't do a permafree on Amazon alone - they only do permantly free via price matching, and Amazon don't do coupon codes.

Really, that leaves 2 options:
1. Use multiple retailers/ opt out of Select if need be.
2. Advertise within the constraints of being on Amazon alone - so KDP free/ Countdown/ normal price

Option 2A: Circumvent the exclusivity: You could add the book to somewhere like NetGalley and then QR code/ link to that (NetGalley isn't a retailer, and doesn't compromise your ability to use Select) but that precludes reader account creation, and is very expensive. You could do it manually - set up a coffee shop email with autoresponder... but I expect that would kill response rates.

Option 2B: You could just advertise the normal price on Amazon, but it won't be all that effective. Would you pay £2.05 for a book advertised in a coffee shop? (sidebar - would £1.99 sell better?)

Option 2C: Date specific' advertising - run a Kindle Countdown deal or KDP free run and advertise that via QR code.... but again, you'd need a quick response, and you might end up with people attempting to buy after countdown / Free run finishes (and / or end up wasting a lot of printed coupons).
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Offline Anna Faversham Reading
05 Jan 2014, 02:18 PM | Post: #25

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RE: Flyers

Ah... that explains my scrambled brain on reading your last post.

I still think we can pool resources on bookmarks and so on. I think an author is worth their "pay" so I don't see why we can't pursue pooling without going free.  Let's see if others opt in or add ideas. I already have a respected author whose advertising material I disperse with mine. 

By the way, which Campbell am I communicating with? Sean?
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Offline Campbell
05 Jan 2014, 02:32 PM | Post: #26

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RE: Flyers

Yep, this is Sean. Dan is on here under the name '90daysnovel' (and runs the twitter account).

I agree that pooling isn't free-dependent, but the economics of printing favour a freebie. It's not a high cash cost (print, post) but the time involved may well exceed the number of sales returned. Obviously, my expectations are coloured by my past experiences with print advertisement. People need to see your adverts multiple times for it to sink in, and a bookmark in a coffee shop doesn't give that level of repeated impressions. Free would give coffee shop owners a reason to do our marketing for us - "Buy a coffee, get a free book/ 50% off a book". If it's a coffee shop with wifi, even better as they can instantly download - which would mean a much better conversion.

Asking for someone to take the card, read the card, go online (possibly at a much later time), search you out AND pay £2.05 for the privilege leaves a lot of steps for the readers to think "I can't be bothered". When it comes to advertising, we're trained to ignore it. We walk/ drive past lots and lots of advertisement every day so there is an element of "What's in it for me?" For that reason, free or a discount will get much better response rates. Think of it as the difference between the guy handing out leaflets, and the guy offering free samples. People actively seek out the latter, while the former will see his leaflets promptly stuffed into the nearest bin (and or thrown on the floor!).

The fewer steps, the better the conversion. The bigger carrot, the better the conversion. The shinier the art, the better the conversion. We also need to remember that there's a limit to the pooling at one time - If I hand you a big stack of leaflets, you may chuck the lot. For that reason, doing it via local contacts actively saying "Pick one" creates value - when we're offered a choice, it implies value in the things being offered. IF there's a commitment involved from the readers (e.g. buying a coffee) then they will feel they've paid for the book in a way, and the response rate will be much higher.

One issue is what you're selling. The multi-book authors can afford to give away one book. Giving away 100 of A and selling 50 of B is better than selling 10A and 10B.... but single book authors don't get the benefit from free. For a one book author, the discount is much more sensible - but can't be done on Amazon (which is a shame). Then there are your risk factors - if you print a local discount of 100%, and it gets shared online (e.g. via deal hunting forums like hotukdeals) do you pull the code (and risk annoying locals who find their discount doesn't work) or do you let the whole of the internet grab your work for free? Again, multi book authors are much better insulated against that - if loads of people get one of mine for free, I know I'll get a conversion to the second book. If you don't have a second book, that can't happen.

So, let's think about this in a really round-about way. If we've got an Amazon exclusive book, would it work if we create a mailing list (MailChimp, Reachmail etc) then QR code to a mailing list sign up - with the promise of a free book on sign up? That way, you build a marketing list for later (which can be really hand for early sales in a book launch), ensure quality as people actively want your writing for free AND you avoid needing a code? They sign up, the mailing list provider notifies you and you email over a mobi file. Job done.
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