Creating an Online Preorder Event: Tips & Strategies!! - Part II

Good News for Writers! (and 5 Tips on how to Capitalize on It!)

Right now there are more ways than ever to publish, distribute and evangelize your work—without spending a lot of money. Though the direction big publishing will take remains unclear, because we writers are small and nimble, we can act on as many strategies as we have time for.

Want to create a blog but don’t know what to post on it? Your best bet is to post your fiction or non-fiction—that manuscript you’ve been working hard on. You’re better off showing your work to an online audience of potential readers than struggling to get it in front of a few harried agents.

1) Post your book in installments so readers can digest it in small bites. That way you’ll also have content to spread out over a long period. It will take time for interest to build about what you’re doing, but build it will. Trust me.

Personally, I’ve used podcasting—turning my work into free audio files (MP3s)—that I distribute via my blog, iTunes and Podiobooks.com to get my novels out and build an audience. And it’s worked! My interaction with fans has buoyed my spirits, helped me write more, and landed me deals with major and independent publishers. (For more on podcasting, see my June WD Webinar “How to Podcast Your Fiction.”)

2) You might actually be better off with an independent publisher than a big guy.

Independent presses are nimble and agile just like writers. They can try new strategies without clearing them through various levels of decision-making or locking in a permanent precedent. Because they’re small, you’ll be plugged right in with your editor, publisher, marketer and publicist. In many cases, these roles might all be filled by just one or two people!

After publishing my first novel, Jack Wakes Up, with Three Rivers Press—an imprint of Random House—I’m publishing my next, Young Junius, with Tyrus Books, a small independent mystery house, and I couldn’t be happier. Here’s why: They’re working with me to try something different—a new approach to pre-order sales, fan outreach and risk management. We’re partners working closely to accomplish the same goal: to get my book into readers’ hands and onto shelves.

3) Take advantage of the online marketplace, where products are pre-purchased on trust of delivery at a later date. This works for sites like Amazon and Best Buy because they’ve earned buyers’ trust. Similarly, by podcasting my work for free and giving away content for close to four years, I’ve earned the trust of my audience—both in the quality of my work and in my continued presence.

With that established, I’m able to create a special edition of my novel (see left sidebar) that will release in the fall, but is available only for pre-order this spring.

4) Lower publishing risks: Now I can collect 100% of the pre-sales (compared to 60%? if I did the same through Amazon) and channel this money directly into the printing costs of not only this special edition, but also the hardcover and trade paperback editions as well.

[Yes, Tyrus Books regularly releases their titles in hard cover and paperback simultaneously to capitalize on demand in both markets—another forward-thinking move that I love!]

This preorder method combines the reduced risk of new, print-on-demand technology with the economies of scale and increased book quality of traditional publishing. And that makes the publishing experience better for all involved.

Special Edition cover art by fan Jerry Scullion5) Make everyone happy: My publisher loves it because the book starts off with a much lower financial investment; it’s closer to earning out before it’s ever hit a single shelf. 

My fans love this because I’m able to offer them a beautiful, high-end version of Young Junius that’s personalized, signed, numbered and features unique dust jacket art and special features. They’re getting something they can’t buy anywhere else.

I love this because I’m publishing my second novel in two years, get to be creative about book design and have direct input on publicity strategy and marketing, something that doesn’t always happen with a bigger press.

The Book

Special Edition preorders go live at noon EDT on May 5^th (a.k.a. Cinco de Junius) right here. 

If you have an online presence or good group of fans, this strategy might work for you too. If you don't already have a web presence, now's the time to start! Be patient, reach out, and connect with readers--they're out there, don't be timid.

Above all, I hope you’ll start to think about approaching your writing career in a multi-strategy fashion. Get online, generate regular content in a way that's easy for new fans to digest, make yourself accessible, and try new ideas.

It’s time for us writers to try whatever possibilities we see in the market, before they’ve become the norm or disappeared.

This is our advantage. Writers, these are our times.