Get More Book Sales with Disappearing Rewards

Everyone can utilize the strategy I outline below. 

Book not yet published: Use this strategy to drive sales during your pre-order period.

Book already published: Use this strategy to revive book sales during a special “extra rewards” month.

Note: There’s a video at the end of this post for those who learn better by listening and watching.

Crowdfunding Marketing Strategies Without Crowdfunding

How do you convince readers to pre-order your book before it’s available? 

This is a common dilemma that authors face while planning their crowdfunding campaign on Kickstarter but great news, everyone…

You don’t need to crowdfund your book in order to implement crowdfunding strategies.

Not everyone wants to crowdfund their book and many people shouldn’t.

(Here’s a list of questions you should ask yourself to see if you should or shouldn’t crowdfund your book.)

 

Reward Your Readers

Crowdfunding your book entails offering readers extra rewards that are only available for a limited time

Non-crowdfunding authors can use the same approach to drive more book sales or pre-orders.

Also, this strategy involves MUCH LESS stress and nail biting compared to launching a Kickstarter or IndieGoGo campaign where it’s all-or-nothing.

So, if you like all upside and very little downside (really just your time and effort), then this strategy will set you apart from the other authors who are struggling with Facebook ads and Amazon marketing.

Sound good?

Here’s the process:

Step 1: Create 4 (or more) rewards

These can be anything, really, but can include:

  • Ebook 
  • Audiobook
  • Activity workbook with material that complements your book
  • Printable coloring pages
  • Anything that involves your time (e.g., course, coaching, training, webinar, event, etc.)

I advise you to keep it relatively easy to create, original to your work, complementary to the book you are launching, and easy to deliver (digital rewards can be delivered via email). 

If you start deviating from the above characteristics, you’re going to create more work for yourself than necessary.

Remember, these are valuable rewards for readers but you shouldn’t be spending tons of money creating them. Mostly, invest your time and effort into creating the rewards.

2. Make those Rewards Disappear

Incentivize readers to take action right away and not wait to pre-order your book.

So, anyone who pre-orders or buys your book during this Reward the Reader month (or whatever you want to call it), will have access to disappearing rewards in addition to your book.

Week 1: Readers get all 4 rewards

Week 2: Readers select 3 out of the 4 rewards.

Week 3: Readers can select 2 out of the 4 rewards.

Week 4: Readers can select one reward.

At the end of your Reward the Reader month, you’ve successfully rewarded ALL of your readers (they should be super happy) but the early bird readers should be the happiest because they got ALL of your goodies.

Step 3: Deliver the goods

At the end of the pre-order marketing blitz, be sure to deliver all rewards to everyone who pre-ordered your book, encourage them to read your book and leave a review, and thank them for being awesome and supportive people.

The best way to do this is via email using your newsletter service provider. 

Be sure to have them specifically opt-in to receive your newsletter if they want to continue to receive emails from you to be GDPR-compliant.

Rules, man, I know, but transparency is crucial to building trust between you and your readers.

Benefits to using this approach

1. Everyone can do it

Whether you have already published your book or are still planning your book launch strategy, everyone can use this approach reward readers.

Come up with some great digital rewards that your readers want and get to work.

2. It relieves some pressure

If you aren’t “salesy” and don’t like talking about your book, then you’ll LOVE this approach.

Many authors find it easier to promote FREE items than they do about promoting their book for sale.

3. Organic sharing

Readers love to share free things. They are more likely to share a bundle of four free goodies that are available with the purchase of your book than they would an ad for a book. (Actually, does anyone share ads? Not really.)

4. Everyone wins

Your readers get 1-4 valuable rewards in addition to your book and you get more book sales and exposure. Win-win.

Less Stress but Still Requires Effort

So, no need to stress about launching an intimidating Kickstarter campaign in order to benefit from crowdfunding marketing strategies. 

And just a reminder that as everything goes, you’ll only get out what you put into this process.

Creating and promoting these disappearing rewards still requires time and effort and marketing dollars to drive those book sales, but you should feel good about the value you’re giving your readers.

Want to learn more about crowdfunding strategies that will work for your book?

Click here for my free videos, webinars, and blogs featuring authors who are killing it on Kickstarter and IndieGoGo.

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Sign up here.

Watch this video on YouTube for more about this approach

Review of Unbound Publishing

I’ve received a number of queries about Unbound as a potential solution for indie authors and started conducting my own research on the platform and talking with Unbound authors about their experiences. The following is my review of their platform, business model, and services.

Unbound is a UK-based publisher that uses crowdfunding to determine which books are sent to print.

Great, we’ve seen lots of small presses use Kickstarter in this way but Unbound doesn’t use Kickstarter or IndieGoGo. They created their own crowdfunding platform and integrated it into their site rather than pay Kickstarter a platform fee on every one of their projects.

Smart.

Unbound is a bit Unclear

However, unlike Kickstarter and IndieGoGo that display the funding goal, include the date of project creation and deadline, Unbound projects lack that level of detail.

I could only find the funding status, the percentage funded and the total number of backers for current and old Unbound books.

Their most successful book that I could find (it’s somewhat difficult to sort and organize projects) is a humorous biography/memoir about video games with nearly 9,000 backers and 1830% funded. You can check it out here if you’re interested. So it looks like Unbound has some popular books in their catalog.

It is tough to judge which books are popular and which ones aren’t because I have no way of knowing when the project was created.

If a project is 27% funded but it’s only Day 1, that’s not as bad as being 27% funded on day 37, you know?

Unfortunately, due to their platform, I cannot make an accurate assessment of the popularity of any of their books. (Except for the book with 9k backers. That would be a slam dunk on any platform.)

Without transparency, there’s no trust and without trust, people won’t pull out their credit cards and buy our books.

Lacking transparency

When a campaign is over, parts of the campaign are no longer available as a public record (something both KS and IGG provide) and I couldn’t reverse engineer the total crowdfunding amount (total # of backers at each reward level to calculate the campaign goal).

So, Unbound’s platform is intentionally opaque.

Whenever you are raising funds (frankly, whenever you are selling anything), transparency is vital.

As a potential investor (even if it’s just a small amount), I want to know how much money you’re requesting and how you plan to spend the funds.

Knowing these details are absolutely crucial to building trust between creators and backers.

Without transparency, there’s no trust and without trust, people won’t pull out their credit cards to buy our books.

Unbound themselves say that transparency is vital so, why don’t they make their funding goals public knowledge like other crowdfunding publishers?

I advise all of my crowdfunding clients to make their campaign pages as transparent as possible including a visual diagram showing how the funds will be spent.

If Unbound were my client, I’d be saying the same thing to them.

Making it Difficult 

In creating the platform themselves and hiding certain elements that convey transparency, Unbound is doing a disservice to their authors who are trying to build trust with their readers and convert them into backers.

They are actually making the crowdfunding process harder for their authors when it’s already quite difficult because readers are still relatively new to the crowdfunding process.

Left With a Lot of Unanswered Questions

After reviewing their FAQs, I had even more questions.

If you look at Kickstarter or IndieGoGo’s FAQ pages, they go on and on to help their creators understand the process. Kickstarter has a community of fellow creators to help troubleshoot and problem solve before launch. IndieGoGo is extremely responsive to emails and willing to work with their creators.

I sent off an email to Unbound with some questions for clarification related to their process so I could understand more before writing this review on September 28.

Within minutes, I received an autoresponder from Unbound informing me that they’d get back to me as soon as possible (which was usually within three business days).

But they never responded.

I fired off a reminder email on October 16 and received the same auto response.

It’s now October 24, and I’ve still not heard from them.

I mentioned this to an Unbound author, and his response was, “Yeah, that’s not surprising. They can be slow.”

From the author’s perspective, it would cause me concern if I need to follow up numerous times with my publisher to have my simple questions addressed.

Long Project Timelines

Crowdfunding is all about limited TIME. The main reason why rewards-based crowdfunding is so different from traditional marketing is that there is an intense period of marketing activities within a very short amount of time.

Kickstarter recommends campaigns end within 30 days and IndieGoGo does not allow projects to extend their timelines past 60 days after their launch dates.

Why?

Limiting time forces action

Time-limited campaigns are successful because it is difficult to sustain a level of intense marketing for very long.

Creators burn out, and audiences become fatigued with hearing the same messages over and over again. It leads to burnout.

On their website, Unbound tells prospective authors that their books’ campaigns often last between 3-6 months (!!!) Which is 3x-6x longer than the crowdfunding experts recommend.

If this was equity crowdfunding, which is known to have a longer timeline, then that would be a different story. But this is rewards-based crowdfunding.

Sean Leahy’s campaign lasted from March-December 2016 (10 months)  and is scheduled for publication February 2019. His campaign was 10x longer than his peers on Kickstarter and IndieGoGo are crowdfunding.

He endured way more stress and marketing fatigue than his crowdfunding counterparts.

In our interview (available here), he mentions numerous times how it felt like a slog and no, he wouldn’t want to do it again or recommend that process to other authors.

Are the deadlines flexible? 

My guess, I don’t know for sure because Unbound never got back to me, is that their campaigns have a flexible deadline until it looks like it will be funded. Perhaps they have a deadline that only the authors know about but in reality, it’s much more important for the readers to know about the deadline.

Having no deadline means that you lack the very thing that makes readers get off their butts and back your campaign.

One has to take something away to make it exclusive.

That’s why every marketer will tell you that you have to “close the cart” if you want to see sales.

“You won’t be able to get this book after today!” really forces people to act, not, “Oh, don’t worry. You can back this campaign today or tomorrow or in six months from now. It’s fiiine.”

From the creator’s perspective, having no end in sight is a nightmare. Crowdfunding is a humbling experience. It’s stressful and nobody can sustain a 24/7 marketing strategy for 10 months.

From the backer’s perspective, no deadline means I’m not motivated to back the project. Why should I do it now instead of tomorrow?

Dodgy Refund Policy

Also part of the trust factor is a clear and user-friendly refund policy. 

As a backer, if this project doesn’t succeed, will I get my money back?

With Unbound, no, you won’t. Not without a lot of hassle, anyway.

Look at the text of their refund policy 

With Kickstarter, your credit card isn’t charged unless the campaign is successful when it closes.

With IndieGoGo, your credit card is charged when you pledge but is fully refunded if the campaign is not successful (for their fixed funding projects only).

With Unbound, a backer is refunded in Unbound credits that they can use to back another book on the platform.

If a backer wants their actual money back, they must contact Unbound directly.

Provided that many books are backed by authors’ close network of friends and family, I highly doubt that many backers would want to use their funds to support another book on the platform.

Again, given their radio silence via email, I would imagine that getting your money back would be difficult and annoying.

Verdict: Unbound’s refund policy isn’t backer friendly and wouldn’t give me the confidence that I’m looking for when backing a book on the platform.

Crowdfunding Publishers

My mission is to support authors crowdfund their books. There are many publishers using the crowdfunding model to raise hundreds of thousands of dollars for their books on Kickstarter.

Microcosm Publishing—19 projects on Kickstarter raising a total of $100k.

Flesk Publications—5 projects on Kickstarter raising a total of $500k.

Beehive Books—10 projects on Kickstarter raising over $500k.

I think it’s great that Unbound has close to 300 books in their catalog and when done correctly, I believe that crowdfunding can be a sustainable marketing approach for all authors.

Room for improvement

The issue with Unbound is that they lack the very elements that make crowdfunding successful—time, transparency, and responsiveness.

Can I recommend Unbound as a publisher for authors who are open to crowdfunding? In its current state, sadly, no.

My Recommendations

If Unbound addresses the factors that I mention and publishes each campaign’s goal amount, provides the project’s open and close dates, and changes their refund policy, then I might consider changing my recommendation.

Also, replying to emails from potential clients never hurts.

In my opinion, Unbound’s platform and approach is neither creator nor backer-friendly compared to Kickstarter and IndieGoGo.

The long timelines cause undue stress and marketing fatigue on its authors and their refund policy isn’t great customer service.

The radio silence via direct email and confirmation from Unbound authors that they are slow to respond has me thinking that they are overstretched.

At this point, I would not recommend publishing with Unbound.

Instead, go the indie route or find a publisher who is open to you crowdfunding your book’s costs as Elisavet Arkolaki did with her publisher.

As always, I encourage authors to take control of their publishing and marketing timelines and create a strategy that promotes engagement with their audiences and furthers their brand as authors.

If you are open to crowdfunding your book but don’t know where to start, I recommend signing up for my newsletter to get my bonus Crowdfunding Dos and Don’ts Webinar for Authors.

 

What you’ll learn in the Crowdfunding Dos and Don’ts Webinar

  • What every book’s crowdfunding campaign needs to be successful
  • How to plan your campaign to maximize your success
  • Big mistakes to avoid during your campaign
  • Key elements that lead to failed campaigns
  • The different dos and don’ts for Kickstarter and IndieGoGo 
  • Access to my monthly newsletter tips on how to best use crowdfunding to market your book

Click here to sign up. 

Managing Your Tax/VAT in KDP as a Non-US Based Author

If you are a US citizen or resident with a SSN and US bank account, then this information does not apply to you.

If you are a non-US citizen, reside outside of the US and pay foreign taxes, or some other non-US-based person, then you’ll need to consider the information below and conduct your own research.

Please note that I am not an accountant or tax specialist and you are responsible for investigating your specific circumstances and tax liabilities.

Taxes/VAT

When you are selling your books through Kindle Direct Publishing (Amazon), you need to be sure that your tax liability information is properly filled out in your account dashboard.

If you live in the EU, there is most likely a tax treaty between your country and the US that prevents you from paying US-based taxes.

If that is the case, set your tax withholding to 0% as you don’t need to pay the US government taxes on books you sell via Amazon.com.

However, this is not a “set it and forget it” situation, as your tax withholdings settings expire in KDP every 3 years. 

So, do yourself a favor and head to your KDP dashboard right now and check that you have set your tax % to 0 if you qualify and set a 3 year calendar reminder from the date you created your account, as you’ll need to update your settings.

Email from KDP (as of Oct 2018)

“I understand that the tax withholding percentage has changed to 30%. Please be aware that the tax information that you enter in the KDP account will remain active for 3 years. You’ll need to reupdate the same tax information again once in every three years.”

Important Exceptions

Updating your tax information every three years applies to authors who have registered themselves as a company—so, if you created an LLC publishing imprint, this applies to you.

The verdict is still out if non-company individual authors will need to update their tax information every three years as well, but to be on the safe side, keep an eye on your account settings or your accountant will have a tough(er) time untangling your tax liability at the beginning of the year.

The Monster Café—Unbound’s First Illustrated Book

Children’s book author, Sean Leahy, teamed up with Hungarian illustrator Mihály Orodán and crowdfunding publisher, Unbound, to bring a cafe run by monsters to life for children.

The Monster Café is a humourous tale that deals with pre-conceptions, pre-school excitement and pre-tty big monsters.

Unbound is a UK-based publisher that utilizes crowdfunding to drive pre-orders for their book. You can see Sean’s Unbound campaign page here

Curious about how Unbound worked from the creator’s perspective, I asked Sean some questions and he was kind enough to describe his experience crowdfunding with Unbound.

Questions About The Monster Café

 
Why did you decide to go with Unbound rather than crowdfunding the book on your own and self-publishing it?
 
I was attracted by the fact Unbound is a publisher, so they deal with everything; editorial, printing, publishing, distribution, fulfillment etc.
 
They deal with all the wholesalers and shops as any publisher would and have a manuscript review and approval process.
 
 
Did Unbound provide crowdfunding campaign assistance to you as an author? 
 
They did. I was invited to a workshop before I kicked off my campaign. They provided the video team who filmed and edited my pitch film. They run the page and do all the fulfillment. 
 
 
Do they help you strategize your crowdfunding marketing plans before you launched?
 
Yes, this was dealt with in the workshop.
 
 
What was your book’s total funding goal (this isn’t available on the website, only the % raised)?
 
I’d rather not divulge, as each Unbound author will have different totals, depending on their books and needs.
 
 
How long was your Unbound campaign live? Their website says 3-6 months which must’ve felt like an eternity. (Most crowdfunding campaigns are only 30 days long to prevent marketing fatigue).
 
It went live March, and I was fully funded in the December, so almost 10 months. Yes, it was a slog.
 
 
What was the most surprising thing that you learned about crowdfunding as you went through the process?
 
Just how much effort it is. I knew it’d be exhausting, but the constant reminders were the worst. People DO forget!
 
 
What 3 tips would you give to an author considering crowdfunding their book?
 
  1. Make a list of everyone you think will be interested, and drop them a line about it and a reminder.
  2. Don’t check on your progress every 10 minutes. It can get demoralising.
  3. You’d be surprised just who will pledge. Don’t write anyone off!
 
Would you do the same model again or try something different?
 
Given it was such a long process, I would rather not. But I also would love to write more books. If I have to I will!
 

Bio

Sean Leahy is the flesh-and-bone edition of wonky tweetsmith, @thepunningman.

He writes very short and occasionally hilarious jokes to wild acclaim, featuring in Playboy’s 50 Funniest People on Twitter, and appearing on Buzzfeed, Comedy Central, The Poke, Huffington Post, Funny or Die and TimeOut among others. Sean lives outside the gates of Hampton Court Palace with his wife and two children.

Click here to pre-order the book

Staying Focused: Battling “Shiny Object” Syndrome

Are you always starting new projects but rarely finishing them?

Do you find yourself with an endless source of ideas and not enough time to dedicate to seeing them through?

Are you tweaking your website, testing out new newsletter providers, recording podcasts, and writing blogs but your book is still in outline/draft mode?

If you answered “yes” to any one of these questions, then you might be suffering from Shiny Object Syndrome.

What is it?

Shiny Object Syndrome is just what it sounds like—it is the culmination of distraction and procrastination.

We get excited about the latest and greatest technology, writing tool, or gizmo and zoom off to investigate, research, and experiment.

Some crafty people fuel their procrastination under the guise of learning. They sign up for course after course and webinar after webinar because they are convinced that they must learn more before they can get started.

I know…I’ve done it.

When the going gets tough…some people jump ship

At some point in everyone’s entrepreneurial career, we hit a point where the work gets hard. The project stalls a bit because we struggle and without dedication to seeing it through, we abandon the sinking ship and hop onto a new opportunity that looks like it’ll float.

We work on one project for a while until we hit another rough patch, struggle, and then we justify abandoning it because it wasn’t working.

This cycle will continue until you stop it.

We have to be disciplined and struggle through the unsexy parts of each project in order to see it through to completion.

How can we finish more projects?

Clearly define your goals

Are you setting project-based goals? Income-based goals? Whatever they are, clearly define them and then map out a process to tackle them.

Maybe you want to publish one book in the next 12 months year that is at least 75k words. 

Your writing timeline needs to be truncated a bit so that you can allow time for editing, formatting, and publishing.

So, you need to write 75k words in 6 months. That’s 12,500 words/mth or 416 words/day.

Does that sound manageable?

Find an accountability partner (or hire one)

Would you go to the gym more often if you had a free gym membership or if you were paying $200/mth for a personal trainer?

I guarantee you would show up every day if you were paying $200/mth and guess what? You’d see results! 

Accountability partners can help us reach our goals but not all accountability partners are created equal.

During the publication of my first book, my husband served as my accountability partner by asking me every day, “So, what are your plans for the day?” or “How is it going?”

But, as my business grew and my tasks varied between projects, I found I needed to hire someone who could direct my energy to profitable activities, not to tasks that kept me busy but not productive.

This is why I know that free content will only take you so far and why hiring someone to check in on you every X weeks can be worth every penny you spend.

Start small and keep yourself accountable to your accountability partner. Prepare progress reports/updates like you would a manager in an office setting and check-in with each other on a regular basis.

Create both carrots and sticks

What will motivate you to reach your goals in the time you have set? If you set a certain income-based goal, reward yourself with something you really want when you reach it. Maybe it’s a trip somewhere warm and beachy or maybe it’s a nice dinner out on the town. 

In order to stop deadlines from whizzing by you at an unstoppable speed, devise some punishments that provide real consequences for missing those deadlines. Be your own boss but be somewhat demanding of yourself.

If I don’t reach my writing goal each day, my usual veg-out and watch Netflix time will be used to write instead.

I will often deny myself social interaction with friends (I know, that sounds awful) until my projects are done.

“No, sorry, I can’t meet up for coffee even though I so desperately want to because I have to get this finished.”

We have to stop allowing deadlines to zoom by without consequence. Create your own incentives and disincentives.

Don’t allow yourself to change projects

As a fellow sufferer of Shiny Object Syndrome, I’ve decided to be even tougher on myself and not allow myself to even consider taking on another project until the first project is completed. 

Yes, that means that some of my days are horrendously boring. Some days are incredibly frustrating and I feel like I’m barely treading water.

But, I simply cannot allow myself to abandon projects whenever I hit a technical snag or rough patch if I truly value and want to honor this idea.

Map out a full strategy for each project

Every book, course, collaboration, or blog post should have a strategy behind it. What are you trying to accomplish? We stop working on projects because we get overwhelmed by everything we need to do.

Break down the monumental task into bite-sized pieces and set a deadline for each task.

Map out your calendar and then add in a fudge factor for sickness, interruptions, and all of the things that are beyond our control that affect our work.

Set days aside for when you will take on non-project but still necessary tasks like admin, website edits, accounting, and complementary content generation, and then only work on those tasks on those days.

Sometimes, life gets in the way but it's always better to have a plan mapped out

Minimize Your Distractions

I’m on social media a lot for my work and I found myself contributing to conversations that had nothing to do with my business. 

  • Install News Feed Eradicator to eliminate Facebook news feed distractions.
  • Sign out completely from your email, chat messengers, and other things that notify you when you’ve received a message.
  • Put your phone on Airplane Mode
  • Keep your coffee, tea, water handy

Write down your #1 task and place it somewhere visible

If you’re currently working on writing, then place your daily writing goal somewhere visible to remind you to always come back to that task.

Hire other people to do your non-essential time-intensive tasks

I haven’t done this myself for many reasons but I often flirt with the idea of hiring someone to manage my social media accounts.

Find yourself a Virtual Assistant (VA) to manage your social media posts (I still recommend you do the interactions and engagement with your readers) if you find yourself struggling with consistency.

I hire two accountants (one for the US and one for Sweden) to file my taxes every year because it is worth the money to do it correctly and allows me to focus on the actual running of my business.

Say no to collaborations that aren’t 110% aligned with what you want to do

I’m all for collaborations that advance your interests and get you in front of a wider audience, but not all collaborations do that.

Sometimes, you need to say no if you’re not 110% on board otherwise it’s just another distraction that takes away from time you should be devoting to your ideas.

Recognize your tendencies and change your behavior

If you know that your work is suffering from Shiny Object Syndrome, then you need to commit to changing your behavior, which is very difficult to do, as we all know.

Best of luck as you tackle one project at a time!

If you know someone who also suffers Shiny Object Syndrome then share this blog post to unlock my video on 3 ways to boost your productivity

Why Community is So Important While Writing

Writers often work alone and bring the ideas in their heads to the page without the input of a community of readers. Wherever possible, it is vitally important to receive feedback from your main audience while you create your book and then again, when you launch it.

Why is community important?

While building an audience, you receive creative energy and feedback from your readers. Their encouragement and feedback will give you the reminder you need to keep going when you feel like you’re shouting into the void.

But you’re never shouting into the void. Or, at least, the void is more crowded than you think…someone is always reading and watching what you do. They usually approach you at a dinner party and comment on your latest LinkedIn post, much to your surprise. And after you have the strangest conversation with that person, you leave feeling both shocked and grateful that someone is reading your words at all.

Readers are so valuable these days

In a world where it seems like everyone is shouting for attention, it is more important than ever to create a community of people who listen, reflect, and respond. If you want to create a dynamic of meaningful exchange, you have to ask questions, offer help, and support others where you can.

Building a community of engaged readers does the following:

– Provides you a solid sounding board so you don’t go too far in the wrong direction (for too long)

– Builds a support network for you when things inevitably go wrong (a soft place to land)

– Honest and critical feedback on your work that will lead to a better overall book

– A group to amplify your voice when you need them on book launch day/campaign launch day

– A go-to source for reviews on Amazon and Goodreads

– A group of people with whom you can feel really confident in sharing your voice

It’s easier with support

Indie author, Joanna Free and I were chatting via email (we connected over LinkedIn, believe it or not) and she said,

“I keep getting clearer and clearer, and on a visceral level, how important it is for me to be a part of a team. I’ve been unskillful in building one for myself. It almost makes me miss being in a workplace where that’s been done for me, and I can just step into my position within the team.”

When I launched the Knocked Up Abroad Again Kickstarter campaign, I kept saying to myself over and over again, “What would I do without these ladies supporting me? I’d be in worse shape than I am right now.”

My contributors really pulled through and they emailed me daily asking me how I was doing and cheered me on whenever I would send out a status update. They created new content, blogs, videos, and sent off hundreds of emails. Without a doubt, the team we created played a crucial part in our success.

Don’t go it alone

If you pursue crowdfunding or are about to launch your book, don’t overlook creating a team of cheerleaders around you. Nobody should take on 30 days of blogging, podcasting, and in-person book readings without a group of people checking in and cheering you on.

So much of the indie publishing process is done solo but we all fare much better when we have a team supporting us along the way.

Have you created a team of people around you?

What did you feel worked well? What would you change for the next time?

Wait, have you joined my community? Do you receive my bi-weekly newsletter? Join me and let’s chat by signing up here.

Little Vampires Take Over Kickstarter

Rebecca Hicks is an indie cartoonist who launched her first Kickstarter campaign for her book, Little Vampires are Confused About Bats, in early 2018 and raised over $8k (141% of her goal).

Her campaign video is short and sweet and her book appeals to a lot of different readers. Be sure to check out her campaign here.

Your book has cross-over appeal with many audiences. When you were preparing your campaign, what groups did you reach out to?

 
I reached out to the community that were already fans of my webcomic, Little Vampires (www.little-vampires.com).
 
They are a wonderfully diverse audience, full of my fellow geeks and monster fans, who are also educators and librarians, social workers, scientists and engineers. I asked them to promote the campaign to anyone they thought might be interested in this kind of book and they happily did! 
 
I then reached out to people involved in the bat conservation community. Since they are always fighting to dispel myths about bats, I thought they might be interested in a book that was trying to accomplish that very same goal. And I was right! 
 

As this was your 7th book (!!) how much do you attribute your Kickstarter’s success to the fact that you had an established audience already? 

 
This was my 7th book, but my first Kickstarter. So my established audience was EVERYTHING!
 
I’ve been an independent cartoonist for 11 years now, and over that time my Little Vampires comic has helped me build relationships with the most wonderful fanbase anyone could ask for.
 
It felt like everyone wanted to help the campaign succeed. If people couldn’t afford to support the book financially, they promoted it. I couldn’t ask for better support!  
 

Approximately how many people do you think you reached during your campaign? 

 
I sent close to 50 personal e-mails and messages before I launched the campaign. I also promoted the campaign on social media about a month before the launch date, and continued to do so during the campaign. Not sure how many people I reached that way, but I know it’s at least 200! 
 

Did you do any special advertising or promotions on Facebook, bloggers’ networks, etc., during your campaign to help raise visibility?

 
I invested in one Facebook ad the entire campaign, to boost a post about the Kickstarter. The majority of the promotion was from my audience. I may have already mentioned that they’re awesome. 
 

What surprised you the most about your campaign? Did anything unexpected happen?

 
It blew my mind how quickly the book funded! I believed in my audience, and believed that they wanted this book. But getting 50% funded on the first day? And getting fully funded in under a week? I did not see that coming. 
 

What advice would you give to a children’s book author who wants to crowdfund their book?

 
Promote promote promote .  .  . before you launch your campaign.
 
Get on social media, show people what you’re working on, and get them excited about your book! Even if your audience is small, they are connected to other people, who are connected to other people . . . encourage them to reach out and promote for you.
 
And show your gratitude by sharing your work in progress. I’ve found that people really enjoy seeing the process behind book making, especially children’s book making. 

 

Anything else you’d like to add?

 
Running a Kickstarter campaign is a LOT more work than you can ever imagine, and a lot of that work should be focused on the preparation.
 
Do your research, make a solid plan, and get people excited about the campaign before you launch and I think you’ll do great! 

Bio

Rebecca Hicks is a writer and illustrator based in Beaverton, Oregon. She creates art and stories for monster and animal fans of all ages.

Be sure to check out her website: http://little-vampires.com/

And follow her on Facebook: https://www.facebook.com/megableh

Buy the book here

Do you want to be successful on Kickstarter or IndieGoGo?

Lock in the lowest price for my newest course, Crowdfunding for Authors, as a beta tester. *Limited time offer*

Into Your Dreams Raises over $16k on Kickstarter

Into Your Dreams Raises over $16k on Kickstarter | Lisaferland.com

Roger Blonder is the rhyming mastermind behind the illustrated children’s book, Into Your Dreams, and he raised over $16k on Kickstarter to fund his book and pre-sell copies to his readers.

In this interview, he discusses his previous failure on Kickstarter and how that shaped his second attempt and his advice to children’s authors looking to crowdfunding as a solution.

How much research did you do before launching your Kickstarter?

I was aware of Kickstarter for a number of years and had backed a few campaigns over time. In 2012, I created a time management app for kids but since I didn’t know anything about marketing or crowdfunding, the campaign failed and never came close to my $5k goal. I didn’t nurture the campaign and it showed.

An old student of mine helped people with Kickstarter campaigns and he pointed me in the right direction.

I used MailChimp to manage my emails and segment my messaging based on who opened and clicked on my emails and who did not. I really liked that because I didn’t feel like I was bothering people with the same messages over and over again.

What types of behind-the-scenes work do you think contributed most to your success?

I tried to do high-value special art offerings with a lot of art that was done years ago (and I funded myself). That lead to some big rewards that people were interested in and complemented the book.

If you’re using Kickstarter to produce a tech gadget, there’s an understanding that the Kickstarter campaign involves a discount of some kind as an early-adopter.

But, my research indicated that those who supported children’s book campaigns did not seem to be motivated by discounts like the people who want mass-produced tech gadgets. Aside from those in your personal network who have a desire to help you achieve your goals, there has to be something in the book that makes them want to buy it. I found that $35 for a hardcover children’s book seemed to be about the market rate.

As a teacher, I have summers off from school, so I planned my entire campaign during the summer and put together different mailing lists in MailChimp for different audiences. Altogether, I had about 900 people on my email list.

How many people do you think you emailed during the campaign. What was your biggest source of backers?

I had about 900 emails on my list and tried to think of as many people as possible who would be interested in a bedtime book.

My goal was to make an authentic and personal connection with potential backers.

A big tip is that if you don’t do anything with your campaign, nothing happens.

The campaign will not run itself and you can see that in the daily pledges.

If I had to do it over again, I would explore working with ConvertKit as I have heard that their audience segmentation tools are more powerful. It can allow you to reconfigure your email messages based on if they opened it or not.

You can feel more comfortable emailing someone you know hasn’t opened your first email and the messages should be different than people who have already backed you.

What was the most surprising aspect of your Kickstarter campaign?

You have to have thick skin. It was surprising to me to see who unsubscribed from my emails.

On the other hand, it was surprising to see the people who reached out to me and offered help to make it happen. I knew that getting help was a necessary step in the book’s production but I didn’t want it to be a charity effort.

The most exciting thing was receiving support from every chapter of my life—backers from elementary school, high school, workplace friends, family, students who would kick in $5, and some faculty and administrators who ended up supporting the project.

I’m glad it had a limited timeframe and I’m happy I found my voice with it.

Did you have to change your strategy mid-campaign?

Not really. It’s all about trying to find a balance between presenting a polished product and keeping it real.

I always led with the messaging, “If you find this to be meaningful, I’m hoping you’ll support it and validate it in some way.”

What advice would you give a fellow author who is looking to crowdfund their book?

When you work with talented human beings who understand their craft and put them all together, you will have a great book.

You have to know what success means to you. It’s ok if you just want to make a little book for your kids but that person shouldn’t necessarily pursue a large publishing effort.

Success for me meant creating the book and sharing it with the people who supported the campaign. I felt like my words deserved to be read.

Respect your audience. Someone reading your book is taking time out of their day, so respect that.

I don’t want to be manipulated by marketing schemes and I’m sure my readers don’t either. Take the time to hone your craft, learn from the greats, be open to criticism and learning.

(Side note: If you’re not sure if crowdfunding your book is right for you, watch this quick video)

Join SCBWI (Society of Children’s Book Writers and Illustrators) for lessons on craft and inspiration. You’ll have access to a diverse community of people who are all striving for excellence.

Think hard about what success means to you before going through all of the effort and expense.

If you ask people to support you, be prepared for them not to support you at all. It sucks but it’s what happens.

If your goal is to make your book a business, you need to prepare, research, and take your time.

Advice: If someone offers you help or advice along the way, then take their help. I met with a parent who was an Amazon marketing expert and he made himself available to share what he knew. As I was so focused on my campaign, I never followed through with him and only later came to realize how valuable his help would have been in the sales and marketing efforts after I completed the campaign.

Listen to the advice of people who know more than you.

Could you see yourself doing another Kickstarter campaign in the future?


I would do an IndieGoGo campaign instead of a Kickstarter.

And I would only do another campaign if I could reach my audience and not tap the same friends and family who backed my first campaign.

You mentioned that you worked with a museum-quality printer for your book. Can you specify and would you recommend them?

Absolutely. I work with US-based Four Colour Print Group who has relationships with printers in Korea and China. I have found them to be competitive with other printers and the price for shipping is included in the quote.

Final advice

It’s a good idea to have some clue as to what you’re going to do with the book after your campaign is finished.

Next time, I’ll leverage the campaign to generate more reviews on Amazon and plan a proper book launch. I learned a lot from your interview with Julia Miles Inserro. I have been using the resources she suggested and recommend them highly. 

Bio

Roger Blonder goes Into His Dreams by crafting words, playing music, making movies, working in the garden, staring across the ocean and hiking in the mountains. Blonder received his MFA in Animation from the UCLA School of Theater, Film and Television.
 
His animated films have been honored with awards at film festivals all over the world. He has animated students at Art Center College of Design in Pasadena, CA, Loyola Marymount University and currently as the Director of Media Arts at de Toledo High School in Southern California where he lives with his wife Renée, daughters, Jaelyn and Noa and dog, Zephyr, Beast of Joy. 
Read his book today

Want tools, checklists, calculators, and email templates for running your Kickstarter or IndieGoGo campaign? 

Check out the Crowdfunding Vault

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Should You Crowdfund Your Book?

Crowdfunding is a great way to create a sustainable marketing and creation plan for self-publishing but not all authors should turn to Kickstarter to fund their dreams.

Here are the questions I discuss in the video above:

  1. Are you willing to put yourself out there (like, really out there?)
    1. Emailing, calling strangers, pitching your project, reaching out to your friends and family, etc., 
  2. Do you know what your audience really wants?
  3. Are you willing to do live videos, show behind the scenes, and explain your process?
  4. Are you willing to invest some money upfront?
    1. You have to have a budget for advertising, for cover design, proof printing, commission artwork, etc., 
  5. Are you willing to invest a significant amount of your time for the next 60-120 days dedicated for only your campaign?

Ok, so after watching that video and mulling over those questions, what do you think? 

Feel free to leave a comment below if you’re contemplating starting a campaign or if you’d rather pursue other marketing strategies for your book.

Make your life easier with the resources in the Crowdfunding Vault

 

Use a Facebook Frame Overlay During Your Book Launch

Book launches and crowdfunding campaigns are time-sensitive bursts of marketing so be sure to leverage every interaction with readers with a Facebook frame overlay.

A whaaaat?” you might be asking…

Step aside coding nerds because technology has made it easy-ish for the non-tech-savvy person to create a Facebook frame overlay. (Granted, not understanding graphic design will make it a bit more time-consuming as you play around with the options, but that’s ok).

Basically, create an image (600×600 px) in Picmonkey or Canva or upload an existing logo or call to action to  Facebook Camera Effects Page and follow their directions to upload your frame.

If you want a transparent background for your image and don’t have the pro version of Canva, you can use Lunapic Editor, click on Edit, Transparent Background, Save, and you’re all set.

Save the frame under your business Facebook page (which you should definitely have) and hit Publish.

When you do a Facebook Live on your business page, you can select the frame that has been saved to your account.

Check out the screenshots below to see which tiny buttons you’ll need to press to find your frames.

The upload is pretty instant and you’ll be able to find all of your frames created under your business account.

Click the magic want
And select your frame

BOOM! And you’re ready to start  your Facebook Live in less than 5 minutes of work. 

Not bad, right?

Let me know in the comments if you try this and how it works out for you.

Here’s an article for step-by-step instructions but really, it’s pretty simple. 

  1. Create a 600×600 png image
  2. Upload it to Facebook Camera Effects
  3. Get going!

Here’s the link to my super quick video (<2 mins) on Facebook using a mock-up overlay.