People are constantly surprised to hear that Amazon doesn’t take up the lion’s share of my sales. They often ask how to get sales on those other platforms. Of course I do not have the definitive answers, but here are some thoughts about selling on other platforms.
It’s a big world out there
Amazon is very US-centric. When you sell at other platforms, you’re selling to the entire world. There are more people reading English outside the US than inside it, so there is great potential, if you can get it.
When you go wide, actually go wide
List your books everywhere, and if a new platform opens, list early. I was one of the first writers to register at Kobo. The month after I registered my book was pulled from the then small pool of self-published writers and put on display. I’m still reaping the benefits of that today. If you’re going to jump, jump early. You want to be a new fish in an almost empty pond.
When you go wide, advertise wide
I often see people complain about the lack of non-Amazon sales, yet when they link to their books (Twitter, Facebook, forums, website), they’ll only list Amazon links. If you want to sell books on other platforms, you have to be willing to advertise them there and to mention links to those books on other sites. As for formal advertising, there is an increasing number of sites that will include links other than Amazon.
Genre and reading preferences outside the US
Every country is different. Some types of works are not as attractive to non-US readers. For example people in Europe and Australia are less squeamish about sex but have more trouble with violence. They may like different subgenres and different types of covers. Study reading preferences in various regions to see what sort of book does well in which country.
Study the sites where you want to sell
The talk is all about Amazon algorithms, well, these sites have algorithms, too. Learn about them by studying the movement of books through their listings. You’ll find that there is less churn. This means books have a harder time breaking in, but once they are in, they will have an easier time staying there. How does each retailer site list their books? What sort of books are in the top 100 of your genre? How much do they cost? Look up some books like yours. Do you notice anything special about the listing?
Amazon is a bargain bin; other sites, in particular Kobo and B&N, do better with premium pricing. Just look at the top 100 in your genre. What are the prices like?
Write series, make the first book free
It’s not a sales gimmick and doesn’t work wonders. But it does allow readers to sample your work. If they like it, they will go on to buy the rest of the series, as well as your other work. This tactic has worked for as along as humans have bought and sold things and is not going to go anywhere soon.
This is the most important ingredient. It can take months of building up before you see anything like regular sales on some sites. You can use some advertising to help it along, especially if you have a free book. If sales disappoint, don’t forget to check your listings on those sites. Does everything work? Is your book in the right categories? Does the cover show properly?
A month, or three months, isn’t enough to build your sales. I appreciate that some people can’t afford to lose money on their Amazon borrows. It’s up for everyone to decide if that is worth it. The thoughts in this post are for those who have already made the decision that going wide is a good long-term strategy.
But once sales start rolling, they’ll keep rolling with fairly little help from the author.