John Davis
asked
Beth Jusino:
Beth, What do you think of short term .99 ebook promos? What would be the benefit apart from just getting your book out there for (hopefully) good reviews? JD
Beth Jusino
Good question. I think the occasional, intentional, and well-communicated sale (whether it's 99 cents for a 2.99 book or 2.99 for a book that's usually much more) can support a book's reach in a crowded market. A sale is a great way to revive interest in a book that's been out for a few months and has lost its "new release" shine. Retailers and product manufacturers have used short-term sales for years as a way to draw attention and add revenue, and I love that authors and publishers now have ways to implement similar tactics.
There can be a few benefits:
* More people will buy the book. There are studies about this; people buy things because they're on sale, even if they wouldn't otherwise give those items a chance. (That's why a 99-cent sale is different than a 99-cent regular price.) Readers who may have been on the fence before will take the plunge. Readers who are actively shopping for a bargain will find it.
* More sales equals more income. Most (though probably not all) publishers and authors who promote a sale will make more money, even with the lower price, the week of the sale than they did the previous week. (If a book is selling steadily and well at regular price, there's no need to put it on sale.)
* More sales will affect the book's sales ranking and position on the bestseller lists, and will/should lead to more reviews. Both build the perception with book shoppers, even after the sale ends, that this is a book worth reading. (Humans are people of social proof; before we do something we like to know that others are doing it, too.)
* Better sales of one book will support others from the same author. If you have more than one book, a bump in sales for one will generally also support the others.
All of this, by the way, depends on the publisher/author publicizing the sale. If no one knows that there's a price drop, readers may not notice it.
There can be a few benefits:
* More people will buy the book. There are studies about this; people buy things because they're on sale, even if they wouldn't otherwise give those items a chance. (That's why a 99-cent sale is different than a 99-cent regular price.) Readers who may have been on the fence before will take the plunge. Readers who are actively shopping for a bargain will find it.
* More sales equals more income. Most (though probably not all) publishers and authors who promote a sale will make more money, even with the lower price, the week of the sale than they did the previous week. (If a book is selling steadily and well at regular price, there's no need to put it on sale.)
* More sales will affect the book's sales ranking and position on the bestseller lists, and will/should lead to more reviews. Both build the perception with book shoppers, even after the sale ends, that this is a book worth reading. (Humans are people of social proof; before we do something we like to know that others are doing it, too.)
* Better sales of one book will support others from the same author. If you have more than one book, a bump in sales for one will generally also support the others.
All of this, by the way, depends on the publisher/author publicizing the sale. If no one knows that there's a price drop, readers may not notice it.
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