I’m collaborating with a group of five other science fiction, fantasy, and historical fiction authors on a contest that will give away a new Kindle Fire loaded with about a dozen great books. (More on that later, when the contest is ready to announce.) One of the questions we’re deciding on is how we want to give someone  a Kindle with books already on it.

This turns out to be kind of tricky. When someone receives a Kindle, they have to register it to an Amazon account. When this happens, according to Amazon, all previous content (whether purchased or manually loaded) is wiped from the device. This means that you can’t just order someone a Kindle and have it show up with the books you want on it, and it also means that if the person who’s getting the Kindle is going to register it, you can’t have it delivered to yourself, manually load up the books, and then give it to that person. This holds true regardless of whether you’re gifting a new or a used Kindle.

Fortunately, there are several workable approaches. Here are the ones I know of. Please note that in most cases, it’s helpful to indicate when ordering a new Kindle that it’s a gift so that it isn’t automatically registered to your account. With a used Kindle, the recipient just has to re-register, in most cases.

1. Amazon gift card
This is the least creative approach, but it’s also the easiest: just buy an Amazon gift card to go with the Kindle. This lets happy recipients choose and buy books on their own. It’s no good if you want to include specific books rather than just suggestions of what to buy, and it doesn’t help if you want to load books that don’t come from Amazon’s store (including, if you’re an author, your own–unless you want to pay Amazon to buy your own books, which considering you receive a 70% royalty in many cases might be a perfectly good option too).

2. Books delivered after the Kindle is registered
This one’s pretty easy as well. In addition to buying the Kindle for your gift recipient, you buy the books, but indicate that they’re gifts and specify who to. Once the new Kindle is registered, the recipient receives those gift books on the new Kindle. Again, this one’s no help if you’re not including books from Amazon itself.

3. Send files
Kindles read not only Amazon’s .AMZ files, but also other formats, including .MOBI and .PRC (general eBook formats that aren’t limited to Kindle books); .DOC and .RTF files from Microsoft Word and other word processors; text files; HTML files; graphics formats like .JPG, .GIF, .PNG and .BMP (not good for reading); and Adobe Acrobat .PDFs. (Regarding .PDFs, a warning: many are designed for 8.5″x11″ paper and have to be shrunk down to a painful and sometimes unreadable size to be shown on Kindle). Any of these non-Amazon file types can be sent or given to the new Kindle owner through e-mail, download, thumb drive, CD-ROM, file transfer, or any other means that you would normally use to send files.

Once received, the files will need to be transferred onto the Kindle, usually using the Kindle’s USB cable. (However, Kindle owners can also use my #4 option, below, to send books and documents to their own Kindles, providing they’ve “whitelisted” themselves as described.)

4. Email via @free.kindle.com
My favorite option for getting files onto a Kindle, because it doesn’t require plugging in a USB cable or even being physically present, is to use Amazon’s @free.kindle.com e-mail address. This is a free (no surprise there) e-mail address provided to every Kindle user by Amazon, and it delivers files and eBooks via a wireless connection. There’s also a @kindle.com address that works over 3G for 3G-capable Kindles as well as over wireless, but documents sent that way are sometimes subject to a small charge to the recipient, so I always stick with the free version.

The one limitation of this approach, which is a sensible one, is that the Kindle owner must pre-approve (“whitelist”) the sending e-mail address before anything can be received this way. All this does is approve the e-mail account being entered to send documents or books to the Kindle, so unless you’re worried about the sender sending a bunch of things you don’t want, there’s no real danger to it. Approved e-mail addresses can also be deleted at any time.

To whitelist a sender, the recipient needs to follow these steps after registering the new Kindle:

1. Navigate to https://www.amazon.com/gp/digital/fiona/manage#pdocSettings and log in if prompted
2. Scroll down to near the bottom, where you’ll see a link that says “Add a new approved e-mail address.” Click this link
3. In the dialog box that appears, enter the sender’s e-mail address.
4. Click the “Add Address” button

Once this is done, the sender can forward books that will appear automatically on the recipient’s Kindle the next time it’s connected to a wireless network. Note that it takes a few minutes after starting and connecting to the wireless network for the Kindle to check for new items, find them, download them, and display them. Wireless connectivity has to be turned on through the Kindle settings for this to work, of course, but most users will already have it on.

Don’t send books or documents before the whitelisting is complete; they’ll just vanish into the void. Once this process is set up, though, it’s an easy way to get documents onto other people’s Kindles. This can be very handy not only for gift giving, but also for critique groups, work-related documents, sending articles for friends to read, etc. It’s one of my favorite underutilized Kindle features.

Of course, this approach doesn’t work for sending books purchased on Amazon; for that, try one of the earlier methods.

That’s all of the ways I can think of. Did I miss any?

Photo by sundaykofax

I’m currently working on a book based on the many habit and willpower articles here on the site. I’d love your opinion on a few title ideas.

New York Times reporter Charles Duhigg’s book The Power of Habit, which came out in February of this year, stands apart from anything I’ve ever read on the subject of habits, in more than one way. Personally, I’m much more interested in the impacts on individuals than on figuring out how to use habits to, for instance, increase your company’s bottom line, a topic that takes up a substantial piece of Duhigg’s book. At the same time, Duhigg writes engagingly, constantly bringing in surprising pieces of information, and I was easily carried through reading the whole book. This isn’t a tough read.

There are a lot of facets to habit development, but Duhigg focuses on the mechanics in a revealing and practical way. While this is a bit of a spoiler, I don’t think you’ll enjoy the book any less if I tell you in advance that he breaks habits down into three pieces: cue, routine, and reward. We’ll talk about this in more detail in other posts, but the short version is that the cue is the thing we’re used to responding to (e.g., passing the doughnuts on the weekly shopping trip, arriving home from work, feeling angry); the routine is what we usually do (buy a doughnut, sit down in front of the TV and turn it on, yell at the dog); and the reward is the need the habit developed to fill (a few moments of uninterrupted pleasure while eating the doughnut; a means of disconnecting from the cares of the day; no longer feeling powerless).

Duhigg talks about this habit loop first in terms of how we individually take part in it, then goes on to explain how Starbucks has used it to develop employees who are much more likely to cheerfully serve you your latte no matter what goes wrong and how Target used it to increase shopping in their store from new parents. He then expands the subject to change in society, describing how habits helped drive the Civil Rights movement, for example. Finally, almost as an afterthought, he lays out a very clear and useful process for changing a habit.

Whether your interest is improving a business, changing your own habits, or just understanding better what makes people tick, I highly recommend this book. It doesn’t begin to cover everything we need to know about habits–for instance, where ingrained problem emotional patterns like negativity or alienation begin, or the importance of belief–but the material it does cover is useful, well-researched, and interesting to read.

In and among my other current writing projects, I’m beginning to put together a book based on about 100 of the posts here on LucReid.com that have the most useful information on habits and motivation. I’m quickly filling up the list with posts I like, but before I take up all the slots, I’d love to hear nominations from you, whether in comments or through the contact form over on the right here at the Web site. Any suggestions?

This piece originally appeared in April 2011 as part of my Futurismic column “Brain Hacks for Writers”

Lately I’ve been looking, for the sake of my sanity, for some principles of writerly success that I can really depend on. These are a tad elusive when the publishing world is being shaken up by the complete redefinition of self-publishing and the whole eBook thing. I don’t know about you, but I look at all this and say “Hey, how am I going to make a living as a writer in this mess–or even just find a readership–when we don’t even know what the publishing world will consist of in five years?”

Uncertainty is a terrible motivator.

Comfortingly, I think we can distill a few principles that apply to virtually anyone who wants to write and be read, whether on paper or screen, selfpub or tradpub. They are

1. Be passionate about what you write
2. Focus your efforts
3. Grow your long-term readership

Why do these matter? Because as long as you’re doing these three things, your writing career is going in the right direction, and as soon as you stop doing them, your writing career is in danger.

Be passionate about what you write

We already know that to be successful in writing, you have to write a lot. To take it a step further, I suggest that we need to write a lot and love the work we’ve chosen.

There are two ways to do this, and most of us need both: First, there’s being captured by the project, getting excited about starting it. Second, there’s taking a project you’re already working on and finding things in it that make you eager to keep diving into it.

The initial lure of the project is something I know all too well: I love to start things. The opportunity, the promise, the creativity, the fact that I haven’t screwed anything up yet–it’s easy to get excited about something I’m not working on. But it’s also important, because if you can’t get excited about your own work, how likely is it that your readers will? I imagine you’ve heard that nugget of wisdom before from more authoritative sources, but it’s a good nugget.

Re-infusing excitement is essential for most of us too, because virtually every long-term project seems to have its ups and downs. Maybe you’ve gotten to a point where your story has gone off track, or you’ve begun to question whether your whole idea wasn’t stupid in the first place, or you’ve just lost enthusiasm for rewriting the damn thing a third time.

This column isn’t about the specific ways to renew that passion (though there are a lot of specific tools for that in my eBook The Writing Engine: A Practical Guide to Writing Motivation). This is just a reminder that not having that passion makes it very difficult to keep coming back and cranking out the words, and without passion it can feel pointless even when you do crank out the words. Passion isn’t everything, but it makes a hell of a difference.

Focus your efforts

The topic of focus brings us back to my “oh, I thought of a great new project!” problem. Running off after every charming new story idea, or writing a book but not cleaning it up to submit, or not sending stories back out after they’ve been rejected, or spending all your time writing for your blog and none on your books–all of these are symptoms of unfocused effort. Focused effort means knowing what your most important writing goals are and sticking with them until you’ve seen them through. This is essential whether you need to crank out words, submit query letters, promote selfpubbed eBooks, or anything else. If you’re just writing to write, that’s great as long as you don’t care about getting anything published or read, but if you want readers and completed projects, don’t let your head get turned by other projects–and don’t let your concern that something might be rejected prevent you from sending it out there over and over until it finds a home or until you’ve proven conclusively that it doesn’t have one.

I will be sure to come back and harp on this point some more once I’ve mastered it myself.

Grow your long-term readership

This item is the one that has the most to do with your career as distinct from your writing, whether you’re just looking to get an occasional story published, are trying to go (or stay) full-time, or are shooting to break the bestseller lists. If the things you are doing outside writing itself pay off well in terms of connecting you with more people who will want to read your work for a long time, then they are good as long as they don’t hog too much of your writing time. Any writing-related activities that don’t serve that purpose need to be considered for possible elimination.

So working really hard on rewriting that dragon porn novel that you intend to publish under a one-time pseudonym is a fail on this front: even if it becomes very popular, unless you intend to cultivate that pseudonym and write more dragon porn, it’s a career fail. So is spending an hour a day on Twitter if your followers are interested in you because you are dutifully retweeting news items instead of in ways that would get them interested in your writing. Publicity is useless if it doesn’t build up a sustained following of people who are interested in you and what you write. This is one reason begging for retweets and commenting across the Internet with pleas to buy your new book is as unhelpful as it is degrading.

But selling a book to a traditional publisher, or self-pubbing a book that you are really excited to continuously get word out about, or maintaining a snarky blog about fashion when you write snarky chicklit, or pushing to get foreign rights to your latest novel sold–these are all getting your name out to people who are interested in you because of what you write and who you are, people whose reading needs you can help satisfy and who can support your career. Successful promotion, like successful livestock breeding, pays off for everyone involved.

photo courtesy of Ann Arbor District Library

Michael Port’s bestselling marketing book for service professionals, Book Yourself Solid, doesn’t really break new ground, but it’s a profoundly useful book if you are a service professional trying to get more business and are willing and able to love what you do. The most powerful thing about the book is that it asks extremely productive, basic questions that we often don’t consider when trying to market ourselves, questions that put a high value on integrity and connection not just for their own sake, but as basic forces to find and book new clients. I learned a lot from Port.

With that said, there are also some serious problems with Book Yourself Solid. The most obvious is that it’s relentlessly self-promoting. Port uses “Book Yourself Solid” as a brand identity that he then plasters over page after page, referring to Book Yourself Solid Certified Professionals and the Book Yourself Solid Writing Strategy and whatnot. He even refers to fairly common marketing strategies with the BYS brand. Honestly, I don’t know if this is a shortcoming of Port’s marketing understanding or if I’m just outside his target market. Actually, he speaks repeatedly and meaningfully about the importance of knowing who is and is not a good client for you, emphasizing that every service professional has personal strengths and a personal style that will be great for some clients and not a good fit for others, but for himself, he seems to throw the net very wide. He doesn’t filter his readers: he tries to convince them they’re his kind of people. Actually, maybe that does filter his readers, because perhaps the people who believe in the hard sell and money for its own sake quickly get tired of his assumptions and give up on the book.

Regardless, although I was willing to sample Port’s e-mail newsletter and so on, I quickly unsubscribed once I realized how energetically he was spamming himself, and I expect to stay away from most of his other materials, too. In my particular case, he has managed to sell one book and get me to advocate for it, but he’s probably ruined his chances of selling me anything else. Not that he needs my money!

As for me, I’m entirely behind the idea that our work should be driven by our passions and by wanting to bring some meaningful value to those we serve. I just have trouble being bombarded over and over with blatant marketing messages. I was going to say I “can’t stand” that bombardment, but the fact of the matter is that I can and did stand it in order to get all of the good information out of that book.

And there is a lot of good information, especially the broad strokes and deep questions. Port offers a way to rethink a business from the ground up that takes the stress, distastefulness, and self-centeredness out of self-promotion while bringing in new clients. In some of the details, the book isn’t as strong, though here too there’s a lot of good material. I was impressed, for example, at how on the mark the social media section was, considering how changeable that world is.

The writing section, on the other hand, has some bad gaps and even some misinformation. For instance, there’s no mention of the fact that electronic querying for magazines is very common now; the SASE method is still described, and while that still applies for some markets, it seems a bit out of date.

Considering how strongly I would recommend this book to any service professional who wants to build up business through integrity and offering great value, I seem to have a lot of complaints about it, but let me mention one more: Port’s special article of faith. He states repeatedly that he believes that if you feel called to offer your services to the world, then there are people out there who need them. I have to say that I think this is dangerous bunk. Why dangerous? Because it suggests that you need to just do what you want to do, and the market for it will magically appear. I feel strongly that creating useful and valuable things in the world is accomplished by starting with the need itself, not with what you want to supply.

Fiction writing is a great example: for instance, just because I write and love a story doesn’t mean that there’s anyone else out there who wants or needs to read that story. Just because I love to write a particular kind of fiction doesn’t mean that there’s a market for that kind of fiction. Port seems to be promising unlimited success for everyone regardless of what they want to do, and some people who dive in regardless of whether there’s anyone who needs them will be sadly disappointed, because people don’t spend their money on just anything.

If you want to follow your passion without regard to what other people are wanting and needing, that’s fine–just don’t expect anyone to pay you for it.

With that said, I don’t think Port’s creed ruins the book, because it seems to me very close to the truth, which I’d say goes something like “Work hard at what you love and pay attention to what others need, and sooner or later you’re likely to find a place where the two meet.”

Overall, Port’s book was tremendously useful to me, even when it was being mildly annoying. If you’re working on building a business, I hope you’ll give it a shot, spend some real time thinking about the questions he raises, and see if it doesn’t help take you to the next level.

A side note: A lot of photos of business gurus are laughable in terms of body language, and this book cover is no exception. Michael, get your hands out of your pockets and uncross your ankles! If you don’t know why I’d say that, check out this book.

Writing for publication has always been tricky–not to mention challenging, exhausting, unpredictable, and demoralizing. Still, for many years at least the path was clear:

1. You write a book.
2. You submit the book to publishers and/or agents.
3. Agents and/or publishers either do or (much more often) do not express interest.
4. If there’s interest and you’re lucky, you cut a nice deal with someone.
5. Your book gets released, and it sells badly, decently, well, or ridiculously well.
6. Depending on your sales, you’re then either able to sell additional books more easily or else you have to go back to the drawing board, possibly with a pseudonym so that bookstores won’t be prejudiced against stocking your titles given your underwhelming performance under your own name.

It was never half as thrilling as the daydreams we have of writing a bestseller that the critics praise to the skies (though even that can backfire: see my comments on Harper Lee in “The Courage to Suck” ).

You could say that none of the above has changed–after all, there are still agents and publishers, and the steps are still about the same with them as they have been for a number of decades. At the same time, there’s this new thing, the eBook self-publishing approach.

Self-publishing used to be easy for me to understand: I’d decided it was mainly for people who couldn’t make it in traditional publishing or didn’t want to put up with rejection after rejection, who wanted the quick and easy path to becoming “a published author” even if it meant shelling out cash instead of getting paid for writing and not having a real readership. It was also for the niche writer who had an audience too small to interest big publishing houses but whose topic and readers were clearly-defined enough that the book could be sold directly.

For someone who has always aspired to writing for large audiences, to me the upshot was that [self-publishing==failure]. It was utterly to be avoided.

The game changes
But then came Print On Demand and Lulu and CreateSpace, and after that came the Kindle. Suddenly the possibility opened up that writers could publish their work to a potentially wide audience with very little trouble or cost. For instance, let’s say I had a modestly successful novel that went out of print a few years ago but that still had loyal fans. If the rights had reverted to me, either through a request to the publisher or though an automatic operation based on how my contract was set up, there was no real barrier to republishing it for the Kindle, and some people out there–an increasing number of whom would have Kindles–might be looking for it and end up buying it. One of my friends has done just this, parlaying a series whose traditional publisher had utterly failed to market properly into ongoing Kindle and POD sales that are providing him a full-time income. The books are making a good deal more selfpubbed than they ever did on bookstore shelves.

Or you might be one of those authors with an established following who decides to publish directly for readers who already know your work, like J.A. Konrath; or even an unpublished writer whose Kindle books catch on with readers to become Kindle bestsellers, like Amanda Hocking.

(Of course there are other places–BN.com, Google Books, Smashwords, and so one–where you can publish your eBook, and you can publish through Print on Demand technology in addition to or instead of eBooks, but Kindle sales are driving this revolution, so I’m focusing on those.)

Two roads diverged in the Interwebs
The point is, there’s now an almost completely new, second career path option available to writers. What are we supposed to make of this? J.A. Konrath and Amanda Hocking are making boatloads of money on their eBooks, but the vast majority of people who have self-published eBooks are selling very few or no copies*. Most of the time, ePublishing your book gets it to about as many people as would read it if it were only available in the form of photocopied manuscripts hidden under an old rug in your basement.

This makes self-ePublishing–I’ll call this “selfpubbing” for short, even though selfpubbing can include Print on Demand books too–both an incredible source of motivation and an incredible source of disappointment. You can selfpub your just-finished or multiply-rejected novel, novella, novelette, short story, collection, or poetry book for free in just a few hours, if you can put together a cover and follow the formatting requirements. Within a day or so, searching for your name on Amazon will bring up an actual (e)book that people can actually buy! Books that have merit but are difficult to categorize, books that were too long or too short or too much like a book that just came out or not enough like a book that just came out can be published and have their chance to find a readership.

Of course, if you just publish the eBook and wait for the cash to pour in with no promotion, as I suspect most selfpubbers do (and I’m not counting repeated pleas on Facebook and Twitter for friends to buy the thing as promotion), you’re likely to be disappointed. If, however, you get reviews and get people to blog about your book, give interviews, find newsworthy angles and pitch them to news outlets, get mentions from people much more famous than yourself, and so on, then at least your book has a chance of reaching someone, and ideally it will reach a lot of someones, and those someones will love it and refer it to a lot of other someones. Unless you’re famous through some other means, you can’t launch a book to success all by yourself, but you can if more famous people or more far-reaching media take up your cause, or if you get readers excited and they start spreading the word.

Wait–why am I still in Kansas?
It’s always possible, of course, that you’ll exhaust yourself in promotional efforts and get nowhere–a few people will buy your book, hardly anyone will review it, and the moment you start to rest all interest and sales will vanish. Does this mean that you’re an awful writer? Or that you’re not cut out for selfpubbing and should stick to the tradpub approach? Or that you just need more promotion? Or different promotion? Or that you should be writing different books? How do you know when to put time into writing and when to put time into social media or contacting bloggers or buying Google AdWords?

There’s no way to tell for certain. If your books don’t sell, your writing may indeed be nowhere near good enough (yet) for people to want to read it. Or it could be spectacular, but you may be no good at promotion. Or maybe the writing and the promotion are great, but your book isn’t packaged properly: the title and/or cover and/or price and/or supporting information are wrong.

A selfpub experiment
Let me give you an example: about six months before this writing, I selfpubbed a collection of 172 flash fiction pieces called Bam! 172 Hellaciously Quick Stories , which like most collections, sold very lightly. A few months later I got around to putting out a 99 cent sampler that included stories from Bam! plus one new story as a bonus: this I called 17 Stories About the End of the World. A while back, as an experiment, I dropped the price of Bam! to 99 cents, so that the sampler and the full book cost the same despite one having ten times as much content as the other.

The result was downright weird: the sampler has been outselling the full collection by a margin of five to one. At the same price. Through the same venues. That’s the shorter book selling better, now.

To me, this is a clear demonstration of the importance packaging and presentation: clearly people are much more interested in “here are some stories about the world ending! (by some guy you’ve probably never heard of)” than they are in “here are some stories that are awfully short (by some guy you’ve probably never heard of)”. Or they might prefer the sampler’s cover (which I started but which was greatly improved by my friend Elise Catherine Tobler).

So what am I doing? A new experiment: I’ve broken out the book into nine separate samplers like My Friend in Hell and Other Very Short Stories and 19 Very Short Stories of Talking Animals with Serious Issues, which I’ve just released as of this writing. I’ve upped the price of the collection to $2.99, in part to help people who buy the samplers feel like they’re not overpaying by comparison. At the very least, this should tell me whether my End of the World book is a fluke or not, and provide me with some fascinating (to me, anyway) sales information. What kinds of stories will turn out to interest readers the most? [Later update: none of the other samplers did nearly as well as the End of the World one, and I eventually removed them. I suspect the continued relative success of 17 Stories About the End of the World is due partly to the topic and partly to the cover. I’ve tried to coax Amazon to make the sampler free, but they are not biting so far.]

Selfpub isn’t working! What now?
But enough of my example. If you’ve tried selfpub and you’ve tried self-promotion and you haven’t made significant sales, you have three choices.

1. Choice number one is to relax and keep doing what you’re doing. Statistically, it’s likely that things will stay the same as they are and you’ll never see significant sales, although things could begin to pick up over time, especially if you’re doing some kind of promotion. If you’re writing for the love of writing alone and don’t much care about income or audience, this approach may be for you.
2. Choice number two is to become a combination economic researcher and marketing maven. Try different covers. Try different pricing, different promotional methods–even different kinds of books.
3. Choice number three is to say “screw this” and go back to tradpub, which may not welcome you back with open arms, but which probably wasn’t throwing itself at you before, so you probably haven’t lost any ground.

They’re all legitimate choices. My suggestion in choosing among them is finding the method that gets you fired up. If you thrill to an “almost, but not quite” rejection letter (they’re a lot better than a form rejection!) or start feeling queasy when you think of having to dive into Twitter every morning, maybe your path is to be published traditionally. That’s also probably the way to go if you’re not sure of the quality of your own work. It’s all too easy to selfpub something just because it’s finished without really knowing whether it’s any good or not (see “Your Opinion and Twenty-Five Cents: Judging Your Own Writing“).

If on the other hand, you want to embrace social media but can do so without frittering away all of your writing time on Facebook, and if you’ve gotten enough clear feedback from people who aren’t your mother to know that your writing works for people sometimes, then maybe selfpub is worth a whirl.

Or you could go both ways
Or you may be like me, pushing projects on both tracks at the same time while simultaneously sending out short stories for good measure. I don’t especially recommend this approach because it dilutes my efforts, slowing me down in every direction because I’m constantly exerting effort on several things at once. But then, this approach excites me, and I have a hell of a lot of energy. Ultimately I’m probably slowing down my overall progress, but at least I’m having fun doing it, and I’m moving forward.

I’d suggest that it’s much less a business decision than a decision of the heart. We’re lucky enough, at this point in history, to have at least two viable ways to make a living writing narrative fiction. Choosing the one that makes you excited to write will not only get you writing more, but will get you working more toward finding your audience–and I’ve yet to find a writer who complains about being too industrious at either.

If you’re interested in seeing what I have on offer for the Kindle, here are the titles I currently have available:

• 17 Stories About the End of the World (a sampler of very short apocalyptic stories)
• Bam! 172 Hellaciously Quick Stories
• Family Skulls, a novel about a cursed family in modern Vermont
• The Writing Engine: A Practical Guide to Writing Motivation

[ *My estimates of typical Kindle sales are based on comparing Amazon sales rankings for the total range of Kindle offerings to the rankings of eBooks for which I know specific sales figures through discussions with the authors and experience regarding my own books. ]

This article is reposted from my Futurismic column “Brain Hacks for Writers.”

Photo by Fabio Said

This is based only on anecdotal information from half a dozen writers or so, but some of us are seeing a sudden, sharp drop-off in sales of eBooks on Amazon over the past couple of weeks. However, I have a hard time imagining that this is a reader trend. In the absence of some major, disruptive event, it seems to me that if the general public were to change its opinion on eBooks, it would do so gradually and noisily rather than suddenly and silently.

I’ve heard speculation that Amazon may have changed some of their algorithms governing which Kindle books are shown in “also bought” categories and the like. I have no evidence that anything like this has happened, but it would fit the pattern if author-publishers suddenly saw a drop-off in sales because Amazon had changed something that (intentionally or not) favored books that sold a lot of copies and/or that came from major traditional publishers. I worry that some kind of deal may have been cut, especially as I know major publishers are desperate for eBook profits these days, what with other formats all dropping in popularity while eBooks continue to rise, and as Amazon is clearly dependent on major publishers for most of their popular book content.

All of that is nothing but speculation, of course. If it’s true, it still doesn’t signal the end of the eBook selfpub revolution–but it sure would make an already taxing process much more difficult. If major traditional publishers do ultimately come out on top and completely squeeze out author-publishers, then the new make-a-living-as-a-writer model may be pretty much the same as the old make-a-living-as-a-writer model: sell to an agent who works with a major publisher who publishes the book and gives you some or all of the royalties that are due to you. One improvement, however, would be that if many of the copies sold as eBooks, the writer would receive a much larger portion of the sales price–not nearly as much as they would realize as an author-publisher on a copy of the same book, but if major publishing houses can sell many more copies, the likelihood that a good writer can support her- or himself might go up rather than down.

It’s hard to know what to hope for: I’ve been envisioning tiny author-publisher empires in which we writers are happily giving our readers new books at good prices as we finish them, rather than being stuck in the slow and sometimes painful traditional publishing process. However, large eBook retailers are empowered to squeeze author-publishers out because we need them and they don’t especially need us, apart from a minority of especially successful eBooks for which they might make exceptions.

How are your sales? Am I Marsh-wiggling this whole topic? If your sales have dropped off, do you have any speculations to advance?

Photo by m.prinke

A friend recently e-mailed me and asked me for some general background on eBook publishing. My answer went on for quite some time (maybe too long), but it covered a lot of basics. If you’re interested in learning about what possibilities eBooks offer to writers, you can read the cleaned-up version of that answer below.

Selfpub vs. tradpub
First, there’s the question of traditional publishing versus self-publishing, what I’ve been calling tradpub vs. selfpub, which is a very different comparison than it was even a few years ago: there are now authors (many of them already published through a traditional publisher, but others only self-published) who are getting substantial readership for their books through selfpubbing eBooks, sometimes along with a paper version (often through CreateSpace), but often not. eBook readership has grown so much and people who own eReaders are so hungry for content these days that it’s entirely possible to build a substantial career without even dealing with paper books any more.

However, the surest path to substantial eBook sales seems to be having already become popular (or at least modestly successful) through a traditional publisher.

In evaluating which route to go, you might be interested in reading “Two Roads Diverged in the Interwebs: Finding Your Place in Tradpub versus Selfpub” and/or “Traditional Publishing vs. Self-Publishing (‘Indie Publishing’) Breakdown.”

eBook stores and venues
Amazon.com leads the way with eBooks, and in virtually all cases authors I know are selling far more books through Amazon than through Barnes and Noble or Smashwords, the other two most substantial options. Many publish on Amazon for the Kindle only. Of those I know who have published for other formats, only a very few seem to be getting compensated enough for it to be worth the trouble. However, it’s hard to predict whether or not these other formats will begin to grow a lot in the foreseeable future. My general perception is that Amazon is making all the right moves and other companies are struggling without much success to catch up.

Amazon and other ePublishers generally pay the author a much higher royalty than traditional publishers. If a traditional publisher is publishing your eBook, you’ll probably get something on the order of a 25% royalty, while Amazon offers 70% for books in the $2.99 to $9.99 price range. However, traditional publishers can get reviews of your book in venues that don’t review self-published books and have other promotional advantages, so it’s certainly possible to earn more through having an eBook tradpubbed, though in other cases the higher selfpub royalty makes that the more profitable choice.

Tradpub limitations
Tradpubbed eBooks tend to be more expensive than selfpubbed ones, $9.99 vs. $.99 to $4.99 being fairly typical prices, though there is a lot of variation.

Some traditional publishers are being very greedy and/or underhanded in attempting to grab electronic rights, so it’s important to be cautious with publishing contracts these days. Even some agents are attempting similar shenanigans. With that said, of course there are a number of good and ethical people in publishing, too.

Formatting eBooks
When formatting an eBook for publication, the process is not especially difficult, but there are a few hoops to get through. While other possibilities are available, the best way to deliver your book to Amazon or another eBook selling venue is often either HTML (with certain limitations) or EPUB (the most popular standardized eBook format, which Kindles don’t read but which Amazon does allow you to use for your upload). There are a variety of tools out there that can help in this process, for instance Atlantis (a word processing program with special import and export capabilities), Sigil (a WYSIWYG eBook editor), and Calibre (an eBook reader, library manager, and converter), all free programs. Alternatively, you can pay someone to prepare your book for you. Traditional publishers, of course, do this part for you.

Smashwords has its own, very specific format for uploading books, which is somewhat burdensome, but which allows them to publish in a wide array of formats and to offer books for the Sony eReader, Apple iPhone/iPad, and other players in the eBook world whom you won’t reach through Amazon or Barnes & Noble.

Some eBook formats have DRM (digital rights management); for example, Amazon offers this as an option for all eBooks they publish. If you opt to have DRM, then readers may have trouble reading your book or transferring it legitimately under certain circumstances. If you opt not to have DRM, then it’s all easy as pie, but it also means that any computer literate reader can copy your book and do anything they like with it.

Cover design
Another important concern if you’re selfpubbing is the cover, which while it may not be very important on the eReader itself is a key part of the marketing of the book. The quality or lack of quality in the cover design may make a big difference with potential readers and purchasers in terms of judging how well the book is likely to be written, how interesting it might be, etc. There can be a lot to consider in creating covers, but if this gets overwhelming and/or if you have zero graphic design skills, this too can be hired out.

Promotion
The last essential thing to take into account in selfpubbing an eBook is promotion. If you simply post the book, few people will know of it or hear about it unless you’re already famous. Traditional advertising methods (like taking out display ads, for instance) don’t seem to work well for most books; the more successful approaches tend to involve things like getting people to review the book, talking the book up in visible places on the Web, participating in social media, giveaways, etc. In the best cases, word of mouth takes off and readers begin encouraging other readers to get it, in time.

The great majority of people who selfpub eBooks sell virtually no copies. Some of us sell regularly but not in great quantity. A small but not impossibly small number make a substantial income from them. For an extreme example, see “Some Reasons for Amanda Hocking’s Success.”

Photo by ntr23

I’m reading three books in alternation at the moment, and I’m not sure I trust any of them.

Trusting a writer’s competence
The first is a non-fiction book about how people change, and while it’s interesting and entertaining so far, one of their opening topics is some of the research that has been done into the alleged depletion of willpower–experiments where half the subjects are given a task that requires willpower and half aren’t, and then all subjects are given a task that (unknown to them) is impossible. The finding is that the people who have not had to exercise willpower in the first part of the experiment tend to stick with the impossible task longer. The researchers concluded from this that willpower must be a resource that can be used up.

Without going into the subject in great detail here, the conclusion is just a theory of how willpower works, and it isn’t one for which anyone as far as I know of has offered a realistic mechanism. The experimental results (the group that hasn’t had to exert willpower doing better on the task) are interesting, but the interpretation is just an educated guess, and a problematic one–see “Does Willpower Really Get Used Up?.” Yet the authors of the book I’m reading talk about the theory as though it’s established fact and move on from there. Do they really not understand the difference between scientific evidence and a theory used to explain the evidence? This is key for someone who’s going to be interpreting the results of scientific studies.

So for that first book, I’m not sure I trust the authors’ competence, which is a problem.

Trusting a writer’s intentions
The second book is a novel, John Kennedy O’Toole’s A Confederacy of Dunces. I have a vague idea that I’ve read it before, but all I remembered was how revolting the main character was. Re-reading it, I find that all of the characters are revolting: they’re stupid or weak or pitiable or mindlessly self-centered. I don’t believe that’s what people are actually like, as a rule, and so when an author fills a novel with such characters at the start, then I have to wonder what the author’s view of the world is and where the story is going. In this book, I don’t trust the author’s intentions for the book.

Trusting a writer’s personality
The third book is actually a series of lectures on CD, but since it’s very much like an audiobook, I’m treating it as one. The subject is Russian history, and the lecturer has a great many strong credentials. What I’ve heard so far of the series is interesting, clear, and–as far as I can tell–very well-informed. I feel pretty confident that the guy knows what he’s talking about.  So what’s my problem? I don’t have much of one, except that the author’s photo is on the front of the CD case, and in that photo his smile is one-sided, a type of expression that often means pretend friendliness that actually masks contempt or displeasure. The expression reminds me of an acquaintance whose actions and choices are routinely awful and unkind. So in this case, I don’t trust the author personally–admittedly, based on very scant information. It’s very iffy to try to interpret body language based on a single expression or gesture (see “How to Tell If Someone’s Interested in You, and Other Powers of Body Language“)–but I’m on my guard.

Trust in person
When someone asks “Do you trust me?”, they’re really asking at least three different things:

1) Do you trust my intentions?
2) Do you trust my decisions?
3) Do you trust my skills?

For instance, someone might offer to take care of my kids for me, and if I didn’t trust them on any of those three fronts, then I’d have to say no. If I didn’t trust that they intended to keep my kids safe, happy, and healthy, then that would be a no go. If they did mean well but tended to make bad choices–for instance, if the person were an active alcoholic or very absent-minded–then there would still be a problem, because I wouldn’t trust their ability to make good decisions. And people who mean well and are on the ball but don’t know what they hell they’re doing aren’t good candidates for an important job, either.

This applies to books because writing a book is an important job. If the book is successful at all, it will have anything from hundreds to millions of readers, and each reader is going to devote hours of focused attention to the book, which gives the writer responsibility for thousands to many millions of hours of readers’ time. Personally, if I’m going to invest, say, 6 or 7 hours in reading a book (which is roughly how long it takes an average adult reader to read an average novel), I want to be sure I’m investing that time well.

How it all shakes out
So for the non-fiction book, I’ll read a little further and see whether the authors seem to be taking care with their facts. If not, I’ll stop reading, because bad information is worse than no information at all.

For the novel, I may or may not read a little further to see if there’s any hint of a worldview that I care about. If the author continues to go on depicting a world in which everyone is pathetic and awful, I’ll drop it, because I don’t think that’s a realistic or useful way to look at the world. I wonder if that isn’t what I did the first time I tried reading it.

But where the Russian history lectures are concerned, I think I’ll probably keep listening. Even if the author happens to be an unkind or untrustworthy individual personally (and of course I have no clear reason to believe that he is, just a hint that he might be), I do trust him to do a good job of teaching about Russia through audio lectures, because that’s not an activity that requires any personal interaction. This is one place where writing departs from taking care of children, that in some cases bad people can write good books.

What about you? Do you trust the books you’re reading? Or writing?

Photo by K’s GLIMPSES