What kind of editor do you need for your novel?

To produce salable work when publishing independently, it is important to hire a professional editor to make your book its best. But did you know there are four different kinds of editors? Knowing which kind your book needs is key to getting the most out of your investment. I learned the hard way and share with you my journey here.

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Sucking at Amazon ads, round two

The tougher the job, the greater the reward - George Allen Sr.

Where is my river of money, my shower of Benjamins, my riches in royalties? I did, after, write a whole book and send it into the Amazon machine to be served up on Kindle's around the English-speaking world. Don't I deserve my reward!

When I took my first run at an Amazon campaign to promote my novel Succubus, I failed to generate any results (I wish I was being hyperbolic - I mean no results). I made some tweaks to the wording and placement of my ad and sent it out into the world for a second run. The result? More of the nothing. In fact, less of nothing.

The campaign was programmed to run for ten days with a $10 per day budget. Amazon could have taken $100 of my hard-earned dollars, but apparently chose not to. Because the problem was not that people did not click my ad or that when people did click my ad, they failed to convert into readers of my book. The problem is that the ad wasn't even served by Amazon.

Over the ten-day run, Amazon served the ad (impressions) only three times. Three times! Which is actually less than the number of impressions my first ad triggered (the ad I 'fixed' for the second campaign). Of course I generated no clicks. No-one saw the ad. It never had a chance to be judged, to draw the eye, to encourage someone to want to at least look at the book's page and ponder for a fraction of a minute if they wanted to download a sample.

I don't understand how this happens. And God knows there isn't a human being at Amazon I can call and ask (there isn't, is there?). I want to know what to try next. Should I change my pricing? Should I target a different keyword/category? Should I change my title? My book cover? To find some hint at what to try for round three, I turned to the all-powerful and all-knowing multi-colored Artificial Intelligence behind the curtain of my computer screen - Google.

It's about the motherfudging keywords dummy!

The first article I read covered the basics of what the Amazon ad campaign program is and reinforced that I at least set my campaigns up right. But it didn't really have any deep insight drawn from experience of how to make the system wake up and recognize your ad. It did have this helpful suggestion though - As a general rule of thumb, I’ve found that impressions and clicks can be hard to come by, so more keywords is better. You never know which keyword might turn out to be a surprise winner, and you can always pause under-performing keywords from your campaign once you have data.

For my second ad, I targeted the category of which my book is listed (Supernatural Thrillers). This seems to suggest that targeting keywords, and a broad set of keywords, might get the ad served. Those keywords need to be relevant though. Otherwise, the ad will not resonate with the potential reader.  That led me to this Amazon page regarding keywords for Mystery and Thriller authors.

Back to the campaign. I duplicated campaign number two. There's no need to change the ad because in order to test the ad itself, I have to get it served. My focus this time around is on how to get impressions. Then I can pivot to converting impressions to clicks and clicks to sales.

In the new campaign setup, I paid more attention to the keyword section. Honestly, I am slapping my forehead about it this but I thought you could only choose one. But you can, in fact, select multiple keywords.

Amazon presents you with a list of suggested keywords (keywords tied to your category and, I assume, book description). It also allows you to create your own keywords. The theory I'm testing here is that I need to target the ad to a broader potential pool of readers (as identified by the keywords they are searching in), but not too broad as to waste impressions on readers who are not looking at anything even remotely related to my fiction. That led me to develop a keyword list ten words and phrases deep. Most related to the content (Succubus, Supernatural), but I also added some of the top supernatural thriller author names. I figure if someone is a Dean Koontz fan, they might be open to my book.

I really do feel like I'm stumbling to try and figure this stuff out. And I consider myself a reasonably smart person. The fact that I am only figuring out keywords as part of the ad campaign process the third time through is embarrassing. But I'd rather share that I am dumb and just learning than pretend I have all this stuff figured out because I am writing this for the next person like me, someone who is trying to figure things out for themselves and just on the front end of a lifelong journey to create and share their art.

This campaign will run for two weeks. I will post results after I get them.

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A fitful first start at Amazon ads


Why soft-launches don't work for books

Since I published Succubus, I have not done much to promote it. If I had to examine my reasons why, I'd say fear ranks at the top of the list. Fear of negative feedback, specifically. The result of that inaction is predictable; my book has sold only a measly handful of copies.

Not promoting your first self-published book is a predictable mistake. If you read any of the advice available online from the successful independent authors who have blazed the path for writers like us, they all say the same thing. Don't just publish your first book and hope for the best. You have to promote!

Beyond the fact that I have no sales and no revenue from this eighteen-month long project, my lack of promotion means I also have no reviews. Good and bad, reviews are the kind of feedback a writer can grow from. As much as my instinct was to launch my book into the world by sticking it quietly in a corner or Amazon and drawing no attention to it, I need feedback. From actual readers.

Reviews also mean a lot to the almighty Amazon algorithm. That algorithm is like a self-perpetuating machine that can launch your book beyond any reach you can develop for yourself. It's a snowball that if you can just get your book rolled into, builds you readers and money and the opportunity to reach the ultimate dream of writing for you complete living. If I ever want the machine to kick in and start promoting my books to likely readers, I have to it to get noticed. Sales and chatter (reviews) are what matter.

All of which is to say that I know I need to promote my story.

There are, of course, a million ways to promote a book. If you Google the subject, you can very quickly go down the rabbit hole of peoples ideas, theories, past successes, and paid services. I am little-more pragmatic than that. I don't have a blog following or a social-media presence (since I'm not wired that way) so I am going to focus first on learning to use the tools available. Since my book is on Amazon exclusively (for sale and as part of the Kindle Unlimited program - a conscious decision until I actually build a readership and need to expand back out to other markets), I am learning to use the Amazon ad campaign options first.

My first Amazon ad campaign

Setting up my first Amazon Ad campaign was a painless process. The options to try Amazon ads come up right in your Kindle Direct Publishing dashboard. There are a few small steps to get started.

  • First, you create the campaign (give it name, select the book you want to promote). It auto-generates an ad from your cover and you type in a snappy, short come-on pitch. My initial pitch "Logan Baker Baker enters a mysterious desert compound and falls under the spell of an alluring but frightening entity that calls itself Constance." 
  • You program what categories or reader groups you want to target. In this case, I chose the option for Amazon to decide what categories to place your ad.
  • You set the duration of your ad. I opted for a one-week run (to limit the test).
  • You decide how much you want to risk/invest. I set a budget of $10 per day maximum. The way the ad works is that Amazon serves the ad and when someone clicks on it, you get charged $0.25 for that click. With a $10 per day budget, I was paying for 20 potential clicks on my ad per day.
  • Once you complete the process of building a campaign, it goes through an approval process. It took 48-hours the first time (which meant my ad ran only five days and not seven).

The theory is that a certain percentage of people who click on an ad will download the sample, select the book as part or their Kindle Unlimited subscription, or buy the book. That percentage is the golden number. The higher percentage of people who 'convert,' the less each sale costs (in clicks). If I can yield a sale for an average cost of something that does not consume all my profit per book, then each ad campaign should return greater than its investment (if $10 invested gets me $20 in royalties, then I am golden). If I can get that conversion number right, reinvesting profit from all sales should produce a snowballing reader base. And get my the reviews and readers I need to actually get this thing rolling.

And then there were none

My ad ran. But, unfortunately, at the end of the run, I have nothing to show for the campaign. Looking at the stats, I can see that Amazon barely served the ad at all. And that for the 19 times they did serve it, no-one clicked on it. So I never even had a chance to convert someone into a reader ;-(

On the positive side, the experiment cost me nothing. On the negative side, I again have no feedback on which to grow. So I replicated the campaign to try the experiment again but am left to guess what adjustments to make to try and succeed.

My first guess is that the ad text was not strong enough so I have re-written it this way. "Logan Baker enters a mysterious desert compound and finds himself in the fight of his life with an alluring but frightening supernatural enemy."

My second guess is that the targeting was not specific enough so I set the ad to target the Supernatural Thrillers category on Amazon.

The new campaign is running. The results (impressions served, clicks, and any corresponding sales or KU reads, can take days after the fact to show up in the reporting. I'll be watching and see what I can learn from the iteration of the ad. Hopefully, there will be some feedback to measure, some hint at what is working and what is not. So I can adjust, iterate, try again. And share everything I learn as I do it.

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I am big, fat liar (the lazy writer)

I am not working hard enough on my dream

My current Work In Progress is a novella called The Singer. It's about a guy named Thatcher Graves who is the lead of a tribute band to a famous (fictional) group called The Light. The Light's lead singer and founder, Rock, disappeared under mysterious circumstances years before. Thatcher hires a run-down drifter (Gordy) who has a gift for playing Rock and The Light's music as a new lead singer. Over a week or so of getting to know the secretive Gordy, Thatcher becomes convinced he is actually Rock for real.

I have written a few drafts now and just made a major revision (over the last few weeks, I have read a printed copy of the manuscript and marked it up with changes and have just entered all those changes into the novel document in Scrivener). It's the best version I can create prior to it going out for its professional critique, or to be seen by Beta readers.

To finish entering the edits, I set a weekly goal of  typing in half the edits per week for two weeks. Every time I sat down to work on it, I kept track in my daily writing spreadsheet. The first week, I managed 139 pages (and procrastinated so I didn't really start until Thursday) so I felt good about myself. Then I reviewed the spreadsheet.

Looking back at the analysis of the time I spent working on my revisions, I came to the painful realization that rather than making remarkable progress on this project, I had managed to take a one or two-day project and stretch it out over four lazy weeks!

Here I was, felling good about myself, making progress on my production plan and thinking I am being professional about my writing but the whole time, was lying to myself about what progress means. Simply put, I was being lazy. My goal was not aggressive enough.

Am I the world's laziest writer?

The chart of my work for the week is pictured above. I am stunned by how little actual time I worked on my goal.

Don't get me wrong, I am a busy guy (working in two businesses, I have a family, fitness goals, and so on), but I had many, many opportunity to work on this editing. I didn't chart them but I bet I spent double or even triple this many hours watching television the same week. I slept in a couple of days. I read a book that week I know browsed Twitter and the news and obsessed over a million things in the world a hundred times for a few minutes each. I have no one to blame for not putting the time into my novel than me.

I'm disappointed in myself. The goal that I broke down into a two-week project, when I look at the actual work involved, could have taken place in two days. One if I was ambitious! Seriously, what am I waiting for?

My legacy goal is to master the art of storytelling in the novel format. To get there, I need to keep writing novels, keep putting them out these for readers to react to, and keep taking that feedback and learning and growing for the next project. I have set a big goal for myself to publish 20 novels in the next 20 years. It seemed ambitious at the time. And I really, really, really want to succeed at this. But now 20 novels in 20 years is starting to feel like a lazy goal. Maybe it should be double? Or the timeline shortened?

The questions to ask about your Big Hairy Audacious Goal

Will I change anything based on this revelation? I think so. I'm starting with questions. I've written them below (in case they help you in your goal-setting). And when I have the answers, I'll share them to.

Do you have a lifetime goal for your writing? Are you on track to reach it? Do you have a clear picture of what success looks like? And are you honest with yourself on whether or not you're doing the work it takes to get there?


How to write a novel in 30-minute increments

Ambition is the root of all creation

It's important to have ambitions as a novelist. Having a clear vision for what you want to accomplish can go a long way to guiding you through the many opportunities you have to give up on the dream. Ambitions is helpful to guide your choices and provide the kick in the pants we all need to stay on track. And your ambition should be big.

So what are yours? Are they financial (financial freedom or getting rich)? Are they metric-based (a million books sold, listed on top of the New York Times Beset-seller list)? Are they merit-based (television or movie franchise made from your books)? Are they legacy-based (change the world with your work)?

Think about your big-picture goal. Create as real a picture as you possibly can about that ultimate place you want to reach with your lifetime of work. How would it feel to be at the end of your life looking back knowing you had accomplished what you set out to accomplish? How would you be living? Where will you be living? What does a bookshelf of your work look like?

My current ambition is to publish twenty novels in the next twenty years. I want to master the form to the best of my ability. I want own the self-identity of novelist. I want to write novels that entertain and inform and maybe even influence people to reflect on what it is to be human, to strive and reach for the greatest version of themselves (because that is what I am trying to do with my life). Success looks to me like respect from other writers, an audience who is affected by my work, and a life that ultimately requires no other sources of income to allow me to explore my creative self.

Momentum is the energy you need to harness to create

Using that lifetime achievement ambition as a flag planted in the ground to guide me, the big question I work on constantly is how can I find the time to create my novels when I have a busy life (work, family, travel, other obligations)? How does a person with creative ambition manage the competition for time to create and the need (want) to provide for my family and myself and live a standard, enjoyable, everyday American life.

I concede that I could drop everything in favor of my writing goal. Put everything else second. let my professional life suffer, spend less, live frugally, and one and on. Damn the consequences. Go all in and muster the pure will to mount the hill of my ambition. I could do that. But I would not be happy. People I love, people I chose to bring into my life (family, business partners, employees), would suffer and I feel it would be a selfish choice to abandon my role in their lives strictly for my own. In fact, not only can I not discard them all in pursuit of my ambition, I will not let my focus shift from what I need to do to make that part of my world work. I believe I can have both.

With focus, clear goals, and discipline, I believe I can create good novels in the space between the more real parts of my life. I can achieve my ambitions. I wouldn't be the first person to do it either. The world is littered with examples of people who achieved creative success starting from within the boundaries of a "normal" life. And the potential to be an example for someone else who is looking to do the same is exciting to me. That's real legacy.

The 30-minute novel

The challenge is more about focus and time management than whether or not it is possible to achieve my goal. I can write a book (create, write, edit, publish) in the space of year with only the fringes of time available. If I'm smart and if I'm ready to deal with the inevitable losses of momentum that will happen, I can make it. It's all in the doing.

I am a planner. I set goals. I create a strategy. I build a tactical plan. I organize my working life around accomplishing the tasks that need to be done every day to move me toward my goals. My approach to writing is no exception. I sometimes need to sit down and plot out a strategy to get a project done. I think best by writing so I wrote out the things I do to get my work done when I have limited time. The plan looks like this:

  1. Give something up. For me, television was the biggest culprit. I calculated how much time I watched television ion the evening and did some math and decided to swap that time for writing time. Not a direct swap (because I write better mid-morning). But free that time so everything I need to get accomplished can get accomplished and I also now have 2-4 hours a day that I can use towards my writing without sacrificing the things that are important to me (work, family, exercise, fun).
  2. Focus on productivity. Become an expert of focus, being able to turn on and turn off your creativity at will (it takes practice but can be mastered). Learn about and test out different methods for organizing your working day. I use the pomodoro method. It works for me. And I am a consumer of content of productivity and organization so I'm always looking for a new technique to try. What works for you?
  3. All you need is 30 minutes. With focus and a little preparation, you can accomplish real progress in a short amount of time. This is probably advice better suited to planners versus pantsers (writers who write their stories without much outlining and pre-planning, flowing organically with their creative process), but decide ahead of time what you need to work on next so when you sit down with a limited time window, you can jump right into the work.
  4. Start early and end late. It may not be fun to set the alarm clock 30-minutes early or sit down with my writing just as I was about to go to bed, but those fringes of time, when coupled with planning and a little focused energy, can produce significant advancement of the work-in-progress.
  5. Use your breaks. At my day job, I am not always great about taking a lunch break. I usually work straight through. But when I need to kick up some momentum on a writing project, lunch breaks become the perfect time to knock out a bit of work. When I'm really ambitious about putting in daily time on my current work-in-progress, I may even schedule in a mid-afternoon meeting for 30-minutes and use it to work on my story. These writing breaks make a great relief from the pace and responsibility of my day job and actually help me be more productive.
  6. Stop on the way home. When I need to get in a little extra time to work on a project, another trick I use to keep the work going is to stop somewhere on my way home from work. A coffee shop or a library usually. I plan ahead what I'm going to do with that time (beats, printed editable pages, marked-up page edits to enter), the knock out an hour or productivity before settling in at home for the night.
  7. Track your work. I created a spreadsheet to keep track of the work I do during every one of these mini sessions. When I'm writing drafts, I track word counts. When I'm editing, I count pages. I come up with a score for each session (word or pages-per hour). Keeping score lets me game myself to stay in track and accomplish my micro-goals. Because I'm working with limited buckets of time, being honest with myself about what I accomplish is important to being true to my ambition.

If you're not as much a planner as me, you may read the above and feel like I have managed to suck the magic out of writing (Where is the fun in sex if it's scheduled from noon to 12:45pm every second Tuesday?). Don't worry. There is just as much story magic in a disciplined and organized approach as there is in the free-form (panther) method. I still finish a work session and look back at the work I did and wonder where did it come from. I still feel flow when I write. I just have to organize my life so when its time to create, I can drop into flow immediately.

Again, this is what works for me. What about you? What is your big ambition (don't be afraid for it to be monumentally big)? What is your work process? How are you most productive? And what do you do when you get off the rails?