Royalties Versus Straight Sales

Here's how to combat ever-shrinking royalties as Amazon gets greedier and greedier

Sometimes it seems like there's not a bigger losing battle in a writer's life than trying to combat Amazon’s ever-decreasing royalties–which are even less than most other distributors, such as Barnes and Noble and Kobo.

Here's one way to do it:

I noticed a funny pattern a few months ago and I thought it would make a great post: my books were ranking nowhere on Amazon in one particular month, primarily because I wasn't running any ads. If you're not running ads, you're not going to get sales. We're all familiar with that grim reality. Therefore, needless to say I was not expecting many royalties from them or any of the other distributors. The little bit I did get surprised me. It was probably enough to buy some bubble gum.

However, I had one of my best months ever regarding book sales.

How can that be? (I knew you’d say that)

It's because I didn’t have all my eggs in the Amazon basket. I did four book signing events, which essentially cost me nothing more than the wholesale price of my books. I sold approximately ninety among all four events. Well, that netted me about $800.  I don't remember the last time I got $800 in royalties from Amazon, Barnes and Noble, Kobo etcetera etcetera. Probably not since my last book was hot off the presses…and after that, the proverbial dive. (Nothing ever equals launch day unless you have unlimited funds to spend on advertising, which I don't. Not unless I want to work until I'm 95.)

Amazon or Bust? Maybe Not

Most authors get absolutely obsessed with Amazon. They consider it the only way to make money with books, the only way to get recognition, and the only way to develop a following. Well, naturally, you need Amazon in this day and age. Although I do know some people who go straight through Ingram and don't bother with Amazon at all. I haven't cracked that one yet and I'm very familiar with this business. Hats off to them. I don't know how to do it.

So, back to my original point; most of us need Amazon to some degree or another. But you cannot really build a fan base on Amazon for the simple reason that you can’t contact your fans. That’s because they’re Amazon’s customers, not yours. Ever notice you can only see how MANY followers you have on the Big A, but not who they are? Amazon isn’t stupid. They want readers to come back to THEM to buy your books. They don’t want readers buying them from YOU.

In spite of all that, authors do need Amazon, but it's a mistake to focus so exclusively on Amazon that you fail to see other opportunities right under your nose. Setting up at author events, angling invitations from bookstores for a book signing night, and even buying a space at fairs and festivals are fantastic ways to get exposure, make money, and get fans that Amazon does not control.

I’m still working through a list of 550 author events in Florida alone. I probably couldn’t do them all in a lifetime. Of course, not everyone can travel. I have to travel with my work because, amusingly, I’m a travel writer, so I can piggyback events onto work related trips. That’s not everyone’s circumstances. But don’t overlook events and establishments in striking distance from where you live.

You don’t have to travel to some glamorous, far away city. You can do events near or in your hometown. And yes, I realize that’s easy for me to say. I live in Myrtle Beach. But you might be surprised to discover just how many festivals, fairs, and events take place within 60 miles of your town, even if you don't live near any city at all. Sometimes rural areas host more festivals and events than you ever realized simply because you had no reason to seek them out before. Readers live everywhere.

I've even seen authors with tables at flea markets and farmers markets making a killing! It’s something different, something people don’t expect, which makes it interesting. Once they walk up to the table, though, it’s up to you to turn it into a sale. It is work, it’s not passive income.

No One’s Inviting You? Invite Yourself!

I’ve done book signing nights at bookstores, of course, but I’ve also done them at boutiques, hair salons, fitness clubs, antique stores, and even flower shops. You’d be surprised just how receptive some proprietors are when you pitch them on doing an “author event.”

That’s because all sale-focused establishments are continuously looking for new ways to get people to visit their stores. Maybe someone doesn’t want to shop in a small clothing boutique, but they may come out to a book signing event just for the novelty of it, and (drumroll) end up buying something from the store too. That’s the whole idea.

Now, stores and shops are not going to invite YOU, let’s be clear. You have to have the nerve to drop in and invite yourself and pitch them on what’s in it for THEM. But it will be worth it, I promise. Give it a try. I can almost guarantee that you’ll be pleasantly surprised. Write on!