In the last post/podcast episode, I talked about beta and ARC readers, but didn’t touch on the launch team. There are slight differences in the ARC team and the launch team, so I wanted to fully address what a launch team is and why authors might (or might not) want one. 

LISTEN TO EPISODE 157 – CREATING A LAUNCH TEAM OR SCREAM TEAM

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REWIND: WHAT ARE BETA AND ARC READERS?

To refresh, I want to go over terms. When I talk about beta readers, these are a handful of readers who see the book in its finished, but not yet proofread form. They help catch errors, but also let me know if anything about the pacing or story needs work.

ARC or advance readers get the book after the betas and my proofreader have been through the book. They get a fully-edited and formatted copy of the book and are encouraged (but not required, per Amazon terms of service) to leave a review.

WHAT IS A LAUNCH OR SCREAM TEAM?

A launch team is a little different. The fact that authors have started calling these Scream Teams gives you an idea what they do. They don’t just review books, but go out and tell the world. As in, word-of-mouth marketing. Typically authors use a group like Facebook or Slack to communicate with the group, rather than just email (which is how I communicate with beta and ARC readers). This helps you build excitement because your readers can talk to each other.

WHAT DOES A LAUNCH TEAM DO?

Launch teams are often made up ARC readers, but the expectation is for more than an advance read and a review. Usually launch teams work to get the word out, whether through blog posts, emails to friends and family, social media posts, or even in-person events. The goal is word-of-mouth marketing, like a grassroots campaign.

HOW CAN AUTHORS MAKE AN EFFECTIVE LAUNCH TEAM?

Because I’ve seen so many different authors handle these differently, I think the most important thing is to be clear on expectations. Most of the time, there is an application of sorts. Sometimes authors require that the launch team actually BUY the book and sometimes it’s given as an ARC. There might be requirements for the launch team members to post a certain number of times about the book. However you want to run your team, make that very clear from the start.

The main thing you should remember is that a launch is exciting. This should be like a party, not like an obligation of some kind. When you treat your launch like a party that all your launch team members are invited to, then you are going to have a contagious excitement–that’s the goal!

If YOU are excited about your book, that feeds your LAUNCH TEAM’S excitement about the book, which feeds the excitement of their FRIENDS AND FAMILY that they share with.

Ideas for launch teams: 

• Exclusive content for launch team members
• Giveaways (NOT in exchange for reviews, per Amazon’s terms of service)
• Live video
• Swag
• In-person events (check out my post on how to have a launch party!)

The sky is the limit for how you handle your launch team. Let your personality shine through. Find things that are fun for YOU and will be fun for your readers.

WHEN YOU DON’T WANT TO HAVE A LAUNCH TEAM

I’ve mentioned before that I’m publishing a book a month right now. Running a launch team EVERY MONTH would be exhausting. For me and all the members. It would burn them out. I do have some whale readers and superfans, so this might be something I consider as I grow my audience and as I stop publishing as frequently, but for now, it doesn’t make sense. If you are publishing monthly, a scream team or launch team will be hard.

If you really can’t stand being personal, this is not the thing for you. The launch team works best when the author is involved, not a publishing company or personal assistant. I think these work best with an author who is all-hands-on-deck.

FINAL THOUGHTS ON LAUNCH TEAMS OR SCREAM TEAMS

If this doesn’t sound like your jam, DON’T DO IT. it also seems to work better when you’ve built up an audience of superfans, so this may take some time. Word-of-mouth marketing is amazing, so if you can take the time to build up a team of superfans who have your back and want to tell the world about your books, then you will have a great team of people backing you up!

Other links and resources: 

Guide to creating a launch team

Using an ARC Team to launch your book

A Simple Book Launch Framework

 

I’m continuing on a fluid series on book launching and publishing with this post on how to find bet and ARC readers for your book. To read more of the series, click HERE.

One of the important parts of a book launch is sending out your book to beta and ARC readers. Not sure what those terms mean? You aren’t alone! Let’s break that down.

Note: Different people may use these terms interchangeably and in different ways. The definitions I’m sharing are the ones that I use and what I think are most commonly used by authors.

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LISTEN TO EPISODE 156 – HOW TO FIND BETA AND ARC READERS

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WHAT ARE BETA READERS?

Who are they?

My beta readers are superfans who love the genre I write in and get a chance to look at my manuscript before it’s even been to the proofreader. I send it to them as soon as I’m done editing.

How many do you have? 

I have less than ten beta readers.

What you send them?

I send them a Word doc or, by request, another type of file. They will either email a list of corrections or notes (if they aren’t using Word) or will use the feature to make comments and track changes in Word.

What they do for you?

My beta readers look for things like plot holes, typos and other errors, or anything in the story that might trip them up, not make sense, or that slows down the overarching story. They help me get secure in the story and often they pick up things the paid proofreader misses.

When do I send them a book? 

I send the book as soon as it’s done with my final edits. I am on a super-tight schedule. I send them the book usually less than two weeks before publication. This is VERY SHORT and most people recommend longer. But for me and the readers I have, it works.

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WHAT ARE ARC READERS?

Who are they?

My ARC readers get my books in the final form–after the betas and after the proofreaders and after I’ve made my corrections. The book is fully formatted and should be as close to perfect as possible.

What you send them?

I send a .mobi or .epub file through Bookfunnel.

What they do for you?

They read in advance and write the first set of reviews. If they happen to find any typos or have suggestions, I always welcome them, but I do let them know these are my final edits and I’m not looking for story suggestions.

When do I send them a book? 

I send them the book after I’ve made the final corrections after the betas and proofreaders have looked at it. Because I’m publishing on a super tight schedule, they usually get the book a week or a few days in advance of publication.

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HOW TO FIND BETAS & ARC READERS

Friends and family

This can be good or bad and you may not know until you try it. Friends and family might not be great readers because they want to encourage you. OR they might feel so close to you that they will say whatever they think.

I’ve had bad experiences with friends and family reading books and telling me how much they hated things. It’s really hard to come back from that. You may not want to.

Friends and family may not be the ideal readers for your genre. If you find someone who is a good reader, reads your genre, and you think would give you an honest (but kind) response, go for it!

Paid Services

I have not personally used paid services to find beta and ARC readers. I’m a little hesitant to recommend this, though I’d love for someone to weigh in who has had a good experience.

First of all, I think that an organic approach may yield better results. I’ve heard some horror stories about the paid services, but again– it’s not firsthand. The more I wrote and grew my audience, the more I had people requesting to be a part of my ARC teams. Paying for betas and ARCs might be your only option in the beginning, but I would work to organically build readers as early as you can.

Asking Other Authors’ Readers

I’ve seen authors teaming up to grow their ARC and beta reader. This would look like one author offering to give their own readers the signup form for another author. I think this can be great and I’ve personally done this for authors, but you don’t want to do this too frequently, unless you want your readers stretched really thin.

I write a book a month, so I want readers who can keep up. If you’re publishing less often, you might be more able to do this often. This is a great way to get in front of the right readers and another reason you want to be building relationships with other authors.

Asking Other Authors

I haven’t had great luck with this, mostly because I think all the other authors are busy being authors. But I know many authors do use other authors in their genre as beta readers or as ARC readers for their books. If you are just starting out and have no direction, but do have author friends, this is another thing you could do–read for them and they read for you.

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TIPS FOR BETA AND ARC READERS

Be clear in your expectations. I’ve had people do way more than I wanted or asked.

Don’t let everyone on your beta team. You don’t want a lot of beta readers. I have almost ten and they are epic. But some people only have a few other people look.

Find a timeline that works. My publication schedule is very fast. I have found people to work fast with me. That may not work for your genre or readers. You’ll need to plan out the time you NEED for this to work for you.

BE THANKFUL. I’ve been a beta reader for some authors before, given great feedback, and gotten nothing in return. Not even a thanks. I will never beta for someone again who does that. If you find someone willing to read your book or write a review or share with friends, you better show them how much you appreciate them.

All writers struggle with insecurities. I heard from a few writers this week feeling like failures. These were writers who are at various stages of their writing and publishing careers all with the same struggle.

We have all been there! I hope this post can be an encouragement to you if and when you’re feeling insecure about your writing or creative work.

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LISTEN TO EPISODE 155 – HOW TO DEAL WITH YOUR DOUBTS

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HOW TO DEAL WITH YOUR DOUBTS

Identify the trigger

Can you find out what is causing those feelings of doubt? I’ve struggled with and still struggle with depression. When I’m having a low day, I put it on the calendar. It helps me identify if something happened to trigger it. There isn’t always something, but for you maybe it’s reviews or a particular Facebook group that makes you feel unhealthy. Try to find the cause.

Remove or adjust

If you are able to avoid or remove that thing from your life, even temporarily, do it! If not, see if you can find a way to adjust. I’ve left groups that made me doubt myself, disconnected from Facebook friends who weren’t positive, and I’ve taken breaks from writing altogether as needed.

Find support

We all need other creatives and to know that they are right there with us. Look for a group that makes you feel your worth. I don’t mean a group of people who tell you what you want to hear. But find a group that will speak the truth to you kindly and that will share in your struggles.

Remind yourself of truths

Focus on what you KNOW to be true, not how you FEEL. In January I had my best month ever. Then in February…I didn’t. I was really low. When I talked to my husband about my income that month, he reminded me that though my income was lower than January, it was still my third-highest-grossing month. I got caught up in feelings, not facts.

Take an action to move you forward

I’ve learned that I hit a low point at the time I finish a book. I am filled with self-doubt and even self-loathing. I think my book is the worst thing I’ve ever written. I want to quit. Once I identified that as a trigger, I learned to take an action: I start a new book. As soon as the finished book is with my proofreader, I open the next Word doc and start typing.

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You are not alone in your doubt! 

Every so often I’ve heard someone try to say that if you have doubts that it’s just imposter syndrome or a sign of immaturity in your career. Just say NO to that nonsense.

At some point, you DO have to get out of your head and take action. You can’t allow these doubts and hardships to hold you back. But having them is NOT a sign that you don’t know what you’re doing or that you have a lot to learn.

I’ve experienced doubt every single month for the last year, even though on paper I’ve gone from making under $100 a month to a healthy four-figure income.

You’re in good company!

You might also like: 

Joanna Penn on Self-Doubt and Imposter Syndrome

One big piece of launching that I don’t see a lot of people talking about is how to judge the success of your book promotions, specifically your paid promotions. This is part of a series on how I moved from making under $100/month self-publishing on Amazon to consistently over four-figures a month within a year. 

One of the investments I made as I launched my pen name last year was paid book promotions. I dabbled in Facebook ads and AMS ads, but the main bulk of my spending was in email promotions. These sites have built up email lists full of readers and send emails out to those readers with your book in them.

Email sells books and I’ve seen a good return from this! However, it’s not that simple. I’m going to share tips on how to tell if your book promotions are actually successful.

Before I get there, it’s important to note that many of the sites have requirements. You may need a certain number of reviews and your book may need to be discounted to a certain degree.

• For more details on paid promotions, you can check out this post: Launching Part 3: Paid Promotions

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Listen to Episode 154 – How to Judge the Success of Your Book Promotions

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How to Judge the Success of Your Book Promotions

Before you even START to think about paying for promotions, think about these things:

• If your book cover doesn’t look professional and/or fit the genre, you won’t make sales.
• If you only have ONE book, you won’t have a backlist to help you make more sales from the promotion.
• If your book is not part of a series, you won’t make as many other sales from the promotion.
• If your book is part of a series that has to be read in order and is NOT the first book, you won’t have as much success.

Choose Wisely

All of these sites are not the same! Just because a site costs a lot doesn’t mean that it will have the best results.

• Look for genre-specific lists
• Sign up for the email lists– does it truncate the email?
• Ask other authors in your genre
• Realize that established isn’t always better
• They should have responsive customer service

Test and Track

If you don’t note how the sales work, you may not realize which sites to use again and which ones to avoid.

• Try doing one per day
• Make note if you also have a newsletter swap that day
• When you start out, it’s best not to run FB or other ads at the same time
• Track it over time and by book title (ex: billionaire vs other books)

Know How to Read Results

It’s often not a dollar for dollar thing. If I spend $25 on a promotion, I would love to make $25 back, but sometimes it’s more complex.

• Other book sales that week
• Sales over a few days’ time
• Pagereads over that week (if you’re in KU)
• Ranking on Amazon, which gets you more visibility & organic sales
• Email list sign-ups that week
• One sale might turn into a READER, not just a sale

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When it comes to paid promotions, these email list promotions have been very successful for me, but I’ve seen them fluctuate over time per book. I’m not going to stop tracking the sales, because I don’t want to waste my money!

I hope that this helps you not waste your time and your MONEY on paid promotions. If you aren’t sure where to find these sites, you can check out these lists:

• Reedsy’s list of Book Promotion Sites
• Kindlepreneur’s list of Book Promotion Sites

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RELATED LINKS

• How to Sell Books on Amazon
• How to Use Newsletter Swaps
• A Simple Book Launch Framework
• The Create If Writing Facebook Group

 

 

This post follows my post about publishing successfully on Amazon. Newsletter swaps have been hugely important in my success and this post will walk you through how to promote your book with newsletter swaps. 

The biggest question authors face when publishing a book is: How do I promote it?? This is not a new question. It’s not unique to indie authors, especially given that traditional publishers want marketing plans for books they publish. Newsletter swaps are an effective and cost-effective way to get started with more organic promotion for your fiction book.

LISTEN TO EPISODE 153 – HOW TO PROMOTE YOUR BOOK WITH NEWSLETTER SWAPS

Subscribe on Apple Podcasts, Spotify, Stitcher, or your favorite podcast app!

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WHAT IS A NEWSLETTER SWAP AND WHY SHOULD YOU USE ONE?

Newsletter swaps are an effective promotional tool where authors send their audience an email promoting another author’s book, in exchange for that author promoting them in return. The trade doesn’t always (or even usually) take place on the same exact day, but the authors set up the swap for when they have new releases, sales, or just a book they want to promote.

This is an effective marketing tool and a great way to network and build rapport within your niche and community. I’ll continue to stand by email as a selling tool and when you can leverage the power of another person’s audience, you can grow your own. I’ve also made great connections and done other collaborations with authors in my niche after connecting in Facebook groups.

HOW DO YOU FIND PEOPLE TO SWAP WITH?

• Facebook groups by GENRE
• Story Origin
• Paid and free services if you Google

My personal preference is to find these in Facebook groups. It becomes about community and networking, not just piggy-backing off someone else’s platform. We all want success for each other.

You also build trust there and know who you are dealing with. This is important because you are putting those people before your audience. You don’t want to break trust with your readers. If I send something to my clean romance group that isn’t clean, I’m going to get angry emails. My readers will stop trusting me.

HOW DO NEWSLETTER SWAPS WORK

I would recommend signing up for some author lists first to see what they send. Get an idea and then consider what YOU want to send. Do you want to have a close relationship with your readers? Do you ONLY want to give book recommendations without being very personal? Plan out what you want this too look like.

Get clean links from Amazon or wherever you are sending. That means that they stop after the ASIN and don’t have a ton of extra gunk on the end. Also, it’s against Amazon terms of service to use affiliate links in email and they also don’t want you to mention the price, because so often it changes.

• More reading: Important Rules for the Amazon Associates Program

Typically you’ll pull the book cover image and maybe a quick blurb, but different authors handle this in different ways. If I’ve read the book, I’ll often give a brief, personal review. I’ve found that it can help increase the clicks.

TIPS FOR EFFECTIVE NEWSLETTER SWAPS

Be familiar with the books you send. Maybe you don’t read each book, but check out the author and their other books. Use the Look Inside feature. I’ve sometimes found books that were engaging in poor practices like book stuffing, which violates Amazon’s terms of service, or ones that were supposed to be clean and had content that wasn’t clean even within what I read in the Look Inside feature.

Give before you get. When you’re starting out, you may not have a big list. Maybe you don’t have completed books. Start your list. Ask to send for people. Maybe at first they don’t need to reciprocate. You’re still building goodwill with those other authors in your genre.

Send books that will cultivate the right kind of audience. You are building a personal author brand and want to attract the kinds of readers who love your book. Send books that are going to attract and keep the kinds of readers you want.

Rarely go outside your genre. Every so often, it’s okay to test the waters with a different kind of book. But it needs to stay within the bounds that keep that audience you’re cultivating. I could send a Christian devotional to my clean romance list. Some would love it. I would never send books with adult content.

Keep track so that you’re trustworthy. I don’t always send other authors the link to my newsletter. I like the buddy system and usually know the people I’m swapping with. Sometimes it’s nice to get that, but overall, it takes time and I never click. But it’s a good idea to ask what the expectation is! Some people use a spreadsheet to keep track and some make people sign up with a google form to swap. You can click to Save a Facebook post, which will help you if you have set up your swaps in a group.

Don’t send too many books. This looks different for everyone, but I wouldn’t send more than four. Some only send two. It’s a good idea to be up front where possible or as people ask with those numbers, like your list size or how many books are in each email. More books = less clicks.

Be genuine. No matter how personal your emails are, you should always remember that even when you are sending for other people, you are building your author brand. People don’t respond as well to straight sales pitches, but are more likely to buy from word of mouth. As in, PERSONALLY. If you only send emails with books to buy and nothing personal at all, you are wasting an opportunity to connect with your readers. Find even small ways to be personal and genuine in your emails.

NOT SURE HOW TO GET STARTED?

Start building your list! It can be a slow process, but it’s very worth it in the end. Read my post on growing your email list to help you with this. Get in some swaps groups and see how they work, who is in there, and what people are sending. Then, start giving before you ask for something in return.

A NOTE FOR NONFICTION SWAPS

Because nonfiction readers are generally not reading those books as voraciously as fiction readers, this approach should look different. Instead of using a swaps group, email the people you know who might promote your book to their audience. Email people you DON’T know who might have a similar audience. You can ask for them to share with their list in exchange for you sharing something for them in the future. This is much more organic and still very effective.

Other resources:

• Email Lists Made Easy for Writers and Bloggers
• How to Successfully Sell Books on Amazon
• A Simple Book Launch Formula

I’ve found good success pairing newsletter swaps with other paid email promotion services. It’s free (other than the costs to start up a list) and has benefits beyond just book sales as you connect with other authors in your community.