It has been a mantra in self-publishing circles that an author’s most reliable pathway to long-term financial success is to rapidly write and publish more and more books. This strategy is supposed to increase your exposure and name recognition, and therefore the “discoverability” of your books to buyers who browse retail websites like Amazon.
This quantitative strategy seems perfectly sensible, too. The key to strong sales is to make your work visible, or “discoverable,” to your target audience of readers. So, how could your cumulative sales over time not increase if you issue an ever-expanding number of titles for readers to find and buy?
Author Mike Dennis recently summarized this mantra as: “Write more books. That’s the surefire way to increase sales!” However, Dennis touched off an intense online debate by questioning the validity of this “quantitative” strategy on the “K-Board Writer’s Cafe” site, a discussion board for self-publishing authors.
Despite his release of more and more titles over the past two years, he reports steadily declining monthly book sales since January 2012. That month he sold 1077 books, spread over 6 different titles. By August 2012 Dennis had increased his offerings to 9 books; yet his cumulative sales had plunged to only 159 copies. A year later, in July 2013, he had 10 titles for sale, but the total purchased that month sagged to 90 copies. And though by October 2013 he had added yet another book, his total monthly sales for all 11 titles were just 42 copies.
Discouraged by this trend, Dennis asked if fellow authors also were experiencing declining sales over time, despite publishing more books. A lot of other writers then chimed in to confirm the trend. Clearly rattled, the discussion participants have since been bemoaning — and trying to explain — the apparent failure of this, one self-publishing’s main articles of faith. After all, how could you not sell more copies if you publish more titles?
They have pondered a host of possible explanations for what seems inexplicable. Has Amazon changed its promotional algorithms to hurt sales? (Why would they do that?) Maybe our books aren’t ideally categorized on such online sales sites. Maybe authors need to compile better customer email lists — or perhaps they should start (or stop) using this pricing strategy, that sales channel, or the other promotional gimmick. Or maybe the ebook market has just become overly glutted with too many self-published titles clamoring for readers’ attention.
On and on the thread goes, with numerous hypotheses, theories, personal anecdotes, and suggestions. And many of them have a lot of merit. Other writers, such as Libby Fischer Hellmann, have weighed in; in fact, I have offered my own suggestions about marketing.
Now, all other things being equal, it’s probably true that more titles = more visibility —> more sales. But I don’t think all other things are equal. Focusing mainly on quantity, no writer, no matter how prolific, can possibly crank out books fast enough to keep up with the thousands of new titles being published each week. The sea of available titles is now enormous, and ever-expanding. In that vast sea, how are your kind of customers going to discover your titles?
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