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Cup of Coffee
I'm a disappointing wreck when it comes to marketing. It's not that I don't know the right things to do, and it's not that I don't believe they'll work, it's just that I don't really care to implement many of the tried-and-true practices.
This hasn't always been the case. As a brander, I was acutely aware of the fact that by raising my prices a little bit with each new client, I steadily increased the quality of the clients I took on. People who valued the work I did more, and gave me more leeway to do the best job possible, rather than having someone sit and watch over my shoulder, not trusting that a brander working for so little money is capable of doing a good job.
It's a perception issue: higher prices = better quality. When there's no set metric for quantitatively evaluating a product or service we pay for, we tend to default to 'how much does it cost?' The assumption, then, is that more cash expended equals a better job done.
This perception is held in high regard in the publishing world, too, and the best marketing advice out there tells you to keep your prices high, or at least high enough that the value-perception thing doesn't hurt rather than help your image. I can't disagree with this sentiment: I make more money when my books are more expensive. The difference in a few bucks means my work is taken more seriously by some, and like an expensive bottle of wine, is even enjoyed more by some who consume them.
I made a very conscious decision last year, though, to try eschewing traditional marketing wisdom in favor of what I like to call 'philosophically aligned pricing practices,' which means I charge what I'd want me to charge, were I on the other end.
And because of how I operate — my methods and systems and processes and attitude toward writing — I realized I could afford to keep my prices low. Really low, actually. Cup of coffee low. My costs of living are fairly insignificant, and I decided that even if I took a big hit as a result of the experiment, I'd be fine.
So I went in and knocked all my prices down; at the time they mostly ranged from $5-10. Recently, I've been sticking to $.99 and $2.99, with collections of books closer to $9 (but containing around $15-20 worth of other books).
The verdict is still out on whether or not this will end up being a smart financial decision. At the moment, I'm making less per book than I was when the prices were higher (the $.99 books only earn me about $.35 per sale, and the $2.99 books about $2; compared to $3.50 on a $5 book, and $7 on a $10 book), but I'm also selling to a very interesting new audience.
I've been getting emails from folks saying they've never paid for an ebook before, but because they were cheap — within their student- or single-parent-budget — they actually paid for mine. Emails from folks who are thrilled to be able to fill their Kindle with a half-dozen books for their first trip to a foreign country, rather than twice as much for a single NYT bestseller.
The income from these books are steadily increasing, and if I was a betting man, I'd wager they'll catch up soon enough, as word spreads and more reviews come in on my newer work.
But already I feel like this change-up has been a success, because I've worked really, really hard to ensure I can do business the way I want to do business. To choose business partners who I think are not just talented, but also wonderful human beings. To choose an audience who's not just ambitious, but also full of risk-takers and black sheep. To choose a pricing structure that is uncertain, but allows me to get more of my work to people who otherwise wouldn't be able to get their hands on it.
I've worked hard to be able to make business decisions that take more than my bank account into consideration. And knowing I can do that is a damn good feeling.
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The third book of the 'A Tale of More' series, Beige Man, is available today!
Here's what readers have said about the first two books (Trialogue and Rave Domino):
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"Sometimes, brevity is beautiful. Trialogue is a great example. Wright manages to tell a complex and compelling story in short, and most certainly makes you anxious for the next step."
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"Wright's work will be enticing for the armchair philosopher and scientist as well as for those who crave a well-paced adventure, with just enough technological fascinations to sate the sci-fi fan, and a realistic touch of behind the scenes hollywood glitz to please those who want a bit of glamour (I swear Wright *must* have worked on a film set at some point) - but that's not all: he has also introduced the quintessential small town boy who seems on his way to making it big, you just can't help but cheer him on - then he's taken and wrapped it all up inside what seems ready to unfold as a fascinating conspiracy theory that makes you take a hard look at what we call reality."
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"5 stars all they way, the form and narratives given to it make it a "charming" short novel while the climax of the novel is a bit of a cliffhanger it leaves a sweet taste, I recommend it for does "I NEED TO READ SOMETHING SHORT AND GOOD NOW!!!" moments.
To Colin Wright, I hope we can get the next chapter(?) soon enough since this is a great read."
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"Colin has taken us on another fictional journey which questions the future of humanity, posing interesting questions, and leaving us with even more interesting possibilities. This is all done in a quirky style, and one which is very enjoyable.
And knowing this is merely the first of many books is very exciting, and I can't wait for the next installment."
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I'd love to get your feedback on the A Tale of More series! If you've given it a read, hop on over to the relevant Amazon page, or jot something down on Goodreads.
If you haven't started yet, Trialogue is the place to start, and is joyfully awaiting your perusal.
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Also
Thanks a million for reading my work and caring enough to make it down to the bottom of this email. You're the best.
If you haven't said hello yet, I'd love to hear from you. Shoot me an email and tell me who you are, what you're up to, and anything else that you want to tell a strange guy who may actually be a basset hound sitting at a computer for all you know.
You can also say howdy on Twitter, Facebook, Instagram, or Google+.
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