How To Optimize The Tools For Self Publishing On Amazon

By Lance Fallbrook


Self publishing opportunities made available by Amazon continue to flourish. A key part of these developments are the model and the tools Amazon provides us. Yet, beware, not all self publishing efforts equally benefit from these opportunities. Some tips on how to make the most of your efforts at self publishing on Amazon follow.

The numbers are quite remarkable. Analyzing U.S. ISBN data demonstrates that self-published increased in 2012 to a striking 391,000+ titles. Represented as a percentage, that is up 59 percent over 2011 and it's up 422 percent from 2007.

This phenomenal expansion has been the result of the e-book revolution. By 2012 e-books were 40% of those self published ISBNs. That's an increase from 11% in 2007 - nearly a 400% rise.

The aspiring, self published author ought to be drawing two conclusions from these numbers. First, your opportunities have never shone brighter. Second, never has the competition been fiercer in the self publishing world.

As this competition continually grows, it is essential that you learn to distinguish yourself from the rest of the field. If you're self publishing on Amazon, there are tools available that you need to make the most of if you hope to see success. Consider these three tools in particular. I'm not claiming that getting them right guarantees your book's success; I am guaranteeing that getting them wrong sets you off on the wrong foot from your first self publishing misstep.

First, on your author's page you are given the opportunity to post a photo. A surprising number of authors chose to post cover art. Don't do this unless your cover is a picture of you. That's what readers want to see.

Authors assume no one wants to see how they look. It's all about the work, right? However, the research reveals that assumption is exactly wrong. A feeling of personalized connection to the author can be a key consideration among prospective readers. It can make the difference in whether they lay down the dollars to buy your book. Your pride in your cover art is lovely, but it is some sense of a connection to you that will likely be the deal breaker or maker.

The classic, shoulders-up, head shot is the safest way to go in choosing a picture style. Obviously, as in most walks of life, you've got a leg up if you're an especially good looker. As a consequence, don't hesitate to post your most flattering photo. I assure you, though, what you look like matters less than that you have a personal photo. Not having one denies that personal touch that often makes the difference. And please do smile into the camera! However many times you have to redo it. (And, good gracious, don't wear sunglasses!)

Secondly, the author's page also offers occasion to write a blurb about who you are. Way too many aspiring authors treat this opportunity in far too cavalier a manner. As with the matter of the photo, a belief that your book speaks for itself is indeed cavalier.

It doesn't matter how good your book is, it can only speak for itself if people read it! Your job is to get them to read it. If a prospective reader comes to think that the author is interesting enough to have written something they'll find worth reading that is some considerable distance in the right direction.

You're a writer, right? So write. Even with your Mount Rushmore-like modesty, certainly you can cobble together a few sentences that make you sound interesting. Bonus points for emphasizing aspects of your personality and experience that present you as a likely candidate for writing a revealing and engaging book on your chosen topic.

If it's a travel book, what is your travel resume? If it's a detective novel set in 1970s London, what's your interest in or knowledge of the time period? If it's a how-to book, what about your background should instill a feeling of confidence that you know how? You get the idea.

Last, but, I assure you, very far from least, consider your book's description. Some self publishing authors initially balk at this when I say it, but it's the truth: writing your book's description is more challenging than the writing of your book - at least sentence by sentence. Think about it. After they've already invested their hard earned cash into buying your book, most readers will give you at least 20 pages or so to convince them to continue. In your book description, where they have nothing invested, you have about 20-30 seconds to win them over. The occasional instance of flawed prose may slip by in the book; it won't here. It'll cost you readers and money.

The book can't speak for itself unless prospective readers buy it. Until then, you've got to do the speaking for both of you. The short and sweet version of getting your book description right is simply put: in a few brief sentences, you have a) tell them, b) entice them and c) show them.

Explaining all this is another whole article on its own. If you want a detailed explanation of what's involved, have a gander at my piece dedicated to the topic of doing your book description well.

What we've covered here should go a long ways in improving your potential for success on Amazon. Getting these points right is essential to keeping your book from falling behind the curve right out of the gate. Self publishing on Amazon is a challenge and an opportunity. You have to successfully address the former if you hope to benefit from the latter.




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