Since Murphy's Troubles was launched last November 18th I have been on a marketing roller coaster.  I was astonished at the local support I received.  Both our local coffee shop, Beans n Cream and the Sun Prairie Public Library agreed to host author book signing/reading events.  They also collaborated to design and print a poster advertising the events, I handled the distribution.  Our local newspaper, The Star, agreed to an interview and published an in-depth four column article announcing my book release. 

Yet, my presence in th internet world is almost non-existent.  I've had my website for several years and have been blogging once a week for a year.  I paid a consultant to review my website and made a lot of changes that resulted in about a 25% increase in hits.  It was worth the expense.

In January I took the time to develop a detailed marketing plan for myself.  Right away I learned about myself that my goal wasn't to sell books, my goal was to attract readers.  Really, the motivation to write is to have readers.  I have discovered there are numerous services to help independent writers/publishers but they all cost money.  Of course, the big wad was spent in bringing Murphy's Troubles into the world so there aren't a lot of resources to invest in marketing, which is a class catch 22.

I developed the strategy that the cost of any marketing dollars must be recovered through book sales.  Sounds like a rational policy.  Then I was talking with a consultant I trust and she said I could take that approach butr I had to realize I'm an unknown author and the effort to become known will cost money.  She was right and I knew it.

In my marketing plan my original goal was to devote at least five hours a week on direct marketing activities.  I also have the goal of finishing the first draft of my second novel this year.  In part, these goals were in conflict.  Part of my time devoted to finding readers for the first book while also devoting creative time for my second book.  I kept a calendar to record the hours I spent marketing and soon found myself a slave to that calendar.

By chance I found a blog, The 7 Worst Mistakes of the Indie Author and How to Fix Them by Joanna Penn March 4, 2012.  The seventh mistake is focusing everything into one book.  Her point is that yes, an author needs to market that first book but must remember that we're writers and not lose focus.  "Obsessing over marketing one book isn't as important as getting on with the next."

Eureka!  Now my marketing goal is to focus on one specific marketing activity a week and devote the majority of my time to writing my second novel.  It feels right.  I've found balance.  Thank you, Joanna Penn for blogging about your writing experience.    

I must share my experience with one Madison independent bookstore.  I will strive to share my experience without judgment, although it is difficult.  I would prefer each of you to form your jown conclusion.

I e-mailed the event director of the bookstore three times asking what the process was to schedule a local author reading/signing event.  In the third e-mail I allowed my frustration to show and specifically asked for the courtesy of a response and documented my two previous e-mails.

After the third e-mail I received an apologetic response that didn't address how to schedule an author event but did make an offer to take three of my books on consignment and a form was attached for me to complete and bring in when I delivered the books.

I was disappointed that they only wanted three books, but it was a start.  I printed the form and learned there was a $15.00 fee for selling my books plus the bookstore would take 40% of the sale price.  I admit, I was angry with the request for a $15.00 fee.  I had spent the week researching marketing opportunities and everything cost money.  For example, a two week blog tour cost $175; joining the Author Marketing Club cost $125; placing an ad in Goodreads was $100; a marketing company wanted $690 to evaluate my marketing plan and do 10 blogs.  The $15.00 fee was more than I could tolerate.

To calm myself I completed a financial analysis of the consignment.  When I include the book cost and shipping for each book then add the $15.00 fee it would cost me about $6.00 to have the bookstore sell three books.  The bookstore would make the $15.00 fee plus 40% of the sale price. The bookstore would get about $33.00 for selling my book.  Do you think there's anything wrong with this picture?

I e-mailed the bookstore event director and shared my financial analysis and asked if their practice of charging an independent author $15.00 to sell books was fair.  I told them I simply couldn't afford to have them sell my books unless they relinquished the $15.00 fee.

The response I received was that they too had completed a financial analysis and claimed that it cost them $15.00 to sell my book.  That argument seemed inaccurate to me because I'm sure they dont charge traditional publishers to sell books - no publisher would pay a fee.  In addition, the bookstore has to buy the book from a traditional publisher.  In a consignment sale the bookstore doesn't purchase the book.  The director of events claimed that most independent authors covered their fee by raising the price of their books.  My book has the price, with a barcode, on the back cover.  I can't and wouldn't change the price of my book, it isn't ethical.

I didn't respond to their final e-mail.  There is no point.  For the record, the bookstore is A Room of One's Own.  Next week I'll share my experience with the other independent bookstore in Madison.

What do you think of a bookstore charging an independent author/publisher to sell books? 

Sometimes I feel like writing about things, unexpected things that happen in my life.  This week’s blog is one.  I live in the country off of a state highway.  My neighbor and I share a mailbox post that the previous owner ingeniously constructed to hold two mailboxes on a single post.  Saturday I ran a few errands and when I drove into the driveway I stopped to pick- up the mail.  Our mailbox was gone!  I saw huge tire tracks in the snow where our mailbox used to me.  The box now rested in the ditch about twenty feet from where it stood.  Black plastic parts of a vehicle were strewn in a path following the tire tracks in the snow.

There were footprints in the snow leading to our mailboxes.  Someone had checked it out but left the boxes where they were.  Soon our neighbor joined us and he showed me a business card from one of the local sheriff’s.  His wife noticed a car abandoned in the ditch and our mailbox and called the sheriff.  Apparently the car had an Iowa license plate and the driver took off.  My guess is that the driver was as drunk as a skunk.  The mailboxes rested on a 3 inch square post buried in the ground so to knock break through a solid piece of wood meant the car was traveling very fast.  By the tracks in the snow the only thing that stopped the car was the snow.

My neighbor wanted to repair the damage so we could have our mail delivered.  My solution was to notify the post office and have our mail held for us to pick up and address the problem in the spring.  My neighbor wanted that mailbox back up.  He agreed to make the repairs and prop it up; trying to break through frozen ground would be a folly.  My job was to google postal regulations on how to put up the mailboxes.

The temporary job is done, it’s not pretty, and it’s functional.  Living in the country has risks I never imagined but having a one acre wooded lot is worth it.

I have one huge pet peeve.  “Pet peeve” is my Father’s language and the older I get the more often I hear my Dad’s words escape my mouth.  A peeve is a particular grievance and mine is people who don’t respond to a specific request.  For example, if I write a friend an e-mail asking if they would be available for coffee on a specific day and time, I EXPECT an answer.  If that friend doesn’t answer – that peeves me.

In my journey to market MURPHY’S TROUBLES I make my initial contact through e-mail.  I was asked for a blog interview, completed it and was told it would be posted in a week; that was on December 1st.  There was no post.  I waited until January 15th and sent a follow-up e-mail, no response to my follow-up. That peeves me.

On November 29th I sent our book group leader a copy of my book and asked if it could be included in the group’s fall 2014 session.  No response.  Why?  Don’t I deserve a response?  Even if the response is – NO – NO WAY – it would be an answer.  Silence peeves me.

I placed on ad on Goodreads.  I spent good money on the ad.  In 10 days I had 3893 views of my ad.  Not ONE click to purchase my book.  Not ONE.  What are the odds that not one in nearly 4000 people would click into my ad?  At least I have the opportunity to change the ad to try to fix it.  

I’ve also sent e-mails to several bookstores asking how to schedule an author reading/signing and offering my book for sale on consignment.  Guess what?  No response?  I have been under the impression that business courtesy was to respond within at least a week.  I haven’t had any responses.  I suppose I’m old fashioned in expecting a business response to a business request, it’s easier just to ignore me.  I’m not giving up.  This week I’ll follow-up with a phone call.  With my luck, I’ll talk to a voice mail.

 So, if I ever contact you with whatever media (e-mail; phone-call, text) please have the courtesy to respond.  I always respond to requests, even if I say – no thank you.  

In researching elements of a marketing campaign for independent authors/publishers it was stressed that book reviews are essential.  In the traditional publishing world publishers send out either advance copies or copies soon after publication and tend to work with specific reviewers.  It is highly recommended that we self-publishers also send out advance copies and use the reviews received both as part of the back of the book blub and for initial marketing.

I didn’t send out advance copies of my book to reviewers.  I was caught up in the details of book production and was determined to hit the holiday market; there just wasn’t time for everything.  I met the goal of having MURPHY’S TROUBLES available for holiday book purchases (November 18th available on Amazon).  I did garner a satisfying number of readers locally and squeezed in two book signing events in December.

The truth is I have not attracted attention to MURPHY’S TROUBLES on Amazon.  I would like to have readers review my book.  I have had one local author offer to write a review, unfortunately, the offer came in mid-December through my website e-mail (which I rarely check) and it was a month before I responded to his offer.  I’ve responded to him but I’m not sure if he’s still interested.

What am I asking for?  I would like a one paragraph review of about 50-75 words, and approval to publish the review online and other appropriate places. If you are interested in reviewing MURPHY’S TROUBLES, please contact me at:  [email protected].  Of course I will provide a copy of the book.   

As a first time published author there are a lot of thrills.  Now it’s been about eight weeks since MURPHY’S TROUBLES became available on Amazon.  While some authors disparage book readings and signings I found them exciting and having feedback from readers is fascinating and educational.

In the last few weeks I’ve received several responses from readers, all people I know, that have been special little gifts.  One friend let me know she’s read through chapter seven this week and she e-mailed that I had “captured” her.  Another is an AARP advocate colleague.  He e-mailed me that he purchased my book on Amazon and was enjoying a good read during a frigid Wisconsin winter.  I never expected a person I’ve worked with in AARP to also become a reader.  Finally, one of the staff at Beans n Cream Coffeehouse told me she bought my book for her Dad for Christmas.  She wanted to let me know her Dad started reading on Christmas day, has finished the book and is passing it along to other family members.

Finally, I received an e-mail from my college roommate (yes, we still stay in touch).  He let me know he also bought my book on Amazon and would be giving me feedback soon.  He lives in Maine and with the extreme winter blizzards, if he has light and heat, he’ll have time to read.

Originally, I was terrified of what people who read the book might say to me.  I have been surprised at how kind and generous people have been. 

What experiences have you had when readers respond to your work? 

I have subscribed to The Writer Magazine since 2001 and it has been published since 1887.  I’ve been fortunate to have two articles published in The Writer (May 2012 and September 2012).  The February 2014 issue has a story by Neil Evans, “For a living”.  One sentence in the article grabbed by attention:  “Writing is an act; being a writer is a state of mind, a lifestyle, a necessity.”  By his definition Evans claims he isn’t a writer but he does earn his income from writing, working as a web content editor.

In an age of e-mails, e-zines, blogs, tweets, and content writing we have stretched what has been traditionally meant to be a writer.  I enjoy writing a weekly blog and a monthly feature in the e-zine Extra Innings; however, my first love is the novel.   In reflecting on the direction I want to take in 2014 Evans’ definition of a writer is critical.

For years I dreamt of being a writer.  At first I thought that if I was paid for my writing, I would be a writer.  I achieved that goal in 2010 but still didn’t view myself as a writer.  Then I decided I would be a writer when I published my first novel.  I achieved that goal in November 2013.  Yet, something was missing; I continued to struggle with the notion that I am a writer.

The missing element is in Evans definition:  “. . . being a writer is a state of mind, a lifestyle, a necessity.” In 2014 I plan to give myself the freedom to explore being a writer with this definition in mind.  Recently, I helped a friend polish his musical comedy, tightening the story, giving color to characters and tying up loose ends in the last act.  His focus was the music, not the story.  He asked me one day how I came up with the changes I suggested.  My response, without thinking was:  “That’s what I do.”    

There is some debate on the meaning of the expression; “cast the die”, some say the origin is Julius Caesar.  I prefer the version deeply rooted in metallurgy when molten metal was poured into a mold or die that would form an object once the metal cooled.  In 2014 I’m casting the die to have the freedom to live a writer’s state of mind, a lifestyle and accept the necessity of writing in my life.   

It’s winter in Wisconsin.  It snows in the winter in Wisconsin.  For my first book signing this past Saturday at the Beans n Cream Coffeehouse, it snowed.  The snow began several hours before my 10 a.m. start time.  It was the type of snow that melts when it hits the road pavement and turns into a mush.  The mush makes driving tenuous.  My hopes for hoards of book purchasers with books in hand to sign melted like the new snow striking pavement.

The table at the coffee shop had a sign reading “Reserved for Rex Owens book signing”.  A stack of books sat on the table.  I added my book cover poster to attract potential book readers and took a seat.  My wife was armed with the camera to record the historic moments.  The first person through the door was my best friend, he picked up a book from my table, purchased it and his four shot cappuccino then joined me at the table.  Everyone that stopped by the table followed his lead that morning.  I was in author’s heaven.  On a Saturday morning I was hanging out at the coffee shop, drinking coffee, selling books, signing books and talking with my friends for two and a half hours.  What could be better?  I sold about 10 books and it was very satisfying.

It’s still winter in Wisconsin.  My “big” event was the book reading and signing at the Sun Prairie Public Library this past Monday evening.  The snow began about 3:00 p.m.   It snowed hard.  It was the kind of snow that when you turn on your ‘brights’ when driving you get a wall of white and realize it’s worse so you turn them off.  About 5:30 p.m. my phone began ringing, friends calling to tell me the snow was too much of a hazard and they wouldn’t be attending the reading.  I didn’t answer those calls; I let them go to voicemail.  I appreciated the calls but didn’t want to hear them.

By 6:20 p.m. only one person arrived for the reading.  I was determined not to cancel.  Then two more arrived.  At 6:30 the library staff insisted that I begin even with only three people in the room.  I started.  During my opening remarks people straggled into the room, one by one, until we had ten in all.  I wanted to have an informal conversation with readers, not just lecture and read.  We struck up a conversation, people contributed their experiences traveling in Ireland and after the reading we continued to talk.  My wife Lynette sold books at a table in the back of the room and we sold another 10 books.  I was elated.

For an author talking directly with readers is a very special experience.  We all write to be read.  Talking with readers completes the writing experience and provides another way for writers to enrich their writing.  I thoroughly enjoy the reading and signing events.  The events connect me with my community and make me whole as a writer.  I’m looking forward to a year of author events in 2014.

Next week is family week with son, daughter-in-law and one year old granddaughter visiting from Omaha.  The whole clan will be together for the first time in several years.  I’m going take a break for posting a blog and enjoy the warmth of my family.  For 2014 I offer a traditional Irish blessing:

May you have the hindsight to know where you’ve been, the foresight to know where you’re going and the insight to know when you’re going too far.  

This Saturday, December 14th I have my first ever public book signing.  I’m nervous, anxious, and uncertain and my self-confidence is hiding somewhere.  I am very lucky that the owner-manager of our local coffee hangout, Jeff Gauger, from Beans n Cream Coffee House wants me to spend several hours Saturday morning signing books.  I am dumbfounded that he believes that I will be an “attraction”.  I’ve never been an “attraction” before and I am doubtful.  His bet is that the good local folks will want to with me well on finally publishing MURPHY’S TROUBLES, and take the time to buy a cup of coffee, maybe a danish or breakfast burrito.

Jeff even created a fantastic poster to advertise my upcoming appearance both at Beans n Cream and the Sun Prairie Library Monday night (December 16th) at 6:30 p.m.  I volunteered to take the posters around town and ask businesses to display them in a prominent place for several weeks.  It was the least I could do.

I wanted to use my “event” Monday night to support the Library so I’ll be donating half of the royalties from each book sale to the Library Foundation.  I didn’t want to advertise this because I was afraid that folks might see it as a gimmick to sell books.  It’s not.  It’s just my way of saying thanks to the Library Director, Tracy Herold, for her support.   There’s simply nothing more natural than a novelist supporting their local library in whatever way possible.

I have been working toward this time in my life for the past sixteen years.  I am ready, it’s the path I’ve chosen or maybe it’s chosen me, most days I’m not sure.  Wish me luck.  

I  can finally answer all my well meaning friends, who ask:  Where is that book of yours?  To be honest they have all been very generous and offered congratulations, asked where to buy the book and asked if I’ve planned any author events in December.

I’ve independently published my debut novel using Create Space, the publishing arm of Amazon.  My experience with Create Space has been nothing short of a miracle.  I singed a service agreement with Create Space on October 7th, and in 31 busness days my book is available to the world.

By contrast, I signed a contract with micro publisher, Mischievous Muse Press, and terminated the contract in February this year after 2 ½ years of frustration and providing numerous edited manuscripts that were never accepted.  I often wondered why they ever offered me a contract.

Create Space offers several distribution packages and I’ve selected the Expanded Distribution.  It means my royalties will be less but MURPHY’S TROUBLES will be available world-wide on Amazon and placed in bookstores at no out- of-pocket cost to me.

Amazon also offers me, again at no cost, an author’s webpage that is interactive.  In addition to providing readers with a bit more information about me, the author’s page has a forum where I can respond directly to readers’ questions, reactions and opinions.  It is a way for me to develop a relationship with my readers which is very important to me. 

I began the journey down publication road in January 2010 after being laid off from my job in December, 2009.  The lay-off was completely unexpected but I rebounded quickly by deciding it was an opportunity in wolf’s clothing.  With the lay-off I had the time to find out if I had the skills needed to have both a freelance career and to publish my fiction.

Following the exhilaration of seeing my book on Amazon I took a brief trip down memory lane.  I’m a saver and I’ve saved the notes from all my writing classes and conferences.  In the beginning of my writing journey I joined a critique group led by Laurel Yourke, a talented and award winning teacher, scholar and writer.  Stuffed in my notes from her critique class I found a one page assignment I turned in on November 6, 2000.  The assignment was a scene between Ian Murphy and his boyhood friend, Timolty Doyle.  I have been writing Ian’s story for a very long time.

I am honored to offer MURPHY’S  TROUBLES to all readers on Amazon.com and in local bookstores.  If you get a chance, send me an e-mail or post to this blog; let me know what you think.