Ten Things To Do Before You Go Viral

I have touched on this on many occasions, but then I got an interesting
email the other day from a literary agent (who shall remain nameless), asking
me to rank, in order of ROI (that’s “return on investment,” for you
non-business types) each of the the following:
websites,  Facebook Fan Page,
social media, GoodReads, Amazon Author Central.   Of course, the person in this example is a
writer,  so the examples are
writer-specific, but if you’re a musician, “GoodReads” might be equivalent to
“LastFM” or “MySpace” or whatever your favorite musical/ social profile thing
is at the moment.   I am assuming the
literary agent was asking me this because writers, for the most part, tend to
be lazy and entitled and want you to pick “one magic bullet” that’s going to
solve all of their marketing problems and sell a million books for them, and if
you know anything about the internet and internet marketing, you know there is
no such thing.

The bottom line?  I
don’t just think you need to be one place.  I think you need to be everywhere.  I think when someone Googles you, there
should be a way to get to you and your awesome stuff in all ten slots of Page
One.

Now, don’t get me wrong.
I actually don’t mean that you should be out there gladhanding the
entire world on Twitter and pushing out your links in an artificial way every
day.  I don’t think that works, and I
don’t recommend people spread out their energy and waste their time on things
they don’t like, because that is pretty much a guarantee that you’re not going
to get anywhere with it.

But (and this is a pretty big but)—it’s not an “all or
nothing” situation.   I do think creative
types need to responsible business people, and that means creating profiles (with
links) in every place that is relevant to you, so that your interested audience
may follow those links back to you and your awesome stuff.  Yes, this means you’re going to have to put a
little time into making a website, and a Twitter profile, and a Facebook Fan
Page, and even a profile on LinkedIn, just to establish your brand equity so if
something you do goes viral, this doesn’t happen, or this.     For
me, this kind of “set up and maintenance” is less about that outward, pushy
kind of marketing, and more just about being professional and setting up shop so
the world can find out about you.

You’d probably be really surprised if I told you how many
writers/ creative types get really upset when I tell them this, or sigh, or
cry, or yell about how they “DON’T HAVE TIME TO DO THEIR ART,” and I think this
is a big fat copout.   Not being
responsible with your digital life, not having a website, not having a proper
Facebook Fan Page—it’s all part of the same thing, the “Artist’s Mindset,”
which used to manifest itself in saying you were a “starving artist” or that
you “didn’t want to sell out,” but now seems to be an excuse for neglecting
your digital life.    This is
mostly the reason why I am not taking author clients for consulting
anymore, because I simply got tired of being wanting me to do their work for them,
then yelling at me when I told them what it would cost.

In the spirit of “I am giving you good information so you
can work on your own behalf,” here is a handy list of “Ten Things To Do Before
You Go Viral,” for your reference.    This list was created for creative types, but it also absolutely applies to you, even if you sell soap.  What if Brad Pitt suddenly loves your soap, and everyone is talking about your soap?    Are you organized and together, and can you handle the traffic and all the soap orders that are going to come in?  If not, refer to the list.

  1. Get your website in order.
    By “your website,” I mean yourfirstnamelastname.com.  I do not mean a Blogger blog, or your Tumblr,
    or anything else that you don’t actually own.
    I mean your domain, on hosting you paid for, nothing less.

2.  Make sure said website has at least a “Contact Us” button,
preferably a Contact Us form (to filter spam), and make sure that you’ve
actually tried to send an email to yourself using that button or form.  You would be sad if I told you how many
people don’t do this.

3.  Put your stuff up.  Do you have books/ albums/ anything for sale?  Make sure they are on your site, readily
clickable for people to buy.   I don’t
think I can make that any more clear.

4.  Make sure you’re google-able.
When I Google you, does your website show up as # 1?  If not, you should get on that.

5.  Make sure all roads lead back to you.  Is there a link in your Twitter profile that
goes back to your website?   What about
your Facebook Fan Page?  Take a look at
the guy who does this awesome video series, Minute Physics.  Is he some kind of website genius?  No, but he is extremely organized.  If you want to find him, you can—imagine
that!

6.  Get prepared to handle traffic.
Is your website going to crash if a million people go to it in one
day?  Maybe call your hosting company and
find out.

7.   Secure points of access.
Right now, go through your website, FB fan page, twitter, and any other
“open loops” out there that represent you (like LinkedIn or Tumblr, or a random
Wordpress blog).  Look at the entire
network as if you were a stranger who happened upon your work.   Are there any “dead ends” that you don’t
check, or where people could get stuck?
If so, fix them now.

8.  Clean up garbage.  If you
know there is something awful out there about you (like you’ve done something
you’re not proud of), now is the time to face it.  You might not be able to get it “removed,”
per se, but you CAN be proactive about getting your website and social media in
order, write some articles for other blogs or publications, or start some more
profiles (like at squidoo, about.me, or the zillion other social media sites
out there to push the bad results down to Page Two or beyond.

9.  Include a photo, preferable the same one.   If/ when your stuff goes viral, people are
going to want to write stories about you, and they are going to ask for
photos.   Another reason for this is
simple:  people want to associate your
work with an actual person, and it’s better if you don’t make potential fans
tax their brains by having a picture of your dog as your Twitter profile
picture.  Get it together with some
consistent branding!

10. Stop
acting weird.  Hey, guess what?  The internet is  like a big recorder that remembers everything.  If you showed your boobs on
Facebook or talked some weird political crap on Twitter, maybe go back and clean that
up, because the minute you go viral, reporters are going to dig around for this kind of thing and write about it.  This is good advice for you even if
you’re not going to go viral with something, because potential employers are
Googling you to see if they want to hire you, and no one is hiring “Boobs on
the Internet” girl.  I promise you, this applies to you if you own a small business.  I recently did not buy something from someone because I happened upon her business’ Twitter, and realized that she was using it to espouse some very radical beliefs.    I don’t think that your personal beliefs have anyplace in your business, unless there is somehow something wrong with the money from people who don’t share your beliefs.  Think about it.

That’s it!

Anatomy of a Viral Success: Seth Casteel, Underwater Dog Photography

I know, it totally seems like I harsh on people for not having their sh$t together, so I thought I would take some time to focus on someone who got everything very, very right and is reaping the benefits of that preparation in his career.

DogsYou probably still don’t know the name “Seth Casteel,” but chances are you’re
familiar with his work.   One year ago, his underwater dog photography series went viral, and because he was prepared, this sudden rush of fame and attention took his career to the next level.

Here is the Facebook album where I (at least) first encountered Casteel’s photography.

Note the caption that appears next to every single photo:

We’re loving this underwater dog series from photographer Seth Casteel.
See more from Seth here: https://www.littlefriendsphoto.com/ 

If you like Seth Casteel’s underwater dog photography,
please show some love and follow his official Facebook page “Little
Friends Photo” here:  https://www.facebook.com/LittleFriendsPhoto

Now, maybe this is the original poster being thorough, but if Seth Casteel hadn’t had an easily-findable website and social media presence, those links wouldn’t have been included, and who knows?  Maybe he wouldn’t have gained thousands of new clients, a print calendar, photo licensing up the wazoo, and a book, all in the past year.  This, friends, is how you do “The Business of Art.”

Let’s take a look at what happened in the “overnight success” story of Seth Casteel.    Here’s what he’s doing right:

Website:  well-organized, clear, easy to get in touch with him.   https://www.littlefriendsphoto.com/index2.php#!/home.

Here’s one thing I love about Seth Casteel:  his website looks great.  It is fully functional, up and running, and he was 100% prepared for the onslaught of attention and new work.   Good looking, brand-appropriate site, clear e-commerce section, Contact Us button is easy to find.  Another thing I love about this site is that the VERY FIRST IMAGE you see reminds you of why you came there—you saw the underwater dog photography on Facebook (or somewhere else), thought it was amazing and innovative, and wanted to see what else this person had going on (or if he could take photos of your dog).

Facebook Fan Page:  Once again, well-organized, up to date, the username is right, and he’s properly using a Facebook Fan Page (not a profile).  https://www.facebook.com/LittleFriendsPhoto

Twitter:   He shoots, he scores again!   This Twitter profile is up to date, it has links back to his main site and Facebook page right there in the profile, and he is regularly answering all of his tweets.  Another example of a creative type being ready for success when it came along.  https://twitter.com/ltlfriendsphoto

Instagram:  There he is again.  Check the link in the center of the profile, right back to his main website.

Wired magazine story:  https://www.wired.com/rawfile/2012/03/diving-dogs-are-good-catch-for-photographer/

And, so, to sum up:  Seth Casteel has been doing awesome dog photography for many years, and also happens to have been awesomely organized and business-like about his digital presence.  Please take an example from him, and use it to motivate yourself to get organized in anticipation of YOUR big success!

Also, I totally have this book, and it is every bit as cool as it looks.  Get it!

The “How” of Hugh Howey

Major news sources cover “self publishing success stories” all the time.  Interestingly, all of them tend to leave out the “how” of the story.

woolI’m an author and am interested in all things internet and marketing (and internet marketing), so naturally I am interested in any and all success stories, especially stories that involve self publishing (which of course combines authorship with the internet).   With that in mind, yesterday one of my Facebook friends referred me to a piece that was running on Marketplace.   First, I went over to read the story on American Public Media’s website, which you can see here:  http://www.marketplace.org/topics/business/big-book/best-selling-novelist-youve-never-heard

They’ve also now posted the interview—go over and listen!

As I’m reading the story, all I can think is:  I hope Kai Ryssdall (the host of Marketplace) asks this author how he did it, because that is (literally) the million dollar question on everyone’s mind when they hear about a self-publishing success story:  what did they do that I can do?  How can that be me?

That is where I come in.   If (as in this case) the reporter does not ask the author about how they actually did it, I ask the author myself, and if they don’t answer, I attempt to reverse-engineer their network so I can tell you what I think they are doing right, and how you can do these things yourself (hopefully with the same results).

The last time a self-published author who got a book deal caught my eye, it was Brittany Geragotelis’ 3-book deal with Simon & Schuster.   Right after the news broke about her deal, I reached out to her to get more of the story about how she did it, and she could not have been nicer about sharing her journey.   Brittany and I are now friends, and I continually admire her work ethic.   Her “secret,” in case you’re wondering, was being very active on WattPad, very organized in her author platform and branding, and very consistent in her interaction with her readers (as well as being a great writer, of course!).  Brittany treats being an author like a business, which (in my opinion) is really what you have to do to be successful.

After the Hugh Howey article / interview ran yesterday, I was so curious to know how he did it, I tweeted him to see if he would agree to be interviewed for this website.   Here was his reply:

Screen Shot 2013-03-19 at 11.38.34 AM

(sad trombone).  Can I just say that it bugs me to no end when successful authors are coy about their methods?   Dude– you are successful.  People want to know what worked for you.  I feel like if you’re successful as an author, the LEAST you can do is outline what you think might have worked to get you there.

Because he doesn’t want to comment (and because I do not accept “luck” as a method that can be replicated), I took a look at his network and asked a few other publishing types, and this is what we’ve come up with so far:

–He is a great writer.   This is the one thing on the list that will make you roll your eyes, because talent is something you really can’t control.

–He is very prolific.   Hugh Howey is less than 40 years old and has written 14 books, has an active website presence, and participates in at least three social media sites that I can count.   Does this motivate you to finally finish your first novel?  It should.

He knows his genre.  Howey writes in a genre that is compatible with online promotion/ word of mouth.   Fellow BookPromotion.com contributor Katherine (Sears) and I recently had a whole discussion about how some genre just sell better online, and science fiction (Howey’s genre) is one of them.   Also, his books are series books.  Based on work with clients and my own experiences, I will say that it definitely is to your advantage if you can write a series of books, because (at least electronically) you can link them together and keep people buying and reading.  It really does come down to the first book in the series having great characters and interesting action, but the series is a great “repeat product” model.

He is organized and responsive.   Just like several other successful authors we’ve profiled, Hugh Howey was ready for his “big break.”  When he saw that people were responding to “Wool,” he wrote more books for that series.  Same with his “Molly Fyde” series.

He regularly gives books away for free.   This is that topic that authors argue about all the time because they think “free equals no value” and they cite that statistic where 75% of all books that get downloaded for free never get read.   Note:  I’m not telling you to give your books away for free.  I’m simply saying, Hugh Howey does it, and might be part of why he’s so successful.

He uses social media.    Howey mentioned in a recent Media Bistro interview that he likes to go on Facebook and unwind, though it must be mentioned—Mr. Howey, you have a Facebook Profile linked from your main website instead of a Facebook Fan Page.   This is not something we recommend, since Facebook can take away your profile for having too many “friends” you don’t actually know.    He also tweets regularly (so, he’s not just a “syndicator”).   Facebook and Twitter are both great platforms for connecting with readers.

He blogs.   If you are thinking of complaining about how you don’t have time to blog/ regular updates are just too hard/ etc, please check Hugh Howey’s website.   Apparently he has enough time to have written 14 books and be at work on three others while updating the blog on his site once a day (on average).

He’s on Reddit.   Here’s an interview he did where he talks about some of his promotional methods (including Facebook and reader recommendations).     Reddit is a perfect place for Howey to connect with tech nerds who might also happen to be sci-fi geeks (I mean that in the most loving way possible, sci-fi geeks.  I know how to play Magic: the Gathering, ok?).

— He has a newsletter. I signed up for his newsletter (which is run through MailChimp, a service we highly recommend), and I am interested to see if he regularly sends out updates.    No way of telling how many people he has on this list, but since he’s sold more than $1 million worth of books, I am going to guess that he a) has a lot of people on that list, and b) is in regular contact with the members.  This would explain the large number of Amazon reviews and strong sales of each subsequent book in each series (oh, also?  He dances for reviews  on YouTube).    I would definitely put “build and stay in contact with your mailing list” at the top of my recommendations for authors, although I do find that this is the one thing that most of them are missing.

The bottom line for me is that this is an author who is treating his writing career like a business, and it shows.  He’s set up and organized with his website, he regularly connects with his fans, he writes a ton, and he sees what is working and responds accordingly with his work.

With the possible exception of the fact that he really does need a Facebook Fan Page instead of using his regular profile for promotional purposes, I give Hugh Howey an A + in book promotion and conclude that his success has almost nothing to do with luck.  If you are confused about your own book promotion, I would encourage you to look at what he’s doing and follow suit.   If you are feeling reluctant about getting yourself out there, take a look at his success and let it inspire you to get going!

And with that, I will once again extend an invitation to Hugh Howey as well as Kristine Kathryn Rusch to please come and talk to our readers about your promotional methods.

Facebook Increases Friend Limit– This Does Not Give You an Invitation to Market There

I recently noticed and maybe you have as well (or maybe not, if you don’t pay attention to stuff like this), Facebook seems to be lifting their limitation on the number of “friends” one person can have on a profile.

In case you’re still confused about “Facebook Profile” vs. “Facebook Fan Page,” here is a handy guide from Facebook themselves.
Here’s how to tell the difference:  you’ll know you have a Facebook Profile (meant for personal use) if: someone has to friend request you (and you have to approve it) for you to be connected.
A Facebook Profile (and in fact, MY Facebook profile) looks like this:

This is where I go to interact with my friends and post pictures of weird food, and that picture at the top is of Stephan vogueing in a forest.   In fact, I do not want you to friend request me unless I know you in person (no offense!).  I am actively trying to pare down my Facebook friends list to return it to consisting of “people I actually know,” so I have been unfriending people like crazy this year, at the rate of one or two per day.   Mostly this consists of “people I only know inadvertently through other people” or “people who friended me for marketing purposes or to ask me about writing,” and again, I am sorry– I am trying to set a good example for those authors I lecture in my book on this subject, and have non-friend types just go over and follow my Facebook Fan Page.    Facebook gets a little too confusing for me when I read through my news feed, because my brain tries to actually contextualize each person and what they are saying as soon as I see their name, and I think this is draining my brain’s battery life.  In an effort to streamline, I am cutting down the list, and I would encourage you to do the same!

While we are on the subject of Facebook Fan Pages, I will tell you that a Facebook Fan Page looks like this:

This is where you should go to see me talking about internet and book stuff.   https://facebook.com/LoriCulwellAuthor

On a Facebook Fan Page, there is no limit (and never has been) to the number of fans you can have.   Some people (like Lady Gaga) have millions.   In a Facebook Fan Page, all a fan has to do is “Like” the page.

Frankly, I’m not sure why Facebook has chosen to lift the “5,000 friend” limit, and if I were a person with more than 5,000 friends, this would make me nervous.  Lifting the limit only encourages people who are blatantly disregarding Facebook’s Terms of Service, which state (I’m not a lawyer, so don’t quote me) that you can’t “friend” people you don’t know in order to sell them things, and why else would you friend people you didn’t know, especially in numbers that large?

I’m half-suspecting that this is a trap set by Facebook to catch blatant marketers, to see who will notice the limit lift and use it as an excuse to friend thousands of people, which Facebook can then use as grounds to ban them.  This would not surprise me, and in fact, I have gone back and forth on numerous occasions with Facebook on behalf of people who were, for instance, using a Facebook profile as a business, only to find one day that Facebook had taken away not only their profile, but all of their friends with it.  Don’t let this happen to you!

At any rate, just because you CAN have more Facebook friends doesn’t mean you should.  This might be a glitch, it might be a trap, or it might be a reminder that you need to either turn your overstuffed Facebook profile into a Fan Page, or that you have something you want to sell, so you should get around to starting up a Fan Page and ask your friends to “Like” it.

Whatever the reason, please do not take this as an excuse to friend a thousand people for marketing purposes, or to continue using a personal profile as a business.  Facebook doesn’t want to turn into MySpace, and eventually they are going to crack down on people who are doing this.  Remember, Facebook is a business, they want to make money, and part of their business model is to make it so that you have to pay for Facebook Ads to build up the audience to your Facebook Fan Page.   They’re not going to just suddenly let you have 10,000 friends with no consequences.  I think this is a trap Facebook is setting for “over-marketers,” meaning people with low/ no budget to run ads who traditionally would go into the system, friend thousands of people, and then spam them with links/ things they are trying to promote or sell. I predict that we will start to see people who do that get their accounts taken away.  Just my opinion.

Watch your step!

10 Steps to Building Your Author Email List from Scratch

Are you starting from zero with your email list? Don’t worry – you’re in the right place! Building an author email list might sound intimidating, but it’s one of the best ways to connect with readers, promote your books, and grow a loyal community.

In this guide, we’ll show you how to build your author email list step by step – from your first subscriber to a ravenous group of superfans that can’t wait for your next release. This is an even more broken down version of this post, where I basically talk about how you must have a link to your reader magnet/ email signup inside your book before you can do anything else, period, end of story.


1. Decide on an Email Marketing/ Autoresponder Service

Good news – plenty of fantastic email tools make it easy to grow and manage your list. These services help you create beautiful emails, forms, pop-ups, and automations to attract and retain subscribers. This list (and even more providers) can be found on this page as well.

In case you’re about to say “I have no idea what an autoresponder service is,” that’s fine. Now is your time to learn.

An email autoresponder service is a tool that automatically sends pre-scheduled emails to subscribers after they join your mailing list. These services are part of email marketing platforms that help you manage your email list, create campaigns, and build relationships with readers by automating communication.

For example, when someone signs up for your mailing list, an autoresponder can instantly send a welcome email. From there, you can schedule a series of emails, such as updates about your books, exclusive content, or promotions.

Got it?  Got it!  Here are the ones I use:

  • Mailerlite – Known for its user-friendly interface, Mailerlite offers powerful tools like landing pages, pop-ups, and automation workflows.
  • EmailOctopus – A cost-effective option, EmailOctopus integrates seamlessly with Amazon SES and helps you send beautiful, customized campaigns on a budget.
  • Aweber – Aweber provides drag-and-drop email design, list management, and automation features. It’s ideal for beginners who need reliable tools and robust customer support.
  • Kit – Kit combines email marketing and ecommerce tools, making it easy to promote books, share freebies, and analyze subscriber behavior.
  • GetResponse – A versatile platform offering advanced automation, landing pages, and even webinars to engage your audience and expand your reach.

Each of these tools offers free trials or affordable starter plans, so pick one that best suits your goals and budget.

Oh, and if you’re wondering why I didn’t mention MailChimp, please see my rant about them over here.  I’m SO DONE WITH THEM, and I’m trying to figure out the best way to get one of old email lists back from them before they start charging me a zillion dollars.


2. Create an Irresistible Reader Magnet

The fastest way to attract subscribers is by offering a compelling freebie in exchange for their email. Your freebie should be valuable, relevant to your audience, and hard to resist.

Here are some ideas for author freebies:

  • Exclusive short stories or deleted scenes.
  • First chapter preview of your book.
  • Printable resources: character worksheets, writing prompts, or book trivia challenges.
  • Sneak peeks of upcoming releases.
  • If you write non-fiction, consider a companion workbook or step-by-step guide.

If this is something you want to know alot more about, can I recommend Tammi Labreque’s excellent books?  Tammi is the absolute best.


3. Build a Dedicated Landing Page for Your Freebie

A landing page is a single, focused page where visitors can learn about your freebie and sign up for it. Its job is simple: convince readers to share their email address.

Here’s what your landing page needs:

  • A bold headline: Highlight the freebie (e.g., “Get Your Free Short Story – Step into [Book Title]!”).
  • A subheadline: Add intrigue (e.g., “Exclusive content you won’t find anywhere else!”).
  • Visuals: Show your freebie with an eye-catching graphic.
  • Bullet points: Briefly list the benefits of signing up.
  • A clear call-to-action (CTA): Use inviting text like “Download Now!”.
  • Simple form: Only ask for the name and email.

Remove distractions like navigation menus or extra links to keep the focus on signing up.   I use BookFunnel for these types of pages.  Here’s one of mine (in case you’re curious):

 

 


4. Set Up an Automated Welcome Email

When a reader subscribes, greet them with a warm welcome email. Email automation tools like Mailerlite, Aweber, or GetResponse make this easy to set up. MailChimp doesn’t allow free account holders to use this feature anymore, which is why I quit them.

A single welcome email works, but a welcome sequence builds a stronger connection:

  • Email 1: Thank readers for subscribing and deliver the freebie (attach it or share a download link).
  • Email 2: Introduce yourself and your writing journey. Share what readers can expect from your emails.
  • Email 3: Offer something extra – a discount, sneak peek, or exclusive content to make subscribers feel special.

This sequence helps new readers feel welcome, builds trust, and sets the stage for future updates.


5. Get the Word Out About Your Freebie

Once your freebie is ready, it’s time to spread the word and attract subscribers.

  • Social Media: Create graphics showcasing your freebie with tools like Canva. Write engaging captions like, “Want to know what happens before [Character’s Name]’s adventure? Get my free prequel story!” Pin your posts to the top of your profile.
  • Your Website/Blog: Use pop-ups, banners, or dedicated blog posts to promote your freebie. Highlight its value and include a clear CTA.
  • Substack: If you don’t have a website, Substack combines blogging and newsletters into one platform, helping authors attract readers with ease.

6. Network with Fellow Writers

Collaborating with other authors is a fantastic way to grow your audience. Networking allows you to share your work while reaching new readers.

  • Join Writing Communities: Engage in groups on Facebook, Reddit, or Discord. Share advice, collaborate on promotions, and support other writers.
  • Write Guest Posts: Contribute articles to author blogs or newsletters. Include a link to your freebie in exchange for your insights.
  • Host Joint Events: Collaborate on webinars, workshops, or virtual discussions to expand your reach and promote your email list.

7. Swap Newsletters with Other Authors

Newsletter swaps are a win-win strategy for indie authors. Promote another author’s freebie or book in your newsletter, and they’ll share yours with their audience.

Platforms like StoryOrigin and BookFunnel simplify the process by connecting authors with similar audiences:

  • StoryOrigin: Browse a database of authors, track results, and swap freebies effortlessly.
  • BookFunnel: Use group promos to reach thousands of readers through collaborative book promotions.

For the best results, partner with authors in your genre who have a similar audience size and readership.


8. Grow Your List with Giveaways

Giveaways are a proven way to get readers excited and subscribed. Offer prizes like signed books, swag, or digital bundles, and make email sign-up a condition for entering.

For example, your form could say: “Sign up for my newsletter to win a signed copy of [Book Title]!” This clear incentive increases participation while growing your email list.


9. Set Up Email Segmentation

Email segmentation lets you personalize your emails for different types of subscribers. It’s a simple way to keep your audience engaged and your messaging relevant.

Here’s how to segment your list:

  • By source of sign-up: Separate subscribers from giveaways, freebie downloads, or events.
  • By engagement level: Divide active readers, dormant subscribers, and new sign-ups.
  • By content preference: Let subscribers choose what they want (e.g., book updates, blog posts, or writing tips). This is also where you would segment off a portion of your list to be your ARC readers.

 


10. Keep Sign-Ups Easy

Make signing up for your email list as simple as possible. Place your subscription form in visible spots, like the header, sidebar, footer, or as a pop-up.

Use short, inviting text like:

  • “Get My Free Short Story!”
  • “Sign Up for Exclusive Updates.”

Only ask for a name and email – too many fields can discourage readers. A clean design with a bold CTA ensures people can subscribe effortlessly.


Summing Up

Building an author email list is one of the most effective tools for connecting with readers, promoting your books, and growing a loyal fanbase. By offering irresistible freebies, using the right tools like Mailerlite, EmailOctopus, or Aweber, and networking with other authors, you’ll create a community that loves your work and eagerly supports your journey.

Are you already growing your email list? Share your strategies and success stories in the comments below!

Why I Quit MailChimp (for Author Email Marketing) and Why You Should Too

I was a MailChimp die-hard for a long time (like, at least 15 years), and I’m sad to say I am just about to move my last list and close my last account.  I finally hit my breaking point. MailChimp was once the go-to platform for email marketing. It’s user-friendly, has fun branding, and gets recommended everywhere. But over time, I discovered some serious downsides that made me rethink my loyalty to the service.

Here’s why I quit MailChimp, and why you might want to consider alternatives too.

The Allure and Hidden Costs of MailChimp

MailChimp has long been a popular choice for email marketers, especially those starting out. Its free plan, which offers up to 2,000 subscribers and 10,000 emails per month, seemed perfect for budding authors looking to build their mailing list without breaking the bank. However, the reality of scaling up revealed a different story.

1. Escalating Costs After the Free Plan

While MailChimp’s free plan is generous, transitioning to a paid plan quickly becomes expensive. Let’s break down the pricing for a more substantial subscriber base to highlight the disparity:

  • MailChimp:
    • Free Plan: Up to 2,000 subscribers and 10,000 emails/month.
    • Essentials Plan: Starts at $13 per month for up to 500 subscribers, escalating to $299 for 50,000 subscribers.
    • Standard Plan: Begins at $20 per month for 500 subscribers, reaching $499 for 50,000 subscribers.
    • Premium Plan: Starts at $350 per month for 10,000 subscribers, scaling up significantly from there.

In contrast, when you outgrow the free tier, MailChimp’s pricing can quickly become prohibitive, especially for authors who are just starting to monetize their readership.

MailerLite vs. MailChimp: A Cost Comparison

MailerLite offers a more affordable and straightforward pricing structure:

  • Free Plan: Up to 1,000 subscribers and 12,000 emails/month.
  • Paid Plans:
    • Paid Lite: Starts at $10 per month for up to 1,000 subscribers, scaling up to $50 for 5,000 subscribers.
    • Premium Plan: Offers advanced features starting at $21 per month for 1,000 subscribers.

When comparing for a subscriber base of 5,000:

  • MailChimp Essentials: Approximately $48/month.
  • MailerLite Paid Lite: $10/month.

MailerLite provides comparable, if not better, features at a fraction of MailChimp’s cost.

Email Octopus: Another Affordable Alternative

Email Octopus presents another budget-friendly alternative:

  • Free Plan: Up to 2,500 subscribers and 10,000 emails/month.
  • Paid Plans:
    • Paid: Starts at $10 per month for up to 5,000 subscribers.
    • Growth Plan: $25 per month for up to 15,000 subscribers.

For 5,000 subscribers:

  • MailChimp Essentials: Approximately $48/month.
  • Email Octopus Paid: $10/month.

Email Octopus not only matches MailChimp in terms of subscriber capacity but does so at a significantly lower price point.

2. The Missing Autoresponder Feature

One of the most critical features for authors is the autoresponder—automated email sequences that nurture relationships with readers, welcome new subscribers, and promote new releases. Unfortunately, MailChimp has removed access to its autoresponder feature from the free plan, forcing users to upgrade to paid tiers to retain this essential functionality.

Why Autoresponders Are Vital for Authors

Autoresponders enable authors to:

  • Welcome New Subscribers: Automatically send a welcome email when someone joins your mailing list.
  • Nurture Relationships: Engage with readers through regular updates, behind-the-scenes content, and exclusive offers without manual intervention.
  • Promote Releases: Schedule automated campaigns to announce new book launches, pre-orders, and special promotions.

Without access to autoresponders on the free plan, authors are left to manually manage these crucial communications or face the steep costs of upgrading to maintain automation.

 


3. They Raise Prices Without Adding Value

MailChimp has a habit of raising their prices without offering additional features or improving the user experience. While many services evolve and offer more value with price changes, MailChimp just… charges more.

To make matters worse, canceling your account isn’t as easy as it should be. It feels like they put up unnecessary roadblocks, as if hoping you’ll give up halfway through and stay. No one likes feeling trapped, especially when there are more affordable options out there.


4. You Pay for Unsubscribed Users Unless You Archive Them

This one was the final straw for me. Recently, MailChimp was called out for continuing to charge users for unsubscribed contacts unless they’re manually archived.

Think about that for a second:

  • Someone unsubscribes from your emails, and you assume they’re off your list.
  • MailChimp, however, still counts those people toward your subscriber total, which means you’re being charged for people who don’t even want to hear from you.
  • The only way to stop this? You have to manually archive those contacts – something MailChimp doesn’t openly tell you.

How are you supposed to know this? Unless you dig into the fine print or happen to stumble upon the issue, you’ll keep paying more for nothing. It’s shady and unfair, and it left a bad taste in my mouth.


Why Switching Makes Sense

Given the high costs and the removal of essential features like autoresponders from MailChimp’s free plan, switching to a more affordable and feature-rich provider like MailerLite or Email Octopus makes strategic sense. Here’s why:

Cost-Effectiveness

  • Significant Savings: Both MailerLite and Email Octopus offer comparable or superior features at a fraction of MailChimp’s cost.
  • Scalable Pricing: These alternatives provide scalable pricing models that grow with your subscriber base without exorbitant fees.

Comprehensive Features

  • Autoresponders Included: Unlike MailChimp, MailerLite and Email Octopus include autoresponder functionality in their free or low-cost plans, ensuring you can automate vital communications without additional expenses.
  • User-Friendly Interfaces: Both platforms are known for their intuitive interfaces, making it easier for authors to create and manage campaigns without a steep learning curve.

Superior Support and Flexibility

  • Dedicated Support: MailerLite and Email Octopus often provide more personalized customer support, catering specifically to the needs of small businesses and independent authors.
  • Flexible Integrations: These platforms integrate seamlessly with various author tools and websites, enhancing your overall marketing strategy.

Conclusion: Making the Smart Move for Your Author Brand

As an author, your primary focus should be on writing and engaging with your readers, not wrestling with expensive and limiting email marketing platforms. MailChimp’s escalating costs and the removal of key features like autoresponders from their free plan make it a less attractive option, especially when more affordable and equally capable alternatives like MailerLite and Email Octopus are available.

By switching to a platform that offers essential features at a sustainable price, you can invest more in your writing and marketing efforts, ultimately fostering stronger relationships with your readers and driving your author brand forward.

Don’t let high costs and missing features hold back your email marketing potential. Explore MailerLite and Email Octopus today and take control of your author communication strategy without breaking the bank.

The Bottom Line

MailChimp might look great on the surface, but their pricing model, lack of transparency, and frustrating user experience make it hard to justify sticking around. When there are services like MailerLite, EmailOctopus, AWeber, Kit, and GetResponse offering better features for a fraction of the cost, the choice becomes pretty clear. I actually have a breakdown of all the email services I recommend right here.

If you’re looking for:

  • Affordable pricing as your list grows,
  • Full access to essential features (like automation),
  • And a transparent, user-friendly experience

…then it’s time to consider leaving MailChimp behind.

Switching email platforms might seem daunting, but it’s worth it to save money, regain control of your list, and work with a service that values its users.

Your subscribers deserve the best. You do too.

Have you experienced frustrations with MailChimp? Let me know in the comments – I’d love to hear your story!

 

A Short Guide to Book Marketing for Indie Authors

So you’ve written a book—congratulations! That’s huge, and you should be incredibly proud. But now you’re staring at your screen thinking, “Okay… how do I actually get this book into readers’ hands?”

This is the # 1 problem I hear from self-published authors! Don’t worry, I’ve got you covered.

Here’s the thing: marketing your book doesn’t have to be scary, complicated, or make you feel like you’re turning into a used car salesman. At its heart, book marketing is simply about connecting with people who like your writing. Think of it as matchmaking—you’re just helping your book find its perfect readers!

This guide will walk you through everything you need to know, step by step, in plain English. No marketing buzzwords, no complicated strategies you need an MBA to understand. Just practical, proven approaches that actually work for indie authors like you.

Your Email List: Your Marketing Foundation

Other marketing experts will argue with me on putting this point first, and those experts are wrong and are trying to sell you something. Why else would they not want you to build up an audience of customers that you own?

Ha!  I’m kidding.  Sort of. Not really.

Your email list is your most valuable marketing asset—it’s the one channel you truly own. Unlike social media platforms, where algorithms control who sees your content, email gives you direct access to your readers. Here’s how to make it work for you:

Growing Your List

  • Create irresistible lead magnets: free short stories, exclusive chapters, or character guides
  • Place sign-up forms strategically across your website
  • Include newsletter invitations at the end of your books

Making Your Newsletter Worth Reading

  • Share meaningful updates about your writing journey
  • Offer exclusive content and sneak peeks
  • Mix in book recommendations and writing insights
  • Maintain a consistent schedule your readers can count on

Smart List Management

  • Welcome new subscribers with automated email sequences
  • Group subscribers based on their interests
  • Track what content generates the most engagement

I really do think this is the absolute most important part of author marketing. I think this step should come before any paid advertising, social media outreach, book signings, or anything else you might be wanting to do. Because think about it– every book you sell is an opportunity for that person to become your fan for life (to buy your next book). If your current book goes super viral (which I hope it does!) and sells a million copies, that’s one million people whose email addresses you do not have. Give them the opportunity to connect with you!

I believe in this so much, I wrote a whole short guide about it, which I would absolutely love to give you for free.  Please go get it!


I would apologize for breaking in here with an obnoxious promo, but since this is free, I am not sorry! Go get it and set up your reader magnet/ email list signup right now and put that link in your book! I have never been more serious about anything, people. Do it now before you sell even one more book!

Building Your Author Platform

I’ve talked so much about author websites on here I’m sick of myself, so I will just reiterate:  yes, you need a website, sooner rather than later, and leave you with this list. If you want to go down the whole website rabbit-hole, start here, because that’s where I put all the new posts and info about that subject.

Bare minimum, you’ll want to:

  • Secure a professional domain using your author name
  • Maintain an engaging blog with regular updates
  • Optimize for search engines to improve visibility

Social Media Strategy

  • Focus on platforms where your readers actually hang out
  • Keep your branding consistent across all channels
  • Engage authentically with your audience

Professional Book Packaging and Launch

Making Your Book Look Its Best

  • Invest in professional cover design that matches your genre
  • Ensure your formatting looks clean and professional
  • Write compelling book descriptions that hook readers

Building Pre-Launch Buzz

  • Distribute advance review copies strategically (to your email list, which you started building using that free guide I told you about above. Does it make sense now why I’m always on about that?)
  • Connect with relevant book influencers (Which you now know through social media because you started connecting with the followers of the authors you found in your competitive analysis)
  • Build anticipation through teasers and excerpts

Advertising That Works

DO NOT DO ANY OF THESE THINGS UNTIL YOUR EMAIL LIST SIGNUP IS SET UP PROPERLY. I AM TOTALLY SERIOUS YOU GUYS.

Amazon Advertising

  • Start small and test different approaches
  • Monitor your results closely
  • Scale what works, cut what doesn’t

Social Media Advertising

  • Target readers based on similar authors they love
  • Test different ad formats and messages
  • Track your return on investment

BookBub Campaigns

  • Target followers of comparable authors
  • Monitor performance metrics closely
  • Adjust your strategy based on results

Building Reader Relationships

Community Engagement

  • Maintain an active Goodreads presence
  • Participate meaningfully in reader groups
  • Share genuine insights and recommendations

Influencer Partnerships

  • Follow submission guidelines carefully
  • Make reviewers’ lives easier with complete press kits
  • Build long-term relationships

Events and Collaborations

Virtual Events

  • Host engaging online launch parties
  • Team up with other authors for joint events
  • Make events interactive and memorable

Cross-Promotion

  • Exchange newsletter mentions with other authors
  • Participate in multi-author promotions
  • Join forces for special events or anthologies

Smart Pricing Strategies

Strategic Discounts

  • Use promotional services to amplify your sales
  • Consider making the first book in your series free
  • Time your promotions for maximum impact

Value Bundles

  • Create attractive box sets
  • Offer special deals for loyal readers
  • Use bundles to introduce new readers to your work

Measuring Success

Track Everything

  • Monitor your sales patterns
  • Analyze your series read-through rates
  • Keep an eye on email engagement metrics

Never Stop Learning

  • Stay current with industry trends
  • Connect with other authors
  • Test new marketing approaches

The Big Picture

Marketing success comes from building strong relationships with your readers. Your email list serves as the foundation, while your platform, promotional activities, and reader engagement efforts work together to create a sustainable author business. Focus on what works for you and your readers, and don’t be afraid to adjust your strategy as you learn what resonates with your audience.

Remember: The most successful marketing doesn’t feel like marketing at all—it feels like connecting with readers who love the same kinds of stories you do.

Can You Make Your Author Website on Squarespace?

The answer is yes….but make sure you do your due diligence first so you’re not stuck overpaying for something you don’t want.

What is Squarespace?

Squarespace is a website-building platform that offers some beautiful templates and drag-and-drop functionality. It provides an all-in-one solution including hosting, domain registration, and integrated features like blogging and e-commerce tools. For authors who want a professional-looking website without coding expertise, it can be a good choice, especially if you don’t feel like you’re super tech savvy and just want to check “set up my website” off of your list.

However. The “ease of setup and use” comes at a price.

Squarespace Pricing

  • Personal Plan ($16/month annually, $23/month monthly)
    • Best for basic websites with essential pages
    • No advanced integrations
  • Business Plan ($23/month annually, $33/month monthly)
    • Enhanced customization and marketing tools
    • Light e-commerce with 3% transaction fee
  • Basic Commerce ($27/month annually, $36/month monthly)
    • Ideal for authors selling books/merchandise
    • No transaction fees
  • Advanced Commerce ($49/month annually, $65/month monthly)
    • Full online store capabilities
    • Advanced e-commerce features

Note on Additional Costs: Domain renewal costs $10-15/year after the first free year. Consider registering through NameCheap instead of Squarespace for better pricing. SquareSpace also charges for email marketing if you’re not in a plan that includes that feature.

Strengths and Limitations

Usually I’m just totally against “do it yourself” platforms like this because of the cost, but I’m trying to grow as a person this year so I will say a couple of nice things. Squarespace shines in several areas. Its professionally designed templates are mobile-responsive and can make any author’s site look polished and modern. The platform offers excellent security with built-in SSL certificates and reliable servers. Their support team is available 24/7 through email and live chat, complemented by comprehensive help guides and an active community forum.

However, there are some drawbacks to consider. Compared to platforms like WordPress, Squarespace offers limited customization options and fewer integration possibilities. Plus, and I’m sorry to keep harping on this, but monthly subscription costs can add up over time,  especially if you’re not even really using the website that much. Also (and maybe this is just a “me” problem because I am a tech nerd that writes non-fiction), DIY platform sites like these are notoriously sucky for non-fiction authors because they are harder to rank in the search engines (I would tell you why but I assure you, you do not care).

Is Squarespace Right for You?

Consider your specific needs as an author. Squarespace might be perfect if you value aesthetic design and want a straightforward, all-in-one solution with minimal maintenance, and if you are a “more money than time” person. The platform works well for authors who prefer to focus on content rather than technical details.

However, if you don’t have budget to spare, you need deep customization options, plan to build complex features into your site, or need the site to do great in the search engines, you might want to look elsewhere. Technical authors who enjoy having complete control over their platform might find Squarespace’s contained platform too restrictive.

Setting Up Your Author Website

If you decide to use Squarespace, the setup process is straightforward. Start with their 14-day free trial to test the platform. Choose a template that works well for authors—look for designs with good typography and layouts that showcase books effectively.

Your author website should include several key elements:

  • An engaging About page that tells your story
  • A Books section highlighting your work
  • A blog for connecting with readers
  • Contact information and social media links
  • An email newsletter signup form
  • An events calendar if you do readings or signings

A Note on Budget

Before committing to Squarespace, carefully consider your budget as an author. While the platform offers excellent features and design, the ongoing costs might be better spent on email marketing services or advertising to build your reader list. WordPress, though initially more challenging to learn, can offer significant long-term savings.

The final choice depends on your specific needs, technical comfort level, and budget. While Squarespace offers a polished, professional solution, take time to evaluate whether its benefits justify the investment for your author platform.

How to Get Your Self-Published Book Into Bookstores and Libraries

Let’s be honest—there’s nothing quite like walking into a bookstore and seeing your book sitting there on the shelf. For self-published authors, it’s kind of the dream, right? While getting your book online is pretty straightforward (once you’ve jumped through all the freaking hoops), breaking into brick-and-mortar stores and libraries can feel like trying to crack a secret code. Don’t worry, though! I’m going to walk you through exactly how to make it happen.

First Things First: Build Your Fan Base

Before you start knocking on bookstore doors, you’ll want to show that people are already excited about your book. Think about it—stores need to make money (shocking, I know!), so they want some proof that your book will actually sell.

Here’s what gets their attention:

  • An impressive social media presence (you don’t need to be Instagram famous, but some engaged followers help)
  • A decent-sized email list of readers who love your work
  • Some nice reviews and decent online sales
  • Any media coverage you’ve managed to snag (even that interview on your cousin’s podcast counts!)

If you’re lacking in any of these areas, go back and go through the Self Publishing Checklist, focusing especially on the marketing areas (like your reader magnet, social media, and author website setup).

Also, I am very sorry if your whole book marketing/ promotion plan was to get your book into bookstores and get it noticed that way. That is not how this works! Don’t shoot the messenger!

Make Your Book Look Like a Million Bucks

Here’s the thing—your book needs to look just as good as the ones from big publishers. No pressure! But seriously:

  • Get a professional editor. Yes, your mom’s friend who teaches English is lovely, but you want someone who does this for a living
  • Invest in a killer cover. People absolutely judge books by their covers, and you want them judging yours favorably. Make sure your book looks just as awesome as its top 5-10 competitors, because they are likely to all end up on a display table together.  If you haven’t done a thorough competitive analysis yet, please go do that now!  Here are some instructions (# 3 on the list!).
  • Make sure the printing quality is top-notch. No one wants a book that falls apart after one reading!

Get Your Ducks in a Row

This is the slightly boring but super important stuff:

  • Set your book up in IngramSpark.. Sadly, you can’t approach bookstores and libraries with an Amazon Kindle Publishing (KDP) only listing. Amazon does not take returns (because they are Amazon and they don’t have to), so you’ll need to put that in place before you approach stores.
  • While some people will say you need to own your own ISBN to get bookstores to stock your books, I have not found this to be the case. The Ingram-issued (free) ISBN has worked fine for my books and the books of my author clients.
  • Order a proof copy of your book and make sure it is absolutely perfect (printing looks good, barcode is scannable, cover image is clear, no typos or formatting errors) before you ever walk into a bookstore. The very last thing you want is for your local bookstore to order a big stack of your books, only to find that the cover image is off (or anything else you could have fixed if you had seen it first).
  • This brings up another important point:  DO NOT RUSH APPEARANCES. Make sure your books are ready to order (or that you have a bunch of copies on hand) before you reach out to bookstores for opportunities.

Start Local—These People Are Your Friends!

Your hometown bookstore is your best first bet. Why? Because local people love supporting local authors! Plus, you can actually show up there (that would be impossible to do in Barnes & Noble in New York when you live in Oregon).

  • Pop into local bookstores and actually chat with the folks who work there
  • See if they’ll take your book on consignment (basically, they only pay you if it sells). They will probably not do this, so be sure to give them the book’s information on IngramSpark.
  • Offer to do fun events that’ll bring people into their store

Next: Hit the Libraries

Libraries might seem all serious and intimidating, but they’re actually pretty cool. Here’s how to win them over:

  • Get some legit reviews (Kirkus is the gold standard, but take whatever reviews you can get. Hit your email list and ARC readers up to really come through in this area)
  • Make sure your book is available through their preferred suppliers (IngramSpark will cover this for you)
  • If your book has any local connection whatsoever, play that up! Start where you are!

Keep at It (Without Being Annoying)

Rome wasn’t built in a day, and your book empire won’t be either. Here’s how to stay in the game:

  • Follow up on submissions (politely of course)
  • When you get a win, celebrate it and use it to open more doors. Tell your social media and email list all about it!
  • Start small and build up. Today, your local bookstore; tomorrow, the world!

You’ve Got This!

Getting your book into physical stores and libraries is totally doable—it just takes some planning, persistence, and a bit of charm. Start building those relationships in your community, make sure your book looks amazing, and keep pushing forward. Before you know it, you’ll be taking that sweet, sweet shelf selfie with your book in an actual store.

Remember, every author started somewhere. Even J.K. Rowling didn’t wake up one morning to find Harry Potter in every bookstore in the world. Take it step by step, celebrate your wins (no matter how small), and keep believing in your book. After all, you wrote it for a reason!

P.S. Don’t forget to actually buy books from those local bookstores you’re hoping will stock yours. What goes around comes around in the book world!

All About Your Amazon KDP Sales: An Interview with Irineos Theodorou from KDP Champ

I see this question in alot of self-publishing Facebook Groups, so I thought I would address it here and give you guys the resource that I personally use.

People always wonder, once they self-publish their books on Amazon–

How will I know when I make sales?

The short answer is:   You won’t. Amazon is not going to let you know, so you’ll have to go looking for the “Reports” tab in your Kindle Direct Publishing dashboard.

When you click that tab, you’ll see this strangely vague chart.

You’re welcome to zoom in on this, because it tells you absolutely nothing (except for the fact that I sell some books every day, which is super awesome).

If you have more than one book for sale, you’re going to need to click the “Try the new KDP Reports beta” link, which will give you a more detailed report of what books you sold.  FYI, this feature has been in “beta” for several years and I have honestly never seen them make one change, so this might just be how KDP reporting is for the foreseeable future.

I have a bunch of non-fiction books in the KDP system, plus I have been working on a low-content side hustle for a couple years and have published 2,000+ books for that.

No, that’s not a typo.  I’ve been working on this book for several years, and as part of my “practice what you preach” philosophy, I now have over 2,000 low-content books in my library.  Pre-order that book if you want to find out more about that and learn how to publish low-content books yourself.

Here’s a problem, though:  once you have that many books for sale, you really need a reporting system that comes to you, rather than one you have to log in and look for a million times a day. For some reason, Amazon has not enabled this type of automated reporting for its KDP system (whereas if you sell on FBA, they totally have it!).

With this in mind, I went looking for a third-party software that sends notifications when sales are made, and I found that (and much more!) in KDPChamp.  In fact, I was so impressed with this software, I made friends with the developer, (Irineous Theodorou), and he agreed to answer some questions for us today!

Q:  Why should authors use KDP Champ?

A:  It is fast, it is reliable, we are constantly new features added, it is available on the phone, all data is encrypted to ensure the security of our users. In addition to that, it has integration with Amazon’s advertising platforms that enables the user to track their spending and sales with the click of a button. Customer support is our #1 priority and we are there for you at anytime to provide you with the best service!

What got you interested in helping authors track their book sales?

Summer of 2020, me and my brother in law were going on our regular walk at the beach when I couldn’t help but notice that he was obsessed with checking his phone every 2 minutes. I asked what is all the worry about and he told me that he just released a new book and he was constantly checking if he made any sales. And he said to me “Only if there was a tool that would notify me when I have a new sale!”, and this is how the idea was born. I knew that authors would love to check their book sales on their phone and at a glance without the need to constantly keep refreshing the KDP Reports page.

What do you say to authors who say they are not “techie,” meaning they think they  are going to have a problem installing and using KDP Champ?

I am always trying to improve the onboarding process as much as possible and minimize any friction on the user’s side. Of course, if someone is feeling that they will have problems setting up KDP Champ, they could always email me and I will reply almost instantly during UK working hours and weekends. I have a reputation of being very responsive and provide support to all my users at any time and I will keep it that way. I have also created videos on how a user can submit their cookies which can be found on Youtube at my channel called “KDP Champ”. I am always open to suggestions on how to improve the setup process and I am more than happy to adjust it at any point in favor of my users.

What is your biggest author success story since starting KDP Champ?

I have a best selling author on my platform that we became really good friends through KDP Champ. He was using Amazon’s advertising platforms for he book advertising and he was wondering why he is spending so much money and getting no sales. With the help of KDP Champ he managed to narrow down which book ads are not having good ROI and was able to closely monitor his ads through KDP Champ which in return helped him increase his ROI from 10% to over 200%. In addition to that this author along with many others, managed to save hours of work when calculating his AD Spend vs Royalties from all the different Amazon advertising marketplaces.)