Over the past year or so, wisdom has been accumulating in the blogsphere about who should self-publish, what they should self-publish, and when. The advice seems to amount to this:

• If no-one else is going to publish it (because, say, it was commercially published once but is now out of print, or it’s new but your agent can’t sell it) AND
• It is good (which you can tell because it was once commercially published, or your agent has been trying to sell it) AND
• It has been professionally edited (this is harder to judge, but if you paid someone who works as an editor and you both agonised over the text for weeks or months, getting it to the point where the editor was satisfied, you’re probably OK) AND
• It has a good cover, designed by a professional AND
• You are willing to spend hundreds of hours promoting it, or thousands of dollars paying a professional to promote it THEN
• You should self-publish.

OR

• If no-one else is going to publish it (because, say, it would only be interesting to your immediate family) AND
• The quality doesn’t matter (because your immediate family will only be looking at the pictures anyway) AND
• You don’t care at all if only five people ever see it THEN
• You should self-publish.

Nevertheless, with self-publishing being so easy these days, and ebook publishing not necessarily having any up-front costs (except cover design) it is very tempting to give it a go.

Strangely, the temptation is probably higher for published authors than for not-yet-published ones. Published authors have already had (on average) ten years of being rejected by agents and publishers. They have already felt the frustration of having the publisher, agent, and retailer between them take 90% of the sale price of each book. They have already felt the strain of running themselves ragged to promote a book when no-one else in the food chain seems to care. They have already gnashed their teeth over their lack of control over the pricing, positioning and presentation of what used to be their own property, the product upon which their whole future depends.

Yet commercial publication is still the best option for the new writer. (Joe Konrath may be demonstrating that, for established writers, or writers with a huge ‘platform’, it no longer is.) If it all goes well, it is by far the best – and easiest – way to make sales and establish a reputation. If it all goes well.

And this is all by way of a preamble to the announcement that I have just self-published a small collection of short stories. Some of them have already been published in magazines, some have not. What links them is that they are all set in the same ‘world’ and all belong to the unfolding story of a group of transhumans who inhabit a virtual world called Placid Point.

The collection is called “Placid Point: Tales from the History of Transhumanity” and is available in all popular ebook formats from Smashwords (over the next few weeks, it will also be available through Amazon, B&N, the iBookstore, and other major retailers.) I’ve set the price at $1.99, which I hope you’ll agree is reasonable. I don’t actually intend to sell bucketloads of this collection (unlike my debut novel, TimeSplash, which I do want to sell lots of) but I want these stories out there because they are in the same world as the novel I have just finished writing (The Credulity Nexus) and, if that is ever published, it would be nice to be able to point readers to a book of related short stories.

Placid Point: Tales from the History of Transhumanity - A collection of short stories by Graham Storrs

Just a quick note to let you know I have been interviewed by the lovely A.M. Harte on her quillsandzebras blog. Anyone who has read my book, TimeSplash, may wonder what is the only thing that my uber-villain, Sniper, and I have in common.  Well, the answer is…  just a click away at quillsandzebras.

Today, May 4th, is the second anniversary of the commencement of this blog. I started it on my return from a writer’s retreat which I credit for kick-starting my career as a published author. So this anniversary is my day for taking stock of how all that is going.

Here is what I wrote in the initial post, and here is what I wrote last year on this day.

In the past year:

• I have had my debut novel, TimeSplash, accepted, edited and published. I only have complete data from the first two weeks of sales at the moment, so I can’t even tell you yet if it is selling well.
• I have been promoting TimeSplash as much as I can online. I built TimeSplash its own website and it even has its own blog. For the past two months I have been running a blog tour which has had eighteen stops on it, Before that, I did a 24-hour, non-stop, round-the-world Twitter tour.
• I have had seven short stories published – two in anthologies
• I’ve won prizes in two short story contests – one being the Jim Baen Memorial Writing Contest 2009.
• I have continued to earn a trickle of money from short story publishing – but my production of short stories has dropped considerably. I wrote only six last year.
• I finished writing and editing my novel The Credulity Nexus and have begun querying agents for it. (I’ve written to two, so far, the second only about three days ago.)
• I have begun writing a new book, Loner’s Deep, which is a space opera set in the far future (and a sequel to my not-yet-complete Emissaries trilogy. (If fame ever comes knocking, I’ll have two great space opera trilogies ready to hand it.)
• I went to a writer’s festival.
• I have been increasing my presence in the various online social networks. My blogs (this one and the TimeSplash blog have over 1,000 unique visitors a month, and my Twitter following has gone from 0 to 987 in the past year. I’ve become a little more active on Facebook and quite active on Goodreads.
• In an attempt to raise my profile (and my writerly credentials ) I’ve joined the New York Journal of Books as a reviewer. I’ve done them 5 reviews on science and science fiction books so far. Early days. If this is successful, it will also one day become a writing income stream.
• I wrote a children’s story, Hangin’ With the Monkeys. I don’t want my career to go that way, so, rather than just throw it away, I’ve self-published it, and I’m giving it away free on Smashwords.

It all adds up to a very busy year – and a successful one. I’ve finally achieved my goal of having a novel published. I’ve made some great online friends. I’ve done loads of interesting things I didn’t expect I’d be doing. I’ve learned so much about writing and about the industry.

There are two things I didn’t manage to achieve this year – and that makes them my goals between now and next May. The first is to get an agent. It is patently obvious to me, even at this early stage, that TimeSplash would have done so much better if it had been agented. The second – and it may be related – is to start making some real money from my writing, not the dribble that has been coming in so far. And that is probably more a wish than an actual goal, but it’s what I have my sights on, so let’s see what can be done.

May the Fourth be with you too.

Fresh from my first ever web radio interview, I am now a world expert. (You can see just how expert I am at this by downloading the MP3 recording of the show I did yesterday with the lovely Nanci Arvizu, who does the Page Readers show on BlogTalkRadio.) And, on the basis of this extensive experience, I offer all writers the following advice:

1. Your interviewer will send you a list of questions or topics they hope to cover in the show. Glance at it briefly, saying “Yeah, yeah, no problem,” to yourself, and then put it out of your mind. As each question comes up in the show, you will find you recall seeing it on the list. This will momentarily distract you from the fact that you never did get around to thinking of a good response.
2. There may be questions that are highly relevant to promoting your new book (these sound something like, “Tell us about your book.”) and ones which are somewhat irrelevant (questions like, “Tell us something about your background.”) You will find the less relevant ones are easier to answer. Rambling about your poor working-class background and the benefits of socialist educational policies is a good way to fill up your half hour and will save you from having to say anything that potential readers might want to hear.
3. Don’t worry about burbling at length about your strange and involuted relationships with your characters. If the interviewer is skillful and takes pity on you, she will cut you off eventually with another question. Whatever you do at this point, try not to sob with relief and gratitude, it will prevent your from hearing what the interviewer has asked you.
4. If at any point your head is buzzing and swimming so much that you do not hear the question you were asked, pick on any word you think you might have heard and invent a plausible question that might have been asked. Answer it confidently. If the interviewer seems confused, rest assured, the listeners have probably all gone out to make a cup of tea by then.
5. Remember, you have set yourself the goal of at least mentioning your blog URL. When the interviewer, after what seems like just five minutes, starts thanking you and saying goodbye to the audience, you must stop her at all costs. Interrupt her repeatedly, raise your voice, become abusive, do whatever it takes to stop that flow of pleasantries so you can give out your URL. Even if, halfway through spelling out your 85-character address, you realise the interviewer had just been saying it would be up on the website after the show when you told her to shut her f***ing mouth and listen for chrissake, keep on doggedly to the end. The listeners will appreciate your determination.

Reading the Entrails

I’m developing a relationship with Amazon.

It used to be a simple relationship. I bought books from them. Well, not quite simple. I occasionally bought books when their low price plus the exorbitant cost of shipping to Australia worked out better than a local bookshop, or it was a book you just couldn’t get here. So I’d get into some pretty silly calculations involving Amazon.com, Amazon.co.uk, prices, shipping, and exchange rates.

Then I bought a Kindle. The relationship deepened. I stopped buying printed books from Amazon. In fact, I stopped buying printed books altogether. Now I only get ebooks from the Kindle Store. Unless they’re cheaper elsewhere, of course – which they easily can be, because Amazon charges a US$2 ‘foreigner tax’ on every book bought by people who have the temerity to live outside the USA. (Don’t ask me why. Something to do with Amazon wanting all the money in the world, I think.) This means there is no such thing as a free book on Amazon. All Amazon books start at US$2. So I tend to look around. If I can get a PDF of the book somewhere else and cheaper, or a Mobipocket version, I will. As for free books, on sites like Project Gutenberg, they’re rather better value than the US$2 Amazon equivalents. (What’s worse than the ‘foreigner tax’, I’ve discovered that many Kindle editions of English classics have been ‘Americanized’. God knows why but someone has gone to the trouble of changing the spelling in old Wilkie Collins and Jane Austen novels! Are American readers really that dumb that they need a ‘translation’ from English spelling before they can read a classic English novel?)

When my novel, TimeSplash, went on sale in the Kindle Store, my relationship with Amazon plumbed new depths. At first my biggest concern was with the huge slice of the sale price Amazon charges for the privilege of selling my book. They take a 65% cut of what you pay! Then, not only do they arbitrarily discount it from US$5.50 – the publisher’s sale price – to US$4.40, they also add a US$2 ‘foreigner tax’, making it US$6.40 for foreign buyers, making the book more expensive for the 95% of us who do not live in the USA. (And you only get a DRMed, .PRC file for that – which is why I recommend to anybody wanting to buy my book, for the Kindle or any other eReader, that they buy it from the publisher’s own bookstore. Even for American buyers, I think the bundle of non-DRM formats you get from the publisher is a far more attractive deal than the slightly lower Kindle Store price.)

But that’s not the worst of it. I’ve started noticing all the twiddly bits on te book page in the Kindle Store. Things like the star rating and the tags. As a buyer of the book, you get to rate it and to tag it (either just ticking tags you agree with, or adding your own). It turns out the ratings and, especially the tags are crucial for sales. They determine whether the book turns up in Amazon searches (if it’s not tagged, it probably doesn’t show) and how high up the results list it appears. (So, for God’s sake, if you love me and you bought TimeSplash, rate it and tag it, or you might be my last customer on this site!) Then there’s the customer review. I don’t know how many people have bought the book so far – from the kind things people are saying on Twitter, there are a few of you – but, so far, only one person has written a review. Just one!

But the most insidious and terrible piece of data on the Kindle Store page for TimeSplash is the Kindle Store ranking. It’s something to do with how many books are being sold, but I don’t know what. It’s never the same from one minute to the next and it fluctuates wildly – and I mean wildly, within a range of 70,000 so far. And it means nothing, or, perhaps it means everything! Since it is a rank, and I know Amazon has about 400,000 books in the Kindle Store, it’s easy to see that, if the book is ranked better than 80,000, it is in the top 20% of sales. If it is ranked 20,000 or less, it’s in the top 5% of sales. But what does that mean? Does Amazon sell a thousand ebooks books a day, or a dozen? Who knows? And since 90% of the “best-sellers” in the Kindle Store are free books anyway, what on Earth does that do to the sales distribution? If they’re giving away books by the shovelful (in the US presumably, since they’re not free anywhere else) at one end of the ‘sales’ scale, are there 200,000 titles at the other end that are not selling at all?

I’ve had to stop looking at my book page on Amazon because this kind of thing is driving me nuts. I only make about 60¢ on an Amazon sale anyway so it’s hardly worth worrying about. I’d need to sell tens of thousands before I saw any serious money, and that’s not going to happen. So why torture myself?

Well, because, regardless of the money, I’d like to see people buying the book – and reading it!

The TimeSplash Non-Stop 24-hour Round-the-World Twitter Tour starts soon. The process is complicated but all you need to know is that I’ll be in your timezone between 7pm and 8pm during the next 24 hours. To shout out to me as I go by, send me a tweet on Twitter.

This is my Twitter ID:  @graywave  ( http://twitter.com/graywave )

I’ll be using the hashtag  #timesplash if you’d like to follow the whole thing (and have lots of stamina and a very high tolerance for me saying “Hello New York”, “Hola Argentina” “Gruetzi Switzerland” and such for the next 24 hours.)

Don’t forget to shout. And if you know people in odd places, tell them to shout out too. I’ve a feeling some parts of this are going to be very lonely :-}

At last, it’s February 15 New York time, and Once Upon a Bookstore, my publisher’s own online bookshop, is now selling copies of TimeSplash.

Get your copy here

Please, everybody, pass on this message. Retweet it, Digg it, Stumble it, and tell all your friends on Facebook. You can even mention it to people in real life, if you like.

And, if you do me the great honour of buying it and reading it, I’m dying to hear what you think of it.

(If you haven’t heard me talking about TimeSplash before and don’t know what I’m talking about, here is the website of the book that tells you everything you will ever need to know. And if you find you need to know more than that, there is also a blog of the book. Enjoy!)

A survey of book promotion tactics was conducted by The Savvy Book Marketer in December, 2009, and is reported today. It asked a number of authors what their book promotion strategy would involve in 2010. You can check the method and the outcome there. I just want to look at the list of tactics they came up with and try to get a feel for how appropriate they might be for marketing an ebook. The list, most popular at the top, is this:

1. Social networking and social media
2. Blogging
3. Seeking book reviews
4. Seeking testimonials and endorsements
5. Press releases
6. E-zines or email marketing
7. Radio and television talk shows
8. Speaking or teleseminars
9. Article marketing
10. Book signings

There are some obvious things to say about this, so let’s say them first. The people surveyed clearly included a lot of non-fiction authors. So I can eliminate items 8 and 9 as not really relevant for a novel. I can also eliminate 10. With an ebook, there is nothing to sign, and, for that matter, no reason why a bookshop (the traditional venue for such things) would let you in the door. So that leaves:

1. Social networking and social media
2. Blogging
3. Seeking book reviews
4. Seeking testimonials and endorsements
5. Press releases
6. E-zines or email marketing
7. Radio and television talk shows

1 and 2 are no-brainers. Anybody with a book to promote in any format and little or no money to spend, will be all over the social networks and blogsphere.

Seeking book reviews (3) might also seem obvious but it isn’t an avenue that is open to ebook writers in most genres. Where ebooks have been popular for years – in erotica and romance – there are dozens of popular and authoritative review sites on the Web. In all other genres, book reviewers will almost never review an ebook. Only rare exceptions exist among the popular review websites and online magazines. I am unaware of any exceptions among the major offline reviewers. So we can scratch that one. Over the next decade, as it becomes normal to release ebook-only novels (and as more reviewers buy ebook readers!) this will change. But in 2010, ebooks just don’t get reviewed.

4 is an interesting one. I have read a number of advice blogs saying you should do it and telling you how to go about it, but it is an amazingly difficult thing to bring oneself to do. You have to approach famous writers you admire and respect in your own genre – complete strangers, of course unless your damned lucky – and ask them to read your book and say something quotably nice about it. Given that many such writers have already come out and said, on their own blogs, that they hate being pestered this way, and some have said flat out that they won’t do it, I just can’t bring myself to ask it. I screwed up my courage in one single instance and asked a very well-known writer I’d had some slight dealings with, if he would look at my book. I then waited, cringing in embarrassment, for a reply that never did come.

5 is also interesting. I could put out press releases but who, really, would be interested? Not the national press, certainly not the international press. Which leaves the local press. Since I live out in the boondocks, my local press is full of reports on farming and country shows, and letters to the editor complaining about the global conspiracy to fool us into thinking there’s such a thing as climate change, or explaining, with Bible quotes, why God dislikes liberal politicians. I’m pretty sure I could get into a local paper but who in my area has even heard of ebooks? Who, in a town where they play country and western music in the supermarket, is interested in sci-fi?

Many e-marketers advise you to convert your social networking successes into cash by creating mailing lists. You get everyone to sign up for your regular magazine or newsletter and then, cunningly, blast them all with spam emails when the book is released. This is the strategy I assume is meant in 6. Well, I think such practices are evil. Sadly for me, I think most marketing practices are evil. Like a lot of writers, I just don’t have the personality type it takes to sell things.

And as for radio and television talk shows (7), the idea seems to suffer the same drawbacks as sending out press releases.

So, for an author with an ebook to promote, who is squeamish about marketing, and doesn’t live in a major metropolis, 1 and 2, and to a very limited extent 3, seem to be the only options available. Of course, ‘social networking’, ‘blogging’ and ‘reviews’ can mean a lot more than is obvious. Blog tours, viral promo videos, Twitter parties, online competitions, and so on, are all in the potential mix. The online activity around a new book can be quite vibrant and exciting. And, as for reviews, even if the big-name sci-fi magazines won’t review ebooks, ten kindly bloggers with readerships of a thousand or so, might easily reach more actual readers than a major print review magazine could ever hope for.

Writers are pretty nice people on the whole. The amazing response from writers in support of Haiti has been very gratifying to see. Australian SF writer Marianne de Pierres today recommended Medecins Sand Frontieres (Doctors Without Borders) as an effective group to support if you want to help people over there. John Scalzi also recommends them. It’s one of the charities my wife and I support all year round and we were more than happy to help them out over Haiti too. Their international donations page is here: http://www.msf.org/msfinternational/donations/ If it doesn’t load, keep trying as it is very busy just now.

If you’d rather donate through UNICEF (another of my favourite charities) there is a link to a Google-operated donations page in the right-hand column.

And just to prove how nice writers are, I was absolutely astonished to find a plug for my new novel, TimeSplash, on Marianne’s blog too. People can just be so kind sometimes! If you don’t know Marianne de Pierre’s writing, I’d say the best place to start is with the Parrish Plessis novels. ‘Nylon Angel’ is the first in the series. There’s an ad for it in the left hand column of this page. Click through and see for yourself.

POST SCRIPT: As soon as I’d published this post, I went off to read a few more blogs and found this amazing piece of outrageous flattery from fellow writer Terry Hornby. I’m beginning to feel overwhelmed with kindness. I’ve mentioned Terry before as being a funny and clever blogger whom everyone should read. (Yes, that was ‘blogger’ not a typo.) Now I can only conclude that he’s about to touch me up for a very big loan…

My perception of the Web has changed. I used to think it was full of people like me, ordinary folk, going about their business, finding things that interested them, chatting to friends and acquaintances, but I was wrong. Oh, there may be such people – millions of them – but they don’t really matter. What matters are the eyeballs. The eyeballs float above this solid mass of ordinary people, surging in flocks from one site to another, drawn there by ‘optimised text’, pausing only to graze on the ’5 ways to increase your traffic’, or the ’7 ways to maximise newsletter registrations’. Then they are off again, swarming to another site with tasty ‘keywords’ or juicy ‘anchor text’.

To the Web marketing gurus, the cattlemen (and women) who can herd eyeballs around the Web at will, none of this talk sounds strange. Eyeballs, to these expert manipulators, are like floating voters to the politician, free electrons to the elecctrical engineer, mum and dad investors to the financial advisor. Search engine optimisation (SEO) is their equivalent of election promises, electrical potential, or a glossy prospectus, respectively. Eyeballs are a crop to be harvested.

Why do I care? Because I’m a writer. And that makes be a small businessman. And that makes me a marketer with no budget and only one place to look for customers: the Web. So I’ve been reading lots and lots of Web marketing articles lately. I’ve been learning how to structure my Web presence so as to funnel eyeballs to my main site. I’ve been hearing about how to woo eyeballs with value-added commenting and by taking a ‘genuine interest’ in their lives. All the marketers’ not-so-subtle tricks of language and persuasion, are now mine. I’ve read and absorbed them. My own eyeballs have flitted hither and yon like butterflies, alighting here and there to sip the sweet nectar of marketing wisdom.

“Most of this is just common sense,” the gurus tell you, disarmingly. In fact, most of it is. Most of it, given the uniformity of the message, is probably just what they’ve read on each other’s blogs. The rest is a tiny dollop of personal experience (no-one has been in this game too many years), the ability to drop names (names like ‘Google Blog Search’, ‘Alltop’, and ”TweetMeme’), and a sprinkling of graphs.

Proof that doing nothing clever also produces spikes in site visits

The graphs are an especially nice touch. They don’t actually present real evidence. There is no science behind this. No-one is publishing academic papers on the effect of guest blogging on RSS feed subscriptions. There is no ‘marketing theory’ that generates testable hypotheses that lead to solid facts. What there is is guru A showing a graph of how using a particular search term on one site over a few days last year produced an apparent spike in visits (which, may look impressive, but is statistically meaningless) or guru B showing a graph of how guest blogging on a popular site led to a sudden increase in Twitter followers.

In fact, the graphs reveal something very profound about eyeball herding. The people who do it for a living are the same kind of people who sell soap. Once you’ve absorbed the common sense from the message, you should try to forget the rest. There are some people who can sell soap and there are some people who cannot. If you’re not one of life’s soap salespeople, there is no graph in the universe that will help you become one.

And the point of all this eyeball herding? To get eyeballs to a place, physically and mentally, where the marketer can finally make his sales pitch. If the marketer ‘owns’ enough eyeballs and the pitch will yield a high enough ‘conversion rate’, he or she will, at last, make some money.

So let’s cut to the chase, so I can stop reading all that stuff. What I’m selling is my new novel, TimeSplash, a near-future sci-fi thriller. If you’re an eyeball a lover of great stories, go to the TimeSplash website and sign up so I can tell you when it’s available to buy. No obligation. No pressure. And a free bar of soap with every ten purchases.

Well, thank God that’s over.