Tag Archives: writing

The Promotion Experiment

Like most hybrid or indie writers, the most difficult things for me is making sales. Writing is the easy part. They say you have to spend money to make money, so for the past three or four months I’ve been doing an experiment; instead of spending all my spare dosh on booze and kebabs (can’t go out in the midst of a global pandemic anyway) I decided to put all the money I make from writing during that period back into writing. Or more specifically, into marketing and promotion.

As you may be aware, there hundreds of promo sites and services out there and most of them cost money. Bookbub is the undisputed king, which I wrote about before, but as far as the multitude of others are concerned, it’s hard to know which ones are truly worth the money they charge and which aren’t. Hence this little experiment. There is little scientific basis behind it. I didn’t do a ton of research, I just looked around to see how much various promo sites cost and what people were saying about them, and tried a few. I’m going to be completely honest and transparent with my figures, so don’t laugh. Believe me, I’m well aware that some people out there sell more books me.

It’s a sad fact that one way to grab new readers is to get on your knees and beg them to read your work for free. Though it’s not really free for them, they’re still giving up their time and energy. Giving away free books is a controversial marketing technique in itself. Some writers feel it devalues the product, and makes things worse for everybody in the long run. If readers get used to being given free books, why would they ever bother buying another book again?

I can see their point, but in my experience giving away freebies has been hugely beneficial. To clarify, I’m talking about free Kindle promos here which run for a limited time, one to five days, rather than permafrees or books given away on newsletter sign-up. For starters, people who would never normally read my books are given the opportunity to check them out, and if they like my stuff it might encourage them to pick up another one and pay for it. They might even leave a review somewhere. Plus, an increase in downloads, free or otherwise, improves your author ranking and skews various algorithms in your favour, all of which adds to your visibility. For obvious reasons, if you’re going to run a free promo on one of your books you’re better off making it one of a series, or at least having a healthy back catalogue.

CONFESSION: I also write rip-roaringly, thigh-slappingly funny travel books under a super secret pseudonym. It’s difficult to promote something when you can’t even put your own name to it, so because THAT GUY had a new release a while back (book 3 in a series), I thought I’d invest the lion’s share of my budget into giving him a little boost. The Fussy Librarian is one of the better-known services but they aren’t cheap, and some strategizing is required to make it worthwhile. The series is about China, so to capitalize on the Western media coverage I scheduled the promotion to run during Chinese New Year. I made the first book in the main series free, left book two up at normal price (1.99) and put book three up for pre-order at a reduced 0.99. Then I paid a whopping $48 for a spot on the FL site and in their ‘non-fiction’ newsletter blast, and waited to see what would happen.

By the way, spots in different FL newsletters have different prices, related to the amount of subscribers each one has. But if you’re a first-time user, you can input the code 10OFF at check-out to get $10 off the regular price, which for me knocked the fee down to $38. Not to put too fine a point on it, the results were incredible. On the day of the promotion, my book was downloaded 1016 times, and a further 258 times over the next few days. Okay, the pessimists might say that all I succeeded in doing was give away over £2500 worth of books. But if only 1% of those who downloaded it leaves a review or even just a rating (optimistic, I know) I’ll be more than happy. In addition, during the same time period the second book in the series sold a dozen copies and I picked up six pre-orders for the third which off-set the cost somewhat.

Verdict: Hit

EreaderIQ have a list of requirements almost as long as your arm. Novellas and collections are ‘unlikely’ to be accepted, your books should have at least five reviews and should be free or deeply discounted. A place in their email blasting in the ‘horror’ category which, according to the site, reaches 9,500 subscribers, costs $10 (other categories have different rates). I put my recently reissued and revamped novel Sker House forward for this, which was duly accepted. The day of the listing it sold 9 copies, and the day after it sold another 3. Not bad. But because I had to discount the book so much, I made a slight loss on my investment.

Verdict: Partial Hit

Readfreely are less particular. $6 (gold level, again there are different options) buys your book a spot in their newsletter and promotion across their social media platforms. It’s difficult to quantify how big their reach is, but as they have less than 4,000 Twitter followers, which is a great indicator, I’m guessing it isn’t great. I put X4, my latest collection, forward for this one at it’s regular price of £1.99 (though I said it was being discounted from 3.99. Shoot me). X4 sold one solitary copy on the designated date, which sucks, but over the next few days sales of my other X books increased and I sold several of each, which may or may not be related. I’m not convinced either way.

Verdict: Miss

Because this is one of the most cost-effective options, I repeated the process with one of my pseudonym’s rip-roaringly, thigh-slappingly funny travel books. The results were similar.

Verdict: Miss

There are two connected sites, Freebooksy and Bargain Booksy. One is for free books, and the other, surprise surprise, is for bargain (reduced) books. I opted for the latter, and paid $25 to have X4 included in an email blast to 77,000 subscribers. On the day of promotion, X4 sold a dozen copies and, mirroring the pattern in the last promo, my other x books also benefitted from a sales bump and sold another dozen or so between them.

Verdict: Hit

The last, and most recent thing I tried was Amazon ads. I’m a complete novice at this. You need an effing degree in economics and marketing just to work out which key words to use. Like most things it’s a case of trial and error. Basically, you set a daily budget, choose your settings, and are then billed per click. I set a budget of $5 per day for 5 consecutive days on my psuedonym’s latest release, which resulted in just five clicks at a total cost of about $3.40 and no sales. Then I ran a similar promo on X4 with a higher budget over a longer period of time and got similar results but for a bigger outlay (around $18). It was at this pint I realized I must either be doing something wrong or Amazon ads, like Facebook ads, were a complete waste of time. I hear stories about people making a killing from Amazon ads. I might try it again at some point in the future after I learn more about it but for the time being, I think I’ll lay off them.

Verdict: Miss

So, all things considered, it was a mixed bag of results. I must admit that in the back of my mind I’d hoped all this effort would at least give my Amazon ranking a lasting boost. But the moment I stopped actively promoting, my sales virtually flatlined. Turns out worthwhile promotion of any kind is expensive, but if you don’t promote you don’t get any sales and you throw money down the drain anyway. There are, of course, reasonably effective ways of marketing your work for free using social media and cross-promotion, if you have the time and the energy. Maybe I’ll write another post about that at some point. In the meantime, I hope other indie writers, who may be as confused and bewildered as me, can get a few pointers from this post. It all boils down to doing your research, knowing your target market, and choosing the right places to invest based on your budget and readership.

I think.


Eyeless on Scare Street

A couple of months ago one of my short stories, Roach, about a cockroach farm in China (it’s a thing), appeared in the anthology Night Terrors 12 via Scare Street Publishing. I’m pleased to announce that as Scare Street continue their all-out assault on the world of horror fiction, this month sees the release of Night Terrors 14, which includes my creepfest Eyeless.

Eyeless is a gruesome little tale about an elderly gent who is moved into a care home where the residents receive visits from a mysterious supernatural entity after lights out. My intention with this was not just to write a straight-forward horror story, but also a dressed-up disquisition on life and the slow-death ageing process that we all have to endure, if we’re lucky.

Also in this volume you will find a realtor desperately tries to sell a haunted house before it consumes her body and soul, a young couple’s vacation at a campground takes an ominous turn when something menacing lurks nearby, and a haunting melody leads a curious girl to a bittersweet tale of love and loss. Because when night falls, a dance of death begins. And once the music ends, the only sounds you hear are your own screams of terror.

As always, Scare Street have assembled a killer cast of authors, including my old buddy and peerless sick, twisted bitch (she likes it when I call her that), Renee Miller, the full table of contents reading something like this:


1. Marshmallow Murderer by Melissa Gibbo
2. Organ Manipulator by Justin Boote
3. Camping with the Carnival by Jason E. Maddux
4. Serenade by Craig Crawford
5. Sold by Renee Miller
6. Gram’s Garden by J. L. Royce
7. The Gift that Keeps on Giving by Peter Kelly
8. The Womb by Edwin Callihan
9. Eyeless by C. M. Saunders
10. Dark Home by Simon Lee-Price
11. The Wooden Box by P. D. Williams
12. The Limb Farmer by Caleb Stephens
13. Ouroboros by Melissa Burkley
14. Crow’s Books by Ron Ripley

Night Terrors 14 is out now on paperback and ebook.


2020 in Review

Well, that was a weird year, wasn’t it? It started with a worldwide pandemic and flooding on an almost biblical-scale, and then just got progressively worse. These are scary, worrying times. Nothing like this has ever happened before. Not in my lifetime, anyway. At least it’s not boring. I always tell my students that only boring people get bored. You just have to make things happen, instead of sitting around waiting. Me, I spent a lot of time watching Starsky & Hutch and TJ Hooker repeats on the Sony Channel and listening to Dangerous Summer. Whatever keeps you sane, right? I also read a lot of books, which you can find a list of here.

At the beginning of the year I wrote a couple of new short stories, including Down the Plughole which I based on my student days in a grimy houseshare in Southampton, and an x-rated shocker called Painted Nails about a junkie who wakes up with a foreign body embedded in his cock. I also bashed out a rare sci-fi tale called Down to Earth and a couple of new drabbles (100-word stories). I’ll hopefully find homes for them later this year. On the subject of drabbles, Louie’s Room was included in 100 Word Horrors 4 at the turn of the year. That meant I was lucky enough to have stories in each of the first four volumes of the series.

Being locked down so much, I did a ton of promo. My Twitter audience grew by about 20% to around 8,600, and the ‘likes’ on my Facebook author page swelled. That stuff is important to prospective employers, agents and publishers. I also scheduled a year’s worth of blog posts. My RetView series is continuing to grow in popularity. Check out the most recent entry, Megan is Missing (2011).

Elsewhere, I sold non-fiction articles to Fortean Times about the Hong Kong protests and cockroach farming and a couple more instructional pieces to Writer’s Weekly including Writing the Perfect Blurb, High-Paying Flash Fiction Markets and How to Find Your Micro Niche, while I also picked up some work for a website called DaiSport, which allowed me to stalk Newport County legend Fraser Franks and pursue my two great loves; Wales and MMA. I’m still trying to find a way to incorporate beer into the mix.

In ‘fiction world’ my fourth collection of short fiction, X4, was released on February 20th just because I thought the release date 20/02/20 was kinda cool. It hit the ground running and picked up some great reviews. My story Demon Tree appeared on Haunted MTL, and in April Blood Bound Books put out a furry-based anthology entitled Burnt Fur, which included my story The Others. It is probably one of the creepiest things I’ve ever written, not least because it was based on a story an old girlfriend told me. Later in the year, my story Holiday of a Lifetime appeared in another anthology by the same publisher called Welcome to the Splatterclub – Seasoned Meat. If The Others is one of the creepiest things I’ve ever written, Holiday of a Lifetime is probably one of the most balls-out disgusting things I’ve ever written. I actually threw up in my mouth a little bit whilst doing the edits.

In other news, K Trap Jones started his own publishing company (go Trap!) and accepted my short story Grower into his very first anthology, Brewtality, which had a beer theme. Right up my dark alley. Elsewhere, Surzhai, about sex trafficking, immortal ancient Chinese warriors and revenge, appeared in ParABnormal magazine and my tragic love story Loose Ends was included in the lit mag 34 Orchard. The fun didn’t stop there. Later in the year, I contributed to the charity anthology It Came From the Darkness, Scary Mary appeared in Jester of Hearts and Finders Keepers in the Christmas charity anthology on Terror Tract publishing.

Terror Tract also published my novella, Tethered, the story of a journalism graduate who inadvertently gets sucked into a dark world of internet rituals, serial killers and strange disappearances. TT is fronted by Becky Narron, who is a living legend of the horror scene and it was an honour and a thrill to work with her. After the release of Tethered I entered into a promo cycle and did some interviews and guest blogs with the likes of Redrum Reviews, EB Lunsford and Kendall Reviews, where I took up the temporary post of warden, to add to the interview I did with Haunted MTL earlier in the year.

After that I focused my attention on finishing my novel Bones: A Ben Shivers Mystery (working title), the first in a planned series about a P.I. (Paranormal Investigator) who travels the country in a VW camper with a cat called Mr. Trimble. I started it in the summer of 2019, then got sidetracked by other stuff. The first draft was an absolute mess, but four drafts later, into September 2020, it was in much better shape. Before the metaphorical ink was wet, I launched straight into the next book in the series, Cuts, which currentky stands at about 40k words. Amidst all this I revised, remixed, revamped and reissued Sker House, my attempt at the great Welsh haunted house story and explained my reasoning for doing such a thing here.

To sum up, 2020 was a weird, yet productive year. Personally, I’m hoping for the same level of productivity in 2021 but with slightly less weirdness.


Brewtality

My short story Grower is included in the new anthology Brewtality, out now on Evil Cookie, a new publishing company set up by the uber-talented K Trap Jones. All the stories in this book have a common them, which is something very close to my heart: alcohol.

Without giving too much away, Grower is about a guy who finds a tooth in his beer, and things just get weirder for him from there. It’s one of the most bizarre and flat-out surreal, stories I’ve produced in a long time. In fact, it’s probably one of the most bizarre and flat-out surreal, stories I’ve produced EVER. I wrote the original draft in the heady pre-COVID summer of 2019 whilst living in Guangzhou, and drinking far too much cheap Chinese beer. I was swigging on a can one night when I started thinking… what if?

This story was rejected by another prospective publisher I sent it to on the basis of being, “Too skin-crawlingly gross.” They also added, “The descriptions throughout this story were uncomfortably visceral and gruesome.” That’s a win for any horror writer, and I’m glad Trap wasn’t as squeamish and sensitive.

The original version featured a can of Budweiser as the vessel of doom, because I wanted to emphasise the discovery of something weird deep inside the ordinary and I hate Bud with a passion. Too gassy. But later I had a rethink, and decided it would be much more fun if I ditched the Bud in favour of a made-up brand of craft beer (just as I would in real life). Also, credit for that final killer line has to go to Trap himself.

Just look at this ToC!

107161092_3255153817840272_8142580177243470683_o

I am truly humbled to be in such great company.

Brewtality is out now on paperback and ebook on Evil Cookie publishing.


Unknown Pleasures – Post Mortem Press: The Early Years (Volume One)

One of the first short stories I had accepted after my return to writing fiction after a long hiatus was a story valled Curiosities, which was included in an anthology called Uncanny Allegories on Post Mortem Press back in 2010.

Curiosities, which was later included in X2, is about an antique shop on the south coast of England. It’s a shop with a difference, and more than a few secrets. The original plan was to write a series of stories about the same place and central character, but I never got around to it. I guess there’s still time. 

Anyway, Post Mortem Press has just compiled all the stories from Uncanny Allegories and many others into one handy, specially-priced volume called Unknown Pleasures – Post Mortem Press: The Early Years (Volume One).

unknown pleasures

The book contains over 1800 pages and includes over 80 stories and novellas, including ‘secret classics’ by Jack Ketchum and Jonathan Maberry, among many others. 

Check it out that awesome cover!

I think somebody over there must be a Joy Division fan.

 


100 Word Horrors 4

Hello, you sexy bastards. I just want to let you know that I have a drabble included in the new anthology 100 Word Horrors 4, which will probably be the last in the series, edited once again by the irrepressible Kevin Kennedy. Without giving too much away, my contribution, entitled Louie’s Room, is about a boy who loves playing with toy soldiers. Didn’t we all? But maybe Louis loves playing with his toys a little bit too much and as ever, there’s a twist.

100 word horrors 4

Bagging a spot in number four means I’ve been lucky enough to have had stories published in each volume of the 100 Word Horrors series, and a few of my drabbles have found homes on other platforms. At first, I found the whole process of writing drabbles a drain. It was too restrictive, the margins for error too fine and a lot of work for very little pay-off. But over the past couple of years I’ve grown to love it. It’s still a challenge, but it’s also a good exercise for other forms of writing. You have to make every word count. It’s much easier said than done, but don’t take my word for it. Have a go. Sit down and write a bona fide story, with a beginning, a middle, and an end, in 100 words not including the title or byline. Not 99 or 101 words. Exactly 100. I’m sure people have been driven insane by much less.

100 Word Horrors 4 is available now.


2019 in Review

It’s that time of year again…

Another one ‘in the books,’ so to speak. And time for another quick review.

2019 kicked off in a high gear for me. In January I finally finished the final edits of my novella Tethered and started punting it around carefully selected publishers, and placed drabbles in 100-Word Horrors volumes 2 and 3, to follow-up my appearance in the first volume.

Saunders for the hattrick.

I also finished compiling X: Omnibus, a collection of all three of my short story collections to date, plus some other odds and ends. I’d already commissioned a cover from the sublime Greg Chapman, but even though most of the stories have been published before in various places, many of them still needed a bit of spit and polish. That process complete, I then had to format both the paperback and ebook versions and set about the task of marketing the sucker. I try to do a couple of guest posts at horror blogs and sites around every release. I find it beneficial, as well as fun. Most notably, this time around I popped up on Kendall Reviews discussing why I write horror.

In the first quarter of the year I had a couple of ‘quiet horror’ stories accepted into anthologies. Specifically, Down the Road appeared in a two-volume anthology on Smoking Pen Press entitled Vampires, Zombies & Ghosts, and Where a Town Once Stood was included in the Corona Book of Horror Stories. Obviously, I couldn’t stay ‘quiet’ for long and indulged my wild side in Trigger Warning: Body Horror from Madness Heart Press which included my surrealist skit Revenge of the Toothfish. Tiny Little Vampires was in a similar vein, and that was published by Tell Tale Press and elsewhere, The Bell showed up in Dark Moments.

With seven (count ’em!) new short stories being published, 2019 was probably my most successful ever calendar year in fiction. I also wrote seven or eight more shorts of various lengths and made a start on a new novel about a P.I. (Paranormal Investigator) and his cat I’ve been planning for a long time. For the most part, my fiction has taken a slightly surreal turn. There have been disembodied fingers poking through plugholes, giant cockroaches, and assassins with supernatural abilities. Still, most of the time, I’ve been living in China and writing non-fiction under a pseudonym. There are a lot of good reasons why I use a pseudonym when I write about my adventures and misadventures in the Middle Kingdom, which I won’t go into here. Let’s just say what happens in China is often best left in China, and written about by some other dude with a fake name. But it’s no big secret. If you want to know who this guy is, PM me and I’ll probably tell you, as long as you’re not the thought police.

*Nervous grin.*

I’m quite excited about this coming year. My RetView series of blog posts where I re-visit classic horror movies is picking up more readers and going from strength to strength, the latest installment of my X series of short fiction (imaginatively entitled X4. I like to keep things simple) is set to drop soon, and I’ve already had a couple of stories accepted into anthologies penciled in for 2020 releases. Hopefully, I’ll also have some new material which I’ve been working on for a while out in the second half of the year, so watch this space!

Thanks for reading.

2018 in Review.


The Corona Book of Ghost Stories

I am pleased to report that my 6th short story of the year, Where a Town Once Stood, has been included in the Corona Book of Ghost Stories on Corona Books, UK-based independent publishers of the “brilliant, innovative and quirky.”

Corona

 

I’m not sure which category Where a Town Once Stood belongs, probably the third one. It’s a pretty straight-forward ghost story with a dash of social commentary based on a period of my life when I was trying to break into journalism. I was still working full-time in a packing factory, so I did a few voluntary shifts at a local newspaper called the Merthyr Express in my spare time. I just wanted to see what went on behind the scenes at a newspaper. Suffice to say it wasn’t exactly Fleet Street. In fact, it was far more boring than I thought possible, and while I sat in the office fielding phone calls about fetes and community meetings I yearned for something exciting to happen. A real-life ghost story would have been the dream, but there were times when I would have settled for a giant cucumber story.

Reading it now, Where a Town Once Stood would be a perfect addition to my series of stories set in the fictional Welsh village of Wood Forge. For some reason however, I named the village Tref y Meirw which (I think) means ‘Town of the Dead’ in Welsh.

A little private joke there.

By the way, to give credit where it’s due, I appropriated the title Where a Town Once Stood from an Alarm song about the decline of post-industrial Wales from the seminal album Change.

Check out the ToC:

Corona 2

The Corona Book of Ghost Stories is out now.


Where the ‘M’ Comes From

I’ve been doing this for a while now, and you may have noticed I use different names for different kinds of writing. For academic writing and more formal or serious stuff, I use my full given name. It looks more official. For sport, lifestyle and comedy writing, I use the slightly snappier moniker Chris Saunders. And for fiction, I usually use the name C.M. Saunders . There are practical reasons for doing this. I like to keep different facets of my writing career separate because it’s easier to get my head around. Besides that, the people who read my horror fiction would probably be deeply disappointed if they accidentally picked up one of my travel books, or the one I wrote about Cardiff City FC, and vice versa.

Over the years, a lot of people have asked me why I use C.M. Saunders, especially since I don’t actually have a middle name, and so no middle initial. It’s kind of a happy coincidence that my boyhood nickname was Moony. Because I have a round face, apparently. I guess it could have been a lot worse. There was a boy in my street called Dickhead. Anyway, no. That’s not where the M comes from. It’s not as straightforward as that. But there is a very good reason for it and I’m going to tell you what that reason is.

It’s for my grandfather on my mother’s side. Firstly, he’s probably part of the reason I grew up to be so into the whole horror thing. He was a big reader, and would go to the local library a couple of times a week. This was back when libraries had books. Whenever I went to visit him and my grandmother in his bungalow at the top of the village when I was a kid, he would always have the latest horror novels lying on the table next to his reading chair. I was too young to read them, or even remember much, I just loved looking at those covers. Stephen King, James Herbert, Graham Masterton.

A little word about my granddad, or Pop as we called him. His name was Stanley Martin. Here he is with my gran and my sister in 1982.

thumbnail_lilian,stan and tina 1982 (2)

And here’s where he lived, New Tredegar, south Wales.

New Tredegar, South Wales

Like my other granddad on my father’s side, he was a coal miner almost all his life. Proper old school Welsh. This is Elliot’s Town colliery, where he used to work.

_45605014_elliot_colliery

Being a miner was a hard life. He would delight in telling me, my sister, and cousins horror stories. Some were things that really happened to him or his friends, some were local myths or legends, and he probably made the rest up just to entertain us. The man was covered in little blue scars where coal dust had got into his cuts when he was underground, and he was still coughing up black shit twenty years after he was pensioned off. He and my nan Lillian had three daughters, including my mother. All three daughters grew up and got married. As per tradition, when they got married they took the names of their husbands so pretty soon, the Martin name disappeared. I always thought that was a bit sad, and when I started taking fiction a bit more seriously and was looking around for a pseudonym to distinguish it from my journalism, I thought using the ‘M’ initial might be a cool way to keep the name ‘Martin’ alive. Stanley Martin died a long time ago, and when he did his surname died with him. Now, every time I have something published under the name C.M. Saunders, it’s a silent nod to the man who introduced me to horror. If there’s a heaven, I know he’s up there looking down and winking at me.


X: Omnibus – Cover Reveal

Greetings! I am excited to announce the imminent release of my next project. And this is a BIG one. Details to follow soon, but in the meantime I wanted to give you a sneak preview of the stonking new cover art designed by the ludicrously talented Greg Chapman.

What do you think?

X-omnibus

The ebook is available for pre-order, and through some strange quirk of fate, the paperback is out now.


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