Romance Authors Questioning the Value of Their Literature through Offered Giveaways and Price Reductions?
In a guest post for The Guardian, author Helena Fairfax discusses the impact of discounted ebooks on authors and readers in a changing market, specifically focusing on Waterstones. Fairfax, who writes engaging contemporary romances under the tagline "sympathetic heroines and heroes she's secretly in love with," shares her experiences and strategies.
Fairfax mentions planning to put two of her romance novels on special offer for 99p/99c. This strategic discounting, she believes, can attract new readers who might be hesitant to try an unknown author at full price.
The practice of offering free ebooks to hook readers was once new and attractive to readers. However, it remains a subject of debate among authors. Some, like Fairfax, see it as a means to expand their readership and build their brand. Others, such as Simon Lowe, a former bookseller, criticize the cheap-and-cheerful approach, associating it with "trashy, poundshop-type products."
Lowe's comment was made in the context of the changing market, where Waterstones, a UK bookstore chain, is navigating the challenges of the digital age.
Despite the debate, the benefits of offering free or discounted ebooks are evident. According to Mark Coker, the founder of Smashwords, free books make an author's work more valuable, earning readers' awareness and trust, thereby boosting the author's brand.
The key impacts of this strategy include increased discoverability, reader acquisition and loyalty, enhanced marketing opportunities, and potential brand value boost. By offering value bundles and varying price points, authors provide readers with perceived added value, which can improve the author’s reputation and fan engagement.
However, authors need to balance discounts to avoid undercutting perceived book value or harming full-price sales revenue. Effective metadata optimization and well-planned pricing strategies amplify the benefits of free and discounted ebooks.
Fairfax demonstrates this strategy in her own work. She gives away a free novella to subscribers of her newsletter, which has brought her new engaged readers. Many of these subscribers have also bought the follow-up to the novella.
The author's novels have been shortlisted for several awards, including the Exeter Novel Prize, the Global Ebook Awards, and the I Heart Indie Awards, further testifying to the effectiveness of her approach.
The article invites readers to share their thoughts on the topic of discounted books and their impact on authors and readers. It includes links for sharing on various social media platforms and email, encouraging a wider discussion on the subject.
In sum, the current impact of offering free or discounted ebooks tends to be positive for an author’s brand and readership growth when used strategically within an overall marketing and pricing plan. This aligns with broader contemporary marketing services that help authors refine these strategies for maximum ROI.
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