The Writing Life

Battles & Browne: Self-Publishing Dynamos

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POE-15Authors Brett Battles and Robert Gregory Browne have been friends for years. They are among the savviest authors I know and both have enjoyed considerable success and critical acclaim with their thrillers (Rob’s novel KISS HER GOODBYE was even adapted as a pilot for CBS starring Dylan Walsh).  Now they have ventured into self-publishing, on their own and in joint ventures, and they are both doing extraordinarily well. They have a new co-authored book out (POE) and two new individual titles (NEGLIGENCE by Rob and THE ENRAGED by Brett), so I thought this was the perfect time to catch up with them.

Brett, you are perhaps best known for your QUINN series. Were you worried about your Quinn fans finding your new, self-published books after you left your publisher?
B: Honestly, I was more worried about ANYONE finding my new books. I jumped in to this area 2 1/2 years ago, and while there were success stories then, I had no idea if it would even work or, if it did, last. I didn’t start of putting out new Quinn novels though. Started with some other, new series I’d been working on, and a couple Quinn short stories. About five months into it, I did put out my Quinn prequel novel, BECOMING QUINN, which really took off and told me the fans were still there.
How has your life changed since you made the move? How has it impacted the Quinn series?
B: I’m my own boss now, and I prefer that! I actually am a tougher boss than my old publisher as I demand many more finished novels a year than they did. I’ve always been a fast writer, even when I was traditionally published. It’s just then I ended up having a lot of down time because they only wanted one book a year. Now, I write at least four novels a year, and even try to squeeze in a short or two, or even a novella. In other words, I don’t allow myself to just sit around. My business is writing. If I were in construction or clothing or financial advice or whatever I’d be working everyday, so I feel I should be doing that with writing. So that kind of answers your second part. Instead of One Quinn novel a year, in the past 18 months I’ve release 3. More satisfying for the fans as they don’t have to wait as long.

Robert, you have been friends with Brett for years. I hear he had to drag you kicking and screaming into self-publishing. 

R: Ah, yes. When most of my friends were jumping into self-publishing, I had just finished a book for Penguin that was due to come out in hardcover. Plus, I was writing books under a pen name for a traditional publisher. So I was very much part of the “establishment” at the time. I had high hopes for the hardcover, but that was around the time ebooks were having a huge surge in popularity and hardcovers were dying, so the writing was pretty much on the wall. I saw all the success that Brett and others were having with their self-pubbed work and after the hardcover didn’t sell as well as I hoped (no surprise), I decided it was time to take the leap.NEGLIGENCE-FINAL-20
You had a huge hit with TRIAL JUNKIES. That must have been a stunning, and very welcome, surprise. What was the secret to the successful launch (so we can all steal it for ourselves, ofcourse)?

R: Yeah, that came completely out of left field. I had been told that self-publishing is slow going at first, that you have to give it time to build your audience, that not all of your “traditional” readers will embrace the technology, so to see TRIAL JUNKIES suddenly take off right out of the gate was a pretty amazing experience. Two weeks after it was out I had already sold 20,000 copies and it was still going strong. A month later, it was STILL going strong. Now, a year later, it just hit the Amazon Top 50 and went to #1 in Legal Thrillers again. It’s the book that won’t quit.

As for the secret, there really isn’t one. A week after it was published, I did a three-day free promo, got 46,000 downloads and the bounce when it went back to paid was incredible.
You mentioned that TRIAL JUNKIES benefited from the post-free bounce. Do the free promos still have the same mojo? From what I can tell, they don’t. 
At the time TRIAL JUNKIES was released, I was told that the free promos didn’t work as well as they once did, but it worked wonderfully for that book. But a year later, I think some of the luster has definitely worn off. I recently did a 99 cent promo for TRIAL JUNKIES that helped put it back in the Top 50, but as of this writing, I’m not sure what kind of post-sale bounce it will get, or how it will effect the sequel, NEGLIGENCE.
I’ve been sticking with KDP Select largely because of the Prime library borrows, which bring me more income than Barnes & Noble or Kobo ever did. I think, however, that we may be getting to the point where we’ll have to be shelling out a little more money for advertising on newsletters like Bookbub, which seem to be very effective.
THE ENRAGED FINAL_400w-1You were leery about self-publishing, Rob…but now you’re into it in a big way. You’re even designing your own covers. What made you decide to take such a hands-on approach? And do you enjoy it?

R: Actually, self-publishing was made for someone like me. My pre-author work involved video production and design, so it was only natural for me to utilize those skills. I really enjoy doing covers—I’ve done several for other authors as well—because it’s a different outlet that lets me stretch a another set of creative muscles.

You have both collaborated on a new, original, self-published ebook called POE… how did that come about? And what was it like working together?

R: For me it was largely painless. I had come up with the idea for POE several years earlier, but had never gotten around to doing anything other than a short synopsis and a couple chapters. I had pitched the idea to Brett at the time and he always loved it, so when we decided to write something together, he suggested POE and I thought why not? But I was in the middle of another book at the time, so he was the one who sat down and fleshed the idea out, wrote an outline we agreed on, then hammered out the first draft. I came in and did a rewrite, then Brett did the final polish. We spent a lot of time on the phone discussing various scenes and character motivations, but we never had any real disagreements. We also found that our writing styles meshed quite well.

B: What Rob said. Painless and fun! Can’t wait until the next one’s underway.

How has the book performed? Will there be sequels?

R: I’m happy to say that the book has been performing well despite little publicity. I’ll be launching into the first draft of the sequel sometime this month.

It seems you both followed up POE almost immediately with new, self-published ebooks. Was that always the master plan behind the timing of the release of POE? Was it intended as a “gateway drug” for draw your audiences to one another’s work?

R: Is there supposed to be a master plan? The collaboration was certainly designed to draw in readers from each other’s camp, but the new books were already planned even before we decided to write POE. Brett puts out several books a year and my own personal plan is to catch up to him at some point.

B: No master plan. Just put out the books when they’re ready.

Are there more collaborations on tap?

R: Well, there’s the new POE, which should be out in time for Christmas, and there’s another idea of mine we’ve considered working on called LINGER, but finding time to get it fleshed out and written is a problem with our busy schedules.

B: LINGER is going to be great when we finally get to it! Can’t wait.

Tell us more about your new books.
B: My latest is Quinn #7, called THE ENRAGED. It picks right up where the last book, THE COLLECTED, left off. There was a bit of a cliff hanger at the end of that. In THE ENRAGED, Quinn sets out to deal with those responsible for what happened in THE COLLECTED. It’s rocket fast, exciting, and, hopefully, utterly satisfying.

R: My book NEGLIGENCE is a sequel to TRIAL JUNKIES. Hutch and his old college friends—who spend a lot of time watching trials at a Chicago courthouse—find themselves embroiled in a case involving the murder of a school girl that leads them to an exclusive preparatory academy that could very well be housing a killer. It’s got a few shocks for fans of TRIAL JUNKIES, but I think they’ll be pleased.

The Mail I Get

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Louisiana FeverIn my “The Mail I Get” posts, I’ve shared dozens of examples of the lame pitches I’ve received from inept publicists and clueless authors about their books. Well, now I thought it was time to show you an example of how it’s done right. Here’s an excerpt of a very effective pitch that I got from a publicist today:

My name is Anna Ryan, and I’m representing a uniquely clever, and altogether fun, forensic medical mystery entitled, Lousiana Fever, written by forensic medical expert, DJ Donaldson.  Louisiana Fever is the latest in the Andrew Broussard mysteries. […]Donaldson is known for his medical expertise, and his meticulous attention to scientific detail within his stories. But he’s also known for his colorful characters too.  What I particularly love is how the protagonist–medical examiner Andrew Broussard–is not only an amazing forensic detective, but is decidedly obese and unabashedly loves food (almost as much as I do!) The interplay between him and his gorgeous counterpart, Kit Franklyn, make for a really fast-paced and uniquely clever mystery plot.  Add in the sumptuous New Orleans, LA backdrop and you have a really enjoyable read…

The pitch not only conveys what is unique and interesting about the book and its author, but its shrewdly written in a chatty, personal way that makes it seem less like a press release and more like a recommendation from a friend. The accompanying press release included a blurb from Tess Gerritsen and an punchy lead:

Andy Broussard, the “Plump and Proud” New Orleans medical examiner, obviously loves food.  Less apparent to the casual observer is his hatred of murderers. Together with his gorgeous sidekick, psychologist Kit Franklyn, Broussard forms a powerful, although improbable, mystery solving duo.

All in all, very well done.

Collaborating

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I visited the excellent MURDER SHE WRITES blog today to talk about the fine art of collaborating… writing a screenplay or book with another writer. Here’s an excerpt:

In TV, you work for the Executive Producer, who is often the creator of the show, and with a room full of other writers. Your job is to tell a story the way the EP does, to establish and maintain a shared vision of the show and voice for the characters. You plot stories with other writers and often rewrite each other or just an scene or act of someone else’s script. (This is even true when you are the EP — you may be in charge, but you need to run the writers room, guide the plotting of stories, and usually have to do a polish on every script). Working this way gives you a real objectivity about your work and a willingness to accept feedback and other points-of-view without your ego getting bruised. It’s all about the show, not you.

In books, the writing is usually a singular pursuit. One author, one voice. But much of my novel-writing experience has been collaborative as well…

For more, check out the post at MURDER SHE WRITES.

Janet Evanovich and THE HEIST on CBS THIS MORNING

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Janet Evanovich was a guest on CBS THIS MORNING on June 17th to talk about THE HEIST and how we wrote the book together. Although I wasn’t interviewed, I was there in spirit and in the flesh…I was in the green room and was on camera in candid shots several times during the show (I didn’t realize they had a camera in the green room! They caught me chatting with Sen. Dick Durbin at one point and later with Janet before she went on the air). I thought Janet did a fantastic job!

Colt’s Wild Ride To Print

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Colt54 (Small)My friend Jude Hardin’s highly acclaimed Nicholas Colt mystery novels have followed an unusual publishing path. In this informative guest post, Jude talks candidly about that journey and the hard lessons he’s learned, culminating with the self-publication this month of his latest novel in the series, COLT (and be sure to check out his fantastic DEAD MAN tale, FIRE & ICE). 

In the spring of 2011, when my debut thriller POCKET-47 received a starred review in Publisher’s Weekly, I figured I was on my way. Suddenly, I was getting inquiries from a variety of big-name industry professionals who were interested in my book and my future.

I was a published author, and I was getting noticed. After years of trying to break into the business, these were two of the best things a writer could ask for!

But, with a hardcover print run of 3000 copies, and a $9.99 price tag on the ebook version, it quickly became apparent that the book wasn’t going to take off as well as it should have. The distribution just wasn’t adequate; there was no co-op placement in bookstores, and there weren’t a lot of readers willing to shell out ten bucks for an ebook by an unknown author.

That PW review did help me land a top New York agent, though, so I had high hopes for the second book in the Nicholas Colt series. My agent and I discussed strategies to move forward, and we decided Amazon’s Thomas and Mercer imprint might be the best way to go. Ebooks were quickly gaining traction in the marketplace, and Amazon’s promotion of them was second to none.

So we submitted the manuscript.

It sparked the editors’ interest, and I ended up signing a four-book deal with an option on a fifth. CROSSCUT was scheduled to be released June 2012, and SNUFF TAG 9 the following November. With Amazon’s backing, I thought these and subsequent titles would sell well enough to allow me to write full time. Once again, I was on my way.

Once again, good things!

Unfortunately, even with solid promotional efforts from Amazon, the sales of my Nicholas Colt titles have been lackluster so far. The books have earned out their advances, but they haven’t sold well enough for T&M or other publishers to offer the kinds of publishing deals I’m interested in. KEY DEATH comes out later this month, and I’m hoping things will pick up when it does.

But of course I’ve learned that there are no guarantees…

So, in an effort to give the series an extra shot in the arm (and with all of my contract obligations to Thomas and Mercer fulfilled) I have decided, for the first time, to self-publish a novel.

COLT went on sale May 30. It’s a prequel to the series, the events taking place three years before those in POCKET-47. Here’s the story:

October 21: just an ordinary day, unless you’re a former rock star…

The sole survivor of a plane crash…

A private investigator working out of a camper..

For Nicholas Colt, October 21 is an unlucky day. A day for nightmares. It always has been, and this year is no exception.

Someone is brutally murdering the offspring of an anonymous sperm donor, and Colt’s missing client is next on the list. With less than four days to find the young man—and, with a pair of drug-addicted study partners, a violent motorcycle gang, a stalker ex-girlfriend, and a host of other obstacles standing in his way—Colt faces the most challenging and deadly case of his life.

By self-publishing, I have control of the price, and I can participate in free giveaways and other promotional tools like BookBub. I have another completed novel that falls on the other side of the Nicholas Colt timeline, and I’m planning to self-publish that one early 2014.

Does this mean that I’m finished with publishers altogether? Not at all. It just means that writers have more viable choices now than ever before.

And that, my friends, is a very good thing indeed.