Let’s Talk About… The Free Book Promo

Ah, the freebie, a normally guaranteed way to stir any type of consumer interest or so they say. This post will look in detail at the free e book promotion – something I know a thing or two about because since being published in 2016, I have run the free book promo 14 times… Yikes, that may sound like a big number but spread out over 5 or so years it has served me quite well. Let’s talk about it…

By definition, the free book promotion to me is the concept of setting the price of an e book to zero. This can best be achieved through Amazon KDP and if your digital book is enrolled in KDP select then you are allocated up to 5 optional days every period to list that book for free. I have highlighted the ‘optional’ part because although 5 days seems like a good amount, in my eyes the shorter amount of time a book is free, the better – this taps into the whole impulse purchase and urgency thing which is quite important in selling anything. Creating a sense of impulse and urgency in a free promotion will increase the likelihood somebody will want to download your book.

So, is a free book promotion worthwhile?

There are plenty of authors I know who will never offer their work for free and that’s fine in my eyes. I suppose its a case of weighing up your individual options against the factors for success. For me, I don’t earn a living through the books I have published, in fact I am nowhere near that yet, so making money as a self-published author right now is not on my wish list. But gaining a readership is and if my free promotion is executed effectively then that is exactly what will happen, eventually, in theory, maybe…

This whole thing is subjective, so remember everyone’s situation is different.

I tend to use the word eventually in most of my author situations because this really is a long game and hopefully with my results below you’ll see that. Before we look at the results which have improved over time, there are several factors as to why a free promotion can be a success. Here are the main ones:

Type of Advertising/Budget

Probably above everything else, the who and how much you spend will dictate a lot of a book promo’s success. Higher end book promo advertisers also have higher quality readers who leave reviews like BookBub. Budget will also determine how much reach it will have. In my eyes, for a free promo, I’m going all in so the money I spend will be returned eventually through reviews, readers and even social media follows. You can find some of the book promo advertisers I have used here.

Combinations

The second major factor in all book promotion is combining different methods – what I mean by this is perhaps playing around with the price/advertisers/books available. This is where book promotion runs can be deemed a success or not. In the many times I have run promos I have also reduced the price of other books or even advertised the free book before and after a promo. Just free is great, but other combinations are even better. I nearly always ‘stack’ my promotion too – this means using multiple advertisers over several days.

Social Media Reach/Activity

The higher and more engaged your social media following, the better it should be for any promotional stuff. Me; I’m pretty much addicted to Twitter and my following of nearly 20k does help. At a glance, the more you put into social media over time, the more you get back. If your profile gets bigger, more people are going to be interested in your work. Building trust over time online will create a fanbase eventually. How? Here’s a guide for that.

Genre/Time of Year

A wintery ghost romance probably won’t sell much in the height of summer but it will during the autumn and winter months. Genres and seasons do tend to go hand in hand. From late September all the way to Halloween works really well for horror and thrillers.

Length of Promo

I mentioned above that being enrolled in KDP Select will allow you up to 5 days every enrollment period to use for free promo but the shorter the promo run, the better. Impulse and urgency sell books that are on a price promotion.

Reviews/Ratings

Most of my free promotion runs saw better results after a certain amount of reviews. There is no fixed number but having over 5 will help a little. The more reviews a book has the better in theory. In terms of ratings, anything over 3.5 stars average rating should do quite well also.

Bibliography

My top book promotion advice is to have more books available and the more you have on your shelf the more a potential reader will invest in you. Even if their first read from you is free, if the experience is enjoyable then they may just return as a paying reader next time.

Make it Easy for the Crowd

Have you ever offered a physical book or two for free to your social media audience? From a signed paperback to an advanced e copy? Was the response mostly crickets and you weren’t sure why? There’s something about singling people out and then offering them something because every so often it doesn’t work. People don’t tend to like being singled out and so a free e book promo makes everyone feel part of a crowd with way less reader pressure.

Worked Scenarios

We’ve looked at the factors now let us look at a few real life free book promo examples. When I ran my first free promo back in 2017 it was kind of a stab in the dark. Something I have tried to improve over the years… (the book selling, not actual knife things…).

Scenario 1 (2017)

Book Title: Open Evening + Darke Blood (Both Free)

Amount of Amazon Reviews: 6 (UK only)

Length of Free Promo: 5 Days

Month: September

Books Published: 2

Budget Spent on Advertising: $70

Social Media Following:

Twitter: 2,500

Facebook: 300

Result:

Open Evening Free Downloads: 713

Open Evening Paid Sales After: 12

Darke Blood Free Downloads: 144

Darke Blood Paid Sales After: 29

Conclusion:

A very good first attempt at a free promo. Although pricey, 800+ free downloads and then paid sales after for both books was a win in my eyes. Turning a profit at this stage is difficult and not a priority. This was a good entry level free promo and to me anything over 500 free downloads for a book is good. You can read in a little more detail about this promo here.

Scenario 2 (2019)

Book Title: Darke Blood (with ‘The Teleporter’ free on the final day)

Amount of Amazon Reviews: 10

Length of Free Promo: 3 Days

Month: September

Books Published: 4

Budget Spent on Advertising: $100

Social Media Following:

Twitter: 2,900

Facebook: 400

Result:

Darke Blood Free Downloads: 3,403

Darke Blood Paid Sales After: 2

The Teleporter Free Downloads: 88

Conclusion:

An excellent result. 3000+ downloads for any book in that space of time is huge. Capped off with the last minute free promo of The Teleporter on the final day – this proved my theory of eyes being on any other book you have published during a free promo – remember combinations? That’s a major factor for success which you’ll see in the third and final scenario. You can read my detailed report on this promo here.

Brief Interlude

While the above two scenarios are impressive in terms of numbers, the free promo gets more valuable when you have more books available. By the time of the next scenario (April 2021) I had 6 books available, 4 were part of a series and the free promo and a book series go hand in hand for combination stuff. This next scenario is also after my BookBub Featured Deal which was also a free promo and resulted in 10,000 downloads of The Teleporter in a day. Time is your friend with this stuff and you’ll see how my results shifted below.

Scenario 3 (2021)

Book Title: Open Evening with rest of the series discounted to 99 cents or equivalent

Amount of Amazon Reviews: 27

Length of Free Promo: 1 Day

Month: April

Books Published: 6

Budget Spent on Advertising: $165

Social Media Following:

Twitter: 7,000

Facebook: 500

Result:

Open Evening Free Downloads: 940

Open Evening Paid Sales After: 2

Paid Sales of other books in the Series on that day: 176

Total Paid Sales that month: 230 – A record that still stands today.

Conclusion:

You can see from the results that the free promo kind of takes a different role because the other books in the series all sold from that initial visibility. You can create a series page on Amazon that links all books in that series together – let Amazon do the work with this, they have the infrastructure so take advantage. Paid sales pushed all of my books up the charts and to better visibility and the best thing is this book promo broke even the next month. April 2021 was my first $100 royalty month and then the second was May. You can read about this promotion here.

Page Reads

Often overlooked is the concept of e book page reads with can be tracked via the KDP sales dashboard. As you can see from mine and historically they have spiked and even sustained after every promo run since 2017. With more books and promos this can become quite an opportunity while also tracking results.

Final Conclusion

From the scenarios and factors laid out before, you can make a free promo very worthwhile. Of course there have been plenty of not so great promos but they are all part of the journey. You just need a backlist, a budget and some tactics. So in conclusion and for an effective free promo, these things work well:

Minimum time – 1 or 2 days work fine. Impulse and urgency. Think of it as an occasion;

More books helps sell all involved. Discounted prices if its a series. Combinations;

Paying for advertising – kind of a no brainer, plenty of good book promo sites out there. Stack them over some days;

Social Media Following – helps but not essential;

Reviews – Some reviews help.

There are always a few anomalies and variables for the individual but everything laid out above should help to sell books. I have found running a free promo works best every quarter or so and over time it can help grow a readership. These days my book sales are regular and mostly at full price all because I started with the free promo some years ago and built a foundation from it.

Thank you for reading. What are your experiences with the free promo? Any lessons or thoughts?

If you enjoyed this post I have stack of more promo scenarios in my author/blogger guide book which is available now in e format and will be coming to paperback next month.