How To Use Audio as an Author For Book Sales and Marketing with Joanna Penn

@thecreativepenn www.TheCreativePenn.com J.F.Penn - NY Times & USA The Creative Penn Ltd Today Bestselling Author

* Professional speaker * Non-fiction books, courses, audio programs * Entrepreneur

Over 400,000 copies sold in 74 countries. Ebook, print & audio format. German, French, Left day-job as IT consultant Spanish & Italian. in Sept 2011. 2008 ...

Back then I knew very little, and made a lot of mistakes … but hopefully my journey shows that it IS possible! In this session, you will discover:

• Why audio and why now? • How to self-publish audiobooks with ACX & market them • Working with a narrator • Narrating your own book • Audio programs and selling direct

• Podcasting as an author platform • How to pitch a podcaster effectively for book marketing Why audio and why now?

• Widespread use of smartphones means streaming audio in your pocket, for both podcasts & audiobooks

• 2016 - Apple Carplay and Auto put streaming audio into all new cars

• Big push into subscription services for audio & gamification of listening. advertising & hooking with free codes.

• For customers - way to multi-task while5 doing other things Whispersync technology means that people can start reading an ebook and then continue listening to the audiobook. Bundling ebook with audiobook now available. Pros and cons … AuthorEarnings. Jan 2016. selling 119,000 audiobooks a day ($2m+) generating $204,000 a day in author earnings

Goodreads added free audio samples for 180,000 Audible titles to the website, where they’re available to all 30 million+ Goodreads members.

77% of audiobook purchases are fiction. People like listening to a story! A book can be turned into multiple streams of income. Audio is another stream. “Authors skilled in multimedia have an advantage over those who release only e-books or print books. Reader discovery increases when you can produce audiobooks, illustrated editions, podcasts, serialization (even if just at Wattpad), YouTube videos, and so on….” Jane Friedman in Publishers Weekly How to self-publish audiobooks with ACX

Claim your book (if you have the rights). Decide on your contract options e.g. pay up front & keep royalties vs. royalty split; exclusivity

Upload sample & get auditions. Decide on a narrator & sign contract.

Narrator will record first 15 mins. You QA listen & changes made. Then repeat for the rest.

Approve & it’s distributed to Audible, iTunes & Amazon

10 Tips for working with a narrator

• Specify the type of voice you want & be very clear about the tone of your book upfront.

• Be honest and open with narrators. Use the audition and first 15 mins to sort out details.

• QA check as you go. Report back issues but TRUST the narrator as an audio professional. This is an adaptation.

• Narrators can bring a fanbase +

readers like a series read in one11 voice. How to narrate your own audiobook

• Find a professional studio near you and get quotes for hourly rates and also on production of the files to ACX technical standards

• Turn wi-fi off on the Kindle :)

• Energy is very important. It’s extremely tiring to read. Breathing training would help. Lots of liquid but no dairy!

• Edit the ebook as you go - the indie advantage! But only do ‘static’ books • Editing audio yourself will keep costs down - Audacity, Amadeus Pro

12 Costs of an audiobook

Doing it yourself: • Studio hire: $30-$50 per hour • $300 - $600 for editing Around $800 for a 6 hour audiobook

Hiring a narrator: • Between $200 - $400 per finished audio hour Around $1200 - $2400 for a 6 hour audiobook

Or Royalty Share deal on ACX - no money upfront, royalties split for 7 years+ Audio programs & selling direct

• Record yourself - either in a studio or with home equipment. Audacity / Garage Band / Amadeus Pro.

• Sell direct to an audience from your own website - or one of the online stores

• SendOwl, Gumroad, Payhip, Selz, e-Junkie. Many more & most are now EU VAT compliant for digital sales. • OR/ Teachable or other course

sites 14 How to market audiobooks

• 50 promo codes from Audible to give away for reviews

• Doing paid promo spike e.g. Bookbub on an ebook will result in audiobook sales through Whispersync + AudioBookBlast

• Use Soundcloud for clips for social media & add links to your site & social media

• Audiobook review sites and promo services are growing 15 http://jfpenn.com/audio/ New in March 2016 - share up to 45 sec audio clips directly by email or social media. The recipient does not need to be an Audible user but there will be a link to find out more. GREAT!

http://www.wired.com/2016/03/audibles-new-sharing-tool-tries- make-audio-social/ https://www.youtube.com/watch?v=5ti5TmuTTHk Useful books

http://amzn.to/1J6MsGW

http://amzn.to/1J6MgHC

http://amzn.to/1J6Myyk Articles and interviews: http://www.thecreativepenn.com/audiobooks/ Podcasting as an author platform

• Relationship building with Authors, Bloggers, Marketers and others in your niche

• Relationship building with your audience - your voice, your laugh. Long term fans.

• Incoming links from other sites

• Viral effect of referrals/ word- of-mouth

• Stand out, learning and fun!

http://www.TheCreativePenn.com/podcasts/18 How to create a podcast

PLAN: Research & connect with guest. Arrange time for skype. OR/ prep what you will say RECORD: Record interview. eCamm or Pamela w/ Skype. Screenflow/Camtasia for screen capture. Smartphone etc EDIT: Audacity / Amadeus Pro/ Garage Band DISTRIBUTE: Amazon S3, Blubrry for wordpress, iTunes, Stitcher

http://www.thecreativepenn.com/how-to-podcast/19 Podcasting for book marketing

• Know. Like. Trust. Podcasters are curators and they are trusted. Who else gets that kind of ‘ear time’? Longer interview = better value

• Give, give, give. It’s about value. Think about how your book benefits the target audience.

• DON’T keep saying “in my book…” The aim is to get people to think you’re amazing & then they will naturally check out your book http://www.thecreativepenn.com/2015/03/31/audio-viv-oyolu/ 20 How to pitch a podcaster effectively

• Listen to the show. Do your research about the host. Be honest - are you a good fit? Do you have credentials? Do you have enough to give to the audience?

•A personal connection is best! Mention something that makes it clear that you have listened & pitch specific topics that will be useful. Mentioning your platform helps too …

21 Get the slides and your free Author 2.0 Blueprint and video series at:

www.TheCreativePenn.com/fringe2016/ Password: indie

Email: [email protected] Tweet me @thecreativepenn More Links & Resources http://www.thecreativepenn.com/audiobooks/ http://authorearnings.com/report/february-2016-author-earnings-report/ http://writerswin.com/author-marketing-mastery-8-increasing-your-author-revenue-stream- with-audiobooks/ http://www.thebookseller.com/blogs/adventures-audio-323884 http://www.pagetwostrategies.com/audiobooks-whats-driving-the-explosion/ https://www.acx.com/help/acx-audio-submission-requirements/201456300 www.authorsrepublic.com http://www.thecreativepenn.com/2014/08/03/direct-sales-entrepreneur/

http://www.thecreativepenn.com/2014/10/10/read-your-own-audiobook/

http://www.audiobookblast.com/

http://www.thecreativepenn.com/how-to-podcast/

http://www.thecreativepenn.com/2015/03/31/audio-viv-oyolu/