Monthly Archives: April 2012

Incrementing Your Conversion Rate

I’m writ­ing this post using a Mac applic­a­tion called MarsEdit. The guy who makes it is Daniel Jalkut. Last week, he gues­ted on Marco Arment’s Build and Analyze pod­cast, which is aimed at soft­ware developers but often con­tains insights that inde­pend­ent authors can learn from. Daniel’s a nice bloke. I know this because we had an email exchange a few months back about a fea­ture I’d like to see in MarsEdit.

In the pod­cast, Daniel said some­thing about incre­ment­al­ity that seemed appos­ite. When he took over the cod­ing of MarsEdit (from Brent Simmons of NetNewsWire fame), he thought about the unit sales of the soft­ware. It sold on aver­age three per day. This led to what New Worlders call ‘a fair chunk of change’, but it was some­what less than the fig­ure that Daniel could live on.

He thought back to the old soft­ware adage that, if one hun­dred people view your soft­ware, and three buy it, you’ve got your­self a decent con­ver­sion rate. Daniel thought about the product in terms of increas­ing that con­ver­sion rate. How well designed was the ini­tial set-up? How did the soft­ware work for novice users? He tweaked the applic­a­tion and increased sales.

I’m not one who shies away from money-related talk when it comes to writ­ing. If you don’t talk about it, there are plenty who will — par­tic­u­larly these days, when more and more writers are tak­ing home non-trivial monthly roy­al­ties thanks to the suc­cess of e-publishing.

Bullshit Bingo aside, incre­ment­ing your con­ver­sion means look­ing at the product — a book, per­haps — and work­ing to get that extra one-percent of read­ers to buy your book. If you see a typo, kill it, upload the new ver­sion. If it takes a reader too long to get to the first page of the story because you’ve front-loaded the book with review quotes, shorten it, upload it. What does the reader see when they land on your Amazon page? A bio that’s out of date? Get bib­lical on the arse of the text.

You see where I’m going. It’s an obvi­ous point, per­haps, but chan­ging your atti­tude from ‘I’ll fix it later’ to ‘I’ll fix it now’ won’t only improve your story. Readers notice these things. Just take a look at a few reviews for self-published books on Amazon: present­a­tion is a theme.

As I say, it’s an inter­est­ing pod­cast, and well worth a listen.

Thirsty for Bytes?

It’s not easy being an inde­pend­ent author. By inde­pend­ent, I don’t mean ‘attached to an inde­pend­ent pub­lish­ing house’. I mean hir­ing a proofreader, editor, cover designer, and not being invited to pub­lish­ing shindigs. M’colleague Matt F Curran doesn’t think it’s easy either. He is the brains behind Thirst Editions, a new, vir­tual pub­lish­ing out­fit under whose aus­pices Matt, Aliya Whiteley, Roger Morris, Frances Garrod, and Tim Stretton will be put­ting out a title or two. These authors are not all inde­pend­ent by the above defin­i­tion, but they’ve all had work passed over on the grounds of mass mar­ket appeal rather than qual­ity — and with ebooks and the long tail, qual­ity can now count.

There is no ‘i’ in team. There are, how­ever, three in ‘Thirst Editions’.

I think you know what I mean.

If you don’t, take a look at this post, where Matt out­lines the ethos behind Thirst Editions.

Monday, 23rd April is launch day. My novel Proper Job will be re-published as a Thirst Editions book (reserving Writer As A Stranger for the Saskia Brandt books) at the crazy price of 77p, along with Tim’s Dragonchaser and Aliya’s Mean Mode Median. These last two are also cheap-as-chips.

What are you wait­ing for? We’d appre­ci­ate your support.

Déjà Vu: The Next Generation

No, it’s not a mash-up where Whorf mar­ries Saskia Brandt and Data downs­izes to a com­puter the size of a credit card. This post com­prises a thought or two on the pro­cess behind what falls under the label ‘Coming to America’ — or, more accur­ately, work­ing with my American agent on the edi­tion of Déjà Vu that we’ll sub­mit to pub­lish­ers over the next few months.

Non-writers — and a few writers at the begin­ning of their career — tend to feel that their work is in final draft early on. Most exper­i­enced writers will agree that the edit­ing pro­cess rep­res­ents as much work, if not more, as those early drafts that seemed fin­ished. The pro­cess is a enjoy­able one because the changes take the book, inch by inch, towards the best it can be.

So, des­pite the flat­ter­ing Amazon reviews, I’m keen to take another look at Déjà Vu and tweak it inline with the com­ments given to me by my agent, Katherine.

I often think of the writ­ing pro­cess as being like pro­du­cing a film, which is odd given that I have no exper­i­ence of film pro­duc­tion. But the first draft is like a rough cut: the mater­ial exists in ugly, clumsy but sub­stant­ive form. Later drafts are like film edits: boil­ing down the bulk, com­press­ing and adding mean­ing. The com­ments of the agent are akin to those of a pro­du­cer — ‘Should this dis­solve be a jump cut?’ — and intel­li­gib­il­ity — ‘Why not insert a brief scene where Bob reveals a per­sonal secret to Jane?’

As you might expect, Katherine made clear that I’m free to ignore all her com­ments, but I haven’t because they are good ones. In this new draft, I’ve made Saskia’s hybrid mind clearer to the reader; filled in some plot blanks that read­ers often don’t under­stand on their own; and, with min­imal touches, I’ve tried to stop the reader boun­cing out of the story on account of unne­ces­sary com­plex­ity or unex­plained happenings.

The trick, of course, is to leave the good stuff untouched and improve the bits that are just about working.

Here’s one example. In the cur­rent draft, Saskia’s phys­ical appear­ance is not described expli­citly. Katherine thought that a phys­ical descrip­tion early on in the book was needed. Why didn’t I include one? Well, I hate authory bits where the reader is told about a char­ac­ter. I want these descrip­tions to serve the story too.

Excerpt from the cur­rent edi­tion of Déjà Vu:

Ghost-touched by the air con­di­tion­ing, her sweat dried cold. She entered the lift, which rose on a pis­ton and opened high in the build­ing. Her office was one among dozens on the floor. Its plaque read: Frau Kommissarin Brandt. She licked her thumb and squeaked away a plastic shav­ing from the newly carved B.

Excerpt from the unpub­lished, newer draft:

…She licked her thumb and squeaked away a plastic shav­ing from the newly carved B. There was a pic­ture along­side the name. It showed a ser­i­ous, beau­ti­ful woman in her late twen­ties. No make-up. No ear­ring in the exposed, left ear. Many pho­to­graphs had been taken and Saskia liked this one the least. As always, she scowled at her­self before open­ing the door.

I’m fairly happy with this descrip­tion. It is plaus­ible that Saskia would see this pic­ture; it’s still vague, but gives enough for the reader to ima­gine her appear­ance; and it con­tains her reac­tion to it, which tells the reader some­thing about her char­ac­ter. With luck, I’ve avoided this kind of thing [from Dan Brown’s angels and Demons]:

Although not overly hand­some in a clas­sical sense, the forty-five-year-old Langdon had what his female referred to as an ‘eru­dite’ appeal …Langdon still had the body o a swim­mer, a toned, six-foot physique that he vigil­antly main­tained with fifty laps a day in the uni­ver­sity pool.

If I ever write like this, shoot me. Shoot me vigilantly.