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Reaching Readers With Kindle Countdown

Reaching Readers with Kindle Countdown

Indie author Pam Dixon shares her success story using Kindle Countdown to promote her self-published short fiction.

Screenshot of Pam Dixon's Kindle Countdown Deals pageThe initial KDP Select enrolment period had ended for my e-book, Only a Heartbeat Away, and I was preparing it for distribution on Smashwords, Nook, and Kobo when I learned about Amazon’s Kindle Countdown program. What an intriguing prospect – a new KDP Select feature that allows one to retain existing royalty rates of up to 70% on limited-time discounted prices, with the benefit of additional visibility afforded to Countdown deals.

Taking advantage of the Countdown feature eliminates the option of giving away free ebooks during the 90-day enrolment period. That was hardly a disadvantage for me. I would much rather sell my books than give them away. I immediately enrolled the novella Only a Heartbeat Away again and added another of my titles, the short story Almost Persuaded.

Now, I simply needed to devise a promotional strategy to take advantage of this new KDP Select feature. I supposed additional Amazon exposure would result from an active Countdown promotion, but I had no way of knowing the extent of the added exposure. Over the next few weeks, I took advantage of other authors’ Countdown campaigns, but in every case I discovered them because the titles were already on my wish list.

Given the reason I enrolled in KDP Select was to employ the Countdown option, it was important for me not to leave my possibility for success to chance. I have lowered e-book prices to $0.99 before with the intention of enhancing the titles’ discoverability, but only when done in conjunction with two BookBub promotions did I achieve tangible results. In both instances, the titles reached #1 bestseller in their categories and earned greater than 65% return on investment. Not all my titles are candidates for BookBub selection. I needed to implement a low-cost $0.99 promotional strategy that would yield a well-documented repeatable process that I could employ time and again.

Initiating and Planning

KDP Countdown parameters are rather specific. My first lesson learned – read the fine print. Countdown deals are allowed only in the US and the UK marketplaces. An enrolled ebook is allowed one promotion per marketplace per 90-day enrolment period, which can last up to seven days. I missed the opportunity to offer the Countdown deal in the UK, my books’ second-largest market, because I wasn’t aware that I could select both marketplaces. Another important lesson was the requirement that the promotion must be scheduled to end at least 14 days before the end of the KDP Select enrolment period. Fortunately, I entered my planned Countdown dates on KDP Select far enough in advance to adjust my original target.

Having taken the first step of scheduling my Countdown deals to run concurrently, thus initiating the project, and having identified my goal of creating a repeatable process for an effective $0.99 promotional campaign, the next steps were kicking off planning and preparation activities:

  • Verify KDP categories and keywords, and revise as necessary for optimal ranking results
  • Update book product descriptions with the intention of increasing visibility of my other titles
  • Schedule promotional tweets which would also feed my Facebook pages
  • Prepare Day #1 promotional blog post which would also feed my Goodreads Author page
  • Submit one title to Author Marketing Club’s $0.99 Fridays (Free for AMC premium members)
  • Create promotional pictures (I used six during the campaign)

 Execution

  • Day #1 – Publish my post on my blog and promote on Twitter, Google+, and my Facebook pages
  • Day #2 – Promote Facebook post for $5 (Did I mention low-cost? The promoted post reached 755 targeted Facebook users.)
  • Day #3 – Post the Countdown promotion in multiple genre-related Facebook Groups
  • Day #4 – Final “end-of-countdown” promotional push which included a ‘ticking clock’ blog post

Monitoring and Control

This is where the excitement began! I eagerly engaged with readers each day of the promotion, especially on Facebook. Aside from searching for evidence that my titles were getting an added boost from Amazon’s Countdown programme, I periodically captured each book’s rankings. Overall, I was pleased with the results:

Only a Heartbeat Away ranked #7 bestseller in its category by Day #2 of the campaign and ultimately #5. (It was at #35 day before the start of the campaign).

Sales graph for Only A Heartbeat Away

Previously unranked, Almost Persuaded ranked #23 bestseller in its category on Day #2.

Sales Graph for Almost Persuaded

Closeout

Though the number of copies sold during my Countdown campaign paled in comparison to my paid BookBub promotions, I met my objectives. Sales were 10 times and 7 times what they were the prior week for Only a Heartbeat Away and Almost Persuaded, respectively. Each book’s overall ranking improved, and the return on investment was astronomical given that I invested minimal funds in the campaign. I implemented and documented a strategy that will work well for me. Most important of all, I had fun.

 

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  63. This post was incredibly helpful, P O, especially the initiating/planning and execution. I’ve just put my debut in Kindle Select and was looking for best strategies for taking advantage of the KCD. I didn’t have much marketing strategy when it came out in June, but am aiming for better planning for the next release. I need exposure, and am hoping that a well-timed KCD and some borrows from KU will help. Many, many thanks for sharing your experience and knowledge!

  64. Very interesting article, Pam. I’ve been wondering about Countdown, so it’s a bit clearer now. One thing I’m still not clear about. People found your Countdown through your tweets, facebook, etc., but does Amazon do anything to promote Countdown offers? I tried a while back to track this down, but without success.

    1. Thanks, Ann. Amazon lists Countdown Deals under Kindle Daily Deals. I discovered that after a diligent search. Once I located the Countdown Deals, I saw one of my books listed on page 2 (of its genre) and the other on page 10 or so. I have yet to receive any sort of promotional email from Amazon spotlighting Countdown Deals; hence, I can’t say whether or not that’s done. I can see how it would add value to the program.

    1. You’re welcome, Bette. I’m glad you found the post helpful. I’m hoping you’ll enjoy lots of success during your next Countdown promo. Thanks for sharing on Twitter!

  65. This is great information for my next countdown! I was pleased with my last countdown–not the sales, but the borrows! I had an equal amount of sales and borrows. For that visibility alone, I found the countdown useful.

    1. You’ve raised an excellent point, MJ. I haven’t come across many posts citing borrows as a key KDP Select benefit. Before the Kindle Countdown feature was added, paid borrows were my sole incentive to enroll my books in KDP Select. I like giving readers who are on the fence over hitting the buy button another option. Occasionally, I will buy an ebook that I borrowed. I’m glad your Countdown campaign led to increased visibility for your work.

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P O Dixon

P O Dixon is a writer as well as an entertainer. Historical England and its days of yore fascinate her. She, in particular, loves the Regency period with its strict mores and oh so proper decorum. Her ardent appreciation of Jane Austen's timeless works set her on the writer's journey. Dixon delights in weaving diverting tales of gallant gentlemen on horseback and the women they love. Visit podixon.com to find out more about Dixon's writing endeavors.

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