How I got great reviews for my self-published book

August 13, 2015 / Ryan McSwain / 10 Comments

I’ve had some people asking how I got so many quality reviews on Amazon and Goodreads for my first self-published novel, Monsters All the Way Down. It took a long time, so I’m not sure my approach was the most effective. But I’m happy to share, and I’d love to hear your own advice and comments.

I got reviews from three primary sources:

Word of mouth
Book bloggers
Amazon reviewers

Word of Mouth

If you’ve ever written anything, you know how flattering it is when people tell you they enjoyed it. Whether it’s in person, on Facebook, or on Twitter, it makes my day every time. I try to follow up my heartfelt thank-you by asking them to review the book on Amazon and Goodreads.

Don’t be a jerk about it; no one wants to be annoyed into reading your book, and that goes double for posting a review. Even if they loved your book, there are countless reasons they might not feel comfortable reviewing it. In the event they take time out of their lives to review your work, it’s time for another of those heartfelt thank-yous.

I also had a few folks contact me directly about reviewing the book. If an active reviewer is already excited about reviewing you, go for it. Since I was new to the game, I didn’t have anyone doing this to scam a free copy, but I guess it’s always possible.

Book Bloggers: The Unsung Heroes of Indie Publishing

Book blogging is a tough gig, especially if you’re willing to accept indie reviews. I’d imagine they can quickly become overwhelmed with requests from writers who aren’t ready to publish. I’m not surprised many close their gates or start charging for reviews.

I decided to go with bloggers who didn’t charge. I spent several days at my desk looking at lists of reviewers who accept indie books. Here are two example lists, and you’ll find more reviewers if you google a bit. Most of the people on the lists have their own blog, but some only do reviews.

I made a spreadsheet and went through the lists, recording all the ones currently open to submissions in the right genre. My spreadsheet listed the blog site (if applicable), the name of the reviewer, the contact information, and the submission requirements. I also had columns for whether I had sent them a request yet, if they had accepted my request, if I had sent them a copy, and if a review had been posted.

I finished compiling my spreadsheet before I sent out submissions. I would recommend just sending them as you go, because many of the reviewers were closed to submissions by the time I got back to them.

Submitting review requests felt like querying agents or publishers. Every blogger had a slightly different process. Some had weird things like mentioning the word “boomerang” in the email so they knew you read their requirements. It was a lot like that story about Van Halen having a contract that said they got a bowl of M&Ms with all the brown M&Ms removed. That way they knew people actually read the contract.

So I had a form email which I plugged reviewers’ names into, but I would also have to change it up based on their requirements. Like I said, they probably get an avalanche of requests, so be understanding that they need a way to separate the wheat from the chaff.

Some reviewers ask upfront if you’re willing to do an interview or giveaway. I always said I would be up for either one, as long as it was an eBook giveaway. I love doing interviews, since it’s a chance to talk about all the things I’ve been thinking about while writing the book. The occasional interview saves me from talking the ears right off of my loved ones.

Keep in mind, some reviewers only accept physical copies of a book. That’s fine, but the cost can add up for a self-publisher, and not every physical copy you send turns into a review. Just prioritize physical review copies, and pay attention to where reviewers are located. Sometimes it’s easier to send copies through Amazon, especially if they’re international.

Amazon Reviewers

I repeated the spreadsheet process with the top Amazon reviewers. These are folks probably get even more requests than the bloggers. Not just about books, either. From reading their profiles, they get asked to review way too many weight loss supplements. After I went through the top reviewers, I contacted a few folks who posted positive reviews in books similar to mine.

Here’s a link to Amazon’s top reviewers. Only contact the ones who say they review self-published books in your genre. I don’t remember how far down the list I went, but I had a decent return.

Paid services I haven’t tried that worked for others

I’ve heard good things about Net Galley, a service for sharing advance reader copies. It’s not cheap, but apparently returns on the investment.

There are plenty of book bloggers who offer paid services, including reviews and blog tours. Let me say up-front, I have nothing against these folks. As long as the reviews are honest and the reviewers make it clear they were compensated, more power to them. Just remember, it’s against Amazon’s TOS to pay for reviews.

Bottom Line: It Takes Time

I won’t lie to you. I was glued to my desk for a couple of weeks to send out over 450 requests. About 5% of those turned into reviews. This probably had as much to do with Monsters All the Way Down being my first published novel as it had to do with there being fewer reviewers willing to read horror. Your mileage definitely may vary.

It was tough work, but remember we’re on the same playing field as publishers who send out thousands of review copies to professional reviewers. You’re going to need to invest some serious elbow grease to get noticed.

Be sure to follow up with a thank you to anyone who posts a review, and retweet/share/plus the positive ones. Helping publicize each other is a big deal, especially for folks working with indie authors.

Hopefully this is helpful for some of you out there. And for you reviewers: thanks for all your hard work. Indie authors are lucky to have you.

How to Feel Like a Big Shot Author at Your Book Launch

October 22, 2014 / Ryan McSwain / Leave a comment

Much of this advice also applies to book signing events.

I was a basket case leading up to the release of my book. My stress level reached 2.5 on the wedding-day jitters scale, equal to 3.2 oh-god-it’s-the-math-final-exam-and-I-never-showed-up-to-class nightmares.

Publishing a novel was terrifying for me. I was confident that it would succeed, but there was still that nagging doubt that I was deluding myself. What if my beta readers lied to me? What if I’m not just the hack fraud I know myself to be? What if I’m a talentless hack fraud? Added to the usual anxieties of an event like this–What if no one shows up? What if I forget to zip my fly again?–it was enough to keep me up at night.

My wife was a big help; she prepared great snacks and was kind enough to handle the kids (it was important to me that they be there). I combated my anxiety by taking control of what I could and trying to forget about the rest. Here are a few things I did to get ready for the event. I’m talking about an in-person launch, not a virtual/online launch, which I didn’t pull off nearly as well. But my meat-space book launch was phenomenal.

When and Where: Choose the Right Venue

I decided there were two ways to handle a book launch party: (1) a private event, where I beg all my friends and family to show up, or (2) a public event, where I beg all my friends and family to show up, but I also have the opportunity to sell books to the public. If I were traditionally published, I might have gone with option 1. But I need all the exposure I can get, so I went with a public event.

You want a place with plenty of foot traffic, and where people are thinking about buying stuff. My grandfather-in-law Ken Wampler has a gallery at the Sunset Galleries, which is an old mall that’s been converted into studio and gallery spaces. It’s well known around town because of the Art Walk, a free event held the first Friday of every month. Ken was generous enough to let me set up shop in his gallery, and I sold books to familiar and unfamiliar faces all night. Many of the galleries have snacks for people, and the cupcakes my wife made also brought in folks.

It was a successful venue choice for me because it’s a recognizable location and there would be a crowd even if no one I invited showed up. Which brings me to the next thing.

Getting People to Show Up

Everyone who cares about you needs to know about your book launch.You want to get the word out through social media to the point where you’re worried you might be annoying. You know when your Facebook friends keep talking about their wedding or the imminent birth of their child? This is that important, and you shouldn’t feel bad for being excited, because it’s no one’s job to be excited for you. Whatever you’ve got, make it an invitation to your launch. Twitter, your mailing list, everything.

The most successful ways I reached out to people was in person and through Facebook, and I think I pulled it off without being annoying. If I talked to someone in the couple of months leading up to the launch, you can bet I mentioned it. As for Facebook, I invited everyone on my fan page and everyone on my friends list. Was it a bit spammy? Maybe. But this was a major milestone for me, and if people can’t be bothered to know about it, do I really need them as a friend?

I also sent out press releases, which actually netted me an interview with a local radio station, Mix 94.1, which was cross-posted to its sister stations. I’ll go into detail on press releases another day, as it was worth the time I put into it.

All of this effort meant that I had a huge group of encouragers and supporters show up for my launch, in spite the terrible storm we had that night. If you have enough people planning to come, you’ll survive missing the folks that couldn’t make it but wish they could.

There were many people who showed up because they’d heard about it from someone else. It would be worth your time to make a list of people that would tell others to come, and make sure they know the details whether they can come themselves or not. It could be worth making flyers just to pass on to these type of people.

THINGS I COULD HAVE DONE BETTER: If I’d had time, I could have posted flyers at local libraries and coffee shops. I was just too slammed for time to do it properly. And as I said, I didn’t really do any kind of virtual launch party, and I should have. I also didn’t post on community event bulletin boards or Craigslist, although I did post on my local subreddit.

The Pen is Mightier: Getting Ready to Sign

My penmanship brought my elementary teachers to tears. Realizing a major component of my authorial first impression would be how I signed my book, I needed to take drastic measures.

I bought a reasonably-priced fancy pen–TWSBI Diamond 580 Clear Fountain Pen, 1.5 mm stub nib–and a bottle of J. Herbin olive-colored ink. You can also get very cheap, usable Chinese fountain pens from eBay if that’s your thing. I practiced my signature like a middle-school kid. Armed with a list of my favorite quotes, I was ready to inscribe me some books. Quite a few folks complimented the presentation, which is the most narcissistic thing I’ll say today.

I might have cried at this part in Wreck-It Ralph.

When you sign a book for someone, talk to them. This is your chance to gather information for when you eventually steal their identity. Ask who you want it made out to. Be sure how to ask how to spell their name, even if it seems obvious. If it’s a couple and it seems appropriate, ask if you should make it out to both of them.

Being Seen: Signage and Such

Make sure people know what you’re doing. Have as huge a stack of your books as you can get. I had a large canvas version of my book cover, which attracted a lot of attention. I made a cool sign using old frames and chalkboard paint, but it broke as I loaded it into the car! Maybe I’ll post it once I get it fixed.

You can also get a retractable display by googling or shopping locally. It’s basically an upside down projector screen, with the screen being the sign. They look first rate, are very affordable, and you can print different signs to reuse them. I’ll probably get a couple down the line.

You’ll also want to have your business cards available. Little stands for cards, prices, and a hashtag are available at office supply or craft stores. I also printed up several of the masks from my book cover and put them on sticks for photos. It looked cool, but not many people took advantage of it.

The Money

You need a way to keep track of sales. I had a tally mark system that fell apart as soon as things got hectic, but I was able to track my numbers by the number of books I had left and the amount of money I took in. I had a receipt book, but no one wanted a receipt.

Make sure to have prices visible, and make them round numbers if you don’t want as much hassle with change. I rounded to the the nearest $5, so I only needed $5 bills for change. Make sure you have something to keep your money in–it would be real easy for it to walk off.

You need a way to take debit or credit cards. The most popular way is to use Square or Paypal on your smart phone. They provide a free card scanner that plugs into the headphone jack. Make sure you can get a signal where you’re at, or get access to the Wi-Fi.

Are You Selling Digital Copies in Person?

I’ll go more in depth on this with another post (Here it is! – future Ryan), but I sold digital copies at my launch. I printed up postcards with the cover on one side and contact info on the other, which gave me something to sign (I used a silver Sharpie). People that purchased the digital book put their email on a list and had the option to opt into my mailing list. I later emailed them the mobi and epub files and instruction on how to install them on most devices.

I no longer sell digital files directly, because I’ve become part of the Kindle Select program.

Take a Deep Breath and Have Fun!

Once you’re there and set up, most of the stress is no longer applicable. Relax, spend time with friends and family, and meet some new people that might become your biggest fan. Encourage folks to post to social media and leave honest reviews when they’re finished. You’re usually working alone in the dark, so have a good time being an author in public.

How I Make Time to Write as a Stay-at-Home Parent

June 24, 2014 / Ryan McSwain / 4 Comments

I read plenty of articles on establishing a writing routine. Unfortunately, the majority should have a disclaimer: “Irrelevant to parents of young children.”

My last job left me feeling burned out, so when the time came to decide what to do about our first-born, I volunteered to stay home. I reasoned that I would finally have the time and the mental energy to write.

This actually worked for the first few months I stayed at home. I wrote a good chunk of the first draft of Monsters All the Way Down during that time, and I thought I would be able to write and edit one book every year before my children started school. Even with the many long nights and the stress of being a new parent, it was one of the most pleasant autumns of my entire life.

It didn’t last.

I later found out most people thought I was either lying about staying home to write–“He just doesn’t like going to work”–or believed I was crazy to think I’d have any extra time. As soon as my son stopped sleeping most of the day, the time I had to write–and clean, and breathe, and think–disappeared. I’ve met writers who could write with their children running and screaming in the same room with them. Unfortunately, I am not one of those parents.

Free parenting advice: ear plugs take the edge off and add years to your life. You’ll still be able to hear your little angels screaming bloody murder.

I finished the first draft of Monsters and revised it over the course of a hundred inefficient late nights. Some nights, after my family went to bed, I would sit down at my desk and cry, because I knew I was too exhausted to write anything.

After giving up on burning the candle on both ends, I tried working during the evenings after my wife got home from work. That wasn’t fair to her, and even though she didn’t say anything, I could tell how frustrating it got for her after even one night of coming home from work and then being totally in charge of the kids all evening while I sat in my office. So I went back to writing at night.

Of course, taking care of the kids all day and sitting at my desk all night was unsustainable. It took me too long to realize I’m not a very good dad when I’m exhausted. I’m grumpy, stressed, and not fun to be around. This also wasn’t fair to anyone, especially to my kids.

My writing came to a standstill as I got my parenting back on track. But this presented a problem, too. Like many people that love to create, I feel lost and–let’s face it–depressed when I’m not making anything. I still needed a routine that let me care for my kids but also gave me creative time to look forward to.

My solution is Sunday is my Writing Day, and I can’t express how much it has helped me. On Sundays, I get a full work day’s worth of writing. It only works because my amazing wife is supportive, and I’d like to think it’s a good way to make the most out of a difficult situation.

If you’re a single parent trying to write, you are my superhero. I can only hope you have a support system of family and friends to help you by watching kids for if you want to try a weekly Writing Day.

Is writing one day a week ideal? Not for me, but it’s better than the other alternatives I’ve tried. If you’re a stay-at-home parent struggling to make time to write, you might want to try staking a claim on one day a week to be your Writing Day. Here are some pointers, most of which I’m still working on myself:

Can’t do a full day? Try scheduling two regular evenings a week
Remember that your writing priorities are not shared by others. Be understanding, but be selfish with your Writing Day. In return, give your time to your family freely the rest of the week.
Take care of business, but remember there will always be something you could be doing other than writing. Things will keep.
Sometimes things come up that are more important than your writing day. Be mature about it and remember there will be other days to write.
If you have a Writing Day to look forward to, there’s no reason not to handle as many chores as possible the other days of the week. (I really need to work on this one!)
When you are having a tough time, remember that you have a Writing Day coming up. This has totally changed my outlook on bad days.
Headphones or ear plugs help drown out the sound of noisy children during your Writing Day.
If something comes up that makes you miss your usual day, do everything you can to reschedule it to a different day that week.
Even if you aren’t an outliner by nature–I’m not–you can make use of smaller outlines to better utilize your writing time. If I have a complicated section or scene coming up, I outline in my spare moments throughout the week so I can make the most out of Sunday.
During the week, find writing-related activities you can do with your children around, like reading good books, working on a blog, or building up your Twitter followers.
Utilize a mobile supplemental file to keep track of those beautiful ideas you have outside your Writing Day.
Get plenty of sleep the night before, so you can get an early start. (This is another big one I need to work on!)
Set realistic goals. My last project was somewhat complex, so my goal was 3,000-5,000 words a session. I didn’t always meet it, but I always tried!
A to-do list is important for those days you need to accomplish more than writing as much as possible.
Any good advice that applies to a daily writing routine applies: eliminate distractions, have a clean work area, be productive, don’t look back.
Be the best parent you can be. It might be hard to believe, but your kids are more important than any book.

Setting aside one day a week to write is difficult, and don’t develop any delusions about this being the perfect solution for busy parents. But it has already helped me work toward publishing one book, finish the first draft of another, and finish several short stories. Hopefully it will work until I go back to work or my kids start school.

Watching a book grow by only 3,000 to 5,000 words a week is difficult, but it beats your novel not growing at all. Don’t give up!

I usually tweet about my Sundays with the hashtag #SundayIsMyWritingDay.

What are your methods for finding time to write? Please share below.

One Trick That Helps Me Finish First Drafts

June 18, 2014 / Ryan McSwain / 12 Comments

I’ve shared this with other writers before, and I’ve been told it was helpful. For some it might seem obvious, and I’m sure some variant is standard operating procedure for many. Still, this technique is a primary reason I’m able to finish my awful first drafts. I use it for both short stories and novels, and I’m sure you’re clever enough to find more applications.

Years ago, I was newly married and attending graduate school–perfect time to start a novel, right?

I obsessively outlined the entire book. I wrote and rewrote the first chapter a dozen times. When I finally made progress, I went back and rewrote that first chapter again and again.

I’m still married, and eventually I graduated. But I never finished the first draft of that novel.

We could argue it was the wrong time to start a book, or my detailed outlines killed my creativity. After all, I knew how it ended, so where was the fun in getting to the end? But this post isn’t “Outlining vs. Flying by the Seat of your Pants.”

Back at the time, I was obsessed with the story of Orpheus. For the unfamiliar, Orpheus descended into the underworld to rescue his lost love, Eurydice. He’s told she will follow him back to the surface as long as he doesn’t look back. Just before he reaches the surface, he doubts and turns around, only to see Eurydice disappear back into the abyss.

These themes even worked their way into my unfinished book–but I never made the crucial connection. Just like Orpheus, I was doomed because I kept looking back.

If only he had finished his first draft!

To avoid this terrible end, I stopped looking back.

That’s very poetic, Ryan, you’re thinking. It brings a tear to my eye. But it doesn’t tell me anything. Everyone knows you have to press on through your first draft, but how did you do it?

I make a supplemental file for every short story and novel. I use Google Drive, a free service. One Note is another free option, and you may already have it on your computer. Use whatever works for you. I use Drive because it’s simple and allows me to access the file from any computer or my phone. I name my files “(Title of story) – Supplemental.”

The supplemental file is for all the things I want to go back and change, my ideas for scenes I haven’t written yet, and anything else I need to remember but I’m not writing into the novel that instant. You can also delete a section from the story but stick it in the supplemental file if you want to hold onto it.

Brilliant idea while standing in line? Put it in the file. Finishing chapter 10 but realize the perfect way to reorder the first three chapters? Put it in the file. I type it in right away, before I have a chance to forget. Middle of the night, middle of a meal, doesn’t matter. I know better than to believe I’ll remember, and a grand idea once forgotten is an immeasurable loss.

How does the supplemental file change the game? It keeps me from meddling until the first draft is done. I finish the first pass and then work through the supplemental file, making those changes one at a time.

I’ve just started revisions on another novel, and today was a perfect examples of the supplemental file’s power at work.

I realized, fifty pages into the first draft, one male character should be female. In the old days, I would have gone back and changed what had come before to make the draft cohesive. But that way lies only madness. Instead I made a note in my file: “Change childhood friend to a girl.” I named her and kept on writing as if she had been in the book all along.

Today I returned to the completed draft and changed the character in those earlier sections with ease, without losing any of my sweet, sweet momentum. What could have cost valuable writing time instead made these early revisions a treat.

During revisions, I prioritize the changes I still want to make–I usually do the largest changes first. I highlight entries in the file once I’ve implemented them and use strikethroughs to show ideas I’ve discarded. This way I remember what’s taken care of and hold onto discards in case I change my mind a second time.

This process might go against the general advice to trim at least 10% off your first draft. If it helps, consider additions made with the supplemental file to be part of Draft 1.5. After making your supplemental changes, then you can start cutting and tightening everything up.

Using a supplemental file accomplishes at least three things:

You plow through the first draft without losing momentum.
You don’t forget those beautiful ideas.
You don’t waste time going back to cram in terrible ideas.

It’s also good practice to keep a separate character file and, if necessary, a world building file. And don’t forget to back up your supplemental files often; they’re nearly as important as your first draft, and you should back up your first draft after every writing session.

I hope this post has been helpful and encouraging. Do you have any advice for cranking out a first draft? If so, please share in the comments below.

Remember, don’t be like Orpheus. Don’t look back. Keep looking forward to your success.

How I Used Reddit’s r/writing to Find my Cover Designer

June 14, 2014 / Ryan McSwain / 2 Comments

Once I decided to go the self-publishing route for Monsters All the Way Down, I wanted to do it professionally or not at all. This meant hiring someone to do the cover.

Googling failed me. I sent out a Twitter SOS and connected with some excellent designers, but none were the right fit for Monsters–or for the novels in progress that will connect with it. I considered hiring a comic artist, but it became apparent designing the cover for a novel is different than illustrating for comics.

My buddy Josh Jordan hires photographer J.R. Blackwell and designer Daniel Solis to make some of his covers, but most cover designers in my price range put a heavy emphasis on stock images. There is nothing wrong with this approach, as evidenced by the majority of published books, but I wanted something a bit different.

I lurk Reddit’s r/writing, so I looked there. I stand before you now, the only person to have benefited from the infamous Reddit search engine.

This past NaNoWriMo, Rory Harnden made covers for author free of charge. Liking the look of them, I tracked down his website. I emailed the information he requested, and asked for a price quote on both an ebook cover and a wraparound print cover.

In my initial request, I attached some images I thought could help, including a devilish mask, a white suit, and an album cover with a style I liked.

Rory got back to me in the next day with a reasonable price. After payment and more information from my end, he worked up four impressive concepts. After narrowing it down to my favorite, I made a quick mockup to see how it looked as a thumbnail on Amazon. I got a confirming second opinion from my wife and asked Rory to run with it.

We emailed back and forth on the details. Rory’s in the Netherlands, so his 7 am is my midnight, but he always got back to me quickly. A couple of times I asked him to make a change only to regret it. He was consistently polite and didn’t mind changing it back to before my meddling. I asked him to include my favorite element from a rejected concept–dripping ooze–on the back cover.

Once the cover was finished, he sent me the images and other pertinent information–fonts used, copyright information, etc. I bothered him once more to make sure I could use elements from the cover in promotional material, and that was that.

Along with print quality covers, I received the image in black and white, a version without text, and several versions of the formatted title as an image.

Elapsed time from request to files in hand: two weeks. Would have been even faster if I hadn’t gone back and forth on those minor details.

If you’re needing a cover–or any graphic design work, for that matter–I recommend Rory Harnden without reservation. He’s professional, fast, and accommodating of wishy-washy first-time publishers. You can contact him from his website at rrry.me.

My tips for self-publishers seeking a cover designer:

Establish your budget. You can be thrifty, but a $5 cover will probably look like a $5 cover.
Shop around. Google, Twitter, deviantART, and Reddit are places to cast a wide net.
Make sure you know the designer’s policy on revisions and how the material can be used.
Ask questions.
Make sure the cover looks great at the size of a postage stamp, as that will be how many first see it. Would it draw your attention if you scrolled past?
If you need a print cover, know your cover size and word count before seeking out a designer, even if it’s an estimate. CreateSpace and other print-on-demand services will provide a template your designer might need. 6 x 9 inches is a popular cover size, but I went with 5.25 x 8.
Provide suggestions and some starting points. You’ve lived with your book for a long time, but this will be the first the designer is hearing of it. You know the tone and motifs of your book better than anyone. Don’t expect the designer to read your book.
Ask for the changes you want. You’ll hopefully be associated with this image by billions of adoring fans, so it’s worth the time to get it right.
Realize it takes time to make those changes. You may get a quick turnaround, but it may be a day or more before you hear back.
If you’re planning on doing more than one book, keep that in mind. You may want a designer you can use for multiple projects, and some designers give a discount for work on a series.

So that’s the story of my first time getting a cover made. If you’ve had an experience with a cover designer, positive or negative, please share in the comments.

Monsters All the Way Down is scheduled for release August 1st.

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