Offer Limited-Time Discounts, Not Free Books
Everyone wants a good deal, but at the same time, everyone wants value.
I’m going to deviate from the crowd here and provide a contrasting opinion on book sales and free books: offer limited-time sales, but forget about giving away books for free.
Free books convey a message to me that you are unable to sell these books. This perception hinders my impression of both the author and the book itself. I have never known Stephen King, John Grisham, or James Patterson to give away a book for free. Ponder upon it.
If you want to offer something for free, provide a sample. This strategy has been used for years in the back of books and on authors’ websites. You read the book, then you receive the first section or chapter of the next book. This approach entices readers to purchase the book (if the sample is any good). I have fallen for this technique myself.
If you want to offer a discount, state a reason behind it. “Because” is a powerful motivator. Examples: “Because” you are a loyal customer. “Because” we desire your honest review. “Because” we believe you will really like the book if you buy it. “Because” it has received excellent reviews in [some periodical] and we are offering a discount to celebrate. You get the idea.
In psychology, this principle is referred to as fixed-action patterns. In brief, Wikipedia provides the most precise definition: “‘Fixed action pattern is an ethological term describing an instinctive behavioral sequence that is highly stereotyped and species-characteristic. Fixed action patterns are said to be produced by the innate releasing mechanism, a ‘hard-wired’ neural network, in response to a sign/key stimulus or releaser.” In this case, the fixed-action pattern is: you get what you pay for. Most people, no matter how much they appreciate a great deal, genuinely believe that you get what you pay for. The cost of something reflects its value in the minds of consumers.
The point of all this is simple. The next time you decide to offer your book for free, consider how it might be perceived unconsciously (due to fixed-action patterns in humans). Instead, offer a limited-time discount “because” you want to show appreciation to your loyal customers or celebrate a special occasion, but still charge a nominal amount so that your work continues to hold the value it deserves. “Because” your book deserves to be purchased, not given away.
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