I am sure that most ebook authors would like to reach as many readers and sell as many ebooks as possible. So much attention in the industry right now is focused on publishing via major ebook stores such as Amazon’s Kindle Store and Barnes & Noble’s Nook Books that many authors overlook the possibility of selling directly to their readers.
I guess with media reports of independent authors making it into the Kindle Million Club it is not too surprising that many writers want to be the next John Locke or Amanda Hocking. While these big ebook stores are excellent channels to sell your ebooks there are still some very good reasons to sell ebooks from your own author web site.
Reason 1. A Greater Percentage of Author Revenue
When you sell ebooks from your own web site nearly all of the money ends up in your own pocket. For example, if you sell an ebook for $5.99 at Amazon (using Kindle Direct Publishing with a 70% royalty) you will receive approximately $4.19. If you sell the same ebook at your own web site using PayPal as the payment processor (people can still pay with either PayPal account or a credit card) you will receive closer to $5.50.
It’s an even bigger difference if you price your ebook under $2.99. For a $1.99 ebook at Amazon with a 35% royalty you will receive approximately $0.69. If you sell the same ebook at your own web site using PayPal you will receive closer to $1.63.
Reason 2. Better Sales Performance
If you already have a strong readership you could find that sales are better through your own site than through ebook stores. Test sending a 1,000 of your existing followers to your ebook’s page at a major ebook store and 1,000 to your ebook’s page at your own site and see what happens. Your readers already know you and – hopefully – trust you. The ebook’s sales page at your own site should have less distractions and outperform the page at the ebook store. If it doesn’t you should explore ways to improve the page at your own site.
Reason 3. Selling Ebooks at a Higher Price
Sometimes higher-priced ebooks sell better on individual sites. The problem with a high-priced ebook at an ebook store is that it will probably be displayed alongside competitive titles that may be priced much lower.
Reason 4. Building Your Own Community
An important part of being a successful book author is building your author platform. When a reader buys an ebook directly from your site you know who the customer is and you have the opportunity to invite them to join a mailing list and participate at your web site in other ways.
When a reader buys your ebook at a major ebook store like Barnes & Noble, however, it is Barnes & Noble that captures the customer’s data and is building their own list of customers and readers. They don’t mind whether the customer’s next purchase is something you have written or a book from another author.
If you decide not to sell ebooks at your own site then at the very least be sure to link to your site from inside your ebooks so that your readers from other stores are encouraged to come over to visit your site. Be sure to invite your web visitors to join your mailing list so they can receive advance notice of your next book or some other special offer.
What is the Downside to Selling Ebooks at Your Own Site?
There are a few issues to be aware of when selling ebooks directly to your readers. These are not really disadvantages although some require some extra work or involve an opportunity cost.
Issue 1. Sales Rank at Ebook Stores
The sales at your own site will not help raise your sales rank at stores like Amazon. If one of your primary goals is to increase your ebook’s rank at Amazon’s Kindle Store, for example, in order to gain more visibility, then you may be better to send your visitors there instead of asking them to buy from your site.
Issue 2. Providing Multiple Ebook Formats
Although some authors choose to sell their ebook from their site in PDF format only, you should really offer your ebook in each of the main ebook formats in order to meet the needs of your customers with various e-reading devices.
In most cases you cannot take the version of your ebook from a major ebook store or aggregator and sell it from your own web site. This may violate the terms and conditions. It may be restricted by DRM. Or it may say something like “Smashwords Edition”.
I explain how to get your ebook into each of the major ebook formats in my book “The Indie Author’s Guide to Publishing Ebooks“.
Issue 3. Providing Customer Service
When you sell ebooks at your own site you will be responsible for providing customer service which will include replying to questions, helping customers who run into difficulties with payment of downloading your ebooks, assisting customers re-download ebooks after a hard drive failure, and processing refunds, if any.
Issue 4. No KDP Select
While selling an ebook at your own web site you are giving up the option of enrolling that title in Amazon’s KDP Select program. If you have any intentions of enrolling one of your ebooks in Amazon’s Kindle Select program then you cannot sell that ebook anywhere else including your own web site for the period of exclusivity which KDP requires.
Since this is only a minimum 90-day exclusivity period, this can still be managed. For example you could opt for KDP Select for 90 days, take advantage of the promotional opportunities at Amazon, then opt out before it rolls over for another 90 days, and start selling that ebook from your own web site.
Conclusion
When planning your ebook marketing and sales strategy, don’t overlook the good reasons to sell your ebook directly from your own web site. Depending upon your audience platform, as well as the subject and pricing of your ebook, it could be a very good option.
What are your experiences selling at your own site vs. major stores? Please leave a comment below.
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About the Author
Gary McLaren is the author of “The Indie Author’s Guide to Publishing Ebooks” a 200+ page guide to publishing your ebooks at Amazon, Barnes & Noble, iBookstore and more. It is available for download here.
I have built a community for over 1 year. I have offered my ebooks and I have not sold one. I sold 1442 books my first month with KDP Select.
So in March I will get paid about $2200+
I choose to ride this train for as long as I can. Once I build up a readership, I will invite them to my community. There is more than one way to do things – Thank heavens.