Before I really get into this, I want to make one thing absolutely crystal clear: at the end of the day, I'm tremendously grateful for every single person who purchases one of my stories, no matter where that purchase originated. You're the best.
As many of my email subscribers have no doubt noticed, over the past couple of years I've promoted books on my own direct store more frequently, and I wanted to take a few minutes today to explain why. Some of the reasons get into the behind-the-scenes of publishing, but hopefully it's interesting to all readers who are interested in supporting authors.
So, why have I put more emphasis on going direct? There's a handful of reasons.
Your Support Means More
Money isn't the primary reason I've turned to direct sales, but there's no denying that buying direct from any author means that more of your money is going to the author instead of to middlemen.
All retailers take a cut of every book sale, and they're right to do so. That being said, depending on the format, retailers take anywhere from 30% to 65% or more. A few examples (and these numbers are all rough - actual payouts depend on a whole host of variables, but they're all in the right ballpark):
Ebook - $4.99. From most retailers, I'd earn about $3.45. Direct, about $4.60.
Hardcover - $29.99. From a retailer, I'd earn about $1. Direct, about $15.
Audio - $15.99 - a couple of dollars from a retailer. Direct - about $15.
Not only does more of your money go straight to the author when buying direct, it also arrives quicker. All retailers have a delay between purchase and payment, which is usually anywhere between 30-90 days. When you buy direct, the payment arrives at my bank within a couple of days at most.
What this also means is that I can offer readers better deals direct and still end up better financially.
Amazon is kind of a mess
I love Amazon. It's given me the opportunity to tell stories for a living, and I'll always be grateful to them. That being said, it's a rough place for authors these days. I'll try not to belabor the point, but to give you a taste of the past few years:
- Authors have had their accounts deleted through no fault of their own.
- Scammers impersonate authors, making lookalike books that have nothing inside.
- AI generated books flood the market. Amazon claims over 7,000 new books are uploaded to their site PER DAY.
- Amazon gives precedence to advertising dollars over search results, meaning authors must pay just to have their books shown at the top of search results, even when a reader is searching for an author by name.
- Unethical readers learn they can abuse Audible's generous return policy, making it so that authors are sometimes losing money by having to pay return fees.
The list goes on, but the truth is that it's tough to be an author on the retailers. That's life, and I can't change it, but I can create a place that I hope is worthy of your attention. Every product sold here is one that I worked hard to make, and you know that when you buy something from my shop, it comes backed by my word.
Digital Ownership
One fact that many readers don't know is that when you purchase a book on Amazon, you don't own it. Purchasing is more akin to a long-term lease, but Amazon is in control of the relationship. They can pull the book from your device if they so choose. Fortunately these incidents are fairly rare, but another advantage of buying direct is that you receive a DRM-free set of files that you can use in any ethical way you see fit. Like a book? Send the file to a friend, share it just like you would a well-worn physical copy. When you buy direct, the book is yours.
Connection
I saved this one for last because it's the most nebulous, but it's also the biggest reason why I've started focusing on direct sales. When a reader buys on any of the retailers, I don't have any opportunity connect with you. Here, I do.
In the worst-case scenarios, you end up having trouble with your purchase, in which case, you can email me directly and I'll reply. Here it's my responsibility to ensure a satisfying experience, and it's one I take seriously. But it also gives me the opportunity (if you opt-in) to email you and say hello. My greatest joy as an author is a story well-told, but second to that is meeting readers and being able to discuss my stories. When readers buy direct, that connection is easy to make.
The Inevitable Cons
As much as it behooves me to simply write a post extolling all the virtues of buying direct, it wouldn't be fair to not acknowledge the downsides. No system is perfect, and buying direct isn't either.
The biggest con of buying direct is having to load books onto devices manually. The delivery service I use, Bookfunnel, makes it as easy as possible, but that's still not as easy as going to a retailer, hitting the buy button, and having it show up on your device a moment later. No matter what I do, I won't be able to match that ease, and for anyone who struggles with technology, it's a significant concern.
The other drawback is the issue of trust. For all the problems at the major retailers, they've earned a measure of trust from readers. For readers new to me and my work, I don't have that trust yet, but I hope to earn it. I will do everything in my power to make your experience here a pleasant one, and I hope you'll give me the opportunity to prove it someday.
But as I said up top, and something I want to reiterate, is that I'm grateful for every reader no matter where they come from. Thank you for being here.
Sincerely,
Ryan