Macy’s or Wal-Mart—Which Are You?

By Khalid Muhammad

[Khalid Muhammad]In this second in an occasional series, Khalid Muhammad, author of Agency Rules—Never an Easy Day at the Office, talks about something as important as writing your book—marketing it. Brand is crucial to an author’s success, and so is how you price your book. So who do you want to be?

Macy’s or Wal-Mart—which are you?

There is a reason that marketers get paid the big bucks—we know how to position and market your product for the highest return. There is also a reason that 99% of us hate to compete based on price—because the next guy that comes along at 10 cents cheaper is going to steal our customer. That is capitalism at its finest. It doesn’t matter if the product is better or not, if the price fits, the consumer will buy.

Why do they buy? Because you haven’t given them a reason to stay with your product, in this case your book. And therein lies the rub …

When we spend months writing our book, detached from family, losing sleep, and inhaling more caffeine and nicotine than our bodies know what to do with, we are doing it because we have a story to tell. We want the readers to be absorbed, engaged and interwoven into the words that we put on the page. We want them to escape into the lands that we create, feel the emotions of our characters, and savor the experience until our next book comes to market. So why do we price our books so low that real readers don’t touch them?

For most authors, they never think of the marketing side because they are too busy working on writing the actual book, which is much more important, nor do they have the capital to go out and hire someone to do the marketing for them. So they take on the task and find themselves competing for the Wal-Mart customer rather than catering to the Macy’s loyalists. Let’s stop for a second and talk about what that means.

I am a big fan of Wal-Mart. It’s a great place to shop, and wonderful people work there, but we all need to be clear—we don’t shop there because of the great quality, we shop there for the price. Because Wal-Mart buys in indecent quantity, they are able to offer a significantly lower price to the consumer so they don’t need to worry about quality. They just need to keep the shelves full. Now, look at Macy’s. They don’t care about price. They focus on quality and the experience of the consumer. The Macy’s shopper doesn’t spend their time waiting for the flyer, they just go and buy. Price is not the decision point for them, it’s quality and experience. So, you have to ask yourself, which one are you? Are you a price point or do you give the reader a fantastic experience? That’s a tough question because it affects your entire marketing strategy, book positioning, and sadly, your book sales. So let’s ask the question.

As an author, do you deliver a fantastic experience to the reader? Do you want to have loyal readers that send you emails, post on your Facebook page and hound you on twitter wanting to know when your next book will be out? If the answer to either of these questions is yes, then you need to think about the experience and forget the price.

Now, I’m not saying that you should jump your price to over $8 an e-book like the traditionally published authors, because you don’t carry the same expenses nor do you have a publisher that is hungry to generate obscene revenue from your hard work. This is your baby. This is your money and only you know how best to price it, so price it that way.

I know there are a bunch of authors out there who believe the best way to sell their books is to drop to a .99 price. But can I ask you a question—what do you think when you walk into a dollar store? Are you there because you want the best quality or are you there because you want to get some inexpensive things? Yeah, I thought so. The same applies to when you give something away for free. You got something for nothing, so what is it really worth to you? I should be clear this does not apply to the books you give away for reviews because that is also a marketing activity and good reviews sell books. But if the reviewer sees that the price of the book is below the price of a McDonald’s meal, they don’t take it with much value.

So I leave you this week with this question—as an author, are you Wal-Mart or Macy’s?

[Agency Rules Cover]

eBook
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About the Author
When people talk about Khalid Muhammad, they talk about an entrepreneur who has helped others build their dreams and businesses. They talk about a teacher, who is dedicated to his students, both inside and outside the classroom, and they return the dedication tenfold. Now, they talk about the author, who has written a fast-paced, action-packed spy thriller about Pakistan, the politics, the Army and terrorism.

Born in Pakistan’s troubled Swat Valley, educated and raised in the United States, Khalid returned to Pakistan almost 17 years ago and fell in love with his country.

You can find more information about Khalid and his novel at agencyrules.com, on Facebook and on Twitter.

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It’s Spring—Time to Kill Some Zombies!

[TMWID Axe Detail]Wow, I thought this day would never come! Sorry, it’s just that I’ve been slaving away since last fall, trying to cook up a killer sequel to my zombie novel, Tell Me When I’m Dead. When I started on this journey over a year ago, along with Dave, Holly, Warnick and the others, I imagined that a story about an antihero forced to confront a plague of flesh-eating “draggers” in his little town of Tres Marias would essentially be a one-off—a roller coaster to hell that would explode into a fireball. Let the poor guy suffer, save his wife, kill the bad guys who, in the midst of the terror and the mayhem, want to take over the world. Then send him home.

The problem was, once I got through the craziness of twenty-seven chapters of running, fighting and killing, I realized that there was still so much to tell. How did the outbreak begin? Would those responsible ever be brought to justice? I just had to start a second book. Well, now that it’s finished, I can assure you, it’s going to be even darker and more hellish.

In the meantime, I wanted to give you the chance to read the first book—and save money, too. So from May 2nd through 6th, I am offering Tell Me When I’m Dead for 99 cents. (The normal price is $3.99.) So far, the book has received many four- and five-star reviews. Go ahead, have a look.

[Tell Me When I’m Dead Book Cover]

Amazon US
Amazon UK
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Amazon Reviews
“There’s a difference between reading a book and watching a movie. I can get scared with either, but there are scenes in books that I can picture vividly for a long long time afterward, and this book has plenty of those.”

“Holy cow, what a great page turner this was. I thoroughly enjoyed a hero that had issues, and was working through problems—definitely someone I could relate to. All the other character in the book- well written and also fun to read and learn about. Until you lost one. Then it’s “NO!! NOT HIM!” I tell you, Steven Ramirez kills more people than all the Whedon brothers combined!!”

“This is one helluva zombie book! Steven Ramirez takes us on a bloody, terrifying ride through this hell on Earth he’s created, giving us plenty of backstory to skillfully develop his awesome characters.”

“One word of advice: I don’t often yell at my eReader but I did after reading the last line of this book. I won’t ruin it for those of you who haven’t read this yet but I will tell you it left me a hot, angry mess. Why, oh why, isn’t there a sequel yet? Get on that, would you, Steven!”

“So fasten your seatbelts and take a wild slay ride into hell in North California where if you are lucky dinner will not be served on a splatter. A FIVE STAR gorefest and a must read for all zombie fans looking for something fresh and still warm.”

Blurb
If the zombies don’t kill you, people will.

Lucky to have made it to his early twenties, Dave Pulaski wandered through life lost and drunk with his best friend Jim. Then came Holly. She made it her mission to clean him up. And he finally did it. Two years sober, Dave has plans for a family, a steady job and college.

One night Jim disappears, leaving a grisly trail of animal carcasses and murdered bodies. Now Missy, the woman Dave cheated with, threatens to destroy not only his marriage but his sobriety. Between Missy’s jealous demands for attention and the police investigation focused on Jim’s disappearance, Dave’s neatly ordered world quickly spirals out of control.

Amid the wreckage of Dave’s personal life, a contagion brings chaos to his hometown of Tres Marias. The condition, known as “the jimmies,” infects hundreds and kills quickly. But the dead find no rest. They rise as ravenous flesh-eaters.

Dave soon learns that “not all draggers want to eat your flesh, some want revenge.” And Jim and Missy, both infected, each want something from Dave.

The quarantine of Tres Marias creates hell on Earth. Badly outnumbered security forces are no match for the growing hordes of undead.

Follow Dave, Holly and a small band of heavily armed soldiers and civilians as they fight to survive looters, paramilitary nut jobs and the zombie apocalypse.

If the zombies don’t kill them, the wackos surely will. Nowhere is safe.

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