Marketing – Page 2 – Teel McClanahan

Productivity, Profitability

Still having trouble with staying focused. I feel like I’m not productive enough, almost daily. Things are getting done; the podcasts are all running on time, I’m doing two or more Art Walks/Fairs/Detours a month & I’ve painted a dozen new paintings since the first of the year. I’m even blogging semi-regularly, which you already know, reading this. But I could be doing more.

Yesterday I only did three or four hours of audio work, and even though I know I worked on other things, it feels like I didn’t get anything done, since it’s harder to tally the hours and to quantify what’s work and what isn’t. Does Twitter count? Reading publishing & other blogs? Blogging? It’s all part of connecting with people, with building an audience and building myself as a “brand” and educating myself about what’s going on, what’s working, and driving ideas forward. So in a way, yes. Then there’s the oft-repeated idea that everything an author does and experiences is a sort of reasearch for future books; this is somewhat true, but feels like a sort of excuse.

In addition to feeling that perhaps I’m not being productive enough, I also think a lot about my not being profitable enough. Even with the reduced up-front costs of doing business the way I am, not a single one of my books has even reached break-even, yet. The art, comparably, has been doing great – not bringing in enough to live on, but if not for the cost of going to Tools of Change in New York (ie: if not for a big, extra publishing expense), I’d already be profitable this year on art sales alone, with only bluer skies on the horizon. The margins on the art, even with prices basically cut in half & then frozen since 2004, are great – not just in money, but in time. It takes me hundreds of hours to produce a book, and somehow it’s harder to sell a copy of the book for $14 (or less) than it is to sell a painting (that took me less than 10 hours to create) for $150. Lately I’ve been creating a lot of “Mini Paintings”: 8×10″ for $20, 5×7″ for $15, and 4×4″ for $10, right now. Most of them are done in under 1 hour of work (though admittedly, some have taken up to 3), and they earn me as much as or more than a book does, usually without having to try to sell them at all.

Obviously, the art sales can only scale to the limits of my creativity & time to produce original works – I’m not sure what the upper limit is, but perhaps dozens a month. Certainly not hundreds. Whereas the book sales can scale without proportional extra work on my part – Lightning Source prints however many copies people order, whether it’s dozens a month or thousands. If/when I “hit it big” the books will quickly win in this regard. Not to mention I can sell a book more than once, and without doing prints (something I am currently opposed to), I can only sell an original work of art once. So it takes orders of magnitude more work to produce a book, but I can keep selling it over and over again forever, instead of just once.

If only my sales numbers were orders of magnitude better. Did I mention not a single one of my books has yet earned back the costs associated with its production, yet? That’s with $0 value associated with my time, no less. Which is to say: if I were more productive (of books), I’d perhaps only be digging myself deeper and deeper into a hole. Being more productive of art is good, but when I really need to figure out is how to be more productive of profitability. I need to produce more book sales. That’s a hard one. The podcasting thing is meant to be helping with that – it certainly puts my writing in front of a lot more minds than everything else I’ve been doing, even if it is for free, right now. Something approaching five hundred times as many people have downloaded Dragons’ Truth from Podiobooks.com than have purchased a copy of the paperback (not counting sales to family) – that’s a huge multiplier. Unfortunately, for whatever reason, it hasn’t translated directly into interest in my other podiobooks or in sales of my paperbacks or eBooks. Gotta keep it up, though. Gotta keep working on it. Gotta get back to work, right now – I’m supposed to be editing together next week’s episodes of Forget What You Can’t Remember, right now. Gotta go.

Not about Tools of Change

Last week I was in New York, NY for the first time in my life. I won a free conference pass to O’Reilly’s Tools of Change for Publishing conference from Booksquare, managed to afford the airfare and hotel (Would you believe I flew to NYC, stayed for 3 nights within 1.0mi of the conference at Times Square, was fed the entire time, and flew home for under $550?), and had a great time. I have tweeted a bit about it, from the conference, and I have many, many pages of hand-written notes I took over the two days of the conference I attended, but this post is not about Tools of Change. I may (or may not – but probably will) blog extensively about it later. There’s a good chance I’ll write a thousand words or more per page of notes, not to mention anecdotes about everything that happened between sessions and at night. This is not one of those posts.

This post is about everything else. This post is about how, in between the last two First Friday Art Walks (ie: basically in January), I painted 6 new paintings, recorded the audio for the podcast version of FWYCR (inlcuding 6 chapters ahead of where I needed to be), wrote 5 (mostly long) blog posts, did my taxes, et cetera, et cetera. This post is about how, since the February First Friday Art Walk I haven’t painted anything new, have only written this blog post, and have only finished the single chapter of MEPod that was due today. This post is about how I don’t know when my next book will be ready for publication, or what book it will be. This post is about how I occasionally notice that I don’t have a “marketing strategy.” This post is about feeling insignificant, helpless.

After this month’s First Friday Art Walk in downtown Phoenix (I show among the vendors known as “Roosevelt Row” – the booths in the blocked off streets of Garfield between 4th & 6th, on 5th between Garfield & McKinley, and starting next month on 6th as well – I’m there every month, I pre-paid for all of 2009, and you can see/buy my art and/or books in person there for cash), I sold two paintings. Did not sell them at the Art Walk, one because I don’t take credit cards on site, the other because there wasn’t a convenient ATM, but sold them after being seen there. Gladly drove across town on Saturday to deliver one (after processing the payment through Google Checkout) and to a different part of town on Sunday to deliver the other. I’m always glad to put my creations into the hands of people who appreciate them. People who love them. People who are excited to be able to see them again and again. These kind of sales are awesome.

Very early Monday morning I left for NY. Thursday evening I returned to Phoenix. Friday I did laundry and tried to recover from the conference & the trip.

Saturday I had another Art Walk / Art Fair, this time at Angel’s Serenity in North Phoenix/Scottsdale. The Angel’s Serenity Art Fair is a Saturday, daytime event. It had better turnout when the economy was in better shape (and when there was an open coffee shop involved – since gone out of business), but I still feel it’s worthwhile to show there. It certainly doesn’t cost anything but my time and effort. Sold a few books (You’ve seen the new books, right?), about half to returning customers. That’s my favorite and most reassuring sort of customer, the ones who have bought my books before, read them, and want to buy the new books, too. That’s the basis for my publishing model; to build an audience of people who will continue buying my books as I continue to write them. Didn’t move any art at the Art Fair, but a past customer and I spent a lot of time discussing the 5 or 6 pieces he wants to buy – if only I catch him at the right time of the month. I’ll follow up with him after the first of the month.

Writing it out, I know it hasn’t been a lot of time – especially since the conference was actually work. Yet I feel unaccomplished, so far. Dilligent, yes. I recorded three more chapters of FWYCR yesterday, and worked on trying to figure out what to do about the final main character’s voice – it needs to be distinct, striking, but not distracting or confusing. I edited, mixed, compressed & posted chapter 15 today, went to two banks and a book store, and am writing this blog post. I’ve been working on some other ideas (more below) as well. Still, I feel I haven’t done enough. On the other hand, a big part of why I chose not to buy the big TV was so that I would be able to work longer without stress and worry – so that I would be able to go at my own pace without having to freak out about whether my art & writing were bringing in enough money on a day-to-day and week-to-week basis. So I’m trying not to freak out.

I’m also looking at some new projects. I’m considering designing a deck of cards – you can think of them like tarot cards or fortune telling cards, though I’m developing them largely from scratch. I’m working out some planning and manufacturing ideas already, starting work on basic artwork & meanings. Probably a set of 50 cards – thinking of maybe putting it out as a “deck” of moo business cards, actually, though I haven’t fully considered all the different custom card-deck printing options out there yet. Feel free to suggest someone in the comments. Then, in parallel with developing the deck, write a book explaining the cards, their meanings, and how to do a “reading” from them. Publish the book & make the cards available – because I can, and it interests me to do so. Not sure how to market such a thing, and certainly can’t bundle the cards with the book via Lightning Source, but it’s an idea. If I decide to paint the images for the cards, that could mean up to 50 new Mini-Paintings – I’d want to do them at a size I could scan with the equipment I have, so probably 8×10″ or smaller canvas or canvas boards. Or perhaps illustrations on paper, but then I’d have to mount/mat/frame them. bleh. But either way, that could be a gallery show I could shop around. Hang the originals on the walls, sell the cards & books (& originals), and have me (someone) do readings for guests all night/nights.

I’m also increasingly thinking of trying to put together a music “album.” Probably a “Christian music album,” at that. I keep having to compose my own music for the podcasts (because I’m quite stubborn and independent) and thus to think about music, to design music, and to practice with its creation. I’ve been vaguely thinking about creating music since middle or high school, but have rarely stuck with any physical instrument for more than a few weeks at a time & have never studied musical composition. Having Garageband in front of me several hours a week, listening to music I’ve composed play behind my audiobooks, it’s been pushing me more and more toward writing songs & putting together an album. That, I don’t have outlines or plans or marketing plans for (yet), unlike the cards/book thing above, but it’s rolling around in my head, closer and closer to the front all the time.

Which brings me around to what may be a lack of focus. If I’m writing/composing/recording/producing an album of Christian music, am I focused on art? On writing? On publishing? I’ve squeezed the designing of a deck of fortune cards (did you know the Old Testament condemns divination?) into the art/publishing worlds with the hand-painting of the art & the writing/publishing of a companion book, but has my focus slipped? What happened to the anthology of short stories I was working on last year? When is UTFBF-RoaAP: Book Four going to be written? Will I paint anything other than these cards any time soon? What about my next podcast novel (due in April)? What about marketing?

Marketing? Fuck. I knew I was forgetting something. I still haven’t figured out how to do marketing. Sigh.

In other news, since my books are increasingly apparent as some sort of idealized-communist propaganda, I’ve begun slogging my way through Atlas Shrugged. The Fountainhead is next. Then probably the Communist Manifesto, Wealth of Nations and Mein Kampf. I’ve never read any of these, but time for reading is part of what I bought myself when I didn’t buy a 73″ HDTV. Speaking of which, I’m going to go work on Atlas Shrugged right now.

Free copy of FWYCR paperback!

I’m giving away 5 copies of my new novel, Forget What You Can’t Remember, through Goodreads‘ First Reads program. “How can I be the lucky recipient of one of these free books,” you ask? It’s easy:

1) Sign up for a Goodreads account.

1b) Actually use your account; put in books you’ve read, are currently reading, want to read, write reviews, and otherwise participate!

2) Go here and click ‘Enter to win’.

No, really, it’s that easy to enter. Then, at the end of the month (ie: January 31st, 2009) Goodreads will work its mojo and semi-randomly select 5 people to receive free books. ((They have an algorithm and everything: “Goodreads will collect interest in the book, and select winners at our discretion. Our algorithm uses member data to match interested members with each book.”)) Then I’ll ship out the books personally to the winners, and they’ll bask in the wordy-goodness that is the new book.

For those of you who either a) don’t win, or b) don’t like paper books, but still don’t feel like paying: Please feel free to enjoy the free serialized audio version of the novel, either by signing up for the Modern Evil Podcast or by going to Podiobooks.com and signing up for either the default feed (which gives you episodes as I post them) or a custom feed (and get episodes on your own schedule). The free eBook version should be available in February, 2009, as well. Enjoy!

A lot of podcasting

You’ve been reading a lot about it here because it’s been dominating my time and my thoughts a lot lately. In case you somehow aren’t aware, I’ve been podcasting my fiction and poetry via the Modern Evil Podcast, and simultaneously releasing my podcast novels over at Podiobooks.com in sync with my personal feed. My feed (the Modern Evil Podcast) has also included (in addition to the weekly, half-hour episodes roughly identical to the Podiobooks release) poetry and short fiction in mid-week episodes.

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What this means, for my time, is that I have effectively been running three weekly podcasts: The podiobooks feed, with just the novel, the Modern Evil Podcast Friday episodes, with the novel and alternate introduction and closing, and the Modern Evil Podcast mid-week episodes, with my poetry and short fiction. ~2.2x the recording and editing, 3x the mixing, converting, and uploading vs. doing one weekly podcast. It’s been a lot of work, and time and thought consuming.
</complain>

So, along with the upcoming release of my new book, Forget What You Can’t Remember (now targeting a January release), I’m going to be starting podcasting it. In fact, I’m planning to overlap the two novels’ releases, so that people who listen to the final episode of Lost and Not Found on Podiobooks can immediately go subscribe to Forget What You Can’t Remember and so that people who subscribe to the Modern Evil Podcast will -instead of going for a while without episodes- get an extra episode or two during the overlap. Now, here’s the lazy part:

I’m going to continue releasing on the MEPodcast at the same time as Podiobooks, but Forget What You Can’t Remember is already broken into chapters of roughly even length, each of which should be around 15 minutes long. I’m going to release one chapter at a time, twice a week, into each feed. No poetry or short stories in the MEPodcast during the run, just chapter after chapter of the novel. Also: because of the structure of Forget What You Can’t Remember, the majority of chapters have no “breaks” in them, and thus will have a somewhat reduced editing time and effort – a savings then multiplied by the double feeds.

The Forget What You Can’t Remember podcast should wrap up around mid-April, 2009, according to this release schedule. Hopefully by then I’ll have another book or two written.

Pretty Good Art Walk

The local Art Walk at Intatto Coffee was yesterday. Length-wise it was somewhere in between a weekend festival (two or three full days) and the First Fridays Art Walk (four hours), with setup starting at 9:30AM (7AM at home, for me) and breakdown around 6PM. Daytime show in a shopping center meant plenty of casual walk-up traffic over the course of the day. Nothing like the downtown art walk, which typically has tens of thousands of disinterested people walking by in a rush every hour, but since people weren’t trying to ‘see everything’ and fight the crowds at the same time, it was easier to take a few minutes and talk to people about my books and my art. Usually people at First Fridays want me to be able to explain 8 books and 10 years’ worth of art in 30 seconds, and -oh, yeah- they didn’t bring any cash with them. This environment was somewhat more casual; people were willing to take more time and discuss the works.

Over the course of the day I sold (and signed) several books (good thing I brought them along, instead of just the art, eh?), and talked to a lot of people about the paintings I brought, and ran into a couple of old friends. Then, when I thought for sure I’d make more money from books than art at an Art Walk (which is about the opposite of my typical average sales numbers), in the last hour of the day, I sold one of my latest paintings, ‘fibonacci series #1’. Yay!

Between these actual sales and the fact that I didn’t have to pay for the privilege of setting up (well, aside from all the $$ we spent eating and drinking at Intatto over the course of the day…), it was infinitely better than First Fridays. No, seriously, I’ve never sold more than a single paperback (and usually less) at the First Fridays Art Walk. Maybe in the fall, but until and unless and in a few weeks I’ll be at Intatto again. I’ll let you know when I know more.