Cover Wars

By Jim Jackson

For the past week, I have been filling out a questionnaire that will provide the basis for an interview to appear in a magazine later this year. I’ll leave you in suspense about the details so I have fodder for a future blog. One of the questions was, “How did getting/being published change your life?” My response was that after publication I spend much less time on pure writing and significantly more time on sales and marketing activities.

To my way of thinking, it’s all about exposure. I have faith that my novels are well-written and a certain segment of the reading public will like them—but only if they get a chance to read them. The problem is to find ways to make those potential readers aware of my books so they can find out for themselves just how good they are.

Since you never know what works until you try it, I experiment with different promotional opportunities. One I tried last year is called “Cover Wars.” The concept is simple: every week fifteen book covers are displayed on a webpage. The public can vote for the best cover, and the winner receives some free promotion on the website that sponsors the contest. It costs nothing for an author to participate.

Now, I think my Doubtful Relations cover is a really good cover – the kind of cover that makes you want to pick up the book and find out more. I’m prejudiced, of course, but you can judge for yourself. I signed up, waited a couple of months for my turn to participate, and early one Sunday morning the contest including my book opened.

I checked out the competition. There was only one other book that I thought was a contender. Now, those of you who personally know me know I am a teeny, weeny, bit competitive. I wanted to win. The rules were that repeat voting was allowed, but no more than once a day. But the reason I had signed up wasn’t to win; I hoped the exposure would intrigue some folks who did not know my books to give this one a try.

I posted about the contest on Facebook and mentioned it to the Guppy Chapter of Sisters in Crime, where I am currently the president. And, of course, I voted once a day for the best cover!

The other cover that should have been my competition garnered very few votes. The book that turned out to be my major competition was not a particularly strong cover; it was so busy the key message (title and author) was lost.

Some of my Guppy chapter associates got behind the contest in a big way, voting daily and encouraging others to vote. Had each of the chapter’s 700 members voted for my cover just once, it would have won by a landslide. Which tells you the contest exposure was small. The fifteen contest authors ginned up various amounts of support from friends, but there wasn’t a large group of folks out there in cyberland using this contest to find some great new books.

And that led to the marketing result: During the week of the contest, sales of Doubtful Relations declined compared to the average for the previous few weeks.

I also quickly recognized that the free contest was only free in terms of me not spending any money. I spent lots of time thanking people who let me know they had voted for my cover. And Mr. Competitive wasted mucho time tracking how my cover was doing compared to the competition.

I went to bed Saturday night with a very small lead, and woke up Sunday morning having lost by a bunch of votes. The winner had rallied her troops or bots or whatever for a last-minute push.

Lessons for me: Measure all the costs of a promotion, not just the cash outlay. Check some prior results to see the number of votes – that would have given me a clue that the contest was thin on reader engagement. Remember that whatever I tell myself about being disengaged from the result of a contest, I won’t be, so make sure to factor in all that wasted time checking to see how my entry in the race is faring.

So dear readers, where do you find out about new-to-you books that seem to be worth trying?