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    Killing It On Kobo: Leverage Insights to Optimize Publishing and Marketing Strategies, Grow Your Global Sales and Increase Revenue on Kobo: Stark Publishing Solutions, #2
    Killing It On Kobo: Leverage Insights to Optimize Publishing and Marketing Strategies, Grow Your Global Sales and Increase Revenue on Kobo: Stark Publishing Solutions, #2
    Killing It On Kobo: Leverage Insights to Optimize Publishing and Marketing Strategies, Grow Your Global Sales and Increase Revenue on Kobo: Stark Publishing Solutions, #2
    Ebook202 pages2 hours

    Killing It On Kobo: Leverage Insights to Optimize Publishing and Marketing Strategies, Grow Your Global Sales and Increase Revenue on Kobo: Stark Publishing Solutions, #2

    By Mark Leslie Lefebvre

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    About this ebook

    Do you want to increase your overall sales and visibility on Kobo?
    Are you having trouble gaining any traction or growing your reader base outside the Kindle store?
    Wouldn't it be empowering not to be dependent upon a single retailer for the majority of your eBook income?

    If you want to tap into the mind behind the creation of Kobo's world-class self-publishing platform, Kobo Writing Life, to understand both the basics and some of the complexities of the platform, then look no further.

    Mark Leslie Lefebvre was the Director of Self-Publishing and Author Relations at Kobo for six years. Kobo Writing Life was born out of his own desire as an author to establish an author-centric free publishing platform. Drawing upon insights from his years at Kobo as well as his previous two decades of bookselling, writing and publishing experience, Lefebvre shares the challenges, quirks and tricks that are important for helping you leverage Kobo's strengths to your advantage.

    In this book you will learn:

    • How to navigate the Kobo Writing Life dashboard as well as Kobo itself
    • Strategies to optimize your metadata to increase both sales and visibility
    • The importance of leveraging Kobo preorders by understanding how they work
    • Ways to maximize your margin and global earnings per unit sale
    • Proven price optimization techniques that the most successful authors use
    • How to increase your chance of promotional sales direct at Kobo

    . . . and more . . .

    Killing It On Kobo is an in-depth, heart-felt and eye-opening series of insights collected in a single volume to give you full access to information and proven strategies that you can use to maximize your own sales and ultimate success selling through Kobo.

    LanguageEnglish
    PublisherStark Publishing
    Release dateOct 23, 2018
    ISBN9781775147855
    Killing It On Kobo: Leverage Insights to Optimize Publishing and Marketing Strategies, Grow Your Global Sales and Increase Revenue on Kobo: Stark Publishing Solutions, #2
    Read preview
    Author

    Mark Leslie Lefebvre

    Mark's highly successful experience in the publishing and bookselling industry spans more than three decades where he has worked in almost every type of brick and mortar, online, and digital bookstore. The former Director of self-publishing and author relations for Rakuten Kobo, and the current Director of business development for Draft2Digital, Mark thrives on innovation, particularly as it relates to digital publishing.

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      Book preview

      Killing It On Kobo - Mark Leslie Lefebvre

      PREFATORY DISCLAIMER

      THIS BOOK is a summation of my experiences, beliefs, and practices as they relate to Kobo.

      While it does draw upon my six years of experience as Director of Self-Publishing and Author Relations at Kobo, it is not meant to represent the viewpoint or perspective of Rakuten Kobo Inc. or any of its employees, past, present or future.

      My aim is to leverage my expertise to help benefit authors and publishers looking to optimize their own engagement with this global retailer.

      Great care was taken to ensure that the statistics shared in this book – and in my consulting work with authors and publishers – do not violate any confidentiality terms. Thus, the materials you are about to read are all items that have been previously shared publicly either by myself or other representatives from Kobo to publisher and author audiences over the years. These details are, subject to change based on market conditions and standard industry evolution.

      They are meant to inform and inspire you with tools and best practice strategies. But I strongly believe there is no single magic bullet solution for everyone. The insights contained herein should be carefully adapted to suit your own individual needs and goals.

      INTRODUCTION: Why This Book?

      THIS WAS A book that not only needed to be written, but it’s a book I was meant to write.

      There are plenty of books containing tips, strategies and marketing techniques to optimize sales on Kindle. But there are very few books with a specific focus on Kobo.

      As of this writing, Kobo is one of the five largest eBook commerce sites on the planet. When I left Kobo in November 2017, Kobo Writing Life was the biggest single source of weekly unit sales, representing 1 in every 4 books sold in English, and 1 in every 5 books sold in all languages on Kobo.

      The list of authors who cite Kobo as their second-best platform for sales continues to grow each year; and there are a cohort of writers who claim Kobo is the retailer where they earn their highest source of revenue.

      If you are interested in being one of the authors leveraging the global power of Kobo, then this book is for you.

      I worked as Director of Self-Publishing & Author Relations at Kobo for six years. I was hired in the fall of 2011 and tasked with coming up with a solution for making it easier for self-published authors and small publishers to easily get their titles in to the Kobo catalog. I was the driving force behind the creation of Kobo Writing Life, the publish-direct to Kobo platform, and worked as that platform’s champion both internally and externally, hiring staff that had an author-centric approach, and constantly soliciting feedback from the writing community to make the platform better.

      After all, I was the very first author to sign up for Kobo Writing Life.

      So, who better to write such a book?

      I’ll never forget that fateful morning when I was sitting down for an early morning meeting with Michael Tamblyn, current CEO of Rakuten Kobo Inc, at a restaurant in Toronto, Ontario to discuss the opportunity. But prior to getting to that significant moment in my career as a bookseller, I must take a slight digression to explain how that breakfast meeting took place. It is a bit of a tangential path, but I’m a strong believer in the importance of context.

      If you just want to get to the heart of the learnings, then you may want to skip the backstory of the chapter entitled My Path to Kobo and move right on to Kobo 101.

      And if you are already intimately familiar with Kobo and are using this book to up your game at Kobo, then you may even want to skip further ahead to where the advanced information starts from Optimizing Pre-Order Sales and the chapters beyond.

      If, however, you are hungry for a taste of the background and the road that led me to Kobo, there’s a spot at the table for you to sit down beside Michael and me as well as an empty mug in front of you ready to be filled with that rich, hot, and delicious blend of fresh roasted coffee.

      So, whether you read the full menu top to bottom or jump right to the menu item that appeals to you the most, let’s dig in and get this meal started.

      MY PATH TO KOBO

      IN THE SUMMER of 2011 Kobo’s Michael Tamblyn and I sat down for a breakfast in the West-Toronto Liberty Village restaurant School located on a street kitty-corner from Kobo’s head office.

      At the time, Tamblyn was the Executive Vice President of Content, Sales & Merchandising for Kobo, an independent upstart company that had been founded and was majority owned by Indigo Books and Music, Inc, Canada’s largest and single dominant book chain. Michael Serbinis was the company’s CEO at the time.

      I knew both Michaels from previous work experience.

      Michael Serbinis had been Indigo’s CTO (Chief Technical Officer) when I was working on the IT team as Database Quality Manager about five years previously. And MT (the name Michael Tamblyn was internally christened with so that people didn’t confuse which Kobo senior executive was being referred to) had been President of BookNet Canada when I was on the original metadata committee and then, later, a board member.

      I had been working at the bookstore at McMaster University as Book Operations Manager, overseeing the Trade Book, Text Book, and Custom Courseware teams and had already been dabbling in eBook publishing. In 2008 I purchased an Espresso Book Machine for the bookstore and McMaster became the 2nd location in Canada and the 9th in the world to own one.

      For those who aren’t familiar with an Espresso Book Machine (EBM) it is a print on demand (POD) machine from On Demand Books, LLC. The EBM is designed to sit at the point of sale (typically in a bookstore or library) and to print, collate, and bind a trade paperback quality book right on the spot in a matter of minutes from a digital file. On Demand Books, based in New York City, was founded by Jason Epstein (Chairman), Dane Neller (CEO) and Thor Sigvaldason (CTO).

      Since 1999, Epstein had been envisioning a line of next-generation POD technology machines that would be fully automatic and could be placed in neighborhood bookshops, coffee shops, newsstands, or even in hotel lobbies, airport terminals and on cruise ships. A prototype of the machine, filed for patent in 1993 and granted in 2001, was created by St. Louis engineer and inventor Jeff Marsh. On Demand Books, founded in 2003, worked at developing Marsh’s machine and integrating it with a digital catalog. The first beta machine was installed at the World Bank in Washington, D.C. in April 2006. In September of that year, the second beta machine was installed at The Library of Alexandria in Egypt.

      The technology and concept behind On Demand Books and the Espresso Book Machine was, prior to the advent of eBooks, the single biggest revolution to hit publishing since, perhaps, the advent of the mass market paperback. The vision involved replacing the centralized supply chain for the distribution of physical books in a radically de-centralized and direct-to-consumer model. It was a tried, tested and true publish globally, print locally model. With the EspressNet digital catalog of more than seven million licensed in-copyright and public domain works it meant consumers could walk into a bookstore, browse from a virtual catalog of millions of titles, and then wait approximately five to fifteen minutes for the book to be downloaded, printed and bound right on the spot.

      Essentially, a book could be delivered direct to a bookstore in the time it might take to order and prepare an espresso at a neighborhood coffee shop.

      Because Titles Bookstore at McMaster University was owned by the department of Student Affairs and followed a strong student-first mandate, with revenues used to fund and support the University’s Student Union operations, we had always been looking at ways to save students money. The Custom Courseware business, originally designed to do that, ran into cost related issues that were a combination of exorbitant fees from Access Copyright, Canada’s national licensing organization for the re-mixing, copying and distribution of content for educational and professional purposes, as well as internal political snafus where unionization led to inefficiencies in terms of process, time and cost. The structure behind these custom coursepacks ended up costing as much, if not more, than the over-priced textbooks themselves, leaving students with what they felt was an inferior and over-priced photocopied product.

      The other alternative to saving students money was Used Textbooks. But the challenge in that business was the struggle of the 3-year-cycle of new editions forced onto academia by the publishers; not to mention that neither publishers nor authors receive any royalties for the sale and exchange of these products. While I was all for saving students money, I also respected the need for content creators to be paid for their work. Or, more accurately, be paid a reasonable price for their work.

      My idea behind the purchase of an EBM was to source textbooks directly from publishers and content creators and, with the issue of returns and shipping removed, significantly reduce the distribution costs. Those savings would be passed directly on to the students.

      In the first two years of the machine’s operation this resulted in saving McMaster students millions of dollars. Achievement unlocked!

      But, one of the side-effects of having a machine that can print and bind a book in a matter of minutes right on the spot is how it attracts local writers. Between the seasonal printing of textbooks, the machine was used to help local self-published authors realize their dreams of seeing their work in print without having to either purchase thousands of copies (the ideal print-run on an EBM is one copy) or without having to fall prey to the dozens of vulture-style online POD-related Vanity Press companies that had been partially responsible for giving self-publishing a bad name.

      Creating a local self-publishing POD business with integrity and the desire to help authors rather than prey on their hopes and dreams and trick them out of thousands of dollars (like so many Vanity Press operations), was, in effect, a virtual licence to print money.

      That operation at McMaster was a huge success. And it was happening at the time the eBook revolution was just beginning.

      In 2006 Sony’s release of the PSR-500 was a dramatic step forward in eBook reading consumption. And when the Kindle was launched in 2007, that began to completely revolutionize the book industry and make way for an entirely new option for self-published authors.

      Kobo, originally launched under the name Shortcovers in 2009, (one year after I had acquired the Espresso Book Machine) was Canada’s answer to the Kindle.

      Not long into my EBM experience, I realized I’d been printing and shipping POD books from Hamilton, Ontario to locations around the world. At the time there were still perhaps only a dozen EBMs around the world, and the integration with Ingram’s Lightning Source Inc. (a POD subsidiary of the Ingram Book Group, which powers Ingram Spark along with POD solutions for the world’s largest publishers) was still in its infancy.

      I was looking to leverage digital in a way that my locally published books, via the Titles on Demand imprint could allow more comprehensive digital distribution without requiring a sophisticated and expensive local POD operation like an EBM.

      So, I created an account with Amazon via their KDP (Kindle Direct Publishing) platform for global distribution. Toronto-based Kobo (about an hour’s drive from McMaster), didn’t have a similar portal, but

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