Why You Might Not Want to Do a Book Giveaway Promotion for Your Self Published Book
Giving potential readers the chance to win a copy of your book, maybe even a signed copy, sounds like such a great idea for them and you. You can do exciting “win my book” promotions. You could get people to opt in to your email list. But this is another one of those tactics that sounds great, but could end up being a hassle.
Who's Eligible to Win... and When?
As I was trying to work out an upcoming potential book giveaway with a podcast guest, I immediately bumped into a bunch of issues with figuring out who would be eligible to win the book.
My audio podcast is available on at least four different platforms. My video podcast is, of course, available on YouTube. But I also embed my videos into my blog posts. The guest also would probably be embedding the video on her site, or using it on social media. I counted at least a dozen places this video could be promoted at minimum. So how will people enter to win on each platform?
Some people who livestream their podcast or videos, or present via a webinar platform, make the giveaway offer to participants who are on live. The host and guest have to devise a way to select a winner from the live participants. That’s tough in itself while both the host and guest are trying to manage the live broadcast. But it’s doable.
Then there’s the issue of timing. Mentioning a deadline date or time for the duration of the contest will date the presentation instantly, making the content quickly seem old.
Whether live or not, how should authors select a winner from participants or commenters? That brings us to the next problem. And it could involve lawyers.
Online Contest Rules that Could Impact Giveaways
Depending on the platform, there may be rules about how contests of any kind are run. And if you have any giveaway that involves a drawing, or requires something to be considered for a prize, it may be considered a contest.
Facebook, for example, has some specific contest rules.
Governments also have some specific rules about contests. Do you know what those are? Any time you run a contest on social media, you have to comply with international, national, regional, and local laws governing the giveaway. That’s way too much work for me to waste my time on for giving away one book.
What’s interesting is that from around 2015 to until the fall of 2019, Amazon had a giveaway program where they would handle a promotion for you. I tried it and it was really convenient. While it’s unclear exactly why Amazon discontinued it, I’m thinking that if Amazon is even retiring a book giveaway program, why do I want to get involved in one?
Personal Data Collection and Logistics Issues for Book Giveaways
If the contest rules issues haven’t discouraged you from doing this, then here’s another reason. You need to ship the book to the winner. Kindle books can be emailed to the winner via Amazon (yes, you have to buy the book to gift it this way). But print books require a physical shipping address. Now we’ve just opened another can of legal and logistical worms.
While people may be willing to part with their personal data if they’re a giveaway winner, what if you require everyone to submit their name, address, email, etc. when entering for the prize? Will you automatically add them to your email list? Have you told them you’re doing so and stated how you’ll use their data?
Collection of personal data is now governed by “acronym” regulations and agencies such as CAN-SPAM, GDPR, COPPA, and the FTC. Complying with all that is getting more and more complicated and challenging all the time. Sure, as a self published author, you’re probably a small player in that pool and some laws may not apply to you. But do you want to take the chance on that? I sure don’t. The fines are stiff.
Aside from the data issues, there are shipping issues. Using the postal service in your home country is probably the cheapest for a physical book giveaway, especially if book mail or media mail rates are offered. But remember that if you host a book giveaway online, it’s called the World Wide Web because it’s, duh, worldwide. Unless you restrict entries in some way, a winner could potentially be from outside your own country. The shipping or postal cost could be several times the cost of the book. Giving away a Kindle edition is a more practical and profitable choice, even if you have to buy the book to gift it to the winner.
Giveaways Attract Freebie Seekers Online and Offline
The other thing I’ve noticed with giveaways, both online and offline, is that it attracts freebie seekers. Are those your ideal fans and potential customers? Nope.
I see a lot of authors or other creators do giveaways on social media. In addition to the contest rules, data collection, and shipping issues noted earlier, I’ve noticed that there’s no genuine engagement. Usually, the author does an “I’ll give my book to first comment” type pitch. The comments received are so stupid, such as “First.” I’m going to say that’s someone who’s not really interested in you and your work. They just want a freebie.
For offline in-person events, here’s my experience with “fishbowl” type giveaways. This is where attendees drop their business card or entry form in a bowl or basket with the hope of it being drawn as a winner. Almost always, the winner drawn was a loser for me. I never gained a new client or customer from one of these drawings.
Speakers used to do these fishbowl type drawings to build their email lists. But as discussed earlier, collecting personal data is a much more complex activity than it used to be. Merely receiving someone’s business card or entry form does not automatically give you permission to add them to your email list and send them marketing communications from here to forevermore unless you specifically state how you will use their information, they formally agree to it, and you give them the opportunity to unsubscribe.
What About a Kindle Free Book Promotion?
To get around the hassle of a book giveaway promotion, authors who self publish on Kindle Direct Publishing (KDP) and enroll their book title in KDP Select (which requires selling exclusively on Amazon) could do a Kindle Free Book Promotion. Amazon handles all the logistics and the reader gets the free Kindle book.
Here's why this tactic as a book promotion can be a loss for authors.
It gives your book's Kindle edition away for free. No sales and royalties for you! In my experience, these promotions don't help increase reviews on Amazon, even though you'd think those who got it for free would feel obliged to give a review. This only attracts freebie seekers. Plus, you don't get to collect any new fans into your email list.
When a book title is enrolled in KDP Select, it is also eligible to receive a royalty share of Amazon’s Global Fund, based on the number of pages read by a Kindle Unlimited or Kindle Owners’ Lending Library (KU/KOLL) reader. It’s not a lot, trust me. But I’d rather get a bit of something. However, when authors do a Kindle Free Book Promotion, these KU/KOLL readers can download the book for free. It doesn’t impact the reader's book credit allotment under their KU/KOLL program. The author doesn’t even get the small amount of KU/KOLL royalties for the pages read.
Easiest Way to Handle a Book Giveaway?
So how did we handle it? Well, we promoted officially opting in to my guest’s email list during the presentation. For voluntarily signing up, she would give away some helpful resources. Also, we emphasized her presence on social media so people could follow her there, too. This totally eliminated the hassle and risk of handling a book giveaway or contest.
Only those who are truly interested in the author or her work will sign up. I'd rather recruit a few engaged fans this way, rather than have a bunch of freebie seekers.
This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.
© 2020 Heidi Thorne