Many up and coming publishers, designers, and writers aim to release a print product immediately. This is a mistake. They should release a PDF, ebook, or digital version first. Here’s why.
Very low retail penetration vs. the world online
Unless you already have distributor relationships and retailers know your products sell well, you won’t break into retail. This will leave you with boxes of expensive books in your basement.
Most stores will not take risks on new companies and product lines. Not only is cash tied up in product sitting on shelves, but that product is taking space away from other products that are more likely to sell.
Distributors do not want to risk the same thing, only their customers are stores, not consumers. If stores are not demanding a product, distributors are not going to take risks on untested items.
The Internet, however, gives you instant access to every online customer, retailer, and distributor in the world. Make your products available online, and then generate sales by going out and creating awareness for your products.
However, you can sell print books online, so this point doesn’t make the entire case for PDFs.
Fast and cheap to update
Gamers are critical of RPG editing. Sometimes this costs sales, especially if reviews describe gameplay issues that result from bad editing.
Once your work is printed and bound, you can’t make fixes and changes. You can release errata, but those are clunky. Eratta that hits too close to post-release will anger gamers, potentially killing your product line. I’m in that camp too – if errata comes out within three months of release then I won’t buy from that company again until I’ve vetted each new release by waiting several months. On occasion I even opt to wait for the next edition.
Putting a design into the wild is going to get you feedback your playtesters missed. Guaranteed. Your choice with print is to put out errata, a supplement, or a new edition.
But what if you released an ebook version first? Ebooks are quick to update and re-release. You can offer them to existing customers for free without cost because distribution expense is nigh zero. And all new customers receive the latest updated version.
Put feedback mechanisms in your ebook to help you gather feedback quickly and efficiently. Make editing fixes and weigh design changes.
Once you have a stable version of your product you can go to print knowing it’s not going to need any hot fixes, patches, or errata anytime soon. This will increase customer trust and satisfaction and make you more money in the long run.
Test the market
You can do all the market research you want, but until your product is face to face with potential customers you will not know for sure if your product will sell.
There are many variables involved with each sale, which translates into many options to weigh for making improvements to increase sales.
For example, maybe your cover is off-putting. Your product name might confuse gamers. Parts of the content might not resonate with the people you’re trying to help most. The core concept might be flawed. Your sales pitch might be poor.
Before you shell out thousands of dollars for printing, I’d test the market first if I were you. Do this by releasing a digital version first. Monitor the internet for conversations about your product and gather feedback. Set up Google Alerts for your name and your product’s name, visit popular forums, create saved twitter searches, and monitor social networks to learn what people are thinking, saying, and doing with regards to your product.
In addition, get your product reviewed so you earn feedback from reviewers and their fans and commentators as well.
Save up for a print run
Print is expensive. Your printer will require a minimum print run, and then add in various costs associated with printing and you’ll be investing several thousand dollars.
If you are desperate for print, investigate Print On Demand solutions and services through LuLu and elsewhere. This offers customers a choice, which is even better news for your product. And you have far fewer requirements and upfront expense.
In the meantime, as you sell PDFs and print on demand versions, you can save up revenues to reinvest in your company, whether it’s for a real print run or for some other opportunity.