ABNA was nice while it lasted, but…

…not, in retrospect, quite as nice as I’d expected.

Amazon Publishing’s Amazon Breakthrough Novel Award is a brilliant idea to acquire new authors of quality work, usually without the fuss of agents, while building engagement among its self-published authors and readers. Kudos to them for coming up with it.

I wasn’t at all sure about entering. The Awful Mess is women’s fiction, and it would be up against the entire general fiction category. My book verges on romance, and it has progressive religious elements. I didn’t think either aspect was going to help it. My book also has two sex scenes and some bad language. This didn’t seem to fit the guidelines for the contest. Finally, I suspected that this whole process would be a bit of a distraction from my game plan. And it was.

On the plus side, getting to the quarter finals would include a free Publishers Weekly review. And a couple of fellow authors, including one who’d made it to the quarter-finals before, urged me to jump in. I did my research and noticed generally strong marketing by Amazon for the previous winners. So, ultimately, I did jump in, with a version in which the two explicit sex scenes were jumped over.

And, as it turns out, the book made it to the quarter-finals and then into the semi-finals — which is to say, it was one of five semi-finalists for the general fiction category.

I'm in there with the ABNA semi-finalists -- I'm not just making it up!

Yes, I really was in there with the ABNA semi-finalists — I’m not just making it up!

Personally, I would not be shocked if Amazon was behind the scenes somewhere guiding this result, since they might have noticed that this book was doing pretty well for an indie debut (in its first year it sold over 1,200 copies, and had over 50,000 free downloads). If I were an acquisitions editor in their publishing division, I might think this looks like an author with potential. (The book that won the general fiction category was already self-published, too, and doing even better.)

I especially wondered this after I got my sought-after review — which, it turned out, was not really a Publishers Weekly review, in the sense of being a review actually written for and published in Publishers Weekly. It was uniformly positive, for which I was very thankful, but it seemed a little off, as if the person who wrote it hadn’t really read the entire book. It suggests that my heroine fends men off (she tries, but she’s not very good at it), and references the “rowdy bars” of the small New England town. I suppose there is one kerfuffle in one bar, but it’s hardly a major plot element. It also uses the phrase “small New England town” twice in six sentences. While I’m very grateful that it is so positive, it’s not something I can easily use for marketing, especially since I have to explain that it’s from the ABNA contest and the book was not exactly the same. So I consider this aspect a bit of a bust.

I decided that I would not attempt to enlist my friends or mount a social media campaign to gain reviews for the ABNA excerpt. I already had 170+ real reviews on the full novel, so it seemed kind of silly. Also, I was moving house and had no time to even send out a press release. This may or may not have played a part in the reality that I didn’t win my category.

Part of the reason I didn’t fight for it may be that I was feeling ambivalent about becoming an Amazon Publishing author. That it would be financially advantageous, I have little doubt. I notice that Amazon promotes its own books quite effectively, and I considered the contract all semi-finalists sign eminently fair (I once worked as an acquisitions editor, so I am more familiar with publishing contracts than most folks). But whether Amazon was likely to be a happy partner with me as I moved ahead on later books — books with even more sexual themes, plus some controversial content in the second — I wasn’t sure.

I noticed they had a truly huge list of authors in their various publishing imprints, so I had no idea what kind of attention I would get (not that I have any complaints about communication from them during this process — it was always prompt and courteous). And while Kindle Select was a great place to launch The Awful Mess, staying exclusive to Amazon would mean no branching out into Kobo, Nook, the iStore, or bookstores going forward. It might get me even less access to local bookstores than I already have as an indie. I’m not sure what it would mean for libraries, but I doubt it would help much.

Finally, my sales dipped pretty precipitously during this process. Most of this, I’m sure, is because I haven’t been promoting. After signing that contract, I wasn’t sure how much I could promote. When I finally asked, initially I was told I could do anything as a self-publisher, but then when I double-checked before confirming a BookBub promotion, and the product manager also double-checked, the lawyers said that during final voting that kind of promotion would be a no-no. Part of the sales dip may also be that I let my Kindle Select status expire because I was planning to branch out into the other retailers once I had safely lost. (Does Kindle Select status provide a measurable sales advantage on Amazon? I don’t know. I do miss the income from loans, though.) Part of it may also be confusion between the ABNA excerpt and the full book, though I doubt it.

At any rate, at this point I’m so close to launching the second book that I’m going to go ahead and get those ducks lined up before I do any serious promoting. I’m now aiming to get that published this fall. (If you’d like to be notified when it’s out, make sure you sign up for my mailing list, and then make sure you also opt in when you get the confirming email.)

So, fellow writers, if you’ve participated in ABNA at any point, did you feel it was productive for you? Would you recommend it to others? Would you do it again?



10 thoughts on “ABNA was nice while it lasted, but…

  1. First off, Sandra…Sincere and hearty congratulations on being a semi-finalist! That is no small feat, and you should be very proud of yourself. If you’re not, then I’m proud for you. Thanks, as well, for sharing your experiences and observations with us. I have no doubt that your sales will pick up again and that you’ll enjoy the same success you did before the contest. Fans will be eagerly awaiting your next book!

  2. Sandra, this was a great post. Congrats on making the semi-finals. I only made it as far at the quarterfinals. But I enjoyed the process and would do it again.

    • Thanks, Mike. Were you active socially with the other authors? Did you use it to promote? (I’m wondering what would make it more enjoyable and/or profitable.) Right now it’s striking me as only useful if I really want to gain that final contract with Amazon.

  3. I doubt Amazon really guides who gets there overly much. I am self published and managed the semi-finalist list for mystery thriller, but I’ve sold all of about 20 copies of the book entered (well, more now, but it was low)–I have been serially releasing, so that may be my problem, but my sales have been baddish and my reviews have been GOOD, but are with the separate pieces (the serial thing…) so there were none on my ABNA entered book. My other friend I know a little better who made the list hadn’t published at all–I think you made it real deal normal route. I should probably write a more detailed post. I informed my readers I was out, but I haven’t done the analysis.

    • That may well be the case, Hart. It may also be that they mix it up on purpose. I became more skeptical about all contests after working one for a photographer once. EVERYBODY won the free 5 x 7 — because, of course, it was a way to try to upsell a whole new set of clients (as, indeed, CreateSpace gets to do with anyone who enters). No sweepstakes or contests are ever run without a profit or at least a publicity motive. For the publishing division of Amazon I would think there has to be some consideration of who will prove to be the most profitable (and least obnoxious) authors to work with over the long haul, and the way ABNA is structured would seem to allow quite a bit of maneuvering on their part to help them achieve that. I don’t think there’s anything nefarious about it, nor do I think it means sales were the only metric and quality was ignored. I’m sure all the quarter- and semi-finalist entries had something to offer.


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