In this week’s episode, we take a look at five lessons for writers from Barnes & Nobles’ turnaround. I also discuss indie author advertising results from February 2025.
This week’s coupon code will get you 50% off the audiobook of Dragonskull: Blade of the Elves, Book #3 in the Dragonskull series (as excellently narrated by Brad Wills), at my Payhip store:
BLADE50
The coupon code is valid through March 28, 2025. So if you need a new audiobook for spring, we’ve got you covered!
TRANSCRIPT
00:00:00 Introduction and Writing Updates
Hello, everyone. Welcome to Episode 242 of The Pulp Writer Show. My name is Jonathan Moeller. Today is March 7, 2025, and today we are looking at writing lessons from the dramatic turnaround of Barnes and Noble. We’ll also look at my ad results for February 2025 and we’ll also have Coupon of the Week and an update on my current writing projects and Question of the Week.
First off, let’s start with Coupon of the Week. This week’s coupon code will get you 50% off the audiobook of Dragonskull: Blade of the Elves, Book Number Three in the Dragon Skull Series (as excellent narrated by Brad Wills), at my Payhip store. That coupon code is BLADE50. We’ll have the coupon code and the link in the show notes. This coupon code is valid through March 28th, 2025, so if you need a new audiobook for spring, we have got you covered.
Now an update on my current writing and audiobook projects. The rough draft of Ghosts in the Assembly is done and I am 16% into the second phase of editing. If all goes well, I am planning to publish the book on March 14th, assuming there are no unanticipated interruptions, which is always risky to rely upon, but things are going well with it and I’m optimistic we can do that. I’m also 13,000 words into Shield of Battle and after Ghost in the Assembly is published, that will be my main project.
In audiobook news, Orc-Hoard, the fourth book in the Half-Elven Thief series (as narrated by Leanne Woodward), is now available and you can get it at all the usual audiobook stores. Half-Elven Thief: Omnibus One (which is a combination of Half-Elven Thief, Wizard-Thief, and Half-Orc Paladin, the first three books in the series) is also now available in audio (as excellently narrated by Leanne Woodward), and you can give that omnibus edition at Audible, Amazon, and Apple. So that is where I’m at with my current writing projects.
00:01:49 Question of the Week
Question the Week is designed to inspire enjoyable discussions of interesting topics. This week’s question, when you have an unpleasant chore that must be done, do you prefer to split it up into smaller parts over a number of days or just to get it all over with at once? No wrong answers, obviously. The inspiration for this question is the fact that it’s tax prep time here in the United States, and I have spent a lot of time this week working on that.
Justin says: I prefer to get it over with all at once if possible. Extending your example, I have somehow become the tax preparer for other family members, so there are a few days where that is what I do. I also set aside a few hours every month for vehicle maintenance: check fluids, tire pressure, top off everything, look at belts (replace if worn). It’s amazing how more reliable cars are when you look after them a bit.
That is very true. Good car maintenance advice from Justin.
Catriona says: Procrastinate. I love to procrastinate, then the mad dash to the very last second of the deadline. Retired now, so no longer need to be efficiently organized.
Jenny says: Oh, split if I can, procrastinate if I can’t. Dishes? Do some or put some away, do more later or let my laundry pile up until I have no pants.
And Juana says: Let’s get this over with. (Transcriptionist’s note: this was posted in the form of a GIF of Liz Lemon from 30 Rock)
For myself, I suppose the answer is that I essentially get to do both since I’m technically a small business owner as a publisher, I do some tax stuff every month and then usually have a couple of days in March that are all tax prep. Other than that, it really depends on the size of the task in question. My preferred way would be to split a task up into smaller pieces and do ’em until they’re done. But if you have something like snow shoveling, for example, you really do have to kind of bite the bullet and get it over with all at once.
00:03:21 February 2025 Ad Results
Now let’s see how my ads did in February 2025. February is generally a better month for advertising than November, December, and January. The reason for that is that Valentine’s Day and the Super Bowl drives some consumer spending, though not nearly as much as the Christmas and Thanksgiving holidays, and so therefore the cost per click is often lower and you can usually have good results with ads.
First up, Facebook ads. In February, I advertised both Cloak Games/Cloak Mage and all the Ghosts on Facebook. For Cloak Games/Cloak Mage, I got back $2.98 (USD) for every dollar spent, with 6.8% of the profit coming from the audiobooks. For the Ghosts, I got back $3.24 cents for every dollar spent, with 15.4% of the profit coming from the audiobooks.
I also ran a few different Amazon ad campaigns. Remember that for an Amazon ad campaign to work, it needs to generate a sale or a complete Kindle Unlimited page readthrough for every six to eight clicks. For Half-Elven Thief, I got back $2.30 for every dollar spent, with a sale for every 0.68 clicks. In other words, we had more total sales than we had clicks. For Stealth and Spells Online: Creation, I lost $2.52 for every dollar spent, with a sale for every 8.1 clicks. For The Linux Command Line Beginner’s Guide, I got back $1.86 for every dollar spent, with a sale for every one click and 32% of the month’s profit coming from the audiobook. I think this shows how badly I misjudged the LitRPG market with Stealth and Spells Online. The ads for Half-Elven Thief actually get more search terms for LitRPG related searches than Stealth and Spells actually does.
I ran BookBub ads for Sevenfold Sword and The Ghosts on Apple, and here’s how they did. For The Ghosts, I got back $5.26 for every dollar spent. For Sevenfold Sword, I got back $4.35 for every $1 spent. Finally, for the Demonsouled series, which is currently in KU, I did a combined Facebook and Amazon campaign, and when you run multi-platform ad campaigns like that, the most valuable metric tends to be honestly money back for dollar spent. So for Demonsouled, I got back $2.58 for every dollar spent. So good results, all in all, and I didn’t actually lose that much money on Stealth and Spells. So thanks for reading everyone and hopefully I’ll have more good books for you to read soon.
00:05:47 Main Topic: Lessons for Writers from Barnes and Noble’s Turnaround
So now onto our main topic this week, lessons for Writers from Barnes and Noble’s Turnaround because it is fair to say Barnes and Noble has had a turnaround recently. For a while at the end of the 2010s and the early 2020s, people would have their self-publishing predictions for the year, and one of them was almost always that Barnes and Noble is going to finally close, which was a reversal of fortune for it because if you remember in the ‘90s and the 2000s and even the early part of the 2010s, Barnes and Noble was the juggernaut in the publishing industry. They had forced out of business a lot of smaller indie bookstores and what Barnes and Noble wanted in the publishing industry, Barnes and Noble got. Then just as Barnes and Noble disrupted all the smaller book chains and independent bookstores, Amazon came along and disrupted Barnes and Noble. And so for a while it looked like Barnes and Noble was going to go out of business, but Barnes and Noble’s revenue actually grew 1.6% in fiscal year 2024, and their foot traffic is up significantly. They’re planning 60 new stores after a wave of closures in previous years.
A few years ago, as I said, they seemed headed for extinction, yet a combination of unpredictable factors and good decisions helped turned around Barnes and Noble. What are some of those factors leading into it? I suspect one of them is that many people are forced to be on screens all day and can find this frustrating or stressful, especially when schooling and work were virtual. I’ve talked to some teachers over the past couple of years and they would tell me stories of, for example, younger children who will burst into tears at the site of a Chromebook just because the experience of remote learning via Chromebooks was so stressful and miserable in 2020 and 2021 (and places that held onto that policy for probably longer than they should have). So much socialization nowadays is conducted online too through TikToks and chats and text messages and so forth.
Because of this, many now feel like print books are a break from being constantly online. Various social media people such as TikTokers and Instagrammers make Barnes and Noble trips and hauls, showing off giant stacks of the latest books, filling up feeds. Home book displays are also a trend online, as collectors show off carefully style collections of books. Owning physical books and browsing the shelves at Barnes and Noble has become cool again. Truly history is a wheel that keeps on turning.
So what lessons can you take from this turnaround as a writer (even if your physical books aren’t stocked by Barnes and Noble and you don’t sell that many eBooks through them)? How they approach their relationship with their readers and their customers still has a few lessons to provide writers.
#1: Focus on your primary mission and also double down on what actually works. Barnes and Noble started to devote much of their store space to a confusing, aimless mixture of toys and gifts mixed in with the books. The stores began to look cluttered and much of this merchandise did not actually sell to their customers. They also wasted a large sum of money trying to compete with Amazon, Apple, and tech companies with their Nook tablets and kept Nook ereaders as a strong store presence long after it was clear they had lost the battle for the ebook market. There was even an extremely ill-advised foray into Barnes and Noble restaurants. Customers were quick to reject $13 avocado toast and $7 oatmeal from a mall chain bookstore.
One, when the company focused on returning to selling print books and making the store a better place to browse, sales improved. Many stores moved the gifts and games away from the book areas and back into the dedicated sections, which cleaned up the layout and made it easier for customers wanting non-book items to find what they were looking for. Since most of the customers were actually there to buy books, that made it easier to buy books.
How to apply this as a writer? Your job as a writer is to create and sell books. Getting lost in side quests, like overly frequent social media posting, creating courses or webinars, and selling merchandises are only taking time away from what your readers actually want the most from you: more books. So double down on writing more books, just as Barnes Noble doubled down on selling more books.
#2: Target the right people. Barnes Noble’s display spaces and tables were taken up by books that publishers paid to place there. This led to their prime store space being taken up by books that were often poor sellers or not a good fit for their local customers. It was better to turn down the short-term money but have more targeted displays, including putting similar books in “thematic nooks.”
By focusing much of their marketing on the BookTok/Bookstagram groups of heavy readers, they were able to find ways to appeal to a younger and growing customer base. Since this group loves books both as content and décor, showcasing exclusive or “aesthetic” special editions was a way to bring these customers back into the store and keep them from buying cheaper copies online. These readers were also willing to spend a few dollars extra for the experience and to ensure that the books they were buying weren’t damaged, which is often a complaint when you buy books online, that they sometimes aren’t packaged properly and arrive damaged in transit. Store space was also devoted to manga readers, another group that reads voraciously and enjoys the experience of reading the print version and later collecting the print version as opposed to the electronic one.
Now, how do you apply this as a writer? Appeal to your core audience. Instead of trying to appeal to everyone, find your core “thematic nook” (as Barnes Noble puts it), meaning similar authors and titles. There are resources like Publisher Rocket that can help you do this. Focus your advertising on finding these readers instead of the general population.
For myself, I’ve experienced this lesson personally in the last four years because in the last four years I’ve tried three different new things: The Cormac Rogan Mysteries, the Stealth and Spells LitRPG book, and the Rivah Half-Elven series. And of the three, Rivah was by far the most successful because it was another form of epic fantasy, which I think is what my core audience really wants from me and not contemporary mysteries or LitRPG. So this is the lesson I can attest to through personal experience.
#3: Give customers a good experience. Barnes and Noble spent money on repainting, installing brighter lighting, and changing store layouts. The CEO James Daunt stated it was their aim to make the store feels like “places of discovery.” Chairs were even added back to some stores to allow readers to browse in comfort.
Now, how can you apply this to being a writer? First, you want to make sure that your readers have the easiest possible experience, the most pleasant possible experience in buying books from you. One way to do this is keep your website updated and check for broken links, which is easier said than done. I know, especially for me since Ghost in the Assembly will be my 160th novel, and that is a lot of links to check and my website had gotten complex enough that I finally hired someone to overhaul it and make sure all the links were working. But I think we’ve had good results since traffic is up and I get much fewer complaints now about dead links.
It’s often a good idea to refresh ad images to keep potential readers’ attention. For Facebook ads, I think based on my experience, the best you can hope for is two to three weeks of good results with a single image. For BookBub, maybe three or four days. So it’s good to have a supply of ad images you can rotate out often. Finally, incentivize readers to read your newsletter by keeping it brief and providing some kind of special reward, like a discount or bonus content, which is why I give away a lot of short stories in my email newsletter.
#4: Be willing to change it up or try new things. Barnes and Noble’s leadership also ceded more control of the selection and displays to the individual stores, allowing them to better customize the stores towards the taste of the community. For most of Barnes and Noble’s history, if you walked into the store and you saw the displays in the front and on the end caps where books were highlighted. Publishers paid through the nose for the privilege of having their books stocked that way. And while there is still some of that, obviously the new regime at Barnes and Noble has changed things around so that more local stores have greater control of what to put where, which means they can put out more books that their local community is more likely to buy. If you walk into a Barnes and Noble in Illinois, for example, you’re much more likely to see a large display of Illinois local history than you would have otherwise.
For another example, I once visited a Barnes and Noble in a large suburb that had a very large teenage population that had the Young Adult section wedged in a single cramped back corner by the bathrooms. It was extremely unpleasant to browse, especially if one person was already in the aisle. And of course, if there was a line for the bathroom, which is often the case, teenagers typically want more physical space from strangers. This decision to put the Young Adult section in a cramped corner in the back of the store was clearly made by someone who did not a lot of experience talking to or working with teenagers. After Daunt’s changes, Young Adult was moved to the center of the store. The aisles in the new section were extra wide to accommodate groups of teens browsing together, and it was now full of colorful displays, many of which were handmade by staff members. In the times I visited this Barnes and Noble since, it is always the busiest part of the store.
Another surprise area of growth was the refreshing of the stationery and planner section. The previous selection was stale and heavily reliant on older licensed properties like Disney. It wasn’t reflective of the trends in the category being popularized (once again by Instagram and TikTok), such as dot grid notebooks with high quality paper and guided journals (like the influencer favorite, the Five Minute Journal, which offers a few brief prompts to reflect on the day).
Barnes and Noble bought the stationery brand Paper Source, which brought in fresh designs to its cards and stationery. They also changed their selection to adapt to two of the biggest trends in stationery, bullet journaling and customizable Japanese planners. Stationery enthusiasts were willing to pay a premium to be able to see stationery items in person before buying, since that allows you to avoid counterfeit versions that are sold online and ensure that the product was in pristine condition and would not arrive through the mail damaged. Since the margins on stationery are way higher than they are in books, this was a wise decision.
Now how can we apply this lesson as a writer? One of the advantages of being self-published is the ability to change quickly based on data and reader feedback. For example, the Stealth and Spells Online series was originally called the Sevenfold Sword Online. Once I realized that readers were confusing this series with the main Sevenfold Sword series, I changed the title to help prevent confusion and emphasized that the series was in fact a separate one. I also changed the cover to reflect trends in the LitRPG series, such as characters’ faces usually not being shown and a more diffused, animation-influenced color palette.
If one of your books isn’t connecting with readers, it may be worth your time to update your blurb and cover trends based on your categories. Another similar experience I had was with the Silent Order covers where I went through five different iterations with that cover before I settled on the version I have now, which definitely sells the best.
#5: Do what Amazon can’t. The new CEO of Barnes and Noble focused on what Amazon couldn’t do: provide a physical environment for browsing. Browsing aisles of books with a cup of coffee (from the Barnes and Noble Café) in hand is a relaxing experience for many people. Amazon famously tried to set up its own chain of physical bookstores, and it didn’t work out because the experience for customers tended to be industrial and unpleasant in a way that made an airport newsstand seem downright cozy in comparison. The bookstores were stocked with just a very limited selection of popular books on plain shelves with electronic price tags. Nothing about it inspired browsing or finding new books, the most important way physical bookstores inspire readers to buy additional books.
This was an example of Amazon doing the opposite of our first lesson. Rather than doubling down on what was working, they tried something that was away from their core competency of low prices and fast delivery, which was a physical bookstore. In fact, one of these Amazon bookstores opened across the street from author Ann Patchett’s Parnassus books, which is an indie bookstore in Nashville that provides lots of help from friendly, knowledgeable staff, autographed books from authors like Patchett, and a full calendar of events with local authors. Reviewers who have visited this indie bookstore rave about the friendly and helpful staff and the cozy atmosphere.
Even though Parnassus offered higher prices than the Amazon bookstore across the street, the experience was so much better that it’s not surprising that the Amazon bookstore did not work and that Parnassus outlasted this physical Amazon bookstore that opened across the street. As many people have found out the hard way, it is very difficult to compete with Amazon on price. Instead of constantly discounting books with buy two get one free promotions or providing steep discounts through its membership program, Barnes and Noble stopped trying to compete with Amazon on price and turned their attention to something that Amazon couldn’t do, which is the physical experience of the store. Events like children’s story times and special events (complete with gift bags) for popular releases like Onyx Storm brought in people who hadn’t been to a physical store in a while.
Now, the point of this isn’t to indulge in Amazon bashing because Amazon does get criticized a lot, sometimes fairly, sometimes not fairly. The point is that trying to compete with Amazon on its core competencies of low price and fast delivery is not a good idea. And so instead, you need to try and find a way to do something well that Amazon can’t do or Amazon isn’t interested in doing. Even if Amazon remains a big part of your business as an indie writer, you can diversify your profits and readership by looking beyond Amazon.
What can’t Amazon do for your readers? You can engage with your readers directly through your newsletter and social media. That’s why I try to post at least once a day and respond to comments when possible. You can find ways to provide special content for loyal readers, which I do personally in the form of free short stories, discounts, Coupon of the Week (which we always talk about every week). Giveaways, et cetera provide something that Amazon can’t or won’t.
For example, direct sales platforms like my Payhip store can provide DRM free ebook files, multiple file formats with each purchase, and special bonus content for readers buying direct and so forth. If you buy a book off My Payhip store, you can download the epub file and a PDF file, which you can’t do from Amazon anymore.
On a related note, give people who don’t want to buy from Amazon a place to buy your books, whether that be other ebook vendors or your own direct sales page (or ideally both). I should mention that personally of my (soon to be) 160 books, only 14% of them are currently on Kindle Unlimited (which means Amazon exclusivity), which is a fortunate position I’m able to be in because Kindle Unlimited is also a big part of the market. I’m able to essentially play in both worlds where I have the majority of my series available wide (and available on my Payhip store with files and the other things we were talking about), while also providing some books for Kindle Unlimited readers, which also is a big part of the pool. I’m fortunate enough to be able to play in both worlds there and continue to do that.
To sum up, Barnes and Noble recovered by focusing on what it does best and finding the people who respond best to that. As a writer, I think your main focus should be on putting out new books and targeting your advertising is the best way to make that approach work for you. If you have a long series, it might be a good idea to make the first book free and advertise that if you want to connect more with your readers, giving away short stories is a good way to do that, especially in your newsletter. So to sum up, perhaps the best way forward for all writers is to remain flexible and to double down on your core competencies and core strengths.
So that is it for this week. Thank you for listening to The Pulp Writer Show. I hope you found the show useful. A reminder that you can listen to all the back episodes on https://thepulpwritershow.com, often with transcripts. If you enjoyed the podcast, please leave a review on your podcasting platform of choice. Stay safe and stay healthy and see you all next week.
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