Hi again, today I'm pleased to bring you the second interview in what is proving to be a very popular interview series - Secrets of Best-Selling Self-Published Authors. Today's
interviewee is none other than the inimitable, best-selling U.K. horror
author, Matt Shaw. His Amazon Author's page describes him as thus:
"Matt Shaw is the published author of over 50 stories. Although
known as being a horror author, he also enjoys spending time in other
genres too - something he had always planned to do in order to have at
least one book, in a wide collection, which would appeal to people from
all walks of life. Shaw was first published in 2004 with his horror
novel Happy Ever After - the first of his books to reach the number one
slot on Amazon and the first of his books to use his trademark style of
narrating the stories through the first person perspective. An extremely
prolific writer, Matt Shaw is continually writing as well as keeping up
to date with his readers via his (some might say) crazy Author Page on
Facebook. Once
Published weekly in a lad's magazine with his photography work, Matt
Shaw is also a published author and cartoonist. More recently he is
known for turning his stories into films."
Who are you
and where do you come from? Do you think that your life experience has gone
someway towards making you a successful author in your chosen genre?
Matt Shaw. Earthling. Sort of.
I was born in Winchester Hospital, down the South of
England. I remember the day well. The birds were singing and the Gods were
looking down upon my mother, and smiling, as she pushed me out. Then when I was
past the point of no return, and spilling into the world, the Gods began laughing
at her.
“Too late! He’s your problem now, wench!” they shouted in
unison.
I have always been good at telling stories (don’t mind me,
just blowing my own trumpet) but I’d never really found myself an audience,
which was frustrating me to say the least. It was only after I was disowned by
someone whom was supposed to love me, that I really pushed myself harder and
harder with each passing day to prove them wrong in what their last words said
of me. Had I not been disowned, I couldn’t honestly say I’d be in this position
today. For all I know, I’d still be in the same dead end job that I was in
before my personal life exploded.
I couldn’t tell you where the horror came from though. For
all intents and purposes I had a normal childhood :S
Your stories
are many things – violent, satirical,
horrific – with an obviously penchant for the dark macabre – if you could
pinpoint one thing in particular that has grabbed readers of your work, what
would you say it is?
I think it is the fact I don’t pussyfoot around with subject
matters. I write horror, therefore you need to expect a full-on experience
which will - in places - sicken you. Too many ‘horror’ authors are out there
now who like to pull their punches for fear of putting the readers off. Horror
fans do not want to have things diluted. They want the full experience. Once
word of mouth gets out about what I write, they tend to give my work a go and
then fall for the writing style (the majority of my books being in the first
person perspective).
You have enjoyed
best-selling status on Amazon recently and have also been the recipient of book
contracts and even a movie deal – is there a particular moment in your career
as an author that you realized that you had done something right to get where
you are now? Can you pinpoint what it was that spiked your success to date?
My ‘success’ came about after the release of my first Black
Cover Book (black cover books are the extreme horrors). The book - ‘sick
b*stards’ - came out and just instantly took off. I was surprised to be honest.
The whole thing was written in an attempt to shock and sicken people but they
lapped it up. After that, it was all about pushing more Black Cover Books out.
I believe there are ten now and that is since February 2014. I have another
three written and due out over the next few months too: “Don’t Read”, “ASHES”
and “MONSTER” - the latter being co-written with ART co-writer Michael Bray.
Did you try to
get publishing contracts for your books early on with traditional book
publishers? If so, did you have any success there or if not what was it that
made you decide to self-publish the majority of your work?
I decided to self-publish immediately and have never looked
back. Funnily enough now, I am getting knocks on my door from people interested
in publishing me but - at this stage - I am not interested. I am doing okay by
myself and the publishing companies hitting me up can’t offer anything I am not
doing already. Self-Publishing doesn’t really carry the stigma that it used to
anymore but I will tell you this - to be noticed, it is extremely difficult.
More and more people are turning to writing to make money now thinking they can
write the next 50 Shades. It doesn’t work like that. It’s hard to find readers,
especially those who have the potential to turn your fortunes around. This is
not a short-term get rich quick scheme!
What do you
see as your most innovative promotional strategy?
I don’t sell the book, I sell me.
I am turning myself into a brand. Someone people want to
check in on, over on Facebook. That strange little horror author who keeps
doing silly strip videos, or videos putting condoms over his head. I act the
fool to keep people watching. They are then more likely to invest in my work.
There are a lot of authors who just continually push their books in the shape
of adverts or shout-outs. Really, this isn’t the way. They get lost in a sea of
publicity and all read the same and smell of desperation. Whatever you try, the
most important thing is to be original! Do not copy someone else, do not rip
off a style that you’ve seen work elsewhere. You will highlight yourself for
the wrong reasons.
What kind of
marketing did you do to establish your author brand and what do you think is
the most successful marketing for self-published authors? Is there any one
thing that you have determined has helped you sell more books – i.e. could you
outline your path to establishing your brand and your most successful sales
method/s as?
As
mentioned above: it’s all about selling yourself and making you as a person
stand out from the crowd. You do that, it’s half the battle. If people do not
like you, they won’t invest. Simple!
What are some current best
practices that you’re using to sell books? Any tips?
I
just keep writing and setting up pre-orders for them. I have the next four
months sealed with books ready to release in the coming months meaning there is
always something for the reader to find on Amazon. But - it means I am also
working extremely hard and I haven’t stopped writing for a long, long time!
How important
are ‘series’ books to your success as a self-published author?
They’re
not. You write a ten book series but no one reads the first. You need to write
lots of different stories and release them thick and fast. If you’re lucky, one
will find an audience who will then go back and find the rest of your work. If
you have ten books based on the same thing, and the first isn’t a success -
neither are the remaining nine. Harry Potter doesn’t happen to everyone and nor
does Twilight!
Do you design
your own covers? How important do you think cover design is to a potential
reader and how big a part do you think it has played in your success to date?
Mark
Kelly does the majority of my covers. I went to him with about forty or fifty
books and said, “Re-brand these”. I gave him ideas of what I wanted (such as
same font, tag-lines etc etc) and he gave me a bill. He’s a good man and needs
very little input to come up with something truly awesome. He is also grounded.
I used to work with one cover designer who had never done a book before. I
found her on another site and asked if she fancied it. She did and charged me
fairly. We worked together for a while and then her prices went through the
roof! Mark keeps his prices fair and discusses them with you before you starts
doing anything. Highly recommended.
In your
opinion, is traditional publishing on the way out? Do you think that
traditional publishing can continue to keep up with the rise of
self-publishing?
I
do not understand how traditional publishing is still around with
self-publishing taking such a hold of the market. I am surprised more authors
do not just put their own work out there and take the money themselves, as
opposed to sharing it with publishing companies but, then, I guess it is easier
for them and they don’t have further stress other than writing the book in the
first place. I hope it doesn’t go anywhere. There are places in the market for
both.
Would you ever
consider signing all your books to a traditional publishing house or will you
always mange some of your titles yourself through self-publishing?
They
would need to offer me a very good deal to make it worth my while. I am happy
to work with respected publishing houses but - at the moment - I’m having some
luck…
Have you ever
used free book promotions? Do you think they are a worth-while marketing tool
for self-published authors? If so/not – why?
They used to be great but - for some reason - now they don’t
really work. There are various sites where you can pay to get promoted on but I
don’t think it’s entirely necessary so long as you have marketed yourself
properly on Facebook. I did a 99p sale not so long ago and shifted thousands of
books without paying out for some company to put it on the web. It was all down
to my great readers sharing and spreading the word. The readers are the ones
who work magic for us.
What avenues
of self-promotion did you find to be most effective and affordable? What’s the
best ‘bang-for-your-buck’ advertising you have employed?
I only use KDP - Amazon’s platform. They have price
promotions where you can lower the price for x amount of days. It is free to do
it but you need to be exclusive to Amazon (which I am). I once tried putting my
books on other sites but the perks of being exclusive to Amazon are worth too
much to me. And - the other sites - I did next to no sales! I think in one
month I sold two books on one of the sites…. Not really worth the time of
uploading them.
What would you
say is the single biggest advantage of deciding to self-publish?
Keeping control and all rights to do as you please. I do not
have to worry about anything other than entertaining my reader and giving them
a good story.
Are there
things you feel as though you missed out on by not going down the traditional
publishing route (working alongside an editor, for example)?
I hire an editor. I hire a cover-designer (unless Black
Cover Books which I do myself or the Red Cover Erotica which I also do). At the
moment I have no regrets. The only thing I’ve not received is obviously an
advance but I know I’d spend it all in one weekend and then have nothing to
show for it. I’m not very good with money!
You use social
media a lot and interact with your readers – how important do you think this
is to becoming a success as a self-published author?
Extremely. Why would they support you if you ignore them. I
had an email the other week from a reader who got in touch. I’ve never heard of
them before but replied. They then came back to me saying it was a surprise and
how they’d email this other author twice who had chosen to ignore them. That is
not good. An author is NOTHING without their reader. That’s why this year -
every month, when my bills are paid, I am treating my readers. For example, I
am surprising a reader with a surprise visit soon (can’t say more yet), I took
some readers to the pub, I’m taking another out for a meal with her husband and
then I am sending signed books across the ocean. They give me their time, I
want to give something back. I also take pride in the fact I reply to everyone
even though, I’ll be honest, it’s taking longer and longer each and every day!
I won’t be stopped though!
Are you in
regular contact with other self-published authors and how important was any
input you may have received early on in your career? Do you have a mentor
in terms of your self-publishing success – someone who may have inspired you to
‘give it a go’?
I did this because I wanted to do it. I have always been
part of a social network of authors and I’ve always set my sights on them, to
learn from them and take what I can. Iain Rob Wright, for example, always used
to put tips in his blogs and little notes up on Facebook about what is working
for him. or what wasn’t. Some of his ideas I have used, some I have tried
something else with - with varying degrees of success. Now I find myself
answering questions from authors who are keen to get into the game. We all need
to help each other but sadly it doesn’t work like that some of the time. There
is a lot of jealously in the industry and it can be horrible. Especially when
it is from unexpected sources.
Can you offer
any advice to fellow writers if you could go back in time and “do it all over?”
What’s your top tip for other indie authors?
Don’t stop writing. Don’t get wrapped up writing a 100,000
word novel that no one will read. Start with novellas. Get a back catalogue of
books that people can pick up and read. Don’t get greedy, putting high prices
on your books (mine are 99p - £2). Don’t get an ego and think you’re something
you’re not. We are only here because of our readers. I know I keep saying it
but it’s important. They’re the ones in control and they’re the ones who
deserves respect.
Finally,
thanks for sharing your thoughts on self-publishing. Where is the best place
for readers to find your books?
Thanks for having me.
People can see my work on Amazon:
Or they can find me direct on Facebook:
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