Episode 236: 5 Ways To Market With Short Stories

The Pulp Writer Show

In this week's episode, we take a look at five ways to use short stories to market your books.

This week's coupon code will get you 50% off the audiobook of Half-Elven Thief, Book #1 in the Half-Elven Thief series, (as excellently narrated by Leanne Woodward) at my Payhip store:

HALF50

The coupon code is valid through February 14, 2025. So if you need a new audiobook for the January/February doldrums, we’ve got you covered!

00:00:00 Introduction and Writing Updates

Hello, everyone. Welcome to Episode 236 of The Pulp Writer Show. My name is Jonathan Moeller. Today is January the 24th, 2025. Today we are discussing how to use short stories for marketing. Before we get into that, we'll start with Coupon of the Week. I have an update on my current writing projects and then do Question of the Week.

So let's start off with Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Half-Elven Thief, Book One in the Half-Elven Thief series, (as excellently narrated by Leanne Woodward) at my Payhip store. That code is HALF50. You can find the link and the coupon code in the show notes for this episode. This coupon code will be valid through February the 14th, 2025. So if you need a new audiobook for the January/February doldrums, we have got you covered.

Now on to an update on my current writing projects. As of this recording, I am 56% of the way through the first round of edits on Shield of Deception. I am still hoping to have the book out early in February, if all goes well. Once that is out, my main project will be Ghost in the Assembly. I am 16,000 words into that. So that is good news there.

In audiobook news, as I mentioned in the previous show, the audiobook of Ghost Armor Omnibus One (as excellently narrated by Hollis McCarthy) has come out and you can get that at Audible, Apple, and Amazon. Cloak of Masks should be coming soon and a recording for Cloak of Dragonfire is almost done, so we should have some more audiobook news coming pretty soon.

00:01:45 Question of the Week

Now onto Question of the Week, which is designed for an enjoyable discussion of interesting topics. This week's question: what is your favorite kind of Italian food? No wrong answers, obviously, including not liking Italian food. We had quite a few responses on that.

Justin says: Ah yes, pizza, the food of company team building exercises and RPG tabletop sessions. You can't go wrong with pizza. Another dish I adore would be Italian sausage and peppers with penne pasta. It goes together quickly, tastes great, and is easy to clean up afterwards. Alas, I can no longer partake- the green and red pepper has given me gas worse than any bean dish.

Mary says: Ravioli! The right brands, because the cheese mixes vary. I like a number, but not all.

Surabhi says: Pizza wins, without a doubt!

Juana says: Pizza hits all the notes.

Denny says: I love North American pizza. Italian pizza is its own thing and not something I enjoy. I've eaten very little actual Italian food, but generally I do enjoy pasta.

John says: Definitely lasagna. There is a little place in Southern California where the chef makes a deconstructed lasagna that is out of this world.

I have to admit, I didn't know there was such a thing as deconstructed lasagna.

Jenny says: Fettuccine Alfredo and Chicken Parmesan are so good, but I love getting some of both so I get the red and white sauces blended and with tasty cheesy chicken.

Brooks says: While I love a lot of Italian dishes, I really like a type of lasagna that is cream based versus marinara based. Usually it's considered a veggie type lasagna. It just adds a different twist. Basically alfredo meets lasagna.

Olaf says: Any kind of pasta (linguini, tortiglioni, rigatoni, farfalle) or gnocchi with a slow cooked bolognaise. My self-made pizza, then of course lasagna and all kinds of pasta with salsicce and let not forget tiramisu and a latte macchiato.

James says: It's funny what we call “foreign food.”” Your Taco Bell style taco originated in Texas. What Americans consider Chinese food originated in San Francisco and pizza as we know it originated in New York City.

Bonnie says: Chicken parm and my husband's lasagna.

A different John says: I love a really good risotto, specifically with porcini mushrooms and pancetta. Also the truffle pasta I had in Rome about 10 years ago, but the best pasta I had was rabbit ragout with handmade pappardelle (which I'm pretty sure I didn't say correctly) at a restaurant here in California. My family loves my homemade spaghetti with meatballs. My granddaughter's favorite is actually spaghetti with clams.

Gary says: Almost anything with pesto.

Andrew says: Cannoli.

James says: Only reason I know this is because of the Food Network, but a true pizza (Italians in Italy don't have pizza) order in Italy doesn't sound appetizing to me. I want a supreme with everything but anchovies on it. While pizza, as we know it is an American invention, what an Italian in Italy would order has only tomato sauce, mozzarella cheese, and basil.

Finally, Michael says: Spaghetti.

For myself, I think my answer would be pizza, which I think as we just heard is true of many people, but pizza is kind of a category all its own, especially American pizza, which as we heard is American invention and not an Italian one. For non-pizza, I would say lasagna and spaghetti carbonara.

00:04:56 Main Topic of the Week: Using Short Stories for Marketing

Now onto our main topic this week, how to use short stories for marketing. Many authors, myself included (which if you haven’t subscribed to my new release newsletter, which you should really do), create short stories for marketing. It can be an effective way to connect with your readers, but why do it?

Two caveats I should get into before we get into why you should use short stories for marketing and the big one is if you don't actually enjoy writing short stories, you shouldn't do it. Marketing tactics work only if you actually enjoy doing it or you can find it at least tolerable. If you actively dislike writing short stories and prefer to write novels, then you should not try to write short stories unless you actively enjoy the process at least as much as you enjoy writing novels. The second caveat is to remember that short stories really don't sell well outside of certain very specific categories like erotica or anthologies (and even anthologies don't sell as well as full length novels). Recently I saw an interview with a longtime fantasy author who lamented because of TikTok and YouTube (and whatever) that young people nowadays prefer shorter books/quicker books and books will have to get shorter. I have to admit that has not been my experience at all.

I think of the 158 books I've published, I've never had anyone write to me afterwards and say, hey, you know what? This book was too long and should have been shorter. No, they say the book should have been longer. So I think that might just be an illusion caused by that author in question being mostly traditionally published and having to deal with printing costs and the publishers being stingy on paper. But my own experience has been that readers really prefer longer works, which means that they don't want to pay for short stories and that therefore you're not going to make a lot of money from your short stories. That doesn't mean you can't use your short stories to make money, but the short stories themselves (if you sell them) are probably not going to make a lot of money and therefore giving them out for free is probably a good idea.

Obviously, this is not a new idea. Nonfiction writers, especially in the self-help and business genres, have long given out charts, worksheets, and other bonus content to their newsletter subscribers. Short stories can work well as what's called a reader magnet in the indie author space. The reader magnet is where you give away something for free and hope that the people who pick it up like it enough to go on and try your paid content. I do this all the time myself with my free series starters like Cloak Games: Thief Trap or Child of the Ghosts or Sevenfold Sword: Champion, where if you read that book since it's free and enjoy it, hopefully you go on to purchase the rest of the books in the series. Short stories also generally don't sell for very much. I almost always sell mine for $0.99 USD when they're not free, so it's not a major loss of revenue or “devaluing the work” if you give it away for free, especially if it's only temporary.

Another advantage is that people very obviously love free stuff, especially digital content that doesn't take up physical space. Whether you live in a one room efficiency apartment or a four bedroom house, there is only so much space to go around and you can only have so much stuff and in fact, people are always looking to declutter. This is not a problem with digital goods and if you're giving away the short stories for free in digital format, your readers can receive it whenever it's most convenient for them and it's not a burden for them to keep or maintain it like a pile of freebie clutter from a conference (like pens and tote bags, for example). Also, the idea that giving away something for free means that it is low quality is just not a value that most modern readers have. It is more a legacy of a tradpub/print books that is probably going to fade over time.

Being the one to provide the free content directly to readers is a way to keep their interest and hopefully build enough of a relationship with the reader that they're willing to try out the non-free content. This is the concept of the loss leader, where you give away something for free and hopefully people will go on to buy the paid products that are connected to it. In marketing speak, this is called the Marketing Funnel, where the free thing you give away is the top of your funnel and hopefully people take the free thing and like it and they'll get drawn further into the funnel and will become paying customers. Giving away things for free also has the benefit of building up a positive association with you in the reader's mind. So hopefully when you send out a newsletter or they see that you have a new book available on Amazon or Kobo or Google Play or wherever, that they will have a positive reaction and then purchase the book.

With all that in mind, and now that we've had our caveats and laid the groundwork, let us have five reasons to give away short stories.

#1: It can keep people connected with the characters/world between books and keep up interest for the next book in the series. If there are gaps between the books in your series, new short stories keep people engaged with characters and help them to remember what happened in the previous books. A short story can also excite them for what comes next in the series, especially if it alludes to what's about to happen in the next book. I have found generally it's a good idea to avoid massive spoilers for things in the books in the short stories, though some of that may be unavoidable depending on where it's written and how it's set.

#2: It gives readers insight into characters and events that don't fit into the larger narrative but are still fan favorites or interesting to fans. My main approach when I write short stories is I don't really want them to be standalone, but I don't really want them to be spoiler-y, so I tend to treat them as DVD extras or like bonus scenes on the DVD, like everyone knows that the Lord the Rings movies came out in the theaters 20 years ago in a specific form, but when the Lord the Rings Extended Editions came out in DVD, they had many extra scenes that had been cut from the movie for time or budgetary reasons or whatever.

That is how I view the short stories I give away for free when I publish a new book. It is bonus content that gets included like bonus content from the DVD. A prominent example of that would be Trick or Treat and Blood Walk and Iron Drive short stories from the Cloak Mage series, all of which are written from the perspective of the character Casimir Volansko. These have proven to be very popular short stories for me because Casimir offers the chance to see Nadia's world from a more normal perspective because Nadia, by this point in the series, is a superpowered wizard with many responsibilities, whereas Casimir is a truck driver who just wants to retire. So that makes for an interesting contrast and looking at the world through Casimir’s eyes is not something I would probably do in a main book in the series but does make for a fun bonus in the short stories.

You can also do the backstory of a character that isn't central to the narrative. A couple of times I've done that where in a short story I have fleshed out more of a character's backstory, especially with the Frostborn series where I had The Orc’s Tale, The Thief's Tale, The Assassin's Tale, The Soldier's Tale, and so forth where we delved into the backstory of some of the point of view characters in the series that we didn't have time to go through in the books.

#3: It will give people a clear, easy to understand reason to sign up for your email newsletter. “Subscribe and receive two free short stories” is a more compelling argument than “subscribe to my newsletter.” If anyone subscribes to my newsletter, they get three free novels to start with: Frostborn: The Skull Quest, Blade of the Ghosts, and Malison: Dragon Curse, I believe are the three right now. But I also emphasize that if you do sign up for my new release newsletter, you do get free short stories on a fairly regular basis.

If fact, I'm planning a newsletter for the 27th that will also give away more short stories. So I do send out a couple of newsletters a month whenever I have a new book come out, and there are short stories given away with all of those. So that is a good way to help build loyalty and reader engagement for your newsletter, which leads directly into reason number four.

#4: It is a carrot, not a stick to motivate people to open and read your messages, which helps with your messages getting flagged as spam. As I've mentioned before, I do enjoy writing short stories. I wouldn't do it if I didn't enjoy it, but the main marketing reason, the big one I write short stories for, is to drive engagement for my newsletter, which has a very practical benefit. Many of the anti-spam systems nowadays are very sophisticated and track a lot of what you do in the email and the more you interact with an email, the less likely it is to get classified by spam, so that way if people are clicking on links in the newsletter to get the free short story, that means they're interacting more with the newsletter and that the email is less likely to be classified as spam.

For a while in 2018 and 2019, I thought writing short stories was too much work, so I decided to phase it out, but my newsletter engagement just dropped. I realized it was because so many fewer people were clicking on the links in the emails and therefore they're getting listed as spam. So I thought, you know what? I better get back to writing short stories. If your newsletter messages are just long diary style entries, people will at best skim them or start to tune out. Having reader magnets for the newsletter gets people used to thinking there is some incentive for them to personally keep checking your updates, which of course turns back to the original point, that this will also help drive engagement and meaning your newsletter is more likely to be opened and less likely to be classified as spam.

#5: And finally, the fifth and final reason is making short stories free for a limited period of time instead of permafree gives subscribers and followers an incentive to read your posts and newsletters frequently and closely. Fear of missing out (or FOMO, as it's commonly known), is a powerful force. Having the item be free for limited time and exclusive for newsletter subscribers creates a sense of urgency to keep up with your updates. Exclusive content such as never selling the short story but only making it available to newsletter subscribers is also a big incentive for people to subscribe. Many readers (in fact, I would say most readers) are completionists and don't want to miss out on anything in a series, even for just a single short story in that series.

So those are five reasons to use short stories in your marketing to give them away for free. But there are a couple of caveats I want to add.

First, free content is part of the marketing plan and not the entire marketing plan. After being an indie author for almost 13 years now (wow, that's a long time), I've come to realize there is no single magic silver bullet for marketing, but if you do a lot of different things that have a little effect on their own, that does add up over time.

Second, free content should be in line with reader expectations/interests. For example, I'm writing epic fantasy with the Shield War series, so the short story that comes out with Shield of Deception should really be epic fantasy as well. A mystery writer who gives away romance short stories would probably baffle the reader. Likewise, if I published a Caina book and then gave away a short story that was totally unrelated to the Caina series, or indeed not even in the fantasy genre at all, that would probably confuse and annoy readers.

The third caveat is that content besides short stories can also work, such as deleted scenes and alternative point of view chapters or preview chapters. I know writers who have done that, but it needs to be substantial. For example, subscribing to a newsletter and finding out that the special preview is only a paragraph is not going to create goodwill with new subscribers and you're probably going to get a lot of immediate unsubscribes.

And fourth, and finally, the story you're giving away needs to feel professional. It needs to be formatted and edited and put together properly and the cover needs to look good. That is something I struggled with for a long time because at the start, I would hire out my novel covers and do the short story covers myself, but I didn't really know what I was doing, and eventually I learned to use Photoshop and got better at that so I could have better looking short story covers, which paid off in the long run, but it was a lot of work to get there.

So that is something to consider if you're giving away short stories, is how much you want to spend on the cover image for it. It might be a good idea to just do something simple for a short story you're giving away for free, like finding an appropriate stock image and then putting some appropriate typography on it. It doesn't have to look amazing. It just has to look good and professional enough. Those are four caveats to our five previous thoughts.

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. 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.