Episode 268: Does Permafree Still Work For Indie Authors?

In this week's episode, we take a look at permafree as a marketing strategy for indie authors, and examine if it still works. I also take a look at advertising results for August 2025.

This coupon code will get you 25% off the ebooks in my Cloak Mage series at my Payhip store:

FALLMAGE25

The coupon code is valid through September 22, 2025. So if you need a new ebook this fall, we’ve got you covered!

TRANSCRIPT

00:00:00 Introduction and Writing Updates

Hello, everyone. Welcome to Episode 268 of The Pulp Writer Show. My name is Jonathan Moeller. Today is September 12th, 2025, and today I'm looking at whether or not Permafree is still an effective strategy for indie authors. As a related topic, we'll also take a look at how my ads performed in [August] 2025, and we'll also have a Question of the Week this week.

But first, let's start with Coupon of the Week. So for Coupon of the Week to celebrate the fact that I'm working on Cloak Mage again, this coupon code will get you 25% off the ebooks in the Cloak Mage series at my Payhip store, and that is FALLMAGE25. And as always, the coupon code and links to my store will be available in the show notes. This coupon code is valid through September 22nd, 2025. So if you need a new ebook for this fall, we have got you covered.

Now for an update on my current writing and audiobook projects. I'm about 82% of the way through the first round of edits for Blade of Flames, the first book in my new epic fantasy series called Blades of Ruin. If all goes well, that will be out before the end of September, and if you want to see what the cover art will look like, it's on my website and my social pages right now. I'm also 12,000 words into Cloak of Worlds, the aforementioned return to the Cloak Mage series, and that will be my main project once Blade of Flames comes out.

In audiobook news, recording is done for both Shield of Power (as narrated by Brad Wills) and Ghost in the Siege (as narrated by Hollis McCarthy). They're both going through processing right now. As of this recording, I believe you can get Shield of Power on Google Play, Kobo, and my Payhip Store. The other links and the other links for Ghost in the Siege should be coming up before too much longer, hopefully before the end of the month. So that is where I'm at with my current writing and publishing projects.

00:02:00 Question of the Week [Question of the Week was posted on September 10, 2025]

Now It's time for Question of the Week, which is intended for enjoyable discussions of interesting topics. This week's question, do you dislike guns showing up in fantasy novels? No wrong answers for opinions, obviously. The inspiration for this question was a blog post I saw where the writer was complaining about the increased number of guns in modern fantasy novels and how it shatters her suspension of disbelief, and she also found it an unpleasant topic because the ownership and regulation of firearms in the United States is a contentious topic and has been so for decades.

And as you might expect, readers had a variety of opinions on this question.

Adrian says: Nope. Fantasy is basically, in my humble opinion, the swords and sorcery type of genre. Yes to old fashioned weapons like bows and arrows, javelins, and trebuchets, et cetera, but definite no to guns (of any type), tanks, airplanes, et cetera.
Jonathan D. says: In the right setting, firearms are fine in fantasy books. Men in Arms by Terry Pratchett and the Rigante Series by David Gemmell are great examples of firearms in fantasy done well.

Wilson says: It depends on your definition of a gun because an energy rifle powered by a soulstone would be something that would fit into Andomhaim.

Though I have to say that is not something I will ever write in an Andomhaim book.

Mary says: Steampunk and suchlike genres are developing how to work with technology and fantasy, and I approve when it's done right. I particularly like what Moe Lane's doing in The Fermi Resolution. If you start with the first published book, Frozen Dreams, which is a post-apocalyptic North America high fantasy, hard boiled detective novel, it goes into how every wizard can make your own ammo blow up on you and the consequences.

Ioana says: Mrs. World Burner should have lots of guns. #HailToTheHighQueen #SingularitySucks

Jason says: Handheld firearms were first used in the West in the 1330s, so they actually predate full plate armor by about a hundred years. That said, the gun shape we're used to came about in the late 1400s. I'm perfectly fine with firearms and fantasy novels provided they’re (more or less) what we expect in a medieval setting.

Jesse says: Never bothers me as long as long as the stage of weapon development reasonably lines up with the field of the science in said fantasy world. Someone walking around with laser sights in a medieval hamlet would break it for me a bit.

Michael says: I remember much of video games (and at least one famous Dungeons and Dragons scenario, possibly two) back in the ‘80s had the “players stumble across a crashed starship trope” where you could end up with power armor and ray guns in a fantasy settings, which would be perceived as magic. I like that kind of cross genre gun introduction more than gunpowder becoming commonplace, I think.

The video games he's referring to are Heroes of Might and Magic 6 and 7, both of which I played back in the day and are quite good.

Juana says: My suspension of disbelief gets knocked out more by dialogue than guns.

Jenny says: Guns aren't as bad as cell phones, in my opinion, or the magical equivalent of a cell phone that is not even trying to be anything but a cell phone.

What's interesting is if you read a book that is determinedly set in the 1980s, like the Kinsey Millhone Mysteries by Sue Grafton are all determinedly set in Los Angeles in the 1980s, which is way pre-cellphone and how much extra work the protagonist has to do in investigating since Google doesn't immediately bring everything to her fingertips.

Jimmy says: Fantasy doesn't require medieval setting, nor does it require swords. If you study medieval warfare, then you'll notice two things. One, only the rich have swords. Two, it is a secondary or tertiary weapon. Swords are notoriously weak. They break often. The use of guns really depends more on the story's background than it does on the genre.

Bonnie says: I agree, they're okay, depending on the time period/environment involved. There's no way that they would be okay with Caina or Ridmark!

Cheryl says: Nadia needs guns. I guess it depends on the fantasy topic being written.

John says, I'm kind of into Flintlock fantasy, e.g. Powdermage series, et cetera. Urban fantasy also requires firearms. My favorite historical European period is really the “Knights and Guns” era, which would be the early modern period.

Todd says: A deeper question is how do guns fit into the culture? In the Cloak Games/Cloak Mage universe, there are ongoing wars, so gun use and safety is taught in schools and veterans are expected to maintain proficiency against the Shadowlands incursion. There's a balance there, and the punishment for criminal misuse includes slogging and loss of freedom, if not execution. So while I think the amount of firearms in Nadia's world is a bit over the top, I can see it making sense culturally and contextually. In a different culture, it may or may not make sense. In a classic medieval setting, it wouldn't make sense.
Conversely, in early 1800s Western America, a limited amount of firearms were to be expected. Every little house on the prairie would be expected to have a few rifles and perhaps a pistol or two. Setting, culture, and context all determine what the reader will find appropriate.

And finally, Randy says: Depends on how they get there. Guardians of the Flame series had college kids reinvent them, which made sense, and their opponents figured out their own version. When one side has them and the other is too dumb to steal/capture some and figure them out, then yes, it doesn't work.

So as you can see, we had quite a range of opinions there. For myself, I really have no strong feelings about it one way or the other. I do think guns are best suited to urban fantasy environments. In Cloak Games and Cloak Mage, as several commentaries mentioned, Nadia goes through a lot of guns.

Granted, my favorite type of fantasy is what it's called basic fantasy or generic fantasy where a barbarian, a dwarf, an elf, and a wizard go to a dungeon and kill orcs and monsters. Firearms would definitely be out of place in that sort of setting. That said, I think guns and fantasy is like any other story trope and just needs to be done well to be enjoyable. I suppose it's a matter of properly setting the table for reader expectations. Like if you have a medieval style of fantasy world like Half-Elven Thief, it'd be weird to have guns suddenly show up. But if you create a setting that's an analog for 1880s America, but with wizards, then guns wouldn't be out of place. So that is it for Question of the Week. Thanks to everyone who commented and left insightful and interesting comments.

00:07:40 Advertising Results for August 2025 [Prices mentioned are USD]

Now let's go on to the first of our interrelated main topics, my advertising results for last month, which would be August 2025. I haven't done an ad results roundup for a couple months, partly because it's been a really busy summer and partly because I've been adjusting some things and waiting to see the results. I'll explain more later, but the short version is that I'm losing confidence in the effectiveness of Facebook ads for selling books. But first, let's see some advertising results for August 2025.

Let's start with Facebook ads where I advertise the Ghosts, Cloak Games/Cloak Mage, and the Frostborn series.

The Ghosts, I got back $8.40 for every dollar spent, with 6% of the profit coming from the audiobooks, which was really nice. This one was a bit of anomaly because Ghost in the Siege did a lot of heavy lifting for this.

For Cloak Games/Cloak Mage, I got back $2.70 for every dollar spent, with 12% of the revenue coming from the audiobooks.

And for Frostborn, I got back $2.83 for every dollar spent, with 30% of the revenue coming from the audiobooks.

Now on to Amazon ads. Remember, for an Amazon ad to be profitable, it needs to generate at least one sale/complete KU readthrough every six to eight clicks.

So for Demonsouled Omnibus One, I got $5 back for every $1 spent, with a sale for every 0.82 clicks, which was really good.

For Half-Elven Thief, I got back $1.22 for every dollar spent, with a sale for every 2.47 clicks.

And for Dragonskull Omnibus One, I got back $28.75 for every dollar spent, with 65% of the profit coming from the audiobook, with a sale for every 0.11 clicks.

Now, obviously these numbers require some explanation. The profit margin on Half-Elven Thief was narrow, but the entire series made up for it, so that's okay and it will improve when I start writing more books in the series later this year. In fact, I think I’m going to start writing the fifth one in October, if all goes well. The numbers for Dragonskull Omnibus One were so high because the ebook is $0.99, but the audiobook brings in a lot more than the ebook, something like 10 times, no, 20 times more than the ebook.

BookBub ads do quite well with Google Play and Barnes and Noble. The numbers are too long to quote here, but they did quite well.

All that said, the reason I'm losing confidence in Facebook ads is a combination of the loss of granular targeting and over-reliance on AI targeting. One of the paradoxes of online advertising is that the smaller and more granular your audience, the more likely your ad is to convert to sales.

Narrow, targeted advertising is so much better than broad targeting. Unfortunately, Facebook has been slowly removing the more granular targeting options in favor of broader categories that don't work as well. Like you used to be able to target dozens of fantasy authors as interests for Facebook users. Now, you can only target epic fantasy and maybe J.R.R. Tolkien. In fact, I confirmed this just this morning, but you can't even target Brandon Sanderson as an interest, and he's probably the most popular epic fantasy author publishing today.

To take the place of more granular targeting, Facebook has introduced AI assisted targeting, which they call Advantage Plus. Now, there's no beating around the bush. Advantage Plus isn't very good. It can garner a reasonable number of clicks on an ad, but those clicks don't convert to sales. Even with ads that don't use Advantage, Facebook still sneaks it in.

So the effectiveness of Facebook ads has been in decline. Like I turned off the Facebook ads for the Demonsouled series entirely in August, and my results actually improved a good bit. So I'm going to test another series with no Facebook ads for September, and we'll see how much the results vary. Specifically, I think I'll turn off Facebook ads for Cloak Games/Cloak Mage, leave them on for Frostborn, and see if it makes any difference, and if it does make a difference, it will be time to reevaluate some advertising strategies. On the plus side, I didn't lose any money at any of my ads this month and they all turned a profit, and as always, thank you to everyone who was reading and listening to ebooks and audiobooks.

00:11:41 Does Permafree Still Work For Indie Authors?

Now on to the other half of our main topic: Does Permafree still work for indie authors?

One of the perennial debates in Indie Author Land is whether or not making the first book in your series free still works as a marketing tactic or not. Now, at this point, I've been doing this for over 14 years, and I have a lot of different series and quite a few different ones with free first books in the series. I thought it might be interesting to dig into the sales data and see what percentage of people who downloaded the first book went onto the second book and then the final book in the series.

A few caveats and conditions: first, this is only for 2024 and the first half of 2025, since I wanted a set time sample for the data. Additionally, this is also useful for showing the conversion rate on a finished series that hasn't had a new book in years, since the final book in the Frostborn series came out in 2017, which was eight years ago at this point.

Second, it will only apply to a series whose first books were free for that entire time period. Third, when I talk about conversion rates, I mean what percentage of free downloads translated into sales. For example, if Book One had a hundred free downloads and then 12 sales of Book Two and nine sales of the final book, that means 12% of people went onto the second book and then 9% on to the final book. So we had a conversion rate of 12% from the first free book to the paid second book, and then a conversion rate of 9% from the free first book to the final book in the series. So with all that in mind, let's take a look at permafree conversion rates for some of my series in 2024 and 2025.

For The Ghosts, 13.47% went to the second book, and 12.72% went on to the final book.

For Frostborn, 13% went to the second book and 12.93% to the final book.

For Sevenfold Sword, 22.93% went to the second book and 22.81% on to the final book.

For Cloak Games, 11.85% went on to the second book, and 11.67% to the final book.

Silent Order, 14.64% went on to the second book, and 14.54% went to the final book.

For The Tower of Endless Worlds, 17.46% went to the second book, and 17.46% went onto the final book.

So I think there are a couple of conclusions we can draw from this. First, making the first book in a series permafree remains a viable marketing strategy. It doesn't usually result in dramatic spikes of sales, but instead it is good at generating more of a steady trickle.

Second, anything you can do to increase the number of downloads of your free books will likely increase the sales of the paid books later in the series. That said, there are caveats. You want methods to increase the free downloads to people that might conceivably be interested in buying the books. Targeted advertising can be an effective way to do this. What's not effective is using bot farms or help from a bunch of scammers to generate a big download in free books. At best, you'll generate a bunch of downloads that won't convert, and at worst ebook platforms will detect suspicious activity and either delist your free ebook or suspend your account.

Third, this strategy works even with books you don't promote very often. For example, I don't bash on the Tower of Endless Worlds because for some people it's their favorite book of mine. But in all candor, I do think it's one of my weaker books. I was trying to do something with urban fantasy I don't think I had the skills to do until Cloak Games, which was like 12 years later. So I don't really promote it, save that I made the first book in the series free a long time ago and kept it that way. It's still 17% of the people who downloaded the first book continued onto the final one.

Fourth, this strategy does require some patience. It can take a while for people to read through a series. It can also take a while for a free book to get traction. Fifth, I at times hesitate to recommend this because saying write five books and make the first one free is easy to say, but it's a lot of work to do. For many new writers, getting the first book done and out into the world is a monumental challenge, then telling them to do it three or four more times and then to make the first book free does seem like a big ask, but it does work (sometimes slowly), but it does work.

So that's 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 at https://thepulpwritershow.com. If you enjoyed the podcast, please leave a review on your podcasting platform of choice. Stay safe, stay healthy, and see you all next week.