Episode 276: Six Lessons Learned From A 300% Increase In Direct Sales

In this week's episode, I take a look at my direct sales for 2025, and consider six lessons for improving direct sales. I also answer a reader question about Kobo Plus.

This coupon code will get you 50% off the audiobook of Shield of Battle, Book #5 in The Shield War series, (as excellently narrated by Brad Wills) at my Payhip store:

SHIELD2025

The coupon code is valid through November 17, 2025. So if you need a new audiobook this fall, we’ve got you covered!

TRANSCRIPT

00:00:00

Hello, everyone. Welcome to Episode 276 of The Pulp Writer Show. My name is Jonathan Moeller. Today is November 7, 2025, and today we are discussing how I had a 300% increase in direct sales for 2025 so far, and the challenges that might pose. We'll also have Coupon of the Week, an update on my current writing progress, and a reader question about Kobo Plus.

First up is Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Shield of Battle, Book #5 in The Shield War series (as excellently narrated by Brad Wills) at my Payhip store, which seems appropriate because we're talking about direct sales. That coupon code is SHIELD2025 and as always, links to my store and the coupon code will be in the show notes for this episode. This coupon code is valid through November 17th 2025. So if you need a new audiobook for this fall, we have got you covered.

Now for an update on my current writing progress. As of this recording, I am 70,000 words [into] Blade of Shadows, the second book in my Blades of Ruin epic fantasy series. That puts me on chapter 16 of 20, so I'm about three quarters of the way through. I think the rough draft is going to land at about 85 to 90,000 words. So if all goes well, I'm hoping to finish that rough draft next week and hopefully get the book out before Thanksgiving, but we'll see how the rest of this month goes. I'm also 8,000 words into Wizard-Assassin, which will be the fifth book of my Half-Elven Thief series. If all goes well, I want to have that out in December, which will make it the final book I publish in 2025.

In audiobook news, Brad Wills is working on recording Blade of Flames, the previous book in the Blades of Ruin series and good progress is being made there. And Hollis McCarthy is also working on the audiobook of Cloak of Embers, which was Book 10 in the Cloak Mage series. So if all goes well, we should have both of those audiobooks to you before the end of the year. So that is where I'm at with my current writing and publishing and audiobook projects.

00:02:00 Thoughts on Kobo Plus

Let's talk a little bit about Kobo Plus before we move on to our main topic. A reader recently asked if I made more money from sales on Kobo from direct sales on the Kobo platform or through Kobo Plus, which is Kobo’s subscription service. And the answer is, well, it depends. My primary answer always is that readers should read my books on whatever platform they prefer and which is most convenient for them (with the exception of piracy).

As for the specific details, it gets a little bit more complicated. I suspect at this point more Kobo readers use Kobo Plus than actually buy ebooks off Kobo. Like in September alone (which is the last month I have complete figures for), 75% of my Kobo revenue came from Kobo Plus. So very clearly not having my books in Kobo Plus is a non-starter of an idea. That said, Kobo Plus (unlike Kindle Unlimited) runs off minutes read rather than pages read that KU uses, which makes it a lot harder to game the way some people do with Kindle Unlimited because the system is more opaque. So obviously longer books do a lot better with Kobo Plus and I have a lot of longer books in the form of various omnibus editions. Even a fast reader is going to take a while to get through Frostborn: Omnibus One, so I know for a fact those do quite well on Kobo Plus.

So I suspect with individual novels I make less with Kobo Plus than I do with ebook sales, but for the omnibus editions, I make more from Kobo Plus than I do with the individual sales. Overall, I would say if you're a Kobo user and you want to read a book just once, Kobo Plus is probably the economical choice, but if you want to reread the book many times, you're better off buying it outright. For an interesting bit of data, here are my 10 most read Kobo Plus books for 2025 so far. Thanks for reading them, everyone!

1.) Shield of Deception
2.) Cloak Mage Omnibus One
3.) Shield of Battle
4.) Ghost in the Assembly.
5.) Cloak of Illusion
6.) Ghost in the Corruption
7.) Cloak of Embers
8.) Dragontiarna Omnibus One
9.) Dragonskull Omnibus One
10.) Cloak of Masks

So as you can see, there were three different omnibus editions in that Top 10 list, so those do quite well on Kobo Plus.

00:04:00 Main Topic: Six Lessons Learned from a 300% Increase in Direct Sales

Now onto our main topic, six lessons learned from a 300% increase in direct sales for 2025. By means of some background, in 2021 I started a direct sales site for my books and audiobooks using the Payhip platform. I'd been thinking about this for some time and the instigation was that at the time I was about to publish Ghost in the Vision. The Barnes and Noble site had problems with a ransomware attack that made it impossible to upload new books to the Barnes and Noble site for about three weeks (if I remember correctly). And obviously this was concerning because I had Ghost in the Vision coming out during that time and I wanted to be able to get it to Barnes and Noble readers, but I couldn't because the Barnes and Noble site was having technical difficulties.

So that's when I started using Payhip and mentioned that hey, Barnes and Noble readers, I know I can't upload it to the Barnes Noble site right now, but you can get it from Payhip and obviously Barnes Noble restored the website and I was able to upload a book again, but I kept going with the Payhip site. Why did I do that? Well, as I've said before for direct sales, it makes sense for me to have a place that I could fully control since (barring technical difficulties that we talked about) the main ebook platforms can take a day or two before the books are ready to be sold. And as we mentioned before, sometimes oddities happen and a book can get delisted on a site like Amazon or a site could suffer a cybercrime attack like Barnes and Noble did in 2021. Direct sales also give authors a greater percentage of the profits, especially for audiobooks. The highest rate of royalty I get for any audiobook sales is definitely through direct sales.

Progress was slow for getting people to use the Payhip site for obvious reasons. People are locked into the platforms where they feel the most comfortable (the Kindle Library, for example). It takes a lot to get people to change their buying behaviors, but over the last year, I've seen a 300% increase in sales at my Payhip store over what I had made in 2024. And there are six reasons why I think that happened that I'd like to share with you in this week's episode.

#1: The first reason is it gives people an alternative. For a variety of reasons, many people are frustrated with Amazon or Google and the other big tech companies and are boycotting them for a number of reasons. If you've paid attention to the news at all over the last five years, you can probably guess what a few of those reasons might be. Others are concerned with the amount of tracking data on these sites and having their browsing data sold as advertising info. Having a direct sales platform gives readers who have these concerns a way to support you. Payhip is great for those with privacy concerns because it provides us with very, very little user data and there's no way to put ads on the site or even sell ad space there. The only customer data I get from a transaction through Payhip is the email address, which is obviously necessary since there needs to be a place to send the ebooks and the audiobooks. I don't sell or share that data with other companies or even other authors, so that is a good way to buy my books while leaving a minimal data footprint that can't be used for any kind of tracking.

#2: The second reason and one that I think is about 50% of the sales growth this year, is new releases. And that is because my Payhip site is always the first place to find any of my new releases since I have complete control over the uploads there. How fast books appear on other sites is out of my control and can sometimes take a day or two (or in extreme cases, even longer than that). But I have complete control on Payhip of upload time (so long as Payhip is working and my internet connection is working). Consistently having the new releases available on my Payhip site right away also makes people feel like they're not missing out by shopping there. Having someone to help me with my Payhip store has made that a lot easier to do that consistently over the past couple of years. I did hire someone to help me out with that and it's been light years forward in having all my ebooks and audiobooks available on the Payhip store.

#3: Number three, which I think is the other 50% of the reason I had a direct sales increase this year, is Coupon of the Week, which we already listened to on this episode. Coupon of the Week only takes about a minute to set up, but it has been an effective way to get people to buy ebooks and audiobooks at my Payhip site. The discount amounts I use means I'm still getting paid roughly the same amount that I would from a sale on Audible or Amazon, but the reader is getting a pretty substantial discount. Discount amounts are usually 25% off for an ebook or 50% off for an audiobook. It's enough of a discount to make it worthwhile for my readers. I've also been experimenting with discounting entire series in a Coupon of the Week instead of only one book. This change has been good for sales. It lets readers stock up on a whole series for a fraction of the price.

That kind of whole series discount is also a good response to (only a few) readers who want omnibus editions that cover every single book in the series, which frankly isn't profitable to me for a couple of reasons. One is that if it's on Amazon, a file that size would incur a significant delivery fee from Amazon, which would cut into the profits. Another reason is that the file size for that just gets to be unwieldy. Frostborn is 15 books and 15 fairly long novels combined into a single ebook file does get pretty unwieldy.

#4: The fourth reason and one that has consistently been helpful is the free short stories. Switching ebook platforms is a big change for many readers and it's best to give them a good incentive to do that. The old saying that it's easier to draw someone in with a carrot instead of a stick is true in ebook sales, as is in every other facet of life.

Free items are a low-pressure way for someone to try out the site and test out the experience of downloading a book through my direct sales page. Direct sales pages are the best way to have control of free content that you're giving out to readers since price changes on other sites can vary wildly in when they occur, which makes setting up promotions very difficult if you're not sure when the price change will be live on all platforms. It's also a lot easier than what people used to do in the early 2010s for this kind of thing, which is directly email ebook files to readers, whereas having them nicely delivered through Payhip and then the Book Funnel backend is much more convenient. Coupon codes can be too much of a hassle for some readers, and setting up coupon codes on multiple platforms is definitely a massive hassle and can't be done on some platforms as frequently as I would like, so giving away free short stories via Payhip is an effective use.

#5: The fifth reason is my direct sales page [content] is DRM free. This winter, Amazon removed the option to download and transfer Kindle books via USB for any books purchased through Amazon, which created a stir on social media even though most readers weren't using the feature and weren't even aware that it existed. What the outrage over the change did was make many people aware that they weren't truly owners of the content they bought from Amazon. It might be your instinct as a writer to put DRM in your ebooks and audiobooks in the belief that doing so prevents piracy. As anyone in the music industry can tell you, people will always find a way around DRM. All it does is punish the honest people who are supporting you by buying your content legally and making it more difficult for them to use in the ways to make the most sense to them.

Selling books without DRM gives people a chance to truly own the content and archive it the way that works best for them. Everything on my Payhip store is DRM free for those reasons. Because the books can be downloaded and stored without restrictions, they can't be removed from your collection like a book in a Kindle Library can. A book purchased from Payhip is one that you can truly and completely own.

#6: The sixth reason that has been helpful I think is honestly simple patience. Direct selling ebooks is a lot harder than just putting them on Amazon because Amazon is very well optimized for getting people to buy things and direct sales are often not. The very first year I did direct sales in 2021, by the end of the year I made a grand total of $10. This year I am probably going to make high three figures (if all goes well), which still is not a lot compared to some of the sales people can report off platforms like Amazon. But if you go from $10 in 2021 to high three figures in 2025, that is quite a growth trajectory. So again, if you were to start using direct sales, be patient and bear in mind it might take a long time of using things like free short stories and Coupon of the Week to gradually build up interest in the site.

I also want to talk a little bit about what I think will be future challenges with direct sales and a big one that will happen if my direct sales continue to grow at this rate will be US sales tax. In 2018, the US Supreme Court ruled that states can charge sales tax for any purchases online. Previously they had not been able to do so and the law has been changed and challenged and tweaked a little bit since then, but it's boiled down to that for most of the states (it varies by states, and this is not legal advice), the rule is if you are selling more than $100,000 worth of product in their state or more than 200 individual transactions in that state, then you're obliged to pay sales tax on those sales to that individual US state.

For me, obviously that is not a problem right now. I believe as of this recording, I have had a total of 95 individual transactions for direct sales. If you divide that out among the 50 US states and UK and several EU countries, I'm nowhere near the reporting thresholds for any individual US state, even the most restrictive ones. That said, it could happen if direct sales continue to grow, that will be a problem I need to address in the future. Payhip collects a VAT for EU countries, but it doesn't do any sales tax collecting for the US.

So if my direct sales continue to grow to the point where I'm hitting sales tax thresholds for the individual states, I would probably have to change platforms from Payhip to something like Shopify where there are a number of plugins on Shopify (like Tax Jar for example) that will take care of the sales tax reporting and filing and paying for you. But that is obviously not a problem right now unless my direct sales grow a good bit. But that is something to keep in mind for future endeavors.

So in conclusion, Payhip has been a growing source of income for me (although still far from my primary one) because of these strategies. Payhip has been a great platform for direct sales and has given my readers another choice in where to buy my books and audiobooks. And as always, I would like to thank everyone who has bought and read my books from either Payhip or any other platform. And even though I have this direct sales platform, a reminder that my preferred answer to the question “where should I get your books?” is “wherever is most convenient for you” (with the exception of piracy, of course).

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 at https://thepulpwritershow.com. If you enjoyed the podcast, please leave your review on your podcasting by form of choice. Stay safe and stay healthy and see you all next week.