Lindsay Buroker - An Author Interview in the HBS Author's Spotlight

Today our blog puts the Spotlight on Author Lindsay Buroker. She is author of the The Emperor's Edge, Swords & Salt, Rust & Relics and Dragon Blood series.

Author Genre: Children's Books, Science Fiction & Fantasy, Young Adult, Steampunk

Website: Lindsay Buroker
Twitter: @GoblinWriter
E-Mail: BurokerL AT comcast DOT net
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Author Description:
I’ve been a lifeguard, a fast-food-flinger, a network administrator, and a soldier in the U.S. Army. From 2004 to 2011, I made a living as a blogger and affiliate marketer. I worked from home and made my own hours, so in many ways it was a dream job, but I’d always wanted to tell stories (instructing people on how to select a home security system or which gym equipment to buy wasn’t quite as fun as you’d think). Back in 2009 or so, I decided to “get serious” about finishing up some novels. I had a number of half-written manuscripts I could have focused on, but the characters I’d known longest were the Emperor’s Edge crew, and I also enjoyed spending time with them (seriously, who wouldn’t want to spend time with Maldynado? :D).

I finished Emperor’s Edge…and then let it sit on my hard drive for a year. I wasn’t sure it was good enough to send off to an agent (nor was I excited by the idea of querying ten bazillion agents). And there wasn’t much point in starting EE2 if I hadn’t sold EE1. So, I went on to write Encrypted, thinking that would be easier to sell because it was a stand-alone story and I had more experience as a writer by then. But… what started out as high-fantasy in a steam-age world ended up having this strange science-fiction bent in the end, and I wasn’t sure how to “sell” it to agents. Cross-genre? Steampunk? High fantasy? It wasn’t really any of the above, and, either way, I didn’t see many agents looking for those things (in fact, I saw more of them saying, “under no circumstances send us that secondary-world-fantasy crapola” — it’s possible I’m paraphrasing).

About that time (fall of 2010), I got my first Kindle and stumbled across JA Konrath’s blog on self-publishing. Within weeks, I’d decided I wanted to go that route. Since I had a background in blogging, search engine optimization, internet marketing, etc., I wasn’t intimidated by the idea of online book promotion (though, as it turns out, my background helped less than you’d think, and I had a lot to learn!).

In late 2011, I e-published my fourth novel, and, thanks to your support, I’ve been able to leave the old day job and make this author thing a full-time gig. I’m not making what I used to make, but it’s my dream job, and that’s what matters most to me.


SPOTLIGHT Questions and Answers with the Author

Congratulations on your novella: Claimed. Do you have another book on the horizon? Rumor has it that you have another one of your Flash Gold Chronicles next. Can you tell us the timeline for its release and give us a little tease?

Thank you! I’m usually working on several projects, and I’ll have releases in my Dragon Blood (secondary world steampunk) and Rust & Relics (contemporary fantasy) series before heading back to the Flash Gold world. I am planning to write one more big adventure with Kali and Cedar this fall though.

Since Claimed ended with Cedar in a little trouble, he’ll need to get out of that, then find out if he truly succeeded in slaying his nemesis (things aren’t always as they seem…), and Kali must also finally finish building her airship and perhaps deal with a forgotten enemy of her own. Lots left for them to do. :)

You have a good following on twitter. How important have your social media relationships been? How did you build your following in your niche? Did you use forums, newsletters and methods like that?

I think the best use of social media is to be out there, posting regularly, and being available to readers who also use those services. I’ll occasionally tweet book links or post snippets on Facebook, but I don’t rely on those venues to sell books. I do maintain a newsletter, yes, and encourage readers who enjoy the books to signup (I put links to my mailing list, blog, and social media profiles at the end of most of my books, to make sure people can find me).

The best way I’ve found to build a following is to write stories that people enjoy and publish new work regularly. Having some free stories out there can get people who might not otherwise bother to try your work.

You have great covers. They carry a theme and your brand with them. How does your book cover creation process work? Do you hand over the basic theme or do you have more of a hands-on approach? Do you get your readers involved in its development?

Thank you! I’m actually quite awful at the visual design stuff, so I definitely rely on other people. I’ll just send them the character descriptions and a story blurb and some ideas, then let them run with it. I’ve used a couple of different designers now ( Streetlight Graphics does the Flash Gold and Emperor’s Edge covers and Deranged Doctor Design is doing my new steampunk series, starting with Balanced on the Blade’s Edge), and I’ve also had a couple of recent titles illustrated ( Stephen Bryant did Torrent and Republic for me).

The designers are good about helping me give a style or brand to a series. With stand-alones, I don’t think it matters too much, but I’ll definitely keep the font/tile/layout similar across a series so that people can look at a new book and immediately know, "Oh, hey, that’s a Flash Gold story."

I haven’t usually gotten readers involved, even though I love the idea of that. One exception was when I had given myself a 30-day challenge (write, edit, and publish a novel in 30 days) and I needed a cover quickly, so I hit up 99 Designs, a site that lets you run a contest for your logo, cover, etc. and then pick the winning entry. As part of that process, you can select finalists and let people vote on their favorite. I did that, and had hundreds of readers chime in. It helped me pick a final design, and I think people enjoyed commenting and voting too.

You have written several novellas. Can you tell us if they had an impact on the sales of your novels? Are shorty’s one of your styles of writing or are they created to give readers a sample of your work? Do you feel short reads are a product of our email and smart phone age?

I’ve heard a lot about how readers supposedly have shorter attention spans these days and are consuming content on their phones, and I know Wattpad has acquired a large audience by serving up stories a chapter or chunk at a time, but my readers really seem to prefer the full-length novels, the longer the better, they say! The Flash Gold novellas have a following, but my Emperor’s Edge series (with all of the adventures being over 100,000 words and the last one being over 200,000) has the biggest readership. Maybe it’s just a fantasy thing! :)

As an author, I do like writing shorter works from time to time. Since they don’t take as long to write and edit, it helps you keep your name out there—I’ll often be able to get a short story or novella out in between the releases of longer works. My novellas that are a series in their own right or tie into my other worlds do best.

I like the idea of bundling a series of novels. You have put together a couple sets of your works called The Swords & Salt Collection and The Flash Gold Boxed Set. What was the impact on your other sales? What was your main objective in bundling your works?

There are a couple of reasons to do bundles. First off, a lot of the blogs and newsletters that offer sponsorships, letting you pay to have your work shared with their audiences, won’t consider shorter works, but they will consider a collection of shorter works that is novel-length. Secondly, doing a bundle lets me make more money at the same time as it gives the reader a better deal. This is because I can price it at $2.99 or higher, thus earning the 70% sales cut from Amazon (as opposed to the 35% you get at below $2.99), whereas I might not want to price a single novella, especially a shorter one, at $2.99 (an entire 100,000+ word novel is usually only $3.99 or $4.95 from me).

For the sales question, with the Flash Gold set, I just released that and haven’t tried to promote it at all yet (I’m planning to run a Bookbub ad on it when I have the fifth Flash Gold novella ready to go). So no real comments on that yet. With the Swords & Salt novellas, I released the three individual stories (priced at $0.99, $1.99, and $1.69, based on length) at the same time as I released the collection for $2.99. A few people did buy them individually, but most people have just picked up the collection to save money. It’s nice to give people both options, and also, when you have a bundle that’s cheaper than the individually priced pieces, it makes the bundle look like more of a bargain than it would if that was all you had.

What has been your experience in giving your books away free? Have you been involved in any other type of giveaways and how did that work out? What was your main goal in doing this? Did you run into any obstacles?

When I first made The Emperor’s Edge and Flash Gold free (these are the Book 1s in their respective series), the free ebooks were a little more visible at Amazon (The Top 100 paid and the Top 100 free would appear right next to each other in the category listings) and it tended to help more than it does today, but I still get a steady trickle of downloads of the freebie, and a lot of people have gone on to buy the other books in the series because they enjoyed the first one. Having a free book 1 has helped even more at Apple and Kobo, stores where it can be a little tougher to figure out how to crack the visibility code and make sales.

I’ll buy ads to promote the freebie every now and then, and it keeps the sales pretty steady for the entire series. I haven’t encountered too many obstacles with this tactic (though in the beginning it took me a while to learn how to get a book price-matched down to free at Amazon (make it free everywhere else)). Some people say they get a lot of bad reviews when they make a book free, and my Book 1s have their share, but I think that’s a small price to pay for more exposure and a low barrier of entry (i.e. it’s much easier to get someone to try a free book than it is to get them to plunk down money to try a new author).

How do you start your book launch process for a new book? Give a brief outline of the steps you go through to get your book to market. What methods were the most successful?

I’m actually pretty lazy about this now that I’ve built up a mailing list. :D I’m going to be experimenting with a secret pen name later this summer, so I’ll have to put more effort into that, but here’s what it’s looking like right now:

1. Post snippets and talk about progress (interesting stuff) on Facebook and Twitter in the months and weeks leading up to a new release.

2. When I have the ebook file, send review copies out to readers who have signed up to receive them (and have shown me in the past that they do indeed leave reviews).

3. Release the book and start making announcements on Twitter, Facebook, and Google as it appears in various bookstores.

4. Send out an announcement to the mailing list.

5. If this is for a new release in a series and it makes sense to do so (i.e. it’s been a while since the last time), run some ads and run a sale on Book 1 around the same time.

I had a nice run with my spring release, Balanced on the Blade’s Edge, even though it was the start of an all-new series and it was priced at $2.99 instead of $0.99 cents (sometimes I’ll release something new at 99 cents to try to get lots of people to pick it up that first week), and I think it had to do with a good cover, good visibility in a not-so-competitive category (steampunk), and the fact that I lobbied more for reviews than I usually do, so I had 50 in the first week.

You have a great blog. You do a great job keeping readers informed, marketing your books and providing useful information to other writers. What is your primary goal? And where in the world do you find the time to create great novels, take care of the social media and maintain your blog?

The original goal with the blog was to sell books, of course, and it does do that a little bit (I use affiliate links so I can see which sales originate on my blog), but mostly I just enjoy talking about the things I’m learning and helping other people out. Sometimes by being out there, too, not just as an author but as someone in the self-publishing community who shares useful information, it can open up opportunities. I was invited to participate in a big multi-author bundle with some genre best-sellers (it debuts in a few weeks) because I’d interviewed someone who’s had success with bundles. I’ve been written up on Kobo’s Writing Life blog and also been interviewed for the Bookbub blog, because people there learned about me from posts and podcasts I’d done on self-publishing.

As for time, it helps that I can do this full-time now. I’m not actually as focused as I wish I was, though I can do well when I have a goal (there’s a post about how I was writing 10,000 words a day when I gave myself that 30-days-to-a-novel challenge: http://www.lindsayburoker.com/ebook-writing/writing-faster-breaking-the-10000-word-day-barrier/). It also helps that I write fairly efficiently these days. With my first couple of books, I did a lot of rewriting, cutting whole chapters and changing endings, etc. Now I do outlines and there’s a lot less wasted time. My rough drafts are usually 90% of the way there, so I don’t have to spend a lot of time editing. I think that’s just something that comes with practice.

What is the objective for your newsletter? Do you try to build a list of readers? Do you see a carryover to the sales of your novels?

Most of my newsletter is about announcing new releases, but sometimes I’ll have short stories or character interviews to share too. Because I write about marketing and self-publishing, I do get people signing up just to see what I’m doing, so it’s not as pure of a mailing list as most authors would have, but I really only target people who have already read my work and want to hear about more of it. So, yes, I get a lot of sales when I send out announcements. That’s the reason I can do less now when I release a new book and get better results than I did earlier on when I tried to do a lot more during a launch (blog tours, interviews, social media campaigns, etc.).

Now to the fun part. I get to Prescott several times a year and Whiskey Row is one of my favorite areas to visit. What areas of town do you like the most? Can you recommend the best restaurant in town? I honor the fallen every chance I get.



Oh, hey, let me know when you’re up next time and we’ll get a beer. :D Gosh, I don’t actually do much in town—downtown is kind of a tourist trap, laugh. I moved up there because of the climate (sun without the heat of Phoenix!) and because the national forest is practically out the back door. I have dogs and do a lot of hiking, and I can walk to two trails from my house and get to dozens of others within a few minutes’ drive.

For my wine-love friends, the Cork and Cuisine in Prescott Valley is good, and Granite Creek Vineyards in Chino Valley is a nice place to taste wine on a Saturday and listen to live music outside. Bill’s Grill downtown has good burgers (including gluten free buns) and service. :) The Raven Cafe is another tasty and popular spot (the restaurant and its sweet potato fries got a mention in my novel Torrent, which is set in the area).



Author's Book List
Claimed - The Flash Gold Chronicles, #4
After years on the hunt, Cedar Kartes is finally within striking distance of Cudgel Conrad, the criminal who slew his brother and framed him for murder. With the help of Kali McAlister, his business partner and the woman he’s mustering the courage to court, he believes he can finally rid the world of a bloodthirsty felon.

But nothing is ever easy in the Yukon. The new police commissioner has taken an interest in Cedar’s checkered past, a suspicious newspaperman is trying to make friends with Kali, and Cudgel may be laying traps for Cedar even as Cedar is trying to trap him.


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Deathmaker - Dragon Blood Book 2
When Lieutenant Caslin Ahn joined Wolf Squadron, she was prepared for the reality that she might one day be killed in the line of duty. She was less prepared for being shot down, assumed dead by her own people, and dragged off to the Cofah Empire as a prisoner of war. As if being thrust into a dungeon and interrogated wasn't bad enough, the sadistic commandant decides to give her a cellmate: the notorious pirate Deathmaker. Given the crimes he's committed against Iskandia, Cas owes it to her people to try and kill him.

Part warrior and part scientist, Tolemek "Deathmaker" Argoson has not only slain thousands with his deadly concoctions, but he has a special loathing for Iskandian pilots. It was Ahn's commander, Colonel Zirkander, who ruined his military career, forcing him to leave his country in shame and join a pirate organization. Years later, he uses his dreadful reputation like a shield to keep people away; all he wants is to be left alone to work in his laboratory. But when fate lands him in a cell with Zirkander's protégé, he sees a chance for revenge. Why kill the lieutenant when he can use her to get to his old nemesis?

There's just one problem: it's hard to plot against your enemies when you're in prison with them. Cas and Tolemek will have to work together if they hope to escape the Cofah dungeon. In the process, they may find that neither is what the other expects, and that they have far greater problems to worry about than ensnaring each other...


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Republic - The Emperor's Edge Book 8
After the notorious outlaws Amaranthe and Sicarius helped overthrow the corrupt faction controlling the empire and brought in a great war hero to lead the nation to prosperity, they finally earned their pardons—and some time off. A tropical vacation cruising around in a private submarine? Perfect. But their trip is interrupted by a summons from the new president: they're needed back at home. Trouble unlike anything they've ever dealt with threatens to destroy the capital city and throw the fledgling republic into chaos.


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Balanced on the Blade's Edge - Dragon Blood
Colonel Ridge Zirkander isn’t the model of military professionalism—he has a tendency to say exactly what’s on his mind, and his record has enough demerits to wallpaper the hull of an airship—but as the best fighter pilot in the Iskandian army, he’s used to a little leniency from his superiors. Until he punches the wrong diplomat in the nose and finds himself issued new orders: take command of a remote prison mine in the inhospitable Ice Blades Mountains. Ridge has never been in charge of anything larger than a flier squadron—what’s he supposed to do with a frozen fortress full of murderers and rapists? Not to mention the strange woman who shows up right before he arrives…

Sardelle Terushan wakes from three hundred years in a mage stasis shelter, only to realize that she is the last of the Referatu, the sorcerers who once helped protect Iskandia from conquerors. Their subterranean mountain community was blown up in a treacherous sneak attack by soldiers who feared their power. Everyone Sardelle ever knew is dead, and the sentient soulblade she has been bonded to since her youth is buried in the core of the mountain. Further, what remains of her home has been infested by bloodthirsty miners commanded by the descendants of the very soldiers who destroyed her people.

Sardelle needs help to reach her soulblade—her only link to her past and her last friend in the world. Her only hope is to pretend she’s one of the prisoners while trying to gain the commander’s trust. But lying isn’t her specialty, especially when the world has changed so much in the intervening centuries, and if Colonel Zirkander figures out who she truly is, he’ll be duty-bound to sentence her to the only acceptable punishment for sorcerers: death.


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Wounded
When Tara Blankenship's writing assignment takes her to an "eco village" on Washington's Olympic Peninsula, she anticipates a quiet couple of weeks in a quaint setting. (She's far too mature to use the word boring, thank you very much.) What she stumbles into is anything but quiet and quaint.

Someone has been slaughtering livestock to scare the villagers, mysterious intruders are searching the property at night, and Tara finds a grisly welcome-warning on the porch of her guest cottage. To top it off, the surly neighbor nearly runs her off the road on her first day. Why are the handsome ones always such jerks?

Malcolm Ashcroft is the last person a sane woman would want to deal with, but he may be the only one with the key to solving the mystery--and giving Tara the story of her career. Of course... he might also be the man behind all the trouble.


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A Question of Honor - Swords & Salt, Tale 1
With less than six months until his entrance exams for the famed Nurian warrior-mage academy, Yanko is sent to his uncle’s salt mine for “hardening,” as his father calls it. He expects endless days of physical labor; what he doesn’t expect is to have to choose one of the mine’s prisoners as a sparring partner.

Not wanting his uncle to think him a coward, Yanko picks a big scarred man from Turgonia, a land known for its ruthless warriors. Only after his selection does he learn that he’ll be expected to kill his opponent… before his opponent kills him.


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Encrypted
Professor Tikaya Komitopis isn’t a great beauty, a fearless warrior, or even someone who can walk and chew chicle at the same time, but her cryptography skills earn her wartime notoriety. When enemy marines show up at her family’s plantation, she expects the worst.

But they’re not there to kill her. They need her to decode mysterious runes, and they ask for help in the manner typical of a conquering empire: they kidnap her, threaten her family, and throw her in the brig of their fastest steamship.

Her only ally is a fellow prisoner who charms her with a passion for academics as great as her own. Together, they must decipher mind-altering alchemical artifacts, deadly poison rockets, and malevolent technological constructs, all while dodging assassination attempts from a rival power determined the expedition should fail. As if the situation weren’t treacherous enough, this new “ally” may turn out to be the last person Tikaya should trust. Those runes cloak more than mysteries, however, and he’s the only one who can help her unravel them before their secrets destroy the world.


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Dark Currents - The Emperor's Edge Book 2
It’s been three months since former enforcer Amaranthe Lokdon and the notorious assassin Sicarius thwarted kidnappers and saved the emperor’s life. The problem? Nobody knows they were responsible for this good deed. Worse, they’re being blamed for the entire scheme. With enforcers and bounty hunters stalking them, and the emperor nursing a personal hatred for Sicarius, it’s going to be hard to earn exoneration.

When Amaranthe’s team discovers mutilated bodies in the city aqueducts and a mysterious illness incapacitates thousands of citizens, she and Sicarius see an opportunity to solve the mystery and prove their loyalty. But they’ll have to defeat vengeful shamans, man-eating predators, and deadly mechanical constructs, all while dodging imperial soldiers who would rather kill them than accept their help.

Nobody said exoneration would be easy.


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Deadly Games - The Emperor's Edge Book 3
When you’ve been accused of kidnapping an emperor, and every enforcer in the city wants your head, it’s hard to prove yourself an honorable person and even harder to earn an imperial pardon.

That doesn’t keep Amaranthe Lokdon and her team of outlaws from trying. When athletes start disappearing from the Imperial Games, they may finally have an opportunity to show the emperor that they’re on his side. If she and her comrades can get to the bottom of such a public mystery, they’re sure to get the credit.

But plans go awry when Amaranthe’s own men start plotting against each other, the new ally she’d hoped to acquire tries to turn her in, and her best fighter—and closest friend—disappears.

Maybe getting involved wasn’t such a good idea after all…


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Torrent - Rust & Relics, Book 1
When Delia chose to major in archaeology, she imagined herself as the female Indiana Jones of the Southwest. She didn’t imagine herself crawling through abandoned mine shafts, scrounging for rusty pickaxes and gold pans to sell on auction sites, but Indiana Jones didn’t have to make student loan payments.

Scouring the mountains of Arizona with Simon, her best friend and computer geek extraordinaire, Delia dreams of turning their scavenging enterprise into a legitimate business. More, she longs to earn the respect of peers who shun her for turning into a treasure hunter. What she doesn’t dream of is stumbling across a decapitated body in an old mine near Prescott.

Something dangerous has come to the mountains, and a pair of Harley-riding strangers are the only ones who seem to have a clue. They speak a language Delia has never heard and carry mysterious artifacts she’s never seen. Investigating these strangers might lead her to discoveries that change the face of archaeology forever… or it might lead her and her best friend into a deadly monster’s lair.


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Forged in Blood II - The Emperor's Edge
Amaranthe Lokdon survives her reckless plan to destroy the enemy’s weapon-filled super aircraft only to learn that thousands of people perished when it crash landed. Half of her team is missing… or dead. Meanwhile, the fighting in the capital has escalated, the Imperial Barracks have been taken by a pretender, and a deadly new danger threatens the populace.

Amaranthe’s hopes of returning Emperor Sespian to the throne and bringing peace to the empire are dwindling by the hour.

To make matters worse, her strongest ally—and closest friend—has been captured and is under a powerful wizard’s control. If she can’t figure out a way to free Sicarius, he may kill them all when next they meet…


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Forged in Blood I - The Emperor's Edge
The emperor has been ousted from the throne, his bloodline in question, and war is descending on the capital. Forge, the nefarious business coalition that has been manipulating the political situation from the beginning, has the ultimate weapon at its disposal.

If it was difficult for a small team of outlaws—or, as Amaranthe has decided they should now be called, rebels—to make a difference before, it's a monumental task now. If she's to return idealistic young Sespian to the throne, earn the exoneration she's sought for so long, and help her closest ally win the respect of the son who detests him, she'll have to employ an unprecedented new scheme... preferably without destroying the city—or herself—in the process.


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Decrypted
Professor Tikaya Komitopis knew that bringing Admiral Rias Starcrest home to meet her family wouldn’t be easy, not when he led the fleet that decimated her nation during the war. She isn’t surprised when people believe she’s been brainwashed, that Rias is still loyal to the empire, and that he has nefarious plans for her homeland. She is, however, surprised when Rias’s designs to build a submarine lead them to stumble across an ancient secret shrouded in mystery, time, and lies.

If revealed, this secret could mean devastation for Tikaya’s entire nation. It could also mean choosing between her people... and the man she loves.


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Labyrinths of the Heart - Swords & Salt, Tale 2
After months of working in his uncle’s mine, Yanko longs to see his family and friends again, especially Arayevo, the woman he has adored from afar since he was a boy. When she travels two days and asks to see him, his mind dances at the possibilities.

But the mines are busy: there’s a political delegate to humor, a maiden in distress to help, and a wedding that must go perfectly—or else. Yanko will be lucky if he finds a chance to talk to Arayevo before she disappears from his life forever.


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Beneath the Surface - The Emperor's Edge 5.5
All Sergeant Evrial Yara wanted was to protect the young emperor from those plotting to kill him. Joining forces with a group of notorious outlaws wasn’t part of the plan, especially not when one of them is determined to charm her out of her uniform at every turn. Working with the criminals might have been worth it if their efforts had saved the emperor, but it seems he’s not the rightful heir to the throne.... Evrial may have thrown away her career for nothing.

To make matters worse, fate isn’t going to give her time to calmly decide what to do next. While she’s traveling back to the capital with Amaranthe Lokdon and the rest of the outlaws, Evrial uncovers artifacts that have been smuggled aboard their steamboat. They’re deadly enough to threaten the entire city, perhaps the entire empire. Oh, and they could kill everybody on board the boat too. These scenarios just weren’t discussed in the Enforcer Academy.


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Author Recommended by: HBSystems Publications
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