Category: business

I keep referring people to the Reader Acquisition Funnel, which I wrote about in the middle of one of my monthly See the Sausage Being Made posts. It’s clear I need to pull this out into its own post. I’ve twiddled with the text because I can’t leave bad enough alone.

My goal is to spend my life doing work I enjoy. That means I’ve had to learn unholy business concepts that I would rather not soil my soul with, and apply them to my trade. Disintermediation is one of those concepts. I want you to reduce the number of middlemen between you and I. How does one accomplish this? Marketing experts create a Customer Acquisition Funnel describing how they lure people into their employer’s clutches. I have a similar Reader Acquisition Funnel.

1. Read my free or discounted samples (articles in magazines, free first in series, sample pages in bookstore, library check-out)
2. Buy my books through retail channels
3. Social media follow (fediverse, bluesky)
4. Sign up for my mailing list in exchange for freebies
5. Buy books directly from me
6. Kickstarter backer
7. Sponsor books
8. Regular monthly contributor
9. You do all my chores so I can write more

I just realized this funnel has nine rings, exactly like a famous legendary funnel. I promise that my ninth ring is not eternally frozen. I live in Michigan, it’s only frozen for half of the year.

My goal is to make the mouth of the funnel as broad as possible, to suck folks in. With fiction, that’s straightforward. Now that the Prohibition Orcs books are out, I’m working on making the first orc story free everywhere. If someone reads the tale, gets to the end, and wants more, they’ll see the friendly note at the end of the tale inviting them to check out the full-length books.

My nonfiction is less blatant, but that’s why you’ll see my FreeBSD Journal column. I give nonfiction mailing list subscribers a copy of Tarsnap Mastery to give them a taste of what my books are like. I also carefully choose which topics to write about. If you have a problem with PAM, there’s only one book on the topic. Same with ed(1). Such books broaden the funnel’s second level. People keep asking for a book about LDAP, but there are many good tomes on that topic and it would do nothing to widen the funnel. Plus, LDAP is evil.

Does a book on a forty-year-old text editor broaden the funnel? Yes. Ed is legendary.

And yes, I did monetize the FreeBSD Journal column. By popular demand.

A business school graduate would say that the readers at the bottom of the funnel are more likely to buy more of my books. I acknowledge that’s true on the spreadsheet, but the only way I can guide people to purchase my books on an ongoing basis is by providing a quality emotional and educational experience. Yes, my nonfiction is emotional as well as educational. The emotion is why certain folks hate my tech books.

Each ring offers subtle notifications that further levels exist. Buy a book? In the back you’ll find a link to my web page and a list of other titles. Back me on Kickstarter? I will thank you copiously. As the campaign reaches fulfillment I will mention my crowdfunding and sponsors mailing list. I’ll also mention that the only way to get a challenge coin is to sponsor a book directly with me.

Anyway. Someone encounters my work, buys a few books, perhaps follows me on the fediverse, signs up for my mailing list, and eventually starts paying me to exist like my wonderful Patronizers do. At each stage, I gently make them aware of the next level.

The Reader Acquisition Funnel guides my business decisions. For example, I was waffling on whether I should provide my free titles in my bookstore. I was spelling this out for my Penguicon publishing talk when I realized that the people who get my free things from my e-bookstore? They are in the funnel’s first ring, and if they like the sample are willing to immediately leap down to the River Styx — uh, my fifth ring. MY fifth ring. Not Dante’s.

By providing the freebies from my store, I make that leap easy. As I revise this post, I realize that my bookstore should also offer a Freebies Bundle.

The lesson? If you’re wondering what to do, review the basics.

And now I want to write a book on the business of publishing, themed after the Inferno. Dammit Muse, I don’t have that kind of time!

(This post went to Patronizers at the beginning of January, and the public at the beginning(ish) of February.)

My thoughts on last month? “Well, that was a thing that happened.” Lost two weeks to holiday chaos, but managed to get a few words made anyway.

The Dear Abyss Kickstarter is basically complete. Three people still owe me their addresses to ship books. That’s a problem, but I’ve poked them to fill out their backer surveys. When I get addresses, I’ll ship. My conscience is clean. I’m having an online launch party for this book. You’re invited. Details are at the bottom of this post.

Releasing a weird book on 1 April might not be my annual tradition, but after the Networknomicon, the two editions of Ed Mastery, the Savaged by Systemd audiobook, and Only Footnotes, it’s certainly a tradition. One that I’m continuing this year. This is a full-length book that I have done actual writing for, unlike Only Footnotes. (People claim they want a book containing only the footnotes, but when I release one they don’t buy it. Weird. Well, at least they stopped asking for it. I’ll take the win.) However low your expectations are, I can guarantee that this book will not meet them.

I’m still on the accountant hunt, but it appears that I’m not going to find an accountant specializing in intellectual property who is interested in taking me on as a client. I don’t make enough to be worth their while. Oh well. If you’re interested in the money side of my career, I put up my annual “where my money comes from” blog post.

I’m also still pondering doing a large book. For contractual reasons, I’m not going to indie publish a large OpenBSD or FreeBSD book at this time. Allan Jude is interested in updating our ZFS books, though, so that’s probably what’ll happen. Yes, I still want to write It’s Always DNS and What To Do About It, but I gotta shamelessly vacuum Allan’s brain while it’s available. FreeBSD Mastery: ZFS and FM: Advanced ZFS are still valid, but ZFS has developed many new features since those books came out. We’ll cover both FreeBSD and Linux. Yes, ZFS is better integrated with FreeBSD than Linux, but there are myriad Linux OpenZFS users. On the publishing side, I’ll combine them in one large book and call it OpenZFS Mastery. I’m guessing it’ll come to about 150,000 words, about three times the size of the typical Mastery title. That’s enough that it’ll need professional indexing and heavy copyediting and tech review, but it’s less ambitious than a big Unix book.

It’s a small step, not a giant leap, but it’s probably wiser.

One of my goals over the last couple of years has been learning to speak coherently. Yes, I give talks. Those talks get recorded and put online. Those recordings show the whole world that I am a) incoherent, and b) daft. I can discover antigravity more easily than I can change the second, but the first could be improved. That’s why I have the 60 Seconds of WIP podcast; it forces me to speak regularly. One of my dear Patronizers used professional-grade podcast equipment at work for an internal company podcast, but the company shut down the podcast. Long story short, I now have professional-grade podcasting equipment. This might be the impetus I need to convert my office bathroom into a recording room. I at least need to set up a computer in a different room for recordings: the fans on my new desktop are loud enough to show up on the recordings. I’ve never played with audio or video on BSD, so that might be fun. Especially with a fancy Heil mic. I do worry that it might require understanding more about video formats than I want to know, but if it stops being fun I could move it over to the MacOS laptop. I’ve ordered a small wheeled standing desk that should fit nicely in the bathroom. Running water doesn’t mix with sound-damping foam, but even with bare walls it will be an improvement over the Apocalypse Fans.

The new Networking for Systems Administrators is coming along. It now has over a hundred print sponsors, which means I I’ll do a challenge coin. This book has picked up more sponsors than any other I’ve written. Many of the new sponsors are folks who backed the RYOMS Kickstarter and signed up for the sponsors mailing list. That gives me a horrid nervous complex that I better deliver a quality book or they’ll hunt me down–uh, I mean, warm fuzzy feelings. Yeah. Warm fuzzy feelings.

Anyway: you’re all welcome to the Dear Abyss launch party. Party is a strong word for a Zoom session, but we live in an age where companies describe their new shoes as “hope” so I’m going with it. Saturday 25 January 2025 at 10AM EST, or 15:00 UTC. The US West Coast can get up at 7AM, the Europeans can skip dinner time, and as usual Australia is fubar. One day I’ll do one of these in Australian time and annoy everyone else.

(zoom info deleted, because it’s past and wasn’t public.)

(This post went to Patronizers at the beginning of December, and to the public at the beginning of January. Not a Patronizer? You could be.)

Autumn is my favorite Michigan season. Cool enough at night to wear sweatpants, warm enough in the day to wear shorts. Oh well, it’ll return. Some distant day.

Mostly shorter bits for you this month.

The immediate news is that despite the election, we’ll be staying in Detroit for now. We’re under less threat than many other people, and there are family issues with leaving. All I can say about this is that we’re preparing for trouble. On to happier things. Among them, long-term and short-term goals, business structure crap, and what I’m doing next.

I have a daft career. Tales that I dash off in a day go viral. Books that I spend a year writing and that fill obvious needs crumple like tinfoil submarines. The good news is, I’m far from the only creator this happens to. Well, my favorite mainstream rock band is Blue Öyster Cult. (Who? That’s as mainstream as I get, sorry.) If you know nothing else about the band, you’ve almost certainly seen SNL’s Cowbell Sketch about recording their biggest hit. That sketch went viral. Decades after the sketch, guitarist Buck Dharma was interviewed about surviving that sketch, and how to have a fifty year career. If you make stuff, and intend to make stuff over the long term, it’s worth reading.

Also, be careful when you pick your nom de plume. You might be stuck with it in your 70s, so be sure it’s cool as hell.

Next up: taxes. I’ve been struggling with my business structure for a while now, and the RYOMS kickstarter has shifted reorganizing from “an item on the to-do pile” to “set it on fire and shove it up my nose until I fix it.” The trick is finding an accountant who can handle intellectual property. That’s a highly specialized field, even among tax attorneys; your local CPA ain’t it. I have a bias towards using local people as much as possible, so I’ve been hunting in Detroit and then through greater Michigan. I had a call today with a top tax attorney, who told me I wouldn’t find the person I’m looking for in Michigan. I’m now querying my out-of-state writer friends, many of whom have IP tax attorneys. I get access to the same tax rules as other IP creation companies, so I need an actual, legitimate Hollywood accountant. Dog save me.

Finding that person is a right pain, though. I’m pretty sure I could hire Ernst & Young or one of those companies, but I’d rather have someone a little smaller and with a brain that’s a little more twisted. Fortunately, a friend JUST sent me a couple firms that presented at Author Nation so I have a small amount of hope.

Finally, the bit that’s probably of more interest to folks:

My experience over publishing the last few books, especially RYOMS, tells me a few things.

• People will sponsor tightly focused tech books.
• People will back such books on Kickstarter.
• If an ebook is not available on Amazon, people will come to my store or Gumroad instead–especially if you explain why.

Self-publishing and print-on-demand technology has improved over the last few years. I can now produce a reasonably robust ebook. Current POD binding techniques let us reasonably publish 600-page 7″x10″ books. I’m wondering if it’s time I self-publish a big tech book. Ideally I’d get the Absolute OpenBSD rights back from No Starch Press and do a third edition. (While I own the copyright on my NSP titles, that copyright is exclusively licensed to them.) If not that, a title like “Transcendent OpenBSD” would suffice. (NOT SAYING I’M DOING THIS BOOK, RIGHTS ARE COMPLICATED, THIS IS HYPOTHETICAL.)

There’s some risks in this, even beyond the time I’d spend writing the book. My back-of-the-envelope math 600-page print-on-demand book would retail for about $100, the ebook version about $40-$50. That’s steep. I know many tech books cost that much, but still. I’ve never even imagined charging that much for a self-pub title. The sponsorship and Kickstarter prices would increase. Basically, with that many words everything doubles or triples. Daydreaming about these kinds of numbers feels deranged.

Holding the price down that far assumes I make some fierce changes to the production process. I’d outsource indexing. A larger book would require several rounds of print proofs. The print Mastery books use a larger font. Squeezing an Absolute book into 600 pages doesn’t allow that; it’s basically “cram half a million words into this form factor no matter what it takes.” The result looked fine half a lifetime ago, but so did many other things. Here’s a page of RYOMS versus a page of AO2e. NSP’s print size is comparable to that used by other big tech book publishers, so I’m confident that they have achieved Minimum Viable Font.

Smaller print makes a huge difference, both in how many words you can cram in and legibility. This is clearly an Old People Problem.

On a related note, I have to do my production work on a commercial operating system. Microsoft is deprecating Windows 10 and my 9-year-old desktop can’t be upgraded to Windows Bloody Vomit11, so I bought a new workstation. I’m not saying I bought something with 128GB RAM because of this project, but Adobe has long considered my hardware a suitable replacement for their programming chops.

This whole concept is built on sand, though.

If I said, “Hey sponsors, I’m doing a giant book but ebook/print sponsorships will run $75 and $200,” would they nope out?

If the print book retailed for $100, would people buy it?

If I reclaim the rights for Absolute OpenBSD, the third edition would have a different production style than the first two editions. Would that alienate returning readers? Should I emulate the earlier edition’s cover art or use a Mastery-style cover?

Every book needs copyediting. Making changes after publication would be extra expensive, so I would need two copyeditors. Both would cover the entire book.

So, yeah. It’s tempting. A Kickstarter might break $100K, but have commensurate expenses. No reward without risk, no debacle without daftness.

But it’s getting late. I should put down the spreadsheets, put on Extraterrestrial Live, and be glad that SNL has never noticed me.

[This post went to Patronizers at the beginning of November, and to the public at the beginning of December. Not a Patronizer? Sign up at https://patronizemwl.com. Okay, fine, technically, you don’t sign up there. You get to choose between my Patreon and my private patronage system. Still, you all get treated with the same confusion and astonishment. There’s no way these silly posts are worth $12/year, let alone what the daft folks like the infamous First Wildebeest send me. But here you are anyway.]

The important thing first: if you’re reading this on tiltedwindmillpress.com, and you want to receive announcements of new posts by email, you need to sign up again on the right-hand sidebar. I previously used Jetpack for emailed announcements, but the WordPress.com/WP Engine feud moved “ditch Jetpack” up to the top of my “annoying tech tasks” list. This is the last announcement that will go out via the old system.

Also: the RYOMS online launch party (a result of the Kickstarter campaign) will be held on 23 November 2024. There’ll be one session at 1500 UTC (10AM EST), and another at 2400 UTC (7PM EST). That’ll give the Europeans and the US West Coast reasonable sessions, and once again welcome the surprisingly robust contingent of Australian insomniacs. Mark your calendars.

I don’t have links yet, because this launch party will be different than previous ones. My last one was for Prohibition Orcs. That campaign had 197 backers, plus y’all. 26 folks attended. If I scale that up to RYOMS’ 1966 backers, that means I’ll have about 260 people. Even divided between two sessions, that’s a lot. My Zoom account can handle 100 attendees. I’m running a survey to see which backers wish to attend. If there’s anywhere near 100 per session I’ll need to beg, borrow, or steal videoconference facilities and probably suck someone into playing moderator.

Watching the rest of the RYOMS Kickstarter fallout is kind of mesmerizing.

My big experiment for this Kickstarter was dropshipping direct from printers. After the IOSS saga and resolving delivery problems, it comes out that I had about a 7% error rate. A few packages just… didn’t arrive. Some places, like South America, needed 45-60 days to deliver. Most problems fell into three categories:

• EU shipments without phone numbers
• Non-ASCII addresses
• Canada

Each of these are mostly fixable, except for Canada. My loss rate for dropshipping to Canada was about 35%. It didn’t seem to matter if the recipient provided a phone number or not. Some packages took two weeks to arrive: others, six or eight weeks. I suspect Canada customs loathes international media mail and puts it at the bottom of the processing pile.

The current Kickstarter (Dear Abyss) does not offer dropship outside the EU, UK, and Australia. I need to figure out the failure patterns and what I can do about them before I dropship across national borders again.

I also launched sponsorships for the second edition of Networking for Systems Administrators. I declared that if I got 100 print sponsors I’d do another sponsor-exclusive challenge coin. About a month in, and there’s 77 print sponsors. Many of them are first-time sponsors, lured in by the RYOMS Kickstarter. Just wow. Sucking people further down the Customer Acquisition Funnel works! And there’s a good chance I’ll have to follow through on the challenge coin.

Making new words has been difficult, what with the buildup to the most consequential US election in my lifetime. By the time this post hits the public we’ll know the outcome, but at the moment I’m hoping these posts don’t turn into “the difficulties of being a self-published writer building an entirely new legal infrastructure while living on a Digital Nomad visa and learning a new language.” At the time I write this, that’s a real possibility. Yes I’m a straight white middle-aged guy, but I’m also an insolent anti-authoritarian writer who throws around words like “neurypnological.” As soon as the list works through “women” and “queer folks” and “PoC” and down to Q-list celebrities, I’m on it. Creative work while carrying this sort of mental overhead is like losing half your RAM, and the human platform has incredibly poor paging and swapping performance.

If things go well, though, I’d like to crunch to finish Project IDGAF by the end of the month. It’s not a long book. All I need is time and spoons. I mean, I had time to write a Fediverse bot, so it should be perfectly doable. If. I’m amusing myself by imagining how I would market this ridiculous atrocity.

I am going through the N4SA manuscript, marking stuff to check and places to add stuff and discussions I need to have. Overlay networks like VPNs and MPLS are much more broadly used today than ten years ago. TLS, which was the main driver for this edition. Lots of little warts. It doesn’t matter how large a wart is, though; it’s still a wart and should be removed.

The nice thing is, I’m about out of inventory for Things I Need To Sell. I have an assortment of short fiction collections that are nearly ready. My Christmas collection needs a Prohibition Orcs short story, but I don’t want to launch that until next June so that’s okay. I have about 50,000 words of Rats’ Man’s Lackey tales, which is 1-2 stories short of a collection. There’s about 25,000 words of uncollected Prohibition Orcs, just short of half a collection. I could finish up any one of these but the truth is, I want to build up some inventory first. I want to do some damn writing.

So I’m going to try to do that now.

I left Twitter right after Elon Musk bought it. After exploring many alternatives, I’ve settled in the fediverse (often called “Mastodon”) as my main social media channel. I also have a Bluesky account, but it’s decidedly secondary.

Why did I choose this? Isn’t Bluesky the Next Big Thing? Isn’t it “like Old Twitter but better”?

Bluesky sucks less than old Twitter did, yes. It has nice features, like subscribable community-maintained block lists. It’s still a business, though. They are not making money yet. Their plans to do so appear remote. Which means that somehow, I’m the product.

I’ve said this so often it’s turning into a Lucas Cliche, but: the Internet’s business model is betrayal. Every mature social media platform has betrayed us. Every big search engine has betrayed us. (Search Google for “the strike is the compromise”. Then ask yourself why they’d be hiding some of the most contentious bits of labor history. No, I’m not afraid that the Goog will deprioritize me. They already have. Google once sent me hundreds of blog each day. In the middle of the year, that fell off a cliff.)

Bluesky might be a public benefit corporation, but that only means they are allowed to consider public benefit as well as profits.

Is it possible that Bluesky will stand by their declared morals and not eventually sell us out? Yes. But I’ve watched Internet companies rise and fall for decades. I haven’t seen any company remain benign, and extraordinary claims demand extraordinary proof. I don’t want to invest ten years in a third party platform only to have it do a rug pull at the end of my career.

Until it can prove otherwise Bluesky is just another company, sowing another crop of victims.

Yes, I know you can’t prove a negative. I do not own that problem.

The fediverse is open. Any social network I build there is mine to grow or destroy. I control my experience, and can easily block alt-right/TERF/racist garbage at the server level. Does it grow more slowly? Yes. Does the fediverse lack a coherent user story? Also yes. The whole “by picking a server you’re picking the kind of moderation you want” aspect is critical, deeply confusing, and unadvertised.

Despite all that I’ve built a fedi following as large as I had on Twitter, and it supported me through the Run Your Own Mail Server Kickstarter.

What about Threads, Instagram, or Facebook? Pffft. Meta is the poster child for betraying its users.

So: follow me on the fedi. Or on the RSS feed here. Or subscribe to my announcements-only mailing lists. Or, if you must, follow me on Bluesky.

People can support my work by buying my books, through whatever channels they prefer. I also have my Patronizer program, offer sponsorships of individual titles, and take early orders via Kickstarter. Folks ask me what the differences are between these three things.

Patronizers send me money every month, either through Patreon or my store. They get everything that sponsors and Kickstarter backers get. If you receive my books in print, and I send sponsors a physical gift, you get that gift. Patronizers who receive digital rewards get any digital rewards that sponsors and Kickstarter backers get. Patronizers are thanked by name in the Acknowledgements in the front of everything. Any print books are signed with a personal thank-you note.

Sponsors back a particular book. I offer sponsorships only for tech books. If you don’t want to back every daft thing I do, or fear I will soil your name by thanking you for atrocities, or you have enough fiscal responsibility to not send me money monthly for no good reason, sponsorships are for you. When the book comes out, sponsors receive a gift. The gift might or might not be the book. It might be related to the book. It might amuse only me. Sponsors are thanked in the back of the book. Any print books are signed with a personal thank-you note.

Kickstarter is basically pre-orders. Backers get a chance to purchase any limited editions I create. Their name doesn’t go in the books. I sign print books but don’t personalize.

Practically, how does this work? Now that everyone’s had a chance to get their gifts, here’s what I did for Run Your Own Mail Server.

Print sponsors received a special edition of the book, (Ruin Your Mail By Running It Yourself). It will never be in stores, although I have a few extras that will wind up in charity auctions.

They also got a metal challenge coin. I’m quite pleased with how these came out. This coin will never be re-issued. I have a few extras that will, again, go to charity.

Why these? Because they amused me. Seriously. That’s it.

Print-level Patronizers got both. They also didn’t know what was coming.

Kickstarter backers could get the RYOMS Special Edition. They didn’t know what it was either. They did not get the challenge coin, however.

Why do it this way? My second business goal is to lure people into buying direct from me, eliminating middlemen like Amazon. (My first business goal is to pay the mortgage.) The more direct our relationship, the more crap I give you. Or, if you prefer: the further you descend down the Reader Acquisition Funnel, the more I try to weigh you down so that you can never climb out.

Or:

If you buy my books, I appreciate you.

If you preorder my books at release time, I appreciate you more.

If you back a book before I’ve finished writing the silly thing, I gotta make it worth your while.

If you send me money every month, I must show my sincere gratitude.