Category: business

Each month, I write a blog post for my Patronizers. I want to say it provides unique insight into my process and business, but “See the Sausage Being Made” has turned into more of a monthly summary combined with my usual on-brand ranting. With my Patronizers’ kind permission, a month after they see the posts I’ll be sharing them here. If you find this of any interest, please check out my Patronizer benefits.

Greetings and felicitations to my esteemed Patronizers.

Been working solely on “Run Your Own Mail Server.” I think I finally have an order for the content, which makes the actual writing possible. I’ll have cycle back and backfill facts, but the skeleton should hold.

This part of the process always surprises me. Who thought I would need to explain the message-id header before installing Postfix? Not me, until now.

My muse smacked me with a special edition of this book. Not as special as the Networknomicon, but nothing is. Fortunately. I can’t afford to do that again. It’ll need some special art and a bit of writing, but my focus group laughed themselves silly so I think it’ll work. It’ll only be in print, and only for print-level Patronizers, print sponsors, and high-level Kickstarter backers. I’m contemplating making the Kickstarter version maybe $120, so that the sponsors feel like they got a deal. Print-level Patronizers already know they’re getting a bad deal.

I can promise that the special edition is not a silly Mail/Male pun, however.

Fortunately, my covid aftereffects are minimal. A brush of fatigue and a touch of vertigo. I’m back at the dojo two nights a week, with occasional forms at home. I’m pretty darn sure I escaped long covid this time, but am being cautious in restarting.

A few months ago, I proposed making these posts public on my blog a few weeks after you see them. I received no negative comments and a few positive ones, so I’ll be doing that. When I remember.

Since recovering, I’ve spent a bunch of time on the book manuscript and a little organizing the free stuff on my web site and adding most of it to my e-bookstore. I didn’t bother with the freebies on my store for years, until I was working on my publishing talk for Penguicon. My first Patronizer tier says you will “See the Sausage Being Made,” so here’s a particularly solid chunk of sausage.

My goal is to spend my life doing work I enjoy. That means I’ve had to learn some things I would rather remain ignorant of, and apply them to my trade. Disintermediation is one of those concepts. I want you to pay for my books with as few middlemen as possible. How do I accomplish this? Marketing experts have a Customer Acquisition Funnel, and 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
4. Sign up for my mailing list
5. Buy books directly from me
6. Kickstarter
7. Sponsor
8. Regular monthly contributor (you folks!)
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 reasonably possible. 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. Nonfiction is less blatant, but that’s why you’ll see articles in places like the FreeBSD Journal. I also give mailing list subscribers a copy of Tarsnap Mastery to give them a taste of what my books are like.

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 back me the way you folks do 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 writing.

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 you wonderful people do. At each stage, I gently make them aware of the next level.

I was spelling this out for my Penguicon publishing talk when it hit me: 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.

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

I leave for BSDCan in a few days. I enjoy BSDCan, but the reason I’m attending is one, we have a fierce mask policy, and two, I can drive. The pandemic’s still on. If you’re there, do say hello. If you’re not there, see if you’ve read my free stuff. It would be a shame if you folks down in Malebolge never visited Limbo.

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 mail book needs finishing!

Forget the cost of living–my printers have raised their prices. I have no choice but to do the same. $25 in 2018 is $29.50 today.

Unfortunately, back in 2011 I decided that I wanted my tech books to look like Real Books. You know, from Real Publishers, whatever that means. He put prices on covers. Younger Me had lived through several periods of inflation, and while he had learned the lessons of inflation on the demand side he failed to extrapolate for when he became a supplier. If he thought about prices on covers becoming invalid in five or ten years, he would have sneered Like I’ll still be making a living doing this in 2023. I assumed my writing career was unsustainable. I have to file updated, priceless covers with the printers.

I tried a different page layout on the new edition of DNSSEC Mastery, tightening the text to reduce page count so I could hold prices the same. The result was functional, but unattractive. The topics of my tech books are already unattractive, so doubling down on that theme is unwise.

I’ve also hit the point where maintaining my business is interfering with making new words. I’m hiring a part-time contractor to help with the web site. He’ll want paying, because despite what the oligarchs think you can’t just ship your flunkies a crate of cheap instant ramen and a box of coffee and get quality labor out of them.

So, price increases. Sorry.

I’m starting with the more popular books, like SSH Mastery. The price will be set to $29.99 by the time you read this, but it’ll take a few days for the respective databases to churn through.

Folks who follow this blog are the most likely to buy my books, so I wanted to give you advance warning. If you’ve been waffling on grabbing a book in print, this is the time.

As frequently requested, I’ve enabled options for Patronizers using tiltedwindmillpress.com to pay quarterly and yearly. If you want to switch away from monthly, you’ll need to unsubscribe and resubscribe. This only applies to my site; I have no control of how Patreon handles payments.

Do I care what option you pick? Not really. The “See the Sausage Being Made” and “Digital Reader” tiers were already annual and quarterly to reduce fees to acceptable levels. If you want to pay quarterly or yearly and save me a few cents I’m down with that, but I’m not going to sweat them.

Everything should auto-renew so long as you pay with a credit card. Please let me know if you have problems. I have double-checked everything, but that only means I’ve looked at my errors twice.

I have my ebookshop at tiltedwindmillpress.com, and it’s a great defense against online retailers deciding that they don’t want my business. But sometimes it comes back to bite me.

I don’t want your personal information, unless things go wrong. But when it goes wrong, I have no way to contact you.

I got an email today from antonio@z*****.com, saying they hadn’t gotten the BookFunnel email for their purchase. They had received the receipt from me. It happens. I replied, and my maillog spat out:

Mar 1 12:00:54 mail sm-mta[17756]: 321H0qc5053731: to=, ctladdr= (1001/1001), delay=00:00:02, xdelay=00:00:02, mailer=esmtp, pri=31211, relay=mx1.privateemail.com. [198.54.122.240], dsn=5.7.1, reply=554 5.7.1 : Relay access denied, stat=Service unavailable

In between them getting the receipts and BookFunnel sending the email, their mail server broke.

I have no other information by which to reach this reader. They did provide an address, which is nice. I could send a postcard. To another country. Assuming that address is even correct, which is dubious given the privacy habits of y’all. (Yes, I collect addresses, this is why.)

So, what do I do here?

Nothing.

Presumably, the customer will notice that they aren’t getting any email and reach out again.

Although I do see that the customer has four MXs, and they’re all the same priority. It might be one of them is misconfigured. I’ll send another message, see what happens. Or, maybe the customer will see this blog or my fedi post and see that they have email trouble.

If I demanded phone numbers for ebook purchase I could text them, but that would require I collect phone numbers and I want to not have that information.

I spent today dealing with the “OpenBSD Mastery: Filesystems” sponsor, Patronizer, and pre-order shipments.

The first lesson I’ve learned is, I was too flexible for someone so easily perplexed. If I do pre-orders again folks will get the option to buy just the one book, in paperback or hardcover. That’s it. Checking and double-checking all the possible option takes up a lot of brain space.

More annoyingly, I’ve had to delay a full third of my non-US #omfilesystems preorders, and a few of the US ones, because folks didn’t include a recipient phone number in their order info.

Data is like medical radioactives in the oncology ward; necessary, but I want as little of it as possible and must dispose of it safely. I have no desire for phone numbers.

For some destinations, however, I must provide the carrier a recipient phone number before they’ll sell me postage. I have no way to tell if I’ll need a phone number until I try to buy postage.

I don’t want to demand phone numbers for everyone. I actively want to not require that information.

But I’ve spent hours today chasing folks for phone numbers, interrupting my flow of packaging because someone kindly got back to me ASAP and I really do want to get these out of my house and in your paws.

I fear I’ll need to make the hard choice next time I open sponsorships. Ah, well.

But I have all the sponsor, Patronizer, and multi-book pre-orders packed and either picked up or ready for pickup. What remains is single-book shipments, plus all the folks who owe me phone numbers. I’m calling it for the day.

By “here,” I mean “in my living room.

64 of them. A nice even number!

I’ll be packing Patronizer and sponsor books first, then complicated preorders, then single-copy preorders. I don’t know if I’ll have them all done today. I might. Paperbacks arrive tomorrow, so I hope so.

You know, maybe one of these days I can do some writing? Sigh…

I’ve sold print books via Aerio for a few years, but they are shutting down at the end of February. I just overhauled every single book entry on my site to point print sales at my new bookshop.org bookstore. Sales through this store pay me a larger cut than sales through other print bookstores, even though I don’t ever touch the books. You’ll pay shipping charges, however, so anything bought there is a pure Lucas Charity Purchase. Some folks buy under those terms, though, and I appreciate them, so it was worth switching.

Auditing my web site for references to Aerio led me to review my FAQ. I’ve made some updates for the pandemic age, updated and clarified a few Q&As, and puttered with the text.