It’s been a month since we published SALT MYSTIC: BOOK OF LOTS, a solo roleplaying game based on our multi-media Salt Mystic setting. There are some bright spots, some hopeful notes, and a world of pain. Overall, we’re still incredibly proud of the product and seeing and hearing people appreciate it in the wild is an experience like nothing else!

We thought it would be helpful for anybody thinking of putting your own book out to see what we tried: what worked, and what didn’t…and what still might. Care to come along?

Way back in 2016, I wrote a short article defining some indie publishing principles based on lessons from the launch of my first book: TEARING DOWN THE STATUES. The principles were consolidated into the acronym “MCGRAW”, suggesting the key elements necessary for publishing success (Mainstream recognition, an eye-catching Cover that looks like it belongs with books like it, a popular Genre, as many Reviews on major listing sites as possible, Awards to add validation that the book merits attention, and Word of Mouth.) We kept these in mind this launch and tried to incorporate what we could, although the genre of tabletop roleplaying is so saturated and so dominated by Dungeons & Dragons that we were working uphill and digging holes from the beginning.

Still, hope springs eternal, and this is a product we believe in mightily, knowing from its ideation that nobody else was doing anything like it.

What was the pre-launch like?

February was a hot mess, finalizing the proofs and shaking trees to try and get attention from bloggers and gaming news sites. Short of providing free pizza delivered by cosplayers who do magic tricks, I’m not sure what else we could have done to get mentions from some of these guys – we reached out to 20 and got one “No, Thanks” and absolute crickets otherwise. That’s offering a free physical copy for review, by the way. Local gaming store wasn’t interested, and I didn’t have the heart to cold call others. My ego can only take so much bruising!

I pushed my Photoshop skills to the breaking point generating ad assets to use in social media and ad campaigns, stirring up some images that I think really popped! Here’s my favorite, though we had to switch it out to juice the click rate after things got rolling.

I’m a big fan of Absolute’s 3d cover generator and Envato’s PlaceIt – both to generate mock up’s of the cover in various places. We generated this one below for banners through RPG Geek and some other sites:

We came SOOOO close to hiring an artist we’ve been targeting for years now, and he might yet come on board for a promotional poster, so I won’t jinx anything by saying more. That would be amazing, so wish us luck! Anyway, he was swamped with other things, so the heavy lifting on graphics was still in-house.

How did you handle distribution setup?

The book is available at booksellers globally through Ingram Spark, and also on Amazon thru Kindle Direct Publishing, as well as the pdf on Drivethru RPG. We got the barcode direct from Bowker to retain full distribution rights – there are strings attached to the freebies. Honestly, setup was fairly painless for Kindle Direct, but I thought at one point Ingram was going to leave me with facial tics!

The cover file was a high res jpg I’d built in Adobe Illustrator, and it included some transparent png images (the title and the Grailrunner logo). The art was done with Daz Studio for the figures, some Blender and Photoshop filters for the forearm weapons, and some AI help for the background, everything composited and color graded in Photoshop then dropped into Illustrator for the text and placements. This is what that looks like, front and back:

Weird white outlines were appearing in the digital proof around anything that was a png in the image. Maddening! Nobody at Ingram Customer Service was responding, and internet advice was kind of all over the place. I tried various export presets and never resolved it, at last approving the digital proof even with the outlines in hopes that it was in fact a screen artifact only (as some advice suggested). Thankfully, the issue didn’t show up in the physical version.

As for offering a physical version through Drivethru RPG, I basically gave up. They seem to be saying they use the same print house as Ingram, though a different division or something? I dunno. Anyway, much worse issues with anything that was a png, including the interior art! A true disaster! I’m sure they would say it’s my fault, but I bailed entirely and just offer the digital version through them. My blood pressure thanked me immediately!

How did you advertise?

We ran campaigns on Facebook, through Google, Amazon, and on RPG Geek. The book is also listed this month on Ingram’s home page and in the World Reader, iCurate Connection, and Indiewire newsletters, all via Ingram (~28,000 circulation for the newsletters). Through the Independent Book Publishers Association, the book will be represented at the American Library Association conference in Philadelphia this June. We’ll see how all that works out, but here are some initial experiences:

Meta (Facebook) started at 2.1% click rates with tens of thousands of impressions as well as loads of shares and likes and bookmarks. It all felt great until we saw that precious little of that was converting to sales. Internet research was suggesting a good click rate was 2% for search ads and 0.1% for display ads like banners, but for us it was just a lot of activity with poor conversions. By changing the graphics out to a grinning gunslinger and tweaking the copy a bit, we doubled the click rate to 4.2%. We’ll see if all those bookmarks and shares pay off down the line!

Google Ads was impressive, as their algorithm learns as you go, tweaking things to improve the reach. We wound up with a 5.1% click rate by the campaign’s end, which we view as solid. We even had one day peak at the end at 8.1%! All campaigns led to the same Amazon listing, so we can’t separate sales by campaign but I thought a lot of this experience overall.

RPG Geek was a little disappointing. Multiple banner and display ads dominated the site for a month. The thinking here was that this site entirely specializes in roleplaying games, so you couldn’t find a more on-the-nose target audience! Still, click rates flatlined at 0.1% for two weeks, till the same changes as above doubled that to a paltry 0.18% by campaign end.

Amazon: We only launched the Amazon ads in the last week or so – it’s a little early to report any results. I’d also never added any A+ content to a listing before, so that was new. Of course, I added that gunslinger since he seems to catch eyeballs, along with a very short description of the book.

So, was it a good launch?

Could have done more on pre-launch to get some mentions, honestly. We need to work on a solid email list and social media following though the new content required for that is a bit threatening when everyone has day jobs. Reviews remain super difficult to get, though some favorables have popped up that we didn’t arrange. Overall, sales are ramping up very slowly. Glacially, you might say.

What’s next?

I submitted SALT MYSTIC: BOOK OF LOTS for consideration in the 2025 Ennie Awards, which is the Super Bowl of RPG’s! Any mentions at all would be high octane fuel for me. That’s a long shot, of course, just because of the ridiculous amount of talent in the field these days. Still, you never know…

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I hope some of this was helpful or at least entertaining. Warts and all, this is how things have gone so far and the plan going forward. I’m sure the outside observer can find all manner of beasties and stinking swamps herein, but from the inside, it’s a wild, crazy bucking bronco we’re just happy to hold onto!

Till next time,