In March, I made my DevOps books free to help anyone who wanted to learn new skills during the global pandemic lockdown. In April, Device42 generously extended that offer for another month.
I originally had the idea to give the books away on a whim on a Sunday night, thinking I’d give up a fair chunk of revenue, but nothing too substantial. The response I did get was overwhelming, to say the least!
The response was much greater than I’d expected—to the point that I helped LeanPub uncover a couple bugs in their book sales notification system 🤪
I sold, on average, 541 copies of both books per month prior to March. In the months of March and April, that average shot up to 32,450, or a 60x increase in cumulative sales. I was able to give away almost 65,000 copies of my books—and not only that, they are full LeanPub copies, entitling the new readers to free updates to the books, forever.
What amazed me most, though, was that in contrast to the maxim No good deed goes unpunished, paid book sales almost quadrupled!
Here’s a graph of royalties per month for Ansible for DevOps (the Ansible for Kubernetes graph doesn’t have as much meaningful data to spot trends):
I averaged 328 paid book sales per month in all months prior to March, and then sold 1,910 copies in March and April (almost a 4x increase!).
The book surprises me with its sticking power over time, but most of the reason for that is that by self-publishing, I’ve been able to update the book over 22 times so far (and counting!), giving ebook purchasers free updates to the book forever, and keeping the text relevant through 12 (and counting) Ansible versions.
The fear of giving something away free is whether it will damage future prospects. For a subscription service, you can convert free customers to paying customers (if you ever plan on having revenue, at least). But for books, it’s more of a one-and-done situation. Nobody who bought my book will buy it again—my only hope is they recommend it to others or support me via GitHub or Patreon. So far May sales (without the free book promotion) have settled back down to pre-promotion rates, but it’s too early to spot any long-term effect of giving the books away free.
In the end, this whole sequence of events couldn’t have come at a better time:
In closing, I’d like to thank two groups in particular:
So thank you, and if you have any questions about the books, about self-publishing, or anything else, ask away in the comments below!