Marketing Tip: Bank Over Rank – Prioritize Earnings Over Amazon Rankings
When it comes to book marketing, which is more important: making money or securing a top rank? This is a question many authors wrestle with, and the answer isn’t always cut and dry. Whether you’re just starting as an indie author or have a growing backlist of titles, understanding the “Bank Over Rank” mindset can save you time, money, and frustration.
Watch our video on this essential marketing strategy here:
What Is Bank Over Rank?
Let’s break it down. “Bank” refers to the income you earn from your books—your actual earnings. On the other hand, “Rank” refers to where your book lands on Amazon’s sales ranking system. While the two can be tied together (a higher rank often results in increased visibility), they’re not one and the same.
Many authors focus on hitting a top 100 or top 500 spot on Amazon. But here’s the thing: that rank doesn’t guarantee profit. You might sell a ton of 99-cent books and still end up with minimal earnings. High ranks can feel rewarding, but at the end of the day, what matters more? Your book’s rank or what’s in your bank account?
Why Amazon Rankings Can Be Misleading
Amazon’s ranking system is a black box. The algorithm constantly changes, affecting how books are ranked over time. For example, a book leaving Kindle Unlimited (KU) might see its rank plummet, even if its sales stay steady. Adjusting your book’s price can also cause unexpected shifts, sometimes for no apparent reason.
A key example: an author priced a book at $4.99 after initially offering it for $0.99. While the rank dropped, the earnings per sale increased significantly. The sales volume stayed consistent but brought in more revenue per purchase, proving rank doesn’t always mirror success.
Authors also hear conflicting advice: reviews affect rank; page reads matter; sales volume drives calculations. The truth? No one but Amazon knows for sure. So why base your marketing strategy on something you can’t fully control?
The Value of Your Backlist
Focusing solely on new releases is a mistake many authors make. Your backlist (books you’ve already published) can and should generate a large portion of your income.
Consider this: many authors have dozens of books published but neglect them in favor of the latest release. That’s like leaving a room full of gold untouched while mining for pennies. Your backlist is a powerful asset, and marketing older titles can broaden your audience and boost earnings.
Rather than spending all your ad budget on Book 8 of your series, consider putting those dollars toward Book 1. New readers are more likely to start at the beginning. Once they’re hooked, they’ll work their way through the rest of your books, generating income from titles that might otherwise be sitting idle.
Why Rank Chasing Rarely Pays Off
It’s tempting to chase a high rank. Seeing your book hit the top 100 is a rush—no doubt about it. But chasing rank without a solid business strategy can be costly and ineffective.
Let’s break it down:
- Low Pricing for Rank: Offering a book at a deeply discounted price to climb the charts sacrifices profit. If you sell 1,000 copies of a 99-cent book, you might rank well but won’t make much money.
- Short-Term Gains vs. Long-Term Earnings: Rank chasing often creates a spike in sales that quickly fades. Focusing on building a strong, sustainable income ensures your books keep earning over time.
- Advertising Burnout: Pouring money into ads for the sole purpose of climbing the rankings can drain your budget, leaving little room for profitable ads geared toward reader acquisition.
Ultimately, chasing rank is often driven by ego. While it feels good to reach a milestone, the primary focus should always be on long-term financial success.
Build a Strategy That Works
If you aren’t consistently earning from your backlist, it’s time to rethink your marketing approach. Here’s what to do:
- Audit Your Backlist: Look at all your published books. Are they part of an active marketing plan?
- Focus on Entry Points: Promote Book 1 or the first book of a series. Those serve as the entryway to your catalog for new readers.
- Use Targeted Ads: Invest advertising dollars into campaigns that drive new readers to your brand.
- Engage Your Audience: Use your newsletter and social media to keep your readers excited about your entire catalog, not just your latest release.
Remember this analogy: your backlist is like a family. You can treat it as a contributing member or let it sit in the basement doing nothing. Which one will help the household thrive?
What’s Your Goal?
Before you create your marketing plan, ask yourself—what’s your priority?
- Do you want to build a consistent income?
- Are you aiming for recognition and higher rankings?
Neither choice is wrong, but knowing your objective helps define your strategy. If you’re after sustainable income, your focus should always be earning (“bank”) over rank. However, if visibility and accolades are part of your goal, then pursuing rank might make sense for you.
Final Thoughts
When it comes to marketing your books, there’s no one-size-fits-all strategy. The key is understanding what matters most to you and staying focused on your goals. For most authors, prioritizing income over rank leads to greater overall success and stability.
Don’t let Amazon’s algorithm dictate your strategy. Use your backlist, market effectively, and focus on long-term profitability. Success isn’t about hitting a number on a ranking chart—it’s about creating a sustainable, rewarding business that supports your career.
Want more marketing tips? Stay tuned for videos where we’ll dive deeper into ads, strategies, and tools to help you grow your indie author career.
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