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I always have books for sale and short story collections for free on my site. During Read an E-Book Week this year, I didn't discount or give away a single book. My promotion encouraged people to either buy any book or respond to a simple question about a particular book.
As has happened every year, sales of my books went up during Read an E-Book Week. (Not enough to pay off the house, mind you... or even to make a single month's mortgage payment... but still.)
Everyone I sell to goes on a list to get semi-regular newsletters from me, and many of those people will buy each new book I release (next one's due this summer!). So I've made more potential customers thanks to the attention of Read an E-Book Week, and expect to see a subsequent rise in sales over time.
That part is key: It doesn't matter if you have fewer sales in that particular week, if it earns you more customers who will come back and buy in later weeks.
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