Indie Authors: Should You Pay to Promote Your Free & Cheap Books?
- sylviakayrose
- 4 days ago
- 7 min read
For independent authors, book promotion is vital. Platforms such as Bookbub, The Fussy Librarian, Freebooksy, Bargain Booksy, and Book Cave offer free and discount books to readers, and promise exposure for authors.
The question remains—do paid promotions for free or discounted books deliver enough value to justify the cost? This post reviews how these platforms work, their fees, and what authors can realistically expect in return.
How The Platforms Work for Readers & Authors
Each platform connects authors with readers looking for free or discounted books, but they differ in reach, audience, and pricing. The link will take you to the author information page for that platform.
You'll notice they're all set up to attract potential ad buyers with the tag line "Sell More Books!" and pics of smiling people. Ignore the testimonials, and search the web for reviews and advice from regular authors with experience on these sites. Remember, none of the platforms charge readers, so their income is based on getting authors to buy promos.
Bookbub is the largest and best-known. It curates daily emails featuring discounted or free books tailored to readers’ preferences.
The Fussy Librarian sends personalized emails based on genre preferences. It aims to match readers with books they may enjoy.
Freebooksy and Bargain Booksy are sister sites promoting free and discounted books respectively. They have large subscriber bases.
Book Cave uses a unique “cave points” system where readers earn points by reading and reviewing books, encouraging engagement beyond just downloads.
Paid promotion for your free or bargain books can return a wealth of downloads and will certainly stroke your author ego. Do free downloads (known as freeloads) actually translate to financial profit?
Most authors want to see a return on their hard work, and maybe earn enough for breakfast. You buy promo on speculation, without knowing if your ad will bring in customers or not. Note the testimonials on
Sites like these continue to gain popularity among readers seeking cheapies and freebies. However, as competition grows, authors are seeing less of a return on their investments.
Did I make all my money back? No. I spent $196 and earned $62.04 in direct royalties, meaning I recouped about 31% of my investment.
Still, the author above believes she got a good deal, because it gave her hope for reviews and future sales. Read the article for more info.
For readers, platforms like these provide a steady stream of curated book deals. For authors, they offer a chance to reach thousands of potential new fans quickly, as long as you can swallow the fee and accept the fact there are no guarantees.
Competition increases daily. According to recent industry estimates, 10,000 to 11,000 new books are published (uploaded or released) each day, amounting to nearly 4 million new titles every year.
This number includes both traditional publishing and the substantial wave of self-published titles, not to mention the influx of AI books, with some AI "authors" publishing 20 or more per day. All the platforms listed here accept AI books, assuming they look good, and a discount emporium is the perfect place to sell these.
A lot of freebies are never read. Voracious readers will grab what they can for free, and may never even look at the book again. Of those who read it, less than 2% are likely to leave a review, and you then hope for a good one.
Author Fees and Promotion Costs
The cost to promote a book varies widely across these platforms, often depending on the book’s price, genre, and the size of the mailing list.
Bookbub charges the highest fees, often ranging from $100 to over $4,000 per promotion. The exact rate depends on genre and book price. Also, your ad is not guaranteed to run even if you're willing to pay a lot. You have to be approved for a feature (promotion). Bookbub accepts only 20% of submissions. Often authors have to apply several times for a costly chance to give their books away.
The Fussy Librarian charges around $40 to $100 per promotion. Authors typically report positive experiences. They find it user-friendly, affordable, and effective in generating a large number of downloads, especially for free or discounted titles in romance, mystery, and cozy genres.
Freebooksy promotions cost between $30 and $245 apiece. Bargain Booksy charges are similar, with the platform focusing on discounted books rather than free ones.
Book Cave give options for multiple promotions at discounted rates. Book Cave charges $25 for a standard, week-long ebook promotion, though costs can vary based on specific promotion packages, add-ons, and genres. While some services like subscriber magnets have been offered for free, the main promotion, which includes options for free or discounted books, requires a fee.
I ran a 99-cent promo with (Book Cave) once, and I had 20 sales that day. 20 x .70 = $14 from a $30 promo. That was a better ROI than I've gotten with other services.
Some platforms require the book to be free or discounted for a minimum period before the promotion.
What Authors Can Expect to Gain
The main goal of these promotions is to increase downloads, boost visibility, and build a reader base who may buy future books. If you have a series of books, it can be lucrative to promote the first in series on sites like this. A standalone book might have plenty of downloads but fewer future sales potential.
Bookbub promotions often lead to a significant spike in downloads. Some authors report thousands of downloads in a single day. This exposure has the potential to translate into long-term sales if readers enjoy the book. However for many authors, the buck stops when the promotion ends.
The Fussy Librarian offers more modest but targeted exposure. Authors often see steady downloads and some new reviews, which help with visibility on retail sites. This platform can help build readership and collect reviews. However, some authors find that achieving long-term, high-volume sales might require a complete series rather than a standalone book.
Freebooksy and Bargain Booksy provide solid download numbers, especially for genre fiction like romance, mystery, and fantasy. These sites are popular with bargain-hunting readers.
Freebooksy (Free Books): Generally favored for generating high volume, often leading to hundreds or even over 900+ downloads (freeloads).
Bargain Booksy (Books priced at $0.99 - $2.99): Provides moderate results compared to Freebooksy, with some users reporting mixed success, citing anywhere from 30 to over 100 sales. A $2.99 book, after distributor's cut, returns $1.80 - $2.00 to the author.
Strategy: Best used for the first book in a series, enabling "KU (Kindle Unlimited) echo" effects, where readers download the free/cheap book and then buy the rest of the series.
Book Cave encourages reader engagement through reviews and ratings, which can help build a loyal fan base. Many authors report significant downloads and, when used for a series, good return on investment (ROI) due to read-through, despite some promotions being "loss-leaders".
Not every promotion guarantees success. Results vary based such aspects as book quality, genre, cover design, and timing.
"I definitely will not see even close to a return on the money I spent on the ads. It wasn't a lot, and I do not regret doing this at all. I knew going in that I wasn't going to come close to breaking even. My hope was to get more reviews and ratings, and try to get a few people to buy book two."
Is It Worth Spending Money to Offer Free or Discounted Books?
Paying to promote free or discounted books sounds like a major scam, and there are plenty of companies, sites or people who will take your money and run. However, some authors, aware they will probably not break even, may consider paying to give away books a good marketing tool and hope for sales or good reviews in the long run.
Bookbub could be worth the cost for authors with well-edited, professionally presented books in popular genres. The large audience can deliver a big boost in visibility and downloads, but the high fee means authors should be prepared for the investment.
The Fussy Librarian and Freebooksy offer affordable options for authors testing the waters. They can help build momentum without breaking the bank.
Bargain Booksy works well for authors with discounted books who want to reach bargain readers.
Book Cave is an option for authors focused on reader engagement and reviews.
Authors should set clear goals before investing: Do you want to build your email list, increase reviews, or boost sales of other books? Track results carefully to see which platforms deliver the best return on investment.
Tips for Maximizing Promotion Success
Choose the right platform for your genre and target audience.
Ensure your book cover and description are professional and compelling.
Time promotions around other marketing efforts or book launches.
Consider combining free promotions with follow-up discounts on sequels or related titles.
Collect reader emails during promotions to build your own mailing list.
Paying to promote free or discounted books on platforms like Bookbub, The Fussy Librarian, Freebooksy, Bargain Booksy, and Book Cave can be a viable option for independent authors. The key is understanding what each platform offers, the costs involved, and setting realistic expectations.
It's important to treat book marketing as a business. For authors with quality books and a clear marketing plan, these promotions can lead to increased visibility, downloads, and the possibility of long-term readers. For others, starting with more affordable sites and tracking results carefully will help decide if investing in paid promotions is the right move.
Just remember, hope is free - and everyone's entitled to it. Keep writing!
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