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Weekend Reading

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From sweet, sweet crooning to creepy text-based games to the inevitable Ebola links, here are your weekend reading (and watching, and listening!) recommendations from the Gumroad team.

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Home

Bill Murray to Sing Christmas Carols in Upcoming TV Special (Variety
And to all a good night.

Yes! HBO Without a Cable Subscription is Coming Next Year (Gizmodo)
As if you’re not on your mom’s account.

No More Monster Mash: 25 Awesome Halloween Songs You Haven’t Already Heard a Million Times (xoJane)
Tis the season!

Work & Creativity

The merchant of disease who wants six figures for Ebola.com (Washington Post
At the time of posting, possumfever.com is available. Monkeyflu.com, however, is taken.

Discovering Two Screens Aren’t Better Than One (New York Times
Umm… but what about three?

Dawn of Def Jam: Rick Rubin Returns to His NYU Dorm Room (YouTube)
“I had never met anybody so focused. He just had that do-it-yourself attitude where he knew what he wanted to do, and he was not afraid to fail.”

Variety makes you (mentally) fit (Economist)
Being bilingual puts your brain on swole. Start shredding that Duolingo.

Stuff & Things

The Uncle Who Works for Nintendo (CorrelatedContents.com)
Nostalgic. Creepy. Get your headphones ready.

How Rebounds Work (Grandland.com)
New cameras are teaching us more about where missed shots land.

An Illustrated History of Unbelievably Camouflaged Ships (io9)
Dazzle camo is BACK.

The Dutch boy mopping up a sea of plastic (BBC)
You’re currently doing your part by eating some of it as it works its way back up the chain.

Odds & Ends

CVS BANGERS VOLUME 3 (DJ Hennessy Youngman)
A killer DJ mix of jams you’d hear at CVS. The third installment!

Some Fear Ebola Outbreak Could Make Nation Turn to Science (New Yorker)
Heaven forbid.


Never Miss a New Release - the Following Tab

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Read that new book before the e-ink dries. Be the first kid on the block to hear that new album. With our new Follow feature, you’ll never miss a new release from creators you want to keep up with.

When you’re looking at a creator’s gallery, you’ll notice a Follow button. Click it to follow them.

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Creators you follow will appear in your new Following tab.

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On your Following tab, you’ll see a list of the creators you’re following. You can also go to their galleries by clicking on their names. When anyone on your list releases a new product, you’ll receive an email with a link.

To unfollow someone on your list (how could you?), click on the teal Following button.

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As always, we love getting your feedback. Please let us know what you think of this feature.

Gumroad Picks: Courses and Tutorials

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Sell Courses and Tutorials

We’re back with our monthly Gumroad Picks, and this time, we’re excited to highlight six courses and tutorials available on Gumroad. Whether you want to bake the perfect sugar cookie, build your first iPhone app, or complete a record number of pull-ups, there’s a course or tutorial on Gumroad for you.

Thinking about offering a course or tutorial yourself? Great! Here are some trends to consider.

  • Multimedia Content:Primary course content often comes in written or video form, with creators basing courses around either an ebook or a series of videos. Many creators then add all kinds of relevant content to make the course a more comprehensive experience. For example, AppCoda’s ebook is accompanied by source code, app templates in PSD, screencasts, icons, a companion book, access to email support, and more. Nathan Barry and the 12 Minute Athlete both offer similar bundles of multimedia course content.
  • Delivery Methods: Most creators choose to make all course content available immediately, delivering an entire course’s worth of lessons and bonus materials in a single bundle. This allows students to cover material at their own pace. Students who buy courses from AppCoda, Alison Faulkner, Nathan Barry, and the 12 Minute Athlete get access to course content immediately. On the other hand, Will Burrard-Lucas’s lessons are delivered over time as a series of emails. Dripping out course content can be a useful strategy when a student’s success is heavily dependent on completing specific lessons and exercises in order. Want to deliver your course as a single bundle? Learn about creating multi-file products on Gumroad. Think dripping content out over time is a better fit for your course? Trigger email sequences with Drip or use our Zapier integration to send customer email addresses to email applications like MailChimp.
  • Tiered Packages: AppCoda and Nathan Barry offer their courses in multiple packages:  a starter package and a complete package. They both charge more for the complete packages, which include additional resources relative to the starter packages. Students can therefore pick a version of either course based on their budgets and how much value they want to get out of the course. While some students may just want the basics, others will want additional resources.

Now check out our suggestions and you’ll be on your way to mastering a new skill in no time.

Beginning iOS 8 Programming with Swift 
AppCoda 

Learn how to build a real app—from scratch to App Store! iOS programming community AppCoda’s teaching approach is based on practical learning with an emphasis on hands-on exercises and projects. Beginning iOS 8 Programming with Swift includes a 400 page ebook, source code, app templates in PSD, a set of app icons, and premium email support. In the next couple months, students can also look forward to a series of step-by-step screencasts, an intermediate companion book, and exclusive bonus chapters.

Sell Courses and Tutorials

Alison’s Cookie Party 
The Alison Show (Alison Faulkner)

Have you ever wanted to bake and decorate the perfect sugar cookie? Blogger and YouTube star Alison Faulkner has mastered the art of sugar cookies. Just take a peek at her Instagram account for some impressively decorated treats. Luckily, for those of us less handy with the royal icing, Alison has decided to share her methods in her brand new course. Alison’s Cookie Party. Available starting tomorrow, the course includes over an hour of video instruction, a 30-page ebook, recipes, and direct links to supplies. Plus, Alison is offering $10 off to anyone who pre-orders the course before it launches.

Sell Courses and Tutorials

Marketing for Photographers 
RAW Exposure

Professional wildlife photographer Will Burrard-Lucas created RAW Exposure to help photographers build their businesses and monetize their work. In Marketing for Photographers, Will teaches students how to set up a comprehensive marketing strategy. The 40-lesson course, delivered in a series of emails, covers the ins and outs of newsletters, websites, and social media channels.

Sell Courses and Tutorials

Photoshop for Web Design 
Nathan Barry

Learn the Photoshop skills you need to improve your software design. Built around a series of videos, Photoshop for Web Design also includes exercises, case studies, and PSD files, all geared towards teaching you the skills that interface designers use every day. Rather than learning how to remove red eye or crop a photo, you’ll learn about paths and layer styles. By focusing on the Photoshop skills that are most valuable for web design, Nathan believes you’ll learn faster, leaving you more time to create!

Sell Courses and Tutorials

Pull Up Mastery 
12 Minute Athlete

Have you always wanted to do a pull up but thought reaching this goal was impossible? Now’s the time to take on the challenge. If you can commit to training two or three times a week for 10 weeks, Pull Up Mastery will have you cranking out pull ups like it’s nothing (or at least completing your first pull up). This course includes 10 weeks of programming, detailed instructional videos, a printable guide, email support, and more.

Sell Courses and Tutorials

Environment for Video Games 
Maciej Kuciara

Create environment illustration for video games with Maciej Kuciara’s series of video tutorials. Maciej has released five related tutorials that can be watched together or consumed individually: Intro to Composition 1, Intro to Composition 2, Color and Light, Blockmesh to Concept Sketch, and Production Illustration. Buy all of the tutorials and watch them in order, or pick the one most relevant to what you’re hoping to learn. You’ll also get PSD and JPG files, as well as some of the Photoshop brushes used in Maciej’s illustrations.

Sell Courses and Tutorials


Want to talk strategy for selling your course or tutorial directly to your audience? Email us and tell us more about what you’re working on.

GumroWhen compiling the Gumroad Picks lists, we look for creators who have had recent launches, lots of sales, or success using Gumroad in an exciting way. From there, we hand-pick creators whose work is especially innovative or creative. We hope to see you on this list in the future!

Introducing the Gumroad Resource Center

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It’s never been easier to sell your creations online, but we know that there’s more to being successful at it than just having the right tools. Crafting the perfect sales copy, launch plan, and pricing strategy can be incredibly tricky. There’s an art to doing them well.

That’s why we’re pleased to announce the launch of the Gumroad Resource Center, a hub for learning about building your audience and selling your products. We’ve learned a lot over the past several years, both from talking to our community and from the data we’ve collected by conducting millions of transactions, and we’re excited to share these best practices with you.

While we’ll always continue to post helpful information on our blog, the Resource Center will be a more organized collection of our case studies, guides, and guest lectures. It will allow you to easily find the information that’s relevant to you so you can get back to creating.

In it you’ll find:

  • Case studies on successful creators detailing their exact launch plans, promotional strategies, and more.

  • Guides on building your audience, including conducting audience research.

  • Guides on selling your product, including pricing, launching, and optimizing your product page.

This is just the beginning. We’ll be adding new resources all the time, including some exciting upcoming guest lectures.

So head over to the Resource Center, then let us know what you think!

Weekend Reading

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From hair in your latte to mannequins on a plane, here are your weekend reading (and watching, and listening!) recommendations from the Gumroad team.

Life & Leisure

Modern Curses (The Nib
May your videos buffer for ten thousand years!

Inside America’s First Cat Café (Fast Company)
Words cannot espresso how excited Iams about this. Meow bad. Kitten be purrvented. I’m under a latté pressure.

Full Transcript: Monica Lewinsky Speaks Out On Ending Online Abuse (Forbes)
A decade-long silence is broken for a captivated audience at the 30 Under 30 Summit in Philadelphia

Work & Creativity

Isaac Asimov Asks, “How Do People Get New Ideas?” (Technology Review
An unpublished essay rediscovered 55 years later. Timeless.

Why Instagram Worked (Backchannel
A cofounder looks back at how a stalled project turned into a historic success.

Fixed vs. Growth: The Two Basic Mindsets That Shape Our Lives (Brain Pickings)
How to fine-tune the internal monologue that scores every aspect of our lives, from leadership to love.

Marc Andreessen on Why Optimism Is Always the Safest Bet (New York Magazine)
Everything is awesome.

Stuff & Things

Virgin America Made a Bizarre, Boring, Six-Hour Ad About One Horrible Flight (Slate)
If you watch this entire thing… Wow. Skip around though!

Research shows that Portal 2 is better for you than ‘Brain training’ software (io9)
Now you’re thinking with Portals.

Odds & Ends

Plants Respond to Leaf Vibrations Caused by Insects’ Chewing, MU Study Finds (University of Missouri)
Never eat anything that casts a shadow.

The Fifty Funniest Puns in the History of Puns (Distractify)
Okay, this blog post needs to settle down. It’s full of hyperlinks.

Universal Offers

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One offer to discount them all. One URL to find them. Today we’re happy to announce universal offers. Now when you create a dollar or percentage-based offer, you’ll have the option to make it apply to all of your products. Have a holiday sale. Bring a boost to a slow period.

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You’ll be told automatically if the universal offer you’ve made conflicts with Gumroad’s 99-cent minimum (for non-$0+ products). So if one of your products costs $1, you won’t be able to have a universal offer code unless it’s for $1 off or 100% off. Wait, you’re giving away all of your stuff for free?

After you save your changes, the offer is ready to be shared. You’ve got two options. To post links that contain the discount, click Share next to the name of the offer to copy the URL to your clipboard. Then paste the URL in social channels, your newsletter, or anywhere you want the offer to be found. The other option is to give people an offer code to enter when checking out. To do that, make sure that you have Add offer field to purchase form checked in your offers tab (see above). The latter is the way to go for bundle buy and shopping from your gallery.

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Universal offer codes will appear in the list for each of your products in the offers tab. You’ll know a universal offer by the compass icon next to the name.

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Your feedback brought this feature to life. Let us know what you think, and keep your suggestions coming.

Making Art People Care About

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When you sit down to work (or stand and sling in a Pollock-esque frenzy), are you thinking about your audience

Are you trying to make them laugh? Trying to make them think? Are you trying to make yourself laugh? Are you solving problems for yourself and expanding from there?

And, dang it, what’s the reward for the early mornings and long nights, the ink-stained fingers, the hunched back?


Marc Johns is an artist who aims “to say as much as possible with as few elements as possible.” Marc believes in telling a story from your own experience within your work to connect with others. And even more importantly, to approach art as an act of giving.

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Tweet this Quote

Ryan North, creator of Dinosaur Comics and author To Be or Not To Be: That is the Adventure, is out for laughs. When asked about how he works, he replied, “I write alone, because I’m writing to make MYSELF laugh, and it’s embarrassing to get caught laughing at your own jokes.” And that a little bit of luck and honesty goes a long way to bring others on board.

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For Laura Knetzger, creator of Bug Boys and other amazing work for the botany and entomology enthusiast, it’s all about being sincere, concise and direct. She added that if artists want to create work that people care about, they should visualize themselves releasing something that will improve the world while they work.

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Jeremy Goldberg's design and iconography marries clean style with function. When the work you're doing is specifically for a user's experience as they navigate through a site or their computer, Jeremy says, “If you're not designing for people, you're not designing.” You've got to care about their point of view.

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When Phil McAndrew is drawing for himself, he just tries to have fun and make himself laugh. But as a full-time freelance illustrator/cartoonist, he says, “A lot of the stuff I draw is stuff that I wouldn’t draw if someone weren’t paying me to draw it. I enjoy the challenge of that, and I always try to make those projects fun for myself and interesting for the people that will end up seeing them.” And whether it’s a personal or paid project, what’s the reward?

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Ryan North shares the sentiment. “The biggest reward of creating any art is someone telling you how it made their life better. Best feeling in the world!”

So what’s your motivation? To spread joy, to solve problems in an impactful way, or to tell your story? Is it to share an experience others can identify with, or is it to get out those darn psychic splinters?


It’s our mission to help you share your work, whether it’s a book, a comic, a film, an album, some software, or otherwise. Check out the new Learn tab on our home page to get access to our Help Center and Resource Center, and always feel free to reach out with any questions or feedback.

Weekend Reading - Halloween

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From world building to Ouija boards to what your tombstone will say, here are your Halloweekend reading recommendations from the Gumroad team.

Life & Leisure

Moleskin Doodles (Sketchy Stories
Amazing, intricate doodles in pocket Moleskin notebooks.

A Gorgeous Film About a Magician Who Builds Solar Systems (io9)
The Rosetta comet mission and beyond.

Work & Creativity

Tim Cook Speaks Up (BloombergBusinessweek
When helping others trumps personal privacy. Go Tim!

You Can Have an Easy Life or an Awesome One. Choose Wisely (99U)
What do you want your tombstone to say? Apparently you don’t get to choose that.

6 Creatives Who Prove You Can Hold a Day Job and Still Make Awesome Art (Aol Jobs)
Bit of a counter-point to the above for the artists out there.

Making Art People Care About (Gumroad blog)
Insights from five artists and designers.

Stuff & Things

Starbucks will begin delivering coffee next year (The Verge)
"Coffee delivery for Glumrod. Glumrod."

The Metropolitan Museum of Art Released More than 400,000 Images Online (MetMuseum.org
Download to your heart’s (non-commercial use) content.

Ghosts in the Machines: The Devices and Daring Mediums That Spoke for the Dead (Collectors Weekly
A haunting collection of spirit trumpets, ghost photography, planchettes, and, of course, Ouija boards.

Odds & Ends

At Penn, students can get credit for ‘Wasting Time on the Internet’ (Washington Post)
Waiting for my honorary doctorate.

8 Urban Legends You Were Right to Believe (Refinery29)
Happy Halloweeeeeeeen!

A 100% Awesome, 100% Thorough Guide to NaNoWriMo 2013 (to be updated when this year’s launches) (NaNoWriMo.org)
ARE YOU READY? Our coverage begins Monday as we follow a handful of writers on their month-long journey


National Novel Writing Month - The Beginning

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Your assignment, by numbers: 1 novel, 50,000 words, 30 days.

National Novel Writing Month (hereafter referred to by the more common NaNoWriMo) is a challenge to hammer out the first draft of a novel in the month of November.

NaNoWriMo was started in 1999 by Chris Baty (who we’ll be talking to next week). That year, there were 21 participants. Last year there were 310,095 registered participants. There’s no telling how many actually participated (over half of the people I know participating this year aren’t registered on the site), but the mass appeal is undeniable.

It’s a learning experience. Hey, writers gotta write. Even if you are too humiliated to share your completed 50k word draft, it’s impossible to not be a better writer on the other side of it.

And there’s the social element. Writing is generally a very solitary experience, but NaNoWriMo pulls the writer out of the cave. On the site, there are check-ins and write-ins and forums. Learning together and helping each other.

This month, we’ll be following the progress of some participants. The excited beginnings, the doubts, the (hopeful) wins (note: to successfully complete the challenge is “winning”). We’ll also be talking with professionals and insiders. First, let’s meet our participants.


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Sabrina Ricci is a writer and ebook developer. She’s a former publishing insider, working for the likes of Simon & Schuster, Random House, and NBC Publishing before taking her skills and knowledge to indie writers. She’s also obsessed with dinosaurs. Sabrina writes and writes about writing for a living, so barring a visit from a friend of the Chicxulub asteroid, she’ll definitely succeed in NaNo this year.

Tell me about your writing background.

I’ve been writing since I was a kid (I know, all writers say that), but I didn’t start seriously writing until college. I was inspired by the journalistic style of Gabriel Garcia Marquez’s “Chronicle of a Death Foretold” and started writing essays and short stories. Then after college I moved to New York to get into the book publishing industry. I mostly made ebooks but got exposed to some wonderful writers and new genres. And it was inspiring being in that city and seeing firsthand how digital publishing is changing the industry. In 2012 I self-published my first book, “The 13th Cycle.” It’s a novella about the end of the world and the Maya calendar, and I got it out just before the Maya calendar end date (December 21, 2012). Since then I’ve self-published a couple other books, written a bunch of articles and blog posts, and now the plan is to work on a book series.

You’ve done NaNoWriMo before. How did it go?

Great, and terrible. I had no outline or plan when I wrote my story, and the end result will never be polished enough to share with other people. But, I did write 50,000 words in a month. I had never written anything that long before, and it felt like a big accomplishment just knowing that I could write a novel-length work.

What do you think will be the biggest challenge this time?

Good question. The last NaNo I did I had a tendency to write excessive dialogue or unrelated scenes to make my word count. Since I plan on actually publishing this book, my challenge will be to only write scenes that move the story forward.

Tell me a little bit about the book you’re going to write.

So, this book will be the first in a series about dinosaurs. My plan is to make it Game of Thrones-esque, but all the characters are dinosaurs in the late Jurassic era (my favorite dinosaur is Apatosaurus, so everything will revolve around that). The goal is to get this book, and hopefully a second one, out before the premiere of the movie Jurassic World next June. My husband and I are huge dino geeks, and we’ve got a website and are also soon launching a dinosaur podcast.


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Lindsay Brunner was raised by an English teacher mom and speech teacher dad. She majored in English and since graduating has worked in sales and marketing, “using language to persuade and educate, and I’m having the time of my life!” So she’s got this.

Have you done NaNoWriMo before?

I’ve legitimately committed to NaNo [or Camp NaNo] five times since 2009, and won three. My first win was my first year, with the novel idea that had been in my head for over a decade. 

So hey… nervous?

I’m not nervous, but… I’m never nervous… More just hoping I really can make the time in my schedule to get this done.

If my goal one day is to be an author, I need to prioritize making time to write for me, not just for my clients.

Tell me a little bit about the book you’re going to write.

There are two ways to come at a NaNoWriMo, you can plan it, or pants it… Typically I’ve been a planner, but this year I’m determined to shake things up and 100% pants it. No outlines, no characters already forming in my head… I’m very consciously not thinking much about it, until Friday night when my alarm goes off and I dive in. I can’t tell you what I’m going to write about, because I don’t know yet. I have created a super geeky working title for this project… I’m kind of wondering if anyone will get it without having to google!

Are you active on the forums at all?

I am active on the forums, sort of. I volunteer for a cloud-based web app called Yarny doing some social media and marketing stuff, and I typically spend my time on the Yarny threads, or in my regional forums checking on write in times and locations. I’d love to meet more wrimos though, so come find me at JennaWolf412 and let’s buddy up!


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Barrington Lloyd is on his fourth year of NaNoWriMo. This year he’s one of the Municipal Liaisons for the Bay area. MLs are volunteer coordinators who moderate regional lounges of the forums (and other individual forums), send out pep talks and emails, coordinate write-ins, and do other tasks to encourage wrimos during the month. The leadership role that Barrington has taken on will surely give him the inspirado he needs to meet his goal this month.

Tell me about your writing background.

Most of my writing has been academic; I studied Spanish in undergrad, and Persian in grad school. I have written both prose and poetry in both, though I probably wouldn’t share it! Outside of that, I have written mostly for NaNo in the last few years.

I finished in 2011 and 2013, and participated in 2012 for NaNoWriMo. It’s really fun! The first year was the easiest, but every year after that it gets harder to tamp down the inner editor while writing.

What do you see as your biggest challenge?

The biggest challenge will be getting words in every day. I travel for work a lot, so finding the time to write between meetings, flights, and new hotels will be the greatest hurdle this year.

Tell me about the book you’re writing this month.

I did literally no planning before I started writing this year (like the first year too, and that turned out great!) so I can tell you that my protagonist is a detective in a special agency, and he smokes Lucky Strike cigarettes. That’s about all I have right now.

So you’re an ML. What kind of events will you be doing?

I will be leading weekly write-ins, probably on Saturdays and/or Sundays. I will be holding a few during the week as well as we get into the Week 2 slump, because I know I wish I’d gone to some in past years.


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Olga Suvorova likes to challenge herself. She’s the type of person who, no matter where she is, is always in her favorite place with her favorite people She was excited about the spirit of NaNoWriMo and is taking a slightly different approach with the challenge. Yes, Olga is what is known in the wrimo community as a rebel.

Tell me about your writing background.

I’ve been trying to make story telling a beautiful routine of mine by writing a blog but I failed (miserably!). I didn’t manage to commit fully and make it a regular thing (like brushing your teeth every morning). There was always something: travel, lack of inspiration, creative coma, blah-blah-blah. Over years my blog turned into this weird state of mind suffering from amnesia: random posts, disturbed memories, awkward radio silence.

Some people believe in karma, others in long walks on the beach. I believe in stories—heartfelt, true, funny, scary, surprising, ridiculous.

Every day I have a story (or two, or more) to tell. I’m not a copywriter, or editor, or novelist, or anyone who could be considered a “professional” writer (though how would you define “professional”… scary word). I just love telling stories - about people and things that excite me, make me wonder, get me thinking. And that’s what writing has been for me.

I obviously needed NaNoWriMo. I haven’t done it before, I only heard about it this year and fell in love with an idea. I believe that these type of initiatives are probably the best push to get going and creative juices flowing (at least for people like me). Yes, I’ve officially prescribed NaNoWriMo to myself as a cure against procrastination, laziness, lack of commitment.

You’re going about this a little bit differently. Not a 50k novel exactly. What’s your plan?

I thought I’d better start small but just not stop. So I’ll be writing stories, short stories. Every single day of November. By the end of November I aim to have a little collection of short stories about people and experiences that move me. Quite a novel idea, right?


If you’re a wrimo this year, we wish you the best of luck. And if you want to jump in this year, you’re only a few days behind. Just a little more pressure on the pressure cooker. Stay tuned for tips, encouragement, and updates from our group.

Join Us: Invites from Gumroad

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As we grow and build Gumroad, our focus is always on our community. No, seriously. That’s not just a thing to say. Without you, we’re just twenty people… typing. So when it comes to what features we implement and what problems we solve, it’s important for us to have as much insight and understanding as we can.

That’s where you come in.

With our new Invites feature, you can help your network of friends and followers get that project out that’s been bouncing around in their brains. As we say on the Invites page, today’s consumer can be today’s creator. We know that a great number of you who are selling with Gumroad first discovered the platform when making a purchase. In fact, in a single day, I bought something on Gumroad, listed and sold my first product, and then applied to join the team.

But we love data. We love it. Knowing more about where new creators are coming from gives us a greater understanding of our growing community. As the ancient proverb goes:

Tell me and I’ll forget.
Show me and I’ll remember.
Put it on a bar graph and I’ll clap and squeal like a mechanical monkey.

So, when you’re logged in, you’ll see a new Invites tab in your settings.

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You can invite people to join you on Gumroad in two ways. First, you can enter individual email addresses. They’ll received a personalized email, and you’ll see a list of those you’ve invited. The second way to invite people to Gumroad is to share the link to your invite page directly. On the right side of the frame, you can copy the URL, tweet, or post to Facebook.

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Thanks for being a part of Gumroad.


Like we always say, we love hearing your feedback. Let us know what you think of this feature and if you have any questions.

Weekend Reading - The Third Link Will BLOW YOU AWAY!

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From clickbait to quests to recovering your religion, here are your weekend reading recommendations from the Gumroad team.

Life & Leisure

Are you reflected in the new Congress? (The Guardian)
Find yourself.

Why Ghandi is Such an A**hole in Civilization (Kinja)
Born this way.

Why Buzzfeed Doesn’t Do Clickbait (Buzzfeed
Over promise, under deliver. Not the best way to do things.

Work & Creativity

Finding & Pursuing Your Quest: An Interview with Chris Guillebeau (Gumroad
Footage from our recent Creators Studio event.

Work It Harder Make It Better Do It Faster Makes Us Stronger (Matter)
Spend the next few weeks optimizing your productivity.

#AlexFromTarget: The Power of Fangirls (LinkedIn)
Everything is a lie. Nothing is real.

Stuff & Things

Apple surrenders top tablet satisfaction spot to Amazon (Computer World)
Probably already out of date. “Everything just moves so fast now,” said a dad.

Women Rise in Science Fiction (Again) (The Atlantic
"Oh, hello, we’ve been here the whole time," they replied.

Odds & Ends

Recovering My Religion (Major Scaled)
"Losing My Religion" digitally reworked with a major scale. Almost peppy! This is a great rabbit hole to fall down for a few hours.

Too Many Cooks (Adult Swim)
Take eleven and a half minutes this weekend and melt your brain.

Cracking the Code: The Secrets of Guitar Shredding

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Troy Grady sacrificed a lot of Friday nights out in his formative years to give us all a gift. He and his team have unlocked and made available the deepest subconscious secrets of guitar shredding. In their groundbreaking Cracking the Code series, now in its second season, previously unknown virtuoso guitar picking techniques are broken down and dispensed thanks in no small part to 21st century tools like slow-motion recording and playback, smartphones, 3D printing, and streaming video. And the most masterful part of all? It’s all packaged like the epic quest that it is.

If you’ve got something to teach, know this: tutorials don’t have to be stiff and simple. Tutorials… can shred.

I talked to Troy Grady about the series, and I can only imagine that he typed his responses back on a Commodore 64 while eating Chef Boyardee straight from the can. Maybe that’s because it’s easy to get swept up in the nostalgic visuals and feel of the ongoing saga.

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When it comes to tutorials, the go-to is a single shot screencast. Cracking the Code couldn’t be more of the opposite approach. Insane production, story arcs, archival footage, animation, rich soundscapes. Was it always the intention of producing something so… lush?

Thanks!  It’s true, we do like to deliver a little Cecil B. DeMille with your C.C. DeVille. Partly this is the natural result of three or so years of sequestered development and constant refinement, during which time the whole look and feel of the show gradually began to orbit the barycenter of our various pop culture idiosyncrasies. But there’s a practical side. We dwell a lot more on the mysteries of guitar technique than any traditional guitar instructional video. And this is because the central premise of Cracking the Code is somewhat preposterous: that the world’s elite players enable their extraordinary abilities with an array of powerful techniques that they’re not consciously aware they’re using. Of course, we could have simply come out and said this. But we thought that if we gave you a story to follow along with—an archetypal, everyman kind of story—we might be able to go one better and make you feel it. And based on the fan emails we’ve received, apparently this feeling that there’s something else out there—some secret sauce that separates the greats from the rest of us—is a widely shared if tacit suspicion among guitar players. If so, we’re thrilled to be able to tap into something universal.  It’s all very blue pill / red pill.

I’ve played guitar since I was fifteen, but I’ve never put any effort toward being any sort of shredder. That said, I’ve watched every single episode of Cracking the Code because it’s so entertaining. It’s a mystery, a thriller, an adventure. It’s a quest. Yeah, there’s no question here.

No shredding means you had a social life in your formative years. One that possibly involved beer, parties, and illegal drag racing. Continue this path. Save yourself, while there’s still time!

Tell me about the bedroom set. Troy, how close is it to your actual teen room?

The David Lee Roth banner and Star Wars Sheets are actually real. So is the Atari. My Mom saved them all. In the mid ’80s, Dave’s hypnotic gaze from on high warded off women for a least a quarter mile in all directions. Please reference my answer to the previous question for ways in which you may avoid this fate.

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There have been guitar videos for decades. But nobody has deconstructed technique like this before. Are the Yngwies and the Eddies actually trying to keep their secrets from the world even as they teach, or is that essentially like asking a bird how it flies?

Believe it or not, I’m pretty sure they are being straight with us. This was a surprise, because in the ’80s, the technical arms race was highly competitive. Eddie reputedly played with his back to the audience in the club days to guard the secret of his tapping. I’ve since interviewed a number of players at this level, and I was expecting at least some reticence when it came to how the rabbit was pulled from the hat. But none of them were the least bit guarded or defensive about their playing. And considering they knew I’d be placing a high-speed camera a few inches from their hands, there’d be nowhere to hide even if they were.

I have a friend who’s a neuroscience researcher and also a big sports fan, and he always mentions how unusual it is that in music, we seem to expect that the best players possess a type of physical omniscience that we would never presume of even the world’s best athletes. In fact, in sports, it’s often the opposite. We have no problem imagining that Mariano Rivera doesn’t actually know how he throws the cut fastball (as he has actually stated in interviews), or that Larry Byrd had some ineffable radar-like ability to find the basket from center court. In fact, Paragon Sports actually used to have a driving range in their Manhattan store equipped with a high-speed camera rig. You could grab a club off the rack, hit a few balls into the net, and watch yourself in slow-motion playback. It was pretty cool. And it probably sold clubs, because even casual golfers are used to the idea that it’s difficult to understand your own technique.

When these types of tools are given out, entire communities can elevate. There’s an infant in Minnesota right now who will be twice the guitar player that anyone currently is. That or she’ll run a three minute mile someday. All that to say—what’s the speed limit on advanced picking? How creative and how fast and how accurate can it get?

Interestingly, it turns out the speed isn’t really the problem. Most guitarists can already move their hands plenty fast to be impressive players. The hurdle is that they can’t do so without mistakes. So it’s really accuracy that’s the hurdle. And it’s mainly that we have tended to conflate these two issues in a kind of caveman-like generality—”slow bad, fast good”—that has created decades of confusion for players. Finally pulling them apart leads to a host of amazing answers to problems in hand synchronization, and switching from one string to another, that we didn’t know existed. These are the problems we spend the most of our time on in the show, rather than speed itself.

So to get back to your original question, how fast can we move our hands? I don’t know! But investigated properly, it’s likely more of a physiological question involving fast-twitch muscle fibers, synapses, and Mountain Dew.

You’re a few episodes in to Season 2. How has the response been so far?

Everything kicked into high gear when we released the first episode of Season 2. I think we did ten thousand views in the first week. We’ve since released Episode 2 and that’s already up to twenty thousand views in a week and a half. Season 1 was the origin story—setting up the basic technical problems faced by all guitarists, and situating them culturally and historically, so viewers understand why attaining these skills was a part of your life’s journey more so than just a hobby. Season 2 is the part of the story when we start to make breakthroughs. The material becomes overtly more technical in nature, although we’ll never abandon the narrative vehicle since it’s really the best way to organize the concepts in a nice linear fashion.

We knew that Season 2 would be powerful for dedicated players. But in a David After Dentist world, we weren’t sure how that would translate in terms of popularity. Thankfully, I’m always happy to discover I’ve underestimated us.

There’s also a new seminar series called “Masters in Mechanics”. What’s different about this series?

The show is broad, and the seminars are deep. The show will touch on many players and topics over the course of Season 2, and offer a couple emblematic examples in each instance. But in the “Inside the Volcano” seminar, as an example, we spend two and half hours on what is essentially the story of a single episode of the show. We outline the basic breakthroughs of that episode, use that time to extrapolate numerous additional examples. We also cover topics not addressed in the show at all, like Yngwie’s rotational forearm picking mechanic. We do these via Google Hangouts and I have to say it’s pretty cool to be hosting what is essentially a virtual classroom that spans continents and time zones. It’s also cool to teach people who really want to learn. And it’s honestly a privilege to teach this stuff. It’s not every day you can say your syllabus contains subjects that have quite possibly never been taught before.

So speaking of teaching and getting deeply into the details, let’s talk about the camera mount.

The modern smartphone is the best guitar camera ever made. It’s tiny and flat. It’s got a built-in battery so it needs no cables. It’s got nearly limitless built-in storage and records forever. It’s got built-in lighting, and a built-in display for viewing playback. And of course the new slow-motion capabilities that debuted with the iPhone 5S are really unbelievable. You can now use your phone to record video at speeds that weren’t even possible on anything less than specialized scientific equipment as little as ten years ago. And the iPhone 6 has upped the ante to 240 frames per second. In HD, no less.

The guitar mount we’ve designed aims to be the simplest and best way to attach these incredible cameras to your guitar. Just snap it on, drop in your phone, and you’re automatically set up with the ideal framing for analyzing playing technique without straddling tripods or adjusting lights. I had only ever used the original scientific camera rig on myself a handful of times, but I use this thing almost every day. When you’re trying to capture lightning in a bottle during a practice session, simplicity makes the difference between capturing what you’re doing, when you’re doing it, or simply not using it all.

When are they going to be available?

Soon! We’re about to launch the Kickstarter. Brendan, on our team, has been investigating injection molding processes and calling factories, which frankly I didn’t even know were places you could just call up. And it has been an education in just how those disposable razors got on the rack at CVS. I saw George Washington’s actual uniform in the Smithsonian once, and it looked like a Halloween costume assembled by elementary school kids. But the manufacturing capability available to even the most pedestrian household item nowadays is really extraordinary. Our 3D-printed prototypes already work pretty well. But if we can bring a mass-market level of polish and precision to the final product, we’re really excited to do it.


You can get your season pass for Season 2 of Cracking the code here. In addition to all of the episodes, your pass includes downloadable course materials exclusively for season pass holders including slow motion footage, tablature, performance notes, and soundtrack packs. Happy shredding.

Gumroad Picks: Food and Cooking

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Sell Cookbooks

It’s November and we’re back with another round of Gumroad Picks! As Thanksgiving approaches, we figured it would be appropriate to highlight some of the food and cooking-related content on Gumroad.

Food and cooking bloggers (and food Instagrammers!) are in a particularly good place to package and sell related content. These products might grow out of posts that were especially popular or address questions that repeatedly come up via email or comments sections.

The five creators behind today’s Gumroad Picks are all avid bloggers with extremely appetizing Instagram feeds. Here are some of the trends we’ve picked up on, based on these creators’ packaged content.

Now get ready to mix things up at the dinner table and in the kitchen with these five food and cooking products, all available on Gumroad.

Sell Cookbooks

Sweet Paul Magazine - Fall 2014 
Sweet Paul 

Sweet Paul Magazine, created by Paul Lowe and a host of contributors, features seasonal recipes, interviews with culinary professionals, crafting ideas, and more. Quarterly issues can be purchased individually or downloaded as part of an annual digital subscription.

Over 150 pages in length, the Fall 2014 issue includes dozens of delicious recipes, such as: 

  • Cardamom waffle cake with fall berries and maple syrup 
  • Jerusalem artichoke soup with pan fried cod and herb salad 
  • Cuban-style hamburgers with shoestring fries

Sell Cookbooks

Breakfast Criminals Ebook: The Life Changing Power of Superfood Breakfasts
Ksenia Avdulova

The Breakfast Criminals movement was started to inspire people to eat healthy superfood breakfasts. This ebook contains everything you need to know to turn açaí, quinoa, chia seeds, and other foods into delicious breakfasts. The book features dozens of recipes, plus advice from nutritionists and wellness coaches. You’ll also learn how to make your own almond milk and granola.

Supercharge your morning routine with breakfast recipes including:

  • Coconut papaya oat smoothie
  • Decadent macadamia açaí bowl
  • Quinoa porridge with avocado and nectarine

Sell Cookbooks

The Breakfast Taco Book
Hilah Johnson

Take an in-depth look at a Texas favorite with Hilah’s comprehensive guide to all things breakfast taco. More than just recipes, the book contains a detailed definition of the breakfast taco (hint: breakfast tacos and breakfast burritos are not the same thing), an exploration of the breakfast taco’s origins and illustrious history, and recommendations for the best breakfast tacos money can buy in and around Austin, Texas.

The book includes recipes for essential breakfast taco ingredients, such as corn and flour tortillas, four different types of salsa, scrambled eggs, and chorizo. You’ll also learn how to combine these ingredients into breakfast taco classics, including:

  • Green eggs and ham tacos
  • Sweet potato and black bean tacos
  • Meaty paradise tacos

Sell Cookbook

That Clean Life: The Fresh Start Challenge
Abigail Keeso

This cleanse is designed to help you eat clean by fueling your body with whole foods, avoiding processed foods, eliminating sugar, and cooking your own meals. This guide (one of 7 currently offered by That Clean Life) contains a 6-day meal plan, recipes, and an itemized grocery list.

Start your clean eating journey off on the right foot with wholesome recipes, including:

  • Roasted sweet potato and beet salad
  • Banana coconut protein bars
  • Leek, sweet potato, and feta flatbread

Sell Cookbook

Vegan Cooking at Home: Plant-Based Living Made Easy
The Vegan Project

The Vegan Project was created to inspire the world to explore veganism through food, fitness, and fashion. This cookbook contains everything you need to kickstart your vegan journey, including 15 recipes, a shopping list, and a 7-day meal plan.

Make healthy, vegan meals such as:

  • Curried tofu salad
  • Blueberry almond granola
  • Gluten-free buckwheat crepes

Thinking about selling a cookbook or magazine? Wondering how to turn food-related content into a product? Email us with details and we can talk strategy.

When compiling Gumroad Picks lists, we look for creators who have had recent launches, lots of sales, or success using Gumroad in an exciting way. From there, we hand-pick creators whose work is especially innovative or creative. We hope to see you on this list in the future!

The Wall

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The wall. The ominous, in-your-face barrier to moving forward. It comes for us all: writers, designers, coders, musicians. On the other side is, well, the next step. Gosh, I wonder what that looks like.

We’re halfway through National Novel Writing Month, and thousands of participants are likely hitting the wall. And the wall can come in a few forms. The I’m-totally-stuck wall. The this-is-garbage-I-should-burn-it wall. The this-was-fun-for-a-while-but-TV-is-pretty-great-right-now wall. So how do you get over/around/through your wall?

For answers, I talked to Audrey Redpath from Clever Help. Clever Help is a community of writers for writers, and, well, I’ll just let Audrey take it from here. And after that, we’ll check in with the writers we’re following this month.


Audrey, tell me about Cleverhelp.org - who ARE you people? What do you do?

Clever is a writing community run by me, Audrey Redpath, with the help and contribution of other young writers. We connect aspiring writers to working ones through resources, and try to help bridge that gap for our readers mentally. The difference between a published author and a really passionate fanfic writer or even an online roleplayer isn’t that great! Sometimes people just need to be reminded of that.

We’re halfway through November, and a lot of WriMos might be hitting that wall. The words are fighting back. How can one push through?

Keep yourself on the schedule you set. Make sure you have some version of a don’t break the chain calendar tracking system set up prominently in your workspace, and check it off during your writing times. When you don’t reach your goal for a day, you don’t get to mark it down. Shame yourself a little bit subconsciously, and you’ll want to do well.

If you can find the time before you write to exercise, do it. Block out thirty minutes to walk or run through some sun salutations, and you’ll be better for it.

Small measures of exercise like this before writing can both increase productivity and push your mind into an imaginative, planning state that is really helpful when you sit down and get to work. Since you may not have been doing this for the first half of the challenge, switching up your routine like this can make the whole ordeal feel refreshed and new — and if you’re writing for a few hours everyday, try a shower in the middle. Use any excuse to incorporate things that make you think about your story, or inspire you to write and write a lot.

How do you keep the inner critic at bay when on a marathon writing project like National Novel Writing Month?

Catch ‘em by surprise. If you throw yourself headlong into your story by forcing yourself to start writing in the middle of an action scene, you won’t have the time to criticize your work. When you stop writing for the day, don’t let yourself read your work until you’re about to start writing the next day. By doing this you make yourself antsy to get back to your writing and find the faults in your story, and you can use that built up energy (and your desire to ‘fix’ the direction of your project) to power through the word counts again. Rinse and repeat.

Got any second half of NaNoWriMo tips?

  1. Remember NaNo is an exercise. It’s not to finish a novel, and it’s not mandatory. I know a lot of writers, especially ones unaccustomed to deadlines and large word counts, can spiral during November. Don’t let this project be a source of anxiety for you; if you find yourself flagging or unhappy writing every day, decrease your word count to a couple hundred. You don’t need to finish the month off and “win” to have succeeded for yourself this month.

  2. If you haven’t yet, engage with the community in NaNo’s forums or check out one of their local events! Whether you’re flagging behind or are way ahead of your quotas, talking to other writers who are working on the same thing can be motivating and you’re liable to make a couple of friends along the way.  

  3. Having trouble naming new characters as they pop in and out of your story? No problem. Grab a random tv show or movie and Dr. Frankenstein the first name of your favorite character with the last name of your least favorite and then keep going.

So there’s the other type of wall. What should one do if they’re deeeeep in a project and they have an oh-this-is-garbage realization? Should they just quit? Um… Asking for a friend.

If it’s really, unequivocally awful? Scrap it. If you’ve got Ebony Dark’ness Dementia Raven Way bounding around in your novel talking trash about preps and Albus Dumbledore and you’re no longer interested in continuing the story (and don’t have time to fix it from the top until the month ends), just stop. Stop writing that story, but don’t quit. Launch immediately into the next story that comes into your head.

There’s no rule saying you can’t combine stories written in November for your NaNo word count, and there’s no reason you shouldn’t keep up with yourself every day just because you’re upset with the quality of what you’ve written. Nobody writes a great novel during NaNoWriMo — they write great outlines. The rest comes later. Save everything awful you write to look at again in a few months; who knows how many ideas for future stories (or just good embarassing stories) might be hiding in the corpse of a failed one.

What should NaNoWriMo participants do on, say, December 1st?

After the blitz is over? Start reading what you have. If you didn’t finish, you should still have something worth revisiting. Print out pages and start marking them up with what you like and what you don’t, outlining where the story is right now and where you need to go with it. What’s good and what’s awful?

If you decide to keep your NaNo project and work on it as novel, try out a program like SmartEdit to give you a clue into where you need to start editing. Find a beta!

If you don’t want to keep your November story, take a look at your work flow for the last month. Find out where you excelled, and what word count you managed every day. Structure your writing plans for the next few months based on what made you feel the best! Essentially, use the skills you trained during NaNoWriMo to become a better, more disciplined writer for your next project.

Oh, and celebrate somehow! Buy a piece of cake. Do some cartwheels. You’re great, and it’s over! Woo-hoo!

Anything you’d like to add? You’ve got the mic, Audrey. Inspire me!

Ray Bradbury said:

You must write every single day of your life… You must lurk in libraries and climb the stacks like ladders to sniff books like perfumes and wear books like hats upon your crazy heads… may you be in love every day for the next 20,000 days. And out of that love, remake a world.

Take that to heart. Don’t let your writing flag and die when November’s over, but don’t forget to keep your reading up too. Writers who don’t read write stories seriously limited by their own experiences; support the industry you want to be a part of, and surround yourself with great books!


At the beginning of the month, we introduced a handful of writers participating in National Novel Writing Month. I shot over a round of questions near the halfway point, and three of the four lifted their heads for long enough to lob answers back. Writer down! Writer down! Man, this month is intense!

One of my favorite themes here is that everyone seems to slip into autopilot when it comes to characters. Rather, it almost seems like possession. Characters writing themselves and figuring out their own problems? Call a priest.


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Sabrina, you’re a week and a half in. How’s it going so far?

So far so good! I’m making my word counts, and everything that has come out so far makes sense. All good signs.

Any surprises?

Yes. I’ve taken a number of writing classes and been part of a few writing critique groups, and I’ve heard from a lot of people about this phenomenon where the characters basically come to life and take charge of the story. But this is the first story I’ve worked on where I’ve felt that. I’ve got some favorite characters, and they seem to know that. So, despite my well thought out outlines, a couple of my key characters have taken advantage of my fondness for them and changed their story lines a bit. I think they’re right about their choices, and their decisiveness has made the writing process a lot easier.

Has it been hard to keep the inner editor at bay, or are you just cranking away?

For the most part I’m cranking away. A couple times I’ve caught myself re-reading passages and thinking of ways to make it better, but then I remind myself that it’s just a first draft. I don’t want to cut anything out until I start editing for real.

What has been your biggest challenge?

Names. The deeper I get into the story, the more characters come out. I want even the minor characters to have names with meaning, so until I have time to do some research, some of them are nameless.

What do you do when you feel stuck?

I spend some time fleshing out my scenes. I have a habit of writing very short scenes and chapters, and sometimes that means I end up with a whole bunch of dialogue and not a lot of context. So I go back and add some details, and think about what the characters would look like or do (does that count as editing?). After a while, I feel inspired again to keep moving forward and I start writing the next scene.


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How’s it going so far, Barrington?

It’s going well! I’m ahead of schedule by two days, thanks to some super-serious late-night writing sessions, and a couple plane rides this week. I’m hoping to carry the momentum into next week and get in the zone.

Any surprises?

My characters seem to be less confused than I would in their current situation. Craziness is coming at them from all angles and they’re just like whatever, man, we got this. Also, there are a lot more things at play with the soon-to-be-villains than I expected. I’m interested to see where the story goes.

Has it been hard to keep the inner editor at bay, or are you just cranking away?

I’m just going through it. There was a moment in the middle of last week where I just stopped thinking about logic, reason, or anything plausible, and started writing nonstop. That hasn’t let up yet!

What has been your biggest challenge?

My biggest challenge is stopping before 2am. I have a tendency to hit my stride right around 10pm, and then the words take off for a few hours (minus some water and bathroom breaks). I can’t keep going to bed at 2am, though, or I’ll never get anything done at the day job.

How’s the Municipal Liason thing going?

I’m loving being an ML! It’s so interesting and fun to engage with the community this way, and I like being in tune with all the events. It’s really neat.

Anything you’d like to add? Events, etc.

Check out the calendar on our regional forum for events! Also, feel free to post your own write-ins and parties in the forum, and keep an eye on the SFWrimos Facebook page as well!

Have you felt yourself hit a wall?

This year, I felt just a little bit of a hitch early on. I think it was the thought of starting a new story while having absolutely no plan to it.

What do you do when you feel stuck?

I tell myself constantly that the story doesn’t have to make sense to me, it just needs to make sense to the characters. Since they live in a fictional world, anything can happen! I just have to remember to let them deal with it, and they figure it out for themselves. Then I write it down. Problem solved! Save the editing for future Barrington; let him deal with it.


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Olga. OLGA! You’re about a week and a half in. How’s it going so far?

On Friday evening (October 31st) I was flying around the city in my Donna Summer Halloween costume, psyched about going back to school tomorrow – i.e. starting writing a collection of short stories as my NaNoWriMo project.

Over the next few days I went from “I’m so excited and I just can’t hide it” through “It’s just another manic Monday, I wish it were Sunday”.

Nine days in, I’m four stories behind but less freaked out – I will make this happen because… I promised.

Any surprises?

Not sure these came as complete surprises – rather proof of concept:

  1. Unlike going back to school, NaNoWriMo doesn’t really fancy ramp-up periods. It’s like an absolutely delicious chocolate cake – you can have as much of it as you want but you’ll have to fit into that tight dress later (by end of November, to be precise).

  1. It’s not just about sticking to your commitment (i.e. overcoming psychological barriers) – it’s almost a full-time job, in addition to your first full-time job. Discipline does really matter.

  1. When I was kid I wanted to become a journalist – it seemed extremely fulfilling and almost adventurous to write about all the amazing things in the world. This past few days just proved why some dreams never come true. Being a journalist is probably one of the hardest, most exhausting and demanding jobs in the writing field – you have to deliver, every single day.

Has it been hard to keep the inner editor at bay, or are you just cranking away?

Call it an inner editor, a perfectionist, or a slow rider-writer – it’s been incredibly painful to just keep going without spending hours on editing what you’ve just spent hours on writing. Especially with those short stories of mine when you just have to move forward.

But it gets better, I think…

What has been your biggest challenge?

Settling into a daily writing routine has been my biggest challenge so far. But it also helped me realize that turning something into a true hobby requires some serious investment of time and energy (compared to just vague intentions I’ve always been so good at).

Have you felt yourself hit a wall?

Almost every day – whether it’s about pushing through, or coming up with ideas, or finding the right words. I just try to think about it as a part of the creative process (rather than a sturdy brick wall almost impossible to break through).

What do you do when you feel stuck?

I talk to people. It might sound weird but being an extreme extrovert I just have to talk things through sometimes – to make them clear in my head, and give room to ideas that have been sitting at the bottom of that thinking pot for a while.

Oh, and the usual – getting some fresh air, indulging in an aggressively acidic coffee, and maybe even starting all over again ;)


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We’ll be posting an interview with Chris Baty, the founder of NaNoWriMo, next week, and he has a little more to say about powering through. And we’ll check in with our crew of writers again toward the end of the month.

As always, we love hearing from you. Feel free to reach out with any questions. We’re always happy to share a resource or try to point you in the write right direction.

Fix it in December: Chris Baty, Founder of National Novel Writing Month

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When Chris Baty came up with the idea for National Novel Writing Month in 1999, he accidentally created a movement. Partly because it answers the age-old question of what’s in a name (more on that below), but mostly because it’s an enticing, extremely relatable challenge. We’d all like to think we’ve got a novel or ten in us. NaNoWriMo takes that universal feeling and says, “Okay, let’s see it.”

Chris stepped back from running the organization a few years ago and is now focusing on writing (he’s authored one book and co-authored another) teaching at Stanford, and designing, all while being a self-described mascot for NaNoWriMo. I talked to Chris Baty on the phone between his countless other speaking engagements, interviews, and working on his own NaNo project (he still participates every year), and I quickly got swept up in how exciting and strangely social writing can be, and after our conversation, it was obvious why National Novel Writing Month became such A Thing.

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How has the shift been from running the organization to being able to poke your head in on a more casual basis?

The first six months or so, it was kind of this feeling that I had sort of lost my family or something. And it was like, “Wait, who am I now?” But it’s been really nice over the last three years. I feel like I’ve become sort of a NaNoWriMo mascot, which is great. The best job on the planet. I still get to travel around and spread the high-velocity novel-writing gospel and have the time to meet the people who are writing. Any time you get involved with something, and it grows, you end up spending a lot of time administering the organization, and that’s really your job. It’s been nice to step out a little bit and go to write-ins… and this week I’m going to an elementary school where 4th and 5th graders are doing National Novel Writing Month and I’m going to their kickoff party, and I just wouldn’t have had time to do that in the past.

I didn’t know kids that young were getting involved.

Oh my gosh, we have kindergardeners who are getting involved, with heavy, heavy assistance from their teachers, of course, but it’s been really cool.

So you still participate each year.

Every year, yeah.

So what are you working on this year, and how’s it going?

This year I thought I was working on one story, and then November 1st rolled around, and I was out getting my wife a bagel, and I suddenly had this other idea. I’m doing a young adult novel and I’m 3400 words into it. I need to write today, but otherwise I’m on track. And I really like it. I think it will not suck too badly.

Was it the bagel, or was it the walk?

I think it was the bagel. Being that close to such a delicious bagel can really incite visions of fiction in people’s brains.

This might be an opportunity to you to get into spokesmanship. So what have been the fates of your previous fifteen projects?

I would say that of the fifteen I’ve written, probably four of them have made me think, “Oh, that could be a pretty good book. And the others… I have definitely learned something from all of them, and I love all of them, but I have not looked at most of them again. I’ve revised a couple of them, spent a good chunk of time on them and they’re not quite there yet. I continually also get distracted by the shiny optimism of the new novel. I’m working on one that I wrote two years that I really love about two monsters who find a VHS tape and set out in the human world to return it. It’s obviously going to win a Pultitzer Prize any day now. So I’m working on revising that one, and I took a break to write a new novel, but I’ll get back to that one and hopefully in the next six-to-nine months I’ll have that in a place where I can share.

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Do you think it’s a pretty common misconception that people, especially those who aren’t participating, assume that people are trying to write—from beginning to end—a novel?

Right. It should really be called “National First Draft of a Novel Writing Month”, but that acronym doesn’t quite roll of the tongue the same way. I do think that some people who haven’t written long-form fiction before have the hope that you can just sit down and—if you’re really talented—it would just sort of tumble out perfectly.

I think that most people realize that the first draft of anything is shit, but I think it’s beautiful shit. I see National Novel Writing Month as a chance to write one of these beautiful but flawed stories that I think we all have in us, and you have to start with that first draft.

A lot of people who do National Novel Writing Month do it because they just love that first draft. They don’t really have any intention of sharing with anybody or publishing it. For them it’s just this idea of spending thirty days exploring their imaginations, and that’s what they want to get out of it.

For people who are using this as the first step towards publication, most of them realize that you write it in a month, but you’re really going to end up spending a long time, at least a year, probably, going through a series of drafts, and sharing with readers, and making it better before it heads out to the world.

You just reminded me of one of my favorite things about NaNoWriMo. The name. There’s an assumption that comes with National Novel Writing Month. How it’s a thing because you said it’s a thing.

It’s hilarious, because when I named it, there were twenty-one of us, all of us living in the Bay Area. None of us knew how to write a novel. And that name was almost this banner that we were all riding into battle under, and the only thing keeping us upright at times. “Well, we are participants in National Novel Writing Month.” Over time, especially early on, it was really helpful in giving people—people who didn’t know it was just a bunch of over-caffeinated yahoos who were running the event out of a living room—it gave them the sense of—oh, this must be a nationally-vetted literacy initiative. Because surely you can’t just take the name ‘National Whatever Month’. There has to be some control over that, right? And thankfully there isn’t any control over that.

And it’s grown into the name.

Exactly, and very quickly, it’s actually become international. It’s been really wonderful to see writers in thirty countries around the world writing books in Icelandic, and Arabic, and Chinese… It’s amazing to go to the site and into the regional lounges and see people writing all these great stories in all of these different languages.

A lot of people love the spirit of NaNoWriMo, but they do their own thing with it. They’re called ‘rebels’. If they’re writing a script, a collection of stories, a novella with music. How do you personally feel about people rebelling against the construct?

I love it. I really think that the goal is to get people a little bit of encouragement to be creative and get one of these projects written. There’s such an amazingly powerful thing that happens when you get a group of people together and they’re all attempting this goal of getting something big accomplished. And you can tap into that even if you’re not writing a novel. To me, the biggest group in need of this is people who are trying write PhD dissertations. If you’re trying to write your doctoral dissertation, you need help. It’s the worst case scenario where you don’t have a strict deadline, the professor is probably like, “Yeah, whatever, get it to me.”

We created the rebel category to make sure that those people felt like they had a home. There were some participants who would say, “Oh, you’re writing a screenplay. You shouldn’t validate and get the winner’s certificate. It may be 50,000 words, but it’s not 50,000 words of a novel.” We wanted to make it clear that the event is open to everybody, and everybody has different goals that they want to achieve in a month.

How do you keep the inner editor at bay when you’re trying to just get that first draft out? (Note: this and the following question were asked in a post last week to Audrey Redpath of Creative Help and to the group of writers we’re following this month)

You know, at this point I’ve gotten so good at lowering my expectations for myself, quality-wise, which is such a blessing.

When you write for quantity instead of quality, you end up getting both. Because you stop self-censoring and you stop second-guessing and just let the story come alive.

When it comes to a first draft, I think that’s the best thing you can do. You do need that inner editor on the second draft and third draft, and it’s an amazing helper when it comes to revising things that have already been written, but it’s really a nuisance when you’re trying to come up with something fresh, because it will try to tear everything apart. The most important thing you can do is focus on getting a beginning, a middle, and and end down and know that you can fix it in December.

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How do you push through that wall when you feel like it’s not going well and you should just call it?

I think it’s important to know that everybody goes through it.

The thing I’ve discovered is that if you just keep writing, and just commit to going, “Yep. This sucks, and I’m just going to keep sucking. I’m going to write 1,667 words that suck today, and I’ll do it tomorrow if I have to.” After a little while, a story has a way of kind of writing itself. Things get back on track, and you fall back in love with the story that you were sure was dead.

Maybe you kill of your main character who was annoying you and the secondary character becomes the main character, or the villain becomes the main character. I think stories have a way of finding their own footing as long as you keep writing.

The other thing I’d say is to go to National Novel Writing Month write-ins. In almost every English-speaking city or town in the world, there are people getting together most nights of the week, in coffee shops and libraries, and keeping each other company while they write. And nothing makes it easier to get writing done than having a little bit of camaraderie.

I think that’s one of the most appealing things about this. That it injects a social element to something that’s usually a very solitary thing.

Exactly! And I was so surprised. I think novel writing is an ideal social activity, in the same way that exercise is. Most people hate to exercise, but if you have a friend to do it with you, suddenly it’s not half bad. Running only sucks half as bad as it usually does when you have somebody there keeping the pace. I think that’s the reason that all of the speed records in cycling get broken in group settings, when people are doing the same thing at the same time. It helps keep you focused and keeps pushing you forward.


It’s too late to officially participate in NaNoWriMo this year, but the spirit of it is constant. If you feel that you’ve got a great novel (or screenplay or album or manual or film) in you, set up some structure for yourself. A marathon is still a race. Commit to a certain amount of words or hours and push yourself. Get it out. And once you get it out, we’ll help you get it out there.


Holiday Madness: Are You In?

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You probably saw the Santas and wreaths attacking shelf space before Halloween’s corpse grew cold a few weeks ago. The holiday season is upon us whether you like it or not. Black Friday, Small Business Saturday, Handmade Sunday, Cyber Monday, Foodie Tuesday, Washable Wednesday, Therapeutic Thursday… It’s hysteria until 2015.

But you don’t have people camping outside your storefront. You don’t have literal doorbusters. You’re not selling televisions, blenders, or stereos. You make films, recipes, and music. So does that mean you should completely ignore the upcoming holiday insanity? Or should you stack ‘em deep ‘n sell ‘em cheap?

Here are some things to help you decide how much you want to take part in the madness that is the holiday season. 

Pricing and Sales

There are as many philosophies on discounts as there are ways to discount a product. If you want to offer a sale for the holiday season, Gumroad makes it easy to create a discount by dollar amount or percentage. Offers can be applied to one or all of your products.

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Learn more about offer codes here.

To dig deeper, our Resource Center is loaded with information and strategies on pricing. There you’ll find everything you need from what your product page should look like to pricing to running a successful launch.

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Holiday Editions

You might want to consider creating a special edition of your product by bundling it up with some extras. Selling a film? Include a PDF of your script or screen test photos from pre-production. Got a book? Bundle it with interviews with the people you talked to during the writing process. Add a few demo or live versions of songs to your album. Hey, holidays aside, these are things you should consider. Our Pricing Your Product resource has great information on bundles and tiered pricing.

Creating multi-file products is easy. When you add a file to a new product, you’ll be prompted to add more. Add as many as you like. You can reorder them later if you need to.

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You can also combine a special edition with an offer to create a flash sale. Setting the quantity of offers to a certain amount and/or only running a discount for a short period of time creates scarcity, and if you’ve so much as accidentally walked into an economics class for two minutes, you know about supply and demand.

I see you have a pack of gum. May I have a piece?
Why, sure, friend.

I see you have a stick of gum. May I have it?
My last piece? Beat it!

Gifting

'Tis the season, 'tisn't it? It’s easy to gift a purchase with Gumroad. During checkout, if a buyer clicks the gift icon during checkout, new fields will appear for the recipient's address and an optional personalized message.

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Learn more about gifting here.

Communication

Of course, none of this matters if your audience doesn’t know about it. Send an email to your list or an update to your buyers through your Customers tab in your Gumroad account.  Let them know about gifting and what bundles and discounts you’re offering. You might not have a row of tents outside your door, but you can still be a part of the spree. Happy holidays!

Cascade Roundup: From Designer to Founder

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Last week, our own Sahil spoke at Cascade SF about going from being a designer to being a (designing) founder. Cascade brings in industry leaders to educate and inspire designers to create better web experiences. We’re excited and honored to be a part of Cascade’s mission, so I thought I’d steal Sahil’s notes and share some of the highlights from his talk.

Sahil talked about how he went from “making pretty pictures” to making websites to making web apps to making iPhone apps etc. etc. He admitted that each time, he didn’t really have any idea what he was doing. However…

Don’t be afraid to bite off what you don’t know you can chew. You’ll learn to chew it.

Before we dive in, here’s a spread of notes doodled by Lisa Aufox, a San Francisco-based UX designer who’d love to bury her head in a Moleskin at your next event. Let this serve as your outline.

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Sahil listed and elaborated on seven tips, aimed at designers, for being an effective founder. Here they are.

1. Build the thing.

You can’t build a company without building the thing first. Sahil operates on the model that most interesting things can be built in a weekend. When you think about Twitter or Snapchat or Facebook, the actual essence of any of these companies could have been built in a weekend.

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Ah, the infamous pencil that started it all. One Friday night (aww), Sahil spent hours creating a photo-realistic pencil icon, and it occurred to him that other designers and illustrators might find it useful. However, he discovered that there was no easy way to sell a digital file. So he decided to build one. On Monday morning, he had Gumroad’s first iteration.

Yes, building a company means raising money, recruiting a team, going from one to a billion users, but just focus on building the thing first. Forget about everything else until you do that. That’s how you start a company.

2. Show people what you built.

Investors are people. People like your friends. Treat them as such. Don’t pitch them. Have conversations.

When he started working on Gumroad full-time, Sahil pinged some friends and showed them what he was working on and told them what he wanted it to turn into. How the world looked today and how it should look tomorrow. It was probably pretty clear to them that he was excited. Excited that he’d built something that worked, excited about how large it could potentially scale, excited about what the world might look like if he was right.

Those were the conversations we had, and they quickly turned into ‘can I invest in it?’ and ‘you should talk to such and such investor friend.’ I accidentally started raising money.

Design is about closing the gap between what a product does and why it exists. That’s what investors are looking at. Did you build a thing that works?

Being a designer really gives you an edge with stuff like this. When you spend a while figuring out solutions to problems, getting feedback on what works, and being able to communicate with others about why a solution was the right one, hey, it turns out you’ve been researching humans the whole time. You understand how they work, and now you’ve built something that they want.

Investors also look at market opportunity. Again, this is where designers have an advantage. You’re able to look at the entire landscape of a problem and distill it down to a core solution. That’s how you built your awesome product that works and is relevant to the world.

Is there a massive problem, and can you fix it? That’s it.

3. Find your team and trust them.

Designers like to do a good job. Or a great job. Or a perfect job! They have an idea of how things should work, how they should look. That’s normally great, but that makes growing a team and delegating a bit scary. But when you become a founder, you’re going to need to do that. Delegate. Someone else is going to become the designer. And you’re going to have to trust that person 100%.

You have to get comfortable immediately. You cannot slowly relinquish control. Trusting someone only 90% of the time is toxic.

4. Build your company like you’d build your product.

A lot of design is just maximizing function against a resource. Building the internals of a company is similar. Once you start realizing that, you get away from a traditional structure really quickly. Like your code, your teams become more modular. Areas of responsibility become clear and more empowering. You start to design the way your company works internally instead of copying someone else.

We’re a really flat organization with no managers, but that doesn’t mean there’s no structure. Everyone is autonomous within their area. Everyone reports to everyone. We value transparency to a pretty extreme degree.

By the way, our process changes all the time, just like our product does. It likes to change. It’s open to it. The culture of “nothing is sacred” is really important to us.

Design thinking doesn’t just apply to how you approach a product. It can apply to anything.

5. Design thinking is like a super power. Use it.

When I talk about design thinking, I’m not talking about visual design. I’m talking about understanding the architecture of things before executing on them.

At Gumroad, we deal in many different industries. Music, Film, Publishing, Technology, Education, Design. Each one is different. Each one changes all the time. Understanding the nuances of these industries matters. We need to keep our fingers on the pulse of what Taylor Swift says about Spotify and a million other things. It informs us moving forward.

Our approach to product is incredibly simple: We look at all the things creators spend their time doing that’s not making things, and we figure out how to do those things for them.

Understanding the architecture of things before distilling and deciding what to execute on is a designer’s default. It’s a skill that it takes non-designers a really long time to learn. So trust it.

To that end…

6. Rely on your gut.

The process of a CEO is basically identical to the process of a designer. You figure out what needs to happen and why. Then you look at how others have solved it, then solve it yourself based on your needs.

So you have to rely on your gut a bit more. The problem with design is that it’s over-appreciated in the beginning when things look slick, and underappreciated at the end when data wins arguments. Finding the balance often comes down to trusting your gut.

At Gumroad, we’re trying to do something that’s never been done before. There’s not a roadmap. We’re the first ones here. There’s almost a frontier mentality with the amount of unknowns we deal with every day. Yes, there will be mistakes. But that’s okay.

7. Build your life like you build your product.

Being a founder forces you to be at your physical, mental, and productive best. You take the red-eyes, you jump in on customer support when you have a record sales day, you power through the crap with a steady and optimistic attitude when things get rough. You do these things because you know the ROI is there.

For me, it helps to have so many eyes watching me. It’s like having a trainer that’s everywhere at once and just staring at my life. If I sleep well, go to the gym occasionally, take a vacation, then my team knows it’s okay for them to sleep well, go to the gym in the middle of the day, take vacations.

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And he means that. The above is a photo Sahil took a few weeks ago by the Perito Moreno Glacier in Argentina. As for the gym, a lot of us are members of the World Gym near the office.

This stuff is important, because if you burn out, you can’t build the company you want. A lot of companies work in a sprint—a rush to cash out. But if our goal is to make it possible for every single creative person—be they filmmakers or musicians, authors or designers—to make a living from selling the things they make, we can’t do it in a sprint.


So what if you don’t have everything figured out yet? Everything is a work in progress. Just get started. Build something.

Gumroad didn’t begin because I wanted to be a founder. It began because I really wanted something to exist and no one else was building it the way that I felt it should be built. So I decided that maybe I was a good person to build it. So I did. Now we’re over 20 folks, but only because we were 19 before that, and 18 before that…

So that’s that. Thanks to Cascade, and thanks to Sahil for letting me swipe his notes. So. Want to join us in our marathon? We’re hiring.

Optimizing YouTube for Sales

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As the second-largest search engine in the world, YouTube is not only a great medium for connecting with your audience, but it’s also a powerful direct distribution channel.

When you use Gumroad with YouTube, fans are just two clicks from purchasing your work. However, with 100 hours of video being uploaded to YouTube every minute, it’s easy for content to get lost in the noise. That’s why we’ve put together this checklist of simple optimizations you can use to improve views, clicks, and of course, sales.

What Type of Content Converts?

There are many types of video content that can be used to promote your project. The key is to keep it relevant and valuable. Here are a few examples:

Movie Trailers: Motonomad

Product Demos: Smart Podcast Player

Lessons/tutorials: Krista Striker

Behind the Scenes: Cracking the Code

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Filmmaker Adam Riemann made over $16,000 just from direct YouTube sales in 4 months.


Best Practices

1. TitleTitles are important both to let your audience and YouTube’s algorithms know what your content is about. 

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Will Terrell’s titles are clear and descriptive.

  • Will the viewer know what the video is about at a glance? 
  • Are you communicating why this will be interesting to them?
  • No more than 60 characters (but even shorter is better).
  • Put relevant keywords at the beginning of the title.
  • Put episode numbers at the end of the title.

Pro tip: Use the Google AdWords Display Planner to help determine your strategic keywords.

Thumbnail: Your thumbnail shows up in several different places and sizes around YouTube: in search results, your channel page, suggested video list, on mobile devices, etc. Make sure it represents your content in the best possible way no matter what.

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Vsauce and the art of the thumbnail.

  • Always use a custom thumbnail.
  • Use a .JPG, .GIF, .BMP, or .PNG file under 2MB.
  • Use a high resolution image of 1280 px x 720px, 16:9 aspect ratio.
  • Make sure it looks good really small (make it clear, close-up, bright, and high-contrast).
  • Accurately represent your content.

Pro tip: Make sure your account is verified and in good standing to have the ability to upload custom thumbnails.

Description: The description is another place for audiences and YouTube’s discovery systems to understand your content. Be descriptive, but be concise! 

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Adam Riemann’s description contains his Gumroad link in the first line.

  • Describe your video in 1-3 sentences. The first 2-3 lines appear above the fold on your video’s page, and only ~140 characters appear in search results, so include important info and links to your product at the beginning.
  • Include relevant keywords.
  • Mirror any links you provided in annotations, because annotations don’t appear on mobile. Provide other helpful links to resources mentioned in the video.

Pro tip: Use a URL shortener such as Bitly to track link clicks from your description.

Remember that these there are closely related. Your title, thumbnail, and description should each be compelling but should be coherent when taken together.

Title + Thumbnail + Description = A Cohesive Story

AnnotationsAnnotations are a great way to insert a call to action in your video. They can be used to send viewers to your project on Gumroad, watch another video, or subscribe to your YouTube channel. Unfortunately annotations don’t appear on mobile (which is now 40% of YouTube’s watch time), so make sure to include annotated links in the description as well.

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  • Timing: When asking a viewer to buy something, it’s often best to wait till the end of the video. For other annotations during the video, usually 5-7 seconds is best.
  • Don’t bombard viewers. If including a link during the video, keep it small and don’t obstruct the content. Use as few calls to action as possible. 1-2 is preferable.
  • Positioning: For annotations during the video, avoid the lower third and very top of the frame because ads and the player will block these areas. Most importantly, don’t obstruct the viewing experience. Placing links on the upper left or right side is typically best.
  • Use spotlight annotations, which are subtle linked areas with an outline around them indicating that they can be clicked.
  • Create an “end-card”, which is a 10-20 second section at the end of your video that contains links to the next actions you want your viewers to take. These are especially effective when done with spotlight annotations.
  • Optimize your copy. Use a concise, clear call to action such as “Get the film” or “Download ‘Shotgun’ here.” Avoid all caps and loud colors, but make sure the letters contrast with their background.
  • Keep it relevant. Only include links that directly relate to the video.

Pro tip: Try linking to a free Gumroad product (such as a song or ebook) to convert your anonymous YouTube viewers into fans you can stay in touch with.

We hope you found these tips helpful! As always, let us know what you think.

5 Tips for Positioning and Pricing Your Work

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Positioning

A few weeks ago, we had the pleasure of being a part of the Businessology Roadshow, a full-day workshop on pricing and positioning, hosted by designer/founder/advisor Dan Mall and CPA/coach Jason Blumer. It was a hands-on event with lots of practical exercises and collaboration among attendees.

While the workshop was geared primarily towards freelancers selling services, Dan and Jason’s advice is equally meaningful for creators selling products. Here we share five major takeaways from the Businessology Roadshow. Thank you to Dan and to Jason for sharing your expertise!

Positioning

1. Find the intersection of what you love to do, what you’re best at doing, and what the market demands. This is your sweet spot.

Make a list of all the things you spend time doing for your business. Get as granular as possible. Which of these things do you love doing? Which of these things are you better at than anyone else? Which of these things does the market demand? The goal is to focus your business efforts on what satisfies all three criteria.

This exercise can be adapted, depending on whether you’re figuring out how to position yourself, your consulting work, or a new product. Are you a blogger eager to launch your first product? Make a list of all the topics you spend your time writing about. Which of these topics are you most interested in? Which of these topics are you an expert on? Which of these topics is your audience eager to learn more about? Is there a product you can develop that lives where all of these meet?

2. Develop a clear positioning statement, not to exclude potential clients, but to connect you with the right people.

Positioning

A positioning statement clearly conveys what you do and for whom. To begin developing yours, fill in the following statement: I do ________ for ________. Do you direct short films for mountain fitness brands? Do you put together lesson plans for middle school math teachers? Do you compose ukulele songs for paddleboard yoga teachers to use during their lessons? Be specific.

As you develop your positioning statement, Dan also recommends thinking about your dream client (or customer) and what you need to say to get them. Rather than trying to sell your work for mass-appeal, position yourself in a way that targets the clients you want to work with. A good positioning statement will help you target the right clients and will serve as a gentle hurdle for clients who may not be a great fit.

Positioning

Tweet this Quote

You can apply this same reasoning when positioning a product. When developing and promoting products, it’s important to have a clear target audience in mind. A clear understanding of your target audience guides and focuses both the development of your product and your marketing strategy. Think about the customers who are going to value your product the most, and target your marketing efforts towards them.

Pricing

3. Price your work based on the value you’re bringing.

Think about what can be gained from your product or service. Will you teach people how to grow their audience? Will they learn a new skill? Will they build their businesses by implementing strategies that you teach them? All of these are valuable.

Pricing

Products don’t have an inherent price. Instead of pricing your product based on factors such as the length of the content or the time it took you to create it, price your product based on the benefit or profit it will provide. If you want to increase the price of a product, figure out how to truly make it more valuable for your audience.

Pricing

4. If you assume risk, you can charge more for your work.

A generous refund policy shows that you fully stand behind your product. A guarantee will inspire confidence in your audience regarding your product and its value.

Consider implementing a generous refund policy, such as those used by Jonathan Meade and Nathan Barry:

Pricing

Pricing

5. Offer three options. Always lead with the highest-priced option.

Three is the magic number. Offer your product in three differently priced tiers. Providing three options provides price context. Buyers will compare the price of one tier to the price of another tier rather than comparing the price of your work to the price of a competitor’s work.

For the lowest-priced tier, include the simplest version of your product. For the highest-priced tier, bundle your product together with additional multimedia content, such as video tutorials, audio interviews, workbooks, printables - anything that makes sense for your product. Include some but not all of this multimedia content in your middle-priced tier. When pricing each tier, don’t price features or individual components. Instead, set a price based on the value that each tier provides as a complete package.

When presenting tiers, always lead with the highest-priced option. This is because customers will base subsequent decisions off the first price they see. This way, the low and middle tier options will be perceived as a good deal, rather than the high tier option being perceived as expensive.


Thank you to Dan and Jason for such a fabulous workshop! Listen to the Businessology Show podcast for more advice on positioning and pricing your work. Be sure to also check out Jason’s four-part series, The Intimacies of Pricing Your Customer, available on Gumroad.

Factory: The New Model of Publishing

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We’ve had multiple discussions at Gumroad HQ about the term ‘ebook’. If we should just start saying ‘book’, or if the distinction is still important. Not to stray into Newt-Gingrich-trying-to-redefine-cell-phone territory (look it up if you’re not familiar), but books are rectangular stacks of paper marked with words and/or pictures. An ebook can be that, but it can also have embedded music, hyperlinks, video, etc. Really, though, perhaps the distinction is still important more because of perceived values, marketing techniques, and distribution models that don’t apply the way they do to physical books.

Factory, a new publishing company founded by Jason Glaspey, both considers the history of publishing and modernizes it to adapt to the massive paradigm shift of getting stacks of words into the world.

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Their site sums it up like this:

Publishing isn’t what’s changing, it’s product distribution that is. And at Factory, we’re experts in modern marketing techniques and distribution channels that are leading edge and effective.

I talked to founder/writer/entrepreneur/conference-maker/ebooker Jason Glaspey about the beginnings of Factory, what they’re focusing on, and what they’re doing differently.


Tell me about your path from writing to founding a publishing company.

Well, in college I was an English and Journalism major, focusing on advertising. I also loved anything digital, so websites and online content were fascinating to me. This led me to a lot of different experiences—from running the website for a car magazine to dabbling in the blog world. Producing content was just always something I was comfortable with.  

With that background, I ended up somehow writing a book about starting an online bacon business. Some friends and I gave ourselves a challenge to create a new business in three weeks, and it became kind of a cool story which gave me an opportunity to write my first book with a real publisher. Then, while running Paleo Plan, I had another opportunity to co-write a print book, while also producing several ebooks.

I’d also spent several years working the agency life. Working at interactive shops and ad agencies I was able to fine tune my understanding of marketing, telling a story, building products, and launching websites. I really enjoy building and launching, but I never really enjoyed working for clients.

When it came time to do something new, piling all of that experience into a digital publishing company just made for this exciting opportunity. It felt like I had been preparing for it my whole life.

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This is an incredibly leading question. What advantages do you have as a writer getting into the publishing business?

Its funny. Even with my background so dominated by writing and publishing, I dont consider myself a writer. I consider myself to be someone who loves to make products and solve problems. It just so happens that a lot of my products are driven by the written word. However, if I had to pick an advantage, its that Im not easily intimidated. Ive already made so many mistakes. But Ive also had some decent success in areas I was completely under-qualified to even attempt. I just didnt know any better so I did it anyway. Now, if I dont know something, I find someone who does, and I dont let that stop me from going forward with an idea.

Things are changing in the publishing landscape. Not to be overly dramatic, or that it’s news to anyone, but it’s adapt-or-die time. How does your model differ from traditional print publishing?

Traditional publishing still seems to be locked into the idea that a book is, first and foremost, a printed, physical product. And because of that notion, everything created is bound to that starting point. With Factory, we can really experiment with the best way to distribute a piece of information, and build the product around that.

Also, theres this established pattern that a book should cost between $10-15. It also has to be a certain length, or thickness (not too thick, but not too thin either). You walk down an aisle at a bookstore and books that stand out from that paradigm better have a good reason for doing so.

However, Ive read dozens of non-fiction books that are 150 pages longer than they needed to be. The information you needed was all there by page 30, but there was a demand to fill up another 200 pages to demonstrate value. And then, you still only get to charge around $15 max.

With eBooks, people arent as sensitive to price, let alone length. Value becomes much more about the content versus the perceived value. We charge the right price for the right product, and are able to distribute it in the way that makes sense for that content.

We’re also able to go from idea to selling a product in far less time. Both of my experiences with print books took about a year from the contract to a book on a shelf. Which is just crazy to me. That feels like forever in the digital world, and we just move so much faster. Our Dropbox Guide took about 4 months total, and much of that was slowed down because we were a brand new company still getting processes in place.

Lastly, I think there’s a huge advantage when it comes to marketing. I’m able to quickly put together a promotion with someone, modify the price and terms of the deal, and engage a large audience all within a day or two. Stuff like that just never happens in a traditional publishing environment.

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On the other side of the coin, what can we learn from traditional publishing? What’s tried and true?

I think one of the things missing from this giant DIY movement is the quality control you get from traditional publishing. If you buy a book from Penguin, or O’Reilly, you can assume it will be good, verified information. That it will be without serious errors because someone carefully edited it. There is also someone with a reputation standing behind the book verifying it is worth reading. In DIY publishing, anyone can sell an eBook. And while that’s really opening a lot of doors for changing the model, I’ve also seen some products that are just poorly done.

At Factory, we try very hard to not lose sight of tried and true editorial processes and standards. For our Dropbox guide, we had a talented writer (who is also a freelance editor), then two more editors look over it before finally having it proofread. The end product is very polished and (hopefully) free of errors. We also have an amazing designer who created a product that is just really pleasant to read. We think it stands up against any book on the subject regardless of who published it.

What is Factory’s focus, and who are you producing content for?

We’re making content for people like ourselves. People who use their computer every day, who love what they do, and who are interested in being better at being a geek.

I consider myself in love with everything the Internet can give us, and I think people who share that optimism will love the products we make. Whether that’s knowing a little bit more about how to use Dropbox, or safely transitioning to a standing desk, or even how to be an effective marketer for your startup.

We’re finding that a lot of ebooks, especially in the tech/educational space, are being priced above what has become standard ebook prices. In a guest post from Nathan Barry, he said, “You can charge premium rates if you are teaching a skill that makes money to people who have money.” In other words, if you’re saving a designer/programmer/etc. time and energy week after week, that’s worth more than $1.99 or $7.99. How much is value-base pricing a part of your model?

I think Nathan Barry is spot on. As I said earlier, when you get away from the idea that you’re selling a book that can only cost so much, and then the eBook needs to cost half of that, you open up the conversation to what something is really worth. At my last company, Paleo Plan, we sold our primary eBook for $34. And that’s a fantastic price if you consider that you can save hundreds of dollars in grocery bills using our system, as well as hours and hours of your own time. Our weekly meal plans also save people tons of money and time. That was really the first time I encountered the idea that I wasn’t selling an eBook; I was selling people their time back— at like $2/hour. Most people will buy efficiency at that price.

At Factory, we’ll definitely experiment with several different price points, but we’ll also experiment with product values as well. $2.99 for a Kindle book that is 10 pages long, but teaches you exactly what you need to know about a topic, and saves you an hour of wandering around the web trying to decide who to trust… that’s a good value.

I know you’ve done some testing with a product that’s not quite the focus of Factory. What’s the scoop on that, and what did you learn from it?

I had a health-based product that I’d produced a few years ago, but never got around to publishing. While we were waiting for our first Dropbox Guide to be finished, we were able to use this older product as a test ground. For instance, we did a promotion with a blog that was on topic for the eBook, and during that test, we learned about sending Gumroad buyers straight to the checkout by modifying the URL. We wrote a blog post about it here.

We’ve also tried a few different tools, using unbounce.com and leadpages.net to see if there were quicker ways to get a sales page up. It’s been pretty valuable. And because the cost of the eBook is a sunk cost, we’re not worried about making a ton on it. We just want to learn all we can. Now, our core products will be better off and we’ve dealt with those little process issues that come up when you’re doing something with a new team and in a new way.

So tell me a little about your first big release.

Our first real homegrown product is the Ultimate Unofficial Dropbox Guide. I’m a huge, HUGE believer in Dropbox, and I personally think it’s the single most important piece of software on my computer or phone. It makes everything I do better, and I use it in just about every area of my life. However, I’m regularly baffled that other people barely scratch the surface of what you can do with it. So, we worked with a fantastic author to have the ultimate guide written. I think anyone who uses a computer can get a ton of value from understanding Dropbox better. And thus, everyone should buy our eBook.

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I get chastised at least weekly by (Gumroad’s) Alex for not using Dropbox for everything I do. Is this book going to change my tune?

I think it will. Maybe it won’t happen overnight, but I think once you shift your paradigm into thinking about how Dropbox can help you, you’ll start finding little ways to get more out of it, and pretty soon you’ll be an evangelist yourself.

What other projects do you have coming up?

We’re making a quick guide to help people transition to a standing desk. It’s not rocket science, but there are some things that you can do to really improve your chances of enjoying it quicker while preventing the chances of injury. We’re also really excited to be working with Rick Turoczy (@turoczy) on a project aimed at early-stage startups. He’s got a really deep background in marketing and PR, and he has a vision to create a product that helps those startups use their limited capital most efficiently when it comes to marketing and product launches. We’ve all seen too many people spend too much money on PR firms only to get a press release that nobody wants to cover. We think this is going to really help a lot of people and it’s perfectly in line with the type of projects we want to build.

We love Gumroad, and it’s been a huge asset for us. It’s allowed us to focus on the product we’re making and not on the technology. Which, when you’re a young company, can be gold. I was hoping we could give the Gumroaders (is that a word?) a discount on our Dropbox Guide. From now until Sunday night at midnight (PST), December 14th, you can use the coupon code “Gumdrop” for 50% off.

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