At the beginning of this month, I released a new In 30 Minutes guide that explains what is Twitter and how to use it. Some people who have been following my story over the past year may wonder why it took so long to release Twitter In 30 Minutes — after all, the series has covered popular Web and mobile services since the beginning, and Twitter is one of the most popular services of all. Why not write it sooner? But I have my reasons, and this post explains some of the thinking behind the timing for this particular title.
I have considered the idea of doing Twitter In 30 Minutes since the early success of the In 30 Minutes guide for Dropbox in the summer of 2012. It was clear there was a marketplace need for titles that quickly and clearly explained consumer-oriented online software. In addition, a guide to Twitter would not be hard for me to write — I have been using the social network since the early days (2007, to be precise) and have a solid level of domain knowledge.
Learning from an earlier In 30 Minutes book
But a few other factors held me back. The first was the lackluster release of Excel Basics In 30 Minutes in late 2012. It was a hard title to write, and it flopped upon release.
I did a lot of experimentation with pricing and positioning of the guide, but it took a long time before I was able to get much sales traction. Why? It seemed like a perfect candidate — the software is complicated, and there are millions of people who need to learn how to use it. But on Amazon there are about 100 other titles that explain how to use Excel, and many of them target specific versions. It was therefore very hard to stand out in the crowd with Excel Basics In 30 Minutes. I foresaw a similar problem with a guide to Twitter. In the Kindle store in particular, there are dozens of “how to use Twitter” guides, which makes it much harder to stand out.
Another issue that crossed my mind: Was Twitter so easy to figure out, that few people would actually need a guide? Compared to Dropbox and Google Drive, Twitter is a cinch to start using. But I also knew that many people who started using Twitter stopped shortly after for a variety of reasons. One Harvard Business School case I read claimed Twitter’s retention rate in the late 2000s was just about 25% after the first month. The rest gave up, many never to return. That meant lots of people could be coached on techniques that would keep them interested and engaged.
A couple of other factors pushed me to consider bringing Twitter In 30 Minutes to market.
- Readers of other In 30 Minutes titles began asking me for a guide to Twitter.
- LinkedIn In 30 Minutes, released in May 2013, was a breakout success
LinkedIn In 30 Minutes was an interesting case. Even though it was entering a crowded market (there are dozens of LinkedIn guides on Amazon), it did manage to have strong sales right out of the gate. This was in large part because of creative and sustained marketing efforts on the part of author Melanie Pinola and myself. In addition, it was written by someone who I knew was a strong writer and more of expert on LinkedIn than I.
Based on the success of the LinkedIn title, I began asking contacts, bloggers, and other writers to see if any were interested in taking on Twitter In 30 Minutes. When that did not work, I considered just hiring someone out. But I was worried about quality issues and costs. Eventually, I decided to do it my own. Now I am asking myself if it’s time to create Facebook In 30 Minutes.
If you’re interested in learning more about Twitter In 30 Minutes, check out the table of contents and the options to buy the guide for paperback, Kindle, iPad, PDF, and other formats.