Releasing the second edition of my Dropbox guide

A few months ago, the second edition of Dropbox In 30 Minutes was published. It’s one of our most popular guides in the In 30 Minutes series. In fact, some people mistakenly confuse it with Dropbox For Dummies. This post will get into the thinking behind the second edition of the guide, from content to production to marketing.

Dropbox on a mobile device

Dropbox In 30 Minutes was the first guide published in the In 30 Minutes series. Released in the summer of 2012, it quickly began to sell in channels such as Amazon and Apple’s iTunes store. The paperback edition, released in the fall of 2012, also was a hit. The first edition was downloaded or purchased as a paperback thousands of times over an 18 month period. It currently is listed as one of the top Software Utility guides on Amazon.com.

Not long after making the title available, I recognized a problem: Certain information tended to quickly become outdated. While the core concept of Dropbox — software that helps you sync files between computers and mobile devices — has remained the same, specific aspects of the software have shifted. For instance, the Dropbox logo has had several noticeable tweaks in the past few years. Of a more practical concern for readers, the interface for mobile devices — iPhones, iPads, Android phones, etc. — has been completely overhauled. The desktop program for Windows PCs and Macs has also changed, albeit in a more restrained manner (for instance, right-clicking on a file brings up different options for sharing or manipulating the file in question).

For a while, I made incremental tweaks to the text of the guide and simply updated the content files for the ebook and paperback editions. But then I became aware of two additional issues that needed to be addressed:

  • The “publish date” for the guide, which was listed on the product pages on Amazon, Barnes & Noble, Apple and Bowker’s ISBN database began to look old. For fiction books, “2012” is considered “new”, but in the world of how-to manuals for popular software programs, a two-year-old title starts to look a little long in the tooth.
  • Older versions of the paperback guide were being resold on Amazon. I don’t blame readers for doing this, but the problem is a reader in early 2014 purchasing a used edition from July 2012 would be getting a fair amount of outdated information. This resulted in understandable frustration.

The second edition of the Dropbox book hits the market

Because of this, I decided to issue a Dropbox In 30 Minutes, Second Edition. I hired a review editor to go through the original guide and flag bits which needed to be rewritten and have new screenshots. I also redid the annotated screenshots of the Dropbox mobile application, and added new sections relating to Camera Uploads, security, Dropbox for Business, and more. I’ll continue to do small tweaks as conditions warrant, but I already have my eye on Dropbox In 30 Minutes, 3rd Edition!

If you are interested in downloading or purchasing a copy of the guide, please see the options on this page.

Publishing a jQuery programming guide

Over the past year, I have done several content experiments or expansions in the In 30 Minutes series, ranging from cooking to health and medicine. In this post, I’ll be talking about the jQuery Plugin book that my company released this month. While software has been a focus of the series since the beginning, this is the first title that gets into making software as opposed to using it. The story begins last summer. I am a long-term member of the Hacker News community, and on a thread about ebook publishing I left this comment about best practices for experimental publishing. It got 16 upvotes, which was a nice validation — I am not a hacker, but I like to be able to positively contribute to Hacker News when I can. But the thread moved out of sight, and after a few days I forgot about my comment. Six months later, I received an email out of the blue. It started:

I’ve been checking out your “30 Minutes” series and was originally inspired to write my own ebook after reading your post on HN a few months ago. I have since wrote a small 48 page guide on “jQuery Plugin Development”.  I haven’t launched it yet, just waiting for some feedback after sending it to a few friends first.

The author was Robert Duchnik, a Canadian developer who was living in Thailand. We began corresponding, and tossed around the idea of releasing a programming title as an In 30 Minutes guide. This was an interesting area to expand into. Most In 30 Minutes titles are written for mainstream audiences. They range from Melanie Pinola’s book about LinkedIn to the experimental easy Chinese recipes cookbook on the iPad authored by Shiao-jang Kung. The jQuery Plugin guide was focused on a much narrower, highly technical niche audience. Marketing to this group would be a challenge.

Moving Forward With jQuery Plugin Development In 30 Minutes

Rob’s book had some big things going for it:

  1. He’s a jQuery Plugin expert, with many years of experience in the field and the operator of Websanova, an online resource devoted to jQuery Plugins.
  2. Rob has an existing audience, via Websanova. From previous releases by Melanie and Tim Fisher (author of Windows 8 Basics In 30 Minutes), I have found that those authors who already have existing online audiences have a huge advantage right out of the gate. Not only can they turn to their fans to purchase copies and help spread the word, but by virtue of the fact that they have already interacted with the audience over time they have an innate knowledge of the problems that readers face, and what people want to know. This makes for better books and a better author/reader relationship going forward.
  3. There was already a draft manuscript. It needed some light editing and a proofreader, but otherwise it was in pretty good shape.
  4. The manuscript was short. This is an asset, as we want readers to be able to understand the topic at hand in less than 30 minutes.
  5. The market for books about jQuery plugin development had a hole. Through discussions with Rob and a quick analysis of competing titles, I determined that there is a need for this type of resource (high-quality, quick-start programming guide) on this topic, especially if it were priced right.
jQuery plugins
jQuery Plugin Book

This last point is important. I am not talking about low-balling the competition. There are already lots of free online resources about how to write jQuery plugins. There are also a small number of books about jQuery plugins, but most of them are long and somewhat expensive. There was not much in the middle, in terms of length or price. This is where jQuery Plugin Development In 30 Minutes would live. Rob and I came to an agreement in January, and we moved forward with preparing the manuscript for publication. There were some new writing tools to try out, and some difficulties related to producing code blocks in Scrivener (my primary book production tool) but we established a workflow based on markdown and Github and published the title at the beginning of April. You can read the table of contents for the jQuery plugin book here. The title is available for the Kindle, iPad, Nook, and Google Play, as well as a paperback and a PDF.

In addition, you may be interested in reading some of Rob’s blog posts about jQuery plugin development:

 

 

Startup publishing and managing early growth

At a certain point in the lives of most product-oriented ventures, founders confront a slew of growth-related issues. In this post, I am going to talk about growth in the context of startup publishing, and the challenges that my own publishing company i30 Media has faced over 18 months of growth.

Startup publishing example: In 30 Minutes guidesA bit of backstory: i30 Media publishes how-to guides under the In 30 Minutes® imprint, as well as several fiction titles. The most recent release is Windows 8 Basics In 30 Minutes. The venture started in mid–2012 as a Lean Media experiment with just a single title written by myself and distributed on Amazon’s KDP self-publishing platform. Since then I have incorporated the venture. I30 Media has released about ten In 30 Minutes guides in various ebook formats as well as in paperback, and distributes to every major ebook platform (Kindle, iBooks, Nook) as well as growing platforms (Google Play Books, Kobo).

In the first six months of the venture, I was occupied with figuring out the publishing landscape, expanding distribution channels, cranking out early releases on my own. While I was new to book publishing, I am not new to the media industry, and applied domain knowledge from magazine/news publishing, online media, and the mobile app space.

Startup publishing: scaling production

One of the first growth lessons was being forced to give up the “one-man band” idea. That guy attracting a small crowd on the local town common with a drum pedal strapped to his foot, a tuba around his waist, a harmonica in his mouth, a xylophone in one hand and maracas in the other is technically able to mimic a real band. But he will be limited in what he can do with his instruments (e.g., the xylophone sounds better using two hands than one) and quality ultimately suffers. Actually, let’s not beat around the bush — one-man bands sound terrible. Can you imagine listening to their stomping, honking tunes on the radio, or downloading the music to play at home? People enjoy one-man bands for the spectacle, not for the music.

I was a one-man band in the first month. I did everything, from writing to setting up the websites to designing the cover image. And I wasn’t doing it for the spectacle. I did it because it was cheap and I could do everything. But I could see there was a quality gap with the competing titles available on Amazon and elsewhere. The covers looked amateurish, and I was worried about the quality of the copy. I began to look for things to outsource, and one of the first was cover design. I contacted Steve Sauer, a graphic designer I used to work with, who was happy to take on the freelance work for his consulting firm Single Fin Design. His first cover, for Dropbox In 30 Minutes, was a big success. I decided to have him do new covers for other In 30 Minutes guides going forward, starting with the Google Drive and Google Docs guide and our Excel Basics book.

I also found people to handle other tasks, including copy editing and market research. But the big growth impediment was writing. It was quickly apparent to me that I could not grow In 30 Minutes guides into a successful brand unless I found other authors. While the guides don’t take long to write (I tell prospective authors that the first draft of a 10,000–15,000 word guide typically takes 5 or 6 weeks, writing on nights and weekends) there is so much other stuff to do when it comes to growing a business — marketing, expanding sales and distribution, accounting, dealing with production issues, etc. As i30 Media grew, I knew that I would have less time to spend on writing. The only way to keep growing and strengthen the brand was to find other authors to write new titles, including topic areas in which I had no expertise.

The impact of my recruitment efforts is apparent when looking at the In 30 Minutes catalogue. Of the first 5 titles, four were written by me, including the Dropbox book and the Google Docs for Dummies substitute. Of titles #6 through #10, only one was written by me.

Startup publishing: scaling sales

Besides production, the other side of growth relates to sales. As mentioned earlier, I follow Lean Media principles when it comes to marketing and sales. That entails lots of experimentation with everything from advertising to sales calls to potential enterprise customers. But it’s not just about identifying opportunities, and then measuring the impact of pilot experiments. In order to expand growth, it’s also necessary to identify which opportunities not to pursue.

One area which I have stayed away from so far is bookstore distribution, based on early discussions with (mostly disinterested) bookstore managers, an evaluation of visibility and competition within B&N and Staples, and the industry standard requirement that demands 55% discounts and the right to return or destroy unsold copies. I haven’t completely written off the opportunity (in fact, I have made many titles available through the back-end ordering systems that bookstores use) but I don’t want to spend loads of time fighting to get In 30 Minutes guides in a channel that may ultimately be unprofitable.

I have also avoided ebook platforms that have too much overhead, are weak on terms, or look like they could undermine or cannibalize other sales channels. I stayed far away from Sony’s ebook platform, owing to the way it basically demanded that independent publishers beg to join. I have also been a skeptic of Scribd’s ebook subscription service.

What does the future hold for i30 Media? Certainly, more guides and more sales. In addition to the Windows 8 user guide, I have a new title about jQuery plugins in the works as well as a non-technology title (still in stealth mode). I am also planning growth of the company itself. Already I have begun thinking about hiring my first employee. The numbers aren’t aligned yet, but we could see action on this front in 2015.

Why it took so long to release Twitter In 30 Minutes

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.

Twitter In 30 MinutesI 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.

Positioning: A powerful marketing concept (with some limitations)

A few years ago, I picked up Positioning: The Battle for Your Mind, by Al Ries (with Jack Trout). It’s a quick read, and an old book (it was written in the 1980s, and based on a series of articles for Advertising Age that date from the early ’70s) but it was recommended by Lean Startup practitioner Ash Maurya, author of Running Lean. When I began writing books, I used some of the ideas in Positioning to position Dropbox In 30 Minutes as well as a second guide that is like a Google Docs for Dummies alternative. But it wasn’t just the technical topics that appealed to people — I actually created a series of guidebooks that can be read in 30 minutes. I learned from customers that this “positioning” is very compelling. It’s worth digging into the concept to learn how it can be applied elsewhere, while keeping in mind that there are some limitations.

Positioning, by Jack Ries with Al Trout

Summary of Positioning by Ries and Trout

Positioning starts with several compelling premises. First, we are constantly bombarded with marketing messages. “We have become the world’s first overcommunicated society,” Ries writes. “Each year, we send more and receive less.” As a result of the huge volume of marketing messages, advertising is like a “very light fog that envelops your prospects.” Note this was written long before the advent of the World Wide Web and mobile phones!Beyond the challenge of getting noticed, is the issue of convincing people to believe in the messaging. According to Ries, this is where many companies make a big mistake — trying to change audiences’ minds that their products are better than the market leaders.

“Were the average consumer rational instead of emotional, there would be no need for advertising,” Ries says. The reasoning here: Customers would gravitate toward better-quality products, regardless of who produced them or how they were marketed.

Of course, that’s not what happens — people tend to gravitate toward the familiar brands and products at the “top of the ladder” for each product category. And knocking the market leader off that ladder with claims about quality is nearly impossible.

Therefore, according to Ries, it makes sense to work with what customers already know. Strategy should be built from the perspective of the “prospect”, rather than the perspective of the company (and the ego of company executives). Often, this involves finding the hole that the market leaders have neglected or don’t serve well.

These are the concepts that lie at the heart of Ries’ and Trout’s thesis, and they use many case studies and examples to illustrate the companies, brands, and products that have successfully positioned themselves in the mind of the consumer. Consider these examples from decades past, and the holes that they filled:

  • 7-Up: “Uncola”
  • VW Bug: “Think Small”

In the first example, 7-Up was introduced to a market which associated “soda” with “cola”. It filled a hole for people who wanted something other than cola, which was at the top of the sweetened carbonated beverage ladder. The original VW Bug couldn’t compete with what drivers saw in the size and power of cars from Detroit, so its marketers sidestepped those issues and concentrated on the hole that Detroit had neglected — small vehicles, which have their own advantages in the minds of the prospect: price, parking, fuel use, etc.

Other marketing strategies in Positioning

There are other strategies Ries mentions in Positioning. One involves invoking other successful products. One clever example involved positioning Jamaica as “The Hawaii of the Caribbean.” It’s a great line, but it apparently fell victim to micromanagement at the highest levels of Jamaica’s government.

However, I had to question other parts of Positioning. For instance, Ries spent a lot of time discussing the importance of of having the right name. Some of this makes sense, such as the example he used of “Hog Island” being a poor choice for a tropical resort until it was renamed “Paradise Island.”

But should companies completely avoid “coined names” like Coca-Cola? I think the jury is still out on this one. Ries states that it’s “dangerous” to have “mean-nothing” names, and it only seems to work when the product is first-to-market, like Xerox. But in the digital age, we have seen a slew of successful companies and products that have obscure or semi-relevant names (Google and Google Docs, Apple and the iPod, Nintendo and the Wii, etc.) None were first-to-market in their respective categories, yet all have been runaway successes.

On the other hand, some people in the digital realm are still firm believers in using easy-to-remember and easy-to-spell names. At a conference a few years ago, I heard Mint cofounder Aaron Patzer talk about spending a lot of time on finding (and paying for) the right name. The personal finance tracking site had to be easy to understand, spell, and enter into a browser address bar. He also thought his competitors were crazy for choosing names that were hard to spell or pronounce — he specifically mentioned Geezeo.com and Wesabe.com.

Ries also struggles with disentangling positioning problems from other business problems. For instance, he suggests that Eastern Airlines was failing at the time of the book’s writing because of its name (“when prospects are given the choice, they are going to prefer the national airline”). No mention was made of deregulation, new competition, Eastern’s fleet, or the titanic management/labor struggles Eastern was dealing with at the time.

Positioning a big company vs. positioning a startup

It must be noted that the ideas in Positioning are often best suited to major national brands and multinational corporations. Startups may find some lessons here — I certainly derived value in the hole and ladder concepts described above. But other theory and examples will resonate best with people who work for Google, G&E, and other giants of the corporate world, in which big-budget advertising campaigns and months-long market research studies are possible. Ries is clear that it takes time and money to follow his advice (e.g., “If you don’t spend enough to get above the noise level, you allow the Procters & Gambles of this world to take your concept away from you”). Of course, time and money are two things that most startups don’t have.

Lastly, Positioning is a book from another era — the golden age of one-way mass media. It was written long before the Web, social networks, and mobility had a chance to impact the way people communicated and formed opinions. Technology-driven trends such as the Web or mobile phones as well as game-changers such as Google search results must be considered in any discussion about marketing, but these developments came too late for Positioning. On the other hand, it leaves a few holes that I am hoping other authors, bloggers, or experts will try to fill.

Releasing a C. diff guide

Last month, my publishing company released its first title about a health-related topic: C. Diff In 30 Minutes: A Guide To Clostridium Difficile For Patients & Families. C. diff is an obscure term, but it refers to a common bacterial infection that affects the lower intestine. C. diff in hospitals is a serious problem, and the incidence of C. diff has nearly quadrupled in the past 20 years in the United States, as the following chart shows:

C Diff Hospitals: 1993-2009

Even though C. difficile is a relatively common infectious disease (see What Is C. Diff?) there are limited online resources for patients and families. As of this writing, there is only one other book about the topic available on Amazon.

C. difficile book about C. diff

The importance of a C. diff expert

The author of C. Diff In 30 Minutes is my father Thomas Lamont, a gastroenterologist and Harvard researcher who has seen thousands of patients suffering from the ailment. Last year, as I was getting In 30 Minutes guides off the ground, he offered to write this title. I gladly accepted — I’ve been interested in expanding beyond pure software and technology topics, and this would allow me to evaluate how niche topics fare in the health field. Because of his busy schedule, it took some time to release C. Diff In 30 Minutes, but both of us are proud of the result. You can order the C. Diff book here, either as a paperback or as an ebook that can be read on a Kindle, iPad, Nook, or other e-reader.

In addition, I am working on another health-related In 30 Minutes guide. It is also oriented toward patients and families, but does not get into treatments or causes of the disease (sadly, this other ailment cannot be treated). The author is someone who spent more than a decade caring for a sick parent, and not only has expert insights into care-related issues, but will also talk about the impact on families. I’ll reveal more information about the title when it’s released later this summer.

Experimenting with bulk orders targeting the educational market

LinkedIn User GuideThe experimentation continues. Last week, I launched a new marketing and sales experiment for LinkedIn In 30 Minutes, a LinkedIn book for newbies. It involves bulk sales of the paperback to a special audience segment: Career services offices of colleges and universities in the United States.

My hypothesis: Staff at career services offices of colleges and universities directly serve an audience we are already targeting: People who need to know how to improve LinkedIn profiles in preparation for a job search. Students and recent grads may not have much professional experience to begin with, or in the case of graduate students, they may have career gaps because they have been out of the workforce for several years. They want to present themselves in the best possible light to potential employers and LinkedIn recruiters, and having a rock-solid LinkedIn profile is critical. These are the types of readers we want for LinkedIn In 30 Minutes!

But the problem is: They may not know about the guide, or may not be looking for this type of guide. How can we reach them?

The bulk order pitch to career services offices

I decided to reach out to a few career services offices at universities, ranging from smaller schools such as Suffolk University in Boston to larger schools such as the University of Texas system. I found the contact information of some schools on the Web, and crafted a simple email pitch. Here are the elements:

  1. I am the publisher, and we have a new book. Here is a PDF sample to download for your personal review
  2. I would be happy to mail you a paperback copy. Just say the word.
  3. Here are some specific lessons that will help your students use LinkedIn
  4. Find out more on the book website
  5. We can also arrange for bulk orders

I was most interested in the response rate for the paperback book. If they asked for one, I figured that would indicate a strong interest for a bulk purchase. So, I set up some bulk purchase options for LinkedIn In 30 Minutes. Of the 5% who responded with a request for the paperback, I mailed them a copy with a cover letter outlining the bulk prices. So far, no one has indicated they want to purchase a bulk order, but I will follow up with a call next week (Update: three bulk sales so far!). I’m really interested in finding out whether the guide meets their needs, and if so, what sort of bulk purchase terms would be most suitable — for instance, payment by credit card or invoice, the size of the bulk order, etc.

How to get started with LinkedIn, and dealing with too many features

LinkedIn Book cover
The cover of the new LinkedIn book

Last week, the latest In 30 Minutes® guide was released, a LinkedIn book. It’s really aimed at career-minded people who are just getting started with LinkedIn. However, I was reminded by the author — Melanie Pinola — that another target audience includes those people who have created rudimentary LinkedIn profiles, but have never optimized them for effective networking or job searches.

One of the challenges that Melanie and I faced was limiting the scope of the guide. LinkedIn can be a complicated tool — beyond profiles, there are a lot of features and extra services that are available. In line with the “In 30 Minutes” concept and the fact that the book targets LinkedIn newbies who might not even know what LinkedIn is, we really scoped it down to the basics: How to register for LinkedIn; how to improve your LinkedIn profile with keywords, headlines and summaries; networking strategies; job searches and the “hidden job market,” etc.

Dealing with too many LinkedIn features

Before she got started, Melanie produced an outline and we discussed the contents and what not to include. For instance, I asked her not to spend too much time on integration with Twitter. Setting up a LinkedIn company page is also out of the scope of the guide. I tell authors to aim for between 10,000 and 15,000 words, but in this case the first draft of the book came in at 18,000 words. While I like giving readers more than they bargained for, I also want to make sure the book can be read in a sufficiently brief period of time. What to cut?

A few wordy examples were obvious candidates for removal, but there were some other more significant sections — such as one about researching companies on LinkedIn — that were harder to get rid of. In the end, we decided to re-use as much as possible — some of the examples will reappear as blog posts that Melanie authors, while the more substantive examples will be “extra content” for the book website. We’ve also begun to plan posts for other audiences, such as this one targeting LinkedIn recruiters. It’s good for our readers, and it is also good for attracting new readers to LinkedIn In 30 Minutes .

Monitoring sales of Dropbox In 30 Minutes

Dropbox user guideDropbox In 30 Minutes has now been available for about nine months. For nearly as long, I have been monitoring interest in the Dropbox user guide, by closely watching sales. At first the book was only available as an ebook for the Amazon Kindle, but by the start of 2013 it was available for multiple e-reader, screen, and paper formats, including:

  • PDF (first via e-junkie, now gumroad)
  • Barnes&Noble/Nook
  • Apple/iTunes
  • Kobo
  • Paperback (via print-on-demand distributor CreateSpace)
  • Direct purchases of .mobi and .epub (which bypasses Amazon.com, iTunes, and other corporate ebook stores)

It was fascinating watching the evolution of the readership, especially after the paperback edition of Dropbox In 30 Minutes was released last November. While the Kindle edition has been a strong seller from the start, sales have plateaued. Meanwhile, the paperback rapidly gained  fans and by February 2013 had overtaken the Kindle and all other versions. Note, however, that Amazon is also responsible for all paperback sales — it owns the POD service CreateSpace, so the paperback listing is automatically fed into an Amazon product page (which is now linked with the Kindle product page).

Monitoring a sales slowdown in ebooks

Getting back to the Kindle version hitting a sales plateau: I’ve been thinking a lot about what could be happening. Certainly, there is more competition for readers, both on Amazon itself and online. But there are other possibilities, including falling interest in Dropbox among my target audience. What could cause a once red-hot technology to slow down in popularity? Factors could include competition from giants in the space (for instance, Microsoft Skydrive OneDrive or Google Drive), negative publicity (such as security concerns), or a maxing out of the potential audience. For now, I am discounting the idea that Dropbox is dropping in popularity, and am more focused on the competition — and how to make Dropbox In 30 Minutes and the free online resources such as videos and blog posts even better.

Dropbox FAQ: Deleting Dropbox files

I’ve started publishing some excerpts from my new Dropbox guide. Many people have begun to suppose the book is like Dropbox for Dummies (it’s not the same!)

Anyway, back to the book. During the course of researching the book, I made an interesting discovery: Deleting Dropbox — I mean really wiping out the account and all of the files everywhere — is a major pain.

Facebook and other services get flak for making account deletion difficult. The usual methods:

  • Hiding the option deep in the settings panel
  • Not completely deleting the account (“in case you change your mind”)
  • Requiring multiple steps (“are you sure?”)

But Facebook has nothing on Dropbox. Not only is there is no single “delete Dropbox” button to press, the ways that most people might think are sufficient (closing the account on the Dropbox website, deleting the Dropbox app on the computer) leave files and folders perfectly intact. I learned this myself when I deleted the app on one of my computers. I didn’t expect it to have any effect on the master Dropbox account, but I at least thought the files on the PC would be trashed along with the app. I was wrong.

Deleting Dropbox files: Multiple steps required

Dropbox android
Deleting Dropbox files can be done on a mobile device

As for the question, “How do I delete Dropbox“, be prepared to spend some time chasing down and wiping all of the files on various PCs and devices before going to the Dropbox website to take an additional step. It may be inconvenient, but if you want to make sure everything is gone, a little pain is required.

Note also that Dropbox sometimes changes the way stored files are handled or backed up. In addition, the service has paid tiers which offer more control over storage management. These topics go beyond the scope of this post, but you can find out more about paid features on the Dropbox website.