How Monkeynut Audiobooks Created A Christmas #1 On Audible.
‘Twas The Night Before Christmas' rocketed to the top of the Amazon charts over the festive period, securing the number 1 Best Seller spot for both the Poetry and Inspirational and Religious Poetry categories. So how do you make a best selling audiobook? Record my life story interviewer Annie Price talks to Monkeynut founder Elliott Frisby about his success.
A: Elliott, congratulations on making the #1 Best Seller on Audible - you must be thrilled!
Producer Elliott Frisby discussing the making of the Audible #1 bestseller Twas the night before Christmas
E: Thank you, we are absolutely delighted. So many people put a lot of hard work into the making of ‘Twas The Night Before Christmas' and I am so happy to see it reach people at Christmas.
A: Talk me through how you created this best-selling audiobook
E: I had the idea to create a magical, orchestral audiobook of the poem after reading it to my children on Christmas Eve. It’s always a really special time for me, seeing the magic in their eyes, so I thought to myself: I want to give this experience to everybody. I want children to experience the magic of Christmas and remind adults of treasured memories past, or give them a festive feeling that they were never able to experience as children.
I hugely believed in this particular project and went in with a lot of love - that makes you work harder, I think! I contacted the phenomenally talented Andrew Stamp (my head composer at Monkeynut Sound) and we worked together to create the perfect sound: narration over festive, joyous orchestral music. I really wanted to create something iconic with a feel similar to ‘The Snowman'. My good friend Mike Read and I have worked together on over 45 songs together and countless audiobooks, and I knew his voice would be absolutely perfect to narrate. It all came together so well, and with a lot of hard work and meticulous mixing, we created something really special. You can read more about the making of the audiobook here.
A: What was it about this audiobook that made it do so well on Audible?
E: I think when everyone involved puts in a huge amount of love and care, and truly believes in the project, it shows in the quality of the finished product. Audible ranking is purely dictated by the number of purchases - I think our sample showed the magic of the piece and people were excited to get a copy. The BBC radio stations were very supportive, as were other radio stations across the UK, and I was delighted by the response.
We also added a bonus track interviewing Mike Read about the history of ‘Twas The Night Before Christmas', which offered listeners a little bit of extra fun and information! We were originally going to just dive into the poem but as with all our interviews, they find themselves going in random directions, which I think the listeners enjoy.
Obviously, there’s no guarantee with any audiobook, but I feel like the amazing team we had on board and the love that went into this project created something truly special that people wanted to buy. And of course, the fact that we were ranking number 1 on Audible for both Poetry and Inspirational and Religious Poetry on Christmas Day itself - that’s just magic!
A: What advice would you give other audiobook creators looking to get to number 1 on Audible?
E: Always make sure you record properly and with the best team possible. I think that’s the reason people are keen to use Monkeynut Audiobooks - all the big publishers use us because they know we provide top quality sound. Our Quality Control is so strict and we really care about what we put out into the world. People expect great-sounding audiobooks now - if your book doesn't stand out, you’re already limiting your chances for success.
Remember that your sample is extremely important on audiobook platforms! Choose a section of the audiobook that will showcase a string section that will target your ideal listener. Other than that: get feedback, take criticism and ultimately trust your gut and your vision.
A: What other platforms should you be distributing audiobooks on?
E: All of them! Why not? Unless you’ve been offered a stonking exclusivity deal, you might as well take advantage of all the options: Google Play, Itunes, Audiobooks.com etc. And don't forget audiobook libraries, where people can rent your book… it all adds up!
A: What advice do you have for marketing and production?
E: For marketing, it’s so important to present a clear image and vision of your audiobook. Keep it clear and concise and make sure it’s relevant. For example, it makes perfect sense for us to have released ‘Twas The Night Before Christmas' in December - in time for Christmas.
Consider having a free sample, or offer a giveaway of a few chapters so people can try before they buy. Just be sure to have a clear Call To Action after the freebie and encourage those sales.
Large scale radio adverts and paid Google ads are all very well and good, but sometimes it’s best to go local and get a real person involved in your passion project. Get in touch with your local press - don’t just send an email, call and show your passion: people get excited by excitement!
When it comes to production - always use the best! Even if you’re on a tight budget, pay for an expert to master your audiobook. Remember that your book is a legacy that will live on forever - it deserves superlative quality!
To purchase ‘Twas The Night Before Christmas', please visit Audible, Google Play or iTunes. Also available on all other audiobook sites.