It’s every author’s dream to have his or her book boldly standing face out on the center aisle in all major bookstores throughout the U.S. and beyond. Even to see one’s books clustered on an inside shelf, spine out, is a thrill for most authors. But few of us, today, ever get the pleasure. Why? In a word, competition.
In case you haven’t heard, you aren’t the only one who has produced a book, lately. There were 411,422 books published in 2007. That’s over a thousand per day. There are reportedly over 6 million books in print. Even a mega bookstore can hold only around 150,000 titles at any one time. That’s less than 3 percent of all titles. Now that some bookstores are placing more of their books face out on the shelves, there’s room for even fewer new titles.
What, then, is the secret to selling books? Without the opportunities bookstores offer, how is an author to make a profit or, alas, even break even?
First, don’t give up completely on bookstores. While the largest bookstores have their hands (shelves) full of books from major publishers and those by popular authors, the smaller, independent booksellers are often open to carrying your book. Hand deliver a few copies to the bookseller and offer a consignment agreement. (You get paid when the books sell.) Then go out and sell those books:
• Send out press releases announcing your new book or an event you’ve planned around the theme of your book.
• Contact local radio/TV talk show program directors about appearing on their shows.
• Arrange for presentations to local community groups, civic organizations, trade clubs, corporate programs and so forth.
• Write a few articles for regional (and national) publications.
And always mention which bookstores in town are carrying your book.
If you have the opportunity to get a radio gig or travel and speak out of town, contact the local booksellers there and let them know that you have some promo scheduled. They’ll surely want to carry copies of your book. And if your book starts selling regularly and with some gusto, the larger bookstores will want to stock your book.
Even if you get into chain and independent bookstores on your own or your publisher arranges this, it is up to you to keep customers coming in and purchasing your book. When this activity ceases—when sales slow or stop—booksellers will pull your books from their shelves and return them to you or your publisher for a refund. This can greatly damage your year-end financial statement.
What’s the alternative to selling books through bookstores? The possibilities are as vast as your imagination and as limitless as your supply of energy. Read my book, Over 75 Good Ways to Promote Your Book for oodles of ideas. http://www.matilijapress.com/over75page.html
Study pages 213-283 of The Right Way to Write, Publish and Sell Your Book. http://www.matilijapress.com/rightway.html