Hooray! You’ve been published. This afternoon, you and the kids will make a trip downtown just to look at your beautiful book on the shelf at your local Barnes and Noble. What a sight!! There it is; your book all shiny and new, tempting customers to choose it for their next great read.
You watch as browsers walk toward that shelf—the shelf where your book sits waiting to be taken home. No one picks it up. They don’t even seem to notice. How could they not? It’s the only book you see.
Fast forward: It’s now eight months later. You walk into the bookstore and your book is gone. “Wow, all six copies have sold. That’s great.†And you rush over to the manager to remind him to order more.
“No, they didn’t sell,†he tells you. “We had to return those books to the publisher.â€
What went wrong? You were one of the fortunate few who actually had the experience of seeing your books shelved in a major bookstore, but now the excitement is over. Your window of opportunity is gone. Your books have been shipped back to the publisher… unsold.
This scenario occurs more often than you might think. Books are returnable, you know. In this hugely competitive publishing climate, the mega-bookstores won’t keep books on the shelves if they are not selling. What to do? In 3 words: SELL THOSE BOOKS!
News flash: You, the author, are responsible for promoting your book whether it is self-published, produced by a traditional royalty publisher or you go with a fee-based, subsidy-type publishing service. It is up to you to let the world—or at least those people within your target audience—know about your book and entice them to buy it. How?
Let me count the ways. In fact, there are as many ways to promote a book as there are books. People often ask me, “What is your most successful promotional activity.†I have to respond that it depends on the book. I use different promotional tactics for my local history book than I do my writing/publishing-related books, for example. I have a different audience for my Hawaiian luau book than I do my metaphysical book. So the first two things you need to do are to determine your target audience and discover where they are. Next, figure out the best way to reach them.
Using my own book topics, let me offer up some of my own promotional ideas.
1: For the local history books, here’s what I’ve done,
–Submitted a press kit to the local newspapers and followed-up until someone agreed to write my story or review my book.
–Arranged to speak locally; service clubs, schools, historical societies, other organizations.
–Placed my books in independent bookstores, museum gift shops, touristy stores and major hotel shops.
–Donated a few books to the local library and school district, making sure to include an order form. In both cases, they placed large orders.
–Donated books for fundraiser, etc. where my book got good exposure.
–Got involved in programs and projects related to local history.
2: For my writing/publishing-related books, I did the following,
–Solicited reviews/interviews in all appropriate mags, newsletters and Web sites.
–Gave presentations at writers/publishers conferences, club meetings, etc.
–Submitted articles to appropriate mags, newsletters, sites, etc.
–Participated in appropriate online forums.
–Appeared on radio and TV shows locally and nation-wide.
–Participate in book festivals.
–Got involved in programs, projects, sites, organizations related to writing/publishing.
–Contacted libraries nationwide and suggest they purchase this book.
3: For my book on how to present a Hawaiian luau on the mainland,
–Solicited reviews in foods magazines, newsletters, sites.
–Wrote articles for a variety of magazines.
–Contacted cookbook bookstores and asked them to carry my book.
–Had this book included in mail order catalogs.
–Appeared on several radio shows.
4: For my metaphysical book, I did the following,
–Solicited interviews and reviews on appropriate sites, magazines, etc.
–Wrote articles for magazines.
–Participated in appropriate online forums.
–Contacted metaphysical/new age bookstores about carrying this book.
–Spoke publicly about the experiences in this book.
However you decide to attract attention to your book, make sure that you’re using your time effectively. First discover,
Who comprises your target audience?
Where will you find these people?
How can you reach them?
What can you say/do that will pique their interest in your book?
I suggest making a list of all possible promotional ideas. Then choose 3 or 4 of them to start with. For example:
1: You’ll want to send press releases about a fascinating aspect of your book or your story to all local newspapers and radio/tv. Ask for an interview or a review.
2: Set up speaking engagements throughout your county—later, expand to other communities.
3: Research newspapers throughout the U.S. (www.newspapers.com or www.newspaperlinks.com or www.onlinenewspapers.com or www.thepaperboy.com. ) Get contact information for the appropriate section related to the theme of your book. Where does your book topic or genre fit in best? Remember, that if yours is a book of fiction, consider your nonfiction hook when seeking promotional opportunities. It might be sports, lifestyle, foods, entertainment, seniors/retirement, personal finances, religion/spiritual, youth or health and fitness, for example.
Send your press kit to 10 newspapers every day and ask for an interview or a book review.
4: Search out magazines to which you can contribute articles. In the meantime, study the process of article-writing. (My 6-week online article writing course starts April 10. Sign up at http://www.matilijapress.com/courses.htm
5: If you haven’t done so, start developing a workshop you can present at appropriate venues.
Once you’ve completed your first phase of promotion, start adding to your repertoire. Seek out venues for your workshop, contact libraries www.ala.org. or www.librarydirectory.com. If you’ve self-published, consider signing with a wholesaler/distributor (you’ll have a much greater chance of getting your book into bookstores). Contact all of the sites related to your book topic/genre and offer an article, ask to have your book included in their resource list or their showcase, ask for an interview or a book review.
Read The Right Way to Write, Publish and Sell Your Book for more promotional ideas. Also read articles on book promotion at my web site. Read Over 75 Good Ideas for Promoting Your Book.
So what is the key to keeping your books in the bookstores? Sales. As long as customers are buying enough copies of the book, the bookstore will continue carrying it. It’s up to you. Don’t drop the ball. Keep the name of your book out there in the public eye in as many ways as you can. This is the only way to succeed as a published author and this is the only way to keep your book in that Barnes and Noble Bookstore.
Sign up today for my online article-writing course. Questions? plfry620@yahoo.com