Too many new authors believe that once their book is written, sales will just pour in and form a package. Unfortunately, this disappointment is shattered when they receive a royalty check. The honest truth of the matter is that the writer’s job only begins when the book is published. Even today’s big name authors started selling their books from the back of their car. Many well-known authors also started self-publishing because no one recognized their talent. They didn’t start their career with a big bang. They didn’t have the money to pay advertisers and big marketing companies when they started, and yet now they are wildly successful. Be encouraged by their examples.
Marketing, promotion, and networking should be done every day, for the life of the book, in balance with your other activities and obligations.
Many new authors feel that their only path to success is through book signings and bookstores that stock their books. You are wrong. While in larger centers with good promotion, a book signing event or book reading event can generate up to a couple hundred unique sales… most smaller venues can only expect fewer than 10 sales. Is it worth the 2 hours or more you spend at the event? Not counting all the preparation, event marketing, promotional materials, labor time, and any exhibits you may have designed and possibly paid for in advance. These events don’t pay authors to host an event, so the sales they have may not even cover travel costs, hotel cost, meals, parking, or supplies, let alone the time they spend. They also don’t usually result in long-term sales: sales are often only for the few days around the event.
Bookstores can only realistically stock less than 1% of the 3 million books available on the market. Your discount with the publisher/distributor is great. Authors are paid royalties only for what their publisher has received. So is it worth all the time and effort that goes into getting places on bookstore shelves?
While the above markets are valuable and important to any author, what authors need to do is think outside the box. Find out where your efforts will bring the best results. Don’t expect immediate and overwhelming acceptance by the media or your audience. Marketing, networking, and promotion are long-term endeavors that will reap greater rewards as the efforts continue.
Many authors live in small towns and hold jobs or have physical limitations that prevent out-of-town promotions; like us This can be overcome. Again, think outside the box, use the Internet and your contacts, and be persistent. Newspapers, libraries, and bookstores are just the most obvious markets, and they’re also the hardest to attract attention without a strong image because they’re all competing for your attention. Work on your image and get strong promotional materials to help you stand out from the hundred thousand or more new books released each year.
Therefore, develop a long-term marketing plan and stick to it throughout the term of your contract with the publisher. The market plan will grow and change as time goes on. And keep good records so you can determine how you’ll market the next book.
I just wanted to mention here that some authors feel overwhelmed by the immense amount of effort it takes to market a book. If we take one day, one step at a time, we will find that it is not so overwhelming. I think it works best to figure out what you’re going to focus on this week and then set a goal for today. I do this almost every day. It helps me keep a steady pace, without taking on too much or too little.
Also remember that the efforts you are making today may not bring immediate results. You may need to visit a market several times before your proposal is accepted. For example, some leads from almost a year ago are now resulting in promotions on their posts. So be patient and professional in everything you do. Again, keep records so you can follow up.
Newsletters can be small but effective marketplaces for your work. On average, they can range in size from 1,000 to 17,000 readers or more. Ezines typically reach an audience of over 5,000. Get a few of them in a month and you’ll reach a wide audience! You don’t need to be rich or famous or have a publicist if you are determined and able to put in the effort every day. (Do take some time for yourself though!)
