Your Book is Not An Engagement Ring

After 30 years in marketing and publishing, I've learned a lot of things that fly in the face of conventional wisdom.  Like, for example, a line (surprisingly!) doesn't start forming at the bookstore with your first tap on the keyboard... Or "you're not legitimately published unless a New York house publishes your book." Or a mention in Redbook, complete with cover graphic of your book, will result in 1,000s of sales. Yes, these ideas tend to disappoint...

But the most insidious thinking in book marketing is the 

show-stopping, money-gobbling, time-wasting constant FEAR OF COMPETITION.  

In my experienced, but humble, opinion, the only real competition in publishing is SUBSTITUTION. Are your prospective readers buying something other than a book to fill whatever the need warrants?  Is Jane Doe buying a book to learn how to plant a garden or is she taking a class?  Is John buying a book for entertainment on his trip or is he buying new sunglasses and a travel Scrabble set? Substitution is the only insurmountable competition because it's virtually impossible to predict and market to.

What's the fix? You can sell a lot of books by looking at who bought another book like yours.  Think about it for a minute. What's your favorite kind of book to read?  Memoir? Romance? Self Help? Adventure? Parenting? Do you just have ONE book that fills all your entertainment, educational, information-gathering needs?  Hell no. You probably have dozens, if not hundreds in the same or a very close genre.  People tend to gravitate to a certain type of reading to fit their mood at that moment.  They get one nugget from a business book, or four days of entertainment from each novel, or one new strategy to try with their kids. Each book only has to offer that one nugget that brings value to the reader.  That leaves a lot of room for everyone else!

Now, if you were in the engagement ring business, you could only hope to sell one engagement ring to that one customer (except in Hollywood, of course).  That's cut-throat competition.  Which one retailer, which one ring will win the honor of residing on that bride's finger for the rest of her life.  Luckily, book marketing is the exact opposite.

What should you do now?  The first person I call when we get a book to market is another author marketing to the same type of reader. You can coop marketing with them to cut your costs in so many ways.  You can ask for endorsements. You can cross market.  Get to know other authors in your genre and I vow that it will benefit you!  

EVENT: If you are in or near Omaha and you would like to share marketing ideas with other published (or nearly published) authors, join us Wednesday, November 5th for the first monthly Book Marketing Summit.  It will be at Swanson Library from 6-8 pm.  Can't make this one?  We'll have one each month, so like my page on Facebook for notifications of times and places. 
https://www.facebook.com/events/760336264038625/

Don't Buy a Pet Fish and Expect it to Act Like a Dog

Chew on This...

The publishing industry changes pretty much on a daily basis. The opportunities for independent authors have never been greater, and the barriers to entry have virtually disappeared. It's just not that hard to publish a book these days -- however, if you plan on being successful, you have to think of it as a business. The good news is that it's easy to get your book out there; the bad news is that a lot of poorly conceived, poorly funded, and poorly edited books also make their way "out there" in droves. The really good news here is that there are people to help you understand the business and your options and what you are getting into. (Hey, btw, we can help you with all that stuff!)  Do your research (check behind their ears, look at their teeth, do a sniff test on Google).

Lots of Publishing Species From Which to Choose...
The new terms in publishing are coming fast and hard, and it's important to understand what they mean to you. I'm not going to give you a glossary of terms here, but suffice it to say, you need to understand the pros and cons of each publishing option.  Don't sign anything until you really, really understand what everything means. Several publishing options are explained and expanded upon throughout this blog.

Who Let the Dogs Out?
Once you choose your publishing breed, don't change your mind and decide it should be doing something instead because some friend told you "You should do ______." Unless they are truly an expert, this is bad advice 99% of the time. Use the best features available from the method you choose and don't expect your method to do new tricks for which it is not set up.

Every day, I hear people who have chosen to publish through a print-on-demand company wonder why their book is not on the shelves of the bookstore. It can be a wise choice for many authors, but knowing your realistic objectives will be your guide. Without clear-cut, realistic, educated objectives, you could be caught chasing your tail.
On the other hand, every month, I meet at least one author who published their book with the fabulous intention of selling it in the back of the room after a speaking engagement. Good plan. A few weeks into the book's life, a friend walks up to the author and says "I went to the bookstore and they said they don't have the book. I want to buy it there." Of course the unspoken message the author hears is "What, isn't your book good enough for bookstores to carry it?" I tell those authors to say "No, bookstores aren't right for my book; however, I take cash, checks and all major credit cards. I'll run out to the car and get you one. I'll even sign it for you!" 

The Tail End of It All...
Making your book available through as many options as possible certainly helps your customer make the decision to purchase your book. Don't buy into claims that your book will be on the shelves of every bookstore, because it won't. (And you don't want it there!) Being available to order at those places is good, however! There are 100,000 books in a pretty big bookstore these days. There are a million new books published each year, and some 30,000,000 titles currently in print, maybe bazillions more. Those aren't very good odds. My final thought is to help you remember that bookstores aren't your target end consumer -- readers are!

Know your plan and stick with it for success!

We're Thinking of Starting Our Own Writer's Strike...

To begin my rant... last week I was in a music CD store where they sell used CDs. The clerk told me that they pay a royalty to the artist for the secondary market merchandise. Finding this unbelievable, I called around to other second hand intellectual property merchants and I couldn't find another one who does this. I even doubt that the first one was telling the truth, but who knows.

Actors, as well as the writers who write for them, get royalties every time their ad is shown, or their tv program is broadcast, or their video is sold...this may bring to mind the writer's strike of 2007-2008, in which the Writer's Guild of America went on strike against major production companies to demand an increase in royalties from DVD and online downloads. Eventually they came to an agreement siding with the writers.

With this in mind, why doesn't an author get a portion of their secondary sales? Why does the bookstore get rewarded with a full refund for damaged, mistreated, mispackaged, over-ordered books?

Bookstores "display" rather than "stock" books in their stores (on consignment); thus meaning bookstores are allowed to make irresponsible buys or damage the merchandise with no repercussions (they can return overstock for full credit virtually forever). Bookstores get the largest percentage of the final take on a book sale no matter how it is published (traditional versus independent) -- 40% of the retail price. If they paid for merchandise they damaged, it wouldn't be so bad, but they don't.

And these bookstores that take trade-ins or buy backs -- wouldn't you think that on the second hand books they take in, (which I BET they return to publishers as damages on occasion), they would need to pay a royalty?

It's tough enough to be a small publisher, with all of that, but then have to deal with the wholesalers that require publishers to have an open return policy no matter who damages the books or how many they over-order.(Wholesaler takes 55% [and publisher pays shipping], wholesaler then sells to a bookstore at a 40% discount.) If you do the math here, you'll easily see that the big loser is the one who spent a large part of their life writing the property that is being juggled among the profit takers.

If the printed book is to survive, it should be a booklover's mission to make sure that the publishers and authors who create the masterpieces get paid their fair share -- just like actors do when some broadcast medium shows a movie or tv program (or ad) that includes them in it or a musician when they play a song on the radio.

Publishers and authors who foot the real bills in publishing could use some industry changes. Sooner rather than later.

End of rant, but frustration continues...

Lisa Pelto, President
Concierge Marketing
and Publishing Services