MARKETING IDEAS
by
Patricia Wellingham-Jones,
Editor/Publisher
You hold your brand-new book in trembling hands and hear the publisher say, “Now get out there and sell it.” Before you panic, here are some tips to help you.
BASICS
These basics apply to publishers, whether you self-publish or someone else produces the book.
ISBN: You need the International Standard Book Number to get the book indexed internationally, in Books in Print, and in data bases for ordering. It costs money, but not a whole lot and, for a publisher, will prove useful for future projects.
Barcode: Probably worth the money (about $30) because this lets stores scan for their record keeping. You don’t need to include price in the barcode. You can find information (or even do it yourself) online.
Price: Ideally, retail price is set at 10 times the cost of the book, but you’ll never sell it that way. I try for 3 times the printing costs but would rather sell lots of copies than make lots of money and if the book is too expensive, it won’t sell. Check how prices run for similar,works in bookstores.
Wholesale price: When you sell to book stores or in large quantities, you’ll give at least 40% discount, sometimes 50%. Amazon.com, etc.: They pick up books through distributors and you can check their website for information about placing your book with them.
Shipping: Remember to add the cost of shipping when you mail out orders; the customer pays it.
SELLING THE BOOK
This is the hard part of writing, but fun.
Book Reviews: There is some doubt that reviews actually sell books, but they do give book and author exposure, add to the file of quotes to use later, and feel very good (if favorable). Inquire first about being reviewed; don’t just put your hard-won books willy nilly in the mail.
Places to try include:
Your last place of employment; newsletter or alumni news.
- Local and regional newspapers.
- Journals in related fields.
- Small press publications; some do it in-house, some accept outside reviewers.
- Have colleagues/friends review the book, distribute to places they know.
- Check Dan Poynter’s book, The Self-Publishing Manual, for his suggestions.
- What I learned the hard way: don’t necessarily follow ALL his suggestions; I did once and it cost a bundle in wasted books; use your head and just send free review copies to the likeliest places.
- Look for online sites for related organizations, newsletters, posting news or excerpts, bulletin boards, etc.
- Write the book review correctly (a possible future article).
- Donate (selectively): Donations of your book can lead to talks and sales later. Consider some of these venues for a free copy (but don’t be too generous):
- Public, regional, high school, elementary, college, historical society libraries.
- Selected teachers, if applicable.
- Friends (limited, in exchange for promotion).
- Word of mouth (a key in all phases of marketing).
- News Releases: These must contain real news, not be merely puff pieces (or they won’t be published).
- Focus on what’s different about your book and why it is news, or helpful, to this group of readers.
- You’re an expert in the field now, you’ve got a book, so give a tidbit of advice or free information.
- Keep it succinct; include full ordering information.
- Send those news releases to: papers, organizations, family & friends, Elderhostel rosters where you taught or attended, rosters of organizations, email mailing lists. Be selective.
Promote Your Book: The most effective selling method is person-to-person. These other ideas also help:
- Use word of mouth: talk to everybody about the book.
- Tell people on your email list (but beware of huge mass mailings which many people despise).
- Carry books in your car at all times, ready to show and sell.
- Always have change available.
- Make bookmarks, postcards, business cards with book information.
- Take the book to all classes, seminars you’re involved in – teaching or attending.
- Get friends, kids, grandkids, colleagues to talk it up.
- Arrange for interviews on PBS TV, radio, local TV.
- Get interviewed by local and regional newspaper reporters. Donate a copy to them if they interview you, or plan to; preferably ahead of time so they can actually read it – but don’t be surprised if they don’t. Know what points you want to cover. Don’t be surprised by dumb questions.
- Offer to speak or give workshops at: service clubs, any organization you belong to, church groups, writers’ groups, high school and elementary school classes on related subjects, regional colleges, anywhere! Always ask what their selling policy is: some allow it in the room, some don’t, but you can step outside and sell from the car.
- Have order information available even if you can’t sell.
- Do readings and signings at local bookstores.
- Aim for the biggies, too – Barnes & Noble, Borders – give readings, signings, talks. You sell more books if you give an actual talk about your subject along with the signing.
- Local coffeehouses, art galleries often do special presentations, especially if there’s an exhibit of the artist’s original drawings or photos.
- Don’t overlook bookstores in regional national monuments and national or regional historical sites if your subject applies.
- Ask if you can give a program there.
- Sell on consignment at these various places. Keep adequate records and check up regularly.
- Get your own website. You can then promote, use excerpts, put up reviews, sell directly, link to related websites and have them link to yours.
- Do a web search of any related organizations. It may be worth donating copies to get a link or review.
- Write articles for journals, magazines, e’zines that seem appropriate.
- Submit excerpts from the book, usually short, to magazines/journals/e’zines.
- Check out genealogical organizations for related publications or organizations, if this applies.
Now, get out there and hustle. May you sell a million copies!
* * *
VALUES OF A CONFERENCE
Published in Writers’ Forum, September 2001
I recently attended the Ashland (Oregon) Writers’ Conference and want to let you know what a writer brings home.
There tend to be two kinds of writers’ conferences: 1) The workshop (Ashland), often a week, where you write in and out of class then read and critique, with faculty readings in the evening. Robert Wrigley, my instructor, produced wonderful results with his philosophy of teaching - place the gentle hand in the small of the back, and push. 2) The conference/ convention, usually a weekend, includes lectures, occasionally a workshop, readings, and time with agents and publishers.
I brought home:
- Tidbits of wisdom: What’s at stake in this poem? If you’re doing the line breaks right, the final words on the right margin tell what the poem is about. Stanzas are not paragraphs. - Wrigley.
- A list of poets I want to read - and stopped at a bookstore on the way to buy a few.
- A storehouse of information never written down but floating in the air all week. Some I can use immediately, some will apply when I least expect it.
- New friendships and the joy of working with peers. Informal gatherings tied us together in ways unexpected.
- A slightly higher level of writing (I hope) with more tools.
- The glow of a satisfying retreat - removed from my usual world, nothing to do but write, scribblers all around, the air filled with great words.
To help yourself grow and have a rewarding experience, attend a conference.
END
