Smarter Market Info

Too many new authors believe that once their book is
written the sales will just come pouring in and they will
make a bundle. Sadly, this disillusionment is shattered
when they receive a royalty check. The honest to goodness
truth of the matter is that the writer’s work is only started
when the book is released. Even the huge author names of
today began by peddling their books out of the back of their
car. Many big-name authors also began by self-publishing
because no one recognized their talent. They did not start off
their career with a huge bang. They did not have the money
to afford publicists and big marketing firms when they
started out and yet they are super successful now. Take
heart from their examples.

Marketing, promoting and networking must be done every
single day, for the life of the book, in balance with your other
activities and obligations.

Many new authors feel their only way to success is through
book signings and bookstores stocking their book. They are
wrong. While in larger centers with good promotion a book
signing event or book reading event may result in as much
as a couple hundred one-time sales… most smaller venues
can only expect less than 10 sales. Is this worth the 2 hours
or more that you spend at the event? Not counting all the
preperation, marketing the event, promotion materials, time
taken from work and any displays that you have designed
and possibly paid for ahead of time. These events do not
pay authors to host an event so any sales they do have may
not even cover the traveling costs, hotel cost, meals, parking
or supplies – let alone the time they put into it. Nor do they
usually result in long-term sales – sales are often only
during the few days around the event.

Bookstores can only realistically stock less than 1% of the 3
million books available on the market. Their discount with
the publisher/distributor is large. Authors are paid royalties
only on what their publisher has recieved. So is all the time
and effort going into attaining spots on bookstore shelves
worth it?

While the markets above are valuable and important to any
author – what authors need to do is think outside the box.
Figure out where your efforts will bring the greatest results.
Don’t expect immediate and overwhelming acceptance by
the media or your audience. Marketing, networking and
promoting are long-term efforts that will reap greater
rewards as efforts continue.

Many authors live in tiny towns and hold down jobs or have
physical limitations that prevent out-of-town promotions;
much like ourselves. This can be overcome. Again, think
outside the box, use the Internet and your contacts – and be
persistant. Newspapers, libraries, and bookstores are only
the most obvious markets and also are the most difficult to
gain the attention of without a strong image because
everyone is vying for their attention. Work on your image and
get strong promotion materials that help you stand out
among the hundred thousand or more new books released
annually.

So develop a long-term marketing plan and stick with it for
the full 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 will go about
marketing the next book.

I just wanted to mention here that some authors get
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 it is not so overwhelming. I find it works best to figure
out what you will concentrate on this week and then set a
goal for today. I do this nearly every day. It helps me keep a
steady pace going, without taking on too much or too little.

Remember too, that efforts you are making today may not
reap immediate results. You may have to hit a market
several times before they pick up your proposal. For
instance, some contacts from nearly a year ago are now
resulting in promotions in their publications. So be patient
and professional in all that you do. Again, keep records so
that you can follow up.

Newsletters can be small but effective markets for your
work. On average, they can range in size from 1000-17,000
readers or more. E-zines typically reach an audience larger
than 5000. Get a few of them in one month and you are
reaching a wide audience! You don’t need to be rich or
famous or have a publicist if you are determined and able to
committ effort every single day. (Do take some time for
yourself, though!)

Lillian Brummet, Book Reviewer, Co-author of the book
Trash Talk (a guide for individuals concerned about their
environmental impact), Author of Towards Understanding (a
collection of poetry). http://www.sunshinecable.com/~drumit

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