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Book Sales Getting Musty?
By Carolyn Howard-Johnson
Adapted from the multi award-winning Frugal Book Promoter (www.budurl.com/FrugalBkPromo)
In the world of publishing as in life, persistence counts. If course, there is no way to keep a book at the top of the charts forever, but if you keep reviving it, you might hold a classic in your hands. Or your marketing efforts for one book may propel your next one to greater heights.
I can’t tell you how often I’ve seen authors who measure their success by book sales give up on their book (and sometimes on writing) just about the time their careers are about ready to take off. I tell my students and clients to fight the it’s-too-late-urge.
Publicity is like the little waves you make when you toss pebbles into a lake. The waves travel, travel, travel and eventually come back to you. If you stop lobbing little stones, you lose momentum. It’s never too late and it’s never too early to promote. Rearrange your thinking. Marketing isn’t about a single book. It’s about building a career. And new books can build on the momentum created by an earlier book, if you keep the faith. Review the marketing ideas in this book, rearrange your schedule and priorities a bit, and keep at it.
Here are a few keep-at-it ideas.
*Run a contest on your Web site, on Twitter, or in your newsletter. Use your books for prizes or get cross-promotion benefits by asking other authors for books; many will donate one to you in trade for the exposure. Watch the 99 Cent Stores for suitable favors to go with them.
Hint: Any promotion you do including a contest is more powerful when you call on your friends to tell their blog visitors or Facebook pals about it.
*Barter your books or your services for exposure on other authors’ Web sites.
*Post your flier, brochure, or business card on bulletin boards everywhere: In grocery stores, coffee shops, Laundromats, car washes, and bookstores.
*Offer classes in writing to your local high school, college, or library system. Publicizing them is easy and free. When appropriate, use your own book as suggested reading. The organization you are helping will pitch in by promoting your class. The network you build with them and your students is invaluable. Use this experience in your media kit to show you have teaching and presentation skills.
*Slip automailers into each book you sell or give away for publicity. Automailers are envelopes that are pre-stamped, ready to go. Your auto mailer asks the recipient to recommend your book to someone else. Your mailer includes a brief synopsis of your book, a picture of the cover of your book, your book’s ISBN, ordering information, a couple of your most powerful blurbs, and a space for the reader to add her handwritten, personal recommendation. Make it clear in the directions that the reader should fill out the form, address the envelope, and mail it to a friend. You may offer a free gift for helping out, but don’t make getting the freebie too tough. Proof-of-purchase type schemes discourage your audience from part
4 Comments on Book Sales Getting Musty?, last added: 8/25/2011
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I don't know how well this idea works, but I've heard that some people will include business cards or bookmarks, with info on their books, in with each bill they pay. I guess you never know who will be the one opening that bill on the other end.
Susanne, I read that tip also. I haven't tried it yet, but as the saying goes, nothing ventured, nothing gained!
Great post! It is sometimes hard to keep lobbing the pebbles, isn't it?
Kelly, it certainly is!