Do you really want to sell books in a book store?
This article is posted on a blog by expert publishing. http://expertpublishinginc.com
Do You Really Want to Sell Your Book in Bookstores?
Published December 8, 2010 http://expertbookpublishing.wordpress.com/2010/12/08/do-you-really-want-to-sell-your-book-in-bookstores/
Ask anyone who’s been in the book publishing business very long that question and you’ll get a “Yes–and–No” answer. The yes because you want your book available to sell in bookstores (whether online or brick and mortar), and no, you don’t really want to sell your book there.
Huh? Some people only buy books from bookstores, so you want to be available for purchase there. But the ugly truth is bookstores are a consignment business. They don’t buy the book from you until the customer buys it from them.
Here’s how it works. Your bookstore shelves your book, but only if the store buyer is convinced you’ll drive traffic to that store to buy the book. If you’re an author with a platform (read famous), that’s not a problem. Or, if you’re an author with an established fan base, that’s not a problem. For 98 percent of the authors, however, neither is the case.
If you do convince a store to shelve your book, the book sits there until purchased or returned for full credit (often a book is only given a handful of weeks or it’s returned). If purchased, the bookstore gets the money, cash manages the money for 30 days or so, then pays the distributor. The distributor cash manages the money for 30 days or so, then pays the publisher. Thus, even if a book sells immediately upon hitting the bookstore, it’s entirely possible you’ll wait 90 days or more for your share of the sale.
What is your share of the sale? After the bookseller and the distributor take their cuts, anywhere between 30 and 45 percent is left for the publisher. The publisher pays the cost of publishing, the cost of shipping and handling, and the overhead costs out of those leftovers. Of course, if you’re royalty published, you’re a cost to the publisher too.
Let’s say your royalty is 5 percent of net. If you crunch the numbers above, you’ll see a publisher needs to keep the cost per book at around 40 percent to break even–that’s $4.00 on a $10.00 book. So, your 5 percent is based on $4.00, which is a whopping 20 cents per book sold. However, if you have a literary agent who typically gets 15 percent of your earnings, you don’t get 20 cents per book. You get 20 cents minus 15 percent, or a net 17 cents per book sold. Royalties aren’t figured on review copies, promotional copies given away, etc.
Before you get all excited about selling your book in bookstores, do the math. You may find you do better selling in other types of venues. At least consider your options.
Published December 8, 2010 http://expertbookpublishing.wordpress.com/2010/12/08/do-you-really-want-to-sell-your-book-in-bookstores/
Ask anyone who’s been in the book publishing business very long that question and you’ll get a “Yes–and–No” answer. The yes because you want your book available to sell in bookstores (whether online or brick and mortar), and no, you don’t really want to sell your book there.
Huh? Some people only buy books from bookstores, so you want to be available for purchase there. But the ugly truth is bookstores are a consignment business. They don’t buy the book from you until the customer buys it from them.
Here’s how it works. Your bookstore shelves your book, but only if the store buyer is convinced you’ll drive traffic to that store to buy the book. If you’re an author with a platform (read famous), that’s not a problem. Or, if you’re an author with an established fan base, that’s not a problem. For 98 percent of the authors, however, neither is the case.
If you do convince a store to shelve your book, the book sits there until purchased or returned for full credit (often a book is only given a handful of weeks or it’s returned). If purchased, the bookstore gets the money, cash manages the money for 30 days or so, then pays the distributor. The distributor cash manages the money for 30 days or so, then pays the publisher. Thus, even if a book sells immediately upon hitting the bookstore, it’s entirely possible you’ll wait 90 days or more for your share of the sale.
What is your share of the sale? After the bookseller and the distributor take their cuts, anywhere between 30 and 45 percent is left for the publisher. The publisher pays the cost of publishing, the cost of shipping and handling, and the overhead costs out of those leftovers. Of course, if you’re royalty published, you’re a cost to the publisher too.
Let’s say your royalty is 5 percent of net. If you crunch the numbers above, you’ll see a publisher needs to keep the cost per book at around 40 percent to break even–that’s $4.00 on a $10.00 book. So, your 5 percent is based on $4.00, which is a whopping 20 cents per book sold. However, if you have a literary agent who typically gets 15 percent of your earnings, you don’t get 20 cents per book. You get 20 cents minus 15 percent, or a net 17 cents per book sold. Royalties aren’t figured on review copies, promotional copies given away, etc.
Before you get all excited about selling your book in bookstores, do the math. You may find you do better selling in other types of venues. At least consider your options.
The Good, The Bad, and the Ugly of Book Signings
Good: The best way to sell more books is to teach a class, or speak at a special event. Those who attend the workshop will see you as someone who knows what they are talking about and want to know more. They get to know you and treat you like a friend. Some of those people will want to purchase a book and have you autograph it.
Bad: When presenting, please do not PUSH your book down the throat of workshop goers. It is okay to mention it, but do not dwell on it. You were not asked to conduct the class in order to do a sales pitch.
Ugly: In-store book signings do not, as a rule sell books. You might even sell "zero." Now, that is ugly.
Bad: When presenting, please do not PUSH your book down the throat of workshop goers. It is okay to mention it, but do not dwell on it. You were not asked to conduct the class in order to do a sales pitch.
Ugly: In-store book signings do not, as a rule sell books. You might even sell "zero." Now, that is ugly.
Marketing Your Book 101
Book marketing and promotion is probably the hardest part of all. Of course, you need a good product and you must "sell yourself." No one knows you or your book better than YOU!
Things you can do:
1. Self sell your book. Tell people about it. Be positve. Make them want to know what is inside the cover.
2. Schedule author visits to schools. Write to the school librarian. Ask a parent to go-to-bat for you and tell their child's teacher about you and your book. Then, make a plan for your school visit.
3. Ask your local book stores to allow you to have a book signing at their store. In truth, most authors do not sell a lot of books like this. Most people who enter the store already have a book in mind for purchase. You have to do it for exposure more than sells. If the sells come, then wonderful! You made a good choice.
4. Hand out book marks. Leave some at your local library. People like having book marks. Ask about leaving some in stores and specialty shops. An ice cream store is a great place to leave book amrks.
5. Some newspapers will do a small feature on the local author. It never hurts to ask.
6. Get book reviews of your book. People like to know that others have read your book and recommend it for others to read. Post those book reviews on your web site. Add them to the back cover of your next book.
7. Search and join all of the web sites for authors. There are many author sites. (Jacketflap and AuthorsDen to name two.)
8. Be creative. Look for ways to promote you and your book. Always have a business card or something to hand out wherever you go.
9. Go to your local "Cracker Barrel" and ask about having a book signing at their store. Some authors have had successful sales at such events. You might even ask the local Cracker Barrel to put your book on their shelves. It doesn't hurt to ask.
Things you can do:
1. Self sell your book. Tell people about it. Be positve. Make them want to know what is inside the cover.
2. Schedule author visits to schools. Write to the school librarian. Ask a parent to go-to-bat for you and tell their child's teacher about you and your book. Then, make a plan for your school visit.
3. Ask your local book stores to allow you to have a book signing at their store. In truth, most authors do not sell a lot of books like this. Most people who enter the store already have a book in mind for purchase. You have to do it for exposure more than sells. If the sells come, then wonderful! You made a good choice.
4. Hand out book marks. Leave some at your local library. People like having book marks. Ask about leaving some in stores and specialty shops. An ice cream store is a great place to leave book amrks.
5. Some newspapers will do a small feature on the local author. It never hurts to ask.
6. Get book reviews of your book. People like to know that others have read your book and recommend it for others to read. Post those book reviews on your web site. Add them to the back cover of your next book.
7. Search and join all of the web sites for authors. There are many author sites. (Jacketflap and AuthorsDen to name two.)
8. Be creative. Look for ways to promote you and your book. Always have a business card or something to hand out wherever you go.
9. Go to your local "Cracker Barrel" and ask about having a book signing at their store. Some authors have had successful sales at such events. You might even ask the local Cracker Barrel to put your book on their shelves. It doesn't hurt to ask.
That "One" Special Thing
I have been reading a lot about Marketing Your Writing. I think that most authors find this the hardest part of the Writing World. Here are some things that I have gleened from the reading. Maybe it will spark something that you find helpful.
1. Figure out that "One" special thing about your book that will grab reader's attention and make them want to purchase your book. (I was talking to an author the other day about "Sleepytown Press." I made a suggestion to her. I told her to go to the local Book Store and go to the section of books where her book would fit. I told her to look at them and see what attracts 'her" to each book. Then, do not copy a book, but look at your book and try to make it "unique." Make your book STAND OUT. Figure out your SPECIAL THING.)
2. Talk about your book. Most people do not want a biography about the author. They are purchasing a novel or book to read about something that interest them. If they wanted a biography, they would go to the "biography section."
3. Be true to who you are. Do not try to be another author. It is flattering to have someone say that you are the next "King," but you have to be you and let people love your writing.
4. Choose wisely when deciding what to post to a web site. If it is worth reading, post it. If it is trivial, save it for a loved one that wants to hear details.
5. Allow the bookstore to place the book where they want it. It can not always be on the front shelf. (I read the other day that bookstores complain that authors never make a purchase in the store. The author wants their book sold, but they need to purchase something. Show an interest in the store. They will appreciate it.)
6.Interest readers in the STORY and the CHARACTERS. If they like either one of these, you just might hook a faithful fan.
1. Figure out that "One" special thing about your book that will grab reader's attention and make them want to purchase your book. (I was talking to an author the other day about "Sleepytown Press." I made a suggestion to her. I told her to go to the local Book Store and go to the section of books where her book would fit. I told her to look at them and see what attracts 'her" to each book. Then, do not copy a book, but look at your book and try to make it "unique." Make your book STAND OUT. Figure out your SPECIAL THING.)
2. Talk about your book. Most people do not want a biography about the author. They are purchasing a novel or book to read about something that interest them. If they wanted a biography, they would go to the "biography section."
3. Be true to who you are. Do not try to be another author. It is flattering to have someone say that you are the next "King," but you have to be you and let people love your writing.
4. Choose wisely when deciding what to post to a web site. If it is worth reading, post it. If it is trivial, save it for a loved one that wants to hear details.
5. Allow the bookstore to place the book where they want it. It can not always be on the front shelf. (I read the other day that bookstores complain that authors never make a purchase in the store. The author wants their book sold, but they need to purchase something. Show an interest in the store. They will appreciate it.)
6.Interest readers in the STORY and the CHARACTERS. If they like either one of these, you just might hook a faithful fan.
You've Only Just Begun: What do I do, once I decide to go with Sleepytown Press as my Publisher?
You chose to allow Sleepytown Press to publish your book. A lot of work has gone into the cover and text format. You looked at a number of PDF files as you read and reread and read over and over until your eyes almost went crossed. Finally, you told Your Publisher that you were ready to "release" the files for publishing the book. WHAT IS NEXT?
It's time to get busy on your marketing plan for the book. "Doesn't the publisher do that?" Sleepytown Press makes sure that your book is listed on Amazon, Barnes and Noble, as well as other online stores. The Publisher also lists your book with the advance catalog by Ingram. They also list your book in "books-in-print." The Publisher even includes all kinds of notices on web sites and such, but it's up to the author to pick up the ball and run with it.
It is time for you, the author to lay the groundwork for your own marketing plan as soon as you decide to go with Sleepytown Press.
There are a lot of things that you can do as you wait to get your book in your hands. The best marketing tool money can't buy is word of mouth. If people talk about your book when it comes out, word spreads quickly, and readers will be eager to buy it. When they do, they tell others about it. Here are some ways to market your book.
Visit bookstores, If you don't already know the manager and staff of every bookstore in your area, get acquainted as soon as possible. Purchase books and build relationships with store employees and owners of independent and specialty bookstores. This will make it easier to approach them later and ask to have a "book signing" in their store. The purpose at this point is not to promote your book but to build friendly relationships.
Start working on a detailed Marketing Plan that includes reviews of the book. People like it when someone recommends they read your book. Get as many people as you can to also post a review on their web sites. If you can get a few early reviews, you might include some on the back cover of your book. A lot of people flip the book over and read the back cover of the book. Try to find people who would be connected in some way to your type of book.
If the reviewer has a connection to books or writing, mention it in the tag line.
Look for book groups in your area. Get information to them. They just might like to have an author visit their group and share your writing. Prepare a list of questions for discussion and offer it on your website or directly to groups when your book is out. Contact groups and suggest your book as one of their selections and offer to attend the discussion meeting to talk to them or answer questions.
Internet: Join discussion groups and web sites for writers. Share and also show an interest in others.
Make bookmarks to hand out as well as ask book stores to allow you to leave some near the cash register. Leave some in doctor offices and such. Leave some in every place that will allow you to do this. (If you are like me, you always get "junk mail" and a lot of those have envelopes that mail something back to a business. Put a bookmark in the envelope and mail it back. Someone opens the envelope. Maybe they like books. Include a note asking them to pass the bookmark along to others.) Always have some bookmarks with you.
If there are conventions in your area, they are an excellent place to distribute bookmarks, postcards or flyers. They love free stuff. Ask if you can supply bookmarks to include in the convention packages.
A website: If you don't already have an author website, get busy! It will be a vital part of your marketing. Your visitors will be book readers who are interested in you and your novel. Post reviews, offer visitors an enticing "free read." (There are a lot of FREE places to have web sites. One of my favorites is found at www.weebly.com and it cost NOTHING to set up a web site. It is very user friendly. Sleepytown Press started on Weebly and since has registered the current site. If anyone goes to the old site, Weebly automatically redirects them to the Sleepytown Press site.)
If catering is an important part of the plot, for example, a recipe would work. (My wife loves reading mysteries that include recipes, if it is a mystery with a food theme.)
The Internet works wonders, but it is not the only place to get your work noticed. Get the phone book out of the drawer and flip through it. Look for places where you can get the word out. Go to the local college and take a notice as well as thumbtacks. Tack your notice on the local bulletin board. All colleges have them.
It's time to get busy on your marketing plan for the book. "Doesn't the publisher do that?" Sleepytown Press makes sure that your book is listed on Amazon, Barnes and Noble, as well as other online stores. The Publisher also lists your book with the advance catalog by Ingram. They also list your book in "books-in-print." The Publisher even includes all kinds of notices on web sites and such, but it's up to the author to pick up the ball and run with it.
It is time for you, the author to lay the groundwork for your own marketing plan as soon as you decide to go with Sleepytown Press.
There are a lot of things that you can do as you wait to get your book in your hands. The best marketing tool money can't buy is word of mouth. If people talk about your book when it comes out, word spreads quickly, and readers will be eager to buy it. When they do, they tell others about it. Here are some ways to market your book.
Visit bookstores, If you don't already know the manager and staff of every bookstore in your area, get acquainted as soon as possible. Purchase books and build relationships with store employees and owners of independent and specialty bookstores. This will make it easier to approach them later and ask to have a "book signing" in their store. The purpose at this point is not to promote your book but to build friendly relationships.
Start working on a detailed Marketing Plan that includes reviews of the book. People like it when someone recommends they read your book. Get as many people as you can to also post a review on their web sites. If you can get a few early reviews, you might include some on the back cover of your book. A lot of people flip the book over and read the back cover of the book. Try to find people who would be connected in some way to your type of book.
If the reviewer has a connection to books or writing, mention it in the tag line.
Look for book groups in your area. Get information to them. They just might like to have an author visit their group and share your writing. Prepare a list of questions for discussion and offer it on your website or directly to groups when your book is out. Contact groups and suggest your book as one of their selections and offer to attend the discussion meeting to talk to them or answer questions.
Internet: Join discussion groups and web sites for writers. Share and also show an interest in others.
Make bookmarks to hand out as well as ask book stores to allow you to leave some near the cash register. Leave some in doctor offices and such. Leave some in every place that will allow you to do this. (If you are like me, you always get "junk mail" and a lot of those have envelopes that mail something back to a business. Put a bookmark in the envelope and mail it back. Someone opens the envelope. Maybe they like books. Include a note asking them to pass the bookmark along to others.) Always have some bookmarks with you.
If there are conventions in your area, they are an excellent place to distribute bookmarks, postcards or flyers. They love free stuff. Ask if you can supply bookmarks to include in the convention packages.
A website: If you don't already have an author website, get busy! It will be a vital part of your marketing. Your visitors will be book readers who are interested in you and your novel. Post reviews, offer visitors an enticing "free read." (There are a lot of FREE places to have web sites. One of my favorites is found at www.weebly.com and it cost NOTHING to set up a web site. It is very user friendly. Sleepytown Press started on Weebly and since has registered the current site. If anyone goes to the old site, Weebly automatically redirects them to the Sleepytown Press site.)
If catering is an important part of the plot, for example, a recipe would work. (My wife loves reading mysteries that include recipes, if it is a mystery with a food theme.)
The Internet works wonders, but it is not the only place to get your work noticed. Get the phone book out of the drawer and flip through it. Look for places where you can get the word out. Go to the local college and take a notice as well as thumbtacks. Tack your notice on the local bulletin board. All colleges have them.
To Do List For Authors:
You are sitting there wondering what you can do to promote your book. You are frustrated because you do not know where to start. Below, you will find some great ideas to use in order to make sure that your book is noticed.
1.Have a book party. Send invitations to friends, local book store managers and emplyees, librarians, reviewers, and everyone that you want to know about your book. Ask your friends to help with "finger foods."
2. Visit your library. Talk to your librarian about coming for storytelling/signings.
3. Find reviewers. People like to know that someone else, other than the author recommends a book.
4. Compile a list of "Book-Friendly-Stores" in your area. Make a list of those who you should send a review copy, or send an annoucement about the book. Send an announcement and follow it up with a visit, if possible.
5. Offer school visits. Send notices to the librarians of schools as well as make contact with teachers who you know. If you have a children's book, send a notice to the grade that the book would relate to. I have been visiting a certain Elementary School during "Read-Across-America" for three years now.
6. Produce an instructional aid. This is something for use in the classroom in conjunction with your book. I give the teachers a packet of teacher ideas to use with my book.
7. Join organizations. Search on the web for others like you. Join their groups. (Jacket Flap and Author's Den are two good groups to be a member of and it cost nothing.)
8. Attend events. Look for special events where you can have a booth, hand out bookmarks, sell books, or something.
9. Work on your next book. There is no end to the ways you can promote a book, or to the time you can spend doing it. But the very best way is to work on your next one. Repeated publication builds your reputation and sales potential better than anything else. So, promote your work, but don’t forget that your readers are waiting for more!
10. Look for any and all opportunities to show your work. Don't tell...SHOW!
1.Have a book party. Send invitations to friends, local book store managers and emplyees, librarians, reviewers, and everyone that you want to know about your book. Ask your friends to help with "finger foods."
2. Visit your library. Talk to your librarian about coming for storytelling/signings.
3. Find reviewers. People like to know that someone else, other than the author recommends a book.
4. Compile a list of "Book-Friendly-Stores" in your area. Make a list of those who you should send a review copy, or send an annoucement about the book. Send an announcement and follow it up with a visit, if possible.
5. Offer school visits. Send notices to the librarians of schools as well as make contact with teachers who you know. If you have a children's book, send a notice to the grade that the book would relate to. I have been visiting a certain Elementary School during "Read-Across-America" for three years now.
6. Produce an instructional aid. This is something for use in the classroom in conjunction with your book. I give the teachers a packet of teacher ideas to use with my book.
7. Join organizations. Search on the web for others like you. Join their groups. (Jacket Flap and Author's Den are two good groups to be a member of and it cost nothing.)
8. Attend events. Look for special events where you can have a booth, hand out bookmarks, sell books, or something.
9. Work on your next book. There is no end to the ways you can promote a book, or to the time you can spend doing it. But the very best way is to work on your next one. Repeated publication builds your reputation and sales potential better than anything else. So, promote your work, but don’t forget that your readers are waiting for more!
10. Look for any and all opportunities to show your work. Don't tell...SHOW!
Idea shared by Fran Orenstein
Here's a great marketing idea that one of the Whiskey Creek Press authors did last night for her new book that just came out this week. She had a 'blog party' for 3 hours and invited everyone to come to her book's page on facebook and blog. She gave out one prize each hour randomly chosen from the bloggers (I won one) and the grand prize was a download of her book (I didn't win that one, boo hoo). But almost 100 people participated over the 3 hour period. It's a free way to get great publicity and get people interested in the book and maybe purchase it right there.