Why Your Book Isn’t Selling
By Penny C. Sansevieri
Over the past several days I’ve fielded a number of calls
from authors frustrated with their progress. “Nothing is happening”, “Am I
doing this right?” and “My book isn’t selling” are some of the biggest
complaints I hear when authors are marketing on their own. Especially now when
we feel the pressure to make every marketing effort count, marketing
effectively is becoming more of a concern. Authors like to blame it on the
downturned economy but the truth is, books are a low dollar item and likely to
sell better over the holidays than the spiffy new iPhone. So here’s a little
reality check, mixed with some inspiration and a few ideas to hopefully kick
start your momentum!
- Goals: it’s good to have them but make sure they are realistic. If
you’re not sure, ask someone who can be objective. (We’re here to help, email
us at info@amarketingexpert.com if you have nowhere else to turn for an honest answer). Yesterday I was
speaking to an author who was really discouraged she hadn’t met her sales goal
for the year. She had set herself a goal of selling 20,000 books. Now that’s a
great number to aspire to but not a realistic figure. Why? Because it was her
first book, because she self-published it and because she didn’t have a
distributor in place and didn’t have a platform. All of these things are
factors to consider when setting these types of goals. What’s more realistic?
Well, it depends on your market but 2,000 to 5,000 especially if you’re
starting out is a much better target. Keep in mind though that if your book has
limited distribution, this number could drop drastically.
- What’s your plan? While setting goals is important, it’s equally
important to have mini-goals or milestones that you can reach and check off
your list. I outline my big goal, let’s say it’s finding a traditional
publisher for my book, and then I outline the hundreds of mini-goals I need to
reach before I can even be considered by a mainstream house. When you work your
goal setting this way, it will feel like you are accomplishing things because
you are. So often the larger scope of what we do is comprised of micro-efforts,
things that might go unnoticed and unseen if you don’t write them down or
somehow keep a log of them. In all the years I’ve worked in marketing and
publicity, the single most discouraging thing is when you do a million pieces
of invisible work and don’t keep track of it. Make a roadmap: you would never
drive from San Diego to New York and not have a map. Much like a trip
from West to East you’ll need a map to keep you on track. It doesn’t have to be
formal, just a list of things you want to accomplish today, this week, this
month and the next six months. Keeping yourself on track will keep you on the
right road, if not you could end up being someplace you never planned on. Like Peoria.
- Am I doing the right thing? No one markets well in a vacuum so if you
have questions, get answers from someone you trust. You might be doing all the
right things, but it might just be a matter of timing, patience, effort, and
oh, did I mention patience? The important thing is to ask someone in the
industry and someone who will give you honest feedback without trying to sell
you their stuff.
- Brainstorm and get creative: again, no one works well in isolation so
get out there and brainstorm with people who are in a similar situation. If
that’s not possible, then start attending classes whether in person or
teleclasses (we offer these, they’re totally free authors@amarketingexpert.com).
The point is, get out there and start those creative juices flowing or just sit
with a speaker you like and get inspired. Re-ignite your campaign.
- 5) Reevaluate: if you keep hitting a brick wall, it’s time to reevaluate
your marketing. Are you hitting the right targets? Are you going after your
niche market or are you shooting too wide? Are you spending time and money on
things that aren’t leveraging results? If so ask yourself why? Are you doing it
because everyone else in your writing group is? Ask yourself some critical
questions.
- 6) Stuff only works if you do a lot of it: whatever you focus on you
should plan to do it consistently. If you blog, blog consistently. Radio? Same
thing. Get yourself in a social networking site then be social. Don’t “dabble” – someone once told me they’ve dabbled in this and that. Trust me, dabbling
doesn’t work. Diving headlong into marketing does.
7) Put a lot of lines in the water: I don’t fish so I’m not sure where
that analogy came from but you get the idea. Put a lot of stuff out there.
Don’t just blog and expect that to be your singular source of marketing. Blog, social
network, do radio if it’s appropriate to your book, do talks, book events,
network, and go to conferences.
8) If you do nothing, expect nothing: your book is not the field of
dreams, if you write it people won’t just beat a path to your door. Get
yourself out there, do whatever you need to market the book. Sending postcards
to your mailing list might get you a few “Hey, great to hear from you” emails
but it won’t sell books. Surprisingly enough most authors don’t sell but a few
books to their immediate social circle. Break out of that circle. Mom can only
buy so many of your books. I queried this on my Facebook page earlier and
someone responded by saying that she’s frustrated that her clients don’t market
the books they publish. Hmmmm
9) Realism will keep you sane: the truth is that unless you get a ticket
to her show, you’ll probably never meet Oprah. That’s ok. There are a million
other things you can do instead of sitting by the phone waiting for her to
call. Realism will not only keep you sane, it’ll keep you on target. Having
dreams is a great thing, everyone should have a dream but realism will keep you
from being discouraged and keep your marketing momentum on track.
10) Don’t
throw money at something just to feel like you’re doing something: throwing
money at a problem isn’t always a good thing, in fact sometimes it’s the worst
thing. If you’re going to invest in your marketing (and you should), make sure
you’re investing your money wisely. There are great deals out there but some of
them are a waste of your time and certainly, your money. Make investments
wisely. I’ve known authors to blow through a $5,000 marketing budget $99 at a
time and still have nothing to show for their efforts. Also, while it’s
tempting and easy to do, don’t place ads. Ads (especially online) don’t work. Media
blasts aren’t recommended either. It’s tempting I know. Blasting thousands of
media at one time with your message should result in something, right? Not
always. Be smart with your marketing dollars. If you’re blasting the media, ask
to see the media targets first. You don’t want to be pitching your romance
novel to Car and Driver.
So what’s the solution to all of this? Here
are some guidelines to help you navigate this marketing and pr path:
1) Become part of the conversation, wherever that conversation exists. If
you book is a New Age topic, go to web sites, blogs, and even consider
attending some conferences. If you’re following blogs, comment on those blogs,
get to know the big bloggers out there. If you have a social networking site
work it, make friends, comment, be helpful.
2) Don’t get into the Internet with the idea you’ll make a lot of money.
Get online and be helpful, the money will follow. If you do it in reverse
you’ll have a very short lived time online. Offer tips, link to other blogs or
web sites you find helpful. Offer guidance, insight, wisdom, inspiration, whatever
works for your market.
3) Want to sell books? Then go for exposure. Repeat after me: marketing
and pr doesn’t sell books – it gets you exposure. Exposure gets you an audience
and an audience gets you book sales. Whatever effort you’re going to put into
your book understand it’s for the exposure, not for sales. Much like point #2
if you attack your marketing with the idea of selling books you’ll be
disappointed. If you tackle it with the idea of gaining exposure, you’ll be
pleasantly surprised and it’s likely that book sales will follow.
4) When you make up your list of things to do to market your book, ask
yourself what can give you the best exposure. That’s one of the reasons I love
the Internet because the exposure is limitless. Don’t go for flash in the pan
marketing ideas, go for substance.
5) Having 35 social networking accounts is only a good thing when you use
them all. People ask me how many social networking pages should they have, I
say: how many can you manage? If you can’t keep up 35 pages then start with one
and go from there. Better to have one very active page than a bunch of pages
that are blank.
6) Do one to five things a day to market yourself and your book. Keep on
track with your marketing efforts and stay in the marketing “zone” by crafting
a list that lets you chip away at your goals, one goal at a time.
7) Please, please, please get a web site. It’s your 24/7 sales tool and
should be one of the first things on your list of must-do marketing tasks.
8) Get help from a professional you trust. I know you’re loving this
“going alone” thing but let’s face it, at some point it might make sense to
bring in a professional who can help you, someone you trust who will give you a
straight answer and good, solid advice. Stay away from anyone offering guarantees
in sales. This is a huge red flag, no one can predict this nor can anyone
predict a bestseller.
The more you can
approach your marketing plan with a plan, a dash of realistic expectations and
a lot of hard work, the more successful you’ll be. The truth is there are
hundreds of thousands of books that get published each year that end up dying a
quiet death due to lack of focus, goals, and exposure. Get yourself on a path
and then find a manageable plan that will work with you, not against you!
Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of five books, including Book to Bestseller which has been called the "road map to publishing success." AME is the first marketing and publicity firm to use Internet promotion to its full impact through The Virtual Author Tour™, which strategically works with social networking sites, blogs, micro-blogs, ezines, video sites, and relevant sites to push an authors message into the virtual community and connect with sites related to the book's topic, positioning the author in his or her market. To learn more about Penny’s books or her promotional services, you can visit her web site at http:// www.amarketingexpert.com. To subscribe to her free ezine, send a blank email to: mailto:subscribe@amarketingexpert.com
Copyright © 2008 Penny C. Sansevieri
