|
Authors as
the Factor
Behind Their Commercial Success
I firmly believe that we as authors are the single largest
determining factor behind our own commercial success or failure.
I've spent plenty of time discussing ways in which authors can
maximize their marketing efforts. So this time I think I'll do
something different and discuss the most common reasons why
author's don't market their books. Knowing the obstacles in front
of us is the key step to coping with or even circumventing them
altogether—and removing obstacles makes success far easier. As
you read each objection, ask yourself the following question:
Does this apply to me? How serious an obstacle is this to my
success? How can I surpass this hurdle and help make my success
easier?
Objection #1: Honesty
Many authors view marketing as unethical or even outright
deceptive, sometimes with good reason. We've all seen misleading
ads. Well, by itself, marketing is the act of spreading a message
whose contents are totally up to you. Stick to the facts. But
nothing prevents you from dressing up the facts, within reason.
Think about such everyday activities as wearing makeup, jewelry,
even clothing. You're still you, yet the image you portray
changes with your attire, haircut, shave, cologne, etc. For you
as an author, marketing is nothing more than dressing your books
up in their Sunday best and showing them off. And there is
nothing unethical about that.
Objection #2: Rejection
Some bookstores, distributors, publishers, agents, and readers
won't give your work the attention it deserves. There are plenty
of people who are ambivalent about books and who treat them as
simple commodities with no appreciation for you and your efforts.
In this bleak landscape, you must be your book's shining light.
Enthusiasm is infectious; pass it around!
Objection #3: Not My Job
Some authors think marketing is their agent or publisher's job.
Large publishing houses only invest in known names who will
recoup their investments. Small presses simply don't have the
resources. If you think more can and should be done, roll up your
sleeves and pitch in. No one else will.
Objection #4: Marketing Is Too Difficult
You may think marketing is too difficult. Having a negative
mindset makes your goals harder to achieve, especially because
effective marketing is easy! A previous column explored the
reasons why I'm convinced that authors have everything it takes
to be great marketers by default.
Objection #5: Discomfort At Public Appearances
There are a number of possible causes, fear of rejection
among them. That's understandable. Writing is an inherently
introversive activity. However consider this: people who come to
your table or who show up where you're speaking are there because
of you. They want to see you, to hear what you have to say.
They're interested. They look up to you. Try this simple
exercise: Strike up a conversation with a stranger in most any
non-book-related environment. When asked, say you're an author. I
have yet to see anyone whose eyebrows didn't shoot up followed by
a flurry of questions. People love creative people and admire
those who dare to pursue their dreams. Your status as an author
will earn you respect and admiration. The person you're talking
to may not read books in your genre, but they probably know folks
who do. Situations very rarely turn out nearly as badly as you
fear they might—and most turn out great!
Objection #6: I Hate Selling
Some authors don't like hand-selling books and the boxes of books
taking up precious closet and trunk space. On the other hand, we
live in an instant-gratification society. I've sold my share of
copies from a box I keep in my car and through my Web site. Sure
it's a trifle inconvenient, yet one can't argue with cash in the
hand—especially if it's the stranger you were just chatting with.
And who knows? You may have made a fan who will tell others about
your book. You may also have made a friend. Besides, if your
contract allows you to buy books at a discount and resell them,
you pocket the difference. This can greatly increase your
earnings per copy!
Objection #7: I'm Just Happy To Be Published
Yes, you should feel lucky to be published. But now that you are,
you must do your level best to meet your agent's and publisher's
goals. Remember, you may want to publish more titles. Fail to
recoup the significant investment your publisher made in you, and
they won't make the same mistake twice.
Objection #8: Expense Versus Income
Many authors are throwing money into ads and other promotion and
not getting sales. Careful analysis usually reveals some
fundamental flaw in their approach. Others balk at the idea of
investing anything at all. By learning how to avoid many common
pitfalls and stretch your time and budget as far as possible, you
can minimize your expense while maximizing your revenue. And
again. if you can buy books at a discount and resell them, you
can make a lot more per copy. The more you make, the more you
have to market with.
Objection #9: Location
I know of authors in
Canada, the UK,
France, Australia, and other places who have their books
published in the United States. Currency exchange rates,
shipping, tariffs, etc. can dramatically increase a book's cost.
Buyers in the host country may hesitate to pay higher prices for
a foreign-published book, and authors can have difficulty
promoting themselves abroad. Try seeing if your publisher will
release you from your contract so you can seek out a more local
venue. Better yet, explore using or creating an alliance between
your publisher and one in your country where the local publisher
puts out your manuscript and shares revenues with your original
publisher. This can boost sales for your current publisher, give
your local press a new title with little to none of the expense
associated with most acquisitions, and possibly give them an
international outlet as well—a win-win-win scenario.
Objection #10: My Book Isn't Out Yet
Some authors hesitate to begin marketing and promoting before
their books are released. Everyone needs this problem! Starting a
marketing campaign after your book is released is like trying to
build walls and foundation under a completed roof. You're ahead
of the curve—and don't forget advance orders and sales!
Objection #11: I'm Not Seeing Results
Maybe you've been marketing and marketing with no visible
results. Part of this may stem from expecting instant results or
from what I call incoherence. The majority of authors I know are
doing things with little or no vision of the bigger picture. By
creating a solid foundation and strategy, you'll see where and
how each part of
your marketing fits in.
Objection #12: Price
A book by a small-time author priced at $15.95 may not sell as
well as a $6.95 book by a big author. This issue mainly exists
with print-on-demand titles. There's not much to be done about
this. There are publisher groups and coalitions forming with the
goal of lowering the price of POD books and I for one wish them
every success. Meanwhile, there are readers out there who support
small-press authors. Your email address book is a gold mine. I
sold a couple hundred copies just to people I know. So can you!
Objection #13: Distribution
This is a very well founded complaint. If people can't readily
buy your books, they won't. It's that simple. Your publisher
should be listed with Amazon, Ingrams, Baker & Taylor, and
others. Self-published? Your books are no different! Small
presses may not have the in-house resources to pursue
distribution channels—or keep adding new releases to those they
have. This critical process must not be neglected. If your
publisher needs help in this area, you may want to consider
volunteering.
Objection #14: Not On Store Shelves
Bookstores may refuse to order or stock your title. There are
several possible reasons for this. Not being listed with the
major distributors is a huge drawback since most bookstores use
these suppliers almost exclusively. Other stores worry about
returns; if your publisher does not accept returns, this can hurt
your odds with
bookstores. Campaign to change this policy or leave your books on
consignment if possible. The downside is that you're out the cost
of the books until they sell. If they order your book, bookstores
will be out the cost and will therefore appreciate a good return
policy.
Objection #15: People Can't Find My Books
This is what marketing is all about. You must lead your readers
to your books and help them set buying your book as a goal. Make
it as easy as possible. If you're listed with major distributors,
then stores should be able to order your book.
Objection #16: Stigma
Bookstores and readers may hesitate to buy books put out by
small, POD, subsidy, or self-published books. I'm not aware of
this as a large obstacle among readers, though it can be a large
stumbling block with booksellers and distributors. A solid return
policy, professional presentation, and good reviews from
recognized sources can help mitigate this issue.
Objection #17: Lack Of Publisher Promotion
Some authors complain about their publishers' lack of
self-promotion. By this, we don't mean pitching individual
titles, although certain titles may appear as part of larger
campaigns. Still, publishers should be building public awareness
of their existence and creating a solid reputation for quality,
service, and professionalism. If your publisher looks and acts
like an amateurish or fly-by-night operation, then that's how the
public will see them. If they fail to build public awareness,
people are less likely to buy your book. Here again, small
presses may not have the resources to work on their image. In
this situation, either select a new publisher or pitch in and
help. And I strongly suggest the latter! The publisher's Web site
should be professional, visually appealing, and easy to
navigate—especially where sales are concerned!. Resource issues
may prevent this from happening. Again, finding greener pastures
or helping solve the problem are your best options.
Objection #18: My Cover Stinks!
Authors can be reluctant to promote a product they feel looks
unattractive or unprofessional. I can't overstate the importance
of a good book cover. Covers can make or break a book. Survey
after survey proves that people do judge books by their covers.
Your cover is one of the cornerstones of your marketing campaign
in the same way your clothes are a cornerstone of people's first
impressions about you. Covers need not be pretty to be effective.
However, if you believe that your cover is losing sales rather
than gaining them, work with your publisher to change it. If they
refuse and you can't live with the cover they gave you, move on.
I just covered eighteen commonly voiced author objections.
Acknowledging their existence and finding ways to cope with them
will help you focus your marketing mindset on eventual success
instead of simply mitigating issues. How important are each of
the potential objections I raised? Do you have any I didn't
mention? What can you do to resolve them? You'll rarely have
perfect conditions but don't let that stop you from making them
as favorable as possible.
Just my 2 cents' worth!
Anthony Hernandez, creator of: Marketing Your Books: A
Holistic Approach & Getting Published: End To Beginning
& Selling Your Books: A Roadmap For Success endorsed
by Jay Conrad Levinson & Dan Poynter available from Dawnstar Publishing
Mr. Hernandez is a guest author for American Book Publishing.
© 2002
Anthony Hernandez *All other trademarks used by permission. All
rights reserved.
Privacy Policy
and
Trademark Use Policy.
|
|
