For book/ebook authors, publishers, & self-publishers
What's Your Biggest Challenge with Your Book?
I'd be interested to learn what authors/publishers on this network think their biggest challenges are with their book. I wonder if there's any common, pervasive challenge we all face.
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Replies to This Discussion
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Permalink Reply by Aurelia Sands on
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1. Yes, you still would need a distributor. It's like having an agent. Many publishers won't look at you without an agent, most book stores won't touch a self-publisher without a distributor. It's basically telling them that you are serious about putting your books on the shelves.
2. Don't make the same mistake I made. Get your distributor in line before trying to put your book on mainstream.
3. Libraries are tricky. They have a limited budget and requirements that need to be met. Focus on getting into bookstores first.
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My biggest challenge is finishing the book. When I have it in my possession and I believe I have the next Pulitzer Prize winning book; the dreams and the story push me on to finish it. The closer I get to finishing the novel, the less likely it seems that my voice is going to be heard by more than family or friends.
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Permalink Reply by albertasequeira on
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Aurelia,
You can't give up on yourself. If you don't believe in your hard work, no one will. ...and hard work it is.
I've been promoting so strong for three years and get exhausted. Although, I do see some improvements.
There may be one day that I'm in the right place with the right person to start all this.
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Permalink Reply by J. Steve Miller on
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Aurelia, I think those are typical feelings. While in the writing process, sometimes I think I'm really saying something unique and saying it well. The very next day I wake up thinking, "Who am I to write about this, and will anybody ever read it, and is this really any good at all?"
Steven King's first manuscript - I believe it was Carrey - was rescued by his wife from the trashcan. He apparently was so discouraged with it that he thought it wasn't fit to publish. She read it and told him it was great.
I try to get objective input by handing out my chapters to lots of people - on my last book, about 30 people - to see what they think. A few didn't "get" it, some never finished it, but enough were really excited about it to let me know I was on to something. After that, I didn't have to trust my faltering emotions any longer.
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Consolidating Wisdom from This Discussion
I read this entire discussion and gleaned so much from it! I thought it might be helpful to sum up some takeaways from these discussions. Let me know if you think I've missed any main themes. Perhaps this could be shared with new members when they ask the general question, "What can I do to market my book?" We could say, "here are some tips that authors, publishers and publicists have given here over the years. What specifically do you need help with?"
1. My book won't sell itself. I, the author, need to alert hordes of people to it's existence and show them a way to purchase it.
2. I need a distribution system (e.g., through Amazon, traditional distributors, etc.). Typically, people won't turn out in droves to buy from my website.
3. Get with a major wholesaler, like Ingram or Baker and Taylor. Bookstores tend to order through them. It's good to seek a return policy with the wholesaler, since book stores expect it.
4. Try lots of things to discover what works for me and my book. Every author is different; every book is different. Thus, what flops for one book may fly for another. When I find something that works, keep pursuing it.
5. Expect lots of failures and dead ends. It's part of the business. If one bookstore turns me down, learn from it and proceed to the next store. Ask what distribution channels they use. Ask what kinds of books they like to stock. The next manager might be delighted to take my book. "In 'The Last Lecture', Randy Pausch reminds us that brick walls are made to separate those of us who really want it from those of us who don't want it enough."
6. Reviews sell books. Get lots of them. Sending out books for review is one of the cheapest and most productive ways to promote books. Example: The MidWest Book Review welcomes small publishers and self-published books. Find other reviewers, particularly by finding publications (like trade journals) and columnists who write on my topic.
7. Do five things every day to promote my book. Most of those efforts will come to nothing, but cumulatively, that's 35 initiatives each week, 140 per month, over 1800 per year. With those numbers, people will take notice and channels will open. In a real sense, it's a numbers game, so do the numbers. It's okay to stumble a lot. It's okay to do things that produce absolutely no sales at all. But doing something trumps doing nothing.
8. Have a Website and/or a blog. There needs to be a place for people to come, meet me, hang out, and find out more about my books. When I send press releases, curious media will check my online press kit to find other reviews, interviews, topics for discussion, etc. Over time, I just might build a following. If I provide a way for them to leave me their e-mail address (to get a newsletter, etc.) then I can alert them to my next book.
9. Book signings aren't dead. Just don't do them the traditional way. The ones that work tend to be the ones where I go to talk about a felt need - some authors might talk about how to deal with an alcoholic family member or how to manage their money. Even if I don't sell many books, I'm likely to meet valuable connectors. One person does signings with a group of authors, which makes it easier for people to walk up and start a conversation.
10. Speak at meetings where people are already gathered. Rather than trying to gather a crowd, speak at civic organizations and to university organizations. They do their own advertising and have their regulars who show up every week. If you're terrified to speak before groups, that's pretty normal. Start small, learn from each outing, and see if it works for you. You might surprise yourself and end up enjoying it.
11. Consider doing a "virtual book tour." Get help from someone experienced in these. "You may want to contact Penny Sansevieri at AMarketingExpert.com or Chris Anderson (editor of Wired Magazine). Both have companies that help with virtual book tours." - Bill Frank
12. Participate in web-based discussions where people already gather.
* Go to Google Ad Words Keywords Tool https://adwords.google.com/select/KeywordToolExternal to find many phrases that people search concerning my topic.
* Sign up for Google Alerts about your topic. Experiment with several of the key words/phrases I discovered. When it alerts me to an interesting article or blog that speaks on my topic, thank the writer for the article and add a comment, signing off with my name, the name of my book, and a link to my book on Amazon.
* Go to Technorati. Use my key words/phrases to find the top-ranked (most incoming links) blogs about my topic. Lots of people typically read and participate in these blogs. Start interacting and sign off as above. On some popular blogs, I may want to ask the administrators if they'd like a free copy of your book to review. (They may ask for another copy as a give-away.)
13. Think outside of the bookstore. In non-bookstores, I'm not competing with other books. See if they will sell my books on consignment. "Leave fliers or bookmarks in hospital emergency rooms, doctors offices, dentist, etc. Hotels even let you advertise your book."
14. Give yourself time. Some say it takes as much as three years for a book to catch on. If my book isn't selling well after a year, welcome to the club. Am I still doing my five marketing thingies per day? Conversations start and die if not tended. It's my responsibility to keep the word of mouth going.
15. Keep learning! Read books (Bill Frank's recommended list is here: http://www.amazon.com/Best-Books-on-Book-Publishing/lm/R2UM0DC9JU1W... ) Participate in these discussion groups. Readers don't choose books simply because they are well-written. If I want my books to sell, I need to study the industry, which means to learn, learn, learn. "Being knowledgeable about the book business is the best way to be successful in the book business. Armed with knowledge, you can determine what is the best way to go for you and your book." - Bill Frank, Aug. 27.
16. Nominate Bill Frank for any appropriate rewards. He's developed the best conversation I've seen about this topic. The content of this discussion is invaluable and should be read by all authors. If he writes a book on book marketing, I want it. He's humble, knowledgeable and patient with our questions. One practical way we can help him is to go to his recommended book list and check it as helpful (Note: "Rate It" in the right column of his Listmania List).
Bill, if you're reading this, we'd like to know any other way we can assist you.
J. Steve Miller, author of Enjoy Your Money! How to Make It, Save It, Invest It and Give It. http://www.amazon.com/Enjoy-Your-Money-Make-Invest/dp/098187567X/re...
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Permalink Reply by Dr. Marlena Corcoran on
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#16 lol and agree
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Permalink Reply by Bill Frank on
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Steve—
Wow! What a great summary of the Forum. This is a very useful tool for anyone joining the conversation. I am particularly flattered and honored by your kind words about this Forum. Thank you. Not too bad for someone who describes himself as a Book Dilettante.
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Thanks for the encouragement! However, it's someone else who describes himself/herself as a Book Dilettante. (I remember that person from somewhere....) I'm more likely to describe myself as a Wisdom Broker.
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No, no. I was referring to myself as the Book Dilettante, not you, Steve. Sorry for any confusion. The other person you may be thinking of is the Bookish Dilettante. She has a blog, TheBookishDiilettante.com. She was mentioned in the latest issue of THE INDEPENDENT, the newsletter of the Independent Book Publishers Association (formerly the Publisher's Marketing Association).
I would agree with you, Steve. You are more of a Wisdom Broker. Good term. You should get royalties for its use.
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Ah, now I see. You're much too humble.
Do you have any thoughts on my Aug. 14 post (top of this page) concerning distribution? I know I'm a bit late in the process (it came out about 5 months ago), but on the other hand, my consistent Amazon sales, great reviews, and TV appearances just might encourage them to take a chance on me.
If they want my books at 70% off retail, that gives me approximately $0 profit (depending upon if they charge shipping), but at least it would be available more widely. I get the books for $4.48 each (POD) and it retails on Amazon for $15.99.
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Steve—
Distribution is a robust subject. There are many variables to consider when deciding on a distributor. You've identified one of them; margins.
The rule of thumb for publishers is to mark-up a book eight times the printing cost. This allows enough money for feeding the distribution channel and for marketing. Self-publishing mark-up is slightly lower at six times the printing cost. Your book would be priced at either $26.88 or $35.84, depending on which mark-up is used. That would price your book out of the market, most likely.
While it's true the distributor gets 70%, he doesn't get to keep all of it. The retailer gets 40%, the wholesaler gets 15% and the distributor keeps 15%.
The percentages tell a tale about the value placed on selling a book, don't they? A larger percentage of value is placed on distributing and selling the book than on writing, editing, typesetting and printing (70% compared to 30%).
Your book ranks 363,604 on Amazon since its release in March 2009. Amazon rankings are hard to interpret, but it means you've sold approximately one copy every two and a half weeks, or about 8 or 9 copies. This is not too bad for a first time author, particularly for a business book.
One of the variables a distributor will consider is how well your book is selling on Amazon. Amazon is a proxy of two things: how many followers an author has and how active the author is at selling. Interestingly, if you do go with a distributor, the distributor will take over your Amazon sales—after all the good work you've done to boost sales enough to get the distributor's attention.
The advantage of having a distributor is its sales force. This sale force visits the major retail chains and the larger independents. The sales rep has been briefed on your book and carries a flattened book cover or catalog page for your title. Depending on the number of other titles the distributor has in your category (in your case business: financial), your book may be the last one presented to the book buyer. The sales rep will also know into which bookstores you book should be sold. Since you have a financial title, not all of Barnes & Noble's or Borders' bookstores will be appropriate. In fact, your title will sell better in bookstores located in more business oriented locales such as downtown bookstores rather than suburban stores.
The key variable bookstores and distributors will look for is "sell through rate." As you know, bookstores retain the right to return unsold books for a full refund—a policy known as returns (a vestige of the Great Depression). A distributor can sell a book to the bookstore, but unless a consumer buys it, the book may be returned. If a consumer does buy a book, that's known as sell through. A distributor is looking for a high sell through rate. In general the sell through rate is lower (or, put another way, the return rate is higher) for first time authors. Budget at least a 30% return rate or a 70% sell through rate. What do you think the key factor is for improving your sell through rate? Publicity and promotion. The more you have the higher your sell through rate will be.
For your title, it may be more advantageous to you to sell into a selected number of bookstores with a high sell through rate rather than selling to a large number of bookstores with a low sell through rate. Which would you rather have? 500 book sales with a 90% sell through rate or 2,000 book sales with a 20% sell through rate.
It's a business decision. You'll want to run the numbers on required book sales to achieve maximum profitability before you contact a distributor to represent your book.
You mentioned shipping costs impacting your profitability. I'll say. Books are heavy. They cost a lot of money to ship back and forth. And, as the publisher, you'll be expected to pay the shipping both directions.
Another variable to consider when selecting a distributor is cash flow. Most distributor pay publishers every 90 days for books sold. Lately, the delay is closer to 120 days. Distributors pay every 90 or 120 days, but they charge back for returns in the month the books are returned. This profoundly effects cash flow. See the attached file for an example. In the example, most authors think they should be paid $36,000 for eight months sales. In fact, however, the actual payment is $6,500 with the delayed payments and returns factored in. The actual payment is one sixth of what first-time authors expect. Ouch!
Finally, if I haven't discouraged you too much, I do agree with another contributor who writes having a distributor legitimizes your book in the eyes of the book community. You have to be prepared to accept the challenges I've outlined here.
For more information on distribution, see an article by Brian Jud, Three Myths About Distribution at Book Marketing Works. - Attachments:
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Bill,
As always, great information and lots of food for thought. At this point, I'm not desperate for a distributor. You estimated that my book was selling one every two and a half weeks on Amazon, but what I've found is that those Amazon rankings fluctuate wildly and almost hourly based on the most recent sales.
Being with Booksurge, I can check my actual Amazon sales online. Sales seem to be posted within an hour or two of the actual sale. When you checked, my rankings had gone way down because nothing had sold for two days straight. But prior to that, I'd sold 12 copies in the first 15 days of the month. So, it's close to selling one per day. In prior months, it's been more like one every other day. It seems to be picking up steam!
My publishing consultant at Booksurge doesn't recommend my getting a return policy with Baker & Taylor. He says that if I do, Amazon's ordering program may start ordering copies through B & T rather than Booksurge. That would be a huge loss.
Now one of the great things about Booksurge is that I get 35% royalties on the retail price of the book. That's $5.60 for each book sold on Amazon (hugely better than the royalties I got through a traditional publisher years ago. And I pay nothing for these Amazon sales - no shipping, etc.) But for a distributor sale (which I assume may be through B & T, w/o the return policy), I get only $1.60.
I'll keep in mind all the ins and outs you've noted about distributors. One distributor told me that, if they took me (they didn't), that we could have an agreement that they wouldn't touch my Amazon sales.
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