With the release of my latest novel, I received a packet from my publisher’s marketing department that gave an overview of what they would be doing to promote my book and some suggestions on what I might be able to do. They reminded me that the two essential factors for successfully marketing a book are:
1. Persuading retailers to stock my book
2. Persuading readers to buy my book
When thinking about my strategies, they encouraged me to keep the 80/20 principle in mind. This principle means that a few (20%) have the greatest impact, and the many (80%) have little impact. Therefore, I should focus my efforts on the 20% that will make the biggest impact. In other words, 20 percent produce 80 percent of my results.
Their illustration was that 20% of the media sources have 80% of the audience. So, they target national broadcast and print media when promoting rather than local.
That got me to thinking about the booksignings I have done. So far, these events promote impulse buys. The folks in the store, for the most part, did not come to see me specifically. They just happen to be shopping during my signing. So, they buy my book on impulse. Unless the person shopping happens to be the president of a large media conglomerate or something, chances are these sales are to the 80%.
That said, should I then stop doing signings? Are they a waste of time? If I don’t do them, what do I replace that activity with in order to better reach the 20% that will produce 80% of my results? What about bookmarks, postcards, newsletters, shelf-talkers, the speaking circuit, the internet, blogging? What about getting to know my local bookstores’ managers and staff?
Bottom line: Can authors really–and I mean really–make a difference in their sales? Your thoughts? Any anecdotes–good or bad–that we can learn from? For the readers out there, have you ever purchased a book due to something the author did promotion-wise? How much money/time should an author invest in marketing/publicity?
No related posts.
As a reader I don’t think that you can discount those book signings. You may not sell books into the hundreds but if a few people buy the books and enjoy them you’ll have gained new, perhaps obsessively loyal readers. Those readers will very likely recommend you to their romance reading friends or hell even blog about your books. There’s a glut of romance writers and books on the market right now. Anytime and anyway that you can get a reader’s attention has to be worthwhile.
One thing I’d recommend that may be very unpopular here is to bring your books to the attention of some good reader/blog reviewers. They aren’t all Mean Girls. I read several blog review sites and have discovered quite a few writers and their work. I’ve even bought books that were panned. Don’t discount the power of a scathing review. LOL. I think they can sell a surprising amount of books.
The thing is that I would probably never have heard of a lot of those books if it wasn’t for those reader blog reviews. I also discover new (to me) writers by coming to the Romancing The Blog site. I’d heard of very few of the writers listed here except for the ebook writers. And I’ve spent the past year doing practically nothing but reading reviews online for both print and electronic books and deciding what to buy.
Like Barbara B. I don’t usually shy away from books that get negative reviews. I’ll be interested to see what others say works. I’ve seen authors sitting uncomfortabley by themselves at book stores as I run my kids through the mall and wondered how many of those book signings are worth the time the author puts into them.
I was in the bookstore the other day and all of Lois Greiman books had these cool bookmarks in them. They really made the books stand out (they were shelved by spine and not face out).
I also think it makes sense to get the Walden bookstore romance expert list and send them a copy of the book. They are the people who actually sell your book. In terms of trying to gain influence, my feeling is that the bookseller is your best bet to focus your attention on.
Don’t fear the snark. I think, by far, my single most effective promo approach has been to seek out the most feared bloggy type reviewers and take the plunge.
Even if you don’t sell a lot of books at a signing, the fact that there is a signing, I think, adds to name recognition, along with reviews, whether good or bad. When faced with a shelf of new books, if one of them is by an author whose name I’ve seen before, even if I’m not sure where, it gives that book a little edge.
I don’t think there are any definitives in marketing. It bothers me to think that authors have to spend time on it, though I’m aware that it is necessary to keep the books I like to read on the shelves.
I have always heard that the time spent arranging signings and sitting at a little table behind a pile of books would be better spent writing the next book. Don’t know if that’s true — I haven’t had a book out yet.
My first novel comes out in November and the managers of the local big-box stores and the owners of the independents know it. Even though Wolf Hunter is a media-tie-in science-fiction novel, it’ll be in the “local authors” section — just inside the door to the right at B&N and next to the cafe in Books-A-Million. Maybe even the high-traffic “new in paperback” center aisle table — though that’s less likely and depends on what else is available.
One practice I’ve heard writers use is to drop by bookstores wherever they are and offer to sign any copies of their books the store has in stock. The big boxes and some of the independents have “Signed by the author” stickers. That sticker may influence a few buyers sitting on the fence about plunking down their $7.99. If nothing else, they can sell the autographed copy on eBay later. (I wanted to try this with some of the anthologies my stories have appeared in, but nobody has “Signed by 1/19th of the authors” stickers.)
I think one exception to the don’t bother with signings rule might be conventions. I’m not familiar with RWA cons (though I will be in the next few years) but at science-fiction or gaming conventions there are “Authors’ Alleys” with rows of tables for signings. These are often well attended and influences both impulse buyers and collectors who want signed copies of everything. (The high point of my life as a writer to date was the Shore Leave science fiction convention in Baltimore, 2004. I’m working my way through the throng outside the workshops when a short woman stopped me with a hand on my chest and said “Wait.” Tilting her head back to read my name tag through her bifocals she said “I’ve got you.” She then dug through her suitcase on rollers until she came up with two anthologies I was in and had me sign them.) More than the immediate sales, a good appearance at cons will incline buyers to give your works a chance — they already know you’re a nice person.
Wolf Hunters, darn it, Wolf Hunters!
Can not believe I misspelled the title of my own very first novel.
This is a question I’ve always pondered. I know that when I go into a Borders or a B&N that if there is a note on the book saying it’s signed, I’m more likely to buy it.
I don’t know if I could do a booksigning without having anyone show up. I can only imagine how humiliating that would be.
My Borders is great about letting authors sign books or having a local author’s book sitting prominently in the store. That’s always cool.
I’m with y’all about signing stock copies. I, too, *always* sign store copies, I carry my own “signed by author” stickers in my purse, and I also put a bookmark in them. In addition, I have shelf-talkers that I insert onto the shelf (if it’s not a Wal*Mart or Target or something. Their shelves have lips on them and are not compatible with shelf-talkers).
Great suggestions and comments, ladies. Keep ‘em comin’!
Oops! Didn’t mean to make that comment anonymous. Sorry about that.
What is a shelf-talker?
Yeah, I wondered what a shelf talker was. I have a different problem in that I’m in the UK and my book Things to Do will be out in print in the US in November so I am racking my brain cell for how I can promote.
Don’t discount the power of the Internet, something easily within every author’s purview.
I’ve read over 100 books this year, mostly by authors I’ve “discovered” via the Internet. Reading blogs, including the comments, participating in reader forums and chats, reading online excerpts, seeking out author websites, especially those with writing tips, etc. I followed many links and also searched for authors who have received favorable, sometimes controversial, mention on other authors’ sites.
Shelf talkers are thin 6″x6″ pieces of cardstock that have a graphic/message printed on one side. You crease the cardstock at the 2″ mark and slip the other 4 inches underneath the books on the shelf. That leaves two inches of the cardstock hanging off the shelf and draws the eye to that spot. Some of these have messages printed on them (like “local author” or “recommended read” or “new from Author So-and-so). Some have a graphics that match the book.
Nell, that is a challenge. I’m with Patricia. I’d get to know the internet really well. The Online Manager at my publishing company gave me a list of places that he recommended I go and register my books. I don’t know if all pubs do that, but you might find out from your pub if they have something similar for you–especially since you are in such a unique dilemma.
You know, this week has been big on this subject for me because besides being an author I do author promo. I’ve had the pleasure of seeing a lot of careers on the inside and it is eye opening. Midlist is killer. Many of these authors DON’T promote or they do it the wrong way. Print ads are great but if the book never hits the shelves then people will look but can’t buy. So investing in getting it TO THE SHELVES is where people often don’t know what to do. There are no promises anything will work but in an economy where booksellers and publishers are cutting staff and stores, NOT promoting isn’t a safe bet. Having ran a big company and seen the cold harded facts of making investors happy, it comes down to performance. If only publishing a book came with a booklet on all the ins and outs of sell through, print runs, booksellers and ingrams numbers, and what it all means! But it doesn’t. We all have to dig to find the info and then try and decide which part is right or wrong.
Can an author make a difference? I think they can but I also think there are factors that can work against them that will impact their ability to perform no matter how hard they try. Still, if they don’t try, the numbers are likely to be even lower.
Lisa
Great post, Lisa. I’ve often heard that the very best way an author can spend her marketing dollars is in Advance Reader Copies. Sending these ARCs to booksellers and librarians across the country definitely falls within the 20% that make 80% of the difference. If they read your ARC and love it, they’ll order it, put it on their shelf and, often, hand-sell it. Remember, though, these ARCs need to be packaged as professionally as possible. Perhaps asking if your pub can print x number of ARCs for you (at your dime? or you pay a percentage of the cost?) might be an option?