Similar to the saying “the phone won’t ring because you have a nice business card or website,” believe it or not, books don’t sell because they’re in bookstores or distribution catalogues (although it’s part of what can make sales easier once you have the engaged the author’s potential audience). It’s one of the reasons I recommend to most authors that their books be created in all formats, including print, PDF, mobi, and ePUB, and available for purchase on as many platforms as possible, realistically speaking. This includes Amazon, on-line bookstores, their own website, e-stores, and so on.
Ultimately, books sell because authors (along with their team or partners) are part of a plan that connects them and keeps them in front of their book’s target market.
How do you do this? You do it through:
1. Your business and personal network, depending on the genre of your book.
o I.e. Trainings and workshops geared to complement the core of your teachings.
2. Well-planned talks geared to your book’s message, along with focused book signings.
o Independent book signings are also great, although the benefit gained here is often more so for the exposure and recognition, versus huge sales volume, especially for first time authors)
3. Cohesive branding throughout your blog / website.
4. Marketing material–to create familiarity and easy recognition.
o I.e. Book marks, anything that ties your audience to your message.
5. Blogging meaningful content that complements your book’s theme.
o This helps to build connection and trust. For business and self-help writers, it can position you as an expert in your field.
6. Regular newsletters to keep in touch and build further rapport with your network.
7. Virtual book tours, guest blogging on other sites with a similar audience, to share your stories and/or expertise, as it pertains to the content of your book.
o This often equates to new followers, increased traffic on one’s website, and of course, sales.
8. Regular activity on social media, with a specific effort to increase your following via quality engagement.
o Social media isn’t going away, so don’t be shy or too quick to judge. It’s just another way of meeting people, having conversation, and building a following of people that like what you have to say and offer. Check out a couple of my recent posts on this subject here and here.
9. Radio, web, and TV show interviews, and authentic, quality video messages.
o The key here, like with everything I’ve shared, is to make it easy for others to get to know you, the author, in a way that resonates with them, via platforms that they like and use every day.
Assuming there are a few things on this list you could be doing more of, take it one step at a time. Determine: 1) where else your audience is, 2) how/where else you want to grow, 3) what your confidence or ability level is, and whether you need some expert assistance for your next steps, 4) prioritize each stage, and 5) set a plan in motion to make it happen.
You, the author, will always be the most important person on this journey. You are “the one” that your readers want to hear from and see the most. Your team is there to support and contribute to that end result.
We always look forward to connecting with other writers, authors, and business owners. Look us up on your favourite social media platform, comment below, or send us an email.
Wishing you meaningful success always,