Marketing

By: Dennis Griffin
Submitted: 2007-01-17 16:43:02
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The information below is intended for new authors who are writing to attain personal recognition and/or financial rewards. For those whose motivation is simply to see their name on a book cover or to tell a special interest story that will have a very limited target audience — such as their family history — you probably don’t need to read further.

Marketing is one of the most important pieces of the formula for an author’s success; yet it is often given scant or no attention by new writers in advance or getting published. Over the ten years I’ve been in the writing business, I’ve become very aware of the necessity of developing a solid marketing strategy. Further, I now believe it is a task that should be done before, or in conjunction with writing the manuscript.

I didn’t know that a decade ago, though. My only thought then was to get the manuscript finished and place it in the hands of a publisher. I was guilty of failing to research the writing business sufficiently, but I’m not the only one to make that mistake. On nearly every writing-related message board I monitor, I find postings by rookie authors expressing their surprise and disappointment over the difficulties they encounter when it comes to marketing and promoting their new book. Just as I did, they find that writing the book is only a step on the road to success. They learn that after the book is printed, the second and possibly more difficult part of the process begins: getting people to buy it.

Ignorant of those realities at that time, I’d had it in my head that when the manuscript was completed my job was done. I thought whoever published my book would arrange for distribution, press releases, and scheduling interviews and signings. That was before I realized the big publishing houses weren’t anxiously waiting for a chance to make me an offer on my blockbuster-in-waiting. It was before I’d heard the terms self-publishing and print on demand (POD).

Some of the things I’ve learned since are that:

You need to think about a marketing strategy early on in your writing project. Identify your target audience and find out how you can reach them. Remember, unless you’re in a financial position to hire your own publicist, the onus for getting your book sales moving is on you.

Don’t think that if you’re fortunate enough to sign with a traditional publisher you can sit back and wait for them to call with your event schedule. Most will offer some measure of marketing support, but unless you already have name recognition or a track record of literary success, you’ll be expected to do the lion’s share of the marketing. Regardless of how your book is published, be prepared to hustle.

Book stores, particularly the chains such as Borders and Barnes & Noble, are often reluctant to stock self-published or POD books. I’ve read, and it has been my personal experience, that in most cases they won’t put them on their shelves unless it’s on a consignment basis. Usually that type of arrangement will mean splitting sales revenues with the store on a 60/40% basis. I was once able to get a more favorable 80/20 deal, but that was an exception.

It has been my experience that book store signings, especially at the chain stores, are overrated. The marketing director for my current publisher feels that these events are the least productive of the promotional options available. Statistics show that the average number of sales at these events for a non-big name author is six books. When you consider that these figures include experienced as well as new writers, that number isn’t very impressive. My marketing person pointed out to me that a poor signing with few if any sales, can be devastating to the author’s ego. I still do store signings on occasion, but they are a low priority. I focus my attention on doing programs at libraries and coffee shops that include discussion of my book, Q&A, and a signing. For me, they’re much more enjoyable and profitable.

In closing, let me say that for those like me who failed to develop a marketing strategy early on, it’s not too late to put one in place. People like us start at a disadvantage, but with sound logic and determination we can catch up. So, when you find yourself confronting the realities of trying to generate book sales, don’t let it get the best of you. If you’re serious about your writing, put together a plan that fits in with your personality and character strengths and execute it. Through trial and error a workable strategy will come together over time. Your perseverance will be rewarded in the end.

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