how to sell
Ha ha! I’ve been thinking about marketing quite a bit now. I decided not to actively market until I had more than one book out (a la Hugh Howey), and just see how things in the self-publishing world worked first. So now the time has come. As soon as my revamped current scribbles, and the new African Me go live next month, it will be that time. Over the last year, I’ve been mainly watching, and reading as much as I can about how to sell books as an independent author.
Even though my career was in sales, I still find the thought of flogging my own writing quite daunting. It’s not quite the same as selling a product, where what you see is what you get. Somebody’s not likely to buy a product or service without knowing exactly what they’re going to get. With a book though, you’re selling something ethereal. A possibility. A promise. Your buyer isn’t sure that they’re going to like what they pay for even if they’ve liked other books written by you before.
I figured that that definitely is the first step for me though. No selling till there’s more than one to sell, and that there would be at least a couple of people who had read what I write and might like some more. I’m not expecting to have fans lurking at the bottom of the garden, hoping to get pics of me doing something outrageous to sell to the Enquirer, and I don’t anticipate lots of sales to happen immediately, or even in the first months of trying to ply my wares. Selling doesn’t work like that for any product unless you have Lady Luck not only rooting for you, but camping out at your house. A successful product needs advertising as well as word of mouth to make people want to buy it. Would you buy the baked beans you know and love for $1, or beans in a jar for 10c from a lady on a corner, even if she tells you they’re better than Heinz? Nope. We want what we can be pretty sure we’ll like.
Indies can’t generally afford major advertising campaigns in the places already famous authors have their books publicised, such as magazines, billboards, television. So they use what they have – virtual launches, parties, giveaways, and social networking sites to get the word out. Intrepid bunch we are. Finding a way into one of those big boy forms of media isn’t likely for the arb scribbler such as myself, unless I streak across the court at Wimbledon yelling, “Oi!! Buy my book!!” That would do it I reckon, now that I think about it. Could be a really good marketing strategy doing something outrageous, or out of the box.
From a purely sales point of view, with limited funds, I think one or two other things might be worth a try. Traditional mail for one. Send out real paper flyers. Have some posters made up. Hire a graffiti artist to splash your name around a bit in the dark of the night – ok that’s not legal – but still… Put out piles of bookmarks with the cover of your book and contact details on it, for people to help themselves to. Buy those chocolates that you can have your own image printed on the outer package. Balloons. Mugs. Whack your cover and info on these too, and hand them out anywhere you can. People love free things, and for those writers not so keen on handing out free copies of their actual books, promotions along these lines might help a bit.
Not many people get to make money selling anything at all without either spending money, a lot of hard graft, or a tangibly superb product. Probably a little of each would be best. Anyway… I’m only about to start the marketing trip, so I’ll just carry on stalking the successful guys, and listen to what they suggest. Pinch nose, close eyeballs, and jump into the fray I go…
Till next time friends.