The Worst Anyone Can Say

I promised Ashley Barnard I would write about print book promotion.

First off, unless your contract allows you to get author copies at 50% off retail price or less, you are not - repeat, not - going to clear a profit on print books sold through bookstores. That is fact. So you have to ask yourself what is the most important reason you wrote your book and signed your contract - to make money, or get your work out to the public?

If it's the first: unless you are Stephanie Meyer or Nora Roberts or Diana Gabaldon, etc; published with a major publisher; or wealthy and savvy about independent publishing -  adios muchacho, you ain't gonna like what I have to say. When you have to pay 70% of the retail price to buy print copies of your book and the best you can get from a bookstore willing to sell your book is 60%, um, even someone as totally number-phobic as I am can see the math will not work out in your favor.

So let's go with the alternative: You want to see your book in print and have signings at bookstores.  How, you ask? Ask, I say.

Yes, it is that simple. And the trick is to adopt this mantra: (say it with me now)
The worst anyone can say is no.   

Independent bookstores are your friends. Whenever possible, buy from them. Recommend them to your friends. Get to know the managers and owners. The longer these people stay in business, the better chance you will have a place to sell your work. The downside to this is that you are only going to get 60% of the retail price for each copy sold. Sorry, that's the way it works. And if they want you to pay them to carry copies or hold a signing - Run away, run away! Can you say scam? I knew you could!

However...You can sell your book yourself at events.  Check out Church Craft Fairs, Festivals, conferences, Red Hat meetings, Rotary Club meetings... depends on what YOU are comfortable with. Look for other authors in your area who may be willing to share tables/costs at conferences or Book Fairs.

Any book clubs in your area? Oh definitely get into those if you can - tell the group to order directly from Champagne; you won't have that 70% initial outlay and you'll still be paid royalties.

And here's a fun fact: When you sell copies yourself, you can offer your book at a "discount" off the retail price and still clear your cost. Anything 15 -20% off is attractive, and still gives you a little bit of profit.

Reviews in the local paper help but be aware that some of them demand a free copy of your book that will not be returned. Ask if they can do reviews from the ebook format and you'll be happy to send them any version they need for free. (PDFs usually work best.)

Donate a copy to the local library and offer to hold a discussion about your research or subject matter. Look for sci-fi cons or local fantasy clubs, maybe even Renaissance Fairs. Tea shops, coffee shops, hospital gift shops...some of them allow their managers some leeway in purchasing from locals. Again, that might pay only 60% of retail, but it possibly gets your book bought in places others' aren't.

Does someone get murdered in your tale? How about talking to mystery buffs and mystery shops/bookstores?  Do you know anyone at the local community radio station? Offer to talk about your subject matter or how you came to sit down and write. They have hours of airtime to fill, and trust me, they want anyone new and different. Wherever you speak, have copies on hand or postcards that say how to order the ebook formats. I've been stunned that sometimes the staff wants to purchase books!

Yes, your internet presence is marketing that translates into print book sales, so keep those blog posts and guest bloggings and all that going. Post events of where you'll be to speak and sign. You'll be amazed that people actually make an effort to come and meet you!

Why did you write your story? What passion compelled you? Use that passion, share what made you work so hard to tell that tale the best way you could. So many people have a story to tell but they are too afraid of failure to even start. You can honestly inspire someone to read your work just by telling what got you off the couch and over to the keyboard.

I won't lie to you. This is a lot - A HELLUVA LOT - of work. Personal pounding the pavement type work. Swallowing your shyness and walking up to the manager of a bookstore isn't easy at best and at times is terribly frustrating. Rejection can lead to dejection pretty darn fast. I absolutely abhor obnoxious sales pitches and refuse to constantly stand there yelling, "Buy my book!" But I have forced myself to mention it when I've heard people talking about a subject I've researched. If they seem genuinely interested, I give them my card and tell them they can read excerpts on my website. I've been stunned at friends of friends of friends who come up to me with a beaten-up business card and tell me they've been wanting to meet me. Me? Yeah, ain't that a kick?

And yes indeed, you'll have times when you sit there and nobody buys. Have a card or bookmark ready with how to buy the ebook version and hand those out. Don't let non-sales get you too down; after all, Miz Scarlett, tomorrow is another day.

Remember, your book doesn't have an expiration date. It's not going to rot and smell bad in a few months. It takes time to build a market, build interest, build demand. Hang out with people who recharge your batteries, be positive and engaging, and just remember:
The worst anyone can say is no.

Hope this helps...

~Jude Johnson
Author of DRAGON & HAWK due April 2011 from Champagne Books: www.champagnebooks.com
My website:  www.scorchedhawkpress.com