| Successful Self-Publishing | | | | contains all the following core points: |
| Issue 2: February, 2007 | | | | * Introduction: introduce yourself and |
| Inside this issue: | | | | your book, and state that your reason |
| How to get your book into stores. | | | | for contact is to enquire as to their |
| Pitching your book to retail bookstores | | | | potential interest in purchasing your |
| and chains can be a time consuming and | | | | book for stock. |
| frustrating process. In this issue, we | | | | * Book summary: a short (one paragraph) |
| help prepare you for increased chances | | | | summary of the core plot of the book |
| of success. Read more. | | | | * Book commercial impact: state who |
| How to get your Book into Stores | | | | would want to read your book (target |
| Getting your book successfully onto the | | | | audience) and why (USP) |
| shelves of a bookstore is easier said | | | | * Your credibility: clarify any |
| than done. Major bookstore chains are | | | | background and experience you have in |
| notoriously difficult to win over. Even | | | | writing, or your specific experience and |
| smaller bookstores, where your chances | | | | authority in the subject matter. |
| of reaching the person with the purchase | | | | * Pricing proposal: put forward your |
| authority are more likely - are still | | | | proposal for the retail price of the |
| very choosy and cautious. Especially | | | | book, and bookstore commission or |
| when presented with new books from | | | | preference for outright purchase. |
| unknown authors. | | | | * Business development: state that you |
| Without the representation and backing | | | | are engaging in a comprehensive |
| of a major publishing house, you will be | | | | marketing programme for promotion of the |
| entirely responsible for every aspect of | | | | book, and that the marketing plan is |
| this process. Promoting your book to | | | | available for them to review. |
| stores is not complicated. But it can be | | | | * Guarantee: state that you will offer a |
| a long and disheartening process that | | | | full refund for books purchased |
| requires persistence, staying power, | | | | outright, that do not sell within a |
| determination, conviction and | | | | specified timeframe (8-10 weeks) |
| totalbelief in the 'great read' quality | | | | Know what the bookstores want |
| of your work. | | | | Referencing to your marketing plan |
| Identify your targets | | | | within the sales letter is important. It |
| The key to successfully selling into a | | | | indicates your proactive and |
| bookstore is to start small. Identify | | | | professional business approach to the |
| and target smaller local bookstores and | | | | sale of your book. Bookstores will want |
| boutique stores specific to the topic of | | | | to know what you are actively doing to |
| your book. Aim to saturate your entire | | | | promote your book. They do not like to |
| local market place. Having a measureof | | | | sit on dead inventory. If they feel |
| regional success will also help in | | | | confident that any books they buy from |
| convincing larger chain stores that your | | | | you can be promoted and sold through |
| book is a worthwhile commercial product, | | | | marketing and promotional activity |
| suitable for a national and even an | | | | directly driven by you - they are more |
| international marketplace. | | | | likely to purchase. |
| Develop and prepare your pitch | | | | Create strong relationships |
| Initiating contact and approaching | | | | The founding principle behind |
| bookstore buyers in the right way is | | | | successfully selling anything is by |
| essential. Sending an initial 'sales | | | | establishing genuine and positive human |
| package' followed up by a polite phone | | | | connections. Taking the time to initiate |
| call, is probably the most effective | | | | and cultivate lasting relationships with |
| platform for getting your foot in the | | | | bookstore owners and buyers will |
| proverbial door. The package should be | | | | dramatically increase your chances of |
| based on a carefully developed sales | | | | getting your book on their shelves. |
| letter, accompanied by a complimentary | | | | Even if initially, they feel your work |
| copy of your book. | | | | is not right, by presenting yourself as |
| By sending a package through the post, | | | | a professional and credible author and |
| you are allowing the bookstore buyer | | | | self publisher - they are significantly |
| time to absorb and consider your book | | | | more likely to be open to being pitched |
| and proposal. When you call a week | | | | on any subsequent projects you may |
| later, you are then 'warm calling' | | | | develop. Even if they do say no the |
| rather than cold calling - as they have | | | | first time, keep the relationship open |
| already had initial contact from you. | | | | and positive. Send a short follow-up |
| They are a lot more likely to be | | | | email or letter thanking them for their |
| receptive and interested. Getting your | | | | time regardless. It could pay dividends |
| sales letter right is vital. Keep it at | | | | in the future. |
| two pages maximum, and ensure it | | | | |