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