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