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