Many writers consider the bookstore the main, sometimes sole, outlet for their books. They’re disappointed when they discover it’s often
not easy to get bookstores to carry self-published books or those by small publishers.
As most writers have discovered, unless your book is handled by one of the major book distributors, the larger and chain bookstores won’t
touch it. Smaller, regional ones sometimes will. If the company printing your book has connections to a distributor, you’ll have more
success in getting it into bookshops.
However numerous other avenues exist for your books. Many authors have become very resourceful in promoting and getting their books out
where they’ll sell.
Methods vary, depending on the type of book(s) you write, the niche you’re targeting, and your personality. You do have to spend time
promoting your books and finding markets. They won’t sell themselves.
As you look beyond the bookstore in marketing your book(s), consider some of these scenarios:
Gift Shops
Kathleen Walls, author of two regional guides, Georgia’s Ghostly Getaways and Finding Florida’s Phantoms, as well as a
novel, Kudzu, set in Georgia, has been successful in getting her book into gift shops, whether they’re located in hotels,
restaurants, or tourist areas.
Kathleen contacts these shops, either by sending promotional packets, telephoning, or stopping by with her books. Then she follows up
periodically to see if they need more books. Many of the gift shops are located in towns mentioned in her guides. Often the restaurants
and hotels featured in the books operate gift shops or will carry the book at the check-out counter.
Unconventional Shops
Take a look at your book and see whom it might interest. For instance, my book about Alzheimer’s, When We Become the Parent to Our
Parents, has sold in a gift shop operated by the local senior center. I’ve also sold copies of my children’s anthology, Tales of
Adventure & Discovery and accompanying coloring book there.
Consider other stores where your book may fill a niche. A book on hiking and camping might sell in a sporting goods store; one on
cooking might be of interest to a kitchen store; one on the history of candy could appeal to a candy shop; a novel set in a particular
town or region might appeal to various merchants there.
Post Cards
I found this a successful method of obtaining orders for my book, When We Become the Parent to Our Parents. My husband printed
the cards, with name and description of the book, along with some graphics, on the front. The right side of the back was used for
addressing to recipient. The left half contained an order form.
I mailed these to people I though would be receptive to this type of book and was pleasantly surprised to have many cards returned with
payment for orders.
Radio Interviews
Many writers nowadays find radio interviews very helpful in getting word out about their books and themselves. Some of these listeners
can access through the Internet even after the live program is over. Others are live and only available if you tune in at the time of
the interview.
Although I’ve never been interviewed via radio, writers who have generally find it a rewarding experience. Dorothy Thompson,
author/editor of Romancing the Soul ,
has been interviewed frequently and receives good reports from listeners.
Articles
Write articles and submit them to websites and e-zines that specialize in your topic or will help you reach readers. Although
many writers say you shouldn’t write without being paid, other writers consider these articles a way to get word out about their books
and themselves. Thus their name and their books becomes a popular.
Chat Rooms And Email Groups
These are many and varied, but help you become recognized s a writer or expert on your particular topic. You become known by
participating and usually don’t make a pitch for your book unless someone asks you for more information. As you sign your correspondence
in e-mail groups (or any e-mail correspondence), you can note the name of your book and website.
Workshops
Teaching workshops often results in sales. Occasionally you can use your book as required reading for the class. Usually you can
bring along copies of your books to sell during breaks. If it’s a conference, the coordinators usually provide a book table, where
presenters can display, sell, and sign their books
Speaking Engagements
Speaking to groups, especially those in your niche area of interest, can be productive. I’ve been invited to talk to caregivers at
nursing homes, libraries, and church groups after my book about Alzheimer’s came out.
A local historical society asked me to give a talk about quilt history. Of course, I brought along my book, The Magic of Patchwork,
and sold several copies.
Websites
Most authors nowadays find having their own website imperative, whether their books are self-published or offered through a traditional
publisher. Tim Bete, author of In the Beginning...There Were No Diapers,
although not self-published, has publicized his work mainly through his website (www.timbete.com) and has been very successful in gaining
name recognition and selling books.
If you’re self-published, post an order form on your website. If you're published by a traditional publisher, post an affiliate link to
amazon.com or barnesandnoble.com. Not only will you gain 5% for the sale of the book, but it helps with your sales numbers and future book
contracts. However, you eed to constantly promote your website so people visit and order.
Blogs
Blogs are online journals where authors write about their books and related topics. You can pay your web host to set up a blog on your website
or you can set a blog up a free blog using services like blogger.com and xanga.com and link the blog to your website. If you’re part of a
blog network (an association of several blogs), you won’t have to do all the blog promotion yourself because everyone associated with writing
for that blog will be promoting it.
Group Marketing
Frequently authors find it advantageous to join together to promote their books. This may take the form of an online website, group
appearances at book signings and events, or the presentation of workshops.
The Authors Coalition is one such place. It's a website
designed to help authors crosspromote their books and discusses why some authors consider group marketing a good idea.
Books On Marketing
Several authors have written books about marketing and promotion. Among these are Carolyn Howard-Johnson’s The Frugal Book Promoter
and Francine Silverman’s Book Marketing from A-Z
in which more than 300 authors share their promotion tips.
In promoting your books beyond the bookstore, much will depend on the amount of time you have available to spend on contacting people
and spreading the word about your book. Take note of what other authors are doing to promote and sell their books. Many of them are
willing to share tips. Check out books with marketing tips as well as e-zines. And finally, don't forget about workshops. Many writers'
conferences have segments on book promotion and book marketing.
About The Author:
Mary Emma Allen is the author of Writing in Maine, New Hampshire, & Vermont: Guide to Publishers, Writers Groups, Educational Opportunities and More.
She writes for children and adults, gives workshops on writing, and speaks to groups about topics from her books.
Visit her blog at: maryemmallen.blogspot.com
* This article is available for your publication, for a F-E-E.
This article may NOT be reprinted without monetary compensation and written permission from the author.
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