Many new authors mistakenly believe that book sales will automatically flow in after publication, leading to quick riches. Reality often hits hard with the first royalty check. The truth is, the author’s real work begins after the book launch. Even today’s bestselling authors started by hustling, often self-publishing initially because their talent wasn’t immediately recognized. They lacked the resources for publicists and large marketing firms, yet they achieved significant success. Take inspiration from their journeys.
Consistent marketing, promotion, and networking are essential daily activities, balanced with other responsibilities, throughout the book’s life.
It’s a misconception that book signings and bookstore placements are the only paths to success. While large-scale, well-promoted events can yield a couple hundred sales, smaller venues might only see single-digit figures. Consider the time investment – preparation, marketing, material costs, and potential lost work hours. Events rarely cover expenses like travel, accommodation, or supplies, and often don’t generate long-term sales.
Bookstores have limited shelf space, stocking less than 1% of the millions of books available. Royalties are based on the publisher’s earnings after significant distributor discounts. Evaluate if the effort to secure bookstore placement justifies the potential return.
While traditional avenues are valuable, authors should think creatively to identify strategies that yield the best results. Don’t expect instant media acceptance. Marketing and networking are long-term investments that generate increasing returns over time.
Many authors, particularly those in small towns or with limitations, can leverage the Internet and their networks. Newspapers, libraries, and bookstores are competitive markets requiring a strong image to stand out among countless new releases. Invest in your author image and create compelling promotional materials.
Develop a long-term marketing plan and adhere to it throughout your publishing contract. Adapt the plan as needed and meticulously track your results to refine future marketing efforts.
Book marketing can feel overwhelming. Tackle it one step at a time. Focus on weekly goals, breaking them down into daily tasks. This approach ensures consistent progress without feeling overburdened.
Remember that today’s efforts may not produce immediate results. Persistence is key. Follow up on contacts and nurture relationships. Contacts made months ago might now be bearing fruit.
Newsletters, even smaller ones, can be effective marketing tools, reaching audiences from 1,000 to 17,000 readers. E-zines often reach even larger audiences. Consistent effort and determination can compensate for a lack of wealth, fame, or a publicist. Remember to take time for self-care too!