Blogger: Michelle Ule
Location: Santa Rosa, Calif.
I have a confession to make.
My father was a successful salesman.
My brother is a fantastically successful salesman.
I take after my mother.
With a history like that, you won’t be surprised to learn marketing is my least favorite part of the book business. Nay, it’s worse than that. I’m afraid of marketing.
I come from the old school of Christian belief–you don’t inflate yourself, brag about your abilities, toot your own horn, or badger your friends and relatives to buy something.
Indeed, I never attend home parties because I just can’t handle the emotional overload of not buying something a friend is selling.
You can see why that might be a problem in today’s book-selling climate.
So here goes. This week I’m going to talk about what I’ve been doing to market The Dogtrot Christmas, part of Barbour Publishing’s A Log Cabin Christmas Collection, which will release Thursday, September 1. (My debut book publishing experience!) I hope you’ll take away some ideas and discover how much less intimidating the selling of books can be. (I hope I’ll find out that’s true for myself this week.)
I’m actually a little late to this party. I’ve done some work leading up to today, which I’ll talk about later. But today I needed to really get to work and see if I can help the sales numbers at least a little.
I started with those closest to home: the booksellers in my community.
First, I prepared a 4×6 inch card with all the pertinent details to my project. The front of the card has the book cover and here’s what the back looks like:
I took this information off Amazon.com’s page for A Log Cabin Christmas Collection. In particular, I knew the booksellers would need that ISBN-13 number to locate my book in their system.
In addition to the book info, I also included my local contact information, my blog site address and a photo of me. I printed them off on my computer and headed to the stores this morning.
I was nervous but determined to be professional. I chose my clothing carefully and drove the cleanest car, just in case someone looked out the window of the stores. I played Beethoven’s Fifth Symphony (Victory–you know, “da-da-da-dah” for courage) as I drove.
First stop was the local Family Christian Bookstore where I asked for the manager. Meredith shook my hand, I explained: I was a local author and my book was releasing on September 1. People have been asking me where they can purchase the book, and we’re planning a launch party on September 10. Can you order some copies so I can direct book buyers to your store?
Meredith is a new manager, and when she learned the bookstore had carried a similar title last winter, she was eager to help. She’d have to go up to her manager, and thence to his, but she was pretty confident they could stock the book, probably by September 10. “And would you perhaps like to do a book signing?” she asked, describing how that would work and became quite enthused, as she talked. I shook her hand again, she promised to be in touch, and then I bought my husband a birthday present in her store!
The next stop was Barnes and Noble, and I entered with confidence. The book purchaser was training some new employees who both looked impressed that a local author had come in to shake hands. She looked at my card and asked, “Is this a legitimate publisher? Not self-published?”
I pointed to Barbour’s name and the ISBN, which she checked on her computer. She smiled and nodded. “I’ll have to talk to marketing, but I think we can have copies in by September 10.” She printed off something from her computer, circled my name and date on the card and told me she would pass the information along. She shook my hand, and I exited.
At our local independent bookstore, Copperfield’s, the assistant manager shook my hand and examined the Log Cabin Christmas card. “Is this product available through wholesalers? We have a lot of writers in our community, but I can’t stock anything that isn’t available through Ingrams.“
I assured her it was. She, too, took notes and said she would talk to the person who called in the orders. Once the book released, they could have copies the next day. All three people I contacted assured me they would let me know, or I was welcome to call back.
Easy.
Of particular interest was that they would only work with a royalty-paying publisher; they wouldn’t stock a self-published book. That’s something to consider as you look to market your own work in a self-publishing system.
I have additional copies of the card I created that I’m carrying in my purse to hand out when people ask about the book. So far, it’s been simple and fun. But I have another marketing scheme up my sleeve that we’ll look at tomorrow.
What has concerned you about marketing your books? What do you fear? What do you think will work best for you? Do you know how many booksellers are in your community–and do you purchase books there yourself? What simple things can you do to help the booksellers in your community stay in business? (It made me sad I had to bypass the Border’s store–which is where I purchased my copy of last year’s Christmas collection).
Meanwhile: Would you buy a book from this woman?
I can relate to the party sales pressure. I have much unused Tupperware and many dusty candles because I have to buy from friends who are selling. Hmm. I also have a lot of books on my shelves I’ve never read.
I look forward to your articles this week.
In addition to carrying the cards, you might wish to make a t-shirt with the cover and the name of the book. Then, you’ll be a walking advertismenet for the book and people might ask you about the book on the t-shirt. A t-shirt is more visible than book cards that you put in your purse. Good luck with the book.
Michelle, as an author who will venture down this same path in the not-so-distant future, thank you for your wonderful advice! In my mind I had been so preoccupied with reaching individual readers, that I’d completely skipped over the booksellers in my own community. Living just north of Houston – that’s a BIG community to overlook. I’m printing this out to keep on hand. Thanks again! Can’t wait for tomorrow’s post.
This is SO helpful! I’m bookmarking! My debut novel releases May, 2012 from Waterbrook Multnomah and I’ve always wondered about introducing myself to book store managers/owners. But I never knew how to go about it! Thanks for this!!
When my husband started running a multimillion dollar company I felt very unsure of myself. One thing I did to help me get over my shyness was to have a stage personality. It allows me to be a bit more outgoing in cirumstances where I feel uncomfortable, like company functions or socializing with people that are “important.” It really helps. I don’t know if that will help you, but I thought I’d share my experience with you. I hope you can find “stage Michelle.” Good luck with your book. 😀
I envy you. My local bookstore (there’s only one since I live in a small town) has carried my books but buries them in the “Local Author” section, spine out. They say it costs them hundreds of dollars to do a booksigning since they must pay staff overtime to rearrange part of the store then put everything back and they can’t sell other books in that area during the signing so they haven’t let me do any. I’ve sold more copies in the grocery store that takes them on consignment.
I just held this book in my hands and I must say it’s beautiful! $14.99 is a bargain for such a big, lovely book and on Christianbook.com you can get it for $9.99! Wow. I’m excited to get the book home so I can read it and then display it on my bookshelf!
Michelle, we were raised alike. 🙂 Just ask Wendy about her “reformed reluctant marketer.” 🙂
I’m with Rachel–this book will be a wonderful addition to the display of Christmas books that I arrange on some shelving each Christmas.
Like you, Michelle, I had great success visiting bookstores right before and after my book released. Instead of a card, I gave each manager/owner a clear sheet protector with binder holes in it. Inside I slipped a photo of my book cover(visible from the outside), my bio, sheet of endorsements, and the publisher’s ordering fact sheet (visible from the back of the sheet protector). One store manager told me the sheet protector was a terrific idea. She could slip it into her binder containing book orders.
BTW, libraries and bookstores are alike when it comes to self-published books. It’s vital that your book be available through major distributors, such as Ingram.
The Bible calls each of us to do everything as unto the Lord, and to run as to win the prize.
Romans 12:3 has too often been misapplied. To avoid thinking of ourselves “more highly than we ought,” we err to the other extreme.
Personally, I’ve been truly blessed in preliminary discussions with both area bookstores and other possible outlets (looking at fruit/vegetable stands and farmers markets).
Michelle, I pray that God will give you extraordinary strength and Boldness (not arrogance) to go forward in anticipation of Greatness (not ego), as you market this book to groups and individuals out of a sincere belief that it will encourage and strengthen the faith of your readers when the inevitable winter seasons of their lives arrive.
Is it our passion to simply see our words on paper – or to see those words in readers’ hands, read, and impacting lives?
If the former, we can just hit “print” and be happy.
If we want to see lives changed then the same passion feeding our writing needs to continue driving us through the marketing and sales aspects of the journey.
Thank you for all your kind words, and your prayer, Rich.
Rachel is right, the book arrived today and it is so totally humbling, satisfying, thrilling and . . . right, all at the same time, to hold it. I think I’m going to carry the book around with me and just show it to people!
(You know, the grocery store clerk, the postmistress, the ladies in my aerobics class . . . )
Great idea, Rich, on the vegetable stand. His book title is “Vegetables of the Spirit!”
I most definitely would buy a book from “this woman” and look forward to getting it. Thanks, Michelle,for making this look almost easy!
I did something similar for my debut novel – I made up a slick flyer with my book cover and picture, blurb, ISBN – and I think my first trade reviews. I had mixed reactions. Some bookstores were thrilled, others gave me the polite brush-off.
Our local Barnes & Noble gave me the “that’s nice, dear” look, even though I explained it was a traditional publisher, they stocked my publisher’s books, I lived in town, and my friends would buy the book. That changed. The week the book released, I went in to drop off some bookmarks. The same lady practically tackled me. “Are YOU the author!” Everyone’s coming in for this! They hadn’t stocked the book and had to quickly order a case. I did NOT say “I told you so.” (Proud of me?)
Now that store is one of my biggest cheerleaders. They’ve arranged multiple signings for me, handsell my book, and don’t ask for my ID when I make purchases. I’m doing a signing there this Saturday 🙂
Great post, Michelle. For someone who doesn’t enjoy marketing, you did a wonderful job with this. I pre-ordered my copy from Amazon today.
My challenges in marketing my book are: that it’s a Christian book and I can’t talk about it much when I’m in schools giving workshops, and that bookstores haven’t seemed eager to pick up our publisher’s books. Though they are not self-published, they offer authors books in ebook format and then printed-on-demand through Lightning Source. Some people see them as POD books and don’t look any further, though I had to go through a submission process and have my book accepted like with a traditional publisher.
I’ve been to our local small bookstore, but I didn’t care for how they brushed me off when I asked to hold a book signing there last year. I haven’t been back since.
Best of luck with your book. It looks and sounds wonderful.
This is good to know. Next December, one of my short stories was picked up by Donna Goodrich for her anthology of Christmas stories. I wasn’t sure how to approach book sellers to pick up her book and so this is helpful.