Friday, August 31, 2012
How to sell a million books without breaking a sweat
Now that I've got your attention with my newest best selling book title, I'll be completely upfront. I have no idea how to sell million books or I would have done it and would now be sitting on bags of money on a beautiful and remote island.
These days, it seems like everywhere you turn, someone wants to tell you their brilliant idea for how to sell more books. The people with the most ideas are usually trying to sell you something (like their PR services). So what really works? Facebook? Twitter? Blogging? Guest blogging? Goodreads? Great reviews? Personal appearances?
I'm ashamed to say, since I work in marketing as my day job, that I don't have the magic solution for all authors. But neither do publishers, or PR people, or even best selling authors. They're all trying whatever they can and hoping they'll get great results. Sometimes they do, and sometimes they don't.
But here's what I and everyone else knows for sure sells a lot of books: that elusive word of mouth. People telling other people that they have to read your book. The trouble is, how do you reach those first people who fall in love with your book? If you don't have a heavy-hitting publisher that's invested in your career and is putting you on one of the front tables at Barnes and Noble, and if you aren't able to get reviewed because you're self-published or because newspapers/magazines, etc., are all shrinking their review space, how do you find readers?
Authors and publishers have clearly decided that the way to find readers is through the web. Authors have joined social network sites everywhere and try to push their books on everyone. Some may feel they have success, and others may feel it's a waste of time--but the truth is it's mostly free (except for an author's valuable time and energy). And if done incorrectly, it can really annoy a lot of people.
But here's an inescapable truth about selling lots and lots of books: You have to write a great book that people want to read. If you're off spending 10 hours a day guest blogging, tweeting and Facebooking, you'd better have something to talk about. And all that marketing is bound to eventually interfere with writing your next book. A recipe for author burnout if there ever was one.
So, really now, what's a poor author to do? First, write a great book. Then tell everyone in a way that isn't obnoxious. Then spend a period of time marketing it in ways that you enjoy. Hope your book finds readers who love it. And then go write another book, even better than the last. Repeat.
I know, I know. Easy for me to say. But when you get yourself tied in knots about what you think you should be doing and how little promotion your publisher is doing for you, ask yourself--what will the following (tweet, guest blog, expensive self-funded book tour, etc.) really do for my career? And if the answer is "diddly-squat" or "I'd rather grind glass into my forehead than do x", skip it. Go write your next book instead. And tell them I told you that you could.