By Susan Klopfer, author and speaker
Contents
Part I Discovering the Books in Me
Part II Finding the Books in You
Thanks for stopping by. In addition to this ebook, I've been collecting more materials to help you on your journey. So when you have some time, take a look at More About Self Publishing where I've posted lots of new tips and articles and SusanKlopfer.com where you can see examples of the books I've written.
You are also invited to visit the Author's Bookstore to learn about some of the best resources for self-publishers.
Now, let's get started . . .
Part I Discovering the
Books in Me
Introduction
Thank You for requesting this e-book. I hope that you get as much out of reading it as I have in writing it for you. I'd like to begin by telling you how I discovered the books in me. (And then we'll move on to the most important part, discovering your book and how to make it happen.)
First, I must admit that I really don't love to write. It's hard for me to write even though I've been doing it for a long time. The truth is that my mother, who is a talented writer, made me take up this craft one year when I was home for college and in need of a job.
She took me by the hand down to the local newspaper office (where they loved her) and explained that I needed work. At first, I was given the old fashioned task of "paste up" but that didn't last very long because my hands shook and got sweaty.
Elizabeth Orr, my mom
So the editor decided to show me some methods of approaching news writing. It worked. I liked my new job and stayed for six whole months!
After returning to college, I took several journalism classes, got married, and started finding jobs on small town newspapers as we moved from Texas to Oregon, Indiana, Missouri, Nevada and Mississippi.
While in Indiana, I had the opportunity to work as an editor for Prentice Hall's computer books division where I wrote and edited books, including a fun book on a popular computer operating system, DOS, that became a Book of the Month alternate selection.
Years later, in Branson, Missouri I had a great job as the city reporter where I met and interviewed all sorts of creative people like Mel Tillis, Andy Williams, Charley Pride, and Tony Orlando.
While there, I became fascinated with Branson's growth and development, so much that I researched and wrote a small, self-published book on How Branson Got Started.
* * * * *
Writing is not an impossible task. Some people, like my mom, are natural writers. And they write beautiful fiction and nonfiction articles and books with seemingly little effort. The rest of us have to work harder.
Over the years, I've found that writing simply requires that you are interested in SOMETHING and then take the time to learn more about your interest and stay focused. (At times, it has helped me to be desperate!)
The writing part takes practice. If you can tell a good story, then nothing should stop you from writing it down (in a notebook or typing it on a computer screen).
There are some good journalism books that can help you through the learning curve. Two that I recommend are The Associated Press Style Book (great resource and "rule" book) and Telling True Stories (good meat and potatos for how to write nonfiction in an interesting way).
When I became interested in working at home, I found other people who were doing this successfully and so I wrote a book on unique home-based businesses.
Another time, I'd met a unique couple who had performed as Russian circus stars and then defected to the United States. We wrote a Russian cookbook together -- the husband sketched images of their life in Russia and his wife came up with the recipes she learned to cook while traveling as a performer.
* * * * *
IN OUR MID 50s, my husband, Fred, and I moved from Nevada to the Mississippi Delta. We had no real idea where we were going geographically and no sense of the region’s history when we first arrived. But this shift away from our familiar West Coast turned into a fascinating adventure that even birthed two books.
Fred was hired by a private company to serve as chief psychologist for Mississippi’s prisons, a job that provided housing on the grounds of Parchman Penitentiary.
“You’re kidding me, you’re going to live AT Parchman Prison? ON the grounds? Parchman’s infamous!” a friend was saying as I packed dishes for the moving van. Charlie, a musician who’d moved to Elko by way of Memphis, Tenn., seemed amused that I didn’t seem to know much about where Fred and I were heading.
“Well, Parchman’s famous for the blues,” he said.
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Driving into Parchman Penitentiary, the front gate
Fred and I assumed we’d be moving to the southern part of Mississippi where the mighty river empties into the Gulf of Mexico but we quickly learned the Delta refers to Mississippi’s region of flat farming lands, reaching approximately from Memphis to Vicksburg, a unique expanse of great wealth and greater poverty.
Geographically, the entire Mississippi delta is massive. Stretching north into Canada and south to the Gulf of Mexico, east to New York and west to New Mexico, the total delta of the great Mississippi River covers 41 percent of the continental United States. But the much smaller Yazoo-Mississippi Delta (The Delta) is one of the region’s many smaller basins.
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..land of cotton
Once called The most Southern place on Earth, by Memphis historian James C. Cobb, because of its cotton-rich history and defined culture, The Delta consists of flat triangle of fertile land in northwestern Mississippi, about two hundred miles long and seventy miles across at its widest point, covering 7,110 square miles.
On a map, the Delta looks like half a football with its western edge following along the mighty Mississippi River’s path, but it was a mean spirited ballgame that was once played on this field. With a reputation for harboring a sweltering summer heat, the Delta became an endless supplier of cheap black labor beginning in the 1800s, before the Civil War, enabling thousands of white families to become rich and forcing generations of black families to work their entire lives for nothing, to live and die in poverty, illness and despair.
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The football-shaped Delta in northwestern Mississippi.
TODAY'S DELTA COUNTRYSIDE is dotted with white one-room churches -- many still active -- houses of worship that once served poor sharecroppers as their schools, sometimes morphing into freedom schools, NAACP meeting halls or during the 1950s and 1960s, unsafe quarters for "outside agitators" who wanted to help people of color exercise their right to vote and live in peace.
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A country church in Bolivar County, next to Cleveland
Along most back roads near these small churches or near the edges of cotton fields are occasional, small run-down sharecropper houses, mostly abandoned but some still inhabited by poor families. Nearby are family and church cemeteries, some lost to the unyielding kudzu vines while others still neatly tended.
It was in this most Southern place on earth where I began to learn about some of our country’s most critical early and modern civil rights history, events from an unforgiving past that runs into the present; history that is even richer than the darkest soil of the Delta’s most fertile riverbed lands.
Intrigued, I started visiting small cafes, libraries and beauty parlors asking questions and then writing nonstop. I was hooked.
“The Mississippi Delta begins in the lobby of the Peabody Hotel in Memphis and ends on Catfish Row in Vicksburg.”
Within the first week of our move to the Yazoo-Mississippi Delta, I sought out every book that I could find on the civil war and civil rights history -- while experiencing the South's strong culture that seemed so foreign for a Yankee. Learning to say puh-cahn instead of pee-cans (it really does sound so much nicer) and ordering sweet tea instead of plain old Yankee unsweetened.
In my first month a Presbyterian minister from nearby Cleveland did a wonderful thing by giving me Cobb's book that he “didn’t have time to read," a book that provided my first real look into Delta history and culture. The Tennessee historian introduced me to David L. Cohn (Where I Was Born and Raised) who in 1935 offered this creative physical description of the Delta
“The Mississippi Delta begins in the lobby of the Peabody Hotel in Memphis and ends on Catfish Row in Vicksburg.”
Cohn’s description was so good that nineteen years later Mississippi’s famed author William Faulkner offered the same quote with a twist, as his own
“(The Delta) begins in the Lobby of a Memphis, Tennessee hotel and extends south to the Gulf of Mexico.”
With Cobb's and Cohen’s books under my reading belt, I began driving around the Delta to visit its spotted small towns and villages. I would leave Parchman each morning and come back at night, sometimes quite late, after a full day of wandering and picture taking.
Lots of good stuff caught my eye – old cotton gins and former railroad stations entwined in vines of kudzu, bayous with thick-rooted Cyprus trees growing from the murky water and people cat-fishing on the banks.
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Once a thriving Delta gas station and store ..
In the Delta, early morning mists float across broad fields smelling of the unusually deep and rich top soil. Even with a century of clearing, cultivating, draining and land leveling, the Delta’s earthy beauty stands out at sunset when the sun’s burnt orange rays press into murky waters of swamps.
We had moved to the Delta in June and when summer ended, fall’s cotton fields blanketed the Delta like soft snow bringing a beauty that’s hard to describe.
The Delta’s current agricultural mixture of cotton, wheat, rice and sorghum crops are sometimes separated by large and very shallow catfish farm ponds outlined by flocks of dinner-seeking and protected snow-white egrets.
The handsome birds once imported to the Delta for their perfect hat feathers, now irritate catfish pond owners with their “pound-a-day” fish-eating habits. Nonetheless, Mississippi is still the largest catfish producing state.
My travels around this region allowed me to learn more about the Delta’s unfathomable past and present; but it was still hard to imagine the intensity of past sins of racial brutality, this history intermixing with miles of vine-covered, abandoned railroad tracks and across the small rural bridges spanning innumerable muddy rivers and streams, small lakes, cane breaks and mossy tree-silhouetted bayous.
For nearly two years as Fred worked with Mississippi prisoners, I kept visiting more of the region’s small towns where I met a variety of Delta people, some who readily answered my questions about the region’s people, and the civil rights history I’d never learned in school.
I drank their thick coffee and consumed their catfish, greens and buttermilk pie; visited quaint stores and shops, researched in local and regional libraries, consumed in antique and junk stores, sat in beauty parlors, bars or jukes and frequented gas stations for the Delta’s home-cooked chicken livers and gizzards, all while learning more and more of this region’s hidden tales of grace and gore.
As their stories surrounded me, I could not escape the Delta’s ghosts and my obsession with digging up Mississippi’s history only increased. Most Mississippi Delta stories are buried into crumbling red bricks that once gave structure to legally segregated stores, cafes, movie houses, Masonic halls, churches, schools and hospitals.
As I learned of the countless murders of black teachers, ministers, lawyers, children and so many others, I began to feel responsible for passing on their tales; the Mississippi ghosts I'd met deserved to be remembered.
When it comes to historical digging, the Delta – like everywhere else on the planet– has its dedicated gatekeepers. Some represent old-line aristocratic families who are pressed to keep their spin on the past; others – from university deans and librarians to shopkeepers – believe that hiding embarrassing Mississippi moments is their inherent responsibility, and good for the states economics or tourism.
One Delta blues historian told me how he was paid to prepare a brochure on the history of the Drew Blues Tradition, but then instructed to remove a pivotal story involving a 24-hour long gunfight in the town’s blues alley after World War I that influenced the movement of prominent bluesmen to Chicago (thus starting the Chicago Blues tradition).
At one small Delta library, “someone lost all of the oral history tapes” when I asked to see them. At another, “the librarian locked up the Emmett Till scrapbook in the safe” a library aid said, and at still another reading spot could be found two shelves of dated “Old South” classics, but only one copy of the Delta’s civil rights veteran Fannie Lou Hamer’s biography was available (and it was checked out).
Historical markers were not much help, either. Around the Delta, most of these signs give travelers insight into the “white” Delta, but none describe the horrors of slavery or the cruelty shown to kidnapped African Americans and their children – even in Natchez, a major home to early slave markets.
Black history museums are rare. Exhibits in the “Cottonlandia” museum in Leflore County are remarkable for their lack of mention to African American contributions to the entire agricultural cycle and culture.
Enslaved Africans, often using farming techniques from their homelands, not only planted, grew and harvested the crops, but also were also responsible for clearing land and for nearly all farming-related activity. White settlers were their “overseers.”
Despite the difficulty in finding the region’s formal history, I found people with stories to tell. I found them in small cafes, in parks, at the antique stores, and in the colleges and at newspaper offices.
It seemed they had been saving their stories just for me! I found old newspaper articles to read, some wonderful books, as well.
I spoke to historians, authors, teachers, bankers, sociologists, ministers, old civil rights volunteers and after 23 months, the book, Where Rebels Roost, Mississippi Civil Rights Revisited --literally, the biggest book I've ever written -- was completed.
WRR features:
--A Nine-page Selected Bibliography/Citations: 73 Books; 3 Dissertations; 47 Articles; 32 Collections, Interviews, Oral Histories
--Twenty-pages/Lists of Dead/References 900+ names and information of African Americans lynched and murdered in Mississippi from 1870 to 1970 (references Southern Law & Poverty Center, NAACP, Tuskegee Institute, individual family and friends, personal research)
--Sixteen-pages/160+ Names of Emmett Till Principles/Names and biographies of people close to this case, from lawyers, witnesses, judges and jurors to police, politicians, friends and families
--New details on the murders of two teachers, Birdia Keglar and Adlena Hamlett, who were killed after meeting with U.S. Sen. Robert F. Kennedy; Covered-up facts surrounding the murder of Rev. Cleve McDowell, a Delta civil rights attorney who was murdered in 1997; new information on dozens of other Delta cold cases
--Hundreds of specific Sovereignty Commission Documents cited with references given, including references to secret CoIntelPro operations against blacks and anti-segregationists
-- With over 1100 footnotes!
Where Rebels Roost represents the most interesting project I’ve ever taken on. It is a project that I keep coming back to and I hope that you can someday find such a book in you that is worth giving your heart and soul into its telling.
Part II Finding the Books in You
Now let's move on to YOU!
Is book writing and publishing worth your time? Consider this
The book publishing industry in the U.S. consists of some 82,000 book publishing firms, up from some 3000 in 1970, by R.R. Bowker's count but there are many thousands more publishers who do not bother to apply for Bowker’s listing.
Altogether, these publishers represent some 150,000 new book titles every year.
Six publishers are considered to be the big firms and they are located in New York City. Some three to four hundred are medium-size publishing companies. The rest, or most, are smaller and/or newer publishers.
More than 8,000 new publishing companies are established each year. Book sales amount to more than $25 billion annually and there are 2 million books "in print" or currently available.
So, the question really becomes - Where to Start?
I’d like to suggest to start small at first. Get your feet wet unless you just have to do that Novel (and then go for it). But you might consider looking at material that does not require as much work to begin with.
There is a story or two in everyone; it is your life and you may think it has been a huge bore, but others might think your story is fascinating. If not your life, look for old family diaries, talk to older relatives about their lives, consider local or regional history projects.
Regional “Ghosts” books often are good sellers as are regional recipe books.
Author David Rising in Using Web Strategies of Database Logic To Market Your Book on The Internet suggests
If you do not think you are a very good storyteller, surely you know how to do something. How To Books are very popular, How To Cook , How To Make Money, How To Cook Brownies , How To Please Your Mate , How To Be A Good Mom, How To Cook A Turkey, How To Be A Good Dad, How to Cook Fried Rice Twenty Different Ways
How To Find A Nursing Home For Your Parents , How To Cook A Blueberry Pie, How To Mentally Block Out Your In-Laws , How To Stay Single, How To Cook Spam , How To Diet, How To Eat Right , How To Save Money, How To Cook Country , How To Stay Beautiful, How To Make Your In-Laws Go Home
How To Write A How To Book. Ok, so you say these things have been told a thousand times and you would be correct. In year 2004 some of the hottest selling books were diet books.
Or consider children’s books, twenty to thirty words a page. “The Very Hungry Caterpillar” by Eric Carle has sold over twelve million copies and has been around for decades and is still a top seller.
Carle also has a Brown Bear series that does very well. Again, think about starting with a regional children’s book – “Mollie and the Mighty Mississippi.”
Here’s another tip that I learned while working as an editor for Prentice Hall. Go to a bookstore and look at the 100 best selling titles. Do this for several weeks to get a feel for what is actually selling and you will see a fair share of cook books, diet books, health books, how to books, and children’s books.
Watch people search for books. What books do they take off the shelf? (Money books are very popular!) What books do they put back? What books do they sit down with and read? What books do they actually purchase? People watching is a great way to learn about what books work.
A great way to start off writing comes through creating technical manuals, guides and software. If you write a very good technical manual or guide it may be suitable for libraries to include in their current inventory.
Dan Poynter, a well-known coach for self-publish authors (The Self-Publishing Manual: How to Write, Print and Sell Your Own Book, 15th Ed.), offers solid strategies on how to get started writing your book and then selling to libraries and loads of other markets.
His Para Publishing site offers great tips and lots of free tools, along with a professional newsletter. (Dan helped Fred and me market Internet Success With Fred.)
From Poynter and others you will learn that self publishing is the New and Proven model for book publishing success. But if you still want to follow the traditional route, working with a publisher on a royalty basis, here is a quick FAQ from Cader Books on finding an agent and a publisher.
Richard Paul Evans originally wrote The Christmas Box to show his two daughters he loved them, and to tell his mother he understood her grief in losing a child.
Through his persistent determination and marketing genius, Evans parlayed his self published novel into a $4.25 million advance contract from Simon & Schuster and established himself as one of the most financially successful authors of the '90s.
Evans' book made history as the only self-published novel to hit #1 on The New York Times best-seller list as a self published book. Further, it was the only book to simultaneously hit #1 on The New York Times hardcover and paperback best-seller lists.
According to The Wall Street Journal, in 1995, Evans’ book had the highest one-week sales of any book in their list's history.
JOANNA LUND, AN IOWAN, used her desire and newly discovered marketing “gene” to write, publish and sell her famous Healthy Exchanges cookbooks to millions of people.
Here is her story that I wrote and recently published in several online zines, including Idea Marketers (a great way to market your books, by the way).
JoAnna Lund Leaves
Legacy of 'Good Taste'
If you've ever driven through Iowa, the tall corn field avenues can make you feel so dizzy you might think that you're falling off the edge of the Earth.
DeWitt, Iowa, a town of about 4,500 people, is one of these cornfield towns and was home to JoAnna Lund, the "cookbook lady" who in the second half of her life sold over 3 million cookbooks, appeared on CNN, Home Shopping Club and even wrote a cookbook for a major publisher.
JoAnna Lund was a farmer's wife, and she knew how to spread a fine table whenever neighbors gathered to help with a big farming project.
But following a divorce, she gained 60 pounds and the weight gain was followed with depression.
When Lund’s son left home to become a soldier, the Iowan realized she wanted her health back and began creating healthy recipes for herself. She wanted to cook healthy food that looked, tasted, smelled and felt like what she had always eaten. But without the calories and fat.
Lund started following her own cooking advice and lost 130 pounds. Her recipes were not exotic. Not what you find in a gourmet cookbook, and they were not complicated. They simply represented good heartland cooking without the sugar and fat that take their toll.
Once JoAnna lost her weight, she wanted others to know they could eat common, good food and maintain a healthy lifestyle. So she set out to self-publish containing her low fat, low sugar, and good-tasting recipes.
Her bank loan of $1,000 was a three-month open note and it was paid off in one month through JoAnna's perseverance. She got the word out by talking to people, speaking to clubs and organizations, taking her book to stores, and getting good publicity through hard work.
Lund's first cookbook sold over 70,000 copies and her second cookbook did even better.
The last time I spoke with JoAnna, she was heading to New York to meet with three top publishers -- all vying to publish her next book. Random House won out!
"I even get to choose which publisher," she told me. This was after accomplishing major sales on the Home Shopping Club.
Why did Lund’s book-writing succeed? Here are 3 good reasons:
1. JoAnna Lund treated customers the way she would like to be treated. She invites readers and listeners to become part of the Healthy Exchanges Family. It is not a diet, she explained to me, it is a way of life.
This philosophy came from her heart and was her way of business life -- this was her bottom line.
For example, when her new cookbook was printed, JoAnna offered her existing customers 17 new pages (for $2) that could be inserted into their old cookbooks. She gave instructions on how to insert the pages.
2. New products and business plans were based on listening to her customers, discovering their needs and then responding. JoAnna listened with her heart as well as with her ears. Projects were not planned in isolation; she knew her customers and worked to meet their desires.
"As long as it is ethical, practical and enjoyable, I will do it," she said.
Once, speaking to a group of Jewish senior citizens, Lund was asked for healthy kosher recipes. A new book was soon on the way to the printer!
3. JoAnna stuck to doing what she did the best -- creating recipes, sharing hope, marketing, doing her radio program, public speak, writing, and appearing on television. An impressed college business professor once told her that she had a special marketing gene. Her business acumen impressed him.
Another smart move? She quickly turned bookkeeping and accounting over to professionals because: "I've known of small businesses that have failed because the owners tried to do everything themselves."
JoAnna Lund, who turned a 130-pound weight loss into a career, leaving a legacy of good cooking and smart business practices, died at her home from cancer on May 20 at the age of 61. Her life wasn’t as long as it should have been, but in that short time she achieved so much.
Where To Get Published;Print On Demand (POD); and e-books
Assuming you want to self publish, one of the easiest places to start is with Lulu. The staff at award-winning LULU.COM will walk you through a retail pricing option, enabling librarians, bookstore buyers and book store owners the ability to order copies at regular discount prices, directly from Lulu.
Unlike some print on demand publishers who only offer their titles to bookstores at short discount prices twenty percent off through the major wholesalers, making it unprofitable for independent bookstores to carry their titles, Lulu always offers your book to bookstores at regular discount prices. The same price structure the major stores would get.
Lulu’s POD partner uses a high quality, acid-free, book- grade of opaque paper stock. All books with trims sizes of 6”x9” or smaller are printed on a 55# natural shade opaque.
Larger books are printed on 50# white. Paperback covers are printed on a bright white 80# cover stock. When you purchase an ISBN plus service to have a shot at having your book listed with on line bookstores.
Another REALLY easy place to build your book is Blurb. This book community provides free software that's easy to use. You can even build a book with Blurb directly from your blog.
Ingram Book Group offers quite a few resources for self-published authors and small publishers that include Publishers Marketing Association, a trade organization with a mission to advance the professional interests of independent publishers by offering cooperative marketing, education and advocacy programs.
Lightning Source, a subsidiary of Ingram Industries Inc., offers a suite of digital fulfillment services to the book industry. Lightning offers one of the most comprehensive packages of print-on-demand and distribution services on the market today.
Ideal candidates for Lightning Source are publishers, large and small, in need of digital printing and distribution services worldwide. Using Lightning Source, however, requires advanced computer skills.
All of these companies will tell you how to purchase an ISBN number, but just in case ... R R Bowker is the exclusive US source of publisher prefixes and accompanying ranges of ISBN numbers for eligible publishers. It provides information and advice on the uses of the ISBN System to publishers and the book trade and promotes the use of the Bookland EAN bar code format. In addition to their ISBN prefixes, publishers also register their titles for inclusion in the Bowker Books In Print databases. You will find Bowker at R R Bowker on the Internet.
Recording your book for disc or download
You are not just an author or just a publisher or just a book promoter, you are an information provider. Some of your potential customers commute or travel a lot; they do not have time to read your book. But they do have time to listen to it. Consider publishing your book on a CD, either text or audio.
What is an eBook?
eBooks are very similar to normal physical books in the sense that they are rich in content. They are a huge resource for information. Anything you can put in a physical book, you can put in an eBook. If your website is about Panama, why not write a Panama travel guide. If your site is about web design, you could write a beginner's web tutorial.
An eBook basically is a packaged offline web site that allows authors a great deal of flexibility in presentation of content. eBooks can be downloaded from your website and stored and read offline at any time. eBooks come with user friendly navigation tools that lets the reader skip to any page or search for any keyword in the eBook. You can even write, publish, market and sell your eBook on Ebay.
eBooks will play a very important role in Internet Marketing over the next few years, no matter what the product or service offered
by a company is. A great spot to visit is Build E-books.
Promoting books is easy and fun.
First, always remember marketing your books involves Relationship Marketing -- meeting people and telling them about your passion. Three favorite books that will help you get the job done:
1001 Ways to Market Your Book, John Kremer
Plug Your Book, Steve Weber
Aiming at Amazon, Aaron Shepard
Once you write it, how do you sell it? Here’s a great success story that I learned as a journalist in Branson, Missouri
Janet Dailey wrote her first novel, "No Quarter Asked" in 1974 after her husband, Bill, urged her to back up her claim that she could write a better romance novel than the ones she had read. The book was accepted by Harlequin, making her the category romance giant's first American author. Dailey’s 57 novels for Harlequin included one written in every state of the Union, and later became known as "The Janet Dailey Americana Series."
The Daileys first marketed Janet and her books by traveling across the country in their small trailer. Bill would go into each small community, first, announcing that a “famous author” would be giving a book signing. They were instrumental in forming the Silhouette romance fiction line, for which Janet wrote 12 more titles before entering the mass market field in 1979 with "Touch the Wind," that marked her debut on the New York Times best seller list, where each new title has continued to appear.
In 1984, Janet entered the mainstream hard cover market with "Silver Wings, Santiago Blue." Currently there are over 325 million copies of her novels in print throughout the world, with translations in 19 languages, in 98 countries.
Follow Janet Daily’s model by sending out review copies, news releases, using email and (when profitable) using direct mail advertising.
If you love to get out, like Janet, there are autograph parties, radio/TV interviews and speaking. There are numerous places to sell your books and many ways to promote them.
There is a BIBLE for how to sell your books: “1001 Ways to Market Your Books, 6th Edition,” by John Kremer. This book is staggering with Kremer’s tips on finding your audience and selling books.
It is the single best reference for authors and book publishers I have ever read. It should be on your bookshelf if you really want a successful book writing and publishing career.
Kremer shares basic fundamentals of book marketing – planning, establishing your market, opening new markets. His tips on promoting, publicinzing, advertising, selling, distribution are mind-boggling.
Interesting in selling your book while on tour? Kremer gives those details, too. And so much more.
Who is your primary audience, secondary and so on?
Even before you start writing, make a list of the groups or types of people who need and should want your book. I used this list to market a book on home businesses, actually using it in marketing copy on the back cover:
Read this book if you like challenge, want to stay home with children, might be laid off, want extra income, don’t like being a temp employee, wish to make your dream a reality, just lost your job, find retirement boring, need extra money for school, want to get ahead, despise your boss!
In Branson, Missouri, I let tourists define the market. After talking with retailers and tourists, I learned they wanted to learn all they could about “.. how Branson got started,” and that’s what I researched, wrote and named the book, How Branson Got Started.
Sometimes it helps to narrow your target audience. Dan Poynter, Sell Your Books On Amazon, gives this example
Marilyn Grams, MD, wrote a book about a technique she developed so that a new mother could breast-feed and return to work. She wanted to sell her book to every new mother. But there are lots of breast-feeding books so we suggested she title her book ‘Breastfeeding for Working Mothers.’ She resisted, insisting she did not want to limit her market.
We discovered that over 55% of the women who give birth return to work within one year. So when new mothers see eight books on breast feeding on the shelf in the bookstores but one is specifically for working mothers, guess which one 55% will identify with and buy? The other seven generalized books share the remaining 45% of the customers. Don't aim for the whole pie—you won't get it. Target 100% of a large slice!
Where will you sell your book?
Where are your targeted buyers? What stores do they frequent, what magazines do they read, what associations do they join and what conventions to they go to? How can you reach them?
It helps to promote your books where you find a high concentration of potential buyers. My Branson book sold 200-300 per month in Branson bookstores and giftshops.
You can use Wholesalers, Distributors & Bookstores to sell your book.
Poynter suggests the best way to reach the book trade (independent bookstores, chain bookstores, e-stores, wholesalers and libraries) is with a distributor. He provides a thorough explanation of the industry with a list of more than 70 distributors and their specialties.
Nontraditional or non-book-trade sales
For most nonfiction books, it is far more profitable to sell them by the case wholesale than to sell them one-by-one retail. You make less per book but you sell more books. When you sell more books, you can print more and have a lower per-unit (printing) cost and as more books get out there, they seem to promote even more sales.
You will sell far more books outside the bookstores in what are know as the nontraditional markets. Here are two – gift stores and catalogs.
Gift stores. If you have a gift book, it may be sold through the book trade and through the gift trade. Most of the 150,000 gift stores in the US are mom-and-pop independents.
There are many unusual places to think about as well: restaurants, museums, hospitals, botanical gardens, theme parks and other attractions. The challenge is to get your book into these unrelated outlets.
Sales outlets include gift trade shows, catalogs, direct mail, chains, and gift baskets (a booming business) as well as sales reps and distributors. Corporate gifts and premiums are great for volume sales.
Start talking to your local and regional gift store, book store owners (and other outlets). You may be very surprised at who will sell your book. Just be reasonable in what you expect and request.
Ask your local bookstore owner for suggestions on how to price your book for profit and sales. Remember, she wants to make a profit, too. You will probably work on consignment. Remember that is how JoAnna Lund and Janet Dailey, both immensely successful Iowans, got started.
Catalogs. A major catalog may move between 5,000 and 40,000 copies of your book. This is per year and per catalog! A test will move 1,000 to 5,000 copies. There are more than 7,000 catalogs published in the US and they mail 11.8 billion catalogs annually. Your books could be in several of them.
Google under “book catalogs” and just start looking suggests Herman Holtz, author of Starting and Building Your Catalog Sales Business.
Of course, you will want to set up a website and sell your books online, too. Chapter 12 in Kremer’s Bible covers in detail how to sell your books on the Internet.
How will you promote your book?
1. The least expensive and most effective ways to promote books are with book reviews, news releases and sometimes with a limited amount of highly targeted direct mail advertising.
Book reviews and news releases result in free (editorial) publicity while direct mail (Postal and email) delivers your sales message directly to potential customers. Book reviews are editorial copy that is far less expensive and much more credible than space advertising.
For most nonfiction books, there are more than 500 appropriate magazines, newsletters and newspapers columns that should receive review packages.
There are two kinds of book reviews: pre-publication reviews are published for the trade wholesalers and bookstores. These reviews tell the trade what is coming so they can order the books before the public reads the post-publication reviews in the popular magazines and newspapers.
Publishers Weekly and the others want to receive galleys from you four months prior to your publication date. They receive more than 100 galleys each day and can only review a few so if you do not give them a publication date four months away, you make it easy for them to select your book-out.
By the way, the publication date you select has nothing whatever to do with the date your book comes off the press or copyright date you list in your book.
2. Use news releases. Editorial matter is believed, advertising is viewed with skepticism. Do not spend money on advertising when you can use the same effort and less money to send off a news release.
Then follow the review copies with news releases and articles every month to the very same magazines, newsletters and newspapers. Let these opinion-molding editors know what you are doing and why your book has the information their readers need.
For lists of appropriate media, visit the reference desk of a large public library and ask to see the periodical directories; there are at least two for magazines and two for newsletters. (Stop by the bank first for a roll of coins for the copy machine.) Copy just the pages you need and bring them home to enter into your computer; you will use these addresses over and over again. Some of this information is now available online – you just have to search for it.
For news releases outside of your region, be sure to visit PRWeb since this is THE place to start for a press release on your book. This site takes free releases but you are far more effective when you pay. Be sure to google search “free press releases” and “free news releases," as well.
3. Direct mail advertising provides you with the opportunity to get your complete sales message to a specific potential buyer. But, you must be very selective in your choice of lists and you must direct the message in your cover letter toward the type of person on that list.
Visit the main branch of a public library in a large city (they have larger book budgets), go to the Reference Desk and ask for Direct Mail List Rate & Data. This directory lists every mailing list that is available together with its size, how it was assembled, the various ways it can be broken down (just male, by income level, geographically, etc.), its source and much more. Plan to spend some time since one list will lead to another.
Broadcast email (not spam) can work as well or better than direct postal mail. Faster and cheaper, you eliminate printing, stuffing and postage while getting a response in just 20 minutes. Assemble email addresses from customers and potential customers and alert them to your books, other products, seminars, autographings and speeches.
Using broadcast email is part of the New “Book” Model discussed by Poynter and others.
Here are still more ways to promote your book --
1. Radio/TV Interviews. Everyday, more than 10,200 guests appear on some 4,250 local news, interview and talk shows across the
Radio and television talk shows need interesting guests to attract listeners and viewers. Most people feel that authors are experts and celebrities, so most of the guests booked on these shows are authors. Your book is actually your entrée to the airwaves.
Advertising products on the air is expensive, and since people are skeptical of advertising they tune it out. Interviews, however, are editorial matter. People listen to editorial matter. Interviews are more effective than advertising and they are free. They can be an inexpensive way to sell books.
2. Autograph parties or book signings are a form of product promotion not open to producers of other goods or services. Bookstores, both chain and independent, stage events to draw potential customers into their stores. Authors are the draw; "autograph parties" are the event.
But you should never do an "autographing"; offer a mini seminar, instead. An autograph party says "Come and appreciate me and buy a book"; a seminar says "Come and you will receive a benefit (information)."
Always think of the benefit to the potential customers. How can you lure them out of the house and into the store? These mini seminars often lead to more seminars or even a series of them for other groups at other locations. So autographings sell books and are an investment in future appearances.
3. Once your book is published, you will be invited to speak to groups (if you make yourself visible to them). Do not accept invitations to speak or host a class until your book is available. While Poynter believes you must be paid to speak and you must be able to sell your book in the back of the room (BOR), I disagree on the first part if you live in a rural area. The argument for charging for a seminar is that people pay more attention to information when they must pay something to receive it. It is just harder to find these audiences if you are initiating your campaign in a rural area as did Janet Dailey and JoAnna Lund – two highly successful authors not to be taken for granted.
4. A bestseller book is not like a gold record in the music industry; there is no set number that must be sold. National bestseller lists (there are several and they do not often agree) are assembled from certain bookstore and other sales reports. In addition, there are regional and specialty lists.
Bestseller lists are usually generated in four book categories: Hardcover-Fiction, Hardcover-Nonfiction, Trade Paperback (softcover)-Fiction and Trade Paperback-nonfiction. Some lists have categories for Mass-Market Paperback-Fiction and Mass-Market Paperback-Nonfiction.
5. Book fairs are where publishers traditionally show their books but there are several different kinds. There are fairs for bookstore buyers, libraries, the general public and so on. Some fairs are international and some are local. For example, the Frankfurt Book Fair each October is where publishers from all over the world gather to sell subsidiary (translation) rights to each other. The American Library Association Book Fair is where publishers sell books to libraries. Then there is the San Francisco Book Fair where publishers sell books to the general public.
If you have a number of books, you may wish to rent booth space. Space is expensive but half-booth space may be available through the Publishers Marketing Association that buys a block of booths for subletting to their members (membership is $109/year). If you have one or two books, it is far more cost effective ($70.00 each) to place your book(s) in the PMA General Display.
PMA is a trade organization with a mission to advance the professional interests of independent publishers by offering cooperative marketing, education and advocacy programs.
6. Specific category book promotion -- If you are writing and/or publishing a children's book, cook book, travel book, new age book, religious book, fiction or poetry, there are a number of specific resources to help you in your book promotion.
Start investigating the field and you will find trade associations, special interest groups, clubs, etc. that relate to your book.
Blogging, of course, is a great way to draw interest and participation. Visit Blogger where you will discover easy instructions on how to get started. You can view my Emmet Till blog for more help. To "syndicate" your blog, making it available for subscribers, visit Feedburner.
Two more books that I highly recommend (my most recent favorites, in fact) are Plug Your Book by Steve Weber and Aiming at Amazon by Aaron Shephard.
* * * * *
Now it is time to get started. I highly recommend the Poynter and Kremer books. This is how I got started. I also recommend Idea Marketers for help with marketing by way of writing articles for publication -- a great way to be seen.
Also look for shepherds. There are always folks out there who want to see others succeed with their books. A good shepherd (or "connector") will be a special shop owner, a printer, an editor, a relative or friend. The more shepherds on your side, the better your book success!
And just one more tip -- I created a Civil Rights Bookstore, using the Amazon Associates program. Take a peek.
Best wishes and once again, please come and visit my websites SusanKlopfer.com and More About Self Publishing where I've posted lots of new tips and articles to help you achieve your book writing success. You are also invited to visit the Author's Bookstore to learn about some of the best resources for self-publishers (including Dan Poynter and John Kremer).
Please email me with your questions and let me know about your successes.
Best wishes,
Susan Klopfer, author
Where Rebels Roost, Mississippi
P.S. Here is some NEW news for self publishers:
CreateSpace, a member of the Amazon group of companies, offers self-service publishing tools that allow you to upload ready-to-print PDF book files and make your trade paperback book(s) available for sale on Amazon.com and your own E-store with no setup fees. You pay only for one proof copy of your book. When customers place orders, your product is manufactured and shipped directly to them, so there is no need for a large-upfront investment in inventory to start selling.
CreateSpace Key Features & Benefits:
- No setup fees for the CreateSpace Standard Program and no print minimums
- CreateSpace Pro Plan enables you to keep more on every sale and pay less when you order copies of your own book*
- An inventory-free fulfillment model
- Earn monthly royalties based on the list price you set
- Non-exclusive agreement keeps your publishing options open
- One of the easiest ways to distribute through Amazon.com
- CreateSpace ISBN provided at no additional charge
- Amazon's Search Inside!™ feature for your book
- Choose from many different trim size options
There's a Book in You
Copyright 2007/2008 by Susan Klopfer
All rights reserved, including electronic rights







