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SELF-PUBLISHING SOLUTIONS: Marketing Your Book This is one of the most difficult parts of self-publishing and should start as soon as you have a firm delivery date for your books. Promotion for Self-Publishers Compile a list of potential customers and their contact details. If your book is non-fiction, search the Internet for relevant organisations and individuals, and approach retail outlets selling products that complement your book’s subject matter. Local Outlets As some bookshops do not stock self-published books, consider other places for potential sales. These can include: • visitor information and local transport centres; • art galleries, historical societies and museums; • writers’ centres and festivals, reading groups; • local markets, gift and specialist shops. Other outlets that might agree to display brochures advertising your book include libraries, community centres, newsagents or places relevant to the book’s subject matter. Sales Flyers These are promotional aids that can be useful in promoting your book. They usually contain a photograph of the cover, excerpts from the book and/or information about the author and an ordering coupon. You can prepare these yourself or Dragonwick can produce them for you – either in printed form (black only) or as a colour PDF file for emailing to potential customers. Fifty printed single-sided flyers and an email flyer are included at no charge with your original order. Press Release A press release to newspapers, journals and appropriate publications costs little to send and can be the best advertisement for your book. It might result in a published book review, which is not only free, but can produce more sales than any ad. Media Coverage You might consider contacting your local radio station with a press release and a copy of your book, particularly if the station broadcasts an arts program. Your local newspaper might also wish to do a piece on your book. Many people buy books based on recommendations from friends or reviewers. So to get your book noticed, you should get it reviewed. Only approach the reviewers who you think will give you the most favourable reviews in the shortest time and, remember, when you send a copy of your book to a reviewer they are not obliged to return it and are under no obligation to review an unsolicited book. The Book Launch If the release of your book ties in with a reunion, festival or annual celebration, this can present a good opportunity for an official launch. However, make sure you allow sufficient time from the proposed delivery date of your book (usually four weeks after completion of the production process), taking into account unforeseen hold-ups – printing problems, flood, tempest, Acts of God, etc. When planning a launch, consider the relevance of the venue (e.g. a heritage landmark for a local history book), expected attendance, catering and entertainment. Make sure there is room for signing and selling the book. A prominent personality to launch the book may give the event the added interest required to encourage media coverage. Have plenty of sales flyers available so that guests can take them away. They may decide to place orders later if they don’t purchase a book at the launch itself. Having the author present to sign copies usually ensures plenty of sales on the day and it helps if you can offer a discounted price for books bought at the launch. Distributing Your Self-Published Book Although self-publishing is very much a labour of love, if you aim for high sales and put in the necessary time and expense, it is possible to make a profit from your book. Some prolific self-publishers develop a local following and some have their books picked up by major publishers. For most, though, the issue of distribution and sales can be an ongoing problem. Setting the Price for Your Book If you are hoping to sell your book through retail outlets, you must set a competitive price (RRP), based on other books already in the marketplace. You could approach your local bookseller and ask their advice or check the price of similar books yourself. Retail Sales Although you may eventually make a profit, it is unlikely your initial print runs will cover production costs, as well as printing expenses. If you choose to sell through retail outlets, their fees will further erode profits – usually 40% of the RRP. A commercial distribution agent can potentially increase the range of availability of your book. However, most major distributors who service the trade are not interested in self-published books, preferring to deal with mainstream publishing companies. Self-publishing is not usually suitable for commercial distribution as increased printing costs mean reduced profit margins and the distributors take 60–65% of the RRP (including the bookseller’s discount). With stock taken on consignment by retail outlets, it is necessary to have signed proof of the arrangements. Private Sales Direct sales and complimentary copies should also be recorded and, although it might seem you’re losing potential income by giving away inspection, review, and promotional copies, these are essential for effective marketing. Make sure you check with your accountant regarding tax on income from sales, particularly if you are registered for GST. Library Service Purchases ISBN holders may also receive a purchase order for a copy of their book from James Bennett Pty Ltd, a company supplying books to libraries throughout Australia. If your book is for private use only, it is suggested that you reply to this effect. Local Deposit You should lodge a copy at your local library (they may even pay for it) and the relevant historical societies, if the subject matter is applicable. Book Clubs If you can market your work to a book club, then you could be on a winner. They either purchase copies of your book or pay for the right to print ‘book club’ editions of your book. But it’s important to target the right clubs. You can contact the clubs online for their submission guidelines or send them a press release and introductory letter. Some of the outlets you could contact are Doubleday Book Club, Booktopia Bookstore, Scholastic Australia and Social Book Clubs. Contact Jeannette Gilligan and find out how Dragonwick’s Book Production & Printing Service for Self-Publishers can turn your writing dreams into reality HOME • BOOK PRODUCTION & PRINTING SERVICE FOR SELF-PUBLISHERS SELF-PUBLISHING GUIDE • ABOUT DRAGONWICK • BOOK STRUCTURE BOOK PREPARATION & PRODUCTION • SELF-PUBLISHING COSTS MARKETING YOUR BOOK • ONLINE RESOURCES • PUBLISHING CONTACTS non-fiction LIBRARY • FICTION collection • POETS’ CORNER Dragonwick Publishing PO Box 4210, Goonellabah NSW Australia 2480 • Telephone: 02 6624 1933 © DRAGONWICK PUBLISHING 4-2009 • ABN 56 365 150 221 |
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SELF-PUBLISHING SOLUTIONS |
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