OK, the author has cartons of beautifully printed books. Great! The books are published. What must be done now to sell these books? Marketing. Sometimes, there is a naiveté on the part of some self-published authors or wishful thinking that “if they write it, the readers will come—and pay.” Not true. What is true is that the author must market the book. He or she needs to provide marketing that is persistent and varied. The author needs to include in the marketing plan a web site and more—exhibition of books at tradeshows, varied use of text and electronic media, and unique efforts to present these books.

The author needs to take his/her books to major tradeshows. This is a major marketing outlet. Also, it is a very expensive marketing component. And that is why many small independent publishers and publishers that provide self-publishing services do not provide this component. Yet, they are more than ready to take authors’ works that are major sellers. They have no intention of investing their money in a new author who does not have a “name.” Well, how are they going to get that “name” if they are not put out there before the public? The author should try to have his/her books at US and international tradeshows. Some authors should consider these tradeshows: BookExpo, the London Book Fair, the Frankfurt Book Fair, the Beijing Book Fair, and the Bologna Children’s Book Fair. A self-published author should also consider having his/her books sold at “specialty” conferences. For example, this past year there were the American Christian Librarians Conference in Grand Rapids, MI, The African –American Librarians Conference in Fort Worth, TX, and the Midwest Booksellers Conference in Minneapolis, MN. So, a book’s presence at tradeshows and conferences is a major aspect of marketing that new authors need, for that matter, any author needs.

Next, the self-published author should provide a varied media approach, another marketing method. When potential customers visit the author’s booth at those tradeshows, s/he should try to record who has visited so that the author can follow up. Then, if the author wants to put together an electronic newsletter, e-mail addresses will be available. S/he should consider doing this three to four times a year. A large database would be valuable, for example, over 3,000 e-mail addresses, in and out of the US. Also, when the author plans to have book signings or other presentations, s/he should develop brochures and posters announcing the events. The author should also provide press releases. Another varied media approach is the sending of e-mails to area schools and organizations that might have faculty, staff, or members who may be interested in the events. And, of course, another media marketing method is the use of the radio airwaves, as radio ads. These are what an author who wishes to market himself/herself should seriously consider and do. So, a varied media approach means using electronic newsletters, brochures, informational e-mails, press releases, and brochures.

Constantly, the self-published author needs to think of implementing new and unique approaches. Merchandising in an antique store is one method. Offering special discounts can be a good marketing tool. The author should try to develop an offer that will generate sales. Also, selling at local arts and crafts festivals can be a good opportunity to expose an author’s book. And the author may even want to work with a spa to help promote his/her book. This is the kind of consistency and innovation the self-published author must consider.

Of course, the self-published author needs some key basics. His/her web site should provide e-commerce services. A consideration for providing free shipping and handling would be a competitive offer. Potential customers like this feature. The web site should be attractive and user-friendly. Of course, it would be good if the site receives a significant number of hits. For example, a significant number is an average over 65,000 hits per month. It may be difficult for an individual author to have a site that will garner these many hits. The reality is very few people will go to a site of a single author who is not well known. The author needs to put in a lot of time and money to procure a web designer who will develop a competitive web site that will garner the needed hits to make the effort and money worthwhile.

Yes, an individual author can market his/her work. However, is that author ready to put out the time, day after day? If a newly self-published author can provide the extensive media approach, will this approach be as effective with just one book? How many new authors know about, let alone can afford, the various tradeshows that can give his/her book critical exposure? Will an author have the drive to think of various ways to market his/her book and implement those ideas? Marketing encompasses much. For the new author who feels s/he can do all of this alone, s/he should do so. However, it would be very wise for a new author to consider a company that makes marketing (and publishing) its business. Yes, a self-published author can do all that a professional company does. S/he just needs to be certain s/he is ready to do so.

Article by Fairy C. Hayes-Scott, Ph.D.
MarketingNewAuthors.com (MANA)
Publishing, Marketing, and Distribution Company
The Personal Company Harvesting the Best in Ideas and Services

MANA’s main focus is to serve the publishing and marketing needs of new authors and small publishing companies. The above article covers what MANA does 24-7 for its clients. All of these tips are not theoretical suggestions; they are actually what MANA has done and continues to do throughout the year. If a new author feels s/he does not have the time or money to do all of the above by himself/herself, then, MANA welcomes the author to contact the author at: info@marketingnewauthors.com or 734-975-0028. Also, MANA welcomes readers to visit its site and see the varied clients and publications it represents at www.MarketingNewAuthors.com. MANA is offering holiday discounts on its various marketing and self-publishing plans.