First Issue

It can be a hard battle to earn placement for your book in a bricks-and-mortar store. Not even established publishers get orders from the big chains on every book they publish; the chances for a self-publisher — especially a first-timer — can be downright slim.

Before you start railing about the unfairness of it all, it’s worthwhile to understand the economics of the bookstores’ decision. They have a limited number of stores that can each hold a limited amount of inventory, and they have a limited budget for purchasing that inventory. Even the biggest of book superstores can only hope to carry perhaps 10% of available books.

As Andrew Wheeler, marketing manager at John Wiley & Sons, points out:

Generally, for a hardcover or trade paperback that’s not being pitched for something promotional…you’re talking about whether the order is for one, two, or maybe three copies per store. Or, possibly [less], if the book is only going to the top stores for that category.

Wheeler goes on to discuss buying budgets:

…chainstore buyers have budgets; they don’t have an infinite amount of money to play with. They have to buy books for all of the stores in the chain, in their category, given the money they have available — this is called “open to buy,” and varies depending on recent sales, returns, and what else is publishing that month. Like any other budget, I’m sure buyers start with the most important things — the big books that month — and work their way down the list. If the money runs out before they hit the bottom, that’s it.

The good news for self-published authors is that there are definitely options. Amazon carries everything. There’s never any problem getting your book into Amazon. The websites of the book chains can carry much more inventory than their brick-and-mortar stores — so it’s easy to get in there as well. As a self-publisher, you have the freedom to negotiate bulk sales to groups and associations that other authors don’t have. Take advantage of it.

Certainly it’s nice to be in the chains. For many self-published authors, seeing their book on the shelves of their local Indigo or Borders store feels like acceptance, like a nod to the legitimacy and professionalism of their publishing efforts. But if you’re getting frustrated with low book orders from the chains, don’t despair. They are not the only path to strong book sales. And it’s nothing personal.

USA Book News is now wrapping up submissions for their Best Books 2008 awards program. The deadline to apply is September 30.

Books are judged in 140 categories, including a range of non-fiction topics. Self-published and independently published works are welcome. The only criteria are that your book have an ISBN and a copyright date of 2007 or 2008.

Visit the website for more details and an application form.

If want to talk up your book on the radio, here’s your big chance. There’s no budget required and no fussing with press releases or media contacts. Plus, you get all the time you want to say whatever you want.

No, it’s not a dream, it’s BlogTalkRadio (BTR).

BTR gives you the tools and the platform to have your very own Internet radio show – for free. The site’s FAQ sums it up nicely:

The web-based service allows you to host a live Internet radio show and take callers from the phone. [You] can copy and paste a Flash player on [your] site or blog so listeners can click to listen. The shows are also made available as a podcast via RSS and iTunes. Your audience can listen online or on any mp3-friendly device.

All you need for broadcasting is a phone and Internet-connected computer.

BTR is a great opportunity for authors to promote their books through discussion, interviews, debate, and listener participation.

A couple of the large publishing houses are already taking advantage of the publicity opps and have set up their own “stations” within the site. HarperCollins, for example, runs Authors on Air.

Dean Hua of Sachi Studio recently posted a great article on how authors can use Facebook to promote their books. A shortened version of his 8-point tip list appears below. For the full article, visit Dean’s blog.

1. Create a “page” for your book. A page is a mini-site on Facebook that is dedicated to the product or service you are selling. You can post videos, messages, pictures, and links. Other Facebook users can click a button to become a “fan” of the page, and your page then shows up in their profiles.
2. Create a group around the topic of your book. For example, if your book is about wealth management, create a group that discusses wealth management tips and strategies.
3. Import your blog entries into your Facebook notes. This helps you capture a new readership base and adds more interactivity to your Facebook presence.
4. Keep your profile dynamic. Don’t just create a Facebook account, add 5 friends, and then wither away. Update your status regularly with news about your book or business. Post photos – think networking events, book signings, talks, conventions, and more. Answer wall messages and emails to be sociable (it is social media, after all) and stoke the fires of conversation.
5. Incentivize your outreach strategies. A few suggested prizes include a free, signed copy of your book, a special edition of your book, a free consultation, or anything that may be appropriate. Offering prizes and incentives helps expedite word of mouth.
6. Befriend members who read your book. Do a search for members who list your book as one of their favorites. This is one of the more time-consuming outreach initiatives that you’ll develop. If you have a lot of members listed, look for ways to filter down the list and add only those who are most important. Look for influencers.
7. Create events. Facebook allows you to create events that you may be hosting such as a book tour or speaking engagement. Create these events and invite your friends. But don’t just stop there. Encourage your friends to spread the word by inviting their friends to the event on Facebook as well.
8. Add a badge to your website and blog. Facebook allows you to create a badge (a mini-banner) that lets your website visitors know you have a Facebook profile. This makes it easy for visitors to find you and encourages them to connect with you.

Example of a Facebook badge

Have you been scratching your head over how to generate some online word of mouth about your book? Head on over to Mini Book Expo and scratch no more.

The site’s tagline of Claim It – Read It – Blog It says it all: MiniBookExpo showcases free copies of books. Anyone can claim a copy in return for a blog post or review.

The site has been around since 2006 but seems to taking off in a huge way over the last few weeks. More publishers are signing up and more books are being offered every day.

The great news is that Mini Book Expo welcomes self-publishers with open arms and it’s free to get your book into the lineup. Fiction, non-fiction, and children’s books are all eligible. According to the site, business books get snapped up quickly.

Books are shipped out to bloggers for free within Canada, thanks to sponsors who are covering the mailing costs. Bloggers outside of Canada can also request your book, but it sounds like you will have to subsidize the mailing cost yourself or make the bloggers pay it.

Donate a few copies of your book, get exposure on the site, get connected with bloggers, and get online reviews circulating – you can’t beat it.

Check the site’s FAQ for instructions on how to submit your book.

Print newspapers continue to cut back their book review sections. Anyone surprised? You shouldn’t be. Waaaaay, way back in 2001, dwindling book review sections were cause for alarmist headlines about the war on culture.

Today, the print space dedicated to books continues to decline. And yet book buzz is greater than it ever was. It’s just moved to a Web 2.0 space.

Even while print publications cut down their book space, many of those same publications have recently launched new book blogs. Check out Paper Cuts from the New York Times or Jacket Copy from the Los Angeles Times as just two examples.

Then there are the countless blogs run by readers and other “amateur” reviewers, and the thriving social networks built around books. Look at Shelfari, a social network where members swap book info, or LibraryThing, where users can build a virtual bookshelf and delve into discussions with other members.

As in many industries, the power of buzz has moved away from a small number of credentialed cultural arbiters to online communities and social networks. There are countless opportunities to get the word out about your book, without having to worry about a big print review.