Recently, a few authors have come to us and asked if it was time to “pull the plug” on their book marketing efforts.  These authors have spent time, money and a lot of energy promoting books that have still not found a large readership.  When is it time to say “When”?

My thoughts on this run the gamut from “Now” to “Never”.  To be specific… there comes a time when investing money in your marketing plan no longer makes sense.  If you have hired a reputable, hard-working PR firm, if you have spent the time and money on marketing your book to your core readership, if you have made your book available through fulfillment or distribution channels… if you have done all of this for over a year and  you are still not selling books?  It is time to put away the checkbook.

BUT, it is NEVER time to put away the clock.  This book is your baby.  If you still have the time to watch Mad Men, then you have the time to participate in discussion groups, visit your local library’s book club, participate in a local author event, review other author’s books on line…. there is always something you can do with our time to get your book out there.  You never know when the “right” person will read it and it is your job to keep putting in the time to promote your book. 

Some books take years to take off.  But it won’t happen if you have given up.

We had a great time today on Free Advice Friday talking about Author Events.  Some of the key points from our chat:

1. Book your event at least 60 days in advance
2. Take responsibility for every aspect of your event.  Don’t leave anything to chance or the bookstore.
3. Drop by the store 5-6 weeks before you signing and discuss signage, calendar listing, newsletter announcements and invitations with the manager.
4. Don’t be shy!  Send out invitations and ask for RSVPs!
5. Print up postcards, bookmarks or flyers for the store to give out.
6. Break up your event with numerous short readings to grab numerous new customers and make the most of your time.
7. Some signings are slow with few attendees.  Don’t take it personally.  Keep going!

There was A LOT more, so if you want to hear the entire chat, here is this week’s recording.  Enjoy!

http://www.publishersweekly.com/pw/by-topic/columns-and-blogs/soapbox/article/44159-subtitle-o-matic.html

When I started my business 5 years ago, I spent the first three months reaching out to over 800 publishers asking if they would like more information about my services.

Each day, I sent out 10-15 well edited, nicely designed emails and/or snail mail packets describing how fabulous I was and how much I could improve their profits and lessen their work load. I spent every night compiling the packets and spent every morning send them out.  The afternoons were for follow up.  Every day, including weekends… If I had to miss a day, I doubled up the next day. This went on for three months.

After a time, 7 or 8 publishers said they would like more information.

Eventually, 1 hired me.

800 attempts with 1 success. My business plan stated that I needed a minimum of 10 clients to stay afloat and it took three months and hundreds of hours sending non-mass-mailed outreach letters and painful phone calls to get me 1 client.

It was enough.

With that one client, I now had a job to do.  I worked for Write-Stuff Publishing like my life depended upon it and a few weeks later, Avant Guild Publishing followed. In time, I had more clients than I could handle and had to hire help.  It was a slow, tiring journey, but today, I have an amazing business partner, terrific clients, fantastic employees, a gorgeous office…. we are looking good!

It is hard to remember how I felt at the beginning until I speak with an author or editor who is ready to branch out on their own.  I often hear the following:

“But I’ve SENT out SO many queries!” or “It’s really tough out there…. no one is responding to my requests”

I was reading a great blog at http://www.urbanmusewriter.com/ written by a freelancer who’s family is sending her emails filled with dire predictions of her starvation and bankruptcy.  I was cheering her on as I read about her rejection letters and growing panic, but she kept going.  As I read on, she was able to share the BEST part about taking the plunge… some one hired her.

ONE success.  It is enough.  But it takes a LOT of perseverance. What separates those who make it from those who don’t?  Lots of things… but the FIRST thing on the list is the ability to not give up.

This week New Shelves is thrilled to host Carl Johnson of Boyd Printing.  Carl has been experiencing and riding the changes in the publishing industry for over 30 years.  With R.R Bowker’s announcement that self-published titles have surged to over 700,000 titles a year while traditionally published titles have declined, we are going to spend this week looking at the world of self-publishing.

The Whys Of Self-Publishing by Carl Johnson

In the past decade or so the publishing world has witnessed numerous changes. In the past, an author had to make the necessary rounds of publishing houses and often, a lot of time would pass before the manuscript was approved by the publisher.

Today, the way a book gets published and the way in which a writer gets compensated has completely changed.

One of the major changes in the publishing industry is consolidation, due to the shrinking marketplace. Over past decade, this change of the large number of smaller or independent publishers being consumed by larger publishing houses has caused many publishing houses to avoid taking any kinds of risks in terms of financial gains.

Today, publishers are much more hesitant to publish something that does not guarantee a good ROI. Any publishing house worth its name will only entertain writers who have an established name or who can, in some other way, guarantee successful sales of the book.

This brings in the phenomena of self publishing; no longer does the writer have to spend days and months trying to get their manuscript approved, only to get a percentage of sales as a royalty. With self-publishing, they publish, promote, and sell their book all by themselves with the benefit of retaining all the profits in the process.

I want to give you a brief description of why you should consider self-publishing along with the benefits, advantages, and disadvantages of self-publishing.

The Advantages of Being Published

Let’s begin by considering the reasons why people like being published, which can be many besides the fact that everybody likes to have their share of fame, however short-lived it might be.

As an independent business person or practitioner in a field, the main motive behind getting published is that it establishes you as an author and expert in your field. There are, of course, many personal reasons for getting published as well. As an author, you take a step ahead of the crowd and your credibility is increased immeasurably.

Being published gives you tremendous marketing leverage; you can literally become a desired quantity in the marketplace. Those who publish and write on subjects relevant to your work will now wish to engage you for interviews, articles, and other opportunities that give you visibility you would not otherwise receive.

Business people who haven’t yet been published frequently underestimate the power and value of having a book and all it brings. The rewards are far greater than the commitment necessary to get published.

The Benefits of Self-Publishing

Self-publishing is the short-cut to attain all of the above.

With the consolidation of the book publishing industry, publishers are far more reluctant to award book contracts to an unknown who can’t show that their book will sell.

In fact, it is often virtually impossible to get a major publisher to take you on if you are not established as a writer or can show that you’ll generate book sales. You should be established as a writer and must have a following of readers for the publisher to be ready to take on your manuscript.

The internet has also adversely impacted the profit margin of the publishers, as more and more is being published on the internet. Also, people prefer reading news and all other information online, as this usually does not cost them.

When it comes to getting published there are mainly two kind of motives on which people function- personal and professional. Let’s consider the personal reasons first.

As a Hobby

People who have financial stability may want to make a name for themselves, as most writers are venerated and so, they may like to be known as a knowledgeable person. One advantage of this is that the writer is not really interested in generating sales as a source of income.

Writing a book as a hobby or about something that is your hobby may actually prove to be lucrative and may be a smart way of making money from a hobby. You may eventually find that something that was merely a hobby has turned into a career.

For Family
People also write about their family history or their personal story. Occasionally they want to share their life story or their success story with others. I knew a very well to do woman who wrote her story and spent a few thousand dollars to have her story printed as a hard bound book which she later distributed at a family reunion.

As an artist or a photographer you may like to showcase a collection of your works and, hence, publish them.

Let us now consider what drives people to publish at a professional level:
Money

Money, of course, is a big motivation. Most people who self publish do so with an aim to make what they expended and hopefully some profit.

Also, you are likely to establish a reader base and make profits in the future when you write and publish more books.

An indirect and effective way of making money from a book is to use the book to promote your company, organization, or professional practice. A senior partner in a large local law firm wrote a book on estates and trusts. He then gave the book away at seminars. The book, plus the aura of being a published expert, lent creditability to the seminar he conducted. All of this drove many clients to the firm and they prospered and grew significantly.

You can use your e-book version to establish yourself as a marketable author as well. If you sell a thousand copies of one book you establish a readership base for your next work. With a couple of published works under your belt and proven sales, you are more likely to be signed by a major publisher where you have an ability to develop greater sales.

? Having a book published is a tremendous marketing asset.

? Visitors to a website are greatly attracted by e-books.

? Books offer you immense marketing options.

? Free chapter giveaway is a teaser to gain readers.

? Joint sales venture options with other experts or products where your book becomes part of a package deal are also possible.

Passive Income

Most of the alternatives suggested earlier are, actually, ways of earning a passive income.

You can further enhance your source of income by enhancing certain features of the book. You could enable audio readings of the book and other resources for the reader. You could even create some kind of a course for the reader.

Prestige
I made a statement earlier which calls for reiteration, that a published and successful author gains respect and is considered as an expert. He is invited to preside over functions and acts as judge in TV shows – generally his name and fame grow.

A published author has the opportunity to secure academic credentials, as most academic institutions desire some published works.
Career Advancement

A person who has a published work to his credit will more easily move up the ladder of success, will likely get better job offers and will enjoy more opportunities to succeed in general.

Simply put, being published gives you an “expert” status above the crowd. Though, it really is not that difficult to get self published, most people have a very high perception of someone that is.

For those seeking a career in the field of academics, a published work is a pre-requisite.

On Monday, we will discuss the DO’s of Self-Publishing.