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“I want to sell a million copies”
I hear this sentence at least three times a day. A million copies. The magic number. Just thought I’d throw a few more magic numbers out there….
Here is a brief run down of Stephen King’s latest marketing program for his last book from an October 2011 Wall Street Journal Article.
Mr. King and his publisher, Scribner, face an odd challenge as they unleash an elaborate marketing campaign to promote “11/22/63.” How do you rebrand one of the world’s most famous and successful living authors? Scribner is targeting history buffs with book-giveaway promotions on bio.com and history sites. To reach news junkies, the publisher bought ad time on 11 p.m. news programs in New York, Los Angeles and Chicago. The 30-second ad, which will also run on the CNN airport network and on the A&E and Syfy networks, shows archival footage of Kennedy’s Dallas motorcade, with a voice-over that says, “What if instead of justwatching history, you could change it?” Mr. King’s book tour will include appearances at the John F. Kennedy Presidential Library and Museum in Boston and at the Sixth Floor Museum in Dallas, the site Oswald fired from. The Dallas museum is preparing to host 1,000 people.
So what do we take away from this?
Mr. King has a huge following and decades of New York Times Best Sellers behind him.
He was on the road for weeks doing events in high-profile locations.
His publisher purchased ads on CNN, A&E the 11pm news in major markets.
Scribner also launched a multi-platform online campaign that gave away over 3000 books.
The magic number since the book released last November? According to Bookscan, Mr. King has sold 576,361 copies across all formats.
One of the best-selling authors of all time spent over a hundred thousand dollars on marketing with his publisher and even with eBook sales included, did not reach a million copies.
What is the real magic number?
It starts with the amount of time you spend getting the package of your book right
It is followed by the number of months you spend planning and orchestrating your launch
Right behind that is the number of ads and programs you participate in.
But that last number does not count much unless the ads and programs are in top venues (USA TODAY, PEOPLE, CNN…)
Next up is the number of PR and marketing professionals you are working with.
Then is there are the amount of reviews you get
A BIG number is how many retailers are getting your marketing and PR information to convince the buyers to buy your book.
Finally, there is the elusive “tipping point” number. How many people have to love and recommend your book before it takes on a life of its own?
So what is the answer to the question “what are the right numbers for my book?”.
It is different for everybody, but start with THOSE numbers and THEN tell the world how many you plan on selling. If you are going to spend 20 hours and $4000 on sales and marketing, your book will not “catch fire”. The stories of books that grow from nothing and become huge successes have enormous numbers behind them. Numbers of hours, numbers of dollars, numbers of supporters…. the ratio varies, but the totals are the same. At least a million….
Which eReader is right for you?
This weekend, I enjoyed a lovely evening cookout with some publishing friends. The food was fantastic and the conversation eventually turned to eReaders and eBooks and how each of us felt personally about replacing actual books in our lives.
Even my husband, non-publishing guy that he is, jumped in to the fray.
Some highlights from our discussion:
iPad – Let’s face it, we all think the iPad is pretty cool. The bells and whistles, the 4-color screen, the portability. We even love the presentation aspect of it. Take it to a meeting with agents and buyers and you can present a title or series or imprint. Fantastic! In terms of an eReader, however, we think Apple missed the boat. Yes, it’s fancy. Yes, we can get the books we’re looking for from their store. But, reading in the sun is out. The glare makes it impossible to bring this fun new toy to the park or the patio to enjoy a good book with a cup of coffee. Outdoor summer months are hard to come by in Chicago and we all want to spend this season outside. This feature, alone, kills the iPad as an eReader for our group. We didn’t even address the subscription service to get access via 3G network. This is an added expense for convenience that helps price the iPad out of the competition for book lovers.
Kindle – Love it. Perfect for reading anytime, anywhere. The 3G connectivity makes it possible to download a book while a plane is boarding and just before the flight attendant tells me to shut it off. If you’re out of 3G network, you can download books directly to your computer and push to the Kindle. In terms of bells and whistles, however, the Kindle is seriously lacking as compared to the iPad. For the first time, the screen looks small and dirty as compared to the slick facing of the iPad. The lack of color means no 4-color books for the consumer. It’s difficult to get photos, images, charts and graphs to really translate well to the Kindle format. Even if you blow up the text on the Kindle, you can’t compete with the full-screen size of the iPad. But, if someone is in it for just reading books, the Kindle was the clear winner.
The Nook – I’d be remiss if I didn’t acknowledge that the Nook was mentioned. But, that’s about all it got, a mention. It has a touch screen and some color but isn’t particularly intuitive to use. To be honest, none of us had spend more than 2 minutes playing with it in-store at a Barnes and Noble. It didn’t leave much of an impression on anyone at our cookout.
And there you have it. A casual conversation among friends and some insights in to how we feel about some of the fancy new toys in our industry. How about you? Do you have a Kindle? An iPad? A Nook? Some other reader that didn’t come up during our weekend discussion?
What do you like about it? What don’t you like about it?
D5 Creation