It seems that almost every person I meet has either written a book, is thinking of writing a book, or has been told by someone that they should write a book. While I am not technically a first time author, it’s been so long since the last one that I don’t think it should count against me. Certainly very few people can remember that business book published way back in 1989.
Authorship is Glamorous, Right?
The news reports of book events by authors Sarah Palin, Sean Hannity, and Karl Rove have been making headlines in recent weeks. Their books were published, hit Amazon, and these authors garnered even more fame, money, and celebrity as each scheduled book event drew to a successful close.
“If only I could get my novel published, I could buy that house in the country,” one would-be author laments. “Once my work is out there I can quit my office job and stay at home and write,” dreams another. All I need is a break, and it’s New York Times Bestseller List here I come!
Well, they’re right, aren’t they?
Nope. That is, of course, unless you already have a built-in audience numbering in the millions just waiting to part with $24.95 for a chance to meet you and get your autograph. If that doesn’t describe you, then let me share the facts – just the facts, ma’am.
Publishing a Book is Like Buying a Horse
Not everyone who wants a horse will be able to buy one. Not everyone who has a story will get published. What is common in both the horse and book scenarios is that the upfront cost is the easy part. Once you bring your dream horse home the serious bills begin to mount and the real work begins.
Ditto publishing a book in today’s market. Last year there were nearly a million book titles published if you add up the numbers from traditional publishers, self-published books, and e-books. I’ve seen reports that a successful book in the marketplace today is one that sells 5,000 copies.
Do you know how hard it is to sell 5,000 copies? We’ll get back to that in a moment, first let’s talk about the fun stuff – the money.
Authors who are published by traditional means are usually paid by royalties. Contracts differ among publishers and authors, but for the sake of argument let’s assume you will receive a royalty of 15% of the price the publisher receives for books sold into the marketplace. Please note, your royalty is not 15% of the cover price, but calculated on the amount the publisher receives per copy.
Authors Make Millions
I suppose some do, just as there are folks who win the Lottery. Writing a book and buying a lottery ticket are both bad bets upon which to budget. Just for fun, let’s assume your book is one of the few that actually sells 5,000 copies. If your publisher puts a cover price of $19.95 on your book it is entirely possible that the amount received per book will average around eight bucks, more or less. Don’t get caught up in details until we wade through the concept part. So, if all 5,000 books are sold and not returned (did I mention that sold isn’t always really sold… ) the gross amount to your publisher is about $40,000. Congratulations, you are a successful author. Now let’s look at your paycheck.
Don’t call the realtor yet, your gross royalties amount to $6,000. I won’t speculate on what it might cost you to write your book, but I know my office supply store clerk grins every time I come in for more paper and printer ink.
If you’re still hankering to get your story or message out, maybe it’s time to move on to the issue of marketing; actually selling books.
Selling Books Is Personal
The only way to sell books is to tell your story to the people who are interested enough in the details to write a check, hand over cash, or hover their computer cursor over the BUY NOW button and left-click their mouse.
How do you reach these folks? How will they find your book? The answers are the same. You need to bring it to their attention in any way possible. Creativity is good, but persistence is even better.
First time authors don’t usually get promotional tours paid for by publishers. First time authors usually get a listing on the major book sites and distribution channels that will supply books ordered by book stores. Please note, I did not write, “Stocked in book stores.”
The most important thing to successfully marketing your book is great content. Your book must be good! The words you write must somehow fill a need in reader’s lives: for entertainment, for inspiration, or as a source of needed information.
What comes next is work. Then more work. Just like the horse example, the real effort begins when your book is released. Finishing the final edit on your manuscript barely achieves a beginning if your goal is a successful book.
Is This Where it Gets Glamorous?
Uh, sure, if you think toting boxes of books, tables, chairs, and all the accoutrements necessary to set up an inviting display for book fair patrons is glamorous. Then, there’s the matter of initiating conversation with anyone who comes within earshot of your booth. You have to be a people-person to sell books. Did I mention that selling books is personal? Unless you’re well known, you are really lucky to have the opportunity to tell each person who approaches your table about your book and why it might matter to them.
The actual value of book signing events is debatable. Book fairs can be long, tiring days. Each author needs to take a critical look at their book and decide if it appeals to a broad enough market to make such events good choices.
How Else Can I Reach Potential Readers?
The article you are reading I wrote for free. Why? I wrote it both as a service to fellow authors, and to let you know I exist. This is one example of book marketing. My usual topics have something to do with horses or faith, but writing and selling books is something I’m getting to know more about each day.
The Internet is a wonderful tool. Each book has a specific market. Your challenge is to reach into your market and speak to the individuals who make up that market. My true goal is to share a message of faith. I use the written word as well as personal appearances and video to get the message out. Once your book is out, and you fully understand that selling copies is a marathon race and not a sprint – then it is time to let your creativity go wild.
The Reality of Authorship
Here’s where I share my reality as an author with you. I am passionate about the message I share with my readers. There was never an option of NOT sharing it. I’m in this for the long haul. I hope that when folks close the back cover of Amazing Grays – Amazing Grace, their lives will be forever changed for the better.
Is your message great? Are you passionate about sharing it with others? If you answered both these questions with a loud, emphatic, “YES!”, then you just may need to keep after the goal of being published.
Don’t plan on paying any big bills with your royalties, but you may just have a message that will make a material difference in the lives of others. What better goal is there?
When that first email arrives telling you that your words ‘changed my life’, your heart will grow about two sizes and you will head back to the computer to do it all again.