You could start with friends and relations, and move on to booksellers, librarians and representatives of associations. Particularly on a local level, you will find that most people are interested in talking to authors about their work. Remember that marketing must also involve an analysis of the competition. Well over 50,000 new books are published in Britain each year. They are fighting for the cash of the restricted book-buying public. How can you divert some of this cash your way?
Marketing, and to a lesser extent distribution (see Chapter 6), are the biggest problems facing self-publishers. But you can take heart from the fact that the professionals can get it wrong, far more often than they would care to admit.
Some years ago a professional publisher produced a technical journal based on market research which said that there was a definite need for such a new journal. Publication went ahead and sales were excellent. But the company's accountants decided that because the journal had not attracted enough advertising revenue in advance it had to close. Even their massive advertising budget failed.
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Producing a Sales Leaflet/Order Form
Using the AIDA Principle
Sales professionals will be familiar with the long-established acronym, AIDA. It is very helpful to keep this in mind when planning promotional material:
first attract ATTENTION
eg 'Local author publishes own book . . .'
second stimulate INTEREST
eg 'Unique account of life in the Anytown Blitz . . .'
third create DESIRE
eg 'Special pre-publication price . . .'
fourth invite ACTION
eg 'Send off for your copy today . . .'
How to Produce a Sales Leaflet
The easiest way to produce advertising circulars is probably from the printer of a word processor:
1. Using this method can make them seem more personal.
2. As they are so cheap to produce you can send as many as you want without worrying too much about the cost.
The circular needs to carry information very much like the back cover of the book, namely:
the title
author's name
description of the book
excerpt from the book
the author's history
the name of the book
address and telephone number of the publisher.
It can also include any other information you would like, particularly of a local nature. The price of the book must be on the circular.
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'I was fire-watching one night in the street outside our house when the Germans dropped landmines on parachutes. The first one exploded about half a mile away. When it did, a cylinder of flame shot into the sky above the houses with a terrific explosion. . .'
BRIGHT MEMORIES
Wartime memories of Anytown by
HARRY BRIGHT
Harry Bright's book is the story of his wartime experiences as a youth in Anytown.
His story starts with the outbreak of war. It continues with the bombing raids on the town and concludes with a graphic account of the victory celebrations.
The author was born in Anytown where he still lives and has many friends. He attended Anytown Reform School and spent most of his working life in and around Anytown.
BREAKEVEN PUBLISHERS
100 Success Street
Anytown
Telephone
Fax
ISBN 0000000000
Publication June 199X
Design by Anytown College of Art
Price £9.99 including p. & p.
Available from bookshops or direct from the publishers for immediate delivery.
Fig. 25.
A simple but informative advertising circular. If printed rather than
word-processed, it could include a photograph of the cover of the book.
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'BRIGHT MEMORIES ORDER FORM'
I enclose a cheque for £......for......copy/copies of Bright Memories, price £9.99 paperback, including p & p. Every effor will be made to supply the book(s) as quickly as possible but please allow up to 14 days for delivery.
Signature:
____________________________________________
Name (capitals):
____________________________________________
Address:
____________________________________________
Post code:
____________________________________________
Tel:
____________________________________________
PERSONAL MESSAGE OFFER
If you would like a personal message inserted by the author in his own handwriting on the front page of the book, please state your message below (not more than ten words):
Message:
Fig. 26.
The basic ingredients of an order form. If used separately from the cir-
cular, make sure it also includes your address and tel/fax numbers. It is up to
you to specify a maximum delivery time: if not supplied within this time, a
customer would be entitled to a refund.
A separate sheet should be printed to state that if a book is ordered direct from you for cash it will have immediate delivery. The separate sheet will be the order form and a 'message' form with the offer of a signed copy by the author. This is something which large publishers can seldom offer but you as both publisher and author can, especially to potential individual buyers, and it is a strong selling point.
These information circulars and order and message forms should not be sent out until the book has been printed and bound copies are actually in your hands. Then, when orders are received as they quickly will be when people know about the book you will be able to despatch them immediately, particularly if the order is sent direct to you.
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Immediate delivery is another advantage the small publisher has over the larger publisher because often when you order a book from a bookshop, particularly the large organisations, you are told it will take a month to be delivered, which can be off-putting.
Offering Signed Copies with a Personal Message
The order form with the offer of a message and author's signature, with examples of the message such as:
Best wishes John, or Happy Christmas, Dad
These direct orders will probably be the most profitable, as some of the books can be delivered by hand and the others for the price of a padded envelope and stamp. You may even be able to accurately predict a minimum of advance sales, known in the trade as 'dues'.
Identifying Individual Prospective Buyers
Making Your Own Mailing List
Having the book actually in your hand and having produced the information sheets, compile a list of individuals that you are going to contact. They are very likely to order a book from you, if only out of curiosity, because they will be most surprised to discover that you have published a book.
The list of potential individual buyers should include relatives, friends, colleagues, workmates, acquaintances and all the people that know you or know of you or have any connection with the subject matter of the book. A Christmas card list is a good starting point. If you want other addresses use telephone directories or other relevant records, if necessary spending some time in your local reference library.
The list of potential individual buyers can be extended to include schools (head teachers, subject teachers, libraries) and other institutions (director, secretary, treasurer etc).
Post one of the information circulars plus the order form to everyone on the list you have compiled and also get them handed around for circulation in areas where you are known.
Private buyers could well represent the largest outlet for sales of the book, so make sure that you maximise the list. Rack your brains so that no potential individual buyer is left out.
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Commercial Mailing Lists
It is possible to rent mailing lists from commercial mailing houses, and if your publication has a high retail price and clearly identifiable market, this could be worth exploring. But the costs for one-off use are typically £100 to £200 per 1,000 names supplied on peel-off labels or other formats, and the response rates often only one to three or four per cent.
Free Copies
Although it is not always easy to avoid, think very hard before you give copies away. Set yourself a ration at the outset (eg 10 per cent). People think more of books that they have bought than those they have been given. Be tough-minded. The time to give a lot of copies away may be in 12 months' time if they are just gathering dust in store.
Contacting Organisations and Associations
Are there organisations or associations connected with the subject matter of the book, of which you are a member? If so, send them information circulars with a free copy of the book. Most organisations and associations issue newsletters throughout the year and they could review your book or write an article, which makes for free advertising. You could alternatively pay for an advertisement in the periodical, but first check the costs, the circulation sizes, and the copy deadlines.
Local reference libraries have a large number of reference books, such as the Directory of British Associations which you can search for leads. If you find any send them a circular and order form. Some associations and organisations have large numbers of local branches which could also be individually contacted with a circular and order form.
Local Public Libraries
Local and county libraries should be contacted. They are after all enormous buyers of books even in a recession. Send a free copy of your book plus an information circular and a covering letter to the head librarian of the specific library.
Public libraries usually have a section devoted to local authors, so a sale of copies is quite likely here. Libraries would expect some discount if they order directly from you but it is generally much less than you will have to give the bookshops. Usually they order from bookshops or library suppliers, but it's still a sale.
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BREAKEVEN PUBLISHING
June 199X
Hon Secretary
Local History Association
Anytown
Dear Sir/Madam
I am writing to you to let you know that I have written and published a book entitle 'Bright Memories' which deals with my experiences during World War II.
If you feel that this book would be of interest to your members, could you please let me know?
In particular, would you be interested in reviewing the book in your members' newsletter?
Also, could you let me know if it would be possible for you to circularise your members in connection with my book, and if so, the terms on which you would be prepared to do so?
Yours faithfully
Harry Bright
Fig. 27.
Approaching an organisation about the book.
Personal visits to public libraries can be both pleasant and profitable. Most librarians will be interested in your efforts.
You could also persuade your friends to enquire about your book at the desk of their local library. More often than not, copies will then be ordered and before long you will be gazing at your brainchild as it stands on the shelf in the appropriate Dewey category.
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BREAKEVEN PUBLISHING
June 199X
The Head Librarian
Anytown Public Library
Dear Sir/Madam
I am writing to you to let you know that I have written a book about my experiences in Anytown during world War II, and that I have published the book myself.
I know, as a regular user of your library, that you have a section devoted to local authors.
I was born in Anytown, and my book contains masses of material with a local connection.
Please accept the enclosed copy of the book with my compliments. Further copies of the book may be obtained from me at the above address.
Yours sincerely
Harry Bright
Fig. 28.
Approaching the public library.
Using the Media
Local Newspapers
Reviews and features
If you can get your book anything more than a mention in a local newspaper it will have a major impact on sales. Most local newspapers review local interest books in a small way and this costs nothing but the best effect is achieved by contacting the feature writer of the paper responsible for local interest stories. Find his name from recent issues and telephone
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him. The paper will have its telephone number somewhere, otherwise use the telephone directory or press directories in the local reference libraries. Then write to him enclosing a free copy of your book and an advertising circular. In your letter and telephone call, give information about your local life that might interest him to do an article about you and your self-publishing exercise.
BREAKEVEN PUBLISHING
June 199X
Features Editor
Anytown Evening News
Dear Sir/Madam
I enclose a copy of a book about my wartime experiences in Anytown, which I have published myself.
I would be most grateful if you could review it in the Anytown Evening News.
I was born in Anytown and have been a regular reader of your newspaper for the last forty years. I know that you print, from time to time, articles about local authors and publishers. May I telephone you to arrange a possible interview?
Yours sincerely
Harry Bright
Fig. 29.
Approaching the features editor of a local newspaper.
If he becomes really interested he may want to interview you and have photographs taken. Should the local newspaper publish an article about you, make sure that it mentions the name of at least one local bookshop where your book can be obtained, or says that it is available directly from
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you. If by any chance you have any acquaintances in the newspaper world make use of them for advice on how to become known to the public.
An article in the local newspaper can have a major impact on sales. It is surprising how far afield local newspapers reach. For some valuable advice on attracting press coverage, see Peter Bartram's book How to Write a Press Release in the How To series.
Excerpts
Large excerpts of your book in local newspapers would earn you a payment at a standard rate as well as advertising the existence of the book.