Of the Co-op’s stated goals when it was established six years ago, Curtis Bausse says, “Well, I think we’ve done pretty well on the whole. Still struggling with the marketing side, but who isn’t? And as Carl says, there’s more to come, so maybe one day we’ll crack it. One can always dream….”
Why do writers find marketing so difficult? Is it, really? Or are we just that bad at it? I suspect both. Asking me to market my book is like asking me to the moon for lunch.
Traditional publishers that pay royalties and advances have a system. They list your book in their “release ad” in Publishers Weekly and other magazines and provide tip sheets and advance selling materials to their sales forces, who go out into the field and talk to booksellers and librarians; send catalogs to libraries, bookstores, specialty outlets & schools; put your book on the web; send out review copies to review sources and advance reader copies to booksellers; and show your book at conventions for librarians, booksellers, and teachers. They provide metadata about your book to Amazon and other online bookstores, as well as getting it into the pipelines of wholesalers. Most promote new books on social media. They may even take out ads, create giveaways, help organize online or physical tours, write and send press releases.
This is the point to ask oneself, can we do all that? No. Some of it? Yes. Should we try? Probably not. Traditional publishers have honed their marketing. Doing “all that” must be required or they would not have spent all that money doing all of it.
So how do we crack book marketing? Sometimes, problem solving begins with listing what we do know, or can find out, then coming up with some/any idea to try, to see what we can learn from the effort.
I know that advertising with Google ads doesn’t work.
I know that books are not a commodity, in the sense of candy bars or beer, because, like houses, nobody buys a six-pack. Books are sold one at a time like cars and if the buyer likes it, they may come back in the future for a new one from the same dealer. Unfortunately, one book makes too little profit for an author to open a dealership unless that author has a ton of books out there. Steven King or Clive Cussler have their own book dealerships. Amazon does.
Not to compete with Amazon, but to copy what they do well as well as we can, I wonder if authors shouldn’t form independent book clubs where, together, we sell our books. A club’s webpage could be here on the Writers Co-op website. Members could link to the club’s page from their own website and social media. The club could include independent publishers and would offer a wider selection of books for readers to browse. Our advantage over Amazon is that, being small, our books wouldn’t be lost in a digital storm. And members would keep control over their books and keep all profits. What do you think?
What other ideas can we kick around?