4: The author neglects to establish a platform. Many new authors don’t know what a platform is. It’s the author’s following, his reach, his way of attracting his audience. Most successful authors today have a platform in place before they produce a book.
My platform for my writing/publishing-related books revolves around my experience in this field: my exposure through previously published and distributed books and articles on these subjects, my affiliation with SPAWN (Small Publishers, Artists and Writers Network) and my active and far-reaching speaking and workshop schedule, for example.
Your platform for your book on phobias might be the fact that you’re a psychologist in this area of study, that you suffered a severe phobia for years, that you work with women with phobias or that you’ve written on this topic for years.
Even as a novelist, you’ll need a following and this can be established through previously published novels, of course, published stories, a popular Web site or the fact that you’re a widely-known master storyteller.
How can you play catch-up with regard to your platform? Start now getting exposure and establishing credibility in your field. Participate in online forums on your topic, submit articles to appropriate magazines and newsletters, set up speaking engagements, write letters to the editor of pertinent magazines, make news by starting a volunteer organization, for example, and then tell the press about it.
5: The author has unrealistic expectations. Many first-time authors (we’ve all been there) expect to sell their books by the truckloads through mega bookstores. They believe that any good book will be eagerly welcomed by bookstore owners and managers. The reality is that few people outside of traditional royalty publishers with track records can get new books into bookstores—no matter how brilliant and beautiful they are.
And here’s something to consider—do you really want your books in mega bookstores? Just look at the competition. Space on bookstore shelves does not guarantee sales. In fact, books that are not selling will be returned—sometimes within the first six months.
If you are determined to have your books available through mega bookstores, there is a way. How? Make a big enough splash with your book that readers are swarming to bookstores asking for it by name. This might mean appearing on TV and radio with your book, presenting large seminars all over the U.S. related to your book and getting tons of press by creating news and submitting press releases to newspapers everywhere. Become high profile and get enough exposure for your book and, even if you are self-published, when enough readers start asking for your book by name, it will be accepted by bookstores everywhere.
6: The author gives promotion just a lick and a promise and then wonders why his book didn’t “take off.” Authors need to understand that book promotion is ongoing. It should start before you write the book and continue for as long as you want to sell books.
Remedy this mistake by establishing a solid promotional plan immediately. Start by compiling a mailing and emailing list. You’ll use these lists to announce your book, publicize any specials you’re running, inform folks of new additions to your products or services, let them know about upcoming appearances and so forth.
Your list should include everyone you know. Combine your Rolodex, Christmas card list, address books and club rosters. Add business colleagues, former classmates, your children’s teachers, neighbors, your hairdresser, Yoga teacher and then continue to collect business cards everywhere you go.
This is just a start. Once you’ve notified your massive list about your book, research book promotion ideas and create a plan. You might pursue some or all of the following: build a Web site, launch a newsletter, write articles to promote your book, send press releases to newspapers everywhere, give presentations and solicit book reviews. In order to succeed as a published author, you must take promotion seriously. And do yourself a favor—don’t stay too cozy inside your comfort zone.
7: The author gives up. I can’t tell you how often I hear this from disillusioned authors, “I can’t sell my book, so what’s the use?” There’s one thing for sure; you won’t achieve the level of success you desire if you quit. Successful promotion takes time, energy, patience and lots of persistence.
Think, for a moment, about an author you admire—someone who is rather high profile. You see her name everywhere. Every time you visit a site related to this author’s genre or topic, there’s her book, her byline or her quote. This is no accident. This author spends many hours every week making sure her name is constantly in front of you. This is the sort of commitment you must make if you wish to experience a level of success as an author.
There’s a lot to contemplate when entering the huge and competitive business of publishing. And promotion is a major consideration. Whether you land a traditional royalty publisher, self-publish (establish your own publishing company) or go with a fee-based POD publishing service, it is up to you—the author—to promote your book. And the time to start thinking about promotion is before you ever sit down and put pen to paper or fingers to keyboard.
Order Patricia Fry’s books today: Publish Your Book and Promote Your Book available at Amazon.com in print, Kindle and audio.