5 Reasons Your Book Isn't Selling
I'm writing this today because over the last month and half I've had 6 authors connect with me about their book's not selling. They put together good books, they did what they've always done using various tools to help. But sales were lacking. It's not an accident. Many are facing the exact same dilemma.
We’ve all heard it said that it takes a village to sell books. It’s true. Many author’s get frustrated trying the latest and greatest technic's. Here’s the truth about why your book hasn’t sold well yet.
Breaking through the clutter of books take a concentrated effort over a period of time. It also means the market has changed. The readers are buying books differently from different channels. Map that out before you hit PUBLISH and build an arc of how to reach them. Someone on the team needs to be focused on sales not just putting together a good book.
We all know the numbers on first time author sales. Have realistic expectations on your platform size versus sell through. Plan on building out both through using the book.
Stack wins - I’m an NFL fan….as much as I hate the politics behind the NFL and its horrible - during the winter it gives me something to do other then watch horrible TV shows. One of my favorite coaches talks about his all the time to his players. Do the work, put in the time to build. Follow through on everything and push through. Sometimes the win’s come in bunches right out of the gate but many times its month’s down the road.
Build your book launch around a business model. More on this to come. Stop looking at this like a silo. Build your core audience and plan on at least a 3 year plan. It will take 12-16 months to earn back your investment into hiring a team around you but it will happen! Trust your team. If you don’t have a team, your already behind. Have supplemental brand products off the book before you publish. A video series, a workbook, a monthly call for your audience. Live Instagram etc...do all of it.
There are no silver magic bullets to selling. Publicity isn’t selling books like it used to. The viewers preferences have changed in the way they digest media as has the consumer. Years ago we could almost guarantee several thousand sales with a Today Show booking....we'd be lucky now to move 600-1,000 units. You can no longer put all your eggs into that basket. You still have to do it but you build around it. We watch after every interview for our clients what works, what sells and what happened. If nothing happens, there’s a problem. Stop using the old model to sell the new way. For starters have your book available in all formats. Launch the podcast, do the video - do it all but do it on purpose wrapped around an author brand. Purposeful steps to an end goal. Send your book to folks outside of your mother for a review - do a survey! One of my clients was a famous VP at Sony Pictures. He told me a scene they produced and then sent that one scene to an audience of 200 - 400 viewers in person! They wanted to watch their emotion, their feelings and their response. Imagine if author’s did that?! Stop thinking you have the book that’s never been done before. All of this should happen before you even publish.
