Most authors are not sales people. We tend to be loners and introverts, rather than extroverts and life-of-the-party types. Because of this temperament, many of us find that selling our books doesn’t come easily. Yet, without a bit of marketing, our books and other writings are unnoticed and often overlooked.
For each reader out there, there are at least a 1000 books that “hit the shelves” every day. Yet, without something to entice readers to find them, most of these books may never find a single reader, and many may only be found by the author’s friends and family. Yet, every book has 4 free, built-in sales and marketing points that many of us authors overlook.
Every time you, as the author, publish one of your works, you need to provide:
- A book cover
Think about it. What makes potential readers select a book written by an unknown author from an overwhelming list of unknown authors? The cover. Whether at a brick and mortar book store or online, a winning cover can make potential readers stop and check out your book. You need to create a cover that is unique and eye-catching, but the design also has to visually convey what your book is about. If your story is about space exploration, don’t show an image of a haunted house. And if it’s about vampires, don’t use space ships (well…unless it’s a book about space vampires). Worst of all, though, don’t give potential readers a blank cover with just the title and your name on it. That says you don’t care enough about the readers to even try to entice them.
- A book synopsis
I remember at a book conference, one of the guest author panelists said, if you can’t summarize your story, then you don’t understand your own plotline. What is the main arc of your story? What is it your characters are trying to do, solve, resolve, or accomplish? But don’t get side-tracked by subplots, just summarize the main idea of your story.
Every distribution site I’ve seen asks authors to provide a summary of the book (some even ask for two summaries—a long summary consisting of 1000 words, and a short summary containing only 200 words). That’s where you can really shine; after all, writing is what you do, right? So, give the reader something great.
If a potential reader has stopped to consider your cover, the next thing that reader will want is an overview of what the book is about. Give your potential readers the high-points of the story; give them a reason to want your book over someone else’s. There are millions of science fiction, romance, and murder mystery stories out there, why should they read yours?
- An author write up
Many readers also want to know something about you, the author. They want to know who you are and what makes you tick. They need to know what makes you worthy of their time, or what qualifies you to be an author on a specific topic? However, when you answer these questions, don’t go overboard, yet don’t be too skimpy, either.
Some authors feel that they need to include their whole resume in their author bio; while others feel they don’t need to include any information at all. The truth of it is, many readers of fiction and non-fiction want a way to relate to you as a person; it helps them decide whether they want to give your work a chance. For instance, if you put in your author bio that you love chocolate, potential readers can go, “Ooooh, so do I.” Or perhaps you are a volunteer, a mother, or a person who rescues animals, if it relates to your book topic, tell the reader. It helps them relate to you, and it helps them accept that you just might know something about your book topic.
You especially need to include some biographical information if the book is non-fiction. That’s because potential readers are even more insistent on knowing that the author is someone they can trust to give them information on this particular topic. Potential readers want to know that if the book is about art history that you have the knowledge, background, or credentials to write knowledgably about that topic.
- A book sample
Some authors shy away from including book samples. Perhaps they feel they don’t need to give away their hard work. Yet, how else can potential readers gauge whether your writing style and their reading styles will mesh? How do they know they want to travel the story world with you as their guide if they can’t see your writing style? In a brick and mortar store, a reader can always pull the book off the shelf and read a sentence, a paragraph, or even several chapters. If you don’t give them the same chance when shopping online, then you’re tossing away possible sales.
As an author, you need to give the reader every possible chance to find you, find out about you, and to find out about your characters and your story. Personally, as a reader, the above-mentioned 4 items are key to whether I’ll buy your book. So, make sure you include them; because, when you use them, and use them well, you make your book shine.