How to Distribute Your
Self-Published Book Offline
Judy Cullins, Guest Author
Where is your book now? With a distributor? In a bookstore?
On your website? Or, did it already die an early death after a
few months?
New self-published authors often believe they need a distributor
to sell a lot of books. They want to use Ingram or Baker &
Taylor because they think they need to get their book into the
"brick and mortar" bookstores like Barnes and Noble. They go
through many hoops and snags to accomplish this - what I call
the "traditional publishing nightmares" of inefficiency and lack of
care for authors with so many hoops, some give up.
So many authors I speak with who have gone this route still have
thousands of unsold copies littering up storage space. Talk about
discouragement.
Distributors Can be Dangerous to Your Book's Health and Your Wallet!
One author wrote, illustrated and marketed six beautiful
children's books. Her books were well reviewed and received.
For some time, the profits rolled in until her distributor went
bankrupt, owing her $160,000. After she stopped crying, she
decided to take her books on the road - to local fairs and talks
where she could KEEP all the profits.
Distributors take quite a chunk of money from the author's
profits too. They charge the author for storage, and when books
are returned, the author loses those sales, and has to pay the
distributor too. Authors lose from the bookstores because
payment is late or unreliable. Some authors wait for funds way
beyond 90 days. In fact, many just don't get paid. Writers are
not always good at collections either. You see, middlemen not
only take most of the author's profits, they cause much stress
too.
How Can Self-Published Authors Distribute Offline?
For print books (perfect bound, comb bound or stapled) or
eBooks (sent over e-mail through Word or Portable Document
Files)
One. Local Distribution.
For each venue, make sure to include ordering information such
as your Web site URL, your company address, your toll-free
800 number, and your local phone number.
1. Distribute Through the Press
- Create a "Power Press Release" (include tips and how-to's)
- Get a Feature Story from the Media
- Write a how-to article and submit
2. Distribute Through Flyers
- Carry 25 flyers with you. Give everyone you meet a flyer with your book cover on it.
- Include excerpts and testimonials.
- Make it easy to buy. Offer to accept credit cards or checks.
- Include your toll-free number, local number, web site, and e-mail.
3. Distribute through a local Talk Show - Radio and TV
- Your audience wants "how-to" information, not other details about your book. Don't sell, inform.
- Offer a free report to audience to capture e-mail addresses
4. Distribute at local talks to groups
- Sell your print books at the back of the room.
- Take a clipboard and capture everyone's e-mail at the talk. These people become your dedicated sales
force and tell others. Word of mouth takes up to two or three
years, so be patient for results.
- Check your library for Clubs to offer your talk.
You don't need a traditional distributor to get your books out.
Follow the above advice and note your increased sales.
If you are discouraged because traditional methods of
distribution haven't brought you the profits you wanted, think
Internet distribution. This method is good for the long haul and
costs you the author little time or money. With Online distribution
the author gets to keep all the money.
Whether you have a Print on Demand (POD) book or an
eBook, you the author can become your own distributor these
ways:
1. Distribute through two-step e-mail promotion campaigns
You don't need a Web site to sell products. Benefit from the
easy and preferred way to buy by many people out there in
cyberspace.
First Step: Send your different e-mail lists a freebie. Think of
your groups - customers, clients, eZINE subscribers, ePublishers,
teleclass groups, and networkers. Offer a free answer for a
question with your expertise. Offer a free "Special Report," or an
excerpt from your book. This will start your relationship off on a
good foot. (Increased sales come from trust developed during
relationship marketing more than anything else)
Second Step: Follow up the freebie with your sales letter for
your product or service. Each sales message includes: headline
to capture attention, background of problem, where the potential
buyer wants to be, benefits and features of how to get there.
Add testimonials and be sure it's credible and sincere.
Be sure to ask for the sale and include several easy ways to
buy - toll-free number, fax or mail an order form placed at the
end of the sales letter, or if you have a Web site, a link to where
they can buy with a secure provider.
2. Distribute through your own eZINE
If you want to attract more credibility, trust, and sales, then write
your own eZINE. Your potential clients and customers expect a
lot of free information, so give it to them. In your eZINE include a
feature article, editor's note, resources and tips. You'll get to be
well known as the "expert." In each eZINE, add your sales
messages for your products or service. Keep your eZINE regular-
once every two weeks or once a month to start. Keep it
short-a real challenge to many of us.
3. Distribute by submitting how-to free articles to top opt-in e-ZINE.
Online readers love free information. They subscribe to e-ZINE
that you can submit your well-written article to. After learning
acceptable article formats from a book coach, start subscribing
and submitting them. Collect 5-10 edited articles before you
send. Thousands, even 500,000-targeted potential buyers will
see your article with your signature file on it every time you
submit it.
Be sure your product is already up on a Web site. Many Web
publishers will take your e or print book, sell it, and distribute it
for you for a commission of 50% or so. This is great for people
who do not have their own site.
4. Distribute through your signature file on every e-mail you send
At the bottom of each e-mail is a signature file. It should have
your name and title, your top benefit, a free offer, a link to where
your book is sold, your e-mail and Web address, and your local
phone number. Everyone on the net accepts this subtle
promotion form. If you do not include it, you are passing up an
easy way to draw attention to your product.
5. Distribute through your own Web site
Creating your Web site with marketing pizzazz. Don't just be
creative and put up colorful graphic. Put up order pulling ad
copy that convinces your visitor to buy. Create a sales letter that
includes links to the buying page where your customers can buy.
Be sure your sales letter is long enough to include your
customers' resistance, benefits and features of your book, and
multiple testimonials. Ask a book or Web coach to guide you.
6. Distribute through someone else's Web site
Other ePublishers want your books - both print and eBooks.
Each wants you to write a 100 word or less blurb (including
benefits and testimonials). They will sell, distribute, and keep
track of your sales, sending you a check every few weeks or so.
They take different commissions. Most give you royalties of
30-50% depending on whether it is a print or eBook. You may
want to investigate www.bookcoaching.com.
7. Get an ISBN number
When you put an ISBN number on your book, you are listed in
"Books-in-Print." Libraries, bookstores and Amazon.com ISBN
require it. For the money and amount of work this is, you may
do better than putting your energy into other Online venues. You
pay $225 for 10 or $800 for 100 today.
8. Distribute through a sales letter straight from your e-mail
Every time I want to promote my teleclasses, I send a sales
letter. The letter follows the free report I already sent a few
weeks ahead to the same egroup. You may already have your
eZINE subscribers in a list. Collect all kinds of lists of e-mails to
include satisfied customers, teleclass participants, ePublishers, or
fellow networkers.
Send sales letters that promote your books, your classes, or
your service. Once, I learned this follow-up method of staying in
touch with my target audience, sales rose from $75 a
month to $3000 a month in about a year. Each month, count
profits, not numbers of books sold! Internet authors get to keep
all the money!
After several years of research and submitting to traditional
publishing and distribution venues, I got discouraged and
decided to become an author's advocate. I turned to the Internet
2 years ago, and find that with a little delegation, a little study
with a knowledgeable coach, a little attention, and a little money,
my great-selling eBooks earn enough for me to make my living
this kind, gentle, and easy way. I encourage you to try it!
Copyright © 2002 - Judy Cullins. - Reprinted with permission.
Judy is an author, publisher, and book coach. She helps writers manifest their book dreams.
24 clients published since 1999! "Write Your eBook or Other Short Book-Fast!" -
www.bookcoaching.com.
Send an e-mail to Subscribe@bookcoaching.com.
The Book Coach Says... For 2 free eReports Judy@bookcoaching.com.
Relationship books by Larry
James:
How to Really Love the One You're With:
Affirmative
Guidelines for a Healthy Love Relationship
LoveNotes for Lovers:
Words That Make Music for Two
Hearts Dancing
Red Hot LoveNotes for Lovers (Career Assurance
Press).
Author Larry James is a professional speaker. He presents "Relationship
Enrichment LoveShops" nationally for singles and couples.
More About Larry James
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