Why People Won't Buy Your Book

[Stafford Battle]

During the last few months, my wife and I have had the opportunity to attend many book shows and festivals -- in DC, Maryland, and New York City. It is gratifying to see so many new black faces promoting their literary works. However, in observing money transactions between authors and readers, sadly, many books just don't sell. At writer's meetings, authors complain of travelling hundreds of miles and spending hundreds of dollars only to sell one or two copies of their inventory.

What's up? Why aren't people buying?

There are a number of possible answers. 1) In a show that offers table after table after table of authors, customers find it difficult to choose. And, most buyers simply can't afford to buy every book or author they see or want to support. If you walk into Borders you don't buy every book on the shelf. You select carefully then purchase. Actually, it is much easier for authors to sell books at small venues with only a few authors. 2) Readers often purchase because of the author's presentation and not just the book. When an author stands infront of an audience and presents his or her story; more books are sold. Ask any motivational speaker -- their solitary back of the room table is crowded at the end of a talk. 3) Maybe your book is just NOT that good. Sure, you may have spent weeks or more likely months or years preparing your "baby". But if the cover is not up to par or, the inside of the book is not well designed, or the story is weak and uninspired, readers won't buy. They will smile and say "how nice" and walk away to the next table.

It is issue #3, that we as authors frequently must study.

Look in the mirror and say, "Is my book any good? How does it compare with similar books? Have my friends and family told me the complete truth about the quality of my writing and presentation?"

Honest criticism is the writer's best tool. That's why the most profitable writers relish hardnosed, horn-rimmed, by-the-stylebook-only editors whose red ink flows like rivers of blood over precious manuscripts. Its more than spell check and grammar. Someone other than your lover or parents must tell you when your words suck; and, most important, give suggestions on how to make them better.

Then you decide how to proceed. Maybe, that's why readers won't buy your book. You may need to write a better book.

[Victoria Pearson]

I happen tp agree with all that you have said. I have not made an attempt to publish my work yet. I basically write poetry, but I am want to include some short stories, essays and letters in a book.

Perhaps it may be too much in a single book, but I feel that books of poetry do not sell well. I have some friends that have not been able to sell more than 3 or 4 books of their poetry. I personally enjoy poetry, but I find many people do not. For that reason I want to include other forms of writing in one book. It may not work , but I am going to give it a good try. It will take me a while, as I want to give it all that I have. I WANT as much critical input as I could get, family and friends are afraid to hurt your feeling, serious writers want to help.

Thanks for your article it quite informative and realistic.
Victoria Pearson.

[Ananda Kiamsha Madelyn Leeke]

I just reread some of the comments as I prepare for a book reading in ATL. They were so helpful. Food for thought. Thank you everyone. Peace, creativity, and prosperity, Ananda

[jawar]

Greetings,
How did your book reading go?

[Jacqueline Taylor-Adams]

Very good topic, Stanford. As a marketing professional, former book seller, and sponsor of the LABBX, I see your points, but look at them from a slightly different angle.

First, the author who goal is to sell his/her book now becomes an entrepreneur. You must look at yourself as business and behave accordingly. A business owner becomes knowledgable in every aspect of business. You may not be an expert at everything, but have a general knowledge base about all aspects of business.

Now, with this thought pattern you devise a plan and marketing strategy for selling your book. You research the expo, fair, and other selling opportunities to see what are the nuances, assets, faults, target audience, and foot traffic to determine if the opportunity is a good fit for you.

Here's what I see as possibilities of your book not selling:
1. Not offering enough opportunities for sales: Many authors only offer the opportunity to buy their books at the expo or fair. As Stanford stated earlier, attendees to fairs/expos are only going to buy from a certain number of authors. So, you must give them another option to purchase if they can't buy it then. Online, in other retail locations, etc.
2. Most authors don't have or push their mailing list. Remember, people rarely buy from strangers or strange things. You must make multiple impressions for a prospect to begin to feel familiar with you. The more familiar they feel, the more open they are to what you ahve to say.
3. Just because you are the author doesn't make you the best sales person. This is my biggest peeve. I have found many authors to be judgemental and aloof. This is why their book does not sell. A good sales person knows the sales process is about the propsect. Listening and being unassuming. A prospect will tell you how to sell them. But if you have preconceived notions and judgements about people you can put people off within 20-30 sec of them approaching you. One if you are going to sell your book, take classes or get books and tapes from some of the master sales people. Learn the art of selling. Until then, recruit someone who knows how to sell and have them work your table with you.
4. Just because your the author doesn't make you a good orator. Many authors readings are boring and can do the opposite and reduce your sales. Be honest, if you are not a good orator and have a monotonous tone, get someone who is a good orator to read passages from your novel making them engaging; making the audience want to find out more.
5. Not adequate foot traffic to support the number of vendors. If there are ten vendors at an event, there should be a minimum of 300-500 attendees. That still only leaves 30-50 prospects per vendor and of those prospects the vendor may close 5-15 sales. Do your homework before doing events. Find out how many vendors are going to be there and what has been the amount of foot traffic at previous events.
6. Too many authors in the same category. CATEGORY EXCLUSIVITY, your new phrase for today. Now, it will be almost impossible to be the only author with a book in your category, but don't be one of 10 where the foot traffic is on a couple of hundred. You have to compete with nine other authors in your category. It can really cut in on your opportunity to get sales. Learn to negotiate with promoters. Let them know you understand the sales process and they are not providing an environment that is condusive to sales.

I hope this has provided some strategic food for thought that will bear the fruit of sales.

[Diane]

I just had to comment on this . . . Fantastic! You made my Monday morning. This is excellent advice and is precisely why we started the Black Author Showcase on and offline in the first place. Venues like the LABBX (ah, we are some acronym loving fools up in BAS, lol) provide the platform for authors. However, the platform is rarely well-utilized. If you don't mind, I'd like to post your points in one of the advice article forums or you can post yourself. Heck, I feel like pointing to this in my off-site blog.

EVERYONE who vends at a book event should read your reply. Thanks for the great advice, Jacqueline.

[Bertha M. Davis]

Very good advice Jacqueline,

I haven't done a mailing list yet but I will hopefully. I have done just about everything that I know to do to promote my books but I feel it's not enough. Having lots of irons in the fire so to speak can cause burn-outs. Does anyone get the burn-out or the writers block, if so, what do you do?

[jawar]

If you haven't done so already you want to have a way to capture email addresses. Sending emails is more cost-effective than snail or traditional mail. Additionally, with the right campaign you are able to better monitor the effectiveness of your marketing and promotions activity.

What is your book genre?
Do you have a monthly marketing or project budget for your book?
Do you have an official website?
Is your book available in ebook format?
Do you have distribution for your book?
Within a 7 day period how often do you market and promote your book?
Are all the irons in the fire directly related to selling your book?

Burn-out typically means you've stopped being excited. You must find small ways to keep you excited on your journey to selling 10,000 to 1,000,000 Books within the next 12 to 36 months.

You may want to visit self publish for profit, make money self publishing and make money online goldmine to assist you with additional publishing tips and ways to generate revenue.

[jawar]

Yes, you bring some very good points. I don't think I've ever vend at a book expo. Primarily, because my first few books were about the music business and my target market in terms of large events are at music conferences, talent shows and music showcases.

When it comes to vending I think most authors miss the point by vending at a lot of book expos. Sure, people are there to buy books among other things, but one should ask themselves how likely is their target market to be at such an event.

[Sharon Moore Stenhouse]

Stafford,

I didn't even take time to read the almost 70 replies you've received to this post because every one of them should agree with your message.

Absolutely, #3 is the most important. I can't tell you how much money I've wasted on purchasing a book in support of the author -usually someone I know, only to put it down because it is unreadable. I can probably hold a small book fair with the boxes of unread books in my house.

I have also observed that people write the way they speak. If language is not a writer's strong point, editors and critics should be living in a spare room. I have more patience with a not so attractive cover, or amateurish content layout than I do with typos, bad grammar, and the too often misspoken subject, verb agreement.

Conjugating the verb 'to see'

Amani na Mapenzi: Love & Peace
Sharon (aka) a'Kihoro

[Stafford Battle]

Thanks for reading!

And, many more thanks for the conjugation table on "to see". During a recent radio interview, I suggested that "merely owning a hammer, doesn't make you a carpenter." Having the right tools is important, of course, but knowing HOW to use your tools correctly is critical. As one who has smashed his primary digits frequently when pounding the electronic keyboard, I know the true value of perfecting one's craft. The more we practice, the better we become.

I found this site that may be of help to BAS members seeking more advice on good writing. It is called: "Guide to Grammar and Writing." Please post any other sites that offer good advice on grammar and writing.

[Diane]

"Make the time to learn" - great guidance for everyone. Stay sharp and your writing will show it.

Now let's get this straight - I am not agreeing with you just because you have a fabulous name. Ahem . . . but it does help. :D

[Adrienne Zurub]

Good observations and points. Especially the 'competitive flow' with other authors at shows and festivals.
It is important to note as well that although a person(s) may not purchase your book at a crowded and competitive event/festival for whatever good reason, they may or will purchase your book when 'the pressure is not on' so to speak.

I like the motivational speaker reference. It pays for your the author to have a great story, essentially promote your DNA (who and what you are) and CONNECT with people=coustomers that just stop by or who claim to be 'just looking.'

Adrienne Zurub
Author, Notes From the Mothership The Naked Invisibles'
Adrienne Zurub's Amazon Blog - http://www.amazon.com/gp/blog/A3DXVTX2C4WOPO