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.

[Yasmin Coleman]

To sell a black authored book to black people is a unique challenge that requires thought, preparation and diabolical planning not creative planning.

To sell a book to anyone today you need to be creative...because someone told authors...black and white that if they had a story to tell put it in a book, hustle it and folks will purchase it. Granted folks with the most hustle can sell some books...but with the plethora of same storylines it is becoming harder for any author to sell books...including best selling authors. A big mistake that many authors make is that they never think about how they're going to market their book until they have 3K sitting in their living room. Well...that's a little late to begin a marketing plan...but it's not to say that you can't move those books. I've been in Marketing for 20 years...and spent stints with several Fortune 500 companies...and when it comes to marketing products...everyone needs to know who their target audience is...the problem that many authors make is that they don't know who they wrote their book for and therefore they don't know who to target their book to. A christian fiction book doesn't have the same reader base as an urban lit book...but authors tend to use the same methods to promote both genres and therein lies the problem. While you can promote to the masses...one would do much better to promote to those who will actually buy their book because that reader is predisposed to the genre.
Black and white folks are both impulsive buyers...black folks don't have a lockdown on being impulsive...but the key is that books are IMPULSIVE purchases...they are NOT necessities...hence the first thing to get cut or not when money gets low. Honestly an avid book lover will skim on movies, music and parties before they cut back on purchasing books...and you are so right about AfAms purchasing books from folks who seem to be upfront and personal whether its in person or online...folks making the most noise are often times the ones who do break through the clutter and get us to purchase their books. I have friends who recently wrote books in genres I'm not fond of...but guess what they had good books and not only am I recommending their books to others but I've bought a few of each of their books to give as gifts to friends who enjoy those genres. I can't hype on Word of Mouth enough...or writing a good tale...if the storyline is well written and the storytelling is good...I will tell everybody and his momma about your book...but hmmm if your book is riddled with errors I don't care how good the book is ...folks will never hear me promote it because my first allegiance is always to the reader...and I don't believe readers should purchase books which have been hastily thrown together and published just because the author is trying to make a buck.
I don't believe you need the 'benefit of white media conglomerate interest' to sell your books. If that were the case Zane, Relentless Aaron and many other erotic or urban fiction authors would not have ever written the book. Regardless of what you might think of their writing styles...you've got to respect the fact that both of them are o/standing promoters and if folks want to learn more about how to promote a self-publishing title and sell enough books to garner the interest of the white media conglomerate...see they did the darn thang first...and then the white publisher came looking for them. Actually in Zane's case she got to write her own ticket...sis is a sharp businesswoman! And therein lies the answer...most writers/authors are not...writers just want to write they don't want to promote their books and as long as they're doing one and NOT the BOTH it's going to be detrimental.

[J.J. Michael]

Hi Stafford,
Great article. I just like to add a few tips from my experience selling books. You can read the full article on my blog. In case you are an inspiring author and just beginning to promote your book here are a few tips to create a winning book signing experience.

• Put an ad in free neighborhood community newspapers about your signing.
• List your book signings on online Event Calendars.
• Send an email blast to book clubs in the city you are signing in.
• Send an email blast to your friend’s network on www.myspace.com
• Bring your own large poster of your book cover to be prominently display on an easel in the store.
• Have a guest book were readers can easily get to it.
• Always have bookmarks, postcards or other free gifts to give to your readers.
• Stand at the door and with a big smile hand out a postcard to potential readers.
• Let the potential reader hold the book and look through it. Holding the book oftentimes end up in sales.
• Have a great pitch line for the book. Pitching the book gives the potential reader the personal touch.
• Give a big thanks to the reader and encourage him or her to write an online review for you.
• Also thank those who chatted with you, but didn’t buy the book. Many times they will purchase the book later.
• If you have someone to help you be sure to get someone who is upbeat, friendly and don’t mind working. They can stand at the door or walk around the store distributing fliers and encouraging potential buyers to come to your table.

Pat yourself on the back when you sell out, and even if you sell only a few books still give yourself kudos for getting out there and promoting your book.

JJ Michael
author of Life is Never as It Seems
It's Not Over Yet
www.jjmichael.org

[Bertha M. Davis]

Michael,

I just love your tips on selling books. You have given me some great ideas on promoting my books. Thanks for the wonderful tips!

BMD

[Yasmin Coleman]

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

AMEN...lots of books out but not all of them are very good...and while some authors don't like to hear the true...if they have the BEST STORY EVER WRITTEN but it's not selling and agents won't touch it...then hmmm maybe it's just time to move on and write that next Best Story and promote the heck out of that one...if after all the promoting in the world folks still ain't buying your book...then it might not be the book but rather the writing that needs work.

[Bertha M. Davis]

Mr. Battle,

You sparked a great conversation...on Why People Won't Buy Your Book! I read the information and I like what I read. It is very true that the cover must stand out and get the readers/buyers attention. I'm working hard to have good content on the inside of my book as well as having a great cover on the outside.

[Stafford Battle]

I'm very happy to share my experiences; it is good to see more of us writing. Years ago, I was an editorial assistant for Time-Life Books. One of my duties included preparing checks for authors. Some payments were as high as $40,000 for a finished manuscript. The authors would slide into the office wearing an old t-shirt and tennis shoes; pick up their paycheck, smile and go back to a sailboat moored in the Potomac.

Yeah! That was pure inspiration. Later, I learn that these authors had spend decades perfecting their craft, establishing good connections, and producing a lot of material.

I think you are on the right track.

[Savannah J]

I am new to the site, but so thankful to have found this conversation. I am about to start touring with my book and will definitely incoorporate what I've learned from you, Stafford and the others who've added to the conversation. I'll keep you posted!

[Bertha M. Davis]

Welcome aboard savannah!

Congratulation on your up coming book tour...that's so exciting. Our attitude does play a big role when selling our books because we're selling oursefl as well. A frown will turn people away but a smile will make them stay. Keep that smile you sent to us and you'll be "OKAY."

BMD

[Savannah J]

Thanks so much for the encouragement. The love and support I've received in the short amount of time I've been apart of the Black Author Showcase community is overwhelming. I wish I could meet and thank each of you personally! I plan to post some of my work soon and look forward to the feed-back.

[George Wilder Jr.]

People will not buy your book if you have a poor marketing plan. People will not buy your book if don't let them know about it. You have to give people a reason to buy your book. There are many other factors to why people will not buy a book. The economy is another. Gas or a book?

[Bertha M. Davis]

You are so right Mr. Wilder...there are so many reason why people won't buy your book and I only touched a tiny reason. I'm taking notes from you!

God bless!
www.berthabooks.com

[George Wilder Jr.]

No, I'm the one in need of lessons. I can only dream about having the success you have had.