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.

[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.

[Virginia Terry]

I believe you hit it right on point Stafford. You have to be a good salesperson - Book Cover, Presentation, Attitude, The Right Place and Time, most of all Sticktoitness..... It is not easy if you unknown and cannot afford an agent. I have been trying to follow the footsteps of other successful authors.

[Avis Taylor]

Tell it. More people need to hear this advice. Not every story is worth telling and communicated between a book cover. There are, however, stories that need to be told, ideas to be shared. Thanks for your comments/advice accumulated through experience.--Avis

[Clevette Harris]

I do believe what you're saying Bro William. My launch was extremely slow and now I'm on #3. Part of the delay was due to my illness and being hospitalized. Of course things worth having are worth fighting for so I just tell satan to get thee behind. This information is very good because I want to know why people aren't buying ....in general not just my book.

The people I know are CHEAP. I do an inspirational paper online. The ones who don't have access to the internet I make copies. If you're giving something away they're all for it. You ask for payment that's an entirely different story. You know I had to slow role, it gets rather expensive after a while. I'm on disability.

However my last book signing was a few weeks ago. I sold 28 books. I told my story throughout the day...I later described the experience as a comparison to Jesus doing a teaching. I began with one person and by conversations end, there was a full crowd. It was such a powerful feeling.

Also it is better to accept the red ink. If you're writing in la la land and everyone has you thinking you're on top of the mountain. Hmmm, sounds like a problem. I'm a critic to myself as well, and I can actually see my growth over the years.

I just continue to pray for prosperity.

Clevette

[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.

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[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?

[Tara Branche]

these things are so true. Criticism is a hard pill to swallow sometimes, but given constructively, I think we all should be open to it. I feel that those who truly respect/care for/love you will always tell you th e truth anyway, even when you don't want to hear it.

[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.