The circumstances surrounding every selling situation are different, but there are two parts essential to them all: substance and process. Substance is made up of objective elements such as price, terms and shipping costs. Process is the path you take from your initial meeting to the close.
One of the costliest mistakes in negotiating a large book sale is focusing primarily on the substance of the deal and not enough on the process and the players. You can be more successful if you understand each distinct process since it is more likely to differ than the substance of any selling event.
In the first part of this series, I outlined simple ways to establish a presence online to promote yourself. Below, I offer tips to build upon the presence you’ve established online to begin networking with your followers and thought leaders in your industry.
Join the conversation
One of the most important things you can do online is to remain visible; you’ve put a lot of time and effort into establishing your presence online, so make sure to remain actively engaged with your followers and other members in your industry. There are several different ways you can stay active online – I’ve listed a few below:
As an author, you work hard to create a book that is flawless – you write a first manuscript, make revisions, make some more revisions, and toil for a long time to finally get your book “just right” and ready for sale. Now you have your book up on Amazon, but it’s not selling the way you want it to. When that happens, it’s discouraging after all that time and effort you put into creating the best book you could. So why the low sales? And what can you do about it?
To answer these questions, let’s take a moment for a quick marketing lesson. When building a marketing plan, it’s important to keep in mind the 4 P’s of marketing: product, place, promotion, and price. Briefly, I’ve defined them below:
People like what people like. I say this a lot to the authors I work with to emphasize the importance of having reader reviews. But what about the authors that already have great reviews, or even awards? Authors often tell me their books get great reviews (on Amazon, Goodreads, blogs, etc.), receive literary awards, and still, the book sales just don’t happen. Having great reviews is just one component of having a great marketing plan; the next step is maximizing those great reviews and converting them into sales. Below are six ways to leverage your reviews to drive more sales:
1. Leverage: How are you leveraging your book’s positive publicity? Are you leveraging it at all? If not, you should be. Your first step should be to promote any awards, and there are several free ways you can do that:
Newsletters seem very 1990’s don’t they? They don’t have the flash of “new media” or the shimmer of a shiny new social media site just waiting to be discovered. What they do have, however, is visibility. In some cases, more visibility than you’re getting on all of your social media sites combined.
I speak at a lot of writer events and in the last year, the buzz has really increased around the need for a newsletter. Why? Well, Facebook has declined in reach; in some cases only 1% of your posts reach your fans. If you’re not paying for placement on Facebook, it’s very likely your stuff isn’t being seen. With everyone on sites like Pinterest, LinkedIn, and Twitter (which also will start monetizing posts) it’s really hard to get your audiences’ attention.
In my Brand Your Expertise with a Book™ workshop I talk about creating content quickly, and this is another one of those great tools that can help you do that! As an award-winning publisher and award-winning author I get lots of questions on an almost hourly basis about the business of writing and publishing.
How do I put a book together? I have ideas and some written stuff, but nothing concrete as my topic.
This part is simpler than you think. First, when writing any book you have to start with the end in mind. What is the overall goal for your book? You should create your promise statement (aka mission statement) from the beginning so when you get confused with too much content or too little, you will know where to focus to pull it in. Your statement should have the following framework since the idea is to keep it short and sweet: