So you've written a Book - Now What?
Learn what Sells Books

There are four top things that sell books:

1. A Solid Book Marketing Plan
2. Media Interviews
3. Book Signings and,
4. Speaking Engagements.

If you do all 4 of these things you "should" be successful. Of course that also depends on whether your book is well written, is about a great concept, you have distribution for your book, and of course a great Publicist to back your book. You will also need to use their skills in pitching your book, arranging book signings for you, designing and writing an amazing speaker's package for you and work their media connections to obtain media interviews.

So what if you only do 1 or 2 of these things? You may still have success, but you might be missing out on an opportunity to let the world know about your book. Almost all Best-selling authors do either a little bit or a lot of these things- and frankly you can't afford NOT to do them. That is, if you want to make money and be famous.

Writing a book is a business. Many authors aren't aware that the promotion of their book is just as time consuming as the writing process. It's a full time job to promote sales and innovation is the key. Just like a business, the moment you stop promoting your book, your sales will slow down. To keep sales up you need to promote your book in everything that you do and everywhere that you go. Once you've earned the credentials of having the word Author behind your name you need to be completely aware of what comes next. The self-promotion, an investment of time and money, and budgetary considerations all need to be accounted for when marketing your book.

So how can you maximize your books' potential? There is no right or wrong answer to this question because everything you do can help, but these four steps will ensure an easier time of promoting your book.

1. Having a well thought out book marketing plan:

How do we know the importance of a marketing plan? Because we've seen first hand what can happen if there isn't one. Book sales stall and you are amazed that it isn't selling itself. Authors forget that for people to buy the book they need to know about it.

A book marketing plan will keep you focused and on budget. A marketing plan includes: publicity and social media, advertising, book reviews, reading/ book signing locations, media to contact, target markets, distribution, ideal marketing seasons for the title, challenges and advantages, product line up and product to be developed, marketing timeline and budget and tools. If all your marketing initiatives are currently sitting 'in your head' do yourself a favour and relieve any stress you may have by writing them down on paper! You can then share these ideas with your publisher and your Publicist so they can help you reach your goals as well as add to this plan every quarter.


2. Media Attention:

Writing and sending out press releases is virtually free so why not do it? But before you do anything related to media, consider getting some media training. Media training prepares you for unexpected questions and curve balls reporters can throw at you. It can teach you how to manoeuvre around controversial topics and redirect the interview so you can bring the focus back about your book.

More often than not, authors and publishers rely on publicity to drive sales of the books they publish. Authors need to be seen and heard on radio, TV and in newspapers and magazines. By having local and national exposure about the book, it will build your credibility as the expert in your industry and will help sell more books.

If you want to do everything yourself, consider purchasing a media list. Then start writing a press release (which is an announcement of a newsworthy item that is issued to the press) about your book to send out to media representatives. If you prefer not to do all this work, consider hiring a Book Publicist. Almost every best-selling Author has a Publicist - that's how they became famous! Publicists have access to media lists, connections with reporters, and are skilled in making your book newsworthy and pitching it to the press.

You can write a press release yourself, but consider having it edited by a writer who knows how to make it newsworthy and tie-it into stories that reporters are currently writing about, which is a key factor in having your press release picked up. Also consider having a media kit written and designed that showcases information and pictures about your company and your book, a press release, a Question and Answer section, media coverage obtained and testimonials for your book. Media representatives love the media kits because it makes their job easier.

You may also want to look at trying to secure a regular newspaper or magazine column or even be a regular guest on a radio or TV show to position yourself as the expert in your industry. The more media coverage you have, the more other media outlets will invite you to give interviews and organizations will be able to locate you and book speaking engagements.

For example, we booked one of our authors on one of the biggest morning shows in Canada- Breakfast Television Toronto, and as soon as they appeared on the show, we immediately received a phone call from one of the producers at CityLine in Toronto requesting them as a guest.


3. Book Signings:

Book Signings are a great way to build exposure for you and your book as well as a chance to meet your fans or book buyers face to face and you can network too! It gives you the opportunity to be in the bookstores where your books are sold at and introduce yourself to the booksellers. They can be a vital means of promotion for your book. Ask them for feedback about your title and get to know them. Booksellers are your lifeline to sales. Be kind to them. Their whole purpose is to sell books- wouldn't you like it to be yours? Better yet, give away free copies to all the booksellers to read. If they like your book they will aid you in spreading the word about your title. The best thing you can do when you're breaking into the book business is get to know your booksellers. You won't regret it.


4. Speaking Engagements:

For an auxiliary source of income, why not present topics covered in your book to a large audience so they can see and hear you live in action? You can make a large income by giving speaking presentations and selling books at the back of the room.

When you're seeking organizations to contact, consider having a speaker's package developed. This speaker's package will include photos of you speaking, the topics covered during your presentation, what participants will learn and testimonials from others who have heard you speak at their organizations.

If you are approached by an organization, consider inquiring if they will purchase a copy of your book for all the attendees at bulk rate prices, instead of a speaker's fee. What better way to get in front of your target market then to have your book available right after you speak? Many authors also offer consulting services as part of an extension of their business and if you consider doing the same, the potential that the participants from an event that you speak at will buy from you is quite good.

With OutRight Communications you will receive guidance and expert advice on how all of these marketing tools can be utilized together to increase your book sales and get you on the right track to success as an author.

So if you follow these four things that sell books: 1. A Solid Book Marketing Plan 2. Media Interviews 3. Book Signings and, 4. Speaking Engagements, you have a good chance of being successful!

Crystal Dallner is founder of OutRight Communications. For all your publicity and marketing needs, visit us online at: www.outrightcommunications.com or call: (780) 406-8045 for a free consultation.