Tom Coughlin, a native of my city who writes books set locally, was at my city library tonight giving a talk on successful self publishing.
My book is only on its first edit, and I don't know what I'll do with it -- try to get an agent to look at it, try to self publish, shelve it and write a second, better book. But I have a theory that it's better to know as much as possible about as many things as possible. Since I've started writing seriously, I've been reading all the books on writing and publishing I can get hold of, visiting author's web sites, writing web sites, picking up stray bits of info wherever I can find them.
If what I've learned never benefits me, it might help someone else, so I'll pass along a little of tonight's talk here.
First, the three things that prompt a reader to buy: a cover that is bright and catches the eye, a good title, and a reasonable cover price.
Three things that a store owner looks for: cover and price also. But also if it is set locally, the bookseller figures it'll pique the interest of natives and tourists (if it's a place that has a bit of a tourist trade).
If you're shopping your book around locally, don't just hit bookstores. Try gift shops, restaurants. If your book is the only one in the shop, it stands out. Big chains don't buy self published books as a rule, but a few of them have managers who are willing to give your book a chance. Be prepared to do a bit of traveling and promotion to get your books in as many outlets as you can within the area where your book is set.
Autograph as many of your books as you can before you bring them around to stores. Invest in a roll of stickers that say they're autographed and get those on the front of the book. Make up promotional posters featuring the book's cover and ask around in shops if you can put them up in the window.
If 6x9 paperbacks sell for $14.95 generally, try to sell yours for a little less. Don't sell for more; you're trying to get people to buy an unknown author.
Of course, you still won't make a profit unless you work hard and write the best book you can. And let people you trust and who are in the know about these things read the book and tell you honestly whether your book is good enough to make an investment of time and money worth while.
And it does take a bit of money. Print on Demand isn't as good if you're going to put them in local bookstores and shops locally. You don't get a discount for bulk. However, if you're going through a printer, you have to buy a minimum -- usually about 3300 books. Even with a discount, it adds up.
For example, my Nano book would cost me $8 a copy if I'd wanted more than the free one. Multiply that by the number you'd have to purchase if you wanted to get maybe five or six copies in several dozen local outlets. Say 48. That would be $384. But with a printer who offers a discount for bulk, that same book might cost me $2.95 apiece for 3300 copies. That's $9735.
Say you sell your book for $13.95. You'd have to sell at least 698 books to break even. You would only have to sell 27 of your POD printed book. But firstly, that's a much higher percentage of sales -- over half your POD stock as opposed to less than 1/3 of your bulk stock. Second, you'd be selling in much fewer places, making it harder to sell even that many.
And that won't happen unless you're out hustling. People aren't going to be beating down your door unless by some miracle Oprah gets hold of a copy. Even if she hates it, the curiosity factor alone would make it a success! Well, we can dream.
I haven't even touched on cover art and the cost to hire a good artist or photographer. Unless you're an artist, or know someone willing to work for a credit in the book, that's probably a few thousand dollars.
Print on Demand is probably best if you sell just through the POD's online site. At least initially, it might let you know if the book gets a good reception, if you hear back from a buyer who doesn't know you personally, just bought the book because it sounded good.
To wrap up, a very good talk, many points raised to think about. I thought Mr. Coughlin should have brought some of his books for us to purchase, but he said he just wanted to give the talk with no strings attached. I think I'll buy at least one of his books though. He was a teenager in the sixties while I was under ten. He probably has a much clearer memory of the stores and restaurants from then than I do.
Let's see... Bon Marche, Sparks. The Dutch Tearoom. I remember the murals there... MacQuades. I think I've got that spelling right.
