From The Independent Publishing Magazine:
The road to writing a book is fulfilling, but it’s often so much more work than people tend to give it credit for. Even once the rounds of drafting and editing are complete, that’s not the end of the road. Rather, it’s the beginning of the sales and distribution process that actually gets your hard-wrangled book into the hands of readers.
This can be particularly challenging if you’re self-publishing. You won’t generally have the expertise or connections that large publishing houses do or the marketing resources at their disposal. Yet, we live in a world in which technology has broken down many of the traditional barriers to publishing. As such, self-publishing is now not only accessible, it can be a viable form of business.
Let’s take a moment to explore a few of the things that you need to know if you’re planning on diving into self-publishing sales and distribution. What strategies and methods can work for you? How can you best go about reaching your audience?
One of the most important things to remember when selling and distributing your book is that you shouldn’t go it alone. Yes, you may be an independent author, but attempting to take care of everything is a surefire recipe for burnout. This doesn’t mean that you need to hire a team, particularly if this is your first endeavor. However, it’s about building relationships with people who can make your publishing experience easier and more successful.
If you can make it to the big industry book fairs — BookExpo America (BEA) in the U.S., Frankfurt and London, internationally — this can be a great opportunity to start cultivating relationships with distributors. BEA in particular has also started to see more ebook distributors attending if you are targeting the digital markets. Major and independent businesses alike will either have their own booths at these events, or they’ll have representatives. Make efforts to get to know them personally. Be interested in what their goals are and how you can help. Even if these distribution representatives can’t take on your book, they may be able to provide you with advice and introductions that can help you move the process forward.
However, you should also make efforts to cultivate relationships with independent bookstores. If your book is in print, booksellers can make a huge difference in where it is featured on the shelves and whether it is recommended to readers. Reach out to stores, particularly if you plan a small tour with readings and events to promote your book. If you’re attending festivals, make inquiries with independents about stocking some copies and the potential for putting together an event at the same time. These relationships are mutually beneficial — you get your book into stores, and independent sellers can compete with the online marketplace.
Focus on Marketing
One of the challenges of selling and distributing your self-published book is making sure that people actually know it exists. This begins with increasing your online presence. Make a clean, professional-looking website that also has personal touches. This should certainly include a blog that you update regularly. Make sure that you are not just present on social media, but active. One of the mistakes too many self-published authors make is to just self-promote their books on their platforms, targeted at no one in particular. Engage with your followers on social media, make content that they actively want to consume — perhaps about the genre you write in or even the writing process itself. Reply to commenters, invite responses to your tweets, and go out of your way to join discussions with other authors in similar fields.
As an independent operation, you have the freedom to take your marketing down some more creative avenues. Merchandise can be a fun method here. Creating t-shirts and other apparel featuring your book’s characters or a witty quote can both cultivate a sense of fandom and also be talking points when people see other readers wearing them on the street. It’s a form of guerilla advertising. Selling and delivering apparel doesn’t have to be prohibitively expensive, either. If you’re printing items in bulk and shipping them yourself, you can usually save some money with prepaid postage and boxes that are provided by the shipping company. You certainly don’t want to risk paying for damaged items, either, so take the time to pack clothes securely, with the garment protected inside a polythene bag.
One of the many things you’ll learn as a self-published author is a need for agility. Without the ability to adapt to various challenges and even roles, you are unlikely to get very far. As such, you can benefit from taking the attitude that you need to diversify everything.
This should include:
● Your Income
When you’re just starting, you’re unlikely to make a livable salary from your book. As such, it’s worth taking on freelance writing work that you can perform around your publishing efforts. There are additional challenges this presents. Negotiating pay requires some research into the current markets, not to mention confidence to advocate for yourself. You also need to devote time toward outreach to ensure you have enough work, and administrative tasks like invoicing. However, this is largely a matter of good organization, and this can diversify your income in a way that allows you to keep prioritizing your book.
● Your Distribution Methods
When you don’t have resources, you’ll need to be more agile about how you get your book out there. You may have to make regional deals with smaller distribution companies, rather than conglomerates that also take care of overseas territories. You might also have to take care of ebook publishing on each platform. If you can’t sign an exclusive deal with a provider, this means you need to capture your ebook readers wherever they can find you.
Link to the rest at The Independent Publishing Magazine
For quite a while, PG has operated under the belief that the ebook royalty rates Amazon pays for indie authors who are exclusive with Zon outweigh the extra money indie authors can make by going wide (remembering that every distributor has its own royalty structure).
In other words, a given indie author could make more money from ebooks (the large majority of the money indie authors make are from ebooks) by exploiting the higher rate Amazon pays than using other reputable ebook distributors (Draft2Digital is the one PG hears/reads the most about.)
As PG was reading the OP, he wondered if his belief was still correct or if something has changed with ebook purchasers, ebook distributors, etc., that make going wide a more profitable approach.
PG is happy to hear opinions and would be particularly interested in seeing blog posts and stories from successful indie authors that compare the costs and returns of going wide vs. Amazon.
PG also admits that he is a bit cautious with articles on independent websites focused on information for indie authors like the OP because he’s concerned they may have affiliate income or advertising deals with other ebook distributors that they don’t have with Amazon.
But PG could be wrong about that in more than one case.