This is one of the most common questions I receive from authors. Before I answer, I want to bring up another common question: Why should I buy copies of my book? The reality is that these two questions are closely related.
With the “why” question, the implication–and sometimes the outright statement I get–is that authors think someone else should be trying to sell their books to bookstores (the publisher, publicist, marketing rep, or some other person). But bookstores don’t buy books the way Walmart buys Mac & Cheese or notebooks or bed sheets or TVs. When Walmart buys these things, they pay the vendor and they have them until they sell them. When bookstores buy books, they can send them back whenever they want and get full credit from the publisher. If we sold books to them and there was no one to buy them, we would be left holding a lot of books. Authors don’t get paid for books that aren’t paid for, and publishers can’t make money printing books just to put them in storage. Ultimately this is a question of demand, not supply on shelves. Demand always precedes supply in the book industry.
These days bookstores do not take any chances. They don’t need to. Bookstores carry at most 20,000 titles of the more than 20 million currently in print. On their websites, they carry closer to half of those titles. If you are a Tate Publishing author, thanks to our efforts and relationships, your book is among those they carry online, and most bookstores decide which titles to put on their shelves based on what is selling online.
So how does your book become one of those? When enough people go and buy your book online to put your book in the top 20,000 titles (roughly speaking), stores notice. They go to the distributors we work with and start ordering. How many is “enough people”? There is no way to tell, but it will need to be at least hundreds and possibly tens of thousands.
This is why you need to buy books and resell them. When you do that, you are creating a market for your book. That’s what “marketing” is, in the end: Creating a market for your book. We can do that with you, but we can’t do it for you. This is true of every product in every industry, but given the way books are sold in the 21st century, it’s even more important to grasp.
Bookstores also respond to demand generated in niche markets with target audiences, which is why it is so important to establish a platform away from bookstores. This is the lifeblood of most books, as the demand must build, word of mouth must spread, and you need to get your book in front of people that need to most. As sales in niche markets grow, the online sales can increase, and stores begin to take notice.
This is why we so strongly encourage our authors to take advantage of buying books at your deep author discount to resell them. First, that step makes your book profitable quickly, and second, when you do this, you are creating a market for your book.
Publishers that are interested in helping their authors build an audience make offers of deep discounts and free items to you to help you get this start and make your book successful in multiple markets, starting in the niche market and including bookstores as well. If you are a Tate author, we can always help you explore a variety of markets and make contacts for you in areas outside bookstores to allow you the opportunity to have events in a variety of venues to see what works best for you and your book.
If you’re not a Tate Publishing author, visit TatePublishing.com to see how to become one.