There are several different
things you can do to help sell your book/periodical. Below are several sales
strategies that you can use for any type of book/periodical. Sound marketing
strategies work for any subject, format, or genera - fiction or non-fiction.
While Gregath has made it's name with genealogy and history, these are valid
promotional tips and ideas for any project.
When marketing a book, try to keep all of your author produced material to a
general theme concerning format. This might include choosing a paper/card
stock color, keeping the major amount of your fonts the same (many even make
sure it matches the book). You may even choose a "theme" (ready made
design - often involving graphics) from a website, word processor and/or publishing program and carry it
throughout. Like any large retailer, this "small stuff" will help build
what is called Name Brand Recognition. When they see the envelope or
postcard in the
mail, they know without even looking it's from you. If they see a flyer
they know it's about the book without reading it. Many "repeat authors"
even carry the first book design marketing format over to other projects. Some keep the exact same
design format, others change one or two elements such as color or headline font.
Marketing is promotion! To promote a book,
many things should be pointed out such as:
any good news having to do with the book
information about the book contents
info on the author (you)
information about your family (if genealogy)
information about the knowledge or geographical area (if
research tool)
book genesis/history
information on the physical form the book takes
etc.
These are all selling points. Don't overlook something that
is positive because it wasn't the main publishing focus. For instance,
archival quality (permanent paper) is a much talked about and
sought after element in reference book publishing. Even if this was not a
high priority for the author personally, it may contribute to sales - but only if it is
publicized.
Get the word out...Basic,
low cost, options
to include in your publishing plan that will let people know the book is
available include formal copyright registration, obtaining a
library of congress number, and getting an
ISBN. These are more things that are sometimes
overlooked, or even considered unnecessary in genealogy.
Paid Advertising:
If you have other suggestions, please feel free to
contact us.
Display advertising can
work to ones advantage. National
advertising is well worth the effort and cost. A one column, one inch long
display advertisement in a genealogical magazine that is circulated nationally
or internationally will usually bring a good response. Depending on your
target audience, display advertisement has been known to bring more interest
than the same information placed in the classifieds or even marketplaces.
Advertising rates are usually published in each issue and can vary greatly from
publication to publication. The same advertisement may be placed in target
newspapers and topical (genealogy, Civil War, hobby, geographically targeted,
etc.) magazines.
When the book is completed, advertisements which
state the total number of pages and an increase over the pre-publication price
should be placed in target media. Price setting is entirely up to the
writer and may be noted in later advertisements.
Some newspapers may still have “personal” columns
which are usually widely read. Sunday editions are the most popular.
They are usually sold on a “per word” basis and are more reasonable than the
display type advertising. Depending on the type of book you publish, this
can be an effective avenue.
If you have no budget restrictions - hire
professionals to cover every need.
Direct Mailing:If you have other
suggestions, please feel free to
contact us.
Sales letters (and/or
flyers,
brochures, sell sheets, tear
sheets) and postal cards can be an important part of
the advertising campaign. Tear sheets work best as part of a mailing, not the
only element. We now offer limited free tear sheets on request to aid you in marketing.
Additionally we now offer Specialty
Items (apparel, 4-color work, etc.) online ordering to aid in your marketing
plan.
Perhaps important data from some of
these persons will be included in the manuscript and they will be
a potential buyer. A mailing list may be prepared in many ways
and the writer must choose a method most efficient for his sales
campaign. Some authors prefer to hand address each
mailing. However, a proven time saving method is the use of
pre-addressed self-adhesive labels, either copied or computer
generated.
The sales letter,
flyer/brochure, or
postal
card is usually the prime source of sales for genealogical and
historical books. Several sales tools may be used in the
sales campaign. The author’s choice as to exactly
which tool(s) to use will be influenced by many things such as
postage, design expertise, any printer/publisher assistance, and
personal preference, just to name a few.
Write your sales tool
to fit your needs.
You may try several before you feel you have written and/or
designed the “perfect” one(s).
The sales postal card may have a
unique place in your sales campaign. It is the least costly
of all your sale efforts. It is also the hardest to write
because of it’s size. Write whatever it is you wish to
advertise. Then, edit down the material to the size of a
postal card.
Library and society sales require special
attention and consideration. When libraries and societies
purchase the book, it eventually becomes available to many
interested persons and may increase sales. Most libraries
and societies order with a request for two copies of the
invoice. Payment may be delayed several weeks due to
necessary processing required by most tax supported and non-taxed
organizations. If you are planning a
softbound book, check to see if your publisher can produce a few hardbound
(preferably ALA certified). Then offer this option as a "special
order" feature to libraries. Many will prefer to spend more on a
hardbound book then have to get it hardbound once it has been purchased.
You may
choose to have matching stationery - including cards, invoices, inserts,
etc. This provides you and your project(s) visibility and product recognition.
If you incorporate your project(s) into your stationery and add a card or
bookmark to all correspondence, you never know what interest you may pick up.
Branch out in your PR efforts! Case study (Carrie Cook, VP/Webmaster Gregath
Publishing): In the summer of 2007 I attended Conestoga (Oklahoma's largest SF&F
Literary convention - www.sftulsa.org).
This was my vacation. I enjoy reading science fiction and fantasy and several of
my favorite authors would be presenting. This is not considered a "professional"
event, but a fan convention. For the "gate fee" (2007 membership), they had a full writer's
workshop as well as classes on marketing, cover art, e-publishing, as well as
lots of other fun stuff. I really enjoyed the weekend, petted the wild animals
(2007 convention charity),
met authors, editors, and other publishers as well as doing the "fan thing".
After all of the positive vibes I soaked up over the weekend I came home ready
to try lots of new things, including maybe even trying writing in this fun
genera for periodicals - yes, they pay as well!
A correctly applied for and used
ISBN can lead to more sales and easier
distribution. Having an ISBN adds your book to the "Books in Print" series.
Most major online booksellers use this as their database. This is also how
most bookstores check on availability for special orders.
A newsletter specifically
geared to your project may receive a wider audience than you think. Keep
folks up to date on the preparation, share funny stories, additional material
that may not make it into the finished book, photos, documents, etc. A
current best-selling author that used to ask for SASE's and only printed the
number she needed each issue (the time period is up to you) - her fan club now
distributes for her by mail and email group. Doing this by email,
newsgroup, or email list is even less expensive.
Any travel in the pursuit of research,
family reunions or gatherings, visits from persons pertaining to
research or writing, etc. Start with any gatherings your normal
business brings you to. Examples include scheduled civic
club meetings, family and historical club meetings, reunions,
etc. Make sure that everyone knows about your upcoming book
project.
Consider putting
together a press/media kit. These can be
sent to all media outlets, as part of a proposal to book stores, to those you
are approaching for a book-related event, to bulk sale targets (such as a school
system for children's books), etc. Don't prepare a press kit and reproduce it
faithfully throughout your book promotion. If you get bad reaction to something,
drop it or update it. If you keep getting the same questions, try to address
them in future kits.
Press Kit Element Checklist (choose what works
best for your work):
Supportive Material: excerpt, table of contents,
etc.
Endorsements
Schedule of Appearances or select history
Reviews
Related Marketing Items: bookmark,
postcard, pencils, notepads, chocolates,
etc.
Folder/holder -
if more than 2-5 pieces
Search Engine Optimization (SEO) is the term used for "getting
people through the door" from search engines. You can do some of this yourself
fairly easily, but it can get in depth and can grow to taking a large chunk out
of your time resources. As search engines change and grow, SEO does as well.
Look to cover the basics:
Make sure all your web pages have META tags (title, summary,
and keywords)
Use one or more free search engine submission tools found on
the web
With a bit of research, check to see what current SEO
suggestions are for META tags and tweak the tags
If you know of a targeted search engine (or listing) that
takes address submissions (such as
www.cyndislist.com for genealogy listing), be sure to submit.
Place your address on all correspondence, PR material,
business cards, email signatures, etc.
Post your address on related bulliten boards (online or off),
egroups, blogs, etc.
Do press releases about your site launch, new material
available, etc.
After that, devote as much or as little time as you wish. The
determined visitor will find you if you've done your basics. For more in depth
work, SEO companies are willing to do this work for you.
Several methods of advertising have been
discussed here.
To recap, magazines and newspapers, paid
display and classified advertising; magazine and newspaper
coverage, non-paid newspaper personal columns, news releases,
letters to specific columns and editors; Postal Sales Tools, postal cards,
flyers/sell
sheets, tear sheets,
letters, brochures, etc., have been mentioned.
The writer must choose his advertising
campaign(s) wisely. The author must select the type of
advertising, which will net the most sales for the least amount
of expense.
A well planned sales campaign must be flexible
to the extent that if one method of advertising is not
successful, there are finances available for another method to be
attempted. If advertising placement is well selected, the
results in sales should outweigh the cost.
For more suggestions
on this subject and more, order our book: G550-$10.00
WRITING Family History Or Genealogy For Pleasure and Profit, by Gregath Company,
Inc., 2008. ISBN: 0-944619-00-2, 8˝x11",
softbound book, 126 pages, suggestions & examples of all facets of your project
for the typist and/or computer user.
Also available on disk.Note: All G prefix books 100 pages or more, this one included,
that are SB can be special ordered in Library Oversewn Hardbound version -
contact
for details. Also we suggest: Guerrilla
Marketing for Writers - 100 Weapons for Selling Your Work
When marketing a book, try to keep all of your author produced material to a
general theme concerning format. This might include choosing a paper/card
stock color, keeping the major amount of your fonts the same (many even make
sure it matches the book). You may even choose a "theme" (ready made
design - often involving graphics) from a website, word processor and/or publishing program and carry it
throughout. Like any large retailer, this "small stuff" will help build
what is called Name Brand Recognition. When they see the envelope or
postcard in the
mail, they know without even looking it's from you. If they see a flyer
they know it's about the book without reading it. Many "repeat authors"
even carry the first book design marketing format over to other projects. Some keep the exact same
design format, others change one or two elements such as color or headline font.
Display advertising can
work to ones advantage. National
advertising is well worth the effort and cost. A one column, one inch long
display advertisement in a genealogical magazine that is circulated nationally
or internationally will usually bring a good response. Depending on your
target audience, display advertisement has been known to bring more interest
than the same information placed in the classifieds or even marketplaces.
Advertising rates are usually published in each issue and can vary greatly from
publication to publication. The same advertisement may be placed in target
newspapers and topical (genealogy, Civil War, hobby, geographically targeted,
etc.) magazines. 
Sales letters (and/or
If you are planning a
softbound book, check to see if your publisher can produce a few hardbound
(preferably ALA certified). Then offer this option as a "special
order" feature to libraries. Many will prefer to spend more on a
hardbound book then have to get it hardbound once it has been purchased.
