Help for Writers a la Ann Landers

Note: I often answer questions in caps and in bits or color so I don’t forget anything!. This letter is from a client that I published in the Q&As a la Ann Landers section of my  #SharingwithWriters newsletter.  I thought visitors and subscribers to this #SharingwithWriters blog might benefit, too, because so many of my authors are getting inaccurate information--including information on publishers--on the web!  

Hello Carolyn,

Your recent article on Bookbaby’s blog coincided with my reading an article about using both Amazon and either IngramSpark or Bookbaby.

I am glad you read this blog post! It is an excerpt from the frugal book promoter. Did it seem familiar! (-:

I am inclined to do this so that we can get our books into bookstores and libraries more easily.

First of all, when you publish with Createspace (owned by Amazon and free) they have a distribution package (free) that lets bookstores and libraries order directly from other outlets like Ingram and . . .well, you would need to ask them about others. There are quite a few and the Createspace contact number is easily found on their site. Http://createspace.com

I understand bookstores hate Amazon, understandably so, and will not carry Amazon published book because of Amazonophobia and the uncompetitive wholesale rates.

Bookstores may hate Amazon. Most retailers aren't fond of their competitors and Amazon certainly fits into that category. But as a former retailer, I can tell you that bookstores order from Baker and Taylor almost exclusively because it is cost effective to consolidate all their orders (one check, one place to return books, etc.) and because B and T accepts returns. So, if your book isn't available at B and T, you will have no better luck no matter who you go with--Bookbaby or Smashwords or anyone else. And Amazon/Createspace does use Baker and Taylor as a distribution point.

Further, I'm  thinking you should go back to the Index of The Frugal Book Promoter (I know you have it) and research my rather strongly worded bit on why I think that in most instances it is an utter waste of good marketing time for self-published authors or micro presses like yours to go after bookstores, anyway...meaning, if you are published independently (or smaller than Simon and Schuster), you won't get much attention from them. And if you should get lucky a few times, that won't last long. They will return your books per their contract with Baker and Taylor and not order again unless they sell some given percentage (a lot) of your book within a given amount of time. I think time is better spent with other marketing--almost any other marketing--to targets that match your books. (for yours, spiritual titles--that might be independent bookstores that specialize in inspirational/alternative religion books.) In that case, bookstores will probably order from Baker and Taylor no matter who printed them--Createspace, Bookbaby, Ingram or about anyone else.

So, will I go with BookBaby or IngramSpark? What are your thoughts? Since you have an “in” with Bookbaby, maybe you can sell me on them.

You are very adept at formatting and computers so I don't think this is an issue for you, but amateur self-publishers find Ingram a real uphill climb compared to Bookbaby or Createapsce/Amazon.

I would appreciate your help with this. There is so much stuff out there on the web that I don’t know who to believe.

Exactly. You just addressed one of my major worries. That is, authors getting inaccurate information. That’s why I hope authors looking for reliable information buy full books from authors who have been around the block a few times and worked with micro publishers and self publishers--or better—have done that for themselves rather than taking unvetted advice in bits and pieces from the web. I can't tell you how much misinformation I find on the web every day and hear from new clients who are . . .well, confused! And often don’t know it!

I would love to see you at the Bookbaby conference. I think it is still only $149 and you can still use my "carolyn" code and get an additional discount. No, I don't get credit. I just twisted their arm so I could get this offer for my clients. I will be presenting on Saturday, Nov. 4.   

I would be happy to spend an hour with you telling you how to get your book into bookstores and libraries the old-fashioned elbow-grease way--the way my husband recently did for his What Foreigners Need To Know About America From A To Z. He regularly researches colleges and universities to find academic personnel and departments that would find his book useful and contacts them with their personal or department e-mail addresses and, when possible, fosters relationships with the decision makers. His results have been amazing including one university that recommends his book to their Fulbright scholars.

I could also share a story about one indie author who was relatively successful selling to a chain of bookstores in the Midwest and describe her process (at least an hour a day contacting them over a period of several years!). She shouts her success far and wide, but never bothered to say this one chain was the only success she had with bookstores (selling just a couple of books per store each month and accepting returns—many damaged—in order to do that!). And the marketing time she had to give up in order to achieve it.

Your friend,

Brother Simeon

Light of the Spirit Monastery

www.ocoy.org

Light of the Spirit Press

lightofthespiritpress.com

505.281.4888

Facebook: https://www.facebook.com/light.of.spirit

Twitter: https://twitter.com/Light_of_Spirit

Linkedin: https://www.linkedin.com/company/light-of-the-spirit-press

MORE ABOUT THE BLOGGER

Howard-Johnson is the author of fiction, creative nonfiction, and poetry. She is also a marketing consultant, editor, and author of the multi award-winning HowToDoItFrugally Series of books for writers including the award-winning second editions of The Frugal Book Promoter (where she talks more about choosing and the advantages of winning contests and how to use those honors)  and The Frugal Editor. Her latest is in the series is  How to Get Great Book Reviews Frugally and Ethically. Learn more on her Amazon profile page, http://bit.ly/CarolynsAmznProfile. Great Little Last Minute Editing Tips for Writers is one of her booklets--perfect for inexpensive gift giving--and, another booklet, The Great First Impression Book Proposal helps writers who want to be traditionally published. She has three FRUGAL books for retailers including one she encourages authors to read because it will help them convince retailers to host their workshops, presentations, and signings. It is A Retailer’s Guide to Frugal In-Store Promotions: How To Increase Profits and Spit in the Eyes of Economic Downturns with Thrifty Events and Sales Techniques. In addition to this blog, she helps writers extend the exposure of their favorite reviews at TheNewBookReview.blogspot.com. She also blogs at all things editing--grammar, formatting and more--at The Frugal, Smart, and Tuned-In Editor (http://TheFrugalEditor.blogspot.com )

Book Sales: Targeting Education Sellers

I'm sharing another of the continuing Q&A a la Ann Landers feature from my #SharingwithWriters newsletter with you again. There is something satisfying about knowing I have helped an individual with a specific problem.  Subscribers are welcome to send their own question so why not subscribe. Send me an e-mail with SUBSCRIBE in the subject line to HoJoNews@aol.com.

Q&A A La Ann Landers

Getting Your Book Into Campus Libraries and More!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

QUESTION

Re university bookstores: I know that Random House had my book in their catalog targeting educational sellers. Is there more than that I can do? How would I 

1. identify them and

 2. approach them?

ANSWER

I'm going to use my husband's experience with his What Foreigners Need to Know About America from A to Z as an example because he was so successful with it. 

He put together a form letter (which he tweaks)depending on who it's going to. He goes online and finds areas on campus that could use his book. That includes 

1. Libraries

 2. International Student Programs 

3. International Student Course Teachers 

4. Campus Bookstore Buyers  

He spends about 30 minutes a day sending the letter to the correct person when possible. Sometimes that's only 1 contact. Some days, when research goes well, it's three or four.  He's had some amazing successes like having his book chosen as gifts/recommendations by the university that hosts the Fulbright Scholars in the US each summer.  There is a cost to it beyond time. He offers a free book to those influencers who show an interest, but these most often don't result in single book sales, either.  The top sale we could trace to his letters (it's sometimes easier for self-published authors to trace sales to a specific effort) was 59 copies. 

One more secret. He keeps at it. 

An alternative for you that isn't as frugal and not as effective because the contact is not personal (but a lot less time-consuming!:

 IBPA (Independent Book Publishers Association) had a catalog that they send out to libraries, a separate one to university libraries and one to reviewers.  I've used that. It can be good...or not. Depending on the title. 

Be aware, that if you find an instructor who recommends your book or uses is at class reading, the bookstore often stocks the book automatically. But not always. It doesn’t hurt to mention that your book was ordered or that Professor X showed an interest in your book in a followup letter to the buyer.  

----- Carolyn Howard-Johnson, author of This Is the Place; Harkening: A Collection of Stories Remembered; Tracings, a chapbook of poetry; and how to books for writers including the award-winning second edition of, The Frugal Book Promoter: How to get nearly free publicity on your own or by partnering with your publisher; The multi award-winning second edition of The Frugal Editor; and Great Little Last Minute Editing Tips for Writers . The Great First Impression Book Proposal is her newest booklet for writers. She has three FRUGAL books for retailers including A Retailer’s Guide to Frugal In-Store Promotions: How To Increase Profits and Spit in the Eyes of Economic Downturns with Thrifty Events and Sales Techniques. Some of her other blogs are TheNewBookReview.blogspot.com, a blog where authors can recycle their favorite reviews. She also blogs at all things editing, grammar, formatting and more at The Frugal, Smart and Tuned-In Editor .

Open Letter to B&N Pasadena

Dear Barnes and Noble in Old Town Pasadena:

I am so sorry to see your windows draped with kraft paper and only darkness beyond that. Still, I tried to share with management how they could raise their daily sales by 15% based on my combined knowledge of 30 years experience as a retailer and a decade as friend and coach for writers. I even sent your principals a copy of my book A Guide to Frugal In-Store Promotion with the chapter on how to partner with authors flagged.

And when authors brought me copies of your thoughtless refusal to partner with an author in their very own communities, I cried with them. I cried for you, too. If only you had honored the very people you need to be in business--authors. You needn’t have stocked their books. You could just have featured them in your store for a day, applauded them, and reaped the profits and good will. Your local authors are readers, too. They do talk to their neighbors. Most do have lists--some of them very long--of people in your immediate neighborhood who...yes, read.l 

Sincerely,
From someone who browsed your aisles and, yes, bought books and other things from you—but not nearly as much as if you had been supportive of the local writing community

-----
Carolyn Howard-Johnson, author of This Is the Place; Harkening: A Collection of Stories Remembered; Tracings, a chapbook of poetry; and how to books for writers including the award-winning second edition of, The Frugal Book Promoter: How to get nearly free publicity on your own or by partnering with your publisher; The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success; and Great Little Last Minute Editing Tips for Writers . The Great First Impression Book Proposal is her newest booklet for writers. She has three FRUGAL books for retailers including A Retailer’s Guide to Frugal In-Store Promotions: How To Increase Profits and Spit in the Eyes of Economic Downturns with Thrifty Events and Sales Techniques. Some of her other blogs are TheNewBookReview.blogspot.com, a blog where authors can recycle their favorite reviews. She also blogs at all things editing, grammar, formatting and more at The Frugal, Smart and Tuned-In Editor .

Will We Learn from the Demise of Borders?

The big news among publishers and authors last month was the closing of Borders bookstores. It will be missed. But the truth is, this has little if anything to do with the economy. It has to do with innovation, the cycling of an industry—in this case the publishing industry—into something new. It also has to do with the tendency for most bookstores not to adapt. In fact, the tendency of much of the industry not to adapt...or at least not recognize opportunity when it comes up and stares us in the face, nose to nose.

I bring something unique to the publishing industry. Well, if not unique then rare. I am a writer with retail experience. Three decades of it. And this is how successful small and large retailers adapt to changing times.

1. They get local. In the case of bookstores, they could featuring local writers to increase their profitability. I worked with Borders a couple times. It wasn’t easy going!
2. They partner. In the case of bookstores, they can partner with local authors, combine contact lists and promotion power to get more customers in for special events and to increase loyalty.
3. They listen to their customers. That might mean narrowing their focus to reach niche markets. Unfortunately large chains either refuse to do this pleading expense, but the successful large ones do. As an example, Walmarts buys different kinds of merchandise for stores in areas that have different interests and different needs.

The question for authors is how they can somehow make those bookstores  that remain (big ones or little ones) see that partnering with the “new” publishing world—meaning authors (regardless of how their book may be printed)--can help their bottom line.

See my comment on this article put out by Wharton’s school of business.http://knowledgetoday.wharton.upenn.edu/2011/07/bad-news-for-borders-and-for-publishing/. I’ve written about how authors and retailers of all kinds can benefit one another before.

It’s sad. It seems no one is listening.

PS: Among the HowToDoItFrugally series of books for retailers I've written is  A Retailer's Guide To Frugal In-Store Promotions: How-To Increase Profits And Spit In The Eyes Of Economic Downturns Using Thrifty Events And Sales Techniques. In it is a chapter on how retailers can benefit from partnering with authors for events. Authors, too, could learn something from it. The more we know about retailing, the easier it is for us to help retailers see the benefits of working with us.

-----
Carolyn Howard-Johnson, author of This Is the Place; Harkening: A Collection of Stories Remembered; Tracings, a chapbook of poetry; and how to books for writers including, The Frugal Book Promoter: How To Do What Your Publisher Won't; The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success; and Great Little Last Minute Editing Tips for Writers . The Great First Impression Book Proposal is her newest booklet for writers. She has three FRUGAL books for retailers including A Retailer’s Guide to Frugal In-Store Promotions: How To Increase Profits and Spit in the Eyes of Economic Downturns with Thrifty Events and Sales Techniques. Some of her other blogs are TheNewBookReview.blogspot.com, a blog where authors can recycle their favorite reviews. She also blogs at all things editing, grammar, formatting and more at The Frugal, Smart and Tuned-In Editor . If your followers at Twitter would benefit from this blog post, please use the little Green widget to let them know about this blog:

Free Bookstore Guidelines for Loving a Newsletter

If you love newsletters like my Sharing with Writers letter and some of my favorites like Penny Sansevieri’s and Joan Stewart’s, this may be sad news for you: Newsletters are losing their popularity. I attribute that to these possibilities:

1. Blogging has supplanted newsletters in many ways.
2. People are sending out fancy HTML newsletters which smack of big business and no personal care and that’s turned people off to them in general.
3. People have less time, or think they do.
4. People are so S P @ M conscious, they are overlooking educational opportunities available on the Web.

You may agree or not. Or you may think of other reasons. If so, I’d like to hear what you think.

To get the conversation started, I want to do two things today. I wanted to let you know why newsletters are still important and what you can do as a reader to utilize them better; thus you’ll find an article later on in this newsletter.

But I also want to increase my newsletter subscription numbers and hope you’ll help with that. Sure you can help! You can send a copy of Sharing with Writers to one or more author friends you think would benefit from more information on the business of writing. This only works, though, if you suggest they subscribe and tell them how to do it. It goes like this: “Carolyn will make it easy on you. Send an e-mail with SUBSCRIBE in the subject line to HoJoNews @ AOL.com and she’ll do the work for you.”

Or, if you're not already a subscriber, you can subscribe yourself using the instructions above.

I’m even going to bribe you a bit. I have a .pdf file of the things that Barnes and Noble requires for your book to be listed on its computer. Only books on that list can be ordered by a store manager--or special ordered by a store manager. So, even if you are doing most of your promotion online, you’ll still want this info so you can be sure your book is available to those who still prefer to shop in bookstores.

Yes, I’m using the honor system. You tell me you recommended this newsletter. I’ll believe you. I’ll send you the .pdf file. (-:

I'm looking forward to hearing from you.


Technorati Tags:
newsletters, newsletters for promotion, newsletters for writers, barnes and noble, barnes & noble, selling to bookstores, selling books to bookstores, book marketing, book promotion, free bookstore guidelines, carolyn howard-johnson, sharing with writers newsletter, sharing with writers blog,
Add to: | Technorati | Digg | del.icio.us | Yahoo | BlinkList | Spurl | reddit | Furl |
-----
Carolyn Howard-Johnson, author of This Is the Place; Harkening: A Collection of Stories Remembered; Tracings, a chapbook of poetry; and two how to books for writers, The Frugal Book Promoter: How To Do What Your Publisher Won't and The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success. Her FRUGAL book for retailers is A Retailer’s Guide to Frugal In-Store Promotions: How To Increase Profits and Spit in the Eyes of Economic Downturns with Thrifty Events and Sales Techniques. She is also the author of the Amazon Short, "The Great First Impression Book Proposal". Some of her other blogs are TheNewBookReview.blogspot.com, a blog where authors can recycle their favorite reviews. She also blogs at all things editing, grammar, formatting and more at The Frugal, Smart and Tuned-In Editor blog.

Make Bookstore Book Buyers Sit Up and Take Notice

Calling booksellers on the phone can be a futile effort if they have no reason to know you.

Worse, it's impossible to call every book buyer and expensive to send info on your book out to hundreds of them.

And, yes, you need some credibility. There could be some past experience with the bookstores (you were a guest on a panel perhaps?). Or you could be part of a professional organization and that is evident in the first contact you make with them.

Authors' Coalition to the rescue!

Authors' Coalition sends out a catalog under our name. But we also tie it to our booth at the LA Times/UCLA Festival of Books. That's Double Credibility!

Participating authors provide the names of the book buyers we send it to, 500 or more. That means that it many cases the bookseller will know at least one author featured in the catalog. That's another level of credibility, another reason for them to pay attention to that book and the others in the catalog.

And it gives the author a way to follow up with a phone call that will be better received. They simply ask, "Just calling to see if your received the LATimes/UCLA catalog sent by Authors Coalition. My book, Great Expectations, was featured."

Then, of course, it's a four color catalog. It comes in the mail, a rarity these days. And, did I mention that it's less expensive than going it alone?

Learn more about this and all the Authors' Coalition programs at: http://www.authorscoalitionandredenginepress.com/fair_booths.htm.

The catalog and others are designed so you don't have to be at the fair or even in LA to benefit.

After you've peeked at the AC page, e-mail me with CATALOG in the subject line. I'll help you pick and choose the programs right for you. HoJoNews@aol.com.
-----
Carolyn Howard-Johnson, author THIS IS THE PLACE; HARKENING: A COLLECTION OF STORIES REMEMBERED; TRACINGS, a chapbook of poetry; and two how to books, THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T; and THE FRUGAL EDITOR: PUT YOUR BEST BOOK FORWARD TO AVOID HUMILIATION AND ENSURE SUCCESS.
Her other blogs include TheNewBookReview.blogspot.com and AuthorsCoalition.blogspot.com, a blog that helps writers and publishers turn a ho-hum book fair booth into a sizzler.