Self-publishing – know your market and have a plan.

The reason books sell has little to do with content quality. At least initially. Just like any other product on the retail market, books sell because readers know about them.

Some books have the advantage of author platform, or industry applicability, and can hit strong out of the gate. The more nebulous quality of fiction can result in a slower start, but a much longer shelf-life.

The point is this, know your market and leverage your resources to meet those potential readers. Outline a marketing plan with your self-publisher that takes advantage of internet marketing and retail resources like Amazon who has pre-qualified readers based on profiles and virtual book pairings.

Work smarter. Work harder. Become a successful self-published author.


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Self-publishing Driven Book Selling

Self-publishing has seen some solid press over the past couple of weeks.

Once predominately considered vanity publishing, self-publishing 1.0 generally meant books were, produced, printed, and then sold to authors to sit in their garages or basements.

But with new information technology, distribution methods, and integrated marketing support self-publishing is rapidly finding its place in the industry with even newly pressed self-publishing authors finding write-ups in the New York Times.

Readers and consumers, publishers, and retailers are adapting. Now even brick and mortar bookstores are changing the way the see self-published books as a value to their customers. From our friends at Self-publishing Review came this cool new program at the legendary Boulder Book Store:

At the 20,000-square-foot Boulder Bookstore in Boulder Colorado, Arsen Kashkashian said self-published books are “definitely a growth market for us.” After getting “inundated” with local authors looking to sell their self-published books, the bookstore instituted a policy and fee structure loosely modeled on publishers’ co-op policies. Self-published books are taken on consignment, and authors are charged a basic one-time stocking fee of $25. The fee goes up from there for a book’s newsletter placement, website promotion, etc. There is also a fee for participation at events, which usually feature several authors who divide the cost. As long as the book looks professionally bound, Boulder Bookstore will accept it on consignment. By the end of the year, Boulder will stock about 100 self-published titles on its shelves.

Regardless of where you may be in the writing and publishing process, self-publishing is barreling ahead full steam. Research, know your options, and become as successful published author as you can be.


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Self-Publishing – A Growing Industry

Did you know that over 40% of all book sales in the United States last year took place online, through e-retailers like Amazon.com and BarnesAndNoble.com? More and more people are becoming comfortable with (and even accustomed to) shopping online. What’s more, consumers are more likely to purchase lesser-known and self-published books, according to Inc. Magazine.

What does this mean for the self-published author? With the convenience of on demand-printing and full-service self-publishing options: Good things. Selling books online is more cost-effective than selling through a typical bookstore, and that means more money in your pocket. Again, make sure your publisher lets you set your own retail price, royalty, and discount to take maximum advantage of shifting consumer trends.

Just something to keep in mind as you write and investigate the publishing options best in-line with your goals.

Have fun and keep writing!

Karl Schroeder


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Pricing Advantages in Self-publishing

Last week we discussed book pricing among the biggest advantages in self-publishing.  Book pricing can actually be more complicated that it would appear on the outset, and worth discussing in a bit more length.  Let’s start with trade discount.

The “trade discount” is the percentage of your retail price that you offer to the publishing trade for distributing your book to retailers. The “publishing trade” consists of wholesalers, distributors, and retailers—not your publisher. Everyone involved with your book after the publisher all the way to the reader falls into the “publishing trade” circle, and they all take a piece of the trade discount.

Obviously, the larger the trade discount, the more money there is to split up among the parties involved. Standard trade discounts range from 50% – 70%.

Most publishing companies do not offer any information about their trade discounting policies up-front, nor do they give the author any say in the matter.

Look for a publisher that offers authors the flexibility of setting your trade discount from 0% – 55%. A 55% trade discount will result in an industry standard 40% retail margin, which is what a typical book retailer seeks when considering whether or not to order a book. So in addition to availability on Amazon.com, Barnes & Noble’s website, Borders.com, and the many other sales channels—your book can have the retail margin that bookstores and chains are looking for.

 

Cheers!

 

Karl Schroeder

4 Myths about Book Publishing Today

There is a lot of confusion, controversy, and questions surrounding the terms self-publishing, vanity press, print-on-demand, etc. As you decide the best publishing path for you, let’s clarify some misconceptions some may have propagated.

1. MYTH: Whoever owns the ISBN owns the rights.
FACT: This used to be true. Nowadays, it is no longer true. Good self-publishing options assign the ISBN for the authors’ convenience, but still allow authors to keep 100% of the rights to their books. Be sure to check the contract.

2. MYTH: Independent self-publishing is different from publishing with an established organization because that publisher owns the ISBN.
FACT: It is true that the ISBN identifies the publisher of record. With reputable options, authors can supply their own ISBN as an option. Of course, if an author prefers the publisher to assign an ISBN for them, that should be an option too. And that’s what self-publishing is about – author choice and author control.

3. MYTH: New York publishers promote and market all their books.
FACT: New York publishers usually devote the lion’s share of their marketing budget to the top 1% (Harry Potter, for example) of the books they publish. The other books published during that season are victims of the sliced marketing budget. The majority of traditionally published authors are referred to as “mid-listeres” and don’t get much support from their publisher at all.

4.MYTH: Printing a book with an off-set printer is the same as self-publishing it.
FACT: Printing a book is one facet of publication. Before a book can be printed, it needs to be designed. Then it needs to be printed. Then it needs wholesale distribution through Ingram and availability online with retailers like Amazon and Barnes & Noble. Then it needs fulfillment of orders and invoicing.

Printing a book with an offset printer accomplishes one of those steps. Publishing a book with a leading self-publishing option accomplishes all of them. Almost anyone can “print” a book, but what about all the other stuff that is required?


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