Marketing a Book from Birth and Beyond

By Sheyna Galyan, Yaldah Publishing

When does a publisher start marketing a book? “The moment I say yes to a book,” answers Brett Waldman of TRISTAN Publishing at the April MIPA meeting. “It has to fit our mission and our vision,” he says, “I have to adore the book, I have to believe I can sell it, and I have to believe it will touch others.”

He asks of each book, what makes it special and stand out? What can we do that is unusual?

One method is called stacking, where a book is seen multiple times by potential buyers. Getting a book out there through postcards, catalogs, email, Advance Access programs through Midwest Booksellers Association and American Booksellers Association, bookstore events, and contact before and during major events such as Book Expo America (BEA).

“What we all have to realize is that booksellers are being inundated with this stuff,” adds Ian Leask of Scarletta Press. “You have to find something fresh, something new.”

Before acquisition, Leask looks at a book and asks who is the audience? “It needs to fire you up in the beginning. Your consciousness, your instincts really need to be lined up.”

Smaller publishers understandably have smaller marketing budgets while larger publishers have larger budgets. Catalogs are better to leave out at book fairs than actual books and bookstores are not reading galleys unless they request them.

“I have a budget for galleys,” says Waldman. “Nothing sells the book like the book. It’s about being hungry, creative and tenacious. The goal of the hunger is to get publicity. It’s not free. But it’s much less than the cost of advertising, and is usually in the form of an endorsement.”

Booksellers live fast-paced, busy lives. Too busy to remember your book, so don’t expect them to do so. It’s important to contact and remind them about your book, especially if it sold well.
Waldman adds, “Being in Barnes & Noble is not ‘making it.’ You only want to be in the big box bookstores if you have a lot of momentum, because otherwise you’ll get [the books] back in returns in 90 days.”

Internet promotion is certainly a factor. Says Leask, “We have one full-time employee who, all he does is get bloggers to review our books.”

Dorothy Molstad of Molstad Marketing suggested Midwest Connections, a program through the Midwest Booksellers Association. Books must have some Midwest connection, be it setting, author, or publisher. Distribution is required and publishers must have at least 50 advance reading copies (ARCs) or published books to send to member stores. In return, the book can get high visibility in member bookstores.

Remember the independent seller, Molstad encourages. What can the author do for them? Don’t just come in with a book; come in with a program. Everyone comes in with a book. What can you do to make their job easier?

In response to a question about marketing fiction differently from non-fiction, Leask smiles. “I start thinking about marketing before acquisition. Who is going to buy it? Fiction is very difficult in this economy. You can’t be romantic about the novel; you have to be hardnosed.

“That said, the novel is the highest form of art. There is nothing like a novel; it’s the best thing in the world. Publish a novel and you’re doing something wonderful for the world.”

Provided you can sell it.