BookLocker Online Marketing

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This article was written specifically by Booklocker.com authors. It will not run in WritersWeekly.com.

by Rickey E. Pittman

Having successful book signings in today’s market is a difficult task for the POD author, but not an impossible one. I’ve been writing hard since 1994, and I have a great deal of battle experience. Booklocker was my first publisher with my novel, Red River Fever. Though I have three books now with a traditional publisher, I continue to market my Booklocker novel (as well as my ebooks with Booklocker). I’ve learned a great deal along the way that I want to share that will help you succeed as an author.

A POD author who wants to make a living, just like authors with traditional publishers, makes money from presentations, royalties, and the most profitable method–direct sales. In this article, I want to address the role of book signings and what chains you can set up successful signings with—even with a POD book.

First of all, realize that many of the perceived advantages of a traditional publisher over Booklocker (POD) are just that—perceived. Our royalties from online sales and certainly from our direct sales are much greater than the royalties writers receive from a traditional publisher. Traditional publishers will only pay 5-10% on the wholesale price! That means that if my traditional publisher had Red River Fever, I would make only fifty cents instead of the three to five dollars I make on online or personal sales. Quite a difference.

Regarding promotion: A traditional publisher will use a cookie cutter approach to promote your work, promotion that is almost always under-funded and inadequate. The fact is, whether you choose a POD or a traditional publisher—this is an author-driven business.

There are three markets I want to bring to your attention, markets that have proven themselves to be Booklocker friendly to my book, and if you play your cards right, they can be valuable allies to you too.

The Most Important Secret of Success in These Markets

While we have windows of opportunity in these markets below, it is important that we not ruin our POD future. In this case, a paradox is at work: Have the stores order small, and they will order more! You must work hard to make sure that every signing you do in these stores is a successful one—a sell-out.

Bookstore managers at all levels want and appreciate authors who will come to their stores and sell books. Selling books is their business. Sell-outs are important because what you’re dealing with is perception. A book signing that is a sell-out will cause you to be perceived as a successful author who has a book that people want—one that will sell. If you sell out, they will order more and have you back again for another signing. You will also feel great pride when you are able to tell another store manager or anyone else that your last book signing was a sell out—you sold every book of yours in the store.

Do not hurt your future business by pressuring the manager to order too many books, i.e., more than you can sell at the signing. Remember, the store will be stuck with them and if they have too many POD books that they can’t get rid of, they will quit ordering them, and certainly won’t order your next book. The manager will resent you when their supervisor criticizes him for having stock they can’t move, but will appreciate and like you if you sell out! It is better for your business in the long run to have the manager order ten and you sell them all than to order twenty and you sell only ten.

Finally, build relationships. Keep up with the managers. Obtain written blurbs or endorsements if you can. Utilize your blog/ezine/website and network contacts for publicity of your signings.

HASTINGS BOOKSTORES

This is a perfect store for the Booklocker author to get started with. Their stores are in medium-sized markets, they have great coffee (provided free to authors who do signings there usually), and there is a great atmosphere.

You can read about the Hastings store and locate stores near you at this link:
http://www.hastingsentertainment.com/catalog/

BORDERS & WALDENBOOKS

This mall-based chain has over 1,100 stores. Responses vary from store to store. Generally, the medium-sized markets are more receptive to POD authors than the larger cities.

You can find out more about Borders & Waldenbooks and locate stores near you here:
http://www.bordersstores.com/index.jsp

Independent Stores:

This is a market you should target at every available opportunity. Having successful signings at independent stores requires creativity, determination, and problem solving abilities. If your book is family friendly, you can easily work your way into a religious bookstore. You can also work your book into museum stores, used bookstores, craft stores, some Hallmark stores, and teacher/educational stores. These places are almost always operating under a tight budget, so you must pitch small orders (if they order from Ingram, etc.) so as to not make them feel pressure. Make it easy for them to say yes to your request for a signing and to place an order.

Here are a few links that may be of help to learn about and reach independent stores.

Go here (American Booksellers Organization) to find independent stores near you:
http://www.bookweb.org/index.html

Christian Booksellers Association:
http://www.cbaonline.org/

Independent Online Booksellers Association:
http://www.cbaonline.org/

Northern California Independent Booksellers Association:
http://www.nciba.com/

Mountain and Plains Independent Booksellers Association:
http://www.mountainsplains.org/

Independent Mystery Booksellers Association:
http://www.mysterybooksellers.com/

New England Independent Booksellers Association:
http://www.newenglandbooks.org/

Go prepared with order forms in case they want to order directly from Booklocker. Your form should have the title of the book, the ISBN, and wholesale price. The Booklocker wholesale order form is here: https://secure.booklocker.com/booklocker/wholesale/order.php

The most important key to having successful signings is networking. Be sure and read my article, “Tricks of the Trade: Sell-out Signings!” (coming soon to WritersWeekly.com), for more ideas and specific guidelines. I wish you success in your work. If I can help you with advice, I will. Drop me a note at rickeyp – at – bayou.com.

Rickey E. Pittman, Grand Prize winner of the 1998 Ernest Hemingway Short Story Competition, writes fiction, plays, poetry, and non-fiction. He was added to the Louisiana Roster of Artists in 1998. Originally from Dallas, Texas, he now resides in Louisiana.