A Publisher's Conversation with Authors: The Key to More Book Sales Is Understanding Why Readers Buy Books

 


It is Tuesday. Time to tall turkey. Monday's madness is over, and Wednesday will take us over the hump, so Tuesday it is for some serious discussion with authors. Tuesday talks mean to address authors in waiting and self-published authors who would like to go a more traditional route or who would at least like to take their steps with a publisher by their side.

Today's topic addresses an issue critical for planning your book promotion/marketing activities -- understanding the reasons people buy books. Without that understanding, you are shotting at a target blindfolded. It does not matter how good your weapon is if you do not know where the target is. So, let's look at what approaches are most effective and less effective, based on recent research as to how readers make a decision to buy a book, derived from a 355-person survey by Gigi.

Personal Connections

  • The #1 reported reason why someone purchased a book is that the buyer loved the author; this would apply to subsequent books, not a first book -- there are reasons that it is difficult for first-time authors to find a publisher and to get their books recognized.
  • A related reason, but it could be for a first-time book, is that the buyer wanted to help the author (47%) -- perhaps following a seminar or presentation or because they personally knew the author. 

Word of Mouth

  • Confirmed as a more effective means of selling a book than traditional advertising.
  • Recommended by a friend was the second most common reason that someone purchased a book (48%),

  • Trending on social media was the reason given by 35%-40% of readers surveyed.

    Reviews

    • Reviews are important; good reviews are especially helpful although a single bad review is not a death knell/
    • Reviews are considered an objective source of information about a book.
    • The number of reviews is considered an objective measure of how many people are actually reading and liking the book.
    • Although readers did not report a review as prompting a purchase, most readers (82%) did read the reviews before purchasing the book. 

      Judging a book by its cover

      • An intriguing or remarkable cover positively influenced purchases.
      • Readers looked at the back cover as well as the front cover before purchasing the book.

      Sales, discounts, special promotions

      • Sales were not the leading reason for a book purchase.
      • Discounts, however, did influence 23% of readers to make a purchase they otherwise might not have made.

        Formal advertising

        • So, what about formal advertising? Display ads in magazines and newspapers? Not listed as leading persuaders. (This might be a relief to self-published authors with limited funds.)
        • So, should you?
          • Advertise your book in major journals and magazines? Yes, if you can afford to do so.
          • Pay for online advertising? Perhaps. Test the waters, and see what your return on investment is.
          • Hold a book launch? Yes, you need to start making those connections.
          • Hire a publicist? That depends
          • Enter your book in an exhibit? Yes, if it fits your niche and there is no fee or a minimal fee.
          • Enter your books in competitions? Yes, yes, when the fee is reasonable.
          • Produce and distribute press releases and e-blasts? Of course! How else can you reach thousands of people quickly and make your book widely known, especially if it is a first book?
          • Here a publicist? Perhaps. Check out these posts.

        The bottom line is that times are changing, with book sales depending more on the resource of time than the resource of money. For some, that may be good news. 

        Lesson for today's Tuesday talk: Plan your marketing with your target audience in mind. Most important, don't forget why any reader buys a book and what process the reader goes through before making a purchase decision.

         Read more posts about publishing HERE.

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         (Publishing for Smarties: How to Find a Publisher available from MSI Press LLC; discount of 25% with coupon code FF25; currently on sale for $5, but that offer will not last forever).









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