Authors - A Publisher's Dream
Sales & Marketing Force

Many publishers are failing to utilize one of the best marketing assets within their company. Every year, midsize and large publishing houses release hundreds of new titles, but there's only so much they can do to advertise each book. Most promotional efforts consist of traditional methods, such as catalog placements, review copies, sales pitches to bookstore buyers, and three months of media publicity. As technology changes, some are embracing new outlets, such as book blogs and social networking options.

The real battle to sell books, however, is not just competing for bookstore sales. In our choice-saturated society, publishers must now compete for the customers' attention. Plus, the combination of the The Long Tail and the Power Law suggest that each new book published has a smaller potential audience than it once did. The clout of consumer choice and the Internet have segregated book readers in thousands of niche markets, which can be difficult to find and expensive to penetrate.

How can publishers overcome these challenges to keep frontlist and backlist titles selling well? The answer is to help authors build larger platforms, rather than telling them to do it and hope they figure it out. Most publishers expect authors to help market their books, and they love writers who have a large platform. But, very few publishers help authors learn how to expand their platform. They put that burden on the authors, just like many authors put the marketing burden on the publisher. It's time for the blame-shifting to end, and create a new dynamic where publishers and authors work together.

Authors as Salespeople

There's a hidden book-selling force that many publishers aren't developing. This untapped potential resides in authors who want to build their platform and market their books. More and more authors realize the important role they can play. Why do these individuals represent a publisher's book-selling dream?

 Authors are closest to the book's target audience. Publishers are two to four steps removed.

 An author's passion for their message can be highly contagious. Authors almost always make the best salespeople for their books. Audiences are drawn to those passionate about a message.

 Authors can participate in lucrative book marketing channels that aren't appropriate for publishers, such as bulk premium sales, social networking, targeted newsletters, public speaking, organizational affiliations, corporate sponsorships, etc.

For example, I recently helped an author launch a new book. One platform-building tactic we chose was creating newsletters to reach key leaders and readers. She successfully used this idea to land several speaking engagements and a regular columnist position in a major woman's magazine! Plus, the buzz she created for her book helped it go into a fifth printing in less than eight months! She also noticed sales of two backlist titles increase. When authors improve their marketing, the publisher will sell more books.

Most publishers acknowledge the value of author promotion. Joe Wickert, Executive Publisher at Wiley, says, "I feel that author platform is the single most important ingredient for a bestseller. Sure, placement and promotional activity can boost sales of just about any book. But, the sales difference between a book written by an author with a solid platform versus one with a lesser or no platform is huge."

Publishers have always coveted A-level authors who bring a large platform. But, these best-selling authors rarely make up the bulk of a publisher's roster. So, what is being done to teach first-time authors how to build a platform? What assistance is given to mid-level authors to help them grow? These lower-tiered writers are the potential A-list of tomorrow. Simply covering the basics of platform-building can help a great deal, such as how to stay in touch with readers, get more speaking engagements, generate publicity after the initial push, maximize Internet traffic, etc.

Stop Playing the Blame Game

Nearly all publishers say they expect their authors to do more marketing. Yet, few publishers offer their authors any kind of substantial assistance. They cite reasons, such as, "Authors are too lazy to market their books"…"Teaching authors marketing skills is too expensive," or "We don't have the staff or the resources to provide such training."  But, these attitudes mark a golden opportunity missed by a short-sighted publisher.

It's unfair to expect authors to do more marketing if publishers don't necessitate the need or provide any education. Most authors don't come from a business background, so they feel confused and hung out to dry. Many want to market their books better, but they don't know where to start.

Since authors write the books that generate revenue for the publisher, it seems reasonable for publishers to invest in helping author's grow their platforms. Don't ask authors to find this kind of marketing help on their own. They're sitting ducks for so-called "gurus" who prey on a naïve author's wallet. These fancy talkers are plentiful, but they lack real book marketing experience, plug get-rich-quick schemes, or push one-size-fits-all techniques. 

The publisher's best interest would be served to take ownership of the marketing education process for their authors. Use experts who have succeeded in selling books to niche markets, know how to build a platform from scratch, and understand the new trends. These specialists may be rare, but they offer a wealth of knowledge for the publisher who is willing to invest in them.

Turn Authors into Marketing Partners

The best way for authors to market their books is to get into the public eye. The publisher cannot do that for them. Authors who can hype a book and get sales will more than compensate for a book that is editorially mediocre. This doesn't mean sales should trump substance. A well-written, beneficial message always needs to be the foundation for any book.

However, imagine if a publisher had a roster full of authors who all knew how to market well. The potential sales increase for frontlist and backlist titles would be incredible! For instance, if authors helped just 100 titles sell an extra 1,500 copies each, then the publisher would make an additional $1,000,000 in sales. Who can afford to let this kind of revenue slip away?

Innovative marketing synergies could also result from authors and publishers working together. For instance, a wise publisher would require authors to create an effective marketing plan, then review what methods worked, pass those ideas to other authors, and proliferate better sales over more books.

Authors who learn to excel at marketing can help their publisher create more momentum in the marketplace. So, instead of hearing authors complain about their publisher's lack of marketing efforts, they would work in tandem to reach new levels of sales and platform growth. This sense of teamwork also fosters better author relations and a stronger sense of loyalty to the publisher. This doesn't mean that authors should take over the publisher's marketing department. Rather, the publisher should invest to train their authors how to go out into the reading world and conquer it.

Publishers who ignore the marketing potential of their authors will put themselves in a position of weakness. The marketplace is simply too competitive to succeed without utilizing every asset available.

In contrast, publishers who teach authors how to grow their platforms will create powerful opportunities to sell more books, regardless of the economic climate.

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Are you a publisher who would like to invest in your authors? Contact Rob Eagar to learn how he can grow your business by teaching your authors how to grow their platforms. Call 1-800-267-2045.