Distribution

Marketing is a three-syllable word that seems so simple, yet encompasses so much. Marketing is a multi-faceted approach to promoting a product or service.

Both traditional and unconventional marketing methods have a place in the small business world. Marketing helps small businesses focus on building their brand and identity.

There are few limitations to marketing options, and the opportunities listed here are just a few that will generally result in a decent ROI (Return On Investment) for most small businesses. That said, do not be afraid to be creative -- no one knows or understands a small business like its owner, so think outside of the box and don't be afraid to experiment.

Create strong relationships

The founding principle behind successfully selling anything is by establishing genuine and positive human connections.

Taking the time to initiate and cultivate lasting relationships with bookstore owners and buyers will dramatically increase your chances of getting your book on their shelves.

Even if initially, they feel your work is not right, by presenting yourself as a professional and credible author and self publisher – they are significantly more likely to be open to being pitched on any subsequent projects you may develop.

Even if they do say no the first time, keep the relationship open and positive. Send a short follow-up email or letter thanking them for their time regardless. It could pay dividends in the future.

Know what the bookstores want
 
Referencing to your marketing plan within the sales letter is important. It indicates your proactive and professional business approach to the sale of your book.

Bookstores will want to know what you are actively doing to promote your book.

They do not like to sit on dead inventory. If they feel confident that any books they buy from you can be promoted and sold through marketing and promotional activity directly driven by you – they are more likely to purchase.

Getting your sales letter right is vital.

Keep it at two pages maximum, and ensure it contains all the core points.

The Australian Publishing Association also has a list of book stores and distributors in  Australia that authors can contact.

Using A Distributor

The biggest advantage of using a distributor or commissioned agent to sell your book for you, is that they have the expertise and resources to do the job effectively.

The biggest drawback is that you will need to supply your book to a distributor at a high discount, as they are bearing the costs of supplying your book to bookshops (including discount to booksellers).

Also consider that if you are distributing your book yourself, you can focus all of your resources on it, whereas a distributor or agent is handling many titles at once.

You need to be confident that a distributor will do justice to your book.

Be sure to ask all the questions you need to feel confident that the distributor will promote your book as effectively as possible; ask about their publicity policy, the strength of their sales representative force, what they require in terms of discount, and their accounting procedures (that is, when you receive payment for sales of your book), and compare them with others.

You will also want to establish whether you are also able to promote and sell your book yourself, as some distributors may prefer an ‘exclusive’ arrangement.

Some distributors are known for specializing in particular types of books, and are able to market your book effectively to outlets that will have a particular interest in your book. Both the Australian Publishers Association (APA) and the Australian Booksellers Association (ABA) sell lists of Australian book distributors, which will help you, establish which distributors might be interested in selling your book.

Good luck with your publishing endeavors, and maybe some time soon we’ll see your name on the bestseller’s list!