Authors Need to Think and Act Like Entrepreneurs

Today's guest post is courtesy of Matthew Toone, an entrepreneur and author of Great Games! 175 Games & Activities for Families, Groups, & Children! Keep in mind his figures are averages for the entire publishing industry.
- Terry

Authors Need to Think and Act Like Entrepreneurs

By Matthew Toone

If you are an author, or even an aspiring author, you probably realize that less than 1% of published authors ever make more than $50,000. The vast majority of authors are unsuccessful because they fail to realize that their book is a product and that authorship is a business. Authors often fail because they believe that writing the book is their responsibility, and promoting the book is the publishers. The first step towards guaranteed failure for most authors is to simply write the book, hand the manuscript over to the publisher, and expect the publisher to make them millions.

To put it simply, authors fail because they do not think or act like entrepreneurs! There is a 'secret' that most successful entrepreneurs know and apply that is the reason for their success. This same 'secret' or formula, ironically, is the same formula needing to be applied to be successful in anything in life. Unfortunately, most authors know of and practice only the first few steps, and then they unfortunately stop (or quit) by not putting into practice the last few steps of these secrets for success. To summarize this formula and apply it to authors (although it applies to anyone and any goal), we need to break it down into 5 simple categories:

1) Desire Success

2) Believe in Themselves and their Book

3) Take Action

4) Learn from Failure

5) Persist and Never Quit

The formula seems simple, right? The reality is that there is much more that goes into it, and it is certainly more difficult than these 5 simple steps make it seem. However, most unsuccessful authors stop after step 3. Every author of course desires their book to be successful, they undoubtedly believe in their book, and they put forth the necessary effort to write the book. However, writing the book is half the battle - promoting the book to make money is much more difficult. Thus, most authors fail because they expect or depend upon others to make their book successful, when those 'others' do not have the same desire, belief in the book, and time to put in the effort required to make the book a success.

Keep in mind that best-selling books are best SELLING. That does not mean they are necessarily the best written, most informative or helpful, or even the most entertaining books. Thus, if an author's book is not making money, rather than assuming the plot, size of the market, or front cover illustration or title is the problem - perhaps the actual problem is within - reflected in a lack of the author's desire, belief, and work ethic to make the book successful. Every successful entrepreneur (and author) understands that their potential and success is determined by them alone - not the publisher, not the customers, not the economy, not even the business/book idea. They also understand that work will be required every day, overcoming fear and doubt is a constant battle, getting up after failure is essential, re-adjusting the marketing plan is necessary, not giving excuses or expecting others to make them successful is understood, and persisting until their goal is accomplished is what they are committed to doing.

So, where is the manuscript for your book? Is it collecting dust on the shelf, is it already published and in print, is it just thoughts in your mind, or perhaps you haven't even discovered yet that it is in your mind? Regardless of where it is, the reality is that it can be a success if you personally learn and implement the laws of success to achieve greatness in anything. But never forget that the success of any book is not solely found in the plot, market size, topic covered, or catchy title - it is mainly found and realized because of the desire, belief, and work ethic of the author.

Matt is the founder of http://www.awakeyourpotential.com/ - a website focused on inspiring people to achieve their goals and dreams, live up to their full potential, and learn the secrets for success in anything. As a successful entrepreneur, Matt recently accomplished one of his dreams - to write a book! His book is entitled: "Great Games! 175 Games & Activities for Families, Groups, & Children." To view the book and learn more, visit: http://www.greatgamesbook.com/.

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Overnight Success Doesn't Happen Overnight

Every now and then, I get a phone call from one of the authors I work with, and it goes something like this:

Author: "I'm really discouraged. I've been doing everything I can think of and my book just isn't taking off like I thought it would. I thought I would sell 5,000 books right away and be interviewed on radio and TV stations all over the country. I walked into 10 different bookstores today to see if they were carrying my book, and I didn't see my book in any of them. I'm just going to give up and let you take care of selling my book for me."

Me: "How long ago was your book released?"

Author: "Three months."

I'm sure you can see the problem here right away. The author is expecting to become an "overnight success." However, overnight successes are actually very rare in the publishing industry, particularly new authors who have just published their very first book.

As I have stated elsewhere on my blog, I am currently working on a marketing guide for authors called "Your Book is Your Business." The reason I chose that title is because when you become a professional writer and author, your book really is a business. It takes time to grow a business and make it a success. It also takes time to build readership and generate book sales. Neither of these things happen overnight.

When I get these phone calls, I give the authors three pieces of advice...advice I wish I would have gotten when I first entered the broadcasting business more than 20 years ago, because a lot of this is applicable.

1. It isn't going to happen overnight. When a book is first released, that is just the first step. Bookstores don't automatically know your book has been released. There were more than 500,000 books released in the US last year, and bookstores can't possibly track them all. They just can't. The marketing plan is geared toward creating demand for your book, and that takes time. Besides, there may be better places to sell your book than bookstores.

2. You have to be persistent. If you give up on your book after a few months, what then? Nobody will care about your book more than you. You wrote it. If you throw in the towel before giving your book any real chance, you'll never know how successful it could have been if you had just kept at it. Some of the authors I have been working with for four years are just now experiencing some real success with their books. What if they had given up a year ago?

3. There is always something you haven't tried. It may seem like you have tried "everything" to get your book noticed, but that probably isn't the case. I sell books for a living, and I learn new things every week. I don't mean authors should run out and spend money on classes that promise they can make your book an Amazon.com bestseller. Explore new markets and audiences for your books that you may not have considered before. If every signing you have done has been at a bookstore, try some non-bookstore venues. If you have a children's book, go where the children are: daycare centers, toy stores, schools, etc. Kids don't have credit cards, but their parents do. How else would the kids get all those video games they play? There is always a new marketing avenue an author hasn't tried. If what you have tried up to this point hasn't worked, why keep repeating the same action?

With patience, persistence and a willingness to try new things, you really can achieve new levels of success with your book.

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Interview with NYT bestselling author Suzy Spencer

1. How much help did your publisher give you in the marketing of your book?

I’ve had four books published. Of those four, I’ve had little marketing support from my publishers. Now let me clarify. When I say “marketing,” I’m referring specifically to public relations. I’m not referring to sales and distribution support. I’ve never been allowed any contact with the sales teams, though I understand some publishers encourage such. In fact, I’m friends with a sales representative for a major publishing house and she has advised me to always get to know and befriend my sales reps. When the sales reps love your books and you, they’ll fight to get your work into the stores, get you solid display space, and psych up the bookstore staff so that they recommend your book to the buying public.

Having said that, sales reps are going the way of landline telephones. Maybe landline telephones is the wrong metaphor to use since sales reps – those human beings who travel, from state to state, from bookstore to bookstore, to make face-to-face sales pitches to bookstore management – are being replaced by telemarketers. To foresee how well that is going to work, just think about how you react to telemarketers.

As for public relations support, for my first book Wasted, which became a New York Times bestseller, I believe my publisher sent out a few review copies. By that I mean I provided names and addresses of friends in the media and my publisher mailed them copies of the book and, from what I understand, a note that said here’s a book by Suzy Spencer. There was no publicity packet included. No sales pitch of what the book was about or why they would be interested in it.

With my second book, my publisher decided it was too expensive to send out review copies, so I was provided an extra box of books, which I was supposed to mail to my media contacts.

I switched publishing houses for my third and fourth books. That publisher did provide a bit of publicity support. But for the purposes of this interview, I’m going to stick to the details of marketing and publicity for Wasted, i.e. the experiences of a first time author who fluked into becoming a New York Times best-selling author.

2. Did you hire a publicist, or did you work on marketing and promotion on your own? If you hired a publicist, what types of things did they do for you?

My answer is all of the above. Initially, I did everything myself. As time passed and I was out of ideas and contacts, I hired two different publicists. Each pursued only radio shows. I believe one publicist charged per booking, meaning if she got me on a show, I paid her a fee. If she didn’t get me on a show, I paid her nothing. She got me on numerous radio shows, mostly high-wattage stations in rural areas, in daylight hours.

I believe the other publicist charged a flat fee with a minimum number of bookings guaranteed. He booked me into larger markets but in the middle of the night, AM hours. One radio host sent me a copy of that publicist’s Suzy Spencer “PR packet.” It consisted of a copy of my book and a note scribbled in black Sharpie on white paper that said Suzy Spencer is available for interview – no explanation of why the radio station might be interested in interviewing me. At least my publisher had included a neatly typed note.

I never used that publicist again. In fact, I never hired another publicist.

3. What types of marketing activities did you handle on your own?

I sent out postcards announcing the publication and availability of the book, including its ISBN number. I sent those cards to friends, acquaintances, and even strangers, though I might have a tenuous relationship to them, and often added a handwritten note. I forced my family to do the same.

I set up book signings. I sent out postcards promoting the signings – again, to friends, acquaintances, and strangers to whom I had tenuous ties. I repeatedly contacted newspapers and radio and television stations regarding the signings and begged for interviews. I brought extra books when I felt bookstores hadn’t ordered enough product for a signing. And believe me, that happened often.

I created a press kit, which included a press release, biography, headshot, and eventually press clippings. I sent those to newspapers, radio stations, TV stations, and alumni publications. I constantly monitored the media to see if there was a news event that related to my book topic. If there was, I immediately contacted radio stations explaining how my book related to the event, what I could offer their radio show, and that I was available for interviews.

I probably need to stress that even when seeking publicity for my book signings, I didn’t simply say here’s my book, I’m available for an interview. I always provided a reason as to why they should want to interview me. I provided them with a story angle. I told them why their listeners, viewers, and/or readers would be interested in what I had to say and/or how it related to their audience.

I also set up talks with writers’ organizations, book clubs, high schools, and anything else I could think of. And I ran ads in Radio-TV Interview Report, a publication monitored by radio and TV producers as they look for topics and guests for their shows.

4. Which marketing activities have been the most helpful in selling your book?

With that first book, initially, I think the postcards helped most. Current friends wanted to support me, so they bought the book. Friends from the past were curious about what I was up to, so they bought the book. I believe my friends all over the nation are the ones who pushed the book onto the New York Times bestseller list.

After that, a book review appeared and proclaimed that Wasted had been banned in the oldest town in Texas. I jumped on that. Whereas my publisher had insisted x is your sole market. I insisted that x, y, and z were my markets. I sent a press release announcing the ban, along with copies of the review, to media that targeted those y and z markets. They jumped on the story and gave me coast-to-coast publicity. I then used those stories to get more publicity.

Finally, I think the radio interviews helped. I’d check my Amazon sales ranking before an interview, during it, and afterwards, and I could see the positive results.

One note: I inundated my publisher with my press clippings, which I believe kept them excited about the book. That meant their sales reps worked harder to keep the book on store shelves rather than letting it die a natural six-week to six-month death.

5. Which marketing activities have not worked for you at all?

This is kind of a tough question because what works for one book might not work for another and what works for a first book might not be right for a fourth book. Or what works for my book might not work for someone else’s book. For example, I’ve had friends who got scores, if not more than 100, radio bookings from Radio-TV Interview Report. For me, that was a waste of money.

Though I insinuate that I was disappointed with the publicists I hired, as I mentioned before, I could track improved Amazon sales after doing a radio show they booked for me.

And while I rarely do bookstore signings anymore because I lose money on them due to the travel expense, I found them highly beneficial for the beginning of my career. They introduced me to bookstore staffers and readers who never would have looked at my book. That meant that they talked about it and recommended it. The signings also got me at least a week’s worth of great in-store display and promotion, when, normally, one or two copies of my books would have been relegated to a bottom shelf. And they allowed me to get radio, TV, and newspaper coverage that I wouldn’t have gotten otherwise. Believe me, it’s a great thing when you’re sitting in a bookstore and a TV crew comes in to interview you. Customers start flocking over in curiosity and start buying.

6. What was the biggest misconception you had before you started promoting your work?

I’m not sure I had a lot of misconceptions. I know I didn’t expect the publisher to help me much on PR. And I knew that they only give a book a few weeks to succeed before moving on to the next book. But I guess I did expect them to put out a decent press release and send review copies to more than a few outlets. After all, I spent hours filling out their marketing questionnaire, i.e. my background, marketing angles, people and media outlets I knew that might promote my book and why they might promote it, etc..

No, my biggest misconception was their myopic view that only they know what works marketing-wise. I have a Masters of Business Administration degree in marketing and I live in Middle America. So I guess I had a fantasy that they’d respect my expertise and what I know about the market in which I live. But, no, they didn’t. And they don’t. They say, we’ve been doing this for years, we know who your market is, we know what works and what doesn’t, and you don’t.

But my theory is that what may have worked 20 years ago isn’t working today. The proof of that is the decreasing sales and profits experienced by the major publishing houses. So the other half of my theory is don’t say anything when they tell you don’t know who your market is and don’t say anything when they tell you your marketing ideas are wrong. Just go implement them on your own. If you don’t succeed, at least you know you gave it your all. And if you do succeed, well, your publishing house might take all the credit, but who cares … because you’ve got a bestseller.

7. How vital is social media such as blogs, Facebook, Twitter, etc. to your marketing?

My books have all come out prior to the mass popularity of social media. However, since 2004, when I started work on my next book, which should be out in 2011, I have been prepping my marketing plan. I have a list of blogs that I want to hit up for PR. I have my own blog on writing that I’m trying to grow. And I have a smaller blog that primarily deals with the topic of my next book. Eventually, the two blogs with be integrated.

I have my Facebook account and really try to work it. I have my Twitter account, though, admittedly, I don’t “get” Twitter. I have my YouTube account and am prepping videos for it. And I have my BlogTalkRadio account, for when I need that.

Though I don’t know if Twitter and Facebook will be as important five years from now as they are today – after all, look how myspace has almost disappeared for anyone other than musicians – I do think social media is imperative to follow and utilize. For example, I have Facebook friends all over the U.S., England, Turkey or Greece (I forget which), and the Philippines. Previously, if I wanted to hit those markets, I had to be on CNN. And believe me, I find national and international TV to still be my best promoter. But those aren’t always available to first time authors. But Facebook is. In a matter of seconds, you can post a few lines there and have people all over the world reading about your book. And that’s a heck of lot cheaper than sending out postcards.

8. How vital is niche marketing to promoting your work? How do you identify and reach out to your book’s niche audiences?

I’m known as a true crime author. That’s my niche – my x target market that my first publisher insisted was my sole market. My publisher further insisted that a great book cover and great photographs inside the book is enough to market to my niche. So I left that to my publisher and worried about the y and z general markets.

My next book is not true crime, and I think my publisher sees its target market as the general public. I see it building in the niche world and expanding to the general public. As such, I used the Internet to research the leaders within that niche, contacted them, and became friends with them. They introduced me to other leaders, as well as participants, which eventually created a huge email list. I then used MySpace and now Facebook to further develop that list.

In other words, I’m networking within my niche – I meet one person who introduces me to three others, and those three others introduce me to nine others.

As I get closer to publication, I will utilize this email list to create buzz for the book and then sales.

9. Other than sales, what benefits have you experienced as the result of becoming a “bestselling” author?

It gives you credibility.

10. What advice do you have for new authors when it comes to marketing and promoting their books?

Step 1: From day one, start creating your marketing plan. That means making a list of possible PR outlets. And it means getting out there and schmoozing and making friends. The greatest thing I ever did for my career was joining and volunteering for the Writers’ League of Texas. I worked on publicity for one of their fundraisers. That gave me an introduction to people in the media. Eventually, those people gave my book PR support.

Step 2: Don’t necessarily confess this PR obsession and game plan to your agent and editor. There’s a time to mention it, and it’s not when you’re writing the book. If you do, they’ll think you’re sacrificing your writing for PR. So wait until the book is done. If they then give your ideas a dismissive wave of the hand, let ‘em … then go do your own marketing plan. They’ll appreciate it when the sales get tallied.

Step 3: When everyone tells you stop with the PR, keep going with it. You’ll extend the life of the book and wring out additional sales. Think persistence, persistence, persistence. Be persistent, persistent, persistent.

About the author:

ABC’s Primetime Live has referred to Suzy Spencer as Austin, Texas’ best-known true crime writer. She is the author of Breaking Point, the story of Andrea Yates, a Book of the Month Club, Doubleday Book Club, Literary Guild and Mystery Guild selection; Wasted, a New York Times bestseller and Violet Crown Book Award finalist; The Fortune Hunter (St. Martin's True Crime Library), which was called “riveting” and “blockbuster” by the Globe; and Wages Of Sin
.

She has appeared on Good Morning America, ABC World News, Primetime, Dateline NBC, and numerous shows on Fox News, CNN, MSNBC, Court TV, Oxygen, and the E! Channel.

Spencer holds a Masters of Professional Writing and a Masters of Business Administration, both from the University of Southern California.

Currently, she is writing a book about Americans’ alternative sex lives, which will be a lead trade paperback for Berkley Books.

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How to Deal With Rejection

Rejection. The word itself even sounds unpleasant. However, every author, at one point or another, has experienced rejection. Yes, this includes New York Times Bestselling authors. The authors of "Chicken Soup for the Soul" were rejected by scores of publishers before one finally said "yes." That series of books has sold millions of copies.

Authors are rejected when they try to find an agent, when they try to get their book published, when they are trying to obtain book signing events, when they are trying to get positive book reviews and when they are trying to obtain media exposure. For an author, rejection lurks around every corner.

Prior to working in publishing, I worked as a broadcast journalist. I was an anchor, reporter and producer for a number of radio and television stations. This meant that I had the worst job security in the world. If a station's ratings were low, if the station was purchased by a competing company, if I asked for a raise, if the boss decided I was making too much money, I was fired. I have been fired on more than one occasion (several, actually), sometimes in spectacular fashion. At one radio station which had been sold to a competitor, the general manager called the staff into the conference room and informed everyone they no longer had jobs. I was fired from another station after two weeks on the job because the manager decided he didn't like my voice after all. At another station, I took the day off work because my wife needed emergency surgery and she nearly died on the operating table. The surgery took several hours, and when I went home for the night and checked my answering machine, I heard a message informing me I no longer had a job. Now THAT'S rejection!

Although rejection hurts at the time, it comes with the territory when you work in broadcasting, and it's even more true when you decide to become an author. Merely getting a book published and printed doesn't guarantee an author anything but the fact they have a book that has been published. It doesn't guarantee that every bookstore in the country will stock it (or that any bookstore will stock it), it doesn't guarantee Oprah will have you on her show to talk about your great book, and it doesn't guarantee that book reviewers will bother to read it, or if they do, that they will like it.

So how does an author cope with rejection? Here are a few hard lessons I learned over the course of a 20-year broadcasting career:

1. It isn't personal. If a publisher doesn't agree to publish your book, or if a bookstore doesn't agree to host you for a book signing event, it is strictly business. Your book may not fit the current needs of the publisher or the bookstore.

2. Don't dwell on the negative. Yes, rejection stinks, especially if you are rejected by someone or something you really look up to. Not everyone who leaves a review at Amazon.com is going to write a glowing review of your book. The popular bookstore in town may take a pass on carrying your book. Realize that no matter what you do, you'll have your critics. Concentrate on the people who DO appreciate what you do.

3 You can't please everybody. When an author is first assigned to me, I make a point of asking them who they think is the perfect audience for their book. "My book is for everybody" is an answer I hear a lot. No book is for everybody, just like no movie is for everybody. I can't stand romantic comedies, but my wife loves them. No matter what kind of book you write, some people will like it and some won't. Comedian Bill Cosby once said "I don't know the key to success, but the key to failure is to try to please everybody." He was right.

4. Make a plan and stick to it. I can't tell you how many times I was told I would never make it in the broadcasting business. I didn't have the right education, I didn't have the right look, I didn't know the right people, etc. Still, I was determined. I worked my way from a little radio station in Mason City, Iowa to producing reports for syndicated radio programs heard nationwide. Sure, it took me 20 years, but I still did it. The lesson here is that it may take time for you to achieve your goals in your writing career. Things don't happen overnight, especially in the publishing industry. Patience and persistence are qualities every successful author has, and you will experience bumps along the way.

5. Grow a thick skin. Nobody likes rejection, but it doesn't have to defeat you, either. It has been said that God will never give you more than you can handle. There have been times I certainly felt like the opposite was true, but time puts everything in perspective. Now when I experience adversity, I consider "will this impact my life five years from now, or will nobody really care?" I haven't encountered too many obstacles that will still impact me five years into the future. I still take problems and rejection seriously, but I don't take them personally. It's just business, remember?

Keep working toward your goals, keep a positive attitude and don't listen to the naysayers. If they really had something worthwhile to say, they would have written a book about it, just like you.

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What Defines a Bestseller in Books?

Today's guest post is by Irene Watson, Managing Editor of Review The Book. - Terry

What Defines a Bestseller in Books?

By Irene Watson

Every author dreams of writing a bestselling book, but few new authors really understand what it takes to be a bestseller and just what defines a bestseller.

What it takes is selling a lot of books. How to do so is an entire topic of its own, but before figuring out how to reach the goal, authors first need to understand what the goal is. Just what does it mean to have a bestselling book-how many books do you have to sell?

Today, a bestseller is usually determined either by 1) Making the New York Times Bestseller list, 2) Having a high Amazon sales rank, or 3) Selling a large number of copies.

How does a book get on the New York Times Bestseller list? The truth of the matter is it's rather arbitrary. The New York Times has relationships with numerous bookstores that report their weekly sales to the New York Times. (Note that the New York Times' numbers do not include Internet sales, sales in department stores like Walmart, or sales in local gift shops). The books that sell the most each week in the targeted stores determine which ones make the list. If your fishing book is selling like hotcakes in Minnesota, but no bookstore there is reporting to the New York Times, your book isn't going to make the list, even if you sell more copies than the current Harry Potter of that week. Just as political polls have margins for error, so do the bestseller lists because it would be impossible to track each week every book sold everywhere in the country.

A book that never appears on the New York Times Bestseller list may well be a bestseller and outsell books on that list over time. Books that do not make a hit when they first come out can become popular through word-of-mouth and sell enough copies to achieve bestseller status even if they never appear on any bestseller lists. (Note that other lists exist such as Publishers Weekly, but the New York Times is the best known. Comparing a few different lists will show different books and different ranks, which shows no numbers are perfect representations of book sales. Accurate numbers are nearly impossible to acquire since publishers withhold sales numbers as privileged information, until generally books sell a million copies and then publishers simply print something like "Over a million copies sold" on paperback reprints).

Amazon has also become a key player in determining a bestseller because it provides a sales rank for each book listed. By getting a high sales ranking, for example, top 100, a book can also claim bestseller status. Like the New York Times, however, if a book on Amazon sells steadily but does not sell a large number within a short timeframe, its sales rank is not likely to go up as high as a book that sells ten thousand in a week. According to Brent Sampson's "Sell Your Book on Amazon" (2007) to acquire a ranking of 1-10, a book must sell over 500 copies in a day. Books that sell only one copy a week by comparison, end up in the 10,000-100,000 ranking. Many authors follow various strategies to manipulate and increase their book's Amazon rating by holding campaigns to sell as many books as possible within a week.

So just how many books do you need to sell to claim bestseller status? According to self-publishing guru, Dan Poynter, the number is 35,000. Since the popularity of a bestseller can be long or short, I think that's a fair number. A book might come out and make a huge hit and sell a million copies in a year, and then be forgotten. Other books, like the Bible, "A Tale of Two Cities" or "Pride and Prejudice" never appear on bestseller lists but they continue to sell steadily and have far outsold most books making the bestseller lists simply by their quality, word of mouth, and acceptance as great literature.

To sell 35,000 copies of your book is a big task. Studies show that 500,000 books a year are now being published. Of those, over 98% will sell less than 500 copies. If you're just starting out, shooting for 500 is a good start. After that, I would say you're moderately successful-and ready to strive for the thousands.

How important is it to claim "bestseller status"? At Wikipedia is an excellent list of all top ten bestsellers by year in the United States. Take a look at the list from 1951:

1. From Here to Eternity by James Jones


2. The Caine Mutiny by Herman Wouk


3. Moses by Sholem Asch


4. The Cardinal by Henry Morton Robinson


5. A Woman Called Fancy by Frank Yerby


6. The Cruel Sea by Nicholas Monsarrat


7. Melville Goodwin, U.S.A. by John P. Marquand


8. Return to Paradise by James A. Michener


9. The Foundling by Cardinal Spellman


10. The Wanderer by Mika Waltari

My guess is that, with the exception of maybe the first two listed, most of us have never heard of these books. So I ask again, how important is it to have a bestseller?

Your book may never make a bestseller list, but steady wins the race. Over time, you may sell more copies of your book than those books that make the bestseller lists. Authors dream of becoming famous over night, but producing a quality book is the best investment if you're looking for longevity, and longevity, in my opinion, is the best indication of success.

Irene Watson is the Managing Editor of Review The Book, where authors and reviewers meet. Her team provides reviews of recently published books that are posted on the site as well as at least ten other sites.

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