Focus on Successful Book Sales

Tips from Author Jim Durkin

"The biggest mistake writers make when they get done with a book is to think that when the book is published, their work is done," said featured speaker for the September luncheon of IWPA, author Jim Durkin. "That is, in fact, when the real work just begins!" The author of In My Dreams works full-time as an insurance fraud analyst and part-time as a political science college teacher.

Durkin shared many of the lessons he learned in the course of publishing his first novel. Among the lessons he learned are to back up computer files frequently and that there is significant competition in this arena, with more than 175,000 book titles published each year.

Regarding the business of book sales in books stores, he indicated that most books have only a 43-day shelf life; if they are on shelves with their spines out, they are not doing well, however if they face cover out, they are selling very well. According to Durkin, only one out of three books actually become financial successes in America. However, publishing a book provides a great deal of professional credibility. This particular novel, which is based on his own experiences teaching and working on a political campaign, revolves around a young Chicago south suburban man who wins the lottery and becomes the president of the United States at 29 years old.
In describing the process of writing, Durkin said he wrote the book en route home on the train over four months.

Despite popular belief, Durkin recommended registering the copyright in Washington as soon as it is done, rather than just "mailing it to yourself." It costs $30 to register the copyright, which now takes one to one and a half years to obtain. However, if there is ever a dispute, it will ensure you receive more than punitive damages, which is what would happen if you just mail it," he said.

Tips on Marketing: Book signings can be done anywhere; he urges writers to be creative. For example, he belongs to Bally's Health and Fitness. Since his book is not in competition with their mission, he is able to have a book signing at his local club. He has appeared at Mayor Daley's May Book Conference, became a principal for a day and has promoted himself at a high school reunion. "People are helpful," he said. "It's exciting when you find they will plug you."

He also suggests personally finding stores that will sell the book, adding, "I've spent more time marketing my book and discussing my writing than I spent writing it! I always carry extra copies of the book in my trunk!It's work!"

Durkin notes that speaking engagements actually bring more money in than royalties. He suggests arranging for speaking opportunities.

Chain stores each have their own acquisition policies. "Front door" approaches include offering stores the book as a local one or, a more difficult task, getting the store to feature the book nationally.

A "back door" approach he has used was attending a local author's night at Barnes & Noble, which owns the bookstore on the Illinois State University campus, his alma mater; he convinced them to allow him to be feature his book at the local author's night. In another offbeat approach, Durkin went to a White Sox game, arranged an outing and got his book's name onto the scoreboard; he now uses a photo of that on his website.

Resourceful marketer that he is, Durkin was landed a spot as a call-in guest on "The Bright Side of Life," a segment at 6 p.m. on WGN Radio (AM 720) several times a year over the past four years.

He also suggests attending book clubs. People have questions and it is a free way to get the word out that your book is in print.

The co-founder of a two year-old Writer's Marketing Group--along with Sheila Peters--Durkin described how he's made this a win-win-win situation as well for would-be authors, Barnes & Noble and himself.

As Durkin tells it, "Barnes & Noble publishes a newsletter of events about five times a year, which puts the Writers Marketing Group-about 55 members-into the public eye. In addition, the meeting is a public venue in a friendly environment for reporters to join in - so it was a win for the store, the group and the media. The format consists of 10 to 15 minutes of speeches by members followed by a guest presenter.

One of these was Ginny Richardson from GR * PR in DuPage County. Richardson was the creator of "Free Speech," a forum for those interested to speak free at local organizational meetings like the Kiwanis, Rotary and others, at no charge to be able to attain some public relations visibility. The speaker pays a $25 fee annually to Richardson and her group supplies the venues, matching speakers with group needs.

Other ideas were offering to be a guest on local radio stations, offering copies of your book for silent auction, donating book copies to the library - having them pay for additional copies after donating one or two, and creating a website. He also suggested handing out business cards touting your book, emphasizing the need to make sure the card includes the title of the book, the publishing house and the International Standard Business Number (ISBN), in addition to the writer's name for ease of finding.

On becoming published, Durkin tells of three major means of getting into print. For the traditional marketplace, using houses like Random House, Harper Collins, etc., writers need to hire agents - and to find someone who will take them on, unless the writer is a celebrity. He warns that these operations will rename the book and change the cover - offering little control to the author. He also noted that the book would probably not come out until about two years after the contract is signed.

The second option is self-publishing, where the author does it all - creator, marketer, UPS, artist, and everything from "cradle to grave. In the economies of scale," he said, "You'll make more self-publishing."

The third form of publishing is Print on Demand (POD), a hybrid technique using one of three companies that has the author pay between $400 and $2,000 to have the book published. These companies, which now comprise approximately 95 percent of the industry, are Xlibris, iUniverse and AuthorHouse.

They'll do the cover design and assist with marketing, and bring the book out within about four months, but the author still does the lion's share of sales. Durkin added, "It does help to create a marketing plan, as it will show a publisher that you have given marketing some thought and will, ultimately, help you make more money."

Durkin also suggests trying to convince someone to underwrite the cost of publishing your book; "if it loses money, they can use it as a tax write-off," he said.

The markup on books is high; retail markup is approximately 40 percent, while wholesale is about 30 percent or the cost the publishing house can sell it for on the website and still make money. Durkin contends more money is made through doing speaking engagements about the book. He warns that, at book signings, writers should not stalk the audience or stand behind their tables. "Stand in front of the table and engage those who pass. You are a guest of the store; don't overstay your welcome or you won't be asked back." Don't abuse the relationship developed with a store. Writers need to draw people in to make it a good fit with the store.

"The more you make requests, the more successful you will be," said Durkin. "Think out of the box!" The process, as he described it, is writing the story, getting published and marketing; the latter is the most difficult. "Anyone can write one book," added Durkin, who has a second book in the works, however, "writing subsequent ones is the greater challenge."

#1 - Marketing Your Book--What to Do Arrange for book signing
so Arrange for speaking engagementso Offer chain stores your booko Attend local bookstoreo Arrange to be a guest on a local radio talk showo Attend book clubs and writer's groupso Offer to speak at local organizations like Rotary, Kiwanis, etc.o Offer your book for a charity's silent auctiono Donate a copy to your local library o Distribute business cards touting your book.

#2 - Three Major Means of Getting into Print

1. Traditional big name publishing houses like Random House or Harper Collins (you need an agent)
2. Self Publishing (you do everything)
3. Print on Demand (POD) through one of three companies: Xlibris, iUniverse or AuthorHouse.

Sue Masaracchia-Roberts is a freelance writer and public relations specialist.