Over the last fifteen years, I’ve worked with many people who have self-published their books. In some cases, I’ve done the page layout; in other cases, I’ve done various levels of editing, ranging from light proofreading to extensive rewrites. Once in a while, I’ve just consulted. But out of all those authors who have spent their own money to have their book published, I only know of one who has sold a lot of books.
One.
Does that mean I think you’d be nuts to self-publish a book? No, not necessarily. I just think you should have a very clear idea of what you plan to do with the skids of beautifully-printed copies you paid for.
Possibly, for example, you’re printing a very limited edition of a book that will have strictly local or family appeal – a history of your village, for example, or a genealogy. If that’s the case – and it’s a great idea, don’t get me wrong — take orders for the copies you plan to sell, print about 10%-20% more, and distribute them as planned, reserving the extra copies for unexpected orders or posterity.
But what if a limited edition isn’t your intent at all? What if your goal is to write the next bestseller? If you expect to see your book on the shelves at the big bookstore chains all over the country, you really, really need to find out where those chains get their books. (Hint: normally, they don’t buy them from self-publishers.) Your local bookstore may buy a few copies of your book to put in a “local writers” section, but you aren’t going to get rich that way.
You also need to find out where schools and libraries get their books. (Hint: I’m a librarian, and I buy most of my books through a distributor who doesn’t generally purchase books from self-publishers, either.) I usually buy one copy of books published by a local writer – but just one copy.
You may sell a few copies every time you do a book signing or a TV or radio interview, but only a few – and how many signings and interviews can you possibly do? Within a month or so, everyone in your area who wants an autographed copy will have one.
A friend tried to sell her book by doing a direct mail blitz of all the smaller, specialty bookstores within 200 miles of her home. To the best of my knowledge, she didn’t sell a single copy that way. Another client managed to get interviewed on public radio and several early morning TV shows. This resulted in a few sales, but not many.
And don’t get all excited because Amazon or one of the other online booksellers agrees to list your book. That’s only as useful as the number of people who know the book exists and have a reason to search for it.
So why is that one guy – the successful one – selling so many books? Because the focus of his business isn’t his book. He’s a professional motivational speaker and storyteller, and he sells his books at the venues where he speaks, as well as on his website. He’s never even bothered trying to sell his books in bookstores, although there are some “new and used” copies on Amazon. His book goes along with his presentations, and although it works perfectly well as a standalone product, he doesn’t focus on marketing it that way.
Will this approach work for your romance novel? Probably not. Should you self-publish your romance novel? Probably not. Not unless you want a garage full of shrink-wrapped copies – and I have a feeling you don’t. Make your novel the very best it can be – get a copy of the latest Writer’s Market and scope out agents and publishers who handle the type of work you’ve written – and keep sending your work out until it sells.