I was reading a bit about Marketing a novel and came across an article by M.J. Rose, the bestselling author of nine novels including the recent, The Reincarnationist.
A certain amount of what was said in the article could be seen as depressing. Like how little time and effort the industry puts into finding new ways to reach more readers. A lot of the time, agents and editors talk about word of mouth and how that will move your book, but they never explain how to spread it, what to do.
When over 150,000 readers were interviewed, the single most popular way they discovered a book was through a friend’s recommendation.
But if word of mouth is the end all and be all for selling books, then the system is defective. Not word of mouth, the system is defective. Because it isn’t set up to motivate word of mouth in a timely fashion. You would need to get to 30,000 readers. That takes time and money. 98% of all books get less than $2000 in marketing.
ARC’s (advanced reading copies) in general are only 30 deep. They’re given to booksellers and reviewers which is important. But, there are less independent booksellers today then ever before.
Front-of-store placement can help, but only about 15% of all books get front-of-store placement. And it’s usually for two weeks only.
This all means even if thousands of readers buy your book in week one of publication and read it right away, by the time word really starts spreading, the title will be off the front tables and shelved in the back.
How about a publisher give 10,000 readers a book from an author they want to promote 12 weeks prior to publication so buzz can build? (Are they afraid it would cannibalize sales?)
The problem no one is addressing is the pool of books has grown while the pool of booksellers and reviews has shrunk and no one is addressing this. ARC’s aren’t doing the job anymore except in a few cases.
Ultimately, it’s up to the author to create word of mouth. Website, blogs, signings, readings, print bookmarks and leave on bookstore counters to put in customers bags and so on.
Research it. Figure it out. Then do it. Word of mouth.
Daryl