I’ve been publishing for several years now and had the chance to work with extremely amazing people. The stories have ranged from heartfelt successes to humorous failures. I’ve sat with million dollar earners as well as authors struggling to make a single sale. What I’ve noticed as a big difference between the two, the successful author is able to remove their ego, package it up, set it on the shelf, and shush it when necessary. I admit there is an artistry to the craft we’ve undertaken, but great art does not equate to sales and often times this ego rearing its ugly head is the author’s biggest dilemma. I’m here to drop a truth bomb, your ego, it’s got to go.
Let me amend where I’m going with this statement. This is targeted to the author looking to make a career from writing (which means making $$$.) This is not targeted to the authors who write as a passion project. However, if you hope to have your passion project seen by the world, or at least more than your family, this is very much directed toward you. I wrote for passion for many years (and still do at times) so I never want to discredit or tell an author how their journey should be directed. But herein lies the conflict, when authors, even passion project authors, want their work read by many, but refuse to see their authorship as a career. So let’s start with major mistakes.
Bookshelves are a thing of the past.
There is this romantic image of an author casually browsing a bookstore and stumbling upon their work. They may ask to sign it, the store rewards them in free lattes and by some bit of magic, throngs of fans arrive demanding story time. Let’s be frank here, this is not the case. Angela Lansbury and Castle are fictional. The romantic image of the writer is 99.9% myth. And I’m not sure about you, but I don’t build a career on the possibility of winning the lottery (which has nearly identical odds.)
Consumers are steadily growing, but they’re not growing in the bookstore sector. We can see this with the demise of Borders and the frequent profit loss reports of Barnes & Noble (which is kicking and screaming to its grave.) If you do out the math of what is selling in bookstores, you’ll find most often it’s only the .1% that is making sales worth it. I’ve met multiple authors who have gone to bookstores and set up sales channels only to find the books do not fly on the shelves like they imagined. I write superhero novels, and I thought putting them in comic shops would be a great market plan. After countless hours, I managed to get them into several stores where almost none sell. If I did the sales and divided by the time spent, I probably made about $.10 an hour.
Remove the romance of writing from your business model. Push to where the market is strongest, and for many, this is online. This goes with the determination of selling physical books in online stores. Do not ignore them by any means, but also realize an ebook sale is often easier, faster, and selling in bulk can be more profitable in the long run. Don’t let your ego get in the way of letting go of outdated mentalities.
Book signing events
This is where I admit my ego often rears its ugly head. I’m an introvert by choice, but every now and then, I want to go out and bask in the glow of my admiring fans. I set up a book signing event and expect the line down the street, where people will let me sign their chests (it’s happened!) and kiss their babies. To my amazement I’m sitting alone gabbing with employees basking in the smell of fresh books. Poor.
We all have our vices, this one is mine. The reality of the matter is, unless you’re well-known, you’re not going to have people showing up to your signings. Or if you do, it’s people who would have bought your books without needing a hand sale.Most bookstores do not have the budget to advertise more than a social media post or a sandwich sign out front. The four hours I spend at a bookstore, is time lost doing something else, like selling books or writing. When I factor in the payout at the end of my last couple author events, I probably made nearly $.25 an hour and maybe met six people, five of who just know me and want to hang out. My ego is burning money, creating anxiety, and ultimately, disappointing me. But let’s be honest, this is where my vice will probably never let up.
Libraries can be a time suck.
I am the son of a librarian. I support libraries. Librarians are some of the most underrated superheroes in the universe and should be sung about. With that being said, getting your book onto library shelves can be tedious, a waste of time if you over invest, and ultimately, not reward anything other than your ego. I have sent mailer cards to every library in the state (multiple states even.) My sales from this? Of over six hundred libraries, I sold three books. That didn’t cover the shipment or hours wasted sending release notices to librarians.
Do not discount libraries as part of your marketing plan, just make sure you’re investing a reasonable amount of time and money. My new strategy to help myself and still reach these golden bastions of information is to reach out to my newsletter and ask my fans to inquire about my book at their libraries. It takes a few minutes of my time, my fans do the leg work, the library sees interest in my title, and ultimately, I’m helping support libraries. This level of time commitment, it’s a smart business decision. Losing hundreds of dollars pushing your books onto librarians, not so much.
Industry reviews are not reader reviews.
So you’ve decided your ego needs a huge boost or a huge slam. You’re ready to go for one of those fabled, massive, professional recognized reviews. It’ll cost you an arm and a leg, and you’re hoping they like your book and give it a positive review. You’re gambling. You’re gambling your reputation and your money. Your ego has reared its ugly head and it demands that you be recognized for your hard work. But when was the last time, a reader went to read these reviews? Sure you can add it to your Amazon product description that you received the golden star of the BigCompanyReview.
Honestly, when was the last time you, as a reader paid attention to that? I go to book pages because I either like the author and buy everything they write, or I browse and look at people reviews. I don’t care what some big company said about your book, I want to know what fans, people like me, have to say about your book. I want social proof that I won’t be let down.
These big review sites, they’re for professional ego stroking. Would I like to have BigCompanyReview tell me how much they love my work? Sure. But not for the money it requires and not at the risk of a bad review. The worst part, of the people I know who have received glowing recommendations, nearly all of them agree, the reviews have not made them sales. So then why get them? The determination for peer acceptance? Or is it our ugly friend again, the ego?
Books alone are not always viable.
This is aimed at the authors looking to make writing their full-time career. It’s a hard pill to swallow. My personal dream is to live in a remote cabin, write manuscript after manuscript and roll around in my money. Truth is, my writing alone isn’t going to cut it. I’m doing well, and reaching my personal goals, but the big goal is to be a career author. I’m finding my revenue is starting to shift from writing of books and now includes audio and boxsets. It’s still my writing, but it’s not solely books.
You may find that a combination of writing and patreon is your solution. It could be speaking engagements and writing are your thing. You as an author may write books, but that is not your only marketable skill. Diversifying your revenue streams to include a little here and there will eventually add up. I’ll keep praying that I land a movie deal, but I can’t put all my chips on a long shot.
A business requires goals.
The idea that you are a writer is a glamorous life filled with Starbucks, late night inspirations, and falling in love with fictional people. It is also a job, and at times, your boss will be the biggest pain in the ass. But that boss is pushing your business toward a goal. These goals do not need to be large and mighty. Most often the best business plan has small steps. These small achievable goals push us toward the greater goal, no matter where you define success.
I’m going to give you a small exercise, and I think it’s important, so be a trooper and join me.
- Take a sheet of paper and at the top, write and finish the statement: My goal as an author is… Make it a single overarching goal. Perhaps look at it as your ten-year goal.
- Make three columns
- In the left column, take ten minutes and write down every thing you do as a writer. Include your writing habits, your marketing, your events. Literally try to write as many things as you can think that you’ve done in your author career journey. For me, it might be: attend cons, ams ads, facebook ads, writer conference X, attend author expo, manage NESW, boxset promotion, audio books….
- In the center column, this is where it gets a bit difficult. You need to write how each item in the left column achieves your greater goal. You need to be honest here. No inflating the purpose. Some of these you might not know if you haven’t done them yet. This is where you can ask people who have. Never attended a convention to sell books, ask veteran sellers, they’ll be honest about their goals. Never done a book signing event and not sure how it might achieve your goal, ask.
- Now here’s the part I find authors have the most difficulty doing. Tape that paper somewhere in your office. Each time you execute one of the items on the left column, write the result in the right column. If it does not achieve that goal in the center, kill it. If it does, then make notes. If it did something unexpected, it’s time to rewrite how it’s achieving your greater goal.
- Stick with it. You’ve just unknowingly created a business plan. It might be loose, it might be incomplete, but you’ve started. This works for authors seeking a career, hobbyist, and even the causal, “I do it for the love.”
I will bluntly say, all the above advice should be taken with a grain of salt, a lot of scrutiny, and raked over with your personal and business goals in mind. No person’s career is identical to another and there are numerous paths to be taken. But the one thing I stand by, and I urge people to conquer for the sake of sound decision-making to advance your goals, your ego.