Selling My Books: Rudolph Bader’s Top Tip for Book Promotion

Every Writers’ Wednesday, a successful self-published author shares his or her favourite book promotion tip here.

Rudoph Bader photographed out of doors

Swiss author Rudolph Bader

I was introduced to Swiss novelist and former professor of literature Rudolph Bader by Helen Hart at SilverWood Books, after I’d admired his intriguing book cover. I then went on to read and review his book, which I very much enjoyed, and it was a pleasure to be able to meet him in person to interview him a couple of years ago. I’m delighted that he is now able to join us on the Off The Shelf blog to share his top tip for marketing his self-published novel, The Prison of Perspective.

Debbie Young: What’s your favourite book promotion tip? It doesn’t need to be the one that sells the most books – it could be the one you enjoy most.

Rudolph Bader: Spend a Saturday in a bookstore. Prepare a small display of your book on a small table, possibly with a poster of the book cover and yourself, and a chair to sit down for your book-signing. Slowly walk around the store and approach customers politely and convincingly. Sell them your book by conviction (not coercion).

Debbie Young: How do you do it? Please give brief instructions!

Rudolph Bader: By all means be well-dressed (not over-dressed), well-rested (so you feel good about yourself) and remain polite throughout. Be relaxed and smile naturally. Approach customers with a friendly question, such as, “Excuse me, please. Do you read novels?” Show them your book, let them read a page or two and involve them in a pleasant discussion. Let them see the qualities of your book.

Avoid all cheap sales tricks, but respect your customers. Use your natural sense of humour without getting too pushy. Don’t try to persuade them once you see they’re not interested or under time-pressure, but use genuine arguments if they show a certain degree of interest. Be relaxed, and let your charisma and the real qualities of your book convince them. Like this, about fifty per cent of the customers you approach will definitely buy your book, and you can sell more than 60 books on a good Saturday.

Debbie Young: Why do you particularly enjoy this activity?

Rudolph Bader: I like talking about books, about literature, about the writing process, and I like talking to friendly people with similar interests. It gives me a sense of real achievement when customers like my book. Sometimes readers who bought my novel on a previous book-signing event come back to thank me for my book and the pleasure it has given them. Contact with my readers is the most rewarding experience indeed!

Debbie Young: Which book(s) have you used it for and when?

Full cover of The Prison of Perspective, showing back, front and spine

The cover which intrigued me to read Rudolph Bader’s book

Rudolph Bader: I have used this strategy with my novel, The Prison of Perspective (published in 2010), through 2010 and 2011.

Unfortunately, Waterstone’s Bookstores discontinued such events in mid-2011, so that was the end of that.

Silly really, but it was obviously due to complaints from customers about authors who were too pushy and pressed customers into a corner.

I only hope they will resume the old practice in time, they should vet their authors before allowing them to do book-signing events in their stores to prevent unpleasant situations for their customers. Then the scheme would work wonderfully, as indeed it did in my case. I made quite a name for myself among the branch managers throughout the South East of England.

Debbie Young: If you were doing it again for another book tomorrow, would you do it any differently?

Rudolph Bader: No, I would do it exactly the same way. It was so successful.

Debbie Young: Which part of the book promotion process do you like least?

Rudolph Bader: Heaving my books from the nearest car-park to the store. And, of course, the rare unfriendly customer.

Debbie Young: Can you name one promotional activity that you’d like to try that you haven’t tried yet – or tried but not yet perfected?

Rudolph Bader: Taking part in discussions on literature in general and on my novel in particular on the radio or on TV (after all, I used to take part in such general discussions during my time as a university professor of literature).

Debbie Young: Is there anything else you’d like to share with readers now? e.g. news of your next book or event.

Rudolph Bader: For me it is very important that the quality of my books should sell them, not my person. I passionately disagree with today’s sales strategies in the book market, where “big names” of authors are created by the PR people. For me, “bestsellers” are no proof of quality, while books by really good authors may of course become bestsellers. For me, the big question is: How can I promote my book without putting myself in the foreground too much? How can I publicise the real qualities of my books at affordable costs?

Debbie Young: Good questions, Rudolph, and I hope you’ll find some helpful answers both on this blog and in my book promotion handbook Sell Your Books!

Find out more about Rudolph Bader and The Prison of Perspective on his website: www.rudolphbader.com

FOR MORE TIPS FOR SELF-PUBLISHED & INDIE AUTHORS:

Selling My Books: Isabel Burt’s Top Tip for Book Promotion

Every Writers’ Wednesday, a successful self-published author shares his or her favourite book promotion tip here.

Headshot of Isabel Burt

The author Isabel Burt

I met Isabel Burt through our mutual friends at author services provider SilverWood Books, and it’s been my pleasure to have helped her with some aspects of her book promotion.

Like her fellow SilverWood author Edward Hancox, interviewed here last week, Isabel is focusing on bookshops for her top tip, but this time on a single branch of a chain store in Milton Keynes, where she recently held a book signing event to mark her launch. Her experience shows that contrary to popular belief, the door of the big chains is open to self-published authors with the right approach.  

Debbie Young: What’s your favourite book promotion tip? It doesn’t need to be the one that sells the most books – it could be the one you enjoy most.

Isabel Burt: As a new author, the thing I have most enjoyed so far, in terms of promotion, was my first book signing at Waterstones, in Milton Keynes. It took a level of calm persistence to persuade a store to take an entirely unknown, debut children’s fantasy novel, but I am so glad I succeeded. I thoroughly enjoyed meeting and talking with the young readers and their parents about Toxics, and other novels they are currently reading. I think I learnt more than them, on the day! My tip, therefore, would be not to ignore the valuable and enriching experience of getting out and about – it is not about profit, but of other incalculable benefits.

Debbie Young: How do you do it? Please give brief instructions!

Isabel Burt: How did I begin, with absolutely no experience? First I read your wonderful book, Sell Your Books!, and then having thrown it down, thinking I could never do any of those things, I left my writing cocoon, and began. I approached all local bookshops, either in person or by phone. It was pre-Christmas so this was a terrible time to begin, but there was no choice. I followed up by sending them further information, and then further calls or visits. Within a couple of months I had my book on the shelves at three stores, four libraries, and my first book signing!

Debbie Young: Why do you particularly enjoy this activity?

Isabel Burt: Why I choose this as my favourite, new promotional activity, is that I thoroughly enjoyed meeting and talking with the young readers and their parents about Toxics, and other novels they are currently reading. I think I learnt more than them, on the day!

Isabel signing books instore

Signing books at Waterstones, Milton Keynes

Debbie Young: Which book(s) have you used it for and when?

Isabel Burt: I chose to do book signings, for Toxics, because it is my first novel, and needs to be publicised within my local community, as well as through online social media. For the sequel, Oceans, I will not hesitate to continue building on any foundations with bookstores, as the whole booksigning event brought a feeling of resolution and reality to the experience of writing and publishing a novel.

Debbie Young: If you were doing it again for another book tomorrow, would you do it any differently?

Isabel Burt: How I might do things differently next time would be to promote the event further in advance. I only turned my attention to the first event about 10 days beforehand. I contacted my local radio station, and a local newspaper, but I see I could have made even better use of these two friendly and supportive avenues. The next store has asked for my posters as soon as possible, which surprised me, but had me realising that I should work further in advance, myself.

Debbie Young:Which part of the book promotion process do you like least?

Isabel Burt: I know I am not alone in this, but I least like having to address the demands of social media, with respect to promotion as an author. I accept this is important and invaluable, and I do enjoy making new friends in the author community during the process, but I find it hard to find discipline and direction, sometimes, in this arena, in spite of the wonderful articles that exist to help authors do so!

Cover of Toxics by Isabel Burt

Having a beautiful book cover helps persuade store managers to host book signing events

Debbie Young: Can you name one promotional activity that you’d like to try that you haven’t tried yet – or tried but not yet perfected?

Isabel Burt: I know what I would like to now try, is teaching Creative Writing. alongside continuing to write regularly. Whilst not being a strictly promotional activity, I feel sure this will still quietly enhance my promotional activities, and build a strong foundation for me as a writer.

Debbie Young:  Is there anything else you’d like to share with readers now? e.g. news of your next book or event.

Isabel Burt: Sales and promotion are so important, but the energy that keeps me going, is simply my love of writing – most particularly for young readers. My own childhood was spent with a book glued to my nose from the moment I had finally mastered the hieroglyphs on the page. It still gives me a thrill to imagine I have taken a young reader away to the land of my story, if only for a few hours! I hope to finish the sequel, Oceans, this coming winter of 2014, which continues the story of Felicity and Reuben in their primitive, mystical Old World.

I will be in Waterstones, Market Harborough, Northamptonshire, on Saturday May 24th, signing copies of TOXICS, with great pleasure!

Find out more about Isabel Burt and her writing on her website: www.isabelburt.com.

FOR MORE TIPS FOR SELF-PUBLISHED & INDIE AUTHORS:

How to Sell More Self-Published Books: Seize Handselling Opportunities

Author M C Beaton at a library event

Another happy customer: international bestseller M C Beaton handsells a book to my mum in the local library!

It’s all too easy, in this age of internet bookselling, to focus only on your online sales figures, allowing  allow handselling opportunities to pass you by. But if you look out for them, you’ll be surprised at how many of these there are.

What’s more, readers who buy from you in person may be more likely to:

  • tell their friends about their purchase
  • appreciate your book more because they’ve met you in person
  • be better ambassadors for you than readers who you’ve never met

Although handsold copies may be a tiny proportion of your total sales, they will help you build your success and your fan-base, so make the most of the opportunities to sell YOUR books!

What is Handselling, anyway?

By handselling, I mean books sold directly by the author to the purchaster at any face-to-face encounter e.g.

  • at a formal event such as a book launch or book signing
  • at a stall you’ve set up at your local literature festival or community fete
  • at just about anywhere you happen to be – on a bus, at a party, in the office, in a shop

If you think selling a book by hand sounds difficult, bear in mind the example of my dear late friend Lyn. She actually sold her house while at the hairdresser’s to a lady she’d never met before. Yes, not a book, but her HOUSE, worth hundreds of thousands of pounds. Simply by chatting to a stranger. She’d only gone in for a haircut, but she got chatting with the lady in the next chair, and the conversation turned to houses. Realising that this lady was looking for exactly the kind of house that she was trying to sell, Lyn sealed the deal. If she could handsell a house, can handselling books really be that difficult?

Finding Opportunities for Handselling Books

Handselling her books, with  a beautiful smile

Artemis Cooper, handselling her books (no extra charge for a friendly smile)

Formal events provide the most natural handselling opportunities. I’ve written before about the sales potential of a well-managed book talk:

There are many unstructured handselling opportunities, if you keep your eye open for them. Last November, when I was distributing posters for our PTA’s Christmas Fair, the proprietor of a nearby craft centre asked me what I did for a living, and I told her I was a writer. When I told her about my newly-launched handbook for authors, Sell Your Books!, I didn’t expect it to be of interest to someone in her line of business, but she revealed that she had an aunt who was writing a book. I suggested that my book would be the perfect Christmas present, especially if I signed it. Ker-ching! I fetched a copy from the car. (I also sold three copies at the PTA Christmas Fair itself.)

I  always carry at least two copies of my book in my car – one a well-thumbed display copy and the other, untouched by human hand, for selling at the cover price (and at a better margin than I earn online). I have been known to make a sale in a car park, feeling (unjustifiably!) like a dodgy trader in counterfeit watches.

Great Examples of Handsold Books

I thought I was good at opportunistic sales, but my efforts were put in the shade last week by reports from some authors I was chatting to on SilverWood Books’ excellent Facebook forum. Although this is a private forum, a benefit available only to authors who currently use the company’s assisted publishing services, I have their permission, and SilverWood’s, to share here their impressive examples of handselling.

Cover of The Assassin's Mark by David Ebsworth

Tempting the postmistress

Historical novelist David Ebsworth reports:

“Posting off my latest orders at the Post Office this morning, the nice lady behind the counter finally plucked up courage to ask me what sort of books I’m writing. Turns out she’s a historical fiction fanatic and she promptly bought my “carry around” copy of my latest novel, The Assassin’s Mark.”

When she’s finished that one, I bet he’ll sell her a copy of his previous novel, The Jacobite’s Apprentice.

Novelist Sandy Osborne is a well-known and recognised local figure due to the extensive local media coverage of her first novel, Girl Cop, launched in the local Waterstones in January. At that event, she broke the branch’s record for most books sold by an indie author, and continues to capitalise on her local following by carrying fliers wherever she goes.

“I hand people the flier and tell them with a big smile that I’ve got a copy of the book in the car if they’re interested!” she advises. “I’ve sold copies to my holiday rep and the beautician who does my eyebrow shape!”

Cover ofThe Adventures of Eric Seagull by Caz Greenham

Just what the pharmacist ordered

Caz Greenham is making great headway selling the first in her planned series of children’s books, set in the seaside resort of Brixham, Devon. Not content with securing pre-publication orders from Brixham’s hotels and tourist attractions, she is also building up a considerable following in her home town of Bristol. Offering free talks to nearby schools has provided her with obvious opportunities to handsell copies to children and parents. Less obviously, she has also sold three copies to the lady behind the counter in her local  bank!

Of course, it’s not always convenient to carry physical copies of the book around, particularly if yours is a heavy book, a large format, or only available as an e-book. In that case, carry a business card or bookmark bearing the book’s details.

Caz Greenham had this technique sussed very early on: “”I sold my first book, via Amazon, to the pharmacist at Asda. After introducing my book with chit-chat and a SilverWood bookmark, he flipped open his phone, went to the Amazon page, and hey ho – he ordered The Advenures of Eric Seagull for his little boy!”

The Etiquette of Handselling

Effective handselling really follows the same rules of etiquette as promoting your book via social media. It is NOT the done thing to shriek “Buy my book! It’s wonderful!” to everyone you meet, but to engage people in pleasant, natural conversation. If the opportunity then arises to drop your book into the discussion, do so. If the person you’re talking to makes buying signals, e.g.  asks what your book’s about or how much it costs, tell them what they want to know, without applying any pressure or showing £ or $ signs in your eyes.

Then, if you have a copy to hand, that’s the time to produce it. Allow them to hold it and to flick through it – it’s known in the trade as “puppy-dog selling“. As with puppies, once readers have picked up books, they start to bond with them and are much more likely to buy. (My salesman husband once persuaded me to adopt a kitten, against my better judgement, by passing it across for me to hold. Inevitably, the kitten came home with us.) Feel free to ask the enquirer, in a casual tone, whether they’d like to buy the copy now, and offer to sign it as an extra incentive. That could be the deal clincher that makes them buy now, rather than waiting till they’re next online or in a bookshop (where they may be distracted from your book by other matters and may forget all about their intention to purchase).

If you don’t have a copy of your book to hand, have other sales aids ready instead:

  • a bookmark with an attractive image of your book’s cover, with ISBN, price and blurb
  • your business card showing your author website and Amazon page
  • a postcard of the book’s front cover – likely to be put on the kitchen noticeboard or kept for correspondence

I’ve even been handed a promotional pen with the name and details of a book on it. This probably wasn’t a cost-effective tactic, probably costing as much as the author’s margin on the book, but hey, I’ve remembered the book’s title two years on! Giving me the branded pen was a testament not only to that author’s determination to sell his book, but also to the persuasiveness of online firms such as Vistaprint, from whom it’s very easy to order suitable promotional materials at reasonable cost. Beware, they can be addictive! Been there, got the t-shirt… literally!

If the discussion ends without a sale, don’t be downhearted – at least you’ve tried. The person you’ve been speaking to will probably still be impressed that they’ve met a real live author  and will probably tell their friends about your encounter. Even in these heady days of self-publishing, many people are in awe of anyone who’s written a book. This means your meeting will have raised your profile and got people talking about your book, making future sales more likely – and that’s still a great result!

Where’s the most unusual place in which you’ve handsold a copy of your book? Do tell!

If you found this post helpful, you might also like:

A Case Study of a Succssful Book Launch with Girl Cop author Sandy Osborne

How to Build A Great Relationship with your Local Bookshop

Why You Should Sell the Author As Well As the Book