The Making of a Marketable Book
Statistics show that only 20% of books published sell more than 100 copies. The big problem is that most writers don’t ever think about marketing and selling, which is great if your reason for writing is purely literary. However, if you’re writing a book to build your business or to generate additional income, you can’t afford not to think about marketing.
Making a marketable book doesn’t mean you have to compromise the book’s integrity. Addressing marketing from the very beginning can help you create a better book. So, before you write the first word, think about the marketplace, which includes:
Readers (the people you expect to BUY and read your book). First, make sure you know who they are. Saying they’re business owners isn’t enough. Paint a clear picture, i.e. age, sex, race, geographic location, industry, revenue, professional affiliations, etc. This information will help you determine how and where to reach them. You’ll also want to identify what appeals to your target market. What style of writing are they most apt to receive? What gets their attention – hype, facts, controversy, celebrities, etc?
Competitors (successful and unsuccessful books that are similar to yours). Check out your competitors so you’ll know which books are selling; identify elements that work and use them in your book; identify missing elements that can differentiate your book from existing publications. Also note the publisher, agent and editor (you may want to contact them in the future). Thirdly, examine their marketing efforts; which tactics did they use to garner media attention and generate sales?
Agents (if you plan on seeking a traditional publisher, chances are you’ll need an agent). Do your research to identify agents that specialize in your particular genre. Contacting agents will require a query letter, book proposal (for nonfiction books). Both documents are selling tools. Your chance of getting published increases when you successfully use these tools to peak the agent’s interest. In order to do that, you must know what appeals to an agent.
Publishing Editor (if you decide to go straight to the publisher and skip the agent). Approaching publishing editors is similar to approaching agents. Most often you’ll start with a query letter; again it must be written in a way that peaks the editor’s interest. Write a boring query letter that simply states the facts or list the details of your book and it will probably end up in the garbage.
Literary Publications. Before your book hits the market, you’ll want to send a copy of your book or galley to literary publications for review. Book sellers, libraries and readers often make buying decisions based on reviews. So before your book is published, find out where to send your book for review and be sure to follow their submission guidelines.
Book Sellers (independent and chain book stores). Once the book is written and published, it must still be marketed to book sellers. Each book seller has a different needs and priorities for the books they sell. They also have different requirements for determining which books they stock. Understanding their needs and requirements improves your chance of convincing them to stock your book or set up a book signing.
A marketable book is positioned to appeal to every segment. That requires understanding what each segment wants and needs and developing a marketing pitch or hook that answers their needs.