Self-Published Authors, Stop Doing This!

by Robert Paul Blumenstein
(Midlothian, VA)

Genre: Thriller

Authors choose to self-publish for a host of reasons. I think most of us have a sense of pride in our work that we don't want compromised by the big corporate publishing houses.

I remember when I was offered one of my first publishing contracts from a "traditional publisher" and the first thing to come out of the publisher's mouth was, "That title just has to go. It's ridiculous." As it turned out, that was actually a good thing to happen because it opened my eyes and forced me to re-read the contract much more closely. Guess what? They also had taken all my ancillary rights and simply stuffed them into their pocket. Luckily, the little guy on my shoulder whispered in my ear, "Just say no."

The publishing industry is metamorphosing and we are witness to exciting events. Self-published authors are finally a force in the book marketplace and the advent of POD has only sweetened the pot. Yet, I know many self-published authors have found that the buying public isn't as thrilled about our accomplishment as we thought they might be. Yeah, it's still pretty hard to sell a book, now isn't it? But keep the faith and hang in there because we're carving inroads and taking strides into the book market every day.

At the risk of sounding like a "conspiracy theory" freak, I will say, too, that the large chain book stores are doing a fairly good job of blocking our way into the market. And yes, I did say "blocking!" I had a major chain bookstore right here in our community having had agreed to place my book Snapping the String on its shelf. "Just one matter though," the manager told me. "You have to call New York and get them to approve your book before we in Midlothian, VA (Who have already said we want the book on our shelf) can put it there." Hum... sounds like another "fine print" deal; and it was.

All of the big chain bookstores have created similar "submit it in triplicate" strategies to keep us out. So, what do we do? There are many market strategies and too numerous to list every single one here. So, let me share with you one that has worked for me in my market.

Every town has what is known as Independent Book Sellers. In fact, there is an association of Independent Book Sellers and you can access their membership on the Internet. Generally, these will be the bricks and mortar folks who are most receptive to you. (Note: I say "generally" because I have some real horror stories I could share with you when I approached these so-called receptive types, yet this is not the point of this essay.) You have to find the folks who are receptive to you. In our town it's "The Book People." These folks are the most incredibly generous, supportive people in the business who absolutely live up to their name. When you enter their shop, you are literally bowled over by the extraordinary number of local authors that grace their shelves. It is people like this who are keeping the free market alive in the bricks and mortar book selling business.

Now, here's what I see happen all the time, and I was absolutely guilty of this sin when I released my first self-published book. Unless Barnes and Noble has your book on its shelf, or Borders, or any of the other big retail bookstores, STOP TELLING YOUR CUSTOMERS THAT THEY CAN BUY YOUR BOOK AT ONE OF THESE STORES!!! I know what you're doing, because I did it myself. You're thinking, "Yeah, that reader will really think I'm hot stuff because I told them they can buy my book at Barnes and Noble." Yet, in fact, when your customer walks into Barnes and Noble, they'll get the same old thing, "No, we don't carry that book, but we'll be happy to order it for you."

There goes your credibility, and isn't that what you were after in the first place? Hook up with an Independent Book Seller and send your customers to his or her shop. Your readers will be so much more impressed to leave that store with your book in their hand rather than to order it (if they bother) and go back later "when it comes in."

So, just for review, self-published authors, STOP TELLING YOUR CUSTOMERS TO GO TO BARNES AND NOBLE TO BUY YOUR BOOK! Unless, of course, by some major coup that you were able to pull off in the book marketplace, and your book is actually on the B&N shelf! Good luck with your sales and remember, keep writing.

Visit Robert Blumenstein and Snapping the String.