selling

How I sell books (Part 2) – A guest post by David McLain

Now that I’ve scared off half the readers talking about what hasn’t worked, let’s talk about what has. (See Part 1 here.)

So far nothing I’ve said has anything to do with you as a writer. I don’t know you, but if you are reading this, you’ve made it as far as finding my publisher’s blog. That’s a good thing- It means that you’ve probably figured out that self-publishing is, well, a crappy idea. Good for you. So, skipping ahead a moment, I can tell you that roughly 20 weekends a year I can be found sitting at either a booth or a table at either an art show, a steampunk convention, or a comic con, with copies of my last two books, in paperback and hardcover. This is the long, slow grind of indie book sales. People who come over to look at my book nearly always pick up the hardcover copy, admire it, and then buy the softcover, if anything. This is actually by design.

When you are working a show, you need to be able to explain your book in a sentence or two. This is called the strap line. It’s preferable if the strap line makes for a pretty good bit of dialogue, and I think it’s usually best if you keep the number buzzwords to a minimum.

Guy dressed as the tenth doctor: What’s this?

Me: That’s my book, The Traveller’s Resort and Museum.

10 Doc Guy: What’s it about?

Me: It’s the story of a Time Traveller who falls in love with three men- one from the present, one from the past, and one from the future. She misjudges them all.

I feel this compares pretty well with the line the guy at the next booth over was giving people: Okay, so strong female protagonist. Epic fantasy. Some steampunk. It’s a hero’s quest. The dwarves have lost the jewel of…. or something. I don’t remember. I don’t know how the book was written, but the pitch was surprisingly devoid of complete sentences.

coverimagettrmAt this point I have an advantage in that my book is surprisingly beautiful. It as a beautiful painting of a woman with red hair drinking tea and holding a pet triceratops on a leash on the cover. It has two dozen black and white pictures in it, and every chapter begins with a font indicating the location the chapter is set in- so if the chapter is set in the Stone Age the first two words look like carved stone. (By the way, people don’t judge books by their covers. But they do judge book covers by the pictures on them, and when they first pick up the book, all they have is the picture and the title.)

Now, if you ever been to one of these shows, you might have seen someone doing this. Most of them are going it alone, and have basically opened the one author book store. This is a good way to distribute your books to the public and attract a little attention for your work. It’s also financial suicide. So, to make this work, you’re going to need to have something else to sell along with your books. I don’t know what that is, you need to figure that out yourself. If you’re at my booth, you’re usually more likely to buy one of my wife’s embroidered bags with steampunk animals on them than my book. This is OK. The bags are the reason my wife doesn’t have another job, and that I can keep doing this. They’ve made the whole thing sustainable. Sustainability, and a good quality book is the reason I am still signing copies of my second book five years after it came out.

So, someone is holding a book of mine, they’ve looked at my beautiful cover, and they’ve heard my pitch. Maybe they’ve read the back of the book. (This is good. The back of my book is pretty funny.)

They now get that idea in their head- I can get this signed by the author. I think a lot of people picture themselves on the antiques roadshow. “I bought this copy of The Time Traveller’s Resort and Museum from David McLain in 2017 at the East Aurora Barn Art Festival, and I got both him and his wife to sign it. She did the cover.”

And then they buy it! Although I must admit, they don’t usually buy it in huge quantities. I don’t care though. My book gets out there, little by little, and I get to go to shows, and sign copies of my book, and do readings, and sometimes, just sometimes, meet a fan. A real genuine honest to goodness fan, who thinks my work is awesome and wants to read more. Not only that, but over time, the money adds up. Sales of my books are already over 7000.00 gross in the last five years. Maybe that doesn’t sound like a lot to you, but would you turn it down if someone handed it to you? I thought not. I wouldn’t either.

When I go to shows, I frequently ask other writers about the best line from their work, their ‘To be or not to be’ if you will. You know what the most common answer is? ‘I don’t know.’ Think about that. ‘I don’t know.’ I would suggest that means something- that we’re all making this up as we go. Writing isn’t easy. Even Shakespeare quit and became a landlord. Keep at it, and good luck.

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David McLain studied writing at the University of Massachusetts. He is the author of the two novels: Dragonbait, and The Life of a Thief. His stories have been published in the anthologies Metastasis, Penny Dread II, and the upcoming Doctor Who Anthology Time Shadows, as well as over two dozen magazines, including Harvard’s Dudley Review. He has been featured on NPR’s Off the Page and the History of England podcast. He lives in New York.

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