What I’ve Learned about Selling Books
I’m going to split this into two categories:
- Selling in person
- Everything else
The “Everything else” will probably be the shorter section. It will include a little bit of info on querying, writing the summary that goes on the book, and whatever else I can think of.
I have to write this one fast tonight, folks, because I’m still heads down with a bunch of work stuff, and I don’t want to stay up until 2AM like I did last night.
Selling in person
When I’m selling person, I’m almost always at a table with more books than just the ones I wrote. I’m working the publisher’s table, and my publisher has put a substantial number of titles.
There is always the temptation to only sell my books, but that’s a trap and a mistake. For starters, my stories are not for everyone. They’re for a lot of people, but the person standing in front of me may be looking for SciFi, or epic fantasy, or poetry, or anything but urban fantasy. Some people hate urban fantasy. Trying to sell my book to that person is going to just make them frustrated, and then they’ll leave with nothing.
Then there is the matter of optics. When you come across an author at a table that is only selling their book, when they are surrounded by so many other titles, it can look narcissistic.
I think this is building to a rule. Let’s forge it.
The first rule of selling in person is making it about the customer, not you.
So, ask them what they like. Ask them if they’re looking for something in particular. Ask them what their favorite book is, and hope you know it and can match it something on the table.
Resist the urge to bend your story to fit what they’re asking for. Again, this is about getting the customer a book they’ll love. If they get something they enjoy, they are more likely to look for other books from the author or publisher. You want the publisher to stay in business, because that means the publisher can publish more of your books and continue sending you checks and statements. Selling books to a reader that makes them happy, even if it’s not your book, is good for the publisher and indirectly, you.
I have a question I’ve recently started using which flips the script and helps get customers more engaged with the conversation. I save this for the people that are struggling to describe what they like.
“If I were to visit you, and you were to recommend me a book from your library, which book would it be?”
It really is still the same question as “What is your favorite book?” but it reframes it so that they are in the position of giving me a book, rather than me trying to sell them one on the table. That reframing can be amazing, and often opens up into more interesting conversations about books in general.
One might think that the “win condition” of successfully running a table at a convention is selling the most of your book. That is a way of defining it, and my books often are the one with the most sales at the end of the convention, but that’s not what I’m setting out to do.
My “win condition” is to have the most interesting conversation with readers and writers at the table. It is a truly special day when I can talk to a writer just starting, and give them whatever it is they need to move on to the next step.
That is the convention for me, often. I’m not always on panels, and I don’t attend panels as often as I used to. Most of my time is at the table in the dealer’s room, so meeting people, talking to them about books and writing and all of the topics that fall in between, that’s my absolute jam.
This is also building into something. Not quite a rule. Maybe more of a guideline.
It’s easier to sell to people that are a fan of your work, or people in which you have a relationship. So build a relationship with the customer.
When I talk with people that come to the table, I listen as much as I can. I usually have to ask questions to prime the pump, but once they start talking, I listen and ask good follow-up questions that are pertinent to what I perceive as their interests.
I want to say something like, “You can’t force a sale,” but I don’t think that’s entirely true. It’s more like fishing, sometimes. I don’t always call out to people just walking by the table, but some events, it’s the only way to draw interest. When I call out, it’s often just a greeting. When we were at the chocolate festival in Paradise earlier this year, I went so far as to ask, “Can I tell you about this book?”
Narrowing the choice to a single book and targeting it can sometimes make the table less intimidating, and encourages the person to approach and listen to my pitch. And I have my pitch ready to go, the salient points memorized.
For all three of my books, I have elevator pitches memorized, but I try not to say them as if they’re memorized. Keep it as natural as possible, change up some of the wording from time to time, but get across the finish line. When it’s a good pitch, it can often land a sale on its own.
It’s not as easy to have elevator pitches for other people’s books, but it’s possible to have a list of interesting details about the books at hand. Things like:
“It’s ‘How to Train Your Dragon’ meets ‘Pacfic Rim.'”
“It’s about Frankenstein’s Monster, picking up right where Mary Shelley’s story ends, but it’s not Mary Shelley’s version. It’s the classic movie monster, with the flat head and the bolts in his neck, and he’s playing the part of Sherlock while Igor plays the part of Watson.”
“It’s a complete series, 2nd world SciFi, in which charlatans pretending at magic stage a coup to take over the kingdom and build up this ‘chosen one’ to take the throne, but it doesn’t go very well. Think ‘Trump term 1’ for book 1, and ‘Trump term 2’ for book 2.“
“It’s Tombstone meets Van Helsing, in a world where silver is a corruptive element, and our protagonist, infected with silver, is looking for the one gun that can put down the machine-monster that caused him to be infected in the first place.”
Unintentionally, I don’t think any of these pitches are as good as the ones I have for the books I wrote. I think that’s always going to be the case. I think the ones I can pitch the strongest are the ones I’ve read, but I haven’t read everything that’s on the table. I’m working on it, but there’s only so much time in the day.
Selling in person has become easy, for me. I don’t land every sale, but I have a good time, and I think most of the people I talk to that come by the table have a good time, too.
Selling books — Everything Else
Agents think in terms of comp titles, and they want their authors to be thinking about relevant comp titles, too, because comp titles are used for positioning. The advance is based on predictions of how well the book will sell, and those predictions are almost entirely based on comp titles.
If someone tells you that comp titles aren’t important, they may not know how traditional publishing works.
When writing your query, remember that you’re trying to tell a story about your story. And, stories should invoke an emotional response, even when it’s a story about your story. Keep that in mind, and also remember that you don’t have to include every detail. You’re going to have to leave out subplots, characters, settings… do whatever it takes to make your story about your story interesting and pertinent to the larger story. This is not always easy, but it also doesn’t have to be as hard as I usually make it out to be.
Another way to think of the query is that this is a look through the keyhole. Such a view doesn’t show everything. Make sure that the view is somewhere in the story that is interesting, and that will make the person peering through the keyhole with you want to open the door.
There are places where the “In a world” voice is appropriate, both in query writing and writing the book summary that will go on the book jacket. It will feel cheesy. Embrace the cheese. Then edit it until it doesn’t feel cheesy.
Find things that are interesting in your story and bring them to the front of the summary, but do it without spoilers and without jeopardizing the experience of reading the story. Are there robot dogs in your story? Find a way to get them on the book jacket, but only if it doesn’t give things away and ruin the reader’s day.