Ask the book doctor - self publishing - book marketing

Black Issues Book Review, March-April, 2003

Dear Dr. Rosie,

I am an author and a bookstore owner who is becoming discouraged with the book business. If many independent black bookstores are struggling and closing their doors, what is the future for black authors? I'm about to give up. Tell me what to do.

Dear author-bookstore owner:

You are looking at both sides of the business. And I think I can help you since I am an author and also a bookstore owner. One thing I think you should consider is, "How you view your world, determines how you view the world," advice that I offer in my new book Milliganisms: Motivational Quotations & How Comes. Your own world seems bleak, therefore you see the world that way.

The terrorist attack on September 11, 2001, has had a negative effect on the economy. As a result, we must rethink our strategies for doing business. We must hone our marketing strategies so that we can continue to build our businesses.

As an author, you will have to be creative and resourceful in marketing yourself and your book. Here are some things you can do:

1. Send bookmarks or postcards with your book cover on it to bookstore owners.

2. Send a letter of inquiry to book clubs asking them to consider choosing your book for discussion. Include your media kit, which should include a press release, biography, your photo, dips of any press you've received and a copy of your book.

3. Make sure you're on the Internet.

4. Become a toastmaster and join a speaker's club.

5. Showcase your book at expos, cultural fairs, literary conferences and events.

6. Advertise your book in literary publications. As a bookstore owner, I look for new books to order from magazines.

7. Read the newspaper and listen to the news for story ideas relating to your book, and submit press releases or articles to be considered for publication.

8. Seek out hosts of broadcast or Internet radio talk shows and ask to be a guest. Send the host a press kit.

9. There are local cable television programs in most cities. Seek them out. What they usually all have in common is that they need guests. You need them and they need you. (If you are in the Los Angeles area, there is a possibility you can appear on my cable show, Express Yourself Literary Cafe.)

10. Donate books to local radio stations to give away as promotional items.

11. Attend writer's conferences and learn more about how to market your book. Develop relationships with people who can help you. The bottom line is that you must be creative and try new ways of marketing.

Now let me address your concerns as a bookstore owner. I've had great success with my bookstore in the past two years. Let me share with you some of the reasons why my business has grown.

I've created an atmosphere in my bookstore of belonging to the community. I seek their input. When our customers enter the door, we immediately go up to assist them. We show them new products or new book arrivals. We also keep them abreast of current issues for topics of discussion. Clients love to share their views and ideas, especially in troubled times, and they love to be in the presence of positive people.

Never neglect customers. Provide fast, efficient service; help customers with purchases; talk to them and offer advice about available books; work the floor; and go the extra mile to provide them with the books and information they request.

It is important that you create profit centers within your store. You will find it a little difficult to sell just books. Also carry popular books by non-black authors on subjects such as self-help, psychology and finance. Add a selection of Spanish books if there's an audience for them. Find what works for you, and do it!