Speaking Brings Book Sales

May 15th, 2012 by Bob Burnham

I had a recent conversation with a publisher who has a gigantic warehouse where he stores the books he prints for his authors. (One author ordered 30,000 books!) We chatted for a while, and even though we have different approaches to self-publishing (I believe print-on-demand books are the easiest, cheapest and smartest way to publish), we both agreed on many points:

  • There is no need to print hundreds or thousands of books and then find a place to store them. When you publish your book with print on demand, a bookstore can look it up on their computer, and if they don’t carry it, they will order it for you. If any bookstore finds they are getting more and more orders for a certain book, they will start stocking it because it’s worthwhile having it in their bookstore for their customers.
  • Writing the book seems to be the easiest part of the publishing process for many people. I have authors who say to me, “I love writing, but I won’t do any promoting or marketing.” The bottom line is it’s essential to promote your book. No one else can do it as well as you can.
  • The absolute smartest way to succeed with your non-fiction book is to get out there and speak. Live speaking, where potential readers get to see you and meet you is the best exposure. You can also be a guest on radio shows, advertise your talks with social networking, and speak any way you can – on You Tube, on tele-seminars or on other people’s stages or online offerings.
  • The major publishers, unless you are a huge name, really aren’t doing much to help promote books, and they don’t offer much (sometimes nothing) in the way of a publicity budget. Honestly, you’ll find that no matter what, you still have to promote your own book, but the good news is that’s the best way to sell products and programs based on your book.
  • Even someone like Wayne Dyer travels and speaks and does publicity for every book he writes. Of course he’s got a name and his books have outstanding content, but publishers also know that Wayne Dyer is going to promote his books. Any publisher would jump at the chance of publishing Dyer because he’s a good promoter and an excellent speaker.

Smart authors know that print on demand and live speaking are two of the best and most economical ways of getting known, selling books and selling the products and programs that come from your book. It’s an absolute winning formula for success.

Say you want your book to look a certain way and you’re willing to pay for it. Here are some things to consider:

  • Done right, you cannot tell a print-on-demand book from a traditionally printed book. If you do pay more for embossing, you’re still making $2 to $4 on your book just like every other author (even if they’re published by a major publisher). Are these embellishments really worth it?
  • A bookstore is the worst place to sell your book. Many writers think getting into a bookstore is the key to selling their book, but unless somebody knows about you and they are heading to a bookstore specifically to purchase your book, chances are your book is not going to be noticed – fancy deluxe cover or not.
  • Many writers are still in the old mindset of having their books printed and stored. Print on demand is so much easier and smarter. Plus, with more people getting content downloaded to iPads and Kindles, you won’t need as many physical books.
  • The advantages to print on demand are that you don’t have to print and stock a huge amount of books. If you arrange print on demand properly, you stay available everywhere, in tens of thousands of online bookstore computer systems all over the world. It’s economical because your book is only printed when it’s sold. Everywhere you speak or talk about your book throughout the world, your book will be available. Any bookstore will find it on their computer and order it for your readers.
  • Remember also you’ll be on Amazon – so you won’t have to ship the book yourself.
  • When you publish through Expert Author Publishing, you can order 100 or 150 print-on-demand books when you have a speaking engagement (and the more you order, the cheaper it is per book).
  • Ultimately, even if you have a vision of your book that’s unique and beautiful and costly, you can still publish that version when you’re making more money on your book down the line.

Self-publishing can be a daunting and confusing process. Next week I’ll reveal more insider tips to help you publish your book the smart, easy and economical way.