| If it's your first book, then probably not. The truth | | | | Best-selling authors such as Greg Godek suggest |
| is that becoming a bestselling "anything" takes | | | | that having a "bestselling career" is a more |
| building momentum. In other words, this means | | | | admirable aim. He advocates that a book merely |
| developing a following of people before anything is | | | | underscores a career as a speaker, consultant or |
| even formally produced. Think about high school, | | | | coach, which can earn lots more money. This |
| where the popular kids could sell flat tires and just | | | | approach works if you are writing a book as an |
| about everyone would buy them. The same holds | | | | expert on given topics, and you are reasonably |
| true for people who have long since graduated or | | | | good speaker. This will likely not be the case for |
| left high school. Popular people can sell just about | | | | those who have written autobiographies, |
| anything. This is why marketers use celebrities | | | | memoirs, romance novels, and so forth. Thus, |
| and other public figures to endorse their products. | | | | they have to write a great book and have great |
| This also brings me to another principle: selling the | | | | marketing. |
| idea comes before selling the product. In the book | | | | All authors should be involved in their marketing |
| business, you need to become popular or at least | | | | campaigns. For instance, authors can themselves |
| known by people who affect sales within the | | | | call and/or write letters to bookstores, |
| book industry. This includes book reviewers, | | | | publications, wholesalers, etc. They can set up |
| distributors, retailers, etc. | | | | their own speaking tours and media interviews. |
| So, is it possible for an average Joe to become a | | | | The more smart people involved who believe in |
| bestselling author? No, it's not impossible, but this | | | | the book the better. Here are some things |
| author had better prepare him or herself to learn | | | | authors who want bestsellers should never do |
| best-sellers' marketing tactics (PR, promotion, | | | | themselves unless they have been formally |
| packaging, etc.), including spending a good amount | | | | trained: |
| of money. Just for discussion, selling 100,000 | | | | 1. Book Cover |
| books is considered as a best-seller. Therefore, if | | | | 2. Book Editing |
| you know 10,000 people who each know at least | | | | 3. Book Layout |
| 10 people who are all willing to buy your book, | | | | 4. Press Release |
| then you may have a best-seller. If not, you'll | | | | 5. Press Kit |
| have to knock on lots of doors and kiss lots of | | | | I have worked with authors who have had great |
| babies. Kidding aside, being a bestselling author is | | | | books, but they didn't want to spend money on |
| what happens when you write a great book and | | | | marketing or thought they could do some of the |
| have great marketing. | | | | technical work themselves. I say to them what I |
| Writing a great book means hiring or typically | | | | now say to you: "You're competing with people |
| working with demonstrated professionals, not | | | | who have great books and great marketing, so |
| people who simply claim to be. If you're | | | | expect to lose." |
| self-publishing, this means hiring a professional | | | | My advice to authors who endeavor to become a |
| book editor, talented graphic artist, and a | | | | best-seller: Try to sell anywhere from 5,000 to |
| seasoned marketing or public relations specialist. | | | | 10,000 copies of your first book and keep trying |
| These three individuals will be key to mastering | | | | to double that amount as readers become more |
| the factors you can control. The factors that are | | | | acquainted with you in your subsequent books. |
| beyond your control include how well the | | | | Remember, some authors, such as John Grisham, |
| marketing works. Marketing can only influence | | | | didn't get a best-seller until after their first book. |
| buying decisions; it cannot guarantee a sale. | | | | You'll get there if you are patient and focus on |
| Effective marketing does, however, increase the | | | | making the factors that you can control, GREAT! |
| likelihood of a sale up 80 percent in some cases. | | | | |