| Pre-selling books is a great marketing strategy to | | | | may want to post the release date as December |
| build anticipation for books and to get paid while | | | | 1. In this case, people will realize they can still get |
| you work rather than after the work is | | | | the book in time to give as Christmas gifts, you |
| completed. By pre-selling, I mean two things: | | | | have extra time in case you run into any last |
| | | | minute printing problems, and you will wow your |
| 1. Making readers want to buy your book before | | | | customers by delivering the book early if |
| it has been printed. | | | | everything runs smoothly. It also will give you |
| 2. Selling copies of the book before it is printed. | | | | extra time to mail or deliver all those pre-sold |
| Authors can start selling their books as soon as | | | | orders before your proposed release date so |
| they have the idea for one. While that may be | | | | you're not frantically trying to do so on December |
| extreme in some cases, many authors have done | | | | 1st. Furthermore, an October 1 release date may |
| so by keeping journals or blogs on their website | | | | not suggest Christmas to people's minds, but |
| about the evolution of their book, ideas, drafts, | | | | December 1 will give them the idea that the book |
| stumbling blocks, all of which may interest readers | | | | could be a Christmas present. |
| and keep them coming back for more information | | | | 2. Offer a Special Pre-Sale Price: As soon as you |
| including to find out the date the book will go on | | | | have a reasonable idea of what your book's retail |
| sale. For an already established author, this | | | | price will be and your printing costs, start |
| strategy of pre-selling as soon as the book idea | | | | pre-selling with a special pre-sale price. Customers |
| originates may work very well. For other authors, | | | | will be more willing to buy before a book is printed |
| it may be better to wait until you at least have a | | | | if they think they can get a deal. For example, if |
| complete draft or until you are ready to send the | | | | your books are going to cost $10 each to print |
| book to be printed, since even if you are just | | | | and you're selling them at $29.95, you might offer |
| waiting for the printing, it may give you a full | | | | a special of $17.95 for presale copies. As long as |
| month or two to market your book before it is | | | | you make a profit, you might even go lower. I |
| printed. | | | | suggest $17.95 because it's a 40% discount. Most |
| Effective marketing will pre-sell your book. If a | | | | bookstores will want 40% so why not sell to |
| reader says to himself, "I'm going to buy that | | | | customers direct rather than through the |
| book when it comes out," then the book is as | | | | bookstores and still get as much profit? If you're |
| good as sold, provided you remind the reader | | | | using a book distributor, the cut is closer to 55% |
| now and then about the book. When we go to a | | | | in which case you'll make more profit selling |
| bookstore to buy a specific book, haven't we | | | | directly to customers than through a distributor. |
| already bought that book in our minds-isn't it | | | | Make sure on your website you advertise that |
| pre-sold then? | | | | the price is $29.95 but the pre-sale is $17.95. You |
| Besides building buzz for your book before it is | | | | might also put a deadline date on it, such as |
| printed, pre-selling can also mean collecting the | | | | $17.95 only until October 1. Then on October 1, if |
| money before it is printed. | | | | your book is still not out, you might raise the price |
| Henry Ford was the master of pre-selling and we | | | | to $19.95 and continue to pre-sell until that |
| can all benefit from his example. Ford wanted to | | | | December 1 date. |
| mass-produce his automobiles, but first he needed | | | | 3. Blogging and Serializing: People aren't going to |
| to find the money to pay for the cost of building | | | | buy the book, if they don't know what it is about. |
| them. When Ford shared his dilemma with friends, | | | | Beyond just a paragraph or two of content, you |
| Harvey Firestone suggested he pre-sell his | | | | can post to your website or blog a chapter every |
| automobiles and use the money from the | | | | few days to build interest in the book. If it's a |
| pre-sales to create the first mass production | | | | novel with 20 chapters and you have 16 weeks |
| assembly line, which then produced the | | | | until the book's release, post a chapter a week. If |
| automobiles Ford delivered to the customers who | | | | it's a non-fiction book, you can do the same or |
| had already paid for them. Today, authors can | | | | just post favorite parts. You can give away over |
| capitalize on Firestone's brilliant idea and Ford's | | | | half the content and people will still want to buy |
| execution of it by pre-selling their books to pay | | | | the book. |
| for part or all of the printing costs. | | | | 4. Marketing Pieces: It's never too early to start |
| If you have the money to print your book, you | | | | telling people about your book. As soon as you |
| might not think pre-selling is necessary, but | | | | have a cover design, start including your book's |
| consider that if you plan to print 500 copies and | | | | image and information about your book on all |
| you can pre-sell several hundred, you may find | | | | your marketing pieces-brochures, business cards, |
| you have the money to print 1,000 copies, thus | | | | bookmarkers, bumper stickers, and anything else |
| reducing your cost per unit price so you can | | | | you can imagine. Take every opportunity to |
| ultimately make more money off your books. | | | | advertise the book's upcoming release. |
| You'll also get some idea of how popular your | | | | 5. Talk About Your Book: If you're already an |
| book will be and how many copies you may need | | | | established author and you're doing book signings, |
| to print. And the sooner you let people know | | | | give away flyers or bookmarkers to your |
| about your book, the sooner they can spread the | | | | customers advertising the next book. Bring |
| word, and the sooner you get a return on your | | | | posters with you. Tell everyone about your book |
| investment. What author doesn't want to earn | | | | every chance you get. Without being obnoxious, |
| back his or her printing costs as soon as possible? | | | | turn the conversation around to something that |
| Pre-selling is not simple, however. You do need to | | | | relates to your book. "When I was researching |
| work at building the buzz about your book. You | | | | my book..." is a great lead in. |
| can advertise on your website and elsewhere that | | | | 6. Reviews: Ask your printer for review |
| the book is being pre-sold, but you have to get | | | | copies-send out copies to get reviews before the |
| people interested in the book so they will buy it, | | | | book is printed, so as soon as it is released, |
| and you also must get past the hurdle in their | | | | reviews will appear that will spark interest in your |
| minds of "I'll wait until the book actually comes | | | | book with readers. Remember that many book |
| out." | | | | reviewers will only review books not yet released. |
| Tips for Effective Pre-Selling: | | | | Pre-selling is lucrative, builds buzz, and also helps |
| | | | authors and readers get excited about books. |
| 1. Advertise Pre-Sales on Your Website: Post the | | | | The more you pre-sell, the less work you'll have |
| book for sale on your website with a date for the | | | | to do later once the book is printed to make |
| printing that gives you wiggle room. For example, | | | | people aware of it. By then, the book should be |
| if your book should be printed by October 1, you | | | | selling itself! |