And Old Book, a New Bestseller
It’s often said it can’t be done…but anything is possible if you have the mindset of a killer salesman. Please note that each book is a product. Whether it’s a new release, an old book, a 50-page story, an 800-page epic, fiction or non-fiction…they all have one thing in common when it comes to Amazon. As far as Amazon search engines are concerned, all of these books are just other products and their ID is, from their point of view, just a unique ASIN. It doesn’t matter age, gender, or history. All that matters is how well a certain ASIN will sell.
Many authors have published their works hoping that their books on Amazon will somehow sell, and possibly even appear on Amazon’s top list. Oh, being so confident must be a wonderful thing! With some books having a substantial marketing budget behind them, and others represented by marketing professionals, many self-published books are sadly destined to die out and simply fail. Book quality always matters, but no one can deny that quality alone doesn’t sell books. Professional sales strategy and large advertising budgets make a huge difference in digital sales channels… but a self-published author cannot compete with companies that have been selling books for decades; after all, their skill and knowledge in making a perfectly salable book is the second greatest asset they have. The first is obviously your money. Money buys audiences: it’s a simple law of large numbers, and one we can’t escape.
Sure, you may have read some success stories in the past. Yeah, I know, some self-published authors really did, and it’s pretty impressive that they did. However, the other side of the coin, the sad truth of the matter, is that thousands of other authors failed to make a positive profit margin, while a lucky few managed to make it big with seemingly little effort on their part. One could imagine that Amazon is not only the largest bookstore in the world, but also the largest graveyard for books and the aspirations of authors! A few million books (and it’s not an exaggeration, surprisingly) sit there, resting in limbo, without a single visit for weeks or even months, totally forgotten, marked as a failure, abandoned to disappear. So many potential bestsellers have failed due to the fact that publishing is not an easy task, even though it may seem that way when you consider how slick the publishing process is on platforms like Kindle. With just a few clicks, your book has been published! Wow… And then what?
However, your book might have a chance, provided you adopt the mindset of a marketer and pick up some crucial marketing skills, something I consider a vital element of successful digital sales. Let’s cut through the technical jargon and dive into the thick of things. There are several steps that must be taken before you can participate in listing on Amazon.
The sales strategy is based on data, not on our own subjective perception of what could go well. This is something you will need to keep in mind throughout this process. It’s not romantic, it’s not glamorous… but it’s reality.
In fact, it’s not just about data. In fact, I see three crucial elements for any sales strategy:
Data
Technology
incoming sales
If you’re marketing your book in front of millions of other books, you better have a decent data-driven strategy. When writing a book, authors are fine when it comes to making investments in proofreading and editing. Editing is a must for any author, I wouldn’t disagree with that for a second. Yet how many authors jump at the chance to engage a marketing/sales professional? Very few, actually, even though these people and their skills are also a must. You need data and you need professionals who have access to the right data.
What type of data do we use? Obviously, our main focus is on our competitors. Our data should show the success of books in our specific genre. What is your overall sales rank? How many reviews do they have? What keywords do they use when creating their persuasive sales copy? This has nothing to do with writing, I know, and it’s not necessarily the ‘fun’ part of producing a book for sale. However, this is something that MUST BE DONE BEFORE POSTING. If not, you’re just another fish in the sea…and one that’s quickly being surrounded by sharks!
A smart salesperson is also someone who is technologically savvy. They must be familiar with all those sophisticated marketing tools and techniques and stay up to date on the latest developments in this field. To become familiar with them, an author must therefore acquire some specific knowledge. How do you set up a blog? What is SEO? How do you use social media to sell more books? What about Twitter? Are promotional sites good? Why does a book need a good video?
So many questions, we know. However, you’d better learn the answers yourself if you’re somehow serious about self-publishing, as the answers to these questions will make a big difference in your rankings and sales numbers. The alternative, of course, is to hire a marketing professional, just like you hired your publisher. Publishing is not a process of putting your book on the Amazon shelf. It’s A BUSINESS, and one that requires an entrepreneurial approach.
Another point: what about incoming sales? Can you really focus on your buyer’s needs and goals? How do you sell the way prospects buy? Again, more questions than any serious Amazon seller needs to consider, if you want your product to get anywhere!
Yeah I know, I’m being a bit pushy here… but a seller would understand, trust me. Sales are not something that just happens like a bolt out of the blue. It’s something you need to make happen by using data, technology, and inbound sales methods, with a professional guide to guide you.
So, back to our original question. Can Old Books Become New Best Sellers? Yes, they can, without a doubt. Imagine, for a moment, that your book had a setup that uses all available data and technology to establish a unique customer experience. Imagine your book standing out, even without a hefty advertising budget, led by a data-driven sales strategy…it’s not impossible, by any means.
I have a real thing for old books. After all, some books just failed to connect with readers, but many books never had a chance to connect. I always say: it’s never a lost game, as long as you believe in your book. If you want to get your book back in the game, have a little faith, because there is no doubt that it really can be done!
How? Following these steps:
Buy a license for professional tools, like KDRocket, to research your competition, ideas, keywords, and categories.
Join a learning/training program on search engine optimization, social media, blogs, and other marketing channels that have proven successful in selling books.
(I might have one for you: Crash Course in SEO for Publishers)
Learn about your customer base; read reviews, join groups, get involved.
Create your own audience, do some self-promotion. Start with a few followers and never get discouraged.
There’s also a secret sauce you can add to your efforts: consistency. Remember, this is a marathon, not a sprint.
Don’t give up your books. Give them the love, care, attention, and professionalism they need, and help them get their message across to readers who are already looking for what you have to share!
