The Savvy Book Marketer

How Public Libraries are Cherished and Challenged

National Library Week is the perfect time to reflect on the value of public libraries and the challenges they face. Between 2000 and 2009, the U.S. population increased by 11.7% but the number of public libraries increased by just 1.7%. Goverment budget cuts continue to put a strain on resources, resulting in staff cuts, lower materials acquisition budgets and shorter opening hours. But 91% of Americans in a recent Pew survey said that libraies are important to their communities. 

To learn more about the state of public libraries, check out the infographic below, courtesy of City Town Info.

Courtesy of: CityTownInfo.com

Celebrate National Library Week April 14-20

Each year the American Library Association designates a week in April to celebrate the contributions that libraries make to enrich communities.

Libraries provide a weath of resources including books, ebooks, magazines, newspapers, online databases, movie and educational DVDs, music CDs, educational programs for children and adults, free internet access, community meeting space and more.

Here are some articles about how authors can work with libraries:

Author Success Story - Working with Libraries

How to Sell Your Book to Libraries

Should Friends Request Your Book at Libraries?

Should Friends Request Your Book at Libraries?

by Dana Lynn Smith

Recently an author asked me if it would be helpful for her friends, family or networking circles to request her book from their local libraries, to encourage the libraries to order the book.

Maybe, but remember that librarians are aware of this tactic so having multiple people request a book may raise a red flag. This tactic may bring a book to a librarian's attention, but they may not order it unless they feel it's a quality product and meets a need in their community (and they have the budget for it.)

On the other hand, many libraries do try to fulfill patron requests. If you do ask people to request your book at their library, be sure to encourage them to check out the book once it's available!

To learn more about selling to libraries, see The Savvy Book Marketer's Guide to Selling Your Book to Libraries.

My database of the top 50 public and top 50 university libraries in the United States (plus a bonus list of 200+ Texas libraries) is available for just $10 or it comes free with the PDF version of my Selling Your Book to Libraries ebook.

Also Barbara Florio Graham offers a list of the top 100 Canadian libraries  with purchasing power for $35, ready to print on labels.

Remember, you can submit your top book marketing questions to the Savvy Book Marketer.
 

Author Success Story - Working with Libraries

Recently, author Betty White posted a message on my Savvy Book Marketing group on Facebook, which I have reprinted below with her permission:

"Last night was my first ever book signing for my novel, The Shelter at Papa's Farm. The signing was held at my local library. The head of Adult Services, Maura, who invited me to present my book, told me to expect only a handful of people but we had about 25 people and most everyone bought a book!!! So, I was pleasantly surprised, a bit nervous, but got through it and by the time the Q & A's started, I was relaxed and had some fun. I also made a token donation from the sales of the book to the library, they were thrilled with that. It was fun."

Betty's story is a great example of how authors can work with libraries. I encourage authors to contact their local libraries about speaking opportunities and other programs for working with local authors. Some libraries do let authors sell books at their events and some even pay authors to do educational presentations. Policies vary greatly among libraires, but you'll never know what opportunities exist until you ask.

If you're interested in selling your book to libraries, you can learn more in my book, The Savvy Book Marketer's Guide to Selling Your Book to Libraries. 

How to Exhibit at Book Industry Tradeshows

One of the best ways to promote a book to bookstore buyers and librarians is for them to see the book in person at a major industry tradeshow. Read on for information about the most important shows and tips on how to participate on a budget.

There are several large shows in the U.S. geared toward booksellers and librarians, including:

•  Book Expo American (BEA – geared to booksellers)

•  Christian Retail Show (CBA)

•  American Library Association Annual Conference (ALA)

•  American Library Association Midwinter Conference (ALA)

•  Public Libraries Association (PLA – in even-numbered years)

•  Association of College and Research Librarians (ACRL – in odd-numbered years)

•  American Association of School Librarians (AASL)

•  Texas Library Association (TLA - the largest of the state shows)

•  Other state and regional library shows

The major international book shows, such as the Frankfurt Book Fair and the London Book Fair, focus largely on international book sales and the sale of foreign and translation rights to books. For the national and international shows, nonfiction books probably have a higher chance of success.

How to Exhibit at Book Shows

The expense of exhibiting in person at the major shows is usually prohibitive for independent publishers, however it may be beneficial to participate in your state library association show, especially if it’s held nearby and you are able to share a booth with one or two other publishers. Be sure to find out if show management permits booth sharing, and don’t be shy about asking if your book would be a good fit for their audience. For example, I have found that there are a lot of children’s and young adult librarians in attendance at the Texas Library Show.

The most economical way to participate in the major shows is through a co-op booth, where books from a number of different small and independent publishers are displayed together. You pay a fee (typically around $50 to $100) and ship your book to the booth sponsor. They take care of shipping the books to the show, displaying them in the booth, staffing the booth, and providing literature to the visitors. These organizations provide co-op display services at a number of national, international and regional shows:

•  Independent Book Publishers Association (IBPA)

•  Combined Book Exhibit

•  Jenkins – Global Book Shows

•  Association Book Exhibit

In addition to library shows, Association Book Exhibit participates in some other professional association conferences. If you're a nonfiction publisher, check out their list of conferences to see if any match up to your book's topic.

If a book industry tradeshow is being held near where you live, it’s a great learning experience to attend the show. Contact show management to find out if authors or publishers are allowed to attend.

For tips on how to sell more books at book fairs and tradeshows, see these articles:

The 12 Commandments of Selling Books at Book Fairs, Conventions and Festivals by Terry Cordingley

12 Secrets to Selling More Books at Events by Penny S Sansevieri

Photo credit: IJustFinished.com through Flickr Creative Commons.

Book Marketing Resources for Children's Book Authors

Most of the book marketing advice that you'll find on The Savvy Book Marketer is applicable to all types of books, but sometimes it's helpful to zero in on specific tactics for certain kinds of books. Below are some tips and resources especially for the authors and publishers of children's and young adult books.

Although young adults often choose their own reading material, books for younger children are usually purchased by parents, grandparents and other friends and family. Teachers, home schoolers, librarians, youth program leaders and others who work with children also recommend or purchase books.

When seeking reviews for children's books, look for publications and websites geared toward parenting and childhood education, in addition to book review sites.

Virtual reader communities are a specialized type of social networking site where readers and authors network, and readers recommend books to others. Check out these two communities designed especially for children's books:

JacketFlap focuses on children's and young adult books

Big Universe is devoted to children's picture books.

Here are some other helpful book marketing resources for children's books:

How to Sell Books Beyond the Bookstore Market

Retail bookstores are notorious for buying books and then returning unsold copies, and it can be difficult for self-published authors to get into bookstores at all. Online bookstores are easier to work with, but there are dozens of other places to sell books, including:

• corporations, associations, and nonprofits
• gift shops, airport shops and specialty retailers
• schools and libraries
• book clubs and catalogs
• government agencies and the military
• museums, zoos and parks
• discount stores and warehouse clubs
• cable television shopping networks
• supermarkets and drug stores

These "special markets" for books can especially lucrative because sales are sometimes made in large quantities and are usually on a non-returnable basis.

Resources for Special Sales

The most comprehensive resource for selling to nonbookstore markets is How To Make Real Money Selling Books (Without Worrying About Returns): A Complete Guide to the Book Publishers' World of Special Sales by Brian Jud.

This 376-page book is absolutely packed with sales strategies, resources, insider tips, contact information, case studies, and information about working with distribution partners. Click on the Look Inside button on the book page above and take a look at the book's Table of Contents to get an idea of what you'll find in this comprehensive reference.

I recently attended a webinar where Brian Jud and his associate, Guy Achtzehn, shared their expertise in selling to U.S. military market, and I was stuck by the sheer size and complexity of this market. How To Make Real Money Selling Books contains a detailed chapter on selling to the U.S. military, explaining strategies for selling to domestic military bases and posts; overseas U.S. military installations and ships; military libraries; military exchange services (retail stores); military associations and more. This chapter contains literally dozens of links to websites where you can find specific selling details and contact information, and even has information on promoting to the military media.

For a taste of what you'll find in the corporate sales section of How To Make Real Money Selling Books, read Brian Jud's article about selling books to corporations.

Here are some other resources for selling books beyond traditional retail bookstores:

For detailed information on selling to the library market, read The Savvy Book Marketer's Guide to Selling Your Book to Libraries. The book includes contact information for the top 100 public and top 100 academic libraries in the United States. The Texas Book Marketing Handbook has lists of the top 100 public and top 100 academic libraries in Texas.

See this article for tips on how to sell books to gift shops and specialty retailers.

To learn how to maximize your sales and profits through online bookstores, read Aiming at Amazon and POD for Profit, both by Aaron Shepard.

When you create your book marketing plan, be sure to think outside the box and explore ways to sell your book beyond the traditional bookstore market.

Working With Your Local Library

Recently a children's book author told me that she had contacted her local library (in a large city) asking to donate a copy of her book and offering to do a book reading for children. She was told that they select books based on reviews in major book review journals and they weren't interested in a reading.

While reviews are one of the most important sources of information for choosing library books, they usually aren't the only criteria. And, many public libraries do welcome local authors. Some have a special section in the library showcasing the work of local authors or a special policy about acquiring local work. Others offer authors the chance to do readings or presentations at the library.

Here are some tips for working with your local library:

Search the library website looking for their "collection development" policy. This should give you insight into how and why books are selected and who to contact. See this example a policy that's friendly to local authors, from the Pima County Public Library in Tucson. This page also offers excellent advice on what to include in your "sell sheet," the promotional flyer for your book.

Whether you are seeking to sell or donate your book, make it clear that you are a local author and ask about any programs the library has for local and regional authors.

Let the library know about your events or media coverage in the area, such as book signings, radio interviews, or newspaper feature stories.

Many libraries offer lectures, readings and other events featuring authors. In some cases you can sell copies of your book at your event or even get paid a speaking fee. Sometimes these events are organized by the "friends of the library" or other similar volunteer groups.

See this page for details about submitting books to book review journals.

For more information about selling to libraries, see The Savvy Book Marketer's Guide to Selling Your Book to Libraries.

How to Market Children's Books in Schools

I am thrilled to have successful children's book author Melissa Williams share her expertise in this guest post.

Children’s authors are always looking for ways to get their books into the hands of their audience . . . the children! Advocates for literacy hold the key to every door in this business, so naturally school visits are the number one way to reach your young readers and sell children's books. When developing your marketing strategy, don’t forget the obvious, your “think outside the box” attitude and always plan ahead. When doing your research, librarians, teachers, and principals should become your best friends. You should be working and collaborating with them before your book even goes to print.

Build Your Visibility

To establish your credibility and visibility to market children's books, start by joining organizations and attending literary conferences. Present yourself to teachers and librarians at local and national library conferences by becoming a speaker. While at these events, share a booth with other local authors and be available for networking, questions, and feedback. While starting to build your credibility as a public speaker, offer free author school visits as often as possible. You can even start with readings at your local library and bookstores for practice.

How to Schedule School Visits

Organize your visit to meet the needs of the school. Many teachers and librarians will not follow through with an author visit if it becomes more trouble than what it is worth. Have a plan. Remember their schedules are full, and they must allow time for you to come. Give them day and time options, clear and precise details, the grades you specialize in, equipment needs, and the number of groups you are willing to work with.

Should Your Book Be In Libraries?

Some authors and publishers worry that having their books offered for free check out in libraries will hurt consumer sales. This is probably more of an issue with fiction than with nonfiction. But many people who check out fiction in libraries are voracious readers who get most of their reading material from libraries and don't purchase many books.

Library usage can actually boost sales of nonfiction books. Library patrons often purchase a nonfiction book they have checked out from the library, because they want their own copy for future reference or to make notes in.

Having your book in libraries is also good publicity. Anyone who sees or reads your book can potentially recommend it to others.

Nearly $1.8 billion worth of books were purchased by libraries in 2005, according to the Book Industry Study Group. Don't miss out on this potentially lucrative market.

Excerpted from The Savvy Book Marketer's Guide to Selling Your Book to Libraries.

Interview on Selling Books to Libraries

Author and former librarian Amber Polo recently interviewed me to discuss selling books to libraries. Check out the story on her blog.

Be sure to return to Amber's blog on June 8, as Deborah Schneider, Romance Writers Association 2009 Librarian of the Year, shares her tips for  approaching your local library to pitch a program.

Discover Which Libraries Have Your Book

Do you know how many of your books are available in libraries? Because libraries tend to order through distributors and wholesalers, it can be difficult to know how many library sales you have made and which libraries have your books.

WorldCat lists the collections of more than 10,000 libraries worldwide, and it's useful for estimating how many libraries have purchased your book and finding out which libraries have the book. Enter your book title in the search field at WorldCat to get a list of participating libraries that have the book.

The WorldCat results page is arranged by physical location, sorting the results by the libraries nearest to you. If you have a lot of listings, you may need to enter several different states in the "enter location information" field in order to see all of your listings.

Because not all libraries participate in the WorldCat database, the information on your library book sales will not be complete. Approximately 75 percent of U.S. public libraries catalog their books on WorldCat, and it varies by state, with all libraries in some states participating.

WorldCat also offers some social features. Users can create lists of books, write book reviews, and assign keyword tags to books. You can add keyword tags to your book, to make it easier for others to find. Reader reviews from Amazon.com appear on the review page, but you can enter other reviews on that page, or invite someone else to write a review there.

Selling to Libraries

The 123,000 libraries in the United States purchase nearly $2 billion dollars worth of books each year, but many independent publishers overlook this huge market. To learn more about the library market, listen to my free podcast on selling to libraries.

MaAnna Stephenson, author of the Just the FAQs series of ebooks, has just posted a detailed review of my book, The Savvy Book Marketer's Guide to Selling Your Book to Libraries, on her blog.

How to Sell Your Book to Libraries

America's 123,000 libraries purchase nearly $2 billion worth of books annually, according to statistics from the American Library Association and the Book Industry Study Group. Here are some ways to capture your share of this lucrative market:

• Get your book reviewed in a library journal.

• Solicit testimonials from librarians.

• Make sure your book is available through major library wholesalers.

• Apply to work with a library distributor such as Quality Books or Unique Books, if you have a nonfiction book.

Where to Submit Your Book for Review

Book reviews in newspapers are getting harder to come by, but many special interest magazines and newsletters do book reviews or mention books. Publishing guru Dan Poynter offers a comprehensive list of special interest publications.

Online reviews can also be a great book marketing tool. For tips on getting reviews on Amazon.com and other websites, read Annette Fix's article about online book reviews at the WOW! Women on Writing website.

Bookstore buyers and librarians base many of their ordering decisions on reviews in the major book review journals. Eligibility and submission instructions vary by publication, so be sure to read the requirements carefully.