Key reasons a book isn’t selling, but every one of them can be fixed post from Kristen Lamb. Click her for her awesome website.
The writer’s worst nightmare. You researched, you wrote, you finished, and then published your book. You wait for the sales and……….*crickets*. This is something that can happen to any kind of author, traditional or nontraditional. We think we have a hit on our hands only to later be checking it for a pulse.
What happened? Why is the book just not selling?
In the not so distant past, there was only one way to get published and that was traditional publishing. Though many authors cheered when they were finally able to cast off the chains of New York, let’s at least respect that agents and editors might have known a thing or three about the book business.
Writers would often get vexed at the stack of rejection letters, believing they couldn’t actually write well. This was not always the case. Agents make their living off books they know will sell, which means they just don’t have the bandwidth left over to take on pro bono work. Yes, the book might be lovely, but they are agents, not charities.
A large part of their expertise is predicting market changes and trends. They look at what is already out, what is to be released, what is selling, what isn’t, what is saturated, etc.
This is where it can get tricky for writers. Yes, write what you love. We shouldn’t write for the market…but we have to write for the market.
*bangs head on wall*
Sometimes a book might not be selling simply because there are too many titles that are too similar. Readers just don’t want yet another sparkly vampire.
If you are traditionally published, this could still happen. Agents are making an educated guess and sometimes they miss the mark. For the self-published folks? If the book is good, just leave it alone and keep writing. The great part about the digital paradigm is the book can remain there indefinitely and when the trends change? So could the sales.
I hate saying this, but sometimes it’s the book. Obviously this is more the case with indie and self-published books. The problem is that the market has just been inundated with amateur writing. I go into this in more detail in Five Mistakes Killing Self-Published Writers, but here are the Spark Notes.
No one wants to hear they are not ready. Worse still? No one wants to hear the words, “You just are not a good writer.” Too many newbies want to skip the unfun training and go right to the title, “Author.”
Sadly, the slush pile has been handed off to readers. I can’t count the number of times I have gotten pages for a contest win and absolutely slayed the writing, only to get an e-mail back that the book was already for sale.
Even more common is that the writing is not per se bad, it just isn’t anything remarkable. Folks these days have a lot of competition for their time and attention and they simply won’t devote 12-15 hours of undivided attention to a blasé book.
Bad (No) Editing
Our story might be the best thing since pumpkin spice lattes, but if it is rife with errors it won’t sell. Additionally, editing is not simply looking for typos. That is line-editing. A good content editor will be able to help you shape the overall flow of the novel.
When I edit I can tell writers if they are starting the book in the correct place. Are there scenes that need to be cut because they are bogging down the momentum? Are there redundant characters? Are there plot holes? Is the ending a knockout or a fizzle?
Great editing can take a book from mundane to magnificent.
There really is no excuse for a bad cover these days. Technology has come a long way and many experts offer fabulous covers at affordable prices. I would love to say people don’t judge a book by its cover, but that is untrue. Of course we do.
One thing many new writers don’t appreciate is that when you hire an expert, you are gaining a lot more than that one skill. Yes a graphic artist knows how to use Photshop (or whatever) but they also have a knowledge of what sells.
For instance, I have seen authors post images of their new book cover and cringed. The cover itself was lovely, but we have to remember how we are selling. That book isn’t going to be on a shelf where a potential reader is seeing a full-sized version. Likely it will be on Amazon and that beautiful full-sized image, when shrunk to thumbnail size looks like a Rorschach ink blob.
Do you see a butterfly?
No, I see Satan eating kale chips.
If a writer tells me they can’t afford to hire an expert, my response is they cannot afford not to.
This goes along with a bad cover. New writers are notorious for titles that we have to read the book to “get” the title. NO. The title is the hook and we will move on to other writers who don’t make us think.
Discoverability is a nightmare. There is a lot of noise and part of our job description now entails branding. This is all writers.
I recently had a distraught writer contact me. The author was recently dropped by a well-known agent because the book simply wasn’t selling. Yet, I could tell with a quick google search what a big part of the problem was.
The author didn’t have platform/brand capable of driving sales. Simply puttering around on Facebook isn’t enough. That isn’t a brand.
My first royalty check would have covered dinner if no one super-sized anything. Why? My book came out before my platform could drive sales. Once my platform improved? My sales skyrocketed.
What does it say in front of every big author’s name? Best Selling Author. Not Best Writing Author.
The writing alone is not enough. Frankly, it never was. Before 2006, writers had a 93% failure rate. Most first books sold less than a thousand copies (even traditionally published books). Only one out of ten published authors ever saw a second book in print. Most were dropped.
In the old days, we just had no control over the brand and the platform. Now, we do. And authors want to complain that it is too hard. Yes, it is hard and there are many reasons this profession is not for everyone.
Less Marketing/More Writing
Traditional marketing does not sell books. Never has. For more on why, check out Why Traditional Marketing Doesn’t Sell Books. I have had to unfollow writers on Facebook who do nothing but promote one book over and over and over.
They tweet non-stop about their book.
They even dedicate their blogs to selling books (and that is never the direct objective of a blog).
They deluge us with newsletters we never signed up for and can’t figure out how to escape.
Thing is, we don’t care about you or your book. We didn’t want to see that crap in our feed, we sure aren’t going to subscribe to a blog/newsletter that is nothing but self-promotion.
Writers often become the equivalent of that sales clerk in the department store who ambushes us with perfume.
Here is the blunt truth. The odds of breaking out with our first book are about the same as being hijacked by a terrorist after we’ve been hit by lightning while holding a winning lottery ticket.
Most writers are not going to break out with one book. Or even two. An author might never break out, but the odds certainly improve the more titles we have. This was always true. It’s why you can’t swing a dead cat without hitting a James Patterson title.
Marketing and building a platform/brand are two completely different activities. But writers believe they are the same. They aren’t. If you want to promote and market without a platform, I suggest piling money on the floor and setting it on fire. Same end result and you can get to the self-loathing and binge drinking far faster that way.
There are no shortcuts.
Obviously, there are many many other factors to why a book might not be selling, but these are the top offenders. Good news is most of this, we can do something about. In fact, I have classes addressing most of these issues (listed below).
What are your thoughts?
I LOVE hearing from you!