Don't Play the Blame Game

By Terry Whalin @terrywhalin

When things go wrong (and they often do in the publishing world), it is easy to blame someone else. 

As an editor, I hear writers who are disappointed with their book sales. They blame the publisher for not doing enough marketing and pushing on their book. Yet when we look to see if we've heard anything from this author in the last few months, often we find nothing but silence. We can't be promoting the author if we don't hear about their marketing activity. Are they marketing (hopefully so) but then they also have the responsibility of telling their publisher about their marketing efforts. In my detailed calls with authors, one statement that I always make sure and include is: “80% of the marketing is up to the author.” 

This statement is true no matter who publishes your book—whether they pay you a large advance or a small advance. 80% of the marketing is up to the author and the author's activity. Your publisher may be able to sell the book into a brick and mortar bookstore but it is the author's activity (marketing) which drives people into that bookstore to buy the book.

 

When you point your finger, think about the way your different fingers are pointing. One is extended but the other four are directed back to you. A pointed finger is a good illustration of what authors need to think about when it comes to blaming others for something not happening. My key message in this post is rather than blame others, take your own actions and responsibility.

 

If you aren't getting enough sales, what are you doing to tell people about your book? Are you booking yourself on podcasts? Are you collecting the recording and continuing to use the recording to market your book? There are many different ways to market your book? You can be on talk radio. You can write print magazine articles on a related subject to your book. You can write blog posts on your blog. You can write blog posts on other people's blogs as a guest blogger. You can advertise on Facebook or some other platform. You can market your book to your email list.  You can write a newsletter and send it to your list. You can market your book on social media (various platforms and methods). You can market your book in person to others and also when you speak. The list of possibilities and opportunities are endless and only limited by your own imagination and energy.

 

Have you hired a publicist to promote your book? You still have to market and can't give the entire responsibility to the publicity firm. Many of these places charge $3,000 to $5,000 a month. One of my authors told me that last year she spent $50,000 with a firm and wasn't going to do that again. When I heard that information, I thought to myself, “Wow, that is a huge investment and would have to sell many books to get a return on that investment.” It was not a wise move in my view. During my conversation, I affirmed that she needed to do something different in the future.

 

Bestselling author Jack Canfield has studied what it takes to be successful and wrote his book, The Success Principles. The first principle is I will take 100% responsibility for my own success. I suspect no one wants to take 100% responsibility for their own success (I don't) but it is the best course of action for every author. If you take this responsibility, then you don't play the blame game and point the finger at others. Instead, get busy and take action yourself to make things happen. 

 

Have you played the blame game in your conversations, writing or thoughts? What steps are you going to take to move in a different direction? Let me know in the comments below.

 

Tweetable:

When something goes wrong with your book (which often happens in publishing), do you play the blame game? This prolific editor and author helps you take a different path with your situation. Get the details here. (ClickToTweet)

Get 10 Publishing Myths for only $10 +FREE shipping + over $200 of free bonuses. 

 

 

When Your Book Isn't Selling

By Terry Whalin @terrywhalin

I used to cringe when I saw the mail or email from one of my publishers. It probably contained a royalty statement and experience told me many of those numbers would begin with a minus (negative balance).  I’ve written for many different traditional publishers and have had this experience from a broad spectrum of types of books including how-to, self-help, biographies, gift books and children’s books.

When your book sales are off, it’s a natural tendency to want to blame someone. Maybe my editor has left and my book was orphaned inside the publisher with no champion or advocate. Maybe my publisher didn’t market the book to bookstores. Maybe they changed the title between what was printed in the catalog and what was published. Or _______(fill in the blank). I’ve had all of these things happen to my published books. 

Good publishing involves a cooperative process and working with many different people. Much of this process is outside of the author’s control. I’ve also learned there are many pro-active steps authors can take to change their situation.

1.      Take 100% responsibility for your own success. In The Success Principles, Jack Canfield makes this the first principle. Over ten years ago, I heard this principle and adopted it in my publishing efforts.

2.      Be active in the promotion and marketing of your book.  As the author, you have the greatest passion for your book—way beyond anyone else including your publisher. The great promoter, PT Barnum said, “Without promotion, something terrible happens—nothing.” Consistent promotion of your book is important.

3.      Be Generous with your book. Reviews sell books but many authors have few reviews for their book on Amazon or Goodreads or Barnes & Noble. Give books to people who are willing to write a review. If they’ve never written a review, give them a tool to help them like with this form.

4.      Ask for others for help. In the New Testament, James 4:2-3 says, “You do not have because you do not ask.” If you need endorsements, ask but make it easy for them to say yes (offer to draft it). If you need social media promotion, ask but create possible posts. Here’s an example of a page, I created to help others help me spread the word on my latest book. Use this page as an example of something you can create for your own book.

5.      Take the long view of publishing. Publishing and promoting a book is more like a marathon than a sprint. With the huge volume of published books, someone has to hear about your book seven to twelve times before they purchase it. What actions can you take every day to give your book this exposure? My Billy Graham book trailer has been seen over 11,500 times in the last five years.

6.      No matter what happens in your life, keep going. In Perennial Seller, New York Times bestselling author Ryan Holiday writes, “The hard part is not the dream or the idea, it’s the doing.” If there were a simple formula to create a bestseller, every book would be a bestseller. There are practical actions every author can take. Each part of the publishing process has challenges and as writers your persistence and consistency is critical. As #1 New York Times bestselling author Jerry B. Jenkins wrote in the foreword of my book, 10 Publishing Myths, “Only one of a hundred writers literally make their deadlines.” If you meet deadlines with quality writing, it’s an easy way to stand out from the crowd. I wrote 10 Publishing Myths (released December 17th) to give writers realistic expectations and practical steps every author can take to succeed. Today, you can get the 11th Publishing Myth as a free ebook (which is not in the book).

When you point a finger at others because your book is not selling, just remember: when you extend your pointer finger, four more fingers are bent back toward you. Take action today.

Am I missing an action idea you can take? Or maybe you have other feedback. Let me know in the comments below.

Tweetable:


What action steps can you take when your book isn't selling? Get some ideas from this prolific writer and editor. (ClickToTweet)