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Book Sales 101: Navigating the World of Book Sales

Book Sales 101: Navigating the World of Book Sales

An old Chinese proverb goes, “Experience is a hard teacher because she gives the test first, the lesson afterward.” Indeed, the world of book sales is quite the tough teacher. Novice writers quickly find that making money selling books is not as easy as it appears to be. Often, failure comes first and learning afterward.

However, it does not have to be that way.

Henry Ford once said, “The only real mistake is the one from which we learn nothing.” Undoubtedly, navigating the world of book sales is about learning from past mistakes. Such valuable lessons enable authors and publishers to find the right path to success.

Understanding Book Sales

Image by Mediamodifier from Pixabay

Book sales, like those of any other product, hinge on supply and demand. Books that are in high demand sell very well. These publications can turn authors into household names overnight.

Nevertheless, like all other products, there is more to driving sales than just supply and demand.

The first step to understanding book sales is knowing what a successful book is. As such, labeling a book as “successful” depends on the metrics used. Metrics can include anything from the total number of copies sold and dollar values to ranking on bestseller lists.

Awards constitute another key metric for successful books. However, critically acclaimed books do not always mean commercial success. Ron Charles, a literary critic for the Washington Post, reviews books involved in the awards conversation. These books are not the mega-winners by the likes of Stephen King or Nora Roberts. These books are the kind that fly under the radar.

Charles had this to say about award-winning author Anne Enright: “When I saw that Anne Enright — [who] I think of as giant in literary fiction, beloved around the world — could only sell 9,000 copies in the U.K. I was shocked, that’s really low.”

Unfortunately, low sales are the norm rather than the exception. For instance, acclaimed Nigerian Writer Chigozie Obioma, whose books The Fisherman and An Orchestra of Minorities were finalists for the Booker Prize, only sold about 3,000 of The Fisherman.

Indeed, critical acclaim is one measure of success. But sales also represent another key success metric.

Nevertheless, most writers strive to make money through book sales. After all, it seems fair to profit after investing long hours of hard work and dedication. As such, the main issue at hand is understanding the way book sales usually behave.

Generally speaking, book sales have been on the rise over the last few years. Early 2020 data shows that print book sales rose 8.2%. This figure represents a total of 750.9 million books sold. In contrast, 2019 showed sales of 693.7 million.

Granted, 2020 is an outlier. Nevertheless, 2020 data serves to show the most popular book genres. For example, juvenile nonfiction rose 23.1% in 2020. Also, text/reference books showed a staggering 55.5% increase. Also, books on games, activities, and hobbies climbed roughly 31%.

While juvenile nonfiction titles saw a sharp increase, fiction remains the big player in town. Adult fiction jumped by 6% between 2019 and 2020. The top-selling fiction book was Delia Owens’s Where the Crawdads Sing. This title racked up a total of 1.1 million total copies sold. Interestingly enough, the biggest climber in the fiction domain was the graphic novel genre. It showed a 29% increase from 2019 to 2020.

The 2020 sales data underscores an important lesson: Fiction books will often outpace nonfiction titles. Therefore, understanding book sales boils down to seeing what the market wants. More often than not, readers look for entertainment. Books that can deliver quality and entertaining content will have the edge over less enticing ones.

Making Money Selling Books

In the words of renowned historian Daniel J. Boorstein, “A bestseller was a book which somehow sold well because it was selling well.” The logic is undeniable. Bestsellers are bestsellers because they sell well.

Humor aside, the term “bestseller” refers to books that have ample commercial success. Commercial success has nothing to do with critical acclaim. Commercial success boils down to hitting home with the right readership.

At its core, making money selling books is a numbers game. The equation is quite straightforward. The more books that sell, the more money they make. Like any other product, profiting in the publishing industry depends on sales volume.

On the whole, products make money in two ways.

Firstly, there are expensive products with high-profit margins. These products have a relatively low sales volume. However, their markup yields significant profits.

For instance, luxury brands often have somewhat low production costs. Nevertheless, their brand name commands high premiums. Thus, consumers pay inflated prices. This formula drives profitability.

Secondly, some products have a low production cost and a low sale price. This combination leads to a low-profit margin. As a result, these products need high sales volumes in order to make money. Books reside in this category.

On the whole, books do not sell themselves. Publishers make significant investments in advertising and marketing to sell books. Authors need to give interviews, attend book signings, and promote their image to drive book sales. Otherwise, it is incredibly difficult for a book to gain traction.

The core of a commercially successful book is marketing. Therefore, a bestseller has two main components: writing and marketing. Nevertheless, both of these components must work in sync. When they become disjointed, sales suffer as a result.

Ryan Holiday, a successful author and coach, has this to say about book marketing:

The most common error I see authors make is they think of marketing as a separate and distinct animal from writing. They go into a cave for two years and write their book and only begin to think about marketing when they emerge.”

This insightful quote underscores marketing’s importance. As such, marketing should be an ongoing process that fosters visibility. Otherwise, authors may lose precious time as they write their book.

Bestselling authors generally take time out during the writing process to promote their upcoming books. Doing so builds expectation in followers. By the time the book is out, readers are already salivating at the thought of getting their hands on it.

Holiday offers one more insightful tidbit: “You have to understand that as an author, you’re competing for attention with so much other media.”

Indeed, selling books is about standing out amid the sea of options out there. Unfortunately, great writing is simply not enough to ensure visibility. Authors and publishers need to capture readers’ attention first before their writing can have a chance to make an impact. This reason underscores marketing’s vital importance.

How to Boost Book Sales

The internet is awash with so-called gurus claiming they have the secret formula for turning any book into a bestseller. The fact is that there is no magic formula. Making a book successful is a combination of factors that add up to create a successful book.

Thus far, this discussion has highlighted two main elements. The first element establishes that book sales are a numbers game. The second element underscores marketing’s importance. However, boosting book sales requires a comprehensive approach that can create greater visibility and reader awareness.

Author and business executive Seth Godin offers this advice to would-be authors:

The best time to start promoting your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you’ll need later.”

Godin’s advice accentuates the need for laying down the groundwork before truly marketing a book. After all, it is quite complex to market a book when no one has ever heard of the author. As a result, marketing relies heavily on perception. This perception takes time to build.

Additionally, Godin drops this impactful thought: “Don’t try to sell your book to everyone. First, consider this: 58% of the U.S. adult population never reads another book after high school.”

Undoubtedly, “selling” a book does not entail pushing it on everyone.

Rather, selling a book is about finding the right niche and then exploiting it.

Arguably, the biggest mistake that authors make is not clearly defining their target audience.

They often spend too much energy casting a wide net.

However, books are generally niche items. They respond to a very limited number of people.

Even wildly successful books only capture a tiny fraction of the whole market.

Ryan Holiday lays out three useful guidelines regarding successful books:

  • Write something new
  • Write something good
  • Write something well

No matter how good marketing is, it will fail if the product is bad. In this case, bad writing will quickly demolish good marketing. Therefore, the winning combination should always be good content plus good marketing.

Write Something New

Novice authors may attempt to rehash successful content in hopes of capturing a specific niche audience. Nevertheless, trying to ride a successful author’s coattails seldom works. Therefore, aspiring authors should strive to carve out a niche for themselves. This assumption harkens back to Seth Godin’s thought of progressively building a reputation. While it takes time, it is certainly worth it.

Write Something Good

Albert Einstein once said, “I have no special talent. I am only passionately curious.” Einstein’s words encapsulate the concept of hard work over extraordinary talent. Successful authors do not require unusual writing abilities. All they need is to explore the talent they do have.

Consequently, writing something good is about taking a piece of work and improving on it. Eventually, successful authors find a way to write something good. Something “good” means something that resonates with the target audience. This approach builds dedicated followers.

Write Something Well

Undoubtedly, writing well involves mastering style. Authors should always strive to find their voice. When they do, they can communicate their particular message to their target audience effectively. Appropriate editing is key. Editing goes beyond merely fixing typos and checking grammatical conventions. A solid editorial assessment can go a long way toward building a commercially viable book.

Common Mistakes that Kill Book Sales

Anyone seeking to become a true commercial success in the publishing world needs to be on the lookout for the most common pitfalls out there. By sidestepping these mistakes, any author can significantly increase their chances of becoming a commercial wonder.

Here are five of the biggest missteps that kill book sales.

1. Disregarding the Target Audience

This mistake is the most obvious one. However, authors overlook it the most.

While it is true that authors should write from the heart, they should also have a target reader in mind.

When the right message and the right audience converge, a book has an increased probability of becoming truly successful. Moreover, authors need to understand what their readers want.

The easiest path to success is delivering what readers want to know.

2. Overlooking Genre

When building a successful book, the genre is critical.

Genre does not only pertain to writing itself. Genre entails an entire persona surrounding the book. For example, a romance novel must build an entire romantic experience. In contrast, attempting to brand a romance novel as anything else would be counterproductive.

Whenever possible, diving into a specific sub-genre will truly make a book successful. For instance, a romance novel in the erotica sub-genre has a greater chance of succeeding than a blanket love story.

3. Ignoring the Importance of a Good Cover

Seth Godin offers this insightful (while somewhat harsh) contribution, “Your cover matters. Way more than you think. If it didn’t, you wouldn’t need a book… you could just email people the text.”

Indeed, the phrase “don’t judge a book by its cover” need not apply here. Covers appeal to the visual aspect of all people. A good cover should always be indicative of the book’s content.

Moreover, it should resonate with the target audience.

Consequently, a successful book begins with an appealing cover. Thus, it pays to hire a professional cover designer. It is an upfront investment that will pay off in droves down the line.

4. Neglecting a Website

Typically, authors see websites as a sales channel. They believe that the purpose of having a website is to sell.

While that is true, a website can be so much more.

A website is the quintessential marketing tool. In particular, author websites are home to blogs. Blogs are the most effective way of promoting books.

While a solid website does require some financial and tech-savvy investment, more cost-effective alternatives do exist. For instance, a ready-made template site from a domain service company can lessen the financial impact.

5. Marketing Too Late

Marketing too late entails delaying marketing efforts until after publishing.

Ideally, authors should begin marketing efforts prior to publication. While Seth Godin recommends a three-year advance period, the fact is that even three months before publication can work.

Most seasoned authors work on social media, blog, and leverage word of mouth as much as possible. Some authors release excerpts and sample chapters to entice their readers.

Nevertheless, ancillary publications such as newsletters are the ideal way to plug an upcoming publication.

Conclusion

Image by StockSnap from Pixabay

Selling books is no easy task. Therefore, having a clear understanding of the book market dynamics can make a significant difference between flat sales and a commercially viable enterprise.

On the whole, successful books focus heavily on marketing. And marketing, coupled with an innovative and well-written publication, can lead to an author profiting from a book.

Some authors, indeed, aim for critical acclaim more than financial gain. In such cases, authors must be willing to receive kudos without much financial compensation.

Ultimately, authors should set goals accordingly. If profit is the main aim, then books should focus on delivering what readers want. If acclaim is the main intent, then books should home in on what critics seek.

Lastly, Seth Godin has some interesting parting words: “Writing a book is a tremendous experience. It pays off intellectually. It clarifies your thinking. It builds credibility. It is a living engine of marketing and idea spreading, working every day to deliver your message with authority. You should write one.”

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Jennifer, also known as "Rizzo," is a Denver-based writer and genealogist with a passion for history, travel, and languages. She studied Spanish at the University of Guadalajara in Guadalajara, Mexico and also lived and studied in Ancona, Italy. She also holds a certification for International Tour Management through the International Guide Academy, as well as a Genealogy certification from IAP Career College. Since joining The Writers For Hire, Jennifer has tackled a vast array of projects—from RPFs and SOPs to memoirs and company history books— and has done many in-depth genealogical research and family tree projects. She has also worked as Project Manager for various client projects, including family history books, websites, RFPs, blogs, autobiographies, and SOPs. Jennifer is our resident historian and genealogist, and can often be found examining 200-year-old books in various archive sites around the globe. She enjoys working closely with clients, and loves any opportunity that allows her to indulge her creative side.

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After putting in enough time as a busboy, a cheesesteak artist, a medical courier, and a nightclub bouncer, Peter took the logical next step—securing a position at a bicycle shop. While serving as a mechanic and a salesman, his incriminating degree in creative writing from the University of Arizona got him assigned to every additional duty that had anything to do with words. Between all the wrenching and selling, Peter wrote website copy, emails, blogs, digital and print ads, press releases, articles, advertorials, and scripts for radio and television commercials. What started as a summer job evolved into an 18-year career in the cycling industry, gaining him experience in corporate communications, public relations, social media management, event planning, marketing, and retail advertising. Since joining The Writers for Hire, Peter has branched into ghostwriting, op-eds, RFPs, SOPs, and producing work for aerospace and engineering firms, public utilities, oil and gas companies, real estate developers, and the entertainment industry. At his home base in New Jersey, Peter spends his free time souping up cheap vintage guitars, admiring his dog, and talking about moving to the Adirondacks.

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Morgan has worked in marketing and communications for more than eight years, with a primary focus on copywriting and content creation. Throughout her years of experience, she has written and edited almost every kind of copy imaginable – magazine articles, blog posts, website copy, brochures, press releases, nonfiction books, newsletter articles, brand guidelines, and more – for both B2B and B2C audiences in a wide array of industries, including energy, technology, finance, healthcare, education, travel, retail, and more. In addition to her creative skills, Morgan has technical expertise in HTML coding and utilizing content management systems (e.g. WordPress) and email platforms, such as MailChimp, ExactTarget, and Constant Contact. With a lifelong interest in language, it is not surprising that Morgan has a bachelor’s degree in German and Linguistics from Rice University, where she studied more than eight languages. In 2011, she received her master’s degree in Advertising from The University of Texas, where she was accepted into the elite Texas Creative Program for her copywriting skills. In her free time, Morgan enjoys writing personalized picture books for friends and family.

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Shelley’s love of words began in first grade, composing poems for her dear teacher and mentor, Mrs. Blanchard. Her writing career began with several years as a county newspaper reporter, where she developed a love for interviewing all sorts of people. Besides feature writing, her news beats included city government, education, and nonprofits of every stripe. As a determined “adult student,” Shelley graduated summa cum laude from the University of North Carolina at Greensboro in 2010 where she also wrote profiles of outstanding adult students for a “Web Weekly” newsletter and edited a grant proposal for a campus office. After college, she wrote English instructional materials, website copy, product copy, and blogs before joining two construction and development ezines as a staff writer, happy to be conducting interviews for each assignment. Several years of intervening employment in corporate merchandising and HR deepened Shelley’s understanding of the workings of larger companies and the written content they require. She now loves being part of the writing teams at The Writers for Hire. When not at a keyboard, she can be seen jogging in her Southern neighborhood or found holed up with a biography, a vegetarian cookbook, or a vintage TV show.

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She earned her Master of Fine Arts in Creative Writing with a concentration in screenwriting from National University in La Jolla, California, and her Bachelor of Arts in Writing from the University of Tampa in Tampa, Florida. 

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Carol Kim is a versatile freelance copywriter who specializes in content marketing, blog posts, website content, and email marketing for business clients. She especially enjoys diving into research and discovering what makes every company unique. Carol holds a bachelor’s degree from Pomona College and a Master’s in Public Affairs from the LBJ School at the University of Texas at Austin.

Carol is also a children’s book author, having written several fiction and nonfiction books for the educational market. She especially loves helping kids learn about the environment and social sciences. Her first nonfiction picture book from a trade publisher is due to be released in fall 2021. 

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Martha Scott’s technical writing career began on a contract at Houston’s Johnson Space Center. She edited papers for scientific journal publication, documents for departments across the site, and a book about a proposed crew escape vehicle. She produced a yearly booklet describing Shuttle contract cost-saving measures, the mission managers’ Flight Data Pack, and a 45-page booklet called Charting a Course to the Year 2000 and Beyond describing plans to develop additional space vehicles and prepare for manned Mars explorations. At Invesco, Martha edited and contributed to two company newsletters (online and hardcopy). She wrote software user manuals, Help files, Training and Benefits department documents, and, finally, shareholder reports. She returned to aerospace for the Shuttle Program’s last 5 years where she attended and produced detailed descriptions of presentations and subsequent discussions at the Orbiter Configuration Control Board’s weekly meetings. She also documented crew debriefings for 17 flights. Martha’s most recent experience was on Jacobs Engineering’s contract with a Texas City refinery for which she wrote and edited Engineering, Safety, Inspection, and Information Systems documents.

Suzanne Kearns - Copywriter

Suzanne knew she wanted to be a writer at the age of ten when she wrote her first story, and has spent the past 2 decades writing blog posts, magazine articles, nonfiction and fiction books, sales letters, white papers, press releases, website copy, and anything else that can be put in written form. She has written for Intuit, Avalara, NerdWallet, GoPayment, and as a ghostwriter for a few well-known CEO’s. Her work has appeared all around the internet, including on sites like World News and Reports, Entrepreneur.com, and Forbes. She loves nothing more than being presented with a bunch of data and asked to break it down into digestible content for readers. Most days you’ll find her sitting on her porch with her laptop, writing to the sound of the ocean, and marveling that life can be this stinking good.

Jennifer DeLay - Copywriter

Jennifer has a background in journalism and Russian area studies. She holds a BA from the University of Texas at Austin and an MSFS from Georgetown University. While in graduate school in the mid-1990s, she developed an interest in the oil and gas industry of the former Soviet Union and launched a free newsletter covering the subject. She then spent more than 20 years researching, analyzing and writing about related topics, working for multiple weekly publications and a private consulting firm. Her areas of professional interest also include energy and power in China, Iran and the Eastern Mediterranean, and for fun she researches linguistics, neuroscience and disability-related issues. She has experience in copy-editing and has frequently worked with both native and non-native English speakers, helping them to produce clear, easily understandable articles on complex political, economic, legal and technical topics. Additionally, she has managed many time-sensitive typesetting projects for community institutions. Jennifer enjoys writing personal essays and lives in Atlanta with her family.

Dana Robinson - Copywriter

Dana Robinson has been writing and editing professionally for 10 years, publishing her first article in 2007. She serves as Editor-in-Chief of a local online magazine and is a contributor to various Houston print publications. She honed her experience writing newsletters and managing social media for small businesses and non-profits before moving on to e-books, magazines, and non-fiction books for print. She also enjoys teaching creative writing workshops for children. Dana received her formal education at the University of Houston–Downtown, where she majored in professional writing, minored in creative writing, and was the recipient of the Upper Division Writing award for best essay. She completed internships with Writers In The Schools and The Bayou Review.

Brenda Hazzard - Copywriter

Brenda Hazzard has over 30 years’ experience working as a writer and editor in the private and public sectors. She spent over 20 years working for the US Government in Washington and abroad, and spent several years working with the CIA during which she managed a team of writers producing internal briefs on international news, events, and politics. She writes on a variety of topics but loves opportunities to work on projects that cater to her keen interest in international affairs. She considers herself to be an empathetic editor, one who improves a draft but lets the spirit of the writer shine through. She has also worked on dissertations, white papers, newspaper articles, and family histories.

Adelia Ritchie - Copywriter

Adelia is a scientist, educator, technical writer and editor, poet, and blogger about her Pura Vida lifestyle in Costa Rica. She has more than 40 years experience writing professionally, including her years at Science Applications International Corp., Bechtel Corporation, Defense Acquisition University, and the Department of Defense. She earned her Doctor of Philosophy in Physical Organic Chemistry at Northwestern University in Evanston, Illinois, and her Bachelor of Science in Chemistry and Physics from the University of West Florida in Pensacola, Florida.

Carey Miller - Copywriter

Carey brings more than 20 years of writing and editing experience to The Writers for Hire. A lifelong writer and reader, she holds a B.A. in English from UCLA. Her background includes writing and editorial positions with both book and magazine publishers. She has worked as a copy editor and proofreader for major advertising agencies including Ogilvy & Mather and Rubin Postaer. Her experience includes magazine feature writing and editing as well as manuscript development and editing. A former advertising sales executive, she has crafted a wide range of business, sales, and marketing communication for leading magazine publishers including Conde Nast and Hearst. She has worked with major consumer brands including Nike, Visa, Levi’s, General Motors, Microsoft, Charles Schwab, and Neutrogena.

Coralee Bechteler - Copywriter

In the past, Coralee has been an organic farmer, a chicken herder, a zipline administrative assistant, and an ESL teacher for kids. Today, she's living her childhood dream of being a writer. She currently resides in New York with her cat (and muse) Hermes and a miles-long TBR list that gets longer every day. If she's not reading or crafting, you can usually find her pulled over on a country road writing something down or picking wildflowers. Coralee holds a bachelor's degree in English, an associate's degree in Horticulture, and multiple internationally recognized software testing certifications.

Cecile Brule - Copywriter

Cecile enjoys the challenge of discovering each client’s unique strengths and presenting them to a wider audience. Since joining The Writers For Hire, she has worked on blogs, newsletters, RFPs, end-user documentation, email, social media, sales pages, biographies, op-eds, and fiction.

Previously, she taught in Shenzhen, China and obtained an HSK3 (Intermediate Mandarin) certificate. Cecile enjoys gaming, drawing, producing short films, and growing fifteen different varieties of apples with Serenity Orchards.

Rosalind Stanley - Copywriter

Rosalind Stanley grew up on the Coast of Maine and then accidentally spent fifteen years in Virginia's Blue Ridge Mountains, before moving to the Midwest. She graduated from Lynchburg College in 2008 with a B.A. in Creative Writing (and a minor in Theater Performance); ever since, Rosalind has endeavored to make writing a part of her daily life, whether creative or technical, whether as a volunteer or an employee. She has tutored students, taught workshops, edited fiction and non-fiction books, and worked as a beta reader and a legal writer. She also publishes a newsletter on Substack, where she releases her own fiction serially. When not writing, Rosalind is busy homeschooling her four children and raiding the local library for new fiction.

Sean Patrick Hill - Copywriter

Sean has been a professional writer for more than 25 years, and has an M.A. in Writing from Portland State University and an M.F.A. in Poetry from Warren Wilson College. He's the author of five books, and his writing has won him grants and fellowships from the Kentucky Arts Council, the Vermont Studio Center, the Elizabeth George Foundation, and the Regional Arts and Culture Council. He lives in Louisville, Kentucky, where he also works at his photography.

Wintress Odom - Owner / Editor-in-chief

Wintress founded The Writers For Hire in 2003 after freelancing for several years as a copywriter and editor. She has overseen, edited, proofread, or written copy for over 100 clients and is happy to have maintained long-term relationships with many of her first customers. Wintress is an exceptional proofreader and editor and has a gift for organizing large projects, including large technical manuals and manuscripts. Her educational background includes graduating cum laude from Rice University in 2000, studying at Cologne Gymnasium in Germany, and graduating valedictorian from The Science Academy of South Texas in 1994.
Wintress