I didn’t used to be a size queen. For me the meat didn’t matter—smaller was actually preferable since it usually came along with a charm and sensitivity the big brutes didn’t bother to cultivate. Indeed I used to have a beautiful relationship with smaller guys, but alas, I must blame the path of shameless self-promotion for the death of a great romance. Because of course, I’m not talking about men, but rather the tragic Casablanca-like grande affaire between me and the independent bookstore. Back in my Parisian days, small bookstores were my favorite places to browse and buy. Independent bookstores offered more character than the chains, a sensibility that was evident in the choice of books as well as the décor, which often felt like browsing in a lovingly collected personal library.
Now, with a few important exceptions, I can’t enter such stores without a shudder of post-traumatic stress. And when two neighborhood bookstores, institutions with venerable histories, finally closed their doors forever due to the hard economic times, I only smiled grimly. Yes, they’d broken and battered me, but I was the one left standing.
All this is to say that unfortunately, one nasty surprise shameless self-promoters will discover is that most small bookstores don’t love small writers. If you’ve got a self-published or POD book to sell, you will be especially vulnerable to the freeze treatment. I’ll never forget the afternoon I entered a prissy, purportedly woman-friendly bookstore in my town to be obsequiously greeted by the saleswoman walking the floor. She seemed ready to lay down her life to satisfy my every desire. But, when I told her I was a local author who’d come to talk about the possibility of the store carrying my book, her lips withered into steely frown. At the news I was talking erotica, albeit a fascinating, groundbreaking book based on a Japanese classic available through Ingram and the Independent Publishers Group, an Arctic wind began to howl through the shelves. The saleslady then informed me haughtily that the book buyer was currently in conference with a Penguin sales rep—you know, someone selling real books—and I could most certainly not leave a review copy with a press kit unless I had a self-addressed, postage-paid envelope for its return.
Some booksellers seemed warmer as I made my appointed rounds, but a distressing number “lost” my review copy (I suspect employees saw a dirty book, decided to take it home for a one-handed read, and stained it too badly to return it). Many more buyers needed repeated reminders by phone, which resulted in their stocking one copy in the dustiest, most cob-web-covered corner of the establishment. Sex toy stores proved even harder to crack, although you’d think they’d see us fellow lust-peddlers as compatriots. I understand that smaller stores do have to consider the bottom line and erotic novels probably don’t fly off the shelves, especially if they aren’t positioned to reach reader eyeballs. Or maybe the hostility is a reaction to countless local authors who come begging. Whatever the reason, once I was selling instead of buying, I sank from queen to beggar in record time.
Of course, a few sainted small bookstore owners were genuinely welcoming. They listened to my spiel politely, did a computer search for my book and immediately ordered a few copies for the store. I will love these people forever and make a point to give them my well-deserved local book dollar.
Yet was it worth it to pound the pavement for a cold shoulder 75% of the time? My answer depends on whether I’m in a fighting mood. I would say that if you’ve already cultivated a relationship with a store and they know you well, definitely give it your best try. If you don’t have a major distributor, you can offer to sell your book on consignment. If the book sells, the store gets 40% of the cover price and you take home 60%, although the burden is usually on you to check back. And whether you are promoting a book now or hope to do so in the future, scope out local bookstores that are cool enough to carry erotica and host edgier readings. These are the places you should approach first. Finally, I’ve had the most success with small stores when I show up in person, although a sex-friendly store in another city might be worth an email query with a brief synopsis and jpg of your cover.
Surprisingly enough, behemoth Barnes and Noble was exceedingly accommodating. All I had to do was call all the stores in the area, identify myself as a local author and every story ordered two copies on the spot. Of course, due to their shelving policies, Amorous Woman was always placed spine-out in the “S” section of fiction which virtually eliminated any casual interest it might draw in the erotica section. But after a lifetime of lauding the little guy, this polite treatment gave me an appreciation for the generosity of the bigger bookseller.
Which brings us to Amazon, the biggest bookstore on the block. Yes, the place has its problems. It donates to red politicians (remember when conservatives would have been horrified to be associated with that color?) and is no doubt responsible for the deaths of many a “good” independent bookseller. But Amazon is a friend-in-need to the shameless self-promoter—in particular self-published and POD authors because all you must have to get shelf space is an ISBN number. And while you may want to continue to support your local merchant, you can gain a lot by using the resources Amazon provides to writers with little backing from their publishers.
I wanted to mention two books that I used to educate myself about Amazon, although many of these suggestions will be familiar to any regular Amazon customer. Carolyn Howard-Johnson’s The Frugal Book Promoter: How to Do What Your PublisherWon’t is a decent general reference, although it is a bit dated and perhaps optimistic about opportunities. Steve Weber’s self-published Plug Your Book: Online Book Marketing for Authors was also instructive for me when I started out on this journey, as it deals with not only Amazon, but web sites, blogs and blog tours. Now, being the most frugal of the frugal book promoters, I’m not saying you should rush out and buy either. Too many people out there are far too interested in preying on the befuddled promoter who might believe spending money makes you money. But these books did help me get myself organized and are reasonably priced. They certainly cost less than the book marketing seminars I see advertised online, so I want to give credit to them.
Perhaps the most important use of Amazon is the page that lists your book, which is generally recognized as a place to gather reviews (see my column on reviews). Many blog reviewers will repost at Amazon if you ask nicely and of course friends and colleagues are prime supporters. If someone reads and praises your book, don’t hesitate to ask—politely—for a brief review. Another way to garner more reviews is to approach Top Reviewers with an offer of a complimentary copy. You can sometimes get in touch if you see a positive review for a book on a related topic. I posted a query on Amazon’s Top Reviewer’s discussion board and got two responses from regular reviewers, both of whom went on to give me favorable reviews. My numbers did move a bit after both were posted, although you can never be sure there’s a direct link, but the review will remain on their pages as well as mine for future browsers.
Speaking of Amazon numbers, if you’re not yet published, enjoy this time when you can chuckle at the silly fools who constantly monitor their sales rankings. Yes, we’re ridiculous, but the trouble is, like lab rats we do get occasional, apparently arbitrary dips that hearten us. When the number creep toward seven digits, it’s not quite as much fun, but it always gives us something to do when we’re bored. My advice? Avoid the habit if you can—and do let me know how you manage to pull that off because I’ve rarely managed a week without a peek or two!
When my novel was first published, Amazon had an Amazon Connect program, which involved registering your book, then getting verification from your publisher. At that point your blog posts would automatically appear on your book page, providing potential buyers with more information about you. Now things are different. You still have to register, but your book page has a link to an author page, which the buyer can click on if interested, and your latest blog appears there. I’d guess the extra step means far less exposure from this feature, but it’s probably worth signing up anyway.
Other ways to use Amazon may seem obvious to you, but they weren’t to me. Every author should develop at least one Listmania for your own books and anthologies. Catchy titles will get more views. Mine—”Smart is Sexy: Erotica with a Ph.D.“—has over 3800 views, so sex definitely sells in that instance. Both of my reference books tell me that “So You’d Like To” pages are even more popular but require more preparation as well. Basically this feature requires an informative essay along with book recommendations. I’m planning to do one about Japan’s floating world, sex clubs and love hotels, casually slipping in my novel as an aside. You don’t want to make this all about your novel, but rather an educational experience for interested readers.
You can participate in the Amazon community in other ways that support your project indirectly. First you want to apply to have your book listed in a specific category—unless your publisher has done so. I applied for “Japan” for example. Make sure you’re a member of Amazon Associates, a program that gives you a small cut of any sale that you refer to Amazon from a blog link. You probably won’t make much money as a single author, but occasionally you’ll score enough to get a modest gift certificate.
While getting Amazon reviews for your own book is desirable, reviewing the books of other authors you admire can benefit you in two ways. If you write eye-catching, sexy reviews, potential buyers might come looking for more about you and discover your sexy book. Also, the more “helpful” votes your reviews receive, the higher you climb in reviewer ranking. This won’t make a huge difference in book sales, but it’s a painless way to improve your profile.
Speaking of helpful votes, as part of a good neighbor policy, make it a habit to rate helpful reviews accordingly. All it takes is a simple click “yes” and you’ve rewarded a thoughtful reader who’s taken her time to support authors. Unless of course it’s a mean, stupid review, then you have my permission to click “no”! While you’re voting, you also want to add tags to your friends’ and colleagues’ book pages. The greater the number of tag “votes,” the higher the book will appear in searches.
In spite of the drawbacks of Amazon, it provides a valuable service to authors who can list their book indefinitely rather than rely on the old-fashioned system of a single window of six weeks during which a book either made it or died and was remaindered. Amazon allows us to promote our books indefinitely, so for that alone, I have to give the big guy a great big thank you.
Next month I’ll discuss the thrills and chills of radio interviews and how to determine when it’s time to ramp down the promotion of one book and focus on new writing. Until then, happy promoting!
Shameless Self-Promotion Points for November
One: Explore the options for selling your book in local bookstores from Barnes and Noble to your favorite erotica-friendly indie store. Be prepared to suffer public humiliation, but remember, it makes a bitchin’ story!
Two: Analyze Amazon for the ways its features for authors can help you promote your book and your “brand.” Incorporate community-building generosity into your casual online browsing by giving reviewers positive votes and adding tags to other authors’ books. In the shameless self-promoting game, when you do a favor for a friend, they’re much more likely to return it!
Donna George Storey
November 2009
“Shameless Self-Promotion” © 2009 Donna George Storey. All rights reserved. Content may not be copied or used in whole or part without written.