The title of this post is attractive, right?
Who doesn’t want to sell more books?
Today I’m sharing exactly what you need to do to increase your book sales.
.My first question to my authors is always, “what do you want to focus on?”
If you’re going to sell your book, you’re going to have to focus on making sure that you’re doing the necessary things to actually get that book to sell.
However, if you’re only focusing on selling copies of your book, you’re most likely overlooking what could be a more profitable proposition, selling something more expensive.
I know most authors want to sell as many of their books as possible because obviously if we sell a whole bunch of them, they’re going to get into the hands of a whole bunch of people, which could lead to more opportunities.
I think a great example is Jordan Peterson and his book “12 Rules for Life.” I was watching several videos of his and I was just taken back at how many videos there were of Jordan Peterson on different media doing all kinds of different PR to sell his book.
At the time I believe he sold over 2 million copies of his book. It’s done really well. It’s made him a ton of money, and now he’s a public figure and is being asked to speak at huge events.
I was totally in awe by the number of presentations that I found on the media of Jordan Peterson in major media selling his book.
I thought this was interesting because he was a well-known figure before that book, and yet here he is appearing on media five, six, seven times a week. He’s appeared in major media outlets like the Joe Rogan podcast multiple times, and various top outlets throughout New Zealand, the UK, Australia, and all over the United States.
It made me wonder, how does someone like Jordan Peterson sell so many books?
It’s not just because he’s pretty well known and has a big YouTube following of over 1 million subscribers.
It’s because he is hustling to sell his book.
Here’s the interesting thing: he doesn’t have anything else to sell. He’s not selling a course or a program. He’s not selling some type of coaching or consulting on the backend.
Most of the speaking that he’s done has been as a college professor, although now he’s starting to get booked for larger speaking events.
Not having something to show on the back end is fine for someone like Jordan Peterson, but it’s not fine for you and I because we can focus our attention either on selling a low ticket offer for $20 or selling a high ticket offer for $2,000 or $20,000.
This post is not about focusing on a backend offer.
This post is about how to sell your book.
There are 2-3 primary elements that you need to focus on to sell your book.
Step 1: Get out there
Once your book is published, whether it’s you’re using, Best Seller Publishing to do the launch of the book, or you’re learning how to do it from us and putting these things into practice yourself, and the book has initially received some good acclaim and success, it’s time to pick up the mantle of selling your book.
Just as someone like Jordan Peterson, as famous as he is, has to appear on media day after day after day after day in different cities and in different countries to get his book sold, you will also have to work as diligently, if not more so to get your book sold.
There are a few ways to go about that.
My number one favorite way to sell a book is speaking engagements. If you don’t like public speaking, this isn’t the suggestion for you, but I find most authors are interested in doing some public speaking.
Public speaking might be as simple as a local networking type event because those are happening by the bushel in every single city across the country every single week. It may be as small as 10, 15, or 20 people. It could be hundreds of people.
It could be at an event that happens weekly, or monthly like a rotary or Lions Club event that has guest speakers, it could be an entrepreneurial focus group. There are ways to find and target specific speaking engagements. I’ve done a whole training in my membership group on how to go after those opportunities.
Know that you’re probably going to have to start at the lowest tier: local events. These kind of speaking engagements are typically small and they tend to be unfocused. For example, at an event focused on networking, how many of those people are really interested in writing a book?
I would rather speak to a group of 100 people that are all interested in writing a book, than a thousand people who may or may not be interested in writing a book. I really prefer a very narrow focus when it comes to a speaking engagement.
As you go up to what I call tier two and tier one, these are a much more narrowly focused. They’re events directly in your niche.
If you’re a doctor, you could be at events for medical professionals, and those happen on the county level, the state level, and the national level. There are literally 60,000 of them in the United States alone that happen every single year.
You have to get on those people’s radar using your book and then get in front of them. When you do that, you’re going to have an opportunity to sell your book because you’re in front of them as a speaker and your book is on sale at the back of the room.
When signing onto a convention, you can suggest in lieu of a speaker fee, the person setting up the opportunity for you to speak can purchase a certain number of your books.
If you sell your book for $25 retail on Amazon and you offer the convention promoter an opportunity to buy your books at $15 or $20, which still a discount from retail, but in lieu of a speaking fee, you might be able to sell $5,000 worth of books.
They feel great because they’re getting something in exchange for you being the speaker. You feel great because you’re still making $4,000 or $5,000 because you can print this for three bucks.
If you sell it for $20/book, which is still lower than retail, then you’re making almost the entire spread. You’re making $17 per book that sold. If you sell 200-300 books, that’s a pretty nice paycheck.
Aside from the benefit of selling more books, if the people at the event are your potential ideal clients, then guess what? Hopefully, they’re going to reach out to you.
When it comes to speaking engagements, I like to speak in front of a room. I even like to give my book away for free in exchange for their contact information because I want the information of my ideal client. I want their name, telephone number, and address.
I want all those things so I can follow up with them and hopefully sell them something because they have a problem I can solve. That’s much more valuable to both them and me than a $20 book.
There’s a risk involved because I’m not getting a $5,000 or $10,000 paycheck to do that, but I’m hoping and expecting to get a 20% – 25% return or even six-figure paycheck on the back end by generating leads.
To get to that level, you’re going to need to do a ton of speaking engagements because if you speak on the local, state, and/or national level, there’s a growth curve.
You don’t start speaking to the largest stages. Often you start speaking to the smaller ones, but if you do that consistently, you can easily sell tens of thousands of dollars worth of books every single year and perhaps even six figures in books. I have several clients who use this method.
If you don’t have anything else to sell, but your book, you should absolutely focus on speaking at events.
Step 2: Appear in as many different media outlets as you can
I suggest following in Jordan Peterson’s footsteps and really any successful author, meaning you should focus on PR and appear in as many media outlets as you can, as often as you can.
That includes everything from a podcast to print, blogs, and of course radio and television. Radio and Television are great if your message has massive appeal.
When I was on a KTLA for my book just a few months ago, I didn’t think it had a great mass appeal. However, just through the mention of my book in a three to five-minute segment, I sold 50-60 copies.
If I were to do media three or four or five times a week, guess what? I may be able to sell 250 to 300 copies of my book just from modest media appearances on a regular basis.
On some media platforms, no one may buy your book. On others, it may be a 2 or 3, or 10 or 20. Sometimes you hit a big podcast and you may sell hundreds of copies of your book.
Generally speaking, I don’t sell my book. I send people through to my free plus shipping funnel because instead of making money on the front end, I would prefer to give my book to people who are my ideal clients and really want a copy so I can get them into my world.
I want to start communicating with them and building a relationship so I can see if I can help them and sell them a higher ticket offer down the road.
Step 3: Amazon Ads
Amazon Ads. We started using this probably six or eight months ago. I’ve used it on and off with some success, but I’ve really liked what I’ve seen.
We don’t make any money on our Amazon ads, but I am selling maybe a $1,000 to $1,500 worth of my books online through Amazon advertising every single month.
If I’m not making any money, why would I do it? Because I’m not losing any money.
It’s about a break-even proposition.
I’m getting dozens, even hundreds of copies of my book into people’s hands, and it’s not costing me a single dime to do it.
People who buy my book will then come into my world, they’ll read my content, they’ll opt in, and ideally they’ll become a client.
Organic sales will happen and those are fantastic, but if you want to sell a ton of books, you need to think about how you can get in front of a ton of people.
If you focus on speaking engagements, PR, and/or Amazon ads, you will get ongoing success which can easily mean that bookstores might want to pick up your book.
They want books that sell, so if you can show them that your book is/has been doing well, you can reach out to them. Then you’ll be able to get your book in front of even more people.
hat’s not my suggestion for you right out of the gate. However, if you show some initial success like through our launch and then some ongoing success, then more often than not, bookstores are going to be interested in working with you.
That being said, I can’t even tell you the last time I went into a bookstore. Most purchases of my book are done through Amazon.
I don’t want you to think that the answer to all of your challenges and problems relating to book sales is getting your book into Barnes and Noble or Hudsons. It doesn’t work that way.
Oftentimes it’s more about ego, how the author fields actually seeing their book on a shelf in a bookstore. Speaking engagements, PR and media, and Amazon ads are your best bet to getting more book sales.
Once all of that has been put into place, you might have an opportunity at getting your book into a store. Who wouldn’t want to see their book in their local bookstore?
I want to go back to the title of this post: How to Sell a Ton of Books.
How do you do it?
A lot of hard work.
I know it sounds trite, but you have to focus on the above strategies. You won’t get the results you want unless you really put your time and attention into it.
So the big question you need to ask yourself is: what is the best use of your time?
I recently shared a way that you can start a consulting business from nothing to over a quarter of million dollars very easily. If you have a simple $3,000 front end product and a $10,000 back end offer, you can $250,000 or more using your book to generate leads, authority, and sales.
Maybe in your situation, it’s as simple as getting your book sold and you want to do speaking engagements. Great, no problem. You know what you need to do.
Using speaking engagements, PR and media, and Amazon ads, you’ll have no problem getting your book off the ground to get more sales. You’ll be a best selling author in no time.