In today’s bookselling marketplace, multi-channel selling is vital for authors, especially those who self-publish. It involves selling books across various platforms—whether that’s online or in physical stores. For self-published authors, this often entails collaborating with a book fulfillment company to manage shipping and finding a distributor to get books into retail outlets. It’s a strategy that aligns with how most media today reach their audiences by utilizing multiple channels. Many authors have their own e-commerce platforms, where they can not only sell their books but also offer other merchandise.
For busy authors, partnering with an order fulfillment service can streamline the shipping of orders, making the process more efficient. If the service can handle a range of products, shipping them alongside your books takes full advantage of the market opportunities available. However, a cautionary tale for those considering print-on-demand services is that while they may provide ease at first, relying solely on their website can limit broader sales opportunities and ultimately impact profits. It’s essential to effectively reach your target audience, especially since many readers still prefer browsing in stores.
Statistics show that over 80 percent of books are consumed in physical copy form. Although online sales are substantial, many readers prefer to browse and sample books before making a purchase. The most successful authors recognize the importance of accessibility. Local independent bookstores play a role in this ecosystem, often nurturing loyal customer bases that have supported them for years. These bookstores are also home to passionate readers who might become some of your book’s most vocal advocates—word-of-mouth recommendations can be incredibly influential for boosting sales.
A marketing strategy can enhance the chances of a book’s success. While online visibility has become increasingly crucial, traditional media attention remains valuable. The key is to generate buzz so that your target readers become aware of your book, which leads to persuasive media coverage. When your book gets featured on television or mentioned in respected newspapers and magazines, it adds credibility. These endorsements imply that your book is noteworthy. Multiple mentions across various platforms can create a sense of anticipation and engagement, drawing more readers to your work.
