What Does a Trade Publisher do to Create a Best Seller?

After my last post many asked what role a Trade publisher plays in the marketing of books.  They have limitations as well.  Most trade publishers have over 100 books to market this year and like any big company they have to streamline their process to stay profitable.

Since many authors wonder what marketing comes from big time publishers for unknown authors, here are some of the things I have learned from my previous trade experiences and talking I have done with other authors and agents.

• Posters and flyers – Some publishers will at their cost create and ship for speaking events
• Postcards – Some publishers will participate in postcard campaigns.
• Advance copies – Often publishers will send out a certain amount of advance copies to the press and reviewers but when those run out expect to buy your own at your author price.
• Liaison with Booksellers – Most publishers will help the booksellers buy at discount for events if they expect 50+ books are likely to be sold.
• Videos on Amazon –  The trades have good Amazon relationships and can help with video posting which has shown to increase conversion by 30%
• Pair Roar! on Amazon –  As a self publisher I learned it costs money to request those pairings on the Amazon page but some publishers will foot the bill to have the book show up with their top sellers.
• PR – The publishers will often send a release announcing books and post on their own press page.
• Email blast – Most trade publishers have there own mailing lists with thousands of names.  Obviously they promote all new volumes to this list.
• Specialty Book Promos – Bigger publishers may offer special promotions in their mailers and catalogs to their bigger bookstore buyers
• Ad design – My past publishers were willing to offer graphic help where needed if they could spare the resources.
• Author connections – You can ask for connections to other successful authors. It give you a chance to learn from their successes and failures.
• Distribution – This is a trade publisher’s best tool. The bigger and more powerful the publisher the more likely your book is on every shelf in America.  This means more coverage in the stores and is a major reason for going trade.  Every book on the shelf is a billboard for your book.

In addition to all this of course once you have a deal, trade publishers have already invested tens of thousands of dollars in the project and provide the use of their brand, which personally has helped me with speaking and writing opportunities.  Other items like Radio satellite tours and paying premiums to put ROAR! in airport books stores are usually out of the question unless the book sells tons right off the bat. Although I know one author whose publisher set up a series of speaking engagements first time out.  Fyi, it costs thousands of dollars a week to have your book in an airport bookstore and the sales rarely pay for the expense.

After this week I can see why publishers are pushing their authors to speak.  I spoke to 100 people in Philly and Michigan, which resulted in about 75 pre-orders.  I am always looking for more speaking opportunities so if you know of one bring it on.  Here is where I will be speaking next.