065: 4 Reasons Good Books Don’t Sell Anymore (and What to Do About It) [Podcast]
Children are born utterly helpless and dependent. Parents prepare for months in advance, but the real work begins after they leave the hospital. Once the kid is born, you have to raise it. A book is no different. Many authors think after a book is written
Children are born utterly helpless and dependent. And a book is no different. Many authors think after a book is written the hard work is over. But writing a book is like giving birth. A baby can’t take care of itself and neither can a book. Both require supervision.
Much like parenting, the book launch process is an arduous and rewarding journey. You’ve produced this living thing, but now you’ve got to make sure it survives and thrives.
This week on The Portfolio Life, Andy and I talk about why it’s easier than ever to publish a book, but more difficult than ever to sell one. Listen in as we discuss the death of the golden age of publishing, and what it means for writers.
Listen to the podcast
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You and what army?
Back in the day, if a writer landed a contract with a publisher, they were set. All they had to do was write the book and the publisher took care of everything else.
Now, with the introduction of self-publishing and digital channels, the game has changed. Publishing houses are folding and merging. They are adapting their approach to acquiring new talent and launching books. For authors, writing a good book isn’t enough anymore.
To write a book that sells, the weight of marketing and promotion falls on the writer’s shoulders. To succeed, authors need an army.
Show highlights
In this episode, we discuss:
The difference between a good book and a great one
The myth many writers believe about getting published
What the end of the golden age of publishing means for writers
How to pursue your passion while considering your audience
The realistic ratio between how long it takes to write a great book and how long it takes to launch it
A fatal mistake authors make during book launches
How a writer can understand the reader’s investment in a book
Why a launch team isn’t enough to sell books
Questions an author must answer to rally an army
Bridging a marketing budget gap with magic
How to get people to share your book like crazy
Quotes and Takeaways
When you rise out of obscurity people pay attention.
Good books don’t sell anymore.
Once you finish writing a book, the work has just begun.
People buy books slowly.
It doesn’t take a team to launch a book, it takes an army.
Resources
The $100 Startup by Chris Guillebeau
The Happiness of Pursuit by Chris Guillebeau
Platform by Michael Hyatt
The Tipping Point by Malcolm Gladwell
Outliers by Malcolm Gladwell
David & Goliath by Malcolm Gladwell
Contagious by Jonah Berger
What do you need to do differently for your next book launch? How are you raising an army for your book launch?