Many authors dream of walking into their local book shop and seeing their own book for sale on its shelves.

 

The reality is that your book will be there for one of two reasons.

Firstly, if a major publishing house has picked up your book and is currently promoting it.

Secondly, if you have convinced the manager of the shop to hold a stock of your books.

The major book retail chains own very little of their actual shelf space – it is owned by the major publishing houses, and those publishers place the books that they want the public to buy.

Given the number of books actually in print, the chances of someone buying a particular book when they are ‘just browsing’ are tiny.

At airport book shops the problem is even more obvious – people browse for something that they will read on holiday and probably leave in the hotel room, and they will make a decision based almost entirely on product placement. The whole idea of a best seller list convinces people that a book must be worth reading and, for the majority of books, the content has been forgotten as soon as the reader’s sun tan has worn off.

Independent book shops are much more likely to hold a stock of a book if it has local interest or if the author is prepared to do some local marketing to drive customers into the shop. While the independent book shop has more control over what they stock, the principles are the same in that they will stock what they believe they can sell.

Some book shops specialise in particular markets, for example in religious, technical or local history books. If you write in a particular niche area, it’s always useful to seek out specialist book shops and ask them to hold stock.

Therefore, while a book in the High Street is a dream of most authors, it is not the most important way to market a book because, by the time someone goes into the shop to ask for your book, your marketing has already succeeded.  

Reviews

Must have books this month: Get your pitch down with The Pocket Pitching Bible. Irish Tatler

As a ghostwriter focusing on writing books that my clients use to promote their service businesses, I highly recommend working with Christopher Greenaway at CGW Publishing, who understands how to effectively promote business books better than most; for example, a recent client, published by CGW, found his book at the top of Amazon.com UK's most recommended list.

Martin Smith, Professional Writer

A skillful mix of psychology, art, method and sheer experience to help win any pitch.

Dr Ayan Panja, Presenter of BBC TV's The Health Show and Street Doctor

This is another exceptional book by an exceptional author, trainer and consultant.

Jeff Zadzilka, NLP Certified Master Practitioner

Every trainer's handbook. I recommend it to those who are open minded and eager to learn more for their benefit and of others.

Joan E. Rhodes

The CGW team's focus, creativity and service business expertise has resulted in The Pitching Bible gliding gracefully up the Amazon charts. I highly recommend CGW Publishing.

Paul Boross, The Pitch Doctor & author of The Pitching Bible

What a lovely book, so touching, amazing, informative, heartwarming and with a touch of sadness, but what a wonderful outcome, and also a brilliant read very well written by the Thompsons,I loved the way it gives his and hers points of view I couldn't put it down will recommend it to all my friends. A Wonderful read. Can't wait for the sequel!!

Gilly Sage

Page after page, I rediscover ideas from a completely new perspective. I highly recommend it. 

Jeff Ford, Director of Programmes, Channel FIVE

This book is full of practical and proven lean manufacturing principles and techniques. Bill's "Back to Basics" approach to lean manufacturing implementation is easy to understand and provides the foundation for a successful lean manufacturing transformation. Many companies in the process of Lean Manufacturing implementation will find an easy tool in this book.

Enrique Mora

After hearing positive remarks about this book through repeated mentions on various forums, blogs, etc., I made the purchase.

Peter Freeth has a clear writing style that feels like a relaxed conversation between the author and reader. The chapters aren't filled with unnecessary dialogue in an attempt to be overly complex. The material is very thorough, well structured and clear...and the exercises included are relevant to the material presented in the prior chapter. Hard to put down.

With about 20 NLP books on my "shelf", this is one I wish I had purchased earlier in the game.

Simplyhere