Top 10 Reasons Your Self-Published Book Isn't Selling
“Why isn’t my book selling?” I think most self-published authors agonize over this issue at some point, or even most of the time. From my own experience selling a self-published book on Amazon, as well as observing the challenges of other authors, I’ve identified several reasons why a book isn't selling.
1. Too Much Competition
It's been said that self publishing has democratized the publishing world. That's true. Almost everyone can self publish on the likes of Amazon's Createspace and Kindle Direct Publishing (KDP). And that's the problem.
Just to give you an idea of the magnitude of competition for any self-published book...
In September 2016, R. R. Bowker—the ISBN number registrar in the United States—reported that there were over 725,000 ISBN registrations for self-published works. Keeping in mind that since Amazon's KDP eBook publishing program does not require an ISBN, this number is a low estimate of what's really out there. Plus, this doesn't include ISBN registrations for traditionally published works.
Amazon's Kindle Unlimited (KU) monthly book reading subscription program advertises that there are over 1 million titles available. That includes both traditional and self-published titles. Plus, that's only those titles that are eligible for and participate in the KU program. There are certain to be many, many more titles that do not participate in the program, but are available for sale.
And, as reported in 2010 on Fast Company, Google estimates there are over 129 million books in the world. That was the estimate in 2010. That number is sure to have ballooned even more since then.
That's a LOT of competition! The publishing world, both self and traditional, is a noisy, crowded space, with offerings ranging from long forgotten ancient works to the latest eBook published a few moments ago. So this is a legitimate reason why any individual self-published title will struggle in any marketplace.
While the sheer volume of books of all types can dwarf any self-published book's chances for sales, that doesn't mean that authors can't improve their chances of making sales and earning royalties. But it all comes down to the book's marketing and mission.
2. Not Knowing the Book's Direct Competition
It’s clear that any self-published book will have an overwhelming amount of competition from every possible book on the planet. But there is going to be a specific subset of books and authors that will directly compete. To help the readers see your book as a potential choice, you need to position your book near these relevant competitors.
3. Writing a Book in a Vacuum
I’m always shocked when I ask authors about the audience for their books and they don’t have a clue. Essentially, they're writing a book in a vacuum. Then they're surprised when it doesn't sell because it doesn't resonate with readers.
4. Writing Where There's No Market
As discussed above, it’s wise to see what other similar books are in the marketplace. If there are very few or no books even close to the one being written, it could signal that no market exists for it. The book may be too unique to attract sales. Or there may not be enough potential buyers and the market will be exhausted quickly.
5. Writing Without an Author Platform
Create the market, then create a book for it.— Heidi Thorne
6. Book Cover Issues
Many self-published book covers (and interiors, too) look amateurish. I definitely recommend that self-published authors save some cash and use free or low cost cover creation tools and services. However, don’t make it look like junk! Again, looking at competitors’ offerings, especially those that are traditionally published, can show what might appeal to the target market.
And always make sure cover art is easily viewed in a tiny size that would be typical on online book product pages. In today's online world, that can have quite an impact on sales.
7. Price Too High or Low
This is another instance where knowing the competitive landscape for a self-published book is essential. What are other similar books in the genre or category charging? Pricing a book in line with others can also help position a book as a choice for readers.
Don’t buy into the notion that pricing a book at $0.99 will automatically attract sales! That may even make the book look like it has less value. Conversely, charging way too much could cause readers to pass the book over in favor of similar lower-cost options. Figure out an ideal price point based on cost and competition!
8. Unrealistic Book Sales Expectations
Even if their books are selling, some self-published authors are disappointed with their volume of sales. Their expectations in terms of volume could be based on wishes.
The reality is that self-published book sales will initially be made to one's immediate pool of family and friends. And sales may not extend much farther than that without more extensive and expensive marketing and PR. Backlist titles can bring in sales long after a book is published, but they will probably be sporadic.
9. "Sell" Is a Four-Letter Word
Authors who fancy themselves too much as artists may bristle at the thought of having to actually sell or market their self-published books. Whether their resistance is caused by arrogance, ignorance, or fear, their books languish in the no-sell zone. In self publishing, authors must come to grips with the fact that they are marketers.
10. Is the Book Just Bad?
I've saved the worst possiblity for last. Many self-published books are just bad. Sometimes I'm just embarrassed for the author!
But I've also placed this problem last because I also know that there are a lot of hardworking self-published authors who do create great books. In these cases, the lack of sales can be attributed to one of the foregoing issues. So continue to do great writing, but also do great marketing!
In self-publishing, authors must come to grips with the fact that they are marketers.— Heidi Thorne
Disclaimer: Both the publisher and author have used their best efforts in preparation of this information. No representations or warranties for its contents, either expressed or implied, are offered or allowed and both parties disclaim any implied warranties of merchantability or fitness for your particular purpose. The advice and strategies presented herein may not be suitable for you, your situation or business. Consult with a professional advisor where and when appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other damages, including but not limited to special, incidental, consequential or punitive, arising from or relating to your reliance on this information.
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© 2017 Heidi Thorne