The Importance of PreOrders: An Author’s Perspective

Picture this scene: a baby is due soon.
The mother has spent months anticipating the birth, making sure everything is okay, getting the nursery ready, and making sure she’s booked into the birthing suite at the hospital of her choice at the right time. 

Wouldn’t it be a little…well, weird if she didn’t tell anyone at all it was happening? 
Wouldn’t it be far more likely that she’d be sharing snapshots of the baby’s room and first teddy bear? And her friends would probably be liking those pictures, commenting on the anticipated arrival, and buying gifts for the baby shower. 

Setting up a preorder for a new book is, for an author, akin to getting the nursery ready and inviting one’s friends to the baby shower. Every preorder sale is like a baby shower gift that shows love for the author and excitement for the new arrival. 

To some, the analogy might seem far-fetched. As an author, I can assure you that it’s really not. 

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Preorders really can make a huge difference to a new book’s start of life. 

Once you’ve got the writing, editing, formatting and publication organised, you can give your book a boost by making it available for preorder and getting some advance sales. 

Without going into a whole lot of technical details, there are some really good reasons to do so:

  • It’s convenient. When someone preorders a book, it is delivered straight to them upon release. They don’t have to think about saving links, bookmarking sites, or following up later. 
  • It allows you to tap into the “I want it now” mentality that is so strong these days. Enabling people to order your book right away and satisfy their impatience is a clever marketing strategy. 
  • Having your book available on preorder enables you to build excitement and anticipation for your release. It’s one thing to be able to say “this is being released on Friday”, but another entirely to be able to say “Reserve your copy now! Be the first to get it as soon as it’s released! You won’t have to wait!” Remembering that tone is everything, it can’t hurt to have some excitement injected into your pre-release social media chatter. 
  • Those advance sales push your book further up the rankings, so that vendors show it to more people, enabling it to get even more sales. If you can achieve a spot in the “top new bestsellers” list for a day or even a week, that’s going to mean a lot more potential customers seeing your book without you having to go out and find them. If you’re lucky enough to win a “Number 1 New Release” ribbon on Amazon or Barnes & Noble, that gives you more marketing momentum and appeal.
  • Strong sales in the first week help to get your book noticed by other readers. It will show up in the “customers also bought” or “based on your browsing/purchase history” lists for more readers, and again, get new eyes on your book that you don’t have to go and find on your own. 

In my experience, making my books available for preorder has definitely been a good strategy.

I’ve been lucky enough to gain the “#1 New Release” ribbon for poetry twice, and obviously I’d love to do that with ‘A Rose By Any Other Name’ when it releases on Friday. Although it is in the much more competitive categories of Fantasy and Fairy Tales, which is a much greater challenge, but it’s not impossible. It’s also in the category of ‘Mashup Fiction’ so it has a good chance there. 

Whether my book makes a big splash or simply becomes a drop in the ocean, I will have given it my best shot. And that knowledge and confidence is something that you can’t put a price on. 

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If you’d like to join in my “baby shower”, you can preorder ‘A Rose By Any Other Name’ at
Amazon or your other preferred digital store.

How Not To Do Book Promotion.

I can’t tell you what kind of book promotion is guaranteed to work, but I can tell you what doesn’t.

Every author I know dreams of finding the perfect ‘set and forget’ book promotion. 

I’m here with some bad news: it doesn’t exist. 

Effective book promotion is about engagement and communication.  It’s letting people know your book exists, what it’s about, and why they should read it… without stuffing it in their face and demanding that they buy it. 

What many people don’t realise is that effectively promoting your book is a process, not an event.  You cannot simply advertise it once, post it on Facebook and/or Twitter, then sit back to wait for the sales to roll in. 

Personally, I’d love to think that everyone I know who sees my book will buy it, and that would flow on to lots of people I don’t know buying it. That isn’t how it works. The people you know are often less likely to be interested and willing to buy and read your book than complete strangers. 

You’ve got to make them interested. Bait the hook the right way, and they’ll bite. But the bait that works for one won’t necessarily work for another. Effectively promoting your book is complex: you’ve really got to be exploring different angles and be patient enough to follow them through to see if they work. If they don’t, you try something different. If they do, that’s great – but that doesn’t mean those same things will work again next time. 

As for what works, I don’t have all the answers. I wish I did. 
I do know what doesn’t work, though. 

Being pushy doesn’t work. Can you imagine how you’d feel if someone wandered around a bookstore holding a card in front of your face that told you where to find the book they wrote? Or if they followed you around, begging you to buy it?

Even worse, actually demanding that people buy your book is a complete turn off. Temper tantrums fall into the same category.

Making every social media post you ever write a “buy my book” post doesn’t work. Put that stuff on your page or author profile, share some of it by all means, but use your personal profile as exactly that. 

Taking advantage of the kindness of others doesn’t work – well, it might for about 30 seconds, but once they’re onto you, even the most supportive friend will back away and wear a necklace made of garlic cloves every time they see you coming. 

Abusing people and talking down to them doesn’t work. Those walls will go up faster than anything you’ve seen before. Not only will they not buy your book, they will tell everyone else what you said, and they won’t buy your book either.

Ignoring or dismissing those who help you along the way is entirely counterproductive. You’ll find yourself quite lonely and without the support you once enjoyed.

Assuming loyalty will not work. Sad to say, some people who know you in person might actually think that anything you write might not be that great. That doesn’t mean it isn’t excellent – but changing their perceptions is tricky. Humans are odd like that, and finding one who believes in you is like the proverbial needle in the haystack. 

The only way to go about it is to build engagement and develop a reputation for excellence

If you’re going to make the grade, your book needs to be top shelf: professionally edited, a well-designed cover, clean formatting, and engaging content. Without those things, your book might be good, but it’s competing with a market full of other good books that have had more time and effort invested in them to make them attractive to readers. 

It takes time, energy and commitment. Sometimes it takes sheer grit and determination, but you’ve got to manage all that without anyone really seeing that part of the job. 

But if you’ve got a story to tell, or a message to communicate to the world, there’s nothing stopping you. Just make sure you do it well

That will give you the best possible chance of promoting your book effectively and successfully.