Distribution is More Important Than You Think

For years I have been saying that distribution is key to increasing sales for your book.

Distribution increases the likelihood that your book is available where someone prefers to shop, making it easy for them to purchase. We are an immediate gratification society. If we don’t find what we are looking for right away, we will take the closest substitute.

Now a new study backs up what I already knew to be true. Wilke Global discovered that there was a lack of research on what consumers do when they are unable to find a particular product in both the brick-and-mortar and online worlds. So, the company embarked on a focused study in 2016 to learn more.

A few key findings from the Wilke Global study show that distribution is fundamental in winning with consumers. These findings include:

  1. Half of consumers (48% in 2016 and 49% in 2017) reported that they would buy another brand if the product they were searching for was not available on the shelf of the grocery or drug store where they were shopping.
  2. When faced with a product they don’t find at their retailer of choice, relatively few consumers seek to complete their purchase online (7% in 2016 and 10% in 2017). Basically, if a consumer sets out to buy a product in a store, they don’t readily make the shift to purchasing that product online if they can’t find it in the store.

While well over half of all books are now purchased online, some consumers are still brick-and-mortar book purchasers. What this research confirms is that when these readers hear about your book and can’t find it in the bookstore of their choice, they will  buy another book on the same topic that is available in the store instead.

This is why distribution is so important for small publishers and independently published authors. Simply having your book available on Amazon.com is not enough to reach all readers. If you book is not available for purchase in multiple online and brick-and-mortar bookstores (even for the store to order it when a customer asks) you are losing out on sales.

The Wilke Global study also discovered that consumers who purchase online are not terribly likely to visit the brand website (only 8% in 2016 and 6% in 2017 did so). Instead people shopping online generally start with Amazon, Google, or Walmart to find the product they are looking for.

As an author, the more places your book is for sale, the more sales you will catch. Make sure your book is in established book distribution channels so you don’t lose out on sales.

Related Posts:
How to Get a Book into a Christian Bookstore
What Authors Can Learn From Shopping Behaviors
Global eBook Sales are Within Your Reach

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Photo courtesy of Rhys Moult.

Why Would Someone Buy Your Book?

The number one reason people buy a book is because they have a connection to the author. This connection can come in a variety of forms:

  • They personally know the author.
  • They have heard the author speak.
  • They have read other books by the author.
  • The author is an influencer they listen to, watch, or follow.
  • They have a friend or family member who has recommended the author or book.
  • A publication or organization they trust recommends the book.

Sometimes people buy books they discover in a bookstore or online because they are looking for a good read or a book on a particular subject to help them with a problem they have. However, the majority of the time, people purchase a book because they have some type of connection to the author.

Are you making connections with readers?

I recently heard a speaker say that there are four reasons people will do business with you. These four reasons are:

  1. They like you.
  2. They trust you.
  3. They find you competent.
  4. They believe you have integrity.

How are you doing on these measures as an author? Are you likable? Are you providing potential readers with competent, trustworthy information that can improve or enrich their lives in some way? Are you a person of integrity?

According to Dictionary.com, one definition of connect is to associate mentally or emotionally. Do you want to make a connection with readers so that they buy your books? Then associate mentally and emotionally with them.

An easy place to start connecting mentally and emotionally with potential readers is through social media. Join the conversation. Spend more time responding to others and being empathetic to their needs. Develop a connection before you bring their attention to your book and what it can do for them.

Remember, Jesus often asked people “What do you want?” when they came to him. He did not assume that he knew their need. He asked them to tell him. Once they told him, he provided. Follow his example.

Related Posts:
Are You Selling or Connecting?
The Key to Selling Books
Are You Making This Connection?

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