The Sales and Growth Malaise
Retrench in the mission to rediscover the 'Why'
We’re about six weeks into the life of my novel Lose Yourself and I admit sales are not meeting my expectations.
Currently, Lose Yourself is trailing sales for my first novel Friends in Low Places, in spite of increased press, a mailing list, and other marketing designed to expand my customer base beyond those who read FILP.
That’s not to say that I haven’t received support. I’ve had a generous amount of sales. I had more than 40 readers at my book event at a local brewery earlier this month. I’ve had friends reach out and buy the book. I’ve also found some fans through the various podcasts where I’ve appeared. I’m grateful to those who have supported me.
Contrary to popular belief (sarcasm alert), books don’t sell themselves. For an indie author, breaking through with sales is an ever-present challenge. It is the reason why traditional publishing always seems a bit more enticing, despite navigating endless gatekeepers and rejections. And even then, sales are not guaranteed.
I am in a period of discomfort. The adage of spending money to make money makes sense, but anyone who knows me knows I don’t like to spend money. I’m constantly evaluating return on investment in the moment. For every $50 I spend on marketing in one week, I expect to generate a return that earns me $51 in net sales. I know that is faulty thinking because marketing takes time, but does it make sense to gamble today’s profits for the promise of future sales?
The logical me says that growth happens in struggle. These are times for me to expand my thinking, look for new possibilities, and manifest a breakthrough. Resources are available to help indie authors make a profit. Some resources are free. Others are not and one of the best scams out there is sharing tricks and tips for marketing a book. Buyer beware!
Another option is to pause… take a breath… and go back to my mission statement:
Share stories I find intriguing and earn enough to recoup my investments
By this measure, I’m fulfilling my mission statement. I’ve never written as much as I’m right now. The stories that manifest in my head and transfer to a computer screen are fulfilling, and each time I post these creations or make progress on the next project, I’m deeply satisfied.
In that case, should I be content with what I’ve accomplished? Is lamenting about the lack of sales beyond the scope of my mission? In some ways, yes. In my case, I’m not relying on my writing as an income stream. I have the luxury to pick and choose the discomfort I’m willing to endure.
When we do not succeed with a strategy that aligns with our mission, we refocus and find a new way to achieve it. However, when it doesn’t align, it’s easier to put everything aside and take up something else. For example: Losing weight isn’t a mission. It’s a result. And if you exercise to lose weight, discouragement will closely follow. However, living healthier provides a mission that encourages new habits, such as diet and exercise. Commitment means transformation, but that commitment is absolute.
I may argue (with myself) that my writing mission is not there yet. Does it sustain through failure? Does it provide hope through frustration? Not as much as I hope, and I may revise it. But, for now, I’ll accept the growth I’ve made as a writer and understanding that publishing a second novel (and completing a first draft of a third) is success.
I’ll continue tweak my mindset and mission. If I look at the “sharing’’ component of my mission, “sales” isn’t an adequate corollary. Instead of chasing sales, I should be seeking new readers. After all, sales aren’t readers. Readers are people looking to be entertained by good writing. My job is to find them, and for them to Lose Themselves in my book.
Back to the mission.
What can you do?
Many of you have done so much so far. You’re reading this Salted Wetzel. You’ve purchased a copy of one or both of my books. You’ve attended book events. Consider the following:
Leave a review: Go on Amazon or GoodReads and leave a truthful review. They help the algorithm and provide readers with peace of mind with the quality of the book. Eight reviews give readers pause. When a book has more than fifty, the book has credibility.
Share with friends: Have a baseball fan who’d like the book? Someone with a birthday coming up? Either let them know about Lose Yourself, or talk about it at book club. (I’m available to join book events virtually!)
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Just be you. I appreciate the support you’ve already given.