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Some authors have mastered the art of self-publishing. However, a harsh reality check arrives right in their faces. Successfully selling the book directly to readers on Amazon is one battle, but getting it into the physical and digital shelves of independent bookstores, libraries, and major retailers is a completely separate battle.
This logistical hurdle is colloquially referred to as the “Great Wall of Bookstore Access.” It is where most self-published authors fall because they simply lack the needed professional infrastructure. Book distribution for them became impossible.
Can authors manage all this individually?
An author individually cannot realistically manage thousands of individual accounts, track sales across multiple retail chains, process large-scale wholesale orders, and manage returns. The process is indeed overwhelming, and the logistics gap is also wide.
This is why professional book services help bridge the gap between the published manuscript and the vast global retail network.
What will the blog post cover?
This blog post provides the ultimate education on leveraging these services to help dramatically expand the book’s reach. It will detail the difference between wholesale and distribution.
It will also explain the key services they provide and show them how partnering with the right distributor is a non-negotiable requirement needed to move the book from a local phenomenon to something available nationally.
What should authors understand about book promotion and book distribution?
Authors need to ask themselves the following questions, especially when they are deciding when and how to promote and distribute self-published books:
- Should they pay some money to promote their book?
- Does the author have any official social media profiles along with an official website?
- Do they want to sell books online? If so, which retailers will they be using?
- Does the author want to sell their books in stores? Will they benefit from making an author signing?
Answering these questions will provide them with a good foundation to start from. Authors can also change their book distribution time at their beck and call. Yet, going into promotion and distribution with any plan will provide them with a stronger foothold.
Understanding book distribution and its benefits
Indeed, it is a great accomplishment to write a book. But getting it read by the target readers can be quite a challenge. Thankfully, there are some tips and tricks authors can use to get their book into the hands of readers.
From using Amazon to promoting books to using social media influencers, there are many ways to help raise the reach and get people interested in an author’s literary work. Let us now understand book distribution from a more open perspective.
Defining book distribution
Book distribution helps make books available via retailers (both physical stores and online ones). It includes looking for the right publisher, printing the books, keeping them in a proper warehousing mechanism, and then distributing them to retailers who will make them available for sale.
The process is indeed complex as it requires coordination among many different parties.
The benefits of book distribution
Book distribution has numerous benefits for authors. First, their books are accessible to customers who may not be easily able to find them (especially those looking for them beyond their local area).
Secondly, it helps authors reach a wider audience through the expansion of their availability beyond local stores and online retailers. Third, it helps them with marketing and promotion as more people are exposed to the author’s work when they distribute their books more widely.
Lastly, authors are provided with potential income from their books’ sales at retail stores and royalties from publishers who utilize book distributors as middlemen in selling the author’s work.
In what ways do book distribution services work?
The process works by connecting publishers with retailers who are willing to sell the author’s literary work. The publisher will negotiate deals with multiple retailers to expand their reach and ensure that customers can access the author’s work in multiple locations with ease (physical and online stores).
The publisher will then warehouse the books before distributing them to retailers as per demand or pre-orders. Once the retailer receives the books, they are responsible for making them available for sale on their website or store shelves.
The whole process can take several months. It also depends on how quickly orders are processed and how long it takes for warehouses and retailers to receive shipments of new books from publishers.
The essential steps of book distribution
If authors are ready to get their book out in the world but are not sure where to start, they are not alone. Many of them struggle with all the steps needed to distribute a successful book. Indeed, it is overwhelming.
Luckily, there are some essential steps that can help authors ensure their book is distributed in the most effective way possible. Let us now have a look at the essential steps of book distribution services for authors:
Choosing the needed distribution channels
The first step in any book distribution plan is deciding the channels to use for selling the book. Some popular options include Amazon, Barnes & Noble, independent bookstores, plus libraries. Each channel has its own set of pros and cons. Hence, authors need to consider each one carefully before making a decision.
Making a digital version (eBook) of the physical book
Printed books are still popular among numerous readers. But eBooks have become increasingly prominent over the past decade. Hence, it is important to make an eBook version of the book if authors want it to reach as many readers as possible. It is desired mainly as some retailers will only sell digital copies (and versions) of books.
Book promotion via social media
Once the eBook version is ready, it is time to start promoting it through social media (especially through platforms like Facebook and X (formerly Twitter)). This will help spread awareness about the newly released literature and can attract potential readers for the work.
Authors can also consider joining author forums or starting an email list for loyal fans who desire updates on new releases or special promotions related to the books.
Getting reviews from readers and industry professionals
Reviews are essential to help prospective readers decide whether or not they want to buy or read a certain book. Hence, authors must get as many positive reviews as possible from industry professionals and everyday readers who have read their book (even via Goodreads). This will help establish credibility for their title and increase sales over time.
Utilizing traditional methods of advertising
No author should overlook traditional advertising methods, especially print ads in newspapers or magazines. These ads can still be quite effective when they are used correctly. Hence, authors must consider investing in them if they fit within their budgetary requirements/constraints.
Establishing relationships with local independent bookstores and libraries
Building relationships with local independent bookstores and libraries is another worthwhile way of promoting the title and reaching more potential readers. It will indeed help raise the sales and give authors more visibility within the local community. This can create more chances down the road in the form of interviews or speaking engagements.
Making good use of online advertising platforms
Online advertising platforms like Google Ads are becoming more popular among authors when they plan on spreading awareness about their titles without breaking the bank. Allowing prospective customers to see ads related directly to their interests makes this kind of advertising quite effective. Hence, no author should overlook them in their book distribution plan.
Tracking and analyzing results over time
Last but not least, no author should forget about tracking and analyzing outcomes over time. It is important when it comes to distributing books effectively. Keeping track of how numerous tactics are working helps them determine the best tactics and the ones needing improvement. This helps maximize success and minimize any effort going to waste.
Conclusion
Book distribution is indeed a complex yet rewarding process. It can help authors reach their desired market, bookstores, online stores, and readers. For that, they need to understand the ins and outs of book marketing and get involved in the process to ensure their investment is paying off with good returns.
Frequently Asked Questions (FAQs)
Q: What is the main job of a distributor?
A: To act as the logistical intermediary between you and thousands of retailers (bookstores, libraries, wholesalers), managing the ordering, fulfillment, and invoicing process.
Q: What is the typical discount expected by distributors?
A: Distributors usually require a substantial discount off the retail price, often between 50% and 55%, as this is necessary to entice wholesalers and bookstores to carry your title.
Q: Do distributors handle my sales and marketing?
A: No. Distributors handle logistics and sales representation, but the author remains responsible for all primary marketing and consumer-facing promotion (ads, social media).
Q: Can I use a distributor and KDP at the same time?
A: Yes. Many authors use KDP for their direct Amazon sales and a separate distributor to reach bookstores and other non-Amazon channels.
Q: Do I need a book distributor to sell in stores?
A: Yes. These distributors help establish negotiable terms with stores and also help vouch for spaces that reach the reader’s eyes easily.
Q: Which book distribution service is best for self-published authors?
A: The one who truly understands an author’s needs is the one who is best suited for self-published authors. Amazon Kindle Direct Publishing (KDP) ranks among the topmost distribution services in this regard.