Book Stores and Online Stores – The Difference Down Under

If I had a dollar for every time I was asked one question back in 2010, I’d have retired already. That question was, ‘how do I get my books on Amazon?’

Back then I’d usually answer with, ‘Why Bother?’

The bricks and mortar stores in Australasia were still selling books, albeit, not terribly well. However, many were closing, and most had diversified beyond selling books, and had ‘warehouse sales people’ behind their counters, many of whom were far from passionate about books, and were unable to be of much help if the requested book by a customer ‘wasn’t in stock or on the computer yet’. Add to that, due to the sheer volume of books available, book store owners and managers were simply challenged beyond believe to know what might be worth stocking and what might gather dust and end up heavily discounted a few months later. It was hit and miss to stock shelves, and Indie Authors missed out most of the time, as much due to the quality of their books, but also due to the lack of sales channels that led them easily to get their books noticed by buyers.

Amazon was equally challenging back then, because due to their own internal rules about needing to have enough stock on hand to supply orders quickly, the warehousing of books and distribution channels meant that if you didn’t have some kind of managed warehousing of your books based in the northern hemisphere, you would likely be rejected by Amazon anyway.
Forward to 2017 and all the rules have changed. Now, it’s easier than ever to upload your books to Create Space, Ingram Sparks, Barnes and Noble, Nook, Kobo, Kindle. E-books can be sold via Kindle within minutes of being uploaded, and Create Space can fill orders within days of your setting up an account.

The quality of print on demand is outstanding, and the need for warehousing hundreds or thousands of copies of your books has gone. No more expensive outlays for authors to stock printed copies, fulfil their own orders by lining up at the post office. The royalties are paid when and as expected, with full reporting functions built into all of the platforms available to sell on.

So, what’s the problem with all that?

Ignorance mostly.

Authors are still struggling to know what to do, how to do it, and the learning curves around uploading can be fraught with deep time-wasting pits of despair. It takes time, and a lot of reading the fine print and understanding the process to do your first upload onto either Create Space or Kindle. Working out how to price your book, determine the best categories and why this is important, and even understanding the special ways that Keywords work for or against your book’s success takes time and knowledge.
Unfortunately, the average newbie author often does not see the value in paying for expert help, despite the fact that they are now saving significant amounts on the production and printing of books. And this is the one thing that needs to change for authors, especially in Non-Fiction genres. Getting armed with the knowledge needed to do this well, is as critical an investment in publishing a book as editing and cover design is.

Being an author is time consuming, often for low returns, and yet is one of the most creatively rewarding things a writer can do. Seeing others benefit from your shared stories, wisdom, experiences is priceless and getting those reviews that mean you know you’ve contributed valuable knowledge to someone anywhere in the world is heart-warming to say the least. Getting those checks from Amazon is also pretty exciting. But if we’re all going to do it well, and ‘ace it on Amazon’ we have to start approaching the technical ends of publishing. That means paying for expertise sometimes, just as you would for social media specialist work, and design skills.

In 2018, I challenge all authors to up-skill – not by diversifying their studies across too many publishing topics, but mastering one or two necessary areas, and sharing that knowledge with others. That will still keep the overall cost of successfully publishing down to an acceptable level for most indie authors – and make it even more viable to pay for the specialist areas you need to dive into occasionally.

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