Top 3 Insights on Why and Where Book Lovers Buy Books

So I can avoid too many slip ups in Debut Author Land

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It’s been a bit rough-and-tumble out here in Debut Novel Land.

These last several weeks are blurring by with the volume of podcast interviews and guest posts and social media kicking up.

Although I plan to do a thoughtful reflection on what worked/what didn’t work promo-wise once the last scribbled Post-it note is taken care of (right now plastered on every surface around my workspace)—and I stop grinding my teeth (terrible stress habit)—this week I thought I’d give you an inside scoop on my attempt at being smart behind the crazy.

A glimpse at how the sausage is made.

Strategies to avoid slipping-up.

And since I’m not an expert in the pub industry, I’m not out-and-out recommending what I’ve done for other creatives. But the strategies may give you food for thought.

And finally, since Jo van Gogh is my Bestie, you’ll see my debut authoring strategies kinda mirror her approach to promoting Vincent van Gogh’s art.

[My novel is Saving Vincent, A Novel of Jo van Gogh, about how as a young widow, Jo, the famous artist’s sister-in-law, inherited Vincent’s art. Instead of discarding the hundreds of unsold, worthless Van Gogh paintings, she saved them. Took matters into her own hands and promoted his art herself.]

But Joanie. . .mirror Jo?! Be an early 20c copy-cat?!

Sound ridiculous?!

See for yourself.

Here’s How It All Began

In the fall of 2023, while scanning the jillion book marketing and author newsletters in my Inbox I spotted a gem that made me stop short: Consumer insights about how and why and people buy books*.

I got giddy! (Sad, but true).

Marketing DNA still dances through my veins from my years in Corporate America. The article dangled a little research.

This was important because time and promo dollars are finite. Finding insights on why and how people buy books could help me allocate those resources to support my own book. Instead of deploying the “Throw Every Idea against the Wall and See What Sticks” strategy, I’d have a chance to Ready, Aim, Fire.

Every author (traditionally published, a hybrid-published author like me, and self-published) needs to do her own marketing to have a prayer at being seen in today’s jam-packed book world with millions of titles for readers to choose from. My publisher She Writes Press passes along good info but execution is up to me.

The consumer research gave me a little direction.

Let me show you by sharing the Top Three Insights and the strategies I (and Jo) used in response.

Insight #1: The No. 1 reason people buy books is that they are a fan of the author (not just know her).

Today a creative must develop fans.

Jo did this by translating and publishing Van Gogh’s letters (along with drawings) as a way to humanize Vincent to the public, and so counteract his reputation as a failed, mentally unstable artist. As people read his letters, they began to feel that they “got” him and became curious to learn more.

Voilà, the beginnings of Van Gogh fandom stirs.

My “fandom” response was to start a weekly newsletter, though honestly, it took me a long time—months to gather the courage to do it. I knew that once I began, I shouldn’t stop. Consistency matters. And it has to be in a genuine voice and include bits of info on myself.

To break my procrastination I reached out to a sister author. Asked if she could be an accountability partner. She gave me sage advice I’ve returned to again and again:

“Readers want to know more about what you’re writing and when you’re going to publish it—if you want to build a book-buyer audience as opposed to a lifestyle audience. They want to know more about your worlds and characters.(what catnip can I offer?) Few authors are doing that upfront explicit demand-creation work today. Discovery alone will not and cannot do it.” 

This led me to including Jo and her world prominently in these essays. (It also led me to eventually become more active on social media. Creators have to be influencers these days (sigh), but that’s another story.)

Insight #2: The No. 2 reason people buy books is Word of Mouth or a recommendation from someone they trust.

You gotta encourage recommendations or testimonials.

Jo did this by giving paintings to influential people. The gifts had one condition: the recipients had to loan them back for exhibitions of Vincent’s art—an early Word of Mouth (W.O.M.) tactic.

Next to these loaned paintings, she’d affix a label: “From the private collection of Dr. Frederik van Eeden” (Theo’s doctor who received The Sower), or “From the Private Collection of Octave Maus” (Brussels art director who received Fishing Boats in Saintes Maries de la Mer.”) and several more.

An onlooker would pause and give Van Gogh’s painting another look. “Huh. A doctor owns this painting. Is there something more to it?”

As for me, I chose to try for early recommendations for Saving Vincent via trade reviews and early consumer reviews.

A third-party positive recommendation from a trade publication is golden for a debut author.

But since so many new books are coming out every year, trade reviewers (Kirkus, Publishers Weekly, Midwest Book Review, etc.) are inundated with book review requests. Many charge an extra fee for an expedited review. So in the summer, as soon as I had an early digital galley of the book, I applied to a bunch in hopes of getting the reviews back in time to print in my book and get them online. Of course, there’s no guarantee the review will be positive.

The effort worked. In fact, I’ve reprinted a few here in past newsletters. The bottom of my website's first page carries the parade of good comments.

Secondly, early reader reviews are critical. How do you get them before the book’s out?

I turned to the paid review service Net Galley (where booksellers, librarians, teachers and consumers can select a free digital galley of the book in exchange for writing reviews).

I picked a service that gave me approval authority. For instance, I weeded out people that had not marked “Historical Fiction” as a favorite genre. Why solicit a review from someone who doesn’t like histfic?

Sister authors also offered to read Advanced Reader Copies (ARCs), and I hired a publicist who has solicited media book reviewers. As a result, I have a nice group of testimonials on the Goodreads reader site now.

Amazon will not allow reviews to be posted prior to a book’s publication date. Once Saving Vincent is officially out, I’ll need readers’ recommendations to give my debut book street cred. Amazon is a black box when it comes to its algorithms, but the rule of thumb is that once I have fifty reviews, Amazon’s bots will start to suggest Saving Vincent in its “Customers Also Bought” section.

That’s a big lift for a debut author. It’s why you see so many authors asking for reviews.

Insight #3: Only 1 of 3 books read are purchased new. The other two are borrowed from the library, exchanged with friends, etc.

I need to reach out to libraries, starting with my own local library system.

Jo also went local first. Although she wanted to get into bigger markets, especially Paris—the epicenter of the European art trade—she concentrated on asking Dutch art dealers for exhibitions first. Vincent’s artwork was already outside the norm and gaining acceptance among his native Dutch art dealers gave her a first step towards his acceptance elsewhere.

My goal is to get my book where librarians look.

As a debut author I have the headwind of needing my book to be out in the world to even be considered by a library. The social proof of trade reviews (explained above) can help. Another is applying for literary contests. Any wins tend to be lagging social proof since winners might be announced long after a book’s publication date.

Entering literary contests is not only an expense, but they need to be vetted to avoid scams. I used Book Award Pro and got recommendations from author friends. I was fortunate to find a contest last fall that could give me an early credibility vote: My book won the 2024 American Writing Award in the Art category. The rest of the contests I’ve entered will come in later this year.

And I’ve advertised my book in a few of the trade publications librarians turn to in order to create a little visibility there too.

Libraries also will pay attention to you as library patrons if you request Saving Vincent for its collection once it’s published.

Final Giant Fail-safe Secret

I’ve tried a number of other debut author tactics (wins and losses), I’ll share in future essays, but there’s one last juggernaut promotional effort to end on today.

It’s arguably the most important initiative of all. The strategy that has a rising-tide-lifts-all-boats amazing characteristic to it.

Gotta say it: Community is the single most powerful tool for a debut author. It’s where the W.O.M. buzz begins. The fading writing mojo is revived. Tried-and-tested strategies paid forward.

Where to find sympathy from a stinging review.

How to get the first clap at a book reading event.

I can honestly say that I don’t think I would have completed Jo’s story and finally found a publisher and then gone through book production and author marketing stuff and carried on and on without an author community who “got” it.

Frankly, this is true for all endeavors, right? So much better to be connected and to be in service to a community than to be isolated.

Hey - I can crumple up my “Write newsletter” Post-it Note now!

Warmly,

*Author Equity study, fall 2023 as reported in Jane Friedman’s “The Hot Sheet,” Sept 13, 2023. The Challenge of Driving Demand for Books: Interview with Peter Hildick-Smith.

In TWO weeks, my book, Saving Vincent, A Novel of Jo van Gogh, will publish on April 15, 2025.

In the early twentieth century, a timid widow—and sister-in-law of the famed painter—Jo van Gogh takes on the male-dominated art elite to prove that the hundreds of worthless paintings she inherited are world-class in order to ensure her young son will have an inheritance.

Preorder here

Book Launch Celebrations

April 15 – Book Launch! Lobby at Union Station, with Novel Neighbor, St. Louis, MO

The Novel Neighbor Event Info

April 24 - Meet the Author! thanks to Neighborhood Reads, Washington, MO

Neighborhood Reads Events

May 9 - Art Jubilee Book Fair with St. Louis Oasis

St. Louis Oasis Arts Jubilee Book Fair

May 24 – Book Release Party! hosted by Belleville Books, Belleville, IL

Belleville Books

If you missed my “Gogh & Jo: Unveiled!” Live Instagram event to celebrate Vincent van Gogh’s birthday

Check out my birthday hat, the “172-year” chocolate cake for Vincent and more on the reel on my Instagram.

Wonderful interview:

I had the fun of celebrating both Vincent’s birthday anniversary and Women’s History Month with Big Bend Radio Podcast Network. It includes Women Making History podcast, Big Daily Blend podcast, Way Back When podcast and a Toast to the Arts podcast. To watch the video, check out Big Blend Radio YouTube

With any of these you might pick, please rate and write a line of a review to help Big Blend Radio Network be discovered by others.