Here is a timeline of tasks that a marketing team focuses on in order to maximize the sales and outreach of a book, before, during, and after the book is released. Researching and planning for months in advance, running ad campaigns, and raising attention to an upcoming release can use up a vast amount of resources and money quickly. In many cases, despite all of these efforts, a publishing house may undergo to maximize sales, sometimes a book fails to meet its projected profit margin.
So how does a book become a best-seller?
Can self-published books or indie publishers produce best-sellers or is it only possible for big publishers?
Is it sheer luck?
Think of the books you see at the airport or at the very front of your local bookstore. Has a friend already recommended any of the titles? Have you seen an ad for the book before? What makes you want to buy it?
Best-selling books: Coincidence or Genius?
It can be difficult to pinpoint what exactly makes the sales of a certain book skyrocket, though there are certain factors that publishers can control. Advertising a book and raising awareness definitely boosts sales and brings a target market’s attention toward the product. However, certain books are able to make it onto the best-seller list unexpectedly, as seen through the rise of BookTok.
“Now one of the commanding forces in adult fiction, BookTok has helped authors sell 20 million printed books in 2021, according to BookScan. So far this year, those sales are up another 50 percent. NPD Books said that no other form of social media has ever had this kind of impact on sales.”
The New York Times, “How TikTok Became a Best-Seller Machine”
So what are the factors that contribute to a book becoming a best-seller?
Engaging and Compelling Writing: A best-selling book typically offers a compelling story, valuable information, or a unique perspective that captivates readers. It resonates with their emotions, intellect, or interests, keeping them engaged from beginning to end.
The writing needs to be accessible. There is a time and place for experimental writing, like recent release Ducks, Newburyport, and for meandering prose like that of Ali Smith. But for a book to be a bestseller, I believe the average reader should be able to pick it up and figure out what’s happening without flipping back and forth between reading the back cover and rereading sentences five times over.
—Sophia LeFevre, BookRiot, “What are the Elements that Make a Bestseller?”
Strong Marketing and Promotion: Effective marketing and promotion play a crucial role in making a book a best-seller. Publishers invest in strategic marketing campaigns, including advertising, social media promotion, author events, book reviews, and media coverage, to create awareness and generate buzz around the book.
Positive Reviews and Word-of-Mouth: Positive reviews and recommendations from readers, influential book bloggers, literary critics, and celebrities can significantly impact a book’s success. Word-of-mouth recommendations and endorsements can lead to increased visibility and attract more readers.
Author Platform and Brand: Established authors with a loyal following and strong author platform have an advantage in promoting their books. An author’s reputation, previous best-selling books, public persona, and online presence can contribute to the success of their new releases.
Timeliness and Relevance: Books that tap into current trends, social issues, or cultural moments often have a better chance of becoming best-sellers. They address topics that resonate with readers and reflect the zeitgeist of the time, generating interest and relevance.
Effective Distribution and Availability: Wide distribution and accessibility of the book across various platforms, formats (print, e-book, audiobook), and retailers increase its chances of reaching a larger audience. Availability in physical bookstores, online marketplaces, and libraries is crucial for maximizing exposure and sales potential.
Awards and Recognitions: Literary awards, such as the Pulitzer Prize or the Man Booker Prize, can bring significant attention and credibility to a book, potentially boosting its sales and best-seller status.
Book Club Selections and Influencer Endorsements: Selections by book clubs, influential readers, or celebrity endorsements can introduce a book to a wide audience and generate interest. Their recommendations carry weight and influence readers’ purchasing decisions.
Books by celebrities (like Michelle Obama’s Becoming) or promoted by celebrities (like Oprah’s Book Club) often hit it big.
—Susie Dumond, BookRiot, “What are the Elements that Make a Bestseller?”
Media Exposure and Publicity: Media coverage, interviews, features, and appearances on TV shows, radio programs, podcasts, and online platforms contribute to a book’s visibility and credibility, reaching a broader audience.
Reader Demand and Consumer Behavior: A book becomes a best-seller when readers are genuinely interested in and excited about it. Strong consumer demand, reflected in pre-orders, high sales numbers, and enthusiastic reader reviews, is a significant factor in determining best-seller status.
A book may have captivating, relatable content but get lost in the shelves without a strong marketing team behind it. Vice versa, a book may fall short of readers’ expectations but sell millions of copies due to marketing tactics. All this is to say that marketing isn’t an exact science, but nonetheless is a crucial step throughout the publication of a book.
