Publishing Isn't Marketing
Is Your Book "Just Another Can Of Beans" On The Shelf?
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Is Your Book "Just Another Can Of Beans" On The Shelf?Book Marketing Guide for Self-Published AuthorsImagine your book as a single can of beans on a grocery store shelf. The supermarket contains a million different brands of canned beans. Each has a single can in front of the other, and each has a different label. On each shelf, there are thousands of other cans, all lined up in perfect rows. Some have bright labels. Some were placed on the eye-level shelf by a merchandising team paid extra to make sure customers see them. A few sit on the endcap with discount tags or free samples, also paid p...
Is Your Book "Just Another Can Of Beans" On The Shelf?Book Marketing Guide for Self-Published AuthorsImagine your book as a single can of beans on a grocery store shelf. The supermarket contains a million different brands of canned beans. Each has a single can in front of the other, and each has a different label. On each shelf, there are thousands of other cans, all lined up in perfect rows. Some have bright labels. Some were placed on the eye-level shelf by a merchandising team paid extra to make sure customers see them. A few sit on the endcap with discount tags or free samples, also paid product placement by the bean company. Most cans are somewhere in the middle - invisible unless someone already knew exactly which brand they came to buy. This is exactly how book retail works. Amazon is just one grocery store in a chain that stretches around the world: Barnes & Noble, Books-A-Million, Walmart, Target, Waterstones, Booktopia, Kobo, Indigo. Every day, these stores add more cans to the shelves. Hundreds. Thousands. Millions over a year. And every author believes their can deserves to be chosen. Uploading a book to Amazon KDP or IngramSpark is the equivalent of placing your product somewhere on this supermarket shelf. No fanfare. No spotlight. No signage. It is stocked quietly, and stored deep in a warehouse of digital aisles that customers rarely stroll through unless directed. If you send your Amazon link to friends and family, that's the same as walking people down the aisle and pointing to your can. They will likely buy one out of support. But customers who don't know you personally are not walking blindly into the store hoping to stumble upon your brand. They pick what they recognize. Brands they have heard about. Ones that have reviews when they researched them. But brands don't become recognizable by sitting on a shelf and waiting. Some authors say, "I wrote it, I uploaded it - why isn't it selling?" They believe publishing equals discoverability. That myth is the most expensive misunderstanding in the entire industry. A retailer's job is to stock products. They do not design the label, they do not tell the story behind it, and they do not go out into the neighborhood convincing people to give it a try. Retailers do not make readers care. Marketing does. Marketing is not about shouting "buy my book." It is the ongoing work of making sure your label - your cover, your story, your voice - is known before anyone enters the store. It is what moves your book from the bottom shelf to the eye-level display, from anonymity to recognition. Good marketing builds visibility. Visibility builds credibility. Credibility leads to discovery. This guide exists because far too many good books have been placed on the shelf with no plan for how readers will ever find them. Publishing without marketing is not a launch. It is abandonment. The shelves are full. The supermarket is loud. Your story deserves more than to blend into the rows. It is time to spill the beans. Because publishing puts a book on the shelf.Marketing is what gives it a future.
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