How do we sell books in lockdown?

Inspired by both Georgie Tennant's post about Fran Hill's new book, and Deborah Jenkins' post about how to launch a book during lockdown, I thought I'd collate a few ideas about how writers and publishers can continue to sell books during this period of social distancing.

What makes book selling so hard right now?

The fact that many of the avenues writers would usually go down are closed - or, at least, not functioning as normal.

Book signings and readings at schools, libraries, churches and community groups are all out. Travelling to record a radio or TV interview is out. Organising a physical launch party is out.

So what can we do in these strange times?

Why should people buy my book?

I've found it helpful to try and put myself in the shoes of my target audience, because it's all too easy to think about why I want to sell my book - which, let's be honest, no one else cares about!

The reasons I want to sell my book are (in no particular order): to increase the possibility of writing a series, to make back what I spent on them, to share a brilliant story, to build my audience, and because they're taking up space in our study. (Although, to be fair, the boxes have made a wonderful tower for the amateur technology set-up my husband has used to record our church's live-stream services each Sunday.)

WHY WOULD ANYONE ELSE CARE HOW MANY BOOKS I HAVE IN MY STUDY, OR MY FINANCIAL SITUATION??

They wouldn't.

And that's why - at all times, but now in particular - we need to think how we can serve our potential audience, rather than simply how we can sell books.

And, to do that, we need to consider people's situation right now, what they're looking for, what they need, and what they're lacking.

What do people need right now?

In asking this question in the light of my own Deborah and Jael children's book right now, I've come up with a few ideas, which have led to some different selling strategies:

* people need encouragement (I've been posting daily prayers on my Facebook, regular Instagram stories and building my audience - not direct sales maybe, but increasing the reach of people who are hearing about my book)

* people need special ways to mark children's birthdays in lockdown (I've put together a 'gift' package of my book, sweets and a card, all gift-wrapped - an easy way to bless a birthday boy or girl)

* people need new injections of fun for their kids during home learning (I've altered my sales wording to address this need - "Ooh look, a new book to entertain your kids with!")
* people need low-fuss ways to entertain their children and/or expose them to others (I recorded a FB Live storytelling of my book)

How about you?

Can you go through a similar process with your own book/s?

1) Who is your audience?

2) What are their greatest joys and challenges right now?

3) How does your book meet a challenge for them? (This could be that they have more time on their hands, that they need advice about something that your book covers, or - like me - that they need ways to entertain their children.)

4) Go forth and spread the word, bearing in mind the needs of your audience!

And what about others?

I was really encouraged by the creative ways ACW members are selling books in this season. They've gone through a similar thought process to mine above.

* Penelope Swithinbank recognised that many of her audience would have more time to read during this time, so had the genius idea of getting together with other Christian authors and offering a box set deal of books on a particular theme. The first sold out in days, and the second - a 'Virtual Pilgrimage' set, comprising books by Penelope, Sheridan Voysey and Tony Collins - is available here. (I bought this bundle for my Mum's birthday - she's been thoroughly enjoying the new reads!)

* Wendy Jones couldn't travel to France, as planned, for a book signing, so decided to bring France to her audience, by creating some graphics of her books with the Eiffel Tower in the background, publicising this widely, and inviting orders - even offering to speak French while signing these books!

Others have engaged in online book-readings or story-tellings, providing free entertainment for all ages via Facebook Live or Zoom. In these ways, authors are continuing to serve their audiences, from which point sales are far more likely to happen.

So, go on. Who is YOUR audience, and what does it need today?

Lucy Rycroft is the author of Redeeming Advent and Deborah and Jael. She writes The Hope-Filled Family blog (formerly Desertmum). Lucy lives in York with her husband and four kids.