When you're going after bulk sales, try to get to "gatekeepers," people who can make decisions for a large organization. It makes much more sense to talk to 20 people who have potential between them to order 10,000 books than to sell them one at a time. Even if you only get orders from three of those gatekeepers, you'll sell a few thousand books.

Be sure to offer a good bulk rate discount for your bulk buyers. The more books they buy, bigger price break. If they buy over 1,000, give them 50% off. You'll still make money and you'll start winning readers.

Always build your mailing and e-mail lists.

There are two kinds of lists: physical mailing address lists and e-mail lists, and you should always be building both. They are your promotional lifelines to your potential readers and customers, and everything you do to market your book should have some component that gathers contact information of prospective buyers.

The best way to build your list is quite simple: get people to come to your Website, offer them something of value, and require them to give you (at a minimum) their name and e-mail address to get it. The kinds of things you can offer:

·Downloadable excerpts from your book. ·A subscription to your e-newsletter. ·An advance discount on your book. ·An audio CD or other ancillary product.

Be creative. Is there something that pushes your target audience's buttons? Offer it to them. This kind of "opt-in" list, where people consent to receiving future information from you, is gold standard of marketing.

Some other reputable ways you can build your list:

·Take names or business cards at a tradeshow or conference. ·Membership lists from organizations of which you are a member ·Get respected colleagues to e-mail their lists asking their contacts to go to your site to find something of value to them.

But always, always be building your list. And make sure that your database software is solid, proven, regularly maintained, and backed up weekly.

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Your expectations for your book should not be centered on copies sold. Instead, focus on developing and executing a brilliant marketing and PR plan, making key contacts, and finding ways to create value for readers, for media and for organizations who might make bulk purchases. If you focus on those things, sales will take care of themselves.

Concentrate on meeting all 5 types of goals. That way, even if your sales are only moderate, but you do brilliantly in getting publicity and making contacts, you can consider your book a success.

Have a solid, long-term marketing plan.

Before you ever get close to even finishing your first draft, sit down and map out basics of your marketing and promotional plan. The key questions you'll need to answer:

·What is my marketing budget? ·When should my book be ready? ·Who is my audience and what need does this book meet? ·What will my price point be? ·How many copies do I need to sell to break even? ·How many copies do I want to sell? ·What marketing channels will I use to reach my readers? ·What relationships can I leverage to make bulk sales? ·What relationships can I leverage to get press coverage? ·Who will design my Website? ·Do I need a marketing staff? ·Will I do an e-newsletter? ·Will I hire a distributor or ship books myself? ·Do I want to be in bookstores? ·Will I do "guerilla" marketing? ·What ancillary products can I produce (tapes, CDs, etc.) ·How can my seminars/consulting/current business support this book?

That's a lot of material, but all of it is important. Take a couple of months and figure it out. You can also cut some time off your learning curve by learning from others who have done it already.

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