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Credit card reader for smartphones, from Square. You can get one for FREE. Paypal has a similar gadget. |
I've written that writers can't be too timid to sell their own books. I was using "sell" as an informal and perhaps more forceful synonym for "market" or "promote."
However, sometimes a writer should be involved in the actual selling transaction and exchange physical books for money.
- When a traditional publisher sells an $18 book through Amazon.com and other booksellers, you’ll probably collect a measly 10% ($1.80).
- On a 300-page, $18 book sold from a self-publishing company’s website, you’ll probably make 50% ($9). Expect few sales, because of limited site traffic.
- But if you are an independent self-publisher selling that $18 book through an online bookseller, you can make about $10. While this is better than what you could get by using a traditional publisher or a self-publishing company, there are ways to make more money.
- You can probably buy books for $9 each from your self-publishing company. If you sell directly to readers, you keep what would normally go to the booksellers. You end up with $9 of the $18—if you can get your customers to pay for shipping, as they often do with Amazon or B&N.
- HOWEVER, if you buy books right from Lightning Source, you’ll pay $4.80 plus shipping, and keep about $12 from the $18. The cost from Amazon's KDP (formerly CreateSpace) is $4.45, so you can keep a bit more.
- Even if you discount the price by a few dollars or pay for shipping to customers, you could still make more than you normally would, and you’ll get paid immediately.
I don't want to compete with Amazon and other booksellers, but I do sell a
few books each month to readers who want personalized inscriptions. I accept
credit cards and Paypal, and ship via USPS. You can ship in a box or padded envelope. Flat-rate Priority Mail has gotten expensive: $7.95. "Book Rate" has been replaced by Media Mail, costing about three bucks for a book.
There are several ways to reach customers directly. They don’t apply to every book and they probably should not replace Amazon and B&N, but they could be a supplement.
There are several ways to reach customers directly. They don’t apply to every book and they probably should not replace Amazon and B&N, but they could be a supplement.
- Sell from your websites and blogs.
- Sell during or after speeches.
- Sell at flea markets.
- Sell to friends, neighbors and business associates.
- Sell at trade shows and conventions.
- Sell at book fairs, craft fairs, festivals or events that tie in with your subject, such as boat shows or auto races.
- Ring doorbells (just kidding).
If you are going to sell, you’d better be prepared to accept credit cards. Some in-person purchasers may pay cash, and you may gamble by accepting checks or a promise for future payment, but most book sales are done with credit cards.
You need a merchant account. You can get one from a bank, warehouse club or merchant service provider. You will probably pay the company between 2% and 5% of each transaction. “Non-swiped” transactions, where you don’t actually see the card, cost extra; and there may be other fees.
For advice on accepting cards and evaluations of service companies, see http://www.100best-merchant-accounts.com/.
It’s also possible to process online sales by accepting payments through PayPal. It may be less expensive than credit cards, but some people don’t like PayPal.
You will need a terminal or PC software. You can even use a laptop, tablet or cellphone for wireless authorizations.
Square offers a particularly innovative system for processing credit card sales. It’s a small FREE card reader for smartphones (shown up above) combined with credit card processing with fast funds availability and low fees. See http:///www.square.com. Paypal offers a similar gadget. So do some banks.
BAD NEWS: If you sell in-person, you’ll probably have to collect and remit sales tax. It’s an ISPITA (industrial-strength pain in the ass) if you sell in several states.

A book you’ve already written may be perfect for use by an association, corporation, government, charity, foundation, university or a political party. Perhaps a book you’ve written needs just slight changes and perhaps a new title and cover to become perfect. Maybe the information in your book is fine, but the book needs a new point of view or emphasis to let you make a deal.
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