How to make a bestseller: insiders reveal the tricks of the book trade
From cover design to shelf placement and influencer partnerships … how publishers will persuade you to buy their books this autumn
TL;DR
- Publishers invest heavily in cover design, often focus-grouping them and changing them based on retailer feedback, with a trend towards iconic, easily recognizable designs for online browsing.
- Back-cover blurbs are crafted by copywriters to quickly engage readers, often using narrative structures and appealing to popular trends like cozy crime or romantasy.
- Author endorsements, while appearing on books, are frequently intended for booksellers, and some authors like Stephen King and Tony Parsons are frequently used.
- Supermarkets and some bookstores have historically charged publishers for prominent shelf space or inclusion in bestseller lists, though this practice is evolving.
- Bookstores use various methods to promote books, including window displays, staff recommendations (hand-selling), and shelf-talker cards, with authenticity being key to their effectiveness.
- Influencer marketing, particularly on platforms like TikTok (BookTok) and YouTube, has become a significant tool, with publishers sometimes paying influencers or engaging them through events, though questions about authenticity arise.
- Publishers use strategic tactics for online visibility, including adding subtitles and keywords on platforms like Amazon, and optimizing content for generative AI (GEO).
- Book prizes remain important for influencing reader choices, and publishers strategically submit books and target jury members.
- Authenticity and genuine passion are considered crucial by industry professionals, even amidst the complex marketing and persuasive techniques used.
- Ultimately, despite all the marketing efforts, the final decision on what to buy rests with the reader.