When we travel my wife and I stay at a bed and breakfast.  We have been staying at the Crystal River Inn near Waupaca, WI for over six years and have become friends with owners Robert and Deb Benada.  This past weekend we stayed at the Inn hoping to cross country ski at Hartman Creek State Park.  Saturday morning the ranger explained they had rain earlier in the week and the trails were covered in ice, we could hike but not ski.  We changed to snow boots and took a hike.  The rest of the weekend we spent reading and being disconnected from my laptop and all forms of social media.

Robert and Deb had gracioiusly agreed to sell a few of my books to guests that may be looking for something to read.  They set up a nice display at the entrance to the B & B.  Sunday morning we walked to the main house for breakfast and was greeted by an older man making himself a cup of tea.  We exchanged "hellos" and he asked:   "Are you the author?"  I responded, "I am" and introduced myself.  He said his name was Thomas Olson and he writes too, he wrote songs.  In fact, he had written asong already that morning and asked if I wanted to hear it.  Why not?

We sat in opposite chairs and Thomas sang a verse of a song about the sunrise that sounded like a children's song.  When he finished he looked at me with a broad grin and said he wrote mostly children's songs.  He then got up and left the room.  He returned carrying my book.  He handed it to me and asked me to write something in it for him.  He suggested I listen to him play some more songs and then I would know what to write.  He sang a series of traditional Irish songs.

Thomas told me he was visiting a friend at the VA Hospital in King.  Thomas was in the Viet Nam War and suffered a head injury.  He said he spent 10 years in the VA home and the man he was visiting had been his roommate.  I asked Thomas his age and he said 68 although I would have guessed 78.

He handed me his business card and explained he and his wife sang at churches for children. The card said:  "Music that brings joy to your life" with a picture of Thomas and his wife standing in front of the Wasington Monument and their phone number listed at the bottom.

Thomas was a simple man.  He shared his creatvity and joy through music, simple, heartfelt music.  It was important to him that he share his music Sunday morning.  When he finished I told him I knew what to write in his copy of my book:  "To Thomas Olsonb, an Irish bard in spirit."

"What's a bard?" he asked.

"You are Thomas, you are a bard with your music." 

Since Murphy's Troubles was launched last November 18th I have been on a marketing roller coaster.  I was astonished at the local support I received.  Both our local coffee shop, Beans n Cream and the Sun Prairie Public Library agreed to host author book signing/reading events.  They also collaborated to design and print a poster advertising the events, I handled the distribution.  Our local newspaper, The Star, agreed to an interview and published an in-depth four column article announcing my book release. 

Yet, my presence in th internet world is almost non-existent.  I've had my website for several years and have been blogging once a week for a year.  I paid a consultant to review my website and made a lot of changes that resulted in about a 25% increase in hits.  It was worth the expense.

In January I took the time to develop a detailed marketing plan for myself.  Right away I learned about myself that my goal wasn't to sell books, my goal was to attract readers.  Really, the motivation to write is to have readers.  I have discovered there are numerous services to help independent writers/publishers but they all cost money.  Of course, the big wad was spent in bringing Murphy's Troubles into the world so there aren't a lot of resources to invest in marketing, which is a class catch 22.

I developed the strategy that the cost of any marketing dollars must be recovered through book sales.  Sounds like a rational policy.  Then I was talking with a consultant I trust and she said I could take that approach butr I had to realize I'm an unknown author and the effort to become known will cost money.  She was right and I knew it.

In my marketing plan my original goal was to devote at least five hours a week on direct marketing activities.  I also have the goal of finishing the first draft of my second novel this year.  In part, these goals were in conflict.  Part of my time devoted to finding readers for the first book while also devoting creative time for my second book.  I kept a calendar to record the hours I spent marketing and soon found myself a slave to that calendar.

By chance I found a blog, The 7 Worst Mistakes of the Indie Author and How to Fix Them by Joanna Penn March 4, 2012.  The seventh mistake is focusing everything into one book.  Her point is that yes, an author needs to market that first book but must remember that we're writers and not lose focus.  "Obsessing over marketing one book isn't as important as getting on with the next."

Eureka!  Now my marketing goal is to focus on one specific marketing activity a week and devote the majority of my time to writing my second novel.  It feels right.  I've found balance.  Thank you, Joanna Penn for blogging about your writing experience.    

Last week I shared with you my experience with a local independent bookstore that charges a $15.00 fee for consignment sales.  The other independent bookstore in Madison is Mystery to Me owned by Joanne Berg and is tucked into the Monroe Street neighborhood at 1863 Monroe Street. Joanne had a career at the University of Wisconsin and retired recently and opened a bookstore, her lifelong dream.  The previous store, Booked for Murder, was closing so Joanne bought it and moved it to the Monroe Street location.  As the name implies, the store specializes in mystery books.  In the eight months Joanne has owned and managed the store she has expanded the selection to include general fiction, children's books and local authors.

The bookshelf for local authors is in front of the store between the entrance and the checkout counter.  You can't miss it.  She also puts a bright orange sticker on the books, LOCAL AUTHOR.

I called her and she invited me to come in the same day, bring some books and discuss a potential author event.  I took five books.  Joanne had a form to fill out and the split was 60% for the author and 40% for the bookstore - NO FEE.  In addition, she will have my book reviewed and the review will be published in a bookstore newsletter and my book will be advertised on their webpage.  When the five books are sold, I get a check and we discuss how many more books she would like to have. Easy.

To support local authors Joanne has developed what she calls an Author Slam.  It's a three day event where authors get 15 minutes to pitch their book to the public.  The books can be any genre.  This year the slam will be February 20, 21 and 22.  Joanne has signed up 31 authors to make a presentation.  No other bookstore in southern Wisconsin sponsors an event like this.

The Author Slam is good for first timers because anyone should be able to survive 15 minutes on their feet in front of an audience.  It's good for the bookstore because it attracts traffic through the store for three consecutive days and those folks are readers. Most avid readers are not able to purchase only one book when they visit a bookstore so there are more sales which in turn supports future Author Slams.

My experience with Joanne Berg has restored my faith in independent bookstores and the collaboration between independent bookstores and independent authors/publishers.   

I must share my experience with one Madison independent bookstore.  I will strive to share my experience without judgment, although it is difficult.  I would prefer each of you to form your jown conclusion.

I e-mailed the event director of the bookstore three times asking what the process was to schedule a local author reading/signing event.  In the third e-mail I allowed my frustration to show and specifically asked for the courtesy of a response and documented my two previous e-mails.

After the third e-mail I received an apologetic response that didn't address how to schedule an author event but did make an offer to take three of my books on consignment and a form was attached for me to complete and bring in when I delivered the books.

I was disappointed that they only wanted three books, but it was a start.  I printed the form and learned there was a $15.00 fee for selling my books plus the bookstore would take 40% of the sale price.  I admit, I was angry with the request for a $15.00 fee.  I had spent the week researching marketing opportunities and everything cost money.  For example, a two week blog tour cost $175; joining the Author Marketing Club cost $125; placing an ad in Goodreads was $100; a marketing company wanted $690 to evaluate my marketing plan and do 10 blogs.  The $15.00 fee was more than I could tolerate.

To calm myself I completed a financial analysis of the consignment.  When I include the book cost and shipping for each book then add the $15.00 fee it would cost me about $6.00 to have the bookstore sell three books.  The bookstore would make the $15.00 fee plus 40% of the sale price. The bookstore would get about $33.00 for selling my book.  Do you think there's anything wrong with this picture?

I e-mailed the bookstore event director and shared my financial analysis and asked if their practice of charging an independent author $15.00 to sell books was fair.  I told them I simply couldn't afford to have them sell my books unless they relinquished the $15.00 fee.

The response I received was that they too had completed a financial analysis and claimed that it cost them $15.00 to sell my book.  That argument seemed inaccurate to me because I'm sure they dont charge traditional publishers to sell books - no publisher would pay a fee.  In addition, the bookstore has to buy the book from a traditional publisher.  In a consignment sale the bookstore doesn't purchase the book.  The director of events claimed that most independent authors covered their fee by raising the price of their books.  My book has the price, with a barcode, on the back cover.  I can't and wouldn't change the price of my book, it isn't ethical.

I didn't respond to their final e-mail.  There is no point.  For the record, the bookstore is A Room of One's Own.  Next week I'll share my experience with the other independent bookstore in Madison.

What do you think of a bookstore charging an independent author/publisher to sell books?