Quantum Storytelling

I’ve had several conversations where the other person expressed the importance of distribution and availability of an author’s book. The sentiment goes; If you just get your book out there in bookstores, people will randomly buy it.

As if getting it out there is all it takes.

We’ve all seen bargain bins, right?

So much for just getting it out there.

I’m going to let you in on something that can be learned in any industry. Independent game developers are always looking for that magical distribution method that will allow them to ditch publishers and retailers. Why? So they can become amazingly rich and famous Game Gods with no publisher, distributor, or retailer strings attached!.

Musicians struggle and dream of the day anyone can buy their CD in Circuit City or Best Buy.

“If I could see myself in the store, then I’ll know I’ve made it!”

Remember the bargain bin?

Distribution is a bankrupt marketing strategy. There are thousands of books collecting dust on the shelves of Barnes & Noble and Borders. I wonder what those authors would say if you approached them with a wide smile and said, “All you need to do is get in bookstores!”

Most of them would probably say, “Big deal. I’m already in bookstores. Tell me something that’ll make my book sell.” They might just punch you the face than respond to that advice. That’s O.K., they’re only the bitter ones. ;-)

Authors rarely have a problem with supply of their books. Their books are collecting dust in some bookstore, or for the self-published, in boxes of a spare room or the garage.

Supply should be the last worry in an author’s mind. Why? Because…

Supply means nothing without demand.

Imagine your worst supply nightmare. Imagine everyone wants your book but nobody can find it anywhere on the planet. Riots are breaking out and mobs of people are foaming at the mouth just to get a copy of your book. Ok, what’s the problem? Being in demand is a good thing, right? That just means every book you print gets snatched up by the rabid masses as soon as it becomes available.

Yet few authors ever achieve that kind of demand. So I’ll say it again; Supply is not a problem.

Supply is almost never a problem. I might even go so far as to say having a supply problem would be a good thing.

If you’ve got a finished book printed and ready to sell, there are many ways to get it to the customer. Most authors have a problem getting people interested in their work.

Focus on creating demand, and supply will naturally follow.