How to Sell Directly: A Complete Author’s Guide to Targeting Book Readers.

Key Takeaways

1. How direct book selling works and what sets it apart from retail platforms like Amazon
   
2. The core benefits and common hurdles of book selling straight to your readers
   
3. Ways to evaluate if direct sales align with your author journey and business goals
   
4. Tips for selecting the best platform to run your own online storefront
   
5. A clear, practical roadmap to help you start selling books directly to readers

Selling books online? It’s a game many authors play. But let’s face it; the classic platforms like Amazon, Barnes & Noble, and Apple Books can sometimes feel more like obstacles than opportunities. While they offer vast reach, they also have their drawbacks.

Ever feel like you’re sending traffic to your Amazon listing only to see that another book gets the purchase instead of yours? Or that your royalties don’t quite match the amount of work you’re putting in? You’re not alone. In fact, a growing number of authors are discovering the power of selling books directly to readers. And trust me, it’s changing the game.

What do you mean by direct selling?

Book Selling directly means exactly what it sounds like: you market and sell your books through a platform you control (usually your website). No middlemen. Just you and your readers. Sounds tempting, right? But how do you even start? Can you actually make money doing this? Let’s dive in.

Why are Authors Targeting Book Readers directly?

Let’s start with the basics. Why are authors, even established ones, jumping into selling books directly to customers?

You Keep More of the Profits

Platforms like Amazon take a cut of your sales. Typically, you’ll end up with around 70% of the sale price. But if you sell directly? You keep up to 90%. That’s a significant difference, especially when you’re targeting book readers and need to maximize every dollar.

You Control Pricing and Promotions

On Amazon, you can’t just decide to have a flash sale or offer a special bonus for your loyal readers. But with direct sales, you have full control. Want to sell a book for a week at a discount? Go for it. Would you like to bundle it with some special content? Absolutely. The flexibility is yours.

Direct Relationships with Readers

This is the part most authors overlook. When you sell through a third-party platform, they own the relationship with the reader, not you. You don’t have access to their email, making it hard to follow up, promote future books, or even thank them for their purchase. When you sell directly, however, you gain that relationship. You can nurture an audience and connect with book readers on a personal level, building loyalty and genuine investment in your work.

Delighting Readers with Exclusive Offers

Direct sales let you go beyond the book. Offer unique bundles—like eBooks plus print copies—or add merch your readers will love apparel, mugs, art prints, journals, even subscription boxes. With full creative control, you can craft experiences that connect with book readers make fans feel truly valued.

Is Direct Selling Right for You?

Direct sales aren’t for every author—it takes effort, tech know-how, and marketing skills. But from a survey of 800+ authors, those seeing success often have a few key things in common:

1. 66% have 5+ books (a strong backlist helps with bundling and reader retention)
   
2. 44% have email lists with 1,000+ subscribers (essential for reaching fans directly)
   
3. 40% started selling books directly to readers within the past year (you don’t need to be a pro to begin)
   It’s a path best suited for authors ready to build connections and take control by targeting book readers who are passionate and engaged.

Which Genres Benefit Most from Direct Sales?

So, which genres are thriving in the direct sales market? Here’s the scoop:

Fiction: Fantasy, romance, and sci-fi are big winners. Why? These genres have passionate fanbases who love the idea of buying books directly from their favorite authors.

Nonfiction: Here’s a twist, nonfiction authors are starting to dominate the selling books directly to customers space. Nonfiction readers often crave more personal engagement, which makes them more willing to purchase directly. Whether it’s self-help, business, or memoir, readers feel a deeper connection to the content and the author when they buy directly.

Children’s Books: This genre doesn’t perform as well in the direct space. Why? It’s harder to connect with book readers (in this case, parents) directly. But this doesn’t mean it’s impossible, it’s just more challenging.

The Power of Email Lists

Let’s be honest, without a solid email list, your direct sales are going to face an uphill battle. It’s not just a helpful tool; it’s essential for targeting book readers consistently and profitably.

The Big Difference:

Here’s a game-changing stat: Authors with over 15,000 email subscribers make up to 20 times more than those with fewer than 100 subscribers. The impact of an email list on your income and visibility is clear, quality email subscribers are a goldmine when you’re selling books directly to readers.

Why Email Lists Matter:

Studies show that about 45% of successful direct sellers maintain email lists with over 1,000 engaged subscribers. These subscribers are not just numbers—they’re potential readers, loyal fans, and future buyers. Engaged subscribers are the bridge that helps you consistently connect with book readers and make more direct sales.

If you take away one thing from this section, it should be this: Build. Your. Email. List. Every step you take to grow your list is an investment in your ability to keep targeting book readers effectively.

How to Build Your Email List:

1. Offer a Lead Magnet:
   A lead magnet is a freebie you offer in exchange for a reader’s email address. This could be a short story, an exclusive sneak peek at your next book, or a discount code for a future purchase. The idea is to offer something of value that entices readers to join your email list. Make it compelling and relevant to your audience to increase conversions.
   
2. Use Pop-Ups:
   Don’t underestimate the power of pop-up forms. Tools like OptinMonster can help you create pop-ups that prompt visitors to sign up just as they’re about to leave your website. Timing is key—capture them before they click away and offer something that grabs their attention.
   
3. Leverage Social Media:
   Social media is an excellent platform to drive traffic to your sign-up page. Regularly share your email sign-up link across all your platforms (Instagram, Twitter, Facebook, etc.). Visually appealing posts about what subscribers get (like exclusive content or discounts) will help increase sign-ups.
   
4. Host Live Events:
   Whether you’re hosting a virtual book launch, a webinar, or an in-person book signing, make sure you have a way to sign up new subscribers at the event. Set up a simple email sign-up sheet or a link for online events. You can also offer event-only freebies to incentivize sign-ups right there on the spot.

Picking the Right Platform for Direct Sales

When it comes to selling your books directly and targeting book readers from your website, the platform you choose plays a critical role in your success. The right platform will provide the tools you need to manage sales, track inventory (if applicable), and effectively market your books. But which one is best? That depends on your needs, your technical skills, and the scale of your book selling business. Below breakdown of some popular platforms and why they might work for you.

How to Start Selling Books Directly from Your Website

If you’re an author looking to maximize your income and connect directly with your readers, selling books through your website is a powerful option. let’s discuss the step-by-step guide to make that process smooth and successful.

1. Choose an E-commerce Platform

To sell books directly from your site, you’ll need an efficient and secure e-commerce system. Platforms like Squarespace, Wix, and Shopify offer ready-to-use solutions with integrated payment processors, making it easy for customers to purchase books safely and quickly. These platforms handle everything from payment processing to cart management, so you can focus on what matters, creating, selling your books, targeting book reader.

2. Stock or Host Your Book Content

Next, you’ll need to decide how you’ll deliver your book to customers. This step is important for ensuring a seamless purchase experience for your readers.

Physical Books:

If you’re selling printed copies, you have a couple of options:

• Print-on-Demand (POD):
  This method eliminates the need for inventory and storage. When someone places an order, services like Lulu, IngramSpark, or BookVault print and ship your books. The downside is that delivery may take a little longer, but it can save you the hassle of managing stock. It’s a great option if you don’t want to deal with large upfront costs and storage.
  
• Stocking Books Yourself:
  If you prefer more control over the process, you can keep an inventory and handle shipping yourself. While this requires more upfront costs and a bit more effort, it can be rewarding if you have a strong customer base. You get the benefit of faster shipping and the ability to include personalized touches like signed copies.
  

eBooks:

For digital books, you’ll need a platform to host your files and handle the delivery. Services like PayHip or Selz are excellent for authors who want to sell eBooks directly. These platforms let you upload your files and provide secure links for customers to download their purchases immediately after checkout. This ensures a smooth, fast experience for your readers, and they won’t have to wait for their books to arrive.

3. Promote Your Book on Your Homepage

The homepage of your website is prime real estate. Ensure that your latest book is prominently featured to capture the attention of visitors.

Example: Author Kate Baer prominently features her new poetry collection on her homepage, ensuring that visitors see it immediately.

Add a “Buy Now” button or a “Shop Now” section that directly links to your product page where readers can make a purchase.

4. Build an Email List

To sell books directly, you need to create and nurture a community of readers who are eager to buy from you. One of the most effective ways to do this is by building an email list. By collecting emails from readers, you create a direct line of communication for future book launches, promotions, and special offers.

Sign-up Incentives: Offer something valuable in exchange for email subscriptions, like a free chapter or a downloadable short story.

Regular Engagement: Keep your subscribers engaged with newsletters that include updates, exclusive content, and special promotions.

When you release your next book, you’ll have an engaged audience ready to buy from you directly without needing to rely on external retailers.

5. Incentivize Direct Purchases

One way to encourage readers to buy directly from your website is by offering exclusive perks. Here are some strategies to consider:

Discounts: Offer special discounts, such as “20% off for the first 50 buyers” or “Buy now, get 10% off your next purchase.”

Exclusive Content: Give buyers access to bonus materials, such as a behind-the-scenes look at the writing process or a free eBook of a previous release when they purchase a physical copy of your latest book.

6. Advertise to Targeted Audiences

While word of mouth and organic traffic are fantastic, investing in paid ads can provide a significant boost to your sales. Running ads on platforms like Facebook, Instagram, or even Google Ads will allow specifically targeting book readers who are most likely to buy your books.

Ad Tip: Use Facebook’s Lookalike Audiences to target people similar to your current readers. This can significantly increase your chances of attracting interested buyers.

Ensure the ad links directly to a product page where readers can easily add the book to their cart and proceed to checkout.

7. Promote Your Book on Social Media

Your social media platforms are essential for keeping your audience engaged and driving traffic to your site. Here’s how to leverage them effectively:

Highlight your book regularly: Share snippets, quotes, or behind-the-scenes content about the writing and publishing process.

Link to your store: Always include a link to your sales page in your social media bio and posts.

Targeted Social Media Ads: Platforms like Facebook and Instagram allow you to run ads targeting users who have shown interest in similar authors or genres.

8. Collaborate with Book Clubs and Reading Groups

Book clubs and reading groups can be a great way to promote your book directly. Effective way to selling books directly to readers.

In-Person Events: If possible, offer to meet local book clubs for readings, signings, or Q&A sessions.

Exclusive Discounts for Groups: Offer book clubs a special bulk discount or promo code for members who buy directly from you.

When you meet in person, bring a few copies of your book and be ready to accept payments directly via PayPal or Venmo. You can also distribute flyers with QR codes that direct readers to your sales page, making it extremely easy for them to make a purchase.

9. Make Your Direct Sales Process Simple

Your readers should have a seamless experience, from browsing to checkout. Here’s how you can ensure your direct sales process is seamless:

• Quick Checkout: Implement easy payment gateways, such as Stripe or PayPal, to ensure your readers can complete a purchase with just a few clicks.

• User Experience: Ensure your website is mobile-friendly, as many readers browse and make purchases on their phones. Streamlined design is key.

Should You Sell Directly?

Finally, is book selling directly the right move for you? Here’s a quick checklist:

• Are you ready to learn and manage the technical side of running a store?

• Can you grow your email list for book marketing?

• Are you okay with gradually growing your traffic?

If you answered yes to most of these, direct sales could be a fantastic move for your author career.

Final Thoughts: Building More Than a Business

One thing to remember: selling books directly to readers is more than just about the money. It’s about building a brand, creating personal connections with your readers, and taking control of your author career. It’s a way to not just sell books but to craft experiences and forge long-lasting relationships with your audience.

So, whether you’re just getting started or ready to expand, now is the perfect time to make direct sales part of your strategy for targeting book readers around the world.