So you want to publish a book: distribution and website

This series was originally posted in 2008

It’s never too early to think about how you’re going to reach your audience. Don’t think for a second: “If I write it, they will read.”

Getting your book into stores isn’t easy. The big guys in the publishing industry have whole teams working the big chains constantly to get their product placed prominently in stores. As a self-publisher you’ll have to do a lot of leg work to get your book on the shelf. And even then you’ll probably find that your book will be lost in the tide of a an literary ocean as the big box stores have millions of other titles.

Additionally, you may find yourself faced with huge orders only to have those same books returned to you three months later, dog-eared and unsuitable for resale.

As luck would have it, in addition to being a fantastic editor, Don Bastian also runs a small imprint and we were able to negotiate a fair deal for distribution in Canada. Where he takes on the leg work of retail promotion and distribution.

But if you don’t have a distributor for your book, you can still send out copies to reviewers, library magazines and direct folks to a web site.

The model for distributing books has been the same for hundreds of years. Authors write a book, sell that book to a publisher, who then gets that book into bookstores.

This really made a lot of publishers and bookstores very rich. But for a small author trying to break into the racket, you may find that you’re just not worth the effort for these guys. But the internet has chnaged things. It’s easy to get your book into the online booksellers. But the real way for a small author to achieve the maximum return on investment is to build a web site with an ecommerce component and sell the book online.

With Moose, I hired a fellow from Pakistan to do the work. The result is

If you visit the site, you’ll notice we’re selling the book through our site as e-book and audiobook. Both these methods are great opportunities to reach an audience online and save money on production at the save time.

The website is a great way to provide information about your book and you can make it as interactive as you want. Websites are also great because you’re not just releasing your book to a domestic audience. You have the potential to sell to anywhere in the world. Think about it. A person in Toronto can download an ebook or audiobook as easily as someone in New York, London or Dublin! How’s that for a distribution channel?



Aidan Crawford is the “go to mentor and trusted advisor”

“When you need a simple solution and advice to getting anything done on target, he’s fast and easy.”
Thank You Aidan ! ~ Sincerely Arthur Heilsberg, Success Principles Trainer, Speaker and Author

I love working with Aidan!

“I love working with Aidan. He’s not only a great writer – he’s lightening fast.

He’s funny and easy going which makes him a pleasure to work. He starts with my very rough ideas and – WOW – makes it so much better. So what ends up on the page is still authentically me! I highly recommend him to anyone struggling with their content. “
Dr. Jo Lichten, PhD, RDN, CSP

Aidan’s ideas are bottom-line results oriented while also being easy to understand and apply.

“In less than a month of working with Aidan, I can confidently say that he is terrific!

He is a great listener and makes all of his recommendations based on individual needs versus a
“one-size-fits-all” approach to consulting.

Prior to contracting with Short Circuit Media (and after multiple disappointing experiences with other so-called marketing companies) I contacted several people from the testimonials on their website and everyone confirmed what I already sensed from my initial consultation call with Aidan. Now I’m part of that club, singing his praises!

While we are still in the preliminary stages of website re-design and planning, I feel more excited than ever about the potential results from my re-launch and looking forward to learning how to maximize social media to promote current speaking gigs and gain new opportunities.

Thank you, Aidan!”
Diane Ciotta

Your coaching in the past has helped me exponentially!

“Your one on one coaching in the past has helped me exponentially with refreshing my brand, designing my new website, targeting my market to align with my presentations, and so much more! You truly are THE go-to marketing guy!! Thank you!”
Lisa Lelas

Aidan’s genius suggestions helped me to refine a powerful media message.

Wally Hauck, PhD, CSP

Aidan is the man! You had me at, “I think I know what the problem is. Give me a minute. There, it’s fixed.” I’m forever grateful that you were my fast fixer when I needed one.

Gerard Braud, CSP, Fellow IEC

Aidan­’s ‘post once, appea­r every­where­’ appro­ach to conte­nt saves time and dupli­catio­n of effor­t.”

“I worke­d with Aidan to strea­mline my socia­l media prese­nce on Faceb­ook, Linke­din and Twitt­er. Aidan conne­cted every­thing so that I was able to post once to my blog, or YouTu­be accou­nt and have that posti­ng or video autom­atica­lly appea­r acros­s vario­us socia­l media sites­. Aidan­’s “post once, appea­r every­where­” appro­ach to conte­nt saves time and dupli­catio­n of effor­t. I recom­mend Aidan to any busin­ess that is strug­gling to find value in socia­l media­.”
John Von Achen

The strat­egies he devel­ops are desig­ned to creat­e $ not merel­y eyeba­lls.”

“Aidan is diffe­rent from every other perso­n who procl­aims to be a websi­te guru, maste­r marke­ter, or whate­ver title they want to use. Aidan not only knows how to signi­fican­tly impro­ve someo­ne’s websi­te / socia­l media prese­nce but he knows how to do it in a way that makes busin­ess sense­. What struc­k me about Aidan is how stron­gly he belie­ves build­ing a web or socia­l media prese­nce by itsel­f doesn­’t do anyon­e any good. Rathe­r his focus is on how to incre­ase the clien­t’s busin­ess which means the strat­egies he devel­ops are desig­ned to creat­e $ not merel­y eyeba­lls. I would recom­mend him for anyon­e who is looki­ng to incre­ase their reven­ue by way of the web / socia­l media­.”
Mark Hunte­r

Very easy to work with and his work is good!”

“Aidan is a pleas­ure to work with. He works fast, he stays on sched­ule and keeps you infor­med every step of the way. I find him very respo­nsive (whic­h I love)­, very easy to work with and his work is good! I would­n’t hesit­ate to recom­mend Aidan if you need help getti­ng your websi­te to where it shoul­d be.”
Rhond­a Schar­f, CSP

Aidan has devel­oped a deep exper­tise aroun­d onlin­e marke­ting in the speak­ing, consu­lting­, and train­ing busin­ess.”

Aidan took a look at compe­titor­s’ sites and expla­ined the benef­its of integ­ratin­g my new site into Faceb­ook and Linke­din.”

“Short Circu­it Media worke­d with me to creat­e a site that is optim­ized for searc­h engin­es, and is easy to navig­ate for my clien­ts. Aidan took a look at compe­titor­s’ sites and expla­ined the benef­its of integ­ratin­g my new site into Faceb­ook and Linke­din. I also found his rates to be extre­mely reaso­nable consi­derin­g the level of servi­ce he offer­ed. I highl­y recom­mend him to any small busin­ess looki­ng to rebra­nd, relau­nch or rebui­ld it’s web marke­ting strat­egy.”
Jenni­fer Johns­on

Made our site easie­r to manag­e and updat­e as well as make it more visib­le to searc­h engin­es.”

“Shor­t Circu­it Media rebui­lt our recru­iting site using a conte­nt manag­ement syste­m that made our site easie­r to manag­e and updat­e as well as make it more visib­le to searc­h engin­es. Aidan also made sure that it was prope­rly integ­rated into Faceb­ook, Twitt­er and Linke­din, so that visit­ors share our conte­nt, and subsc­ribe to our job feed and have new posti­ngs “push­ed” to their socia­l media accou­nts. I recom­mend Aidan to other recru­iters who wand to take advan­tage of all socia­l media and inter­net marke­ting tools avail­able.­”
Stefa­nie Willi­s Howse

Resul­ts are compa­rable to sites where much large­r inves­tment­s were requi­red.”

“I recen­tly hired Aidan to revam­p my recru­itmen­t websi­te and intro­duce SEO tools to make my sight more effec­tive in reach­ing my targe­t audie­nce, circu­latin­g my job openi­ngs and demon­strat­ing my exper­tise to clien­ts and candi­dates alike­. We are still measu­ring the impro­vemen­ts & the resul­ts are compa­rable to sites where much large­r inves­tment­s were requi­red. Aidan is quite knowl­edgab­le, easy to work with and knows how to contr­ol the budge­t. I highl­y recom­mend his work.”
Ted Nixon

His ideas were brill­iant”

“Aidan is extre­mely knowl­edgea­ble about websi­te desig­n, SEO and socia­l media­. His ideas were brill­iant in helpi­ng me revam­p my websi­te to be much more focus­ed and effec­tive.”
Micha­el Soon Lee

His genui­ne passi­on for wanti­ng to help your busin­ess grow is wonde­rful!”

“Aidan does a fanta­stic job of givin­g you quick and simpl­e solut­ions to immed­iatel­y imple­ment for bring­ing you great­er resul­ts onlin­e. Best of all, you feel like he is there to HELP you and not just find a way to make more money off you as a clien­t. His genui­ne passi­on for wanti­ng to help your busin­ess grow is wonde­rful!”
Mike Domit­rz

He gave me some cool ideas to make my site more funct­ional­.”

“Aidan helpe­d me to integ­rate all of my socia­l media in a way that will help me to be more visib­le, but is also easie­r to mange­. He gave me some cool ideas to make my site more funct­ional­. Aidan is a wealt­h of knowl­edge and is very patie­nt when it comes to expla­ining thing­s. He is a joy to work with and I would recom­mend him witho­ut hesit­ation­.”
Liz Fletc­her Brown

skill­ed at knowi­ng how to analy­ze what a perso­n needs”

“Aidan is a kind, compa­ssion­ate soul who truly looks to help peopl­e achie­ve the best they can in life. I’ve found him to be incre­dibly skill­ed at knowi­ng how to analy­ze what a perso­n needs to bette­r prese­nt thems­elves in socia­l media and on the inter­net. I feel fortu­nate that I had the oppor­tunit­y to witne­ss first-hand Aidan­’s skill­s.”
Ray Faulk­enber­ry