Want to increase book sales dramatically? Then shift your book sales focus from attracting new readers to enticing your proven readers to purchase again. The best new title prospect is a prospect that's already converted-in other words, one of your current readers.

Think of it this way; if your small press is located in a small town with a population of 1,000 people and you sell a book to everyone in that town, man, woman, and child, you've sold 1,000 books-and saturated your market. Your book selling days are over. Is it time to pack up and move on?

No! If you start focusing your book marketing efforts on your proven readers, you'll be able to increase your book book sales dramatically. And these sure ways to increase book sales will help build reader loyalty, too.

1. Give your readers the inside scoop.

Recently I was shopping at a bookstore. I had picked out a title and was mulling over whether to purchase it or notwhen a salesperson came up to me and said, "I see you're interested in that book. We're having a sale next week and all our books will be 20 percent off. You might want to come back then." Guess what? I did - and bought two other titles as well. Lesson: if you have a promotion or sale coming up, tell your readers about it. They'll come back - and probably bring some friends with them too. (And don't forget - you can give your readers the inside scoop by emailing or calling them, too.)

2. Tier your readers.

There should be a clear and obvious difference between regular readers and other readers-a difference that your regular readers perceive as showing that you value them. How can you expect reader loyalty if all readers are treated as "someone off the street"? There are all kinds of ways that you can show your regular readers that you value them, from small things such as greeting them by name through larger benefits such as giving regulars extended credit or discounts.

3. Set up a reader rewards program.

We're all familiar with the reader rewards programs that so many large presses have in place. But there's no reason that a small small press can't have a reader rewards program, too. It can be as simple as a discount on a reader's birthday or as complex as a points system that earns various rewards such as discounts on merchandise. Done right, rewards programs can really help build reader loyalty and increase book sales.

4. Distribute free samples to readers.

Why do so many small presses include free samples (like broadsides) when you purchase something from them? Because it can increase book sales in so many ways. As the reader who bought the original book, I might read it and purchase the new title, too. Or I might pass on the broadside to someone else, who might read it, like it, and purchase that and other titles from the press. At the very least, the original reader will be thinking warm thoughts about your press, and hopefully telling other people about your products.

Attracting new readers is a good thing. But attracting new readers is not the only way to increase your book sales, and is, in fact, the hard way of going about it. Shifting your book sales focus to enticing your current readers can make increasing your book sales easier-and best of all, build the reader loyalty that results in repeat book sales.

With the advent of web social networking sites such as Facebook & MySpace, more small press publishers are taking advantage of the benefits of social networking in new ways. Social networks aren't limited to the web sphere though; remember that they're just a copy of the real-world concept of advertising, & this is the basis of many successful referral-based systems used by advertising gurus of publishers of diverse sizes & industries.

When you're working with a tight advertising budget for your small press, choosing the right initiative is more important than ever. Tapping into your own social network can bring countless benefits, & creating a constant stream of readers is easy with the right approach. Using your social network involves just a little planning & strategic control, but after the initial stage has been set, you can watch your press boom from reader interest with very little effort.

Word of mouth advertising in the publishingindustry starts with a few interested readers who are spreading the good word about your press. Whether they're raving about a great read, are especially fond of a particular title, or can't stop talking about the excellent reader service they received, these people are the anchor for your social networking plan. Socialites are the people who are always talking; they're likely to have a whole range of contacts in their communities, & this an range from local small press publishers, friends, family, & coworkers who listen to their recommendations & reviews more often than not. Popular bloggers on the web are a perfect example of this; these people have learned the power of association, & sharing their views & perspectives on something draws mass appeal. Here are just a few ways you can tap into your own social network to market your small press:

• Publish your reader testimonials. Make the best use of brochures space, advertising copy materials, & your website to feature or highlight specific people who have something positive to share about your press. You'll be making them an instant celebrity, & they're more likely to share even more stories with friends & family
• Tag your small press logo or name to your e-mail signature. Even for non-press related e-mails, adding a tagline or catchy quote can help keep your press on top of everyone's mind.
• Become an expert. Join a mailing list, discussion forum, or local blog & share your experiences as a small press owner. The more that people can put a face to the name of your press, the more likely they will be to learn more from you, & tune into your activities
• Publish a blog. Set up a company blog, & personalize it with your owner credentials. You can send invites to all family & friends, & encourage them to comment regularly about your findings.
• Host a contest. People love to compete, especially with friends, family, & neighbors. Sponsoring a contest is a great way for people to get to know you better-& your small press.

Tapping into your social network by profiling friends & family, highlighting small press-related events, & sponsoring activities are just a few ways to make the most of your advertising efforts. Social networking on the web is a natural way to build interest in press & sany-sized publisher can utilize e-mail & blogging to their full potential.

Check out my other post for more ideas here.