To date, client Dave Mallegol has marketed more than 1,000 copies of THE BRONZE HORSEMEN. I use the word “market” as a euphemism, since Dave has made the bulk of his sales at Green Markets within an hour of where he lives in South Florida. He has his protocols for selling in this environment down to a science and agreed to let me share his knowledge and experience with subscribers.
His primary consideration was, not surprisingly, expense; as, not including gas or monetizing one’s time, some of the markets can be just plain too expensive. Regardless of the cost, he suggests splitting space with another vendor, as long as the person is not selling vegetables. And he’s dead serious about this. The second issue was lowering the price of his paperback from $20 to $18. Even though this was only $2, he says his sales improved dramatically. He also provides a nice book marker at no charge. But he says the one thing he did that improved his sales the most was when he harkened back to his days as salesman for J&J and began offering THE BRONZE HORSEMEN with confidence and enthusiasm.
From personal experience as a career peddler prior to “retiring” to editing, I can assure everyone that nothing nurtures a selling opportunity more effectively than enthusiasm. In my opinion, Emerson defined this best in his CIRCLES essay via this line that the great coach Jim Valvano often cited to inspire crowds when he was losing his battle with cancer: “Nothing great was ever achieved without enthusiasm.” Wow, was there ever a truer statement?
Dave reaffirmed his commitment to this aphorism and his sales increased. As to his digital sales, if someone wants an e-book he hands out his business card, and he says that almost all of his Nook and Kindle sales have been the result of folks he’s met at the Green Markets. Dave’s next edition in his series will be released in the not too distant future, and I’ll be posting the opening chapter on my Critique Blog so subscribers can see a sampling of what it was like as man in the Bronze Age learned to master what is taken for granted as “just happening.” Dave cleverly illustrates what really occurred–and why.