This is the third in a 3-part series for authors who want to get their books published. Part 1 posed the questions: Why do I want my book to be published? and How much control am I comfortable giving up? Part 2 addressed: What will it take to get my book accepted by the kind of publisher I want? and How long am I willing to wait to get my book to market?

In part 3, the final questions that should guide your publishing decisions are: 1) How will my books reach readers? and 2) What influences the life and death of book sales?

1) How will my books reach readers? The two most common ways are online and in stores. Major distributors charge a hefty percentage of your sales but are crucial in today’s market if you want to sell books.

Online selling means through such well-known distributors as Amazon and Barnes & Noble. Another important distributor you may not have heard of is Ingram. This company serves publishers, including self-published authors. In addition to distribution to stores, they have a very strong connection with libraries around the U.S. Traditional publishers will set up distribution for you. Self-published authors need to make these arrangements themselves or pay a service to do this.

Online can also mean selling directly to consumers through your own website, if you know how to attract people to your website and are willing to handle order fulfillment. There are companies that will warehouse your book, handle orders that come in and provide sales reports to you. All of these services charge fees, depending on the service you use. Your printer may be able to recommend reliable resources.

Because of the competition for limited display space, in-store placement is a challenge, particularly for self-published authors. This is especially true of national chain stores. Local independent bookstores, however, may be friendlier to the self-published author if your book is high quality, you or your book’s topic are linked to the community in which the store is located and you are willing to appear for a talk and book-signing. This is an opportunity for you to augment the local store’s publicity efforts, which they appreciate.

Book sale opportunities are unlimited if you think outside the box. Additional venues, depending on your book’s genre and target audiences, could include book fairs, senior centers, houses of worship, schools, libraries, book clubs, farmers’ markets, writer’s groups, etc. You get the idea. If you have expertise in an area related to your book, check out Speaker’s Bureaus. Some venues will charge you a fee or ask for a percentage of book sales, some will offer you free space, some may even pay you to do a presentation tied to the sale.

Any time you can speak to a group – about writing, marketing, or a topic related to your book – have your books available for sale. Keep copies of your book in your car for any unexpected opportunity to sell or to offer to someone who can help promote it. Consider donating books to charitable fundraisers in exchange for some goodwill promotion; if your donation is to a tax-exempt organization, you have the bonus of a tax write-off.

The more work you do, the less you will pay others to do it for you. Do your research, be realistic about your capabilities to handle distribution and sales, and recognize that moving your book into readers’ hands is both an art and a science.

2) What influences the life and death of book sales? Today’s newspapers will line the bottoms of birdcages tomorrow and Tweets will have flown away. Not only do you have to promote your book when it first comes out, you have to keep it relevant to readers. Beyond the first months your book is published, continue to seek opportunities to promote it.

Stay current on the day’s news; if you can you tie it to some aspect of your book, your book becomes timely once again. Does your book have an historical tie in to a commemorative event? Is it especially appropriate as a gift for certain holidays or occasions? Write articles that either link to your book or allow you to include your book information in the byline. Get creative!

Make sure your website stays up-to-date, including good reviews and links to any interviews you’ve done, as well as announcements about upcoming appearances.

Network: always let people know about your book and ask them for ideas or referrals; then follow up!

If you forget about your book, others will too.

Final thought: writing a book is an art. Publishing and marketing a book combines the art with business. Selling a book is all business.