A brand new year is upon us—and a brand new year brings new opportunity and successes. Western hits will be created, sold and enjoyed this year. Brand new authors will be introduced—but one new constant seems to have remained: Paul L. Thompson, the Western author who seems to be a perennial, and that perennial has just taken his first number one bestseller of the year. “You Shot Me Once! Never Again!” is the new number one bestseller, but what caused such continued success? How did this book go from being a slow starter, looking likely to miss the bestseller chart, to the number one bestseller in less than a month?
When Paul L. Thompson released his new series—his first without Shorty Thompson—nobody could have predicted the absolutely mania that would follow. The first book in this series started slowly but shot up to the number one position, and the Thompson back catalogue has flared up to create something of a rush on Thompson product. This month, an estimated three million pages of Thompson product will be read, and books that long stood dormant will become in demand for Western readers around the world. The award winner has proven that you can be both commercially successful and acclaimed at the same time.
The quality of Thompson product has worked in his favor to such a degree, there is little or no problem envisioning that people will rush to buy his latest book when it goes up for sale next month. Meanwhile, sales of his older “Shorty Thompson” titles will just continue to roll on. Smart promotion has ensured he is not overexposed.
Anyone can use similar techniques to bring their books to the fore. With the Western readership crying out for good, new stories, it’s likely your book will find acceptance. As long as you have a quality story to share, you make it visible—and you follow the three C’s—you can’t go far wrong. What are the three C’s, you ask?
The first C is Consistency. This is something all authors have to practice. Consistency in book promotion is the only way a book will move. You can’t do one, or two, or three things. You have to consistently promote your book. You have to always be doing something. Always looking to get more attention for your book, always running little ads, or trying to get more reviews. You have to be consistent on your journey towards success.
The second C is Commitment. We all have commitments in our lives, and those commitments sometimes seem like a problem. But in reality, a commitment is just achievement in process. As an author, you have to commit to your book and commit to its success. If you don’t commit to your book, you won’t be able to be consistent (the first C), and you will find it harder to be successful. Commitment gives you the grit needed to get the job done. I ask all my clients to be committed to the promotion of their book. I ask them to answer interviewers, to write blog articles, to be involved, because unless you love your own baby, how can you expect anyone else to?
The third C is a very special one. One that this very, very talented author mentioned to me. This C stands for “cool,” and it’s true—you have to be cool to be successful. You have to keep a level head and not become depressed when your book isn’t discovered on day one. You have to be cool when you are interviewed, and cool when you are reading a bad review. You have to keep cool, and… be committed… and be consistent.
Maybe you can do the same thing. I think you can! Drop a line below if you have any questions.