I thought I would share with you the summary of my presentation regarding selling more books. I'll spare you all of the introductory material and get right to the point! Of course, we are already doing most if not all of these things for you -- or have done them for you in the past.
  1. Reviews, reviews, reviews
  2. Distribution that allows returns and is discounted as expected
  3. Metadata / product information
  4. Direct email appeal to independent bookstores
  5. Publicity campaigns to major media
  6. Flash promotions aligned with non-fiction hooks, holidays, current events, etc.
  7. Write series
  8. Periodically refresh your backlist
  9. Sell in non-bookstore outlets / situations
  10. Build an email list to your readers
We are in an era which is dominated by Amazon with over half of all sales. Our mix is less reliant on Amazon, but Amazon reviews are most important. As mentioned previously, books with at least 1 review have sales 50% higher on average than books with no reviews. Also note, a 5-star average does not help! This is seen as suspect. It is actually good to have a few negative or critical reviews in the mix -- as long as your average is better than 3.5 -- 4+ preferred.
Distribution has the second biggest impact at Sunbury Press. This makes sense since it opens more markets. The key here is the return flag -- while it might increase sales, it might also mean a portion of the sales might come back. Thus the additional sales might not be profitable.
Publicity campaigns are not #1! They are best suited for nonfiction books / authors. Fiction publicity is less effective. Note that publicity is a crap-shoot -- one fantastic mention can make all the difference but is unlikely. You can spend a lot of money chasing it and receive little return.
I've provided a link to a number of other ideas that are less impactful (in our experience).