Taking the risk out of book sales

I’m no psychologist, but I have sold a fair few books in my time as an indie author, and have observed lots of human behaviour around book buying. This has led me to some conclusions on the buyer motivations that I thought I would share with you.

My main conclusion is that the book purchase decision is governed by… risk. And by that I don’t mean the price – very few buyers have ever asked this bit of information, or if they do, it’s when their credit card is already hovering over my reader thingy. No, I’m talking about the risk inherent in buying a book.

Let me explain.

The primary risk facing any book buyer is ‘buyer regret’; that nagging feeling that they’ve purchased something that will end up sitting accusingly on their shelf, unread and judging them for wasting money on an object that contributes nothing of value to their life while taking up precious space. We’ve all got books like this – impulse purchases that seemed like a good idea at the time but now serve only as expensive bookmarks for our guilt.

Then there’s the secondary annoyance factor: the faff of eventually taking that unread book to the charity shop, meaning it absorbs even more of their valuable time for absolutely no return. It’s the literary equivalent of buying exercise equipment that becomes an expensive clothes hanger – especially as you can also see it every day as a reminder of your good intentions.

But perhaps the most significant risk is the emotional investment. If they do commit to reading your book, there’s the genuine fear that they won’t enjoy it. Worse still, they might find themselves so frustrated or bored that they abandon it halfway through, leaving them with feelings of annoyance and a sense of time wasted that they’ll never get back.

Understanding this risk psychology has fundamentally changed how I approach book sales. As an indie author, your job isn’t just to write a good book – it’s to actively reduce the perceived risk of purchasing it.

My stall at the Princesshay Summer Market, Exeter 2025.

My primary strategy is what I call the ‘sales conversation.’ When someone shows interest in one of my books at a market, I don’t just hand it over and hope for the best. Instead, I engage them in a proper discussion about the story, the characters, and the historical setting. I give them enough detail about the plot and the main character’s journey that they feel they already know enough to want to find out what happens next. By the time they’re reaching for their wallet, they’re not buying an unknown quantity – they’re investing in a story they’re already emotionally connected to.

I also employ what I call the ‘accountability factor.’ I always give buyers my email address, telling them to let me know what they think of the book once they’ve read it. This creates a sense that someone is metaphorically looking over their shoulder, providing an added incentive to actually read the book rather than letting it gather dust. It’s remarkable how often people will finish a book they might otherwise have abandoned simply because they know the author is expecting feedback.

Here are some additional risk-mitigation strategies that can also work:

Offer a sample. If you’re selling at events, have the opening chapter available for people to read. Let them test-drive your writing style before committing to the full journey.

Provide social proof. Display genuine reviews prominently, especially ones that mention specific elements of your book. “I couldn’t put it down” is less convincing than “Descriptions of life, and the people of all stations in Tudor England is brought vividly to life by the author who has clearly done his research.”

Be transparent about content. If your book contains violence, strong language, or mature themes, mention it upfront. It’s better to lose a sale than gain a negative review from someone who felt blindsided. For example, my compendium edition of The Witchfinder’s Well Chronicles (all books of the trilogy in one cover) has very small type so I could get the nearly 300,000 words in. I always point this out before purchase so the buyer is aware.

Connect the book to their interests. Ask what they normally enjoy reading, then draw specific parallels between their preferences and your book. “If you enjoyed Hilary Mantel’s approach to Tudor history, you’ll appreciate how I’ve handled the period detail in this story.”

However, there’s one category of buyer for whom the risk calculation changes completely: the Christmas gift purchaser. These buyers have already allocated a budget for each gift on their list, and they’re going to spend that money regardless. They’re not worried about whether they’ll personally enjoy the book – they’re looking for something that will make them appear thoughtful and considerate.

For these buyers, a book signed personally to the recipient by the author is marketing gold. Picture the scene: they’re unwrapping presents by the tree on Christmas morning. “Oh, a book,” says the recipient. “And signed to me by the author! How lovely – thanks!” Job done. Thoughtful gift given and received, and it doesn’t matter if the recipient ever actually reads the book because it’s already fulfilled its primary function as a demonstration of care and consideration.

The only risk for gift buyers is the dreaded response: “Oh, I’ve already read this one.” This is why it’s worth asking gift buyers a few questions about the recipient’s reading habits and preferences. A few minutes of conversation can help ensure your book is a good match.

The key insight here is that successful book sales aren’t just about having a great story – they’re about understanding and addressing the psychological barriers that prevent people from taking the purchase risk in the first place. Every interaction with a potential buyer is an opportunity to reduce their perceived risk while increasing their emotional investment in your story.

When you can make someone feel confident that buying your book is a safe bet – that they’ll enjoy reading it, finish it, and feel good about the purchase – you’ve transformed a risky transaction into an easy decision.

And that’s when book sales become significantly easier, regardless of whether you’re selling at markets, online, or through any other channel.