The best ways to get your book on a bookstore’s shelves are personal visits to the store, phone calls, and emails.
In 2005, there were 172,000 books published in the United States (I couldn’t find more recent data.) Even with mid-size to large publishers, unless you have a bestseller, your book won’t make its way to all the stores.
As I’ve mentioned before, I’m not a natural promoter. When my husband and I were in the mountains a week ago, we walked into an independent bookstore. I was busily burying myself in the shelves when my husband said, “Hey, E, aren’t you going to tell them about your book?” I glared at him. “No! Shh!”
The next thing I knew, he was at the front desk, politely asking for the manager, telling him all about my book, and prompting me to hand them my card.
That’s why he makes the money for the family.
So here, for my fellow reluctant promoters, are my tips for a job you really must do:
If you’re going in person, bring your business cards. Either write the ISBN # of your book on your card, or have it printed there. If you think you might chicken out of a face-to-face encounter (like me), then bring along a spouse or friend.
On the phone: Large chains have community relations managers (CRMs). Ask for them when you call or else your spiel will be wasted on someone who has a line at the cash register and wants you to call back later.
Small stores get busy and don’t have large staffs. Be sure to ask if it’s a good time for you to talk to them about your book.
Have a script: After getting the CRM on the phone and making sure it’s a good time for them to talk, I usually say something like this:
My name. That I have an upcoming release on ______date for my _____ genre book. Could they order a couple of copies for their shelves? I mention my publisher’s name. I give them the ISBN. While they look up the ISBN on the computer (to see if it’s in their warehouse), I briefly share my good reviews. I have quick summary ready if they ask what the book is about. Sometimes they ask if I’m interested in a signing, so I have my day planner near.
Tip: Barnes and Noble wanted all of the information emailed to their CRM. This was very easy for me. Maybe it was easy for them to delete, too? If I don’t hear back from them via email I’ll have to do a follow-up call.
Tip: Independent bookstores sometimes ask the price of the book, its format (trade paperback, hardback, etc.) and whether it’s possible to get signed copies. Be ready to answer those questions. Link to IndyBound on your website instead of Amazon. Be a friend to independent booksellers.
Tip: Use the American Booksellers Association to aid you in your search. Put in your genre for a listing of bookstores that sell it. Not all stores are members of the ABA, but you get a substantial listing. Don’t spam them…use the site as a tool for focused promotion.
I cannot wait to be able to use these tips! Good choice in husbands too. Don’t forget us Cannuks up here – yoo hoo! We have great independent book stores and long winters just right for reading good mysteries.
Talk to you later – have to work!
Jan
These pointers are all on-target–and very importantly–practical and useful. Everything here is the voice of experience…by far the best teacher.
From my experience, it’s always good to see the gatekeeper in person. It’s connective, and just hard to say, “NO,” face-to-face. Of course, last time I did this, I was living in a big city with several store chains, not to mention several stores per chain scattered nearby. So, if you live in a smaller town, or some distance from, “the big city,” this will be harder to do.
For these in-person visits, I also, took a little kit of…gee, I can’t remember it all, but a book summary sheet, a bio sheet, the book, my card, past signing locations–and number of copies sold. For signings—which I always tried to arrange–I also asked about where my table would be. The nearer the front, the better. A couple of stores stuck me in the rear and, well, it was tough to be seen and draw visitors. I also asked how they would promote the signing.
Lastly, the words “local author” always seemed to be key. Not sure why, but I found CRMs more sympathetic after they learned this. I think B&N even has a policy to promote local authors…or at least they used to.
Okay, way too long a comment. Sorry, Elizabeth, I got on a roll…but you’ve raised a great topic…as usual.
Best regards, Galen
Imagineering Fiction Blog
I can so relate to your bookstore experience – so thanks for the tips. I like the idea of linking to IndyBound – will check it out.
I like it! I’m putting together my Boise to Boston tour and printed out your tips so I can keep them by the phone (and the computer)
Terrific advice, Elizabeth. (And I love your husband’s moves to promote you and your book!)
Gonna go twitter this!
Helen
Straight From Hel
Labanan–Good point! Reading mysteries would be a great way to make it through the long nights.
Galen–You’ve got some great tips here. I didn’t think to bring a press-type kit. And you’re right–sometimes books sell better in the regional authors section.
Jane–IndyBound used to be BookSense.
Karen–Good luck with your tour! It sounds like a big one.
Helen–Thanks for the tweet! Yes, my husband is quite the promoter. He busily marketed me to the dental staff when he went for his cleaning a couple of weeks ago…
Elizabeth
A timely reminder that I need to call, e-mail, or stop by all of my local bookstores soon. I’ve also held off ordering my bookmarks until I have a couple of review quotes for the back.
By the way, Elizabeth, I just started reading Pretty Is As Pretty Dies last night. I’m barely into the book, but already love Myrtle Clover and her gnomes. What a fun way to make a statement.
You’ve hit all the high spots, Elizabeth. Like you, I have a problem stepping up to talk to somebody at a bookstore or wherever. My wife is good at that, as well as shilling for me at a signing. Where it’s an out-of-town store I haven’t been to, I usually send the CRM an email first, then follow with a phone call. I find more stores now wanting to do multiple author signings. I don’t like those unless it’s two or three mystery writers.
This is a great post with wonderful advice. I am going to make an effort to do this as well.
And what a wonderful hubby you have! Lucky girl.
karen
Terrific post, Elizabeth.
I think I’m going to use your script, if that’s okay. Hopefully, I’ll remember to use my own name!
As usual, great advice and tips, Elizabeth.
The Old Silly
Great post. Just this weekend I walked into two Borders Books and Music stores and they said they would order my book. One even offered to have me for a book signing.
It good to carry a copy into the store so they can have a visual. But be prepared to give it up as sometimes they want to walk away with a free copy.
Slowly but surely, I’m populating Borders and B&N with my book Breakthrough. If I can do it, anyone can.
Stephen Tremp
Chester–I can imagine why you like limiting the number of authors you appear with. For me, it’s safety in numbers, though. But it’s good to have one person as sort of a greeter or else the group of authors looks too intimidating for readers to approach.
Marvin–Thanks!
Steve–Sounds like it’s going really well for you. Congrats!
Patricia–Ohhh. Bookmarks. Yes, I’ve forgotten about those. Sigh. Thanks so much for your comment about “Pretty is as Pretty Dies!” The official release is Aug. 1, but I’ve heard from plenty of people who already have a copy. Isn’t that wild?
Karen–I am lucky. Thanks!
Alan–Absolutely! Sometimes I even forget my own name. I guess it will really be confusing when I’m making these phone calls with my pseudonym. Major identity crisis….
Excellent post! So many great tips – I am shy myself so it is difficult to approach and promote for me. I like the email approach, but face to face is probably more effective. I really like the tip about supporting the indy booksellers.
Nancy, from Realms of Thought…