| If you’re a small press author, trying to | | | | *Some owners prefer a brochure, others a |
| get your book into brick and mortar stores can | | | | sample copy of the book. You should also include |
| be one of the hardest tasks to accomplish. If | | | | a personal letter (not generic!) introducing yourself |
| you’re a POD author, chances are close to | | | | and your book. Keep it brief and |
| impossible unless you deal with independent local | | | | professional—never brag about the |
| bookstores which usually are more flexible and | | | | magnificent qualities of the book. The book must |
| open to helping local authors. But as a rule, big | | | | speak for itself. If you have any rave review |
| chain stores won’t stock a POD book, | | | | quotes of your book, the place for these is on |
| mainly because of lack of returnability and the | | | | the brochure or media kit. Many bookstore |
| poor (and mostly unfair) reputation of print on | | | | owners like handwritten letters or post-its. The |
| demand books. | | | | ‘personal’ aspect of this will make |
| But, as I said, small independent bookstores are | | | | you stand out. Of course, it’s always a |
| more open and flexible and more willing to take a | | | | test, and the reality is most material received by |
| small risk with a an unknown author. Though it is | | | | owners ends up in the trash can. But the more |
| true that most people (about 52%) shop books | | | | personal and professional you are, the better your |
| at big chain stores, here your book will be lost | | | | chances to succeed. Alan Beats, of Borderland |
| amidst thousands. In a small bookstore, however, | | | | Books, says, “Sending a well thought out |
| you competition will be less because there are not | | | | cover letter with a review copy. The quality of |
| as many books on the shelves. Of course, most | | | | the cover letter is very important. If it's poorly |
| people go shopping for their books at the big | | | | written or has grammatical errors, I won't even |
| chain stores, thus their popularity. | | | | look at the book. The letter will get major plus |
| If you want to market your book to bookstores, | | | | points if it is clear that the person writing it has |
| the first thing you need to do is to locate them. | | | | researched our store and if it's address to me |
| You also need to decide which type to contact. | | | | directly.” |
| You may want to contact bookstores by genre | | | | Some bookstore owners prefer to be sent |
| or geographical are. If you live in Los Angeles and | | | | sample copies by the publisher itself instead of the |
| your book is a mystery, for instance, you may | | | | author. These people will not consider a publisher |
| want to contact all mystery bookstores in your | | | | legitimate otherwise and will not stock its books. |
| city first before moving to other geographical | | | | *Don’t phone. Bookstore owners are too |
| areas. | | | | busy and don’t like to be bothered by |
| To locate bookstores you may check: | | | | desperate authors over the phone. “The |
| *Yellow Pages Directory in your city. | | | | worse thing to do is to bug us about it after |
| *Yellow Pages Directory on the Internet. | | | | you’ve sent it,” says Del Howison, |
| *The ABA Bookstore Directory: [ | | | | owner of Dark Delicacies, a bookstore specializing |
| *The American Booktrade Directory (you may | | | | in horror. “We’re not a critiquing |
| check this at the library). | | | | service so we’re not going to give you a |
| Another easy way to locate bookstores, but | | | | rundown on what’s good and bad about it. |
| which costs money, is to rent a mailing list. For | | | | There are plenty of editors out there who will do |
| $40, you may obtain a mailing list of the top 700 | | | | that for you.” Howison prefers a sample |
| independent bookstores at | | | | copy of the book instead of a brochure. |
| Once you have a list of the bookstores you wish | | | | *Make sure your book is relevant to the store. If |
| to contact, there are some guidelines you should | | | | your book is a novel about witches or vampires, |
| keep in mind before getting in touch with their | | | | you won’t have any luck with a Christian |
| owners: | | | | bookstore! Make sure your time and resources |
| *Prepare an attractive brochure or media kit, | | | | are not going to waste. |
| which should contain your contact information, | | | | *Keep a record of your contacts and marketing |
| book information, an author’s bio, a book | | | | efforts to use in the future for other books. |
| description or blurb, review quotes, and mention | | | | Though most marketing experts out there keep |
| of any awards. If you don’t know how to | | | | insisting that bookstores are not the best places |
| prepare a brochure or media kit, please make | | | | to market your books—and though this may |
| sure to do a research on the internet first. | | | | be true—there’s one thing for sure: |
| Amateurish material will be toss in the trashcan, | | | | nothing beats seeing your book in a bookstore |
| you can be sure of that. | | | | shelf! |