Building Relationships with Bookstores
How I’ve done it and what I’ve learned
In our interview with bookseller Robin Stern of Books Inc. we talked a little about how authors can work with bookstores.
“…[come] into the store with an understanding of publishing (so I don’t have to explain what Ingram is, for instance) and bookselling…”
“In terms of promotion, mentioning your local indie on social media is wonderful. Mentioning Amazon first on your website or social media, not so wonderful.”
This week I’m diving into more details of how I’ve built relationships with several local stores, what I’ve learned, and what else I’d like to focus on in the future for my upcoming books.
Making Introductions
Before my first book came out in 2019 I knew I wanted to have a launch event in a local bookstore but I didn’t know any booksellers or how to go about organizing an event. However, thanks to my personal network, I knew someone who worked at Linden Tree Books. I stopped by the store one day and she introduced me to the events manager and I told her about Evelyn the Adventurous Entomologist. We followed up by email and set a date for the event. It was very exciting. That was just the beginning of my relationship with Linden Tree. I can’t imagine my publishing journey without them!
Of course, you can also just head into your local store and introduce yourself directly. As an introvert I loved having someone to help me make the connection but it isn’t essential.
And even long before you have a book to promote, buy books from independent bookstores and show up to events and support other creators, too.
💡Tip: Ask your network. If you know someone who can introduce you to a bookstore owner or manager that’s a great start. But also be prepared with information about your upcoming book such as a postcard or sell sheet so if the person you need to speak to isn’t available you can leave your information for them.
Support Bookstores Online
Whenever I link to my book on my website or social media I try to remember to include that you can order signed copies from my local store. I also post about the local stores on my social media whenever I stop by and sign books, spot other authors’ books, or go to an event.
💡Tip: Always link to a local store before the big online stores (you know who I mean) when promoting your books. If you can, arrange with the store to sign and personalize books ordered via them.
Show Up to Events
As mentioned above, I show up to other creators’ events whenever I can. I’m supporting them and the bookstores. But I also say yes when a store asks me to appear as part of events like Independent Bookstore Day, book fairs, or an Educator Night. They’re great events for spending time with other authors, supporting the bookstores, and meeting new readers.
💡Tip: Let your local store know you’d love to support them at events like Independent Bookstore Day or school book fairs.
School Visits
I often do school visits in conjunction with bookstores—where the store organizes the visit and they handle the sales. But I also set up my own school visits and in those cases I ask if they’d like to partner with a local store for book sales. They usually say yes so I then contact a store to set up a sales page and send over the details to the school to distribute to their families. This year I’ve worked with three different bookstores to do just that. It’s a win-win for everyone: the bookstore, me, and the students who get books. Some schools even order books for every child in the school (that hasn’t happened for me yet, but check out Vicky’s IG video below!)
💡Tip: Once you’ve made contact with a local store let them know you’re available to do school visits with them or to partner with them on book sales for visits you’ve organized yourself.
More on school visits:
In the Future
For my next launch, I’d like to make contact with more local stores and other independent bookstores around the country. I’m planning to mail postcards to stores a few months before the book releases. Locally, I’ll bring by a sell sheet to show them.
💡Tip: Start building a spreadsheet of local stores and beyond that you can contact about your upcoming book releases.
How have you worked with bookstores so far? Any additional tips from our bookseller readers?
This is such a good resource!! Saving for later.