[I try to keep this as personal blog, but by trade I am a book promoter. As most of the people I engage with both in real life and online are writers and book people, I thought I should share a few observations about the trade. This is the first in an occasional series of posts.]
Local Bookstores vs. “Local” Authors.
One thing that comes up over and over again when self-published or small press authors responsible for their own publicity/marketing discuss bookstores is a level of anger that it’s often difficult to get their books into indie bookstores (either on the shelves or for an event). I often see writers comment online (and hear it at festivals) that “even” their local stores “make it hard” for them and that local stores should want to work with local authors, and somewhere along the way I’ve realized there’s a disconnect between many fledgling writers and bookstores about what exactly a local author is. Newsflash: it’s about a lot more than your ZIP code.
Let’s start with the obvious factor: physical proximity. Do you live a short drive or walk from the bookstore? This is an essential part of the equation, but it’s not the only relevant consideration. Another question is even more vital: do you shop at this bookstore regularly? The key difference is between someplace being a local bookstore and it being your local bookstore.
From there the questions go on: How many booksellers do you know on a first name basis? Do they smile or grimace when you walk in? How many events have you attended there? Have you ever ended up in a bar, after hours, boozing it up with a touring author friend, a couple of booksellers from the store, and a sales rep for a publishing company who you still can’t see at a party without blushing? How many times has the manager pulled a book from under the counter and said, “You’re gonna love this!” the moment you crossed the threshold?
I’m not saying you have to be best friends with the owner and blow your kids’ college savings at the bookstore, but you have to use it. You should be a known face — not necessarily a confidant — and part of the local literary community. If you’ve been working away in beautiful isolation and ordering all your own reading material from Amazon, then how can you expect your local bookstore to regard you as a local author? You’re a local, certainly, and you’re an author, but neither alone is a compelling reason for any bookstore to want to work with you. (They are swamped with authors asking them to carry their books or host events.) They need to know you the individual, and know you have a level of respect and support for their mission before they might consider supporting yours.
Your local store should be the one in the community where you live, where your children go to school, where you and your friends shop, the one with the cafe where you meet for safe first dates, and the place you bring out-of-town family when they visit. If you do not have a local store like this, find one. Pick a store, shop there, chat with the booksellers, ask for recommendations, buy birthday gifts there, attend events, get to know the staff and let them get to know you. It’ll make your literary life more interesting, more varied, and more eventful, and when you finish your manuscript and finally have a book to promote, your local booksellers will be much more enthusiastic and supportive because your success will be personal for them. During the writing process there’s a time for isolation and contemplation, for quiet work and freedom from distractions, but everyone needs a literary community to present their work to, and your local bookstore can be the cornerstone of that.
Bear this in mind: one of the criteria bookstores use in deciding whether to carry your book or to host an event is the question “Does this author have a local network to mobilize in support of their book?” If you haven’t even bothered to get to know people at the area bookstore, this doesn’t suggest you’ll be any better at networking in any other aspect of your life.
Bottom line: No bookstore is compelled to work with an author, especially not one who claims to be local, but whom they’ve never seen or heard from before. Take the time to get involved in your local literary community and support your local bookstore, your life will be the richer for it, and the booksellers will be more inclined to support your book in turn.
This is not to say that cultivating a good relationship with your local bookstore is the only thing you need to make a successful book. It’s just one part of your overall marketing plan — I’ll try to write about some of the others shortly. But, it’s a key relationship, and new writers should not take it for granted.