How Authors Can Be Better Partners to Bookstores

A little myth-busting, a few reminders and reframes, and some general advice on how to make bookstores your friends

I spent more time than usual this past year deep inside the sales and returns side of my publishing business. Because I was considering changing distributors (effective starting in August), our new distributor (Simon & Schuster) had a lot of questions and requirements (of course). One of the most gratifying measurements was our growth in the “field,” which constitutes indie bookstores. Our imprints, She Writes Press and SparkPress, sell a lot of books to bookstores, so much so that the field is second only to Amazon in terms of total percentage of books sold. Credit is due to our current distributor, as their sales force is dedicated and responsive, but I also credit our authors, who work at bookstore relationship-building and whose efforts—and behaviors—shine well on us as a publisher.

Author education about bookstores and how to partner with bookstores has always been a priority for me becuase I interact with authors enough to know the mindset (and confusion) around how books get into bookstores and what bookstores may or may not “owe” authors (which is absolutely nothing). I also know from engaging with many writers over the years about this two-sided author coin—I’m shit and I’m amazing—which is a paradoxical and common authorly experience. We swim in humility, even shame (it’s been done before and better; I’m not all that; who do I think I am?) and bob along on currents of grandiosity (I’m going to sell 10,000 copies; everyone needs my book; how could they not invite me/respond/follow through?).

No matter how special or important your book may be, and undoubtedly is, expecting bookstores to meet you where you are isn’t fair. Take the emotion out of it; remember, this is business and your book (in this specific realm at least) is a product. Here are a few myths I’ve encountered along my path—and some considerations for authors for how to be a better author partner to bookstores:

Myth #1: I work with a publisher, so my book will be in all bookstores.
I’ve noticed over many years of working with authors that they tend to forget bookstores are retailers. Consider a Macy’s. They have an account with Lucky or Marc Jacobs. They do not buy every single item on the Lucky or the Marc Jacobs catalog, and they turn over their inventory with a new season. Publishing works the same way. A bookstore can only accommodate the number of books they have shelving space for, and buyers curate what they buy for their stores based on their tastes and what they think their customers will like. Many times they take buys because an author is local, or because a book speaks to their reader base (adventure memoir, nature poetry, thrillers, what have you). The primary benefit of traditional distribution is that it’s a machine that effectively pushes books into “the trade,” which includes retailers like Amazon, B&N, and the aforementioned “field.” She Writes Press and SparkPress are good case studies because we’re comparatively small. We don’t have the sway of a Big Five publisher. Our titles tend to get picked up in 1s and 2s by big bookstores like Elliott Bay in Seattle, Book Passage in Marin, Tattered Cover in Denver, and regionally, we do amazingly well (again, kudos to our authors). But not every book is in every bookstore, not even close. That said, importantly and due to distribution, our books are easily available, orderable, and returnable—the winning combination bookstores need to carry your book. New authors, spend time understanding distribution and getting clarity on the language of publishing. If you have a publisher, make sure you know who your distributor is and how to talk about “terms” (discounts and returns). If you’re self-published, educate yourself about consignment deals. The more you know, the better the case you’ll make for bookstores to carry your book.

Myth #2: If I approach a bookstore, they’ll want to carry my book or host a book event for my book.  
As an author, you need to do more than just show up to a bookstore and introduce yourself. You want to approach bookstores understanding what they want to hear, and what matters to them. Consider that many book events draw out very few people. I’ve attended more events than I can count where there were fewer than ten people in the audience. The book business is tough, really tough, and you’re one author among the tens of thousands a given bookstore is either trying to sell or fielding for potential events. So when you go in, come equipped with information they care about: 1) Why your book is a good fit for their store; 2) If you’re asking for an event, let them know that you can bring out a crowd, and if you can’t, consider whether you should actually have an event there; 3) Bring your ARC (Advance Reader Copy) to show them what the book looks like; if you have a publisher/distribution, you let them know you have standard terms (meaning the book is orderable at a 55% discount and returnable); if you’re self-published, suggest consignment, meaning that you will give them whatever quantity they ask for and they’ll pay you on what they sell. If you want to make a great impression, do something generous. One of my authors recently brought cookies with her cover printed on them to the book buyers at the stores she visited. A tasty and effective marketing tool.  

Myth #3: Independent bookstores necessarily support independent authors.
You want to believe that everyone who works at a bookstore is blissful. What better job? you might think. What a dream to be among books all day. But . . . as someone who works with authors and as someone who publishes over 100 books a year, I can attest to bliss being elusive. Indie bookstores have to interface more than ever with authors who want something from them and expect to do nothing (or very little) in return. Many authors have the misconception that bookstores should be thrilled to carry their books, or host their events. But bookstores are operating on razor-tight margins, which is why so many of them charge a co-op fee to host events. Events are often a financial loss for them when you consider they might need an extra staffperson, and there’s marketing involved to put up the webpage, to do instore promotion, and more. Consider those events that bring out just ten (or fewer) people. The bookstore, in its anticipation, probably ordered 30 or 40 or 50 books, but sold six. This is par for the course, and it makes bookstores cautious. The best authors are collaborative and communicative. The best authors are realistic about the fact that their events will be populated only by the people they have the capacity to pull in. At most events I go to, there’s usually one (if one) customer who happens to join/listen because they’re already book-browsing. Always remember to end an event you have the privilege to secure with a plea to the audience to BUY THE BOOK—since that’s really the only tangible benefit to the bookstore for hosting. Also, shop at the bookstore where you want to host a future event. Cultivate the relationship. Introduce yourself to the buyer and the event coordinator early early on. If you expect bookstores to support you, you need to make sure you’re first supporting bookstores.

Myth #4: The person working at the bookstore is going to see the inherent value of carrying my book.
Authors are a funny bunch, and I count myself among them. We treat our books like extensions of ourselves, and they are. But we have to be mindful, and put on our business hats when we’re out in the world, especially when interacting with industry people. There’s a scenario I’ve seen play out too many times where authors are like moms of new babies, expecting everyone around them to mirror how very thrilled they are with this new life. But bookstore employees are like baby attendants in a too-crowded baby ward, where each one is just like the next. Beautiful—sure and maybe, but there’s row after row after row of the same and they’ve got a job to do. Jaded? Sometimes and maybe. Which is why you need to stay focused on what matters to them: 1) audience and sales potential; 2) meaningful themes and takeaways of your book; 3) that you love their store and will actively steer people their way. Keep in mind that their pride also lies in their store (especially if they’re the owners), so compliments and voicing your desire to support them is a far better tactic than just handing over your book baby and expecting them to coo.

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My advice to authors is to get bookstore-minded. Send your readers to bookstores, not Amazon. Buy your own books from BookShop or your local bookstore, not Amazon. On your author site, don’t list Amazon first. List BookShop and your local and/or favorite bookstores, then Amazon. You can’t expect indie bookstores to support you when you’re pouring all of your efforts into Amazon. At the very least, make them co-equal efforts. Never say the “A-word” inside of a bookstore, and for that matter, if you’re bringing in a press release to accompany your ARC (which you should), sidestep Amazon there, too. The best line for a press release is “Available wherever books are sold,” and even if you’re a self-published author, as long as you’re listed with Ingram, this statement is true.

Bookstores are such an important part of our literary ecosystem, and it’s a space where I see too many authors making assumptions, and/or taking bookstores for granted. Make bookstores your allies. Cultivate these relationships. If the idea crosses your mind that a bookstores should carry your book, channel Janet Jackson—What have you done for me lately?—and become the best author partner you can be.