How To Get Your Book Into Bookstores

Learn how to get your book into bookstores

We all dream of seeing our book on the bookstore shelves! Where people will be lining up to get a copy. But is that just a dream? In this article, you will get everything you need to know to make that dream a reality. To get your book into bookstores takes hard work and some healthy habits. It is not easy. But it is not impossible. With the right steps, tools and this article, you will get bookstores selling your books in no time!

Both traditional and self-published authors need to be their own sales agents and their own book advocates.

If you are a traditionally published author, you still need to support your publisher in promoting your book. Your publisher has hundreds of books they are already promoting, and priority is given to bestselling authors and newly released books. This means your book could fall through the cracks if you don’t work on marketing it and getting bookstores to sell it. As a traditionally published author, your job is to help your publisher get your book out there.

As a self-published author, you are the publisher, marketer, CEO, and sales agent. It is your job to either hire and work with a team and publicist to get bookstores to sell your book or do it on your own. I always suggest working with a team, publicist, or book coach to help you promote your book to bookstores. It will come across as more professional plus you will get faster results. But hiring anyone to support your book sales is always optional as a self-published author. The biggest bonus of being a self-published author is that you are in control!

Here is how you can get your book into bookstores…

Step 1: Know Who Your Target Reader Is For Your Book

Before you approach any bookstores or even write your book description, you need to have a clear outline of who your target reader is. Knowing who your target reader is will help you define your book’s price, genre, and what bookstores you should be approaching. You only want to get your self-published books into the bookstores whose customers are your target readers.

Step 2: Write Your Book Description and Your Book’s Metadata

Now that you know your audience you will want to write your book description and all book metadata in a way that captivates them. Readers find your book through metadata and decide whether to buy a book or not based on the book’s description.

What is a book’s metadata?

Metadata makes it possible to search for books in book-only databases and system, such as book wholesalers and distributors. Metadata gives readers, librarians, and booksellers an easier way to finding the exact book they’re looking for.

What Metadata Does a Book Need? A book only needs a few fields of metadata:

• Title
• Subtitle
• Author
• ISBN
• Format
• Publication Date

If you have finished writing your book you already have this information.

Step 3: Know How Bookstores Buy Books

Most chain bookstores buy from wholesalers. However, independent bookstores will also buy on consignment and directly from authors and publishers. As a self-published author, you’ll want to be targeting independent bookstores as a priority. Targeting independent bookstores will give you faster results as there are fewer hoops to go through.

Independent bookstores are more likely to want to work with new authors- especially ones in their community. A great resource to find independent bookstores is the IndieBound Community. IndieBound offers a comprehensive listing of independently owned bookstores searchable by name, type and/or location on their website.

Step 4: Get Into Book Wholesalers

Bookstores and libraries will look to order books through their favorite wholesaler’s database. As a self-published author, you’ll want to make sure that every book distributor or wholesaler database lists your books. You’ll also want to ensure they list it correctly.

If you are ‘Print On Demand’ with IngramSpark, then your book will already be listed in the Ingram Wholesaler database.

If you are not ‘Print On Demand,’ then you can apply to the wholesalers of your choice.

Start by visiting these websites:

• Ingram
• Baker & Taylor
• B&T Application
• America West
• Brodart
• Follett (K – 12 and University Libraries)

Step 5: Develop A Book Marketing And Media Plan

The most significant step to getting self-published books into bookstores is to create and maintain a marketing strategy that creates demand for your book. In spite of what we might wish, your book will not fly off the shelves unless you have worked to create buzz around it.

You need to create buzz around your book for booksellers to want to order and sell it. Look to build a marketing plan that includes offline book marketing strategies, book publicity, social media strategies, and book review strategies. Be creative and look for smart ways that help accelerate your book marketing results.

Step 6: Create Professional Marketing Materials

Bookstores and libraries will know in seconds if they want to order and sell your self-published book or not. So how do you convince bookstores to sell your book? Well, by creating and sending them professional book marketing materials, such as a press kit. A press kit puts all of your book information in one place and helps the bookstore get a clear picture of who your target reader is, what your book is about, and why people will love reading it.

Step 7: Contact Bookstore Buyers and ask them to sell your self-published books

Most self-published authors think contacting bookstores is the first step. It is actually one of the last steps. By following the above steps you are now 100% prepared to contact bookstores!

Contact bookstores and ask them to stock your self-published book by sending them an email or giving them a call. Your email should include your press kit and state that you are promoting your book. Your email should also be aligned with the bookstore’s goals and customers.

Cold calls followed up by an email work the best. You can also try personally visiting the bookstore to directly talk to the owner or manager about selling your book. Keep this in mind, and you will establish stronger relationships with bookstores.

Step 8: Follow Up With Bookstores

Not every bookstore is going to get back to you after your first email or phone call. Make sure you send a friendly follow up email to the bookstores that did not get back to you.

For the bookstores that did respond, make sure you are ready for their questions. The bookstore buyer will ask you a few of the below questions. Always do your homework and know the answers to these questions before the book buyer asks them.

Here are some of the questions the bookstore or book buyer may ask:

• Is your book returnable?
• Where is your book available?
• What discounts and terms are you offering?
• What marketing are you doing?
• Are there any events or programs you can do at their location?
• Are there any articles or content you can provide for their website or newsletter?

Hard Work, Consistency, And Time Will Help Get Your Book Into Bookstores

There are more than a few thousand bookstores out there, and a lot of them are going to be an excellent fit for your book. Follow these steps to getting your book sold in bookstores. But remember, getting self-published books into bookstores is not easy; it takes time, hard work, and consistency. If you put in the time and effort results will come!