How can self-published authors get their books into brick and mortar bookstores?
One of the biggest moments in your career as an author is when you hold that first book in your hands. The slick cover and stylish head shot, the acknowledgment to mom and dad, and the feel of the pages as you flip through is wonderful.
But what comes next for the self-publishing author? You don’t have a traditional publisher to organize and market your book. Instead, you are the publisher and there are still many more steps for you to undertake. It’s great that you don’t have to share your profits, but the downside is that for your book to hit the shelves, you’re going to have to put it there.
So how do you get your book on the shelves of bookstores?
First, make sure your book has an ISBN. An ISBN is an International Standard Book Number. It is a unique number assigned to a book by its publisher for tracking and ordering purposes. It’s also the number used to create that handy barcode that almost all retailers use. Without an ISBN, most retailers can’t stock your book even if they want to. Your online publisher should give you the option of getting an ISBN during the creation process.
Next, rethink what it means to be on the shelf of a bookstore. It’s not all Barnes and Noble and Wal-Mart. Those big stores are huge and the competition for space there is fierce and expensive. Remember, you’re a new, unheard of, author, and your first goal is to familiarize the public with your name and work. Do author readings at the library or at coffee shops, write and submit press releases to the local papers, create business cards and flyers that promote you, the book, and the events. Do whatever you can to get people interested enough in the book, so they go to the bookstore and request it by name.
Instead of big chains, focus on independent bookstores in your region. These venues are ripe for you to approach with your professionally published book. Because they are not huge conglomerates, the decision to carry your book will probably be handled locally. After a few would-be customers come in and ask for it, they might be more willing to stock some copies on consignment.
To sweeten the deal, and your sales, continue making appearances and directing traffic. With enough press and public awareness, you will then be able to approach bigger chain stores with a proven plan to move your book.
Here's where it all comes full circle. Because your book has an ISBN and you completed all the details about your book when you self-published, the Print-on-Demand company that facilitated the process most likely listed your title in the “Books in Print” catalog. “Books in Print” is the catalog that the bookstores use when they order the books they carry.
Now not only will you have the sense of pride from holding a printed copy of your book, but so can your readers.