How to Pitch Your Self-Published Book to an Independent Bookstore
Take the time to build relationships with the staff at your local bookstores and be persistent in your efforts.
As a self-published author, getting your book into a physical bookstore can be more of a challenge than if the book were traditionally published. Often, that’s because traditional publishers having whole departments devoted to marketing and selling books to bookstores. Whereas a self-published author has a department of one—you! That fact, however, doesn’t make it impossible for you to get your book onto the shelves of an independent bookstore. It just requires a well-written and edited book, some extra preparation, and the perseverance to keep going until you get a “yes.”
In this article, we'll discuss how to prepare to pitch your book to independent bookstore buyers, when to start the conversation, what to take with you, and incentives you can offer.
How to Make Your Book Attractive to Buyers
The first step to pitching your book to buyers at independent bookstores is to ensure the product—your book—meets certain publishing standards. Your book will need to be professionally edited, and we also recommend that you have it proofread, too.
Research book covers in the same genre as your book. What designs are trending? What do the covers look like of the best-selling books in your genre? Then, communicate your desired book cover design to a professional cover designer.
Your book will need an International Standard Book Number (ISBN), and be professionally typeset, printed, and bound. Completing these steps helps make your book more attractive to potential buyers and increase its chances of being accepted by the independent bookstore.
How to Pitch Your Book to Store Buyers
Before you pitch your book to a buyer at an independent bookstore, you’ll need to do some research. Find out what kind of books the store typically carries. Visit the store in person to get a feel for its atmosphere and the types of books that people are carrying to the checkout. This will help learn if your book will fit in the store.
You’ll also want to spend time on a clear and concise pitch for your book. Be prepared to describe your book in a few sentences and provide its unique selling points that make it stand out from other books in the genre. If your book has won awards or recognition or if it’s received any notable reviews, be sure to mention them.
When to Start the Conversation With Book Buyers
Reach out to bookstores way ahead of your book's publication date. This is when pre-marketing is super important. Have advanced reader copies (ARCs) on hand, so the bookstore buyer can see and hold your book in their hands, read it ahead of time if they wish, order copies, and potentially plan an event to launch your book.
To go the extra mile, you may want to provide the book buyer with a press kit or sell sheet that includes your author bio, the book synopsis, and a few professional reviews from people who have read your book. This way, you can make sure the buyer has all the necessary information to make an informed decision.
Keep in mind that bookstores have busy and slower periods throughout the year. We recommend contacting them during a slower period, so they have plenty of time to consider your pitch.
You can schedule a meeting with the book buyer and discuss your book in detail. You can also use the opportunity to brainstorm unique ideas for an event that can be organized around your book launch. By doing this, you demonstrate your commitment and enthusiasm toward marketing and selling your book, which can further pique a buyer’s interest and increase your chances of having your book on their shelves.
What to Take With You
When pitching your book, you want to make a strong impression and provide necessary information that will convince a bookstore buyer to stock your book.
Here are four items we recommend taking with you to meet with a bookstore buyer:
A copy of your book to show its design and quality
A sell sheet or press kit with your author bio, as well as information about the book like its synopsis, key selling points, target audience, and any awards or accolades it may have received
Bring copies of any press coverage or professional reviews you've received from reputable sources
Bring a business card to make it easy for the bookstore to get in touch with you for future opportunities
By taking the time to prepare a comprehensive pitch, you can increase your chances of success and build strong relationships with bookstores in your local area and beyond.
Incentives to Offer Book Buyers
Getting your self-published book into an independent bookstore can be a challenging task, however, there are some strategies you can try to make it happen.
One of the most effective ways to sweeten the deal with the bookstore is to offer incentives that would make them more interested in stocking your book. You may want to offer to do a reading or book signing at the store that you help promote. This is important because it gives the store more exposure and attract more customers, especially if it’s a slower period of the year.
You could also provide ARCs for the staff to read. This would give the book staff a chance to read your book before it's released, so it’s easier for them to recommend it to customers. Lastly, offer to promote the store on your social media channels by sharing posts about the store and your experience there.
Remember to treat the conversation with book buyers as a partnership. You want something from them—to have your book carried in their store and possibly hold an event in the shop—and a book seller always wants more exposure, customers, and book sales for the store. Book buyers can tell when authors want a “free lunch,” so to speak. So, show that you are willing to help the bookstore in return if they choose to partner with you.