I just read an article that emphatically said that self-published books cannot get into bookstores. It was written by a traditionally published author and someone in the publishing business.
Although I didn’t have proof, I disagreed with this statement and did some research.
Self-published books can get into bookstores.
To prove this, I came upon an article by Penny Sansevieri, Founder and CEO of Author Marketing Experts, Inc. (AME) and an Adjunct Professor at NYU. She said, “There’s a belief among authors that bookstores won’t carry self-published books. I’m living proof that that isn’t true, as are many of the authors I work with.” (1)
So, now that we know self-published authors can have their books in bookstores, let’s go over how they can make it happen.
There are a lot of elements and tasks involved.
THE PREREQUISITE
1. You must have a good story. And it must be error-free.
Starting with a good story, it must be meticulously edited and proofread.
With the ease of self-publishing, some authors skip the part about knowing how to write a good story. Or they use AI to throw a story together.
2. It must look and read as a professionally produced book.
-The interior layout must look professional. -The front and back covers must look professionally done. This includes the book’s spine. Unless you’re a professional illustrator, you should hire a professional to do the cover. -The book’s overall design matters. It must be professionally formatted and designed.
Bookstore owners don’t want to waste their limited bookshelf space on substandard books, and they’re easy to spot.
3. You must have an ISBN and a barcode.
Most publishing services provide free ISBNs, but if you’re going to target bookstores, purchase your own ISBN. This is part of having your book appear professionally produced.
One of the easiest ways to get your book into bookstores is to use a distributor like IngramSpark.
IngramSpark has one of the largest global book distribution networks. It has access to over 45,000 stores, retailers, libraries, schools, and universities. This includes Barnes and Noble, independent bookstores, and Walmart.
These types of distribution platforms can get your book into a wholesaler, which is how most bookstores acquire books.
2. Go the Local Bookstore Route
-Independent bookstores like local authors. Some even have specific sections for self-published books.
-Research the stores, identify the right contacts, and have a one-page sales sheet that includes the book summary, target audience, why it’s a good fit for the store, and your marketing plan.
-The best way to reach out is to go in person and ask for the owner or manager. Have your sales sheet and a copy of your book. It’s best to go during a non-bust time to ask if they’d be interested in carrying your book.
-Bookstores usually expect a discount of at least 40% off the retail price of the book. They will also expect the book will be returnable.
Offer to place books on a consignment basis, where the bookstore pays you for the books they sell and can return the unsold ones. This relieves the store of any financial risk.
For tactics 2 and 3, be ready for initial rejections. But don’t give up. While you don’t want to hound the bookstore, periodically stop by to see if things have changed.
SUMMING IT UP
While it’s more difficult to get your book into a bookstore as a self-published author, it is possible. Just be prepared with a professionally built book, from story to interior to covers. And be prepared to take the necessary steps to achieve your goal.
I’m a working children’s ghostwriter, rewriter, and coach. I can help turn your story into a book you’ll be proud to be the author of, one that’s publishable and marketable.
