Bookstores and Authors: We Need Each Other by Julie Hennrikus
Normally in this space an author shouts of their love for their local indie bookstore. But how does an author fall in love? And how can that love support the bookstore and the author? Falling in love is easy. Usually, it starts with walking in the door. Authors are readers first, and a store dedicated to books is a happy place. A local bookstore offers the opportunity to forge a relationship with people who share that love. As an author, that love shouldn’t be passive.
Don’t wait until you have a book coming out to go to the bookstore. Be a customer and let the world know. Shout it out on social media. Recommend the store to others. Bring friends there for shopping sprees. Buy gift cards and give them as gifts.
Introduce yourself to the staff, and say hello when you go in. Ask for recommendations. Build relationships.
Go to events at the store. On social media, let people know you’re going, you’re there, and that you went. Supporting other writers always makes sense, and supporting a store that does events helps ensure they will keep having them.
If you’d like to have an event at a store, ask about the process. There may be a many months lead time, so build that in. A store may also be concerned about hosting a book event without a built-in audience, so make sure the event you propose has “legs.” Perhaps you’ll do the event with other writers. Or you have a book club, SinC chapter, or other audience that you’ll market to. Do everything you can do to make the event a success by marketing and promoting to your lists and social media accounts.
One other tip for book events in stores—ask the store what they provide, what time is set up, what they need from you, etc. And stay within their parameters. If they don’t provide a sign, bring one, for example.
Follow-up with a thank you, both public and private.
When you put buy links on your website, use the store’s links.
Bookstores, do you host events? Do you let authors know how to have the opportunity to hold an event? Are you open to providing support for off-site events that need book sales? Would it be helpful for you to have bookmarks available in your store? Think about ways you can support local authors that align with your business model.
For authors without a local bookstore, there are still ways to support them. Create a book list on Bookshop.org and share the buy links on your website. Next time you’re at a conference or large event where there are book sales, introduce yourself to the vendor.
Being a bookstore owner is challenging. Being an author is challenging. By working together in ways that work, both can benefit.
Bookstores and authors. The perfect match.
