Getting Your Book into Bookstores: A Guide for Self-Published Authors

For self-published authors, seeing their book on the shelves of a physical bookstore is a dream come true. However, this dream can feel out of reach without a plan. The traditional publishing route often includes established connections with distributors and bookstore buyers, but for indie authors, getting their book into a bookstore is a more hands-on challenge. This guide will help you navigate the process, overcome obstacles, and succeed in getting your book onto those coveted bookstore shelves.

Challenges for Self-Published Authors

1. Perception of Self-Published Books

Bookstore buyers often prefer traditionally published books because of their perceived professionalism, editorial quality, and proven marketability. Despite the increasing quality of self-published works, indie authors still face stigma.

2. Lack of Distribution Channels

Traditional publishers typically have distribution agreements with major wholesalers like Ingram and Baker & Taylor, which makes it easier for bookstores to order and stock their titles. Self-published authors, on the other hand, need to proactively set up distribution and marketing strategies, including offering higher discounts and returnability to bookstores that decrease the potential profit, but increase potential sales.

3. Limited Shelf Space

Bookstores have limited space and need to stock books that will sell quickly. Without a strong marketing plan or proven sales record, a self-published book may not seem like a safe bet to a buyer.

4. Returnability Issues

Most bookstores require that books be returnable. If a book doesn’t sell, they want the option to return it to the publisher for a refund. Print-on-demand platforms like Amazon KDP Print often don’t offer returnability, making these titles less appealing to bookstores.

Strategies for Getting Your Book into Bookstores

1. Perfect Your Product

Bookstore buyers are more likely to take your book seriously if it looks and feels professional.

• • Professional Cover Design: Invest in a cover that matches your genre and aligns with current market trends.
  • High-Quality Formatting: Hire a professional to format your interior for both print and digital versions.
  • ISBN and Barcode: Ensure your book has an ISBN not tied to Amazon, as many bookstores prefer to avoid Amazon-exclusive products.

2. Offer Standard Trade Discounts and Returnability

Work with a print-on-demand or distribution service like IngramSpark that allows you to set a standard trade discount (40-55%) and offers returnability. This aligns your book with industry norms, making it more attractive to bookstores.

3. Build Your Platform and Create Demand

Bookstores want books that will sell, so it’s your job to prove there’s demand.

• • Leverage Social Media: Engage with readers and build a community around your book.
  • Organize Local Events: Host readings, book signings, or workshops to generate buzz in your area.
  • Generate Press Coverage: Send press releases to local newspapers and magazines, focusing on your unique story and what makes your book special.

4. Pitch Your Book Professionally

When reaching out to bookstores, treat your book like a business product.

• • Create a One-Sheet: Include your book’s cover, synopsis, ISBN, pricing, distributor information, and key selling points.
  • Highlight Reviews: Share professional reviews from credible sources to establish your book’s quality.
  • Personalize Your Approach: Research the bookstore’s preferences and pitch accordingly. A local angle can also help, as indie bookstores often love supporting local authors.

5. Secure Professional Reviews

Professional reviews can significantly enhance your credibility with bookstore buyers. Reviews from reputable sources like City Book Review demonstrate that your book has been vetted by industry professionals.
Professional reviews not only improve your pitch but also offer valuable marketing material. Include snippets in your press releases, social media campaigns, and promotional materials. As emphasized in our earlier post, reviews are essential for building trust at every stage of your book promotion journey.

Steps to Approach Bookstores

1. Start Local

Begin with independent bookstores in your area. Local stores are more likely to support authors from their community, especially if you can demonstrate local interest in your book.

2. Schedule Meetings

Don’t just drop off a copy of your book and hope for the best. Contact the bookstore to schedule a meeting with the buyer. Be prepared to present your pitch in person or via email, depending on their preference.

3. Offer Consignment Options

Some bookstores may agree to stock your book on a consignment basis. This means they only pay you if your book sells, minimizing their risk. While consignment might not be ideal for your cash flow, it can be an effective way to get your book on shelves.

4. Build Relationships

Regularly visit the bookstores you’re targeting and engage with the staff. Attend their events, purchase books, and show that you value their business. Building a genuine relationship can go a long way in convincing a bookstore to carry your book. It’s 100% better than just showing up and asking them to carry your book when they don’t know who you are and you’ve never shopped at the store before. If you want them to support you, you need to support them,

5. Support Your Local Stores in Return

After a store has put your book into inventory and on the shelf, promote your friends and family to shop there for your book. Add a link to the store or your book page to your website and use it on social media. A store that sees a local author promoting people to purchase their book on Amazon or Barnes and Noble won’t get store support and they might remove your book from their shelves.

Case Study: Leveraging Reviews for Success

We worked with an author named Shelly who wrote a female focused historical novel and dreamed of getting it into her local bookstore. She started by securing a professional review from City Book Review, which praised her book’s engaging characters and sharp writing.
Shelly included a snippet of the review in her marketing materials and one-sheet, which she used to pitch to bookstores. Armed with the professional review, along with her willingness to make her book returnable and offer a standard trade discount, she convinced two local bookstores to carry her book. She also hosted a signing event, which drew in new readers and boosted sales.
By leveraging her reviews and creating a strong local presence, Shelly  turned her dream into reality.

Promote Your Bookstore Placement

Once your book is on bookstore shelves, the work doesn’t stop there.

• Host Events: Work with the bookstore to organize readings or signings.
• Promote on Social Media: Share photos of your book in the store and tag the bookstore in your posts.
• Engage Your Network: Encourage friends, family, and local fans to visit the store and purchase your book.

The Long Game: Building Momentum

Getting your book into bookstores is a marathon, not a sprint. By focusing on professionalism, creating demand, and leveraging reviews, you can build a strong foundation for success.
Professional reviews, like those from City Book Review, play a crucial role in convincing bookstore buyers that your book is worth stocking. They not only enhance your credibility but also give you valuable marketing material to use at every stage of your book promotion journey.
If your ultimate goal is to see your book in bookstores, remember that persistence and professionalism are key. Start local, build relationships, and leverage every tool at your disposal—including professional reviews—to turn your bookstore dreams into reality.
Ready to take the next step? Secure a professional review from City Book Review and start building your pitch today.

ShelfReach

You can also use a service like ShelfReach to get your book on indie bookstore shelves. We have relationships with indie bookstores around the country that will accept indie-published books we recommend (those 4 or 5 star reviews from City Book Review paying off). Yes the author is paying to be on the shelf, but often that’s how the big 5 publishers also get those big stacks of books on the front tables. Paying for placement gets your foot in the door (book on the shelf) and gives you and them proof that your book can sell to casual shoppers. Those sales numbers gives you more access to other stores who can then take a chance on your book.