For self-published authors, getting into bookstores can feel like a mystery. How do you compete with traditionally published titles? What do bookstores actually look for? Here are the major areas to consider when thinking about getting your title on bookstore shelves.
Distribution and Availability
Except in rare cases, retail bookstores won’t buy directly from authors. Instead, they order through wholesale distributors. For an independent author, that means making your book available through IngramSpark. Your book must be listed as returnable, which means bookstores can return any unsold copies. You must also offer a wholesale discount of at least 40%.
Professional Presentation
Your book needs to look every bit as polished as one produced by a New York publishing house. Commercial book buyers will notice poor design quality and immediately reject your book. What does a professional presentation look like?
- A cover that was designed by a professional designer who understands your genre and audience.
- An Interior layout that is clean, readable, and is formatted with the proper margins, spacing, and fonts.
- An ISBN owned by you or your company as the publisher of record.
- A retail price that is in line with comparable books in your category.
Marketing and Sales Materials
Before they stock your book, bookstores want a level of confidence that customers will buy it. You need to demonstrate that your book will have an audience and that you’re invested in helping it sell. Create a one-page sell sheet that includes:
- An image of your book cover and ISBN
- The retail price and distributor (Ingram, for example)
- A short description of the book including the benefits readers will
- Your author bio and why you are the right person to write the book
- Endorsements, reviews, or press quotes
Pair that with a press kit or a media page on your website. If you have a local connection, be sure to highlight it. Bookstores love to feature hometown authors.
Audience Demand and Visibility
Bookstores will need to see that readers are already interested in your book. Show them that your marketing and engagement efforts will help drive sales. Ways to demonstrate momentum:
- Mention any press coverage, podcast interviews, or online articles where you’ve been featured.
- Share social media engagement numbers, such as the number of followers, shares, and Likes. If you publish a newsletter, be sure to share the number of subscribers.
- Promise to promote the store partnership on your own platforms if they stock your title.
- Offer to host book signings, readings, or workshops at the store to bring in foot traffic.
Strategy and Expectations
Be realistic and strategic. Bookstore placement is often more about visibility and credibility than direct profit.
- Sales from physical bookstore sales will have lower margins than those from online sales.
- Focus on stores that align with your topic and readership, such as local independents, gift shops, and niche boutiques.
Final Thoughts
Start local. Create a plan to build relationships and show bookstores how you plan to partner with them. Ensure your book is polished and professional looking.
