How to Get Your Self-Published Book Into Bookstores

If you’ve been dreaming of a writing career ever since you could hold a book in your hands, chances are that your dreams included having your book prominently displayed in your favorite local bookstore.

We get it—it’s a big deal, and one you absolutely can achieve.

When we work with indie authors, this tends to be their first marketing question:

If I self-publish, is it possible to get my book into bookstores?

The good news is that the answer to that question is a resounding YES!

Almost every bookstore (including the big ones, like Barnes and Noble) will be more than happy to carry your book, provided it meets their logistical criteria.

Here’s our checklist indie authors can use to make your book eligible to be sold at your local indie bookstores and bigger book retailers.

✓Your book has a fabulous cover.

Yep, this is first and foremost.

If your front or back cover is unprofessional in any way, chances are it won’t be considered.

Think about it this way: bookstores want to supply a quality product for their customers. Choosing your book is a reflection on them!

✓Your book fits in with the “theme” of the bookstore.

Some authors genuinely don’t think of how important it is to be sure that their book fits with the bookstore, especially now as more and more independent bookstores are becoming more “niche”.

If you can, pay the bookstore a visit and make sure other authors in your genre are represented there.

✓For major retailers like Barnes and Noble, your book needs to be returnable.

It also needs a barcode as well as your author name and title on the spine of the book for shelving purposes.

Again, we’ve found our local Barnes and Noble bookstores to be incredibly welcoming to indie authors, but you do need to meet their criteria.

✓For gift shops, your book might need to be available on consignment.

Who says bookstores are the only places to sell books?

Gift shops, hospitals, museums, etc, are more than likely going to be more flexible with their terms than Barnes and Noble but might require you to give your book to them on consignment.

How to Contact Bookstores to Sell Your Book

Once your book has met these four requirements, your next step will be to make a real connection with the bookstore.

Think about it this way: booksellers are given galley copies of books and are pitched to by publishers every single day. There isn’t enough time in the world to read and purchase every book that comes their way.

So, how does your average indie author get past that hurdle?

They make a real, genuine partnership with the bookstore itself. A partnership implies a win-win situation.

Keep in mind that booksellers are business owners, just like anyone else. They want to provide value to their customer, and make money for their bottom line.

That’s where you come in.

Some of our most innovative and creative writers have partnered with bookstores in amazing ways...

We’ve seen authors offer writing workshops, cooking demos, interactive signings, and a whole host of other events that not only draw people to buy their book but also bring people in the door of the bookstore.

For some authors, this can sound daunting—but that’s where we come in!

Pitching your book or event to a bookstore is not rocket science, but it does require you to sell yourself quickly and succinctly, usually by email.

Your emails must:

Be personal and professional
Be free from grammar and spelling errors (you’d be amazed at how many authors don’t proofread their pitches! >>insert facepalm emoji<<)
Propose a win-win for the bookstore AND you, the author

Want to fast-track your success pitching bookstores? Check out our pre-made email templates for authors here →

You also need to include a “sell sheet” along with your email. A sell sheet is a one-page description of your book, including a bunch of pertinent information that a bookseller, gift shop, or other business might want to know about your book before purchasing.

Got it? Great! You’re now ready to start contacting bookstores and gift shops.

We keep saying it over and over: it is such a great time to be a writer.

The possibilities for indie authors are limitless, and that includes getting your book into the bookstores you know and love.