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Staci Backauskas

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Promoting Your Book To Independent Bookstores
by Staci Backauskas   

Last edited: Thursday, March 29, 2001
Posted: Friday, March 16, 2001

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It's important to be prepared before trying to promote your book. Here are some tips.

Copyright 2000

The first thing to do in promoting your book to independent bookstores is to print post cards of your book's cover and include endorsements. Visit the American Booksellers Association at http://www.bookweb.org and locate members in the directory. Then, use the ABA list, along with your local yellow pages, and mail your post cards.

For out of state stores, talk to the owner or manager and offer to send an ARC (Advance Review Copy) and a press kit. Follow up by phone and ask for an order. If they don't want to order any copies, ask why. Listen to what they say. If you can counter their objections, do so immediately. If you sense they need a bit more convincing, thank them for their time and then send a note with any new endorsements.

If after a second phone call, they still don't order, send a small promotional item (pen, T-shirt, etc.) and call one more time. If you've got a quality product, it may just take a little persistence.

For stores nearby, follow up by phone and set an appointment with the manager. At the meeting explain you're a local author and arrange a reading or signing. Promote your signing by mailing out press releases to local media and professional organizations that might be interested.

Here are a few signing tips: Show up early. Dress appropriately. Set out candy if permitted. Give away a small promotional item. Hand out postcards. Offer to sign some copies before you leave. Clean up after yourself. Send a thank you note. Call to secure that manager as a reference and you'll keep selling books!



Hire someone to write a press release. This will work for all of your signings with minor tweaking. Or write your own by doing research on line at sites like ::: . Contact local chapters of organizations that would be interested in your book. (i.e. If you're book is on obtaining cheap mortgages, a real estate organization may print your release in their newsletter.)
Here are a few signing tips: make a poster of your cover and endorsements in an 11 x 17" format that can be sent to the store ahead of time; mount a larger size for the signing - ask if the store has an easel or bring your own.
Show up early. Dress appropriately. Set out candy if permitted. If you can afford it, give away a small promotional item. Walk around the store handing out postcards. Offer to sign some copies before you leave. Clean up after yourself. Send a thank you Here are a few signing tips: make a poster of your cover and endorsements in an 11 x 17" format that can be sent to the store ahead of time; mount a larger size for the signing - ask if the store has an easel or bring your own.
Show up early. Dress appropriately. Set out candy if permitted. If you can afford it, give away a small promotional item. Walk around the store handing out postcards. Offer to sign some copies before you leave. Clean up after yourself. Send a thank you note. Then be sure to call that manager to secure him/her as a reference for future signings.

Web Site: The Fifth Goddess


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Reviewed by Cles Wilson
Excellent. Very informative for future publishing needs.
Reviewed by C Webb (Reader)
great tips... thanks for sharing
Reviewed by TOMSDATTAR
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