For readers, the stationary book trade is still a place for tactile experiences around books. As an author, the book trade offers you a number of marketing opportunities, such as a book table, a display on a bookshelf or in a showcase, or a reading. A classic author reading is an event where you introduce your book to the audience and read excerpts from the text. You can interact with your readers and answer questions about you and your book. Afterward, they may buy your book and may want you to sign it. In addition to bookstores, you can also do readings at book fairs, literary institutes, schools, or cafes. Either way, it can be a useful addition to your book tour.
Booksellers tend to avoid risk and favor titles that appeal to the crowd. As a precaution, be prepared for them to be cautious about unknown authors and self-publishers. Especially the big chains will be difficult to approach. Often smaller specialty bookstores or those in your personal circle are better contacts. Introduce yourself as a regional author or an expert on a particular topic. Make sure the topic of your book is relevant to the program.
What venues are suitable for an author reading?
It doesn’t always have to be a classic book reading in a traditional bookstore. Public libraries, literary coffee shops, schools, and other culturally-oriented venues also offer a place for author readings. The best place to hold a reading is where you will find your target audience. For example, if you have published a guide to vegan nutrition, a vegan cafe might be a better place than a bookstore. By using an unusual location, you will attract additional attention and reach the right target audience.
What is the right way to approach a bookstore?
A confident demeanor, conviction, and a bookstore-ready quality book are crucial to whether a bookstore will want to organize a reading with you. Ultimately, sales opportunities also play an important role for the bookseller. It’s best to make an appointment, booksellers often have little time to present your book between meetings with clients. Be sure to emphasize what makes your book special and convince them with original ideas. Has your book already sold well or been featured in the press? This means that your title has proven marketability and you have a better chance of getting read. Also, leave a sample copy and find out where and how the bookstore can order your book. Ideally, it will come with the usual bookstore terms and conditions and a right of return.