Writers' Market Magazine-August 2009

http://www.writersmarket.com/AgentQA/ 

Expert Advice - Nonfiction

Author PJ Campbell offers advice on how to set up bookstore appearances

Once my book is published, how do I go about setting up bookstore appearances?

 

Actually, you need to begin approaching bookstores at least two-to-three months prior to the book’s release date. Bookstores need adequate time to promote the author’s appearance including announcements in their in-house newsletter, website, and e-mail blast. They will also contact local publicity outlets and conduct community outreach to organizations, schools, groups and more, which may have interest in the book’s topic. The bookstore must prearrange for adequate in-store sales staff to handle the event and allow time for the shipment of the book in order to avoid unnecessary shipping charges.

 

Assuming the author is working with enough lead-time, the best approach is to send an e-mail query to the targeted independent bookstore. Call the bookstore ahead and ask the name, title of the event’s person and the best way to reach him/her in order to schedule an author appearance. If you are approaching national accounts including Barnes & Noble or Borders, you may find that after connecting with the appropriate in-store author event’s person, they must first contact their corporate headquarters before confirming an appearance with you. In general, the national bookstores follow protocols regarding author events. After they notify their corporate offices, the national bookstore corporate publishing liaison will contact your publisher to confirm your speaking ability and promotional support for your appearance.


The basic components of your query by e-mail or otherwise, should be as follows:

* A greeting of “thank you” Ms. or Mr.__ for taking the time to review my request. (If you would rather meet the event’s contact in person, be sure to make an appointment, first.) 
* My book, __is releasing on__ and I am inquiring about the procedure for booking an appearance with you.
* Provide the book’s description, ISBN, retail price, publisher and ordering information. Supply the bookstore with a brief bio.
* Explain to the bookstore why you think your book is a good fit for their customers.
* Let them know how you will support your appearance in driving customers to your event.
* Will you blog, post it on your website, Tweet, send invitations to your followers on Facebook, LinkedIn, Twitter, and/or My Space?
* Do you have media connections that will do a story or interview in conjunction with your appearance?
* How many attendees can you drive to the bookstore? 

When setting up multiple bookstore appearances, consider the logistical proximity of the bookstores. National accounts prefer to be the “first” bookstore in an area to host an author’s appearance. Schedule bookstores at least thirty-sixty minute’s drive-time distance apart. Be sure to notify all the bookstores about other surrounding events so that they can have an opportunity to decide if they think their store, along with the other scheduled bookstores, have enough potential customers to support your event.

 

Contact the bookstore approximately ten days prior to your event to confirm they have received your books. If they have forgotten to place the order, this will still give them enough time to order from the publisher without incurring extra charges.

 

Based on my experience of working with over 4,000 authors and scheduling 7,000 events, being friendly and respectful of the bookstore’s personnel will go a long way in helping you to secure an appearance.

 

Beyond that, I would suggest reading my title 101 Author Tips: Creating A Successful Book Campaign. As Julianne Wernersbach, Publicist/Book Revue (Huntington, NY), says, “It really is such an incredible resource.  I'm glad it exists, just so that I can recommend it to all of the new authors who come to me for events.  Now instead of eight page emails coaching them on what to do, I can just hand them your book and say, 'Read this!'”   

 

 

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