Free promo tip: A reader asks: “My local independent bookstore is not enthused about my self-published book.”

“Is there anything I can do?”

“My book is distributed through Ingram. I’d love to get it into bookstores, especially my local stores, but they’re positively unexcited. Is there something bold that I can do?”

Alle sez:

Do not do anything outside the box, such as sending a singing telegram or bringing donuts. They will most likely eat the donuts and might enjoy the show. (Then again, they might not.) The point is, they are a business. Their primarily interest is: Will our customers buy this book?

Keeping in mind that many neighborhood/independent bookstores don’t stock self-published books, you could create a graphically cool yet professional-looking bookstore approach packet.

• If you can, poke around and find out which comp titles sold really well for them.
• Call ahead to find out the name of the manager/book buyer and how they prefer sample books to come in. If they are okay with having you drop it off personally, do so when the manager is there.
• Ask if they would like a free a copy of the book.
• If they prefer that you send a PDF or e-book, perfect-o.
• Volunteer to write a short piece for their website or newsletter. Find out the word length they prefer the due date the want and hand in that.