The Author BookGuide Series: Distributing to Online Stores and Bookshops Alike
- Sarah Ickes
- May 13
- 7 min read
After you've reached the point that your book is now published, a celebration is in order! 🎉
There is a lot that goes into having that wonderful moment where the ideas sketched in your head, and scribbled down on messy paper notes, has officially become a book you can physically hold in your hands. But here is where you begin to wonder what to do next.
When it comes to distributing your book, there are various avenues to take. For instance, an author can issue their novel for ebook only, or they can put it out in trade, hardcover, audio, etc. The traditional publishing way will already do this for you, but if you are self-publishing, here are some things to think about when looking to launch your book into the wild.
Price
This is one of the most important things to consider when marketing your book to readers. The cost of a book is factored by the number of pages, type of paper, how many colors of ink are used, and if there are any special options like sprayed edges.
Once the cost is determined, through whichever platform you are choosing (IngramSpark, Barnes and Noble, Amazon, etc.), then it is time for you to determine your price point. No matter which platform you use, there is most likely a percentage they are going to take out of the book, on top of the printing cost.
In an example, let’s say that your book is a novella with 150 pages and it costs $3.50 to print. The platform will then tell you that they will take 20% out of the retail price. So, if you choose to list it at $9.99, then you make $5.50 on the book, which sounds pretty good, right? (Just remember that this is after you have the book formatted, a cover designed and purchased, an ISBN assigned, and the novel copyrighted.)
At this point, you might be thinking about going the cheater’s way (A.I.) because it can do some of this for you at a fraction of the cost. And I would strongly caution you against that option, due to the following legitimate factors:
graphic designers, who are proud of the work they did on your book, have friends they talk with and share their products.
People need jobs to have money to spend so they can purchase your item (basic economics).
There is a personal satisfaction in knowing that you did something with the help of other humans.
Involving others makes them feel more invested in the storyline and therefore, generates organic interest in the book.
You cannot copyright A.I. work. Only your own. So, if a movie company wants to do something with your story…
Most real bookstores don’t want A.I. books on their shelves for good reason.
Now then…getting back to the price point…let’s factor in paying for a booth at a book festival for $150 for the day. Author copies are sold to the author at the cost of the book, and then shipping is added to the cost (ex: $0.50 per copy). So you will have to sell around 25 copies in order to make up the table. All of this comes into play when deciding on what retail price to set your book at.
Remember, quality takes time and you will not recoup everything in one sale.
I’ve seen authors gouge prices on a wholesale platform, because the printer cost more, and then lowered the price on a large retail chain store because it cost a little less to print. This is not good if you wish to have an indie bookshop carry your book. Readers are going to gravitate toward the lesser option in some cases, and you helped the shop loose a sale.
For example, one author had a $5 difference between a book online and her listing through a wholesaler. Why would a shop want to have that book on their shelves, knowing that the author priced the book that much higher? Readers will often let a dollar or two difference slide, but not more than that.
One last thing on pricing: some bookshops and book festivals may do consignment, which is a usual 60/40 split. That is because 40% is the normal discount given to a bookshop that is purchasing wholesale. They need this wiggle room to pay for staff, electric bills, the building, etc.
Approaching a Shop/Sales Pitch
There are a few things that authors should think about when approaching a bookshop/bookstore to see if they are willing to carry their novel.
First, researching into the bookshop is a good way to see if what they sell is potentially a good fit for your topic; such as not sending an email to a store specializing in children’s books if you write adult horror. You may think this sounds like a rudimentary thing, but you’d be surprised at how many authors ask a mystery-specific bookshop if they’d carry their clinical stories or general fiction.
If you can find the owner’s name, it is good to address them in the message, along with a friendly note to any staff they might have on hand.
You can also check their websites or any social media pages, or stop in the shop if you live nearby, and see their requirements for books. Some owners won’t stock books published on certain platforms and others only work with books that give so much off for the discount.
Be sure to clean up your message with any punctuation issues and DO NOT mention large retail chains (like Amazon) in your message. Talking about how great your novel sold on a competitor’s platform can automatically give you a denial.
Other things to include can be:
ISBN number
Consignment or wholesale options
What genre and retail price
If you are willing to do an event
Don’t hide stuff and just be upfront with what your book is about. Tricking a reader and bookshop staff into thinking your book is a cozy mystery instead of the thriller it truly is, may look good for a quick gain in sales, but not for the long-term haul.
Remember to not make the message really long and to wait a week or two before sending a reminder message to see if they received the first one. Indie bookshops do not usually come with a large staff and it may take them some time to get back to you.
You do not know what is going on in their life and vice versa.
If a shop does not work out, it’s alright. They just weren’t the spot for you, and that is okay…just keep trying elsewhere. Being pushy on an owner does not put you in a favorable light.
Author Signings
Not all bookshops/bookstores do author events. Be it that the owner does not have the staffing, parking, or the inner shop space, the choice to do events resides on many factors. But for the ones who do offer authors the chance to do events, it is good to be mindful of the following things:
Each shop has their own rules and ways of doing things. Just because one shop does their events one style, does not mean all do it that way. So when the owner or staff member is telling you how it runs, please pay attention and ask questions. Some events do simple signings, while others have panels and some do author-speed dating.
Having small handouts is a good way for readers to remember your books. If you are attending a multi-author event, most readers have budgets to keep in mind when picking which titles to purchase. Just because a reader didn’t buy your book this time, doesn’t mean you didn’t plant the seed that results in a future purchase when you’re not looking.
Smile and be who you are. This may sound like common sense, however, when you first step into an author event, you might find yourself attempting to copy others and trying too much to make a sale. Be genuine and your audience will find you. It’s important to note that authors with seemingly “overnight success” have been around the block for about ten years or so.
Practicing a speech will help you in the beginning, although, I have found that no matter what you’ve done to prepare yourself for readers’ questions, there will always be something you didn’t think about. Answer them the best way you can and if you make a mistake, just keep on plowing through and don’t dwell on it by bringing more attention to it. We are all human, and mistakes will happen.
And lastly, take your time in learning how things go in the publishing industry. Ask authors questions on group forums or at events. Weigh the options you have between self-publishing and traditional publishing. There are pros and cons to all decisions in life, and only YOU can make the choice that’s best for you.
Please be aware that there are so-called “publishers” who ask for your money in advance when publishing your novel. These are not traditional publishers.
And, while some authors live and die with traditional publishing, it is good to know that some traditional publishers are moving to print-on-demand, same as self-publishing.
Well, that is it for this blog post, as I feel I’ve already unleashed an overload of information onto you all. If you have any questions, please feel free to message me through this website and I’ll get back as quick as I can. But please give me a little time, because like the Indie bookshops, there is only one of me working behind the scenes here.
Talk with you next time!
Thanks for tuning into my blog series all about authors, books, and the inner workings behind the words on the page. For more, stay tuned for July's talk on Determining Your Target Audience and Beginning to Market.
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