United by Books: Lessons From a Bookseller-Turned-Author By Nicole Magistro

October 14, 2021 | By Women Writers Women Books | Reply More

United by Books: Lessons From a Bookseller-Turned-Author

By Nicole Magistro

Indie bookstores feel like home – for 15 years I owned a bustling shop in an upscale resort town in Colorado. We thrived on building community, hosting events, and hiring friendly and voracious readers who loved to talk about books. During my tenure, I worked with hundreds of authors, from Lisa See and Laura Lippman to Newt Gingrich and Ayaan Hirsi Ali. But most of the writers I championed (and who visited the store) were midlist or local, and their books were the ones to dominate the store’s best seller list most often. The formula was simple: together we sold more books.

Last year, I stepped out from behind the register and eventually into the role as an author. Today I experience the bookstore – and its partnership with the authors whose words stock the shelves – with a new set of eyes.

The first thing authors must understand is that the immediate gratification of retail is an addictive, frenetic part of the industry. It’s the end of the supply chain, the place where thousands of hours of creative slogging and at least several years of publishing process culminate in a single sale. Booksellers who help readers discover the right book at the right moment feel dopamine bursts of satisfaction all day every day.

In other words, sales matter above almost everything else in bookstores. If a writer keeps this rule in mind, it’s easy to build a better relationship with a bricks-and-mortar bookshop.

First, spend actual time in bookstores. Be a bookstore anthropologist and notice how the sections are organized or which categories stand out in the curated selection. Digging deeper, which booksellers read and review books like yours? Pro tip: read the shelf talkers in the store or online for your most likely reader on staff. Do your research, then go make a friend!

Next, remember that marketing momentum is real, and it’s your job to share it when the timing makes sense. There are far too many book resources to keep track of reviews as they are published, so packaging your events, reviews, podcast interviews, and media mentions will help booksellers cut through the noise and tune in to why they need to stock your books.

Finally, don’t give away finished books – whether it’s to friends, colleagues, or family. Instead turn your super fans into customers for bookstores by directing their sales to retailers who carry signed copies or other exclusive offerings. This will build an organic demand for your book starting with pre-orders and lasting through the publicity push. Later you can suggest additional ways these readers can support you again, from buying copies for a library or classroom to giving a signed book for the holidays.

Writers who understand that in-store book sales are all about connections will thrive with a group of indies by region or shared values. It’s true that a book purchased in the shop might result from dozens of impressions online or from a single influencer, but by showing a preference to bricks-and-mortar, writers align themselves with small businesses and passionate humans who love great books.

Of course, bookstores who hold themselves to the high standard of tastemaker must also learn from and listen to authors. Great advocates in building strong sales, writers can clearly communicate their content and excite readers independent of a store. But when engaged, authors naturally build awareness and drive pre-orders in the time leading up to the book birthday. For bookstores, it’s easy to build stronger relationships with local and midlist authors by walking with them on the path to publication.

First, independent booksellers need to cultivate writers in their community by contributing to educational programming, networking opportunities, and partnership with the library and community colleges. Shops who think they don’t have any local writers in the community are missing out. Writers are everywhere. Supporting these creative minds and welcoming them without judgement requires a shift in perspective.

Next, book buyers at indies need to create space for reviewing titles from small and independent presses on a regular basis. Just like they schedule workflow around seasonal sales rep visits from the consolidated publishers and distributors, they must hold time on the calendar for buying directly from authors and small presses with curated lists that align with their mission. This practice will mean fewer gems are missed, and it will add legitimacy to the assertion that discovery in indie bookstores is just plain better.

Finally, bookstores need to make it even easier for customers to conveniently shop online with them. Authors understand that offering a variety of buy buttons on their sites improves indie chances, but so does a one-click checkout. Just in time for the pandemic, Bookshop.org created a platform that does just that, plus it benefits indies stores and author affiliates. Easier linking means more linking, which drives sales for all.

*****

Nicole Magistro is a professional reader and amateur mother who lives in the mountains of Colorado. She owned a bookstore for 15 years, wrote thousands of book reviews and memorized a few too many bedtime stories. Her favorite place in the world is the real Read Island, which inspired her first picture book by the same name. Learn more at www.myreadisland.com or follow her on Twitter @nicolemagistro

READ ISLAND

A November/December Kid’s Indie Next List pick!

Edwards, CO –Calling all explorers! What if you could go anywhere in the world? Through the power of imagination, and the art of the written word, each of us can pick up a book and set sail to a magical destination. Fostering curiosity and literary appreciation is at the heart of Nicole Magistro’s whimsical picture book “Read Island” (Read Island LLC, October 5, 2021).

Join a very brave girl and her animal friends as they traverse the seas in search of an island made of books. Propelled by their sense of wonder, the group makes exciting discoveries, meets unique new animal friends, and learns the most important secret of Read Island – “This world of stories, safe and true, is always here to welcome you.”

Equal parts a celebration of reading and a valuable lesson in environmental stewardship, this tale is the perfect addition to a little explorer’s growing bookshelf.

Illustrate by ALICE FEAGAN: Alice Feagan grew up in a small town but has traveled the world many times over through the pages of her favorite books. This love of stories (and a mild obsession with art) inspired a career in illustration. Today, she is a children’s book creator known for her distinct cut-paper collage style. When she is not writing or illustrating picture books Alice can be found hiking, creating, or reading with her two young sons. The Collectors was her authorial debut, and Read Island is the third book she has illustrated.

Tags: featured, women writers