In a recent blog post, Alan Rinzler of The Book Deal wrote in praise of his neighborhood bookstore in the Elmwood section of Berkeley, California. You may wish to read his entire, interesting and informative post, “Let’s hear it for Neighborhood Bookstores: Here’s Mine,” right here: http://www.alanrinzler.com/blog/2009/05/05/lets-hear-it-for-neighborhood-bookstores-heres-mine/

Reading it made me think of the under-rated benefits and often ignored value of independent bookstores, so few and far between now in this age of Internet retailers, mega stores, and discount stores. But these courageous, hearty, and dedicated survivors have much to offer authors and publishers, especially self-published authors and publishers offering self-publishing services. Buyers in these stores tend to be readers themselves. They have more interest in the book publishing business than just bigger profits and movie deals. They love books and authors, and they are inclined to take time to read your book and meet with you.

A local bookstore is a great place to promote your book. The store may be open to stocking books, hosting a reading, or holding an autograph party. The secret is to connect with a buyer or an owner in the store. Often times the best approach is to call in advance for an appointment and then go in person.  Have a copy or copies of your book with you along with some promotional pieces. Find out what they normally do to promote local authors. Do they have a local author section in the store? Do they have groups meeting at the store itself that might like to meet a local author? Do they host signings, and do they have any autograph parties scheduled? If possible, see if you can be there when other authors are signing their books. That way you may benefit from their promotion and their traffic as well.

At Dorrance Publishing, over the years, we have had more success getting local and independent bookstores to promote and stock books than chains. Notwithstanding all the high tech opportunities to promote books discussed previously in this blog, these stores can play an important and valuable role in getting out the word about your book, and they should be a part of your book promotion plan.