Think Local: It’s Not Just for Food

pharmacy copy

Today’s guest post is by author and freelancer Andi Cumbo-Floyd (@andilit).


On one side of the street, they sit next to the plastic stand that holds paper menus for customers to take home. Across the road, they’re squeezed next to pretty, spangly watches where people pick up their prescriptions. Just north, 10 copies are stacked, spine out, on the counter of a hair salon, partially obscuring the wall of conditioners and sprays.

My books are for sale in local places—and they are selling well.

My best sales successes have not come from bookstores or guest blog posts, not through Facebook ads or even nationally broadcast radio programs. My best sales have been in the local stores of my hometown.

The pharmacy where I had my first job—a tiny shop in a tiny strip mall in a county with one stoplight—has sold more than 15 copies of my book, and the owner just texted me to ask for more. The restaurant that specializes in home-cooking and whose owners sang with my mom—they sell out on a weekly basis. The hair salon asked for a dozen copies to start their sales, which is more than I’ve sold on Amazon all month.

These small shops, along with talks in the area where I grew up—and about which my book is written—are getting my books into the hands of people who really want them. And their appreciation for my work is giving me confidence to push into bigger, broader markets.

So if I had to offer advice for marketing a book, whether you traditionally publish or self-publish, here’s what I’d say: THINK LOCAL.

No matter the subject of your book, your hometown folks will often be your biggest supporters. They are invested in you and your work, so help them help you.

  • Ask local shops if they’ll sell the book, on consignment if they prefer. Make them a sign to put near your books and check in regularly to be sure they have a steady supply of copies. Then let people know that they can get your book there. You’ll be helping the businesses while you also market your work.
  • Give talks in your area and invite the public to attend. Make flyers and send them to community groups and churches. Create a Facebook event and invite all your friends from high school.  Get the word out in any way you can—and be sure to have books on hand to sell and sign after the talk.
  • Make sure a local reporter covers your talk and tells people where they can buy your books locally. Get them photos if needed. Provide a free copy of your book. Thank them personally for coming to your talk.
  • Contact local schools to see if they have interest in you talking to their students, whether on the subject of your book or about writing and researching the work. Maybe there’s a community college nearby that would host a lecture with you.
  • Say thank you. Write a letter to the editor of the local paper to thank your community for its support. Give a note of thanks (and maybe a bottle of wine) to the shop owners who carry your book. Call out thanks on social media. Show your gratitude whereever you can.

As a writer, you absolutely want to go after bigger platforms—NPR, the Los Angeles Times, Oprah—but in the process, don’t forget that your hometown holds your roots and holds you up.  They’ll be thrilled to show you off, and when Oprah promotes your title, they’ll probably throw a party at the local restaurant to watch. You wouldn’t want to miss that, would you?

Andi Cumbo-Floyd

Andi Cumbo-Floyd

Posted in Marketing & Promotion and tagged , .

Andi Cumbo-Floyd

Andi Cumbo-Floyd is the author of The Slaves Have Names: Ancestors of my Home. She blogs regularly at andilit.com, and you can find her on Facebook and Twitter as well.

Join the conversation

17 Comments on "Think Local: It’s Not Just for Food"

Notify of
avatar
Sort by:   newest | oldest | most voted
Martha Reynolds

Excellent! And I couldn’t agree more. My ‘chocolate’ trilogy is being featured in a local chocolate shop. For Christmas, they combined the three novels in a basket of chocolate treats, and they’ll do the same for Valentine’s Day. This Saturday, I’m signing books at another local chocolate boutique, and already have dozens of folks signed up to attend. I knew I needed to get creative when local bookstores (chain and indie) declined my request to feature my self-published (but very successful) books. Thanks for this post!

Susie Orman Schnall

This is such a good post Andi. Thanks for the great suggestions!!

trackback

[…] it seems to me, is a way to compete in a big world of books with big retailers. Do what they can’t and won’t do because it doesn’t […]

Jeb Harrison
I have been loathe to sell my book direct because I don’t want to compete with the local bookstores who carry my book or, if they don’t have it on hand, will order it. If I was the proprietor of Village Books, and an author was selling his books at the coffee shop across the street, I would probably have an issue with that unless the seller gave me the cut I would have gotten if the book was purchased in my shop. For those of you selling direct, make sure you’re not cutting your nose off to spite your… Read more »
Anthony Lee Collins

I think this is a really great approach — both because it can produce results and because most people aren’t doing it. My friend Laura Stanfill started a small press in the Portland area (Forest Avenue Press: http://www.forestavenuepress.com), and she’s very focused on area authors and local events. I’m not in the Portland area, but it’s way more interesting to hear about a series of sold-out readings than it is to hear about yet another plan to get better sales from Amazon. 🙂

Jody www.jodydyer.com
Jody www.jodydyer.com

Absolutely! Start with the ones who started with you. Great post. Thanks for encouraging others. Basically, my goal is to take my book where its likely readers are.

trackback

[…] Jonathan Gunson opens the doorway to mass readership, Janet Reid shares tips about effective book promotion on Twitter, and Andi Cumbo-Floyd advises us to think local: local shops can be a good place to sell your books. […]

trackback

[…] Think Local: It’s Not Just for Food by @andillit via @JaneFriedman – Great advice on how to make the most of local book marketing and selling opportunities. […]

Felipe Adan Lerma

This whole article (and the comments) perked me up right away 😉

I’d kinda given up on print, now I’m awake to it again.

A way to have get out, have fun – why not?

Thanks so much 🙂

trackback

[…] Think Local: Why It’s Important for Book Sales by Andi Cumbo […]

trackback

[…] Think Local: It’s Not Just for Food […]

trackback

[…] Cumbo-Floyd offers a lot of other great suggestions for making local connections in her full post, hosted by publishing guru Jane Friedman, here: “Think Local: It’s Not Just for Food” […]

wpDiscuz