Tips on How to Market a Self-Published Novel Locally

One of the most effective methods of gaining shelf space for your new, self-published work is to start with local, independent bookstore owners. The only problem is, self-published authors may face more than one slammed door when making the attempt to approach store owners without a traditional publisher or agent. So where do you begin? Take a glance at the following tips on how to market a self-published novel locally for a few guidelines and starting points.

Tip #1: Start by making connections with local literature enthusiasts. Notice that the word "enthusiasts" is used here, meaning we're not strictly talking about writers or retailers. We're merely talking about other avid readers who might be willing to give your novel a try in their book clubs (assuming that you offer more to the group than a sales plea). Join reading groups in your area and make the acquaintance of those who can get a word of mouth marketing campaign started for you.

Tip #2: Join writer's groups. This is where your work can not only be critiqued, but once again an entirely separate word of mouth marketing campaign for your novel can begin (always important for the self-published author). Of course, writing groups are also an excellent venue in which to make contacts with authors who may already be on bookstore shelves, and who therefore have professional connections they may be able to offer you over time.

Tip #3: Take part in (or offer to lead) academic lectures and seminars at local colleges. Local community colleges often welcome authors and other professionals willing to offer free lectures to students. In return, your book can gain a bit of attention among interested students and professors. Also, don't overlook the professional literary connections that college professors in attendance may be willing to share if friendships are created.

Tip #4: Seek out connections with independent bookstore owners with websites. A simple online search should lead you to bookstores in your area that sell novels online. You have two benefits to gain from here. The first is that, should you gain shelf space with these retailers, you'll also have yet another online presence to link your website to (making you more visible to the outside world). The second is that, should the owner turn your novel down for valuable shelf space, you can appeal to having an online-only space (much like an affiliate relationship) as a backup. Keep in mind that it is best to approach bookstore owners through mutual connections, as opposed to approaching them directly with no prior introductions.

Tip #5: Don't overlook "untraditional" novel retailers. From local restaurants to book fairs, there are more creative places to sell a novel locally than bookstores. Keep all options open.

Tip #6: Consider offering an online/offline ad swap with retailers. In other words, you'll link to their store's website if they'll simply place a flyer advertising your novel (and where it can be purchased) discretely in their places of business. This approach can be used for a variety of different businesses, but keep in mind that the audience best advertised to will already be in bookstores or other literary hot spots.

Tip #7: Place ordering/purchase/contact information on the back (or inside) of your novel. Because self-published novels must be ordered directly from the author, this information must be included for readers who may want additional copies.

Tip #8: Keep in mind that local marketing is geared toward making that one valuable "outside" connection. In other words, as you market your novel around your neighborhood, try not to give in to frustration. Locally marketing isn't always glamorous, but its purpose is to gain the attention of the outside world with time (for example, in the form of an editor or a major retailer's employee viewing your book while passing through). As such, stay in a professional frame of mind, and begin planning how a local marketing campaign can lead to a brighter future for your book.