Marketing your book:
how to get your book into bookshops
Getting a book into a UK shop doesn’t happen automatically just because you’ve published your book; for self-publishing authors, it requires a professional approach, some organisation and a little legwork.
Keep reading for tips on how to engage with booksellers effectively, and how to contact bookshops – from what to include, which bookshops to target, and how to improve your chances of successfully having them stock your title.
Bookshops: the key to your book’s success
Self-publishing is a game of two halves; when the first, publishing your book, is complete, the second half is about getting your book in front of an audience.
For self-published authors, it’s critical to be proactive in finding your readership – and this is true of traditionally published authors, too; however, you do have ground to make up when it comes to book marketing, and getting your book into bookshops is a huge step towards evening the playing field.
With booksellers being the entry-point between your book and its readers, getting the attention of a bookstore, and getting your book on their shelves, can mean the difference between the success or failure of your book to reach its audience and make the impact it should.
The battle of the bookshelves
The relationship between an author and bookshop is a symbiotic one: without one, the other would almost certainly not survive. For bookstores, this is even more true, since authors can now successfully sell their books online, essentially bypassing the good old high street bookshop altogether. This is against other pressures for the sector, such as the growth of e-books and audiobooks, rising costs and lower footfall on high streets.
Why is this important to you, the author?
What all this means is that space on the bookshelves of bookshops is at a premium; bricks-and-mortar booksellers select the books they stock carefully, with the aim of stocking books that will prove popular, fly off the shelves and draw in more custom.
In other words, your book must be a strong contender in order to win a coveted place on the bookshelf of a physical retailer amongst the hundreds of thousands of books published in the UK each year.
What makes trade buyers accept your book?
First things first: once your book is published, before bookshops will even consider stocking it, there are a few things that must be in place.
- Your book must be available on sale or return
- It must be available through the IngramSpark distribution platform (or alternatively, Gardners)
- You must be willing to offer a discount to wholesalers (up to 55%)
- Your book must be published to a professional standard
- You must have an ISBN assigned to your book.
Therefore, if you’ve only published your book on Amazon KDP, you won’t be able to sell it to bookstores (or libraries), because bookshops don’t normally purchase their stock through Amazon – Amazon is another retailer, after all.
The good news is that we can help with this.
If you’ve published your book through Wellness Books, it goes without saying that it’ll be created lovingly and designed professionally so it reaches that top-quality standard booksellers are looking for, making it eligible for pride of place inside a bookstore.
We’ll assign your book an ISBN number as part of the package, will consult with you on trade discounts, and support you in uploading the book to IngramSpark or registering it with Gardners – so you’re all set to start approaching booksellers.
Researching bookshops
The key is to start small and go bigger. Begin by contacting your local bookshop. This will help you gain confidence – and a local bookstore will usually be delighted to support talented local writers.
Try targeting the following:
- Independent bookshops in your region
If you’re not already familiar with them, you can use the Find a Bookshop link on the Booksellers Association website or search your local area for bookshops to get their address and opening times.
- Specialist shops
If your book fits a niche (e.g. spiritual, wellness), target bookshops that specialise in or support that category, as well as alternatives such as gift shops and holistic shops that might also stock a limited number of books.
- Bookshop chains
Getting into larger stores like Waterstones may trickier. Although they might stock strong, self-published titles, it usually requires distribution through a reputable wholesaler like Gardners, and they could also ask for a proven sales history, so if you’re a first-time author, it can be very difficult to get your foot in the door.
How to get bookshops to sell your book
The key to this is nurturing relationships. If you’re able to visit your local bookshop in person, be friendly and prepared, but don’t hard sell. Simply take a copy of your book and a short information sheet. Staff may not be able to make a decision on the spot, so ask for the buyer’s contact details and follow up later by email.
If you’re contacting a bookstore by letter or email, make sure it’s clear, professional, and highlights what’s in it for them. It should include:
- A short introduction
Who you are, what your book is, and why you’re reaching out.
- Key book details
Title, ISBN, format, price and distributor (e.g. ‘available via IngramSpark on standard trade terms’).
- A professional one-page sell sheet
We’ll provide you with an author pack, which includes your book cover, a short blurb, metadata (ISBN, price, size, category), and purchasing info.
If you’re emailing the bookshop, attach it as a PDF.
- Why your book’s a good fit for them
You could highlight things such as the fact that you’re a local author, whey the theme might be relevant to them, or a connection to their audience.
- Offer to supply a sample copy
Some booksellers may want to see or read the book before deciding. Be prepared to send off a free copy; it could pay dividends in the end.
- Links to reviews or press articles (if available)
You could even use a few quotes from early readers.
Tip: keep your letter or email short and respectful, remaining formal while friendly.
When to follow up
If you don’t hear back after 7-10 days, it’s fine to send a polite follow-up. Many bookshops are inundated with requests, so no response doesn’t always mean rejection – it may mean ‘not now’; however, don’t keep sending letters as this could work against you.
Consider consignment
Some independent bookshops will agree to stock your book on a consignment basis, where you supply the books and only get paid if they sell. This is more labour-intensive but is useful for getting your book out there. You’ll need to check in periodically and invoice for sales.
Keep records and stay professional
Maintain a spreadsheet or document to track who you’ve contacted, responses received, and any books supplied. Always follow up promptly and deliver on any promises; a little professionalism now can open doors for future opportunities, including events, signings or further stock orders.
Final tips
- Be patient and polite – relationship-building takes time.
- Get to know your local bookshop staff by being a regular customer.
- Promote any bookshops that have stocked your book on your social media feed to show appreciation and help drive sales.
Getting stocked in UK bookshops as a self-published author is possible, especially if your book is professionally produced, widely available through a wholesaler, and you approach the process with care. Each new contact is an opportunity to grow your network, reputation, and readership – so take your time, do it well, and keep going!
Want further advice on self-publishing your book? Email info@wellnessbooks.co.uk to get started!