|Mary Ann Fraser|
About two years ago, while in the midst of a book signing, the owner, who was a friend, asked if I would be interested in working at one of their discount bookstores. When I asked what I would be doing, she replied, “Everything.” With a deep-rooted passion for books and three boys in college, I saw it as a nifty way to help fill the coffers. I accepted. Little did I realize the impact that job would have on my work. (And, as my husband would later point out, on my earnings. After a while, I could hardly afford to work there anymore even with my employee discount!) But as far as lessons, the job couldn’t be beat.
Here are five things I learned working at a bookstore:
1. People buy what they know – I now see why the classics continue to top the indie charts for sales. With so many books to choose from, people (parents in particular) will invariably go with a book they know either through experience or numerous recommendations. And with the current trend of gifting favorite childhood books for baby showers, this is even more the case. Very often the theme for such events is “books from your childhood.”
2. Characters, especially licensed characters, are tough to beat. This is even more the case for easy reads. If those characters appear in a series, so much the better. And so often humorous traits trump super powers.
3. To my surprise, seasonal books are not as big a seller as you would expect. Who buys the ground hog and valentine books? Predominantly teachers and grandparents.
4. Book signings have lost their novelty. These days a book event has to be extremely well-planned and offer something unusual to be a success. And although you might expect a panel of authors to bring in more people, often that is not the case. If you’re planning a store event, it’s best to figure that you’ll have to bring in the bodies. And nothing is more annoying than a pushy author or a prima donna. Remember, a book signing should be of mutual benefit.
5. Never underestimate the power of hand-selling. So often people come into a bookstore unsure what to buy and will go with the recommendation of a knowledgeable bookstore employee. All the more reason to get to know your local booksellers—not as an author, but as a customer. What more can you do to introduce yourself to the staff? Offer to do a reading. Many stores feature a regular storytime. Come up with a simple craft and offer to read your book along with a couple others. The store will love you.
BONUS: And if you are looking to buy a children’s book and need a recommendation, it’s the ex-librarian, or moon-lighting author who will be your best bet. They will be the person tucked back in the kids’ section waffling over which books to buy with their next paycheck. And yes, that was me.
Mary Ann Fraser is the author/illustrator of over sixty fiction and non-fiction books for children, including her latest picture book, NO YETI YET (Peter Pauper Press). Other titles include HEEBIE-JEEBIE JAMBOREE (Boyds Mills Press), the OGG & BOB books (Two Lions) TEN MILE DAY (Henry Holt), and WHERE ARE THE NIGHT ANIMALS (HarperCollins). Her books have received a Junior Library Guild Selection, School Library Journal Best Book of the Year, Book Links Book of the Year, IRA Young Readers Choice Award, and American Booksellers "Pick of the List." She is a regional advisor for SCBWI, and a member of the California Readers Association, Children’s Authors Network, and the Children’s Literature Council, and when she is not writing, illustrating, or giving school presentations, she is painting murals, playing her hammered dulcimer, or in her garden talking to her turtles. To learn more visit www.MaryAnnFraser.com.