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Greetings!
Inside you'll find information on current and upcoming releases, excerpts, covers and ordering information, special offers specifically for our booksellers, and much more.
If you're a bookseller and would like to receive the free monthly edition of Bookseller News, simply email LMALCOTT@aol.com with BN SUBSCRIPTION in the subject line. Please include your store's name, physical/mailing address, phone number, email address, and contact name. (NOTE: if you received notice of this newsletter via email - not including listserv - you are already subscribed and do not need to subscribe again:))
Happy
Sales
The Romance Club
CONTENTS
1.
New
Releases - summaries, excerpts and
covers!
2.
BOOK CLUBS: Does your
bookstore have them?
If not, you should!
3.
Articles -
Several
new articles by Stephanie Bond to help you
sell more books, as well as other articles..
4. New Bookseller Directory at The Romance Club, The
Mystery Club and Erotica Romance!
5. Booksellers
helping booksellers
- see how you can help
your fellow booksellers in BOOKSELLER NEWS!
6.
We want to hear from
YOU: Do you have a
suggestion for a topic that should be covered in
Bookseller News? If so, email
BookAMonth@aol.com with BN Suggestion
in the subject line.
New
Bookseller Directory at
The Romance Club, The
Mystery Club and Erotica Romance!
Be listed in the new Bookseller Directory that will be appearing on all 3 of the above sites! Have your store advertised to thousands of readers!
Booksellers will be listed by STATE. Information you can include: Store Name, Address, City, State, Telephone and Website.
Cost? Just $25.00/year. 100% of your initial payment goes to Children's Literacy.
Make checks payable to:
Dollywood Foundation
Mail to:
TRC -
Bookseller Directory
PO Box 457
Orwell, OH 44076
Want to pay by credit card? Sign up for an annual $25.00 subscription through PayPal.
Once payment has been sent, send your Bookseller Directory Information to LMALCOTT@aol.com in the following format
STORE
NAME
Street Address
City, State ZIP
Telephone (including area code)
website
Questions? Email LMALCOTT@aol.com
Do you want to help your fellow booksellers? You may submit an article to the BOOKSELLER NEWS and offer tips and suggestions to other booksellers on how to increase their traffic and sales, or on other aspects of the bookselling business. Send your submission in the body of an email, 1000 words or less, to LMALCOTT@aol.com with BN ARTICLE in the subject line. Be sure to put your name, store name and location at the end of the article. If your article is going to be included in the BOOKSELLER NEWS, you'll be notified by email.
NOTE: By submitting your article to BOOKSELLER NEWS, you agree to allow The Romance Club to publish said article, at their discretion, and agree that you understand there is no payment for articles published in the BOOKSELLER NEWS, and that the purpose of these articles is for booksellers to help other booksellers. You also guarantee that the material you submit is original to you, and that The Romance Club cannot be held liable for any copyright infringement caused as a result of any article submitted to and published in BOOKSELLER NEWS.
BOOK CLUBS
Does your bookstore have them?
by Laura Mills-Alcott
For booksellers who carry romances, a book club is an important selling tool. Why? Because it can help you sell more books to existing customers, as well as bring new customers into your store and keep them coming back.
This month we’re going to explore some of the ways you can start a book club, or, if you already have book clubs, some things you can do to make them even better – for you, and for your customers.
The first thing to remember when considering a romance book club for your store is that romance readers love to read romance – and they love socializing with other romance readers. This is why romance book clubs tend to be very successful for the booksellers who really put an effort into it.
How does a bookseller go about starting a romance book club?
1. Pick a date for your first meeting. This should be approximately one month in advance. Make the meeting day and time something that would be convenient for you and the reader. A week night, after dinner time is usually best. And the meeting should not end too late for those who have to work. IMPORTANT: Your store should be closed to the public.
Example: Tuesday, 9-11pm or Thursday, 8-10 pm.
2. Advertise your new book club. Put flyers on your door so they see it as they enter. If someone comes in and purchases a romance, fold the flyer in half, and put it in their new book (don’t leave it free-floating in the bag – it could get thrown away without being read). You can also hang flyers up at the local grocery stores, ask beauty shops if you can put a flyer up there – anywhere women frequent is a good place to advertise.
3. For your first meeting, select a variety of romance titles from every subgenre. Put 2-3 copies of each title on a special table for your members, displayed neatly and attractively, so the covers can be seen.
I would suggest a mix of new titles, and titles that may have been moving slowly – bestselling authors and new authors.
4. Give your new book club members a discount on the displayed books. It can be any amount of your choosing, but for this first meeting, make it substantial – say 25-35%. On slow moving titles, make the discount even higher – around 40-45% (move those books!)
5. Have a list of titles that just came out. Your members can select the club’s pick from this list. Also, have a list of titles coming out the first week of the next month – they, and you, will need this so you can order enough copies of the chosen title for everyone.
6. You, the bookseller, provide the snacks for this first meeting. A cookie tray, coffee and tea (remember, it’s better to have too much than too little! Don’t run out of cookies or coffee.)
After the first meeting, the members can bring the snacks (perhaps 1 member each meeting, or, if it’s a large group, 2 members split the responsibility), and you continue to provide the beverages.
7. Clear a space in your store and have a circle of chairs, and your book display table. Make it comfy and friendly.
8. Organize a drawing. Each reader in attendance will put their name, address and phone number in a drawing box, and at the end of the night, you draw the name of the winner. You can choose a book, or a gift certificate so they can choose a book (if it’s a gift certificate, make it good for any “regularly priced” book).
So now it’s time for your first meeting. Everything is in place and pretty. Your new book club members begin to arrive.
1. Invite them to look around the store while you wait for everyone to arrive.
I would recommend giving club members at least a 10% discount off any book purchase, and, of course, the higher discounts on the featured books on your display table. NOTE: if you already give a discount to all customers, consider giving the club members’ a discount just a little higher – an extra 5% will be very welcome.
Get a group of romance readers together, and they will begin talking about their favorite authors, great books they’ve recently read, etc. So chances are good you will make sales on this night, so make sure your cash register is turned on and you have change.
Also, have someone at the cash register from the beginning, so they can buy the books as soon as they are ready. Don’t make them wait until the meeting is over.
2. Once everyone has arrived, lead them to the area you have set up for the meeting, and introduce yourself. There may be people there who have never been to your store, who have come as a guest of one of your customers, or who came as a result of one of the flyers you put up at the local grocery store. You want these ladies to know who you are.
3. Invite them to get snacks and coffee and have a seat.
4. When everyone is seated and enjoying those decadent sweets, go around the circle, and have each person introduce herself and tell the group the title and author of the best book she’s read in the last month.
5. After all the introductions are made, it’s time to have fun. For the first meeting, the group will not have read a club pick book, so it’s time to get to know each other and what everyone likes.
6. Pass out the list of titles that just came out. This lets them know what is available at your store (they may find a title they didn’t know had been released and want to purchase it that night).
7. Pass out the list of titles that will be coming out over the next month.
8. At this point, the group has a choice – they can either all read the same book, OR they can each select any title of their choice from the list (in other words, several different titles will be read prior to the next meeting).
If the majority wish to read the same book, then they must decide which book so you can order enough copies (remember, they pay for their books prior to you ordering – and you give them the higher discount on “club picks”).
If the majority wish to read different books, then it’s simply a matter of each of them telling you which books they wish to order (and again, they pay for the books that night, and get the higher discount on this purchase).
Personally, I would recommend the latter – where everyone reads their personal choice. First, it might keep more people interested and coming (as they may not all like the same romance subgenres), and second, when they meet to discuss what they’ve read, they will pretty much be an advertisement for other books.
9. The next thing your group will decide is how often they’d like to meet. The obvious choices are weekly, bi-weekly or monthly. A good suggestion might be bi-weekly, and then the group can choose to switch to monthly or weekly at a later date.
10. Pass out a copy of TRC’s Romance News (available free with your bookseller newsletter, all you have to do is print it out). This will give readers even more of an idea of what’s available to read.
11. Ask for a volunteer or two to bring the snacks, plates or napkins for the next meeting (remember, you supply beverages and cups). Perhaps making a list of all members and having them bring the snacks in turn will be helpful for everyone.
12. Once these formalities are out of the way, the rest of the meeting should be spent chatting. Lead the discussion to books they’ve recently read, why they liked them, other books by the same author, etc.
At the group’s second meeting, it’s book club business.
1. You have your sheet that lists all the books coming out over the next month (and release dates) – title, author, release date – so readers can browse and choose for the next meeting (have enough copies for all members).
2. The group discusses what they’ve read. If it’s the same book for all group members, what they liked, didn’t like, etc. If it’s different books for all members, then have them take turns telling what they read, giving a summary of the book, telling what they liked about it.
3. In a two hour meeting you may well have time left over. Always use time before and after the meeting to allow your club members to browse books. Allow enough time to ring up club purchases after the meeting (if your meeting ends at 11pm, you might want to start ringing up purchases around 10:45pm). Encourage members to talk about other books they’ve read, beyond what they read specifically for the club.
4. Give members something – it can be a drawing each meeting for a book or gift certificate, or it can be something as simple as a book mark (with your store’s name and address on it if possible).
Above all, make it a friendly, warm experience for your club members. Atmosphere is important, and it will keep them coming back for meetings.
A bookseller friend of mine in Louisiana runs a very popular (and profitable) bookstore. She had taken her book club to the point of it being a weekly social event that her ladies really look forward to. The ladies all bring their own bottle of wine (or other beverage if they don’t drink wine), and she provides snacks. She gives readers a 30% discount on purchases and they spend a couple hours talking about books in general and browsing the shelves.
Her readers have become her friends, and they wouldn’t shop anywhere else. She makes less “per book”, however, she sells a ton of books, that more than make up for the higher discount she offers.
Obviously, the suggestions herein are basic guidelines. As you get to know your book club members, you will be able to adjust to their needs and wants.
The important thing is to have fun – and sell books.
Laura Mills-Alcott is a historical romance author. Be sure to check out The Briar and the Rose, Laura Regency Historical Romance based on the ballad Barbara Allen
NEW & UPCOMING RELEASES
NOTE: each new release listing links to an excerpt from the book. At the end of the excerpt you will find a link back to this page, and in the case of many, ordering information.
CABIN FEVER by Karen Rose Smith
Silhouette Books Special Edition #1682, May 2005, ISBN 0-373-24682-X: P.I. Brad Vaughan and his secretary Emily Stanton travel to Montana to investigate the ownership of a gold mine. Emily finds herself stranded in a mountain cabin with Brad. Attraction sizzles and explodes between them until they are rescued. They learn hidden secrets as well as the ownership of the gold mine while falling deeply in love.
ALL GOD'S CREATURES by Carolyn McSparren
In 1960, Memphis debutante Margaret McClain defies conservative Southern society by entering veterinary school. Soon young Dr. Maggie McClain finds herself battling for respect among the farmers, pet owners, and livestock breeders of western Tennessee, while also juggling marriage, kids, and a bevy of loving but rambunctious friends--both two-footed and four-footed. As the decades pass, Maggie's courage and dedication become legendary. Yet when tragedy strikes her family, Maggie has to make a poignant decision about her future in the profession she adores. Order from major distributors or direct from BelleBooks at www.bellebooks.com
MUST HAVE BEEN THE MOONLIGHT by Melody Thomas
Maddy Bainbridge is thrilled about marrying Aidan O'Malley--but she wasn't prepared for the ordeal of planning a wedding. Now the O'Malley clan is about to get a big shock when Aidan's teenage daughter reveals a secret that could tear apart the entire family--and put a stop to one very special wedding
THE BRIAR AND THE ROSE
by Laura Mills-Alcott
Devan, Marquess of Castlereagh, tormented by his past and determined to live out his days in quiet solitude. Then Raven enters his life. With the face of an angel, body of Aphrodite, and the tongue of a drunken Irishman, he's never met any woman so infuriating... so seductive... so... his match. From historical Ireland to the elegant ballrooms of Regency London, together they discover the truth of the past and a love so strong it cannot be denied. Order directly from Gale Group, 1-800-223-1244 Ext. 15, use promo code MML05601 for a 40% discount and receive delayed payment terms.
TO TAME A WOLF by Susan Krinard
Her innocence destroyed, young widow Tally Bernard swore that she would never trust a man again. But when her brother disappears, she has little choice but to make a pact with the devil–Simeon Kavanagh, a brilliant tracker whose dark past rivals her own. In order to save Tally and her dreams of a new life, Sim must sacrifice his own hope for redemption and fully accept the legacy of his werewolf father ... even if it costs him the only thing worth having–Tally’s love...
MORE THAN A SCANDAL by Sari Robbins
In More Than A Scandal, the misdeeds of unscrupulous cousins forces timid Catherine Miller to don the mantle of a notorious “Robin Hood” style thief. Yet in Catherine’s case, it’s not the unpleasant Sheriff of Nottingham on her trail, but the man she’s loved in secret since she was twelve! MORE THAN A SCANDAL is the second installment in Sari’s highly successful Andersen Hall series begun last summer with ONE WICKED NIGHT.
DEARLY DEPOTTED by Kate Collins
MURDER ON NOB HILL by Shirley Tallman
Sarah Woolson dreams of becoming a lawyer in 1880
San Francisco. But society believes it’s against
God’s will for women to seek a career. Finagling a
job at a major law firm, Sarah acquires her first
client – a young society matron accused of
murdering her husband. Soon more victims fall prey
to the killer’s
knife, and her client is charged for these crimes
as well. Fighting to save the widow’s life, Sarah
becomes embroiled in a daring Chinatown raid, a
scandalous sex club, a mysterious tontine, and the
city’s most powerful tong lord. But when she
finally corners the Nob Hill murderer, Sarah finds
herself in danger of becoming victim number six...
MAD COW NIGHTMARE by Nancy Means Wright
Told in a variety of offbeat voices, Mad Cow Nightmare is the sometimes humorous, sometimes heartbreaking, but always suspenseful story of a fiercely independent woman - Ruth Willmarth - who throws herself against hate and superstition, in order to save her Vermont farm, family, and a dying way of life from a "plague-carrying, female killer.”
MISSION IRRESISTIBLE by Lori Wilde
When Cassie’s boss threatens to fire her from the museum if one thing goes wrong with the masquerade ball to celebrate the reunification of a priceless Egyptian amulet, she fears the worst. Then the lights go out, half the amulet goes missing and her mummy-costumed admirer collapses with a knife in his back. Cassie has no choice but to turn to nerdy, uptight Dr. Harrison Standish, who thinks her impulsive behavior makes her an all-but-certified nut. They must find common ground and recover the missing amulet in 72 hours---if love doesn’t catch up to them first.
For more excerpts of romance, mystery and women's fiction, go to http://www.romancereport.com/previews.htm
Heather Graham (aka Shannon Drake) is working on a special CD to help promote her upcoming release "Picture Me Dead". Heather sings on the CD! Stay tuned for more details!
ARTICLES
by Stephanie Bond
Ah, summer! Road trips, airplanes, resorts, pools, beaches. While on vacation, people who don't normally read romance novels, read romance novels. And people who do normally read romance novels, read a lot more of them. Here are a few ideas for you to capitalize on vacation read sales:
· Post a floor sign near the entrance that says, "Yes, but do you have enough romance novels to get you through the summer?"
· Set up vacation props in your romance section: travel posters, suntan lotion, beach umbrellas.
· Offer a 'beach read' special—a tote bag, beach towel, sunglasses, and three romance novels for one price. Or perhaps offer a 'buy four, get one free' special.
· Put up a sign in the romance section that says: "We have as many summer romances as you can handle." or "How about a happy ending this summer?'
· Offer a discount coupon to customers who send the store a postcard from their vacation destination telling which romance novel they're enjoying. Display the postcards on a bulletin board in your romance section.
· Offer a free book to the customer who brings back the most well-traveled romance novel: covered with destination stickers, swollen from being dropped in the pool, greasy from suntan lotion, dog-eared to mark the best scenes, stained from tropical drinks, et cetera.
Have fun, and happy selling!
HOW TO CARE FOR NEW AND OLD BOOKS
by Stephanie Bond
Does
your heart break at the sight of a deteriorated
book? (Especially if it's your own inventory?)
Unfortunately, the very act of being
displayed is the most damaging environment for a
book—fire, water, light, and other natural
elements are the greatest enemies. The following
DOs and DON'Ts, however, will ensure
that your precious investment is preserved as long
as possible.
· Older books might actually be more durable than newer books because of the quality of materials used. Still, DO monitor your inventory, especially the more fragile and valuable books at least once a month to help catch any environmental damage while you can still save the volume.
· DO condition leather-bound books regularly to keep the covers from cracking or drying out.
· DO use flame-retardant curtains and carpeting/rugs in your store to reduce the threat/damage of fire.
· To reduce the chance of water damage, DON'T position shelving directly below water pipes and sprinkler heads.
· Excessive humidity will cause the pages of your books to stick together. DO use a dehumidifier to reduce moisture in the air. Fifty percent humidity, give or take a few points, is considered best for book storage.
· Conversely, excessive heat and dryness will make book pages brittle. If necessary, DO add moisture to your display area with a humidifier to achieve fifty percent.
· DON'T forget about the stockroom, which is often exposed to more extreme swings in temperature. If books aren't on display, they should be stored in a cardboard box in a cool, dry place.
· If you display books in your windows, DO install an ultraviolet blocking tint on the windows and/or change out the books every day.
· DO handle every book carefully. DON'T open a book wide enough to break the spine, and DON'T turn down the corner of a page to mark a reading place.
· DON’T pack books too closely on the shelves—they might stick together, and your customers could damage them trying to wedge them back onto the shelf. Likewise DON’T shelve books so loosely that they flop around on the shelf. Use booksends to support volumes in shelves that are less than full.
· Some bookshelves are more decorative than practical, so DO inspect your shelves for damaging surfaces, such as rough wood or curlicue corners than can snag book jackets, etc.
· DO use glass-enclosed shelves to protect more valuable books from fire, water, and rough handling.
· If a book has a cut-out cover, DO shelve it face-out to reduce the change of tearing the susceptible cover.
· DON'T display a book on its side unless it is an oversize book and even then, don't stack other books on top of it unless you change them out often.
· Florescent light yellows books, so DO use incandescent lighting to extend the life of paperbacks.
· DO occasionally rearrange books so that, for instance, the same titles aren't always on the top shelf.
· DO dust your books regularly and install a good filter in your heating/AC system.
· Some insects flock to the feast of bindings, pulp, and paste used in books. If you have a pervasive problem, especially when preserving old books and collections, DO contact a professional who will guarantee that no pesticides will come into contact with your inventory.
· Some bookstores feature popular mascots, especially cats. But climbing animals can damage books, so DO keep the litter box away from your most valuable volumes!
INCREASE SALES WITH CREATIVE CROSS PROMOTION
by Stephanie Bond
Booksellers have a distinct advantage in the aisles of the bookstore—you know where everything is! Romance readers, on the other hand, wander into your store, perhaps with a particular title in mind, but always with the secret hope that they'll stumble across the most wonderful book they’ve ever read. Little do they know that an amazing romance novel sits under disguise in the "Women’s Literature" section. Or in the "African-American Studies" section. Or even in the "Mystery" section.
When publishers categorize their new releases, they try to anticipate the largest audience. For instance, romance readers, being volume buyers, seem to buy fewer hardcover books. On the other hand, some readers outside the romance genre buy only hardcover books. So, for instance, a publisher releasing a hardcover book by an author who has built a following in romance might categorize the hardcover as "Women's Literature" to tap into an audience there, then release the paperback a year later with "romance" on the spine to capture the romance audience, too. The end result, hopefully, is more of a crossover audience for the book and for the author. Savvy, yes, but confusing for the bookseller who is used to shelving the author in a different section, and for the reader who knows the author has a new release, but can't find it!
Cross-promotion is the best tool to ensure sales on every front—simply shelve the books in more than one section. But to stay on top of the potential crossover market, enlist the help of your publishers' sales reps. Also, read romance review magazines to know which authors have something "unusual" coming out that might be categorized under "Fantasy" or "Christian-based" or the ever popular "Women's Fiction."
You can also try to hook more romance readers through cross-promotion by placing a few romances in other sections of the store where women frequent, such as "Self-Help," "Cooking," "Crafts," "Business," and "Pregnancy." Be bold—post a sign that reads, "How long has it been since you've curled up with a good romance novel?"
And if you have a multi-media store, you can take cross-promotion one step further. Why not display a CD of Scottish music with a Scottish Historical Romance? Or a romantic comedy video alongside a romantic comedy novel? Or a mystery fan-zine next to a romantic suspense novel?
The bottom line of cross promotion is to try to turn as many customers as possible onto romance in order to cultivate that volume buyer, and because the romance genre offers something for everyone, you can use it as a tool to sell other items in your store!
by Stephanie Bond
Need a birthday gift for your mother-in-law? Try a reading gift basket.
Co-worker promoted? Consider sending a reading gift basket.
Friend having surgery? A reading gift basket would be a thoughtful gesture.
Need a customized holiday gift? Anyone would enjoy a reading gift basket.
Gift baskets are big business—some stores specialize in nothing but gift baskets. You can cash in on this booming business, too, by combining what you know best with a format the retail customer seems to love. A romance novel is a nice gift in and of itself, but put a romance novel in a basket with cellophane wrapping around it and a bow on top, and you've really got something!
How can you get started in the service of offering gift baskets to your customers?
1) Publicize. To let your customers know the service is available, make up several samples and position them around the store.
2) Know your market. Offer a variety of price ranges; print up a flyer to describe the contents of the different kinds of gift baskets you will offer.
3) Be creative. Make up different baskets for all occasions. For instance:
Get-well gift basket: 2 romance novels of the customer's choice; a can of chicken soup, and a stoneware mug.
Congratulations gift basket: 2 romance novels, a box of chocolates, and confetti
New Baby basket: 2 romance novels, earplugs, and bottle of gourmet juice
Holiday gift basket: 2 romance novels, an ornament, a candle, and a candy cane
Birthday gift basket: 2 romance novels, a canvas tote, and a noisemaker
Teen gift basket: 2 young adult romance novels, a music CD, and cookies
4) Customize. Other items you can add to the baskets: bookmarks, T-shirts, bookends, journals, gourmet coffee, stationery, bath salts, scented soap, or gift certificates.
5) Target the recipient. If you're asked to select books for the gift basket, try to find out what the receiver likes in terms of TV shows and hobbies. 'Themed' books are good choices. For instance, you could include a romance trilogy, or books centered around the holiday or occasion being celebrated. And don't overlook anthologies for a great variety of stories.
6) Go for a "look." Make sure your gift baskets are recognizable from other gift baskets. Perhaps you always use the same color of basket, or the same color of ribbon, or snazzy gift-cards with your store name on them.
7) Plan ahead. Make up several baskets ahead of time, leaving openings in the cellophane to slide in the custom contents at the last minute.
8) Consider delivery. Offering delivery to a limited area, especially hospitals or office buildings, could be a boon for your new service.
Reading gift basket business might be just the gimmick to attract additional foot traffic into your store. And when it comes to giving books as gifts, remember—a happy ending is appropriate for any occasion!
PASS THE WORD—ROMANCE READING GROUPS ARE HOT, HOT, HOT!
by Stephanie Bond
Reader groups are experiencing a resurgence of late. Women are especially enjoying the mental stimulation and camaraderie of sharing a good book in a group forum. Perhaps we have Oprah Winfrey to thank for the renaissance—by starting a bookclub with her expansive television viewing audience, she has broadened the medium to staggering proportions.
Bookstores have started their own romance reading groups to attract the volume buying romance readers and to invest readers in the store "community." Members of a reading group are loyal to the store and its events, and will create good buzz for the store by word of mouth. Starting a romance reading group is a great first step in upgrading your romance program, which will result in more overall sales. So how can you start your own reader romance group?
1) Find an in-store champion. Ask for a program 'host' volunteer among your employees who read romance. Look for enthusiasm—the success of your reader group will largely depend on the efforts of this individual.
2) Inform your local Romance Writers of America (RWA) chapter. Contact the national RWA office at (281) 440-6885 to obtain the name of the local chapter nearest you and the contact name. When you reach the chapter liaison, ask them to pass the word among members that you’re starting a romance reading group (post it in their newsletter, on their website, etc.), and ask if published members would be willing to make a guest appearance at the discussion group.
3) Determine a regular time for the group to meet. Weekday evenings are popular meeting times, but don't overlook weekday mornings (offer a story reading in the children's section at the same time) or even Sunday afternoon. Decide if the group will meet once a month, every two weeks, etc.
4) Publicize the start of your romance reader discussion group. Post a sign in the romance section, or place flyers in the bags of anyone who purchases a romance novel. Most newspapers have a local interest section and will print your promo free of charge. And don't forget to post a sign in the area public libraries.
5) Sponsor a local author or a story set locally to stir up interest. If the author can make a guest appearance, even better. Otherwise, your group at least has a point of interest (locale) on which to start the discussion rolling. (If you can find a non-fiction book that has a tie-in, have copies close by.) Offering a discount on the fiction book selected as a topic for the discussion group meeting will help stimulate involvement.
6) Assemble a reading guide. Contact the publisher or surf the Internet to see if a reading group guide is available for the chosen book. Other sources might be the author's web site. If you don't find a reading guide, make a list of questions to keep the discussion going, such as "Who is your favorite character in the book and why?" or "How did the setting impact the story?"
7) Location, location, location. Make sure you have enough chairs for the group to sit comfortably when they arrive. If possible, serve light refreshments and seat the participants around a table.
8) Facilitate discussion. The "host" from the bookstore should be prepared to facilitate healthy discussion about the book, and monitor the group. Prepare a list of questions to pose, such as "Who is your favorite character in the book and why?", "How did the setting impact the story?", or what was the most memorable scene?" Give everyone a chance to talk. If the time expires, the "host" should gently announce the formal end of the session, but invite those who would like to stay and discuss the book further among themselves to do so, then excuse herself.
9) Encourage camaraderie. Ask the members to bring a recommended reading list with them. Make copies of the list and distribute to the group.
10) Publicity. Take a photo of the group and send it to the romance review magazines, most of which feature a different reader group every month. Be sure to post the photo in your store, and in the store's newsletter and/or website.
11) Maintenance. Expect a certain amount of turnover in attendance. Ask the members of the group to invite a friend to subsequent meetings, then keep advertising the romance reader group to your customers. Invite the group members to other events in your store, especially romance autographings.
Initiating a romance reader group in your bookstore—just one way to help grow the romance market!
by Stephanie Bond
A craze has swept the romance industry—mini-series mania. Whether referred to as "continuities," "sequels," or "spin-offs," romance customers love reading about characters that are connected in some way. Mini-series come in all forms, possibly centering around one family (siblings), a locale (small town), a group (sorority), or eyen an event (the millennium). Some contain characters who know each other and feature characters from other books in the series, others are standalone books. Regardless, mini-series books are consistently the best sellers. Here's how you can help your customers find connected stories:
· Some publishers have special promotions for mini-series, ask your sales rep to give you advance notice—let them know you are especially interested in connected books.
· Be aware that one promotional tool, such as a shelf-talker, might work for more than one title.
· Look for a "flash," a little insignia on the book cover that identifies it as part of a series. Each mini-series within category romance will have its own distinctive flash, and its own "name." These flashes are meant to better target the customer, to provide a glimpse of the story’s tone and/or story line.
· Subscribe to a novel database that allows you to search by mini-series. (Romance Writers of America (RWA) members are able to identify their books as part of a mini-series in the RWA novel database. Check it out on http://www.rwanational.com/BooksellerMenu.htm. )
· Read romance review magazines to stay abreast of hot mini-series trends.
· Be aware that "trilogies" can sometimes expand to four or more books if the mini-series becomes popular!
· Also be aware that the mini-series might be released in successive months within the same publishing line (for instance, January, February, and March within Harlequin Intrigue), or spread over several months within the same line (January, July, and December within Harlequin Temptation), or spread over more than one publishing line (Silhouette Intimate Moment, Silhouette Special Edition, Silhouette Desire).
· And, finally, know that some mini-series are written by the same author, while other series are "shared."
Whew! Mini-series mania can be confusing, but publishers know that voracious readers will follow the mini-series, which can be a great tool to attract readers to a less popular line or to a new line, or to introduce a new author. Which, in turn, helps you sell more books!
A BOOKSELLER’S NEW YEAR RESOLUTIONS
by Stephanie Bond
Have a Fall Festival Right in Your Store
by Stephanie Bond
Show me a customer who’s in a good mood, and I’ll show you a customer with an open wallet. If you’re looking for a clever but flexible way to merchandise new fall romance releases that will entertain your customers, think about using a ‘country fall festival’ motif:
· Hang streamers in red, yellow, and orange color schemes, or place silk fall foliage all around to create an atmosphere in your store.
· Hang signs and banners everywhere that say "Fall Into a Good Romance Novel." Or print up T-shirts for your employees.
· Check out a local craft store for scarecrows, mock bales of straw, or cornstalks to use as props around the store.
· Print a sheet of fall recipes to enjoy while reading such as ‘One-Hand Caramel Popcorn.’ (See page xx for recipe ideas.) Include a discount coupon for the purchase of a ‘new release’ romance novel.
· Change your welcome floor mat to one that has fall leaves printed on it.
· Buy fall-themed or checked tablecloths for your tables, counters, and window displays.
· Set up a small wagon (or wheelbarrow) full of straw to conjure up memories of a hayride—populate your wagon with gourds, pumpkins, and recommended romance novels.
· Set a basket of fresh apples in the romance section with a sign that reads "A Romance Novel a Day Keeps the Doctor Away."
· Serve spiced cider to your customers.
· Float rubber duckies in a punch bowl with discounts written on the bottom. Allow your customers to choose one at the checkout.
· Have your employees wear denim smocks with pockets to hold romance titles for hand-selling.
· Consider printing bookmarks with your store name and the words "This fall, fall in love with a romance novel."
· Have a drawing for a ‘bushel of books.’ Buy an inexpensive bushel basket at the hardware store, and fill it with romance books and other goodies. (Contact your local RWA chapter and ask published authors to donate autographed books.) Don’t forget to make a big fuss over the winner—take pictures and post them at the counter.
· Autumn is a great time to start a romance newsletter—right before the holiday sales season. Use the drawing as a way to gather a romance reader mailing list.
When the leaves start to fall, thoughts turn to warm sweaters and cozy nights by the fire—reading. Start setting that mood as soon as the customer walks in your door. Remind her that curling up with a romance novel is like having a comforting slice of grandma’s pumpkin pie.
Ahhhhhhhh.
Stephanie Bond is the RITA award-winning author of humorous romantic suspense novels for Avon (Kill the Competition, 11/03) and romantic comedies for Harlequin (Strangers in Paradise, 1/04 and Cover Me, 2/04).
ATTENTION: Customers up for Grabs
The average romance reader visits bookstores more often and spends more money per visit than other readers. The proof? One out of every two paperbacks sold in this country is a romance novel! If you're not devoting a good portion of your shelf space to romance, you're losing sales. Here are a few ways to grab those loyal customers and fatten your sales:
· Romance offers something for everyone! Learn the types of romance—historical, paranormal, suspenseful, futuristic, inspirational, etc.—to better communicate with your customers.
· If you don't carry series romance novels (romances which are replaced every month), consider adding them to your retail line-up. Although the short shelf life requires more expedient shelving and turnover, selling series romance is an excellent way to get a customer "hooked" on romance and, therefore, back into your store for the next month's releases.
· Ask all employees to read a few romance novels so they're prepared to hand-sell to the high- volume romance customer base.
· Establish a "staff recommended" table or shelf and offer a discount on those romance titles.
· Post a few neon colored index cards with a note such as "If you like the movie , you’ll like this book" to help attract new readers.
· Move the romance section to a high visibility area of the store and devote as much shelf space as possible to the genre.
· Since romance readers respond to the beautiful cover art of romance novels, display books cover-out on the shelves.
· Let authors know you welcome promotional materials, and what works best for you: bookmarks, excerpts, posters, signed cover flats, shelf-talkers, etc.
· Consider shelving anthologies separately, and steer your customers toward them when they're looking for gift books.
· Start building a mailing list of romance customers to invite to special events
· Set the mood. Romance readers love a romantic environment, so hang a lace panel here and there, serve hot tea or chocolate to browsers, and pipe in soft music.
· Sheer volume draws attention—a floor stack of one or two titles always stops foot traffic, even if the book isn't on a bestseller list
· Experiment with slightly larger orders to obtain a higher sell-through. For instance, you might discover if you carry 10 copies of a book, you'll sell 6 (60% ), but if you carry 15 copies, you'll sell 10 (66%).
· Display romance novels in other sections of the store women frequent (cookbooks, self-help) with a sign such as "How long since you last curled up with a good romance novel?" Ditto at the check-out counter.
· Cross promote merchandise in your store. For instance, if you spotlight a historical novel set in Ireland, you might include in the display a coffee table book on Ireland, a CD of Irish music, and a travel video of the country.
· Carry at least one romance review magazine and display it in your romance section; readers will utilize the magazines to find more books that interest them.
· Organize a romance reader bookclub to meet regularly in your store and discuss their favorite romance novels and novelists.
· Cater to your romance customers by offering to special order back titles of their favorite authors, or calling when you receive a new book you think they'll enjoy.
· Ask your romance customers what trends they're following—allow them to guide your ordering process.
· Consider ordering non-fiction books that will appeal to romance readers, such as titles on collecting romance novels and book cover art, or how to write a romance novel.
· Consider carrying a line of young adult romances to capture romance readers (and customers!) at a younger age.
· Romance customers beget romance customers—ask them to spread the word to their friends that you want their business.
Romance sells! Begin to foster relationships with romance customers, maintain a wide selection of titles, and challenge yourself to spotlight romance for one year—then watch your sales climb!
A note to booksellers from Stephanie Bond: "Thanks for all that you do for the romance genre--so many of my readers have emailed me to say that their local bookseller first recommended my books. A thousand times, thank you!"
HAND-SELLING: The Quickest Way to Yes
Hand-selling, the technique of a bookseller recommending a book to a customer, might be the single most powerful sales tool at your disposal. When faced with row after row of titles, customers are usually relieved when an informed employee helps to narrow the choices.
Although hand-selling sounds simple enough, here are a few specific tips ro help you and your employees be the most effective salespeople in the shortest amount of time:
1. Know thy store layout. Nothing is more frustrating than being led all around a store because the salesperson isn't familiar with the floor diagram.
2. Master a greeting that "leads" the customer. For instance, "How may I help you find a book today?" is better than "May I help you?" The first greeting is fresh and direct and, therefore, more likely to evoke a positive response from your customers.
3. Be a gracious host. Instead of simply pointing the customer in the right direction or giving them an aisle number, walk the customer to the section/title they are looking for.
4. Ask "qualifying" questions. Probe for information to better help you recommend a romance novel. For example, you might ask, "What kinds of movies do you like?' or "Are you interested in history?"
5. Be an informed romance seller. Use a romance review magazine to help familiarize yourself with new releases in each romance sub-genre.
6. Go for multiple sales. Once you lead a customer to the romance section, select a book and put it in their hands while providing a tidbit about the story or the author. Then select at least five other books for the customer based upon how they answered your qualifying questions. (Simply pull the extra books out to the end of the shelf.)
7. A comfortable customer is a buying customer. After you make the selections, invite the customer to sit at the nearest table to review the books. If the table is nearby, take the five extra selections to the table for them.
8. Follow up. After a few minutes, check on the customer to see if the books you recommended are what they had in mind or if you need to make more choices, or possibly special order a title.
9. Follow through. At the checkout counter, invite the customer to return to the store. "Let me know how you like these books when you come back in." or "Bring in the names of the authors you like best and we'll be glad to order all the back titles for you."
Effective hand-selling is a valuable customer service perk that will have readers coming back for more. In these competitive days of bookselling, don't you want to close every customer who walks through your door? With a little practice and charm, you can help readers find the perfect romance novel—and who doesn't like a happy ending?
Kill the Competition by Stephanie Bond
Good girls finish last...four carpooling divas in
Atlanta become enmeshed in a murder investigation
at their downtown office building and discover
just how far friends will go to Kill the
Competition! Avon Superleader, humorous romantic
suspense, ISBN 0-06-053983-6, cover price $6.99,
prequel to I Think I Love You
ALL POINTS BULLETIN: Sales Tool Hidden in Stockroom
They're portable. They come in all sizes. They're available everywhere. And they're inexpensive. In fact, you probably have one gathering dust in the back room right now: a bulletin board. Why not drag it from the depths of storage, spruce it up a bit, then put it to work as a round-the-clock, every day, every season sales tool for your romance section?
· The most plain of bulletin boards can be refurbished with a coat of bright paint on the frame, and the cork background can even be lightly spray-painted a contrasting color. Print a "Romance News" sign and post it at the top of the board, then fill up the rest of the cork area with:
· Postcards from vacationing customers.
· Flyers advertising romance reader groups. If you don't currently sponsor a reader group in your store, consider posting a sign-up sheet to gauge interest in starting a weekly romance reader group, which will guarantee sales of titles selected for the group.
· Information on joining the local chapter of Romance Writers of America. (Call or e-mail the RWA office (www.rwanational.com) to locate the contact for the chapter closest to you.)
· Customer book reviews. Provide a postcard size photocopied form asking for title, author, and comments.
· Notice of special services. We will gladly order back titles of your favorite romance authors to complete your library.
· Promotional items from authors and publishers. If you have several items to give away (excerpts, for example), simply tack a pocket folder open on the bottom of the bulletin board, and fill the pockets. Inform local authors that you are looking for promo material to fill your bulletin board.
· Notice of special events. Post times for upcoming romance signings.
· Author contact information. Post P.O. Boxes, e-mail addresses, or web page addresses for romance authors and encourage customers to contact their favorite romance authors.
Display your bulletin board in the romance section, and make sure employees are familiar with its contents. Point out the bulletin board to new customers, and remember to change the material on the bulletin board at least once a month. Soon you'll discover the simple schoolroom prop is a valuable, handy way to communicate with your high-volume buyers—romance readers.
Stephanie Bond is the RITA award-winning author of humorous romantic suspense novels for Avon (Kill the Competition, 11/03) and romantic comedies for Harlequin (Strangers in Paradise, 1/04 and Cover Me, 2/04).
Zoom! Books
Flying Off The Shelves:
Creating Successful Booksignings for You and the
Author
by Lori Soard
Whether bookseller or author,
we've all experienced the disappointment of
organizing a book signing only to have it fall
flat. There's no sight more pitiful than an author
with a table full of books and no one to sign them
for. And it doesn't help with daily sales totals
either!
There are some great ways to get the buzz going
about book signings and create a success for both
your store and the author. Here are a few:
* Why not a speech? Is the book on an interesting
topic? Ask the author to conduct a free class in
your store. Of course, her books will be available
after the talk, helping both her sales and yours.
This is a great technique because you can also
offer books on topics that tie in and create
add-on sales.
* Is your Community Relations Coordinator (CRC)
being all s/he can be? Ideally, the CRC should
contact the author with ideas on what promotions
the store plans for the book signing and what the
author can do to help. At the very least, press
releases should be sent to local media outlets and
those releases followed up with a telephone call.
But, with a little advance planning and a small
time investment the CRC can also create a
book signing kit to help the author get the word
out. Such a kit should include a copy of the press
release, a sample postcard that the author should
be sending to family and friends in the area, and
a checklist of what the store needs from the
author (such as a press kit.)
* Presentation is everything. The book should be
displayed in the store window or near the cash
register. Try to get creative with your displays.
Is the book a sizzling romance novel? Buy some
white satin, set the book atop it with champagne
glasses and a wine bottle to the side. You want
something, anything that will capture the reader's
interest. You should also set flyers near the book
that give details on the time and day of the
book signing/speech.
* Inserts and flyers. Be sure you put flyers into
each customers bag as they exit the store. It's
also a great idea to start a regular mailing list,
if you don't already have one. Not only can you
notify customers of upcoming events and
book signings but you can offer special sales to
drive them into your store.
* Use the Internet. Email is a great way to keep
in touch with customers and notify them of events
such as this. Also, you may want to post news on
some local events websites.
Good luck, have fun, and may books fly off your
shelves.
Lori Soard has a Ph.D. in Journalism and Creative Writing. Thousands of her articles and short stories have been published and several of her novels. Don't miss her romantic comedy HOUSEBREAKING A HUSBAND this December available through Thorndike/Five Star. You can read more about Lori and her books at www.theromanceclub.com/authors/lorisoard
Dealing With
Stress
by Lori Soard
How can booksellers, writers, and other industry
professionals keep stress from affecting their
work? Eating three rolls of Rolaids in a row might
help temporarily, but what happens when Wal-mart
runs out? Switch to Tums?
First, stop. Take a deep breath. Suck air into
those lungs. Let it out slowly. Repeat as many
times as it takes to recall how to adequately
breathe. When most people get agitated, they tend
to breath more rapidly. Make a conscious effort to
slow down.
Stamp out stress. Determine your own priorities.
Decide what is the MOST important in your life.
Your list may look something like this:
Family
Home
Work
Hobbies
Housework
The laundry that is starting to take on a life of
its own.
Cleaning out the car (who knows what's growing
under all that stuff anyway?)
Once you've decided what is the least important,
decide how to either farm the work out to someone
else, or get rid of it. For example, can you pay
your niece five dollars (or twenty, depending on
how messy your car is :) to clean the mini-van?
Learn to say no. Only take on what you can handle,
and pass on the rest. Someone else WILL step up
and do the work, but why should they if they know
you will always be there to do it for them? This
may even allow people who would not normally
participate to get involved.
How can everything on that long to-do list get
finished? Get organized. Buy a daily planner,
write everything down. Prioritize some more. List
the most important items first, the least
important last. Can you get help with any of those
bottom items?
Learn to be flexible. If you can't do research
because the web is inaccessible, go to the next
item on your list and work on that. Go back to the
research later. If you can't organize that
book signing because you have two others that week,
what about planning an event that will bring in
more customers?
Stress can motivate us to work harder, inspire us
to be more than we had ever planned to be, or it
can knock us to our knees. Recognize your body's
signals when you're under too much stress, and
give yourself permission to take time off. Take a
walk or a long bubble bath, then come back with a
fresh perspective and hopefully an ability to work
with the stress.
Lori Soard has a Ph.D. in Journalism and
Creative Writing. Thousands of her articles and
short stories have been published and several of
her novels. Don't miss her romantic comedy
HOUSEBREAKING A HUSBAND this December
available through Thorndike/Five Star. You can
read more about Lori and her books at
www.theromanceclub.com/authors/lorisoard
You and the Small Press
by Ida Hills
For twenty years, my romances have been published
by a mix of large and small presses. Some of the
small presses were original releases, some
reprints. My first romance, A Love to Remember,
was bought by Vivian Stephens for Dell Candlelight
in 1980. It was reprinted by three different small
presses: as the lead book in an anthology of
Candlelight Romances, a well done condensation in
magazine format, and a hardback large print
edition by Thorndike Press. The added income was
welcome and I was pleased by the worth-while
service of large print.
Technology has brought a proliferation of small
presses: e-publishers, books-on-demand, desktop
publishing, etc. Most small presses cater to a
specific readership. Some are known by the type of
writing they publish. The more successful of a few
years back have blurred the line between small and
large press.
Why should booksellers consider romance books
published by a small press?
1. A variety of subject matter that may not fit
the often limited guidelines of the NY romance
houses, but that readers enjoy.
2. A setting that is different than the typical
settings acquired by New York editors.
3. With the traditional houses merging, tightening
their belts, and cutting lines, a small press
often offers excellent stories by both new and
established authors, giving booksellers more
variety.
Small presses like Beagle Bay Books of Reno,
Nevada and Tripple Tree of Medford, Oregon (among
several others) produce quality trade paperbacks
in the $10 - $15 range.
With online reviews and marketing through the
publishers, The Romance Club, Romantic Times, etc,
readers are now more aware of the small press
releases, leveling the playing field.
Booksellers who carry the romances published by
small presses have found they can even discount
the titles and often make more per sale than a
traditional mass-market paperback, and that
readers are very open to discovering new authors
and reading stories in exotic settings or in a
variety of romance subgenres. The booksellers who
have had the most success with small press
published romances are those who make the books
visible and practice suggestive selling and hand
selling (this, of course, works for all books, but
especially well for the small press books).
Ordering the small press published books is
usually very easy. Some are carried through the
big distributors, and for those that aren't, they
can be ordered directly through the publisher,
either by telephone or via online ordering.
What does a bookseller gain from stocking small
press romance? Variety, exciting new and
established authors, subgenres not easily found
amongst the lines published by the New York houses
and lots more.
There are many writers writing excellent books
that either don't fit the typical guidelines of
the larger New York houses, either because of
elements such as the setting or era, or perhaps
they are in a romance subgenre that the larger
houses aren't publishing in quantity (paranormal
for example). In the case of my last book, Mahalo,
My Love, New York editors just don't understand
the love affair many of us have with Hawai`i.
Beagle Bay Books understood.
You may contact Ida Hills or the publishers at
Beagle Bay Books at
info@beaglebay.com .
From Pebs Book Store: "We are a small independent book store, in a huge Metropolitan City, within range of every major wholesale club, Book chain, and every street corner mercantile business selling books at discounted rates. Ask me if we sell books from small publishing houses?? YES!! Don't be afraid of trying the smaller publishers, we have found the most wonderful books among their titled list. In fact, we now attribute about 30-35 percent of our sales to them.~ Jeanette W. Forrester, Owner
BOOKSELLERS: highlight, copy and paste the information below into your word processing program.
In the event the text below does not fit on a single page, simply highlight the text (in your word processing program) by clicking EDIT > SELECT ALL.
Then click FILE > PAGE SET UP > MARGINS and adjust the margins to .5 each.
Then print:)
This flyer should be hung on your cash register, and if you are going to make a special display of qualifying titles (those that appear in our Romance News newsletter that you'll print off and distribute to your customers), it should also be hung with the display. If you have any questions, email LMALCOTT@aol.com (NOTE: this flyer, if printed, must be printed in its entirety).
We can help you arrange book signings in your store!
We have hundreds of romance authors - from the new faces in romance to bestsellers - on our list.
If you would like to host a book signing in your store, email Booksignings@romancereport.com. In the body of the email, send us your store name, street address, city, state and zip, as well as your store's phone number and your name and title.
Then tell us when you would like to host a book signing.
We'll then email you a list of authors who'd like to do the book signing, as well as some information about their latest release.
You choose which author or authors you'd like to appear at your store.
We'll schedule the authors and you bring the readers in.
It's that simple!
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