On Thursday, January 26th, James River Writers presented “Shelf-Life: How Savvy Authors Woo Booksellers & Readers.” Attendees gleaned insights into the many ways books travel from publishers to bookstore shelves, and came away with tips on the ins and outs of the bookselling industry.
The witty and wise panel, moderated by Rebecca Joines Schinsky (founder of The Book Lady’s Blog), consisted of Kristin Keith, W.W. Norton & Co. Publishing sales representative; Julie Schoerke, publicist and founder of JKSCommunications; and Richmond’s Kelly Justice, owner of Fountain Bookstore.
The most important lesson of the night was a pointed checklist of author etiquette when asking a bookstore owner to stock one’s book. Keith suggested the first step is to prepare a “quick script,” an economical rundown of one’s writing and experience that serves to leave a healthy, positive dose of personality. Justice added that knowing the “language of the book industry” aides this process. Using the comparative title formula, “my book is X meets X” (Jaws meets One Day, for example) is a provocative way for an author to communicate his/her style quickly.
“You get what you give” became the mantra of the night. “People will hear about burnt bridges,” said Justice. Schoerke explained that the first impression is huge, whether one is approaching a bookseller at a party or on the Internet. “You are the face,” she mused, “and you want to get that face out there in as many positive ways possible, especially on social media sites….But be honest. All you have is your integrity.”
— Christina Trimarco, JRW Intern
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