From Shelf to Shelf: Navigating Bookstores and Busting Through the Saggy Middle

Welcome to this week’s episode of the Murder School podcast.  I’ve been thinking this week that so much has changed in the world of publishing. Back in the “olden” days, the only way a writer could get their stories in front of readers was to score a deal with one of the big publishing houses – a process that involved first persuading an agent to take you on as a client – or by paying a vanity press outfit to print your books. Luckily for us, becoming an independent author – an “indie” author, has never been so straight forward. But that doesn’t mean it’s easy. At the end of this segment, I’ll tell you about some in-person and online workshops I will be hosting in the coming weeks to help would-be authors of all genres get your books out into the world. But first I want to talk about getting your book onto the shelves in bookstores.

As a self-published author, getting your book into brick-and-mortar stores can feel like a daunting task. After all, you don't have a big publishing house behind you, with sales reps and distribution channels at the ready. But with a little bit of research, preparation, and professionalism, you can absolutely get your book onto those coveted bookstore shelves.

First, do Your research. Before you start reaching out to bookstores, it's important to do your homework. Not all bookstores are created equal, and not all of them will be a good fit for your book.

Start by making a list of the bookstores in your area, as well as any other store or organization that might carry your books. For example, I live on Vancouver Island, and we are served by BC Ferries, who have a gift store on every vessel, including a shelf for local authors.

Next, visit each store's website and social media profiles to get a sense of their brand, their customer base, and the types of books they typically carry. Pay attention to any submission guidelines or policies they might have for self-published authors.

If possible, visit the stores in person and take a look at their inventory. Notice how the books are displayed, what categories and genres are represented, and whether there are any local or self-published titles on the shelves.Once you've identified the stores you want to approach, it's time to put together a professional press kit. This is essentially a package of materials that introduces you and your book to potential retailers.

Your press kit should include:

• A cover letter introducing yourself and your book, and explaining why you think it would be a good fit for the store

• A copy of your book (or a sample chapter, if you're sending your press kit digitally)

• A press release that includes a brief synopsis of your book, any notable reviews or awards, and your author bio

• High-resolution images of your book cover and author headshot

• A sell sheet that includes your book's ISBN, retail price, and ordering information

Make sure all of your materials are polished, error-free, and visually appealing. Use a professional-looking font and layout, and invest in high-quality printing for any physical materials.

Now it's time to start contacting bookstores. There are a few different ways you can do this, depending on your preferences and the store's policies.

One option is to send your press kit via email, with a brief, personalized message introducing yourself and your book. Make sure to address the email to a specific person (ideally the store's buyer or manager), and include a clear subject line that identifies your email as a book submission.

Another option is to call the store and ask to speak with the person in charge of purchasing. Be prepared to give a brief, practiced pitch over the phone, focusing on why your book would be a good fit for their store.

If you're feeling brave, you can also visit the store in person and ask to speak with the manager or buyer. Bring a copy of your book and your press kit, and be prepared to give a quick, engaging pitch.

Whichever method you choose, make sure to follow up after a week or two if you haven't heard back. A polite email or phone call can help keep your book top of mind and show that you're serious about working with the store.

When you're reaching out to bookstores, it's important to remember that you're essentially a salesperson for your own book. That means you need to be professional, polished, and persistent in your approach.

Here are a few tips to keep in mind:

• Be respectful of the store's time and policies. If they have specific submission guidelines, follow them to the letter.

• Be prepared to answer questions about your book, your marketing plans, and your sales expectations. Know your stuff inside and out.

• Be willing to negotiate on terms like retail price, consignment percentages, and return policies. Be open to finding a mutually beneficial arrangement.

• Be gracious and appreciative, even if a store decides not to carry your book. Thank them for their time and consideration, and move on to the next prospect.

• Be persistent, but not pushy. Follow up regularly, but don't bombard the store with emails or phone calls.

Remember, building relationships with bookstores is a long-term game. Even if a store doesn't carry your book right away, they may be more open to it in the future if you've made a good impression and shown that you're a professional, reliable author.

Once you've got your book into a store, your work is far from over. In fact, it's just beginning!

To give your book the best chance of success, you need to support it with ongoing marketing and promotion. Here are a few ideas:

• Offer to do a book signing or author event at the store. This can help drive traffic and sales, and give you a chance to connect with readers face-to-face.

• Share photos and updates about your book's placement on social media, and encourage your followers to visit the store and buy a copy.

• Send the store regular updates on your book's sales and any new reviews or awards it's received. This can help keep your book top of mind and show that it's performing well.

• Consider offering the store a special discount or promotion for customers who buy your book. This can help incentivize sales and show the store that you're invested in your book's success.

The more you can do to support your book and drive sales, the more likely the store will be to continue carrying it and even order more copies in the future.

Getting your self-published book into bookstores can be a challenge, but it's far from impossible. By doing your research, creating a professional press kit, reaching out to stores in a polished and persistent way, and supporting your book with ongoing marketing and promotion, you can absolutely see your book on those coveted shelves.

Remember, the key is to be professional, polished, and persistent in your approach. Treat your book like the valuable product it is and treat bookstores like the important partners they are in your publishing journey.

And don't get discouraged if you face some rejections along the way. Every "no" is just a step closer to a "yes." Keep putting yourself and your book out there, keep learning and improving your approach, and keep believing in the value of your work.

The self publishing world is fun and rewarding. The advantage that indie authors have over our traditionally published colleagues, I believe, is the direct connection with our readers. We have the opportunity to really build a community of loyal readers and fans. But, for newcomers, the process and work can seem overwhelming.

In October, I’m hosting two one-day, in-person workshops. If you are local to the Vancouver Island area, you can join me for a self-publishing and marketing day on the 18^th, and on the 25^th, I’ll be hosting a workshop for aspiring mystery writers which will be craft-focused. You can find details of how to sign up on my events page on my website, links in the show notes.

And, if you are not local, these two workshops will be offered digitally from 1^st November onwards. Either way, I hope to see you there!

Now, on to this week’s craft segment, where I’ll be talking about revitalising the “saggy middle” of your mystery story.

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We've all been there: you're cruising along, writing your novel, when suddenly you hit a wall. The dreaded "saggy middle" strikes, and your once-thrilling story starts to feel like a slog. Or maybe you've got a scene that just feels stale, no matter how many times you tweak it.

But, with a few strategic writing craft tips, you can revitalize those stale scenes and keep your novel's momentum going strong from beginning to end. Let's dive in.

First, look at raising the stakes for your characters. One of the biggest reasons scenes can start to feel stale is because the stakes aren't high enough. If your characters aren't facing real, meaningful consequences, the scene can feel flat and uninspired.

To raise the stakes, ask yourself: what does your protagonist stand to lose in this scene? What's at risk if they don't achieve their goal? Make sure the consequences are specific, personal, and impactful.

For example, let's say your detective protagonist is interviewing a suspect. The scene might feel stale if the only thing at stake is whether or not the suspect will give up some minor piece of information. But what if the suspect is the detective's long-lost brother, and the information he's withholding could exonerate their wrongfully convicted father? Suddenly, the stakes are much higher, and the scene has a new sense of urgency and emotion.

Another way to ramp up the tension in a stale scene is to add a ticking clock. Give your characters a limited amount of time to achieve their goal and watch the suspense skyrocket.

The ticking clock can be literal (e.g. "we have 24 hours to find the killer before they strike again") or metaphorical (e.g. "if we don't solve this case soon, the department will be shut down"). Either way, it adds a sense of urgency and pressure that can help keep the story moving forward.

To add a ticking clock to a scene, ask yourself: what's the deadline for my characters to achieve their goal? What happens if they don't meet it? Make sure the consequences are real and impactful, and communicate the deadline clearly to the reader.

It might be time to introduce a new complication for your characters. If a scene feels stale, it might be because it's too predictable. The characters are moving from Point A to Point B without any real obstacles or surprises along the way.

To shake things up, try introducing a new complication. This could be a new piece of evidence that contradicts what the characters thought they knew, a unexpected betrayal from a trusted ally, or a sudden change in the case's circumstances.

The key is to keep your characters (and your readers) on their toes. Just when they think they've got everything figured out, throw them a curveball that forces them to reassess and adapt.

For example, let's say your detective protagonist is about to make an arrest in a murder case. The scene might feel predictable if everything goes according to plan. But what if, just as they're about to slap the cuffs on the suspect, they receive a phone call from the coroner saying the cause of death was actually suicide? Suddenly, the case takes a new turn, and the scene has a fresh sense of intrigue.Sometimes, a scene can feel stale because the characters aren't emotionally engaging. They're going through the motions of the plot, but we don't really care about them or their relationships.

To revitalize a scene, try deepening the character relationships. Give your characters meaningful interactions that reveal their personalities, motivations, and conflicts. Show how they relate to each other, and how those relationships change over the course of the story.

For example, let's say your detective protagonist is interviewing a witness. The scene might feel flat if it's just a straightforward exchange of information. But what if the witness is the detective's ex-lover, and their history together colors every interaction? Suddenly, the scene has a new layer of emotional depth and complexity.

To deepen character relationships in a scene, ask yourself: what is the history between these characters? What do they want from each other? What are the power dynamics at play? Use subtext, body language, and dialogue to reveal those relationships and make the characters feel more three-dimensional.

Another reason scenes can start to feel dull is because the pacing is too monotonous. If every scene is the same length and has the same level of intensity, the story can start to feel predictable and unengaging.

To keep things interesting, try varying the pacing of your scenes. Alternate between longer, more introspective scenes and shorter, more action-packed ones. Use cliffhangers and plot twists to keep the reader guessing, and vary the level of tension and suspense throughout the story.

For example, let's say you have a long expository scene where your detective protagonist is analyzing evidence. To keep the pacing interesting, you might follow that scene with a short, tense confrontation with a suspect, then a quick-cut montage of the detective putting the pieces together, and finally a longer, more emotional scene where they confront the killer.

By varying the pacing and intensity of your scenes, you keep the reader engaged and prevent the story from feeling too predictable or monotonous.

Finally, one of the best ways to liven up a stale scene is to use sensory details. Engage all five senses to make the scene come alive on the page, and help the reader feel like they're right there with the characters.

For example, instead of just saying "the room was cold," describe the way the character's breath fogs in front of their face, the way their fingers feel numb and stiff, the way the chill seeps into their bones. Instead of just saying "the suspect was nervous," describe the way their eyes dart around the room, the way their palms sweat, the way their voice shakes when they speak.

By using sensory details, you make the scene more immersive and engaging, and help the reader connect with the characters on a deeper level.

To add sensory details to a scene, ask yourself: what do the characters see, hear, smell, taste, and feel? What are the textures, colors, and temperatures in the environment? Use specific, evocative language to bring those details to life.

Revitalizing stale scenes and preventing the "saggy middle" in your mystery novel is all about keeping the reader engaged and invested in the story. By raising the stakes, adding ticking clocks, introducing new complications, deepening character relationships, varying the pacing, and using sensory details, you can keep your story fresh, exciting, and impossible to put down.

Remember, writing a novel is a marathon, not a sprint. There will be times when you hit a wall or feel like your story is losing steam. But by using these strategic writing craft tips, you can power through those rough patches and keep your novel's momentum going strong.

So, that’s all for today. Thanks so much for listening, and remember to follow me on all my social media platforms, and tune in for my new bite-sized Midweek Murder Motivation episodes, every Wednesday.