The renowned high-street retailer, Waterstones, is strongly supportive of self-publishing, making it accessible for authors to approach their local store and inquire about stocking their book. Whether self-published or not, each book undergoes a selection process, emphasizing the importance of certain criteria.
In our pursuit to understand Waterstones’ preferences, we had the opportunity to interview the Regional Manager and Store Manager of our local branch. During our discussion, we delved into best practices, pitfalls to avoid, and insights into the world of publishing and self-publishing. The managers, being avid book enthusiasts, graciously shared their expertise, providing valuable insights for authors seeking to approach them with their titles.
Here’s a glimpse of what we discovered:
First and foremost, authors must ensure they have addressed key points before reaching out to Waterstones: an ISBN, a professional cover, and a printed copy for presentation. The Waterstones teams possess a keen understanding of market trends and place significant emphasis on the quality of cover design, as well as the necessity of an ISBN for cataloguing and retail purposes.
Moreover, attention to page layout is crucial. Store managers have observed instances where independently published books featured text that was uncomfortably small, deterring potential readers. Ensuring readability is paramount to capturing audience interest.
Books with settings local to or associated with the area where the store is situated may receive preference. This applies to both fiction and non-fiction genres; leveraging familiarity with one’s hometown can enhance appeal to local audiences. Additionally, each store may have genre preferences, underscoring the importance of understanding the store’s clientele and tailoring submissions accordingly.
Timing is also key. Given that lunchtime is typically the busiest period, it’s advisable to visit the store during off-peak hours, such as early morning or after 4pm, to increase the likelihood of engaging with managers when they have more availability.