Thinking Outside the Book(store): How to Find Readers in a Crowded Market

Melissa Face’s first book debuted in September 2020 when the pandemic had forced bookstore closures and limited in-person events. Still, she found a way to reach readers, sell books, and find joy in the launch experience. 

Face, a VPC member and contest winner, is the author of the award-winning collection I Love You More Than Coffee: Essays on Parenthood and I Love You More Than Coffee: A Guided Journal for Moms, her latest work. Her writing has also appeared in numerous local and national publications and 26 volumes of Chicken Soup for the Soul.

Face spoke with VPC members about her favorite things: writing, coffee, and her kids, “not necessarily in that order,” she noted. 

Beautifully on brand — Face was dressed in coffee socks, earrings, and a sweater — she began her presentation by reading an essay from her book that took attendees on her journey of motherhood. She had written many essays for a variety of publications and realized that she could put them together as a collection. She chose a hybrid press route to publication. 

“That was the right option for me because I was in a hurry, but there were upfront costs,” Face explained. “I would encourage you to investigate different options before you make a move if you are on the road to publication.” 

Face’s book was first scheduled to publish in April 2020, but COVID-19 pushed that date back.

“The silver lining was I had more time to make a plan,” said Face. “I didn’t know much about marketing at the time, but if you are really excited about something, you can learn.”

So she did and  got to work.

“No’s don’t upset me, and I celebrate every yes,” Face noted. “I’m resilient with rejections.” 

She reached out to local bookstores, who agreed to carry her book on a consignment basis. Coffee shops were still open, so she partnered with coffee shops to promote her collection, including having a hand in crafting drinks inspired by her book. Her essay, “Mommy Van Gogh,” was a raspberry mocha in drink form. She also reached out and sold her book to libraries across the world, including in Australia. 

“About 50 or so libraries now carry my book,” Face said noting she had not originally thought about targeting libraries. “The nice thing about that is libraries feature it in their ‘new purchases” section. 

Face also explored media opportunities for promoting her collection, including on podcasts and Virginia morning TV shows. She is active on social media and connects with influencers to elevate her book. Be on the lookout for her partnership with “The Pie Lady,” who decorates pies to look like book covers, on Instagram next month. 

Face shared her favorite tips for promotion: 

1. You can’t sit back. You have to make it happen.
2. Identify themes in your book to help determine a market. If a character in your book goes to a vineyard, target wineries, for example.
3. Reach out. Expect no and embrace yes.
4. Only engage on platforms you enjoy.

The overarching lesson from Face is luck didn’t do it, she did.

Learn more at https://melissaface.com/.