By John Gilstrap
www.johngilstrap.com
Dear Bookseller,
Thank you for inviting me to your store to sign copies of No Mercy. And thank you for the work you do. You are the lynchpin in the machinery that keeps the book world on its axis despite a culture that seems to value the written word less and less. It’s important that we work together to do whatever we can to pull people into stores to buy books. That’s why you invite me, and that’s why I show up. We’re a team.
It’s a shame we didn’t sell more copies, but it was great getting to know you and your staff. I’ve been thinking about the event since we last saw each other, and I believe I might have found some areas for improvement in the future:
Perhaps you should consider putting me inside your store. Yes, I know that things are a little cramped, but customers aren’t seeing me out there in the mall. They’re just seeing a guy at a table with a bunch of books, and judging from the looks on their faces, I think they’re a little creeped out by it. It’s the way they pull their children a little closer as they pass. Let’s share retail space as well as love.
The signage was a great idea; thanks for that. There’s actually only one L in Gilstrap, but hey, these things happen sometimes. Next time, though, along with the big picture of the book cover on the sign, could you display the picture of me that my publicist sent? If people can match a face to a poster it might take some of the creepiness out of the whole guy-sitting-at-a-table thing.
Please don’t think me ungrateful or overly pushy, but for the brief time I’m taking up space in your store, what say we all sell my book? That’s right, mine—the current Gilstrap; not the next Grisham or Baldacci or Miller. Sure, they’re fine authors, but they’re not here right now. Remember that lady who came to the desk while I was there and asked where she could find the new Jack Reacher book? That would have been the perfect time to say, “Oh, if you like that kind of thriller, you might want to meet John Gilstrap. He happens to be sitting right there.”
Perhaps I’m not the best judge on this particular form of etiquette, but it seems reasonable to inform every customer that there’s an author in the house. Perhaps it seems obvious what with the table and all, but believe me it’s not. People get tunnel vision when they shop. They need a little nudging. Ask around. Many of the independent stores and the more experienced chain stores do it that way. Hand selling really moves books.
While we’re on this topic, let’s talk about all those books you stacked around me at the table. It made for a great display, but I think half of them or even more should displayed inside the store away from me. I think it’s intimidating for people to evaluate the merit of a book while the author is watching. Just ask my wife. (I’m a hoverer as she reads my manuscripts, but that’s not important right now.) I think copies should even be stacked at the register so that the salespeople can hand each customer a book while they inform them that there’s an author in the house.
Thank you for your time and attention. As I close, I’d love to hear how I and my fellow authors can make your bookselling job easier. Should I have made up bookmarks and handed you a stack, or would you just see that as more clutter for your desk? I know I end up doing little but sitting at that table, but would you prefer that I walk around and chat up your customers? Truthfully, because of the aforementioned creepiness factor, I hesitate to approach readers on the prowl.
Finally, please know that I’m grateful for all of this. How else can we make the book signing thing more beneficial to everyone?
Warmest regards,
John Gilstrap










