Coffee shops and bookstores are valuable promotional avenues for authors. When you’re looking for a speaking platform, book release venue, or practical branch to sell your work, the untapped market of coffee shops and bookstores are almost endless. Here’s how to network with places where bookworms can be found.

Stores (As a Venue)

As a guitarist, I used to arrange performances with club managers — and it’s the same process when you’re approaching a coffee shop or bookstore. You might even combine music and book sales. Venues like being potential ideas to draw traffic or attention, and the best way is to call (or email) and ask to be put in touch with the person in charge.

Stores can be reserved (“booked”) like any other venue, either for a percentage of profits or a flat-rate. All you have to do is ask, and the right venue will agree. When a venue has other sales products, like coffee and pastries, they may let you sign at the promise of more business coming in the door.

C. Hope Clark signs at The Coffee Shelf, a small bookstore/coffee shop in her hometown of Chapin, SC. On signing day, she keeps all profits but the coffee shop has twice the business in terms of coffee, tea, and pastries. On non-signing days, the store sells her books like any other, as part of their inventory they have purchased. Hope and the store owner cross-promote, aiding each other’s mission.

Agree on terms before settling on a final deal, like door fees and whose problem marketing is (assume it’s your responsibility). And if you become great acquaintances with the business owner, you’ll be asked back with each release. Just remember to give them your business when you need books, coffee, and such. Be a good customer to them, and they are more inclined to reciprocate.

Who Are You and Why?

Editors pay for ideas because they get a practical return when readers like what is published. Venues allocate their space according to what they expect to receive in return. Explain what you are seeking and what the store will receive in return, in one sentence, and you are more likely to land agreeable answers.

Start with who you are (“I’m an author with these credits,”), and what you’re offering (“I’d like to host a book release at your store, in exchange for a percentage of sales.”)

I performed at Crossroads and Boston Rock Lounge as a blues author, and yes, it was as easy as asking. Venues don’t come to you and won’t know you exist without you creating an exceptional introduction. Think of it like you do when pitching your book.

Selling Your Work

Imagine public appearances as performances or events, and book sales as an added opportunity to buy something (and meet the author).

Step one and step two can be combined into an event, like seeing Metallica perform and getting to buy their merchandise after. However, you can also focus on sales alone, and approach stores who would carry copies of your book for an agreed percentage.

If you notice a store isn’t carrying your title, approach them. Most chain and smaller-owned stores are happy for the connection, especially if you can explain how you fill a niche.

NB Publishers’ horror collection (Skrik op die lyf) experienced a sales spike between 2022 and 2024 despite its publication about a decade ago. Publication of its ebook edition spread its reach to international bookstores, and authors including myself revived interest in the book by offering some of our time — including readings, store appearances, and mentions of our stories in the book.

Revive interest in old books, or approach stores with new ones. If you’re a published author, you possess a powerful talking/selling point.

Connections Over Coffee

Coffee shops and bookstores are neutral, safe spaces to arrange meetings with potential clients and publishers. When someone needs to have a meeting or sign a contract, even though I work mostly from home, I’d rather meet them at the Mugg & Bean than at my place! Hope frequently uses The Coffee Shelf for similar purposes.

It’s not just about hosting events at stores, but also about attending them — publishers, literary agents, and fellow writers are guaranteed to be at a book release or authors’ appearance. Bite the bullet and go to store events. You’ll meet people matched with your local industry: that’s a foot in the door, and invaluable contacts for any author.

Coffee shops and bookstores are high-traffic highways for authors and publishers. Get your name into more events, and your neon sign shines brighter for any passers-by.

About the Author: Alex J. Coyne is a journalist, author, and proofreader. He has written for a variety of publications and websites, with a radar calibrated for gothic, gonzo, and the weird. Sometimes, he co-writes with others.