How to Get a Self-Published Picture Book Into Bookshops and Libraries

Independent bookshops are often warm towards local authors, and librarians love a book that fills a gap. But both are busy, and both buy in particular ways. Make it easy for them to say yes.

1. Make the book orderable

Bookshops usually order through wholesalers and expect a trade discount and, ideally, the option to return unsold copies. If you print on demand, the discount you set is shared between the wholesaler and the shop. Many independent publishers set a discount in the region of 50–55% and allow returns so that shops can order. It reduces your margin per copy, but a book shops can't order sells nowhere. Check your distributor's current terms before you decide.

2. Prepare an Advance Information sheet

An Advance Information (AI) sheet, often called a sell sheet in the US, is the one page buyers use to decide. Include:

• Cover, title, author and illustrator
• ISBN, format, page count, trim size and price
• Age range and publication date
• How to order (distributor or wholesaler)
• Your one-sentence hook and two or three selling points
• Two or three comparable titles
• Your marketing plans: events, school visits, press

A professional AI sheet instantly sets you apart from most self-published authors.

3. Approach shops the right way

1. Visit as a customer first and get to know the children's buyer.
2. Send a short email with your AI sheet attached, not the whole book.
3. Offer something that helps them sell: a story time, signed stock, a window display, or a school visit linked to the shop.
4. If they say no, ask whether they'd take a few copies on consignment, and accept the answer graciously.

4. Libraries

• Libraries usually buy through library suppliers, so mainstream availability matters.
• Readers can ask their library to stock a book. Give your readers a little card or post explaining how.
• Offer free story times to local branches. Librarians talk to each other and to schools.
• In the UK, register for Public Lending Right so you're paid when your books are borrowed.

5. Think beyond bookshops

Picture books also sell in gift shops, museum and heritage shops, toy shops, nurseries, cafés with play areas, and community and faith centres. A seaside story belongs in a coastal gift shop. Bulk orders from organisations can be your biggest single sales.

Get the templates: The Picture Book Launch Kit includes a fill-in Advance Information sheet and a bookshop pitch email, plus the pricing calculator to check your margins.